HighLevel Events: A First Look at HighLevel's New Events and Ticketing Module

HighLevel has added another significant piece to its growing all-in-one platform: HighLevel Events.

The Events module is currently in beta, so it is important to remember that it is still developing. However, I have already started using it for real-world events and, so far, I have been very impressed.

This isn't simply a basic event registration form bolted onto HighLevel.

You can now create public event pages, run free RSVP events, sell tickets, create different ticket types, take payments, build event schedules, add speakers, issue QR codes and check attendees in from a mobile device.

And, perhaps most importantly, all of this sits inside HighLevel alongside your CRM, payments and marketing automation.

What is HighLevel Events?

HighLevel Events is designed for public-facing events where you need people to register or obtain tickets.

There are currently two main event types:

Ticketed Events allow you to create free or paid tickets and put attendees through a checkout process.

RSVP Events are designed for free events where you simply need guests to confirm their attendance without going through a payment process.

You choose which type you want when creating the event. One important point to be aware of is that HighLevel currently doesn't allow you to switch between Ticketed and RSVP after the event has been created.

Events can also be either in-person or online, making the module suitable for far more than physical events.

What can you use HighLevel Events for?

The potential applications are quite broad.

You could use HighLevel Events for:

• Business seminars and workshops

• Networking events

• Conferences

• Club and association meetings

• Awards and presentation evenings

• Open days

• Webinars

• Online workshops and classes

• Community events

• Member meetings

• Training events

• Live performances

For an in-person event, you can add the physical address and HighLevel can display the location with a map and directions.

For an online event, you can add the meeting URL and joining instructions. You can even control when that joining link becomes visible to registered attendees.

Create your own public event page

Each event can have its own public-facing event page.

You can add an event name, cover image, summary and full description, along with the dates, times, location and organiser information.

But it goes considerably further than that.

HighLevel allows you to control which sections appear on the event page and the order in which they are displayed.

Depending on your event, this can include:

• About the event

• Tickets

• Schedule

• Speakers

• Location

• Hosted by

• Frequently asked questions

You can also customise the appearance of the event pages, including colours and typography, and preview how they will look on desktop and mobile.

So you aren't simply sending people to a generic registration form. You can create a proper event page within HighLevel.

Create multiple ticket types

This is one of the features that makes HighLevel Events much more useful than I initially expected.

A ticketed event isn't limited to a single ticket at a single price.

You can create multiple ticket types.

For example, an event could potentially have:

General Admission – £25

VIP – £50

Sponsor – £100

Or you could mix free and paid ticket types within the same ticketed event.

For each ticket type, you can set the price, quantity available and the period during which that ticket is available for sale.

This gives you much more control over how an event is sold.

Control the number of tickets available

HighLevel also allows you to manage event capacity.

You can set quantities against individual ticket types and establish an overall registration capacity for the event.

That is useful for venues where you have a hard limit on the number of attendees.

Rather than selling tickets and then having to reconcile numbers elsewhere, the capacity can be managed as part of the event itself.

Event discount and coupon codes

HighLevel Events also supports coupon codes.

You can create a percentage discount, decide when the coupon is active, limit the number of times it can be redeemed and restrict it to particular ticket types.

For example, you might create:

EARLYBIRD – 20% off

and only make it available for a limited period.

For businesses already using HighLevel for marketing campaigns, this opens up some interesting possibilities for promoting events to different parts of your database.

Take event payments through HighLevel

For paid tickets, payment can be collected as part of the checkout process.

The attendee selects their ticket type and quantity, enters any applicable coupon code and proceeds through the checkout.

HighLevel's documentation currently states that it doesn't add an additional event platform fee on top of the normal charges from your connected payment processor.

That could make the economics particularly interesting for organisations comparing HighLevel Events with dedicated ticketing platforms.

Create a full event schedule

Events can also contain their own schedules.

You can add individual sessions with a title, day, time, stage or room, description and assigned speakers.

Imagine you were running a one-day business conference.

Your schedule might look something like:

9:00am – Registration

9:30am – Welcome

10:00am – Keynote

11:00am – Workshop

1:00pm – Lunch

2:00pm – Afternoon Session

4:30pm – Closing Presentation

For larger events, sessions can also be allocated to different stages or rooms.

That takes HighLevel Events beyond simple ticket selling and starts moving it towards genuine event management.

Add speakers to your event

You can also create speaker profiles.

These can include the speaker's name, photograph, tagline, description and social links, and you can identify keynote speakers.

Speakers can then be assigned to sessions within your event schedule.

Again, this is functionality I wouldn't necessarily have expected from the first version of an Events module inside a CRM platform.

Registration confirmations and event reminders

HighLevel Events includes its own notification settings.

Attendees can receive registration confirmation and reminder emails.

Organisers can receive new registration alerts and daily summary emails.

You can also control the sender name and email address used for event communications.

But this is where I think being inside HighLevel potentially becomes much more interesting.

You aren't limited to thinking about the event in isolation.

You have HighLevel's wider CRM and automation capabilities sitting behind it.

QR code event check-in

One of my favourite features so far is the attendee check-in.

For in-person events, QR code check-in is enabled by default.

Attendees receive a QR code associated with their registration. When they arrive at the event, you can scan the QR code from a mobile device and check them in.

That gives the organiser an important distinction:

Who registered?

and

Who actually attended?

Those are not necessarily the same people.

HighLevel's Registrations area lets organisers see registrants, tickets issued, revenue and refunds. The Check-in area can then be used to see and manage actual attendance.

For clubs, associations, training providers and businesses running regular events, that information can become very valuable.

Real-world example: a local referees' society

I am already using HighLevel Events with a local referees' society.

They are a good example because they don't run just one type of event.

Some of their meetings are free events where members simply need to RSVP.

Other events are ticketed.

This means we can use the RSVP functionality for one event and the ticketing functionality for another, while keeping everything within the same HighLevel system.

We can create the event page, manage registrations and use HighLevel to communicate with the people attending.

For a membership organisation running events throughout the year, having all of that connected to the CRM makes a lot of sense.

Real-world example: a martial arts presentation evening

Another example I am working with is a martial arts school that holds an annual presentation evening.

This is a more traditional ticketed event.

Tickets can be created, payments collected and attendees registered.

On the evening itself, attendees can present their QR codes and be checked in.

Rather than having the event sitting in one system and the martial arts school's customer database sitting somewhere else, the whole process can become part of its HighLevel setup.

Manually add attendees when necessary

There are always exceptions when organising an event.

Someone pays you directly.

A VIP needs adding to the guest list.

A member phones to say they are attending.

Someone needs adding at the last minute.

HighLevel allows organisers to manually add attendees from the Registrations area without requiring that person to go through the public checkout.

It is a relatively simple feature, but anyone who has organised real events will understand why it is important.

What about refunds?

Refunds can also be initiated by the organiser from the Registrations area.

There are some current limitations worth knowing about.

Attendees don't currently have a self-service option for requesting refunds through the event platform.

Unpublishing or cancelling an event also doesn't automatically refund attendees. The organiser needs to process those refunds.

Similarly, there isn't currently a self-service ticket transfer system. If somebody wants to transfer a ticket to another person, the organiser needs to manage that change.

These are exactly the sorts of details worth remembering when I say that HighLevel Events is still developing.

HighLevel Events vs Event Calendars

There is also an important distinction within HighLevel itself.

HighLevel Events isn't the same thing as HighLevel Calendars.

Calendars are primarily designed around appointments and bookings.

Events are designed for occasions where multiple people register or buy tickets to attend the same event.

HighLevel also has Community Events for events taking place within its Communities functionality.

So if you want somebody to book a one-to-one consultation with you, you would normally use a calendar.

If you want 100 people to buy tickets for your annual conference, presentation evening or workshop, Events is the more appropriate tool.

Could HighLevel Events replace Eventbrite?

I think this is going to be an interesting question for a lot of HighLevel users.

HighLevel Events is still in beta, while Eventbrite is a mature specialist event platform.

So I wouldn't suggest that HighLevel necessarily has every specialist feature that every event organiser could require.

But look at what HighLevel Events can already do:

RSVP events

Paid and free tickets

Multiple ticket types

Ticket quantities and event capacity

Coupon codes

Online and in-person events

Public event pages

Schedules

Speakers

Payments

Registration management

Attendee notifications

QR code check-in

Revenue and refund tracking

And then remember that this sits alongside the rest of HighLevel.

That last point is the important one.

The real advantage is the rest of HighLevel

If all you need is somewhere to sell a ticket, there are plenty of ticketing platforms available.

But events rarely exist in isolation.

You need to promote the event.

You need people to register.

You need to remind them.

You need them to turn up.

You may want to communicate with them afterwards.

You may want to invite them to your next event.

And, depending on the organisation, the attendee may also be a customer, prospect, student, member or subscriber.

HighLevel is already designed to manage those relationships.

That's why I think Events could become such an important addition.

Rather than having your event attendees stored in one platform and your CRM and marketing sitting somewhere else, the event becomes another part of your overall HighLevel marketing and customer management system.

HighLevel Events is still beta, but this is impressive

I have been working with marketing automation since 2022 and HighLevel since 2023.

One thing I've learned is not to get too excited simply because a software company launches another feature.

The question is always whether I can actually use it with clients.

With HighLevel Events, I already am.

The referees' society and martial arts school are two very different organisations, but both demonstrate practical applications for the Events module.

There are still areas that will develop, and because Events remains in beta I fully expect the functionality to change and expand.

But what is already there is much more comprehensive than I initially expected.

For businesses, clubs, associations, training providers and other organisations already using HighLevel, I think Events is definitely worth exploring.

Want to explore HighLevel Events?

If you are already using HighLevel and want help setting up Events, or you are considering HighLevel because you want your CRM, marketing automation and events working together, I can help.

My approach is to start with what you are actually trying to achieve rather than simply showing you where the buttons are.

We can look at your event registration, ticketing, payments, communications, check-in and follow-up as one complete process.

Book a Discovery Call with me and let's look at how HighLevel could work for your events and wider marketing.