MooBaaOink
Striker
A lot of places use vouchers to encourage repeat custom, and then exploit the "full price" payers for the profit.
Look at Alton Towers - I cant remember ever paying full price, always have a 2-4-1 voucher - but SOME people must pay full price, otherwise they'd just charge half as much and be done with all the faff on.
Still see plenty of people paying on the day for tickets whenever I go there.