This masterclass, delivered online over two mornings, is for those who want to embed a more joined-up approach in their organisation, maximising earned income from individual visitors.
Updated for the time of Covid-19, you will explore the relationship between income that is generated from admissions, affiliation (e.g. memberships) and through cultural trading, and how change in one area impacts income in another. You will identify the opportunities for your organisation to increase its earned income. If your museum is currently closed to visitors, you will learn techniques which will be helpful in planning to reopen.
The sessions will include a mix of theory, practical case studies, examples and discussion in respect of your organisation’s particular situation. The masterclass is delivered over two days and include hands-on breakout sessions, to keep Zoom fatigue at bay and encourage networking and conversations between participants.
This course is suitable for senior managers.
By the end of the two sessions you will have:
- Developed your understanding of your Business-to-Consumer (B2C) earned income streams and how change in one area impacts income in another
- Grown your knowledge of visitor psychology and how to apply it in the current times
- Identified opportunities for your organisation to increase its B2C earned income
- Understood the importance of an integrated strategy, and learned some techniques for creating change in your organisation
Robin Cantrill-Fenwick is Chief Executive of Baker Richards, a firm which specialises in equipping cultural organisations and attractions to achieve their commercial potential. Recent clients include English Heritage, National Galleries of Scotland, Royal Edinburgh Military Tattoo, RSC, The Roman Baths and the Zoological Society of London.
No more than two delegates per organisation. Priority will be given to delegates from non-NPO and non-National museums in the West Midlands which are Accredited or officially Working Towards Accreditation.
Both sessions will be live captioned.
All participants will receive an email containing a Zoom link to the training at least two hours prior to the event. If you have not received an email by this time please contact us. You don’t need a Zoom account, simply follow the link provided and enter the password.
29 September and 1 October – Maximising Earned Income Masterclass
Postponed event from 30 April
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