Booking & management system for festivals
Sell more tickets. Run a smoother festival. Do it all from one system
Food festivals, craft fairs, wine weekends, art festivals – sell out without the spreadsheet panic, check people in without the queue, and finally enjoy your own event.
Free trial, no credit card required
Unlimited support
Start taking bookings today
Take bookings
Handle bookings
Trusted by 900+ experience businesss across Europe
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Every festival organiser knows the drill: months of planning, then chaos on the day.
You've sold the tickets, briefed the volunteers, set up the VIP packages. Then the gates open – and you're firefighting from your phone.
Understory brings ticketing, check-in, communication, and logistics into one system. So you can run your festival, not survive it.
All-in-one platform
Get back to what you're good at. We'll handle the rest
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Check in guests without breaking a sweat
Show phone. Scan. In. See who's arrived and who hasn't in real time. Need extra hands on the gate? Create temporary scan codes for volunteers. They check people in without needing a login. Set up in minutes, gone when the event's over.
Boost your revenue before the event starts
Guests add food packages, drink tokens, merch, or VIP upgrades at checkout: before they even arrive. You earn more per ticket and they skip the queues on the day.
One event, multiple ways to attend
Single-day passes, weekend tickets, VIP access, early bird pricing, adult and child tickets – set up as many ticket types as your festival needs. Different prices, access levels, and availability windows. All managed from one place.
Sell the experience before it happens
Sell gift cards the moment you announce. Money lands in your account straight away, whether the recipient books next week or next month. A steady revenue stream while you're still planning.
Eric Gilham
Chief Digital Officer
“Our guests can easily book tours, and it’s just as easy for our team at To Øl City to manage everything behind the scenes. Understory is reliable, smart, and the system adapts easily to the way we work - even as our business grow.”
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Lise Juhl Hansen
Tour- & event manager
"Understory is easy to use and very flexible to work in. It provides us with a lot of opportunities that we did not have in our previous booking systems. The transition from the previous system was seamless."
Jacob Grønlund
Founder
“A fantastic booking platform that’s easy and accessible for both guests and the owner. After all, it’s more fun to spend time creating great experiences for your guests than sitting behind a computer screen.”
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Vibeke Schwerin
Director
"We had a hard time reaching our sales targets. The last 15% was always missing. Understory solved this challenge effortlessly and precisely for us. Every morning, we looked forward to checking the day’s ticket sales."
Maria Juul Jensen
Head of Marketing
“We’ve never regretted switching to Understory. We’re really happy with the interface, both as admins and from the guest’s perspective. Reporting has also become much easier, so we can easily keep track of sales, guest numbers, and gift cards.”
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Duane Shepherd
Co-founder
"It’s just easier to let you handle it and take care of everything - I wear too many hats. I put all my eggs in Understory’s basket. And then just sit back while they work their magic in the background - then I open Understory and think, ‘Oh nice, another booking‘. I'm a very happy customer."
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Jacob Lassen
CEO & surf instructor
"Understory isn’t just a great system – it’s backed by a team that shares our passion for creating experiences. Understory saves us time and keeps our guests happier. It’s a win-win!"
See how Festivals use Understory
Browse their booking pages, see how they've set things up, and picture what yours could look like.
Copenhagen Health Week
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Rosé Festival Odense
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Copenhagen Bike Show
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See how your booking page
could look like in 15 seconds
Thanks for joining the waitlist we’ll keep you posted
Group tickets & private events
Sponsors, partners, and group bookings: handled
Sell group packages to corporate sponsors, partner organisations, or friend groups who want to book together. Create private sub-events with hidden links for hosted tastings, VIP sessions, or sponsor-only experiences that aren't visible on your public page.
Calendar integration
Keep your whole team on the same schedule
Volunteers, vendors, stage managers, bar staff: everyone needs to know where they should be and when. Sync your Understory calendar with your own calendar. Schedules update automatically when things change, so no one shows up at the wrong time.
Understory Bloom
Invest €1 and get €4 in return
Launch Instagram & Facebook ads
Attract guests
Turn clicks into bookings
The easy way to get more bookings starts here. Bloom is automated ads for experience businesses - built from what has worked across thousands of ads.
Bookings, payments, marketing — all in one place
Get paid, look great online, understand what's working, and grow your business with Understory — without adding more tools.
Effortless payments
Accept cards, Apple Pay, Google Pay, MobilePay, PayPal, and more. Offer payment methods your guests already use.
A booking page that is your own
Custom colours, fonts, and images. Embed it on your website or share the link. Guests see your brand, not ours.
Know what's selling and what's not
See which classes fill up, which need a push, and where your revenue is heading. Make decisions on real data.
Get expert help
Fast answers, 7 days a week. People who understand the system. Plus an AI assistant and Help Center when you want to figure it out yourself.
21%
Average increase in bookings within the first year for Understory customers
Unlimited support
Unlimited users on every plan, no per-seat fees
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Ready to get back to what you love?
Try Understory for free
Your first 50 bookings are on us — all features unlocked, no credit card required.
Cancel anytime
Change your mind if it's not right for you.
