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Online Masterclass: Transforming the Guest Experience

Event information

Date: 25 April

Time: 09:30 – 16:00

Organiser: Association for Cultural Enterprises

Venue: Online

How can museums compete in a world filled with visitor attractions – from other cultural destinations to hotels, destination-retail and brand pop-ups – at a time when money is tight and time is limited? The answer is to focus on your guest experience, ensuring that everything you do is aligned behind your purpose with a guest-first mindset.

What will I learn?

This one-day masterclass is designed to give you a practical step-by-step guide to refocusing your activity behind purpose and guest experience.

Offering a new way of looking at your business, you will leave the masterclass with practical tactics for transforming your strategic priorities and your operational delivery. From how your teams’ welcome people at the door, to the marketing messages you put out, the stories you tell and the investments you make in key business lines, this is a comprehensive and transparent approach to switching your focus – helping to draw more visitors in, dwell longer, spend more, and come back soon.

You will leave with a toolkit to review your own guest experience, examples to make business cases for change, and tips to incorporate into your 2024 action plans – as well as a community of fellow change-makers to develop ideas and share knowledge with.

Who is it for?

This event is ideal for museum directors as well as the heads of commercial, marketing and visitor experience teams.

This online masterclass will be delivered over one day and will be a mix of discussion, breakout, and feedback sessions to encourage networking and sharing of results.

Full programme to follow.


Member: £130

Non-Member: £260

Bursaries: 2 bursary places available

Event booking