Enjoy this article?
Most Museums Journal content is only available to members. Join the MA to get full access to the latest thinking and trends from across the sector, case studies and best practice advice.
Editorial | Supporting a mixed model
A relatively small amount of investment would transform museums
Revenue generation has become a huge part of the work of museums and galleries, and we are seeing lots of innovative work in this area across the UK.
In the last issue of Museums Journal we featured an article on the Tank Museum’s huge success with its YouTube channel, which has become a great earner for the venue.
Elsewhere, we have seen organisations such as the Historic Dockyard at Chatham, a maritime heritage attraction in Kent, create a diverse range of income streams from activities such as being a location for film and television, renting out properties and even a rope-making business.
Many other museums are looking at new revenue streams, particularly in growth areas such as food and drink, events (particularly festivals) and online retailing.
Venues are also experimenting with pricing structures, whether that is for general admission or for their temporary exhibitions. Membership schemes are also vital revenue streams for many.
The Museums Association will be sharing lots of this innovative work on income generation at our Money Talks conference on 10 July.
Advertisement
But despite the progress museums are making in income generation, it should not be forgotten that the vast majority of museums in the UK are run on a mixed funding model, where public money plays a crucial part.
Even independent museums often turn to the lottery for support. This funds projects and, crucially, capital schemes, which frequently enable them to create more income opportunities.
As a comment article by Hedley Swain, the chief executive of Brighton & Hove Museums, points out, the sector has found more and more ways to earn money from new sources but this can’t go on forever. Museums are finding long-term strategic planning impossible without sustained and reliable public investment.
We all know that the money needed by the sector will make very little difference to the public finance picture. But a proper level of investment would transform museums who would then be able to play an even greater role in many of the areas that government values – placemaking, levelling-up, community cohesion, health and wellbeing, and much more.
Simon Stephens is the editor of Museums Journal