Ticket pricing for classical concerts has « to be viewed as a flexible tool », Jane Donald, Director of External Relations at RSNO, Scotland’s National Orchestra, recently explained in the Arts Professional magazine.
According to Jane Donald, RSNO identified five behaviours among their customers: « buying early, buying more, buying for others, buying something new and buying RSNO. »
So, the orchestra offers good pricing for early ticket purchases or for multiple tickets, based on the principle « that the more you buy the more you save. » Another method is the so-called « Dynamic pricing, or time-based pricing » regulated by the overall demand of tickets. RNSO also offers reduced prices for groups and for young people.
