DIFFERENT INDUSTRIES.
Tom Lyons is an entrepreneur, revenue-management executive and pricing strategist whose career has centered on one recurring challenge: using data, demand, inventory and timing to maximize the value of an asset.
Over more than three decades he has applied those principles across remarkably different industries: hospitality, entertainment and ticketing, vacation rentals, technology and consulting, healthcare, and now sports collectibles.
ONE QUESTION, SIX INDUSTRIES
HOSPITALITY
Revenue management, sales strategy, demand generation and dynamic pricing became the operating philosophy. Recognised by Hilton and DoubleTree for revenue management and sales and marketing performance, including a Hilton Freddie Award.
ENTERTAINMENT & TICKETING
Applied revenue and demand strategy to entertainment and ticket inventory, including the development and commercialisation of The Polar Express Train Ride. Named HSMAI St. Louis Marketer of the Year.
That same period also crossed into sports and entertainment: early dynamic-pricing concepts in professional sports, including work involving the St. Louis Cardinals, and Hilton’s involvement with the Academy Award-nominated film Up in the Air.
VACATION RENTALS
Thousands of individually unique assets, constantly changing demand, seasonality, booking curves and length-of-stay strategy. Major revenue-management recognition in 2023 and a regular voice on industry podcasts and executive roundtables.
TECHNOLOGY & CONSULTING
Brought process, sales and operating disciplines into a technology environment through the family technology venture Lyons Consulting Group. The company was later acquired by Salesforce; Tom's role is described here separately from that transaction.
HEALTHCARE
Forecasting, capacity management, customer acquisition, operating systems and disciplined growth, in another very different industry.
SPORTS COLLECTIBLES
Bringing decades of institutional revenue management and quantitative pricing discipline to high-value sports cards and alternative assets.
AWARDS & INDUSTRY HONORS
Recognition earned across hospitality, entertainment and vacation rentals. Listed here once Tom confirms the exact titles, issuing bodies and years.
Freddie Award
Revenue Management, Sales & Marketing
Marketer of the Year
Revenue-Management Recognition
THEN CAME SPORTS CARDS.
Lyons entered the hobby through his son and quickly became fascinated by something he had rarely encountered elsewhere: an extraordinarily data-rich market with extraordinary price volatility, where sophisticated participants still frequently begin their pricing decisions with the most recent comparable sale.
That observation became the foundation for Lyons Market Lab. Rather than replacing traditional card-market tools or comps, Lyons is exploring what happens when decades of revenue-management thinking are layered on top of them.
THE PRICING CONVERSATIONS
Before sports cards, Tom spent years talking about demand, booking windows and dynamic pricing in public. The discipline is the same. Only the asset changed.
Revenue Management Strategies with Tom Lyons of Casago
Revenue Manager Roundtable #1
Revenue Manager Roundtable #2
Revenue Manager Roundtable #6
Through The Lyons Den and its signature Lyons Market Lab series, Tom shares that experiment with collectors in real time, combining the hobby he entered with his family with the pricing discipline that has followed him throughout his career.