UK theatre venues have carried the financial burden of box office infrastructure, ticketing technology, and marketing - only to steer much of the dynamic upside over to visiting producers.

When most of the extra pound generated by smart pricing flows straight out the door, venues lose the incentive to leverage technology that could improve their entire pricing strategy, not just dynamic pricing. It’s time to break that cycle.

Join DynamO Pricing and TRG Arts for an exclusive commercial working session designed specifically for venue leaders ready to ensure their deals can keep up with the pace of technology.

What we will cover:

• Unlocking the bottleneck: Why traditional split structures freeze venue margins and how to reframe the conversation with producers.
• Contracts that work: Ideas for more modern producer agreements that benefit everyone.
• Reframing positioning: Knowing the worth of a venue and its audience relationships.

Why attend?

This is a direct, commercially focused discussion on how to stop leaving money on the table. You will leave with actionable strategies to take into your next season's programming negotiations.

• Date: Monday 5 October
• Time: 14:00 (UK)
• Location: Zoom
• Registration: Sign up here

DynamO Pricing is now integrated with Tessitura, making it easier for organisations using the platform to introduce intelligent dynamic pricing without changing their existing ticketing infrastructure.

For theatres, festivals and other cultural organisations using Tessitura, the integration removes an important practical barrier to adopting dynamic pricing: enabling existing ticketing infrastructure and DynamO’s pricing technology to work together.

Bringing dynamic pricing into existing ticketing workflows

Introducing new pricing technology shouldn’t require ticketing teams to rebuild the systems and processes they already rely on.

Through the Tessitura integration, organisations can connect DynamO with their existing ticketing operation and use demand-based pricing without moving to a different ticketing platform.

Unlike surge pricing, which raises prices sharply in response to a short-term spike in demand, DynamO works within a price range the organisation sets in advance, making measured adjustments in either direction across the sales cycle. Teams benefit from automation while deciding in advance where prices can move, and which priorities or inventory should be protected.

As Bence Marosi, CEO and co-founder of DynamO Pricing, says:

“With the Tessitura integration now live, thousands more organisations can put demand-based pricing to work without changing anything about their ticketing.”

Commission-only, with no upfront fees or fixed costs

As well as putting audiences first, DynamO is designed to be financially accessible for organisations of all sizes and budgets – with no up front fees or minimum usage requirements. We work on a pay-after-use basis, with all development time and client support included in our share of commission on tickets sold using dynamic pricing.

Attila Gazdag, Chief Revenue Officer of DynamO Pricing, explains:

“We structured our commercial model so that our success is aligned with our clients’. Organisations can choose from multiple business models, led by our commission-only structure, with no upfront fees and no fixed costs. The platform is intuitive by design, and onboarding is typically completed in a matter of days.”

Making intelligent pricing easier to adopt

Technical integration is only one part of making dynamic pricing accessible. DynamO is designed to minimise the operational burden on ticketing teams, from implementation through to day-to-day pricing.

Together, straightforward onboarding, flexible commercial models and integration with existing ticketing technology are designed to make adopting dynamic pricing a practical proposition for organisations of different sizes.

Pricing that supports your audience development 

For arts and culture organisations in particular, revenue optimisation needs to work alongside audience development strategies and other wider priorities.

DynamO therefore operates within minimum and maximum price parameters determined by each organisation, with features to support concessions and other affordability initiatives. The technology responds to demand, but the pricing framework is set by the team using it – avoiding any unexpected or unethical pricing practices.

Expanding access to dynamic pricing

The Tessitura integration represents another important step in making DynamO accessible to more theatres, festivals and cultural organisations internationally.

Together with our new partnership with TRG Arts, it strengthens the infrastructure around our growing work in the sector: combining arts and culture expertise with pricing technology that can be introduced into the ticketing environments organisations already use.

We’re excited to welcome more Tessitura organisations to DynamO and help them put responsive, demand-based pricing to work.

Using Tessitura? Model your opportunity

Send us 12 months of sales history and we’ll model your potential revenue uplift, free of charge, and show how DynamO could fit into your existing Tessitura setup. Get in touch through our contact form or email info@dynamopricing.com.

We’re excited to announce an official partnership between DynamO Pricing and TRG Arts, bringing together intelligent dynamic pricing technology and three decades of arts and culture expertise.

Through the partnership, DynamO becomes TRG Arts’ preferred dynamic pricing solution, making our technology available to TRG’s global client base.

The partnership gives arts and culture organisations access to pricing technology that responds automatically to real demand, while operating within the pricing parameters and objectives set by each organisation.

Combining sector expertise with intelligent pricing technology

TRG Arts has spent more than 30 years helping arts and culture organisations use data and demand management to strengthen financial sustainability, grow audiences and make more informed commercial decisions.

DynamO adds the technology to put those strategies into action throughout the sales cycle.

Rather than relying solely on static prices or periodic manual changes, DynamO continually responds to changes in demand. Each organisation sets their pricing strategy and boundaries, and the platform operates within them.

As Jill Robinson, Chief Executive of TRG Arts, explains:

"We chose to partner DynamO Pricing for its proven, data-driven platform, built by a cross-disciplinary team of developers, data scientists, and economists specialising in pricing. Their approach aligns naturally with our own, combining evidence, analytical rigour and intelligent automation to help organisations optimise their pricing ethically and effectively. Having already delivered results across sports, live events and attractions, the platform gives arts and culture organisations the benefit of demand intelligence shaped by multiple industries, while ensuring they remain firmly in control of every pricing decision.”

Early results from the partnership

TRG Arts clients have already begun adopting DynamO’s automated pricing, with revenue uplifts – additional ticketing revenue generated by dynamic pricing, versus that generated by static pricing – of 12 to 30%.  

For us, these results reinforce the potential of bringing together sophisticated demand strategy and technology that can respond as buying behaviour develops.

The objective is not simply to increase prices. Arts and culture organisations often need to balance revenue with affordability, attendance, access initiatives and wider audience goals. Dynamic pricing gives organisations another tool for finding that balance, responding to periods of both stronger and softer demand within their chosen pricing framework.

Bence Marosi, CEO and co-founder of DynamO Pricing, says of the partnership:

“Arts and culture organisations should not have to choose between their audiences and their financial health. TRG Arts brings three decades of trusted counsel to this sector, and our platform brings the technology to act on that counsel in real time.”

Expanding our work across arts and culture

The partnership builds on DynamO’s growing work with theatres, festivals, venues and other cultural organisations across Europe and the US.

It also marks an important next step in making intelligent, automated pricing more accessible to organisations across the sector.

We’re excited to work alongside TRG Arts and its clients around the world, combining sector expertise, data and technology to help cultural organisations make smarter pricing decisions.

Want to see what DynamO could deliver?

Send us 12 months of sales history and we’ll model your potential revenue uplift, free of charge. Get in touch through our contact form or email info@dynamopricing.com.