Company Profile

A Different View (ADV) is an international strategic management and marketing consultancy specializing in the day visitor attraction industry which encompasses a range of sectors from historic sites to museums, art galleries to zoos, entertainment venues to amusement parks.

Their broad industry knowledge helps clients develop or re-develop their visitor attraction. Areas of expertise are strategic planning, strategic marketing, feasibility studies, business plans, operational plans, marketing and audience plans, market research, evaluation, branding and organizational assessments.

A Different View is particularly well versed at facilitating strategic thinking to the museum, heritage and cultural sector. They have developed an approach that fully explores the avenues of sustainability while being sensitive to the mission or ‘cause’ of an organization. To achieve this approach they employ a particular methodology that focuses on “brand bias” involving analysis, facilitation and examination of best practice comparables and relevant consumer trends. This approach together with an appreciation of the commercial world has helped organizations focus on defining and understanding customer’s needs as well as their needs. It has shown them how to compete not only within the cultural and heritage sector but also within the larger context of the visitor attractions industry.

A Different View is a member of the International Association of Amusement Parks and Attractions, The Museums Association (UK) and the American Association of Museums (USA).

A Different View has offices in the UK (Norfolk) and the USA (Nashville). It has associates across North America and Europe.

A Different View (ADV) was established in May 2001 by Rosalind Johnson and Sylvia Matiko who have a combined 30 years hands-on experience in the attractions industry worldwide.

Their client portfolio to date consists of about 85% museum and culture clients and 15% for profit attractions. Here is a sample of clients they have worked with:

• American Museum of Natural History
• Arkansas Arts Center
• The Lightbox - London
• Royal Armouries (which incorporates The Tower of London, Leeds Armouries and Fort Nelson)
• Ripley’s Believe it Or Not!
• Norwich Cathedral
• Shedd Aquarium
• National Aquarium in Baltimore
• Howletts & Port Lympne Zoo
• Bewilderwood: A Tree House Adventure
• RSPB – The Royal Society for the Protection of Birds

Speaking Engagements and Papers

• Upcoming: Quantifying Fun, April 2008, American Association of Museums.
• Modeling the Visitor Experience. Presented 2007, International Association of Amusement Parks and Attractions.
• Defining, Delivering & Evaluating Visitor Experience, 2006. Virginia Association of Museums Annual Conference.
• “From Idea to Opening Day”. Presented 2006, International Association of Amusement Parks and Attractions
• Consumer Trends. Making it relevant for visitor attractions. Presented 2005, International Association of Amusement Parks and Attractions.
• ‘The Lines Between Museums and Attractions is Blurring’. Presented 2004, International Association of Amusement Parks and Attractions (IAAPA)
• Trends with Gen Y. Presented 2006 Visitor Experience Conference, UK.
• Trends with Gen Y. Sep 2006 at Leisure Industry Week, UK.
• Building a Visitor Attraction – What to consider. Presented Romanian Government 2004.
• Building a Visitor Attraction – What to consider, Nov 2006, IAAPA.
• Retaining Staff – Norfolk Attractions Association, UK.

Here’s the view from one of their clients:

“They have the ability to analyze how our organization works and to diagnose what will be needed to change as the organization develops. They demonstrated good coordination of a diverse group giving loads of help and encouragement to the team.”
Ann Rostron,
Project team leader, Norfolk and Norwich Heritage Trust, Dragon Hall.