New Route to Market for Museums

Culture 24, in partnership with gift experience providers Activity Superstore, are busy putting together a brand new range of experiences which will give people the chance to gain exclusive access to museums and cultural experiences. Aimed at families, adults and young adults and featuring cultural experiences such as curator tours, behind the scenes access, talks, workshops and other activities that offer added value, the range will cover subject areas such as science, history, archaeology, art and literature and natural history.

Anra Kennedy of Culture 24 said “ These gifts aim to add value to what museums do. It’s a new route to market which takes advantage of events that are already happening and promotes them to a new audience.”

Rather than designing something from scratch, museums can make the most of what is already on offer at their institution – but by taking advantage of the huge network of outlets that sell Activity Superstore packages, museums can reach new audiences who may not be aware of the range of events on offer.

Vouchers are bought either in stores (some 3,000 outlets, including John Lewis, WH Smith, M&S and others, already sell Activity Superstore vouchers) or online and the recipient then books their choice of activity through a central website. Each voucher will entitle the recipient to an experience at a choice of some 20 locations across the country. Packages are planned to go on sale at the end of 2014 to make the most of the Christmas season, and each package will be valid throughout 2015.

Here is the proposed range which gives an idea of the kind of activities that museums could offer:

Live Science

Watch a live science demo, meet a scientist, get stuck in to hands-on science activities or take a peek behind-the-scenes in a range of amazing science-focussed venues, from historic science heritage sites and museums to cutting edge technology centres. This gift will delight science-lovers of all ages.

The Night Sky

Turn your gaze to the heavens and discover the secrets of the stars with this astronomy-themed family gift. Settle down to an awe-inspiring planetarium show or wrap up warm and head for the great outdoors to scan the night skies with an astronomy expert.

Lost Traditions

Traditional arts and crafts are thriving, if only you know where to look. This gift gives two people the chance to try out one of a wonderful mixture of workshops or taster sessions from weaving, quilting, or crochet to milling, calligraphy, pottery and more, all taking place in museums, galleries and historic houses.

Inside Design

Packed with expert tours of museum collections featuring design and fashion classics, or of buildings that are architectural gems, this gift is perfect for anyone with an eye for style. Curators, artists and designers lead special tours of some of the country’s most stylish collections, interiors and buildings, sharing their expert knowledge and love of their subjects.

Family Fun: Hands on Discovery

Know any youngsters who love discovering and finding out new things? Whether they’re into dinosaurs, dragons or the natural world; knights, princesses or castles; painting or making; stories or dressing-up, these hands-on family activities in museums, galleries, heritage sites and science centres will delight and inspire the under-12s.

Tales of the Horrible

Blood and guts abound in the true-life tales of derring-do, murder and mayhem through history that our nation’s museums, galleries and historic houses tell. Curator’s tours and storytelling sessions will bring our often grisly, gruesome history to life. Not for the faint-hearted or under-5s.

Family Night in the Museum

Ever wondered what really happens when they lock museum and gallery doors at night? Pack those torches, sleeping bags and pyjamas and choose one of our amazing venues for a night you won’t forget in a hurry. Whether the sleepover companions are dinosaurs or suits of armour, Egyptian mummies or priceless works of art, there will be special family activities to keep everyone busy until lights out.

Museums at Night

After-hours in the nation’s museums, galleries and historic houses can be the most magical of all – when the lights are dimmed, the crowds are gone and the venue does something different. Choose from an eclectic mix of evening openings featuring music, art, science, drama, poetry and more, with a glass of fizz or a cocktail to add sparkle to your evening. Over-18s only.

Inside Art

Discover art alongside the expert eye of an artist or curator. From old masters to the latest contemporary installations these special art-themed tours will bring collections to life. The perfect gift for art-lovers or for anyone keen to find out more about the amazing artworks in one of a range of galleries and museums.

World War One

2014 is the 100th anniversary of the outbreak of the First World War and museums and galleries across the country are commemorating with a range of special events including curator’s tours, film screenings, workshops and more. Discover the stories of the people who lived and died in the war through the artefacts, documents and works of art they left behind.

If you’re interested in finding out more, take a look at the website or contact Richard Austin or phone him on 01273 623357.