Hello All,

 

I am helping to advise a “small becoming medium size” museum on their expanded café offer. Not only will visitors who have bought a museum entry ticket be able to visit the café, but also members of the general public who have NOT bought a ticket: the hope is that the café will become a “destination” in its own right.

 

As part of this, I am emphasising the importance of:

 

1. Tracking the conversion percentage of visitors who have bought tickets to café visits.

 

2. The numbers of visitors to the café who have NOT bought tickets compared with those who have.

 

Before I retired in 2013, I worked for a large Heritage site organisation, so am well aware that there are many pitfalls with tracking these kinds of statistics, but the consensus was that is was still a worthwhile exercise. I would be very grateful if you could share with me from your own museums/art galleries/historical houses:

 

1. The conversion percentages you are achieving as defined in a above.

 

2. For those of you who run cafes/restaurants which allow access by the general public (in addition to those buying tickets) what the RELATIVE percentages look like. So, for example, if 100 ticket visitors visited the café in one day and 20 other members of the public who had not paid tickets visited the café, then the ration would be 20/100 = 20%.

 

I appreciate that for some of you this information would be seen as “sensitive” so I promise to respect the anonymity of anyone is kind enough to respond. If in your reply you were also able to indicate the average number of museum visitors you get in a year, that would be useful, but I appreciate you may not wish to indicate this.

 

Many Thanks!

 

Jerry Symonds – retired Internal Auditor (UK Heritage Organisation)

 

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