Seeing the Forest for the Trees: How The Morton Arboretum Translated Holiday Revenue Success Into A Year-Round Dynamic Pricing Strategy

In 2023, The Morton Arboretum partnered with Digonex to maximize revenue for their holiday event Illumination: Tree Lights at The Morton Arboretum. The results they achieved exceeded their expectations and they decided to apply the same dynamic pricing strategy to their year-round general admission tickets. Hear from The Morton Arboretum’s Senior Director of Guest Experience & Safety Vince Gortner about what they learned in that first holiday season and how he and his team have been able to translate that success into increased incremental revenue for the arboretum every day of the year. Vince will be joined by Digonex CEO Pat Walsh who will share additional examples and guidance for attractions looking to implement a dynamic pricing strategy for their organization.

*Registration is required to attend.