There’s something magical about a well-executed event especially in Nairobi, where the energy is unmatched and people show up ready for a great time. But with that magic comes the delicate dance of pricing. Set your ticket prices too low, and you risk cutting corners. Set them too high, and guests will expect the moon. A recent concert in Nairobi illustrated this in painful clarity, and it’s a lesson every Kenyan event planner should take to heart.

The event was hyped beyond measure. The headliner was an international RnB sensation, backed by one of Kenya’s top afro-pop groups. The venue was a space that has hosted many iconic moments. Everything pointed to success until ticket prices were revealed. Regular tickets went for KSh 8,000, VIP for KSh 15,000, and VVIP topped out at KSh 30,000. These were not average Nairobi prices. This was luxury-tier pricing, and it sent a loud message: this concert is elite, exclusive, and unforgettable.

But as it turned out, unforgettable doesn’t always mean good. The moment guests arrived, the cracks began to show. Despite the high cost, the experience on the ground didn’t match the hype. VVIP guests found themselves struggling to see the stage. The sound system was poor, with muffled audio and broken screens. It rained, and there was no shelter. The toilets were few and far between. Even the VIPs were left queuing for basic access and dealing with frustrating logistics. It didn’t take long before the complaints began flooding social media.

What went wrong? It wasn’t just about the rain or the sound. The core issue was a mismatch between price and value. Guests paid a premium but got a bare-bones experience. Overpricing without enhancing the guest journey is a fatal misstep. Worse still, it appeared that much of the budget was sunk into talent and branding, while essentials like audio, logistics, and customer service were overlooked. The result? A feeling of being shortchanged, especially among those who had splurged on VVIP access.

This is where a second mistake reared its head; underpricing the critical operational elements. While the concert charged high ticket fees, it clearly underinvested in the areas that truly shape the guest experience. No matter how big your headliner is, poor sound, disorganization, and inadequate facilities will always steal the show.

For event planners in Kenya the lesson is clear: pricing is not just about profit. It’s about setting expectations and delivering on them. Every shilling a guest spends comes with an emotional weight. When that emotional investment isn’t matched by a well-thought-out experience, the backlash can be swift and brutal.

So how can we price smarter?

Start by aligning your pricing with the actual value offered. If you're charging premium rates, guests should feel it from the moment they arrive. Whether it's through better access, comfort, or service. Don’t forget to budget separately for the guest experience. Prioritize sound quality, crowd flow, sanitation, and weather protection. These are non-negotiables.

Use tiered pricing wisely. Each level, from general admission to VVIP should feel like a meaningful upgrade. Don’t just slap a higher price tag on a seat; offer something real, like fast-track entry, lounge access, or premium food and drinks.

Also, involve your audience early. Test your pricing ideas using quick surveys or small activations in shared spaces. These real-time insights will show you what your market values and how much they’re willing to spend.

And finally, make payments easy. Use systems your audience trusts such as M-Pesa, mobile wallets, or secure online platforms. Consider offering early bird rates or group discounts to increase early conversions and manage expectations.

This pricing disaster could’ve been avoided. And now, it can become your blueprint for better planning.

If you’re serious about your growth as a corporate or social event professional, you need more than good intentions, you need a solid community. That’s where the LaunchPad Eventors Community comes in. It’s more than a network. It’s a curated space for professionals who want to stay ahead. Think of it as your insider guide to event trends, smart pricing, payment systems, guest experience tips, and real-time updates from the field. You’ll find tools, ideas, and a network of people who’ve been where you are and are eager to grow together.

Don’t just plan events. Elevate them. Join the Eventors community and start making smarter decisions from day one.