Description
Define the pricing problem
• Hugh’s erroneous fear of $10
• Real numbers - How much does pricing affect profitability
o Admission vs. $1 increase
o Admission vs. Three-Tier Pricing
o Admission vs. Admission+Merchandise
o Pick-Your-Own vs. PYO+Low Admission
• % change & profit matters
Reasons why pricing doesn't change
• Cheap Internal Beliefs
• Pain Aversion
• Irrational Belief In Rationality
Hugh McPherson, Maize Quest’s Maze Master, has been “losing” guests and telling “corny” jokes for 23 years on his home farm. Maize Quest Corn Maze & Fun Park is home to the annual corn maze, and now features the Sunflower Festival summer event. The home farm Maple Lawn Farms welcomes guests to pick-their-own peaches, apples, pumpkins & blueberries throughout the season. In 2015, Hugh launched Maple Lawn Winery to add value to the fruit crop and welcome a new tribe of wine-loving guests
