Pricing

Thinking of discounting? If you don’t have a reason for cutting prices and are inconsistent with your offers, expect customers to play the system.

As new customers are more likely to buy high price tickets than existing customers, can we expect Pay What You Can schemes to develop new audiences?

Despite the popular misconception that price is the chief barrier to access to the arts, price is only one of a complex set of factors affecting engagement with ‘hard to reach’ groups.

In analysing the findings from ground-breaking research conducted in partnership with Arts Professional, we ask if there is more to be done to help arts organisations balance competing objectives.

Visitor attractions are embracing innovative approaches to maximising sales and income. We worked with The Roman Baths, one of the UK’s leading heritage attractions, on a new pricing strategy to increase income and spread demand.

Making a product or service scarce or exclusive has become an effective way to attract customers in other sectors. How could this work for the arts?