Alex Homfray
Cultural Destinations

I’m a leading expert in culture including art, museums, heritage, music and theatre.

A trusted advisor to national institutions, I have shaped some of the UK’s most ambitious cultural projects, and also worked internationally. 



My clients seek to innovate their operations, to unlock new audiences and income, and to deepen their impact. 

I support them to aim high and deliver, by providing:

Clear strategic advice underpinned by robust analysis. I am on your side but I will challenge.

Convincing expression of the benefits of culture for wellbeing, learning, community and economic development.

Highly professional reports and analysis that secure support from funders and stakeholders.

I lead all Alex Homfray Cultural Destinations projects, sometimes bringing in associates whose skills complement mine. 

My services

1. Delivering major projects

Pleasingly, many major projects I helped to deliver are coming to fruition.

The Museum of London continues to build its £300m new home at Smithfield Market. I led the feasibility study and market appraisal that convinced museum governors and their funders to green-light the new museum, which is one of the largest cultural projects in the world.

Handel Hendrix House reopened in 2023, presenting the historic homes of composer Handel and rock star Jimi Hendrix, brought to life with recreated rooms, exhibitions, live music and immersive features. As Project Director I led this innovative project from concept through to delivery.

Highly Commended, Georgian Group Architectural Awards 2023

The V&A Museum has recently acquired the David Bowie Archive, the first acquisition of a major pop/rock archive by a national museum. I worked with V&A leaders to plan this bold move and to develop concepts for Bowie exhibitions, research, and learning modules.


Theatr Clwyd, the largest producing theatre in Wales, has started on site with its redevelopment. I prepared the business plan and ‘Green Book’ business case that unlocked £25m from Welsh Government. 

Oman Across Ages opened in 2023, a new national museum that celebrates the creation of Oman. I led on audience analysis and business planning, to inform the museum concept and to maximise the benefits for Oman residents and for tourism. 

Shortlisted for World Architecture Festival Awards 2023 

The Burrell Collection in Glasgow is looking glorious once more after completing its £60m restoration – I led the detailed market appraisal and business plan that unlocked the funding package. 

Museum of the Year 2023 award

Civic Trust Award 2023 

Five Scottish Design Awards

Pitlochry Festival Theatre has opened a new studio theatre, foyer and box office, Phase 1 of a major transformation of the theatre complex. I supported the directors to plan the project and transition their business model, and wrote the business case that won £10m City Deal funds. 

Ragged School Museum has completed its restoration, supported by the National Lottery Heritage Fund. My role was to build an entrepreneurial new business model that sustains the much-loved museum via a fashion studio, café, filming and events. 

2. Supporting leaders

Increasingly, I work closely with leaders to implement strategy and to strengthen operations.

At the National Theatre I am working with the Executive Director to create an ambitious five-year Business Plan and to support its rollout, establishing new project teams and project management and performance measurement systems.

This role builds on many years supporting The Old Vic Theatre’s senior leadership team with business planning, capital project planning, performance measurement and impact assessment. And a similar role for Pitlochry Festival Theatre. 

At Handel Hendrix House, I worked with the trustees during a period of leadership transition to review operations and create a new strategy – which ultimately led to me becoming Project Director leading the recent restoration project.

3. Securing investment

This wasn’t part of the plan, but I’ve gained substantial experience of preparing detailed business cases that unlock public funding.

“When you’re planning a major project you need people who have a knowledge of your job, the challenges you are undertaking, an eye for detail, a clarity as to how they can support, question and progress your aims. Alex offers all of this whilst (and this is key) delivering quality work with enough autonomy that you and your team can continue with your day to day tasks. Add all this to the confidence offered to major stakeholders through his approach and you get high quality, hands on consultancy support.”

Liam Evans-Ford
Executive Director, Theatr Clwyd

I love working in this sector and am always happy to chat. 

But please understand that I invest my time carefully – for example I rarely join teams making speculative pitches.

You can email alex_homfray@yahoo.co.uk

Or find me on LinkedIn