First glimpse of new Black Country Living Museum project as record numbers revealed
This exclusive image shows the 1940s-60s town that will be built at the Black Country Living Museum, which has revealed record profit and visitor numbers.
Based on two roads, Market Place and Pinfold Lane, next to the attraction’s fairground, it will tell the story up to the closure of the Baggeridge Coal Mine in 1968.
It comes as the museum recorded its highest profit and visitor numbers.
Almost 333,000 people went through the doors of the open-air attraction last year, contributing to a record £7.3 million takings for the operating trust.
The income provides a boost to the museum’s £23m project for a 1940s and 60s town and a new visitors centre capable of taking in 5,000 people a day.
Chief executive Andrew Lovett said: “Our appeal and performance further strengthens the museum’s financial position as we head into a phase of major development.
“Now we have the opportunity to develop the open-air attraction further.
“We have attractions based up to the 1930s, but we want to be able to extend our stage, taking it forward to the 40s, 50s and 60s.
“We are also getting to a stage where it is getting busy, and we want to be able to accommodate more people, give them more to see and get them to stay here longer.
“A new visitor centre will mean we could take in up to 5,000 a day.”
More visitors, more income
A total 332,778 people went through the doors of the museum in Dudley in 2017, up more than a third from 2013.
And income increased from £6.2m in 2016 to £7.3m last year.
The museum’s commercial income resulted in a profit of £694,607, compared to £567,029 in 2016.
The trust spent £1.7m on retail and £3.6m on operating the museum. Around £600,000 was also spent on developing the site.
The figures were revealed in the trust’s accounts published by the Charity Commission this month.
It marks a turnaround for the attraction.
In 2012, bosses were forced to shed 70 jobs and close two days a week during the winter due to a slump in visitors. Now they are looking to add 58 full-time equivalent jobs to the 139 workers.
Forging Ahead
It is part of the Forging Ahead project, which features the new town and visitor centre.
The town will feature Woodside Library, in Stourbridge Road, Dudley, the West Bromwich Gas Showroom and JH Lavender Aluminium Foundry in Crankhall Lane, Wednesbury.
Harris and Pearson Brickworks in Brierley Hill, Elephant and Castle Pub in Wolverhampton and Stanton’s Records in Dudley will be rebuilt in the town.
And buildings that cannot be moved, but will be replicated, include Burgin’s Newsagents in Dudley, which closed two years ago after 148 years.
Laurie Thomas Hairdressers in Tipton and West Bromwich Building Society in Cape Hill will also appear.
The new visitor centre, which will provide the new entrance from Castle Hill, is closer to Dudley Zoo, the town’s castle and soon-to-be Midland Metro stop.
Mr Lovett said: “We have created a better brand for the place, which people feel a closer association to. We’ve gone from just thinking about being known to creating somewhere people really want, and now we have a better profile and reputation both regionally and nationally.
“We extended our programme of events, improved what we put on display here and, of course, the filming of Peaky Blinders has helped too.”
He added: “As we get busier it is important to keep looking forward and find ways to expand, making the attraction even better.”
