Edinburgh International Festival
"We were extremely pleased with the insightful, bespoke data analysis, including the detailed customer behaviour analysis, delivered by Baker Richards. The structural pricing changes also contributed to an increase in ticket yield across our six main venues."
- Joanna Baker, Managing Director, Edinburgh International Festival
About The Project
Edinburgh International Festival first engaged Baker Richards in 2004 to undertake a major data mining project, including bespoke customer behaviour analysis, and a customised pricing review. 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, resulting in specific recommendations for pricing in each venue and across a range of different types of work.
The evaluation in 2005 demonstrated that the work had delivered significant additional box office income. Edinburgh International Festival has re-engaged Baker Richards to undertake a further pricing review in 2010, including “joining up” a long term analysis of trends with the previous study.
