What is the Campaign about?

Welsh language information

The Family Arts Campaign is a national Sector Support Organisation funded by Arts Council England and the Esmée Fairbairn Foundation to raise family engagement with arts and culture.

Since our beginnings in 2012, we have focused on three main areas of work:

  • Increasing the amount and range of artistic work available to families
  • Increasing the quality of experience for families
  • Improving marketing to reach more families

We are here to support National Portfolio Organisations, museums, libraries, community groups, individuals, and anyone else looking to better connect families with arts and culture.

You can take part by signing up to the free Family Arts Standards and Age-Friendly Standards quality-marks, by attending training and events, or accessing our online resources library. You can also promote all of your family and age-friendly events for free as part of our Fantastic for Families  campaign.


Who is running the Campaign?

We are a cross-sector and cross-artform initiative steered by a consortium of ten organisations and trade bodies. Our lead partner organisation is The Albany.

Logos of consortium partners: AMA, CVAN, ITS, One Dance UK, Society of London Theatre, UK Theatre, The Albany, Kids in Museums, ABO, The Audience Agency


The campaign is overseen by a Project Board:

Helen Featherstone (Chair)Deputy Director, Yorkshire Sculpture Park
Cassie ChaddertonHead of UK Theatre & Membership Development, UK Theatre
Charlotte JonesChief Executive, Independent Theatre Council
Cath HumeExecutive Director, Arts Marketing Association
Robert O’DowdChief Executive, Rose Theatre Kingston
Gavin BarlowChief Executive/Artistic Director, The Albany
Matthew SwannChief Executive, City of London Sinfonia
Mark PembertonDirector, Association of British Orchestras
Anne TorreggianiExecutive Director, The Audience Agency
Karla Barnacle-Best CEO, Discover Children’s Story Centre
Alison Bowyer and Laura BedfordExecutive Director and Head of Programmes, Kids in Museums


Central co-ordination is led by a small team:

Anna DeverHead of Campaign
Clair DonnellyProject Manager
Rukhsana JahangirFamily Arts Network Coordinator

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Pricing Family Events: Guidance for Arts Organisations


This resource

The aim of this resource is to offer practical guidance for pricing family arts experiences. This guidance covers arts activities or events that target parties of two or more individuals, including at least one under 16 and one over 16 attending together. Whether you are planning something on a large or small scale we hope this guide will offer a framework for making your pricing decisions and offer some useful hints and tips. The guidance is laid out as follows:

1. Introduction

  • How much will someone pay to attend an arts experience?
  • Are families different from other customers?
  • To discount or not to discount…?
  • The importance of price differentiation

2. Myth-busters

  • “If we put the prices up, no-one will come”
  • “Free events are the best way to attract new audiences”
  • “Family tickets are the best way to incentivise families”
  • “Education must be cheaper than entertainment”
  • “Daytime offerings are lower value and must be cheaper”

3. Flowchart

  • The questions to answer and issues to consider when setting prices

4. Top Tips

5. Case Studies

6. Further resources

We recommend reading the Introduction and Myth-busters before proceeding to the Flowchart. Case Studies and Further Resources are signposted throughout so you can consult those that are most relevant for you.

This guidance was commissioned by the Family Arts Campaign from Baker Richards and produced following a literature review and field scan. While drawing on the available evidence in creating this guide the authors would observe that, while numerous resources on pricing are available, relatively little primary research has been conducted into the perceptions of families with regard to price in the sector.


 < Toolkits

Introduction >



© Baker Richards 2015 for the Family Arts Campaign

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