Seminar – The Space In Between

Wed, Jun 3, 2026 2:00 PM – 2:45 PM BST

It can often feel like the human and digital ways of engaging visitors are at war with each other, especially with visitors now craving more human engagement in a digitally saturated world. However, lean too heavily on human engagement and visitors can leave having not got the full breadth of experience or stories on offer. Too far the other way to digital can lead to experiences feeling monotonous and indistinct.

This seminar explores the space in between, where human and digital ways of delivering experiences can, and should, work together in a blended approach to deliver maximum impact for visitors.

Sandra Lynes Timbrell
Director of Visitor Engagement at St Paul’s Cathedral

For almost 30 years, I have had the privilege of working in senior leadership roles at some of the UK’s most iconic cultural and heritage destinations; places that inspire, engage, and welcome millions of visitors each year. My strengths lie in strategic leadership, commercial growth, and building strong, lasting partnerships that ensure organisations remain vibrant, relevant, and financially resilient.

Read more about Sandra

Bala McAlinn
MD, Complete Works

I began working in the Visitor Attraction industry in 2007 writing and directing shows for organisations including London Zoo and the Science Museum. In 2012 I founded Boo Consultancy Ltd, a sister company to the event agency Boo Productions Ltd. Boo Consultancy is a training and staffing agency that applies theatrical techniques to the environments of Visitor Attractions. We predominantly place actors in FOH positions to increase membership sales and visitor donations or deliver workshops to improve the sales and storytelling skills of inhouse teams.

In 2021 we rebranded to Complete Works a nod to the greatest storyteller and our theatrical past and because our approach is holistic, redefining the 3 key elements of success: your visitors, your destination and your team.

Read more about Bala

Spencer Clark
MD, ATS

“Putting visitors at the heart of your story”

I lead ATS, pioneers in digital visitor experiences for the cultural and heritage sector.

Our team blends storytelling, technology and design to create audio and multimedia tours, digital platforms, films and consultancy that help visitors engage more deeply with some of the world’s most remarkable places.

Read more about Spencer