Dynamic ticket pricing isn’t just for airlines. In this episode, we’re joined by Wendy Babineaux from the Houston Zoo to dive into how her team rolled out dynamic pricing—starting cautiously with Zoo Lights in 2019 and gradually expanding across general admission.

She breaks down how pricing now fluctuates daily, even within a single day, and how that’s impacted attendance patterns, guest experience, and revenue goals.

We also talk about:

• Why starting small (like a seasonal event) is the way to go
• How a few cents’ difference can drive major revenue
• The internal sell: getting buy-in and managing change
• The tech lift: integrations, testing, and trust
• Guest education: training buyers to “purchase early for the best price”
• Real-time flexibility: letting partners adjust pricing within approved thresholds
• What Houston Zoo is doing to broaden its audience through 21+ events and social strategy

This podcast is produced by Attend Media.
Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media
Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com