In this multimedia case David Hovell, former Executive Director of the Wolfville Magic Winery Bus grapples with a pricing dilemma. The current price of admission or a bus ticket is $20 per person. He needs to figure out a pricing strategy for the future and indeed what his options are. How will he come up with an appropriate price that will deliver the right type of value for the experience that the Magic Winery Bus is offering? Visit casenet.ca for more free, open access decision focused video teaching cases from Acadia University.