Creating Successful Exhibitions and Events

Creating Successful Exhibitions and Events

Ensure your strategic planning leads to a successful launch and delivery

Based on the successful tactics of our customers, this playbook contains winning strategies for fulfilling programs. 

Explore key metrics to measure exhibitions and events. Continuously plan, execute and evaluate for engaging and meaningful programs for your visitors.

What's inside:

With this playbook, lead your team to:

  • Develop a best practice model for tracking exhibition or event timeline
  • Align with your visitors’ attendance behavior pattern to meet them where they are in the cycle
  • Uncover what leads to optimizing visitation uplift  
  • Target improvements for enhanced exhibitions outcomes

Discover how to optimize your exhibitions and events:

Insight Bites: Exhibitions and Events

Grab a hot drink and sit back to enjoy this mini masterclass series on managing data of ex…
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Platforms for visitor superpowers with S...

Seb Chan, Chief Experience Officer at the Australian Centre for the Moving Image (ACMI) di…
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The ammunition for blockbuster exhibitions

The argument against special exhibitions draws upon figures from limited studies taken out…
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⟵Field Museum

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Cultivating Visitor Loyalty

Cultivating Visitor Loyalty

Discover new ways to acquire and retain loyal members and season pass holders.

Based on the successful tactics of our customers, this playbook contains key aspects of the membership loyalty framework and journey.


Explore key metrics to measure loyalty and how you can design loyalty to maximize a meaningful membership experience resulting in long term, happy and engaged members.

What's inside:

With this playbook, lead your team to:

  • Develop a best practice model for tracking retention and fan Life Time Value (LTV)
  • Discover your venue’s magic equation for retention 
  • Uncover what correlates with member conversion 
  • Find new ways of nurturing member loyalty 
  • Target improvements for enhanced member outcomes

Understand your visitor loyalty on a deeper level:

Insight Bites: Cultivating Loyalty

Grab a hot drink and sit back to enjoy this mini masterclass series on encouraging loyalty…
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Designing for loyalty at the California ...

Hear how Chief Revenue and Marketing Officer Melissa Felder thinks about loyalty at the Ca…
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7 levers to tailor your loyalty for a powerful visitor experience

Shifting consumer behavior, changing buyer expectations and rising digital adoption are pr…
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⟵People first retail at The Metropolitan Museum of Art with Will Sullivan

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Optimizing Retail Revenue via Brick and Mortar and Ecommerce

Optimizing Retail Revenue via Brick and Mortar and Ecommerce

Lines of business such as merchandise, hospitality, parking or even accommodation may not be core in the attraction, yet are still an important part of the visitor experience and overall revenue picture.

Enhance your buying, planning, and selling processes to streamline growth. Recognize retail opportunities for optimizing conversions and understanding consumer behavior to align your retail to your visitor experience.

This 21-page guide outlines best practices for gaining insight on product strategy, effective retail buying and planning, improving sales, understanding consumer behavior, and predicting revenue.

What's inside:

With this playbook, lead your team to:

  • Analyze consumer spending including transaction rates and basket size
  • Understand in store conversions and what impacts shopper spend
  • Compare outlet performance 
  • Streamline order provisioning and shipping 
  • Discover insights for buying and planning

Insight Bites: Optimizing Revenue

Grab a hot drink and sit back to enjoy this mini masterclass series on growing retail reve…
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People first retail at The Metropolitan ...

Will Sullivan, Head of Visitor Experience at the Metropolitan Museum of Art shares insight…
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3 ways retail can create a superior visitor experience

An exit through the gift shop could easily be an afterthought of a few souvenirs in a visi…
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⟵Insight Bites: Generating Demand through Marketing

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Talk to one of our team to hear more about predicting and analyzing visitor behavior for retail revenue

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Generating Engagement and Demand through Marketing

Generating Engagement and Demand through Marketing

Fuel growth with demand management to increase your marketing reach, engagement and conversion – offsite and online, paid and organic.

Marketing is a key component in recovery to increase engagement with audiences on digital channels. Particularly to drive demand for onsite visitation upon reopening.

This guide outlines best practices for increasing reach, optimizing conversion, and powering growth for marketing teams. Discover how to best redefine target markets geographically, analyze performance by digital channel, optimize digital and onsite conversion, attribute campaign success, monitor earned media and press mentions

What's inside:

With this playbook, lead your team to:

  • Analyze audiences and visitor target markets, including by visitor origin and distance travelled
  • Compare channel performance, such as in advance bookings versus walk ups, Online Travel Agencies (OTA) and more
  • Determine online funnel conversion, including the relationship between online and onsite visitation
  • Calculate the Visitor Acquisition Cost (VAC) and compare campaign performance
  • Discover how to track and analyze earned media, such as news mentions 

Insight Bites: Generating Demand through...

Grab a hot drink and sit back to enjoy this mini masterclass series on demand generation f…
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Generating demand at MoMA with Rob Baker

Rob Baker, Director of Marketing and Creative Strategy at The Museum of Modern Art (MoMA) …
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5 ways attractions are using marketing to generate demand

Generating and capturing demand is a key component to recovery to hold audiences and regai…
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⟵Occupancy and Capacity for Safe and Happy Visitors

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Occupancy and Capacity for Safe and Happy Visitors

Occupancy and Capacity for Safe and Happy Visitors

Whether you’re ticketing allowances via advance passes or using footfall occupancy control to manage capacity, find out how to prevent breaches and optimize visitation.

As attractions reopen, a top priority is managing capacity to ensure safe and happy visitors. When coupled with the right data, venues can take this a step further and use capacity management to optimize revenue.

This 12 page guide outlines best practices for maximizing capacity while mitigating breaches. Discover actionable insights you can implement with leadership, strategic and operational teams.

What's inside:

With this playbook, lead your team to:

  • Understand occupancy and ticket utilization
  • Identify and prevent breaches while optimizing for visitation and revenue
  • Determine booking rate and attrition behaviors

Insight Bites: Managing Capacity

Grab a hot drink and sit back to enjoy this mini masterclass series on reducing breaches a…
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Capacity management at Smithsonian's NMA...

We talk to Herman Marigny and DeAnna Wynn from the National Museum of African American His…
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Making the most of location analytics at your attraction

What do your visitors get up to once they step foot through your doors? Knowing where visi…
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⟵Visit Dallas

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Visitor Experience Management Best Practices

Visitor Experience Management Best Practices

A deep dive into the most difficult to tackle yet powerful analytics for visitor attractions: what visitors feel, what they do and where they go.

For attractions, visitor satisfaction and outcomes are always a top priority – particularly keeping them happy and engaged. Use your visitor experience data to gain clarity on how your guests are feeling and achieve both social and commercial goals in your organization.

This 18 page guide outlines best practices for increasing visitor happiness, engagement and outcomes such as member conversion or retail purchase.

What's inside:

With this playbook, lead your team to:

  • Design your own visitor journey map to understand the visitor experience before, during and after the visit
  • Create visitor personas to help interpret analytics and understand the ‘why’ behind visitor behavior
  • Blend quantitative and qualitative measures of visitor satisfaction and feedback from onsite and online, including Net Promoter Score (NPS), reviews and surveys
  • Evaluate location analytics technologies to track where visitor dwell time, trail routes and repeat rates
  • Understand visitor conversions into activities and other outcomes

Insight Bites: Visitor Experience

Grab a hot drink and sit back to enjoy this mini masterclass series on visitor experience …
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Visitor experience and value with John F...

John Falk is recognized as one of the most influential museum professionals of the past hu…
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Configuring your ticketing systems for visitor insights

Ticketing systems have been a savior for many visitor attractions managing new or tighter …
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⟵Using design thinking to execute rapid change with Daniel Jordan

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The Ultimate Guide to Managing Visitation and Attendance

The Ultimate Guide to Managing Visitation and Attendance

Leading your team to democratize data and be insight inspired begins with a strong foundation.

COVID-19 has introduced several paradigm shifts in visitation patterns, trends and behaviors. With this in mind, we’re going back to basics – to the core of visitor management: managing visitation.

This 17 page guide outlines best practices for managing visitation in attractions. Discover actionable insights you can implement with leadership, strategic and operational teams.

What's inside:

With this playbook, lead your team to:

  • Develop a common understanding of how you recognize visitation through intentional, clear business rules
  • Know your visitation north star goal and track goal achievement
  • Understand your growth metrics and how these benchmark to industry
  • Strategically and operationally plan for performance, with scenarios for uncertainty
  • Analyze core visitation patterns and trends
  • Analyze key audience insights such as demographic, origin and channel
  • Measure visitation outcomes through conversions

Insight Bites: Managing Visitation

Grab a hot drink and sit back to enjoy this mini masterclass series on the core metrics be…
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The Recovery Room and Historic Royal Pal...

We head to London to chat to Rachel Mackay, author of the Recovery Room, recently named Bl…
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20 questions to ask of your attraction’s visitation

These questions provide a framework for a full impact assessment report of COVID-19, when…
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⟵Generating demand at MoMA with Rob Baker

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Talk to one of our team to hear more about predicting and analyzing visitor behavior for retail revenue

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