Dinosnores for Grown-Ups: Repositioning an Established Event
Dinosnores for Grown-Ups was already a well-known and much-loved event at the Natural History Museum. However, by the time I was asked to work on it, ticket sales had begun to lose momentum.
© The Trustees of the Natural History Museum
The challenge
Although Dinosnores for Grown-Ups had a strong legacy, several issues had emerged:
The content no longer felt distinctive or closely connected to the museum’s narrative
Press interest had declined, reducing visibility
The premium ticket price was increasingly difficult to justify
Profitability needed to improve
The approach
My approach focused on reconnecting the experience to the museum’s collections, expertise, and storytelling.
Working closely with internal teams, I reviewed the existing format and identified where the event had drifted from what made it compelling in the first place. This included assessing content, flow and perceived value from an audience perspective.
I prioritised:
Story-led programming rooted in natural history
Better use of existing collections and in-house expertise
Improvements that enhanced the experience without significantly increasing costs
Tapping into external trends so that the event felt relevant
The solution
The event was redesigned and relaunched with a renewed emphasis on:
Strong narrative links to the museum’s collections
A sense of access and exclusivity that justified the ticket price
Atmosphere that made the overnight experience feel genuinely special
By tapping into existing resources - curators, spaces, and collections - the experience was elevated without placing additional strain on budgets or teams.
The revised format made clearer why the event was worth attending.
The impact
A regular sell-out event
Achieved a 25% profit margin, an increase of 7%
Renewed press interest and audience demand
High-value ticketing successfully justified through improved content and experience
Solutions & Results
Working together
I work with museums and cultural organisations through consultancy and coaching, supporting teams to redevelop events, improve commercial performance, and make confident decisions about pricing, content, and experience design.
If you’re responsible for an established event that needs refreshing - or a premium offer that’s struggling to justify its value - you’re welcome to book a discovery call to explore how I could support your organisation.