Abstract: A system and method alleviates a risk of booking an undersold event by facilitating an agreement between a performer and a venue operator, a performer and a promoter, or a venue operator and a promoter on tentative ticket reservations for consumers. If a threshold relating to the tentative ticket reservations is achieved, then the event is booked, each tentative ticket reservation is executed, and the consumer is charged. If the threshold is not achieved, the event is abandoned and each tentative ticket reservation is cancelled.