COMMERCIAL SIDE STRENGTHENED
We can be pleased that we have considerably increased our level of business since 2000, the number of visitors in 2004 being almost double that of 1999. Last year was exceptional, of course, with the record-breaking Midland Red centenary event. You may not be aware, however, that even if that event had not happened then we still would have exceeded 2003 patronage! Extra income on the gate also means extra income in the shop and cafeteria so this is all good news.
As they have supported us so loyally in recent times, it is good to lay to rest the earlier perception in some quarters that the enthusiast market is not worth pursuing. We are well aware, however, that we have barely begun to impact on the much harder non-enthusiast market, except when we advertise in local papers on bank holiday weekends. Whether or not we get the support of the Heritage Lottery Fund, we need to liven up our displays and get ourselves known among the public at large. We also need to spread these visitors more evenly; we cannot cope with them all on bank holiday Mondays! The commercial arm of the museum is thus being strengthened.
Volunteer organisations can be strong in some areas and weak in others depending on the talents of those helping. Marketing has always been a weak spot at Wythall so we are delighted to report that Rosemary Clarke is to assist us in getting our name across, at the same time hoping to raise much-needed money towards our development programme. Rosemary has long experience in marketing and tourism and will use the title PR & Fundraising Manager, reporting to Malcolm Keeley. Malcolm wishes to apply himself to the shortcomings in displaying our collections and engaging the interest of the visitors, and will be in the thick of the presentation aspects of any new hall. He will therefore shed some of his Commercial activities to Jim Munro who joins the Management Team with, initially, a particular emphasis on events management. Jim is no stranger, of course, having been a volunteer at Wythall since he was a foetus, and will initially concentrate on ensuring events run smoothly and to maximum advantage as well as generally helping Malcolm.
Malcolm Keeley
Chapel Lane, Wythall, Worcs B47 6JX
Tel : 01564 826471 e-mail us
A registered educational charity no 507191
