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Dynamic pricing, the tactic of raising prices after tickets go on sale, has often been in industry headlines these days. However, when it comes to growing revenue and increasing patron loyalty, it’s not the whole story. While it’s true that Vancouver's Arts Club Theatre Company (ACTC) generated six-figure revenue from dynamic pricing, the real news is how ACTC increased the number of its most loyal subscribers. Presented in August 2011, TRG consultants and ACTC staff retell ACTC’s $3 million client success story, including how:
- Loyalty strategies -- not pricing tactics -- led to sustaining revenue.
- Unified, company-wide change in focus brought about increased revenue and subscribers.
- Dynamic pricing made subscribing more valuable.