Call it a tenner: the role of pricing in the arts Pricing, once barely researched or mentioned in the arts, is increasingly recognised as a critical marketing and financial tool. In terms of maximising revenue, the growing adoption and adaptation of yield management techniques suggest that a new, more dynamic approach to pricing is emerging.
Call it a tenner is a new collection of essays and case studies that debunks the myths and legends surrounding pricing in the arts. Commissioned by Arts Council England and written by some of the leading names in the arts, it provides a fresh perspective on the art of pricing.
Chapters include:
- Playing with live ammo: Debates around the role of pricing in the arts
Richard Ings - What price epiphany? Assessing the value of the arts
Robert Hewison - Can we raise our prices please? Building towards a viable pricing strategy
Angela Galvin - The bottom line: Using pricing to optimise sales and income
Tim Baker - Pile them high, sell them cheap? Pricing for audience development
Paul Kaynes - Selling tickets and influencing people: Transaction charges and the customer relationship
Beth Aplin - Squaring the circle: Does pricing actually matter?
Richard Ings - The American scene: New York trends in arts pricing
Chris Lorway and Geren Raywood
A number of case studies are presented with the chapters.