Let’s get straight to it. Are you worried that raising your prices will scare customers away? It’s a fear I see constantly in our industry. But what if I told you that focusing on being the cheapest option is actually the bigger risk? Your customers are smarter than that. They aren’t just looking for a cheap day out; they’re looking for an experience that’s worth their time and money. The game has changed from “how much does it cost?” to “what do I get for my money?” and your strategy needs to change with it.

Ditch the Discount Mindset, Embrace the Value Mindset

We’ve all been tempted to run a 20% off promotion to get feet through the door. It feels like a quick, easy win. When you constantly slash prices, you’re telling the world your value rests solely on being cheap. You’re accidentally signalling that your experience isn’t worth the full price.

Think of it like this: a five-star restaurant doesn’t compete with a fast-food chain on price. It competes on the experience—the ambience, the service, the quality of the food. They’re selling a memory, not just a meal. You are, too. Your customers are willing to pay more for a fantastic experience than a mediocre one, even if the mediocre one is cheaper.

Your Action Plan: Stop looking at your competitors’ prices as your benchmark. Instead, look inward. What unique, memorable, high-value experience do you offer that no one else can? Price that.

What Are You Really Selling?

People don’t visit your farm, winery, or orchard just for the product; they come for the feeling. As the research shows, people will happily pay a premium when they believe an experience delivers a meaningful return. The key is to understand what kind of “return” you’re providing.

Are you selling:

• An Emotional Return? The joy on a child’s face as they pick their first strawberry. The nostalgia of a hayride that reminds parents of their own childhood.
• An Educational Return? A hands-on cheesemaking class. A lesson in how honey is made. The connection people feel when they understand where their food comes from.
• A Social Return? The perfect backdrop for an Instagram post with friends. A shared experience that strengthens family bonds.

Once you know what you’re really selling, you can build your entire marketing message around that value. Stop advertising the price of admission and start advertising the value of the memory.

Put a Price on Your Time—and Theirs

There’s a fascinating concept called the money value of time (MTV). It sounds academic, but the idea is simple: the more value you pack into the time a customer spends with you, the more they will be willing to pay for that time.

Think of your customer’s weekend as a precious, limited resource. If they spend three hours with you, are they getting a fantastic return on that “time investment”? Or are they spending 45 minutes of it stuck in a poorly managed queue? Every moment of frustration devalues their experience, making your price feel less justified. Conversely, every moment of delight, learning, or connection increases your value exponentially.

Your Action Plan: Map your customer’s journey from the moment they arrive to the moment they leave.

• Where are the friction points? (e.g., long lines, confusing signage)
• Where are the moments of magic? (e.g., the first taste of a fresh apple, a friendly chat with the farmer)

Your job is to eliminate the friction and multiply the magic. When you make their time with you more valuable, you earn the right to charge what you’re truly worth. Stop selling tickets; start selling time well spent.