Blog
Blog
Most visitor attractions have a mission, a set of values and probably a fairly clear idea of the experience they want people to have. But if you asked 10 people from different parts of your organisation what you actually want a visitor to feel, experience and remember, would you get the same answer?
That’s where a Visitor Experience Charter can be incredibly useful.
Stephen is joined by Ellie King, Founder of Crown Cultures, to explore how organisations can better understand the experiences their visitors are actually having and why looking at the whole visitor journey matters.
Together they discuss the individual ‘moments of truth’ that can shape how visitors feel, engage and respond; the role of audience understanding and evaluation; and why visitor experience needs to be considered across the whole organisation rather than through individual departments or touchpoints in isolation.
Please no-one say “That’s a wrap” on IAAPA…Thank you. After all, as we all know, the sun never really sets on IAAPA - however we have found our way back to our desks after some fabulous days of connection, conversation, and insight; grateful to the incredible Ian Clappison and the Experience UK team, as well as the tireless Rozmin Blatt and her colleagues at Department for Business, Innovation, Science and Trade, for once again creating such a fantastic showcase for the UK’s dynamic creative industries.
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.
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.
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.
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 Associate team were able to contribute to the project.
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.
The recent heatwave got me thinking about something we don't often discuss in visitor attraction retail.
We spend a lot of time planning for Christmas, Easter, school holidays and peak visitor periods, but as our summers become warmer and more unpredictable, are we giving enough thought to how heat affects the retail experience?
We’re thrilled to see the Inverness Castle Experienceopen, marking a major new chapter for one of the Highlands’ most iconic landmarks.
As part of the £47m transformation, SS+A Associates Mhairi Holland and Catrina Hicks played a key role in shaping the retail experience, ensuring the shop isn’t just a place to purchase, but a continuation of the story visitors encounter throughout the attraction.
The Museums + Heritage Show is always one of the most valuable dates in the calendar for our sector, bringing together people and organisations who care deeply about culture, heritage, visitor experience and the future of our venues.
We’re delighted to be returning in 2026 and proud to once again play an active role in shaping some of the conversations and connections that make the show so worthwhile.
When people visit cultural attractions, historic sites or guided experiences, they rarely remember every fact they are told. What they remember instead is how the experience made them feel.
We’ve long believed that sustainability isn’t just the right thing to do, it’s good business. But belief alone isn’t enough. What really matters is evidence.
That’s why, together with our sustainability partners Distinkt, we’re launching a sector-first experiment focused on one simple question: “Does clear, confident communication about sustainability increase retail sales in cultural and heritage venues and attractions? And more importantly, by how much?”
This year, Stephen Spencer + Associates will be right at the heart of the show offering free 1:1 Retail Mentoring Clinics and judging the Pitch Live Gift Product category.
We’re thrilled to see the Inverness Castle Experience open for a winter public preview, ahead of it's official opening in 2026, marking a major new chapter for one of the Highlands’ most iconic landmarks.
Online retail isn’t optional anymore, it’s a vital part of the visitor experience and a serious revenue driver. Yet too many attractions still leave it to chance. The Retail Ready Guide gives you the tools to turn your online shop into a fully integrated, brand-led extension of your attraction.
A career in tourism rarely follows a straight line. For Stephen Spencer, founder of Stephen Spencer + Associates which is celebrating its 10th anniversary this year, it began on the shop floor and has encompassed heritage attractions, cultural institutions, visitor experience strategy, and consultancy.
At this year’s Autumn Fair, our Ambience Director Stephen Spencer took to the stage alongside Demi Pendakis, Fragrance Specialist and Founder of F.Y.G, to explore how the senses can drive real commercial results, turning everyday customer interactions into memorable, profitable experiences.
At Stephen Spencer + Associates, we keep our fingers firmly on the pulse of the cultural, retail, and attractions sectors. Our Associates have been reflecting on the standout trends, emerging ideas, and shifting behaviours they’re seeing on the ground. From immersive wellness to sustainability, here’s what they think you should be watching next, and how these insights could help you create experiences that are memorable, meaningful, and commercially smart.
"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
Stephen Spencer + Associates, the Ambience Architects renowned for creating unforgettable visitor experiences and driving commercial success in the cultural and retail sectors, has launched ‘Christmas Sparkle’, a specialist seasonal retail service designed to help attractions, cultural destinations, and shops make the most of the Christmas period.
The news that the future of The National Gallery will be shaped by an assembly of UK citizens, chosen by lottery, is as transformative as it is thought-provoking. As Maxwell Blowfield highlighted in his excellent Maxwell Museums newsletter, this initiative feels truly game-changing and I keep finding myself returning to it, trying to work out what it might mean for the cultural sector at large.
We’re excited to be back at Autumn Fair 2025 and this year, you’ll find us on stage, on stand, and on hand with practical advice to help you maximise ROI in these challenging times.
In this first instalment of our new 10 Questions with… series, we sit down with our founder and Ambience Director, Stephen Spencer, to talk about bold ideas, lessons learned, and what truly makes an experience unforgettable.
At Stephen Spencer + Associates we’ve always believed that creating unforgettable customer experiences and delivering commercial success should go hand in hand. But in 2025, there’s another non-negotiable: sustainability.
In 2025, Stephen Spencer + Associates turns 10. And as we hit the halfway point of this landmark year, we’re taking a moment to pause, to reflect, to celebrate, and to ask what’s next.
What began as a small, purpose-led consultancy has grown into a vibrant network of creative collaborators, thought leaders, and changemakers working across the cultural and heritage sectors.
"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
Creating the perfect shopping environment is key to capturing customer attention and driving sales. Amongst the other senses, sound stands is a powerful yet often underestimated tool. The right music at the right level not only reinforces a brand’s identity but should also resonate with its target audience, subtly influencing how shoppers feel and behave.
We are offering 1:1 appointments with our team of retail experts to explore ways to maximise revenue from your customer experience. Ambience Clinics are available for all buyers and exhibitors, and you will come away with immediate actions to implement that will boost productivity and enhance your return on investment.