A client called the other day. His “big convention” was three weeks away. It had not “sold out” (either hotel rooms or sessions/trade show).
“Should we create some special, last minute pricing to fill the spaces?” he asked. “Like one day passes, two for one hotel rooms, etc. Isn’t some income better than no income?”
Tough question, right?
Most associations that I know “hold the line” on conference pricing.
Yet, we see industry/retailers adjusting pricing based on supplies.
- hotels lower room rates as dates get closer
- airlines adjust pricing based on seat availability
- retailers offer sales
So, why are associations so stubborn?
Should we consider variable pricing?
Or, is it better to “hold the line” so members don’t “hold off” waiting for the discount pricing?
What do you think? What should I tell this client?