Helping organisations develop venue hire strategies that generate sustainable income without compromising their values. Whether that’s reviewing pricing and package margins, streamlining venue hire systems and processes, or building new space-led income streams, let’s start from the understanding that venue hire is about more than income generation, and that its measures of success should reflect that.
At a time when funding is shrinking and operational costs are rising, venue hire models are increasingly under pressure to generate more income. What we don’t often talk about is the reality of how to grow this income sustainably: do more bookings mean more money, or just busy work? Are we making the most of the relationships we build through venue hire and events?
Every hire opens the door to people who might never otherwise step foot in your building, creating pathways to new audiences, deeper community relationships, and opportunities that go far beyond the financial return on a single booking. By exploring sustained engagement opportunities alongside strategic venue hire offers focused on retained income, organisations can grow their earned income whilst enhancing their mission, vision and values.
Consultancy Services
Strategic support for cultural charities looking to develop, review, or grow their venue hire and workspace offers. Whether you’re starting from scratch or refining what’s already in place, this could include venue hire strategy, pricing and margin reviews, booking system implementation, or workspace and membership development.
Speaking, Research, Writing
Regular speaker and contributor at industry meetings and conferences, including Cultural Enterprises Conference, Business of the Arts Summit, and Museum Connections. Author of research exploring the professional identity and practice of hire managers in the cultural sector. Published in Arts Professional.
Venue Hire Discussion Group
Do you manage venue hire and/or workspace in an arts, culture, heritage, or charitable organisation? Register your interest in joining this monthly discussion with venue hire contemporaries from across the UK.
A freelance business development consultant specialising in venue hire strategy, sustainable delivery and growth models, and targeted offer development for charitable arts and culture organisations.
With a keen understanding of financial sustainability in the charitable sector, Carolyn is passionate about finding ways to deliver value-led commercial services that enable organisations to fulfil their missions sustainably. Her work draws on over twenty years in the arts and culture sector, the majority of which has been spent developing and delivering earned income strategies across performing arts venues, heritage sites, and cultural centres, spanning venue hire, workspace, hospitality, and membership. With every project she foregrounds each organisation’s unique opportunities, operational structure, and capacity, whether it’s redesigning a booking process, configuring and embedding a new event management software, or developing a business plan and strategy.
Carolyn holds an MA in Arts Policy & Management, and her research and writing explores the professional identity and practice of venue hire managers within the cultural sector. She runs a monthly Venue Hire Discussion Group for professionals working across arts, heritage, and charitable venues, and is an associate consultant with The Ambiance Associates (formerly Stephen Spencer + Associates).
Her work is grounded in the belief that commercial activity and organisational mission can work together, and that the best earned income strategies start from an understanding of what the organisation already has and building on what’s already there.
Consultancy services for charities and organisations looking to develop, review, or grow their venue hire and workspace offers.
Venue hire strategy
A review of how your organisation approaches venue hire, from pricing structures and package margins to how hire activity sits within your wider organisational goals. Whether you’re looking to grow an established offer or build one from the ground up.
Booking system implementation & training
Support with selecting, implementing, and embedding event booking and venue hire systems. Including process design, staff training, and making sure the software you’re using actually works for the way your organisation operates.
Targeted offer development
Developing hire offers that reach the right audiences. Using audience segmentation to identify who your spaces could attract, refining packages to match their needs, and building approaches that treat venue hirers as part of your wider audience development strategy.
Available for consultancy, speaking engagements, and research projects. Whether you’re looking for strategic support with your venue hire offer or want to explore how your spaces could generate more sustainable income, get in touch to start a conversation.
