On each ticket type you will see the “Advanced Pricing Rules” button. Here you can have the ticket price change when a certain quantity has been sold or when a specified time has been reached. Price changes can be triggered based on the quantity of tickets sold and/or a specified date. For example, you can create a pricing rule which will allow your tickets to begin selling at $10 until the first 100 tickets are sold or until October 1st, whichever comes first. Then the price will go up to $15 and continue selling at this price until the morning of your event, at which time the price will automatically change to $20.