It would be a great mistake not to take it into consideration when establishing the price point for your tickets. The weather conditions don't really affect the ticket prices directly.
However, the weather does affect the demand and the urgency to buy the tickets!
- when the weather is bad, especially during the weekends and school holidays, (most likely) people will be looking for some indoor activities and will definitely be willing to spend more on the tickets than on a sunny day
- when the weather is great, especially during the weekends and school holidays, you can expect more people to seek some outdoor activities and be willing to spend more for a fun day out
Have a look at a few examples of how the weather conditions influence the buying habits and how you can use it in your pricing strategy:
- Maximize the ticket sales
Simply adjust the ticket prices for when the weather is most beneficial for your venue type and the demand is high.
- Spread your visitors
Use the weather as leverage to spread your visitors more evenly across a period of time. This approach will let you avoid crowds and provide a better experience.
- Generate ancillary revenue
Weather, good or bad, provides an opportunity to generate extra revenue on additional sales like food, drinks or merchandise. Here's the trick: happy customers, who feel they got a great ticket deal, spend more!
- Encourage early bookings
Use the weather forecast to adjust the ticket prices bought in advance. As a standard, Convious uses the forecast for the 2 subsequent weeks.