Key Findings

A Seat at the Table: Embedding Commercial Thinking in the Cultural Sector brings together data and insights from more than 260 sites who have had input into the Association for Cultural Enterprises Commercial Performance Barometer.

The report highlights a clear trend: organisations that integrate commercial thinking into strategic decision-making are consistently more successful in generating income. This requires commercial expertise to be represented at senior leadership level, including at Board.

Commercial activity now represents the largest share of income for many organisations, yet success is increasingly shaped by how effectively programming, audience insight and commercial thinking are brought together.

Five themes emerge strongly:

• Programming is the primary driver of both income and visitor behaviour
• Demand is concentrating around key seasonal moments and experience-led offers
• External pressures, including cost of living and climate, are now ongoing conditions to plan for
• Growth is coming from a broader mix of audiences, offers and income streams
• Organisations embedding commercial thinking in strategic decision-making consistently outperform those that do not

At its core, the message is clear: commercial expertise must be part of decision-making at the highest level. Where commercial teams have a voice in programming and strategy, organisations are better placed to build sustainable models that support their mission.

The most successful organisations are using data to inform decisions and ensure that commercial thinking has a seat at the leadership table.

Paul Griffiths, Chief Executive, Association for Cultural Enterprises