Add the sample code below to your child theme's functions.php file or in a site specific plugin. Then change REPLACE ME to the new messaging that you would like to display to your attendees/registrants.
<?php
//* Do NOT include the opening php tag
//* Adjust the add to event cart button text
function ee_custom_messaging_add_to_event_cart( $translated, $original, $domain ) {
$strings = array(
'Add to %s' => 'Register Now',
);
if ( isset( $strings[$original] ) ) {
$translations = get_translations_for_domain( $domain );
$translated = $translations->translate( $strings[$original] );
}
return $translated;
}
add_filter( 'gettext', 'ee_custom_messaging_add_to_event_cart', 10, 3 );
References:
http://eventespresso.com/topic/customizing-event-pages/#post-175668