Before anyone clicks “Buy Tickets,” their decisions' are already in motion. What they see, feel, and hear in the lead-up shapes whether they show up once — or come back.

This session explores what drives those choices and how you can influence them using short-term Pre‑Suasion techniques. Then, we'll unpack how to earn super fan status by building a thriving community, not just a passive audience. Because at a time when loneliness is one of the biggest issues facing our society, what you offer matters more than ever.

With rising costs squeezing wallets and reshaping spending habits, it’s getting harder to convince someone to click buy now unless the experience feels worth it. Join this Roundtable to explore pricing strategy and price psychology. You’ll gain insight on what makes that show feel worth it, how small changes influence buying behavior, and how arts leaders balance access with sustainability.