Former Hotel Co-Gm
It's all about Supply and Demand, if there are events in town that is going to bring in a ton of people the demand for rooms goes up, so the price of the rooms goes up because the supply of rooms goes down.
During average days when there isn't anything going on the supply of rooms is up and the demand is down so the price goes down to try to fill as many rooms as possible
There are always specials though for example, if you show up in the middle of the night they usually have a late night special, so we used to charge 119.99 a night and our late night special was 79.99... better to get $80.00 from someone that is trying to walk away than to get nothing