Meet the Finalists

The Drovers Tavern takes customers back to the 1820s to enjoy delicious Georgian-inspired dishes and specially brewed Drovers Ale, produced in conjunction with a local brewery. Created with stunning attention to detail, the tavern is a truly innovative project, offering an immersive and unforgettable experience.

Bringing catering operations in-house has enabled The Orangery Café and Hibiscus Fine Dining to become fully aligned with the Abbey’s core values of sustainability, community, and exceptional visitor experiences. Guests can enjoy locally inspired dishes while knowing their support directly benefits the Abbey and the wider community.

Since opening in January 2024 Louie On Sea has engaged with the community by hosting supper clubs with local chefs and creative workshops with local artists, as well as free live music events and sunset DJ sets on the terrace. Sales are up significantly, boosting revenue and increasing dwell time in the gallery.

The Kettle’s Yard ecommerce offer accounts for around 20% of retail income. Faced with a number of challenges, the online platform was refreshed in order to take advantage of the latest innovations from Shopify, improving customer experience and developing marketing opportunities which all helped to grow sales.

An exclusive range of ceramics celebrating Dame Tracey Emin’s unique commission The Doors, each piece features Emin’s preparatory drawings and comes in a presentation box featuring Emin’s signature. Making Emin’s artwork accessible to new audiences, the unique range was particularly successful online.

A creative and commercially successful initiative that resonated deeply with audiences, the National Trust’s Sycamore Gap hand-burnished relief prints were created directly from a round of the tree. The prints combine heritage, artistry, and storytelling, creatively using ecommerce to connect with audiences and generate income.

The Brunel Museum’s iconic Thames Tunnel Shaft hosted British Youth Opera’s production of The Rape of Lucretia, creating a truly unique cultural event. The atmospheric, subterranean space transformed the production into a gripping, immersive experience, making it one of the hottest opera tickets of the summer.

The Santa Experience at Life welcomed almost 3,500 visitors into the science centre for a unique take on ‘Meet Santa’, maximising engagement and sharing the wonders of science with young visitors. The event included a special show in Life’s planetarium, a fun visit to Santa’s workshop, festive snacks and a photo opportunity.

The Globe’s bilingual production of Antony and Cleopatra in Spoken English and British Sign Language became the first Deaf-inclusive production of its scale on a major UK stage. Creative captioning enhanced the experience for all audiences and the show’s bilingual framework creatively heightened the textual themes of miscommunication.

The National Trust’s Filming and Locations Office generates revenue by hosting filming at its historic properties. The team has worked on a series of initiatives to double capacity, develop expertise, grow filming tourism, increase sustainability and drive commercial success, including a bestselling filming location guide.

The National Trust for Scotland has become a leader in heritage location filming, from feature films and high end television drama to factual programming. Screen tourism boosts visitor engagement, with Outlander continuing to drive significant revenue. The Trust leverages filming for promotion, income, and conservation.

The stunning architecture of the Old Royal Naval College has captivated filmmakers and audiences alike. Recent projects have delivered record-breaking success, including Napoleon and Bridgerton. The venue continues to set the standard, combining cinematic appeal with a commitment to conservation and public engagement.

Ocean Mats are a range of high quality, sustainable doormats and runners by Atlantic Mats that combine innovative materials with decorative design. The ‘Curious Collection’ recalls the Ashmolean’s early days as a ‘cabinet of curiosities’, featuring three designs each highlighting a separate area of the museum’s collection.

Designed and developed in partnership with The Branded Furniture Company, featuring timeless designs, bespoke hand-painted prints and luxurious fabric, with three collections each inspired by the story of an English Heritage site, this premium furniture range has been launched exclusively by Barker and Stonehouse.

The National Trust teamed up with leading outdoor and adventure brand Craghoppers to launch a sustainable clothing range including fleeces, waterproof jackets and practical accessories featuring prints and autumnal hues inspired by National Trust landscapes, all largely comprising 100% recycled materials.

This innovative book was created to accompany an exhibition aiming to engage new audiences and share culture. From Tudor trumpeters to Drum ‘n’ Bass and Afrobeats, six centuries of Black music and stories have been skilfully worked into one comprehensive volume, drawing from communities and personal archives.

This luxurious yet accessible book celebrates the Gallery’s most iconic works and the drinks created in their honour for the award-winning Larry’s Bar by the Daisy Green Collection. From ‘The Cecil Beaton’ to ‘The Yevonde’, the books tells the stories behind their inspiration, ingredients and design, illustrated with portraits of iconic figures like Audrey Hepburn.

This first ever illustrated edition of the First Folio for children celebrates the 400th anniversary of the First Folio, making Shakespeare’s plays accessible to young readers in their original form. The book is beautifully illustrated by Emily Sutton, with many of her illustrations inspired by books and objects in the collection.

With over 850k visitors a year, the Palace Shop offers outstanding customer service and a relaxed shopping experience, working with local producers and artisans to celebrate the best the surrounding area has to offer. Carefully zoned areas feature exclusive ranges showcasing Palace artwork and interiors.

Fruitmarket Bookshop is a welcoming, dynamic and integral part of the gallery’s identity, showcasing its ethos whilst balancing a commercial offer with a meaningful experience for visitors. The shop hosts a unique design programme that supports early-career makers, and hosts events that spotlight writers across genres.

Recognised by The Guardian as “one of London’s best museum shops”, the museum’s sustainable retail offer inspired by its new gallery immerses visitors in home stories. Featuring ethical, local, and vintage stock, it has driven strong sales, positive press, and community engagement through innovative collaborations.

Working with Studio T, the Foundling Museum has overhauled ticketing operations, tackling a £75k income shortfall. A new digital system has integrated finance, retail, and CRM, including a custom ticketing app, while an “annual pass” model has boosted Gift Aid, streamlined visitor experience and set the stage for future growth.

In July 2024 Edinburgh Zoo and Highland Wildlife Park launched a £7 ticket offer for those on universal credit, boosting accessibility and revenue. Generating £259k – more than double the target – it supported conservation and education initiatives while making nature more inclusive for 455,000 eligible people in Scotland.

Young V&A introduced an exhibition pass for Japan: Myth to Manga, allowing unlimited entry for £9 + £1 donation, with free access for under 3s and universal credit recipients. Designed for flexibility and accessibility, it exceeded revenue targets by 21%, with Gift Aid and donations surpassing expectations by 63%.

Glasgow Life has diversified its venue hire offer by developing innovative partnerships that blend income generation with events like makers markets, silent discos, and concerts. This creative, customer-driven approach has ensured the museums’ financial resilience while enhancing their role in Glasgow’s cultural scene.

The National Space Centre leverages its immersive exhibits for venue hire, and has now introduced a unique new team-building mission experience that utilises these innovative facilities. The strategic shift to focus on high-value events, prioritising sustainability, has boosted revenue by 25%.

With its iconic Brutalist architecture, the National Theatre offers a striking backdrop for many projects including filming and photography shoots. Hosting Burberry’s Spring/Summer 2025 London Fashion Week show, the team had to overcome many challenges to maximise income without impacting on visitor experience.

Since opening its new £15m play village, Lilidorei, designed to spark curiosity and encourage imaginative outdoor play, the Alnwick Garden continues to innovate, with new initiatives to enhance visitor engagement, increase footfall, and position the destination as a must-see visitor attraction in Northumberland.

Grimm & Co’s Emporium of Stories is a fairy-tale experience with no pay barrier. Housing magical realms where words come to life, this is the world’s first visitor attraction that delivers the joyful discovery of stories throughout the guest experience, igniting imaginations with an invitation to be playful from the moment of arrival.

A spectacular outdoor theatre event, Kynren immerses audiences in 2,000 years of British history through a captivating live action performance. The recent addition of the Viking Village, an immersive pre-show attraction, has boosted audience engagement, increased ticket sales and enriched the overall visitor experience.

Castle Howard’s Christmas marketing campaign aims to grow audiences (now over 105k), boost PR and enhance brand reputation. The 2024 Alice in Wonderland season featuring immersive installations, themed experiences and expanded events has widened accessibility and engagement across diverse demographics.

Kynren’s 2024 marketing campaign has boosted attendance by 33% with a multi-channel approach including influencer collaborations and targeted advertising. Messaging highlighted Kynren’s community impact, sustainability and inclusivity, fostering regional pride and reinforcing its role as a vital driver of local growth.

The Gallery launched a campaign to showcase its retail collection made by black makers, aiming to reach new audiences and give the makers a platform. The focus was a week-long programme of Meet the Maker events during London Craft Week, attracting over 10k shop visitors plus a digital campaign with impressive reach.

In just nine months, Jamie has launched both a new public programme and a new online shop. Under her leadership, the public programme’s income has doubled and she has also secured funding to support key projects, reflecting her innovation, drive, and broad skillset.

Darren designed the Glasgow Life Museums online shop from scratch, transforming it into a major revenue stream. His innovative mindset and exceptional technical skills set him apart, along with his unmatched dedication to organisational objectives and customer satisfaction.

Jack’s ability to drive commercial success through collaborative working has improved financial outcomes, working relations and visitor engagement. His influence within the organisation continues to grow through consistent delivery and an unwavering commitment to excellence.

The partnership between Complete Works and the National Portrait Gallery uniquely blends performance-based staffing and values-driven training to foster genuine visitor connections and develop a culture of donation. Applying innovative fundraising strategies, donations have increased by over 300%, boosting visitor satisfaction too.

CultureSuite’s content management system, Peppered, uses a community model that transforms individual venue needs into sector-wide solutions – when one venue innovates, all benefit. This collaborative approach means venues are joining a collective where every suggestion shapes the future of digital cultural experiences.

Start Licensing collaborates with the Ashmolean on its highly successful commercial licensing programme, aiming to extend reach, grow revenue and build awareness. The agency works with the museum to source licensing partners, set a strategy to maximise commercial returns and ensure each offer is creatively appealing.

With a relentless commitment to excellence and continuous improvement, this “small but mighty” team consistently goes above and beyond. Demonstrating innovative thinking and outstanding commercial success, what sets them apart is their ability to deliver transformative results across a diverse portfolio of initiatives.

Kynren has a small leadership and operations team who work with nearly 1000 volunteers to put on the show, showing exceptional leadership, innovation and community spirit. Beyond operational success, Kynren cultivates an engaged community through skill development, confidence building and social connectivity.

The bilingual Spoken English and British Sign Language production of Antony and Cleopatra required a huge team effort to audit, implement and coordinate accessible and inclusive change on a digital, structural and operational level. The team went above and beyond to make the production accessible and enjoyable for audiences.