Program

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Open Day program Explore how museums are creating value and developing new revenue models

What is the value of a museum visit for visitors, communities and society? 
And how can museums build on this value to develop more sustainable revenue models?

Museums are exploring new ways to extend their role beyond the visit, strengthen their contribution to wellbeing and belonging, and create value for different audiences and stakeholders.

Through keynotes, case studies and expert discussions, the Open Day program will bring together experiences from museums and science centres across Europe and beyond to examine the approaches already being developed — and the strategic questions they raise for the future of museums.

Five ways the value of a visit becomes income:

01

Partnerships with other industries

Employers, the health sector, tourism and education all gain from what a museum gives people. What happens when a visit is part of an employee wellbeing program, prescribed by a doctor, or bundled into a city break?

02

Wellbeing programs

The programs museums run and fund themselves — what they cost, what they return, and how they are sustained beyond a pilot?

03

Online communities

Belonging created far beyond the building, for followers who may never walk through the door

04

Brand licensing

The museum's name and collection treated as an asset — where licensing works, and where it strains the institution?

05

The museum shop

New findings from the Future Museum benchmarking of museum shops, on the last room of the visit

 

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The program is currently being finalised. New sessions will be announced soon.