Registration
The process of collecting attendee information and payment for event participation.
Definition
Event registration is the comprehensive process of signing up attendees for events, collecting their information, processing payments, and managing their participation from initial signup through on-site arrival. Registration serves as both a transaction point and the beginning of the attendee journey.
Registration systems typically handle: registration forms (collecting attendee data, preferences, and requirements), registration types (different categories with different pricing and access), pricing and discounts (early bird, member, group rates), payment processing (credit cards, invoices, purchase orders), confirmation communications (receipts, instructions, calendar invitations), attendee management (changes, cancellations, transfers), session selection (choosing from concurrent options), add-ons and upsells (workshops, tours, merchandise), badge production (generating name badges from registration data), and on-site check-in (arriving attendees, badge distribution).
Registration data feeds numerous downstream processes: name badges are printed from registration information, session assignments determine room setups, dietary needs inform catering, emergency contacts provide safety information, and registration exports enable post-event analysis.
Registration systems range from standalone platforms to components of comprehensive event management suites. The choice depends on event complexity, integration needs, and organizational requirements.
Why It Matters
Registration creates the first impression of the event experience. A smooth, intuitive registration process signals professionalism and builds anticipation. A frustrating registration experience—confusing forms, technical problems, slow responses—starts relationships on the wrong foot and may cost registrations entirely.
The data collected through registration enables personalization throughout the event. Session preferences inform personalized recommendations. Dietary needs ensure everyone can eat safely. Professional information enables relevant networking suggestions. This data-driven personalization increasingly differentiates event experiences.
Registration also represents a critical revenue management function. Pricing strategies, early-bird deadlines, and promotional codes all flow through registration systems. Accurate tracking of registration pace informs planning decisions and financial projections.
The on-site registration experience has evolved significantly. Self-service kiosks, mobile check-in, and pre-printed badges reduce wait times and staffing needs while improving attendee experience. The technology choices made in registration ripple through the entire event.
Examples in Practice
An association launches tiered registration with early-bird, advance, and on-site pricing that creates urgency and rewards early commitment. The pricing strategy, implemented through their registration platform, drives a significant percentage of registrations before the early-bird deadline.
A corporate event implements SSO integration so employees can register with a single click using their company credentials. This friction reduction significantly increases participation compared to events requiring separate registration account creation.
A public festival implements mobile-optimized registration with Apple Pay and Google Pay options. The streamlined checkout reduces cart abandonment dramatically compared to their previous desktop-focused registration experience.
A conference deploys on-site self-service kiosks that print badges on demand when attendees check in. The elimination of pre-stuffed badge packets and manual distribution reduces errors, handles late registrations smoothly, and provides a modern arrival experience.