The Myths and Realities of Dynamic Pricing Workshop
In September 2015, ArtsBoston invited Steven Roth, President of JCA Arts Marketing and The Pricing Institute, for an engaging workshop exclusively for ArtsBoston members.
As dynamic pricing matures, Steven Roth advocates revisiting a number of initial assumptions:
- Dynamic pricing is the same as airline pricing.
- Dynamic pricing should be an automated process.
- Revenue management is only applicable for larger organizations.
- Dynamic pricing inhibits the relationship between producing and presenting parties.
The session also delved into how patrons respond to pricing, and offers up a review of best practices to consider.
Steven Roth is president of JCA Arts Marketing and The Pricing Institute. JCA Arts Marketing helps cultural organizations maximize income and increase attendance through data-enriched, collaborative, strategic and technical solutions. JCA Arts Marketing Partners have conducted over 400 pricing studies world-wide.
Steven is a frequent speaker at industry conferences and has been a guest lecturer at universities in the United States and China. Steven teaches graduate level courses in Arts Marketing and Customer Relationship Management at Boston University
Steven began his career as Marketing Director for The Shubert Organization and is on the boards of Arts Boston and Project Audience.
Steven holds a BA in Theatre and English from Oberlin College and a MBA with high honors from Boston University.