Digonex, an expert in dynamic pricing solutions that provide visitor attractions with customised and automated systems to drive revenue, and The Morton Arboretum, a botanical garden and research centre in Illinois, US, will share insights into dynamic pricing strategies at an upcoming IAAPA webinar.
The session, titled Seeing the Forest for the Trees: How The Morton Arboretum Translated Holiday Revenue Success Into A Year-Round Dynamic Pricing Strategy, will take place online on 23 April at 11 am EDT.
Please click here to register to attend.
The session will discuss The Morton Arboretum's 2023 collaboration with Digonex, which sought to optimise revenue for the seasonal event, Illumination: Tree Lights at The Morton Arboretum.
This project delivered results that surpassed the attraction's expectations. Following this success, it decided to apply the same dynamic pricing strategy to its general admission tickets year-round.
In this webinar, Vince Gortner, The Morton Arboretum’s senior director of guest experience and safety, will speak on the lessons learned from the initial holiday season and how he and his team have built on its success to increase incremental revenue every day of the year.
Gortner will be joined by Pat Walsh, Digonex CEO, who will share further examples and guidance for attractions considering a dynamic pricing strategy.
Meet the speakers
As director of guest experience and safety at The Morton Arboretum, Gortner leads admissions, special events, retail, and food service operations, with a focus on aligning revenue strategy, visitor experience, and daily delivery.
He has spearheaded dynamic pricing strategies for both general admission and large-scale public events, including the winter Illumination exhibition, during which pricing, attendance, and on-site operations function within real-world limitations such as capacity, weather, and visitor behaviour.
Before joining the Arboretum, Gortner spent over two decades in law enforcement, where he developed skills in leadership, risk management, and operational planning.
His practical, systems-based approach to complex challenges combines financial performance, visitor experience, and safety to form a cohesive operational strategy.
Left to right: Vince Gortner and Pat Walsh
Walsh is the chief executive officer of Digonex Technologies, a dynamic pricing technology platform that provides pricing-intelligence IP solutions developed by PhD economists to zoos, aquariums, observation decks, theme parks, and performing arts venues.
He also serves as president and sits on the board of directors at Indianapolis-based Emmis Communications, Digonex’s parent company. Walsh was previously senior VP and CFO at iBiquity Digital, now Xperi Corporation, the developer and licenser of HD Radio technology.
His career also includes experience as a management consultant at McKinsey & Company, working with numerous leading financial institutions, technology companies, automakers, and energy providers on a range of CEO-agenda projects, as well as positions at General Motors and Deloitte.
Walsh was awarded a BBA with high honours from the University of Michigan and an MBA with honours from Harvard Business School, and is a certified public accountant.
Digonex named Walsh as its new CEO in September.
