How Squarespace Agencies Can Manage Client Events
Managing events across multiple Squarespace client sites requires a different setup than running events on your own site. Here's the agency workflow — from initial setup through client handoff — and the specific tools that make it work at scale.
"I don't even talk to clients about events because I know it's such a nightmare"
Aaron Soto, a Squarespace designer in Amarillo, said it in a demo call. He manages events for clients across multiple sites — restaurants, community organizations, event centers — and had essentially stopped raising the topic because the available options were so fragmented.
That's not a niche sentiment. In more than 20 discovery conversations before we built Eventually, the same pattern appeared: Squarespace designers who field the "can we do events?" question from clients, have no clean answer, and either talk clients out of it or set up a solution that requires ongoing maintenance they weren't scoped to provide.
The problem isn't just that Squarespace doesn't have native event ticketing. It's that the workarounds don't account for the agency relationship — the fact that you're setting something up for someone else to run, and that handoff needs to work.
What makes agency event management different
When you're running events on your own site, you control everything. When you're setting up event management for a client, there are additional constraints:
The client needs to be able to add and update events without your help
You need access to the system to support them without having full admin credentials
The solution needs to work across multiple client sites without a separate tool for each one
Clients shouldn't need to understand how the underlying system works — just how to create an event
The setup you do shouldn't create ongoing maintenance work you weren't paid for
Most of the available workarounds fail on at least three of these. Eventbrite accounts are client-owned, which means a separate setup for each client, and you have no visibility without credentials. Zapier automations require maintenance you'll inevitably be asked to do for free. Squarespace Commerce DIY requires clients to understand product catalog management, which most don't.
The agency workflow — step by step
Setup phase: what you build
Your job at setup is to make the client's ongoing operation as simple as possible. That means:
Connecting the event tool to the client's Squarespace site via OAuth — one-time authentication that persists
Creating event templates or defaults for the most common event types (same location, same format, recurring timing)
Setting up the calendar widget and embedding it on the relevant pages
Configuring email templates for confirmation, reminders, and follow-up
Testing the full flow — create event, register, receive confirmation, check in
Handoff phase: what the client runs
After setup, the client should be able to:
Create a new event using a template without modifying anything technical
View their attendee list for any event
Run check-in on event day from a phone
Send a message to all attendees for a specific event
If they need to call you to do any of these, the handoff isn't complete.
Ongoing support: what you maintain
Ideally, nothing. Good event management setup should run without intervention. In practice, you'll occasionally be asked to:
Update widget styling when the site redesigns
Add a new event category or ticket type
Troubleshoot a registration issue
This is normal support work, not maintenance debt. The difference is whether you built something fragile or something solid at setup.
What to look for in an event tool for agency use
Multi-site management from one dashboard: You should be able to see all your clients' event setups without logging into each one separately
Role-based permissions: Client should have access to their events and attendees. You should have access to settings and configuration. Neither should require sharing admin credentials
Clean client ownership transfer: When the engagement ends, the client takes ownership of their account without losing their event history or attendee data
Simple event creation: If the client needs a tutorial to create a new event, the tool is too complex
Referral tracking: For agencies who refer multiple clients, attribution for billing or commission purposes
Not sure if your client is ready for dedicated event tooling? Assess their readiness in two minutes with our free scorecard.
What Eventually built for agencies
Eventually's multi-site architecture was designed with agencies in mind from day one. One dashboard covers all connected Squarespace sites. You can create a client account, configure it, and transfer ownership when you're ready — the client gets a clean handoff with their data intact. Role-based permissions let you stay in as a contributor without holding admin credentials. And referral tracking is built in — clients you set up are attributed to your account.
Aaron's restaurant client — the wine bar with cigar and whiskey tasting events, live bands, and patio events through October — was up and running in one demo session. The client didn't need to understand service products or variant configuration. They needed to know: here's where you add your next event. That's the standard.
See Eventually plans for agencies — Pro includes multi-site management. Free tier available on any client site to test.
What this means for your agency
Every time a client asks about event ticketing and you have a real answer, your value goes up. Not because you're upselling a tool — because you're the designer who knows the ecosystem well enough to solve the problem nobody else can.
One designer we spoke with during discovery said she's planning to go after more event-heavy clients specifically because she now has the stack to serve them. Cafes, vineyards, studios, expos — verticals she would have avoided before because the event piece was always the part that broke.
Eventually has an affiliate program for designers who recommend it to clients. But the bigger value isn't the commission. It's the positioning: you become the person who has the answer to the question every Squarespace client eventually asks.
Want to show your client the fee math? Our free calculator compares Eventbrite, Luma, Ticket Tailor, and Eventually side by side.
What to do right now
If you're currently telling clients "Squarespace doesn't do events": It doesn't natively, but Eventually adds it. You can now give clients a clean answer.
If you've been setting up Eventbrite for clients: Evaluate whether the per-ticket fees and external checkout are worth it for their use case. For brand-conscious clients with regular programming, they probably aren't.
If you've been building Zapier workarounds: Calculate the maintenance cost honestly. If you've touched it more than once since launch, it's maintenance debt. A purpose-built tool will cost less over time.
If you want to upsell event management to existing clients: Start with the clients who already have events mentioned on their site or who've asked about it. The conversation is easier when you have a real answer.
The bottom line
The event question comes up in almost every Squarespace client engagement eventually. The answer you give shapes what you build, what you scope, and what your client expects you to maintain.
A good event setup should be something you build once, hand off cleanly, and don't hear about again until the client wants to expand. That's the bar we built Eventually to meet for agencies. This is what calendar-centric selling infrastructure looks like.
Keep reading:
→ Squarespace Event Ticketing: Every Option Compared
→ How to Sell Event Tickets on Squarespace
→ Eventually vs Eventbrite: An Honest Comparison
