WHY A MUSEUM PERFORMANCE REVIEW
To remain relevant and resilient in a rapidly changing world, museums must continually examine and evolve their purpose and connection to the communities they serve. A Museum Performance Review and Future Readiness Report offer a structured way to reflect on where a museum stands today, and where it must go. Without this critical assessment, even long-established institutions risk becoming static, outmoded and disconnected from the needs and values of contemporary society. This is not about maintenance, it is about meaningful transformation and strategic positioning for long-term impact.
Museums should abandon outdated 20th Century business models and urgently reimagine themselves as dynamic, visitor-centred institutions that are relevant and vital. There is a necessity to shift from a top-down, object-focused model to a bottom-up, visitor-centred one. In this approach, museums must function as communities, creating space for dialogue, participation and personalised experiences. This shift shouldn’t be cosmetic, it requires a complete transformation.
In the Museum Performance Review we propose a model that is networked, integrated, responsive and purposefully aligned with the needs, desires and behaviours of contemporary audiences. This includes embracing the role of museums as interpreters rather than just custodians of knowledge, using their real assets, the objects and stories, to foster personal connection and help people make meaning in their own lives. Museums must no longer define success solely by collection size or attendance, but by public value, civic engagement and cultural impact.
Moreover, performance and readiness reviews help museums redefine their unique offering; what they do best, what stories only they can tell, and how they can use those strengths to build deep, long-term relationships with their audiences. It allows museums to shift orientation from internal focus to external impact, from accumulation to interpretation, and from linear hierarchies to interconnected, networked systems. It is also a moment for courage; identifying what must be left behind in order to grow, and what risks are worth taking to become truly future-ready.
FUTURE READINESS REPORTS
Future Readiness Reports are strategic tools for reinvention, helping museums transition from being places about things to places devoted to people. In the fast-moving, knowledge-rich, pluralistic world of today, those that fail to evolve will become obsolete. But those that engage in deep assessment, recalibration and innovation will emerge as vital cultural ecosystems; deeply embedded in their communities, driving learning, belonging and public value into the future.
EXHIBITIONS AND VISITOR JOURNEY REVIEW
Museums seeking to evaluate the quality and impact of their exhibitions, public offer and visitor journey should consider the Exhibitions and Visitor Journey Review. This process enables institutions to assess how well their public-facing experiences align with the evolving expectations of contemporary audiences. Exhibitions must do more than present information; they must connect emotionally and intellectually with people’s lives today. This requires an honest evaluation of curatorial tone, thematic relevance, inclusivity, interactivity and accessibility. A review offers critical insight into whether storytelling strategies are outdated or exclusionary, whether permanent displays still resonate, and whether the interpretive voice is welcoming and inclusive.
Equally vital is an assessment of the visitor journey — before, during and after a museum visit. Museums must consider whether their digital presence supports intuitive trip planning, whether wayfinding and the ‘welcome’ feel personal and accessible, and whether amenities and environments support comfort, flow and engagement for all visitors. Post-visit experiences, such as follow-up communication, content extensions and invitations to return, are increasingly important in building long-term relationships. An Exhibitions and Visitor Journey Review helps institutions see the visitor journey as a cohesive narrative, not just a logistical path, and ensures every touchpoint supports belonging, participation and retention. Museums that regularly undertake this kind of self-assessment are better equipped to design experiences that are memorable, inclusive and meaningful, while staying ahead of audience trends and expectations.
COLLECTION ALIGNMENT REVIEW
Similarly, undertaking a Collection Alignment Review is essential for museums that wish to remain relevant, strategic and impactful in the 21st century. Museums must ensure their collections are not only preserved, but actively used; brought to life through exhibitions, programming, research and storytelling that reflect contemporary concerns and future opportunities. For large museums, this review interrogates the alignment of collections with institutional purpose, assessing whether core holdings support the museum’s vision, values and statutory obligations. It highlights which parts of the collection are underutilised, misaligned or lacking public resonance, while identifying opportunities for reinterpretation, cross-disciplinary storytelling or high-impact display. By assessing representational diversity and identifying gaps, museums can take action on inclusion, colonial legacies and ethical collecting practices, shaping collections that speak meaningfully to today’s cultural debates.