A Spotlight on The Beatles Story Amy Hodson

 

With the younger generation turning to short-form video entertainment, we’ve had to massively consider our social media and online presence. We’ve particularly focussed on creating and growing our TikTok channel where we’re proud to have created a dedicated community of young Beatles fans

Tell us a bit about your role and how it supports the business

The Beatles Story is an award-winning attraction on the Albert Dock in Liverpool, my role is to manage the education team and programmes. This allows me to network closely with different trade partners to ensure the visibility of our programme to schools, locally and internationally. As well as work with key organisations, to ensure we provide a quality and meaningful experience for all our visiting students.

What has been your career highlight to date?

There’s been many, from seeing our education programme grow and delivering lectures to universities from all over the world to getting involved in a range of campaigns, including, Eurovision and The Beatles birthday celebrations!

What is the best piece of advice you have ever been given?

Say yes to all opportunities, even if you don’t think you’re ready!

What are the emerging trends within your sector and have these changed since Covid-19?

We have seen a massive change in our Asian market and this is still being affected by Covid. We are very much looking forward to seeing the full return of this market.

Have you noticed any shifts in consumer behaviour and what does your brand do to remain relevant and connected to your target audience?

Yes, definitely, with the younger generation turning to short-form video entertainment, we’ve had to massively consider our social media and online presence. We’ve particularly focussed on creating and growing our TikTok channel where we’re proud to have created a dedicated community of young Beatles fans we all have fun, learn and share our opinions.

What is coming up for your company in the next 12/18 months?

We have lots coming in the next 12/18 months, we’re currently in the middle of developing our new website which will have a huge education focus. As well as this, we are also in the middle of getting a new integrated booking system and POS which will massively improve our customer journey.

Tell us one thing about your business that others might not already know

We have been in business for over 30 years and are the largest, permanent Beatles attraction in the world!

As a membership association what one thing do you think we have done that has made a real difference to you as a business?

The workshops and events have helped us to raise our profile and connect with lots of different organisations worldwide within the BETA network which we may not have had the chance to do if we were not a member.

In your opinion, what are the biggest challenges, threats and opportunities for youth, student and educational travel in the next few years?

I’d say the cost-of-living crisis. This is having an effect on schools locally within the UK, as well as internationally. It’s sad to see schools have been unable to travel or take part in school trips for so many years due to covid and now they’re being hit by this crisis.

Additionally, the student travel issues caused by Brexit have had an impact on our European schools getting over to visit us. We love to see the work BETA are continuing to do around this and hope it’ll be a distant memory very soon.

Find out more about BETA Member The Beatles Story here

Published 01 November 2023