Admission tickets, special events, memberships, merchandise, food... almost all public-receiving organisations charge their visitors at some point. But how do we know when the price is right? Setting the right price and communicating it effectively is a complex process where management, operations, marketing, psychology, social objectives, previous experience and more all play an important and interconnected role. An understanding of consumer psychology and an effective sales process can help to encourage customers to fully engage through the whole institution.

This workshop combines an overview of the tactics that you could use in setting your prices with the chance to share your experiences and problems, alongside case studies, exercises and practical examples to take away with you.