When I first thought about offering +1 tickets for Checkout Summit, I wasn’t sure it made sense. Weeks ago, I wrote about the idea and my indecision—should I even allow guests? Would it feel fair, or would it complicate things?
Lately, though, I’ve been thinking about it again: why do people usually travel alone to conferences?
Sure, switching off from family “work” is part of it—especially if you have kids. But I personally find it frustrating to be away for several days without my wife and kid, especially when I’m flying to a place they could actually enjoy too. If Sicily’s sea, food, and history are things a +1—or even a +2 or +3—could enjoy, well, why shouldn’t they?
That got me back to the drawing board: it’s one thing to encourage people to bring companions, but it’s another to actually give them something meaningful to do.
I realized it must feel a bit lonely for a guest: while one person spends the whole day and evening at the event, the other is basically on their own. Daytime sessions are the core of the conference, and that should stay focused. But evenings are different—dinners, post-dinner conversations, casual networking—they’re social, relaxed, and part of the overall experience.
From Doubt to Decision
I spent a lot of time wrestling with the +1 question. On one hand, the early-bird tickets already offered a substantial discount, and I didn’t want to undercut that. On the other, I hated the thought of implicitly encouraging solo attendance only, as if bringing a partner, friend, or family member was somehow secondary.
My concern wasn’t just pricing—it was experience. Would a +1 feel left out if they couldn’t attend talks or lunch? Would the pricing feel fair compared to the main ticket? These questions lingered for weeks.
Then I started thinking beyond the conference sessions. What if I framed +1 tickets as a companion experience, focused on the social side of the summit rather than the technical side? The idea felt promising: attendees could focus on learning and networking, while guests enjoyed curated events and the venue’s perks. The tension between inclusivity, fairness, and simplicity suddenly found a potential balance.
Designing the +1 Experience
With this in mind, I sketched out what +1 participation could realistically look like. I decided that +1s wouldn’t attend talks or lunches from roughly 10 a.m. to 5 p.m., keeping the main conference focused. Instead, their ticket would unlock access to evening experiences—happy hour, dinner, and post-dinner events.
The goal was simple: provide meaningful engagement without confusing the conference structure. A +1 could enjoy a welcome dinner, share drinks after a long day, and take part in any casual games or social activities I planned.
It wasn’t about giving a partial experience; it was about crafting a different, equally enjoyable experience. In fact, this framing gave me confidence that bringing friends and family would actually enhance the summit community rather than dilute it.
What’s Included in the +1 Ticket
To make the offer clear and tangible, I outlined exactly what +1s would get:
- April 22: welcome dinner party on the day before the summit officially kicks off.
- April 23 and 24: happy hour, dinner, and post-dinner activities.
- The option to book the post-event day out on April 25th, giving guests a chance to explore Sicily alongside attendees.
Framing it this way gives +1s a structured, enjoyable experience without needing to attend the conference sessions. They still feel part of the summit but on a schedule that respects both their time and the integrity of the main event.
Leveraging Venue Perks
The venue itself also supports the +1 experience. Even outside of the summer season, all hotel guests have access to free continental breakfasts, the swimming pools (though unattended by lifeguards), the indoor gym from 8 a.m., and easy beach access (5 minutes by foot).
Optional extras include the wellness center for massages and beauty treatments, room upgrades for panoramic views, and lunch options at the venue restaurant or nearby cafes.
These perks make the +1 ticket feel substantial, even without conference access. Guests can relax, explore, and enjoy the surroundings while still being part of the summit atmosphere. This helped me feel confident that offering +1s was worthwhile—the experience was curated and valuable, not just an afterthought.
Balancing Cost and Value
When it came to pricing the +1 ticket, I decided to do something unusual: I’m not trying to make any money from it. The goal is purely to provide a meaningful experience for companions without overcomplicating things.
To put it in perspective, a +1 ticket covers the evening activities: three dinners, drinks, and post-dinner gatherings. If you were to pay for all of that separately, it would likely add up to around €100 anyway—and that’s assuming you could easily arrange it on your own.
Without a ticket, your companion would either miss out or have to navigate meals, drinks, and logistics solo, which is exactly what I wanted to avoid!
By pricing it at cost, I can offer a hassle-free experience where guests feel included, everything is organized, and no one feels left behind. It’s not about profit; it’s about fairness, convenience, and ensuring the Summit is enjoyable for everyone traveling together.
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Price range: 199,00 € through 497,00 €
Reflection on Inclusivity and Community
Making this decision feels like a small but important win. I get to welcome friends and family into the conference experience, while still maintaining the integrity of a focused, attendee-first conference.
It’s not perfect—I’m sure there will be tweaks once +1s start registering—but it’s honest. I’ve learned that even small decisions about inclusivity, timing, and pricing can shape the Checkout Summit culture. Bringing people together doesn’t have to complicate things; it can enhance them.
Conclusion
Turning on +1 tickets was a decision that required balancing fairness, pricing, and experience. By limiting access to evening and social events, leveraging venue perks, and clearly communicating value, I feel confident that this addition will enrich the conference.
It’s a reminder that even in a solo-driven project, thoughtful choices can make events more inclusive, enjoyable, and human. And in the end, that’s exactly the kind of Summit I want to build.
