FUNDAMENTALS:
DYNAMIC, DEMAND-
BASED PRICING
Hosted by
Lindsay Homer
Director of Consulting
TRG Arts
Copyright © 2013 TRG ...
Vancouver Recital Society
What We Do
Patron Results
1. Consulting
Capacity building for sustainable growth
2. Data Services
Aggregation, analysis, d...
The end, not
the beginning.
Pricing
Demand
Your Audience
Demand is not static
1. Nature of the event
2. Loyalty level
3. “New-to-file” households
4. Perceived demand causes irrati...
StubHub: $12,245 StubHub: $22,000
Retail: $175
December 30, 2012
Seat Geek: $500-700
StubHub: $7,995
Goals of Demand
Management
1. The perception of success
2. Per capita revenues
increases as house fills
3. Inventory manag...
Either you’ve got demand…
or you don’t
Demand Management
Got Demand?
When you don’t
Your Main Goal: Maximize perception of success
How? Monitoring fill pattern
…and that’s where t...
Scale-of-House
Is your scale optimal?
• Does the house naturally
dress itself?
• Does performance success
impact per capit...
• Basic tool for building a plan
– Requires serious analysis and advance planning
• Extremely powerful
– Managing per capi...
Scale-of-House
Example of a traditional plan
Price A
Price B
Price C
Price D
Price E
Scale-of-House
Example of a traditional plan
Price A
Price B
Price C
Price D
K 101 102 103 104 105 106 209 208 207 206 205 204 203 202 201 K
J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 ...
Case Study
Price D
Price A
Price B
Price C
Stage
Heat Map
(312 seats)
Stage
New Scale-of-Hall
Price A
Price B
Price A
Price B
Stage
Price C
New Heat Map
(312 seats)
Improved Gross
Potential:
$15,000, or 40%
Stage
Case Study
Original Scale Plan
24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101...
24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 10...
Revised Scale and
Inventory Plan
24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 1...
The Results
27
24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105...
• Don’t put all seats for all performances on
sale at once
• Least expensive seats in the most visible
locations
Scale is ...
10 minute break
Got Demand?
When you have it
1. Blockbusters
2. Holiday
3. Among loyalists
Per Capita Revenue
Per Capita Revenue = Total $ Sales Revenues
Total # Unit Sales
Case Study
Sales Revenues
Number of Seats Sold
Case Study
Case Study
LORT Theatre
$44.51 $44.93$45.53 $41.96
Case Study
Impact of Demand on Per Capita Revenues
What affects per caps?
1. Prime culprits of negative impacts:
Guessing at peak/off-peak pricing
Too many discounts/comps
T...
Complimentary Tickets
Loyalty
KILLER
Discounts and Comps
Where and When?
1. What’s good comp policy?
“Subject to availability”
Vouchers vs. tickets
Limit redem...
Discounts and Comps
Where and When?
3. Make a “stop doing” list
STOP comping and discounting big shows
STOP comping months...
Inventory Management
• Which seats do you allow patrons to buy?
– Do you hold off seats from sale?
– Do you open your “balcony” at all?
– Do yo...
5 3 1 AA 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 AA 2 4 6
7 5 3 1 BB 101 102 103 104 105 106 107 108 1...
New Scale Plan
5 3 1 AA 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 AA 2 4 6
7 5 3 1 BB 101 102 103 104 10...
Inventory Management Plan
5 3 1 AA 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 AA 2 4 6
7 5 3 1 BB 101 102...
Your scale doesn’t
manage itself
Who manages your inventory?
Hold and
release plans?
Sell outs?Turn backs?
Exchanges?
Walk-up sales?
Standing Room?
Seniors...
Sales Pacing Meetings
Back to demand
political
reactive
Pricing is emotional
political
reactive
Pricing is emotional
Pricing should drive
patron behavior
Behavior Drivers
1. Entry level prices
Are they accessible?
2. Top ticket price
Are they competitive in the marketplace?
A...
Your Price Table
1. How big is it?
2. Do you have multiple price options?
Days of week, event type, renew vs. new, etc.
3....
Price Table: DON’T
Pricing Table: DO
1. Standardize
Days of week, event type, subscriber
discounts, etc.
2. Simplify
Think about patron’s abi...
Definitions
Demand Based Pricing
A process combining data
analysis, scale-of-house,
inventory management, pricing
and othe...
• Changes to collateral and advertising
• Pre-determine trigger points and price bumps
• Plan for changes in the ticketing...
• Managers control the process
• Dynamic pricing tests and measures
• Watch for market resistance to prices
• Avoid intern...
Price Resistance – Is It Real?
Very Rare!
Z 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1...
Dictated Pricing
How to price in real life
1. You’re the marketplace expert
You know your sales history, venue, etc.
2. Ca...
• Support blockbusters with additional investment
• Review of scale-of-house plan annually
• Be obsessive about inventory ...
FUNDAMENTALS:
DYNAMIC, DEMAND-
BASED PRICING
Hosted by
Lindsay Homer
Director of Consulting
TRG Arts
Copyright © 2013 TRG ...
Fundamentals of Dynamic, Demand-based Pricing
Fundamentals of Dynamic, Demand-based Pricing
Fundamentals of Dynamic, Demand-based Pricing
Upcoming SlideShare
Loading in …5
×

Fundamentals of Dynamic, Demand-based Pricing

962 views

Published on

This intermediate-level workshop on how to build patron loyalty, manage demand, and maximize revenues was presented at the 2013 Western Arts Alliance Conference by Lindsay Homer, Director of Consulting at TRG Arts, whose pioneering pricing strategies have led the arts industry for two decades.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
962
On SlideShare
0
From Embeds
0
Number of Embeds
218
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Welcome and thanks for joining us. I’m Lindsay Homer, Director of Consulting at TRG Arts.
  • At TRG, we use data to helpclients achieve results. TRG Arts was founded in 1995 by our late, great founder – and my mentor– Rick Lester. Our firm has grown on pioneering strategies in pricing and loyalty that today have become proven in the results our clients achieve.We are based in Colorado Springs, Colorado with 35 team members, each focused on providing guidance and solutions that are patron-based….that is, ticket buyer, member, donor, event attendee…any PERSON engaged with an organization)…for sustainable loyalty of patrons and sustainable revenue from those patrons.
  • We’ve worked with about 1,200 organizations in arts and entertainment over nearly two decades, in three countries: in the United States…these are some of our marquee clients….click
  • ….in Canada, where our presence has expanded over the past few years, and in Australia.
  • As I mentioned earlier…….our firm is the largest provider of community data networks in the US – 20 in all and located across the United States, with New York City coming on as network number 21 in 2014. You heard me say that we are a “data-informed” consulting firm. In fact, data informs every strategic solution we offer at TRG, and enhances the expert knowledge of the staff team on which TRG is built. We have a catbird seat from the data networks we manage to observe some 35 million arts consumers and their transactions. We study and learn who is investing in the arts, how, when, and where. We are constantly seeing trends and patterns that not only help us understand arts consumers but also to inform our work. We are constantly working to harness the power of this data to develop client solutions and to benefit industry knowledge for very practical operational applications. 
  • If you take nothing else away from this session, take this: [CLICK] Pricing is the end, not the beginning.Pricing alone is what happens in a successful revenue plan after you’ve built a foundation. Today we’re going to talk about that foundation…. (pause) AND pricing.
  • Demand is the voice of your audience.
  • It’s not a single voice. Varies by performance,
  • More on when you have it, when you don’t
  • Do you need every seat to be on sale (if you’ve got 200 tickets sold for a 600 seat house)Different types of performances have different fills. The cheapest seat might not be in the back of the balcony
  • Tryers are in the back of the bus!
  • Talk more about inventory at the end, but introduce.All price points on the floor. Use price to drive people into area where we know we can get more.
  • Mid-level selling
  • 25% or less of the time
  • Are you looking at this? This should be one of the most important metrics you look at any time you’ve got high demand. In fact, the true test of how well sales are going is not the total sales level or even the number of seats you’re selling. It’s that per capita revenues increase as sales increase.[CLICK] This is how to get it.
  • If you’re in a high-demand environment, the per cap should INCREASE
  • Peak and off-peak pricing.sometimes they guess right, sometimes they guess wrongMissed opportunity!
  • Peak and off-peak
  • As demand increased, per cap was flat to slightly decreasing. After making adjustments, per cap went up for $48 to $57. For one show, they got close to $90.
  • Total sales is not the metric. It’s per caps.
  • Total sales is not the metric. It’s per caps.
  • Total sales is not the metric. It’s per caps.
  • A scale plan cannot, by itself, be responsive to changes in sales patterns or unexpected changes in demand. Dynamic pricing was created to bridge this gap between original scale plans and actual demand.  You manage it…. Otherwise, they will.
  • Inventory management is WORK.
  • Pricing is political
  • Pricing is emotional.
  • Welcome and thanks for joining us. I’m Lindsay Homer, Director of Consulting at TRG Arts.
  • Fundamentals of Dynamic, Demand-based Pricing

    1. 1. FUNDAMENTALS: DYNAMIC, DEMAND- BASED PRICING Hosted by Lindsay Homer Director of Consulting TRG Arts Copyright © 2013 TRG Arts All Rights Reserved
    2. 2. Vancouver Recital Society
    3. 3. What We Do Patron Results 1. Consulting Capacity building for sustainable growth 2. Data Services Aggregation, analysis, direct response counsel 3. Community Data Networks 35 million households
    4. 4. The end, not the beginning. Pricing
    5. 5. Demand
    6. 6. Your Audience
    7. 7. Demand is not static 1. Nature of the event 2. Loyalty level 3. “New-to-file” households 4. Perceived demand causes irrational behavior
    8. 8. StubHub: $12,245 StubHub: $22,000 Retail: $175 December 30, 2012 Seat Geek: $500-700 StubHub: $7,995
    9. 9. Goals of Demand Management 1. The perception of success 2. Per capita revenues increases as house fills 3. Inventory management reinforces appearance of success 4. Monitoring and adjustment
    10. 10. Either you’ve got demand… or you don’t Demand Management
    11. 11. Got Demand? When you don’t Your Main Goal: Maximize perception of success How? Monitoring fill pattern …and that’s where the scale plan comes in
    12. 12. Scale-of-House Is your scale optimal? • Does the house naturally dress itself? • Does performance success impact per capita revenues? • Are areas selling out? • Where are your most loyal patrons sitting?
    13. 13. • Basic tool for building a plan – Requires serious analysis and advance planning • Extremely powerful – Managing per capita revenues – Directing audiences – Blueprint for loyalty programs Scale-of-House Control your real estate
    14. 14. Scale-of-House Example of a traditional plan Price A Price B Price C Price D Price E
    15. 15. Scale-of-House Example of a traditional plan Price A Price B Price C Price D
    16. 16. K 101 102 103 104 105 106 209 208 207 206 205 204 203 202 201 K J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 217 216 215 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J H 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 218 217 216 215 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 217 216 215 214 213 212 211 210 209 208 207 206 205 204 203 202 201 G F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 218 217 216 215 214 213 212 211 210 209 208 207 206 205 204 203 202 201 F 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 222 221 220 219 218 217 216 215 214 213 212 211 210 209 208 207 206 205 204 203 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 222 221 220 219 218 217 216 215 214 213 212 211 210 209 208 207 206 205 204 202 201 E D 101 102 103 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 224 223 222 221 220 219 218 217 216 215 214 213 212 211 210 209 208 206 203 202 201 D 105 106 107 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 225 224 223 222 221 220 219 218 217 216 215 214 213 212 211 210 209 205 204 203 C 101 102 103 104 106 107 108 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 222 221 220 219 218 217 216 215 214 213 212 211 210 209 208 207 208 207 206 202 201 C B 101 102 103 104 105 105 106 107 BALCONY RIGHT BALCONY LEFT 206 205 204 205 204 203 202 201 B A 101 102 103 104 203 202 201 A 6 RBX3 5 BALCONY LBX3 6 4 5 3 4 2 3 1 2 1 6 5 6 4 5 3 4 2 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 220 219 218 217 216 215 214 213 212 211 210 209 208 207 206 3 1 F 101 102 103 104 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 222 221 220 219 218 217 216 215 214 213 212 211 210 209 205 204 203 202 2 105 106 107 108 112 113 114 115 116 117 118 119 120 121 122 123 124 125 223 222 221 220 219 218 217 216 215 214 213 212 211 208 207 206 205 201 F 1 104 108 109 110 111 114 115 116 117 118 119 120 121 122 123 124 125 126 225 224 223 222 221 220 219 218 217 216 215 214 210 209 208 207 204 E 101 102 103 107 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 225 224 223 222 221 220 219 218 217 216 215 213 212 211 210 206 203 202 201 E 6 103 104 105 106 109 110 111 112 113 120 121 122 123 124 125 126 127 128 129 130 229 228 227 226 225 224 223 222 221 220 214 213 212 211 209 205 204 203 202 5 102 105 106 107 108 109 116 117 118 119 MEZZANINE RIGHT MEZZANINE LEFT 219 218 217 216 210 208 207 206 205 201 D 6 4 D 101 104 105 106 107 108 115 215 209 208 207 206 204 5 3 C 101 102 103 104 111 112 113 114 214 213 212 211 205 203 202 201 C 4 2 B 101 102 103 110 210 204 203 202 201 B 3 1 104 105 106 107 108 109 MEZZANINE 209 208 207 206 205 204 2 103 203 1 102 202 A 101 201 A 6 RBX3 LBX3 6 5 5 4 4 3 3 2 2 1 1 6 RBX2 LBX2 6 5 5 4 4 3 3 2 2 1 1 MEZZANINE BOXES 4 RBX1 LBX1 4 3 3 2 GRAND TIER RIGHT GRAND TIER CENTER GRAND TIER LEFT 2 1 K 101 102 103 104 105 106 107 108 109 110 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 210 209 208 207 206 205 204 203 202 201 K 1 J 101 102 103 104 105 106 107 108 109 110 111 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 315 316 J 211 210 209 208 207 206 205 204 203 202 201 J H 101 102 103 104 105 106 107 108 109 110 111 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 315 H 211 210 209 208 207 206 205 204 203 202 201 H G 101 102 103 104 105 106 107 108 109 110 111 112 G 301 302 303 304 305 306 307 308 309 310 311 312 313 314 315 G 212 211 210 209 208 207 206 205 204 203 202 201 G F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 313 314 315 F 213 212 211 210 209 208 207 206 205 204 203 202 201 F E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 310 311 312 313 314 E 214 213 212 211 210 209 208 207 206 205 204 203 202 201 E D 101 102 103 104 105 106 107 108 109 110 111 112 113 114 D 301 302 303 304 305 306 307 308 309 310 311 312 313 314 D 214 213 212 211 210 209 208 207 206 205 204 203 202 201 D 114 115 116 117 118 119 120 121 122 123 124 125 126 127 226 225 224 223 222 221 220 219 218 217 216 215 214 110 111 112 113 115 116 117 118 119 120 121 122 123 124 125 126 127 227 226 225 224 223 222 221 220 219 218 217 216 213 212 211 210 109 111 112 113 114 121 122 123 124 125 126 127 128 129 130 131 132 231 230 229 228 227 226 225 224 223 222 221 215 214 213 212 209 105 106 107 108 110 117 118 119 120 GRAND TIER CIRCLE 220 219 218 217 211 208 207 206 205 104 106 107 108 109 116 216 210 209 208 207 204 C 101 102 103 105 112 113 114 115 215 214 213 212 206 203 202 201 C B 101 102 103 104 111 211 205 204 203 202 201 B 105 106 107 108 109 110 210 209 208 207 206 205 104 GRAND TIER 204 103 203 102 202 A 101 201 A 6 RBX2 LBX2 6 5 5 Wheelchair 4 4 3 3 2 2 1 1 GRAND TIER BOXES 4 RBX1 LBX1 4 3 3 2 2 1 1 SOUND BOOTH LIGHT BOOTH Wheel Chair W 101 102 103 104 105 106 206 205 204 203 202 201 W Orchestra Rear Right Orchestra Rear Center Orchestra Rear Left V 101 102 103 104 105 106 107 108 109 110 111 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 211 210 209 208 207 206 205 204 203 202 201 V U 101 102 103 104 105 106 107 108 109 110 111 112 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 212 211 210 209 208 207 206 205 204 203 202 201 U T 101 102 103 104 105 106 107 108 109 110 111 112 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 212 211 210 209 208 207 206 205 204 203 202 201 T S 101 102 103 104 105 106 107 108 109 110 111 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 211 210 209 208 207 206 205 204 203 202 201 S R 101 102 103 104 105 106 107 108 109 110 111 112 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 212 211 210 209 208 207 206 205 204 203 202 201 R Q 101 102 103 104 105 106 107 108 109 110 111 112 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 212 211 210 209 208 207 206 205 204 203 202 201 Q P 101 102 103 104 105 106 107 108 109 110 111 112 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 212 211 210 209 208 207 206 205 204 203 202 201 P O 101 102 103 104 105 106 107 108 109 110 111 112 O 301 302 303 304 305 306 307 308 309 310 311 312 313 314 O 212 211 210 209 208 207 206 205 204 203 202 201 O N 101 102 103 104 105 106 107 108 109 110 111 112 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 212 211 210 209 208 207 206 205 204 203 202 201 N M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 213 212 211 210 209 208 207 206 205 204 203 202 201 M L 101 102 103 104 105 106 107 108 109 110 111 112 113 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 213 212 211 210 209 208 207 206 205 204 203 202 201 L K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 213 212 211 210 209 208 207 206 205 204 203 202 201 K J 101 102 103 104 105 106 107 108 109 110 111 112 113 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J 213 212 211 210 209 208 207 206 205 204 203 202 201 J H 101 102 103 104 105 106 107 108 109 110 111 112 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H 212 211 210 209 208 207 206 205 204 203 202 201 H G 101 102 103 104 105 106 107 108 109 110 111 112 G 301 302 303 304 305 306 307 308 309 310 311 312 313 314 G 212 211 210 209 208 207 206 205 204 203 202 201 G F 101 102 103 104 105 106 107 108 109 110 111 F 301 302 303 304 305 306 307 308 309 310 311 312 313 314 F 211 210 209 208 207 206 205 204 203 202 201 F E 101 102 103 104 105 106 107 108 109 110 E 301 302 303 304 305 306 307 308 309 310 311 312 313 314 E 210 209 208 207 206 205 204 203 202 201 E D 101 102 103 104 105 106 107 108 109 D 301 302 303 304 305 306 307 308 309 310 311 312 313 314 D 209 208 207 206 205 204 203 202 201 D C 101 102 103 104 105 106 107 C 301 302 303 304 305 306 307 308 309 310 311 312 313 314 C 207 206 205 204 203 202 201 C B 101 102 103 104 105 106 B 301 302 303 304 305 306 307 308 309 310 311 312 313 314 B 206 205 204 203 202 201 B A 301 302 303 304 305 306 307 308 309 310 311 312 313 314 A CC 101 102 103 104 105 106 107 CC 301 302 303 304 305 306 307 308 309 310 311 312 313 CC 207 206 205 204 203 202 201 CC BB 101 102 103 104 105 106 107 BB 301 302 303 304 305 306 307 308 309 310 311 312 313 BB 207 206 205 204 203 202 201 BB AA 101 102 103 104 105 106 107 AA 301 302 303 304 305 306 307 308 309 310 311 312 AA 207 206 205 204 203 202 201 AA BBB 101 102 103 104 105 106 107 BBB 301 302 303 304 305 306 307 308 309 310 311 312 BBB 207 206 205 204 203 202 201 BBB AAA 101 102 103 104 105 AAA 301 302 303 304 305 306 307 308 309 310 311 AAA 205 204 203 202 201 AAA Orchestra Front Right Orchestra Front Center Orchestra Front Left ORCHESTRA What’s wrong with this house?
    17. 17. Case Study Price D Price A Price B Price C Stage
    18. 18. Heat Map (312 seats) Stage
    19. 19. New Scale-of-Hall Price A Price B Price A Price B Stage Price C
    20. 20. New Heat Map (312 seats) Improved Gross Potential: $15,000, or 40% Stage
    21. 21. Case Study Original Scale Plan 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 H 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 H 1 3 5 7 9 11 13 15 17 19 26 24 22 20 18 16 14 12 10 8 6 4 2 G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G 1 3 5 7 9 11 13 15 17 19 21 23 25 28 26 24 22 20 18 16 14 12 10 8 6 4 2 F 213 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 313 F 1 3 5 7 9 11 13 15 17 19 21 23 25 27 28 26 24 22 20 18 16 14 12 10 8 6 4 2 E 213 212 211 210 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 301 302 303 304 305 306 307 308 309 310 311 312 313 E 1 3 5 7 9 11 13 15 17 19 21 23 25 27 26 24 22 20 18 16 14 12 10 8 6 4 2 D 213 212 211 210 209 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 310 311 312 313 D 1 3 5 7 9 11 13 15 17 19 21 23 25 22 20 18 16 14 12 10 8 6 4 2 C 213 212 211 210 209 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 301 302 303 304 305 306 307 308 309 310 311 312 313 C 1 3 5 7 9 11 13 15 17 19 21 22 20 18 16 14 12 10 8 6 4 2 B 213 212 211 210 209 208 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 308 309 310 311 312 313 B 1 3 5 7 9 11 13 15 17 19 21 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 213 212 211 210 209 208 207 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 301 302 303 304 305 306 307 308 309 310 311 312 313 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 ORCHR ORCHRC ORCHC ORCHLC ORCHL 14 12 10 8 6 4 2 ZZ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 ZZ 101 102 103 104 105 106 ZZ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 ZZ 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 YY 214 213 212 211 210 209 208 207 206 205 204 203 202 201 YY 101 102 103 104 105 106 YY 301 302 303 304 305 306 307 308 309 310 311 312 313 314 YY 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 XX 214 213 212 211 210 209 208 207 206 205 204 203 202 201 XX 101 102 103 104 105 106 XX 301 302 303 304 305 306 307 308 309 310 311 312 313 314 XX 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 WW 214 213 212 211 210 209 208 207 206 205 204 203 202 201 WW 101 102 103 104 105 106 107 108 109 110 111 112 113 114 WW 301 302 303 304 305 306 307 308 309 310 311 312 313 314 WW 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 VV 214 213 212 211 210 209 208 207 206 205 204 203 202 201 VV 101 102 103 104 105 106 107 108 109 110 111 112 113 VV 301 302 303 304 305 306 307 308 309 310 311 312 313 314 VV 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 UU 214 213 212 211 210 209 208 207 206 205 204 203 202 201 UU 101 102 103 104 105 106 107 108 109 110 111 112 113 114 UU 301 302 303 304 305 306 307 308 309 310 311 312 313 314 UU 1 3 5 7 9 11 13 18 16 14 12 10 8 6 4 2 TT 214 213 212 211 210 209 208 207 206 205 204 203 202 201 TT 101 102 103 104 105 106 107 108 109 110 111 112 113 TT 301 302 303 304 305 306 307 308 309 310 311 312 313 314 TT 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 SS 214 213 212 211 210 209 208 207 206 205 204 203 202 201 SS 101 102 103 104 105 106 107 108 109 110 111 112 113 114 SS 301 302 303 304 305 306 307 308 309 310 311 312 313 314 SS 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 RR 214 213 212 211 210 209 208 207 206 205 204 203 202 201 RR 101 102 103 104 105 106 107 108 109 110 111 112 113 RR 301 302 303 304 305 306 307 308 309 310 311 312 313 314 RR 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 QQ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 QQ 101 102 103 104 105 106 107 108 109 110 111 112 113 114 QQ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 QQ 1 3 5 7 9 11 13 15 17 14 12 10 8 6 4 2 PP 214 213 212 211 210 209 208 207 206 205 204 203 202 201 PP 101 102 103 104 105 106 107 108 109 110 111 112 113 PP 301 302 303 304 305 306 307 308 309 310 311 312 313 314 PP 1 3 5 7 9 11 13 15 WCORCR 12 10 8 6 4 2 NN 214 213 212 211 210 209 208 207 206 205 204 203 202 201 NN 101 102 103 104 105 106 107 108 109 110 111 112 113 114 NN 301 302 303 304 305 306 307 308 309 310 311 312 313 314 NN 1 3 5 7 9 11 13 3 1 16 14 12 10 8 6 4 2 Z 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Z 101 102 103 104 105 106 107 108 109 110 111 112 113 Z 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Z 1 3 5 7 9 WCORCL 20 18 16 14 12 10 8 6 4 2 Y 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Y 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Y 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Y 1 3 5 7 9 1 2 3 4 5 6 7 18 16 14 12 10 8 6 4 2 X 214 213 212 211 210 209 208 207 206 205 204 203 202 201 X 101 102 103 104 105 106 107 108 109 110 111 112 113 X 301 302 303 304 305 306 307 308 309 310 311 312 313 314 X 1 3 5 7 9 11 1 2 3 4 5 18 16 14 12 10 8 6 4 2 W 214 213 212 211 210 209 208 207 206 205 204 203 202 201 W 101 102 103 104 105 106 107 108 109 110 111 112 113 114 W 301 302 303 304 305 306 307 308 309 310 311 312 313 314 W 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 V 214 213 212 211 210 209 208 207 206 205 204 203 202 201 V 101 102 103 104 105 106 107 108 109 110 111 112 113 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 U 214 213 212 211 210 209 208 207 206 205 204 203 202 201 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 1 3 5 7 9 11 13 12 10 8 6 4 2 T 214 213 212 211 210 209 208 207 206 205 204 203 202 201 T 101 102 103 104 105 106 107 108 109 110 111 112 113 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 1 3 5 7 9 11 12 10 8 6 4 2 S 214 213 212 211 210 209 208 207 206 205 204 203 202 201 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 1 3 5 7 9 11 12 10 8 6 4 2 R 214 213 212 211 210 209 208 207 206 205 204 203 202 201 R 101 102 103 104 105 106 107 108 109 110 111 112 113 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 1 3 5 7 9 11 8 6 4 2 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J H 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G F 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 F E 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 E D 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 D C 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 301 302 303 304 305 306 307 308 C B 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 B A 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 301 302 303 304 305 306 A Price A Price B Price C Price DPrice E Price CPrice B
    22. 22. 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 H 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 H 1 3 5 7 9 11 13 15 17 19 26 24 22 20 18 16 14 12 10 8 6 4 2 G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G 1 3 5 7 9 11 13 15 17 19 21 23 25 28 26 24 22 20 18 16 14 12 10 8 6 4 2 F 213 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 313 F 1 3 5 7 9 11 13 15 17 19 21 23 25 27 28 26 24 22 20 18 16 14 12 10 8 6 4 2 E 213 212 211 210 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 301 302 303 304 305 306 307 308 309 310 311 312 313 E 1 3 5 7 9 11 13 15 17 19 21 23 25 27 26 24 22 20 18 16 14 12 10 8 6 4 2 D 213 212 211 210 209 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 310 311 312 313 D 1 3 5 7 9 11 13 15 17 19 21 23 25 22 20 18 16 14 12 10 8 6 4 2 C 213 212 211 210 209 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 301 302 303 304 305 306 307 308 309 310 311 312 313 C 1 3 5 7 9 11 13 15 17 19 21 22 20 18 16 14 12 10 8 6 4 2 B 213 212 211 210 209 208 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 308 309 310 311 312 313 B 1 3 5 7 9 11 13 15 17 19 21 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 213 212 211 210 209 208 207 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 301 302 303 304 305 306 307 308 309 310 311 312 313 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 ORCHR ORCHRC ORCHC ORCHLC ORCHL 14 12 10 8 6 4 2 ZZ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 ZZ 101 102 103 104 105 106 ZZ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 ZZ 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 YY 214 213 212 211 210 209 208 207 206 205 204 203 202 201 YY 101 102 103 104 105 106 YY 301 302 303 304 305 306 307 308 309 310 311 312 313 314 YY 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 XX 214 213 212 211 210 209 208 207 206 205 204 203 202 201 XX 101 102 103 104 105 106 XX 301 302 303 304 305 306 307 308 309 310 311 312 313 314 XX 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 WW 214 213 212 211 210 209 208 207 206 205 204 203 202 201 WW 101 102 103 104 105 106 107 108 109 110 111 112 113 114 WW 301 302 303 304 305 306 307 308 309 310 311 312 313 314 WW 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 VV 214 213 212 211 210 209 208 207 206 205 204 203 202 201 VV 101 102 103 104 105 106 107 108 109 110 111 112 113 VV 301 302 303 304 305 306 307 308 309 310 311 312 313 314 VV 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 UU 214 213 212 211 210 209 208 207 206 205 204 203 202 201 UU 101 102 103 104 105 106 107 108 109 110 111 112 113 114 UU 301 302 303 304 305 306 307 308 309 310 311 312 313 314 UU 1 3 5 7 9 11 13 18 16 14 12 10 8 6 4 2 TT 214 213 212 211 210 209 208 207 206 205 204 203 202 201 TT 101 102 103 104 105 106 107 108 109 110 111 112 113 TT 301 302 303 304 305 306 307 308 309 310 311 312 313 314 TT 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 SS 214 213 212 211 210 209 208 207 206 205 204 203 202 201 SS 101 102 103 104 105 106 107 108 109 110 111 112 113 114 SS 301 302 303 304 305 306 307 308 309 310 311 312 313 314 SS 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 RR 214 213 212 211 210 209 208 207 206 205 204 203 202 201 RR 101 102 103 104 105 106 107 108 109 110 111 112 113 RR 301 302 303 304 305 306 307 308 309 310 311 312 313 314 RR 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 QQ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 QQ 101 102 103 104 105 106 107 108 109 110 111 112 113 114 QQ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 QQ 1 3 5 7 9 11 13 15 17 14 12 10 8 6 4 2 PP 214 213 212 211 210 209 208 207 206 205 204 203 202 201 PP 101 102 103 104 105 106 107 108 109 110 111 112 113 PP 301 302 303 304 305 306 307 308 309 310 311 312 313 314 PP 1 3 5 7 9 11 13 15 WCORCR 12 10 8 6 4 2 NN 214 213 212 211 210 209 208 207 206 205 204 203 202 201 NN 101 102 103 104 105 106 107 108 109 110 111 112 113 114 NN 301 302 303 304 305 306 307 308 309 310 311 312 313 314 NN 1 3 5 7 9 11 13 3 1 16 14 12 10 8 6 4 2 Z 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Z 101 102 103 104 105 106 107 108 109 110 111 112 113 Z 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Z 1 3 5 7 9 WCORCL 20 18 16 14 12 10 8 6 4 2 Y 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Y 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Y 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Y 1 3 5 7 9 1 2 3 4 5 6 7 18 16 14 12 10 8 6 4 2 X 214 213 212 211 210 209 208 207 206 205 204 203 202 201 X 101 102 103 104 105 106 107 108 109 110 111 112 113 X 301 302 303 304 305 306 307 308 309 310 311 312 313 314 X 1 3 5 7 9 11 1 2 3 4 5 18 16 14 12 10 8 6 4 2 W 214 213 212 211 210 209 208 207 206 205 204 203 202 201 W 101 102 103 104 105 106 107 108 109 110 111 112 113 114 W 301 302 303 304 305 306 307 308 309 310 311 312 313 314 W 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 V 214 213 212 211 210 209 208 207 206 205 204 203 202 201 V 101 102 103 104 105 106 107 108 109 110 111 112 113 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 U 214 213 212 211 210 209 208 207 206 205 204 203 202 201 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 1 3 5 7 9 11 13 12 10 8 6 4 2 T 214 213 212 211 210 209 208 207 206 205 204 203 202 201 T 101 102 103 104 105 106 107 108 109 110 111 112 113 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 1 3 5 7 9 11 12 10 8 6 4 2 S 214 213 212 211 210 209 208 207 206 205 204 203 202 201 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 1 3 5 7 9 11 12 10 8 6 4 2 R 214 213 212 211 210 209 208 207 206 205 204 203 202 201 R 101 102 103 104 105 106 107 108 109 110 111 112 113 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 1 3 5 7 9 11 8 6 4 2 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J H 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G F 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 F E 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 E D 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 D C 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 301 302 303 304 305 306 307 308 C B 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 B A 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 301 302 303 304 305 306 A Original Heat Map
    23. 23. Revised Scale and Inventory Plan 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 H 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 H 1 3 5 7 9 11 13 15 17 19 26 24 22 20 18 16 14 12 10 8 6 4 2 G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G 1 3 5 7 9 11 13 15 17 19 21 23 25 28 26 24 22 20 18 16 14 12 10 8 6 4 2 F 213 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 313 F 1 3 5 7 9 11 13 15 17 19 21 23 25 27 28 26 24 22 20 18 16 14 12 10 8 6 4 2 E 213 212 211 210 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 301 302 303 304 305 306 307 308 309 310 311 312 313 E 1 3 5 7 9 11 13 15 17 19 21 23 25 27 26 24 22 20 18 16 14 12 10 8 6 4 2 D 213 212 211 210 209 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 310 311 312 313 D 1 3 5 7 9 11 13 15 17 19 21 23 25 22 20 18 16 14 12 10 8 6 4 2 C 213 212 211 210 209 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 301 302 303 304 305 306 307 308 309 310 311 312 313 C 1 3 5 7 9 11 13 15 17 19 21 22 20 18 16 14 12 10 8 6 4 2 B 213 212 211 210 209 208 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 308 309 310 311 312 313 B 1 3 5 7 9 11 13 15 17 19 21 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 213 212 211 210 209 208 207 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 301 302 303 304 305 306 307 308 309 310 311 312 313 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 ORCHR ORCHRC ORCHC ORCHLC ORCHL 14 12 10 8 6 4 2 ZZ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 ZZ 101 102 103 104 105 106 ZZ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 ZZ 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 YY 214 213 212 211 210 209 208 207 206 205 204 203 202 201 YY 101 102 103 104 105 106 YY 301 302 303 304 305 306 307 308 309 310 311 312 313 314 YY 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 XX 214 213 212 211 210 209 208 207 206 205 204 203 202 201 XX 101 102 103 104 105 106 XX 301 302 303 304 305 306 307 308 309 310 311 312 313 314 XX 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 WW 214 213 212 211 210 209 208 207 206 205 204 203 202 201 WW 101 102 103 104 105 106 107 108 109 110 111 112 113 114 WW 301 302 303 304 305 306 307 308 309 310 311 312 313 314 WW 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 VV 214 213 212 211 210 209 208 207 206 205 204 203 202 201 VV 101 102 103 104 105 106 107 108 109 110 111 112 113 VV 301 302 303 304 305 306 307 308 309 310 311 312 313 314 VV 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 UU 214 213 212 211 210 209 208 207 206 205 204 203 202 201 UU 101 102 103 104 105 106 107 108 109 110 111 112 113 114 UU 301 302 303 304 305 306 307 308 309 310 311 312 313 314 UU 1 3 5 7 9 11 13 18 16 14 12 10 8 6 4 2 TT 214 213 212 211 210 209 208 207 206 205 204 203 202 201 TT 101 102 103 104 105 106 107 108 109 110 111 112 113 TT 301 302 303 304 305 306 307 308 309 310 311 312 313 314 TT 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 SS 214 213 212 211 210 209 208 207 206 205 204 203 202 201 SS 101 102 103 104 105 106 107 108 109 110 111 112 113 114 SS 301 302 303 304 305 306 307 308 309 310 311 312 313 314 SS 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 RR 214 213 212 211 210 209 208 207 206 205 204 203 202 201 RR 101 102 103 104 105 106 107 108 109 110 111 112 113 RR 301 302 303 304 305 306 307 308 309 310 311 312 313 314 RR 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 QQ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 QQ 101 102 103 104 105 106 107 108 109 110 111 112 113 114 QQ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 QQ 1 3 5 7 9 11 13 15 17 14 12 10 8 6 4 2 PP 214 213 212 211 210 209 208 207 206 205 204 203 202 201 PP 101 102 103 104 105 106 107 108 109 110 111 112 113 PP 301 302 303 304 305 306 307 308 309 310 311 312 313 314 PP 1 3 5 7 9 11 13 15 WCORCR 12 10 8 6 4 2 NN 214 213 212 211 210 209 208 207 206 205 204 203 202 201 NN 101 102 103 104 105 106 107 108 109 110 111 112 113 114 NN 301 302 303 304 305 306 307 308 309 310 311 312 313 314 NN 1 3 5 7 9 11 13 3 1 16 14 12 10 8 6 4 2 Z 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Z 101 102 103 104 105 106 107 108 109 110 111 112 113 Z 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Z 1 3 5 7 9 WCORCL 20 18 16 14 12 10 8 6 4 2 Y 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Y 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Y 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Y 1 3 5 7 9 1 2 3 4 5 6 7 18 16 14 12 10 8 6 4 2 X 214 213 212 211 210 209 208 207 206 205 204 203 202 201 X 101 102 103 104 105 106 107 108 109 110 111 112 113 X 301 302 303 304 305 306 307 308 309 310 311 312 313 314 X 1 3 5 7 9 11 1 2 3 4 5 18 16 14 12 10 8 6 4 2 W 214 213 212 211 210 209 208 207 206 205 204 203 202 201 W 101 102 103 104 105 106 107 108 109 110 111 112 113 114 W 301 302 303 304 305 306 307 308 309 310 311 312 313 314 W 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 V 214 213 212 211 210 209 208 207 206 205 204 203 202 201 V 101 102 103 104 105 106 107 108 109 110 111 112 113 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 U 214 213 212 211 210 209 208 207 206 205 204 203 202 201 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 1 3 5 7 9 11 13 12 10 8 6 4 2 T 214 213 212 211 210 209 208 207 206 205 204 203 202 201 T 101 102 103 104 105 106 107 108 109 110 111 112 113 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 1 3 5 7 9 11 12 10 8 6 4 2 S 214 213 212 211 210 209 208 207 206 205 204 203 202 201 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 1 3 5 7 9 11 12 10 8 6 4 2 R 214 213 212 211 210 209 208 207 206 205 204 203 202 201 R 101 102 103 104 105 106 107 108 109 110 111 112 113 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 1 3 5 7 9 11 8 6 4 2 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J H 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G F 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 F E 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 E D 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 D C 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 301 302 303 304 305 306 307 308 C B 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 B A 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 301 302 303 304 305 306 A PL 1 PL 2 PL 2 Hold 1 PL 2 Hold 2 PL 3PL 4PL 5 PL 3 PL 4 PL 5 PL 3 Hold1 PL 3 Hold2 PL 4 Hold1 PL 3 Hold1 PL 4 Hold1 PL 4 Hold2 PL 3 Hold2 PL 4 Hold2 PL 2 Hold 3 PL 2 Hold 3 PL 1 Hold3 PL 1 Hold4 PL 2 Hold 4 PL 2 Hold 4 PL 3 Hold3 PL 3 Hold4 PL 3 Hold3 PL 3 Hold4 PL 2 Hold 5 PL 2 Hold 6 PL 4 Hold1 PL 1 PL 5 PL 4 Hold1 PL 3 Hold2 PL 4 Hold2 PL 3 Hold3 PL 3 Hold4
    24. 24. The Results 27 24 22 20 18 16 14 12 10 8 6 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 3 5 7 9 11 13 15 17 19 21 23 25 20 18 16 14 12 10 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J 1 3 5 7 9 11 13 15 17 19 20 18 16 14 12 10 8 6 4 2 H 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 H 1 3 5 7 9 11 13 15 17 19 26 24 22 20 18 16 14 12 10 8 6 4 2 G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G 1 3 5 7 9 11 13 15 17 19 21 23 25 28 26 24 22 20 18 16 14 12 10 8 6 4 2 F 213 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 313 F 1 3 5 7 9 11 13 15 17 19 21 23 25 27 28 26 24 22 20 18 16 14 12 10 8 6 4 2 E 213 212 211 210 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 301 302 303 304 305 306 307 308 309 310 311 312 313 E 1 3 5 7 9 11 13 15 17 19 21 23 25 27 26 24 22 20 18 16 14 12 10 8 6 4 2 D 213 212 211 210 209 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 310 311 312 313 D 1 3 5 7 9 11 13 15 17 19 21 23 25 22 20 18 16 14 12 10 8 6 4 2 C 213 212 211 210 209 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 301 302 303 304 305 306 307 308 309 310 311 312 313 C 1 3 5 7 9 11 13 15 17 19 21 22 20 18 16 14 12 10 8 6 4 2 B 213 212 211 210 209 208 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 308 309 310 311 312 313 B 1 3 5 7 9 11 13 15 17 19 21 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 213 212 211 210 209 208 207 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 301 302 303 304 305 306 307 308 309 310 311 312 313 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 ORCHR ORCHRC ORCHC ORCHLC ORCHL 14 12 10 8 6 4 2 ZZ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 ZZ 101 102 103 104 105 106 ZZ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 ZZ 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 YY 214 213 212 211 210 209 208 207 206 205 204 203 202 201 YY 101 102 103 104 105 106 YY 301 302 303 304 305 306 307 308 309 310 311 312 313 314 YY 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 XX 214 213 212 211 210 209 208 207 206 205 204 203 202 201 XX 101 102 103 104 105 106 XX 301 302 303 304 305 306 307 308 309 310 311 312 313 314 XX 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 WW 214 213 212 211 210 209 208 207 206 205 204 203 202 201 WW 101 102 103 104 105 106 107 108 109 110 111 112 113 114 WW 301 302 303 304 305 306 307 308 309 310 311 312 313 314 WW 1 3 5 7 9 11 13 16 14 12 10 8 6 4 2 VV 214 213 212 211 210 209 208 207 206 205 204 203 202 201 VV 101 102 103 104 105 106 107 108 109 110 111 112 113 VV 301 302 303 304 305 306 307 308 309 310 311 312 313 314 VV 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 UU 214 213 212 211 210 209 208 207 206 205 204 203 202 201 UU 101 102 103 104 105 106 107 108 109 110 111 112 113 114 UU 301 302 303 304 305 306 307 308 309 310 311 312 313 314 UU 1 3 5 7 9 11 13 18 16 14 12 10 8 6 4 2 TT 214 213 212 211 210 209 208 207 206 205 204 203 202 201 TT 101 102 103 104 105 106 107 108 109 110 111 112 113 TT 301 302 303 304 305 306 307 308 309 310 311 312 313 314 TT 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 SS 214 213 212 211 210 209 208 207 206 205 204 203 202 201 SS 101 102 103 104 105 106 107 108 109 110 111 112 113 114 SS 301 302 303 304 305 306 307 308 309 310 311 312 313 314 SS 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 RR 214 213 212 211 210 209 208 207 206 205 204 203 202 201 RR 101 102 103 104 105 106 107 108 109 110 111 112 113 RR 301 302 303 304 305 306 307 308 309 310 311 312 313 314 RR 1 3 5 7 9 11 13 15 16 14 12 10 8 6 4 2 QQ 214 213 212 211 210 209 208 207 206 205 204 203 202 201 QQ 101 102 103 104 105 106 107 108 109 110 111 112 113 114 QQ 301 302 303 304 305 306 307 308 309 310 311 312 313 314 QQ 1 3 5 7 9 11 13 15 17 14 12 10 8 6 4 2 PP 214 213 212 211 210 209 208 207 206 205 204 203 202 201 PP 101 102 103 104 105 106 107 108 109 110 111 112 113 PP 301 302 303 304 305 306 307 308 309 310 311 312 313 314 PP 1 3 5 7 9 11 13 15 WCORCR 12 10 8 6 4 2 NN 214 213 212 211 210 209 208 207 206 205 204 203 202 201 NN 101 102 103 104 105 106 107 108 109 110 111 112 113 114 NN 301 302 303 304 305 306 307 308 309 310 311 312 313 314 NN 1 3 5 7 9 11 13 1 4 3 2 1 16 14 12 10 8 6 4 2 Z 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Z 101 102 103 104 105 106 107 108 109 110 111 112 113 Z 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Z 1 3 5 7 9 WCORCL 2 12 11 10 20 18 16 14 12 10 8 6 4 2 Y 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Y 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Y 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Y 1 3 5 7 9 1 2 3 4 5 6 7 18 16 14 12 10 8 6 4 2 X 214 213 212 211 210 209 208 207 206 205 204 203 202 201 X 101 102 103 104 105 106 107 108 109 110 111 112 113 X 301 302 303 304 305 306 307 308 309 310 311 312 313 314 X 1 3 5 7 9 11 1 2 3 4 9 10 11 18 16 14 12 10 8 6 4 2 W 214 213 212 211 210 209 208 207 206 205 204 203 202 201 W 101 102 103 104 105 106 107 108 109 110 111 112 113 114 W 301 302 303 304 305 306 307 308 309 310 311 312 313 314 W 1 3 5 7 9 11 13 15 17 16 14 12 10 8 6 4 2 V 214 213 212 211 210 209 208 207 206 205 204 203 202 201 V 101 102 103 104 105 106 107 108 109 110 111 112 113 V 301 302 303 304 305 306 307 308 309 310 311 312 313 314 V 1 3 5 7 9 11 13 15 14 12 10 8 6 4 2 U 214 213 212 211 210 209 208 207 206 205 204 203 202 201 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 U 301 302 303 304 305 306 307 308 309 310 311 312 313 314 U 1 3 5 7 9 11 13 12 10 8 6 4 2 T 214 213 212 211 210 209 208 207 206 205 204 203 202 201 T 101 102 103 104 105 106 107 108 109 110 111 112 113 T 301 302 303 304 305 306 307 308 309 310 311 312 313 314 T 1 3 5 7 9 11 12 10 8 6 4 2 S 214 213 212 211 210 209 208 207 206 205 204 203 202 201 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 S 301 302 303 304 305 306 307 308 309 310 311 312 313 314 S 1 3 5 7 9 11 12 10 8 6 4 2 R 214 213 212 211 210 209 208 207 206 205 204 203 202 201 R 101 102 103 104 105 106 107 108 109 110 111 112 113 R 301 302 303 304 305 306 307 308 309 310 311 312 313 314 R 1 3 5 7 9 11 8 6 4 2 Q 214 213 212 211 210 209 208 207 206 205 204 203 202 201 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 301 302 303 304 305 306 307 308 309 310 311 312 313 314 Q 1 3 5 7 8 6 4 2 P 214 213 212 211 210 209 208 207 206 205 204 203 202 201 P 101 102 103 104 105 106 107 108 109 110 111 112 113 P 301 302 303 304 305 306 307 308 309 310 311 312 313 314 P 1 3 5 7 6 4 2 N 214 213 212 211 210 209 208 207 206 205 204 203 202 201 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 N 301 302 303 304 305 306 307 308 309 310 311 312 313 314 N 1 3 5 4 2 M 214 213 212 211 210 209 208 207 206 205 204 203 202 201 M 101 102 103 104 105 106 107 108 109 110 111 112 113 M 301 302 303 304 305 306 307 308 309 310 311 312 313 314 M 1 3 4 2 L 214 213 212 211 210 209 208 207 206 205 204 203 202 201 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 L 301 302 303 304 305 306 307 308 309 310 311 312 313 314 L 1 3 K 214 213 212 211 210 209 208 207 206 205 204 203 202 201 K 101 102 103 104 105 106 107 108 109 110 111 112 113 K 301 302 303 304 305 306 307 308 309 310 311 312 313 314 K J 214 213 212 211 210 209 208 207 206 205 204 203 202 201 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 J 301 302 303 304 305 306 307 308 309 310 311 312 313 314 J H 214 213 212 211 210 209 208 207 206 205 204 203 202 201 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 301 302 303 304 305 306 307 308 309 310 311 312 313 314 H G 213 212 211 210 209 208 207 206 205 204 203 202 201 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 G 301 302 303 304 305 306 307 308 309 310 311 312 313 G F 212 211 210 209 208 207 206 205 204 203 202 201 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 301 302 303 304 305 306 307 308 309 310 311 312 F E 209 208 207 206 205 204 203 202 201 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 301 302 303 304 305 306 307 308 309 E D 208 207 206 205 204 203 202 201 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 301 302 303 304 305 306 307 308 309 D C 208 207 206 205 204 203 202 201 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 301 302 303 304 305 306 307 308 C B 207 206 205 204 203 202 201 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 301 302 303 304 305 306 307 B A 206 205 204 203 202 201 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 301 302 303 304 305 306 A
    25. 25. • Don’t put all seats for all performances on sale at once • Least expensive seats in the most visible locations Scale is important, add How you manage it
    26. 26. 10 minute break
    27. 27. Got Demand? When you have it 1. Blockbusters 2. Holiday 3. Among loyalists
    28. 28. Per Capita Revenue Per Capita Revenue = Total $ Sales Revenues Total # Unit Sales
    29. 29. Case Study Sales Revenues Number of Seats Sold
    30. 30. Case Study
    31. 31. Case Study LORT Theatre $44.51 $44.93$45.53 $41.96
    32. 32. Case Study Impact of Demand on Per Capita Revenues
    33. 33. What affects per caps? 1. Prime culprits of negative impacts: Guessing at peak/off-peak pricing Too many discounts/comps Timing of discounts/comps 2. More important than pricing is POLICY It’s not price, it’s how you use it and when.
    34. 34. Complimentary Tickets Loyalty KILLER
    35. 35. Discounts and Comps Where and When? 1. What’s good comp policy? “Subject to availability” Vouchers vs. tickets Limit redemption time 2. Discount timing and strategy is key Early in sales cycle, not later Targeted offers with restrictions Don’t devalue subscriptions
    36. 36. Discounts and Comps Where and When? 3. Make a “stop doing” list STOP comping and discounting big shows STOP comping months prior to the show STOP offering last-minute discounts Let the scale plan do the work
    37. 37. Inventory Management
    38. 38. • Which seats do you allow patrons to buy? – Do you hold off seats from sale? – Do you open your “balcony” at all? – Do you control fill patterns or… – Is your audience in charge of your inventory? • How are you making decisions about what to sell and what not to sell? – Seats are your most valuable asset. – How are you managing and leveraging them? Inventory Management How do you manage inventory?
    39. 39. 5 3 1 AA 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 AA 2 4 6 7 5 3 1 BB 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 BB 2 4 6 8 9 7 5 3 1 CC 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 CC 2 4 6 8 10 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 A 2 4 6 8 10 12 14 16 ` 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 B 2 4 6 8 10 12 14 16 18 20 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 C 2 4 6 8 10 12 14 16 18 20 22 25 23 21 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 D 2 4 6 8 10 12 14 16 18 20 22 24 26 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 E 2 4 6 8 10 12 14 16 18 20 22 24 26 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 F 2 4 6 8 10 12 14 16 18 20 22 23 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 G 2 4 6 8 10 12 14 16 18 20 22 24 25 23 21 19 17 15 13 11 9 7 5 3 1 H 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 H 2 4 6 8 10 12 14 16 18 20 22 24 26 25 23 21 19 17 15 13 11 9 7 5 3 1 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 J 2 4 6 8 10 12 14 16 18 20 22 24 26 27 25 23 21 19 17 15 13 11 9 7 5 3 1 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 K 2 4 6 8 10 12 14 16 18 20 22 24 26 28 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 L 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 M 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 N 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 O 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 P 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 Q 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 R 101 102 103 212 213 214 R 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 209 207 205 203 201 17 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 2 4 6 8 10 12 14 16 18 202 204 206 208 210 209 207 205 203 201 21 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 B 2 4 6 8 10 12 14 16 18 20 22 202 204 206 208 210 207 205 203 201 23 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 2 4 6 8 10 12 14 16 18 20 22 24 202 204 206 208 25 23 21 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 114 D 2 4 6 8 10 12 14 16 18 20 22 24 26 27 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 2 4 6 8 10 12 14 16 18 20 22 24 26 28 27 25 23 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 F 2 4 6 8 10 12 14 16 18 20 22 24 26 28 213 211 209 207 205 203 201 A 25 23 21 19 17 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 2 4 6 8 10 12 14 16 18 20 22 24 26 A 202 204 206 208 210 212 214 217 215 213 211 209 207 205 203 201 B 25 23 21 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 2 4 6 8 10 12 14 16 18 20 22 24 26 B 202 204 206 208 210 212 214 216 217 215 213 211 209 207 205 203 201 C 25 23 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 2 4 6 8 10 12 14 16 18 20 22 24 26 C 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 D 25 23 21 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 2 4 6 8 10 12 14 16 18 20 22 24 26 D 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 E 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 2 4 6 8 10 12 14 16 18 20 22 24 26 E 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 F 25 23 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 2 4 6 8 10 12 14 16 18 20 22 24 26 F 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 G 25 23 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 2 4 6 8 10 12 14 16 18 20 22 24 26 G 202 204 206 208 210 212 214 216 218 213 211 209 207 205 203 201 J 13 11 9 7 5 3 1 J 125 123 121 119 117 115 113 111 109 107 105 103 101 J 102 104 106 108 110 112 114 116 118 120 122 124 126 J 2 4 6 8 10 12 14 J 202 204 206 208 210 212 214 211 209 207 205 203 201 K 13 11 9 7 5 3 1 K 125 123 121 119 117 115 113 111 109 107 105 103 101 K 102 104 106 108 110 112 114 116 118 120 122 124 126 K 2 4 6 8 10 12 14 K 202 204 206 208 210 212 211 209 207 205 203 201 L 13 11 9 7 5 3 1 L 125 123 121 119 117 115 113 111 109 107 105 103 101 L 102 104 106 108 110 112 114 116 118 120 122 124 126 L 2 4 6 8 10 12 14 L 202 204 206 208 210 212 211 209 207 205 203 201 M 13 11 9 7 5 3 1 M 125 123 121 119 117 115 113 111 109 107 105 103 101 M 102 104 106 108 110 112 114 116 118 120 122 124 126 128 M 2 4 6 8 10 12 14 M 202 204 206 208 210 212 211 209 207 205 203 201 N 13 11 9 7 5 3 1 N 127 125 123 121 119 117 115 113 111 109 107 105 103 101 N 102 104 106 108 110 112 114 116 118 120 122 124 126 128 N 2 4 6 8 10 12 14 N 202 204 206 208 210 212 211 209 207 205 O 13 11 9 7 5 3 1 O 127 125 123 121 119 117 115 113 111 109 107 105 103 101 O 102 104 106 108 110 112 114 116 118 120 122 124 126 128 O 2 4 6 8 10 12 14 O 206 208 210 212 P 13 11 9 7 5 3 1 P 127 125 123 121 119 117 115 113 111 109 107 105 103 101 P 102 104 106 108 110 112 114 116 118 120 122 124 126 128 P 2 4 6 8 10 12 14 P Q 13 11 9 7 5 3 1 Q 127 125 123 121 119 117 115 113 111 109 107 105 103 101 Q 102 104 106 108 110 112 114 116 118 120 122 124 126 128 Q 2 4 6 8 10 12 14 Q R 13 11 9 7 5 3 1 R 127 125 123 121 119 117 115 113 111 109 107 105 103 101 R 102 104 106 108 110 112 114 116 118 120 122 124 126 128 R 2 4 6 8 10 12 14 R S 13 11 9 7 5 3 1 S 127 125 123 121 119 117 115 113 111 109 107 105 103 101 S 102 104 106 108 110 112 114 116 118 120 122 124 126 128 S 2 4 6 8 10 12 14 S 15 13 11 9 7 5 3 1 T 127 125 123 121 119 117 115 113 111 109 107 105 103 101 T 102 104 106 108 110 112 114 116 118 120 122 124 126 128 T 2 4 6 8 10 12 14 T 13 11 9 7 5 3 1 U 127 125 123 121 119 120 122 124 126 128 U 2 4 6 8 10 12 14 U 17 15 13 11 9 7 5 3 1 V V 2 4 6 8 10 12 14 16 18 A 217 215 213 211 209 207 205 203 201 A 25 23 21 19 17 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 A 2 4 6 8 10 12 14 16 18 20 22 24 26 A 202 204 206 208 210 212 214 216 A B 217 215 213 211 209 207 205 203 201 B 25 23 21 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 2 4 6 8 10 12 14 16 18 20 22 24 26 B 202 204 206 208 210 212 214 216 218 B C 217 215 213 211 209 207 205 203 201 C 25 23 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 2 4 6 8 10 12 14 16 18 20 22 24 26 C 202 204 206 208 210 212 214 216 218 C D 25 23 21 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 2 4 6 8 10 12 14 16 18 20 22 24 26 D E 215 213 211 209 207 205 203 201 E 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 2 4 6 8 10 12 14 16 18 20 22 24 26 E 202 204 206 208 210 212 214 216 E F 215 213 211 209 207 205 203 201 F 25 23 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 2 4 6 8 10 12 14 16 18 20 22 24 26 F 202 204 206 208 210 212 214 216 F G 215 213 211 209 207 205 203 201 G 25 23 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 2 4 6 8 10 12 14 16 18 20 22 24 26 G 202 204 206 208 210 212 214 216 G H 215 213 211 209 207 205 203 201 H 25 23 21 19 17 15 13 11 9 7 5 3 1 H 101 102 103 104 105 106 107 108 109 110 111 112 113 H 2 4 6 8 10 12 14 16 18 20 22 24 26 H 202 204 206 208 210 212 214 216 H J 21 19 17 15 13 11 9 7 5 3 1 J 125 123 121 119 117 115 113 111 109 107 105 103 101 J 102 104 106 108 110 112 114 116 118 120 122 124 126 J 2 4 6 8 10 12 14 16 18 20 22 J 201 K 23 21 19 17 15 13 11 9 7 5 3 1 K 125 123 121 119 117 115 113 111 109 107 105 103 101 K 102 104 106 108 110 112 114 116 118 120 122 124 126 K 2 4 6 8 10 12 14 16 18 20 22 24 K 202 201 L 25 23 21 19 17 15 13 11 9 7 5 3 1 L 125 123 121 119 117 115 113 111 109 107 105 103 101 L 102 104 106 108 110 112 114 116 118 120 122 124 126 L 2 4 6 8 10 12 14 16 18 20 22 24 26 L 202 211 209 207 205 203 201 M 25 23 21 19 17 15 13 11 9 7 5 3 1 M 125 123 121 119 117 115 113 111 109 107 105 103 101 M 102 104 106 108 110 112 114 116 118 120 122 124 126 M 2 4 6 8 10 12 14 16 18 20 22 24 26 M 202 204 206 208 210 212 211 209 207 205 203 201 N 25 23 21 19 17 15 13 11 9 7 5 3 1 N 125 123 121 119 117 115 113 111 109 107 105 103 101 N 102 104 106 108 110 112 114 116 118 120 122 124 126 N 2 4 6 8 10 12 14 16 18 20 22 24 26 N 202 204 206 208 210 212 211 209 207 205 203 201 O 23 21 19 17 15 13 11 9 7 5 3 1 O 125 123 121 119 117 115 113 111 O 112 114 116 118 120 122 124 126 O 2 4 6 8 10 12 14 16 18 20 22 24 26 O 202 204 206 208 210 212 New York City Center Stage A A B C D E E F Case Study Last to sell Sold well, but late Never sold “Over” sold “B” typically sold Depends on demand 1,400/2,741
    40. 40. New Scale Plan 5 3 1 AA 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 AA 2 4 6 7 5 3 1 BB 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 BB 2 4 6 8 9 7 5 3 1 CC 105 106 107 108 109 110 111 112 113 114 115 CC 2 4 6 8 10 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 A 2 4 6 8 10 12 14 16 ` 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 B 2 4 6 8 10 12 14 16 18 20 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 C 2 4 6 8 10 12 14 16 18 20 22 25 23 21 19 17 15 13 11 9 7 5 3 1 D 105 106 107 108 109 110 111 112 113 114 115 D 2 4 6 8 10 12 14 16 18 20 22 24 26 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 E 2 4 6 8 10 12 14 16 18 20 22 24 26 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 F 2 4 6 8 10 12 14 16 18 20 22 23 21 19 17 15 13 11 9 7 5 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 G 2 4 6 8 10 12 14 16 18 20 22 24 25 23 21 19 17 15 13 11 9 7 5 3 1 H 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 H 2 4 6 8 10 12 14 16 18 20 22 24 26 25 23 21 19 17 15 13 11 9 7 5 3 1 J 101 102 103 104 105 106 107 108 109 110 111 J 2 4 6 8 10 12 14 16 18 20 22 24 26 27 25 23 21 19 17 15 13 11 9 7 5 3 1 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 K 2 4 6 8 10 12 14 16 18 20 22 24 26 28 29 27 25 23 21 19 17 15 13 11 9 7 5 L 101 102 103 104 105 106 107 108 109 110 111 L 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 M 101 102 103 104 105 106 111 112 113 114 115 M 6 8 10 12 14 16 18 20 22 24 26 28 30 32 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 N 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 O 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 P P 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Q Q 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 R 101 102 103 R 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 209 207 205 203 201 17 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 2 4 6 8 10 12 14 16 18 202 204 206 208 210 209 207 205 203 201 21 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 B 2 4 6 8 10 12 14 16 18 20 22 202 204 206 208 210 207 205 203 201 23 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 2 4 6 8 10 12 14 16 18 20 22 24 202 204 206 208 25 23 21 19 17 15 13 11 9 7 5 3 1 D 105 106 107 108 109 110 D 2 4 6 8 10 12 14 16 18 20 22 24 26 27 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 2 4 6 8 10 12 14 16 18 20 22 24 26 28 27 25 23 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 F 2 4 6 8 10 12 14 16 18 20 22 24 26 28 213 211 209 207 205 203 201 A 25 23 21 19 17 15 13 11 9 7 5 3 1 A 105 106 107 108 109 110 111 112 113 A 2 4 6 8 10 12 14 16 18 20 22 24 26 A 202 204 206 208 210 212 214 217 215 213 211 209 207 205 203 201 B 25 23 21 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 2 4 6 8 10 12 14 16 18 20 22 24 26 B 202 204 206 208 210 212 214 216 217 215 213 211 209 207 205 203 201 C 25 23 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 2 4 6 8 10 12 14 16 18 20 22 24 26 C 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 D 25 23 21 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 2 4 6 8 10 12 14 16 18 20 22 24 26 D 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 E 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 2 4 6 8 10 12 14 16 18 20 22 24 26 E 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 F 25 23 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 2 4 6 8 10 12 14 16 18 20 22 24 26 F 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 G 25 23 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 2 4 6 8 10 12 14 16 18 20 22 24 26 G 202 204 206 208 210 212 214 216 218 Stage New York City Center A B A- B A C D E E E A- New bottom price New Price point Vertical Scale Doubled capacity 1,400
    41. 41. Inventory Management Plan 5 3 1 AA 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 AA 2 4 6 7 5 3 1 BB 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 BB 2 4 6 8 9 7 5 3 1 CC 105 106 107 108 109 110 111 112 113 114 115 CC 2 4 6 8 10 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 A 2 4 6 8 10 12 14 16 ` 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 B 2 4 6 8 10 12 14 16 18 20 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 C 2 4 6 8 10 12 14 16 18 20 22 25 23 21 19 17 15 13 11 9 7 5 3 1 D 105 106 107 108 109 110 111 112 113 114 115 D 2 4 6 8 10 12 14 16 18 20 22 24 26 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 E 2 4 6 8 10 12 14 16 18 20 22 24 26 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 F 2 4 6 8 10 12 14 16 18 20 22 23 21 19 17 15 13 11 9 7 5 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 G 2 4 6 8 10 12 14 16 18 20 22 24 25 23 21 19 17 15 13 11 9 7 5 3 1 H 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 H 2 4 6 8 10 12 14 16 18 20 22 24 26 25 23 21 19 17 15 13 11 9 7 5 3 1 J 101 102 103 104 105 106 107 108 109 110 111 J 2 4 6 8 10 12 14 16 18 20 22 24 26 27 25 23 21 19 17 15 13 11 9 7 5 3 1 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 K 2 4 6 8 10 12 14 16 18 20 22 24 26 28 29 27 25 23 21 19 17 15 13 11 9 7 5 L 101 102 103 104 105 106 107 108 109 110 111 L 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 31 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 M 101 102 103 104 105 106 111 112 113 114 115 M 6 8 10 12 14 16 18 20 22 24 26 28 30 32 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 N 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 O 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 P P 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Q Q 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 35 33 31 29 27 25 23 21 19 17 15 13 11 9 7 5 R 101 102 103 R 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 209 207 205 203 201 17 15 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 A 2 4 6 8 10 12 14 16 18 202 204 206 208 210 209 207 205 203 201 21 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 B 2 4 6 8 10 12 14 16 18 20 22 202 204 206 208 210 207 205 203 201 23 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 C 2 4 6 8 10 12 14 16 18 20 22 24 202 204 206 208 25 23 21 19 17 15 13 11 9 7 5 3 1 D 105 106 107 108 109 110 D 2 4 6 8 10 12 14 16 18 20 22 24 26 27 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 E 2 4 6 8 10 12 14 16 18 20 22 24 26 28 27 25 23 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 F 2 4 6 8 10 12 14 16 18 20 22 24 26 28 213 211 209 207 205 203 201 A 25 23 21 19 17 15 13 11 9 7 5 3 1 A 105 106 107 108 109 110 111 112 113 A 2 4 6 8 10 12 14 16 18 20 22 24 26 A 202 204 206 208 210 212 214 217 215 213 211 209 207 205 203 201 B 25 23 21 19 17 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 B 2 4 6 8 10 12 14 16 18 20 22 24 26 B 202 204 206 208 210 212 214 216 217 215 213 211 209 207 205 203 201 C 25 23 21 19 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 C 2 4 6 8 10 12 14 16 18 20 22 24 26 C 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 D 25 23 21 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 D 2 4 6 8 10 12 14 16 18 20 22 24 26 D 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 E 25 23 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 E 2 4 6 8 10 12 14 16 18 20 22 24 26 E 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 F 25 23 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 F 2 4 6 8 10 12 14 16 18 20 22 24 26 F 202 204 206 208 210 212 214 216 218 217 215 213 211 209 207 205 203 201 G 25 23 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 G 2 4 6 8 10 12 14 16 18 20 22 24 26 G 202 204 206 208 210 212 214 216 218 Stage New York City Center A B A- B A C D E E E A- $1.1 Million 39 Performances
    42. 42. Your scale doesn’t manage itself
    43. 43. Who manages your inventory? Hold and release plans? Sell outs?Turn backs? Exchanges? Walk-up sales? Standing Room? Seniors and Students? Rush?
    44. 44. Sales Pacing Meetings
    45. 45. Back to demand
    46. 46. political reactive Pricing is emotional
    47. 47. political reactive Pricing is emotional
    48. 48. Pricing should drive patron behavior
    49. 49. Behavior Drivers 1. Entry level prices Are they accessible? 2. Top ticket price Are they competitive in the marketplace? Are they patron-informed? 3. Price jumps or spread Are they reasonable? Do they drive upward movement?
    50. 50. Your Price Table 1. How big is it? 2. Do you have multiple price options? Days of week, event type, renew vs. new, etc. 3. Does it affect the patron’s ability or likelihood to order?
    51. 51. Price Table: DON’T
    52. 52. Pricing Table: DO 1. Standardize Days of week, event type, subscriber discounts, etc. 2. Simplify Think about patron’s ability to order easily 3. Let demand drive pricing decisions Use “dynamic” pricing, not a crystal ball
    53. 53. Definitions Demand Based Pricing A process combining data analysis, scale-of-house, inventory management, pricing and other marketing tools to predict and then influence patron demand. The goal is to maximize per capita revenue. Dynamic Pricing A pricing tactic in which trigger points guide the manipulation of prices after an event has gone on sale. Price is the only variable. 80%20% Perceived Scarcity
    54. 54. • Changes to collateral and advertising • Pre-determine trigger points and price bumps • Plan for changes in the ticketing system • Staff training and internal messaging Dynamic Pricing Basics
    55. 55. • Managers control the process • Dynamic pricing tests and measures • Watch for market resistance to prices • Avoid internal price resistance Can ticket prices go too high?
    56. 56. Price Resistance – Is It Real? Very Rare! Z 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 Z Y 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 Y X 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 X W 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 W V 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 V U 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 U T 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 T S 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 S R 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 R Q 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 Q P 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 P O 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 O N 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 N M 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 M L 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 L K 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 K J 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 J H 54 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 H G 52 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 G F 50 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 F E 48 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 E D 46 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 D C 44 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 C B 42 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 B A 40 38 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 A EE 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 EE DD 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 DD CC 26 24 22 20 18 16 14 12 10 8 6 4 2 1 3 5 7 9 11 13 15 17 19 21 23 25 27 CC STAGE Price A Price C Price D Price E Price B
    57. 57. Dictated Pricing How to price in real life 1. You’re the marketplace expert You know your sales history, venue, etc. 2. Can’t do dynamic pricing? Then: scale Then: pricing Then: inventory management
    58. 58. • Support blockbusters with additional investment • Review of scale-of-house plan annually • Be obsessive about inventory management • Monitor per capita revenues • Use dynamic pricing to improve revenues • Track data and communicate results • Act “as if” you’re a hot ticket Final Thoughts on Demand
    59. 59. FUNDAMENTALS: DYNAMIC, DEMAND- BASED PRICING Hosted by Lindsay Homer Director of Consulting TRG Arts Copyright © 2013 TRG Arts All Rights Reserved

    ×