How to Turn Your Commercial Offer into a Destination
- Paul Baker
- Feb 23
- 4 min read
Updated: 7 days ago
Have you ever visited a museum and been drawn in not just by the exhibits, but by the inviting café, the well-curated gift shop, or the unique atmosphere of the space? If so, you've experienced the magic of a museum that has successfully turned its commercial areas into destinations in their own right.
Too often, museums see their commercial spaces—like cafés, shops, and event areas—as secondary to the main attraction. But when done right, these areas can play a key role in drawing in visitors, generating revenue, and even introducing new audiences to your museum’s core offerings. Let’s explore how you can make your museum’s commercial spaces just as appealing as your exhibits.
Understanding Your Audience
Before you can transform your museum’s café or shop into a must-visit space, you need to ask yourself: Who is my ideal customer? Picture them in your mind. What are their interests? What do they value? Are they the same people who visit your exhibitions, or are they an entirely different audience that you could be engaging?
One of the best examples of a historic site which has mastered this approach is Salts Mill in Saltaire, Yorkshire. This World Heritage Site seamlessly blends its commercial offerings with its cultural appeal. With an art shop, bookstore, homewares retailer, and a stylish café, Salts Mill attracts a diverse mix of visitors—not just history buffs, but also shoppers, food lovers, and art enthusiasts. Embedded throughout the site is the largest collection of David Hockney’s art. These punctuate and enhance the commercial spaces. Furthermore, The Peace Museum recently relocated to the mill, creating an additional engagement space. The result? A thriving commercial ecosystem that supports and enhances the heritage and artistic offer.
Creating a Unique Experience
The key to a successful commercial offer is making it feel like an experience rather than just a service. Ask yourself:
Is your café just a place to grab a quick coffee, or is it a destination where people want to linger?
Does your shop offer the same generic souvenirs as every other attraction, or does it provide carefully curated, high-quality items that reflect your museum’s theme?
Can your commercial spaces stand alone as places worth visiting, even for those who may not have originally planned to explore the museum?
Do we have the vision to transform our offer into a commercial destination?
Take The Piece Hall in Halifax, for example. By hosting seasonal craft fairs, evening concerts, and pop-up markets, they have created a commercial hub that draws in a crowd beyond traditional heritage visitors. Their strategic use of events helps transition casual shoppers into brand loyalists.
A well performing commercial offer should provide the public with solutions. You should be trusted to solve all their gift needs for special occasions. Visitors to the area should be able to trust that you will provide them with a memorable keepsake for their special time together. Family members should be able to trust you to be that perfect destination for a special meal, followed by a relaxing stroll around the shop(s). From these interactions it should be possible to promote your heritage offer and events.
An example I often cite is the Bottle Kiln in Derbyshire. This historic building includes a café and shop. There is no visitor attraction, and it is in a residential area away from the main town. And yet the car park is often full midweek. On the occasions I’ve been there, many tables appear to be occupied with mothers treating their daughters to lunch, and this may be followed by a treat from the gift shop. I could write a separate article about the menu which I regularly cite for their specialisation and quality. But what they are essentially doing, is serving their audience and solving problems for them.
Thinking Beyond the Museum Walls
If your museum has a café, is it serving only the visitors who are already on-site, or is it attracting a local audience as well? Many museums unintentionally limit their commercial potential by catering only to their existing visitors rather than designing a space that appeals to the broader community.
A great example of place-making can be seen in Stockport’s transformation, where a focus on high-quality street food and commuter-friendly options has turned previously overlooked areas into vibrant destinations. Museums can take inspiration from this by ensuring their commercial offerings serve both their existing visitors and a new, untapped audience.
Making It Happen: Four Steps to Success
If you want to turn your museum’s commercial spaces into destinations, here’s where to start:
Define Your Audience – Who are you trying to attract? Your current visitors, a local audience, or a niche market?
Understand Their Needs – What do they want from a café or shop? A relaxing atmosphere, unique products, or a social space?
Attract the Right Crowd – Promote your offerings through social media, collaborations, and strategic marketing.
Serve Them Well – Once they arrive, ensure they have an exceptional experience that makes them want to return.
Final Thoughts
When done strategically, your museum’s commercial areas can become destinations in their own right—places that people seek out, recommend to friends, and return to time and again. This not only boosts revenue but also builds brand loyalty and expands your audience reach. How can the success of 'Place Making', inform your options?
If you feel your museum’s commercial spaces aren’t reaching their full potential, I can help. Visit my website for more on Commercial Reviews and Strategic Planning. Let’s work together to turn your commercial spaces into thriving destinations!
Paul Baker
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