Attracting new audiences through dynamic programming
Al Shindagha Museum
Location:
Dubai, UAE
Client:
Dubai Culture, Talents UAE
Services:
Strategy and Masterplanning, Experience Design
Project date:
2021 - 2025
When Talents UAE was appointed to operate the iconic Al Shindagah Museum, one of their core objectives was to increase visitor numbers and attract harder-to-reach audiences like families and schools. They asked KCA London to help them implement a new programming approach to achieve these goals.
After reviewing the museum’s existing offer, staff skill set, and other constraints, we developed a programming strategy focused on enabling ASM to progressively expand their programming offer and target new audiences while simultaneously building their team’s programming experience.
ASM was keen to boost its visibility with families and schools and make its offer more appealing and engaging for them. We created a library of bespoke resources such as family trail booklets, themed workshops, storytelling sessions, kids’ holiday camps, and programmes linked to local celebrations like National Day and Hag al Leila. We also developed a range of school programmes to encourage deeper exploration of the galleries through a creative, narrative-led experience. The programmes allowed students to become active leaders in their experience, working together to solve puzzles and find hidden clues in the galleries.
Throughout the process, we worked collaboratively with the internal programming and learning teams, gradually building their skills and confidence in programme development and delivery.
We have supported the teams at ASM since 2021, working in a variety of areas from operational planning, through to experience design and long term mentorship.
I discovered that a good tour is less what we say or what we do but how we make the visitors feel welcome and appreciated.
Winston, Trainee Guide
