Why Your Heritage Site Needs a Commercial Review (And How It Can Help You Thrive!)

So, your site is a well-oiled machine? Your commercial areas are performing at their peak, your fundraising strategy is rock solid, your branding is attracting new audiences, and your events are packed to capacity. You’ve got an effective membership program, a thriving online revenue stream, and a team that’s laser-focused on your vision.

If all of this is true, congratulations—you don’t need a Commercial Review! Sorry for wasting your time.

But let’s be real. Most sites, no matter how well they’re doing, have room for improvement. And that’s where a Commercial Review can make all the difference. Let’s talk about why.

The Reality of Heritage Funding Today

If you’re running a local authority museum or heritage site, you’re likely feeling the financial squeeze. Budgets are tight, and unfortunately, they’re not going to bounce back to the golden days of generous museum funding. Instead, we’re in a period of transition. Museums that successfully adapt will survive—and those that don’t may face closure.

So, what does that mean for you? Two things:

1. You need to become even more skilled at applying for funding.

2. You need to understand that funding alone won’t be enough.

With independent museums, museum trusts, and local authorities all competing for the same pots of money, relying solely on grants is risky. You need a sustainable, self-generated income stream to secure your future.

Why a Commercial Review Is More Important Than Ever

If you’re in the independent museum sector, you’re probably still working your way back to pre-pandemic visitor numbers. That’s a tough challenge. Many museums are focusing on securing funding to bridge the gap, and while that’s crucial, it’s not the whole solution.

A Commercial Review helps identify existing income streams that could be optimized for better performance. Instead of just serving your current audience, why not develop areas of your museum into independent destinations with their own growing customer base?

Thinking Like a Business (While Staying True to Your Mission)

The smartest sites are those that protect themselves from severe budget cuts by maximizing efficiency and creating reliable, organic revenue streams. This isn’t about doing something radically different—it’s about doing what you’re already doing, but better.

Start by focusing on your audience. Have you ever considered how your commercial areas could better serve them? Maybe your site fills a crucial community gap, especially if essential local services or shops have closed. Or perhaps small adjustments—like improving your café, shop, or event offerings—could encourage visitors to stay longer and spend more.

There are always opportunities to generate additional revenue from what you’re already doing. Sometimes, however, sites face a frustrating hurdle: some local authorities require all museum-generated income to go into a central pot. This system removes the incentive for museums to prioritize commercial success. If this applies to you, negotiating new terms for income retention should be your first step. The good news? It’s usually not a hard argument to make.

Let’s Make This Process Accessible

A Commercial Review shouldn’t be a luxury—it should be a tool available to all museums looking to strengthen their financial future. That’s why I work within the funding limits of a Museum Development Grant, making this service both affordable and accessible. In many cases, I can even handle the grant application process as part of my fee.

Your site has no direct competitors when it comes to generating revenue from your unique offerings. Why not make the most of it? Let’s work together to ensure your museum not only survives but thrives.

Interested? Visit my website for more details or reach out to see how I can help!

Paul Baker

Link:

Heritage Thinking Differently - Commercial Reviews