Passage
- Company typePrivate
- Founded2014
- HeadquartersDetroit, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
Passage firmographics
Firmographics- Name
- Passage
- Legal name
- Passage Inc.
- Website
- https://gopassage.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Passage industry classification
Industry- Product category
- Event Ticketing Software
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Payments, Settlement, Tax & Compliance Services for Ticketing (MPAGAJAJ)
- akta.pro secondary industries
- Virtual & Hybrid Event Registration & Streaming Access Platforms (THAHAFAM), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)
Keywords
Where Passage is headquartered
LocationHeadquarters
- HQ city
- Detroit
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Passage business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Payment Processing Fees: Charged on every credit/debit card transaction (online or in-person) at 2.75% plus $0.30 per transaction. This is lower than comparable providers like Stripe and PayPal.
- Online Service Fees: 2.5% plus $0.50 per item only on online credit/debit card transactions. This fee can be passed to ticket purchasers by default, meaning event organizers pay nothing to list and sell tickets. Optional $0.50/ticket service fee for virtual events and $0.50 per ticket when waivers are required.
- Optional Additional Fees: Event organizers can add custom service fees to tickets. Additional optional add-ons include assigned seating fees, virtual access with video hosting fees, digital NFT collectibles fees, donations service fees, and subscription service fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Processing Fee - Per Transaction |
| Transaction based/ take rate | Pay-as-you-go | Service Fee - Online Transactions Only |
| Freemium | Pay-as-you-go | Free/Zero Cost Transactions |
Distribution channels5 records
Marketing channels5 records
Passage product offering
Product offeringCore offering
Passage is an all-in-one event ticketing and payments platform that enables event organizers to sell tickets, manage reserved seating, process payments, and operate box offices online and on-site. It serves mid-market and SMB event organizers across verticals such as sports, attractions, festivals, haunted attractions, schools, and virtual events, offering transparent per-transaction pricing with no setup, monthly, or long-term contract fees.
Product overview
Passage is an all-in-one event ticketing platform offering a unified core product (Passage Event Ticketing Platform) with multiple integrated add-on modules and specialized sub-brands. The core platform handles ticket sales, payments, and box office management, augmented by video streaming (Passage Streaming, Passage Video Hosting), digital collectibles (NFTs), event funding (Passage Capital), subscriptions/memberships, and operational tools including timed ticketing, waivers, virtual queues, and fraud protection. The platform supports white-label deployment and operates a multi-brand ecosystem including Passage Sports, HauntPay, and EscapeTix for specialized vertical markets. Built-in AI capabilities power fraud detection and event description optimization.
Differentiator
Problem solved
Functional benefit
Products and services
- Passage Event Ticketing Platform All-in-one cloud-based event ticketing platform enabling event organizers to sell tickets, manage reserved seating, process payments, sell merchandise and concessions, and operate box offices both online and on-site. Includes customizable ticket tiers, seating charts, merchandise bundles, mobile check-in, real-time reporting, and 24/7 human support. Targeted at mid-market and SMB event organizers across multiple verticals.
- Passage Streaming Built-in live streaming product that lets event organizers broadcast live video to virtual event pages. Supports H.264 video codec up to 1080p/2K resolution, secure paywall-protected streaming, live chat, and integration with encoders such as OBS, StreamYard, and Restream.io.
- Passage Video Hosting On-demand video hosting service enabling organizers to upload pre-recorded video content for ticket-holder access. Supports most modern video formats and codecs with automatic normalization, HLS streaming for broad device compatibility, and thumbnail preview generation. Charges $5 per video per month plus $0.50 per ticket service fee.
- Passage Manager App Mobile application for on-site box office operations, including ticket scanning, in-person ticket sales, and merchandise/concession sales. Supports employee role assignments with varying permission levels (scan only, scan/return, scan/return/sell).
- Event Funding (Passage Capital) Capital funding service providing event organizers with funding for event production. Operates as a standalone branded offering called Passage Capital within the Passage product ecosystem.
- White-label Ticketing White-label ticketing solution allowing organizations to deploy Passage's ticketing technology under their own brand identity, including custom templates, styling, and embeddable checkout for customer websites.
- Passage Sports Specialized ticketing sub-brand of Passage for sports events and organizations, operating as a separate domain (passagesports.com). Part of the multi-brand Passage platform ecosystem serving the sports vertical.
- HauntPay Specialized ticketing sub-brand of Passage for haunted attractions and Halloween events, operating as a separate domain (hauntpay.com). Part of the multi-brand Passage platform ecosystem serving the haunted attractions vertical.
- EscapeTix Specialized ticketing sub-brand of Passage for escape rooms, operating as a separate domain (escapetix.com). Part of the multi-brand Passage platform ecosystem serving the escape room vertical.
Quantifiable outcome
- Event organizers see 250% increase in platform revenue after 2+ years
- +2 more outcomes
Companies that use Passage
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles2 records
Passage technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability9 records
Feature5 records
Passage partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- StripecoreStripe provides payment processing services for Passage merchants. By registering an account, merchants agree to the Stripe Connected Account Agreement and Stripe Terms of Service. Stripe handles PCI-certified payment card processing with funds transmitted directly to Stripe without storing payment information on Passage systems.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Passage competitors and assessment
Company assessmentBroad incumbents
- Ticketmaster: The dominant enterprise ticketing incumbent. Passage explicitly positions against the 'big-name platforms built for big stadiums,' but Ticketmaster serves adjacent verticals at the upper end of the market.
- AudienceView: Enterprise ticketing and engagement platform serving performing arts, sports, and attractions; broader feature set and larger customers but overlapping target verticals.
- Front Gate Tickets: Live entertainment ticketing platform owned by Live Nation, primarily serving festivals and concerts at scale; comparable vertical focus but at enterprise scale.
Direct peers
- Eventbrite: The dominant SMB and mid-market ticketing platform. Passage explicitly positions against Eventbrite with lower fees and human support, and is most directly comparable on product/customer/target market.
- ThunderTix: Ticketing platform targeting attractions, festivals, sports, and venues with similar mid-market positioning, white-label capabilities, and feature parity.
- Ticket Tailor: Ticketing platform focused on events and experiences with transparent flat-fee pricing; directly competes for the same SMB and organizer customer segment.
- ShowClix: Event ticketing platform for live events, festivals, sports, and attractions with comparable feature breadth (reserved seating, timed entry, mobile box office).
- TicketSpice: Mid-market ticketing platform serving similar verticals (festivals, attractions, sports). Passage runs a dedicated 'Passage vs. TicketSpice' comparison page, indicating direct competition.
- Tixr: Ticketing platform serving live events, music festivals, and attractions with similar feature set (white-label, timed entry, on-site box office) and overlapping customer base.
Emerging players
- Tito: Simple event ticketing platform gaining traction in the indie/SMB segment with transparent pricing; partial overlap with Passage's positioning and feature scope.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Passage social profiles
Digital presencePassage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Passage leadership team
Management profileNumber of profiles
Profiles2 records
Passage subsidiaries and ownership
Company hierarchySubsidiaries8 records
Passage funding detail
Funding detailFunding overview
Funding rounds9 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Passage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Passage
What does Passage do?
Passage is an all-in-one event ticketing and payments platform that enables event organizers to sell tickets, manage reserved seating, process payments, and operate box offices online and on-site. It serves mid-market and SMB event organizers across verticals such as sports, attractions, festivals, haunted attractions, schools, and virtual events, offering transparent per-transaction pricing with no setup, monthly, or long-term contract fees.
Is Passage a public or private company?
Passage is a private company. It is classified as venture growth investor backed and is currently operating.
When was Passage founded?
Passage was founded in 2014. It employs 1 to 10 people.
Where is Passage based?
Passage is headquartered in Detroit, United States, in the North America region.
How does Passage make money?
Three revenue lines are on record. Payment Processing Fees are the primary driver. The others are online Service Fees and optional Additional Fees.
Who are Passage's main competitors?
Broad incumbents on record are Ticketmaster, AudienceView and Front Gate Tickets. Direct peers are Eventbrite, ThunderTix, Ticket Tailor, ShowClix, TicketSpice and Tixr. Tito is listed as an emerging player.
Does Passage have an API?
No public API is recorded for Passage.
What industry is Passage in?
Passage's product category is Event Ticketing Software. Its primary akta.pro industry code is MPAGAJAJ, Payments, Settlement, Tax & Compliance Services for Ticketing, with a secondary code of THAHAFAM, Virtual & Hybrid Event Registration & Streaming Access Platforms. Its NAICS code is 711310 and its SIC code is 7900.