the john c. robinson aviation museum 1 the john c. robinson mississippi aviation museum presented...

The John C. Robinson Aviation Museum

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The John C. Robinson Mississippi Aviation Museum

Presented by:

Caitlin Bujnoch

Heather Buras

Luke Cochran

Robin Cochran

Alicia Dobson

Shara Tscheulin

MKT 650 – Dr. Beth LaFleur – Summer 2008


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Vision Statement

The vision of the John C. Robinson Mississippi Aviation Museum is to

become a historical and educational institution that inspires all to reach

their greatest potential.



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Mission StatementThe mission of the John C. Robinson Mississippi

Aviation Museum is to establish and maintain a historical and educational account of John C. Robinson and all other Mississippians who

played a role in aviation and space pioneering. The JCR Museum aspires to establish an

accurate and relevant holding of oral histories, documents, and artifacts showing the heroics of everyone involved in creating this heritage. The

JCR Museum wishes to bring hope to all that ordinary individuals can lead extraordinary lives.



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Board of Directors• Dr. James Pat Smith, Gulfport (President)• Ms. Lee T. Barnes, Gulfport (Vice President)• Mr. Sidney Rushing, Gulfport (Secretary)• Charles Dubra, Gulfport• Jim Foster, Gulfport• Mr. Francisco Gonzales, Biloxi• Ms. Rosemary Roosa, Gulfport• Mr. Roland Weeks, Biloxi• Mr. Thomas Simmons, Gulfport• Mr. Gene Warr, Gulfport• Ms. Dorothy McEwen, Long Beach• Ms. Deborah McGhee, Gulfport



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Background for the Study

• Ideas for theme of the museum include: – John C. Robinson– Mississippi aviators, aviation heroes and

astronauts • Roscoe Turner, Jesse Brown, Key Brothers• Fred Haise, Donald Peterson, Richard Truly

– Gulf Coast aviators– Regional aviators

• Wiley Post, Ben Howard



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Proposed Location

• 5+ acres within a close proximity to the Gulfport-Biloxi International Airport

• Advantages– Runway access for air shows – Special events

• Disadvantages– Distance from casinos – Commuter congestion of Hwy 49



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Statement of Research Problems/Opportunities

• The Board of Directors needs assistance with:– Projecting revenues– Projecting costs – Determining project feasibility – Fundraising – Identifying recommendations



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Research Design and Methodology for the Study

• Exploratory Research – Academic literature reviews– Phone, personal and email interviews

• Inquiry method

• Qualitative method



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Target Market • Tourists to the Mississippi Gulf Coast

– Southeast region, average age of 50 years, average of 2 children, average annual household income of $61,800

• Veterans of the Armed Forces

– Aviation, average age of 78 years

• Schools on the Mississippi Gulf Coast

– Students and teachers

• Organizations affiliated with Mississippi heritage or aviation themes



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Museum Market in the U.S.



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Market Segmentation• Segment 1- Tourists to the MS Gulf Coast

– Of the 3.6 million visitors to the Gulf Coast in 2007, 84%, or 3,024,000 visitors visit on leisure/ personal trips



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Market Segmentation• Segment 2- Veterans of the Armed

Forces– 9,145 retired veterans of all branches of the

Armed Forces within a 50 mile radius of Keesler Air Force Base

– Also includes:• Air National Guard retirees• 38,000 Tuskegee Airmen alumni• 1,000 original Tuskegee Airmen• John C. Robinson, “The Brown Condor”



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Market Segmentation• Segment 3- Schools on the MS Gulf

Coast– Public School Sector

• 161 public schools• 82,432 students• 4,347 teachers

– Private School Sector• 29 private schools• 5,916 students• 377 teachers



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Market Segmentation• Segment 4- Affiliates of organizations

associated with MS aviation & its heritage



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Total Estimated Market Potential


MS GC Tourists Gaming 1,512,000Shopping 604,800Dining 604,800Other 302,400Veterans Retired Military 9,145Tuskegee Airmen Alumni 38,000Schools Students 88,348Teachers 4,724Affiliates Keesler 46,909Seabees 9,500Air National Guard / Reserve 21,661JC Stennis / NASA 4,500Camp Shelby 101,470Army 500Navy/ Marine Corp. 3,255Coast Guard 351Market Potential 3,352,363

Visitor Multiplier X2 (Veterans/ Affiliates) 235,291

TOTAL Market Potential 3,587,654


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Market Needs• MS Gulf Coast is well-developed destination

tourist market

• Growing need for more diverse attractions – Appeal to wider populations

• Families with children• Cultural tourists seeking educational experiences

• Opportunity for success– Hurricane Katrina– Local interest in aviation



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Market Trends• Museum management• Collections stewardship• Education• Marketing/ Public relations• Development• Operations• Fundraising

– An emphasis on technology at the forefront of this evolution



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Market Trends

• Interactive exhibits– Simulations, theatrical exhibits (IMAX),

interpretive signage, static exterior exhibits

• Collections stewardship– “Reflected Energy Matching”, Microclimate

control, “Plug-and-Play” exhibit cases

• “Going Green”

• Business partnerships



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Strategy Implementation Summary

• Focus to Educate and Inspire:– Educational Setting– Accurate and Relevant Historical Accounts– Inspirational Atmosphere

• Build a Relationship-Oriented Business– Create Long-Term Business Relationships

• Intense Direct-Mail Marketing Program• Special Events



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Business Partnerships• Provide a critical opportunity to gain access to

valuable resources that otherwise might not have been discovered.– Shared Costs

– Shortened Schedules

– Enhanced Expertise

– Expanded Visibility & Awareness

• Potential Alliances– MS Dept. of Archives & History

– MS Dept. of Transportation

– MS Heritage Trust

– Cultural & Heritage Tourism Alliance

– National Trust for Historic Preservation



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Marketing Strategy• Discounts:

– Family, Group, Student, Military, Veteran, Casino Cardholders, etc.

• Package Sales:– Local Museums, Casinos, Malls, Water Parks, etc.

• Coupons: – Airline e-Tickets, Hotel Receipts, Website, Company

Flyers, Rental Car Receipts, etc.

• Special Attractions:– Flyovers, Rocket Tests, Air Shows, Special Guest,

Educational Lectures, etc.



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Marketing Strategy• Special Pricing Days:

– Veterans Day, Memorial Day, International Museum Day, Mississippi Culture & Heritage Month, The National Aviation Day, etc.

• Advertising:– Newspapers, Flyers (Located at Hotels, Gas Stations,

Airport, Car Rental Counters, etc.) Special Interest Magazines, Pertinent Websites, etc.

• Transportation Partnerships:– Partnerships with CTA and Local Cab Drivers to

Direct Tourist, as well as, Locals to the Museum.



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Initial Fundraising

• Critical to identify potential donors

“Museums are built by a small number of large gifts and operated by a large number of small gifts.”

-Stephen Watson



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Fundraising Strategy• Memberships:

– Direct Mail– Visitors Donations

• Corporate Sponsorships:– Naming Rights

• Special Events:– Air Shows– Conferences

• Industrial / Educational Lectures• Endowment



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Initial Projection Resources• Mr. Stephen Watson

– V.P and C.O.O. , D-Day Museum, New Orleans, LA

• Mr. John McFarland– Director of Marketing, SunHerald, Biloxi, MS

• Income Tax Returns (990’s)– Museums of Interest



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Revenue Projections• Museum Categories

– Small Scale Aviation Museums– Mid-Scale Aviation Museums– Large Scale Aviation Museums– Local Museums

• Projections derived from– Local Museums– Mid-Scale Aviation Museums



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Discrepancies Found• Hurricane Katrina

– Larger Contributions from donors– Larger expenses for rebuilding– No revenues from sales or admissions

• For research purposes; financials were used from previous years



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Average Annual Revenues


•Estimated Potential Yearly Revenue of $516,127


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10 % Growth Over 7 Years


0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

2009 2010 2011 2012 2013 2014 2015


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Average Annual Expenses


•Estimated Potential Yearly Expenses of $660,061


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12 Month Cost Projection


• Other Expenses Include: Consulting Fees, Advertising Fees, Insurance, Memberships, Maintenance, etc.


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Start-Up Costs



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Conclusions & Recommendations

• To be successful, it is necessary to appeal to and achieve the highest market share possible, which can be accomplished by:– Expanding theme/ subject matter of museum– Choosing a well-positioned location

• Access, proximity to other attractions, room for special attractions (ie. Air Shows), room for expansion

– Capitalizing on innovative technologies



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Conclusions and Recommendations

– Creating a strong family-oriented atmosphere with a focus on being historical, educational and inspirational

– Identifying potential loyal donors• Initiated by Board of Directors

– Building strong business partnerships



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Conclusions and Recommendations

*All of the researched data concludes that achieving each of these recommended elements will facilitate the proposed museum’s ability to succeed as a revenue-generating educational institution.


the john c. robinson aviation museum 1 the john c. robinson mississippi aviation museum presented...

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