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Revenue generation - These sensory experiences can deliver enormous profits. Take the Guinness Storehouse in Dublin, Ireland. They bring in around 1.7M people each year and visitors pay about $15 to tour the museum and view the Guinness beers in bottles and cans.

Brand building - Brand building is an important element of a company's brand strategy. When visitors have the opportunity to enter your headquarters, factory, distillery or flagship store, they are giving your business their time and attention. The more that consumers get to know your product, brand identity, and corporate mission, the more likely they are to buy it.

Advocacy and community - Advocacy and community is one of the most powerful ways to engage customers. It can be used to create viral buzz, drive sales, and motivate customers to spread the word of your brand. In 2019, Michaels launched their Community Classroom program and it has already had over one million attendees.

Historical preservation - By donating time, money, and resources to preserve historic spaces, brands are able to build strong relationships with their customers. Power utility provider ESB was able to help contribute to Ireland's rich history by preserving House No. 29 as the country's oldest and best-preserved Georgian townhouse.

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