Traveling ExhibitionsCash Cow or

Monkey on Our Backs?October 19, 2008

ASTCPhiladelphia, Pennsylvania

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

Cash Cow Monkey on our Back

Cash Cow

Increased earned revenue from admissions and ancillary productsNew audiencesNew membersNew partnershipsPR/media opportunitiesFunction rentals

Cash Cow

Positive perception of the InstitutionVolunteers enjoy new challengesA successful exhibit energizes staff and the institution

Monkey on Our Back

Organizational stressStress on staffFit with missionMoney loserMedia/public criticism ofcontroversial or entertainment topicsEffect on other programs

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

Economic Modelfor a Planned New

Traveling Exhibition CenterDeveloped for the

Royal Alberta MuseumEdmonton, Canada

Presenter - Jeanie StahlWhite Oak Institute

White Oak Associates

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

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

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)

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

Respondents by TE Sq. Footage

0 - < 5,0009

5 to < 10,00010

10,000 +8

Sq. Footage# Respondents

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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)

Survey Expense CategoriesAnnual Lease Fee BudgetCollateral MaterialsShippingSpace PrepSpecial SecurityMarketing

Programs MaterialsSpecial EventsSpeakers/PerformersOtherExcluded Staff costs

Traveling Exhibition Costs2005 US $

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15,000 SF.

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

Annual Marketing $ per SF2005 US $

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Scalable Model for a Traveling Exhibition Center

Developed for theRoyal Alberta Museum

Edmonton, Canada

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

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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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

Expense CategoriesFixed Costs and Variable Costs

Staff costs

Non-staff costs

Administrative overhead

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”

Fixed Traveling Exhibition CostsCost per SFLease FeesTransport/StorageInsuranceArea Preparation/Exhibit Enhancements

Marketing & AdvertisingCollateral MaterialsProgram MaterialsTravel & EntertainmentProfessional ServicesOther Exhibit Maintenance Costs

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