The March 2025 UK Heritage Pulse Survey showed a mixed picture concerning family engagement with the arts and heritage sector. While some have seen growth, a similar proportion of organisations have seen declining footfall from families, driven by factors such as the cost of living and changing leisure habits
Families are a key audience, providing opportunities to foster creativity, curiosity, and lifelong engagement. To reverse these declines, organisations must consider new approaches to making their spaces and programming more engaging, affordable, and relevant to family needs.
A recent study conducted by A New Direction and the Cultural Learning Alliance highlighted a significant gap in creative provision for the youngest children, particularly those under five. The research found that many cultural organisations lack dedicated early years programming, despite the recognised developmental benefits of creative engagement at a young age. Many organisations across the UK are already implementing successful family engagement strategies, offering valuable insights into how the sector can respond effectively to this challenge.
We’ve gathered some useful resources to support organisations in connecting with families and building this key audience segment.
Learning from Success: Fantastic for Families & Kids in Museums Awards
Recognising and learning from best practices is essential to rebuilding family engagement. Two key award schemes highlight best practices in family engagement:
- Kids in Museums celebrates museums that go above and beyond in welcoming family audiences. Their selection of the UK’s best family-friendly museums highlights creative programming, inclusive accessibility features, and interactive learning opportunities.
- The Fantastic for Families Awards recognise outstanding initiatives that provide enriching creative experiences for families. The shortlisted organisations showcase innovative approaches, from digital storytelling to hands-on workshops, making cultural engagement accessible and enjoyable for all ages.
What Works? Effective Strategies & Real-World Examples
Beyond awards, many organisations are pioneering new approaches to family engagement.
- Polka Theatre specialises in productions tailored to different age groups, ensuring that children experience performances suited to their developmental stage. Families can search by age (0-3, 4-6, 7-9, 10-12) with shows clearly marked 2-5 years, 7-12 years, all ages etc.
- Leeds Castle offers a strong example of family-friendly heritage programming. By integrating interactive trails, seasonal events, and hands-on experiences into the ticket price, and via additional paid for products, they provide families with engaging ways to explore history beyond traditional exhibits.
- Birmingham Rep aims to engage teenage audiences with their Teens Go Free initiative. By allowing a teenager to attend for free when accompanied by a paying adult, the theatre removes financial barriers and encourages families to introduce young people to live performance.
Creating Welcoming and Affordable Spaces
Physical spaces and pricing strategies also play a vital role in attracting and retaining family audiences. Several institutions have invested in making their venues more accessible and engaging for children:
- The Family Arts Campaign supports organisations in designing inclusive, family-friendly programmes and provides a range of resources to help venues improve their engagement strategies.
- Through the Roden Centre for Creative Learning the National Gallery is investing in dedicated spaces for family learning. By integrating hands-on creativity with traditional museum experiences, the centre provides a welcoming space for exploration and artistic expression.
- Birmingham Museum & Art Gallery features dedicated family galleries, a small soft play area, and the Wild City exhibition, which explores urban wildlife through immersive displays.
- The Postal Museum offers an engaging family experience with interactive exhibits, a play space, and the unique Mail Rail ride, allowing visitors to explore the underground postal railway.
- The Family Arts Campaign supports organisations in designing inclusive, family-friendly programmes and provides a range of resources to help venues improve their engagement strategies.
