“Dynamic pricing is only for profit driven organizations. It won’t help us reach new audiences or build lasting relationships with our communities.”
Arts organizations need income in order to operate and bring their unique value to audiences and communities. Historically in the UK this has been generated through a combination of national or local government funding, philanthropic giving and earned income (i.e ticket sales). With a 16% real terms cut in arts funding since 2017, the shortfall needs to be picked up for the cultural sector to continue doing their vital work. Philanthropy in the UK is not as strong as in North America and although it has trended upwards since 2018 evidence shows that we can’t rely on this. The area where organizations have most control is their earned income.
Maximizing this is fundamental to survival.
Increasing ticket revenue supports all organizational goals whether that is better-paid artists and staff, higher production values or more community and outreach work. Without financial stability, organizations and the value they bring for their communities is at risk.
“Dynamic pricing isn’t good for audiences, they won’t respond well…”
Anna Hetényi, Head of Ticketing at Müpa (Palace of Arts), shared her experience with combining dynamic pricing and their established loyalty program:
"DynamO implemented their dynamic pricing solution with maximum flexibility, fully accommodating our specific needs at Müpa. They seamlessly integrated their system with our well-established loyalty program, allowing us to preserve its benefits for our loyal customers. For instance, during our pre-sale periods, we offer tickets at fixed prices, and once these periods end, we switch to dynamic pricing. This approach has enabled us to maintain customer satisfaction while optimizing our revenue through a tailored and adaptable pricing strategy."
“Dynamic pricing is just about increasing prices, it’s not fair on the audience”
In contrast to the belief that dynamic pricing simply increases ticket prices and locks out some audiences, it can be the key to understanding the true market value of your ticket inventory, and being able to price strategically. As part of a well-rounded pricing strategy, you can maximize ticket revenue and make tickets available to the widest possible audience at the same time.
DynamO is proud to partner with TRG Arts to help cultural organisations build stronger, more sustainable futures. While DynamO provides the tools for agile, real-time pricing decisions, TRG Arts brings decades of expertise in strategy and demand management. Together, we combine long-term structure with day-to-day responsiveness, ensuring every performance works harder for both mission and revenue.
In this post, Peter Ling - Communications Executive at TRG Arts - shares practical insights into how demand management works, and how it can transform audience behaviour, ticket yield and organisational resilience.
At, we believe that an organisation’s mission and revenue are inseparable: growing one strengthens the other. To achieve that, you need more than hope that audiences will turn up. You need to actively manage and build demand.
That means using data to decide in advance how many seats to make available at each price, when to release them, and how to signal value so people feel urgency to book early. It’s about managing perception as much as product, and every campaign is a catalyst for behaviour change; when audiences believe something is in demand, they behave differently. By effectively managing this demand, our clients strengthen their earned income and attendance.
What is demand?
In TRG Arts’ work, demand is the level of audience interest in a specific performance, series, or event; and the opportunity to shape that interest. Through data, it’s seen in how quickly tickets sell, which seats go first, and how much audiences are willing to pay. But demand isn’t fixed. With the right strategy, you can influence when people buy, how much they spend, and how full it feels when sat in their seats.
Why is demand important?
Demand sits at the heart of your organisation’s success. High demand can optimise ticket yield (your average ticket price) and help you make the most of limited seating capacity. Managing demand effectively allows you to:
When your mission and revenue work together, every ticket sale fuels both your artistic and community goals.
How does ‘demand management’ work?
Demand management is the process of strategically shaping audience behaviour before and during a sales cycle.
At TRG Arts, this means using data for:
Done well, demand management gives you a strong foundation. DynamO adds valuable real-time responsiveness through its tools, allowing you to fine-tune prices as audience behaviour unfolds; combining long-term planning with in-the-moment action.
We’re thrilled to announce a milestone collaboration between DynamO and The Mousetrap - a genre-defining, historic institution and our first-ever West End client.
The partnership marks a significant step in our mission to bring cutting edge pricing technologies to the UK theatre industry, empowering iconic venues to increase revenue and attendance through dynamic pricing.
A new era for the world’s longest running play
The Mousetrap has been captivating West End audiences since 1952. Now, they’re embarking on a new pricing strategy, harnessing DynamO’s world-class pricing software to optimise ticket sales.
Seamless Spektrix integration
We’ve integrated Dynamo with The Mousetrap’s ticketing system, Spektrix, enabling automated dynamic pricing across their various performances, price bands and ticket types. With a sliding scale from full automation through to manual pricing approval, DynamO’s dashboard offers The Mousetrap’s box office team the opportunity to refine allocation of internal resources - all while boosting revenue.
Proactive price management
Our pricing configuration and real-time reports enable The Mousetrap to respond both quickly and strategically to audience behaviour and booking patterns, without compromising website user experience.
Audience-centred innovation
DynamO’s software has been fine-tuned to support The Mousetrap’s preexisting concession policies and loyalty programmes, such as group booking discounts - with lower and upper price limits maintaining fair and predictable pricing.
Interested in exploring dynamic pricing?
If you’re interested in finding out how a partnership with DynamO could help your organisation increase revenue and fill empty seats, get in touch using our contact form or email info@dynamopricing.com. We’d love to hear from you.
We’re pleased to announce a new partnership between Watermill Theatre and DynamO Pricing. Based in Bagnor, Watermill is a regional producing theatre with a strong track record of attracting a wide audience.
The Watermill team - led by Marketing Director Emma Bright - is excited to harness DynamO’s cutting-edge pricing technology to build on this success, and continue to maximise revenue and attendance.
Increased efficiency and impact
After experimenting with manual dynamic pricing and making frequent updates to ticket prices, the Watermill team were ready to explore an automated solution to streamline internal processes, free up marketing team resources and drive an uplift in revenue.
Improved reporting
Through our conversations with Watermill and the specific requests they had for data they’d like to see in their monthly reports, we were able to update our standard reporting and roll this out across all of our clients. We’re thrilled to be able to respond to client demand and continually improve our offering.
Great shows that audiences love
Watermill Theatre are vocal about prioritising audiences when it comes to programming and their approach to accessibility. They offer a wide range of concessions, relaxed and BSL-integrated performances, along with discounted tickets for young people and schools. DynamO’s technology supports this work by enabling responsive yet responsible pricing that protects inclusivity schemes and encourages transparency.
Ready to explore dynamic pricing?
If you’re interested in learning how a partnership with DynamO Pricing could help your organisation increase revenue while remaining audience-focused and inclusive, reach out via our contact form or email info@dynamopricing.com. We’d love to hear from you.
