---
title: "Watch: Seeing the Forest for the Trees"
description: How The Morton Arboretum Translated Holiday Revenue Success Into A Year-Round Dynamic Pricing Strategy With a 20% Revenue Lift
image: https://www.digonex.com/hubfs/IAAPABlogHeader_1450x574-2.jpg
---

Attractions

# Watch: Seeing the Forest for the Trees

How The Morton Arboretum Translated Holiday Revenue Success Into A Year-Round Dynamic Pricing Strategy With a 20% Revenue Lift

[ Patrick Walsh ](https://www.digonex.com/digonex-blog/author/patrick-walsh)

 May 6, 2026

<http://www.facebook.com/share.php?u=https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=facebook> <http://www.linkedin.com/shareArticle?mini=true&url=https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=linkedin> <https://twitter.com/intent/tweet?original_referer=https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=twitter&url=https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=twitter&source=tweetbutton&text=> [mailto:?subject=Check%20out%20https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=email%20&body=Check%20out%20https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=email%20&body=Check%20out%20https://www.digonex.com/digonex-blog/watch-seeing-the-forest-for-the-trees&utm_medium=social&utm_source=email)

---

**Key Takeaways**

- **“We’ve come to see dynamic pricing as essential—not optional—for how we run the business.”**
- **“The results exceeded our expectations—and that success didn’t stop with one event. We were able to translate holiday event success into incremental revenue every day of the year.” **
- **“Dynamic pricing helped us balance demand without sacrificing the visitor experience. We could better manage attendance, capacity, and guest flow across the entire year. It allowed us to align price, demand, and experience in a much more intentional way.” **

 

In 2023, The Morton Arboretum partnered with Digonex to maximize revenue for their holiday event* Illumination: Tree Lights at The Morton Arboretum*. The results they achieved exceeded their expectations and they decided to apply the same dynamic pricing strategy to their year-round general admission tickets.

In this webinar recording from IAAPA Education, hear from The Morton Arboretum’s Senior Director of Guest Experience & Safety Vince Gortner about what they learned in that first holiday season and how he and his team have been able to translate that success into increased incremental revenue for the arboretum every day of the year. Vince is joined by Digonex CEO Patrick Walsh who shares additional examples and guidance for attractions looking to implement a dynamic pricing strategy for their organization.

 

 

## Start your own revenue success story!

Contact us today to learn how Digonex's uniquely configured algorithms can help your organization anticipate demand, optimize revenue, and build customer trust.

 

[Attractions](https://www.digonex.com/digonex-blog/tag/attractions)

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