What if pricing wasn’t just about numbers—but about shaping behavior?

In this episode of Signal, hosts John Pendergrast and Tim Samson sit down with Evan Reece, best known as the former CEO of Liftopia and Catalate, where he pioneered dynamic pricing and ecommerce strategies that transformed how attractions and ski resorts sell experiences.

Now CEO of Truest.me and a retained advisor to attractions, marketplaces, and reservation technology platforms, Evan shares why pricing hygiene—consistency, transparency, and organizational alignment—matters more than any algorithm. With over $1.2B in bookings powered by his pricing models, he’s learned that good pricing starts with trust.

From avoiding self-sabotage to preparing for an AI-powered retail landscape, this conversation explores how data, psychology, and behavior intersect to drive revenue—and confidence.

• Why bad “pricing hygiene” undermines even the smartest dynamic pricing systems
• How to regain control of price parity across OTAs, marketplaces, and direct channels
• Lessons from Liftopia and Hotwire on consumer behavior and data-driven decisions
• Why fear-based pricing still limits many attractions—and how to move past it
• The right way to test pricing boundaries without alienating your audience
• Why transparency, UX, and timing build long-term pricing confidence
• How AI and agentic search could disrupt pricing—and what to do about it now

Timestamps:

• (00:00) — Parity & hygiene: the fastest way to boost conversion and trust
• (03:17) — What bad pricing hygiene looks like (and why it kills your strategy)
• (05:23) — Finding lower prices on five websites in eight minutes
• (11:29) — Why price parity is a long-term investment in consumer confidence
• (17:42) — Fear-based pricing: Why operators are afraid to test
• (33:01) — AI & LLMs will expose your gaps—how to prepare now
• (43:40) — Product ≠ price: why "commitment" (timing/terms) is your real lever
• (45:57) — Disney’s lesson: finding your true upper limit—and why it matters
• (56:21) — UX moves the money: McDonald’s kiosks, add-ons, and smarter flows
• (1:02:15) — The one pricing metric every operator should track

Evan Reece focuses his time between retained advisory work with attractions, marketplaces, and reservation technology platforms, and as CEO of Truest.me — a professional wellness company helping people grow by acting as CEOs of their own careers.

He is best known for co-founding Liftopia and later leading Catalate, pioneering dynamic pricing and reservation technology for medium and large-scale attractions. Starting in the ski industry, his work set the global standard for dynamic pricing and ecommerce best practices across more than 250 ski areas and attractions, powering over $1.2B in bookings.

Whether helping attractions modernize pricing strategy or helping individuals invest in their own growth through Truest, Evan’s career centers on changing consumer behavior for the benefit of both people and businesses.

For the latest on what Evan’s working on, visit Truest.me or connect with him on LinkedIn.

🔗 Links & Resources

• Visit Truest.me
• Connect with Evan on LinkedIn
• Learn more about RocketRez
• Follow John and Tim on LinkedIn

Signal is the podcast for attraction leaders shaping the future of guest experiences. Hosted by John Pendergrast and Tim Samson, we bring you candid conversations with industry innovators who are building the experiences that bring people together.

Subscribe to Signal wherever you get your podcasts, and visit signal-podcast.com for more episodes and resources.

This episode of Signal is brought to you by RocketRez - powering the world's most successful attraction operations.