National Gallery: New Revenue Streams
#Public Museum
#Cultural Institutions
Practice this advanced profitability case interview question from BCG in the Public Museum sector. Includes detailed problem prompt, clarifying questions, structured framework, and expert recommendation. Part of ProHub's 835+ consulting case library.
ProHub Comment
This case tests profitability analysis for mission-driven institutions, requiring candidates to balance commercial growth with public mission integrity. The multi-part structure progresses from diagnostic (Q1) to expansion evaluation (Q2) to innovation strategy (Q3), demanding both quantitative rigor and qualitative judgment about reputational and operational risks.
Estimated Time
37 minutes
Difficulty
Hard
Source
ICC
50
/ 100
Your client is the UK’s National Gallery, a government-funded heritage institution with the mission of welcoming the public to explore and experience art and creativity. Due to decreasing available government funding for the creative sector in recent years, the National Gallery has set a goal to grow profitability from commercial activities.
Question 1: What factors would you like to review to understand how could the National Gallery improve its profitability?
Clarifying Information
- National Gallery’s current income include government funding, donations, and revenue from commercial activities.
- National Gallery’s costs include two types: 1) costs incurred as a direct result of running revenue-generating business activities, such as staging a ticketed exhibition or catering in its cafes & restaurants, 2) costs incurred while fulfilling its public mission, such as collecting artwork, contributing to art history research and hosting study tours for school children.
- Entry to National Gallery is free for all, but tickets are sold for special exhibitions.
- National Gallery is open 6 days a week (closed on Mondays).
- Objectives: improving profitability (as stated in the prompt), while continuing to fulfil its mission of welcoming the public to explore and experience art and creativity.