HighLevel LevelUp 2026 runs October 26–29 at the Hilton Anatole in Dallas, TX, with an optional Encore Day add-on on October 30. General Admission currently starts at $1,297 and VIP at $2,997, both discounted from higher list prices. It’s HighLevel’s flagship annual event: four days of keynotes, breakout sessions, and a live reveal of 300+ product updates from co-founders Shaun Clark, Varun Vairavan, and Robin Alex.
That’s the short version. The longer version — what you actually get for each ticket tier, which policies catch people off guard, and whether it’s worth the flight and the price tag — is below.
At a glance:
| Dates | October 26–29, 2026 (Encore Day: Oct 30) |
| Location | Hilton Anatole, Dallas, TX |
| General Admission | $1,297 |
| VIP Pass | $2,997 |
| Encore Day add-on | $997 |
| Virtual option? | No, in-person only |
| Refundable? | No — final sale, non-transferable |
| Best for | Active HighLevel agency owners, SaaS resellers, and affiliates — not platform beginners |
What HighLevel LevelUp Is
LevelUp is HighLevel’s flagship in-person conference for agency owners, SaaS entrepreneurs, affiliates, and business owners already running on the platform. It’s built around five tracks — AI, SaaS, Product, Affiliate, and Agency — with main-stage panels and breakout workshops under each one. The centerpiece is “LevelUp Day,” when the co-founders reveal the next wave of product features and the roadmap for the following year live on stage.
This isn’t a general marketing conference with HighLevel as a sponsor. It’s run by HighLevel, for HighLevel users, and most of the content assumes you’re already on the platform or seriously evaluating it.
A naming note: the event’s current official name is LevelUp, but it’s still widely called the HighLevel Summit or LevelUp Summit — a holdover from its earlier branding. If you’ve seen the event referred to either way, they’re the same conference (more on that in the FAQ below).
Ticket Prices and What’s Included
Here’s where a lot of coverage of this event gets vague. The actual ticket structure is two tiers plus one add-on — not three separate ticket types, and there’s no “Executive” tier.
| General Admission | VIP Pass | |
|---|---|---|
| Current price | $1,297 | $2,997 |
| Keynotes & breakout sessions | Included | Included |
| Exhibition hall access | Included | Included |
| Networking events | Included | Included |
| 2027 roadmap reveal & Q&A with founders | Included | Included |
| Awards Ceremony | Included | Included |
| Meals during the event | Not included | Included |
| Bar access at evening events | Not included | Included |
| Seating | Standard | Prime/VIP seating |
| Lounge access | Not included | Private VIP lounge |
| Swag | Standard swag item | Upgraded swag bag |
The gap between GA and VIP isn’t really about session content, both tiers see the same keynotes and breakouts. It’s about comfort and access: meals, seating, a quieter place to work between sessions, and bar access at the evening events. If your budget is tight, GA gets you the actual content; VIP is paying for the experience around it.
Encore Day is a separate add-on (currently $997) available only to GA or VIP ticket holders, held the day after the main event ends. It’s a smaller-room session with more direct time with the co-founders and additional tactical content, plus session recordings from Encore Day itself.
Quick pick:
| Choose | If |
|---|---|
| General Admission | You want the sessions and content, and you’re comfortable handling meals and seating yourself |
| VIP Pass | Comfort, prime seating, and lounge networking matter as much as the content |
| Encore Day add-on | You’ve already committed to a base ticket and want to extend your time in Dallas |
Full pricing and ticket terms are listed on the official LevelUp ticket page.
Ticket Policies To Know Before Buying
These are the details that change whether buying a ticket now makes sense.
LevelUp is in-person only, there is no virtual ticket or livestream. If you can’t travel to Dallas, you cannot attend live. Session recordings exist as a separate paid add-on (not automatically included, and not available immediately — see below), but that’s not the same as attending remotely.
Session recordings are a separate purchase, added at checkout — not automatic. Recordings aren’t bundled into either ticket tier by default; you add them when you buy. Even if you purchase them, they’re not available immediately: HighLevel states recordings go up roughly four weeks after the event ends.
Tickets are non-transferable and non-refundable. You can’t sell or hand off your ticket to someone else, anyone trying to enter under a name that isn’t theirs is denied. And once you buy, that purchase is final; there’s no cancellation refund.
There’s no 1-day pass. The only option is the full multi-day ticket. You can’t buy a single day to sample one track.
Attendance is 18+. Kids don’t attend, even accompanying a paying adult, unless they’re over 18 and have their own ticket.
Meals depend on your tier. VIP includes meals; GA attendees eat at the Hilton Anatole’s restaurants or nearby options on their own.
None of this is disqualifying, but “I’ll just buy a virtual pass” or “I can get a refund if plans change” are both assumptions that don’t hold here, and it’s better to know that before you check out than after. (Full policy language is on HighLevel’s official LevelUp FAQ page.)
Choosing Your Track
LevelUp’s tracks run in parallel, not back-to-back. That means you physically cannot attend every session across every track, and trying to bounce between rooms usually means catching fragments of several tracks instead of getting real depth in one.
The higher-leverage approach: pick the one or two tracks that map to what your business actually needs to solve this year — pricing and retention (Agency), reselling the platform (SaaS), automation build-outs (AI or Product), or referral income (Affiliate) — and commit to those rooms rather than trying to sample everything. Attendees who treat LevelUp like a buffet tend to leave with fragments; attendees who treat it like a focused workshop leave with a finished plan.
The Awards and Incentive Programs Behind LevelUp
This is arguably more useful to know than the agenda itself, because it shows you what HighLevel is actually incentivizing its ecosystem to do.
The SaaSPRENEUR Award recognizes agencies reselling HighLevel as their own SaaS product, based on sub-account count: Gold at 100+ sub-accounts, Platinum at 500+, and Diamond at 1,000+. If you’re white-labeling HighLevel, this tier structure is a rough public benchmark for where you stand against other agencies doing the same thing.
The Highly Affilionaire Award rewards HighLevel’s referral affiliates by new commissions generated: Bronze at $10,000, Silver at $25,000, and Gold at $100,000 in new commissions. For anyone running HighLevel’s affiliate program seriously, these thresholds double as a public benchmark for what “serious” affiliate income actually looks like on this platform.
The Marketplace Awards go to developers building apps in the HighLevel Marketplace, across three categories: Most Popular App (by active installs), Community Champion (most new public apps with 100+ installs), and Top Revenue Generator (highest total payouts). If you’re building or considering building on HighLevel’s marketplace, this is the clearest public signal of what’s succeeding there.
There’s also a Supercharged SaaS Program, an incentive for top affiliates structured around vehicle giveaways — past winners have received electric vehicles including Teslas, Rivians, and Porsches.
The SaaSPRENEUR Award requires an application (based on sub-account count), with a cutoff of August 31 ahead of the October event — so this isn’t something you can decide to enter last-minute at the conference itself. The Affilionaire Award works differently: it doesn’t require an application at all, since it’s tracked automatically from commission data.
Is HighLevel LevelUp Worth The Ticket Price?
Here’s the honest answer: it depends on what you’re actually trying to get out of it, and it’s not a fit for everyone.
Worth It If
- You’re actively running an agency or SaaS on HighLevel and want direct access to the co-founders’ roadmap before it’s public
- You build revenue through relationships and partnerships, the “hallway conversations” HighLevel leans on in its own marketing are a real draw for a room full of buyers and partners
- You’re competing for one of the award tiers above and want the visibility that comes with winning in front of the room
Skip It If
- You’re brand new to HighLevel and still learning the basic platform — most content assumes existing familiarity
- You’re mainly after the roadmap information and would be satisfied getting it secondhand through HighLevel’s blog and YouTube channel afterward
- Your budget doesn’t comfortably absorb travel plus a ticket that isn’t refundable if your plans change
The genuine trade-off: you’re paying $1,297–$2,997 (plus travel and hotel) for content you could partially get for free later through HighLevel’s own recap videos and blog posts, plus a recording purchase. What you can’t get any other way is the live Q&A access, the in-person networking, and being in the room before the announcements go public. If none of those three things matter to your business, the ticket price is harder to justify.
If You Can’t Attend
Since there’s no virtual ticket, purchasing recordings at checkout is the only official way to access session content afterward if you don’t attend. Beyond that, two lower-cost paths exist: HighLevel typically publishes its own recap videos and blog coverage of LevelUp Day within days of the event, well before purchased recordings go live — so if you mainly want the headline announcements rather than full sessions, that’s usually faster than waiting on a recording purchase. And since the “reveal” is a preview of features headed into the platform for all users regardless of attendance, most of what gets announced will show up in your account on its normal release schedule either way — attending just gets you the information first.
Frequently Asked Questions
HighLevel puts the event’s networking scale at 1,000+ entrepreneurs, agency owners, and business leaders, based on the figures it publishes on its own event site.
Yes, HighLevel offers a bulk discount for groups buying 10 or more tickets, but it isn’t available through the standard checkout; you have to contact events@gohighlevel.com directly to arrange it.
Yes, HighLevel runs separate application forms for speakers and for exhibitors/sponsors through its official event site, and both are reviewed before acceptance rather than open to anyone who buys a ticket.
No, lodging isn’t included in either ticket price, but HighLevel arranges a discounted room block at the Hilton Anatole for event nights on a first-come, first-served basis, and you receive the booking link by email after your ticket purchase — so booking early matters for the hotel, not just the ticket.
HighLevel’s own materials note that VIP passes and the Encore Day add-on tend to sell out first, followed by General Admission, and that once a tier sells out for the year it isn’t restocked; there’s no publicly confirmed waitlist process beyond checking back on the official ticket page.
Yes, LevelUp is the current official name for what was previously known as the HighLevel Summit, and both names still refer to the same annual Dallas conference; HighLevel’s own exhibitor application and older event pages still run on the summit.gohighlevel.com domain, which is why the older name persists in search and in community conversation.