Masterclass: Maximising Commercial Income From Visitors

Illustrations of items from retail

Maximising Commercial Income from Visitors

This Masterclass, delivered online over two mornings, is for organisations 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, this Masterclass 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.  If your attraction is currently closed to visitors, you will learn techniques which will be helpful in planning to reopen.

What will I learn?

By the end of this Masterclass you will have:

  • Developed your understanding of your 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 a time of COVID
  • 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

This workshop will include a mix of theory, practical case studies and examples and discussion in respect of your organisation’s particular situation.   The Masterclass is delivered over two days and includes hands-on breakout sessions, to keep Zoom fatigue at bay and encourage networking and conversations between participants.

Who is it for?

Depending on the size of your organisation this course is suitable for CEO, Commercial Director, COO, CFO or Director of Marketing.


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.

Full programme to follow.


Full Member: £99
Associate Member: £125
Partner/NPO: £150
Non-Member: £175

All prices exclusive of VAT at 20%

View our Cancellation Policy here. Please note we reserve the right to refuse bookings where admission may compromise trainers.

9 November 2020 10:00 through 10 November 2020 12:30
Event Fee(s)
Ticket Type
Full Member £ 118.80
Associate Member £ 150.00
Partner/NPO £ 180.00
Standard £ 210.00

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