We are pleased to announce our new partnership with Soho Theatre, marking a milestone in our efforts to help the performing arts sector engage fill more seats and drive-up ticket revenue. This collaboration with one of London's key cultural venues is a significant development in our mission to revolutionize pricing strategies in the performing arts.
Located in the heart of London’s West End, Soho Theatre stands out as a premier venue showcasing a diverse range of theatre, comedy, and cabaret. Since its establishment in the early 1970s from a former synagogue, the theatre has grown into a cultural powerhouse with three performance spaces, attracting over 180,000 audience members each year. Originating from the ground-breaking Soho Poly Theatre, it remains at the forefront of promoting varied and provocative works. This year, they are set to expand their reach with the opening of a new 1000-seat venue in Walthamstow, broadening their capacity to host larger audiences and more ambitious projects.
We’ve integrated DynamO’s dynamic pricing engine with the Spektrix CRM and ticketing system, which will now allow all Spektrix clients to activate our dynamic pricing solutions effortlessly.
In this initial phase, we've launched our service across more than 100 performances at Soho Theatre. We’ve worked closely with the team at Soho Theatre to review their current processes and refine their pricing strategy. Having fully understood their needs and ambitions, our pricing expert, Dr. Pal Danyi, we’ve supported them to make adjustments tailored to meet their unique needs and optimize outcomes.
Mariko Primarolo, Head of Sales and Ticketing at Soho Theatre, commented on the partnership:
“It has been good working with DynamO Pricing and we have found the team responsive and supportive throughout the onboarding and development process. Dynamo have consistently gone the extra mile to problem solve quickly and efficiently. We are currently piloting the programme, having been interested in the dynamic approach to differing dynamic pricing strategies. The business model, with no upfront fee, was also a draw allowing us to pilot the programme to see if it works with Soho Theatre’s unique programming style.”
"Soho Theatre has been manually adjusting their ticket prices for years. Automating this process significantly enhances their operations, given their deep understanding of show attendance and revenue expectations. Their audience is already accustomed to variable pricing, so this transition will feel seamless and natural"
remarks Dr. Pal Danyi, CINO of DynamO Pricing.
Bence Marosi CEO of DynamO Pricing highlights the company's deep connection to the performing arts, embracing bothits for-profit and non-profit dimensions.
"Originating in Hungary, DynamO understands the importance of maintaining excellent audience experiences in the arts sector while smoothly transitioning venues and organizers to evolved pricing strategies"
he states.
We look forward to expanding our dynamic pricing services throughout Soho Theatre’s programming. We believe this partnership will positively impact audience engagement and revenue, as it has with our clients in other countries. This collaboration underscores DynamO's dedication to equipping arts organizations with the necessary resources to thrive in a challenging environment.
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!
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.
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:
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:
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.
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.
We’re pleased to announce a new partnership between Watermill Theatre and DynamO Pricing. Based in Bagnor, Watermill is a regional producing theatre with a strong track record of attracting a wide audience.
The Watermill team - led by Marketing Director Emma Bright - is excited to harness DynamO’s cutting-edge pricing technology to build on this success, and continue to maximise revenue and attendance.
Increased efficiency and impact
After experimenting with manual dynamic pricing and making frequent updates to ticket prices, the Watermill team were ready to explore an automated solution to streamline internal processes, free up marketing team resources and drive an uplift in revenue.
Improved reporting
Through our conversations with Watermill and the specific requests they had for data they’d like to see in their monthly reports, we were able to update our standard reporting and roll this out across all of our clients. We’re thrilled to be able to respond to client demand and continually improve our offering.
Great shows that audiences love
Watermill Theatre are vocal about prioritising audiences when it comes to programming and their approach to accessibility. They offer a wide range of concessions, relaxed and BSL-integrated performances, along with discounted tickets for young people and schools. DynamO’s technology supports this work by enabling responsive yet responsible pricing that protects inclusivity schemes and encourages transparency.
Ready to explore dynamic pricing?
If you’re interested in learning how a partnership with DynamO Pricing could help your organisation increase revenue while remaining audience-focused and inclusive, reach out via our contact form or email info@dynamopricing.com. We’d love to hear from you.
