Commercial initiatives that boost cultural attractions [Video]

by Graham Speak, Speak Consulting

There is a common misconception that being commercial is ‘anti-consumer’ or ‘anti-experience’. In fact, if considered strategically, guest-centrically, and integrated meaningfully into organisations, the opposite is true. Commercial initiatives not only allow businesses to survive and thrive but can enable improved experiences.

This isn’t just an issue in cultural organisations. The role of commercial is a well-debated topic across many sectors, from museums to zoos, theme parks to immersive experience organisations. It’s not uncommon to find the perception that commerciality gets in the way of creativity, authenticity or conservation.

Perhaps examples of unintegrated, ‘quick buck’ initiatives create the incorrect perception that this is how all commercial propositions must operate. But this isn’t the case, with many different cases showing how commercial can be a positive force for experience and the P&L.

Some well-known examples include Coca-Cola’s unique product integration in Star Wars: Galaxy’s Edgeat the Disney Parks, …