Pricing Playbook

Pricing playbook


10.30am to 4.30pm 

Organisations are increasingly looking to earned income to sustain them and increasing box office income, maximising ticket sales and promoting access is crucial. Create a recipe, or rather ‘playbook’, for success by streamlining your pricing decisions in response to demand.

Touring Symposium 2016 - Pamela Raith Photography
  • Those with management or senior management responsibility within marketing and communications, box office, ticketing, sales, general management and producing
  • Those with responsibility for pricing within their organisation
  • Those with some experience of the subject or looking to refresh their existing skills


The ‘Pricing Playbook’ is a decision-making guide that supports marketing and pricing actions.  This course gives an overview of the tactics, including dynamic pricing, you could use in creating your own Playbook. We’ll also explore decision-making within the context of customer segmentation and consumer psychology. The training will include the chance to share your experiences and problems, alongside case studies and exercises.

  • Learn about the benefits of planning your in-season pricing and marketing actions in advance
  • Explore a wide range of pricing and marketing actions that you could implement within your organisation
  • Discover how price customer segmentation can frame your pricing and marketing actions
  • Consider the role of consumer psychology in communicating those actions to your customers
  • Create the basic framework for building your own Pricing Playbook


David Reece is Director of Consulting at Baker Richards, a leading international provider of consulting services and software for the cultural sector. The company helps organisations achieve their commercial potential and areas of expertise include pricing, segmentation, memberships and donations. Consulting and software clients include London Symphony Orchestra, Metropolitan Opera, National Theatre, Royal Danish Theatre, Royal Opera House and the Royal Shakespeare Company. 

£180+VAT, Non-Members

£140+VAT, UK Theatre & SOLT Members (if booked after 28/02/19), ITC, FST, ABO and ABTT Members

£100+VAT, UK Theatre & SOLT Members if booked on or before 28 February 2019

This course will take place at UK Theatre, 32 Rose Street, Covent Garden, London, WC2E 9ET
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32 Rose Street
Covent Garden

+44 (0)20 7557 6700

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"UK Theatre" is the operating name of UK Theatre Association, a company limited by guarantee registered in England and Wales, whose registered office is at 32 Rose Street, London, WC2E 9ET, Company No 323204.