This year’s Cultural Enterprises Conference was a powerful reminder of what happens when creativity, commercial confidence and community collide. Nearly 1,000 colleagues came together in Birmingham for two energising days of insight, inspiration and celebration—from bold ideas across the four stages to buzzing conversations on the Trade Show floor and an unforgettable Night at the Museum, this is a sector stepping forward with purpose.
Uniquely bringing together commercial leaders and teams, trustees, suppliers and partners from across the UK and beyond, our annual Conference is where insight, creative enterprise and collaboration come together, where lived experience and hard earned resilience mix with new voices and fresh perspectives.
In the opening address on Day 1, Melanie Lewis MBE, Chair of the Association for Cultural Enterprises, spoke powerfully about the shift we are living through. Public funding remains vital, but is no longer sufficient on its own. The organisations that will endure are those that design resilient business models, invest with discipline, and build commercial capability without losing their purpose.
That theme carried through the Conference. From Dame Emma Bridgewater’s keynote reminding us that true brand loyalty and long-term success come from authentic community connection rather than simple transactions, to Karl Durrant from Warner Bros Discovery sharing the commercial discipline behind global visitor experiences alongside the importance of rooting your offer in connection and localisation. From data-led insight through the Commercial Performance Barometer and case studies showcasing creative thinking across all areas of commercial enterprise, to honest discussions about workforce risk, governance and inclusion.
Reflecting on the Conference, Melanie Lewis said that what struck her most was the tone in the room – “It was serious, pragmatic, open. People shared insight without defensiveness. They talked about risk without drama.”
Throughout the two days the message was clear – commercial enterprise isn’t an add‑on, it’s a fundamental. The most resilient organisations are weaving both commercial and curatorial thinking into their programming from day one. As Claire Lane, Commercial Director at the Ashmolean commented, writing on LinkedIn, “Across the sector, leaders are rethinking financial sustainability – putting visitor experience, commercial confidence and income generation at the heart of strategy. From bold ticketing experiments and data-led donation testing, to experience-driven retail, strategic F&B, AI adoption, IP reinvention and purposeful programming – this is about designing organisations for resilience, not just coping.”
Retail Inspiration in a World Craft City
Whilst the packed programme covered all areas of cultural enterprise, retail is still at the heart of commercial income for many organisations, offering a key platform for sustainable innovation and creative partnerships. This was reflected across the Trade Show, from practical case studies on the Showcase Stage to our unique Design-Nation collaboration featuring a selection of designer makers showcasing bespoke, beautifully crafted jewellery, textiles, ceramics and graphic design.
And what better setting to celebrate craft than Birmingham, which has recently been awarded World Craft City status. We were delighted to offer delegates the chance to enhance their experience with a guided walking tour of Birmingham’s world famous Jewellery Quarter, including visits to the School of Jewellery, the Pen Museum and the Coffin Works.
Back in the Trade Show Hall, the Showcase programme opened with our new Retail Trend Report, written and presented by our very own Fi Anderson, Creative Development Manager, examining the key trends shaping consumer behaviour and how to translate these into engaging retail and product opportunities. Fi’s presentation chimed beautifully with the overarching themes of the Conference, reminding us that audiences want emotional connection, not just content.
Celebrating Success and Innovation
One big change this year was the new format of the Awards Ceremony, which for the first time took centre stage in our daytime programme. What better way to follow the inspirational opening from our Chair, CEO and Trustees than by showcasing the best of our sector with the presentation of the Cultural Enterprises Awards – a fantastic celebration, expertly hosted by the inimitable Kingston Myles of Birmingham Museums Trust (and a Cultural Enterprises Trustee).
A total of 16 Awards were presented, recognising some really innovative projects. First time winners included two cathedrals – Winchester and Chichester – as well as the wonderful Japan House London for their unique approach to visitor experience. The prestigious Outstanding Contribution Award went to Judith Owens MBE, Chief Executive of TBL International (look out for Judith’s Arts & Culture Podcast episode coming soon, recorded live at the Conference!).
A Night to Remember
And the celebrations didn’t stop there, as we rounded off Day 1 with our reimagined evening event, Night at the Museum at Birmingham Museum & Art Gallery. This stunning building was brought to life after hours as guests wandered through the galleries – Birmingham Balti in one hand, cocktail in the other – enjoying brilliant live music, arcade games, the very popular crafting room, the Ozzy Osbourne exhibition, poetry on demand, chocolate on tap, and dancing under the ‘Made in Birmingham’ sign to an iconic set from DJ Darlo (aka Rosie Baker, Director of Commercial & Operations at the Founding Museum!). So many great experiences packed into one amazing night, sparking genuine conversations and connections.
David Edgar, F&B Development Manager, National Trust for Scotland, writing on LinkedIn, called it an unforgettable experience, adding that it “perfectly captured the imagination, creativity, and spirit of our sector.”
Purpose, Partnership and People
This year’s Conference has been a celebration of everything that makes our community so special. Being in a room with nearly 1,000 like-minded colleagues was nothing short of thought-provoking, energising and empowering.
As Daisy Rowe, Interim Commercial Director, English Heritage wrote on LinkedIn, “This year’s conference felt like a really powerful step change. From Melanie Lewis’ and Paul Griffiths’ opening words and throughout the whole conference, colleagues spoke boldly about the challenges that we face in our sector and the action we need to take together.”
Paul Griffiths, Chief Executive, Association for Cultural Enterprises said, “This year’s Conference has reminded me that cultural enterprise is about more than just revenue – it’s about purpose, partnership, and people. It’s about making an impact, sustaining what we love, and doing it with creativity and care.”
Huge thanks to everyone who came, contributed, exhibited, sponsored, presented and made the Conference such a success, embracing real optimism for the future of the cultural sector. Details of the 2027 Conference will be announced soon – we already can’t wait to do it all again!
Find out more about the Cultural Enterprises Conference & Trade Show
