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Attendance - Consumer Events

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Definition

Individuals who have attended the event.

Principles

  1. Individuals have attended the event

  2. Reported by type

  3. Optional reporting

 

Requirements | Guidance


Requirements 

1. Individuals have attended the event

  1. You must be able to demonstrate the individual has attended the event and on which day(s).

    1. Any one individual (as represented by a specific entrance ticket for example) may only be counted once per day.

    2. There is an exception for press attendance – see section 2c.

2. Reported by type   

  1. Visitor attendance

Defined as individuals who are attending not as exhibitor personnel, organiser staff, or members of the press attending free of charge.

Visitor attendance will be analysed by:

    1. Paid attendance

      • You must be able to demonstrate the individual attending has gained entrance to the event through payment of an admission charge. Note: The payment need not be made by the attendee themselves.

      • The admission charge paid for each attendee must be at least 10% of the highest single ticket price advertised by the organiser, otherwise it will be treated as complimentary attendance. 

      • The following apply to bulk ticket sales: 

        • Must be sold in advance of visiting the event

        • The total amount paid will be pro-rated by the number of individuals paid for to determine the price paid for ABC purposes.

      • The following applies to family tickets:

        • Must specify, on the ticket, the preset discount for a defined number of adult and child visitors. From this you can determine the price paid for ABC purposes.

      • The following applies to season tickets:

        • The total amount paid will be pro-rated by the number of days the season ticket allows entrance to determine the price paid for ABC purposes.

    1. Complimentary attendance

      • You must be able to demonstrate the individual attending has gained entrance free of charge or the admission charge paid is less than 10% of the highest single ticket price advertised by the organiser.

      • For those who have gained entrance free of charge you must be able to provide contact details of either: 

        • The individual who attended; or 

        • The third party individual to whom the ticket(s) were distributed for onward distribution to the attendee(s). 

  1. Other attendance

Defined as individuals who are attending as exhibitor personnel, organiser staff, or members of the press attending free of charge.

Other attendance will be analysed by:

    1. Exhibitor personnel

      • You must be able to demonstrate the individual is a member of an exhibitor’s team of staff and is attending free of charge. 

      • You may choose to report exhibitor personnel on one of two bases (which will be identified on the certificate):

        • Single visit basis: each individual can only be claimed once for the event.

        • Multiple visit basis: each individual can be claimed for each day they attend.

    1. Organiser staff

      • You must be able to demonstrate the individual is a paid employee of the organiser and is attending free of charge. Examples include security, caterers, floor management and exclude stand contractors and venue staff.

      • You must be able to provide the name, job title and contact details for the organiser staff claimed.

      • Organiser staff must be counted on a single visit basis. i.e. each individual can only be claimed once for the event.

    2. Press 

      • You may report attendance of members of the press on one of two bases:

        • The number of press passes issued: each pass is claimed once for the event.

        • Multiple visit basis: each press attendee is counted on each day they attend providing this is recorded and capable of verification with the attendee or recipient of the press pass.

      • You must be able to provide the name, company name and contact details for recipients of press passes.

Guidance available

3. Optional Reporting

  1. You may choose to report Trade Visitors. 

    1. Trade Visitors are defined as individuals within the market served by the event who either pay for or receive a specific trade ticket from the organiser.

    2. Trade visitors will be analysed by paid and complimentary.


Guidance

G1. Individuals have attended the event

No additional Guidance.

G2. Reported by type

  1. Visitor attendance – paid

    1. To help reconciliation at audit you are advised to collect and retain different ticket types in separate bundles for audit. For example retain bulk ticket sales separate to season tickets, onsite tickets etc.

    2. For all ticket sales you are advised to keep clear records and processes that identify how many tickets are sold, at what price and there should be an audit trail to track the payment through to bankings. This may involve various procedures such as sequentially numbered ticket books, ticket machines, cash sheets, daily banking sheets etc. Revenue from other sources, for example as catalogue sales, should be separately identified.

    3. For advance ticket sales you will need to be able to reconcile those attending with tickets sold. You are therefore advised to ensure the attendance of those tickets purchased in advance can be verified, for example by retaining ticket stubs at the entrance or barcode scanning. 

    4. For those visitors that obtain a discount on the entrance fee by using a voucher you are advised to maintain the following to aid the classification into paid and complimentary attendance: 

      • Keep a record of all voucher types issued and their value

      • Retain the vouchers redeemed by type and day, with a bundle count, so that they are easily checked at audit.

  2. Visitor attendance – complimentary

    1. To help reconciliation at audit you are advised to collect and retain separately, in counted daily bundles, those tickets that are paid for at less than 10% of the highest single price, those that capture the individual’s name and address and those that do not capture name and address (but for which you can identify the 3rd party to whom they were distributed).

    2. If an electronic method of recording attendance is used eg barcode type scan, this must enable the attendance to be traced back to the individual attending or the 3rd party to whom they were distributed.

G3. Optional Reporting

No additional Guidance.