Skip the Queue

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcast.If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned in this podcast.Competition ends on 11th December 2024. The winner will be contacted via Twitter. Our guests:https://www.wethecurious.org/ Chris Dunford, Sustainability and Science Director at We The Curious As Sustainability and Science Director, Chris Dunford has been responsible for Sustainable Futures at We The Curious since 2011. During that time, he has introduced a sector-leading programme of environmental best practice, innovative technologies, and organisational change. In 2019, We The Curious became the first science centre in the world to declare a climate emergency and pledged to meet ambitious decarbonisation targets in this decade, implemented alongside climate change adaptation.Beyond We The Curious, Chris has held positions as Head of Environmental Sustainability at UKRI, Elected Director of the Bristol Green Capital Partnership, Mentor of Arizona State University’s ‘Sustainability in Science Museums’ Global Fellowship, and Chair of the ASDC Decarbonisation Group. Chris’ background is in science communication and stand-up comedy. https://w5online.co.uk/Victoria Denoon is the Head of Visitor Experience at W5 Science and Discovery Centre.Victoria joined W5 Science and Discovery Centre in March 2020 and has responsibility for all aspects of W5’s operations. She is also currently an ASDC Trustee. Prior to joining the team at W5, she worked in Higher Education in the United States for 15 years with a particular interest in advancing the careers of women in STEM fields. http://www.aberdeensciencecentre.org/Bryan Snelling is the CEO of Aberdeen Science Centre. He’s been in this position for five years having started in November 2019. Bryan has worked in the visitor attraction sector for 11 years having previously enjoyed 6 years as CEO at The Gordon Highlanders Museum in Aberdeen. Bryan has worked in many sectors during his career including education having worked across the UK in Portsmouth and London before moving to Aberdeen. Bryan is originally from South Wales and in his spare time he enjoys playing the guitar, playing cricket and reading. https://www.sciencecentres.org.uk/Shaaron Leverment is the Chief Executive at The Association for Science and Discovery Centres.Shaaron is the CEO of ASDC and has over 20 years' experience working in science engagement and education. She stands for the value of science centres and museums for social good, as community assets that are accessible and relevant for a more diverse public.Shaaron joined ASDC in 2016 as the Deputy CEO. She is also the co-founding director of 'Explorer Dome' that engages over 70,000 children and adults every year. She leads on a number of national and international programmes and collaborations that aim to improve the relevance and accessibility of STEM for a more diverse public. As a past president of the British Association of Planetaria, she is also currently the EDI co-chair of the International Planetarium Society. Shaaron is mum to two boys, and the owner of a large hairy Golden Retriever.She is part of varied networks, working with schools, universities, science centres, museums and volunteer groups, as well as nation-wide professional associations and Government agencies. She has created and directed national and international (EU) science engagement programmes, including leading the Horizon 2020 Hypatia programme in the UK to support greater gender inclusion in informal science education, and is the driving force behind Our Space Our Future, supporting participative practice in space science outreach.Through work with ASDC, Ecsite and other international partnerships, Shaaron is known for her work to support greater equity and inclusion within our STEM education and engagement organisations, with the ambition of embedding more equitable practice for transformative organisation-wide change. Transcription:  Paul Marden: Welcome to Skip the Queue. A podcast for people working in and working with visitor attractions. I'm your host, Paul Marden. Now, today's episode is a special one. A few days ago I was at the Association for Science and Discovery Centre's annual conference recording in front of a live studio audience. Joined by a panel of the great and good from the Science and Discovery Centre community, Victoria Denoon, Head of Visitor Experience at W5 Science and Discovery Centre. Bryan Snelling, the CEO of Aberdeen Science Centre. Chris Dunford at ASDC Sustainability Group Chair and Sustainability Director at We the Curious. And Shaaron Leverment, the CEO of ASDC. Now, I have to say, this was a bit of a proof of concept for us and we had a few technical gremlins, but whilst the sound quality isn't brilliant, the conversations absolutely were. Paul Marden: So without further ado, let's go over to that recording I took a couple of days ago. Why don't we start with our icebreaker questions? So this is a tradition for the podcast and nobody has been prepared for this. So, Victoria, you'll like this one. It's a really easy one. Bauble or custard cream? Victoria Denoon: You said it was going to be easy. Paul Marden: Oh, no, I could give you my answer straight away. It's a firmly held belief for me. Of course, it's the only answer to that question. Bryan, you have to live in a sitcom for the rest of your life. Which one? And why? Bryan Snelling: Oh God, can I have the ball? But do you know what? The only one that sprung to mind was Only Fools and Horses. I think, you know, a bit of dodgy dealing here and there. Can't go wrong with that, I think. Yeah, Wheeler dealing, you know what I mean? Paul Marden: One day Wanda's There'll be millionaires. Chris, play 10 instruments or speak 10 languages. Chris Dunford: Oh, horrible. I'm going to go for 10 instruments because I feel as if Google can do the rest. But 10 instruments? I can finally record my own albums. Paul Marden: And Shaaron, last but not least, control time like Hermione or Fly Like Harry. Shaaron Leverment: Oh, God, fly Like Harry, Paul Marden: Really? Shaaron Leverment: Yeah, yeah, 100%. Paul Marden: You don't need a time turner to be in every session. That wasn't the latest question at all. Okay, let's get cracking then with the main interview. Shaaron, first question is for you. This year and next sees the 25th anniversary of the millennium funded science centers which saw a huge amount of investments into science communic engagement across the country. What did that do to shape science in the last quarter of the century? And where do you think it will take us next. Shaaron Leverment: Great question. Paul Marden: Thank you. Shaaron Leverment: Like 25 years ago, as I mentioned in my talk, even no one really knew what science communication was. You know, now obviously there's masters in it, there's people who are doing PhDs in it and I think it's actually becoming a very important part of policy and recognised as strategically important in terms of the way in which nation engages with science. And I do believe that's because we have these amazing places across the U.K. now. Let's be honest, like a lot of them existed beforehand. There was at least 6, including Satrasphere, which is now Aberdeen Science Centre, which existed before the Millennium centers. And then suddenly all of these centers were. But now we've got 60, nearly 70 across the entire places. The Lost Shore is just open, which is all about surf and science. Shaaron Leverment: I think science, referring to one of our keynotes, is really becoming part of culture. And then we're no longer looking at sort of museums and centres as like cathedrals of science. We're looking at them as real kind of cultural and community assets. So that's where I think. I think that's where the trajectory is going for the next 25 years. I'll just wrap that into the end of that. Paul Marden: This is a follow up for that and really anyone can join in on this one. Thinking more about where we go in the next 25 years, let's talk about funding streams because we had a big lump of money back just before the millennium projects get them kicked off and we're unlikely to see that level of lottery funding again. So how can centres, after all, they are visitor attractions and charities in many cases. How do they diversify their income streams? Victoria Denoon: I think there's two things about that and one's really important from the ASDC perspective because there's what we can do individually, but there's also what we can do collectively as a network. So you know, we are looking at that particularly from the Millennium Science Centre perspective. Victoria Denoon: And obviously that's a bigger voice if we do that together. So that's really important to have those conversations. At W5 we do that by increasing what we do for corporate hire. We do a W5 late program, which is an 18 plus evenings for adults to come down. And because we're going to be 25 years old next year, there's that nostalgia that really helps sell that. So we're looking at key events to drive revenue across the year to really get more people in our door who wouldn't come to us otherwise. Bryan Snelling: Yeah, I think it's obviously very important to diversify our income. But what we're talking about here, in terms of the money we got in 2019, you're only really going to get that sort of money again from very large institutions or government. And I think whether you're trying to persuade an individual to come and visit your science centre or local, national, devolved governments to give you money, it's all about the message that you're sending. It's about the science centres are really important part, and we were talking about it earlier on, the culture of what we're doing here. So whether you're just one individual or a multinational that has big bucks, you've really got to try and make them understand that. Chris Dunford: I think it's. Yeah, I think it's almost as well as diversifying to new funders, it's also diversifying what the existing funders will be happy to fund, because I think the funders understandably want the shiny new exhibition, the lovely new outreach in the brand advance, the school workshop photo opportunity. And those are all good things. And we couldn't do those things without the funders. But they'll need to. As these buildings getting older, they need to recognize at some point that those things can take place in the building where the roof leaks and it closes in the summer because the heat wave and the cooling system can't keep up. So I think if you're saying to the funders, yes, you can support this workshop, but we will need some contribution towards the rooms that the workshop take place in. Chris Dunford: So I think it'd be helpful to understand that. And to do that, we just need to make the case better to our value. So it's not just this extra news thing, but day to day supporting us to literally keep the lights on and keep the rain out of the roof. Bryan Snelling: Can I just add, I think there's also an important thing here about mission drift. We should be true to our own mission. We should know where we're going, our direction, and not have as much as possible. Because I understand it's a balance. Not have as much as possible. The funder direct what we do. It should be the other way around, or at least. And one of the big words of this conference that I've heard is collaboration. And we shouldn't just be doing it all the money, we should be actually understanding this is what we should be doing and this is how we're going. You should be coming on board with us. Paul Marden: You risk the tail wagging the dog, don't you? If all you do is chase the sources of funding. And you do that in a haphazard way. It's got to follow, as you say, it's got to follow the mission and the core values of the centre. Victoria Denoon: And it is a relationship, you know, it's like philanthropy and, you know, universities doing their work with donors. I mean, you really do have to have mutual respect and understanding and be looking for sponsors or funders or partners who have the same mission and values that you do. That conversation becomes a lot easier. Paul Marden: Absolutely. Shaaron, any thoughts? Shaaron Leverment: I think I agree with what they're saying. It's really well put. Paul Marden: This is an audience question and this is from Kate Allen from Purple Stars. And she asked me, is the A in steam in cooperate and why it's not a binary question. Chris Dunford: Right. Bryan Snelling: Look it up. Victoria Denoon: Yes. Bryan Snelling: Did you see the inflection in that? Paul Marden: Absolutely. Bryan Snelling: I think it's a two way process. I think that the A is very important. And again, I'm gonna repeat myself, but I think it's been a big part of what the conference has been about and it's been about collaboration. Yes, it's important, but it's a two way process because it's not all about us incorporating the arts. It's also about the arts incorporating the st, the E and the M and the science elements. So I think it's a two way process at the moment. I feel this is just my own opinion that it's a little bit more give than take. Shaaron Leverment: I think there's an interesting, you know, there's an interesting conversation of like, do you need an artist for it to be art? What is art and what is science? You know, and actually, you know, so much of, you know, the engagements that we see involve huge creativity, kids making planets and things like that in science. I do think that we need to use all the tools to get across these massive ideas. And I don't actually even know what science is anyway, so I'm on the back. Shaaron Leverment: And I also noticed in Tom Crick, when he was looking at the curriculum, they separate mathematics and numeracy from science and tech, you know, and so in science, tech engineering is often considered the invisible E in stem. Maths is often considered the invisible M in STEM in science and discovery centres, you know, and so the arts as well. I fully believe that we need to be trans and multidisciplinary 100%. But you know, I think it includes, you know, the music and everything. I think includes absolutely everything. So maybe these acronyms, which is not, they're not useful at all. Paul Marden: I don't think it helps. One of the things that we talked about when we first. We were spinning ideas around this episode, weren't we? And you talked about the idea that you shocked me, that science matters to me and I care about it. And it's something that I enjoy doing with my family. And to consider that isn't for the government to consider. That's not really part of culture because they're funded quite separately. It offends my roles, I think. Shaaron Leverment: But also, you know, it's just another beautiful way of looking at the world. You might look up at a night sky, you know, like Mara or Kilda, like we're hearing by Este. And you might look at it with eyes where you're just wondering at the jewelry of creation or making pictures in the stars. Or you might also be wondering about, well, maybe there's a planet out there. Shaaron Leverment: And I think you can look with all eyes and you can. It's all in wonder. And the fact that they are segregated, it comes back to school science, I think. I think actually in the normal world, as human beings, we don't have to separate them, but it's just very hard, especially when these are crazy funding lines. Like Tom mentioned the difference. I did not know that festivals are considered part of culture, but science festivals aren't. It's madness. Chris Dunford: It also depends in a way what you're doing. So if you're putting the A into STEAM  because you say that as a society, as a cultural attraction, we want to involve ourselves, then obviously, yes, we don't want to. You know, it's inclusive because as Shaaron said, they can. They bring different things to the table. But if you're putting an A in there because you're saying that art is the same as the others, then they're no different. But that's good. It's good that art and science kind of behave in different ways. So. So they both start with an idea or a question. They can both be kind of curious or stimulated by something. But then whether we do night sky or whatever, the way that art might scrutinise the night sky would be different to the way that science will scrutinise. And that's fine. Chris Dunford: They can complement each other. It's not. You need to recognize the differences in those kind of, I don't know, the intellectual disciplines, so they can support each other rather than say, well, artists, science, design. It's not as simple as that. They're different, but that's okay. Victoria Denoon: I do think they play a part together in making things more accessible to people. So if you look at major technology companies, they focus just as much on the design and the look of some of their products as they do on the actual technology that goes into them. So there's a lovely added experience there with putting that together. I think it's very important, but for different reasons. Paul Marden: Absolutely. There's been a lot of talk at the conference about diversity and inclusivity. To a certain extent, inclusion is about understanding who your audience is and understanding what it is that they need. Paul Marden: So let's dig into that about your three science centres. What are the customer demographics, what does the audience look like and what areas of diversity and inclusion are important to them? Victoria Denoon: Well, I think that assumes we've actually asked our audiences, you know, what is important to them. And I don't, you know, I'd like to sort of throw that over to other representatives for science centres because we have done some of that, but we probably haven't done it enough to be able to actually answer that question. That's something we are really looking at because we have a lot of different information about the demographics, but not really what they want to see us do. So we're looking at different focus groups and how to involve more people in that to get a better picture of that for our particular science centre. Bryan Snelling: I think we were very lucky to receive a lot of well enough ISF funding plus local funding to completely overhaul our science centre four years ago. What happened four years ago, it was wonderful. But as Shaaron said, we're actually not a millennium sites and we've been going for 36 years. I think tech request, slightly longer than us, Shaaron Leverment: 38.Bryan Snelling: There we go. But not many longer than us. But over that time we've asked and we found out a lot of information about what our visitors wanted. And similar to what Victoria said, we don't necessarily ask enough. We recognise that's a bad thing. We need and we are putting in place and now to evaluate to get feedback more. But back then were very aware of sort of things that we needed to do. We needed to be wheelchair user friendly. Bryan Snelling: So everything is now accessible throughout the science centre. We're one of the lucky places that have a changing places facility which is incredibly good and it's gone down very well. We also have a sensory space which was retrofitted admittedly. But if you look at our feedback on the online, that's gone down fantastically well and it allows some of our neurosensitive visitors just to calm down, go there and just take a moment and then come back and I think the very fact that we're a science centre, it's very hands on, it's very stimulating. Bryan Snelling: So having that has been a real wonderful addition to what we've got. And I think we've also got to remember financial inclusion. So a lot of the sort of sponsorship that we look for is to work with in Scotland. It's called simd, the Scottish Index for Multiple Deprivation. Chris Dunford: I'm sure there's a similar thing in England, but I want to know what it is. Paul Marden: We'll talk about that in a minute. Bryan Snelling: But we a lot of again, it's not mission drift when you are also doing it. A lot of our funders want to give us money so we can support those maybe who don't have as much money as the rest of us. So all of these things we've taken into account and parts of what we do at the science centre. Chris Dunford: Yeah. I suppose the question ultimately is when we ask our visitors what does inclusion, diversity mean to them, we won't get the answer we need. And that's because if you have a certain demographic who are visiting and you ask them diversity, inclusion, then obviously they will speak from their own life experience. But actually the people need to ask the people who aren't visiting. So in that respect, I mean the things we draw upon, we work closely with things like local council, so we have access to their data of who's living in the city and who's facing areas of deprivation and that kind of thing. Chris Dunford: So you can kind of fairly accurately figure out who's around you in your community and who's around you in your community isn't mirroring who's coming through the door and straight away you know where your focus areas are and the reason they might not be visiting, it might be economic, but it could also because there's things that you do unintentionally. It makes it look like you're not for them. Paul Marden: Yes. Chris Dunford: So only by engaging with them, seeing you through their eyes, will you understand maybe why you've been doing a thing which wasn't encouraged when they through the door. I suppose the last thing to say on that is often it's very tempting to think the inclusion thing is going to be groups that can't afford to visit and therefore Chapel saying it may be then detracting from the purely commercial enterprise we need to do to keep the buildings open and running. Chris Dunford: And for some areas who cannot afford to visit, then yes, that's an important part of what you do. But there could be areas, community who aren't visiting. And they can afford to visit because for some reason you're not currently for them, you can become for them. And you've also opened up a whole other market as well. So whether you're looking at it because you want more visitors financially, or you're looking at it because you want to be able to reach everyone, you need to ask who's in the city, who isn't here currently visiting and can we find out why they're not visiting? And then we just work through those challenge at a time until you hopefully are truly reflecting those around you. Paul Marden: I was at a Museum and Heritage Show earlier this year. There was a really interesting talk about inclusivity and making places accessible. And one of the key facts was that people that need an accessible place to visit, if they don't know something is accessible because you haven't communicated it properly, they will assume you are not accessible. And so having the changing places toilet and the sensory room is amazing. But you also have to communicate that to people in order for them to come and feel like it is a place for them. And that's. You're right, it's not about the charitable end of the organisation. It can be just a commercial thing. When you tell that story simply and easily for people, all of a sudden you are not going to market. Shaaron Leverment: We're sort of encouraging people. We've got an accessibility conference coming up in May which will be hosted by Winchester. And hopefully between now and then we can really support people with some of these amazing visual stories. Because I think you're absolutely right that you do need to know if it's accessible. You need to know what facilities you need to have those opportunities to know that there's a quiet space and what to expect. And then someone, honestly, if they know what's there and what's not there, then that's enough. Paul Marden: I've talked about this example before podcast, but Skipton Town Hall is an amazing example. They've got a museum whose name escapes me, but they won last year's Kids in Museum's Family Friendly award. But they have an amazing page that talks about their accessibilities with photos and videos where you can see the entrance, every entrance to the building and where that entrance will lead you to. It shows you the changing places toilet. You know, they are making it super easy for you to be able to understand that. And it's on your page, but it's a page that's hugely valuable on their website. Victoria Denoon: I think just beyond what you can do on your own. Site for that. There are organisations you can work with that tell people the story about what attractions in their area are accessible. So making sure you know who those groups are and working with them to get your story out and how you can support that's really important. Paul Marden: I've got Tudor in front of me from Eureka and I know that's something that Eureka has done a lot of is communicating the accessibility of what they deeds the outside world. I'm going to take your Scottish index of multiple deprivation and take that back to the uk. I'm going to talk a little bit about Cambridge Science Centre because they've passed two weeks ago, they've just opened their new building and one of the things that they talked about on the podcast with me was that part of the motivation for locating it on Cambridge Science park was because it is cheap by jail with one of the areas of multiple deprivation within the city. Paul Marden: They run youth groups in that area and what they found was that even though these kids are in a youth group associated with the Science centre and they are right next door to the Science park, those kids don't feel that a career in Science in the UK's hotspot for tech is a place where they could end up. Paul Marden: They just don't feel like it is of them. So how do we help those kids and families in those areas feel like science centres are for them and a career in the future and in science and tech is an opportunity for them? Bryan Snelling: I think when were redesigning the Aberdeen Science Centre, as I said, the only thing that's still there because It's a Category 2 listed building is the outer walls. But what we looked at that time was we said, well, how can we make it relevant to the northeast of Scotland? So we have three zones in the Science Centre which relates to either the up and coming or very much mature economies up there. We have an energy zone, of course we do, but space, you know, Shetland is on our patch, big patch, so is Sutherland and those of you who know Scotland, very big patch. That sort of space is a big part of what's happening up in northeast Scotland, but also life sciences. So we made it relevant so that people on an everyday sort of and kids can sort of relate to things. Bryan Snelling: I think we're the only city and people will help me out here and bring me down to size if that's the case. We have hydrogen buses in Aberdeen. I think we're one of the only, let's go like that. One of the only cities that currently do that and they see these things travelling through the city centre every day. But you know, they want to know more about that. So it's about making it relevant, making it day to day obvious that this, you can work in this because actually it's there or it's that or it's yes. The other thing is about showing the other careers that you can link it, you can focusing on space, but there's more than just that. You somebody said, yes, you also need to have a chef in the Antarctica. Bryan Snelling: So show them the other careers actually link in with this sort of and just make it relevant. Chris Dunford: Yeah, and I think obviously if you've got sections of society where there's young people who feel that science isn't for them, I think the first thing to recognise obviously is that they are in their lives. They're obviously getting messages that are telling them that's the case in the way in which children from other backgrounds are getting messages telling them what science is for them. And you can see that through the lens of the science capital. You can't control all of those, but you can control how you interact with them. Now, obviously what Cambridge did is they were able to physically relocate. Most of us aren't in that position in terms of the whole building, although that reached us the ability to do that on a complete short term basis. Chris Dunford: But I think again it's recognising that inclusion work is so much more than just kind of saying, “Hey, we are free. Why don't you come along today and you can visit for free or whatever.” It's the diversity of your staff and that's across the organisation. Because if they visit and they see someone that looks like them and that tells them that it is for them in a way in which it's going to be very difficult to do with the people actually working there don't look like people they would recognise as being in that kind of group in that way. It's about the activities themselves. So again, the ideas of kind of co development. So if you develop activities, rather than guess what you think they would like, just find out what they would like and involve them in those activities. Chris Dunford: So inclusion is difficult and it takes a lot of time because you can't just kind of put a sign on the door and say work for you now. You need to change the organisation. So it is enabling them to visit and then to keep that relationship going. That's the other thing that's very difficult. But I think if you did one funded visit and they came once and that was it, that might not be Enough to make them go, “Oh, so I can't be a scientist.” You get some kind of relationship with them going on over time. So yeah, it's a long, drawn out process, which means you need to look very hard at yourself and be prepared and brave to make changes in your own organisation. Because unintentionally you are probably putting some of the barriers there yourselves. Shaaron Leverment: I just want to echo that it really is about building those relationships. We ran a program called Explorer Universe across eight centres. And you know, we were all about extra partnerships and being brave and making new engagement to people who would never have thought to come through your doors. And you know, it ended up being like a year long of partnership building and then those relationships and almost all the programs were outreach. Some of them ended up, you know, as a celebratory event coming through the science centre. But it was very much going to where the kids were going to their space, you know, physically and emotionally and mentally, whatever, and working in partnership. So if you don't have the staff that reflect that community, then you can work in partnership and create those moments. Shaaron Leverment: And then when they do come to the centre, be there at the front door to welcome them. You know, I know you and it's very much, you know, like an experience floor In North Wales. Were working in a playground, you know, and talking all about them jumping off the playground with like parachutes, talking about friction and stuff like that. And one of the best quotes from that was like, I didn't realise this was science. You're like turning what they are doing and saying that you are a techie, techie person, you are a sciencey person, you are an engineer. That's what it is. Shaaron Leverment: You know, it's not saying this is what science is, you know, it's changing the capital that they have already into science capital to know that they are already inherent, as Osley said, inherent sort of scientists anyway. Paul Marden: Yes. Shaaron Leverment: So, yeah.Victoria Denoon: I think science centres are in a really wonderful space here to be able to do that because, you know, we do build relationships with community groups and schools all the time. And research has shown that these young people, why they see themselves in relation to their peers, that will attract them more than anything else into potential careers in science. So having a space where people can come and, you know, we don't tell them, don't touch that, don't do that. Victoria Denoon: You know, they can really fully get hands on and engage in things and having that opportunity. We just opened two years ago, our Learning Innovation for Everyone Space. We offer free school programs there, particularly in partnership with Microsoft and do coding workshops and things like that and lots of other activities and you can also do OCN accredited programs with us there. So it's really about getting them together as a group of their peers and showing them what's possible in that space. Paul Marden: That's amazing. So I'm a dev by background. Telling the story of Computer Science is not something that you see in every science centre that you go to. The whole kind of the history of computing, it exists in places, there are pockets of it. But it's not something that I want to coding club as well. But how many of my kids could go to a local science centre and feel that what they're doing when they're coding the robot and building some Lego is related to something that they see when they're at the science centre and that there's a mental leap to go from this fun thing that we're doing with this robot to the career that is amazing that I could have in the future. It's really hard. Paul Marden: Talking of kids, I'm a trustee at Kids in Museum and we talk a lot about getting the voice of young people who visit attractions and young people, they're worthy, they're in their career and incorporating that into the decision making, strategic direction of museums and science centres. I think it's definitely really important when we talk about climate emergency to get that younger voice in so that trustees don't all look like me. Let's talk a little bit about the youth platform and how you incorporate the youth voice into what you guys do. Who wants to take that one first? I can spot who cracks first. Bryan Snelling: Okay. I'm not very good at this, am I? You are very good. No, but I'm actually quite proud of what we do at Aberdeen. We about a year and a bit ago introduced a STEM youth ball and we're very pleased with that. We actually work with a local festival so it's ourselves and Aberdeen Tech Fest that jointly I say support, but actually they support us. The youth board, it's made up of secondary school kids, young people and last year was a pilot year and it went very well. We're now looking at developing it further. But what they do is they look at what they want to do, they work out what they want to do within a board situation. Bryan Snelling: They've got all the usual bits, chair and the secretary, but they work out that they want to deliver this program and then they'll go away, work together on the delivery of that program. They'll also work out the marketing side of things. They'll also do all of that. But I also, and my counterpart with TechFest also bring our ideas and say what do you think about this? And they give us a very. Paul Marden: Take some of them and rubbish a few I guess.Bryan Snelling: That's what it's for. Paul Marden: Exactly. Bryan Snelling: I mean, let's get out of the way in a safe space before we then go ahead and spend money on this thing. Paul Marden: The most brutal focus could possibly bring together. Bryan Snelling: But we're very pleased with that. The other thing that we're currently looking at doing is working with local university, Robert Goldman University, especially the architecture school, to redevelop our outer area, the garden. It was the only area that wasn't developed when we did inside. And we undertook a number of brainstorming sessions with the youngsters and I mean your 5 to 12 year olds to get their input. And we did that a number of ways, remember drawing or talking or writing, whatever. And that was really interesting. We'd obviously, as the adults had done a similar thing but what they brought was a completely different point of view and it's wonderful. Paul Marden: Excellent. Victoria, you can't not look at teacher. It's only going to encourage me to. Victoria Denoon: No, I think you know, to what Bryan was saying there. We haven't started yet but we're looking at this idea of creating a Y suite, you know, which is our youth suite, which would be young people that will come in and kind of meet once a quarter to help us with some of those decisions. Bryan was talking about Inspiring Science Fund. We also did a huge renovation at W5 as a result of that and that involved a lot of consultation with young people, with teachers, et cetera. And we do a lot of youth led programs but we're looking at really how do we engage that in this more strategic direction going forward. Paul Marden: I think it's hugely valuable, isn't it? When you take it from a consultation point to something that is actually helping to drive the strategy of the organisation. It's transformational. Sharoon, do you have any thoughts about that? Shaaron Leverment: Yeah, I mean I sort of see it from a bird's eye view really, you know. But you know we have our Youth Voice Award because last year our volunteers award was won by. Part of our volunteers award was won by Winchester young group of environmental activists that were really doing great things down at Winchester Science Centre and influencing one seekers charity. And anyone who was at dinner last night, you might have seen the video from Zed King who has done so much work supporting Centre for Life and making massive changes there and not just there, like actually across the network. We are. So we've got this Youth Voice award as one of the only awards that we give because it is so important. We are all about. Not all about, but we are a lot about young people. Shaaron Leverment: So they need to have voice but it's very difficult to be sure how to do that and to make sure that we're not putting too much pressure. I mean here at this conference you can. There we've got some young people coming in showing their bio robots. We've got. Obviously we had the Esports award last night and our next keynote we've got two younger panel members to do a discussion about eco anxiety and how that feels for them to influence the way in which we think about our climate engagement from the voices of people who are experiencing it and experiencing this massive grief and anxiety about their own futures. So yeah, there's a lot of work going on obviously over in Armagh as well, you know, especially with autistic families and you know, I think it's. Shaaron Leverment: Yeah, it's a growing area and we're putting a lot of effort into encouraging like hearing these stories and different things and you know, I know we the curated. Well, with your authority sharing, I might just throw that over to you. I mean I think that's a great piece of work. Chris Dunford: Yeah. On the climate side especially. One thing we've done in the past is work with Bristol City Council, Youth Council, I think I might say most councils will have something like this because they then feed into the UK lean Parliament. I think that's really useful for two reasons. Firstly, because it gives them a space when you talk about climate issues. But secondly, it's helping them to understand the process of democracy, which young people's possibly more important now than ever. I think that's really key because I think what often happens, especially at events like cop, is that inside the room you've got the politicians and decision makers who are struggling with this really difficult challenge of how do we decarbonise and knowing there isn't an easy thing to fix it. Chris Dunford: It's going to be a lot of trailblazers, compromise, a lot of hard work outside where you've got the young people kind of screaming desperately do something, finally find the solution and then have these two different worlds. So I think if you could bring those together to bring the youth Voice into those conversations. What are the trade offs? What are the decisions? Because the consequence of decisions they inherit not us. But also it's useful for young people because it helps them understand that there isn't an easy solution and yes, there's going on strike and it's making the message clear, but there's getting into discussion of what are the trade offs, what are the compromises, and that's how a democracy works. I think that's really useful. Chris Dunford: But the other thing I'd say is if you're going to engage with young people on this and also be prepared for the fact that they're clear, they know what they want and they want the allies to take action. So if you say to them, great, there's time to change that, you're creating a youth board so you can learn about climate change, they'll say, yes, but what are you doing to reduce your carbon emissions? So we're doing this group and we're going to get your views on that. Thank you, that's fine. What are you doing to reduce your carbon emissions? So if you're going to enter into this space, they know what they want from us. They want to take action to create deep, radical and rapid decarbonisation. Chris Dunford: So be prepared for that question because they will ask it and it's the right to ask it. We need to do stuff as well as having board. At the same time, you've got to be taking the action to show that you're copying the agency, what they want. Shaaron Leverment: Have you seen the recent DCMS call as well? I mean, it's obviously strategically important at government as well. So all funders and DCMS in particular are making an election in this. So, yeah, leading the way. Paul Marden: A beautiful segue to my next question, which is what, Chris, this one's for you really is what are ASDC members doing ahead of national targets to reach net zero? Chris Dunford: Yeah. So it's probably worth just causing phone. So, in terms of the national target, for anyone who isn't aware, net zero for the UK is 2050. And net zero essentially means that your carbon emissions are down to zero or they're not zero, then you're offsetting what emissions you are creating. So the balance of the atmosphere is 2 0. And it's really hard. And the reason it's really hard, whether you're a government or an organisation, is you're following the greenhouse gas protocol, which means it's across all three scopes, which essentially means it's the stuff you expect. Chris Dunford: So it's the energy from the grid, it's your fuel and vehicles, it's burning gas in your home or places where, but it's also emissions from all the stuff that you buy and the investments from your bank and your pensions and it's the emissions from your business who travel to visit you. It's huge. It's very complex. So it's difficult. That's essentially what it means, the claim in terms of what sciences are doing. So it's a mixed back. There's plenty of science centers who still don't have a specific claim decarbonisation target, whether that be net zero or 2050 or sooner. So that's one issue I think we need to. Those who have done that piece of work have to work those who haven't to support them, enable them and encourage them to create a space where they can do. Chris Dunford: Because your Internet provider probably has a Net Zero pledge on their website, your supermarket certainly does. Your local council will, your university. So with science centres, it might seem strange that we're actually behind those players rather than leaving it. And of those that do have targets, there's probably about seven science centres in the network. This is student, big museum. So in terms of. In terms of the main science centres and then Tampa Gardens and museums, if you include them, there's probably about 11 organisations who have a kind of a decarbonisation net zero net neutral aimed before 2015. They're mostly around 2030. And again, that's really hard. And those organisations are now figuring out what that means and just how difficult that is. Chris Dunford: There is also even project who have boldly gone for a net positive to say they'll actually be removing more carbon than releasing by 2030. But it's really hard. And the reason it's hard for science centres is we're not Marks and Spencers. We can't just hire a stable team overnight and throw money at this problem. So we're renting some organisations who are tight on time and money who now to take on this huge challenge. That doesn't excuse us from the challenge. So there's no easy solution on the fact that we have to put resource into this. And I think that's why there aren't more Net Zero aims on websites for the centres at the moment. But I think we can get there. We need to recognise it's hard. Chris Dunford: And finally, if you are doing lots of engagement, as I said with schools, then again you need to be backing this up with some kind of Net zero. So it's a mixed bag of the network. There's probably about 10 or so that have specific net zero aims and they're mostly around 2030, 2040. But my prediction is in the coming years, those organisations are going to make some really hard choices and actually say how they're going to do that, because we know from experience it's really difficult. But that doesn't mean you shouldn't be doing it. It means you have to push even harder than you were before. Paul Marden: Thank you. Bryan Snelling: Can I add something? Paul Marden: Of course. Bryan Snelling: I think decarbonisation is an important message, full stop, especially in Aberdeen, for obvious reasons. I hope we feel that we have an important duty almost to the visitors to the northeast of Scotland and beyond. Because I think how can we talk the talk about decarbonisation if we don't walk the walk? So there's an internal thing, which notwithstanding how difficult it is, we're just starting down that route. We've had an energy audit done of ourselves. We're now in the process of working out what that roadmap is, or maybe it should be a cycle path road towards net zero, but we need to work that out. But on the other side, we're also tasked with telling people, this is what you should be doing. This is the energy transition. Bryan Snelling: This is how you renewable energy in the future. So how can you do both? How can you do one without the other one? I mean, and I think we just need to be aware of that. And I think as the future goes back to the very first question about what's happening in the future, that's all big part of what we need to be looking at.Paul Marden: Conference is all about shaping future science together. What's your take home message from the different talks that you've been to, or possibly because we've not finished the conference yet that you're looking forward to. What's the standout moment? I know. So I would say for me, the standout moment was last night's awards. I mean, if you weren't overtaken by Zed's video, if you weren't moved by Hamish talking about. And for me, what they both demonstrated is that volunteering and engagement is a conversation. It's a two way street, isn't it? Because they weren't just there as a resource doing things, they were getting something from the relationship and giving back to the sense, etc. At the same time. For me, that bit was the most powerful. Shaaron Leverment: Yeah. And I think actually, you know, there's a lot of emotion there, you know, and it's incredible to someone stand up and say science and you saved my life. Paul Marden: Yes. Shaaron Leverment: You know, I think it was just incredible and very brave. And I think that kind of bringing that emotion into science, it's really important and remembering the people, even people. I think there's been quite a few messages about, you know, the safe spaces that we provide and that interaction with people and that genuine understanding. I think I'm really excited about. We're no longer sort of let science speak for itself and we're not going. Shaaron Leverment: You know, I think people are socially connecting and using emotion a lot more because first we feel right, first we feel and that is what our inclusive outcomes are all about. That it's what makes a difference for someone who is disengaged and doesn't feel that science and technology could be for them to feeling that maybe there's a place they need to feel they belong. So I'm really excited about that aspect of it. I also agree with everything that the elders are about. Bryan Snelling: Really. Shaaron Leverment: Yeah. Chris Dunford: I think several things yesterday for me resonated with the thing which Stephen Breslin said at the very start, which is that we come to these conferences anxious and slightly overwhelmed by the challenges we're facing and leaves feeling energized and positive with at least some of the solutions. And I think that's. That's a similar pattern that I experienced with these conferences. And I think through that lens I've been listening to all the challenges yesterday. And it's just our job is hard and potentially getting harder and as it gets harder, it's more important to society than ever. And I think that's the main thing I'm taking away. Chris Dunford: And I don't just mean things like the inclusion work and the decarbonisation work which we've spoken about during this session, but even things like one of the sessions that really stuck me yesterday was where the Science museum were talking in the lightning talks about their new AI exhibition and the fact that when all the many centers open they could have exhibits that explained Google of motion by pendulums and spinning things. A physical thing. And now we're having to have conversations about AI where there is no physical thing you can hold in your hands. Chris Dunford: There's a historical artefact, it's a circuit board doesn't tell you anything about what circuit board really does in terms of how it impacts society and how are we going to do science communication, science engagement around these challenging issues like AI which are then mounted up with all these kind of social problems with them, which again, the laws of motion that we come with. So, so I suppose I'm going away with that is the fact that our creativity is going to be tested more than before and our ingenuity and our ability to collaborate beyond our initial partners. So, yeah, for me, weirdly, it's about the science communication side and things like AI are going to make that really challenging. And how are we going to do that? Any of the answers other than the fact that we know we're not doing it alone, we're doing it as a network. And that's obviously big talk. Victoria Denoon: Yeah, I think it's the same thing. That remark by Stephen really is something that stuck with me because I did come here as well, thinking about the challenges we're facing, not just as a Science and Discovery centre, but also politically at the moment and just how pessimistic you can be about things. And really being in this conference with all of these amazing people makes you feel more optimistic about things and I think that's just really powerful and it carries you through. So for me, that's. And I think some of the conversations that have been happening here, I feel like since last year we've made a huge jump in terms of where the impact of our network is going with other people. And, you know, Tom's talk this morning really brought that home a little bit as well. So I'm feeling very optimistic. Paul Marden: Thank you. We always end our interviews with a book recommendation, which can be personal or professional. So, Victoria, do you want to share yours with everyone? Victoria Denoon: Well, I think when were talking about this, it was like, what's your favourite book? And for me, my favourite book is actually Pride and Prejudice. It's a book I would read over and could read over and over again. Jane Austen's musings. Paul Marden: Excellent. Bryan. Bryan Snelling: You know, this is the most difficult question that you're going to be putting to us. I've read, you know, fiction most of my life. I mean, you can't. I've always got a book, always looking at a book. So I don't actually have favourites. Why is it favourites? What I can say is my most recent book that I've read was the Thursday we’re at the Club by Rich Lawson, which is quite nice. The most profound one was actually 1984. I read that when I was about 18 and I thought, wow. And that was really quite interesting. Followed swiftly by Animal Farm, of course. Paul Marden: So that's three recommendations bankrupt me over. Chris. Chris Dunford: So I've gone for War of the Worlds by H.G. Wells. I'm a big fan of, like, old sci fi books. It's different to modern sci fi. Sci fi books like Jules Byrne and H.G. Wells will just ramble on pages about scientific theories at the time. Things they read in nature. So it's genuinely kind of science fiction. But War of the Royals because it's just. It scares me every time I read it. Like it still scares me. Absolutely. And I quite enjoy that. And I don't know why. And there's something about the complete, you know, civilisation. Actually some shouldn't put on this thread too hard, but there's something fascinating about that. Kind of, as he describes it, the liquefaction of society is everything kind of falls apart and every time I pick it up, I'm terrified and I pick it up again, I'm still terrible. Paul Marden: Shaaron, lastly, yours. Shaaron Leverment: I had forgotten this is a question. Paul Marden: Chris had three books, so you can choose. Shaaron Leverment: I'll go for in my. In my head I go for I just off the cup. The Martian is great. When it's got a little bit tiresome with the whole potatoes, improve it. But it is a brilliant. Yeah, it's great. Paul Marden: We are done. If you enjoyed today's episode, please like and subscribe on Apple Podcasts or Spotify. Thank you to my guests Victoria, Bryan, Chris and Shaaron, and my amazing ASDC Live studio audience. Paul Marden: Thanks for listening to Skip the Queue. If you've enjoyed this podcast, please leave us a five star review. It really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip The Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website, SkiptheQueue.fm. The 2024 Visitor Attraction Website Survey is now LIVE! Dive into groundbreaking benchmarks for the industryGain a better understanding of how to achieve the highest conversion ratesExplore the "why" behind visitor attraction site performanceLearn the impact of website optimisation and visitor engagement on conversion ratesUncover key steps to enhance user experience for greater conversionsDownload the 2024 Rubber Cheese Visitor Attraction Website Survey Report

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your hosts are Oz Austwick and Sinead KimberleyIf you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcast.If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned in this podcast.Competition ends on 28th November 2024. The winner will be contacted via Twitter. Show references: Download The 2024 Visitor Attraction Website Survey - https://rubbercheese.com/survey/https://www.linkedin.com/in/sineadwaldron/Sinead Kimberley is the Senior Client Success Manager of Rubber Cheese and has a background in digital marketing, engagement software and all things client satisfaction. She guides clients through the various stages of their project, ensuring they have the information they need when they need it, as well as being the link between our developers and clients. https://rubbercheese.com/https://www.linkedin.com/in/thatmarketingbloke/ Oz Austwick is the Head of Commercial at Rubber Cheese, he has a somewhat varied job history having worked as a Blacksmith, a Nurse, a Videographer, and Henry VIII’s personal man at arms. Outside of work he’s a YouTuber, a martial artist, and a musician, and is usually found wandering round a ruined castle with his kids. Transcription:  Oz Austwick: Welcome to Skip the Queue, a podcast for people working in or working with visitor attractions. I'm your host, Oz Ostwick. In this episode, Sinead and I are going to talk a lot about the third Annual Rubber Cheese website Visitor Attraction survey. So, firstly, I just want to say, hi, Sinead. Sinead Kimberley: Hello. Oz Austwick: Sinead's been struggling a bit with a cold and I dragged her onto the podcast anyway, so I should apologise to her, but she'll be great. Sinead Kimberley: She always is, always fun to join. Oz Austwick: I'm gonna start by asking you a couple of questions. We're not gonna do the icebreaker thing that we do with guests, but when Paul and I host an episode, we like to talk a little bit about where we've been, what attractions we've been to. So how about you? Where have you been recently? Sinead Kimberley: I've been to Stockholm, in Sweden, actually. That is not an attraction in itself, although it's beautiful there. But we did try to go to a few attractions, so we tried to go to the Paradox Illusion Museum. We very excitedly got to the front, asked for two tickets and they said they're completely fully booked for the entire day, and we couldn't get in, which was surprising. I kind of didn't really factor in that it would be a numbered visit thing. I thought, “just, it's open, come and have a wonder.” But I guess the structure of it is you have to have so many people in a room to be able to enjoy the paradox of it. So it made sense in the end. Oz Austwick: Yeah, I guess. It's interesting, isn't it, that wasn't clear? Sinead Kimberley: Our research was essentially looking. We knew we wanted to go there. Oz Austwick: Yeah. Sinead Kimberley: What's the address? And can Google get me there? That was my research. Oz Austwick: Okay, so really can't really blame them for that, then. Sinead Kimberley: No, we cannot blame them. But we had a similar thing as well where were also trying to go to an escape room because were there to visit friends. So we didn't want to go to all the museums we've kind of already seen, although they have some incredible ones there, the Vassa being one of them. Very similar, I think, to Mary Rose Trust. They've got a massive ship that sunk pretty soon after coming out of the bay and the King wasn't very happy about it, but we thought, we'll go and just try and escape room, just to kill a couple of hours. And I looked for every escape room I could find in Stockholm that we could physically get to. And then once you go into one of those sites, you then pick the Room, then the day, then the time. Sinead Kimberley: And you have to go room to room in each of these websites to see if they've got any availability on the day you want and time you want. And I really wished. And maybe this is a thing that exists that I just don't know about, but I wish there was one place I could go and just say, I want to go to an escape room in Stockholm on this day, roughly this time. What is available? Because I gave up after about half an hour of searching through every single one. Different rooms, different places, it was impossible. So we didn't go in the end. Oz Austwick: That's quite interesting because I suspect that trying to book for half an hour is probably quite a lot. I guess most people probably wouldn't last that long. But not being able to search for something by availability seems a bit odd that you have to say, I want this specific room. And then you have to go into it and say, “Oh no, that's not available.” And then you have to go and find another one and go into. Yeah, it would be really nice to be able to look at something like that and just say what's actually available. Sinead Kimberley: Yeah. And I feel like I'm not that big on the. I don't have that many brainwaves, so I imagine someone's already done this. If anyone knows and can point me to it.Oz Austwick: Certainly interesting. And maybe there's a lesson there for people who are listening that are working in attractions that can. If somebody wants to come, can they search by when it's available or do you have to pick a day and look to see if there are any times free? Maybe that's something we'll talk about because we're going to talk about our report and I think maybe that booking process is something that might crop up again. So did you actually make it anywhere at all or did you just give up and not visit anywhere? Sinead Kimberley: We went to a chess bar in the end, so they had a very swanky, very kind of trendy feeling Chess bar. And apparently some very famous chess player was going to go there and have a tournament against somebody from YouTube. I'm not in with all the YouTube stuff, so I don't know who it was, but my husband and friend played chess for about three hours and me and another friend drank wine instead of any visitor attraction. Oz Austwick: Sounds like a pretty ideal attraction to me. It's interesting, is it? Because there are definitely quite a lot of Scandinavian, maybe Swedish chess players. And where's Magnus Carlsen from? Is he Swedish? I know he's Scandinavian. But when he's. He's the best, he's the best player out there at the moment. But I know there are a number of quite famous YouTubers. Anna Kramlin is. Sinead Kimberley: Yes, that was the one. Oz Austwick: Was it? Okay. Oh, she's. She's brilliant. Sinead Kimberley: I think she was going to be there. Oz Austwick: She's got an amazing YouTube channel where she just travels around and plays people at chess. She goes to America and plays chess hustlers in the park and she's an international master, I think. But her parents are both grandmasters at chess and every now and again her mum just comes along and she's this lovely softly spoken lady who just sits down and utterly destroys people at chess. Brilliant watching. So, yeah, I very much doubt Anna Cramling is watching this or listening to this podcast, but if she is, good for you, Anna. Keep it up. Yeah. So where have I been? It's a bit of a cop out because this is something we do quite often, but we live a few minutes drive from Petworth, so we quite often go and park up and go for a walk around the park. Oz Austwick: And we say park, it's thousands and thousands of acres and it's absolutely lovely. It's a bit like stepping into Pride and Prejudice and going for a walk around and seeing the herds of deer just grazing in the landscape. And it's a Capability Brown thing. And you see the house on the hill overlooking, it's absolutely beautiful. We go there a lot. The kids love running around and my teenage daughter, it's a bit special to her because she's got a very serious boyfriend at the moment. They've been together for almost a year and that was where they went for their first date. They went for a walk around the grounds at Petworth and it was absolutely delightful. All very Jane Austen. Sinead Kimberley: That's a lovely first date. Oz Austwick: Well, this isn't it, you know, I mean, at that point I'm going, “Well, yeah, he's okay, he can stay, we like him”. And he came up and introduced himself and shook my hand and I'm just like, wow, okay. Is this what dating's like now? Because it's. I'm pretty sure it wasn't like that back in my day. But yeah, it's a lovely place. Can't recommend it enough. You need to either be a member of the National Trust or pay for your parking, but there's usually a coffee van in the car park so you can have a nice coffee and walk around a lovely estate. So it's pretty much perfect for me. We should probably talk about the elephant in the room, or rather the elephant that isn't in the room. And I'm sure I'll get in trouble for calling Paul an elephant. Oz Austwick: But he's not here today. He's off at the Historic Building Parks and Gardens event, which is an absolutely new one for me. I've not even heard of it before. So we hope you're having a lovely time, Paul, and thanks for letting us loose with the podcast. So what else is going on in the world of visitor attractions at the moment? Sinead Kimberley: ASDC, is it coming up? Oz Austwick: ASDC, yes, the Association of Science and Discovery Centres have their big annual event soon and there's something really special happening at it this year, which is we're going to record an episode of Skip the Queue live on stage. We're not going to broadcast it live because there's a distinct possibility we'll mess it up and we'll have to do bits again. But we are going to record it and it's going to be really interesting. And that one's going to be hosted by Paul, which is probably why he's letting us loose without him. And, yeah, I'm really looking forward to it. I think it's going to be quite interesting to get out and about because I've been out to record on site and nobody else has managed it yet. So this will be Paul's first on site recording. Sinead Kimberley: That'd be very cool and hopefully I'll be able to join you for the event at least, as the audience.Oz Austwick: Yeah, I certainly hope. Yeah, that would be great. So if you're listening to this and you've got a venue and you'd like us to be there, please do let us know. We'd love to come and see you. I had an amazing time recording at Trentham Monkey Forest, so if you've got monkeys, then let me know. I'd love to come and meet your monkeys too. But it's probably fair to say that the. The annual survey and the report has taken up a lot of our time recently and we're actually able to talk about it now because it's been released. We know that some of you came along to our launch webinar, but a lot of you didn't. So we'd like to talk about some of the really interesting things that are in the survey. Oz Austwick: I guess it's probably reasonable to start off by talking a little bit about how it's different this year compared with previous years. And there are a few things we've done differently. There are a few subjects that we've brought into the survey to ask people about that weren't in there before. So the use of AI and sustainability. I know we're going to talk a little bit more about sustainability later. That's something that Sinead's quite focused on. But one of the major things is that we've introduced some multi site operators into the database of attractions that we use to produce the report and I think that's probably changed the way the report looks a little bit, wouldn't you agree? Sinead Kimberley: Definitely. I think it's compared to the reports before there are sections of it that maybe look a bit more complex because you've got different tabs you can move between and you can see the data both with all of the data we have. So with the multi sites and without. So if you are maybe a smaller attraction the without might be more interesting for you to have a look and benchmark yourself against. But I think it's really interesting to see how very different the results are. If you look at our normal kind of attractions that we get survey results from compared to when you look at the multi sites. In nearly every single one, the biggest tech within whichever category is usually completely different between the two different kind of data sets, which I thought was really interesting. There's very little crossover really. Oz Austwick: It really isn't it? And the question you need to start thinking about at that point is the tech different because multi sites need different tech or is it different because multi sites actually have the financial ability to be able to say this the absolute best. So that's the one we're going to use. And I don't think we can say for sure one way or another at that point. We can say that the biggest, most successful venues tend to use these things but we're not really in a position where we're able to say and this is why. So I think that's quite interesting. I think there were a lot of discussions when were trying to produce the report about how we use this data because there are definitely different types of multisites out there. Oz Austwick: There are those relatively small local groups where you get maybe two or three local museums that all used to be run by the same council and now are run by a charity. But then you've got some of the multi sites that have some of the biggest and most famous venues in the country that all have their own websites but the decisions are clearly made at a group level and then you've got the massive multi site operators with hundreds and hundreds of venues where they're all done through the same site, the same website. And the question is, then, is that, say, 600 venues or is that one website? And that makes it a really difficult thing because if we look at it and say it's 600 or so venues, then that's 600 venues, all using the same technology. Oz Austwick: But if it's one website, that's only one website using that technology, and that hugely changes the way that it's reported. So I think you're absolutely right to look at it, look at both and see how it applies to you as an attraction. And if you're unsure, drop us a line, talk to Sinead, talk to me, talk to Paul. We've got a huge amount of information and we've put what we think is the most important things out there in the report. But there's a lot more we can talk to you about and we'd love to, because, you know, we're kind of sick of talking to each other about it, wouldn't you say? Sinead Kimberley: Not just yet. Not sick of you just yet, but I would say when it comes to, as well, coming to talk to us, I think one of the areas that, I mean, I can be useful in and that I'd love to have conversations with my clients in the ones I'm not already talking to about it, is sustainability. And this is one where Oz is probably sick of hearing me talk about constantly. But I think the thing that I find most interesting, if you look at sustainability on its own, you can maybe see it as something we should be doing, but is very hard and, like, how do you do it? Well. But the report looks into how it links really well with performance as well. Sinead Kimberley: A lot of what makes something sustainable also makes it highly performing load faster, and that ultimately gives you a better user experience on the website. So for those who are maybe kind of grappling with how do we make something sustainable in an industry that can find this very difficult because of the nature of what you're doing? Looking at it more from that performance perspective, I think helps maybe give it a little bit momentum, a bit more enthusiasm towards doing something that will have material benefits for you later on, as well as making you a bit more kind of conscious and environmental in the website. So I thought putting those two things together was really interesting in the report. Oz Austwick: Yeah, I think that's a really interesting point, isn't it? It's not just about ticking a box for sustainability. ”Oh, look at us. Isn't our website brilliant?” And it feels a bit like just patting yourself on the back for the sake of it. Almost everything you do to make your website more sustainable is making you more successful and your site more efficient and hopefully making you more money as well. So I think that's definitely something to bear in mind. Sinead Kimberley: Yeah. And I think the activities that you can do to make it more sustainable and therefore more highly performing and a better user experience, they're reasonably simple. So we have a lot of our customers at the moment are going through that process with us of our team, reviewing the site, checking where can we make those quick wins to boost you up the kind of score. And so in the report, we talk about the average attraction being at F, which is the worst score along the whole score grade, that kind of data shows us. And it doesn't take a whole heap of stuff to get you even just above that average line. But mostly kind of C, B, A, they are all achievable to get to those kind of grades with things that you would. Sinead Kimberley: If you went to look at your site after we have made changes to make it more sustainable, you'll notice it loads a little quicker, hopefully, but you won't really notice anything else that's changed. So a lot of it is the smart little tech things you can do in the background that, you know, we didn't know were possible, maybe when the sites were built originally or, you know, we've just not heard about, we're focusing on something else perhaps. So I think that was. I hope people can see how easy it can be to just get both of those quick wins, the sustainability and the performance, without changing too much. You know, the design team are not going to be unhappy after we've kind of had a go with that. Oz Austwick: Yeah, and I think it's, it's probably worth saying that one of the reasons that I think sustainability has been a conversation that people have backed away from having is that it feels like it's going to be really complicated. And the reason it feels like it's really complicated is because it's quite technical. But if you're talking to someone like you and the team of developers that you work with, then this is really simple stuff for them. Being able to look at a list of things that are causing your site to not rank very well, sustainability wise. They can say, “Oh, well, we can do those three really quickly. That's only half a day's work to get that fixed.” And that can have a huge tangible difference to the site, definitely. Oz Austwick: Okay, so moving on from sustainability to very much a related subject is the booking process. We've talked a bit about trying to make the site more efficient and make it load faster and therefore make it more sustainable. That does feel very much like it's connected to the booking process, because one of the things that seems fairly clear, looking at the report, is that people are still expecting their visitors to go through a lot of steps and that hasn't really changed year on year. We've said before that if you reduce the steps in your booking process, it will make you more money. And we can see that really clearly from the reports we've done in the past. And yet the average is still really high. Oz Austwick: It's seven steps to be able to book a ticket and that feels like we're making people do a lot. Sinead Kimberley: I think if you look at other industries as well, they have really run down that avenue of reducing the steps. If you look at Amazon, it's scarily easy to go, just “Buy now”. Admittedly, they've taken details earlier on in the process that are slightly different, but any new site that I go on to where I'm trying to buy something or I'm trying to kind of plan something, even if I can do everything on my phone and even when it comes to, say, Apple Pay, if I can just do two clicks and my payments done, I don't need to put in, you know, manually enter my details and things like that. I feel more happy after that experience. I don't feel like I've had to go and find my purse and get my card. Sinead Kimberley: I haven't had to go and remember whatever detail it is, or checked, you know, my husband's details, if he's coming along with me or anything. And the easier you can make it, I think the better. I know we've got a few colleagues who have children and Steve in particular will tell me how on a Thursday evening, he sat on the sofa, maybe after putting the kids to bed. After dinner, you're a bit tired, you've had a full day of work, you want to just go, “Oh, I need to do something on the weekend”. You pick up your phone and find where you want to go, quickly book it, get back to the TV or whatever other relaxing activity you were doing. And the quicker you can do that, the more it takes stress out of what is potentially a stressful thing as well. Sinead Kimberley: Not even thinking about when it comes to obviously, the more sales that you get because you're then somewhere they think of as easy to go to, easy to book. Oz Austwick: Yeah. Sinead Kimberley: So, yeah, I think the survey highlighted that really, really well. Oz Austwick: Absolutely, yeah. I couldn't agree more. And I love this idea of Apple Pay or Google Pay being more used because A, that allows you, as an attraction, to get that data without having to specifically ask for it. But also as a visitor, the amount of times I've got my phone out and I've literally, I've been out and about, I've been doing something, maybe I've taken one of the kids to a swimming lesson or, you know, I'm sitting at the back of a concert waiting for my daughter to come on and do her bit and I think, “Oh, I'll just book that thing.” And it says, “Oh, you've got to put your car details in.” Oz Austwick: I've lost count of the amount of times I've been stood in a car park with my phone balanced on the back of the car trying to find a credit card so I can. I don't want to do that. Sinead Kimberley: How many times have you put the phone down? You've not even carried on that booking. Because I'll do it later, if later comes.Oz Austwick: Yeah, I mean, if later comes, definitely. Sometimes, without a doubt, I would much rather be able to just say Google Pay and give it my fingerprint and let it do it for me. And I think the question we need to be asking ourselves as an industry as a whole is why are we asking for this information? And there's a really interesting thing in the survey which I think highlights that we're asking for information from people that A, we don't need. And you and I, we both know this. We talk to people who book things and it annoys them all the time. And people are asking for information so they can market to us and get us to come back. They can upsell, they can sell more things to us. Oz Austwick: But we've got some really clear data looking at where traffic to your website comes from. And the absolute lowest source of traffic to a website to a visitor attraction website comes from email marketing. So we're literally putting people off buying tickets to a venue to get information from them so that we can market to them and get them to come to the venue again. And the numbers just don't hold up.Sinead Kimberley: Don't make sense, no. For the bigger venues, at least hundreds of thousands of pounds, you could get more in revenue if you were to remove some steps. And yet we hold on to those steps for potentially email marketing, which is not where you're getting your hundreds of thousands of pounds back from. In the end, it doesn't add up, but I think it maybe goes into what we spoke about a while ago, where you do what you've always done, you don't think about the why. Why are you asking for the information? Why are we doing this? Why? You know, is email marketing still the big thing that we are trying to do all the time? Oz Austwick: Yes. Yeah. There's a huge amount of perceived wisdom within the industry. And even now, going to events and listening to people talk about how you should market your venue, and it's all really arbitrary. It's like, this is clearly what you should do, this is how you should do it. And there's no justification for that. There's no reason behind it. There's no proof that if you do it this way, this is what will happen. And I think that's one of the things that the survey now, in year three, is becoming more and more able to show you that these things are changing. We've got actual trends, we've got figures, we've got data that is indisputable, and we can see how that data is changing over time. Oz Austwick: So we can look at the fact that in year one, when we knew how many people have tested their site for mobile optimisation. That doesn't tell us an awful lot. It just tells us that some sites have and some sites haven't. But now we've got three years worth of data, we can see that this is still a really important thing and it's getting more important every year. And so we know for a fact that if you aren't testing your site for mobile usage, then you're probably suffering, I think. Sinead Kimberley: Was it 80% of visits to the site are on mobile? Oz Austwick: Yeah. Sinead Kimberley: So if you've never tested that. Oz Austwick: But yeah, it's something ridiculous, like less than 20% of sites have actually bothered to test the mobile version of their site to see if it works the way they think it works. And that's an easy win for you. Get a small group of people together, get it tested, run them through the process and find out if it's. If it's good or not, and look at the steps. And I think it's probably worth mentioning that while we're talking about taking steps out of your booking process, what we're not looking at doing is putting all of those complex decisions into a fewer number of steps. So we don't go from having seven steps to book a ticket to three steps to book a ticket, but those three steps are now infinitely more complex. Oz Austwick: We're actually saying, look at the questions you're asking and say, do you actually need to ask Them? Yeah, like you said, you know, if I want a toaster, I can buy a toaster from Amazon in maybe two clicks and if I buy it from someone else that accepts Google Pay, maybe it's three clicks. But I'd really like to be able to take my kids out for the day without having to go through seven or eight different clicks and then fill in different ages for all of the kids and, you know, putting everybody's names and I just, I'm not interested. I'd much rather.Sinead Kimberley: If they welcome me at the door by saying, hello, Sinead, it's nice to see you. Is this Adam who you mentioned? Carry on. But I don't think that's in many attractions. Oz Austwick: No. And I would much rather get an email with my tickets in it with a little link in the email saying, we'd love to know a little bit more about you. If you fill in this form, we'll give you a free coffee. Sinead Kimberley: Yeah. Oz Austwick: And then I'm like, oh, great. Yeah, okay. And I've already got my tickets. It's not going to put me off. But I think that does link beautifully into the subject of discounts because that's something we asked about and we featured in the report and I think it's quite a surprising result, wouldn't you say? Sinead Kimberley: Definitely. Oz Austwick: We know for certain that discounts make more sales.Sinead Kimberley: By quite a substantial margin. It's kind of double the number of sales if you have discounts versus if you don't. Oz Austwick: And I know there are a lot of people out there, people running attractions, people who are involved in the industry, who feel really passionately that you shouldn't offer discounts, that it devalues what you're offering. And yet the numbers don't necessarily agree with that. Sinead Kimberley: No. And I think I can understand having a concern that when we're saying how the data from our survey revealed that. I think it was maybe might have to correct me on these later, But I think 2.9 thousand sales via discounts versus 1.2000 sales or something. So it's quite a substantial difference if you are offering a discount versus not. And then my worry if I kind of take myself out of my role is if the price per ticket is a lot lower, what's my ultimate kind of revenue at the end of that? Have I sacrificed revenue? Am I taking in ultimately less because of the discount? But I don't think anyone is really proposing, you know, 50% discounts on a ticket. Sinead Kimberley: So really from that data, the revenue would be increased by discounting, which feels like opposite things to hold in your brain at the same time, but it is enticing people. I think sales work in every other industry, we know they work. We love sales. You see it and there is a bit in your brain that just reacts to it. Even if you're not interested, you might notice it more. And so I think to ignore it entirely without checking it or testing just feels like maybe not thoroughly investigating it enough based on the data we've seen, at least. Oz Austwick: Absolutely. And the data is really clear, just like you said, that the number of sales that are made is just so much higher when you're offering discounts. But what we're not able to show in the survey is what sort of discount people are offering, what level of discount they're offering. And we know really very clearly that every attraction is different and the way your audience reacts is different and the way you interact with them is different. So we're not saying go and knock 50% off your ticket, we're saying have a think about discounts and look at what you can offer and test it and see if it works for you. Because it's clearly working really well for some people. Hugely well. Sinead Kimberley: And I think on that kind of knowing your audience and seeing how you think they will actually react to this. I think if I think of any place where I've been and if I felt like I got a good deal, I don't have to think I know, stole my ticket. But if I feel like I got a good deal and I then also have a lovely experience there, I have a lot more reason to go and try and recommend that to a friend or go back even again, because I feel like I got treated well essentially in a considered way of maybe what I would find beneficial. Sinead Kimberley: And if that starts with my interest being piqued by a discount and then it goes on to me actually now being part of that audience that maybe I wouldn't have been otherwise, that also has a knock on gain rather than if I saw a price that I saw no discount to, no benefit to, then I wouldn't maybe go in the door in the first place. So you don't just miss that first discounted sale, you might miss the next full price sale of a ticket. Maybe. So there's so much to think about, depending on the audience that you're looking at. Oz Austwick: Absolutely. And I guess I kind of fall into the group where if I'm going to go somewhere, I'm probably going to go there. If you offer a discount or not, I'm probably still going to go. Getting my family to a venue is quite a big job. You know, logistically it's quite tricky. There are a lot of us and we go out a lot, so going somewhere, we tend to travel a little way to get to somewhere a bit special. And we'll have made the decision before I go to book the tickets, but if I can book the tickets and I say, “Hey, I've saved 20 quid doing this”, then in my head what I'm actually thinking is I can spend 20 quid when I get there. Sinead Kimberley: Yeah. Oz Austwick: Maybe we don't have to buy a picnic from a supermarket on the way and save money that way. Maybe we can eat on site. Sinead Kimberley: Yeah. Oz Austwick: So I don't know for sure, but I strongly suspect that my overall kind of purchase value is more when somebody offers me a discount up front. Sinead Kimberley: Yeah. Oz Austwick: But again, you know, test it. Your mileage may vary. Sinead Kimberley: Yeah. Oz Austwick: So I guess, I mean, we've talked about this for quite a long time now and I think that we probably shouldn't go on too much but to stress, you know, if I can give you anything to take away from this discussion. It's a, that you really need to get hold of this data and look at it and see how it applies to you and test it, you know, look at what people who are making success out of their venue are doing and see if you can do the same thing. Oz Austwick: But also come and talk to us. We'd love to talk to you about this stuff. There's so much data and there's so many ways you can look at it and we're really able to break it down in a really granular way to say, “Oh, this is what animal based attractions are doing. This is what aquariums or this is what historic homes are doing, this is what theme parks are doing, this is what museums are doing.” We can do all of that. We can't put all of that data out there. Sinead Kimberley: No, it'd be very long. Oz Austwick: Yeah. I mean, it would be ridiculous. And I strongly suspect that our designer would leave when, in fairness, I might too, if we had to make a report that was five times as long as the one that we've done. But, you know, if you're a client of ours and you want to talk about how you can do better, you know, hit up Sinead, drop her an email. If you, if you're not a client and you want to talk, then talk to Sinead, talk to me, talk to Paul. We'd really love to kind of go through this with you and help you be more successful. That's kind of why we're doing it. Sinead Kimberley: Exactly. I think that on the just talking about it as well, if it's one of those things where it feels very big and you're thinking, I've got 300 other things I'm meant to be doing, how am I meant to go and look at sustainability and reducing the steps and all of these other things, I think you can almost maybe be led as well by what people are increasingly doing, which is looking at the user experience and getting information from whoever is using your site. Because I was really happy when I saw the increase this year in people who are testing the site. And if you even can't get to that point where you can't do a big user experience testing thing, go and talk to all of the partners you're working with. Sinead Kimberley: Because the vast amount of knowledge in the kind of community that's formed around all of these attractions, us included, particularly for our clients, even just asking us, you know, go internally and let me know how people experience booking on the site. Partners, I think, will be happy to help have a look at that. Even if it's only a small sample of feedback points that you get that you can maybe incrementally just try and change slowly. But I think opening up that question, however big or small you're able to do it, will mean that by the time we ask you these questions next year, you're that slight step forward from where you want to be. And you don't just look at the report and think, oh, again, I wish were further up. Sinead Kimberley: I wish we could benchmark ourselves closer to the average or the higher end of the results we're getting. So, like Oz said, just come and have a chat about it. We might say, it's brilliant, it's perfect, there's nothing you could improve. Or we might, say, make the CTA bigger. Small things or big things. Just start the conversation about it, I think, and start thinking about it. Oz Austwick: Yeah, absolutely. And I think it's probably fair to say that as an organisation, we. We're really trying to put our money where our mouth is when it comes to visitor attractions. So if you follow Robert Cheese on Instagram, you'll probably have seen that Sinead that I, that Steve, our project manager, that Paul, we're all going out and visiting attractions and actually trying to experience that booking process as a visitor. And you may well be surprised if you give us a bell or drop an email and say, we'd really like to talk about our website, we can say Great. Because when I booked tickets to come and see you, this bit was really difficult. And there's definitely some personal experience in there as well. So, yeah, talk to us. Oz Austwick: And if you want to talk to me, I'll come to you happily, as long as you make me a coffee. I'm a sucker for a coffee. So do we have any Calls to Action? Sinead Kimberley: Talk to us. We're not needy, honest. But please talk to us. Oz Austwick: We are a little bit needy. Oh, I know what it was I wanted to say Sustainability Action Group. We're very aware that sustainability is of growing importance and yet it's relatively new. And this is something that we're going through ourselves. We're currently reworking our own website and we're helping a of our clients to do those. So what we're trying to do is put together a group of people who are all kind of going through the process together. And this isn't us saying we're the experts at this and we'll help you do it. We've got the technical expertise and we can help with that, but we're all going through the process. Oz Austwick: So if you want to go through that process and you want to improve the sustainability of your website, then we are putting together a group of people that want to work together and share their wins, share the things that haven't gone as well for them, and hopefully we can all lift each other at the same time. Drop me an email or reach out to us on social media and we'll get you involved if you want to do that. So before we wrap it up for good, I want to ask you the question that we ask everyone that nobody's asked you yet, which is, do you have a book recommendation? Sinead Kimberley: I do. And not to keep banging on about sustainability, but I will keep banging on about sustainability. Oz Austwick: She really will. Sinead Kimberley: Just ahead of Black Friday and all of that madness. I love the visit attractions versions of Black Friday because you're not selling a thing, you're selling an experience when you have your tickets that I love. Keep doing that. But I read a book recently by Patrick Grant, who is in the British Sewing Bee, and his book was called Less. And he has made my life very difficult because now I'm not allowed really to buy things because of my what I've done to my brain. But essentially the book looks at how to buy what you need and look after it and not constantly just need, need more and more. Sinead Kimberley: And the way he describes pots and pans and jumpers from his gran and all of these other lovely homely feeling things really made me think about where you put your money and what you're getting back out of that. And so when it comes to, for example, when were in Stockholm, were thinking, what do we want to do? We don't want to go shopping. We do want to go and try and do an escape room. We want to go into the Paradox Museum. We want to go do something, experience something. I feel like it makes sense to put the money there rather than buying another thing that you don't really need. And so maybe ahead of Black Friday as well. Sinead Kimberley: I think I'll try and keep that in my mind when I see all of those Amazon sales with things that I definitely want but don't necessarily need right now and try and look instead at experiences you can get from it. So, yeah, I think read that book or listen to it on BookBeat or any of the others that are available. But yeah, it really opened my eyes a little bit to the free Black Friday things you're seeing around you, I think as well. Oz Austwick: Amazing. I mean, I've not read it, so I will definitely. I'll get a copy and have a read. And if you're listening to this and you want a copy for free, get onto Twitter X and be the first person to say, I want a copy of the book Sinead has recommended and we'll stick one in the post to you. So thanks so much for talking to me for agreeing to come on when you're not feeling 100%. I really appreciate it. I've had a lovely time chatting and maybe we should just attack Paul. What do you think? Sinead Kimberley: Yeah, might as well. He's not here to argue.Oz Austwick: Thanks for listening to Skip the Queue. If you've enjoyed this podcast, please leave us a five star review. It really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip The Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website, SkiptheQueue.fm. The 2024 Visitor Attraction Website Survey is now LIVE! Dive into groundbreaking benchmarks for the industryGain a better understanding of how to achieve the highest conversion ratesExplore the "why" behind visitor attraction site performanceLearn the impact of website optimisation and visitor engagement on conversion ratesUncover key steps to enhance user experience for greater conversionsDownload the 2024 Rubber Cheese Visitor Attraction Website Survey Report

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcast.If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned in this podcast.Competition ends on 13th November 2024. The winner will be contacted via Twitter. Show references: https://www.cambridgesciencecentre.org/Facebook | Twitter | Instagram | YouTube| LinkedIn https://www.linkedin.com/in/rebecca-porter-8a0b85121/Becca is a seasoned development and business strategist with over five years in the leadership team at Cambridge Science Centre (CSC). She has played a pivotal role in driving CSC’s strategic growth, securing transformative results, including a 50% increase in income and establishing key partnerships that help sustain CSC’s mission.Her expertise in fundraising, stakeholder engagement, and business development has been integral to CSC’s evolution. Representing CSC at external events, Becca engages with stakeholders across academia, industry, and government, fostering impactful relationships that strengthen the organisation’s community presence and reach.Before joining CSC, Becca held the position of Licensing Manager at the RSPB, where she led efforts to negotiate intellectual property rights for product-based partnerships. Her strategies resulted in an increase in profit, underscoring her strong commercial acumen and collaborative approach.With a professional background enhanced by six years of international experience with Carnival Corporation in Miami, Florida, Becca brings a global perspective to her work. Her ability to connect and communicate across diverse sectors reflects her adaptability and understanding of complex business landscapes.Becca’s approach is marked by her commitment to expanding CSC’s impact and access to science engagement, helping inspire the next generation of learners. Her ongoing efforts to cultivate partnerships and innovate within her field underscore her dedication to making science accessible and engaging for all. https://www.linkedin.com/in/andrew-g-farrer-ph-d-25a18976/Andrew Farrer is the Head of Programmes and Delivery at Cambridge Science Centre. A biological anthropologist by background, he started at the Centre as a Science Communicator travelling around communities and schools on the Roadshow programme. In his current position, he makes sure the team has what they need to deliver the very best in science communication. His PhD used ancient DNA to understand how the human microbiota (the bacterial community living on and in the human body – and keeping us alive!) changed in Britain over the last 1,000 years. Alongside this, he used his passion for science and interest in theatre to develop a science communication programme to bring together the interdisciplinary academics at the Australian Centre for Ancient DNA – an effort that resulted in new international collaborations. He has just got back from a cycling tour in the country of Georgia, where he evaded angry guard dogs, navigated roads that were active building sites, and managed to avoid falling off until the last day! The trip was amazing though! https://www.linkedin.com/in/mandy-curtis-688a33111/Mandy Curtis is the Head of Exhibitions at Cambridge Science Centre. She has been with the Cambridge Science Centre since its opening in 2013, beginning as a Science Communicator, then progressing through the Education team and into Product Development. In her current role as Head of Exhibitions, Mandy oversees everything that is in and delivered at the Centre. She is also responsible for the Centre’s overall look, building maintenance, and alarm systems, as well as keeping the shop stocked with STEM-related items.Previously, Mandy worked in the pharmaceutical industry and as a school lab technician, where she also ran a STEM club. She was actively involved in Scouting in her village for over 15 years, remaining on the Executive Committee after her own children left and leading sessions for science-related badges, along with serving as the camp cook.Mandy enjoys walks along the beach in Norfolk with her very large dog, visiting as often as she can. She also loves having her children and their partners back home, especially since they return to their own homes afterward!  Transcription: Paul Marden: Welcome to Skip the Queue podcast for people working in and working with visitor attractions. I'm your host, Paul Marden. In July this year, Cambridge Science Centre opened its new building, returning to the real world after having been a science centre without a building for several years. In today's episode, I'm joined by some of their team. Andrew Farrer, Head of Programmes and Delivery, Rebecca Porter, Head of Development, and Mandy Curtis, the Head of Exhibitions. And we'll talk about the trials and tribulations of opening a new building from scratch and the benefits now the site has opened. Paul Marden: Hello, everyone. Welcome to Skip the Queue. Becca, Andrew, Mandy, lovely to see you. Really good to talk to you about the experience that you've had recently at Cambridge Science Centre, returning to the real world and having your own physical building for the Science Centre. Paul Marden: For listeners, I've had a little part to play because Rubber Cheese worked with CSC on the journey building websites. So I know a little bit about what's going on, but there's a whole load of stuff. I'm sure there's loads of anecdotes and stories that you're going to be able to tell us all about the trials and tribulations of building a brand new science centre from scratch. Before we get to that, it would be really nice if we did our icebreaker question. So I'm going to do one for each of you. Okay. So it doesn't matter which order I go in because you're not going to get any benefit from knowing what the question was. All right, so I'm going to start with you, Becca, because you’re first. First on my. On my list. Okay. Paul Marden: What one thing would you make a law that isn't one already? Rebecca Porter: Oh, that is very interesting. I'm not sure. the rest of those. Andrew Farrer: The rest of us are feeling a bit nervous at this stage. Yeah, Becca's law is Andrew is no longer allowed in any meeting. Rebecca Porter: Yeah, yeah, that's a good one. I'll go with that. Paul Marden: That's very specific. I think when I come to power, not if I come to power, I don't think I dive that spec. I might go more broad. It might be about abolishing foods that I cannot abide eating or something like that. Not particularly. Take one of my team out of a meeting. Seems a little bit wasteful. Andrew Farrer: You don't know what I'm like in meetings. Paul Marden: Andrew, what is the biggest mistake you've made in your life? Andrew Farrer: Working with Becca, obviously. No, no. I just digest. Biggest mistake I've made in my life. There's a lot of things in the moment are very stressful and you think, oh, my. What? Why am I here? Why did I do this? Why did I not think more or think less or whatever? But everything that was probably, this is a massive mistake in the moment just turned out to be a really good story in hindsight. Paul Marden: Yeah, absolutely. Andrew Farrer: No, I'm happy with all of them. Paul Marden: There's some things that you think, oh, gosh, I really wish I could have deleted that from my memory completely. I spent a year doing a PhD and then dropped out because I realised that I didn't like working in a box on my own. But I don't think I would actually go back and not spend that year doing what I was doing, because it took quite a lot to realise that I don't like sitting in a box on my own and I actually like having other people around me. Yeah. At the time, it didn't, sitting on the bench at Egham Station, deciding, what am I doing with my life? It didn't feel like that was such a great decision that I'd made. Andrew Farrer: No, but they're all part of the sort of fabric that makes up the next decision, aren't they? Paul Marden: So, yeah, the rich tapestry. Andrew Farrer: That's it. That's the rich tapestry of life. Paul Marden: And, Mandy, I'm going to go for one last one, actually. It's not too dissimilar to what were just talking about. What was your dream job when you were growing up? Mandy Curtis: Before I answer that, I just have to give you my answer to Becca's question, because it's something I discussed at a previous job. If I could make one law, it would be that there was only one type of black sock. Rebecca Porter: That's actually a brilliant answer. Paul Marden: Again, hyper specific. Mandy Curtis: No. Trying to pair up all those black socks and none of them are quite the same. That is so annoying. So, yeah, that would be my law. Paul Marden: I don't think I need. I think I could broaden it and just say, there is only one type of sock, because my daughter's sock drawer is not black. There's not a single black sock in there. Mandy Curtis: I couldn't do that to Andrew. Andrew Farrer: You leave my socks out of it. Mandy Curtis: My actual question, when I was small, I had, in my mind, I wanted to be a scientist. Throughout all the jobs I've ever had, that's pretty much what I've been. And the job I had before this, I worked as a school lab technician and my boss came to me one day and said, “I've just got an email from Cambridge Science Centre. Looking for science communicators. I think you'd be really good at it. Why don't you apply? And I did.” And that was when it was, yeah, this is what I should always have done. Paul Marden: So interesting, isn't it? That's not a natural leap, is it, from a lab technician in a school to being a science communicator. But there's so much about teaching which is just telling the story and engaging people and making them want to do stuff, isn't it? Mandy Curtis: Yeah. It's surprising that there are a lot of parallels. Yeah. The thinking on your feet being one of the biggest ones. Rebecca Porter: I actually used to want to be a marine biologist when I was younger, and then I realised growing up that I'm nowhere near the sea where I am now, so that was slightly problematic. And also I saw the movie Jaws for the first time as a child and it terrified me and I quickly changed my mind about that. Paul Marden: Okay, let's segue from Mandy in your science communicator role, because I think it's a good segue. Let's talk a little bit about the journey that you've been on at Cambridge Science Centre over the last few years. Andrew, I'm going to start talking to you, mate, because I remember vividly last year I was at the association of Science and Discovery Centres conference and you were on stage with the guys from We The Curious, and you were talking about what it was to be a science centre without a building. Yeah. And the work that you guys were doing in the community for the listeners that weren't at the conference. Let's just take a step back and talk about the background of Cambridge Science Centre. You had a physical building, didn't you? Paul Marden: And you moved out of there and you spent a period of time being remote, virtual. I don't know what the quite the right term is, but you spent a while on the road. What prompted that to leave the previous centre? Andrew Farrer: Yeah. So that question that was being asked in the conference that what is a science centre without the building? It's really something that's very much in the fabric, the DNA of Cambridge Science Centre. The organisation is 11 years old now and through that time being an organisation that has a science centre and also being an organisation that does the outreach, which is what we would call like going out into the community and into schools and being in the spaces of the people that you're most wanting to engage, both of those things have existed in parallel and that there are strengths to both having a physical centre and being able to do that kind of Outreach and Cambridge Science Centre from the very beginning that brought those two things together and maximised the benefits of both in service of the other, really. Andrew Farrer: So what if you had all of the assets of a full science centre, but you could take them out on the road? What if you have the flexibility of kits that could be taken out the road, that you could do them in a space that you control? So that has always been part of things. We've had, you know. The new Science Centre that has just opened is the third permanent location that the organisation has had in its lifetime. And the decision to leave the previous one was something that was taken by the whole team. We got everyone around the table. This was post COVID. We were still coming out of having been truly remote. We're all about being hands on with science, which is very difficult in the world where you're not allowed touch anything or stand close to anyone, you know. Andrew Farrer: So we had to do a lot of stuff to respond to that. And then we came out of that situation, world came out of that situation and were sort of reconsidering what we wanted to do and how we wanted to do it. And the Science Centre we had up until that point, until 2022, you know, had been a fabulous space. We've done some amazing stuff in it. We were very closed of what we've done there. But were just finding with the goals we had, with what we wanted to move on to, it was no longer a space that could fit that set of targets. So the question, what was Science Centre without a building? Wasn't that question stepping up because we decided to lose the building? Andrew Farrer: It was kind of, it became a bit more of a focus, but really about the fixed space. Taking a step back for a moment while we really thought about what we wanted. And then we got the amazing opportunity that I'm sure we'll be talking about in a sec with the Science park and Trinity College, which brought that having a fixed space back up on par with the Science Centre without a building. And those two are still. They've always been, they were and they are continuing to be in parallel. And we're just about ready to open up one of our new pop up sign centres. That would be a space out in New England which is going to run there for the future as well, which will run in parallel to this fixed space. Andrew Farrer: So it's not a new question for us, it will never be an old question for us. It is what Cambridge Science Homeset is brilliant. Paul Marden: And during that period where you were without a fixed home, what really worked well for you, what was effective about that outreach programme and that was a became the sole focus for a period of time?Andrew Farrer: I mean were building on what was what we've been learning and what had been working well for that point I guess the last nine years. Yeah. So we knew that our exhibits, our hands on exhibits where you can, you don't just see a phenomenon, you can experience that moment, you've been affected, they're all possible. And so we could take them out. And we'd done that before with setting up sort of science engagement zones in banks and leisure centres. The corner of ASDA one time I think and we evolved that during just after Covid into these pop up science into these fully fledged kind of spaces that were on sort of par with the fixed space. Andrew Farrer: And we really lent into that, created these full, effectively full science centres with those exhibits, with the shows, with the activities, with the science communicators who could have the conversations with people and engage with the kids and answer questions and have a bit of fun and have a laugh, all that kind of stuff. In spaces that were underused in the community. We could take over empty shop units. We were in balance of rural museums. We've been all over the place and we are in those communities. We become part of the communities in the spaces. They already know it. Yeah. And that sort of eases that sort of barrier. Oh, I've got to go to the science place. Because suddenly the place part of that is their place. Yeah. And we're all about making the science. Andrew Farrer: It's as open and fun as possible and building up with whatever level anyone walks in with. So that was, it really was really kind of having the opportunity to hone that ability to create the proper full science centre spaces. And in getting that honed that raised our level on well, what is the fixed science centre? If you can have a fixed thing, what can you do bigger and better there? Which in Eintrum Nadia will want to speak to later. Because some of the new exhibits are phenomenal and they come out of the learning we've had from being on the road and being able to engage people in their spaces and give them a reason now to come to this space. Paul Marden: I'm guessing that when you go out into their space rather than making them come to you get to meet and see very different people. You know, the barrier that exists in somebody having to come to your building means there's a lot of people, there's a lot of young people, there's A lot of families for whom a great day out is not automatically thought of, you know, when they're thinking about what they're going to do at the weekend, they might not necessarily think of a science centre because it's just not what they consider to be fun. But if you go out to them, into their spaces where they are familiar, in the corner of Asda, in the Rural Museum or whatever, you're. You're getting closer to the people that don't normally walk into a science centre. Andrew Farrer: Absolutely, yeah. It's all about. Every single person has some form of barrier that they have to deal with. And, you know, many people have many more barriers than others. No matter what we do, there are still barriers to overcome, but it's about dropping those as low as you can and thinking about getting people across them and supporting them and getting them across them. So, I mean, absolutely, if you say if you're in their space, you remove the whole suite of barriers that exist into travelling to a fixed science centre, which is something we're thinking about and trying to then reduce those. For the fixed science centre. There are other barriers that apply. Andrew Farrer: Even though you're in their space and you've still got to do a lot of thinking and a lot of work to make sure it's an inviting space that they feel they're able to come into, that they can then get comfortable in, and then they can start asking questions and playing with things and break that kind of, oh, it's not for me bubble. Because it definitely is for everyone. You want each other play. Paul Marden: Yeah. Even so, making it an inviting space and making them want to take that step over the threshold into wherever the space is that you are. I've watched kids I'm thinking of a year ago, I was at the London Transport Museum and they had a big exhibition all around sustainability in their exhibition space, which is, I don't know, ⅓ or 3/4 of the way around the museum. And you could just see these kids just stood at the edge watching because they didn't feel confident that they could step into the space and immerse themselves into what was happening in that space. And you've just got to. You've got to make it easy for them to take that step over the threshold, haven't you? Andrew Farrer: Absolutely, yeah. And it's the reason that we have so many different ways of engaging, that the exhibits are there with the activities are there, that the shows are there, that the communicators are there, because people will do that in different ways. What they're comfortable starting to approach, you know, is different from the depth you can give them later. And people will do it in very different ways. But one of the early pop up science centres we had a day where we had, we partnered with a group from the University of Cambridge called Chaos with a student science engagement team. Paul Marden: Right. Andrew Farrer: And their name is apt, but they're brilliant. They're brilliant. And they were all around the earth and all of these different activities and it was really interesting because we noted that, you know, almost to a Percy, everyone walked in, every kid, every adult and they went straight to our exhibits. Not because Chaos wasn't inviting, not because they didn't have cool things, not because they were pushing people away in any way. But it was exactly as you say it was that moment to be like, I don't know, this space, here's a thing that's non threatening, it's not going to ask me a question. But the Chaos were asking kind of questions that were going to, you know, they were going to get at someone for. But you don't know that when you're first walking. Andrew Farrer: No, you play with the exhibit, you start to, you know, that's the safe thing, you start to see what it's doing and then you receive. People build up the confidence, exactly as you say, and then they kind of wander over and suddenly they were just doing laps of the space were in. Just like repeat visiting every one of these activities. Brilliant. You know, and that's a mini version of the journey we want to take people on across their lives. Paul Marden: Yeah. Okay, so question for all three of you then. What was the motivation then really behind returning to a fixed building? Was it an aspiration that you always had, that you wanted to return to a fixed centre or what was the driver for that? Rebecca Porter: We've absolutely always had an aspiration to have a fixed venue in Cambridge. Obviously the clue is in the name Cambridge Science Centre. And we knew that we needed that nucleus, that hub that we could operate all of our other engagements from. And certainly from a supporting organisation perspective, it's very useful for us when we're having those conversations with external stakeholders about the opportunities to get involved with a physical space as well as our outreach programme. So certainly from that point of view, we had an objective to find one. Interestingly, we'd done a piece of work with a group, there's a network in the city called Cambridge Ahead and as part of Cambridge Ahead they have a young advisory committee and we'd done a scoping exercise with the young advisory committee Thinking about that positioning, where we wanted to be. Rebecca Porter: And the key takeaway from their research was that we needed a sort of peripheral location, so an edge of city location that was accessible, that could work for, work well for schools, but would also still allow us to have that public engagement. And for us as an organisation, we really wanted to deepen our relationship with some of the communities that were existing a bit on the margins of the city, particularly those in the north that do suffer from varying levels of deprivation. And Cambridge is a very interesting place because despite the fact that it's got this really illustrious heritage and it's seen as being very affluent, actually it's the most unequal city in the uk, or certainly in England. Paul Marden: Oh, is it really? Rebecca Porter: Yeah. And so we wanted to be able to have our physical space closer to those communities that need more access, need more support, more guidance, so that we could bridge a gap between them and between the Cambridge Science park, which is our new home, but not just the science park, the wider ecosystem and the other research and innovation parks. So, yes, absolutely. We always had an objective to get another physical space operating. Paul Marden: Lovely. So, Becca, I'm guessing this doesn't all come for free and that somebody's got to fund the work to get the centre together. And that's your job really, isn't it, to find people to help you do that, say, how'd you go about doing that? Rebecca Porter: So absolutely everything that we do is completely reliant on the support of like minded organisations and individuals. So we go about in lots of different ways. We have a wonderful board of trustees who are very engaged with the work that we do and they help to make introductions to us in their networks. But it really is a case of going out and doing a lot of footwork, understanding what organisations are operating in our space and what their objectives are in terms of community engagement and how do we align with that. So there's a lot of research that goes on in the background to figure out who we should be talking to. Rebecca Porter: It's wonderful being in a city like Cambridge because 9 times out of 10, most of the companies we talk to do have some objective to do something around STEM engagement in particular. And they're also very supportive of our own objective, which is to widen participation and increase diversity. So they understand that the work that we're doing with those children from the most underserved communities is absolutely vital. So that makes it quite an easy story, quite a compelling story to tell. But we are, we're hugely lucky to have the supporters that we do. And I think key supporters for us are obviously the Cambridge Science park team who enabled the transition into our new venue. Because it was, it all seemed to just line up perfectly really that our own internal discussions around where we wanted to position ourselves. Rebecca Porter: We knew we wanted to deepen our own relationships with these various communities. We knew we needed some kind of peripheral centre space. Unbeknownst to us at the time, but happening in parallel, the Science park team were also considering their relationship with their neighbouring communities and how they can enhance that and do more. Because the Science park is actually, it's a very porous space. So not all of the research and innovation parks are quite the same. But Cambridge Science park absolutely wants to be open to its local communities. It wants them to come in, spend time in the green spaces there and understanding a bit about the different companies that are working within the park. And the Science park as well as the main land owner, which is Trinity College University of Cambridge, again are very keen to support STEM engagement where they can. Rebecca Porter: So it felt like they, our objectives at the time as well as the Science Park's objectives just meshed together beautifully and that resulted in us having this transformational opportunity to be inside the heart of the Science park and alongside that in wider discussions with some of the stakeholders of the park. Specifically were introduced to some of the property development companies that are operating in there who again were very supportive of what we're trying to achieve, but also had the vision to understand that not only are we supporting the local communities, but we're offering a conduit for supporting their tenants. So how can we help them to realise their tenants ambitions? And so they've been very supportive as well. Rebecca Porter: And we're also incredibly lucky to have a suite of organisations that we refer to as our Executive Council, who are our corporate partners that are the lifeblood of our organisation. Their funding and their support underpins everything that we do. So I want to just recognise our Executive Council members in particular, but also the key stakeholders for us with the new centre are the Science Park, Trinity College, Brockton Everlast, an organisation called LifeArc and ARM the microprocessing chip company. So yes, they're all major stakeholders and we're very lucky to have them. Paul Marden: That's amazing. So the Executive Council, that's quite interesting. What do they have some influence over the work that you do and the direction that you take? It's more than just them handing over sponsorship money, it's actually an engagement in what you do. Rebecca Porter: Absolutely. Nothing that we do is transactional, so we don't ever take anyone's money and run. We always try to offer reciprocal programme opportunities, staff engagement opportunities, and with our executive council members, they really do help shape and influence the trajectory of the organisation. So we have regular meetings with them, we talk to them about what our plans are, where they think there may be opportunities that we aren't perhaps looking at, that we could be exploring or should be exploring. And they certainly do have that. That level of influence over the direction of the organisation in general. Paul Marden: And then I suppose the choice of the location is partly driven by those relationships that you built with Trinity College and the Science park. And I guess it was collaborative, the choice of the location itself. Yeah, you didn't go looking for a building with some shortlist. There was. You built a partnership with these people and together you found the space that worked for all of you. Rebecca Porter: Yeah, absolutely. In fact, the space that we're currently occupying is a pre existing building, so it's called the Trinity Centre and it actually was a conferencing space with a catering facility on site as well as the park barbers, interestingly. And so through the relationship with Trinity College and through the discussions with the team in the park, we recognise that actually the space could be working a bit harder, not just for the science park, but for the wider community. And so we essentially repurposed one half of the ground floor of that existing building and Mandy's done a fabulous job turning that space into what is now our new Science Centre. So, yes, I mean, personally, I think having been in that space a lot, if you didn't know it was a conference centre before we took it over, I don't think you'd ever guess that. Rebecca Porter: So, yeah, it's been really wonderful. Paul Marden: You just cued me up perfectly to turn to Mandy. How do you go about filling a space with all the amazing exhibits to make it from a conference venue into this exciting and inviting science centre? How did you even go about doing that? Did somebody give you a blank sheet of paper and tell you off you go, just do whatever you like? Mandy Curtis: Well, pretty much it was a blank slate to work with. But then of course, we've got all our experience from the years leading up to this. So we've got a suite of exhibits that we know work and we know which ones we wanted to take forward, which ones we wanted to build on and expand on. So although in some ways it was a blank slate, it was very much a guided blank slate. So it's still a. For a Science centre. It's still a relatively small space, so we made the decision early on that we wouldn't have themed areas. So we're not big enough to have a space corner and a biology corner. So we've gone for an experiential centre. So you come in for the experience, you come in for one of the most. The thing for me is intergenerational play and learning. Mandy Curtis: So families coming in together, there's something for everyone. So that led the thinking and the decision making with exhibits and I reached out to lots of different people, existing standing exhibit makers, and some people have never made anything like this before. So we've got a real mix here. But what was important was that it's not somewhere where you walk, where the kids walk in, press a button and walk away. It was about prolonged active engagement. So each exhibit has layers of interaction. So you can come in, do one thing, come back another time and do something different or within the same visit, you can build on what you're doing. So, yeah, it's very much about the experience. Paul Marden: So is there an aspiration for the kids and the families to revisit to you? Do you want to create this space where they want to return several times over the space of a year or even as they grow up? You're supporting them through different things that interest them? Mandy Curtis: Absolutely. That's. That's very much what it's about. We have a membership where you want to create the feeling of belonging, of being. This is a place to come with annual membership, you can come as many times as you like. Lots of the exhibits will be the same, but because of the way we've made them and we've prepared them, there's always something different to do with them. And also we have a programme of shows and lab activities that constantly change, so there's always something different and new to do in the space. Paul Marden: Have you got particular audiences in mind that you want to appeal, make the space appealing to? Mandy Curtis: Yeah, we have a very specific audience and I call that everybody. That everything here can be reached by anybody. That's. Yeah, I don't exclude or include anybody. That's why. That's part of the layering. So younger kids, less able kids, older people, there's something here for everyone. I mean, obviously we have an age range for children that is most suitable, but there are also things for younger kids. There's. I mean, quite often we get families coming in and the adults are saying, well, this is way too good for just kids. And that's exactly how I feel about it as well. It's. It's a family place, it's for pretty much any age group, any. Any abilities. Yeah. Paul Marden: So how do you make that. If you're appealing to everyone, how do you make it more inclusive to kids with challenges? Kids with send difficulties, for example? How do you provide something that can enrich everybody's understanding of science? Mandy Curtis: It's really about having some familiar things here in two different ways. So there's familiarity in that. We've got some of our classic exhibits on site, so if people have ever been to one of our previous sites, there'll be things that they recognise from there, but also bringing in things from the outside world, from their world at home. So one of the exhibits is a paper plane launcher. I mean, who hasn't made a paper plane? So it's stuff that they're familiar with, but come here and do it and it just brings out a whole new level. So we talk about ways you can build a better paper plane, ways you can adjust your paper plane, and then, of course, just putting it through the launcher is just incredible fun. So it's taking stuff that people know about and can relate to and that's really important. Mandy Curtis: So some of the, some concepts that we want to get across are potentially outside of people's experiences completely. But if we can present it in a way that starts at level that they're familiar with, they can relate to and engage with, then there's a progression through and we're able to get concepts across that you might, if you went straight in at the top level, you just, it just wouldn't engage them in the same way. Rebecca Porter: To add to that, I just wanted to say that our magic pixie dust, if you will, that brings everything to life, really are our team of science communicators. So that also, you know, that's what, you know, brings every experience in the Science Centre to life is our wonderful team. Paul Marden: Yeah, I mean, that's this, that. That's like every good attraction, isn't it? It's never about the physical space, it's about the feelings that you get and it's the people that are there that help you build that feeling, isn't it? That's why it's a magical place that makes people want to come back, isn't it? How do you also serve that very local community? Have you found that by locating yourselves on the science park, where you are close to those areas of multiple deprivation within the city? Have you found that just mere locality is enough to encourage people in or are you actively doing things to bring that local audience to you? Rebecca Porter: Absolutely both. So we're already doing a lot with one particular community. There's a part of the city called King's Hedges and we see a group of children there once a week for an after school club and have just started transitioning that club from their own space. We've been operating it in their community centre but now they are coming to us, which is fabulous. And one thing that I've really loved since we've opened the new venue is our proximity to those particular communities. An example of how much more accessible we are is that we did a soft launch before we did our major public opening in the summer with some local schools, one of which was King's Hedges Primary School, and the teachers were able to just walk the children to us and that's never been possible before. Rebecca Porter: And we've got much bigger plans to expand the community focused piece to other parts of the city because we would really love to have at least four days a week where we're running an after school club of some description for groups around the city that face additional barriers. So, yeah, we are all over that. Paul Marden: That's amazing. It sounds so exciting. I run a coding club for kids at my daughter's school. A lot of it is about the engagement that the kids have. They don't get that enrichment outside in those STEM technology. So for you guys to be reaching out to that local community and offering that after school provision for them to be engaged in science, then there's a group of kids that just must lap that up. They must love it. Rebecca Porter: Absolutely. And I think Andrew's always said that for us, we obviously there's lots of extracurricular clubs. You've got drama clubs and dance clubs and acting clubs, but very rarely do you come across anything science focused. And what we would love to see moving forward is that's normalised that actually you can go to an after school club, that it's all about science and it's just part of the everyday offering that's available to children, particularly those local to us. Paul Marden: And have you found, I mean, it's probably too early to tell, but have you found that it's beginning to blur the lines of the science park into the community? Because there's something about Cambridge, isn't there? And the whole he's a world leading hub of science and driving science forward and making science commercially valuable happens at that point where the university meets the rest of the community around it. Are you seeing that you bringing the kids into the space is beginning to open their eyes to what is possible for them on their own doorstep. In terms of science. Andrew Farrer: Yeah, I think we are seeing the first steps of that, you know, in your previous questions and what Mandy and Becca have said, I think they've, you know, referenced and alluded to the layers. We're talking about the new centre as if, you know, it's open and therefore it's done. It's not done, we're not done, you know, and yes, getting those exhibits in there and all of the work that Mandy put into making them so generalist enough in the sense that, you know, these age ranges, these ability ranges, these, you know, whatever range you want to talk about can access them. But then it is, what's the programming? We only really launched, the soft launch was end of June. The big launch was, you know, end of July. Really. Andrew Farrer: That only covers 2 of the audiences that we're on, which is the schools and the sort of public inverted commas. There's the everyone this half term we've started that work with the North Cambridge Community Partnership Club that has been moved in that Becca was talking about. But that is very much step one next year is all about filling those four afternoon slots with such a variety that work in such a different way. It's about bringing in the schools throughout the days, throughout the week. It's about flexing those weekends. As Mandy said, it's about finding what all of these different organises, local and more further afield want, need, what their questions are, things like that. Andrew Farrer: We're here to respond so we can create sessions that the generalist concept of the centre might support those in the send community, but we can create a session where it's okay. This will be the quieter session. This will be where we'll have timings on the exhibits that allow will change the lighting. And we're still sort of exploring and thinking about how we do that. Right. So that the experiences is just as good, just as strong, just as inspiring and isn't affected by the fact that something might have been slightly altered. And there's a flip side to that. There are people who are much better at engaging when there's a lot going on. It's almost like there's a hyper sensitivity. There's things to think about on that side as well. Andrew Farrer: So this is a project that 2025 will see a lot of work on, but really is a never ending process. As long as there are people and as long as there are individuals which can help deliverance, then we are there to make sure. That everyone gets the access and that means using all of the physical kit, we've got all of these physical spaces and our team to respond as, you know, as much as we can. So. Paul Marden: So is there much for you? Did your team of science communicators have to do much to get themselves ready to return to the physical space? Or did they walk in the door and it just felt like home straight away? And they were delivering what they've been delivering for 11 good years? Andrew Farrer: Yeah, there was an element of coming home and there's an element of this is what we do. Because as I said, the outreach and the permeable space are singing in harmony, as it were. But this new space does have. It's new and it's bigger and better and more accessible than anything we've been able to do for. And that has brought things that we haven't experienced before. So we, you know, we made ourselves as kind of theoretically ready as we could. There have been challenges both from a practical running an event venue to how do we. How do we do silent science communication when we are constantly learning? We've changed things already, you know, we're flexing and responding and they affect the things that we wanted to bring in the future that I was referencing before they change each plan. Andrew Farrer: And we have a lovely timeline, it's very exciting, very big map, lots of post its that shows where we want things to start happening, but each of those responds to that. So there's no one single ready. And again, even when you are as close to ready as might exist, just like the programmes that we offer, that readiness evolves as well. You keep learning. Paul Marden: Of course. So what were those challenges then? What can we share with listeners? What were some of the things that if you had another swing at it, you'd do differently through this process that you've gone through this transition? Andrew Farrer: That links back to your, what was your biggest mistake? We only knew we learned because we tried something that didn't in theory worked, you know. Yeah, I mean, there's just some sort of like general practical thinking. You implement a system and then only when it's actually put through its paces you realise, oh, hang on, there's this like scenario tangent that we haven't thought about. There's, you know, there's a few things on that front about practically running the. Running the space. As Becca said, that the science park is porous, but we are one of the big things that is now bringing the public in. So there's, you know, murmuring is in that as well because that porosity has been used in the way it hasn't been previously. And we've been thinking about when are people coming during the day, when are they. Andrew Farrer: Their repeat visits happening? Which means when do we cycle the lab activities in the show? Talking about, you know, we can do a different show every day but you know, that's probably overkill because people aren't going to come quite every day. But actually what cycle are they coming on so that we can make sure that we, you know, we're providing sort of an awe inspiring moment and a set of curiosity experiences on a wide variety of different topics so that we can find that thing that sparks everyone. Mandy Curtis: Just to add to what Andrew said, I think it would be hard to label anything we've done as a mistake because we wouldn't be where we are now if we hadn't gone through the process we did. So even stuff, very few things that didn't quite work out well, we've learned from and we've moved on and we've built on. So everything has, I feel everything we've done and has been a positive experience. It's all been, you know, it's all been good. Paul Marden: It's a very philosophical approach to it, isn't it? The idea that it's never done, the project isn't over, it just continually, you know, it needs continual tweaking and continual improvement. Andrew Farrer: It's a scientific approach, if anything.Mandy Curtis: Much as I promised I would be laying down in a dark room by now, I'm not and I won't be. And we're still, you know, there's, we're planning, we're moving forward and looking to next year at the programmes and what we can offer. So yeah, there's always something more to do. Paul Marden: Once again, you're queuing me up for my next question, which was really what do the goals look like for the future? You've done this massive project, returning to a physical space and getting it ready and opening it up and welcoming people in. Where do you go now? What are the aspirations for the next couple of years? Mandy Curtis: It's more of the same, better, more different, looking at different approaches at different audiences. We're going to be. I'm already planning and writing the STEM Tots programme for next year. So that's the younger kids, the preschoolers, so there's new audiences all the time to move into. There's school holidays, you know, kids have been over here over the summer for the next school holiday, they're going to want something different. So we're thinking about that, how we can encourage people to come back, what we can offer, what different things, different collaborations. However many companies on the science park. I don't know, Becca probably does. There's people we haven't even spoken to yet. So there's just opportunities everywhere still. Rebecca Porter: For us, I would say that we are, it's definitely a programmes expansion piece next year. So we need to really solidify what we've got now with our new venue and start building out those different audiences and what the different programmes for each audience will look like. And then it's also making sure that our Popup science centre in Wisbeach continues to go from strength to strength. And so certainly, although we've got this fabulous new venue, we don't lose focus on the outreach work that we're doing as well as building up, building momentum around our support. And Andrew's doing a really wonderful job putting some work into our logic model and our theory of change. And so again it's mapping that out and then how we can link that to, to our, to the work that we're doing. Rebecca Porter: The supporting organisations, what role can they play in pushing forward our logic model? In particular, we talk a lot about emotions, skills and actions as being what underpins our logic model and it's how can our different partners lean into those things? Are there organisations that want to support the emotions piece? Can we do a skills focused programme with another organisation? So there's still lots of mapping to be done, but hugely exciting stuff. Andrew Farrer: Opening the doors to the centre was really only the beginning. Now it's making the absolute amount, squeezing every bit of juice out of this amazing fruit that we've been lucky enough to be supported to build for ourselves. Paul Marden: Stretching your analogy just a little bit there, but it's a very good point. Andrew Farrer: What analogy if you can't stretch it to its unfathomable limits? Paul Marden: Andrew, one last question because I think a couple of you have mentioned the Popup Science Centre. Tell me a little bit about what is that and what's the plan for the future? Andrew Farrer: Yeah, so our Popup science centres are fully fledged science centres. They appear in community spaces. So the ones that I mentioned earlier and they feature our hands on exhibits, they feature our shows, they feature our activities and we are in November moving into a empty well, it's currently empty, but we're about to fill it chalk unit right in the heart of Wisbeach in the Fenland area. So the Fenland region which is on the north of Cambridge, one of these areas that if transport around the area is difficult, sort of deprivation in that area. But there are some great pieces of science, technology, engineering and maths, you know, organisations working in those areas as well. Andrew Farrer: But it's one of those places where for all of the efforts we put into breaking down the barriers to come into the fixed space, that's one of the areas that we're really struggling. So we're going to that there'll be a fully fledged science centre which will be open to schools and the public on those points through the year to go in, to explore, to have these workshops, to have these shows, to engage, to chat. We are kind of, this is coming off the back of, one of these 18 months long project where we've had these pop up science centres sort of around Fenland. This is kind of where we're settling in and really sort of digging our heels in a little bit. So sort of phase two will start to become much more co development with the community. Andrew Farrer: We've been able to spend 18 months getting to know the people of this area and then importantly getting to know us. It's now exactly back to what I was talking about earlier. It's been sort of equivalent of the kids walking in and seeing the exhibits and having a play. Now we're ready, both of us and them to have this conversation about well what should a time centre be for you specifically? And honestly we don't know what that will be. But next summer Cambridge Centre and Wis beach will become this whole new thing where there might be forensic escape rooms happening. There could be some giant chain reactions going on with balls and bean bags flying everywhere. People could be building cardboard cities. Andrew Farrer: I've got no idea because it's actually not down to us, it's down to the people who want to answer the questions that are part of their lives. Paul Marden: Wowzers. It's just amazing. I'm so excited for you. I'm so pleased because it's been a project that I've been watching from the sidelines growing. I'm so pleased that the project's not over and that there's an aspiration to really push this thing and squeeze it for all it's worth. Andrew Farrer: Just like my analogies. Paul Marden: Absolutely. Lastly, we always ask for a book recommendation and you're going to bankrupt me because I've invited three of you on here. So I'm going to get three book recommendations. So what are your recommendations, Becca? Rebecca Porter:  First, first for you, I would say I'm actually a huge fan of an author called Philippa Gregory. And so my favourite book would be The White Queen by Philippa, which is all about Elizabeth Woodville. And Shima was married to I believe Edward IV during the Plantagenet era. So I love a bit of historical fiction. So that's my one. Paul Marden: Aha. Okay. So my colleague and co host Oz, big into historical reenactment. I'm sure that would be a book that would appeal to him. Andrew, what about you mate? What's your recommendation? Andrew Farrer: I have a book this is about I've had for years. I mean it's a kid's book really. It's a book called Aquila by someone called Andrew Norris and it's one of these books that it's about a short book. I keep revisiting it every now and again. It's just a story I've always engaged with. But it's funny, looking at it now, it almost seems very relevant. So it's about two young high school lads who on a school field trip get passed away from the rest of their class and end up falling into a cave and discovering a Roman centurion skeleton and by him what turns out to be an alien spaceship. So the navy spaceship have been on earth for some 2,000 years. Andrew Farrer: And the rest of the book is they don't want to just tell everyone else that the spaceship is here and it's them figuring out okay, well we can't take it home now because we're on a feeder trip so we've got to figure out a way to come back and get it home without anyone seeing it. And then they've got to learn how it works. And it turns out that it's kind of got AI function I guess and it can talk but because it was previously used by Roman, it taught in Latin. So they have to learn Latin. It turns out it's run by water. They figure out how much water. And it's a really brilliant story about these kids solving all of these problems around having quite that fun Canadian spaceship. Andrew Farrer: But at the same time their teachers are aware that these two kids who've classically not engaged at school at all are suddenly asking all of these really weird non class related questions. And yeah, they figure out the whole spaceship thing but think it's story they've made up for themselves. And so I give them the actual support and engagement they need in school to learn better than they were. But everyone misses that the spaceship is totally real, that these kids are flying off like Mount Everest on the weekend. So I love that. Paul Marden: Excellent. That sounds really good. That sounds like one I need to read to my daughter. Mandy, last but not least, what's your recommendation? Mandy Curtis: Just to say Andrew's book was made into a kids' TV series that I remember watching. Yeah, I've just. The most recent book I've read was one from way back. Not fiction. It was Life on Earth, David Attenborough and I reread read it often. It was the series that really sent me on my way to where I am now when I. I was doing unusually a zoology A level and my teacher played us the videos of Life on Earth and yeah, I've never got, never moved away from it. So yeah, that's the book I've read most recently and would recommend. Paul Marden: What, what a recommendation as well. That's a lovely one. So, dear listeners, as you know, if you go over to X and retweet the show, tweet and say I want Becca or Andrew or Mandy's book and the first person that does that will get that book sent to them. And I think as we got through recommendations, three of you could choose any one of those and we'll make an exception and bankrupt the marketing budget. Guys, it has been absolutely lovely talking to you and finding out a little bit more about the story of the journey that you've been on recently. And I think we should get back together again soon and find out how the pop up is going and what's actually filling that vacant shop because I think that's a really exciting proposition. But thank you for joining me today. Paul Marden: It's been absolutely marvellous. Mandy Curtis: Thank you. Paul Marden: Thanks for listening to Skip the Queue. If you've enjoyed this podcast, please leave us a five star review. It really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip The Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website, SkiptheQueue.fm. The 2024 Visitor Attraction Website Survey is now LIVE! Dive into groundbreaking benchmarks for the industryGain a better understanding of how to achieve the highest conversion ratesExplore the "why" behind visitor attraction site performanceLearn the impact of website optimisation and visitor engagement on conversion ratesUncover key steps to enhance user experience for greater conversionsDownload the 2024 Rubber Cheese Visitor Attraction Website Survey Report

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is Paul Marden.If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcast.If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned in this podcast. Special Clips from our previous guests:Understanding Sustainability Reporting https://skipthequeue.fm/episodes/polly-bucklandPolly Buckland sat on the client side in a marketing manager role at BMW (UK) Ltd before co-founding The Typeface Group in 2010. She’s an ideas person, blending creativity and commercial awareness to get the best outcomes for our clients.The Typeface Group is a B Corp Communications Agency + Design Studio based in North Hampshire. Their mission is to counteract digital chatter by championing authentic and strategic communication. Team TFG work with brilliant minds in business to extract, optimise and amplify their expertise, cutting through content clutter and stimulating saleswhile reducing digital waste at all costs.  The Typeface Group have been B Corp certified since October 2021 and is currently going through recertification. Digital Sustainability and the Elephant in the Room https://skipthequeue.fm/episodes/james-hobbsJames Hobbs is a people-focused technologist with over 15 years experience working in a range of senior software engineering roles with a particular focus on digital sustainability.He is Head of Technology at creative technology studio, aer studios, leading the technology team delivering outstanding work for clients including Dogs Trust, BBC, Historic Royal Palaces, and many others. Prior to joining aer studios, James was Head of Engineering at digital agency Great State, where he led a multi-award-winning software engineering team working with clients including the Royal Navy, Ministry of Defence, Honda Europe, the Scouts, and others.He also has many years experience building and running high-traffic, global e-commerce systems while working at Dyson, where he headed up the global digital technical team. Making Holkham the UK's most pioneering and sustainable rural estatehttps://skipthequeue.fm/episodes/lucy-downing-and-sue-penlingtonLucy Downing - Head of Marketing and Sue Penlington - Sustainability Manager at Holkham Estates.  Transcription:  Paul Marden: Welcome to Skip the Queue, a podcast for people working in and working with visitor attractions. Paul Marden: When consumers are asked if they care about buying environmentally and ethically sustainable products, they overwhelmingly answer yes. A recent study by Nielsen IQ found that 78% of us consumers say that a sustainable lifestyle is important to them. And while attractions have been great at a wide range of initiatives to improve their sustainability, this year's Visitor Attraction Website Survey will show that as a sector, we're lagging behind on digital sustainability. Paul Marden: So in today's episode, I'm going to talk about the learning journey I've been on personally, along with my colleagues at Rubber Cheese, to understand digital sustainability and how to affect real change. Paul Marden: I'll talk about what I've learned from hosting this podcast and how we've started to make real changes to our processes and our client sites to make them more sustainable. Welcome to Skip the queue. I'm your host, Paul Marden. Paul Marden: Back in April, I spoke to Polly Buckland from The Typeface Group about the importance of sustainability reporting. Polly Buckland: There's buckets of research out there as to the relationship between consumer behaviour and sustainability. So McKinsey did a study. “60% of customers actively prioritise purchasing from sustainable businesses.” Capgemini, “77% of customers buy from and remain loyal to brands that show their social responsibility.” I could literally keep quoting stats as to why businesses should take their sustainability goals very seriously and the communication of their sustainability initiatives very seriously, because it's becoming clearer. There was another stat about primarily women making the decisions based on sustainability of a business, and Millennials and Gen Z being sort of high up the list of people that are taking sustainability creds into consideration when they're making a purchase. So, I mean, it's a barrel load of stats that suggest if you don't have your eye on sustainability reporting and communicating your sustainability goals, you perhaps should have. Paul Marden: Of course, many attractions have been blazing a trail on the subject of sustainability for years. Going back in the archives of Skip the Queue to 2021, Kelly spoke to Lucy Downing, the Head of Marketing, and Sue Penlington, the Sustainability Manager for the Holkham Estate. First, let's hear from Kelly and Lucy. Kelly Molson: Lucy, I wondered if you could just give us an overview of Holkham Estates for our listeners that might not be aware of you or visited there themselves. Lucy Downing: So if you sort of picture it, most of the time when you think about stately homes, you picture a stately home with a garden. At Holkham, we are very much a landscape with a stately home. So 25,000 acres. We have a national nature reserve. A beach, b eautiful beach. It's been in Shakespeare in love. If you know the final scenes of Gwyneth Paltrow walking across the sands, that's Holkham, a bsolutely stunning. We're a farm, but at the centre of that, we've also got our 18th century palladian style mansion and that's home to Lord Lady Leicester and their family. They live in the halls. It's a lived in family home. But then we also have all of our visitor facing businesses. Lucy Downing: So we've got the hall, our Holkham stories experience, which is an attraction museum telling us all history and the now and the future of Holkham. Lucy Downing: We've got a high ropes course, cycle hire, boat hire, normally a really buzzing events calendar. We have accommodations. We've got Victoria Inn, which is near the beach. We've also got Pine Woods, which is a holiday park with caravans and lodgers. We have our self catering lodges, which within the park. And then we've got farming, conservation, gamekeeping, land and properties. We've got nearly 300 properties on the estate that are tenanted. A lot of those people work for Holkham, or if not, they work in the local community. We've got forestry and then we've also officiated and it's won lovely awards for the best place to work in the UK. It's a stunning landscape that surrounds it and we've got. I don't know if you've heard of her, but Monica Binnedo, which is global jewellery brand, she's based at Longlands at the offices. Lucy Downing: She decided a few years back to base her whole business there. She got all of her shops around the world, but that's where her business is. And I think she's ahead of the times, ahead of this year. She sort of knew how wonderful it would be to be working, I suppose, and not in a city centre, so I hope that gives you a flavour. But, yeah, I think it's 25,000 acres of beauty, landscapes with a house in the middle and lots of wildlife. Kelly Molson: I mean, it really is one of the most beautiful places and that stretch of the world holds a really special place in our hearts. It's somewhere that we visit very frequently and it's stunningly beautiful. Paul Marden: Later in that episode, Sue shared her insights on their sustainability strategies. Sue Penlington: So we've got three main themes. One is pioneering environmental gain I, which is all about connecting ecosystems and biodiversity and habitats. One is champion low carbon living, which is all about carbon emissions, our impact on construction and housing, our leisure operations. That sort of thing, and farming. And then the last one is the one that we always talk about. Tread lightly, stamp out waste. So that's all about recycling, reducing single use plastics and that sort of thing. So those three themes are what we're running with for 2021. We've got three goals, which are quite ambitious as well. And for me, I just see 2021 as that year of change where we'll make an impact. So we've done quite a lot of talking, and rightly so, and we want to take our visitors on that journey and really start to chip away at those goals. Paul Marden:  Now, let's talk a little bit about the fears around talking about sustainability. I think one of the things that is getting in the way of an open discourse around digital sustainability is fear. We're afraid of being judged by our actions and our intentions. In a recent survey by Unilever of social media influencers, 38% were afraid to openly discuss sustainability for fear of being accused of greenwashing. Again, let's hear from Polly, which is. Polly Buckland: Why, again, that storytelling part of the impact reporting is really important for me, because I will say we are not perfect. These are the things that we know we need to work on, but these are the things we've done better. And that's what I really like. The BCorp BIA assessment and their framework is because it takes you across five categories of measurement, and no one's perfect in any of them, but what it does do is it provides a framework for you to better. Paul Marden: Yes, absolutely. Polly Buckland: And measure yourself against. Yeah, I think if. I think the messaging behind your sustainability is really important. If you're professing to be perfect and you're not, you will get stung, because I think people can see through that. But if you are showing that you're trying to better, I don't think many people could argue with that. Paul Marden: Now, let's rewind a little and talk about my interest in digital sustainability. When I spoke to James Hobbs of the aer studios about digital sustainability back in July, we talked about my ignorance. So my background was at British Airways and I was there for ten years. It really wasn't that hard to spot the fact that environmentally, that we have a challenging problem, because when you stood on the end of Heathrow Runway, you can see what's coming out the back end of a 747 as it takes off. But I don't think I ever quite understood the impact of what I do now and how that's contributing more to CO2 emissions than what I was doing previously, which, yeah, I just don't think there's an awareness of that more broadly. James Hobbs: No, yeah, I'd agree. And it's complicated. Paul Marden: In what way? James Hobbs: I guess it's complicated to quantify the carbon impact of the type of work that we do in the digital industry because I guess there's what we're shipping to end users, which is one thing, but most modern websites and applications and stuff are built on a big tower of cloud services providers and all of their equipment has to be manufactured which has a carbon impact and rare earth metals need to be mined out of the grid. All of that stuff. Theres a big supply chain backing all this stuff and we can influence some of that directly, but a large chunk of it, we cant. So it makes choosing your suppliers quite important. Paul Marden: But in a presentation by my friend Andy Eva-Dale, now CTO of the agency Tangent, he opened my eyes to the impact that the digital sector has on the environment. The Internet consumes 1021 terawatt hours of electricity per year. That's more than the entire United Kingdom. Globally, the average webpage consumes approximately 0.8 grammes of CO2 per page view. For a website with 10,000 monthly page views, that's 102 kilos of CO2 per year. And as we'll see in a bit, the Rubber Cheese Visitor Attraction Website Survey shows this year that the websites in our sector are anything but average. But let's talk about my learning journey. I've used this podcast as a way to learn about the sector and to drill down into sustainability itself. My interviews with Polly and James taught me a lot. It's one of the real benefits of running a podcast. Paul Marden: I can sit and ask people questions that in real life they may not want to talk about. Beginning from absolute first principles. Following the advice from James in the podcast, I've gone and studied the online materials published by the Green Software foundation, including their green software practitioners certificate. Some of that is quite technical, but a lot of what's in there is a real interest to a lot of people. Now let's talk a little bit about what I've learned along that journey. In an interesting conversation with Andy Povey the other day, he talked about people's innate reaction to digital sustainability and that for many people, the move to digital feels sustainable. I'm not printing things out anymore, so it must be sustainable. Of course, all that computation and networking has a massive global impact on greenhouse gas emissions, so not every website is sustainable. Paul Marden: In another conversation I had recently, someone said to me, why does all of this digital sustainability stuff matter? If I host my site on a green hosting server, there's no harmful emissions from the server. But that's only one part of a complex web. The power needed to connect up all the servers in the world and to all of the endpoint devices is immense. Of course, the carbon emitted to generate power varies country by country as well as by time. And that's not really in our control. But we can definitely control the impact our website has on all of that infrastructure. As the web page is in flight over the Internet to somebody's mobile device, the power it uses and consequently the carbon emitted along the way is therefore something that's definitely in our control. Paul Marden: The other source of learning for us this year has been the sustainability elements of the rubber cheese survey of visitor attraction websites. We made sustainability a core theme of this year's survey and we found some really interesting things. 80% of attractions in our survey have got some sort of sustainability policy, which is an amazing achievement and sets a benchmark for the sector. Also, a number of attractions are taking active steps to improve the sustainability of their website. But we found that this isn't necessarily being done in a framework of measuring and monitoring the sustainability of their website. So the changes that people are making could be making improvements to the sustainability of their site, but at worst, some of the techniques being used could actually harm the performance and sustainability of the website. Paul Marden: The thing is, if you're not testing and measuring, you can't ever know whether the changes that you're making are effective. The Green Business Bureau talk about how benchmarks provide a reference point to assess trends and measure progress and baseline global data. They say, "Companies have begun measuring sustainability performance, which allows them to make continuous assessments, evaluate where they lie on the sustainability agenda and make data driven decisions and policies. Measuring sustainability requires proper selection of key sustainability metrics and a means of making effective process improvements. These measures provide real time data and much needed quantitative basis for organisations to strategise and mitigate environmental and social and economic risks." I'll come back to making process improvements later, but for now let's just stick with measures. Back to James Hobbs, who talked about the ways in which you can measure the CO2 emissions on our website. James Hobbs: There are some tools out there that you can use to help you quantify the carbon impact of what you've got out there in the wild now. So the big one that most people talk about is websitecarbon.com, which is the website carbon calculator that was built by, I think a combination of an agency and some other organisations come up with an algorithm, it's obviously not going to be 100% accurate because every single website app is slightly different and so on, and as a consistent benchmark for where you are and a starting point for improvement. Tools like that are really good. Ecograder is another one. Those offer non technical routes to using them. Paul Marden: Now, both of these websites use similar technologies and methodologies to understand the CO2 emissions of a website. But the survey shows more than half of attractions have never tested the CO2 emissions of their site. This got me thinking. If it's that easy to test the sustainability of a single webpage and you can run them on any website, but most attractions aren't doing it, then what can we as Rubber Cheese do to help? So in this year's survey, we've run the largest audit of visitor attraction sustainability scores that we're aware of. So working with our lovely podcast producer Wenalyn, who also supports me with the survey, firstly, I run a proof of concept gathering and comparing data for a small number of attractions in our database this year. Paul Marden: Once we began to better understand the data, Wenalyn went and ran this against all of the sites that were in our database. With this, we hope to support the sector with a benchmark of webpage sustainability that can be used by anyone in the sector. And what this has shown us is that 58% of attraction websites are rated f by Website Carbon. That's 8% worse than the general population of all websites. But the sobering thing for me as an agency owner is that the sites that we build were in that 58%. The work that we've been doing recently isn't good enough from a sustainability perspective. So this triggered a number of projects internally for us to improve the sustainability posture of the sites that we design and build. Paul Marden: So I'm going to dig into one of those sites and the journey we've been on to remediate the sustainability of their site, because I think it can give a really nice understanding of the journey that you have to go on, the changes that you can make, and what the impact of those changes could be. Now, we started by benchmarking the scores for the site in question from Website Carbon and Ecograder. And this site was a grade F and marked 51 out of 100 by Ecograder. From there, we drove our improvements off of the feedback that Ecograder gave us. We worked as a team to estimate the work involved in the feedback from Ecograder to identify the tasks with the lowest estimated effort and the highest potential impact. Paul Marden: Essentially going for the quick wins, we implemented a number of really simple measures, we implemented lazy loading of images. This is making the browser only download images when they're just about to show on screen. If you don't lazy load an image on a page, then when the webpage opens, the browser will go and grab the image, calculate the size, and redraw the webpage with that image in it, even though the image is off screen. If the user then clicks something in the top part of the screen, maybe in the top navigation, and they never scroll down, they will never see that image. So all that network traffic that was used, all the computation in the browser to be able to figure out the size and paint the screen, was completely wasted because the user never got to see the image. Paul Marden: So by lazy loading, it means that if a person doesn't scroll all the way down the page, then an image near the bottom of the page will never get loaded. And it's an incredibly simple code change that you can write in now. This used to be something that you had to write custom code to implement, but most browsers now support lazy loading, so it should be really easy for people to implement that. Paul Marden: Another thing that we did was to correctly size images. We found that, but with best rule in the world, our editors were uploading images that were very high resolution, very big images, even though on screen we might only show a thumbnail. By resizing the images inside WordPress, we've made it easy for our editors to upload whatever size image that they like. But we only share the smaller image when somebody views the webpage, again, cutting down network traffic as a result of that. One other thing that we made a change on was to make the website serve more modern image formats. Paul Marden: Again, we used a WordPress package to do this, called imagify, and it means that our editors can upload images using the file formats that they're familiar with, like JPEG, GIF and PNG, but that we convert them to more modern formats like WebP inside WordPress. And that has better compression, making the images smaller without any discernible loss of quality, and making the whole webpage smaller, lighter, faster as a result of it, which has the impact of reducing the CO2 emissions that are needed to be able to use that webpage just as a guide. We measure everything that we do in the business in terms of the time it takes us to do things. So we're real sticklers for time tracking, but it was really important in this project for sustainability to work out what the differences were that were making. Paul Marden: So these changes, those three that I just outlined there cost us about a day and a half of development effort and much of that was done by one of our junior developers. So it wasn't hugely complex work that was done by an expensive, experienced developer. But in return for those changes, that one and a half days of effort, we've seen an improvement in rating by website carbon from F  to B and on eco grader from 54 out of 100 to 83 out of 100. This puts the site well into the realm of better than most websites on the Internet and better than 84% of attractions in this year's survey. Is it enough? No, of course not. We can do more and in fact, there are still technical improvements that we can make that don't impinge at all on the user's experience. Paul Marden: We can and we will make more changes to move the site from B to A or even to A+. But there's no doubt that following the old 80-20 rule, these marginal gains will be progressively harder and more costly to achieve. And there may be changes that are needed that will impinge on the user experience. Some things you cannot improve from a sustainability perspective without changing what the user is going to experience. If you've got an auto playing video on your website that consumes bandwidth, it generates network traffic. You cannot remove that video without removing the video entirely and changing it to be something that isn't autoplay but plays w hen a button presses that will have an impact on the user experience. Not everyone will click that button. Paul Marden: Not everyone will watch that video and say not everyone will necessarily have the same feeling about the attraction that they got when there was an autoplay video in place. But there are undoubtedly lots of things that can be done that don't impact the user experience of the site. One of the changes that we still haven't made, which is a little bit more effort, it's a little bit more complexity, and adds a little bit of costs to the hosting of the website is the introduction of a Content Delivery Network or CDN. Here's James Hobbs again from aer. James Hobbs: From a technical angle, I think one of the most impactful things you can do, beyond making sure that your code is optimised and is running at the right times, at the right place, is simply to consider using a content delivery network. And for your listeners who aren't familiar with a content delivery network, a CDN is something that all of us have interacted with at one point or another, probably without realising. In the traditional way of serving or having a website, you've got some service somewhere in a data centre somewhere. When someone types your website address in, it goes and fetches that information from the web server and back comes a web page in the simplest sense. James Hobbs: Now, if your website servers live in Amsterdam and your users on the west coast of America, that's a big old trip for that information to come back and forth, and it's got to go through lots of different hops, uses up lots of energy. A Content Delivery Network is basically lots and lots of servers dotted all over the planet in all of the major cities and things like that can keep a copy of your website. So that if someone from the West Coast of America says, "Oh, I'm really interested in looking at this w ebsite.", types the address in, they get the copy from a server that might be 10,20, 50 miles away from them, instead of several thousand across an ocean. James Hobbs: So it loads quicker for the user, which is great from a user experience, SEO, but it's also great from an energy point of view, because it's coming from somewhere nearby and it's not having to bounce around the planet. That's one thing that you could do that will make a massive and immediate impact commercially and from a sustainability point of view. Paul Marden: So there's another example of something that you can do that has very little impact on the experience of the website. In fact, it massively improves the user experience of the website, takes relatively little effort, but offers a huge improvement. Those are all things that we've done to one individual website. Let's talk a little bit about how we bake that into our process. In a 2022 article in the Harvard Business Review about how sustainability efforts fall apart, they recommend embedding sustainability by design into every process and trade off decision making. I found that language really interesting. It's similar to the language used widely in technology and security that was popularised during the launch of the EU General Data Protection Legislation, which talks a lot about having a security by design approach. Paul Marden: So taking this idea of designing sustainability into every process and trading off the decision making, we've incorporated it into our sales proposal, writing, designing and testing processes. Our people responsible for selling need to bake sustainability into the contract. We want to hold ourselves and our clients accountable for the sometimes difficult decisions around meeting a sustainability target. So we'll discuss that target at the beginning of the project and then hold ourselves to that throughout the design and build process, thereby not needing to do all the remediations that we've just done on the other website, because it's typically much easier, quicker, cheaper for us to implement a lot of those things. The first time through the project, as opposed to as a remediation at the end. We've also baked sustainability testing into our process. Paul Marden: No site goes live without having been tested by both website carbon and eco grader to make sure that the site meets the criteria that we set out at the beginning of the work. So we've thought a lot about how we can improve what we do and we've started to go back and remediate over some of the work that we've done more recently to make improvements. But my learning journey hasn't been entirely smooth. There are challenges that I've hit along the way. I think there's a few interesting challenges that are to be expected as you're going about learning things that I wanted to share. For example, we've done work to remediate the scores of one of our sites and been super excited with the impact score. Paul Marden: I mean, went from bottom of the Fs to A+, only to deploy those changes into production and it didn't move the dial at all on the production website. And that was heartbreaking. Once we looked into that in more detail, thinking that we've done loads of changes, move the dial such a dramatic amount, only to launch it into the wild and it barely touched things. What we realised that in the test environment that we used, we had password protection in place and the website carbon and Ecograder were testing the password screen, not the actual homepage underneath it. So there was a lesson learned for us. The other area where we've made lots of learnings is during the survey when we created our sustainability benchmark. We've seen test results so good that they can't be explained. We've seen somebody hitting 100 on Ecograder. Paul Marden: We've also seen scores that were contradictory on Ecograder and Website Carbon, and also scores that have dropped dramatically. When we first tested in August and did a validation test checked last week, we're still working our way through these wrinkles and I think some of it is because we're looking at many hundreds of websites rather than trying to learn by testing and improving just one site. But beyond the kind of technical challenges, there remain some things that I simply don't understand. And my mission going forward is to fill those gaps. Firstly, while both Ecograder and Website Carbon use the same underlying principles and tools to calculate CO2 emissions, they often can and do give different results. Paul Marden: Not just in the fact that one is A+, a F score and the other is out of 100, but that the basic page sizing in kilobytes and consequently the CO2 can and often is different depending on which tool you look at. And I don't understand why that is, and I need to look into that. And I'm sure we'll come back to the podcast and talk more about that once I do understand it better. But the other problem is that I'm struggling with the size of the problem and the size of the prize. There's no doubt in my mind that making these improvements is the morally right thing to do, and commercially it's right as well, because it improves your outcomes on the website as well as the sustainability. Paul Marden: I'm just struggling with the business case, because if I had an unlimited budget, I do make every change in business that improves the sustainability posture of the business. But most marketers, most people that listen to this podcast don't have an infinite budget. They have a very finite budget, and so they have to put their budget to work where it's going to have the most impact. And what's the return on investment of spending 5k on improving the website versus changing light bulbs to leds, or moving away from gas powered water heaters in the outside toilets by the penguins? It's really difficult at the moment for me to be able to understand where this is the right and sensible investment of sustainability funding within an organisation. So I've shared my learning journey over the year. What about you? What can you do next? Paul Marden: For one last thought, let's head back to the conversation between Kelly and Lucy and Sue from Holkham. Kelly Molson: Are there any advice that you could share with our listeners in terms of how they start or begin to look at sustainability? Lucy Downing: Interesting. I was chatting with Lord Leicester yesterday about the subject and were sort of agreeing that I think you definitely need to know where you are, particularly as a business. You know where you are, because then you can set your goals in a realistic fashion. And I think the one thing to remember is that it has to be realistic, because you need to set goals that you can financially deliver, because if they're not financially viable, then you're not going to be here as a business to deliver them. And what we're also finding and talking to other businesses that actually quite a lot of the sustainability gains that you can make are actually in financial ones too, because you probably cut down on some of your resources that you're using, you'll think better, you'll work smarter. Lucy Downing: So it's just, I think that's something to definitely remember, that it has to be sustainable in all ways, socially, financially and environmentally. That's definitely some key advice. And I think be authentic. There's a lot of talk around greenwashing. Don't be guilty of thinking, wow, this is something we really should do and we're going to do it and just talk about it. It has to be authentic. So really think about where you can make the biggest changes environmentally for sustainability and focus on those and just make sure. Yeah, it's like us really. We're saying we're launching our sustainability strategy, but actually for the past ten years, we've now we've got 100 acre solar farm, we've got anaerobic digester, we heat the hall and all of our businesses with woodchip, so we've got our biomass boilers. Lucy Downing: So we've been doing it for quite a long time without telling anyone. But what we're now doing is saying, actually, that's not even enough, we need to up it further. So, yeah, that's the thing. I think it just has to be authentic and realistic. Sue Penlington: Yeah. And from my point of view, I'm a bit of a doer do and not a talker, so don't get bogged down. It could be absolutely overwhelming. And I think when I was first approached by my boss here, I was just like, wow. Because it isn't just rubbish, it's every single business. Sue Penlington: It's huge. But from my point of view, small differences can make a really big impact and keep chipping away at it because solutions are out there. There's loads of people doing really cool things. And, you know, every night I'm on Google looking up something else or going down another rabbit hole because I've seen something on Twitter. So for me, every day is a school day. But, yeah, get stuck in and collaborate with other like minded people. You know, nowadays you're not considered swampy because you're talking about sustainability. Sue Penlington: Well, you know, it's totally on brand, isn't it? And let's not reinvent the wheel. If we can learn from other people, then let's do that. I mean, go for it. Literally, every single individual can make a difference. Kelly Molson: Oh, Sue, that's. Yeah, you've just got me right there, sue. And I think what you said about collaborating and learning from people, that has been something that's so key this year. People are so willing to share their plans, they're so willing to share what they're doing and how they're doing things. Especially within this sector, there's always somebody that's doing or, you know, a couple of steps ahead of you that you can learn from. And people are so willing to kind of give up that advice and their time at the moment as well. So definitely that's a key one for me. Ask people. Ask people for help. Ask people how to do things. Paul Marden: I'd like to thank everyone that contributed to this episode, including Kelly, Lucy and Sue at Holkham, Polly at TFG and James at aer. Thanks to everyone that's helped me with this journey in the last year, the lovely clients we've talked to, the survey respondents, and my team at Rubber Cheese, Steve, Ben, Tom, Sinead, Wenalyn, and Oz, who've all worked really hard to benchmark the sector and to make continuous improvements to our client's sustainability. As you know, we're really experimenting with the podcast format at the moment, and if you like this or any of the other changes, I'd love to hear. And if you don't, then tough, go make your own podcast. Only joking. I'd love to hear. If you think we can make improvements, you can find me on X, @paulmarden and also on LinkedIn. Paul Marden: If you're at VAC this week, the Visitor Attraction Conference, then I'll be there with Oz and Andy. So come and say hi to us and I'll see you again in a couple of weeks time. Paul Marden: Thanks for listening to Skip the Queue. If you've enjoyed this podcast, please leave us a five star review. It really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip The Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website, SkiptheQueue.fm. The 2024 Visitor Attraction Website Survey is now LIVE! Dive into groundbreaking benchmarks for the industryGain a better understanding of how to achieve the highest conversion ratesExplore the "why" behind visitor attraction site performanceLearn the impact of website optimisation and visitor engagement on conversion ratesUncover key steps to enhance user experience for greater conversionsDownload the 2024 Rubber Cheese Visitor Attraction Website Survey Report