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.

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

Taste

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.

Stephen recenlty had the pleasure of meeting with Jeff Banks to talk about Spring Fair & Autumn Fair past, present and future, plus the key drivers for sustainable in-person experiences.

As the Christmas season unfolds, our High Streets transform into bustling hubs of excitement, festivity, and community spirit. For independent retailers, this time of year is not just about selling products; it’s about building connections, creating memorable experiences, and securing long-term customer loyalty.

Christmas is a magical time of year, and nowhere is this more evident than in the world of food and beverage retail and hospitality. Few people understand this better than Lindsey Butler, whose career has spanned over 25 years at some of the UK’s most prestigious retailers.

Earlier this year, Stephen wrote an opinion piece for Gifts Today in which he argued that trade show exhibitors and visitors should make 2024 the year in which all parties come together to work for the good of the High Street - and that this might start with a concerted effort to make in-person trade shows unmissable again.

During the festive season, the way your space looks can make all the difference. From carefully chosen lighting to seasonal colour schemes, every visual element contributes to how your customers perceive and engage with your brand.

The Sound of Christmas: Designing Festive Soundscapes. It’s not just about what your customers see - it’s what they hear.