Achieving Viability for Visitor Attractions

Viability / vʌɪəˈbɪlɪti /: the ability of an organisation to work successfully, survive, or develop as intended. It indicates feasibility, sustainability, or the capacity to live and grow (Cambridge Dictionary)

By placing people at the heart of experience design, we enable your organisation to flourish through more purposeful, profitable and sustainable experiences.

We use Ambience Architecture to design a visitor journey that maximises viability.

    • Grow secondary spend revenue

    • Increase spend per visitor

    • Improve conversion

    • Develop new revenue streams

    • Improve commercial viability

    • Understand the visitor journey

    • Remove friction

    • Increase engagement

    • Create memorable experiences

    • Build loyalty

    • Understand what's working

    • Identify missed opportunities

    • Benchmark performance

    • Improve team performance

    • Create actionable plans

    • Commercial strategy

    • Feasibility

    • Business planning

    • Sustainability

    • Investment priorities

+

Grow secondary spend revenue

+

Sustainability

+

Improve conversion

+

Develop new revenue streams

+

Improve commercial viability

+

Understand the visitor journey

+

Remove friction

+

Increase engagement

+

Create memorable experiences

+

Build loyalty

+

Increase spend per visitor

+

Business planning

+

Commercial strategy

+ Grow secondary spend revenue + Sustainability + Improve conversion + Develop new revenue streams + Improve commercial viability + Understand the visitor journey + Remove friction + Increase engagement + Create memorable experiences + Build loyalty + Increase spend per visitor + Business planning + Commercial strategy

Here's why we're different

This model illustrates the visitor experience concept and the key interactions that impact visitors’ emotions and engagement throughout the journey.

It demonstrates the strategic approach we apply to all projects, which identify solutions that maximise spend, drive engagement, and create customer loyalty.

We understand the challenge

Cultural organisations are under increasing pressure to deliver exceptional experiences while generating enough income to remain viable.

We achieve this through Insight, Prioritisation and Implementation.

With extensive knowledge and expertise, SS+A have navigated the intricacies of the sector, adapting to the ever-changing market dynamics and consumer preferences.

Our collective background encompasses diverse roles, including all key areas within the visitor experience delivery of attractions.

We have successfully implemented innovative strategies, launched new products, optimised operational processes, and established strong partnerships with suppliers and distributors.

Meet the Ambience Associates >

Recent Work

Blog
Seven, Saudi Arabia
Seven, Saudi Arabia

"The team were a delight to work with and clearly had a deep breath of experience and insight into the attractions retail world from past lives and projects, their expertise in translating a new concept into a structurally operated and executed reality was of great help to us as a brand new organisation on the scene in KSA.

I would not hesitate to recommend the team to other visitor attractions large and small UK based or globally."

Russell Stokes | Executive Director, Saudi Entertainment Ventures | SEVEN

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Glastonbury Abbey
Glastonbury Abbey

"The new Shop is a significant improvement, and Stephen Spencer + Associates have been instrumental in creating a retail space that truly reflects the spirit of Glastonbury Abbey. Their expertise in product selection, merchandising, and financial planning has been invaluable. We are very pleased with the outcome."

Janet Bell MBE, Director of Glastonbury Abbey

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Hopetown, Darlington
Hopetown, Darlington

“Stephen, John and Catrina are a pleasure to work with. They bring to the table a great wealth of knowledge and experience from high-profile visitor attractions, but don’t apply a cookie-cutter approach. Recommendations were delivered alongside a clear and structured path to implementation. We now have a clear, workable and measurable strategy to move forward with.”

Rebecca Howarth, Sales and Marketing Manager

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Blenheim Palace, Oxfordshire
Blenheim Palace, Oxfordshire

“Stephen Spencer + Associates, thank you for helping Blenheim Palace create an exceptional guest service charter. Your training transformed our hosts, ensuring our guests receive an unparalleled experience. We are grateful for your expertise and look forward to our continued partnership.”

Heather Carter, Managing Director - Visitor Attraction, Blenheim Palace

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Latest Insights

Blog
AI won't replace great visitor experiences, but it will change HOW we create them.
AI won't replace great visitor experiences, but it will change HOW we create them.

It's difficult to open a newspaper, attend a conference or scroll through LinkedIn without seeing another headline about Artificial Intelligence.

Will it replace jobs? Will it transform tourism? Should we be worried?

These were some of the questions Natasha Syed and I recently explored with Shaon Talukder, founder of GeoTourist and author of Technology-Led Tourism, during a Talking Tourism webinar hosted by The Tourism Society.

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Introducing The Ambience Associates
Introducing The Ambience Associates

After more than ten years as Stephen Spencer + Associates, we’re changing.

We’re now The Ambience Associates.

Yes, there’s a new name and a new look. But this is about much more than changing the sign above the door.

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Stephen Spencer elected to leadership roles at the Tourism Society and Home & Gift Association
Stephen Spencer elected to leadership roles at the Tourism Society and Home & Gift Association

Stephen Spencer has been elected to the Board of the Tourism Society and the National Committee of the Home + Gift Association, reinforcing SS+A's commitment to supporting the visitor economy, retail and visitor attractions.

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Case Study - Calanais Visitor Centre: Supporting one of Scotland's most remarkable visitor experiences
Case Study - Calanais Visitor Centre: Supporting one of Scotland's most remarkable visitor experiences

The Calanais Visitor Centre is now open for preview season ahead of their official opening, welcoming visitors back to one of Scotland's most remarkable and enduring landscapes.

We're incredibly proud that several members of the SS+A Associate team were able to contribute to the project.

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What the recent UK heatwaves have taught me about visitor attractions
What the recent UK heatwaves have taught me about visitor attractions

SS+A Associate Chiara Wilson explores what the recent UK heatwaves have taught her about the changing ways people experience museums, heritage sites and cultural venues.

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