04.17-04.20 2015

museumstoreassociation.org

60th

MSA

Retail Conference & Expo

SM

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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About MSA

Table of Contents

Stay Connected to MSA

Conference & Expo Diamond Sponsor

Now in its 60th year, MSA is a nonprofit, international association dedicated to advancing the success of nonprofit retail professionals in extending the brand and contributing to the bottom lines of their institutions. MSA serves over 1,500 members in the U.S., Canada, Mexico, Asia and Europe. With eight regional chapters, MSA offers products and services for the retail industry including the Nonprofit Retail Professional Certificate program; ShopTalk, MSA’s online community; monthly webinars; programs and networking events at regional trade shows; and publications including the 2014 Retail Industry Report.

President’s Invitation ........................................................................................................3

MSA Knowledge Standards.............................................................................................3

Conference & Expo Schedule-at-a-Glance ......................................................................4

MSA Retail Boot Camp ....................................................................................................5

Learning Excursions .........................................................................................................6

Networking Events ...........................................................................................................6

2015 Learning Sessions ...................................................................................................7

Speaker & Presenter Bios ..............................................................................................13

2015 Expo .......................................................................................................................17

Volunteers & Silent Auction ..........................................................................................18

Housing & Travel Information ........................................................................................19

@MSAConnect#2015MRCE

#2015MRCE

Download the 2015 Museum Store Association

Conference app on your smartphone or tablet.

Visit iTunes or Google Play and search for

Museum Store Association or click here.

A s Mark Twain wrote, “…a good and wholesome thing is a little harmless fun in this world.” We agree! Come by The Unemployed Philosophers Guild booth for a free goody bag on Friday, have your nails decorated with Fine Art on Saturday (10am to noon) and come gorge

yourself on a candy bar (i.e. candy buffett!) on Sunday at 3pm. Don’t miss out!

See all sponsors on page 16.

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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President’s Invitation

Welcome to the 60th MSA Retail Conference & Expo! The theme of this year’s conference, Balancing Act, is certainly an appropriate description of what we do on a daily basis. We are continuously called on to take on more and more responsibility, and meeting up with our peers and vendor community in Hartford will give us the resources to do it all.

The educational sessions offered this year are carefully curated to support the ongoing professional challenges faced by nonprofit retailers. You will walk away with many actionable items and knowledge that will help you in many ways. Take what you learn in Hartford, build on it, and enable yourself to speak the language of your CEO and CFO; collaborate with your institutional colleagues; and be an integral part of the planning team.

One of the most powerful ways you can use your time in Hartford is by attending learning sessions. From the opening keynote to the closing keynote, sessions are designed to give you the knowledge you need to be an asset to your institution. Every learning session relates to one of the eight MSA Knowledge Standards, which are the core of the MSA Nonprofit Retail Professional (NRP) Certificate Program. You can start earning credits right here in Hartford, and continue at home on your own schedule. Nonprofit retailers have no job guarantees… use your time at this conference to solidify yours.

If you are a first-timer please take this opportunity to start a network that you can “take home” and tap into to support your career and your success. We all want to meet you and help you make the most of Balancing Act. Don’t be shy! The MSA board, staff and all of our members want to make sure your experience is the best… and we want you coming back!

Please join me in thanking the MSA vendor community, all of the volunteers who help to make this conference and expo take place, and the MSA staff who pull it all together. It’s going to be a great conference everyone!

Barbara LenhardtPresident, Board of Directors

MSA Board President Barbara Lenhardt and CEO Executive Director Jama Rice

MSA Knowledge Standards highlight the core knowledge, skills and abilities needed to perform the daily responsibilities of a nonprofit retail professional. Knowledge Standards are the basis for all of MSA’s learning initiatives, including webinars, live learning session topics, Museum Store magazine articles and MSA’s blog and publications. The content of each conference learning session supports your learning in a specific Knowledge Standard.

Look for session Knowledge Standards so that you can focus on the sessions most applicable to the issues you face at your store, and the areas that you most want to learn about. If you are enrolled in MSA’s Nonprofit Retail Professional Certificate Program (NRP), be sure to map out your conference schedule based on the certificates you want to earn.

Learn about the MSA Nonprofit Retail Professional (NRP) Certificate Program

MSA Knowledge Standards

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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Schedule-at-a-Glance

Thursday, April 168am-3:30pm Learning Excursion: Preservation Society of Newport County Mansions12-6pm Registration OpenFriday, April 177:30am-4pm Registration Open8am-3pm MSA Retail Boot Camp All Knowledge Standards10:30am-2pm Learning Excursion: Mark Twain and Harriet Beecher Stowe Center2pm Silent Auction Bidding Opens3-3:30pm Opening Reception3:30-6pm Expo Hall OpenSaturday, April 187:15-7:45am Breakfast Available7:30am-4pm Registration Open7:45-9am Opening Keynote & Breakfast: Is There a Silver Bullet? with Roderick Buchanan, The British Museum8am-4pm Silent Auction Bidding9am-1pm Expo Hall Open1-2pm Buffet Networking Lunch

2:15-3:30pm Enhance Your Store’s Training Toolkit

Sales Guaranteed: The Only Four Things You Need to Know to Improve Museum Store Sales

Hits & Misses: A Discussion

3:30-3:45pm Break

3:45-5pmMaximize Store Sales with Unique Value Proposition

Money & Mission: Can the Museum Store and Publisher Deliver It All?

Selling Your Store to Your Museum Director

6-8pm Members Only Networking ReceptionSunday, April 197:30am-5pm Registration Open8-10:45am Silent Auction Bidding (Item pickup 1:30-5pm)8-9am Discussion Groups & Breakfast

9:15-10:30am

Open to Buy Workshop

7 Habits of Highly Effective Retailers The Power of Trust Winners, Losers

& Lessons 10:30-10:45am Break

10:45-11:45am Perspectives on Fair Trade Panel Discussion Getting Your Voice Heard 29 Tech Tools to Create Cool

Content for Social Media11:45am-1:15pm Membership Meeting/Luncheon & MSA Awards1:30-6pm Expo Hall Open/Closing ReceptionMonday, April 207:30am-12pm Registration Open

8-9:15am What Are Your Critical Success Factors?

Leadership is a Choice, Not a Position You Did the Work But Amazon Got the Sale

9:15-9:45am Break

9:45-11am

Looking at Business Through Your Customers’ Eyes: Creating Value from a New Perspective

Start, Grow or Expand Your Store with a Pop-up Shop

Fit for a King: The Launch of the Museum Store for Henry VIII Tudor Flagship

11:15-12:15pmeCommerce A to Z: Selling the Museum Experience Online

Buying Authentically: Looking Beyond the Obvious When Buying with Cultures in Mind

Visual Merchandising & Display: Utilizing Design Concepts to Increase Sales

12:30-1:15pm Closing Keynote & Lunch: Unleash Your Creative Vision with Dick Durrance

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

Video recording will be available in May

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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MSA Retail Boot Camp Friday, April 17, 8am-3pm Andrew Andoniadis, presenter

A one-day workshop that develops core retail management skills.Knowledge Standards: All

In these days of accelerating costs and uncertain funding, museums need to call on all the resources available to maximize the profitability of museum stores. When your institution gets into a bind, whether due to decline in visitors, less grant funding or other factors that affect financial stability, the management team looks at sources of earned income. When your CFO digs into the museum store’s financials, it’s imperative that you have answers. And, having answers will contribute to your store’s profitability and your institution’s sustainability.

Successful nonprofit retail is a combination of art and science. The art includes product selection, merchandising, display, customer experience, and layout and design. The science lies in the numbers, including the analysis and understanding of revenue, profitability, expenses, benchmarks and many other factors. MSA Retail Boot Camp is designed to give you the knowledge you need to advance your career and ensure the success of your store.

Here’s what you’ll learn at MSA Retail Boot Camp:

FINANCIAL MANAGEMENT• Maximizing revenue and profitability• Retail pricing strategy• Data collection for financial reporting• Impact of store layout and design on

revenue• Financial benchmarks

OPERATIONS• Operational efficiency and cost control• Inventory management• Mission-related product selection and UBIT• Customer experience and selling

MERCHANDISE PLANNING• Product development• Merchandising and display

BRAND MANAGEMENT• Store mission statement• Extending the brand• Non-economic impact on visitors

Space is limited! Price: $245 Register Online

Earn four credits toward a Nonprofit Retail Professional (NRP)

Certificate at MSA Retail Boot Camp.LEARN MORE

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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2015 Learning Excursions

The Preservation Society of Newport County MansionsThursday, April 16, 8am-3:30pm Space is limited! Price $110

Immerse yourself in the beautiful landscapes, soaring architecture and incredible craftsmanship of the Newport Mansions. From the homes of a colonial merchant and leading China traders of the Victorian era, to the great Italian and French Renaissance palaces of the Gilded Age, the historic homes maintained by The Preservation Society of Newport County span over 250 years of American architectural and social history in Newport, Rhode Island.

Read more and register

The Mark Twain House & Museum/Harriet Beecher Stowe CenterFriday, April 17, 10:30am-2pm Space is limited! Price $65

This special learning excursion takes you on a visit to The Mark Twain House & Museum, a national historic landmark in Hartford. A stunning example of picturesque Gothic architecture, the 25-room home features a dramatic grand hall, a lush glass conservatory, a grand library and the handsome billiard room where Twain wrote his famous books. The excursion continues to the Harriet Beecher Stowe Center, which preserves and interprets Stowe’s Hartford home and historic collections.

Read more and register

Opening Reception & Expo Hall Opening Friday, April 17 | 3-6pmThe Opening Reception is the kick off! It’s your first chance to spend time with retailers and vendors, hear from the Hartford MSA City Committee, enjoy hors d’oeuvres and drinks and get your first look at the Expo.

Buffet Networking Lunch Saturday, April 18 | 1-2pm Museum store buyers and expo exhibitors can get to know each other during this networking opportunity.

Members Only Networking Reception Saturday, April 18 | 6-8pmMix and mingle with colleagues while taking in all that the Wadsworth Atheneum Museum of Art has to offer. You’ll tour the Coney Island: Visions of an American Dreamland exhibition, and the museum’s impressive collections, which include nearly 50,000 works of art that span 5,000 years. Complete your visit at the Wadsworth shop and receive a 10 percent discount!

Networking Events

All event times are subject to change.

Celebrating Hartford!

Continued on page 7

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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Discussion Groups & Breakfast Sunday, April 19 | 8-9amDiscussion groups with colleagues from your institution type will be a great start to the day, with lots of learning ahead.

Members Only Membership Meeting & Networking LunchSunday, April 19 | 11:45am-1:15pmHear from the MSA board of directors and staff about the current and future plans for the association, meet MSA staff, enjoy the 2nd annual awards ceremony and for the first time hear plans for the 2016 Conference & Expo.

Closing ReceptionSunday, April 19 | 5-6pmConference attendees and exhibitors can get together with hors d’ouevres and cocktails to discuss conference takeaways, plan the next steps for new relationships, and say farewell to old and new friends.

You won’t want to miss the announcement of the 2015 Buyer’s Choice Awards and Passport winners!

See the 2015 Buyer’s Choice Finalists here!

Networking Events continued from page 6

2015 Learning SessionsSATURDAY, APRIL 18

OPENING KEYNOTE Is There a Silver Bullet?7:45-9:00amRoderick Buchanan, keynote speaker

Is there a silver bullet for museum retailers? Roderick Buchanan will talk about the British Museum’s journey of success since 2008, including the highs and lows along the way and how the British Museum retail operation has grown its profits four-fold since 2008.

Enhance Your Store’s Training Toolbox with Multimedia

2:15-3:30pmCathy Nagle-Ervin, presenterIf you’ve ever implemented a new POS system, developed new customer service guidelines, implemented a new inventory tracking process or hired new employees, you know that training tools are key to smooth transitions. Presenter Cathy Nagle-Ervin will share three easy, budget-friendly multi-media tools for retail training and how each tool is best utilized to enhance the adult learning process. Attendees will design their next training project.

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

London Tote bag from the British Museum Store.Video recording will be available in May

Chapter MeetingsThere’s time set aside throughout the conference for Chapter Meetings when you get face time with your colleagues and learn about ongoing and future chapter business. If you’re new to MSA this is a great opportunity to meet chapter colleagues and hear about how these regional groups support their members and volunteer opportunities.

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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2015 Learning SessionsSATURDAY, APRIL 18

Sales Guaranteed: The Only Four Things You Need to Know to Improve Museum Store Sales

2:15-3:30 pmKevin Mullaney, presenterThrough presenter Kevin Mullaney’s years of experience with big box retailers and as a long-time museum store consultant, four principles have emerged as keys to improving sales. Mullaney will share an eye-opening look into these simple yet impactful ways to improve business, and promises that applying these four principles to your store operations will pay for your conference ticket many times over!

Hits and Misses: A Discussion2:15-3:30 pmJulie Steiner, moderatorAs business people, some of our most valuable learning experiences come from our “grand hurrah!” successes. But sometimes they come from errors that are so spectacular we never forget that accompanying tingle of shame and remorse. As we learn to laugh about the “misses,” we realize those are what teaches us the most about our business, customers, staff and ourselves. This interactive group discussion will analyze the momentous moments of retailers, highlighting a variety of case studies—both hits and misses—and look at the defining characteristics of each. Through discussion we’ll identify the elements that define hits and misses in advance, rather than only in hindsight.

Maximize Store Sales With Unique Value Proposition

3:45-5:00 pm Olga Mizrahi, presenterDifferentiation is key to becoming the retailer-of-choice in a crowded marketplace, and the key to differentiation is your Unique Value Proposition (UVP). Through the exploration of

case studies and exercises from her book Think Local, Sell Global, Olga Mizrahi will lead you to discover your store’s UVP, how it can drive internal focus and profitable results, and how to spread the word to your customers. You’ll walk away with Mizrahi’s winning process for analyzing customer needs, determining your competitive advantage and aligning your message with your marketing position. By understanding and communicating your store’s UVP you can capitalize on what you do best—nonprofit retail!

Money and Mission: Can the Museum Store and Publisher Deliver It All?

3:45-5:00 pm Stuart Hata and Emiko Usui, panelistsArmed with data from recent surveys of museum stores and publishers, panelists will present perspectives on the unique relationship between these two entities. The discussion will center on challenges and opportunities in the context of today’s economy and available technologies. The panel will explore different models for a good working relationship, how to overcome obstacles, the types of books that museums should publish and how to sell them, and achieving the institution’s goals through publishing.

Selling Your Store to Your Museum Director3:45-5:00 pm Frank Robinson, presenterMuseum stores have become essential elements of the museum experience and can be a significant financial asset to an institution. So, why are managers often treated like stepchildren? Frank Robinson, recently retired CEO of Lewis Ginter Botanical Garden in Richmond, Va., will discuss how museum store managers can effectively engage with museum directors around the museum store business. Trained as a horticulturist, Robinson was encouraged by a consultant to support his retail team 17 years ago to help the store reach its full potential. Today the Garden’s store is considered one of its greatest assets, with annual sales approaching $1 million.

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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2015 Learning SessionsSUNDAY, APRIL 19

Open to Buy Workshop9:15-11:45amAndrew Andoniadis, presenterThe most important museum store financial tool is the planning and execution of a merchandise buying plan, commonly known as an “open to buy” or OTB. An OTB can save money, increase inventory turnover, keep the product selection looking fresh and make buying more fun. This two-part workshop covers the step-by-step preparation of a generic OTB including several “what if” situations. Basic steps will be covered and assistance provided as attendees prepare a customized OTB along with confidential calculations.

Attendees are asked to bring calculators, pencil/eraser and the following information for one department/category or for their store as a whole:

• Twelve months of sales projections at retail• Typical cost of goods percentage for the selected

department or store• Starting inventory at cost• The lowest acceptable inventory at cost (the inventory

level below which the department/category or store would not look lush, full, rich, warm and inviting and have a sufficient back stock)

7 Habits of Highly Effective Retailers9:15-10:30am Patti Biro, presenterRetailers of all sizes can boost their business by learning and practicing seven simple habits that enhance the nonprofit retail experience and contribute to that important benchmark: sales success! You probably visit a highly successful retailer on a daily basis—one that not only maximizes sales per square foot but delivers a great customer experience. What’s

their secret to success? There is no single answer but there are daily habits you can adopt that will help you increase sales. You’ll leave this highly visual, interactive session with ideas you can implement as soon as you return to your store.

The Power of Trust9:15-10:30am Invitation OnlyPaul Hasney, presenterThis session explores the significance of trust within an institution. In today’s organizations, a leader’s ability to build trust is critical to success. Trust must exist between leaders and their employees, customers, communities and other key stakeholders. Paul Hasney will focus on the key elements of trust, how leaders can build it and how it can quickly erode, how trust impacts the bottom line and how a lack of trust has negative consequences.

Winners, Losers & Lessons9:15-10:30am David Howell, presenterCreating a custom product and making it work on multiple levels, including design, price and quantity, is not an easy task. Yet custom products are a key reason why museum stores are popular retail destinations. MSA vendor David Howell will review custom products—both winners and losers—using the maker/buyer/customer triangle. Attendees will learn how this simple formula can be applied to all types of product development and serve as a useful tool for museum store managers.

Perspectives on Fair Trade10:45-11:45am Tom Yesberger, Diana Mao, Kristen Daniels, panelistsAs consumers are increasingly interested in the origin of the goods they purchase, the fair trade movement is gaining momentum and is affecting buying in the museum store world. Expert panelists will offer insights into critical aspects

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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2015 Learning SessionsSUNDAY, APRIL 19

Perpectives on Fair Trade continued of the fair trade industry, including who benefits from fair trade, why retailers should buy fair trade, and questions that should be asked about business practices in order to ensure that products are indeed fair trade.

Read more about Perspectives on Fair Trade www.museumstoreassociation.org/2014/12/perspectives-on-fair-trade/

Getting Your Voice Heard: A Roundtable Discussion

10:45-11:45am Nancy Whittaker and Christa Simpson, moderatorsToo often museum stores are overlooked and considered secondary to the mission of the museum, but we know better! Whittaker and Simpson will share successful strategies for communicating to the board, executive staff and volunteers about the important role the museum store plays in the overall museum experience. Participants will discuss where and when it makes sense to step in to get the attention of decision makers, as well as when it may be best to stay in the background. This interactive session ends with a brainstorm on ways to advocate for the attention the museum store deserves.

29 Tech Tools to Create Cool Content for Social Media

10:45-11:45am Beth Zeisnis, presenterHow can your store make a big splash? The most popular posts on social media are pictures and videos, and with a few easy (and free!) tech tools, you can transform your messages into share-worthy graphics that your clients will love. You can even use these tools to spice up your in-store promotions! This action-packed session will give you dozens of sites and apps that will help you elevate the quality of your social media posts and promotional material to help your store stand out.

MONDAY, APRIL 20What Are Your Critical Success Factors?

8:00-9:15am Paul Flickinger, presenterManaging a museum store can be a rewarding experience and at the same time present numerous challenges that may at times appear to be overwhelming. Juggling multiple, conflicting priorities can sometimes cloud the ability to focus on critical success factors, and may prompt the consideration of outsourcing. Paul Flickinger will share his experiences over the last 17 years as COO of retail at the Smithsonian and as a vice president at Event Network, providing effective approaches to identifying and controlling your critical success factors.

Leadership is a Choice, Not a Position8:00-9:15amPaul Hasney, presenterSuccess today requires the involvement of the entire staff of an institution, making it critical that the culture encourages leadership at all levels. This session explores working environments where leadership emerges from every level—beyond executives, senior managers and board presidents. The discussion will center on how to create a culture that allows all team members to choose to lead, the components of that culture, and how to reward those who choose to lead.

You Did the Work But Amazon Got the Sale8:00-9:15amAri Lowenstein and Janet Goddard, panelistYou’ve built an online presence for your store and products, a potential customer has visited, a purchase is in the making… the shopping cart was abandoned. Do you have an Amazon strategy? Online store experts Ari Lowenstein (The Unemployed Philosophers Guild) and Janet Goddard (McNay Art Museum Store) will explore the impact that Amazon has on your brand, your pricing strategy and ultimately on your bottom line. You’ll walk away with tactics to ensure the sales you work so hard for don’t end up in another online shopping basket.

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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2015 Learning SessionsMONDAY, APRIL 20

Looking at Business Through Your Customer’s Eyes: Creating Value from a New Perspective

9:45-11:00am Susan DeLand, presenterTake a step outside of your store and imagine what your customers’ experience will be when they enter. There are many ways experience is built: display, product mix, customer service and more. This session will take you below the surface and help you identify the core value offered to your customers. Presenter Susan DeLand brings insider nonprofit retail experience from The J. Paul Getty Museum, Aquarium of the Pacific and the Autry National Center, to this interactive session. You’ll gain a richer understanding of the way your store serves your visitors and discover powerful tools that will inform marketing and training. In a market where your revenues may be dependent on visitation, understanding and mining your store’s core value can lead to differentiation—a critical business advantage.

Start, Grow, or Expand Your Store with a Pop Up Shop

9:45-11:00am Patti Biro, presenterTemporary space retailing is not just a trend, it is a part of the new retail landscape. This session will explore the phenomenon of the pop-up shop, with tips on how to create a pop-up including a “store within a store,” trunk shows, carts, kiosks and off premise retailing. Attendees will leave with inspiration and a wealth of ideas to expand market reach with this channel of retail “shoppertunity.”

Fit for a King: The Launch of the Museum Store for the Henry VIII Tudor Flagship

9:45-11:00amPaul Griffiths, presenterA Tudor warship sunk off the English coast more than 400 years ago. The ship and artifacts were rediscovered in 1972 and in 1982 raised to the surface in what still remains the world’s largest maritime archaeological project. Following a $57 million project, the Mary Rose Trust opened the museum, which is now approaching its first million visitors. In this session, Paul Griffiths will discuss the launch of the museum store and the strategy for the design and purchase of exclusive products from national and local suppliers to provide visitors with a world-class shop.

eCommerce A to Z: Selling the Museum Experience Online

11:15am-12:15pm David Rekuc, presenterIn this interactive session, marketing expert David Rekuc will discuss how to apply best practices and emerging trends in online retail to the museum store. Using examples from stores throughout the country, Rekuc will explore what development and marketing strategies succeed in the museum industry and how to build or improve channel integration from site to store.

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

Video recording will be available in May

REGISTER TODAY!MSA RETAIL CONFERENCE & EXPO | 4.17-04.20 2015 | HARTFORD | www.MuseumStoreAssociation.org

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2015 Learning SessionsMONDAY, APRIL 20

Buying Authentically: Looking Beyond the Obvious When Buying with Cultures in Mind

11:15am-12:15pm Raymond McKenzie, Laura Ellerby, Rebecca Petrie, Mark Weber, panelistsWhen exhibitions and collections are tied to a culture or ethnicity, buyers have an obligation do their best to ensure that museum store products are representative. But, there are learning curves and challenges for buyers seeking culturally authentic products. How do you know what is authentic even when members of a particular culture don’t agree? In your effort to remain authentic can you be profitable? Can you avoid buying stereotypes? Join a panel of MSA buyers as they explore sensitivities, philosophies and strategies for buying products that represent various cultures, and listen as they share their own stories.

Visual Merchandising & Display: Utilizing Design Concepts to Increase Sales

11:15am-12:15pm Kathryn Rush, presenterResearch shows that deliberate merchandise presentation can have a positive impact on sales. Learn practical applications of design concepts to improve revenue. Merchandising and display guidelines will be shared that will help your most visually challenged employees create better presentations.

CLOSING KEYNOTE Unleash Your Creative Vision 12:30-1:15pmDick Durrance, presenterAs an award-winning National Geographic photographer and U.S. Army combat photographer during the Vietnam War, Dick Durrance understands the power of images. And, as a keynote speaker, he uses his photos to encourage leaders and their teams to harness the power of pictures to expand their sense of what is possible.

Durrance leads audiences in visualizing the opportunities that surround them, and teaches them how to analyze their situation to determine step-by-step actions that will transform dreams into reality. Durrance will encourage us to use whole of our minds—both visual and analytical brain cells—to unleash our creative vision. He connects with every member of his audience, inspiring them to see perplexing challenges in a new perspective and transform complex problems into amazing opportunities.

When your life flashes before your eyes, it ’s pictures—not words—that flash by.

Windows Area of Arches National Park by Dick Durrance

Business RelationsCommunications

Customer RelationsFinancial Management

Human ResourcesOperations

Merchandise PlanningStrategic Management

Romanian shepherd in the Fagarash Mountains of Romania by Dick Durrance

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Speaker & Presenter BiosANDREW ANDONIADIS, presenter

Andrew Andoniadis is the founder of Andoniadas Retail Services, a consulting firm focusing on museum store profitablity and enhancement of the visitor retail experience.

He has worked with more than 350 cultural institutions across the world. Andoniadis’s expertise includes store auditing, new store feasibility studies, financial and inventory management consulting, strategic planning, product line and product development consulting, and customer experience and sales training.Retail Boot Camp, Open to Buy Workshop

PATTI BIRO, presenterPatti Biro is owner and founder of Patti Biro and Associates, a consulting firm specializing in creating brand enrichment through special events, retail consulting and education

in the gift, personal products and hospitality industries. With over 20 years of experience, Biro’s unique approach to enriching brands and increasing retail sales produces exceptional results. She doesn’t just talk retail, she does it as owner of a specialty pop-up store. Biro is a frequent presenter at regional and national gift shows.7 Habits of Highly Effective Retailers;Start, Grow or Expand Your Store with a Pop-up Shop

RODERICK BUCHANAN, keynote speakerRoderick Buchanan is the director of buying and retail sales at the British Museum Company, where he has overseen the redevelopment of the stores, products and

customer service culture, and increased profits four-fold since 2008. His retail career started with the Tesco supermarket group, where he worked his way up from part-time shelf stacker to store manager and then into regional management roles, landing as corporate head of supply chain and change management. Since 2012, Buchanan has taken on other areas of the

British Museum Company’s commercial business, including conferencing, on-site donations, events and hospitality.Opening Keynote: Is There a Silver Bullet?

KRISTEN DANIELS, panelistKristen Daniels is co-founder and owner of Kamibashi, a wholesaler of string dolls sourced from Thailand. Kamibashi works with four groups of string doll artists in Northern

Thailand on the development and production of the company’s line of more than 200 dolls. Kamibashi has been a member of the Fair Trade Federation since 2011.Perspectives on Fair Trade

SUSAN DELAND, presenterSusan DeLand’s expertise in business development was honed through a successful career in designing and building business infrastructures. She served on the

executive management teams of The J. Paul Getty Museum, Aquarium of the Pacific, the Autry National Center and Goldman Sachs 10,000 Small Businesses. As a consultant, DeLand currently offers seminars on a wide range of business essentials and practices, and authors and edits numerous business articles and publications. She is a member of the MSA Finance Committee and previously served as board treasurer and strategic task force member. She received the prestigious MSA Merit Award for business expertise and contributions, and was recently honored by the Goldman Sachs Foundation and Babson College for excellence in program contribution.Looking at Business Through Your Customers’ Eyes: Creating Value From a New Perspective

DICK DURRANCE, presenterDick Durrance was described by the director of photography at National Geographic as one of the most versatile photographers of his generation. His

presentations are based on real-life experiences combined with the creative instincts he developed while traveling the world to take pictures. Durrance’s well-known portfolio includes images from Vietnam combat, National Geographic stories, global advertising campaigns, National Parks and the world’s great golf courses. His uniquely comprehensive understanding of the creative process helps corporate executives, association leaders, medical professionals and financial entrepreneurs harness the full power of their imaginations.Closing Keynote: Unleash Your Creative Vision

LAURA ELLERBY, panelistLaura Ellerby brings a diverse background to her position as manager/buyer at the Museum of Contemporary Native Arts,

a center of the Institute of American Indian Arts in Santa Fe. She turned her love of teaching into a training role at Lancome Paris before finding her true north in retailing for cultural nonprofits. Ellerby served as manager/buyer at the Denver Museum of Nature and Science and as shop selling manager at the Palace of the Governors in Santa Fe. She holds bachelors and master’s degrees from the University of Wyoming.Buying Authentically: Looking Beyond the Obvious When Buying with Cultures in Mind

PAUL FLICKINGER, presenterPaul Flickinger has over 30 years of retail management experience, with the past 17 in cultural attraction business management. He

served as a multi-unit manager in a leading specialty retail company before joining Smithsonian Business Ventures, the nonprofit business unit created to manage the income generating activities affiliated within the Smithsonian. As COO of retail, Flickinger was responsible for income-generating retail activities in 16 Smithsonian museums, including stores, restaurants/cafes, IMAX theaters, planetarium and special event kiosks. He was involved with the grand opening of the National

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Speaker & Presenter BiosMuseum of American Indian and the Steven F. Udvar-Hazy Center, and the remodel/renovation of several Smithsonian museums. Most recently Flickinger served as a vice president for Event Network, managing retail partnerships with zoos, aquariums, botanical gardens, and science, history, iconic and natural history museums.What Are Your Critical Success Factors

JANET GODDARD, panelistJanet Goddard is the manager and buyer for the McNay Art Museum, the first modern art museum in Texas. With over 12 years

of museum retailing experience and 15 years in online book selling, she has turned her love of books and art into a fulfilling professional career.You Did the Work But Amazon Got the Sale

PAUL GRIFFITHS, presenterPaul Griffiths is head of operations at the Mary Rose Museum in Portsmouth and managing director of the Mary Rose

Trading Company. In this role, he has strategic management responsibility for all business aspects of the museum including visitor services, events, education, catering, outreach and retail. Griffiths led the Mary Rose retail team in the development of the museum’s retail operation, including extensive product development and sourcing, which today generates more than $800k in annual income.Fit for a King: The Launch of the Museum Store for the Henry VIII Tudor Flagship

PAUL HASNEY, presenterPaul Hasney is the leader of Imagine Consulting, a consulting firm helping today’s organizations meet the ever-changing needs of

their employees and constituencies. His training experiences include leadership, management development, sales, customer service, diversity and the development and implementation of cultural change initiatives. Hasney is certified by the Franklin Covey Company to teach The Seven Habits of Highly Effective People, Leadership Foundations and Leading at the Speed of Trust.

As a consultant, he focuses in the areas of training design and delivery, strategic planning and the “people side” of organizational change.The Power of Trust; Leadership is a Choice, Not a Position

STUART HATA, panelistStuart Hata has been a museum store retailer for over 26 years, and currently directs the retail operations for the Fine Arts Museums of San

Francisco, with six stores located throughout the de Young and Legion of Honor. He has worked in both nonprofit and for-profit retail, including the San Francisco Museum of Modern Art, the Solomon R. Guggenheim Museum and Banana Republic/Gap, Inc. An MSA member since 1990, he currently serves as 2nd Vice President of the board of directors. Hata has presented on various museum store industry topics at conferences for MSA, American Alliance of Museums, Western Museums Association, California Association of Museums and the National Museum Publishing Seminar.Money & Mission: Can the Museum Store and Publisher Deliver It All?

DAVID HOWELL, presenterDavid Howell has been the president and chief designer at David Howell & Company for 35 years. The company specializes in the design and American manufacturing of

sophisticated, museum-quality gifts. Howell’s client list spans the globe, including The British Museum, The Alhambra, The Van Gogh Museum, the de Young Museum and hundreds more. The company has won numerous awards for its designs including the MSA 2014 Buyer’s Choice Award for fashion.Winners, Losers & Lessons

ARI LOWENSTEIN, presenterAri Lowenstein is business development manager at The Unemployed Philosophers Guild, Brooklyn’s sophisticated and whimsical novelties supplier. His career in

product development began as a young boy

scout, when was on the team that designed cuff links for President Ciampi of Italy to present to heads of state; he advocated a controversial plan to make the links in the shape of the Italian flag. Lowenstein is full of out-of-the-box ideas, including giving away bunny ears during the Easter weekend opening of a shopping mall outside Dublin.You Did the Work But Amazon Got the Sale

DIANA MAO, panelistDiana Mao is the co-founder and president of Nomi Network, an anti-human trafficking organization based in New York City. Prior to founding Nomi Network, she was a

senior consultant at a consulting firm based in Washington, D.C. Mao is a blogger for the Huffington Post, Reuters and the United States Chamber of Commerce Business Civic Leadership Center. She has expertise in governmental consulting, domestic and international economic development, social entrepreneurship, micro-finance and launching awareness campaigns.Perspectives on Fair Trade

CATHY NAGLE-ERVIN, presenterCathy Nagle-Ervin is a seasoned retail management professional with over 30 years of experience with major retailers Barnes & Noble and PetSmart. She is

currently the Great Lakes regional manager at Eastern National, a cooperating association that assists in the educational and interpretive mission of the National Park Service. Nagle-Ervin is responsible for hiring, training, product development, merchandising and inventory control for National Park Service retail stores in nine states. She recently discovered her passion for all things digital and completed The Travel Channel Academy, a digital filmmaking training course, and continues to hone her skills in screen casting, e-learning and live stream event production. Nagle-Ervin has produced training projects for The Travel Channel and other nonprofits and businesses.Enhance Your Store’s Training Toolbox with Multimedia

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Speaker & Presenter BiosRAYMOND MCKENZIE, panelist

Raymond McKenzie is assistant manager of retail operations at the Asian Art Museum of San Francisco, and an accomplished professional with more than 20 years of

experience in visual merchandising, operations, customer service, product development and buying. He brings insight into the marketing and professional development of artists, helping them respond to the market and customer interests.Buying Authentically: Looking Beyond the Obvious When Buying with Cultures in Mind

KEVIN MULLANEY, presenterKevin Mullaney, president of the Grayson Company, has extensive retail experience including ten years in merchandising leadership experience at Macy’s, experience with a

menswear specialty chain as chief marketing officer, and seven years at Hilfiger leading the expansion of the brands presence in department stores. He brings particular expertise to store and shop-in-shop development, assortment planning, inventory planning and control, as well as in-store visual merchandising and marketing.Sales Guaranteed: The Only Four Things You Need to Know to Improve Museum Store Sales

REBECCA PETRIE, panelistRebecca Petrie is the retail manager at the Ah-Tah-Thi-Ki Museum of the Seminole Tribe of Florida, a historic site, community museum and maritime center in Clewiston, Fla..

She serves as vice president of MSA’s Florida Chapter, is past president of the Northeast Chapter, and has served on various MSA committees and as a volunteer. Buying Authentically: Looking Beyond the Obvious When Buying with Cultures in Mind

DAVID REKUC, presenterDavid Rekuc is the marketing director at Ripen eCommerce, a full-service agency that offers development, design and marketing solutions for online retailers,

specializing in the marketing of eCommerce websites and the digital marketing medium. Rekuc is a frequent contributor to Entrepreneur and a columnist on MarketingLand.com.eCommerce A to Z: Selling the Museum Experience Online

FRANK ROBINSON, presenterFrank Robinson has held leadership positions at the Lewis Ginter Botanical Garden in Richmond, Va. since 1992, first as executive director and currently serving as

president and CEO. His focus is on development activities, long-term planning, partnerships and visioning for the institution. Under Robinson’s tenure, the Garden has expanded dramatically, developing 50+ acres of gardens, collections, public facilities and community programs, and growing to become one of the major horticultural and botanical facilities in the U.S.Selling Your Store to Your Museum Director

KATHRYN RUSH, presenterKathryn Rush is the store manager at the Harn Museum of Art in Gainesville, Fla., and teaches art as an adjunct professor at Santa Fe College. She has been an

active MSA member since 2009 as a conference volunteer, board member and president of MSA’s Florida chapter. Currently, she serves as director at large on the MSA board of directors. Rush holds a master of fine arts in ceramics from University of Florida.Visual Merchandising & Display: Utilizing Design Concepts to Increase Sales

CHRISTA SIMPSON, moderatorGetting Your Voice HeardChrista Simpson is manager of retail operations at The Do Seum in San Antonio. She has worked in all aspects of retail for the past 13 years,

entering the world of nonprofit retail three years ago. Simpson’s background includes visual merchandising, management operations, buying, customer relations and store design. She has specific expertise in supporting rebranding, store expansion and relocation of museum stores. Getting Your Voice Heard

JULIE STEINER, moderatorJulie Steiner is retail operations manager at The Barnes Foundation in Philadelphia. Her background and expertise

comes from a distinct blend of fine art and shopkeeping. Armed with an art history degree from Smith College, her career has included both the curatorial and educational aspects of museum work, as well as the business of independent boutique stores. Steiner’s position at The Barnes Foundation is a balanced combination of both, as she interprets the fine art collections and exhibitions through product development and retail in The Barnes Shop. She is committed to the work of museums as public institutions, and believes the business of retail provides nonprofit institutions with an invaluable tool for financial stability, growth and community outreach.Hits and Misses: A Discussion

EMIKO USUI, panelistEmiko Usui is director of publications at the Museum of Fine Arts, Boston, where she has worked for eighteen years. She began her museum

career as a research assistant in Japanese art at the Philadelphia Museum of Art, and has held positions in sales and sales support at two technology companies. She holds a master’s in East Asian Studies from Yale University, and a bachelor’s in art history and economics from Stanford University.Money and Mission: Can the Museum Store and Publisher Deliver It All?

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Speaker & Presenter BiosMARK WEBER, panelist

Mark Weber has been a manager and buyer for museum stores in Alaska for 15 years. Currently, he is the store manager and book buyer at the Anchorage Museum.

Weber has extensive experience evaluating and purchasing work from Alaska Native artists.Buying Authentically: Looking Beyond the Obvious When Buying with Cultures in Mind

NANCY WHITTAKER, moderatorWhittaker is manager of retail operations at the Bellevue Arts Museum in Bellevue, Wash. She has more than 25 years of experience in the retail industry, and seven years

as a manufacturer’s sales representing local and national groups. At Bellevue she launched and operates an online store and conducts all buying and merchandising. Getting Your Voice Heard

TOM YESBERGER, panelistTom Yesberger is the founder of Baskets of Cambodia, the first business of its kind in the region, and has been involved in the fair trade movement for the past 18

years. After serving on the board of the Fair Trade Federation he decided to develop his own model based on what he believes to be the expectations of most workers and consumers. Yesberger sees fair trade in the broad context in which it resides and helps retailers realize the influence they have when choosing fair trade and when buying from those not affiliated.Perspectives on Fair Trade

BETH ZEISNIS, presenterBeth Ziesenis is an author, speaker, technology consultant and nerd. She keeps up with all the new online applications that can help you look like you’re working with a team

of marketing, computer and productivity experts, even if you suffer from a shrinking staff and a disappearing budget. Ziesenis loves to share her tools online via her blog, in-person at presentations and in her newest book, Release Your Inner Nerd: Tech Tools and Apps to Get Organized, Get Creative and Get Ahead.29 Tech Tools to Create Cool Content for Social Media

Conference & Expo Sponsors

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The 2015 MSA Retail Expo

Find New Products & Product IdeasThe MSA Expo is your one-stop shop for annual buying. The Expo Hall will be filled with over 200 select vendors whose products are a distinct fit for nonprofit retailers. It’s the largest gathering of expert nonprofit retail vendors who can consult and lend their expertise to your strategy development and retail challenges.

MSA vendors are wholesalers that feature a wide array of products, from apparel, books, food, jewelry, home and garden, toys and games to custom products, Fair Trade, Made in America, recycled/green, promotional items, store supplies and POS systems. You’ll find displays brimming with the latest and most creative museum-quality merchandise.

Seek Out Custom ProductsConnect with current and new suppliers who work with MSA members to custom design products on limited production runs and licensing, and with specialized packaging. Be sure to visit the Product Development Marketplace in the Expo Hall, where you’ll find custom products developed by your museum store colleagues.

Consult with Expert SuppliersTake advantage of being at the largest gathering of museum store vendors, all together under one roof, to validate your strategies for addressing retail challenges. From formal meetings to impromptu discussions over lunch, be ready to discover how MSA vendor members can help you prepare for your retail future.

Find the Best Deals2015 Expo exhibitors offer great show specials. Keep your eye out for emails from exhibitors about products and show specials. Show specials are listed on the MSA website.

See who’s exhibiting!

See Show Specials!

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Get Involved!HELP MAKE THE 2015 RETAIL CONFERENCE & EXPO A SUCCESS

Registration Set-up & AssistanceThere’s a lot to do at the registration area, especially as the conference kicks off. We need your help distributing registration packets, stuffing tote bags and more!

Silent AuctionThe 2015 Silent Auction will be bigger than last year and we need your help! The Hartford City Committee and MSA staff need help with set-up, check-out and monitoring the auction.

Session Introductions/ Room AssistantHelp introduce speakers and provide headcounts at sessions you’re already attending.

If would like to volunteer, email janderson@museumstoreassociation.org or call (720) 390-7620.

Be an MSA ambassador and get your name in front of hundreds of passionate shoppers with a donation to MSA’s annual silent auction!

Just select a product that you think MSA members would like to bid on. Complete the Silent Auction Donation Form with all of the information about your donation, including a short description and the item’s value. We ask item donors to be responsible for getting the item to Hartford by April 2, and to cover shipping and handling costs.

Donate to the Silent Auction!

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Travel & Accommodations

Hartford will be our MSA home for four full days of learning and networking. Getting to Hartford is easy and it’s a city full of history, beauty and great attractions. Hartford is home to 16 MSA member museums, nature and science centers and historic institutions, including the Wadsworth Atheneum Museum of Art, the Harriet Beecher Stowe Center, the Connecticut Historical Society Museum & Library and the New Britain Museum of American Art. The MSA Hartford City Committee is hard at work, making plans and ensuring that the 60th MSA Retail Conference & Expo will be the best yet!

Hotel HeadquartersLocated in the Adriaen’s Landing District of Hartford, the Marriott Hartford Downtown overlooks the Connecticut River and is interconnected with the Connecticut Convention Center. This 409-room upscale hotel is AAA rated with four Diamonds. The Marriott combines the beauty of a grand hotel with contemporary amenities including a spa, fitness center, upscale dining and high-speed Internet access.

MSA strongly encourages attendees to stay in the room block at the Marriott. Meeting space for education sessions and other events is provided to MSA by Marriott based on the number of contracted rooms. We can avoid penalties and keep our costs down when we fill up the block.

Marriott Hartford Downtown200 Columbus Blvd, Hartford(860) 249-8000Click here to book at the Marriott

HOTEL RESERVATION DEADLINE MARCH 24, 2015

Connecticut Convention CenterThe Connecticut Convention Center will be our home for four days. It’s the Northeast’s most ideal location for conferences and trade shows. Just steps from Downtown Hartford, the Connecticut Convention Center overlooks the beautiful Connecticut River at Adriaen’s Landing, the city’s exciting riverfront district.

Connect300 ColleaguesMember Luncheon & AwardsDiscussion GroupsChapter Meetings

Learn24 Educational SessionsMSA Retail Boot CampOpening & Closing KeynotesGuided Learning Excursions

Do Business200+ VendorsThree Days of ShoppingProduct Development MarketplaceBuild Business Partnerships

Why you can’t afford to miss the2015 MSA Retail Conference & Expo!

Register online at museumstoreassociation.org

Museum Store Association3773 E. Cherry Creek North Drive, Suite 755Denver, CO 80209(303) 504-9223conference@museumstoreassociation.org

60th

MSA

Retail Conference & Expo

04.17-04.20 2015

SM