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What Is a Payment Gateway?

What is a payment gateway?What happens between when attendees purchase tickets and you get paid? How do their transactions get processed? All of this is taken care of by your payment gateway.

In this article, we’ll cover everything you need to know about payment gateways for your event website. We’ll start off by explaining what payment gateways are and why you need them. Next, we’ll take a look at how payment gateways work and what factors you need to consider when choosing a payment gateway for your event website. Finally, we’ll step through some examples of online and offline payment gateways and how you can get started with one for your event website.

Let’s begin.

What Are Payment Gateways and Why Do You Need Them?

A payment gateway is a service that authorizes credit card payments and direct payments for online and traditional brick and mortar businesses. It facilitates transactions by transferring key information between a payment portal (such as your website, landing page, or mobile device) and the acquiring bank.

In its simplest form, a payment gateway is any software that facilitates the communication of payment transaction information and authorizes the payment between a merchant (the business hosting the event) and the customer (the attendee).

If you’re selling tickets through your website, then you need a payment gateway since you’ll be processing payments online. Without a payment gateway, you won’t be able to charge attendees for tickets from your website securely.

It’s important to keep in mind that transactions made through payment gateways are processed as card-not-present transactions. What this means is that the customer doesn’t present the card for the merchant to visually examine at the time of payment which increases the chances of fraud. For this reason, some payment gateways charge a higher rate than card-present transactions.

Why You Should Use a Payment Gateway

Payment gateways take care of a lot of tricky back-end tasks that you need to have to accept and process payments securely. For starters, they encrypt sensitive information (credit card numbers) and help you meet data security standards.

In addition to this, payment gateways offer flexibility in the different ways attendees can make payments. Offering several payment options reduces cart abandonment rates and increases the chances of making a sale.

How Do Payment Gateways Work?

How do payment gateways work?

On the attendees’ end, payment gateways seem simple enough. They visit the event’s landing page, select the ticket they’d like to purchase, add it to their cart, and hit the checkout button. Finally, they enter their payment information and confirm their purchase.

Here’s what happens behind the scenes:

Step #1: The attendee selects a ticket and enters their payment information in your event page’s checkout form. The online transaction will be processed as a card-not-present transaction. Once the attendee submits the information, it’s encrypted right away.

Step #2: The encrypted payment information is sent to the merchant’s (event organizer’s) processor. This is the company that processes the transaction.

Step #3: The merchant’s processor then routes the transaction data to the appropriate credit card association. Credit card associations (like American Express, Visa, and MasterCard) charge an interchange fee on each transaction.

Step #4: The card is validated to make sure it has enough funds to process the transaction and is either approved or denied based on this.

Step #5: If the card is valid, the attendee’s transaction will become authorized. The issuing bank transmits the authorization back to the parties (credit card association > merchant’s business > payment gateway > event landing page) in the payment processing network and the payment is processed on the event’s checkout page.

These five steps typically only take a few seconds to complete. However, it can take anywhere between 24 to 48 hours for the funds to reflect in your account.

4 Things You Need to Consider When Choosing a Payment Gateway for Your Event

Choosing a payment gateway

Finding the right payment gateway to integrate into your event’s checkout page is important. You want a solution that is compatible with your website (or landing page) and integrates seamlessly. Aside from the basics, here are four important factors you should consider:

#1: Cost

Most payment gateways will charge you some sort of transaction fees. In addition to this, you might also be charged chargeback, statement, merchant account, cross-border, and/or setup fees. Some payment gateways might even charge fees to customers (attendees) for using a certain payment method.

It’s important to understand all of the costs associated with the payment gateway before you integrate it into your website. This way, you’ll be able to display clear notices on your checkout form instead of having attendees pay hidden fees.

#2: Security

It’s important to use a payment gateway that’s reputable and is PCI DSS compliant. Additionally, it’s a good idea to go with a provider that offers a good level of support. This way, in case you ever run into problems with outages or receiving payments, you’ll be able to reach out to the support team.

#3: Payment Methods

One of the easiest ways you can facilitate online tickets purchases is by allowing attendees to pay using their preferred mode of payment. Use a payment gateway that comes with several different payment methods.

#4: Payment Location

Some payment gateways integrate directly into your website allowing attendees to make payments without leaving the site. Others, however, will redirect your attendees to a third-party website to complete their transaction. Ideally, you’ll want to go with a payment gateway that allows attendees to complete their transaction without having to leave your site.

Examples of Different Gateways

Examples of payment gateways

Most payment gateways will allow your attendees to pay using a credit/debit card, their PayPal account, or an offline payment method.

  • PayPal. PayPal is one of the most popular and widely accepted payment gateways. It accepts payments made through PayPal, debit cards, and credit cards. You will be charged a transaction fee for payments made through credit cards. The service is free to use for attendees and registrants.
  • Stripe. Stripe lets you process payments for all major credit and debit cards across the world.
  • Braintree. Braintree is an all-in-one payment gateway that’s best known for its seamless checkout experience. It offers users access to a global market (supporting 130 currencies) in 40 countries worldwide.
  • With, you’ll be able to accept online payments made through credit cards and electronic checks. You’ll have to pay setup fees and on-going monthly fees to use this service.
  • Offline Payment Methods. Direct bank transfer, cash, money orders, invoices, and checks are examples of offline payment methods. Once you receive the payment, you have to enter the transaction details into your system manually.

Event Espresso supports a variety of online and offline payment gateways including PayPal,, Stripe, Braintree, checks, bank transfers, and invoices. With the core plugin which is available with a Personal support license, you can offer:

And if you want to offer even more payment options to your attendees and registrants, you can simply purchase an additional payment gateway add-on or go for the Event Espresso 4 Everything License which comes with a bundle of 17 additional payment gateways and much more.


If you’re thinking of charging event registration fees or selling tickets, you’re going to need a payment gateway that allows you to process payments on your website.

Payment gateways facilitate communication between banks. They transmit transaction information to acquiring banks and receive responses (whether the transaction is approved or denied) from issuing banks.

Event Espresso comes with built-in features that make it easy for you to integrate a reputable and secure payment gateway into your event website that accepts online payments made through credit or debit cards  and PayPal, or receive offline payments made through direct bank transfers, invoices, or checks.

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A Beginner’s Guide to Event Technology

Innovations in event technology have made it easier for event planners to automate and streamline all kinds of event-related processes.

Guide to Event Technology


In this article, we’ll explain what event technology is and how you can use it to plan and host better events. Along the way, we’ll take a look at some of the built-in features, and add-ons Event Espresso offers that can help you get started with a step in the right direction.

Let’s begin.

What Is Event Technology?

In simple words, event technology – hardware or software – is about using technology to facilitate event planning, attendee engagement, and various event marketing activities.

Many event organizers struggle to streamline the various processes that go into planning an event. Having the right event technology tools in your arsenal can help you with:


This information puts you in a position to plan better events and manage relationships with attendees and sponsors. Another key benefit of using event technology to organize your event is that it allows you to collaborate with the entire event planning team (or cross-functional teams).

Event Registrations and Check-Ins

Event Registrations and Check-Ins

Ticket sales and event registrations are one of the first interactions you’ll have with potential attendees. This makes it all the more important to create a good first impression.

Difficult ticket sale systems and slow event registration processes can get pretty frustrating. It’s not rare to see prospective attendees opt out of an event because it wasn’t worth dealing with the ticketing system. And if they do get their ticket, they certainly don’t want to wait in a long line to fill out a form and get a name tag.

Thankfully, event technology allows you to make it easy for prospects to purchase tickets and speed up the event registration process. Here are some ideas you can implement:

#1: Make Event Registration Forms Simple

Having intuitive, user-friendly event registration forms makes the experience much easier for attendees. Clearly marking required fields, allowing multiple attendee registrations, and offering social sign-in are all great ways of speeding up event registration.

#2: Use Mobile Apps to Manage Event Registration and Make Check-Ins Faster

Moving ticketing management and event registrations to an event app enables you to validate tickets and keep track of attendees. Event Espresso’s event app comes with this functionality out of the box and offers ticket scanning functionality as an optional upgrade.

#3: Only Ask for What’s Required

Prospective attendees are hesitant to fill out registration forms that ask for too much information. It’s a good idea to only ask for what’s strictly necessary at the time of registration. This way, if some attendees show up at the venue (without registration) or send in paper registration forms, you’re able to register them for the event quickly.

#4: Create Default Tickets

As an event organizer, you probably create similar tickets for many of your events. Why not use event technology to to create a default ticket for all of your events automatically? Doing so allows you to speed up ticketing on your end.

#5: Sell Scannable Tickets

With a simple Bluetooth barcode scanner or a barcode scanner app, you’re able to validate printable tickets at the door. With Event Espresso, the barcode scanner system integrates with your back-end via the Barcode Scanner add-on.

Attendee Assistance

Suggestions for Attendee Assistance

Attendees are likely to have a lot of questions before and during the event. It can quickly become quite frustrating for the event staff to handle attendee inquiries – especially if most of them are asking the same questions. What’s worse is having a displeased attendee who wasn’t able to find the information they were looking for.

#1: Use Chatbots to Provide Level 1 Support

Event technology – like AI event bots – can help you answer frequently asked questions and provide information about questions you’re already expecting to get. Chatbots are mostly used to offer level 1 support, i.e., for basic attendee issues.

For instance, if most of your attendees ask questions like Where are the bathrooms in this venue? or When will [name of speaker] take the stage?, you’re able to pre-configure an AI chatbot assistant to help attendees out with this information.

#2: Have a Public Commenting System for Difficult Questions

For more difficult questions that require in-depth processing, you can appoint your event staff to respond to attendee inquiries through a public commenting system. The benefit here is that all of the attendees will be able to refer to the event page to find the information they’re looking for or ask a question that hasn’t yet been answered.

#3: Create a Simple FAQs Section

In addition to this, you can preemptively answer predictable questions your attendees might ask on the day of the event by adding a FAQs section at the end of your event registration confirmation emails.

Marketing Your Event

Suggestions for Marketing Your Event

If you’re like most successful event marketers, your goal is to reach out to more of your target audience and increase ticket sales. Here are some of the ways event technology can help with your marketing efforts:

#1: Offer Promotions and Discounts

Incentivizing your target audience to buy more tickets by offering promotions and discounts is a tried and trusted way to increase ticket sales. Event organizers offer early bird discounts, group discounts, and coupons in hopes of getting more people to register for their event. You can even choose to offer a limited number of discounts or offer them for a limited time only.

With Event Espresso, there are many different ways you can use discount codes:

  • Apply them automatically when an attendee registers for an event.
  • Target (and re-target) attendees with banners.
  • Distribute coupons through partner programs and social coupon websites like Groupon.

#2: Create Email Drip Campaigns

Setting up an email drip campaign that informs your target audience about your event is a great way to expand your reach and qualify leads. What’s more is that it gives you a platform to keep prospective attendees in the loop by inviting them to register for upcoming events, sending them surveys, and building hype for future events.

Event Espresso integrates with MailChimp allowing you to automatically add attendees to an email list once they register for an event. In addition to this, you can also connect Event Espresso with Infusionsoft and leverage the platform’s advanced marketing and sales automation features.

#3: Have Affiliates Promote Your Event

One of the best ways to get the word out about your event is by having influencers and community members promote it and send more registrations your way. For this, you’ll have to set up an affiliate and referral program for your events.

Event Espresso’s Affiliate WP integration makes it easy to manage affiliate programs directly through your WordPress website.

#4: Listen With Social Media Sentiment Analysis

If you already have people talking about your event on social media, you can use sentiment analysis tools (like Twitter Advanced Search and Brandwatch) for social listening. Doing so enables you to gather audience insight, engage with prospective attendees, and figure out what you can do to improve future events.


Event technology improves your ability to streamline event registration, enhance attendee experience, and increase ticket sales. With the right event technology mix, you’ll be able to maximize the return on investment for your next event and build a strong foundation for all future events.

What are some event-related processes you’d like to automate using event technology? Let us know by commenting below.

Posted in Registration, Ticketing, Event Marketing, Resources | No Comments »

New Third-party Add-on: Import Eventbrite Events

Introducing a new third-party add-on, Import Eventbrite Events.

Import Events from Eventbrite

Import Eventbrite Events by XylusThemes is a super simple, yet, a useful plugin which runs scheduled imports from Eventbrite and syncs them perfectly to your event website.

With the Import Eventbrite Events add-on, you can import your Eventbrite classes, workshops, or nightclub events directly into your Event Espresso calendar.

Getting the Add-on

The Import Eventbrite Events add-on is available on our Third-party Add-ons page or directly from the XylusThemes website.


XylusThemes offers help and support for this add-on, while an FAQ is available on the plugin homepage.

Posted in Eventbrite, EE4, Ticketing Management | No Comments »

Wait List Manager Add-on Released for Event Espresso 4

The Wait List Manager add-on for Event Espresso 4 has arrived! Now you can automate the process of capturing wait list signups when your events sell out. Easily manage last-minute event tickets and provide standby ticketing for your customers and increase profitability for your events.

The Wait List Manager add-on is compatible with Event Espresso 4.9.47+ and available to purchase from the product page.

Wait List Manager Features

The Wait List Manager helps you with those pesky last minute cancellations and course transfers by allowing you to turn on a waiting list to fill those spaces, therefore helping you stay more profitable.

The add-on maximizes event sales by allowing attendees to partially register for a datetime or ticket that has sold out, but then complete the registration process later after spaces have become available due to a change of venue, additional capacity, non-payment cancellations, refunds and cancellations, etc.

When a registered participant of a sold out event cancels their registration, the first person on the event’s waiting list is automatically registered for that event and will receive email confirmation. There’s also a setting which allows you to auto-promote waiting list registrants if a space opens up.

How Does it Work?

The add-on helps event admins manage their event registrations and maximize event sales by allowing additional registrations to be created for a datetime and/or ticket that has sold out, but changes the registration status for those registrations so that they can not pay nor attend. If spaces become available (either due to cancellations or non-payment), the reg status for wait list registrants is changed to “Pending Payment” and the registrants are requested to visit the registration checkout page and complete the registration process.

Adds an Event Wait List Meta Box

Once the add-on has been installed and activated. You will see a new meta box in the event editor where you can manage the wait list settings for each event. Here’s an screenshot of the Wait List settings meta box in the event editor:

Event Wait List Settings

Event Wait List Settings

Display a Wait List Sign Up Button on Sold Out Events

If the wait list option is activated on an event and the event sells out, your customers will see a button that says, “Sign Up For The Wait List”:

Event with Wait List Sign Up

Event with Wait List Sign Up

Wait List Form Displays in a Modal Window

When a customer clicks the button to sign up for the wait list, a modal window pops up where the customer can quickly sign up:

Wait List Modal Window

Wait List Modal Window

Sold Out Events Are Closed Automatically

Once an event is sold out and the wait list is filled up for the event, then the button goes away and the event is marked as sold out on the front-end:

Sold Out Event Details Page

Sold Out Event Details Page

Managing Wait List Registrations

Waiting list registrations are easily managed right from your WordPress dashboard. Once registrants are added to the waiting list, you can easily follow-up with them or promote their registration to approved, pending payment, and more, if any spaces open up for the event. To manually promote registrants, head on over to the Registration List table filtered for the wait list:

Wait List Admin Overview

Wait List Admin Overview

Wrapping Up

The best way to experience the Wait List add-on, start saving time, and becoming more profitable, is to actually put the add-on to good use on your website.


Getting the Add-on

If you are a current Everything License customer, then the add-on will appear in your Event Espresso account. Otherwise, you can purchase a support license for the Wait List add-on right from the product page.

If you want to upgrade from the Personal License to the Everything License to get this add-on, and ones we release in the future for free, then contact our sales team and we’ll help you with your account.


The add-on installs like any other WordPress plugin, just upload and activate it via the WordPress plugin admin screen.



Documentation can be found here:


Reporting Issues

Please report issues in the Wait List Manager support forums.

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New Third-party Add-on: Seating Chart Integration

Introducing a new third-party add-on, Seating chart for Event Espresso 4.

The Seating Chart add-on for Event Espresso 4 by Aparna’s Codex integrates and provides a feature to sell seats created in through the Event Espresso registration system.

With, you can create a seating layout in hours (not days) using tables, chairs, podium locations, and more, via a drag-n-drop interface. Allow users to reserve a table or seat at your next event.

Getting the Add-on

The Price Modifier add-on is available on our Third-party Add-ons page or directly from the Aparna’s Codex website.


Aparna’s Codex offers help and support for this add-on, while an FAQ is available on the plugin home page.

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GDPR, Registration Data, and Your Ticketing Website

In preparation for the new GDPR legislation, WordPress 4.9.6 and Event Espresso 4.9.62 have been released. This post will help you become familiar with the GDPR and the new tools in WordPress and Event Espresso that will help with your registration and ticketing website.

GDPR, Registration Data, and Your Ticketing Website

What is the GDPR?

The General Data Protection Regulation (GDPR) (EU) 2016/679 is a regulation in EU law on data protection and privacy for all individuals within the European Union coming into effect on the 25th of this month. It also addresses the export of personal data outside the EU. The GDPR aims primarily to give control to citizens and residents over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU.

In (very) short. GDPR states that if a website collects, store or use any data related to a European Union citizen. You must comply with the following:

  • Tell the user: who you are, why you collect the data, for how long and who receives it.
  • Get explicit consent, before collecting any data
  • Let users access their data, and take it with them
  • Let users erase their data
  • Let users know if data breaches occur

See this helpful infographic from the European Commission.

Even if you don’t deal with users from EU, complying with GDPR is a good step in ensuring transparency in the handling of data. If you’d like to know the finer details, you may want to go through the regulation in detail. Remember, not complying can result in administrative fines up to €20 million, or in the case of an undertaking, up to 4% of the total worldwide annual turnover of the preceding financial year, whichever is higher.

In the following post, I will cover what the GDPR means for your Event Espresso and WordPress powered site.

Registration Data and Your Website

All registration data from ticket sales captured directly from your website, via the Event Espresso plugin, are stored in a database on your website server. In addition to this functionality, in general, your WordPress website, and some plugins might capture additional data from your site visitors. Although the final responsibility lies with the site owner, WordPress itself is working on its processes to become compliant. As of February 2018, there is a proposed roadmap for adding privacy tools to the core. You can follow the GDPR tickets on Make WordPress Core.

Common Questions About GDPR

Here are a few common questions we’ve gotten about GDPR and Event Espresso:

Do I have to comply with GDPR even if I’m not in the EU?

Yes, GDPR applies to all companies that control and process EU data, no matter where your business is. That includes you if you collect the email addresses of any EU citizens. As a website owner, you may need to follow national or international privacy laws. For example, you may need to create and display a privacy policy.

Does the Event Espresso Team have access to registration data on my website?

No, the team at Event Espresso does not have access to registration data or records stored on your website. The only time someone from our team would have access to those records is if you purchase a support token and you permitted us to login to your website, at which time you would securely share a temporary set of credentials with our support staff.

Does the Event Espresso plugin share registration information with a third-party service?

No. Out of the box, the Event Espresso plugin does not share registration information with any third-party service. However, Event Espresso can be modified, by way of add-ons, extensions, or custom programming, to share information to a third-party service, such as MailChimp and Infusionsoft.

It can also be said that if you are using a payment gateway, such as Authorize.NET, PayPal, or Stripe accept paid registrations or sell tickets, then mostly, you are sharing relevant registration information with a third-party service.

GDPR Features in Event Espresso 4

Along with the new GDPR regulations comes new features in WordPress and Event Espresso 4. The latest Privacy and Maintenance release of WordPress, 4.9.6, comes with many features to help your website become GDPR compliant. Event Espresso has contributed to those new features, and makes use of them in Event Espresso 4.9.62. Below is a list of new features that are shipping with Event Espresso to support the new GDPR regulations.

Export Personal Data

WordPress 4.9.6 allows admins to generate a report of an individual’s personal information and send it to them. In Event Espresso 4, we add the individual’s registration details to the report automatically when it’s being created.

Erase Personal Data

Along with the ability to export data, WordPress 4.9.6 adds a tool that allows site admins to erase personal data stored in their WordPress site. When an admin erases an individual’s personal data, Event Espresso makes sure their registration data is also erased.

GDPR/Privacy Policy Content Tool

Per GDPR regulations, site owners need to have a Privacy Policy page. By default, WordPress doesn’t collect any data from visitors unless they post a comment. However many plugins add third-party services that collect visitor data. WordPress 4.9.6 adds a Privacy Policy guide to help you create a comprehensive “Privacy Policy” page. Event Espresso 4.9.62 adds suggested text to this guide page, to help you know what Event Espresso is doing with regards to user privacy.

Additional GDPR Features

Here’s a shortlist of minor GDPR related features we’ve added recently:

Upcoming Features

We have other features in the works we’d like to let you know about

Consent Checkbox

For GDPR compliance, users should consent to your website’s privacy policy before you store their data. To do that, in the registration form on your website, you should display a short message informing verifying they understand and consent to your privacy policy. You can currently create a custom question to do this, but we want to make things even easier by adding the checkbox and link for you.

Easier Registration Data Removal

GDPR encourages “Privacy by Design” which, in a nutshell, means don’t store any personal information you don’t need. After an event is finished, you might not need the personal information of its attendees. So we’re going to make it easier to remove an expired event and its attendees from your system.

Wrapping it Up

The new tools available in Event Espresso 4.9.62 and WordPress 4.9.6 are going to be a great asset in helping site owners comply with the GDPR and other privacy laws. If you have any questions or concerns, please let us know in the comments below or reach out to us via email.


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Posted in Ticketing, Website, EE4, Privacy | No Comments »

New Third-party Add-on: WP Event Aggregator

Import Events from anywhere – Facebook, Eventbrite, Meetup, iCalendar and ICS into your Event Espresso powered WordPress site.

Introducing the WP Events Aggregator by Xylus Themes

Have you ever wanted to import your Facebook, Meetup, or The Events Calendar into your website? Well, this is the plugin you have been waiting for! The WP Event Aggregator allows you to show imported events from multiple sources and it supports all leading WordPress Event Calendar Plug-ins like The Events Calendar, Events Manager, All-in One Event Calender, Event Organiser, EventOn, My Calendar, Eventum (Tevolution-Events) etc.

Here’s a screenshot of the scheduled imports page, showing events from Facebook, Eventbrite, Ical, and Meetup:

Better yet, the WP Event Aggregator plugin now works with Event Espresso 4, allowing you even more possibilities over your event website.

Getting the Plugin

The WP Event Aggregator plugin is available on our Third-party Add-ons page or directly from the Xylus Themes website.


Xylus Themes offers help and support for this add-on, while an FAQ is available on the plugin home page.

Posted in WordPress Plugins, Event Management | No Comments »

8 Proven Tips to Increase Event Ticket Sales in 2018

This post was written by our featured developer partner, WisdmLabs.

Event Sales Tips
With a new year come new beginnings; that means new events too.

World over, there are thousands of events conducted each year. Be it sports, cultural events, shopping, food, music, or anything else under the sun; you think of something and there will be an event related to that. The success of an event is defined, in part, by the number of tickets sold.

More ticket sales means higher attendance, greater income, more popularity, and a fruitful endeavor. If maximizing sales of event tickets is your aim for 2018, then read on.

8 proven ideas for increasing event ticket sales in 2018

First and foremost, set a realistic target revenue you want to earn. Then, depending on the number of events you do annually, break down the amount to arrive at a figure that you should be seeing at the end of every ticket sale. This will give you a number to work with, making it easier to channel your efforts accordingly. (more…)

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#GivingTuesday: Sponsoring the Outspoken Women Mission

As I was preparing our social media campaign for #GivingTuesday, I stumbled upon an Outspoken Women post on social media. So, I decided to check out the website and see what it was all about.

Outspoken Women - Support Women Speakers in Tech

I found that Outspoken Women is a resource for women and non-binary individuals in the open source technology industry. As I was looking around on their website, I noticed many of their members are people I recognize from the various WordCamps I’ve attended over the years and the WordPress community. Additionally, I noticed that some Outspoken Women members are customers of Event Espresso, so I thought to myself, “What a great organization to sponsor for GivingTuesday.”, then I made it happen and sponsored.


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Child Themes Now Available for Event Espresso 4

Ever find yourself wishing that WordPress themes would look better, out of the box, with Event Espresso 4? Well, I have some good news! We now have a small selection of child themes available for Event Espresso 4.

We have been using a selection of about 20, optimized WordPress child themes on our hosted platform, Event Smart, for the past two years. I’ve always thought it would be a great idea to release these themes to Event Espresso users, so I’ve started a new, bare-bones, little theme shop called, Espresso Themes, where I am hosting a limited selection of WordPress child themes, specially brewed, just for Event Espresso 4.

Child Themes Optimized for Event Espresso 4

Many WordPress themes tend to display the published date on each post, which usually conflicts with the event dates, which is confusing to your customers.

The following screenshot is an example of the default Baskerville WordPress theme. If you look at the post meta section at the bottom, you can see the author information, then on the right side, the post date and post category.

Default WordPress Post Output - Baskerville Theme

Default WordPress Post Output – Baskerville Theme


However, if you are running Event Espresso, the event date that shows on the single event page, or the event list doesn’t correspond to the post date. In the example below, the post date that shows in the post meta output of the theme, which is confusing to event goers that are trying to learn about the event.

On Event Smart, we have engineered around twenty child themes to show the event dates, instead of the post dates in those places.

In the example below, the post date section has been removed on the single event post.

Optimized WordPress Event Output - Baskerville Child Theme

Optimized WordPress Event Output – Baskerville Child Theme


As you can see, the child themes have been optimized for Event Espresso 4 to display event dates and times, instead of post dates, which are common in many default WordPress themes. In this case, I removed the meta box entirely, as I thought it made the event page cleaner and focused on purchasing tickets.

Four child themes launched in October

In October, I started the website and made four new child themes available. Now, I have plans to launch around 20 more in the coming weeks, in between other tasks. The primary functions to launch a new child theme are relatively tedious but straightforward.

What about support and one-click updates?

Support and one-click updates for the child themes are primarily handled via Github and a private theme update service, called Kernl.

What about premium themes?

I’ve decided to create a section dedicated to premium themes that work well with Event Espresso. From there you will find a selection of third-party event themes and standard themes that work well with Event Espresso.

Why create a new theme shop?

One reason is that we don’t have a system to deploy automated theme updates as we do for the plugin. Instead of adding themes for sale on our Event Espresso website and tying up valuable resources on that site. I created a very simple (bare-bones), standalone theme shop to promote the child themes and provide one-click theme updates. Since these are free child themes, I decided to set up a simple shopping cart system, using Easy Digital Downloads, which only took a matter of minutes to set up. I wrote about the process, on my blog, entitled: Bare-bones Guide to Launching a WordPress Theme Shop from Scratch

Comments, feedback, questions?

I hope you find this information useful and are inspired to develop child themes for Event Espresso. If you do, I hope that you find these child themes to be an excellent starting point and a useful guide in your endeavors.

I love hearing your ideas and thoughts regarding our services, so please feel free to send us an email or submit your own child theme to our directory.

If you have any questions, please let me know in the comments below.


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