A world-class living history attraction. A website built for every part of the visitor journey.

Black Country Living Museum is one of the UK's most celebrated open-air museums, bringing the history of the Black Country to life across a vast outdoor site in Dudley. With a visitor offer spanning tickets, membership, donations, venue hire, schools, a growing collection, and a profile supercharged by its role as a Peaky Blinders filming location, BCLM needed a platform that could serve all areas of the organisation.

The challenge

BCLM's visitor offer is genuinely complex. Day tickets, annual passes, group bookings, school trips, memberships, donations, merchandise, venue hire, weddings, filming enquiries, and a busy seasonal events calendar. On top of that, a responsibility to be the go-to digital source for Black Country history. That is a lot to ask of any website.

How does LOOP work for a museum of this scale?

LOOP gave BCLM a clean, structured platform with the flexibility to serve multiple audiences at once. Ticketing links out to Fusemetrix, along with further call-to-actions for donations, memberships, and online shop. The events and what's on section keeps a busy calendar manageable for the team. The Peaky Blinders content has its own dedicated home, capitalising on one of the most powerful awareness drivers the museum has.

• Mobile-first design built for a diverse visitor audience
• Clean separation of visitor journeys -- families, heritage enthusiasts, schools, venue hirers
• Ticketing via Fusemetrix and Tessitura surfaced clearly without platform disruption
• Donations and membership links woven into the visitor flow
• Events and seasonal programming managed in-house by the team
• Opening times and live alert messaging updated without developer support
• Dedicated Peaky Blinders section capitalising on major cultural profile
• SEO-optimised architecture supporting BCLM's authority on Black Country history
• Accessible, fast, and built for a public-facing heritage organisation

What BCLM said

"Alongside our ticketing system go-live, we also launched a brand new website using Loop by Semantic - and it’s been a genuinely positive experience from start to finish.

The implementation and go-live were impressively smooth, with Semantic leading the project clearly and confidently all the way through. For a small team, that kind of support makes a huge difference.

Loop is built specifically for visitor attractions, and it really shows. It does exactly what it needs to do without overcomplicating things, which means we can stay focused on what matters. Day to day, that’s content.

The platform is intuitive, easy to navigate, and straightforward to update, which has made ongoing management far less of a burden than we might have expected.
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Go-live was a success, and since then, maintaining and evolving the site has been refreshingly manageable.A big thank you to the team at Semantic for their partnership and support throughout. "
- Sam Davies, Systems & Process Partner

The result

A website that works for every audience BCLM serves, and a platform that can scale with them with more sites, brands and components to bring the experience to life.

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