Annotation

The article discusses eight concepts of the Sungir museum complex and ways to commercialize it, from a scientific and educational cluster and a landscape park museum to a digital museum platform. The pros and cons of each proposed concept are described. The emphasis is placed on the need to apply a multifunctional approach in the promotion of the museum, based on five proposed principles: cross-functional space; proactive cognition process; digitalization of the Sungir brand; multifunctional principle of implementation; coverage of the ancient epochs of dinosaurs as part of human development. Special emphasis is placed on the development of the Sungir brand itself as part of the tourism sub-brand of the Golden Ring of Russia. The article may be useful for entrepreneurs and government officials responsible for the development of tourism.