THE OPPORTUNITY

Wellington County engaged BC Hughes to develop a Visitor Experience Plan for the Wellington County Museum & Archives (WCMA), a National Historic Site. The project aimed to explore the future potential of WCMA’s visitor experiences and position the Museum and Archives as a destination that stands out among peers, residents, and visitors. The work included reviewing strategic plans and research, assessing the current and future tourism environment, and gathering staff and stakeholder input to understand strengths, challenges, and opportunities. The process examined WCMA’s Essence of Place, unique features, target markets, and the broader tourism context to guide future experience development.

THE PROCESS

BC Hughes led a multi‑staged process that included on‑site assessment, review of existing plans, analysis of tourism and museum trends, and facilitated workshops with staff and partners. The work explored WCMA’s current visitor experience, identified gaps, and developed goals to guide future experience development. The process also examined the Museum’s unique positioning, particularly the Poor House story, National Historic Site designation, and expansive grounds, to inform experience concepts.

THE OUTCOME

The project resulted in a comprehensive Visitor Experience Plan that provides a five‑year roadmap for enhancing and developing visitor experiences at WCMA. Recommendations focused on creating dynamic, interactive, and authentic experiences; strengthening storytelling; and aligning future developments with WCMA’s Essence of Place. The plan supports WCMA in making informed decisions about future investments and experience enhancements.