David Reece is responsible for developing the company’s consulting offers and managing the company’s consultancy projects. Since joining Baker Richards in 2009, he has gained extensive experience in handling a wide range of projects for performing arts venues, museums and visitor attractions, including National Theatre, Royal Academy of Arts and English Heritage.Through a combination of insightful data analysis, innovative primary research and strategic development, David works with organisations to optimise their earned income strategy, focusing primarily on ticket pricing and membership. Recently, David has developed an inventive application of conjoint analysis to establish price elasticity for cultural events and membership packages, allowing organisations to understand what different markets are willing-to-pay for the value of what they have to offer and consequently the optimal strategy designed to meet their overall objectives. In addition, David also brings to bear his understanding of consumer psychology to inform the presentation of recommendations to ensure maximum impact – after all, value not communicated is valueless!David was previously employed as a Data Analyst in the Research & Statistics Department of Birmingham City Council. He has an honours degree in History of Art from Cambridge University, and has been involved in a number of creative projects, including designing an ‘Art Trail’ for the Latitude Festival and filming live events at Fabric in London. He is a big fan of cycling, a keen cineaste and lover of classical music, although since having a daughter, he has rediscovered his love of great children’s literature and the delights of classic Disney films.