British Museum

Baker Richards analysis informs policy choice on free entry to national museums

Analysis, research & strategy, Admissions Pricing, Visitor Attractions |

Jointly commissioned by the Association of Leading Visitor Attractions and Art Fund, Twenty-five years of free entry to national museums examines visits, audiences, funding and earned income since universal free entry was introduced at England’s national museums in 2001. Baker Richards was asked to assemble and verify the evidence from seventy-eight sources, visitor series rebuilt

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The public aren’t sold on Great British Summer Savings (yet)

Admissions Pricing, Analysis, research & strategy, Performing Arts, Visitor Attractions |

The UK Government has introduced a temporary reduction in VAT on admission tickets at a range of visitor attractions, running from 25 June to 1 September 2026 under the Great British Summer Savings campaign. In early June, alongside market research for two visitor attractions, we asked 2,077 adults across the UK what they had heard

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City Varities Music Hall, Leeds

SOLT and UK Theatre release 2026 state of the industry report, supported by Baker Richards analysis

Analysis, research & strategy, Admissions Pricing, News from Baker Richards, Performing Arts |

The Society of London Theatre and UK Theatre have today released their Theatre in the UK: 2026 report. Demand is strong. Talent is abundant. What is at stake is scale, access, and longterm resilience. With the right policies and investment, theatre can continue to operate nationally across all regions, invest in the next generation of

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How should local theatres approach pricing?

Admissions Pricing, Analysis, research & strategy, Performing Arts |

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

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Beyond segmentation: Towards audience alignment

Performing Arts, Segmentation & CRM, Visitor Attractions |

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.

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