Visitor engagement at museums: Generation Y and 'Lates' events at the National Museum of Scotland

Museums are institutions that collect, safeguard and present artefacts and memories for the non-profit purposes of learning and enjoyment. However, significant changes in the environment in which museums operate have led to the creation of new types of activities to attract different audiences who will contribute to their future economic and social sustainability. One group that has recently been identified as a target is Generation Y (Gen Y) who have been attracted through the specifically created night-time thematic events, or 'Lates'. This study critically evaluates visitor engagement with both permanent collections and activities specifically developed for the Gen Y visitor at a 'Lates' event at a national museum. The paper explores the potential contribution of this type of event in enhancing the future sustainability of museums via balanced use of resources, visitor engagement across a diverse audience and contribution to the achievement of long term goals.