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BUSINESS CASE STUDY

The Minories

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Business context

The Minories, an arts charity and gallery in central Colchester, has a goal to empower the local community to access art and culture. Like many arts charities, it has traditionally relied on public funding, but with increasing pressure on funding bodies and a desire to become more financially independent, the Minories wanted to explore further income-generating options.

The charity has partnered with the University of Essex in a Knowledge Transfer Partnership (KTP) to develop a data-led and long-term strategic plan, with associated staff development and custodianship to maintain the plan. The project has been put in place to ensure The Minories’ sustainable and prosperous future via targeted income-generating activities.

"We are excited to be working with the University of Essex on this project. Although the gallery has been open since 1956, our charity is relatively young, and we have only been running the gallery since 2023. This project is supporting our organisation’s small team with valuable skills and knowledge as we grow, and helps us in thinking creatively about how to sustain our business."

Emma Howe Gallery director, The minories

Research solution

With funding from Innovate UK, academics Dr Misagh Tasavori and Dr Kholoud Mohsen from the Essex Business School have teamed up with the local charity to analyse income streams and identify growth opportunities.

Darren Smith, the project’s KTP Associate, who has been hired to specifically project manage the KTP, is focusing on enhancing the gallery’s wedding offer, retail space and paid events; areas that have strong potential to boost revenue while staying true to the organisation’s creative mission.

Business value

The KTP is seeing very positive results so far. Wedding enquiries have increased by 283%, with a 41% conversion rate from viewing to booking. Retail turnover has grown by 622% compared to the previous year, and spend per visitor is up by 488%.

These gains have been driven by a refreshed product range, improved visual merchandising, and a unique Shop Exhibition showcasing local artists.

University of Essex Business Engagement team

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