Case Study: How Leeds Heritage Theatres integrated the Advantage Dashboard

Leeds Heritage Theatres (LHT) has long recognised the value of data in shaping strategic decisions. With a strong foundation in using insights to guide its approach, the organisation sought a way to access key information faster and share it more effectively.

Since integrating the Advantage Dashboard into daily operations, LHT has been able to:

• Streamline reporting and easily access data, complete with interpretation
• Make data-empowered decisions on pricing and marketing efforts
• Improve data literacy across teams
• Support promoters, providing a best-in-class service to those that hire them

This level of efficiency and clarity is the result of a tool built in collaboration with venues, shaped by Baker Richards’ hands-on experience and deep understanding of real-world venue challenges.

“Since getting the Advantage Dashboard in 2023, my team now use it all the time, from using it for daily monitoring to larger pieces of reporting. It helps give us the interpretation of the data we’re already collecting in Spektrix, and we’ve used it to support our work with promoters, to implement dynamic pricing and to quickly identify problem performances that need extra attention. We’re looking forward to rolling out further across the organisation, and now find it indispensable to support our busy performance schedule and workload.”

Amy Sanderson, Head of Communications & Commercial, Leeds Heritage Theatres

Transforming Data Management

Before using the Advantage Dashboard, generating the necessary data required multiple reports, which could be time-consuming. Now, this information is available much more efficiently, with complex data presented in clear, intuitive graphs. Week-by-week comparisons and automated post-show reports mean that performance trends can be tracked quickly and accurately.

Supporting Visiting Companies

Visiting producers now have a much clearer understanding of audience behaviour and sales trends thanks to tailored reports. Northern Ballet, one of Leeds Heritage Theatre’s regular visiting companies, has found the Advantage Dashboard particularly useful for tracking pricing trends, allowing for a collaborative approach to managing dynamic pricing strategies and maximising revenue. It has been a huge time-saver, providing instant access to key insights without the need for multiple data pulls.

Enhancing Decision-Making

The Advantage Dashboard has given the team at LHT the confidence to back up critical decisions with data. The Sales and Ticketing Manager has been actively using it to refine dynamic pricing strategies, helping to optimise ticket sales and income. The Finance Team has also found it invaluable, incorporating Dashboard insights into trustee reports and management meetings. By highlighting problem areas and volatile sales trends, the team can now focus energy where it matters most.

Building a Data-Literate Organisation

One of the biggest benefits has been improving data literacy across the organisation. While there was an initial learning curve, teams are now making more informed decisions, guided by clear, visual data. As LHT works through a membership review, the Advantage Dashboard is proving invaluable in understanding retention trends and high-value audience engagement.

Looking Ahead

With a growing focus on segmentation and deeper audience insights, LHT is exploring the next phase of the Advantage Dashboard, including ward engagement reports for local council projects and a new fundraising strategy. The introduction of automated reports has already reduced administrative burden, freeing up more time for strategic planning and campaign execution.

Conclusion

The Advantage Dashboard has become an essential tool for Leeds Heritage Theatres. It saves time, improves reporting accuracy, and supports revenue growth. By automating complex reports, enhancing producer collaboration, and strengthening data-led decision-making, the organisation is ensuring it stays agile and audience-focused in an ever-changing arts landscape.