SESSION 3: Improving revenue & brand awareness through “secondary” activities

Roderick Buchanan

Director of Retail and Buying and Sales
British Museum

SESSION 3: Improving revenue & brand awareness through “secondary” activities

Both in the UK and overseas, museums, galleries, theme parks and other visitor destinations are looking at how to increase their revenue streams and brand awareness. Whilst ticket sales and government grants are traditionally the main source of revenue, retail/merchandise, catering, brand deals/licensing, touring exhibitions, special events & digital engagement have become a major factors in generating significant & necessary income, and awareness. Creative & well designed & delivered merchandise, products and services, including the retail offer & F & B outlets, have become integral parts of the visitor experience. What is vital for this sector to realise is that the formats which are developed must be as compelling, immersive and as experiential as the exhibitions and experiences which their guests have been exposed to during their visit.

This session will present a set of parameters which must be considered to ensure that the commercial aspirations of any destination are met, whilst maintaining the integrity of its brand and strategic aspirations. The session would illustrate this approach with Karina Srtlyan (Deputy Director, MosART agency, Moscow Department of Culture), Roderick Buchanan (Director of Retail and Buying and Sales, British Museum), Ben Warner (co-founder of Benugo – including V&A Café, Ashmolean Dining Room and Museum Brasserie, National Museum of Scotland), Callum Lumsden (Retail Designer – including shops for Warner Bros Studio Tour-Harry Potter Leavesden, British Museum, MoMA-New York and Tate Modern) discussing how they have tackled these challenges in the sectors, followed by a discussion with delegates to get their ideas & views.