Pricing isn’t just about setting numbers—it’s about creating trust, transparency, and value for your customers while maximizing revenue for your attraction. In this episode of Live with Sondra, Sondra Shannon, CEO of Gatemaster Technology, explores the strategies behind pricing models in the ticketing industry and breaks down the pros and cons of Surge Pricing vs. Value Pricing.

In this session, Sondra dives into:

• Surge Pricing (Dynamic Pricing): How adjusting ticket prices based on demand can optimize revenue but may risk customer backlash, fairness concerns, and regulatory scrutiny.
• Value Pricing: Why packaging experiences, transparent pricing, and offering tiers of value create stronger guest satisfaction and long-term loyalty.
• The Customer Experience Factor: How pricing impacts trust, guest perceptions, and overall revenue potential—and why 72% of customers will pay for shorter wait times when structured correctly.
• Finding the Right Balance: Why a hybrid approach that combines elements of surge pricing and value pricing may be the best solution for attractions.
• How to Increase Revenue Without Frustrating Guests: The right pricing structures can increase guest spending by 20-40% without alienating visitors.

🚀 In today’s world of digital transparency and smart buyers, how you price your tickets determines how customers perceive your brand. Are you building trust—or pushing customers away?

Connect with Sondra Shannon to learn more about Gatemaster’s role in helping attractions implement pricing strategies that increase revenue and improve guest satisfaction: https://www.linkedin.com/in/sondrashannon/

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