Rick Lester, who changed all the pricing rules in 1995 when he founded an influential arts consulting group called Target Resource Group in Colorado Springs. TRG has been preaching the gospel of dynamic pricing ever since to a client base that has grown to more than 1,000 nonprofit arts organizations in North America and Australia — including nearly 50 in Colorado.
According to the article, Lester's first client was Pacific Northwest Ballet:
Their first try at dynamic pricing generated an additional $1,500 in ticket revenue. "They were thrilled, but I was suicidal," said Lester. The second campaign netted an extra $77,000, and the third $500,000.
The odd thing here is that for almost every program in the last 10-12 years, I've bought seats to multiple performances of the same program. I have been aware of discounts over single ticket prices for subscribing, the 20% subscriber discount for single ticket purchases, higher "Nutcracker" pricing for peak performances, and various last-minute discounts applied to base ticket prices, but maybe because I try to sit in different sections and buy most single tickets long enough ahead of time, I've never been aware of dynamic pricing, which makes sense for "Nutcracker", "Swan Lake", "Sleeping Beauty", now "Giselle", and perhaps unannounced discounts but discounted pricing close to the less-popular triple bills.
I could see the potential danger expressed here:
But not every arts group is all aboard the pricing train. "I think it's a great way to lose customers and potential donors," said the Colorado Music Festival's Brandi Numedahl. "The short-term bump in ticket revenue does not make up for the long-term damaging effects it can have."
I wonder if this is more detrimental for an arts festival than for an organization that performs much of the year. Subscriptions, which guarantee numbers and provide early cash flow, are trending down, with people making decisions closer to events. The truism is that subscribers are more likely to be donors than single-ticket buyers, and at PNB there's a mandatory donation for premium seats. I'm not sure if subscribers, who generally get a discount on the seat price, often discounts to local restaurants, discounts to the gift shops, and first dibs on gala tickets, and who get to keep their seats, think that much about the per-ticket price months later, or are likely to go to the website to see what people around them are paying.
I do know I'm much more aware about advertised discounts than unannounced changes in pricing that would come up on the website.