Museums must be interesting for everyone, not just enthusiasts, says Nick Larkin
Transport museums must market themselves as venues for a family day out rather merely as a place to see old buses and coaches, according to one West Midlands venue. “Being just an enthusiast attraction is not sustainable,” says Denis Chick, a trustee at Transport Museum Wythall (TMW) which is also emphasising the social history aspect of its vehicles to visitors.
“Most important is having guides at the museum ready to tell the story behind vehicles and their significance. I don’t think it’s every museum’s focus but it should be. You have to major on telling the social history behind the bus and what it’s done for the world,” said Denis. “The bus moved Britain before cars became affordable and popular. They took us to school, to work and on holiday and it and its associated industry employed thousands of people. That’s what families find interesting especially when they come with grandparents who’ve experienced living in those times. The kids of today can’t comprehend a family without at least one car, let alone two.”
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Earlier this month, TMW displayed its magnificent 1965 BMMO CM6T motorway coach at the Lancaster Insurance Classic Motor Show at the NEC. The coach was part of a Federation of British Historic Vehicle Clubs (FBHVC) display.
Denis and colleagues were on hand to tell the story.
Built by the company better known as Midland Red, this coach and its predecessors provided a legendary Birmingham to London motorway service after the M1 opened in 1959. Designed to operate at up to 80mph in those speed limit and central reservation crash barrier-free days, stories are legend of 100mph being achieved and drivers being instructed to go faster than the train which could be seen from the motorway. The speedometer stopped at 80mph however.
Show-goers were not only encouraged to look inside the sumptuous coach (the ‘T’ in the specification denoting that the vehicle had a toilet when new) but children got the chance to sit in the cab. “This show was a great way of spreading the word about the museum and preservation,” said Denis.
As well as making use of social media, the museum publicises its activities via local media and had a wide leaflet display programme at hotels and tourist offices through an agency.
