traveling exhibitions cash cow or monkey -white oak27 museums in u.s. and canada • all te users...
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Traveling ExhibitionsCash Cow or
Monkey on Our Backs?October 19, 2008
ASTCPhiladelphia, Pennsylvania
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PresentersPhelan FretzDirectorECHO Lake Aquarium and Science Center at the Leahy Center for Lake Champlain, Burlington, VT.Stephen SnyderVP Exhibits and ProgramsFranklin Institute, PhiladelphiaRobert “Mac” WestPrincipalInformal Learning ExperiencesJeanie Stahl,VP, White Oak AssociatesCOO/CO-PI, White Oak Institute
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Cash Cow Monkey on our Back
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Cash Cow
Increased earned revenue from admissions and ancillary productsNew audiencesNew membersNew partnershipsPR/media opportunitiesFunction rentals
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Cash Cow
Positive perception of the InstitutionVolunteers enjoy new challengesA successful exhibit energizes staff and the institution
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Monkey on Our Back
Organizational stressStress on staffFit with missionMoney loserMedia/public criticism ofcontroversial or entertainment topicsEffect on other programs
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Monkey on Our Back
Public expectations to visit only when new exhibits happenStaff and volunteers invest in becoming “experts” in a new topic that doesn’t get used again
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Economic Modelfor a Planned New
Traveling Exhibition CenterDeveloped for the
Royal Alberta MuseumEdmonton, Canada
Presenter - Jeanie StahlWhite Oak Institute
White Oak Associates
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Museum Long-term ObjectivesBring high-quality touring exhibitions to the Province of AlbertaAchieve a balance between local/regional topics and “gateway to the world” exhibitsAssist the community in developing exhibitionsGenerate increased earned revenue for the museum including Be known as a place where there is always something new happening
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Study ObjectivesDevelop a model for a new Traveling Exhibition Center for the MuseumDetermine facility requirements, size and layoutDevelop annual operating profile
attendance, revenue and expenses
Determine the level of endowment and/or support funds needed annually to support the TE Center
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Methodology
Conduct survey of industry users/producers• Survey conducted by ILE
Review current operations at the MuseumReview existing TE info plus data from previous surveysUtilize internal library and project data (WOA and ILE)
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Survey Respondents2005 Survey
27 Museums in U.S. and Canada• All TE users and some also producers and distributors
Traveling exhibit spaces ranging from 1,200 to 19,000• (1 museum complex 26,000 SF aggregate)
Museum Types• 10 Sci. Ctrs, 6 NH, 4 General, 3 Children’s, 3 Other, 1 Mix
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Respondents by TE Sq. Footage
0 - < 5,0009
5 to < 10,00010
10,000 +8
Sq. Footage# Respondents
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Survey Responsesfí=áë=~å=áÇáçëóåÅê~íáÅ=ÑáÉäÇK=qÜÉêÉ=áë=äáííäÉ=ëí~åÇ~êÇáò~íáçå=~ãçåÖ=ãìëÉìãë=çê=íê~îÉäáåÖ=ÉñÜáÄáíáçåëK
få=éê~ÅíáÅ~ääó=ÉîÉêó=Å~íÉÖçêóI=Ñêçã=ÅÜ~åÖÉçîÉê=íáãÉ=íç=ã~êâÉíáåÖ=áåîÉëíãÉåíëI=ëìêîÉó=êÉëéçåÇÉåíë=ëÜçïÉÇ=~=ïáÇÉ=î~êáÉíó=çÑ=~åëïÉêë, even among those grouped by size of TE SF.
Only possible trend is a bump up in costs for TE spaces in the 10,000 SF range• Some costs declining as Sq. Footage increases (mktg, all costs)• Some costs increasing w. SF (lease fees, shipping)
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Survey Expense CategoriesAnnual Lease Fee BudgetCollateral MaterialsShippingSpace PrepSpecial SecurityMarketing
Programs MaterialsSpecial EventsSpeakers/PerformersOtherExcluded Staff costs
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Traveling Exhibition Costs2005 US $
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When interpreting the data, keep in mind the small sample size, especially for respondents w. TE spaces larger than
15,000 SF.
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TE Total and Marketing/Ad Costs2005 US$
N=9 +Total costs are for survey categories only.Source: ILE Survey 2005 & White Oak Associates, Inc.
51%$560,000$1,275,00026,250High15%$15,000$97,5003,000Low
24%$175,000$936,00010,000Median28%$228,889$753,47211,728Average
Mktg/Ad %of Costs
Mktg /AdSF Cost/Yr
TE Total SF Costs/Yr+SF Size
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Annual Marketing $ per SF2005 US $
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When interpreting the data, keep in mind the small sample size, especially for respondents w. TE spaces larger than
15,000 SF.
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Annual Marketing $ per SF2005 US $
^ååì~ä=iÉ~ëÉ=cÉÉ=_ìÇÖÉí=Ñçê=jìëÉìãë=ïK=qb=RRMMH=pcEiçï=J=jáÇ=o~åÖÉF=
EOMMR=rp=AF==k=Z=NOoçó~ä=^äÄÉêí~=jìëÉìã
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When interpreting the data, keep in mind the small sample size, especially for respondents w. TE spaces larger than
15,000 SF.
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Annual Marketing $ per SF2005 US $
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When interpreting the data, keep in mind the small sample size, especially for respondents w. TE spaces larger than
15,000 SF.
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Scalable Model for a Traveling Exhibition Center
Developed for theRoyal Alberta Museum
Edmonton, Canada
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Assumptions10,000 Net SF Sub-dividable Exhibition Center+ 1600 SF Public Areas• 5400 SF Gallery A (+1000 SF intro lobby)• 3200 SF Gallery B• 1400 SF Gallery C (+600 SF exit lobby)
Regular Years and Blockbuster YearsSome, but not all exhibits, with add-on ticket charge
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ProgrammingAssumes 9 months of programming, 3 mos. for changeoversLeased exhibitions (Up to 10,000 SF)
Canadian traveling exhibitions from network of participating museums (4600 SF)
Temporary exhibits produced in-house (4600 SF)
Special summer-themed exhibit (4600 SF)
Exhibits produced by local groups (1400 to 5400 SF)
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Changing Exhibition Schedule=içÄÄó d~ääÉêó=^ d~ääÉêó=_ d~ääÉêó=` bñáí pé~ÅÉ içÄÄó d~ääÉêó=^ d~ääÉêó=_ d~ääÉêó=` bñáí NMMM RQMM POMM NQMM SMM pèK=cíK NMMM RQMM POMM NQMM SMM
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Revenue CategoriesBased on attendance attributed to traveling exhibitions:
Admissions (some w. up-charges)On-line reservation feesAudio guidesIncrease in membershipsIncrease revenues in store and caféSatellite storeFunction rentalsOpening eventsLecturesAdditional programs
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Expense CategoriesFixed Costs and Variable Costs
Staff costs
Non-staff costs
Administrative overhead
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Support NeedsPreliminary Findings:
$5 Million endowment generating $250,000 / yearSponsorships• Regular year $200,000• Blockbuster year $250,000
Two years of net income needed to show a surplus(includes staff, non-staff + OH costs)• Regular year – loss• Blockbuster year - $600,000 +• Over two year period - $35,000
Recommendations:• Increase endowment• Trim programming and costs in “regular years”
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Fixed Traveling Exhibition CostsCost per SFLease FeesTransport/StorageInsuranceArea Preparation/Exhibit Enhancements
Marketing & AdvertisingCollateral MaterialsProgram MaterialsTravel & EntertainmentProfessional ServicesOther Exhibit Maintenance Costs
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Potential Future SurveyGrant funding dependentMulti-year studyLarger sample sizeSurvey• Museum users and producers• Museum finance officers• Museum facility managers• Commercial producers and distributors
Deliverables• Standard exhibition report (similar to AAM’s General Facility Report)• TE Economic model template• Gallery and facility standards / specifications