Parklife: The Engagement Space Beyond the Museum Walls

Many municipal museums and art galleries are nestled within pleasure gardens, originally conceived as an integrated public leisure offering. Similarly, university museums are often set within parkland, and larger independent museums frequently manage extensive green or open spaces. Just as museums themselves vary widely in their scope, so too do these external spaces and their potential for public engagement. Heritage Thinking Differently explores the untapped opportunities beyond the bricks and mortar, seeking fresh ways to connect with audiences.

Weston Park Museum, Sheffield

Many museums are already embedding their external spaces into their visitor experience, particularly those designed with such integration in mind from the outset. This is especially pertinent in urban environments, where a seamless blend of learning, play, and heritage interpretation can be invaluable. The concept of extending museum experiences outdoors is not new, yet for some institutions, the process remains more complex than it need be.

It is important to acknowledge that not all external spaces are green. Where they are, they are often managed by parks departments, which see their role as distinct yet equally vital. This can lead to a disconnect between museums and the custodians of these spaces. Another challenge is vandalism—open-access parks may place creative investments at risk. However, common ground can be found, particularly in shared objectives around wellbeing, education, and cultural engagement. Despite this, museum collections and municipal gardens are often presented in ways that fail to complement one another. Yet, park visitors are already in a leisure-seeking mindset—an ideal state for engagement. Anyone managing a museum within a large park will be familiar with the phenomenon of visitor numbers surging at the first sign of rain.

Think Tank Museum, Birmingham

Balancing Public Access and Museum Curation

Some museum gardens are formally designated as such and, in certain cases, exist behind a paywall. This is not uncommon at historic houses and former castle sites. This arrangement can create tension between local taxpayers, who may feel entitled to unrestricted access, and museum management teams striving to maintain curated experiences. Some institutions mitigate this by offering free access to local residents upon proof of postcode, while restricting entry at specific times. Controlled spaces, behind walls, do present advantages—curated outdoor exhibitions and thematic playgrounds can be installed with reduced risk of damage. Yet, there remains no flawless model. Restricting access to public grounds, particularly on warm summer evenings, can lead to community friction. The most contentious scenario arises when children are ushered out of playgrounds at closing time. It would be interesting to hear of successful models where paywalls and public goodwill coexist harmoniously.

For those institutions fortunate enough to command expansive landscapes, there is scope for rich interpretation. Open-Air Museums, for example, often leverage their surroundings to enhance period storytelling. Textile museums may cultivate species historically used for dyes, while social history sites might plant medicinal or edible flora relevant to their narratives. Outdoor spaces have long played crucial roles in human history, encompassing everything from ritualistic practices to sustenance and recreation. Museums are uniquely positioned to help visitors rediscover these evolving relationships with the natural world.

Weald & Downland Museum

Creswell Crags: Rebranding Outdoor Space as Archaeological Narrative

Creswell Crags offers an inspiring case study of reimagining external spaces. This historic site, home to both a modern museum and 16 acres of rugged landscape, includes a dramatic gorge studded with prehistoric caves and rock art. Despite its archaeological significance; for generations, local residents usually perceived it as a country park—a place for dog walking rather than historical exploration. To shift this perspective, we rebranded the area as an Archaeological Park.

With improved signage, solar-powered listening posts, and a stronger interpretative narrative, we transformed public perception, redefining the space as an 'outdoor gallery' of historical significance. By reintroducing archaeological digs to the site, we reinforced the message that this was not simply a recreational space, but an active part of our shared heritage. The process underscored the museum’s stewardship of the land, reclaiming it as a space with ongoing stories to uncover. Securing funding for audio posts helped deepen engagement, converting casual visitors into informed participants in history.

Note: There is a link, below, to my case study which considers how the outdoor spaces at University of Nottingham, were transformed into a learning space for the Creswell Crags team to deliver an educational programme on behalf of the Museum of Archaeology.

Audio Post at Creswell Crags Museum & Archaeological Park

The Symbiosis of Museums and Outdoor Art

Increasingly, museum parks feature large-scale artworks or sculptures that extend internal collections into the open air. Bandstands and open spaces become performance venues, and museum learning teams utilise grounds for activities such as bug hunts and local history studies. Wellbeing initiatives also frequently find a natural home in these spaces. The National Trust has been particularly successful in theming play areas, creating dynamic destinations in their own right.

Yet, too often, I encounter museum sites where the outdoor space and museum seem disconnected—a wasted opportunity and a failure to fully consider audience needs. Strategic collaboration between museum and park management can unlock enormous potential, both in audience development and institutional branding. My experiences at Creswell Crags, and my continued fascination with this topic, have led me to explore how these often-overlooked spaces can be more effectively harnessed.

If you’re looking to maximise the potential of your external spaces, my Strategic Planning programme may offer valuable insights. Beyond audience engagement, partnership work in these areas can enhance institutional identity, broaden outreach, and even generate funding opportunities. I welcome conversations on how to think outside the museum—because, after all, these are spaces for recreation, not grounds for dispute.

Paul Baker

Links:

Heritage Thinking Differently - Strategic Planning

Case Study: An Educational Partnership