Small museums are the heart of UK communities, preserving unique stories, traditions, and histories that might otherwise be lost. They serve as vital community hubs, fostering local pride, supporting tourism, and providing accessible cultural spaces for all.
Despite their enormous value, research by GoDaddy in partnership with the Kids in Museums’ network found three in five small museums fear closure due to declining footfall and revenue. That’s why GoDaddy and Kids in Museums are inviting families to embark on a “Small Day Out” to discover the amazing attractions these independent museums have to offer.
The research, conducted among small, independent museums with fewer than 100,000 annual visitors, found that two-thirds (64%) say the rising cost of living has led to a decline in visitor numbers. Decreased visitor spend (58%) and donations (58%) are furthering the financial strain.
These challenges underscore the vulnerability of small museums – which rely heavily on community engagement and local tourism to sustain their operations – and highlights the critical role that small businesses play in local economies as drivers of growth, creating an average of five jobs per resident.
Four in five (78%) small museums report that this has been the most challenging period the sector has faced and over half (56%) say overall income has not returned to its pre-Covid levels. Consequently, three in five (58%) museums said they fear closure, and three quarters (75%) are concerned for the future of the wider sector. To protect their museum’s future, one in five (22%) have had to reduce programming and a similar number (17%) said they have reduced the days they open.
Furthermore, GoDaddy’s Venture Forward data shows 45% of small businesses surveyed rate digital skills as a challenge. To tackle this, GoDaddy is giving back to these small independent museums by providing access and training to use GoDaddy Airo®, its AI-powered experience, as part of the “Small Days Out” initiative, helping stimulate local tourism and economic activity.
SmallDaysOut.co.uk houses a list of museums curated by Kids in Museums, recognised for their family-friendly credentials. Small museums are a wonderful part of the UK’s cultural heritage, and they continue to play vital roles in local economies. Now is the time to show your support for local, independent businesses.
By leveraging GoDaddy Airo, GoDaddy is committed to empowering these museums to navigate the digital landscape more effectively, thereby increasing their reach and engagement. This initiative is more than just a response to a pressing need; it is a celebration of the rich tapestry of stories and experiences that small museums offer.
