Tim Baker
Director & Principal
Tim's LinkedIn Profile
Tim Baker first got interested in pricing more than twenty years ago when, as Head of Marketing at the London Symphony Orchestra, he was introduced to the concept of Revenue Management. He implemented a pricing strategy that formed a key role in maximising sales and income during one of the most successful periods in the orchestra’s history.
Tim’s work includes consultative studies, business planning, major policy research and primary research, but his principal focus is on helping arts organisations realise greater artistic freedom through a more market-based approach and increased financial self-sufficiency. Since co-founding Baker Richards in 2003, he has led the development of innovative techniques for researching price demand and developed a model for understanding the multiple and complex variables that can be used to optimize pricing strategy. Baker Richards’ sister company, The Pricing Institute, was started in 2008 to offer this expertise in the North American market. Tim has now advised more than 250 arts organisations worldwide on their pricing strategy.
Tim is regularly asked to speak on pricing at conferences, deliver training and contribute articles and papers on pricing and is currently writing a book bringing together his thinking, reading and experience on the topic. He is also the author of classical music marketing book Stop Reinventing the Wheel, published by the Association of British Orchestras. He was Chair of the Arts Marketing Association (AMA) for three years and a Board member of both the AMA and Britten Sinfonia for six years.
Prior to his consultancy career, Tim spent seven years as Marketing Director of the Scottish Chamber Orchestra, before which he was Head of Marketing at the London Symphony Orchestra. At the start of his career he worked for festivals and an arts centre following a degree in Social Policy and Administration, from the University of Kent.
Originally a French horn player, Tim has since taken up the trumpet and is a devotee of opera and Scandinavian jazz.
