sam-culture specialises in working with organisations to help them understand the difference that they make in culture, communities, place-making and the creative economy.

Our aim is to build business for culture and heritage by enabling organisations to prove the value and impact of their activities, socially, economically and culturally. We work with cultural businesses to provide a wide range of cost effective services, including:

  • Evaluation, both summative and formative and impact assessment
  • Audience research and development planning
  • Cultural market assessment, supported by qualitative and quantitative research
  • Marketing and communication strategy
  • Socio-economic impact studies
  • Policy analysis to inform advocacy

 'News' above has details of all our recent projects


Current Projects

Diversifying Museum Visitors:  Association of Independent Museums

Diversifying Museum Visitors: Association of Independent Museums

Within an increasingly diverse society how might UK museums grow attendance and engagement - taking action to increase diversity, inclusion and equity to start to make real and lasting change in the museums sector?

Julie Aldridge, Mel Larsen and Pam Jarvis are working on a ground breaking AIM project, designed to help museums increase the diversity of their visitors. The key focus of the project will be on providing tools and guidance to help museums make long-term change.  The sector has been talking about diversity for so long. Diversifying Museum Visitors provides a great opportunity to address and breakdown  barriers.  To help people take a first step and then the next, to make a meaningful, lasting, real change.

  • What are the factors for success?

  • What practical steps can museums take to improve visitor diversity?

  • What do we need to change and influence both internally and externally?

The Story Museum

The Story Museum

Anna Cullun, Nicky Crabb and Pam Jarvis are preparing an Activity Plan for The Story Museum in Oxford. The plan will address and support:

  • A clear blueprint for reaching out to, and bringing in, younger, more diverse people, to enjoy and use The Story Museum with clear pathways and tested approaches for reaching young people with the opportunities to access, use and participate and through new volunteering and training opportunities
  • Ensuring the financial viability of the msueum by meeting audience expectations and developing competitive advantage and new opportunities for audience engagement and expansion
  • Developing a programme of events and exhibitions that attract new and existing audiences to the museum and promote heritage, increased understanding and enjoyable experiences as key reasons to visit.

The Story Museum celebrates story in all forms and explores their enduring power to teach and delight. The Museum is currently transforming a central Oxford building and the activity plan celebrates the completion of stage One of this redevelopment.

National Maritime Museum, Greenwich:  Endeavour Galleries

National Maritime Museum, Greenwich: Endeavour Galleries

National Maritime Museum, Greenwich is the world’s largest maritime museum with a vast collection that spans artworks, maps and charts, memorabilia and thousands of other objects.
The HLF funded Endeavour Galleries Project aims to transform the way audiences can discover and enjoy this rich history.  sam-culture and Mel Larsen have been appointed to evaluate how the project is achieving change internally through changes in organisational culture and building a shared understanding of what being audience-focused really means - and externally, by measuring how the changes impact on audience engagement, composition and perceptions.

The evaluation will consider how the knowledge and confidence gained provides a range of benefits to the NMM, HLF, the museum sector and critically, the audience in all its diversity.