Navigating Pricing Strategies in the Ticketing Business

Pricing isn’t just about setting numbers—it’s about creating trust, transparency, and value for your customers while maximizing revenue for your attraction. In this episode of Live with Sondra, Sondra Shannon, CEO of Gatemaster Technology, explores the strategies behind pricing models in the ticketing industry and breaks down the pros and cons of Surge Pricing vs. Value Pricing.

In this session, Sondra dives into:

• Surge Pricing (Dynamic Pricing): How adjusting ticket prices based on demand can optimize revenue but may risk customer backlash, fairness concerns, and regulatory scrutiny.
• Value Pricing: Why packaging experiences, transparent pricing, and offering tiers of value create stronger guest satisfaction and  ...