In order to reach a larger fan base, I assisted Bench Warmers Marketing and the Indiana Pacers in the development of a dynamic ticket pricing structure for the Krieg DeVault Club Level of Bankers Life Fieldhouse. The dynamic pricing system features ticket prices that can vary based on whom the Pacers play, night of the week of the game, and overall demand. The dynamic pricing has several goals driving it; including offering fans a wider range of pricing options and broadening the fan base.