Equipping cultural organisations &
visitor attractions
for success

Grow earned income | Understand & engage markets | Develop data-driven strategy

Giving you the audience and revenue advantage

1

Discover

Developing a deep understanding of your organisation, its data, and your unique goals
2

Create

Customer, revenue and pricing strategy is developed through bespoke analysis, market research and rich conversations
3

Implement & evaluate

We're available to answer your questions during the implementation phase, and to evaluate and refine the approach

Two decades of unparalleled experience in the performing arts

Whether you prefer a tried-and-tested solution or bespoke strategy and new approaches, Baker Richards can support your revenue and audience goals.

Theatre, concert hall and visitor attraction pricing

Research, analysis, tools & tactics for revenue & audience growth

Audience and market research

Understand and anticipate audience motivations and behaviour

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Innovative admissions, membership and ancillary strategy for visitor attractions & heritage

A smart, integrated approach

The Revenue Advantage helps maximise earned income while staying accessible to people from all backgrounds

Cutting-edge pricing & revenue management

Re-think your value and how you price, monitoring results with custom dashboards.

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Un-artificial intelligence

We aren't wedded to one approach - choosing between interactive models and machine learning to provide tools that help your team manage the visitor and audience experience, making revenue-smart decisions

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Clients worldwide

What our clients say about Baker Richards

I wanted to put on the record our appreciation for your excellent insight, diligent implementation support and warm collegiate approach to helping deliver such an important change in our approach to growing the business.

Christopher Travers

Director of Marketing, Sadler's Wells

The team at Glyndebourne have enjoyed working with Baker Richards. They took the time needed properly to understand our unique needs and produced for us an insightful piece of work on audiences. They offered clear recommendations backed up with evidence and allowed time and space for exploration and discussion.

Richard Davidson-Houston

MD, Glyndebourne Festival Opera

In this time of uncertainty, it was important to get such clarity into what our audiences really want.

Sophie Gelaise

MD, Melbourne Symphony Orchestra

We are now armed with a thoroughly researched, evidence-based strategy to generate much-needed income from visitors

Roger Maslin

CEO, Ocean Conservation Trust

The work Baker Richards undertook with their Patron Preference Analysis was amazing – it gave us the evidence and confidence based on what our audiences are willing to pay to make bold changes to our pricing strategy

Deputy Executive Director

Sydney Dance Company

Their depth of knowledge of the sector, ability to work at a senior level and understand our needs ‘in the round’, and their capacity for devising innovative new approaches have been hugely valuable.

Alex Bayley

Chief Marketing Officer, National Theatre

Baker Richards has worked with Malmö Stadsteater on three occasions, helping the theatre create and implement strategies that make a real difference, including doubling our subscriptions and increasing ticket sales and income.

Kitte Wagner

Teaterchef, Malmö Stadsteater

What's on our mind

Baker Richards welcomes Jane Macpherson as Associate

How to use the Advantage Dashboard to support your NPO application

Leeds-Grand-Theatre-auditorium-credit-Ant-Robling-SMALL

Case Study: How Leeds Heritage Theatres integrated the Advantage Dashboard

Join Baker Richards for a tour of the Advantage Dashboard

Baker Richards Launches Second Year of Successful Earned Income Programme

Baker Richards Expands Presence in Australia and New Zealand with New Associate, Tzo Zen Ang

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