Strategic Consultancy for Arts Organisations. Services include pricing reviews, sales process, marketing, business planning and performance management

“The pricing strategies we’ve implemented as a result of BRC’s research have been remarkable in their results, earning our organisation an additional £460,000 in box office income in the first year. And, of course, as changes to pricing are structural, this is money we will keep getting back through the box office year after year. A very valuable piece of research, we are delighted to be continuing our partnership with BRC.”

Baker Richards undertook a pricing review for Birmingham Hippodrome in 2003, developing a new pricing strategy to maximise income. A case study on this project is available here. We are currently working with Birmingham Hippodrome on a customer segmentation and action research project to maximise occupancy.

Edinburgh International Festival – pricing review & revenue management strategy

“We were extremely pleased with the insightful, bespoke data analysis, including the detailed customer behaviour analysis, delivered by BRC. The structural pricing changes also contributed to an increase in ticket yield across our six main venues.”

In 2004 Baker Richards undertook a major data mining project and pricing review for the Edinburgh International Festival. The aim was to develop a pricing strategy which optimised income, occupancy and accessibility across the Festival’s venues. Detailed analysis of price demand patterns was undertaken for the Usher Hall, Edinburgh Festival Theatre, King’s Theatre, Royal Lyceum Theatre, Edinburgh Playhouse and Queen’s Hall.

“We worked with BRC during 2004/05 to generate additional box office income for our 2005 season. As a result of analysis of existing patterns of demand we were able to make changes to our pricing strategy that resulted in an increase in ticket yield that was well above the increase in ticket prices. When adjusted for inflation, this was worth over £100,000 in additional box office income in 2005 alone.”

Baker Richards analysed patterns of demand at the Open Air Theatre as part of a pricing review and our resulting recommendations included changes to price breaks and the price differentiation tactics. A case study on this project is available here.

“Thank you for the fantastic and detailed work you did on our pricing. We have implemented just about all of your recommendations and look forward to evaluating the results with BRC in 2008.”

In 2006 Baker Richards undertook a pricing review for Scottish Opera, analysing sales and customer behaviour data for performances in both Edinburgh and Glasgow. The aim of the resulting strategy was to increase yield whilst responding to access issues.

Theatre by the Lake, UK – economic impact study, marketing strategy and data analysis

“An invaluable resource. Baker Richards have provided a comprehensive package of support and advice, as well as a very useable strategy, which lends itself equally to long-term planning and the day-to-day.”

“Many thanks indeed for this work on our pricing strategy. Terrific!”

Baker Richards was commissioned in 2005 to evaluate the potential risks and benefits of a more radical pricing policy for RSNO concerts across Scotland, as well as make recommendations for the design of the pricing strategy and subscription scheme.

“After 10 years resident in Symphony Hall we needed to re-address customer perceptions of value in what is a very complex auditorium. As a result we worked with BRC and re-priced many areas of the hall, generating an additional 8% yield.”

Baker Richards has worked with CBSO on several projects since 1999 to maximise the organisation’s earned income. In this case, the recommended re-pricing of the hall generated an extra £80,000 for CBSO in the first year alone. A case study on this work is available here.

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