Pricing AV and lighting services is one of the most common points of confusion for new operators — and one of the fastest ways experienced ones lose money. This guide breaks down how to set rates that cover your costs, stay competitive, and actually let you build a real business.
How to calculate your day rate as an AV technician
Your day rate must cover your labor, taxes, insurance, and business overhead — not just your time. A common formula: take your target annual income, add 30% for taxes and self-employment costs, then divide by the number of billable days you expect to work. Most independent AV techs target 150–180 billable days per year.
At $75,000 target income plus overhead, you arrive at roughly $625–$750 per day before equipment. Experienced AV technicians in major markets commonly charge $800–$1,500 per day for labor alone. Do not undercut that floor because you are new — you will train clients to expect unsustainable prices.
How to price equipment and gear packages
Equipment pricing should recover your investment over a realistic number of uses. A fixture that costs $500 should generate $500 in rental fees over its depreciation period — typically 3–5 years or 150–250 uses. Use this formula per item and add them up for package pricing.
- Basic lighting package (8 LED wash fixtures, controller, cables): $400–$800 per event
- Full stage lighting rig (moving heads, dimmer rack, full DMX): $1,200–$3,500 per event
- Small PA system (powered speakers, subwoofer, mixer): $350–$700 per event
- Full corporate AV package (projector, screen, PA, confidence monitors): $1,500–$4,000 per event
- Wedding uplighting package (16–24 fixtures): $600–$1,200 per event
Pricing by event type
Different event markets have different price tolerances. Corporate clients generally have larger budgets and more consistent needs. Wedding clients are price-sensitive but often spend more than they initially plan. Concerts and festivals pay well but involve more setup complexity and risk.
For weddings specifically, read the wedding lighting and AV guide for detailed package structures. For corporate work, the corporate AV services guide covers rate expectations by event size.
How to structure a quote that wins jobs
Clients do not buy AV services based on gear lists — they buy outcomes. Lead your quotes with what the client gets (clear sound throughout the room, dynamic lighting that matches their event theme) before listing the equipment. Itemize your quote so clients understand what drives the cost, but keep the total prominent.
Threecus lets you build reusable quote templates for each event type so you spend minutes on proposals, not hours. Consistent, professional quotes also reduce the "can you do it cheaper" conversations because the scope is clear.
When and how to raise your rates
Raise your rates when you are turning down work, when your schedule is consistently full 6+ weeks out, or when your costs increase significantly. Give existing clients advance notice of rate changes. Most good clients will accept increases if you communicate them professionally and with lead time.
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