Скачать или смотреть Deeper Dive | How to Manage Demand Without Defaulting to Discounts

Learn how disciplined demand management shapes behavior, strengthens experience, and drives long-term revenue.

Many arts organizations turn to last-minute discounting when demand softens. Not because it always works but often because it’s fast, visible, and familiar.

In reality, discounting is usually a symptom of late decisions about access, scale of house, inventory, and experience. And over time, it quietly trains audiences to wait, devalues the work, and erodes long-term revenue.

In this 30-minute session, TRG’s Andrew Cotlar reframes demand as something leaders actively manage, not something they react to once sales slow. The conversation focuses on how high-performing organizations shape audience behavior earlier in the sales cycle, before price becomes the default lever.

Drawing on decades of sector data and real-world examples, we’ll explore how leaders can manage demand intentionally across low-, mid-, and high-demand performances: protecting value, confidence, and future sales without relying on short-term fixes.