Discover revenue-boosting visitor experience strategies at the Museums + Heritage Show 2025, with free expert-led sessions in London this May.
The Museums + Heritage Show is now just days away, and those registered to attend will learn new, proven techniques which turn visitor experiences and engagement into revenue.
The sessions are part of the two-day event at London’s Olympia from May 14-15, 2025.
The major sector event will feature sessions from more than 60 industry experts, alongside direct access to sector-specific business exhibitors and lots of networking opportunities.
To hear from organisations who have successfully turned visitor experiences into revenue, here are just seven sessions available to those with a free pass to the Museums + Heritage Show.
Gordon Morrison, CEO of Association for Cultural Enterprises and Diana Meterna, Associate Director of BDRC will present insights from the 2024 Cultural Enterprises Benchmarking Study. In ‘Just the stats ma’am’, attendees will learn about the key findings from the report, including stats on commercial KPIs and insights into how to improve business performance.
Stephen Spencer, Ambience Director at Stephen Spencer + Associates, and Susanne Buck, Director of Flow Associates will present case studies and practical takeaways to explain how to refresh the visitor experience, deepen engagement, and maximise revenue, using a step-by-step approach to visitor journey design and operation in ‘”God is in the details”: how to enhance every part of your Visitor Journey to maximise engagement and revenue’.
For those looking to maximise the value of catering operations, a panel discussion will explore how integrating food and beverage offerings into cultural destinations can drive revenue, develop spaces, and strengthen partnerships between venues and caterers. The panel will consist of Jo Prosser, Director of Audience and Experience at the Royal Academy of Arts, Sandra Reid, Director of Fare Consulting, and Sandy Robson, Director of Sodexo Live!’s cultural venue portfolio.The session will be hosted by the Head of Communications for Sodexo Live!, Sebastian Thompson.
When venue hire income lagged even post-Covid, Rosie Baker, director of commercial & operations at Foundling Museum and her team transformed their offer—aligning it with the Foundling Museum’s core purpose. The result? Increased bookings, deeper engagement, and a stronger financial future. Hear the story, and tips for replicating success, in ‘”A Space with Heart”: How the Foundling Museum maximised mission and money through Venue Hire’.
How can clear communication and a shared set of goals create magic at Shakespeare’s Globe Shop (the Museums + Heritage Awards 2024 winner of Shop of the Year)? Hear all about it in ‘Crafting the Shakespeare’s Globe experience in store and online’, a session delivered by Jennifer Murphy, eCommerce manager, and Christopher French, retail manager, as they explain how they carry in-store visual merchandising into online CX by marrying the in store and online experience.
For many, video games will be a new frontier for revenue generation. Nik Wyness, head of marketing at The Tank Museum will explain how this new frontier worked for the museum. Wyness will outline the benefits derived from its partnership with a major video games company.
Staying on revenue and income, Alistair Brown, head of museums, libraries and archives policy and Beth Bryan, senior engagement manager (London & South) at the National Lottery Heritage Fund will deliver a session explaining how the National Lottery Heritage Fund can support organisations’ sustainability.
Secure your place at these sessions
To see the sessions in person, and gain access to watch them online and on-demand, register for your free pass to the Museums + Heritage Show 2025.
1:1 Advice Clinics
Alongside the sessions and networking, The Ambience Networking Lounge at the Museums + Heritage Show features 1:1 Advice Clinics hosted by Stephen Spencer + Associates and delivered by experts in experience design, commercial sustainability, and communication.
In these 15-minute consultations, attendees receive a tailored action plan designed to elevate organisational goals, unlock new opportunities, and enhance the Visitor Experience. Choose from one of the topics below, reflecting the elements of experience design:
- How does empathising with our audiences to understand their context and motivations lead to a deeper impact?
- How can we offer the right services in our spaces + places to maximise the experience and revenue?
- How can we communicate a clear message, brand, and content, through improving the quality of our storytelling?
