Event Space Revenue Analytics: The “Marriage” of Revenue Management and CRM

Dan Skodol | December 15, 2023

By Dan Skodol An area of opportunity where the three commercial disciplines converge more so than others is event space. Like hotel rooms, restaurant seats, spa treatment rooms, and other types of time-based, perishable inventory, event space shares many of the conditions that are conducive to the application of Revenue Management: Relatively low variable cost, relatively high fixed cost structure Seasonal, varying demand levels Flexible pricing structure Advance reservations Fixed capacity On top of these ideal conditions, add a focused, funnel-driven, outbound Sales effort that arguably doesn’t exist for something l...