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Audience Development in Museums and Heritage — in a day

5th June 2019 @ 11:00 am - 4:00 pm


What is it about?

Do you have a desire to increase and diversify your audiences? This In a Day workshop is for museums and heritage professionals looking to explore the challenges and opportunities in audience development.

You’ll explore what you already know about your audiences, which arena you’re operating in and where your competition lies. Ruthanne will share examples of successful partnership work and impactful campaigns that have diversified audiences in her own organisation.

You’ll leave with practical ways to get buy-in from colleagues, volunteers, your board and stakeholders. Discover how to make audience development, engagement and diversity part of your organisation’s key objectives for the future.

What will I gain?

— Insights into your current audiences

— Practical tips to engage more diverse audiences

— Knowledge on how to gain internal buy-in for audience development when you return to your organisation

Who is it for?

Museums and heritage professionals looking to grow and / or diversify their audiences.


  • AMA member rate: £99 + VAT
  • Non-Member: £125 + VAT


Ruthanne Baxter | Museum Services Manager | University of Edinburgh

Ruthanne Baxter, currently Museums Services Manager for the University of Edinburgh, has over 15 years’ experience developing audiences, partnerships and marketing activities in heritage settings in both rural and city locations.

Ruthanne joined the University Of Edinburgh Museums in February 2017 and has achieved a 45% increase in visitor figures over a 2 year period.

Ruthanne is regularly invited to deliver presentations at industry conferences and events – recent presentations have included ‘Old Buildings, New Beginnings: Developing a Heritage Visitor Attraction’ at the Association of Cultural Enterprise Conference and ‘Welcoming a World of Visitors: Developing International Visitors and Travel Trade at Heritage Sites’ the Association of Independent Museums Conference.

Ruthanne is a Trustee of the Coastal Communities Museum, North Berwick and Director of the Mad Hatter, Grey Matter Festival.

Twitter: @ruthannebaxter

LinkedIn: Ruthanne Baxter



5th June 2019
11:00 am - 4:00 pm
Event Category:


Scottish National Portrait Gallery
1 Queen St
Edinburgh, EH2 1JD United Kingdom
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