Programme

Friday 20 March 2020

08.30-09.30 Breakfast and Trade Show Viewing

09.30-10.15 Seminar Sessionschoose from:

Collaborative eCommerce: generating revenue across museums, galleries and digital platforms
Camilla Stewart, Head of Commercial Programmes & Collection Partnerships, Art UK; and Charles McKenzie, Head of Commercial, Manchester Art Gallery
This session will look at running a shared ecommerce platform for UK museums. Key questions will include how collaboration can drive sales for all; why and how it’s important to understand customer behaviour and digital trends; why SEO matters; marketing for individual and trade customers; and growing PPC through Google’s charitable adwords grant. Camilla will look at how these themes impact across collections and Charles will focus specifically on how MAG has collaborated with Art UK to generate revenue.

A new Museum of London: the regeneration of West Smithfield 
Richard Sweet, Director of Enterprise, Museum of London
The Museum of London’s move to a new site in West Smithfield in 2024 represents a ‘once in a lifetime’ opportunity for the museum’s teams to reappraise every aspect of the way the museum operates. With an ambition to become significantly more self-supporting, Richard will outline how the museum’s commercial offer has been planned and how it supports ambitions for the future.

Why connecting with your community matters
Sydney Thornbury, CEO, The Art House
The Art House in Wakefield is home to 50 creative studios, a gallery and a print room. Sydney will speak about her experience of opening The Art House Shop, the organisation’s first foray into running a commercial outlet for makers. Her approach has been strongly informed by the tastes of the local community, the needs of the Art House’s artists and the venue’s position in the wider cultural community of Wakefield.

10.15-11.00 Seminar Sessionschoose from:

The idiot’s guide to licensing
Helen Webster, Director, Strategic Brand Licensing Ltd
Many people consider licensing, and the business of licensing, to be a dark art, but in reality licensing should be a seamless transition of an idea, a concept or a brand’s DNA, values, ethics and business objectives into a product that resonates with its target consumer and wider audience. This seminar discusses the strategic and creative thinking, systems and processes involved in achieving that goal. The session will explore how to do licensing well, where to start and the pitfalls to look out for.

The enterprises portfolio: observations and opportunities 
Jane Storie, Head of Enterprises, Royal Opera House
Jane will share personal insights around how to nurture, lead and grow a £7 million portfolio that includes business partnerships, retail, catering, venue hire and the Royal Opera House summer season programme. The session will look at successes and learnings as well as the importance of cross team collaboration, keeping agile and ensuring a culture open to new ideas.

Creating a successful café 
Linda Ribeiro, Head of Business and EnterpriseLeeds Museums and Galleries
This case study will share the experience of bringing catering in-house. The warts and all journey will travel from taking a failing concession that went bankrupt, to the current café that has contributed a net return of £160k in two years. Linda will discuss TUPE, who they thought their customers were and what they wanted, mistakes and business models.

11.00-11.30 Coffee and Trade Show Viewing

11.30-12.30 Seminar Sessionschoose from:

The sustainability challenge
Panel chaired by Dr Jamie Larkinwith Brad Owen, Horniman Museum & Gardens; Louise Kirby, The Deep; Gaynor Humphrey, Best Years; Victor Oliveira, Essex Peabody Museum; and Giles Gould, New Forest Heritage Centre
This panel session will explore the principal issues surrounding sustainability in cultural trading, offering perspectives from operations managers, retail managers and suppliers. Panellists will discuss their experiences of implementing sustainable initiatives – including product changes and procurement processes – and talk candidly about their successes and the challenges faced while doing so.

How to improve your online shop sales conversion
Emma Roberts, Tech Champion, Digital Culture Network, Arts Council England
When a customer lands on your online shop and clicks through to a product page, they are often a click away from completing the purchase process, but that won’t happen if those pages aren’t optimised for conversion. Approximately 96% of visitors that land on your website are not ready to buy, so by optimising your product pages you will convert more visitors into customers. In this session we look at quick win tactics to apply to any online shop regardless of platform and review a marketing strategy framework to improve your customer sales cycle to encourage repeat business and customer loyalty.

Location, location, location
Panel chaired by Rod Taylor, Chief Operating Officer, Royal Armouries; with Harvey Edgington, Location Manager, National Trust; Ian Allchin, Estates Manager, Old Royal Naval College; Carolyn Sankey, Director of Development, Black Country Living Museum; Clare Adams, Filming & Photography Manager, Lord’s Cricket Ground
Our expert panel will discuss the joys and challenges of hosting the filming of TV blockbusters on site. From Call the Midwife and Poldark to The Crown and Trust, our team have many tips and tales to tell.

Panel chairs…

Dr. Jamie Larkin is Assistant Professor of Creative and Cultural Industries at Chapman University, California. His research focuses on issues surrounding culture and commerce in relation to museums.

Rod Taylor is currently Chief Operating Officer at the Royal Armouries. Previous roles have included Deputy Director at The Hepworth and Operations Director at the Science Museum Group.
Dr Jamie Larkin
Rod Taylor

12.30-14.00 Lunch and Trade Show Viewing

14.00-14.15 Chair’s Summary

14.15-15.00 Seminar Sessions choose from

Monetising T Rex 
Matthew Williams, General Manager, Glasgow University Heritage Retail
Matthew will discuss some of the challenges around the recent T Rex exhibition, including the creation of the entire venue (space, staff, fit-out, visitor journey), the temporary shop and especially all things eco-friendly, given the subject matter.

The Painted Hall opening: from conservation to commercialisation 
Xanthe Arvanitakis, Director of Visitor Experience, Marketing & Commercial Services, Old Royal Naval College
In June 2018 the decision was made by the Trustees of the Old Royal Naval College to introduce a new ticketed visitor offer with the re-opening of the Painted Hall. The team had nine months to design the visitor journey and offer, develop the pricing, retail and catering offer, restructure the operation from back office to front of house, and merge the retail, ticketing and ambassador teams into a united crack visitor experience. Xanthe will share her top tips on leading a transformation project to launch a five star visitor attraction.

Valuable Experiences 
Jessica Hardy, Head of Visitor Operations, Royal Armouries
Commercial experiences are a growth business and can boost visitor spend and drive footfall. Jess shares her knowledge on managing successful (and some less successful) visitor experiences, and developing a unique offer that is popular with visitors. The session will look at the challenges involved, current trends, protecting brand and ways to maximise profit.

15:00 Close

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