Dorset Museum and Art Gallery needs to triple its current footfall to meet increased running costs following a £16.4m expansion.
Speaking to the BBC, Executive Director Clare Dixon said the organisation was facing a “critical time” as it has struggled to attract enough visitors to meet its costs since it reopened in 2021 after a two-year-long major reconstruction.
Dixon said Covid, the cost-of-living crisis, Brexit and the war in Ukraine had all impacted the museum’s finances.
She added: "The museum reopened in an unpredictable climate, with tourism plummeting and people not going out, so the impact that we hoped the transformation would have had obviously just didn't come to fruition.
"The building is incredible, the displays are beautiful, but the running costs are high.
"When you increase the size of a building, and you increase running costs, you need more people in to make it sustainable. This year is critical."
The museum was recently awarded a grant of £250k from the National Lottery Heritage Fund and a further £150k, spread over three years, from Dorset Council. The money will be used to boost marketing and fund a rebrand, underpinning exhibition costs and supporting learning and events.