Data into insight into potential

• New research into family needs and attitudes when booking for UK visitor attractions
• Join us for our webinar on segmentation approaches that really work
• Last chance to join the UK Heritage Pulse big think
  
• See you at a conference soon?
• We're hiring an early-career research and data role

New research reveals traditional family tickets fail 41% of UK families as visitor attractions face changing demographics

A nationwide study by the Association of Leading Visitor Attractions (ALVA) and Baker Richards shows families prioritise emotional value over time spent, with accessibility a mainstream requirement.

The study reveals that traditional pricing structures at UK attractions are failing to serve modern family demographics, with 41% of families reporting that standard "family tickets" don't match their household structures. The research, based on a survey of a Census-balanced panel of over 1,000 UK adults who regularly care for children under 16, sheds new light on long-held industry assumptions about family visitors and identifies areas of future potential.

Webinar: How can you effectively embed segmentation across your whole organisation, not just in marketing

Webinar | Wednesday 30 July | 1pm

Following great feedback from our segmentation session at the Arts Marketing Association conference, we're hosting an interactive 60-minute webinar exploring how segmentation principles can transform decision-making beyond marketing.

Learn our proven mirror/lens/prism framework, see real-world examples, and receive expert tips from Sarah Chambers and David Reece. The session includes a 15-minute presentation, Q&A, collaborative discussions on organisational challenges, and peer sharing of what works (and doesn't) in segmentation.

UK Heritage Pulse: The Big Think

If you're a heritage leader, don't miss your last chance to take part in the UK Heritage Pulse Big Think, which we're running on behalf of the National Lottery Heritage Fund and Historic England - three big questions to help shape the future of heritage!

See you at a conference?

Members of the Baker Richards team are out and about over the next few months - if you're at a conference we'd love to buy you a coffee and talk over your challenges and progress. Do send us an e-mail to put a catch-up in the diary.

AudienceView AVConnect, Long Beach California 6-8 August
Robin Cantrill-Fenwick, Chief Executive is attending & speaking

Tessitura TLCC, Anaheim California 10 - 13 August
Robin will be there, showing the latest developments in our segmentation and analytics software

Museums Association Conference, Perthyn 6-9 October
Our Associate Director, Consulting Sarah Horner is attending

Visitor Attractions Conference, London 16 October
Researchers Lawrence Moir and Sylvie McGowan will be there, alongside Chief Strategy Officer David Reece who is speaking

Ticketing Professionals 2025.5, London 20 October
Robbie Kings, our Senior Consultant, will be there

Audience Success Conference, Munich 11 - 12 November
Robin will be there to connect with arts organisations from across Europe

Association of Scottish Visitor Attractions, Perth 19 November
Edinburgh-based Consultant Anna Fedyushina will be attending

Hiring now: Research Assistant

Transform data into insight into potential for world-class cultural attractions. As a Research Assistant at Baker Richards, you'll analyse data from cultural organisations and visitor attractions worldwide. A gateway to a thriving career in data analytics, in this role you'll:

📈 Learn advanced analytics tools: Advanced Excel, PowerBI, SPSS and Latent Gold

💳 Have real impact: Work with dashboards and forecasting models that directly influence multi-million-pound revenue decisions

🤖 Develop cutting-edge skills: Working with machine learning, segmentation strategies, and big data platforms