Our future
Over the past four years, we have learned a great deal through testing a range of initiatives, projects and ideas, and the challenges facing the sector in general and AM&G specifically. We significantly increased visitor numbers reaching over 70,000 in 2023, more than double the average number of visitors annually during the decade prior to the pandemic. We have intentionally moved from being an inwardly focused institution to one that is connected and relevant to our local community, leveraging our role as a place of well-being, enjoyment, and continued learning.
We have delivered significant and impactful projects including:
- The delivery of a vibrant and popular programme of special exhibitions and events, which has helped to increase and diversify our audiences while increasing revenue
- The creation of a Children’s Garden which doubled family membership in its first year
- The transformation of the Museum Garden Cafe to the American Garden Deli, returning the catering operation to profit and increasing revenue
- Enhanced access across the site by repairing a Grade 2 listed retaining wall at significant cost
- The development of a new commercial kitchen to accelerate private hire opportunities and increase secondary income
- Delivery of Christmas Lights shows in 2021 and 2022 which brought in 40k visitors in total and helped to build awareness of AM&G
- The development of a new signposted and safe woodland walk, extending the visitor experience to previously unused areas of the estate, and in the process extending our wellbeing offer
- Bore hole (well) project to enable the provision of our own water source for all of our needs
- Developing our Fit for the Future masterplan to ensure future sustainability of the museum
In parallel to delivering these projects, we have worked extensively to improve internal processes and operations such as:
- Improving site wide legal compliance in all aspects of our operation
- Ensuring a warm welcome and visitor experience for all of our visitors
- Introducing HR processes
- Conducting detailed audience research
- Establishing an Equity, Diversity and Inclusion policy and action plan
- Continued development of the landscaped gardens installed in 2018 by Oehme, van Sweden (of Washington DC)
- Planning our future needs with our Fit for the Future masterplan
FORWARD PLAN
2025-2027
This plan follows the most recent Forward Plan written in 2019 just before the covid pandemic. During the past four years, we have tested new ideas for exhibitions and events, grown audiences, deepened engagement in response to audience research, increased revenue, improved site-wide legal compliance and maintenance, and implemented a more appropriate and future-looking structure across the organisation. From the lessons learned and with a great deal of groundwork to enable further growth, our current 3-year plan has at its heart a focus on greater financial sustainability by 2027; reinforcing the role we play as a cultural organisation in our community, and ensuring we are sufficiently flexible and fit to successfully navigate both current and future challenges.
The American Museum & Gardens is a charity, UK registration number 1106989. American Museum Enterprises, a limited company number 00486293 administers the catering and retail operations. The Board of Trustees have responsibility for the charity with a separate board for American Museum Enterprises. The American Museum & Gardens is further supported by the U.S. based Halcyon Foundation which provides on-going financial support for AM&G.
The primary purpose of the American Museum & Gardens is to showcase American culture and arts in the UK, while celebrating the special relationship and intertwined history of the two countries and helping to dispel stereotypes. With the 250th anniversary of the formation of the United States in 2026, this plan overlaps with this historic moment. It presents an opportunity for AM&G to be even more relevant given the complexities and challenges of current times, and to highlight the importance that culture plays in sharing new perspectives and bringing people together.