I'd say offer both; like free or reduced with purchase or buy a ticket. Sometimes there just isn't anything I want to buy so in that case I would rather just buy a ticket.
I think I do prefer with purchase because it feels like you're getting something for no cost. Paying a fee for a ticket is always a bit tougher without something to draw you in. Also definitely like the gift certificate idea :)
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Also definitely like the gift certificate idea :)
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