Roger Tomlinson

Roger Tomlinson is an independent consultant who works as a Senior Consultant with Baker Richards and is an Associate of ACT Consultant Services, a “full service” consultancy practice based in Cambridge. He is a leading international arts consultant and works in the UK, Europe, Australia, New Zealand, and the US. He works with government, funders, local authorities and arts organisations on an holistic approach to developing arts provision and strategies for arts and audience development and engagement.

He has been an arts marketer, a venue manager, gallery organiser, theatrical producer, film theatre programmer, festival organiser, concert hall programme planner, and funding body officer as well as a consultant, trainer, seminar leader and conference organiser. He was a lead assessor for the National Lottery in the UK.

He started his career in marketing at the Victoria Theatre Stoke-on-Trent, the Leeds Playhouse and the Royal Shakespeare Company in Stratford-upon-Avon.

He set up and opened the Aberystwyth Arts Centre as Chief Executive before moving to set up and run Theatr Clwyd in North Wales. While there, he operated the Quality of Life scheme for Clwyd County Council.

He was Drama Director of the Welsh Arts Council before founding an independent research and consultancy practice: A.R.T.S. He has carried out numerous feasibility studies and economic impact analyses; developed cultural strategies; prepared business plans, researched and developed training provision; researched into customer behaviour; developed market analysis and mapping techniques (for the Arts Councils); researched and developed audience development agencies; prepared capital development strategies for the cities of Cardiff and Glasgow. He works with governments, Arts Councils, local authorities, regional arts boards, arts organisations, trusts and foundations.

In 1998 he was appointed Director of Business Development for Dataculture, which was taken over by where he was Head of Business Development in Europe until 2003. He then joined ACT Consultant Services as a partner, continuing the work had had done at A.R.T.S., and in 2010 formed Roger Tomlinson Limited and became a Senior Consultant with Baker Richards.

Regarded as one of the world’s leading experts on developing on-line technologies for ticketing and marketing, he is a keynote speaker at conferences in Europe, North America, Australia and New Zealand. For the TMA and AMA he produced to provide an advice and information service for the arts and entertainment industry (now replaced by The Ticketing Institute) and following further work with the AMA he now produces his blog website Brand In Your Hand.

He has completed major studies on the integration of ticketing across arts and entertainment organisations and has consulted on this subject in Europe, the US and Australasia. He recently worked on integrated ticketing development projects for What’s On portals in Manchester and Edinburgh and regularly manages the procurement process for customer-facing technologies including ticketing systems and websites. He works with arts organisations on the development of effective websites and on optimising websites and transaction process flows to improve on-line ticketing. He has developed in-depth evaluation tools to enable arts organisations to assess the fitness-for-purpose of ticketing, marketing and CRM systems and to assess the appropriate purchase models for such systems.

He is Chairman of the Centre for Performance Research at the University of Wales in Aberystwyth. He is a member of the CultureLab team at the University of Chicago. He had been a member of the Board of INTIX, the international tickleting association based in the US, and in 2009 was awarded the Patricia G Spira Lifetime Achievement Award. He has also been Chairman of the Arts Marketing Association in the UK and served on the Theatrical management Association for many years.

He has written FULL HOUSE, published in separate editions by the Australia Council and Creative New Zealand with co-author Tim Roberts; about to be published in Spain. He wrote Boxing Clever and the Box Office Marketing Guides, and Developing and Managing Websites with co-author Vicki Allpress all published by Arts Council England. He wrote JobWatch, a guide to successful equal opportunities recruitment for arts marketing posts, and the Data Protection Guide, published by the Arts Marketing Association. He has written many articles, research texts and reports that have been widely published.