Conference AUDIENCE DEVELOPMENT

Finland, Olavinlinna Castle, The National Museum of Finland
02.09. – 04.09. 2025.

The annual General Assembly of the Association of Castles and Museums Around the Baltic Sea and the international conference " Audience Development " took place at Olavinlinna Castle in Finland in collaboration with the Finnish Museums Association. Olavinlinna, the historic castle in Savonlinna in 2025 celebrate its 550th anniversary.

Tuesday 02.09.2025

Board Meeting at the Olavinlinna Castle, Priest’s Chamber,

General Assembly, Congress Hall

Guided Tour of the Castle

Guided Tour of the Riihisaari - Savonlinna Museum

Wednesday 03.09.2025

Boat tour on the lake Saimaa on a Historic Steamship S/S Saimaa from 1893 in the collections of the National Museum of Finland

Conference “AUDIENCE DEVELOPMENT”,  in collaboration with the Finnish Museums Association,  Olavinlinna Castle, Conference Hall,

SESSION I: Good, Bad Money in Audience Engagement

Heidi Aho. EXPERIENCE FIRST – WHAT MUSEUMS CAN LEARN FROM SPORTS AND FESTIVALS
Events are no longer just events – they have evolved into immersive experiences where services, atmosphere, and brands come together to create one cohesive experience built around music. Similarly, in ice hockey, game events have expanded beyond the game itself, offering the audience more than just 60 minutes of action. In this talk, I’ll explore how new business models have been developed with a customer-centric approach, and how experience-driven thinking can fuel growth and differentiation. Case examples include how ice hockey and music festivals are being enhanced with new services and experiences that enrich the core event.

Hanna Forssell. REVENUE MODELS FOR AUDIENCE ENGAGEMENT AT THE NATIONAL MUSEUM OF FINLAND
This presentation explores how the National Museum of Finland develops sustainable revenue models that supports meaningful audience engagement. By aligning cultural value with financial viability, the museum seeks to create inclusive, high-quality experiences through innovative programming and cross-sector collaboration.

SESSION II: Creativity, courage, and innovation in audience engagement, experiences from castles around the Baltic sea

Meg Nömgård. THE BEST PRESERVED RENAISSANCE CASTLE IN THE NORDICS – A VIBRANT CASTLE
At Kalmar's most timeless attraction, most things are still as they were in 1592. But there is still plenty to discover! Director explains how to bring the castle to life and engage with its visitors and the civil society of Kalmar Sweden.

Manager Maciej Flis. INTERACTION AND IMMERSION, EXPLORATION AND DISCOVERY – THE LEITMOTIFS OF THE ACTIVITIES OF THE WISŁOUJŚCIE FORTRESS - A BRANCH OF THE GDANSK MUSEUM
Wisloujście Fortress is the oldest coastal fortification on the Polish coast. Its oldest architectural elements date back to the 15th century, but it has only recently been functioning as a museum. In 1974, the fortification became a branch of the Gdansk Museum; difficulties in maintaining the facility meant that it was not opened to the public until 2009. It is now open year-round, with an exhibition on Gdańsk's militaria presented in the renovated barracks building and events conducted from spring to autumn. From the beginning of the fortress' operation as a museum, innovative ways to interest the public have been resorted to. Among others, historical re-enactments, multimedia shows, educational workshops of old culinary traditions have been realized, and in the last eight years an electronic music festival has become increasingly popular.

Mari Vadén. COURT JESTER´S HALL – A PLACE TO CREATE AND EXPERIENCE IN HÄME CASTLE
Museum Educator told about the recently opened Court Jester´s Hall in Häme Castle, Finland, which is a place for children and their adults to experience medieval times of Häme Castle.

Ilona Ozola. ON CONCEPT OF RENAISSANCE AND MEDIEVAL DANCE GROUP "COURT”
Museum Educator from Bauska Castle in Latvia told about concept of Renaissance and Medieval dance group "Court” why it was founded, dance reconstruction, costume concept, repertoire and concert concept. “Live museum” concept in reality and dance group participants as big support in museum work.

Thursday 04.09.2025. Excursion Day by bus

Savonlinna – Kerimäki Church – Lappeenranta Fortress – Maritime Center Vellamo in Kotka – Suur-Sarvilahti Manor in Loviisa – Helsinki