As we head into the second weekend following reopening, I wanted to take a moment to reflect on the fabulous feedback we’ve received from visitors since we’ve been able to welcome them back, and to share my personal thanks with you all for your efforts to bring the Museum to life following a long period of lockdown.
Throughout our 136 days of closure, I was heartened to see so many messages of affection and support for the Museum. Many of the people wishing us well told us what they missed most about BCLM – its stories, its people, being able to spend time reminiscing with their loved ones, and, dare I say it, the fish and chips.
This notwithstanding, I’ve been both surprised and delighted by the degree of positivity and enthusiasm visitors have displayed towards us since reopening. This reaction is a testament to working together successfully as one Museum team. Visitors have embraced the new programme and how it takes them to parts of the site that they may never have visited before; they love hearing new stories delivered passionately by historic characters; they love the variety of the food and drink offer; and they feel safe with the distancing measures in place and a highly visible cleaning team working hard to maintain hygiene standards.
All of these things and more have been mentioned by visitors – many in long and heartfelt social media reviews and emails to the Museum. I would encourage you to visit our social channels to see for yourself what people are saying about the work many of you have been doing to ensure the Museum succeeds.
The Museum has also hosted some notable visitors in its early stages of opening. In what may sound like the beginning of an old joke, an MP, a Minister, and a Bishop walked into the Museum… But, in all seriousness, over the past seven days we’ve seen Dudley North MP Marco Longhi – impressed from his visit on Saturday – returning on Wednesday having invited the Minister of State for Digital and Culture, Caroline Dinenage MP, to visit the Museum in order to show her first-hand what a remarkable community asset it is. The Rt Revd Martin Gorick, Bishop of Dudley, has also visited to show his support for the Museum. These visits are not just important for the media coverage they can generate, but they’re also an opportunity to put the Museum front-and-centre with decision-makers who have a real influence over the future of the cultural sector.
Despite the success of our reopening, these are still very uncertain times for many businesses and charities and, not least, the Museum. Our recent award from the Arts Council Emergency Response Fund and the strong demand for tickets means we’ve been able to begin trading again and generate much needed cashflow. However, visitor numbers for this August will likely be around fifty per cent of the level achieved in 2019 and, as an organisation which is more than 90% dependent upon visitor income, reopening does not yet mean recovery. The challenge of operating in a financially-sustainable way in the era of social distancing remains. Therefore, it would be wrong of me if I did not mention here there are likely to be some difficult decisions ahead.
The £1.57bn Culture Recovery Fund – currently the only sector-specific government fund – is evidence of the Government’s recognition of the importance of the cultural sector to people’s lives and the need to support organisations during this moment of crisis. The Museum’s Leadership Team is currently looking at the best ways to apply for financial support from the Fund to enable us to operate effectively in the short term and give the organisation the best chance of survival in the long term. It is still too early to tell what the long-term impact of Covid will be on consumer confidence and its influence on how people will choose to visit the Museum in the future. Consequently, the future is uncertain. Nevertheless, the Leadership Team and I are working hard to protect the Museum, its people, and livelihoods as we navigate this ‘new normal’.
In this last of weekly comms updates, I wanted thank you all for your hard work and the way you have supported each other through these most difficult of times. A living museum is no such thing without its people – both colleagues and visitors. Our reopening has proved how vital the Museum is to the cultural life of the area, and as an agent of community cohesion. Therefore, I’m incredibly proud of the experience we’ve put together and the positive impact it’s made for our visitors and for the reputation of the Black Country more widely.
Thank you all,
Andrew