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SUCCESSFUL RE-INVESTMENT
LONDON - A willingness to spend money to upgrade an existing facility while at the same time keeping the same basic message and experience was the key behind a successful relaunch of an established U.K. educational attraction earlier this year.
A presentation at this year's TiLE Conference here by Juliana Delaney, director of operations and marketing at U.K.-based Heritage Projects, illustrated how upgrading an already successful venture - the Jorvik Viking Centre, a museum attraction owned by the York Archaeological Trust (YAT) in the North of England - can ensure long-term profitability.
"Basically, this is an example of reinvestment in a project that was already successful before the losses set in," Delaney explained. "We had an [older]...