Explaining the performance of a new public service visitor attraction shop

Because public service visitor attractions are increasingly under pressure to provide best value for money by generating revenue as well as offering a service their shops are becoming more important in their operations. This article therefore looks at the performance of the shop of one new purpose built public service visitor attraction W5 in Belfast, Northern Ireland in order to identify the impact of a number of key factors, both controllable and uncontrollable, on it. The factors concerned were the nature of the target customers, the attraction's location and other locational issues and the public image of the shop. Having considered the impact of these factors on the performance of the shop the article examines the actions and decisions of the visitor attraction's management in its efforts to optimise the shop's performance.