Abstract: A system and method is presented for determining at what price and when to release so-called ‘flex’ price tickets during an on-sale using hazard functional analyses of sales velocity and sales/inquiry ratios. Exponential, power, and Weibull-gamma models are also used to predict demand, depending on what part of the on-sale is involved. Determining demand of seats from secondary markets is also described with methods to use the demand for either repricing the seats in the primary market or presenting ‘best value’ seats to a prospective purchaser. Demand can be interpolated or extrapolated to individual seats or rows.