Dynamic pricing is a hot topic at the moment but, according to Steve Rich, a ‘hard pricing’ approach in which each seat is valued individually might actually be a better option.
In January 2015, the owners of Ambassador Theatre Group (ATG) did an interview with “The Stage” newspaper about the year ahead, making “combating discount culture” their main aim .
If ATG are serious about it, well, they are the ones with the muscle to do it. They have the venues, the producing companies and the computer systems to really change things if they want to.
The venues they control include many of the most popular in London, and the largest regional ones outside. So anything they do is instantly felt by the theatre going public... Keep reading on Theatre Monkey
In January 2015, the owners of Ambassador Theatre Group (ATG) did an interview with “The Stage” newspaper about the year ahead, making “combating discount culture” their main aim .
If ATG are serious about it, well, they are the ones with the muscle to do it. They have the venues, the producing companies and the computer systems to really change things if they want to.
The venues they control include many of the most popular in London, and the largest regional ones outside. So anything they do is instantly felt by the theatre going public... Keep reading on Theatre Monkey