Effortless Pricing Strategies for Box Office Teams: Spektrix Users Benefit from DynamO Pricing

June 7, 2023

From manual to automated: How theaters and arts organizations are revolutionizing ticket pricing strategies with DynamO's cutting-edge technology

In an exciting development for live event organizers and arts venue leaders, DynamO have integrated with Spektrix to provide their users with a fully automated data-driven pricing tool. Spektrix provides complete ticketing, marketing and fundraising software to over 600 theaters, festivals and arts centers. As the market leader in the UK and Ireland, and the fastest-growing platform in the US and Canada, Spektrix clients processed over $1.26 billion of sales in 2022. This partnership aims to empower Spektrix users with enhanced revenue generation, increased ticket sales, and improved crisis resilience. By leveraging DynamO's innovative pricing technology, box office teams can revolutionize their ticketing strategies and offer fair, ethical pricing that adapts to changing market demands.

Increasing Ticket Sales and Attendance at Larger Venues

One of the key advantages of adopting DynamO Pricing’s integrated, cutting-edge technology is the ability for Spektrix users to generate higher ticketing revenue. Smart and simple pricing tools allow arts organizations to set ticket prices in response to fluctuating demand and market conditions. Ticket prices can be adjusted in real time to reflect market conditions, allowing businesses to maximize profits without jeopardizing customer satisfaction.

Moreover, the integration allows venues to sell out more tickets and fill bigger venues. The flexible pricing tools enable organizers to adjust prices dynamically, ensuring that every seat is occupied. With DynamO Pricing, ticketing and box office teams can unleash the full potential of their venues, transforming their events into unforgettable experiences for a larger audience.

Flexibility and Crisis Resilience

Having a pricing structure that can be adjusted on the fly is essential for event planners in today's volatile environment. With the help of DynamO Pricing, cultural leaders can quickly adjust their ticket prices to reflect the shifting dynamics of the market and maintain resilience in the face of crises and ambiguity. The data-driven pricing strategy allows event organizers to keep their competitive edge and adapt quickly to market changes, regardless of whether demand is rising or falling.

Decreased Time Spent Re-Pricing Manually

Manual price adjustments are a thing of the past. With DynamO Pricing integrated, the time and effort spent on re-pricing events are drastically reduced. The automation provided by DynamO's technology streamlines the process, enabling event organizers to focus on more strategic initiatives, such as marketing and audience engagement. This time-saving feature empowers organizers to allocate their resources efficiently, resulting in improved productivity and increased overall revenue.

Simple Implementation and Top-Notch Support

Spektrix users can easily find out more about DynamO Pricing through the Spektrix Partner Directory. By creating an account on DynamO's user-friendly dashboard, users can seamlessly link their DynamO and Spektrix accounts, granting them instant access to the powerful pricing tools. With just a few simple steps, organizers can launch dynamically priced events, harnessing the full potential of flexible pricing in a matter of minutes.

Furthermore, DynamO Pricing prides itself on its commitment to exceptional customer support. Their team of professionals is always ready to assist and guide users through any challenges they may encounter. The dedication to customer satisfaction and reliable assistance sets DynamO apart, establishing them as a trusted partner in the pursuit of maximizing ticketing revenue.

Conclusion

The integration of DynamO Pricing's data-driven flexible pricing tool with Spektrix represents a major leap forward in the ticketing industry. Spektrix users can now unlock a range of benefits, including increased revenue, higher ticket sales, and enhanced crisis resilience. By leveraging the power of DynamO Pricing's innovative technology, box office and ticketing teams can transform their ticketing strategies, optimize pricing, and offer fair and ethical ticket prices. With this partnership, Spektrix and DynamO Pricing are shaping the future of ticketing, providing an invaluable resource for event organizers looking to achieve greater success in an ever-evolving industry.

 

Want to learn more? Get in touch with us today to explore how we can specifically assist your business. You can reach us through our website's contact forms or simply send us an email at info@dynamopricing.com. We look forward to hearing from you!

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How to balance organisational values with ticketing revenue
September 8, 2025

For DynamO’s first ever webinar, we led a panel discussion on how to balance organisational values and ticketing revenue, with thought leaders from arts and cultural organisations - including:

Leon Gray, Head of Ticketing and Audience Experience at Edinburgh International Festival

Dawn Farrow, Founder and CEO at On Sale Group

Monique Baptiste-Brown, Head of Communications and Audience Development at Brixton House

Bence Marosi, CEO at DynamO Pricing

Phoebe Cleghorn – Sales and Marketing Generalist at DynamO Pricing


As well as posting a recording of the session over on the DynamO YouTube - which you can watch free on demand - we’ve also summarised some key insights shared by our expert panellists.


Why is it important to consider organisational values when it comes to how we approach ticket pricing?

“Values aren’t optional or situational.”

Bence set the tone: if organisational values only apply when convenient, they’re not values. Pricing decisions should reflect who you are - because they impact audiences, staff morale, brand trust, and long-term credibility.

Broadest possible audience - by design, not by accident.

Leon shared how Edinburgh International Festival embeds its mission directly into pricing, offering £10 affordable tickets for those who need them (self-selected) and ensuring that 50% of tickets are £30 or under - all while meeting and exceeding revenue targets and selling 88% of capacity this year.

It’s not just “cheap equals accessible.”

Monique emphasised value over price. At Brixton House, access is about audience belonging and brand clarity: creating a space and experience where local communities see themselves, not just adding a low-price category. Tickets typically centre around £22, with Pay What You Feel performances and targeted low-price allocations to bring the right audiences in at the right time.

Brand, experience, psychology.

Dawn urged a mindset shift: focus on the exchange beyond the ticket - the transformation, the feeling when audiences leave, the clarity from confirmation email to curtain up. Pricing is as much brand storytelling and customer psychology as it is maths.

How can we drive an increase in revenue, while staying true to our vision and mission?

Start with audience truths; let pricing follow.

Brixton House builds from socio-cultural insight: What’s the story? Who is it for? How does it connect with them? What barriers exist? Early authenticators (those who feel most represented) are more likely to become advocates, helping to build momentum and pricing power organically. From there, dynamic pricing can lift later-stage revenue while protecting pockets of accessible ticket inventory.

Plan the balance sheet to fund access.

Edinburgh International Festival partners with DynamO to push premium seats where demand supports it, and reinvests that incremental revenue into Tickets For Good, the Young Musicians Pass and an extensive set of concessions. The balance is planned upfront using previous-year data, then tuned throughout the sales cycle.

Segment everything, then be brave.

Bence advocated for deep differentiation - by seat zones, performance types (matinee vs. weekend), demand curves and audience segments. Then apply meaningfully different strategies across those segments. ‘Flat’ pricing philosophies often ignore real differences in audience needs and willingness to pay.

Challenge legacy discounts.

Dawn noted that some traditional concession rules (e.g., universal OAP discounts) can end up misaligned with current ability to pay. Re-examining who qualifies - and why - can unlock headroom for funding access where it’s most needed today.

How can we ensure our approach to pricing supports our work in access and inclusion?

Concrete concessions with modern reach.
Edinburgh International Festival has expanded and simplified eligibility:
Under 18s: 50% off
Under 30s & students: concession pricing
Arts workers: 30% off
Deaf, disabled & neurodivergent audiences: 50% off, plus an Access Pass that unlocks held seats (aisle, near exits/toilets) which are bookable online.

Translate the concept of access, not just the copy.

Monique flagged a frequent gap: many new or infrequent attendees don’t recognise access schemes as for them. Brixton House has been exploring multilingual captioned performances and communications to reach growing local communities, paired with held seat allocations and FOH/box office support that guides first-timers through the process.

Use premium demand to pay for equity.

Bence shared examples where clients introduced cheaper tickets than ever because premium tiers or high-demand performances were able to subsidise them. Other tactics include member presales with distinct price behaviour vs. general public.

Key takeaways

Values and revenue are not mutually exclusive - when planned together, premium demand can fund inclusion.

Combine forward-planning and agility - decide your access commitments upfront, then finetune pricing as demand unfolds.

Access includes communication, not just price - ensure your access and inclusion efforts don’t begin and end with the price. Consider the end-to-end journey.

Audience first, always - when people see themselves in the work and the space, they become advocates - and that advocacy powers sustainable revenue.

Interested in learning more?

If you’d like to learn how dynamic pricing could help your organisation balance values and revenue, get in touch using our contact form or email info@dynamopricing.com. We’d love to hear from you.

Understanding demand with TRG Arts
August 26, 2025

DynamO is proud to partner with  TRG Arts to help cultural organisations build stronger, more sustainable futures. While DynamO provides the tools for agile, real-time pricing decisions, TRG Arts brings decades of expertise in strategy and demand management. Together, we combine long-term structure with day-to-day responsiveness, ensuring every performance works harder for both mission and revenue.

In this post, Peter Ling - Communications Executive at TRG Arts - shares practical insights into how demand management works, and how it can transform audience behaviour, ticket yield and organisational resilience.

Understanding demand

At, we believe that an organisation’s mission and revenue are inseparable: growing one strengthens the other. To achieve that, you need more than hope that audiences will turn up. You need to actively manage and build demand.

That means using data to decide in advance how many seats to make available at each price, when to release them, and how to signal value so people feel urgency to book early. It’s about managing perception as much as product, and every campaign is a catalyst for behaviour change; when audiences believe something is in demand, they behave differently. By effectively managing this demand, our clients strengthen their earned income and attendance.

What is demand?

In TRG Arts’ work, demand is the level of audience interest in a specific performance, series, or event; and the opportunity to shape that interest. Through data, it’s seen in how quickly tickets sell, which seats go first, and how much audiences are willing to pay. But demand isn’t fixed. With the right strategy, you can influence when people buy, how much they spend, and how full it feels when sat in their seats.

Why is demand important?

Demand sits at the heart of your organisation’s success. High demand can optimise ticket yield (your average ticket price) and help you make the most of limited seating capacity. Managing demand effectively allows you to:

  • Grow revenue without increasing costs by maximising high-demand opportunities.
  • Protect accessibility by ensuring there are price points for a wide range of audiences.
  • Build momentum and urgency that encourages earlier booking and repeat attendance.

When your mission and revenue work together, every ticket sale fuels both your artistic and community goals.

How does ‘demand management’ work?
Demand management is the process of strategically shaping audience behaviour before and during a sales cycle.

At TRG Arts, this means using data for:

  • Setting your seat mix intentionally: deciding in advance how many seats to sell at each price; all based on historical sales.
  • Holding and releasing inventory strategically to create urgency and control scarcity and the ‘perception of success’.
  • Signalling value early so audiences act quickly.
  • Increasing ticket yield / average ticket prices as demand grows, while protecting accessible entry points throughout a sales cycle.

Done well, demand management gives you a strong foundation. DynamO adds valuable real-time responsiveness through its tools, allowing you to fine-tune prices as audience behaviour unfolds; combining long-term planning with in-the-moment action.

DynamO announces West End debut with The Mousetrap
August 19, 2025

We’re thrilled to announce a milestone collaboration between DynamO and The Mousetrap - a genre-defining, historic institution and our first-ever West End client. 

The partnership marks a significant step in our mission to bring cutting edge pricing technologies to the UK theatre industry, empowering iconic venues to increase revenue and attendance through dynamic pricing.

A new era for the world’s longest running play

The Mousetrap has been captivating West End audiences since 1952. Now, they’re embarking on a new pricing strategy, harnessing DynamO’s world-class pricing software to optimise ticket sales. 

Seamless Spektrix integration 

We’ve integrated Dynamo with The Mousetrap’s ticketing system, Spektrix, enabling automated dynamic pricing across their various performances, price bands and ticket types. With a sliding scale from full automation through to manual pricing approval, DynamO’s dashboard offers The Mousetrap’s box office team the opportunity to refine allocation of internal resources - all while boosting revenue.

Proactive price management

Our pricing configuration and real-time reports enable The Mousetrap to respond both quickly and strategically to audience behaviour and booking patterns, without compromising website user experience.

Audience-centred innovation

DynamO’s software has been fine-tuned to support The Mousetrap’s preexisting concession policies and loyalty programmes, such as group booking discounts - with lower and upper price limits maintaining fair and predictable pricing.

Interested in exploring dynamic pricing?

If you’re interested in finding out how a partnership with DynamO could help your organisation increase revenue and fill empty seats, get in touch using our contact form or email info@dynamopricing.com. We’d love to hear from you.

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