01 · Who comes through the door
Attendance
Not enough people are coming.
Revenue strategy for tourism and hospitality
More visitors in every season. More revenue from every visit.
Photo: redcharlie / Unsplash
- 20 yrs in tourism and attractions
- Former Chief Revenue Officer, Museum of the Bible
- Sectors
- Museums & attractionsThe lead specialty
- Tour operators & travel brands
- Venues & live entertainment
- Hospitality & event businesses
- Nonprofit & cultural organizations
Most revenue problems come down to three things.
02 · What each guest spends once inside
Per-capita spend
Guests aren't spending once they're here.
03 · How evenly demand runs across the year
Seasonality
Too much of the year runs quiet.
Track record
Museum of the Bible, by the numbers
For scale, Museum of the Bible public attendance: 240K (2021) to 476,601 (2025).
Earned revenue
He grew earned revenue from $2.5M to $17.8M a year (2022–2025).
World Stage Theater
Relaunched World Stage Theater after it went dark in 2019: first show back in late 2021, full seasons from 2023, and 54,993 attendees across 175 shows in 2025.
Records
Consistent year-over-year records in group sales, slow-season attendance and per-cap at Museum of the Bible.
Revenue Diagnostic
Start with the numbers that matter most.
A focused review of your attendance, per-capita and seasonal numbers, ending with a prioritized plan your team can act on.
What the Diagnostic covers
- Attendance
- Per-capita spend
- Off-season revenue
