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The Museum of London and its Structure

Academic Paper 2017 9 Pages

Tourism

Excerpt

Table of Content

MUSEUM OF LONDON
Mission, strategic objectives and aims
Acknowledgement of how the charity status operates
Key points from the latest annual report

CORPORATE GOVERNANCE

EXTERNAL ENVIRONMENT

PEST ANALYSIS
Political factors
Economic factors
Social factors
Technological factors

MUSEUM OF LONDON

It is often amazing to see the complete transformation of a particular place, or even a whole area; that is where the story of the Museum of London as tourist attraction starts from. Opened in the distant year of 1976 on the London Wall, that remarkable venue for Londoners and tourists represents the moments of London and its citizens year-on-year.

Following its renovation in 2010, the Museum of London has four brand-new galleries:

- The new City Gallery;
- The galleries of Modern London;
- The "Expanding City Gallery", and the
- The "People's City". (Museum of London, 2016).

Earlier on in 2003, nearby Canary Wharf, the business area of London, the Museum of London Docklands was officially open. The reasons behind that decision were the following:

- Museum of London needed to be closer to the people, audience, to the public;
- Its distinctive feature relates to the fact of being a crossroad to the East and West part of London;
- The historic area of West Smithfield (used for different purposes during the years) most fully incarnates the spirit of a glorious place as London.

Mission, strategic objectives and aims

Talking about missions of a particular organizations or place, we often envisage the message it passes to people;

The five strategic objectives of Museum of London should be outlined in the following manner:

- Attracting more visitors - that objective will be met via understanding their needs, what prompts them to visit the venue and by making some important changes in multimedia and online presence;
- Becoming better known - the Museum will become better known via the popular means of enhancing the online presence - Facebook, Twitter, YouTube channel, Instagram and enlarging email subscriber base;
- The thinking extension will be achieved via growing the academic impact of the institution;
- More children will be engaged with the history of London, via direct visits to the Museum of London;
- The Museum of London need to be able to generate its own sufficient income, apart from the government funds. That last strategic objective recognizes the importance of raising income by growing brand and profile and delivering great London products.

The Museum's five aims are resumed in the following way:

- Increasing the audience of the Museum of London and Museum of London Docklands of up to 1.5 million people per year;
- Involvement in important social causes in order to be better heard and seen;
- The usage of Museum's collections for research should be increased;
- Arousing the interest of over 850,000 school children and
- Accomplishing £100m total income from all sources of funding; the last one is an aim inspired by the shop of Victoria and Albert Museum at Heathrow Airport.

Acknowledgement of how the charity status operates

Museum of London is a registered charity under number 1139250. Notwithstanding that fact the Museum is funded not only by the City of London, but also by the Great London Assembly. Moreover, the Museum's charitable objectives are to:

- preserve the historical heritage of London and Londoners;
- deliver educational programmes for schools and cultural activities for families;
- work with communities throughout London on creative and educational projects;
- raise awareness to the historical moment in which London and Londoners are situated.

The government funding is not the only funding source for the Museum. The London Museum Trust and the Joicey Trust Funds also provide significant funds for the establishment. The latter provides funds by paying grants for the acquisition of exhibits starting from £24 100 up to 31 March 2016 (www.charitycommission.gov.uk, 2016).

Key points from the latest annual report

1. The last 2015/2016 despite some serious hurdles and decrease in visits initially, was one of the most successful in the history of Museum of London. The same applies for the Docklands Museum, as there the families are the new leading audience;
2. Development of the new multimedia channels, interactive features and methods of social communication. The evidence for the latter could be inferred by the new web site of the Museum of London, its highly-visited Facebook and Twitter accounts.

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Details

Pages
9
Year
2017
ISBN (eBook)
9783668718265
File size
575 KB
Language
English
Catalog Number
v427767
Grade
5.00
Tags
Museum London report trends hosptality

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Title: The Museum of London and its Structure