How are Major European Museums Privatising their spaces. Museva/SITEM 2018 Paris Lisa Guastella 25 January 2018

Transcription

1 How are Major European Museums Privatising their spaces Museva/SITEM 2018 Paris Lisa Guastella 25 January 2018

2 About me Started at MTV Networks in Marketing Did marketing, film and music events for Warner Bros. and Sony Entertainment Was an associate editor at DC Comics and managed the Death of Superman summit, which created the current film Batman v. Superman Moved over to the venue side working for the National Theatre, English Heritage and Shakespeare s Globe Have worked at the British Museum for 6 years and have worked on events such as Spectre and filming for the current Jason Bourne film, Wonder Woman and JLA.

3 Why Events and Venue Hire? Many corporations and organisations are looking to hold conferences and events in historic venues and museums Clients are looking for venues that can offer them more than a hotel or conference centre experience External hire contributes a strong revenue stream to the Museum Many clients and their guests attending events and conferences are likely to pay it forward by becoming members, sponsors and volunteers

4 Where do I start? Evaluate your assets Identify potential spaces for hire Confirm your operating costs Know your competition Recognise your unique selling points Distinguish yourself in the Marketplace Explore partners and suppliers Formulate a marketing plan Spot your cross-pollination opportunities Create a strong sales and delivery team

5 SWOT Analysis Strengths Iconic venue State of the art theatres Central location Near public transport Historical Connections Opportunities Daytime Hire Corporate Gifts Exhibition links Catering List Target local businesses Partner with hotels Weaknesses Not purpose built Residential Area Strict Curatorial Guidelines High Security Threats Terrorism Oversaturated marketplace Venues with in-house suppliers Financial climate Look at your strengths as a venue from a client s perspective Identify your weaknesses and how to manage your client s expectations proactively Target opportunities that are available and unique to your venue Be realistic about what can threaten your business

6 Potential Hire Spaces Can use anything from a small meeting room to a gallery Outdoor areas extremely popular Work with Health & Safety to set room capacities Ensure proper guest flow Confirm nearby area for catering Audio Visual capabilities

7 Know your competition Do some mystery shopping and find out what your competitors are doing and what they are offering in the marketplace.

8 Unique selling points and positioning in the marketplace Identify what makes your venue special Look at companies located close to your venue and create a relationship Generate strong visuals as a sales tool Produce a strong sales/site visit script

9 Explore partners and suppliers Determine your method of catering (in-house v. list) Commission as a second revenue stream Production, florists and entertainment companies Work with local hotels and sister venues Upselling items such as AV, meeting supplies and exhibition stands

10 Formulate a marketing plan Identify specialist and industry publications Have a strong presence at trade shows Create discounted packages and incentives Work with your caterer and other suppliers to support Promote your services via social media and technology

11 Spot your cross-pollination opportunities Working with retail to create corporate gifts Liaising with Development to create incentive packages for corporate partners or potential sponsorship of spaces Interacting with Membership to motivate supporter use Promote internally via curatorial and educational departments linked to societies and external groups

12 Create a strong sales and delivery team Look for employees that can engage proactively Sales staff need to be able to get client to envision their event in your space Event delivery needs to be well organised with focus on customer service Staff need to be able to manage the client s expectations in a positive way Debriefing after events with staff to focus on client feedback to provide a better service and repeat clients

13 Think outside the box Look at your spaces and the possibilities Work with your suppliers to create something unique and special to your venue Investigate trends and new technology Host cultivation events so that potential clients can see your spaces as an event guest Try and create a link with the client s event and your venue to add to guest experience Offer event organisation and/or design services

14 Ideas

15 Revenue generation benefits Revenue streams increase through: Venue hire Catering and supplier commissions Corporate gift and goody bag sales Upselling of AV and other services Event organisation services Cross-pollination of increased memberships, footfall spend and sponsorships/corporate partnerships

16 Thank you for your time