Artisan People explains how regional museums can adopt strategies from London institutions to overcome challenges.
Despite the challenges of the past few years, there is encouraging news for regional museums, with visitor numbers gradually increasing and educational visits making a strong comeback. However, many local museums still face significant financial headwinds, particularly those reliant upon local authority funding. They are often struggling with ageing buildings with a lack of funds to carry out essential repair and maintenance works, reduced (or practically non-existent) budgets, and ever-rising costs, making it, at best, difficult to sustain operations. This perfect storm of pressure presents a clear and present threat to the longer-term viability of many small museums and undermines the vital role they can fulfil in their communities.
To combat some of these issues, local museums could look to and learn from the successful models of major London museums for strategies to revitalise the visitor experience they provide. Large London museums have long been leaders in visitor engagement, collection access, and financial sustainability, and their practices offer valuable lessons for regional institutions seeking to thrive despite difficult circumstances.
Adopting Proven Audience Engagement Strategies
London’s leading museums, such as the British Museum, the V&A, the Science Museum and the Natural History Museum have mastered the art of creating engaging, dynamic, and inclusive programmes that attract large and diverse audiences. They regularly offer rotating exhibitions, interactive displays, and events that contribute to contemporary cultural conversations. Regional museums can adopt a similar approach by designing programmes that reflect the interests of their local communities while incorporating national or global themes to broaden appeal. By drawing on their unique collections and tailoring programming to engage a significantly wider audience, regional museums could increase footfall and forge deeper connections with their visitors.
Additionally, London museums have excelled in making their spaces accessible to all. Initiatives such as family-friendly programmes, community workshops, and inclusive exhibitions have broadened their reach and increased their overall appeal. Regional museums will benefit from adopting similarly inclusive programmes to ensure they cater to diverse groups, including families, schools, and underrepresented communities. By focusing on inclusivity, they can create environments that feel welcoming, relevant and intriguing to a wider spectrum of visitors.
Enhancing Educational and Cultural Value
London’s most-visited museums are also recognised for their strong educational outreach. Many have innovative programmes designed to connect students with history, art, and culture. By integrating (or even prioritising) education into their core programming, they have made museums essential partners in learning. Regional museums, which already play an important role in local education, can further develop their educational programmes by proactively collaborating with local schools to offer curriculum-linked content, hosting interactive and guided school visits, and delivering workshops that bring history and culture to life. A commitment to education can solidify the museum’s role as a critical community resource, offering valuable learning experiences that benefit both students and teachers.
Expanding digital outreach is an area where regional museums can also learn from London museums. During the pandemic, many national museums invested in digital platforms, offering virtual tours, online exhibitions, and interactive learning content. By building their online presence, regional museums can provide 24/7 access to those unable to visit in person and reach new audiences beyond their immediate geography. Imaginative and professionally designed digital expansion delivers a significant opportunity for regional museums to extend their educational impact while showcasing and promoting their collections in new, innovative ways.
Collaborating for Financial Sustainability
One of the major financial challenges regional museums face is securing sustainable funding. London museums benefit from a diverse range of revenue streams, including government funding, corporate sponsorship, philanthropy, and commercial activities such as cafes and shops and event hosting. Regional museums, which rely heavily upon local authority support, can investigate the diversifying of their revenues in similar ways. For example, exploring partnerships with local businesses, applying for national grants, creating event hosting spaces, and offering sponsorship packages; initiating a well-thought out sales plan and creating increased commercial opportunities can help stabilise finances.
Moreover, larger institutions in London frequently collaborate with each other on joint exhibitions, research, and conservation efforts. Regional museums could explore more collaborative partnerships with national museums, sharing resources, expertise, and even travelling exhibitions. This would help regional museums reduce costs and allow them to offer high-quality exhibitions that might otherwise be beyond their reach. By working together, regional museums and larger institutions can enhance the cultural richness of the entire museum sector.
Fostering Community Ownership and Involvement
One of the most successful elements of London museums is their ability to foster a sense of ownership and involvement among their visitors. Through outreach programmes, volunteer opportunities, and community-driven exhibitions, successful museums ensure their audiences feel a deep connection to the institution. Regional museums, with close ties to their local communities, can build upon this strength by creating more participatory opportunities. This could involve inviting local residents to contribute to exhibitions, share stories, or help curate displays that reflect the unique history and culture of the locale.
By aligning their programming and services with the needs and interests of local residents, regional museums can build stronger relationships with their visitors. A sense of local ownership can boost visitor numbers and strengthen support for the museum in times of financial difficulty, encouraging donations, volunteerism, and advocacy.
Creating a Superb Visitor Experience
Our experience as a major recruiter of personnel for many of the capital’s major museums has taught us many things, not the least of which is that the museum staff that welcome, guide, and advise visitors must be professional, informed, and enthusiastic. The interactions visitors have with museum staff can be the key differentiator between a truly memorable visit and a less than enjoyable experience.
Ideally, museum staff should be committed to delivering the best possible experience for visitors and even better that they have a passion for the museum and its display. Their job is to engage and excite customers and, if required, be able to give some knowledgeable insight and context to the exhibits. We ensure that our tailored job adverts reach the right people and attract high-quality candidates. Our recruiters look for approachable and friendly personalities as well as relevant experience or qualifications. In our belief, candidates who are motivated and have a ‘can-do’ attitude are more likely to provide an amazing service.
Leveraging the Big Museum Model for Local Success
So then, we can agree that regional museums are facing significant challenges, but there is also enormous potential to improve the visitor experience by adopting strategies used by London’s big museums. By focusing on inclusive, engaging programming, expanding educational outreach, diversifying revenue streams, and encouraging community involvement, and ensuring the right people are looking after the visitors, regional museums can reinvigorate their role as essential cultural and educational institutions.
The lessons by larger, successful museums may help regional museums navigate financial uncertainties while continuing to provide invaluable services to their communities. With creative thinking and collaborative partnerships, regional museums can ensure they remain vibrant and accessible hubs of culture for generations to come.
