Why Is AV Pricing All Over the Place?

You’re a few weeks from your event. Budgets are under the microscope and executives expect perfection. But you know that what your attendees will remember is how it felt to be in the room. You want to give them the best experience possible.

You open your AV quotes. One vendor offers 40% off inflated rates.  Another throws in “free” rental days if you sign immediately. A third looks cheapest until you spot labor rates hidden in fine print or discover add-ons, they “forgot” to mention.

It’s confusing, time-consuming, and far too common.

The AV Pricing Puzzle

AV pricing is inconsistent across the industry for a reason: many companies use a “quote low, add later” tactic to win business. It works because:

• Equipment rates are padded, then “discounted” to look like a deal.
• Free rental days are offered, but only after inflating daily rates.
• Add-ons appear later for gear or staffing you assumed was included.
• Labor rates are quietly increased to recover lost revenue.

It feels like a game because, frankly, it often is.

Why It Hurts Planners

The biggest frustration we hear from planners is that there’s no consistency in AV pricing, and as the event draws nearer, the bills go up.

The issue isn’t that planners don’t expect to pay for AV. They know it’s a critical part of delivering a successful event. The problem is when you have to explain invoices to your stakeholders after the fact, with costs you didn’t anticipate because strategic questions weren’t asked early and clear communication wasn’t maintained.

When that happens, trust is eroded, and what should have been a partnership becomes an invoice audit.

It’s Not Just About the Numbers

Pricing games don’t just affect your budget; they affect your show.  Here’s another layer no one talks about: production crews feel the difference when shows are undersold.

AV isn’t a commodity. It’s an extension of your staff, your service, and your brand in that room. When a show has been budget-cut to the bone, crews are often forced to scramble with limited time, limited gear, and limited support. The result isn’t from lack of effort, it’s from lack of support. That’s when stress rises, details slip, and the experience you’ve worked so hard to design for your attendees starts to erode in small but impactful ways.

When you buy AV like a commodity, you often get a commodity experience. When you invest in AV as a partner, you give the people running your event the ability to deliver at their best — and your audience feels the difference.

Transparency Wins.

We often hear that AV is “overpriced.” Sometimes it is. But more often, it’s that the pricing wasn’t explained clearly and tied to real value and outcomes.

The truth is, your AV partner should be asking you the right questions early:

• What are your event goals and attendee expectations?
• How do you define a successful show?
• What brand standards must be met?
• What’s the plan if something goes wrong?

These conversations take time, and they require honesty. But they are the difference between a seamless, brand-aligned event and one where you’re explaining a stack of invoices after the last attendee leaves.

What Fair AV Pricing Should Look Like

Instead of treating AV pricing like a moving target, it helps to define what “fair” should actually mean. A strong model should be clear, predictable, and designed to support both the event and the people behind it. At its core, that comes down to four principles:

• Straight forward Numbers: The scope of work and the price should match. No surprise fees, no shifting goalposts once the contract is signed.
• Transparency in Choices: Every item should come with an explanation: what it does for your show, why it matters, and how it shapes the cost. Planners shouldn’t have to decode jargon or guess at line items.
• Focused on Outcomes: Pricing should reflect more than just gear in a room, it should connect directly to the attendee experience. The right investment ensures your audience hears, sees, and feels what you intended.
• Respect for People and Process: Behind every production are skilled teams and long hours. Fair pricing accounts for the labor and resources needed to deliver what was promised, so no one is set up to fail.

Your Show Deserves Clarity

Your event is too important to leave AV pricing up to smoke and mirrors. You deserve a partner who will have the honest, sometimes tough conversations early so your budget, brand, and attendee experience are protected.

At the end of the day, it’s about getting the best possible value, ensuring your attendees feel the impact of your event, and giving you the confidence to step on stage knowing the details are handled. It shouldn’t simply be a price battle.

When you approach pricing with clarity, strategy, and trust, you protect your brand, your budget, and your attendee experience.