Future Revenue Strategies: Beyond Subsidy
Public funding alone will not secure the future of museums and science centers. Institutions must design diversified, intelligent, and mission-aligned revenue models that extend beyond traditional subsidy structures.
Future Revenue Strategies: Beyond Subsidy is a hands-on, strategic workshop that equips cultural institutions with the tools to build new income streams — through partnerships, dynamic pricing, shop optimisation, digital monetisation, licensing, and co-created value models.
Two day intensive co-creation workshop.
Duration
Vienna
Austria
Location
€ 1.200 exl. VAT
max. 25 participants
Costs
What you will learn
Rethink Revenue Leadership
Public funding is becoming less predictable. Costs are rising. For museum leaders, this is a strategic challenge.
This two-day course invites you to step back and examine how your institution currently generates income. Instead of focusing only on ticket sales or traditional fundraising, we will analyse the broader revenue system — including retail, partnerships, licensing, digital offers, and pricing structures. The aim is to sharpen your strategic perspective and identify realistic areas for development.
Build Scalable Growth
Sustainable growth does not happen by chance. It requires understanding which institutional assets can generate long-term value.
During the course, you will explore how brand, collection, expertise, and space can support diversified income streams. We will discuss partnership-led revenue models, new retail concepts, pricing strategies, and experience-based offers. Through case examples and practical exercises, you will assess which approaches are relevant for your own institution and where pilot initiatives may be possible.
Architect the Future-Ready Museum
The business model of museums is evolving. Leaders must balance mission, public responsibility, and financial sustainability.
In this course, you will work on outlining a future-oriented revenue approach that fits your institution’s size, governance structure, and strategic priorities. By the end of the two days, you will have a clearer understanding of your current revenue architecture, potential areas for diversification, and concrete next steps to explore within your organisation.
Future Revenue Strategies: Beyond SubsidyAbout the training
Who is it for?
Museum Directors and Deputy Directors
Science Center Executives
CFOs and Heads of Finance
Heads of Development & Fundraising
Commercial, Retail and Visitor Experience Managers
Strategy and Innovation Leads
What should you bring with you?
An open and curious mindset
Your latest financial figures or clearly defined revenue challenges
A strong appetite for innovation
The readiness to question long-standing habits in museum finance
What will you gain?
Practical tools, processes, and frameworks to
Design new revenue models
Develop scalable service concepts and digital income streams
Improve retail and shop performance
Build a structured path toward a more diversified, future-oriented revenue mix
Upcoming Courses
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Day 1: 09:00-17:00
Day 2: 09:00-17:00
Food and beverages are included in the price.
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Day 1: 09:00-17:00
Day 2: 09:00-17:00
Food and beverages are included in the price.
How the training works
Coached application helps build leadership capacity through shared experiences.
Peer Collaboration
Reflection & Improvement
Final projects align to institutional goals and strategic priorities for immediate impact.
Case-driven exercises drawn from real museum scenarios provide applicable solutions.
Cohort based learning
Practical Toolkits
Expert facilitators guide each session, creating a collaborative environment for shared learning.
Our Coaches
Christine Wawra
Christine works at the intersection of leadership, organisational development, and personal transformation. She supports owners, entrepreneurs, and senior managers in navigating change and strengthening the organisations they lead.
Alongside executive and team coaching, she is trained as a psychotherapist in systemic family therapy. This dual perspective allows her to work both strategically and on the human level of leadership and decision-making.
Christine holds a Master’s degree in International Business Administration from the Vienna University of Economics and Business and studied at Université Paris Dauphine in France, specialising in Entrepreneurship & Innovation and International Organisational Behaviour. She has worked across diverse cultural contexts, including India, Hong Kong, Mexico, the CEE region, and Western Europe.
Trainer & Coach
Founder of MUSEUM BOOSTER & TrainerSofia Widmann
Sofia brings more than ten years of experience working on new revenue models and monetisation strategies in the museum sector. Trained as an economist, she combines financial thinking with deep sector knowledge.
Through her work with the Future Museum research project and her MBA studies, she has focused extensively on KPIs in museum operations, shop benchmarking, revenue diversification, and partnership-led growth. She works closely with museums across Europe and internationally on strengthening financial resilience while safeguarding institutional mission.
In this workshop, Sofia translates research, data, and practical field experience into concrete tools and structured approaches that participants can realistically explore within their own institutions.
