“Working in a multi-city and multi-venue environment requires an approach to pricing that is adaptable in the different marketplaces in which we operate. Pricing is therefore viewed as a flexible tool that helps us achieve the central and multiple imperatives of the organisation: generate revenue, encourage attendance, reach new audiences, offer new experiences and promote the artistic reputation of the Royal Scottish National Orchestra. To translate these imperatives into tangible tactics, our pricing strategy focuses on the simple question: How do we want our audiences to behave? We have identified five behaviours.”