Open Air Theatre
“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 one season alone.”
- William Village, Executive Director, Open Air Theatre
About The Project
Baker Richards was engaged by the Open Air Theatre to deliver a customised pricing review, analysing patterns of demand, including by seasonality, repertoire and weather! The resulting recommendations included changes to price breaks and greater price differentiation.
