XXXV GENERAL ASSEMBLY
Conference AUDIENCE DEVELOPMENT
Finland, Olavinlinna Castle, The National Museum of Finland, 02.09. – 04.09. 2025.
Dear Members of the Association of Castles and Museums Around the Baltic Sea!
We are delighted to invite you to participate in the 35th annual General Assembly of the Association and the Conference at Olavinlinna Castle in Finland, September 2nd -4th 2025.
The theme of the Conference will be "Audience Development" and it will be done in collaboration with the Finnish Museums Association.
Olavinlinna, the historic castle in Savonlinna, will celebrate its 550th anniversary in 2025.
REGISTRATION LINK
Tuesday 02.09.2025
10.00–12.00 Board Meeting at the Olavinlinna Castle (primarily for board members or their deputies)
Venue: Priest’s Chamber, Olavinlinna Caste
11.30- Registration
Venue: Ticket desk / Museum Shop, Olavinlinna Castle
12.00-13.00 Lunch for all the participants
Venue: Museum Restaurant Linnantupa, Olavinlinna Castle
13.00-15.00 General Assembly
Venue: Congress Hall, Olavinlinna Castle
15.00-15.30 Coffee break
Venue: Museum Restaurant Linnantupa, Olavinlinna Castle
15.30-16.30 Guided Tour of the Castle
16.30-17.00 Short 5 min walk to our neighbour museum: Riihisaari - Savonlinna Museum
17.00-18.00 Guided Tour of the Riihisaari - Savonlinna Museum
18.00-20.00 Buffet Dinner at Riihisaari - Savonlinna Museum
Wednesday 03.09.2025
09.00-10.00 Boat tour on the lake Saimaa on a Historic Steamship S/S Saimaa from 1893 in the collections of the National Museum of Finland
10.00-12.00 Free time to visit Riihisaari - Savonlinna Museum, Olavinlinna Castle or town of Savonlinna
12.00-13.15 Lunch
Venue: Thick Bastion’s ground floor
Seminar on Audience Development
In collaboration with the Finnish Museums Association
Note: Seminar program and presentations in English. No translation available.
Afternoon session I: Good, Bad Money in Audience Engagement
Venue: Conference Hall, Olavinlinna Castle
13.15-13.30 Welcome, Keeper Jouni Marjamäki, Olavinlinna Castle and Training Manager Sirpa Ärilä, Finnish Museums Association
13.30-14.00 Experience First – What Museums Can Learn from Sports and Festivals, Heidi Aho
• 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.
14.00-14.30 Revenue Models for Audience Engagement at the National Museum of Finland, Head of Exhibitions and Events Hanna Forssell
• 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.
14.30-15.00 Coffee break
Venue: Museum Restaurant Linnantupa and Congress Hall
Afternoon session II: Creativity, Courage, and Innovation in Audience Engagement, Experiences from castles around the Baltic Sea
Venue: Conference Hall
15.00-15.15 [On audience development of Narva Castle], Head of Public Programs Jana Ivanova from Narva Castle, Estonia.
15.15-15.30 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 Meg Nömgård explains how to bring the castle to life and engage with its visitors and the civil society of Kalmar Sweden.
15.30-15.45 Interaction and Immersion, Exploration and Discovery – The leitmotifs of the activities of the Wisłoujście Fortress - a branch of the Gdansk Museum.
• Presented by Manager Maciej Flis, Wisłoujście Fortress, Poland.
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.
15.45-16.00 Court Jester´s Hall – A place to create and experience in Häme Castle
• Museum Educator Mari Vadén will tell us 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.
16.00-16.15 [On Concept of Renaissance and Medieval dance group "Court”] Court Jester´s Hall
• Museum Educator Ilona Ozola from Bauska Castle in Latvia will tell us about Concept of Renaissance and Medieval dance group "Court”
16.15-17.00 Moderated discussion about today´s topics, moderator Curator of Education Sanna Valoranta, National Museum of Finland
Free time to stay in the Castle or return to your hotel for some time
18.30-21.00 Dinner with program Venue: King’s Hall at the Olavinlinna Castle
Thursday 04.09.2025
Excursion Day by bus
09.00–20.00
Savonlinna – Kerimäki - Lappeenranta – Kotka – Loviisa – Porvoo – Helsinki Center