The Art and Science of Pricing

Tim explores key concepts of pricing strategy for museums and science centres in the January 2019 edition of Spokes magazine.

How do we know when the price is right? In ‘The Art and Science of Pricing’, Tim explains the principles of an integrated approach to earned income and discusses why such a strategy is important for visitor attractions.

Featuring many practical examples, the article discusses the need to consider the ‘AAA’ range of propositions offered to the customer: ticket entry (Admissions), membership (Affiliation) and food, beverage and merchandise offer (Ancillary Sales). It explores why having a range of prices is crucial, as is paying attention to the message that these prices communicate and the behaviours they reward.

Read the full article in the science engagement magazine Spokes, which is edited by the European network of science centres and museums (Ecsite).

The piece points to many of the insights published on our website, where we look in depth at pricing strategies for arts organisations, drawing on case studies from our work, as well as the latest industry debates. You can find our full range of insights here.