Dynamic pricing only works if you have one important key economic driver, which is fear of missing out.
So you need something that sells out pretty much every time to start with. Then FOMO gets your customers paying as they don't want to miss the experience. We are no longer selling out, so we stumble on that first block.
The second thing you need is for the FOMO to be a factor in two directions. For some of the customers, FOMO is related to not getting the experience full stop, so they buy early, as they are worried about the dynamic price point to come later. The second group of customers don't particularly care about the actual price point, they care about missing the experience, so they will sling any amount aat you just to guarantee a ticket. To get those customers on board, the experience you are offering had better be something pretty special, or something that they really need and simply can't get from another source (which is how airlines work it - if you need to be on a certain flight to LA on a certain day, you will pay whatever it takes [or so the theory goes] as there is no alternative that gets you to LA on that particular flight).
Our walk up audience are the most likely to try and fit into the second group, because they are Wolves fans, so pitching up at say the King Power to watch Leicester doesn't fulfil their need. They need a Wolves game to scratch that itch. But the fact that the stadium isn't selling out suggests they don't want to pay the current price, let alone a dynamic one.
