What if we reserved the front rows for our super fans? How might our programs feel different if the people occupying the floor seats were highly passionate, dedicated, and knowledgeable? How might your audience’s mindset change if they were upgraded? The other option is to sell the best seats for the highest price (or allow transactions on the secondary market) and set high expectations. If we pay a premium, the margin to delight people is usually marginal. We can control certain aspects of our events, so why not promote the individuals who cheer for everyone?