Non-Traditional Revenue Streams for Cultural Attractions

When your attraction has already maxed out on attendance, where does new revenue come from? In this episode, we sit down with John Abrahamson – formerly of the Monterey Bay Aquarium and the upcoming Nat Geo Museum – to talk about creative ways cultural attractions can grow earned revenue while staying true to their mission.John shares how he helped Monterey Bay Aquarium expand beyond its walls through immersive VR experiences, sustainable food and beverage programs (including saying goodbye to Big Soda), mission-driven retail partnerships, and national licensing opportunities.We talk about…Immersive storytelling through VR – How Monterey Bay Aquarium used Apple’s spatial video to bring underwater experiences into homes and attract new audiences.Mission-aligned food and beverage – Why eliminating single-use plastics and cutting ties with Coke and Pepsi didn’t hurt sales—it grew them.Chocolate with a purpose – The story behind the “Deep, Dark, and Salty” chocolate bar collaboration that became a model for other aquariums and zoos.Licensing with impact – Turning the aquarium’s logo and mission into national retail partnerships that extend reach and raise revenue.Creative diversification – John’s advice on forming cross-departmental teams to brainstorm new income streams that expand mission impact, not just budgets.Listen to learn how forward-thinking leaders are reimagining what “earned revenue” can mean for gardens, zoos, aquariums, and museums – without losing sight of their mission.John shares more thinking on his Substack.Learn more about Blue Ocean Strategy.This podcast is produced by Attend Media. Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.mediaInterested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com