According to the article, Lester's first client was Pacific Northwest Ballet:
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:
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.