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AAA: The Secret to Maximising Earned Income

AAA: The Secret to Maximising Earned Income

10.30am to 5.30pm

There are three key areas of earned income: Admissions (ticket sales), Affiliation (donations, membership, also subscription) and Ancillary Sales (food and beverage, as well as merchandise, etc.). Developing an integrated strategy helps maximise the impact on the bottom line.

All previous delegates said they would recommend this course to colleagues. 

“The whole course was relevant, exciting, inspiring, stimulating and interesting; we loved it, thank you. It was also very useful attending with a colleague, and we would recommend this to other organisations.”

“It's great to have  with Baker Richards - over the years they have been a great inspiration and, practically, have led to significant increases in income at every venue I have worked at.”

024 BTS Lichfield Garrick Theatre Pamela Raith Photography
Most suitable for a Commercial Director, but depending on the size and structure of your organisation, could be: CEO, CFO, COO, or Director of Sales & Marketing.

This intensive course will help senior managers understand how to maximise income from Admissions, Affiliation & Ancillary revenue streams. We’ll explore the different business models and how they can work together to improve profitability and consider how pricing can be structured to encourage up-selling and cross-selling across the As, plus how consumer psychology can be used for more effective messaging. 

At the end of this course you will:

  • Understand the levers that affect your revenue potential from Admissions, Affiliation and Ancillary sales
  • Evaluate potential strategies for increasing the returns from your membership scheme
  • Learn how to evaluate a broad range of ancillary revenue opportunities and identify those most likely to yield the best returns
  • Assess whether the relationship between different functional areas in your organisation is hindering your attempts to maximise profitability
  • Use the fundamental principles of consumer psychology to make your messaging to customers more convincing
  • Apply a range of pricing approaches to develop audiences through up-sell and cross-selling
  • Be able to apply these learnings in an integrated strategy

The course will be led by Tim Baker and Debbie Richards, of Baker Richards, who have helped hundreds of cultural organisations worldwide achieve their commercial potential.  

£180+VAT Non-Members

£140+VAT UK Theatre & SOLT Members (if booked from 01/04/19), ITC, FST, ABO and ABTT Members

£100+VAT, UK Theatre & SOLT Members if booked before 01 April 2019

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

32 Rose Street
Covent Garden
London
WC2E 9ET

+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.