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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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In the competitive landscape of event planning, establishing the right pricing strategy for ongoing services can be the difference between sustainable success and constant financial struggle. While one-off event pricing is straightforward, creating a pricing structure for recurring event management presents unique challenges and opportunities. How do you balance value delivery with profitability when pricing event retainer services? This guide walks you through the process of developing pricing models that work for both your clients and your business.
Understanding the Value of Recurring Event Services
Before setting prices, it's essential to understand the distinct value proposition of ongoing event management:
- Consistency and reliability: Clients benefit from working with planners who understand their brand, preferences, and objectives
- Reduced administrative burden: Less time spent on contracts, onboarding, and relationship building
- Strategic planning: The ability to create cohesive event series rather than disconnected experiences
- Cost efficiencies: Bulk purchasing, stronger vendor relationships, and streamlined processes
According to the Event Manager Blog's annual survey, companies with recurring event programs report 23% higher attendee satisfaction and 18% lower per-event costs compared to one-off events.
Common Event Management Retainer Models
Before determining your specific pricing, consider which retainer model aligns with your business and client needs:
1. Monthly Event Planning Subscription
This model provides a set number of events or hours each month for a fixed fee.
Example: A corporate client pays $5,000 monthly for planning and execution of two internal events and unlimited consultation hours.
2. Tiered Service Packages
Different service levels accommodate varied client needs and budgets.
Example:
- Bronze package: $3,000/month for basic planning of up to two events
- Silver package: $6,000/month including vendor management and on-site coordination
- Gold package: $10,000/month with full-service planning and strategic consultation
3. Base Fee + Variable Costs
A foundational retainer fee plus variable costs based on event specifics.
Example: $2,500 monthly base fee covering strategic planning and client management, plus per-event fees based on complexity and attendance.
4. Annual Contract with Quarterly Review
Secure longer commitments with built-in evaluation points.
Example: $60,000 annual contract for monthly event management with quarterly performance reviews and scope adjustments.
Calculating Your Event Retainer Pricing
Determining your recurring event service fees requires careful analysis:
Step 1: Calculate Your Time Investment
Track the average hours required for ongoing client management:
- Regular client meetings and communication
- Strategic planning sessions
- Vendor relationship management
- Event design and coordination
- Day-of execution
- Post-event reporting
Research from the International Live Events Association indicates that ongoing client management typically requires 15-20% more time than quoted in proposals—account for this buffer in your calculations.
Step 2: Determine Your Hourly Value
Consider:
- Your experience and expertise
- Market rates in your region
- Overhead costs (software, insurance, office space)
- Team member costs if applicable
- Profit margin requirements
Event planning professionals typically charge between $75-250 per hour depending on experience, location, and specialization, according to the Event Leadership Institute.
Step 3: Factor in Hard Costs
Calculate anticipated expenses that will be passed through to clients:
- Travel costs
- Software subscriptions dedicated to the client
- Administrative support
- Equipment rental or purchases
Step 4: Add Value-Based Pricing Elements
Beyond time and materials, consider pricing based on the value you provide:
- Revenue generated from events
- Cost savings from your vendor relationships
- Risk mitigation through your expertise
- Competitive advantage from superior event experiences
Communicating Your Event Management Pricing Structure
How you present your pricing is as important as the numbers themselves:
Focus on ROI and Outcomes
Highlight the business impact of your services rather than just listing tasks:
- "Our monthly event planning subscription has increased client engagement metrics by an average of 37%"
- "Companies working with us on retainer save approximately 22% compared to individual event planning fees"
Create Comprehensive Proposals
Clearly outline:
- Scope of services included
- Client responsibilities
- Communication protocols
- Timeline and deliverables
- Terms and conditions
- Payment schedule
Establish Value Before Discussing Price
One study by EventMB found that planners who discuss outcomes and process before revealing pricing have 40% higher close rates on retainer proposals.
Red Flags and Common Pricing Mistakes
Avoid these pitfalls when establishing your event planning subscription models:
Underestimating Scope Creep
Clients on retainer often expect more than defined in contracts. Build in:
- Clear boundaries
- Scope change processes
- Additional fee structures for work beyond agreement
Failing to Account for Seasonal Fluctuations
Event management workloads rarely remain consistent throughout the year. Consider:
- Structuring retainers to accommodate busy seasons
- Banking hours during slower periods
- Creating flexible models that adjust for known industry cycles
Not Building in Price Increases
Include annual rate increases in your contracts to account for:
- Inflation
- Increased expertise and value
- Rising vendor costs
- Expanded service offerings
Case Study: Successful Event Retainer Implementation
Boston-based event agency EventWorks transitioned from project-based pricing to retainer models in 2019. Their approach included:
- Detailed time tracking for six months to understand true costs
- Client segmentation based on event frequency and complexity
- Development of three distinct retainer packages
- Gradual transition of existing clients to new model
Results: After 18 months, EventWorks reported:
- 32% increase in average client value
- 41% reduction in business development costs
- 27% improvement in profit margins
- 94% client retention rate
Conclusion: Finding Your Optimal Pricing Strategy
Creating a sustainable pricing model for ongoing event planning services requires balancing profitability with client value. The most successful event planning subscriptions are those built on thorough understanding of costs, clear communication of value, and flexibility to evolve as client needs change.
Begin by analyzing your current costs and value proposition, then develop a pricing structure that reflects your unique expertise and market position. Regularly review and adjust your pricing strategy as your business grows and market conditions change.
Remember that the right clients will value your expertise and ongoing partnership—don't hesitate to price your services according to the genuine value you deliver. Your profitability ensures your continued ability to provide exceptional event experiences that keep clients coming back.