Six revenue-raising insights to be explored at Museums + Heritage Show 2024

Image: Visitors at the Museums + Heritage Show 2023

YouTube monetisation, maker markets, technological solutions and improved ambience are among the revenue-based topics on discussion at the sector-leading show this May.

After entry fees, gift shop sales and memberships, what more is there that museums and heritage attractions can do to raise visitor revenue?

At this year’s Museums + Heritage Show that question will be approached in six sessions, addressed with both potential new revenue streams and tips for maximising existing approaches.

The Museums + Heritage Show is packed with talks from sector leaders, demonstrations from a wealth of exhibitors and plenty of opportunity to catch-up and network with fellow attendees.

Running 15-16 May 2024, the free event will tackle a range of topics including revenue.

Among the topics to be covered across the two-day, sector-leading event will be local makers markets, the creator economy and YouTube, and strategies large-and-small for a cohesive visitor experience.

Among the speakers will be Anthony Rawlins, Founder & CEO of Navigate, a brand consultancy which has worked with The National Royal Navy Museum, The Roman Baths, Leeds Castle, and the Seal Life Trust.

Rawlins will share critical information with the sector to help chart the best route during uncertain times, with guidance on how to create rapid iterations of your organisation that will future-proof and maximise success in 2024 and beyond.

Exploring an innovative approach to revenue generation – Wed 15 May 10:45am – 11:25am

The Head of Marketing at The Tank Museum, Nik Wyness, will explain how the museum’s YouTube channel became the biggest of its kind on the platform. Find out how this rural regimental Museum has been able to generate 30% of its turnover from videos via its impressive online audience.

Tanks, YouTube and the creator economy – Thu 16 May 11:45am – 12:25pm

Katy Clinch, Retail Manager at the Migration Museum will explain how it conceived of and created its Migrant Makers Market for underrepresented makers and artists, and how it was subsequently named Best Shop by the Association of Cultural Enterprises.

Putting storytelling at the heart of the Migration Museum shop – Thu 16 May 3:45pm – 4:25pm

In a talk exploring how a membership programme can add value, drive revenue and enrich the organisation, Niamh Smith, Membership and Development Officer at the American Museum & Gardens will go back to basics, asking what membership is for, and why is it valuable to heritage institutions?

Membership matters – Thu 16 May 2:45pm – 3:25pm

Addressing the minutiae of the visitor experience, Stephen Spencer, Ambience Director at Stephen Spencer + Associates will explain the concept of Ambience, and how it can create a sequence of emotional responses that will underpin your institution’s cultural, commercial and fundraising goals.

The Ambience effect: coming to your emotional rescue – Wed 15 May 4:00pm – 4:40pm

In an exhibitor session, Patrick Gray, Chief Sales Officer at Expian will explore how experience-centric thinking is often hindered by the limitations of incumbent technology platforms, and will offer solutions to streamline operations and increase revenue in order to co-create memorable experiences for your visitors.

Avoiding limitations of legacy ticketing systems & monetising the customer booking journey – Wed 15 May 2:45pm – 3:15pm

Alongside these sessions there will also be an informal networking session hosted by the Association for Cultural Enterprises, which will see attendees meet to discuss these issues, explore solutions, and share successes. Across the two days Show partners, SS+A are also offering all visitors the opportunity to meet with a subject expert to discuss one of nine topics to help maximise revenue from your visitor experience.

To explore these sessions in more detail, select the ‘Fundraising, Membership, Retail & Trading’ tab on the Museums + Heritage Show programme.