Schema Markup for Entertainment & Events

Entertainment & Events Schema Markup for Rich Results & Event Listings

Automated JSON-LD structured data for concerts, festivals, venues, theaters, and ticketing platforms. Earn the Google event carousel with dates, venue, and a ticket link, and give AI the facts to answer "what's on near me."

Generate Your Event Schema Check Your Schema Free

Works on 16+ platforms · No developer required · Validation built in

Aug 15

Aurora Nights Live

The Lumen Hall

from $45 · 8:00 PM Get tickets

✓ MusicEvent schema detected

{ "@type": "MusicEvent", "name": "Aurora Nights Live", "startDate": "2026-08-15T20:00", "location": { "@type": "Place" }, "offers": { "price": "45" }, }

Live

Event is one of the few full rich results Google still ships for regular sites, a carousel with date, venue, and ticket link.

Source: Google Search Central, Event docs

+100%

increase in search traffic reported by Eventbrite after implementing event structured data across their site.

Source: Google Search Central case study

answer engines read your event's date, venue, and price to answer "what's on near me" and cite your listing.

Source: AI search behavior & Google guidance

// Why it matters

A short path from search to sold-out

People search "concerts near me this weekend" and want to buy a ticket now. Structured data puts your event in the carousel Google shows above the blue links, with the date, venue, and a ticket link right there.

Event carousel & ticket links

Event and its subtypes earn the event experience carousel, a card with your event name, date, venue, and a direct ticket link, above organic results.

Date, venue & price understanding

startDate, location, and Offer make your event's time, place, and ticket price explicit, so Google and AI read the details precisely.

Movie, TV & video visibility

Movie and TVSeries typing plus VideoObject for trailers and highlights makes entertainment content discoverable and summarizable by AI.

AI "what's on" citation

When someone asks AI what's happening this weekend, clean event, venue, and price data is what earns your show an accurate mention.

Generate Healthcare Schema

// Entity understanding

How Google sees your events

Without markup, your event is a plain blue link a machine has to decode. With Event markup, it's a dated, located, ticketed card in the carousel Google shows above everything else.

Without schema markup

Google AllMapsImagesNewsMore

lumenhall.example › events

Aurora Nights Live at The Lumen Hall

Aurora Nights Live comes to The Lumen Hall on August 15. Doors at 7pm, show at 8pm. Tickets from $45.

lumenhall.example › whats-on

What's On – The Lumen Hall

See upcoming concerts, comedy nights, and live shows at The Lumen Hall this season.

meridianlive.example › tour

Aurora Nights Tour Dates – Meridian Live

Full list of Aurora Nights Live tour dates and cities, presented by Meridian Live.

Plain blue links. Nothing tells Google these are dated, ticketed events, so no carousel and no ticket link.

With schema markup

Google AllMapsImagesNewsMore

Events

Aug15

Aurora Nights Live

The Lumen Hall · 8:00 PM

Tickets from $45

Aug16

The Midnight Echo Tour

Riverside Arena · 7:30 PM

Tickets from $38

Aug17

Sunset Jazz Session

The Blue Room · 6:00 PM

Tickets from $28

1:32

Aurora Nights Live: official trailer

The Lumen Hall · A first look at the show coming August 15.

A real event carousel with dates, venues, and ticket links, plus a trailer. Illustrative; eligibility is earned, display is Google's call.

Create My Schema

// Built for everything that sells a ticket

One tool, every live business

A festival runs a hundred acts across four stages. A stadium hosts a different event every night. A comedy club sells out weekly. Different shows, different schema, one workflow.

Concert organizers

MusicEvent with Offer and performer earns the carousel with dates, venue, and ticket links for every show.

MusicEventOffer

Event management companies

Event and Offer markup across a full calendar, validated against Google's rules and kept in sync as dates change.

EventOrganization

Sports teams & leagues

SportsEvent with venue and Offer surfaces fixtures with dates and ticket links, plus Organization for the team entity.

SportsEventPlace

Stadiums & arenas

Place markup for the venue plus Event per booking, so each of the many shows under your roof is its own carousel-ready listing.

PlaceEvent

Theaters

TheaterEvent with performer and Offer marks up plays and musicals so showtimes and tickets appear in the event experience.

TheaterEventOffer

Cinemas

Movie and ScreeningEvent typing plus Offer helps showtimes and films surface, with VideoObject for trailers.

MovieEvent

Music festivals

Festival with subEvent for days and stages, plus performer and Offer, so a huge lineup becomes a structured, discoverable schedule.

FestivalsubEvent

Conference organizers

BusinessEvent or EducationEvent with Offer and subEvent for sessions surfaces conferences and their agendas in search and AI.

BusinessEventOffer

Streaming platforms

Movie and TVSeries typing with VideoObject makes your catalog's titles and trailers understandable to Google and AI search.

TVSeriesVideoObject

Movie websites

Movie markup with cast, director, and third-party ratings helps films appear in movie results, with VideoObject for trailers.

MovieAggregateRating

TV show platforms

TVSeries and TVEpisode typing plus VideoObject makes shows, seasons, and clips machine-readable for search and AI.

TVSeriesVideoObject

Ticket booking platforms

Event and Offer at inventory scale, each with a visible price and ticket URL, validated and synced across thousands of listings.

EventOffer

Museums

Place plus Event for exhibitions and openings, so time-bound shows appear in the carousel, not just the standing collection.

EventPlace

Art galleries

VisualArtsEvent for exhibitions and openings with Place and Offer surfaces your shows and private views in event search.

VisualArtsEventPlace

Comedy clubs

ComedyEvent with performer and Offer marks up your lineup so weekly shows and headliners land in the event carousel.

ComedyEventPerson

Live entertainment venues

Place for the venue plus Event per show, with Offer and performer, so every night on your calendar is discoverable.

PlaceEvent

Not sure where you fit?

Run the free checker on your site. It detects what schema you have, what is missing, and what your events need.

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// Supported schema types

The schema that matters, with honest eligibility

Event is one of the strongest rich results Google still ships, but the rules are strict. Here's what each type earns in 2026, and what it takes to qualify.

Schema type	What it does	Google rich results	Priority
Event MusicEvent SportsEvent	The event: name, startDate, location, offers	Yes · event carousel	High
TheaterEvent Festival	Theater and multi-day festivals (with subEvent)	Yes · event carousel	High
Offer	Ticket price, availability, ticket URL	Yes · price must be visible on page	High
Place	The venue: name, address, geo	Feeds event location & Maps	High
Organization PerformingGroup Person	Promoter, venue, band, performer entities	Yes · logo, panel data	High
Movie TVSeries	Films and shows: cast, director, rating	Movie result · no self-serving stars	Medium
VideoObject	Trailers, highlights, promos	Yes · video results	High
BreadcrumbList ImageObject	Catalog hierarchy and event imagery	Yes · breadcrumbs, image	High
FAQPage	Event and venue Q&A	Retired May 2026	Low

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How it works

From zero to validated event schema in four steps

Connect your site once. The app types every event, attaches the venue, offer, and performers, checks it against Google's strict event rules, and keeps dates in sync, with zero theme edits.

Connect your platform

WordPress with The Events Calendar, Wix, Squarespace, Webflow, and 16+ platforms, the ones venues and promoters actually run on. No rebuild.

Generate JSON-LD

The app types each event with the right subtype, attaches the Place venue, Offer pricing with a ticket URL, and the performer entities.

Validate against Google's rules

We check the strict stuff, required fields, a visible price, a clean event name, correct location, so your events actually qualify for the carousel.

Sync as dates change

Shows reschedule, sell out, and roll off. Your markup stays in sync with your calendar, with eventStatus and dates always current.

Button Text

// What eligibility looks like

The rich results event schema actually earns

Illustrative examples for a fictional venue. Notice what's not here: an FAQ dropdown, because Google retired it. The event carousel with a ticket link is a real, current win.

google.com/search?q=concerts+near+me+this+weekend

Google

Event · carousel

Aug15

Aurora Nights Live

The Lumen Hall · 8:00 PM

Tickets from $45

Aug16

The Midnight Echo Tour

Riverside Arena · 7:30 PM

Tickets from $38

VideoObject · trailer

1:32

Aurora Nights Live: official trailer

lumenhall.example · A first look at the show coming to The Lumen Hall on August 15.

Organization · Knowledge panel

The Lumen Hall

Live music venue · Capacity 1,800 · Verified via Organization and Place markup linking the venue, its events, and social profiles.

BreadcrumbList

lumenhall.example›What's On›Aurora Nights Live

Aurora Nights Live at The Lumen Hall

Clean site hierarchy helps Google and AI understand where each event sits across your calendar.

// AI search visibility

When someone asks AI what's on, be the answer

People ask ChatGPT, Gemini, and Perplexity what's happening this weekend. Those systems read your event's date, venue, price, and performer to match your show to the question and cite it.

startDate and location tell AI exactly when and where your event happens.
Offer gives AI the ticket price and link to include in its answer.
Even online-only events, which skip the visual carousel, gain this AI-citation value.

AI Assistant

What concerts are on this weekend near me?

One to check out is Aurora Nights Live at The Lumen Hall on Saturday, August 15 at 8:00 PM. Tickets start at $45. It's a live music show presented by Meridian Live, and tickets are available through the venue.
lumenhall.example

Illustrative example of how structured event data supports accurate AI answers.

// Why JSON Schema App

Event schema at calendar scale, done right

Static generators stamp one event and can't catch the rules that silently drop you from the carousel. Enterprise tools start with a demo. Event SEO retainers bill monthly. JSON Schema App builds Event, Offer, and performer markup, validated against Google's strict rules, across your whole calendar.

Generators & retainersJSON Schema App

Getting startedCopy a snippet or sign a retainerStart free in minutes

Event coverageOne event at a timeEvent + Offer + performer, linked

Calendar scaleManual per eventWhole calendar, dates synced

Google's strict rulesNo visible-price or name checkValidated before it ships

PlatformsManual paste, one page16+ platforms & The Events Calendar

HonestyStill pushes retired FAQCurrent with 2026 rules

Frequently Asked Questions

What is event schema markup? It is JSON-LD describing your event, its name, date, venue, ticket price, and performers, in schema.org vocabulary, so Google and AI understand it and can show it in the event carousel and answer "what's on" questions.

Does event schema still show a rich result in Google? Yes, and it's one of the strongest still available. Event is one of the few types where Google still ships a full rich result for regular sites, an event carousel showing name, date, venue, and a ticket link, above organic results and in Maps.

What are the required fields for event rich results? Name, startDate (with timezone), and a physical location. Google also rewards endDate, image, description, offers (price, currency, URL), organizer, and performer. Missing a required field makes the event ineligible.

Why aren't my event rich results showing? The usual causes are a missing required field, a price in your markup that isn't visible on the page, promotional language in the event name (a policy violation), or a hybrid event with a malformed location. Fixing these usually restores eligibility.

Do online-only events get event rich results? Not the visual carousel, that needs a physical location. But complete Event markup for an online event still makes its title, date, and ticket link machine-readable so AI systems can describe and cite it accurately.

What schema should a concert, festival, or game use? MusicEvent for concerts, Festival for multi-day festivals (with subEvent for days and stages), SportsEvent for games, and TheaterEvent for theater. Each is an Event subtype eligible for the same rich result.

Can I get review stars on my venue or film? Use Review or AggregateRating with genuine third-party reviews. Google doesn't show self-serving stars for a business or studio rating its own event or film, so ratings must be genuine and, for businesses, captured about others.

Does schema help my events show up in AI search? Yes, meaningfully. AI answer engines read your event's date, venue, price, and performer to answer "what's on near me this weekend" and cite you. Clean markup makes your event more likely to be surfaced.

Is FAQ schema still worth adding to event pages? FAQ rich results were retired on May 7, 2026, so there's no SERP dropdown. FAQPage is still valid markup and clear Q&A still helps AI answer, but markup must match your visible content.

Do I need a developer to add event schema across my whole calendar? No. JSON Schema App generates, validates, and injects Event, Offer, and performer markup across 16+ platforms including WordPress, checks it against Google's strict event rules, and keeps dates in sync as your calendar changes.

Check your event pages' schema in 30 seconds

See exactly what structured data your events have, what is missing, and what it takes to qualify for the carousel in 2026. Free, instant, no signup required.

Run the Free Schema Checker Start Generating Schema

Trusted across 16+ platforms · Validation included · Cancel anytime

Ship Schema in 2 Minutes - Win Rich Results & Get Recommended by AI

Find and fix the schema gaps keeping you out of Google's rich results and AI answers from ChatGPT and Gemini.

“The agent doesn’t return ten blue links… it pulls from structured business data… to complete the job.”

- Sundar Pichai

JSON Schema App automatically detects, fixes, and manages structured data to help search engines and AI understand your website, improving visibility and rich results.

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A short path from search to sold-out

Event carousel & ticket links

Date, venue & price understanding

Movie, TV & video visibility

AI "what's on" citation

How Google sees your events

One tool, every live business

Concert organizers

Event management companies

Sports teams & leagues

Stadiums & arenas

Theaters

Cinemas

Music festivals

Conference organizers

Streaming platforms

Movie websites

TV show platforms

Ticket booking platforms

Museums

Art galleries

Comedy clubs

Live entertainment venues

Not sure where you fit?

The schema that matters, with honest eligibility

From zero to validated event schema in four steps

Connect your platform

Generate JSON-LD

Validate against Google's rules

Sync as dates change

The rich results event schema actually earns

When someone asks AI what's on, be the answer

Event schema at calendar scale, done right

Frequently Asked Questions

Check your event pages' schema in 30 seconds

Ship Schema in 2 Minutes - Win Rich Results & Get Recommended by AI

“The agent doesn’t return ten blue links… it pulls from structured business data… to complete the job.”

Try our Other Product

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