Stephen Davis is the COO of Integrated Insight, a management consulting firm for the theme parks and attractions industry. In this interview, Stephen walks us through best practices related to pricing, and several factors to consider when setting the price for admission to your attraction. Stephen’s philosophy is that you should lead with the consumer, meaning that your pricing should reflect the value that you deliver, the demographic you seek to serve, and the expectation that you are setting. Regardless of the price that you charge, there will always be a certain segment of your audience that will find you too expensive, so your focus should be on creating value for the price that you charge. Stephen also shares his thoughts on dynamic pricing, and how it differs from variable pricing, which is often easier to understand and resonates better with the consumer.