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Adapting Tate’s membership proposition to maximize value

Olafur Eliasson at Tate Modern: 5 must-see artworks from summer's most Instagrammable exhibition


  • Set the north star for Tate’s membership across their four galleries and digital offering
  • Blended physical and digital propositions to create a 3-year membership enhancement roadmap
  • Identified quick wins as well as more transformative initiatives that would deliver membership growth and diversity.

Tate, the most visited tourist attraction in the UK, also has the largest arts and culture membership in the world. However, even prior to Covid, Tate was faced with a reduction of government funding and challenges on the horizon.

Taking inspiration from cultural institutions and other industries as well as examining the Tate’s current membership base, we identified a list of potential membership enhancement opportunities ranging from creating connected digital and physical experiences to establishing new membership tiers to new partnerships. Together with the Tate leadership, we prioritized these opportunities based on their attractiveness, feasibility and impact.