In a market increasingly crowded with entertainment experiences outside traditional cultural institutions, how can museums become places visitors choose to return to? Places where they are willing to spend their increasingly limited leisure time connecting with people, finding enjoyment and exploring ideas?
Museums have long operated under the assumption that encouraging visitors to spend more time and money will naturally lead to sustainable revenue streams. But is this really the case?
Through the experience of ACMI, Australia's national museum of screen culture, Dr Britt Romstad will examine how the museum's role as a third place has created opportunities to build lasting relationships with visitors, members, colleagues and partners.
She will explore how these connections can generate revenue in sometimes unexpected ways, often over timescales that extend beyond annual budgets and funding cycles.
