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How behavioural economics can revolutionise your marketing strategy

Kizzie Burkett, Account Manager at international arts and live entertainment marketing agency AKA looks at how we can apply behavioural economics to the arts and entertainment sector.

Published: 2021 | Resource type: Article

Culture Restart: first wave of results

A new partnership between Baker Richards, Indigo and One Further, The Insights Alliance, has launched the Culture Restart Toolkit. This set of free tools is designed for cultural organisations at all stages of reopening, and will track customer sentiment over six months, giving organisations instant access to audience insight and building a national picture for ... Read more

Published: 2020 | Resource type: Research

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Building blocks for reopening

This comprehensive guide by Spektrix helps lay the foundations for a successful reopening whether you use their CRM system or something else.

Published: 2020 | Resource type: Guide/tools

Front cover of report with text

CircuitWest: The Search for Audiences Handbook

The Search for Audiences handbook is a tool for helping presenters (venues) build audiences. It details the research techniques CircuitWest and its participating members used for 12 Western Australian presenters in its projects involving focus groups (qualitative) and, in some cases, surveys (quantitative). It provides an overview of the main factors that influenced audience behaviour across the studies, as well as details the research questions ... Read more

Published: 2019 | Resource type: Guide/tools

How ‘airline pricing’ can help sales soar

BakerRichards take us through what arts managers can learn from the best of what airlines are doing with top tips on dynamic pricing.

Published: 2019 | Resource type: article

Value proposition in the performing arts

The dynamic pricing innovator Sean Kelly, founder of Vatic (dynamic pricing for performing arts and ticketed venues) looks at how we can use dynamic pricing to better understand our audiences.

Published: 2019 | Resource type: article

10 ways to make your dynamic pricing targets work harder

The dynamic pricing innovator Sean Kelly, founder of Vatic (dynamic pricing for performing arts and ticketed venues) takes us through his top 10 tips to make your pricing targets work effectively.

Published: 2019 | Resource type: article

Dynamic pricing – tools, tactics, strategy

David Wakeman hosts a popular podcast, The Business of Fun. In this episode he interviews the founder of Vatic, Sean Kelly and gets down to the nitty-gritty of dynamic pricing.

Published: 2019 | Resource type: Article

Flexible Family Tickets in Museums – commercial considerations

A report by CultueLabel for Kids in Museums looking at opportunities to use flexible family tickets to develop new creative business models.

Published: 2019 | Resource type: Research

AIM Success Guide: successfully setting admissions policy and pricing

If you are currently charging and considering making the switch to free admissions – or vice versa – this guide will support you to make informed decisions. It provides examples and case studies from museums that responded to the AIM survey on admissions and pricing.

Published: 2017 | Resource type: Guide/tools


Top tips for community venues organising a cultural event

East Durham Creates and ARC Stockton share top tips on funding, pricing, social media and food health and safety.

Published: 2017 | Resource type: Guide/tools

Pricing family events: guidance for arts organisations

This practical guide, by Baker Richards for the Family Arts Campaign, offers a framework for making pricing decisions for arts activities or events. Discover case studies, hints and tips.

Published: 2016 | Resource type: Guide/tools

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Pay What You Decide – A Toolkit

Explore the practicalities of setting up a Pay What You Decide pricing strategy. ARC Stockton’s handy toolkit features results from their trial and advice on everything from box office setup to gift aid and donations.

Published: 2016 | Resource type: Guide/tools


The Orchestra Business Model – that’s no way to run a business!

A survey in 2013 by the Association of British Orchestras (ABO) of its members revealed a paradox that while audiences increased by 16% between 2009/10 and 2012/13, earned incomed declined by 11% in real terms. In this article, Mark Pemberton, Director of the ABO, considers whether there is a genuinely new “business model” that could be the salvation of ... Read more

Published: 2014 | Resource type: article

An introduction to arts budgeting

How does an arts organisation set its annual budget? This short guide looks at the principles of budgeting, the income and expenditure budgets (including different methods of ticket pricing), monthly budget profiling and VAT.

Published: 1999 | Resource type: Guide/tools

Developing youth audiences: Is it worth it?

How do we address the under-representation of under 26 year olds in our audiences? The first article debunks 13 myths about youth arts attendance, including ‘Young people don’t have any money’ and suggests that efforts to attract ‘young people’ might be a waste of resources; the second and third articles describe successful schemes at the ... Read more

Published: 2000 | Resource type: article


Attracting young theatre audiences in Sheffield

The How Much? Project was an audience development scheme aimed at developing new young theatre audiences in Sheffield. This research summary discusses the findings – the changes relating to price, product and promotion.

Published: 2000 | Resource type: Research

Orpheus – Effectively manipulating audience behaviour

For four weeks in April-May 2013, a new and fairly unknown company – Little Bulb – performed their show Orpheus at the Battersea Arts Centre’s Grand Hall. Orpheus is an unusual concept bringing together the Greek myth about Orpheus and the story of the legendary Jazz musician Django Reinhardt. In this case study, Katie Elston from the ... Read more

Published: 2013 | Resource type: Case studies

Customer loyalty and subscription

It is a marketing truism that getting a new customer costs five times as much as keeping an existing one. So, if you can sell that existing customer tickets to 10 performances, that makes it 50 times more cost-effective. Surely, then, subscription is the answer to all our prayers but if so, why have subscription schemes dwindled in the UK?

Published: 2009 | Resource type: Case studies


Using pricing to optimise income and access

If you’re reviewing your approach to pricing then this article may prove useful. You’ll find an expert introduction to pricing theory, including the influences on pricing, how to understand value and the variables you can use to differentiate prices. There’s also a practical case study from City of Birmingham Symphony Orchestra (CBSO) which discusses the changes they ... Read more

Published: 2013 | Resource type: article