Tim first got interested in pricing more than twenty years ago when, as Head of Marketing at the London Symphony Orchestra, he was introduced to the concept of revenue management. He implemented a pricing
strategy that formed a key role in maximising sales and income during one of the most successful periods in the orchestra’s history.
Since founding Baker Richards in 2003, Tim has led the development of innovative techniques for researching price demand and developed a model for understanding the multiple and complex variables that can be used to optimise pricing strategy.
Baker Richards’ sister company, The Pricing Institute, was started in 2008 to offer this expertise in the North American market. Tim has now advised more than 250 arts organisations worldwide on their pricing strategy.