Insights

  • How should local theatres approach pricing?

    Every theatre wants to raise revenue without losing audiences. The solution? Pricing that feels fair, flexible, and grounded in real data. On Tuesday 21 October 2025, the Local Theatre Touring Alliance hosted a webinar asking: How can we (local theatres) significantly and sustainably raise revenue from ticket sales while retaining the size, diversity and trust…

  • Understanding the Family Visitor Market: Insights from New Research

    Understanding the UK’s family visitor market has never been more crucial for attractions seeking to build sustainable audiences and revenue streams.

  • Theatre 2050: A call to reimagine, not repair

    Reflecting on a recent panel discussion, David Reece of Baker Richards explores the future of theatre and its role in a rapidly changing world. Bringing together the insights of the panellists, he outlines some of the ways the sector might adapt.

  • Beyond segmentation: Towards audience alignment

    David Reece and Sarah Chambers discuss why segmentation is most powerful when it’s a reflective organisational practice – less about categorising audiences and more about aligning with values, purpose and future direction. Drawing on examples from across the sector, they explore how segmentation can be a tool for clarity, connection and cultural change.

  • Baker Richards welcomes Jane Macpherson as Associate

    Baker Richards is delighted to welcome Jane Macpherson as an Associate, bringing her extensive expertise in audience strategy, marketing, and organisational development to our work with cultural organisations. Jane has over 20 years of experience in marketing and communications across the arts and cultural sector. She’s led in-house teams at Almeida Theatre, The Lowry and…

  • Strengthen your NPO application with data-backed evidence from the Advantage Dashboard

    Save time by quickly accessing the statistics required to substantiate funding bids, enabling you to focus on crafting a compelling application.

  • Learn how the Advantage Dashboard is an indispensable organisational tool for Leeds Heritage Theatres

    Clear, visualised data has given the team confidence to back up critical decisions with data.

  • Baker Richards Launches Second Year of Successful Earned Income Programme

    Following the success of the inaugural programme in 2024, Baker Richards are bringing back Uplift Earned Income for a second year.

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

    Baker Richards is delighted to welcome Tzo Zen Ang as an Associate, strengthening our ability to serve the cultural sector in Australia and New Zealand. Based in Sydney, Tzo Zen brings a wealth of experience in strategy, operations, organisation and revenue growth, with a career spanning executive leadership roles at major arts institutions and a…

  • Baker Richards announces Leah Hodder as Associate

    Baker Richards is delighted to announce a new partnership with Leah Hodder, founder and director of The Goldie Collective, as an Associate. Leah will bring her innovative and audience-focused approach to cultural organisations across Scotland and the North of England, helping to connect audiences to ideas and experiences. Leah’s expertise spans marketing strategy, branding, research,…