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Thursday 17th June 2021

Exit Through The Gift Shop: Continuing the Museum Experience

Thursday 17 June

10am - 11am

Exit Through The Gift Shop: Continuing the Museum Experience

Jo Prosser, Director of Audience and Experience at the Royal Academy of the Arts and former General manager of Merchandising at The Met in New York; Martin Hughes, Operations & Estate Manager at Inverewe Gardens and Corrieshalloch Gorge and former Retail Development Manager at the National Trust of Scotland; and Alison Acampora, Commercial Content lead at the Royal Academy of the Arts and former buyer for the V&A discuss how we can ensure that the museum experience doesn't end once you leave the gallery but continues through the gift shop, making it an essential part of every visit and helping your museum to maximise its retail return.


Jo Prosser

Alison Acampero

Martin Hughes


Nicola Henderson


    Nicola Henderson
    XpoNorth Heritage Sector Specialist

    Nicola Henderson is a freelance arts and heritage professional. She has worked within Scotland's Cultural Sector for almost 20 years - from Glasgow to Aberdeenshire via Skye and Sutherland. Nicola has worked as director of two of Scotland's leading cultural organisations - Timespan in Helmsdale and The Barn in Banchory. Following the birth of her first child, Nicola has worked freelance on a number of creative projects - from devising and delivering Associate Artist Programmes to managing New Music Scotland and working with the Highland heritage sector on building resilience.

    Nicola currently works as the Heritage Specialist for XpoNorth and as the Innovation and Network manager for Museums and Heritage Highland - two roles that overlap in supporting museums to innovate for a sustainable future. She also co-runs the Museums Immersive Network with Cornwall Museums Partnership.


    Jo Prosser
    Director of Audience and Experience, Royal Academy of Arts

    As Director of Audience and Experience for the Royal Academy of Arts, Jo Prosser leads the RA’s work on its audience proposition, strategy, delivery and revenue. Her remit incorporates marketing, digital, CRM and insight, visitor experience retail, licensing, hospitality, box office and welcome.

    Over the past 25 years, Jo has helped redefine the reputation and revenue of cultural experiences, and the increasingly important role consumer demand and commercial operations have played in that time. As Commercial Director of the V&A, from 2000-2012 Jo led the transformation of its consumer-facing brand, creating destination retail and publishing, and repositioning its international licensing. The V&A model became the benchmark for many museums and from 2013-2016 Jo went on to lead on the restructuring of retail at the Metropolitan Museum of Art, New York. She joined the RA in 2017.

    Alison Acampora
    Art Sales and Commercial Content Lead, Royal Academy of Arts

    With 15 years experience working with public and private clients in the art and design industry, Alison is skilled in Art Sales, Commercial and Content Strategy and Development. She is a strong and passionate professional with a Master's degree in Art Business from Sotheby's Institute London and a Bachelor of Arts degree from University College London in History of Arts with Material Studies. As Art Sales and Commercial Content Lead at the Royal Academy of Arts, Alison works with Academicians and invited artists to develop the most beautiful and compelling art sales and RA Editions programme and experience. She also manages content strategy, creation and production for the Commercial Department, delivering an engaging and consistent customer experience across all channels and touchpoints. In 2014, she founded Water Whiskers Presents: a consultancy working with clients to create meaningful and engaging products and experiences. Specialising mainly in Commercial Strategy, Creative Direction, Retail Range Planning, Product Development, Design and IP. Since its launch, she successfully directed and delivered projects for V&A Dundee, V&A South Kensington, Royal Academy of Arts, Makers & Brothers and Restoration Yard, amongst others. With a solid introduction to the commercial world of museums and galleries through the Victoria and Albert Museum, where she spent seven years creatively sourcing and managing over 2000 lines per season. Developing own-brand products from the V&A archive and temporary exhibitions programme, producing the most enticing, quality offer. Working with contemporary artists and designers to produce exclusive collaborations. Some of her defining projects included work on David Bowie Is:, Alexander McQueen and Barnaby Barford’s ‘The Tower of Babel’

    Martin Hughes
    Operations and Estate Manager - Inverewe Garden and Corrieshalloch Gorge, National Trust for Scotland

    30 years retail experience for Majestic Wine, Dixons Store Group, Santander Retail Banking, Asda and National Trust for Scotland. Joined the NTS in 2017 as Retail Development Manager for the Highlands and Islands, culminating in the award of Best Retail shop over 1 million 2020 from Museums and Heritage.


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