AIM National Conference 2018

Organised by AIM.


This year, AIM National Conference will be held at the British Motor Museum in Gaydon, Warwickshire from 21 – 22 June with an optional study tour of locations in Stratford upon Avon on 23 June.
The British Motor Museum is home to the world’s largest collection of historic British Cars; it boasts nearly 300 cars in its collection which span the classic, vintage and veteran eras. The AIM National Conference 2018 is sponsored by Artelia.

About AIM National Conference 2018
Attracting new visitors is a priority for most museums – no matter what their size. Gaining and retaining new audiences can turbocharge your income and help direct your business planning, so Day 1 of conference this year will draw on important new research exploring how museums can attract more diverse audiences for the benefit of everyone. Our sessions will equip you with inspiring ideas to help you to get more visitors engaged in their heritage and you will gain top tips on building your organisation’s relevance and resilience.

Finance will be the focus on Day 2 and will include the latest updates on the Museums and Galleries Tax Relief, ideas on alternative income generation and inspirational ideas on financial leadership. At Conference this year, we will also launch our new and exciting partnership with Charity Finance Group (CFG) and introduce the range of benefits for AIM members that this new partnership will provide.

AIM National Conference 2018 will include all the elements that delegates enjoy, including walking tours of the British Motor Museum, networking opportunities and the optional conference events including a dinner in the delightful setting of Compton Verney, a special Midsummer social event at Shakespeare’s Birthplace and an action-packed Saturday Study tour.

All conference information will be constantly updated on the AIM website over the coming months and you can find out more information about the different aspects of AIM National Conference at

Thursday 21 June – Registration and coffee is from 9.15am. Conference will start at 11.15am and end at 4.00pm

Friday 22 June – Registration and coffee is from 8.15 to 9.30am. Conference will start at 9.30am and end at 4.00pm

Speakers & Topics
Our schedule of Conference speakers and events will be constantly updated in the coming months. Please keep checking the AIM website at to find out more and for all timings.

Inspirational keynote speakers confirmed for 2018 include:

Speakers: Day 1 – 21 June
Richard Evans (AIM Chair)

Emma Chaplin (Director, AIM)

Hannah Fox (Project Director, The Silk Mill)

Tony Butler (Executive Director, Derby Museums)

Dr Adele Patrick (Lifelong Learning and Creative Development Manager, Glasgow Women’s Library)

Rachel Thain-Gray (Project Coordinator, Glasgow Women’s Library)

Victoria Rogers (Museum Manager, the Cardiff Story)

Shaz Hussain (Assistant Curator, Science Museum London)

Mel Larsen, (Marketing Coach and Consultant)

Emma Hutson (Associate Director, Unthinkable Digital)

Stephen Laing (Curator, British Motor Museum)

Tim Bryan (Head of Collections, British Motor Museum)

Dr Steven Parissien (Director, Compton Verney)


Speakers: Day 2 – 22 June
Kate Bellamy (Director, Museums, Arts Council England)

Caron Bradshaw (Chief Executive, Charity Finance Group)

Andrew O Brien (Director of Policy and Engagement, Charity Finance Group)

Victoria Wallace (Director General, Commonwealth War Graves Commission)

Julie Aldridge (Consultant)

Helen Wilkinson (Assistant Director, AIM)

Julie Tew (Managing Director, British Motor Museum)

Daniel Cottam (Museum Manager, Grantown Museum)

Julian Smith (Partner, Farrer & Co)

Sue Davies (Project Manager, Unlocking Our Sound Heritage)


Topics covered at conference:
Day 1 – Thursday 21 June

Designing with empathy

Why diversifying audiences is good for everyone

The benefits of equality-proofing your organisation

How to leave digital audiences wanting more

Open Up: a vision for new audiences

Open Up: understanding potential visitors

Enterprising museums

Prospering Boards: Learning from examples of good governance

Day 2 – Friday 22 June

Mindset not Money: why every charity needs inspired financial leadership

Financial planning? Fit for the Future?

Simple steps towards increasing customer spending in a small museum shop

Introduction to Museums & Galleries Tax Relief

Club, temple, forum or attraction – what type of museum do you have?

Looking after ‘big stuff’: the ABTEM new guidelines for the care of large and working objects

Behind the Scenes – interpreting and opening up reserve collections

Developing costumed explainers in a museum

Look out for:

Museum Fizzers

The one thing I’d change about museums…

Walking study tours at the British Motor Museum

Industrial Heritage Networking Lunch


AIM National Conference: Social Events
A huge part of AIM National Conference each year are the social events which allow delegates to network, relax and enjoy visiting some unique locations.

This year, the AIM dinner will be held in the delightful surroundings of Compton Verney, the Friday night social event will take place in the beautiful gardens at Shakespeare’s Birthplace and the fun Saturday study tour will take in several locations in Stratford upon Avon.

The social events during conference always sell out fast and early booking is strongly advised.

For more information about the social events this year please see the Social Events page at


For hotel bookings, travel and directions, registration information and all other AIM National Conference details, please visit:

How can I contact the organiser with any questions?
Please send your enquiries to or phone 01584 878151

What’s the refund policy?
No refunds will be given after the 22nd May (30 days prior to the event) and a handling fee of £5 will be made on cancellations and refunds. Alterations to your booking can be made up to 2 weeks prior to the event (7 June) after that date a £5 handling fee will be made on booking alterations.

What is the Early Bird Offer?
The Early Bird Offer is available until 27th April 2018.

The Early Bird Rate this year is available to AIM Members, delegates from Museum Members with over 100,000 visitors are unable to use this Early Bird Offer.

Do I have to bring my printed ticket to the event?
This is not required but the ticket and email confirmation have conference information that will be useful to you. You will receive your delegate badge, delegate bag and conference handbook when registering on arrival at the conference. Please keep looking at the conference web page for updates to the conference programme and further information at

Can I update my registration information?
Please contact the organisers if you would like to amend your booking.

Please click here for more information


British Motor Museum
British Motor Museum

Banbury Road


CV35 0BJ