Museums are a vital part of the British cultural and economic landscape, and have a crucial role in heritage, tourism, and education. In England alone, before the COVID-19 pandemic, museums attracted up to 100 million annual visits, with a turnover of £2.64 billion per annum (Association of Independent Museums, 2019;Tuck, 2015). While the public imagination about the sector is dominated by (and often reduced to) prominent national museums funded by the central government and attracting global audiences, such as the British Museum, other museums are vastly heterogeneous, both in terms of purposes, objects, funding mechanisms, and audiences, playing diverse roles. The Potteries Museum in Stoke-on-Trent is a large museum managed by a local authority and serves mostly local communities; The Black Watch