If your price changes with your mood, you don’t have a pricing strategy—you have a coin flip. Here’s a clear, repeatable method you can use this week to set confident entertainer rates, protect profit, and raise your rates without fear.
Quick promise: By the end of this post you’ll have a simple formula, a sample pricing table, and word-for-word scripts you can use on your next inquiry.
Why pricing is hard for performers (and how to fix it)
Unlike products, live entertainment has variables: travel, tech, audience size, venue constraints, and perceived value. The solution is to separate your cost floor from your value price, then present options that let buyers self-select. That’s what this framework does.
The 7-Step Pricing Framework
1) Clarify your offer (price outcomes, not minutes)
What are you promising? “60-minute show” is a feature. “High-energy, interactive show that makes your CEO look like a hero and gets the crowd posting on Instagram” is an outcome.
- Identify the primary outcome (e.g., wow factor at a gala, team-building for a retreat, ticket sales for a venue).
- List 3–5 value drivers you deliver: audience engagement, customization, brand tie-ins, social content, press potential.
- SEO tip: Use phrases like pricing for performers and magician pricing in your service descriptions naturally.
2) Set your non-negotiable floor
Calculate your true minimum to take a gig:
- Direct costs: travel, lodging, meals/per diem, props, crew/assistants, insurance.
- Indirect time: sales calls, admin, rehearsal, load-in/out.
- Overhead: website, CRM, equipment depreciation.
This floor is not your price—it’s your guardrail. If a gig can’t clear it with profit, decline or re-scope.
Quick worksheet:
- Cost of delivery (C) = Direct costs + Indirect hours × your internal hourly
- Desired profit (P) = C × target margin (e.g., 40–60%)
- Price guardrail = C + P (before travel & riders)
3) Choose a pricing model buyers understand
- Flat fee: Best for private/social events and most corporate shows.
- Tiered packages: (Good/Better/Best) Increases average booking value because buyers self-select.
- Day/half-day rate: Ideal for festivals, walk-around, trade shows, and multi-set days.
Pro move: Keep the middle package as your target and design your Best package to anchor perception upward.
4) Add travel & riders—every time
Spell these out in every quote and contract:
- Mileage/airfare, lodging class, per diem, baggage/oversize fees.
- Tech requirements (lights, sound, stage size), crew needs, early access, parking/loading.
- Overtime and change fees.
Transparent riders protect your margin and reduce haggling later.
5) Anchor with a premium
Lead with your Best option first. This reframes value and makes your middle package feel like a smart buy. Include 1–2 meaningful upgrades: custom segment, branded reveal, pre-event meet-and-greet, post-event photo op, or content deliverables (short social clips).
6) Put deposits on autopilot
- Standard: 50% to reserve the date; non-refundable after a 72-hour grace period.
- Use online invoicing with card/ACH and automatic reminders.
- Clearly state reschedule/cancellation terms and payment timeline (e.g., balance due 7 days prior).
7) Review quarterly (and when demand spikes)
If you’re closing 80%+ of qualified inbound leads, your price is too low. If you’re under 25–30% on strong leads, refine your positioning or your offer stack. Price is a dial, not a tattoo.
A Simple Pricing Formula You Can Reuse
Quoted Price = (Cost Floor + Profit Target) + Travel/Riders + Positioning Premium
- Cost Floor: All costs (direct + indirect) you must cover
- Profit Target: 40–60% margin for most solo performers; more if you carry risk/crew
- Positioning Premium: 10–30% based on reputation, scarcity, social proof, and outcomes
For magician pricing specifically: customization, audience scale, and impact on the event program (opener/closer vs. filler) justify higher premiums.
Example: 3-Tier Show Packages (template)
Bronze – Spotlight Set
- 30–40 minutes, high-impact set
- Basic sound and lighting requirements
- Email confirmation + one planning call
Investment: $$
Silver – Signature Experience (Most Popular)
- 45–60 minute headliner show
- Custom intro + light personalization (names, inside jokes, theme)
- Pre-event walk-through call with event team
- Post-show photo op (10 minutes)
Investment: $$$
Gold – Premium Headliner
- 60–75 minute bespoke show + customized routine
- VIP meet-and-greet or close-up set during cocktail hour
- Branded reveal or executive involvement segment
- Edited highlight reel for your socials (delivered in 7–10 days)
Investment: $$$$
Add Travel & Tech as separate line items. Keep the middle package as the default in your proposal software.
What to Say When You Quote (word-for-word scripts)
When they ask, “What do you charge?”
“Happy to share options. Most clients choose the Signature Experience at $$$ because it includes light customization and a post-show photo op. For full customization and VIP elements, the Premium Headliner is $$$$. Travel and tech are separate so you only pay what you actually need.”
If they say, “That’s more than we planned.”
“I totally get budget guardrails. If we keep the audience outcome the same, the simplest way to reduce cost is to remove the VIP elements and customization. That brings it to the Spotlight Set at $$ while still delivering a high-energy show.”
When you need to raise your rates with repeat clients
“Because of demand and expanded production value, my 2025 rates have adjusted by 12%. I’d love to lock you in at your preferred date and include complimentary [benefit] to celebrate our ongoing partnership.”
Common Pricing Pitfalls (and easy fixes)
- Under-scoping pre-event time. Add a line for planning/admin.
- Bundling travel into your fee. Break it out so they see you’re not “expensive,” travel is.
- Only offering one option. Present three; let them choose value vs. budget.
- Discounting without removing scope. If price drops, something drops. Put it in writing.
- Forgetting demand cycles. When your calendar is full, raise your rates.
FAQ: Entertainer Rates & Booking Logistics
How much should a magician charge?
It depends on market, reputation, and outcome. For private/social events, tiered packages typically convert best. Corporate and ticketed events justify higher entertainer rates because the outcome (brand impact or revenue) is greater.
Are travel fees separate from the show fee?
Yes. Quote travel/riders separately so clients pay the real cost and you protect margins.
What deposit policy is standard?
A 50% retainer to reserve the date; non-refundable after a short grace period, with the balance due before the event.
How often should I raise my rates?
Review quarterly. If your close rate is high and your calendar is tight, raise your rates or improve your offer stack.
Next steps: build your pricing system this week
- Create your three packages and set your cost floor.
- Write your travel & tech rider once; reuse it.
- Load scripts into your email/CRM so your team says the same thing every time.
- Book a short sprint to get it done with a pro.
👉 Ready for help? Work with a business coach for performers to build your pricing table, proposals, and scripts in one focused week.
Copy-and-Paste Deposit & Rider Language (starter)
Deposit: “A 50% retainer is required to reserve the date. The retainer becomes non-refundable 72 hours after payment. Balance is due 7 days before the event.”
Travel & Tech: “Client agrees to cover reasonable travel (air/ground), lodging, per diem, and required tech per the attached rider. Overtime, schedule changes, or additional sets are billed at the prevailing rate.”