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“Culture in Action” International Museum Workshop

Schedule: October 25, 2019 10 am – 7 pm.

Venues: Yaroslavl Museum Preserve, “Millennium” Concert and Entertainment Centre, Yaroslavl 
On October 25, Yaroslavl will host the “Culture in Action” International Museum Workshop — a platform for professional discussion, exploring solutions and exchanging know-how in museum project implementation. The theme of the workshop is “Museum on the map of the region: how to attract the audience?”

The workshop will serve as a hands-on platform at the “Culture in Action” International Forum which starts on October 24 in Yaroslavl.

The workshop invites representatives of Russian state and private museums (places are limited). Participants will be selected based on motivation letters.

The workshop objective is to find answers to the questions Russian museums face:

  • What are the challenges and opportunities of the experience economy?
  • How to understand your audience and track the demand?
  • Where and how to find resources and how to choose partners?
  • How to work with the local community?
  • How to achieve sustainability amid financial shortage, high competition and market shifts? 
  • How to present a museum collection to communicate its strong points?

Offering a blend of current Russian practices and established foreign methods of museum development (UK, Netherlands, Finland, Croatia, Turkey, Latvia, etc.), the workshop encourages the participants to create their own “recipes” for sustainability and development.

The programme includes lectures by experts, analysis of successful Russian and foreign practices, group work, intercommunication and visiting the museums of Yaroslavl.

The language of the workshop is Russian. 


Association of Cultural Managers (AMC) with the support of the Cultural and Education Section of the British Embassy in Moscow.

Head experts

  • Sam Hunt — Heritage Consultant, Sam Hunt Consulting, Trustee of the National Maritime Museum Cornwall and Lyme Regis Museum, till 2013 — Executive Director of the Association of Independent Museums (AIM), expert on change management and strategic planning in museums and galleries across the UK and​​ developing business models to secure long-term financial resilience, United Kingdom.
  • Marilyn Scott  Director of The Lightbox gallery and museum (Woking, Surrey), winner of the Art Fund Prize (2008) and Prime Minister's Prize (2012), Council member for the Association of Independent Museums (AIM), Trustee of the Bethlem Museum of The Mind and the Geffrye Museum, United Kingdom.

Russian and international experts

  • Teemu Ahola — Head of Collections, Museum Centre Vapriikki, winner of the Finnish Museum Association Prize (2017) and European Museum Forum Prize (2018), ex-president of TAKO Network (National network for collections management co-operation and present day documentation), Finland.
  • İdil Deniz Ergün  Director of the Museum of Innocence, winner of the European Museum Forum nomination for the Museum of the Year (2014), Turkey.
  • Bjorn Stenvers  founder and Director of OAM (Association of Amsterdam Museums), expert in museum marketing, Netherlands.
  • Lolita Tomsone  Director of the Zanis Lipke Memorial, winner of the Kenneth Hudson Award at the European Museum Forum (2014), Latvia.
  • Olinka Vištica  artist and founder of the Museum of Broken Relationships, Zagreb, winner of the Kenneth Hudson Award at the European Museum Forum (2011), Croatia.
  • Tatyana Gafar — Head of the Department for Small Museums Development, State Tretyakov Gallery, Moscow.
  • Mikhail Gnedovsky — Leading Analyst of the Department for Museum and Tourism Projects, MOSGORTUR, Member of the Advisory Council of ICOM Russia, Moscow.
  • Leonid Kopylov — President of the Foundation “Club of Friends of Anna Akhmatova Museum at Fountain House”, St Petersburg.
  • Yulia Matskevich — Head of the Department for Museums and Projects, Association of Cultural Managers, Executive Director of the “Children's Days in St Petersburg” festival.
  • Inna Prilezhaeva — Project Manager, “Heritage Management: Independent Sector,” Programme Director of the “Culture in Action” International Forum.

Project partners

  • Russian Committee of the International Council of Museums (ICOM Russia);
  • Moscow School of Social and Economic Sciences (Shaninka),;
  • Government of Yaroslavl Region;
  • European Union National Institutes for Culture (EUNIC);
  • Association of Independent Museums (AIM);
  • National Association of Tourist Information Organisations, (NAITO).

The workshop is organized by the Association of Cultural Managers as part of the “Heritage Management: Independent Sector” international project. Winner of the Presidential Grant (2018-2019), the project aims to discover and promote the role of private museums, private and public initiatives in preserving local history and heritage, developing economic and socio-cultural welfare of the area.

More information about the project 

Registration for the International Museum Workshop on October 25, 2019

Registration for the “Culture in Action” Forum on October 24, 2019