We Need Your Thoughts, Your Expertise and Your Willingness to Share

May 13, 2019

By MSA Staff

We Need Your Thoughts, Your Expertise and Your Willingness to Share

MSA is always seeking relevant content for our biweekly blog, and we hope you are interested in sharing your skills and experiences with the MSA community. All the members of our community are trained professionals and experts in the field — and have interesting, personal and relevant material to share with their peers. One of the defining characteristics of our association is our members’ unflagging willingness to assist each other — and a blog post offering info, suggestion, and practical steps is a way to spread that word across our community.

We hope you will all consider this as a way to shine at your own institutions and businesses. Publishing your expertise in a blog for your association of 1,200-plus members shows the knowledge and willingness to contribute that makes you an industry leader.


Perhaps you have an intriguing industry topic you’ve been itching to write about, or you devised a solution to a common nonprofit retail problem. Did you present something at the recent conference in San Diego or find inspiration there that led you to investigate an issue? Maybe you recently presented to your board and the content is relevant and would be of use to our community. What have you been working on that you would love to share?

Blog Submission Details

MSA Blog submissions should be between 400 and 900 words.

Topics can include anything relevant to our profession or association under the

Topics must be educational — offering tips, information, and advice that would be useful to the MSA community. The MSA Blog is not a platform for advertisement or solicitation.

MSA Blog submissions should be emailed to David Duddy at with the email subject line: “MSA Blog submission.”

MSA Blog submissions should be accompanied by your headshot portrait and one or more photos of your business (or a photo relevant to your content).

MSA Blog submissions should include, in the body of your email, the MSA Knowledge Standard(s) that your blog applies to.

Here is a link to recent MSA Blog posts as examples.

Here is a link for tips on writing a great blog post.

We hope that you will find this an exciting prospect and will contribute in the near future. The volunteer MSA Marketing and Communications Committee has taken on the solicitation, submissions and editing of these blog entries. We look forward to reading your submissions … start typing now!

Marketing and Communications Committee (MARCOM)

  • Ione Saroyan/New-York Historical Society, Chair
  • Kate Botelho/The Preservation Society of Newport County
  • David Duddy/de Cordova Sculpture Park & Museum
  • Stuart Hata/Fine Arts Museums of San Francisco
  • Samir Jhaveri/Nina J. Design Studios
  • Bradley Platz/Fine Arts Museums of San Francisco
  • Susan Tudor/Cummer Museum of Art & Gardens

Cross-Continent Connections

April 29, 2019

By Louise Kirby, MSc

Preparing for MSA FORWARD

The Deep is an environmental and educational charity, employing 160 people, built to promote regeneration within Hull, the UK City of Culture. A member of the British and Irish Association of Zoos and Aquariums, it is renowned for its research and conservation work. Inevitably, the spotlight falls on the likes of turtles, penguins and sawfish instead of the crucial supporting commercial departments. I am delighted, therefore, as the director of operations and people, to have been given the opportunity through ACE to showcase The Deep’s work on accessible tourism at MSA FORWARD in San Diego.

As a one-site organization, The Deep recognizes the benefits of working in partnership with other attractions, reminding ourselves that we are within a major global industry. We appreciate that helping to deliver industry excellence is healthy for our business; enjoyable days out and fantastic commercial experiences fuel further visits to similar attractions. This conference exchange is a super opportunity to share ideas, inspiration, and examples of good practice, products and services; and grow wider support networks to realize the potential of the Purple Pound (the spending power of disabled households in the United Kingdom).

louise-kirby-msa-forward-1Having worked at The Deep since its build, I recall being determined that as many people as possible would enjoy the aquarium and providing inclusive tourism for all is key to this aspiration. Having managed the customer service that has delivered over 7.5 million visits since 2002, I see these not as casual days out, but rather the potential to inspire, inform, educate and entertain to as wide an audience as possible. The availability of accessible leisure and tourism opportunities should be the norm rather than the exception.

Although there are clearly legal requirements with regards to accessibility, organizations can be too quick to categorize accessible service provision as merely a business obligation rather than an opportunity; many improvements actually provide an inclusive service for all. The consequences of not engaging can be missed opportunities, lack of employee confidence and reduced customer satisfaction across the board. Under the “people” element of my job role, I am an advocate for the benefits to Deep Crew Staff of accessibility excellence, with increased employee engagement and satisfaction as a result.

A recent customer with challenges ended their “thank you” by saying:

I was so grateful to them, and they both deserve recognition for their care, kindness, lack of judgement and quick thinking. She made sure we were all OK before we went on our way. I am used to being stared at and judged when faced with a meltdown in public. Your staff did the exact opposite and helped me in a very difficult situation. I felt quite emotional that I had been treated that well in a public place.

I find it heartbreaking that being stared at and judged is considered the norm. I look forward to sharing with MSA colleagues how The Deep strives for accessibility excellence with positive commercial, reputational and employment outcomes as a result ― creating a network of accessibility ambassadors.

The MSA FORWARD Experience

MSA FORWARD keynote speaker Bob Phipps (aka “The Retail Doctor”) quoted one of his clients, saying: “Since doing this training, our customers have got nicer!” Well, since being at MSA FORWARD in San Diego in March, I can safely say that, for me, the world of attraction retailing has become smaller, the potential of retailing in our industry is larger, and my pool of friends, colleagues and contacts has grown from the aquarium tanks of The Deep across the Atlantic to the shores of the Pacific. My sincere thanks go out to everyone involved with making the inaugural exchange program between ACE and MSA happen in 2019.

The quality of the conference, presentations, workshops, attraction visits and informal sessions at MSA FORWARD was flawless. What struck me most of all was the realization that it clearly doesn’t matter if you are working for an aquarium in Hull, the Ah-Tah-Thi-Ki Seminole Museum in Florida, the New-York Historical Society Museum & Library, or San Diego’s own Balboa Park Visitor Center, the issues we are faced with and the discussions we are having with our colleagues are the same. Recurring topics for discussion were pricing policies, supplier negotiation, liaison and joint initiatives, when to mark products down, and light-hearted (on the face of it!) familiar arguments on 99 cents versus $1! We were also reminded on a couple occasions that we should not lose sight of the fact that we are often sourcing and pricing products not for the size of our wallets, but for those of our visitors ― and do we really know who those shoppers are, what they want and how much they are prepared to spend?

Delegates included both buyers and vendors, and the welcome I received from everyone was incredible. It was a pleasure to deliver my presentation on “Championing Accessibility and Inclusivity for Commercial Excellence.” At this (and all sessions I attended), you could sense a natural, genuine zest for knowledge, learning and information sharing from the industry community. It’s hard to believe that any of the attendees would need their customers to “get nicer,” with great communication and retail techniques already in place! Since the conference, I have been emailed by people with positive stories to tell me about the impact of my presentation on their attractions’ accessibility, which is incredible to hear.

So next time you are working on a Sunday afternoon, and it feels like everyone else is at home, and no one in the world understands what it is like to be in attraction management, why not reach out to a fellow ACE member or, better still, apply for the Exchange Programme 2020. And MSA members: Reach out to find how you can come to the United Kingdom to attend and present at our ACE conference. Be sure to save the date for the Rock and Roll Capital of the World, Cleveland, Ohio, April 23-27, 2020! Good luck!

louise-kirbyLouise Kirby, MSc, is the director of operations and people at The Deep aquarium in Hull, England. The Deep opened in 2002, by which time Louise had already joined the organization as the personal assistant to the chief executive, bringing with her substantial experience in office and business management. As so often happens with PAs, Louise’s remit evolved over time and she grew from being responsible for recruitment paperwork, through to achieving a master’s degree in human resource management and from taking minutes at board meetings to becoming a core member of the senior management team. Louise now holds responsibility for all aspects of the company’s HR activities, as well as the commercial elements of the business, with the managers of retail, food and beverage, guiding and ticketing reporting to her. As a champion of service excellence, people development and accessible tourism, Louise delights in supporting people’s aspirations and achievements in her home city as well as within the attraction industry worldwide.   


Recognizing Excellence at MSA FORWARD

April 15, 2019

By MSA Staff

From March 28 to April 1, over 600 MSA members — museum store professionals and vendors alike — had the opportunity to come together to learn, buy, sell, network and explore at MSA FORWARD 2019: Create, Innovate, Educate!, the 64th annual Retail Conference & Expo, in San Diego, California. Thanks to everyone who participated and supported MSA FORWARD 2019.

Our time in San Diego was extraordinary. We participated in essential, elevated and exclusive learning sessions designed for all MSA members. We made new connections during our many excursions and networking events. At our first-class expo, we discovered incredible new products destined to be top sellers in our stores.

During MSA FORWARD 2019, we also recognized and celebrated several of our MSA leaders and members for their creativity, passion, hard work and dedication that make the MSA community so special and vibrant. We are proud to recognize the 2019 recipients for the MSA Buyer’s Choice Awards, the MSA Board Awards for Outstanding Service, the MSA Store of the Year Award and the MSA Recognition Awards.

Buyer’s Choice Awards

Each year at MSA FORWARD, buyers select their favorite new items in the categories of Books and Multimedia, Custom Design, Eco-Friendly, Education and Games, Fashion and Paper Products. This year, with over 20 products on the ballot, buyers were faced with hard decisions across all categories — but six creative, eye-catching and forward-thinking products ended up taking home the coveted awards.


Books & Multimediabuyerschoice

Mudpuppy, Little Artists Board Book Set

Custom Design

David Howell & Company, Contemporary Pencil Tree Ornament


Prime Line Packaging, Love is Stronger than Hate 9/11 Memorial Museum reusable canvas tote

Education & Games

Pomegranate Communications, INC, Charley Harper’s Spot the Birds Board Game


DONA Scarves, Wedding Package – Joslyn Museum

Paper Products

Girl of All Work, Museum Collection: Great Masters Page Flags


MSA Board Awards for Outstanding Service

Each year, MSA’s Board of Directors has the opportunity to recognize individuals in the Museum Store Association community who exemplify the MSA spirit — leaving a lasting impact on MSA and paving the way for the association’s future. This year, these awards took five forms: the Merit Award, the Special Recognition Award, the Advocacy Award, the MSA NEXT Award and the M Award.

MSA Merit Award

The Merit Award is bestowed only on individuals who have contributed to the significant improvement of MSA.

Alice McAuliffe, Walters Art Museum – At conferences, in MSA’s blog posts and as a past Mid-Atlantic Chapter president, Alice has been a powerful presence in MSA for many years. During her two years as board treasurer, MSA reaped the benefits of Alice’s talent, expertise and professionalism during challenging times. She has a tremendous ability to stay focused on the future of MSA and the great need we have to cultivate and mentor emerging leaders. Her work on MSA’s behalf has had a meaningful impact on individuals, our community and our industry.

MSA Special Recognition Award

The MSA Special Recognition Award honors a staff member’s contribution to the advancement of the association.

Dana Butler, Managing Editor, Museum Store Magazine – Dana has been the managing editor of Aspen Magazine, PaperCity and Denver Magazine, and she has brought that experience and talent to MSA’s Museum Store Magazine since 2014. Dana believes that the magazine isn’t doing its job if it doesn’t serve the members’ needs first and foremost, and Dana does so by consistently sourcing relevant content, and by using her journalism, management and editing skills to advance MSA.

MSA Advocacy Award

The new MSA Advocacy Award is bestowed to any individual, institution, vendor or organization who has demonstrated sustained effort and accomplished significant progress in advocating for MSA and its mission.

AmericasMart Atlanta – Our colleagues at AmericasMart Atlanta have taken action on many fronts to promote MSA and its initiatives: as a founding member of the Advocacy Committee, a founding sponsor of Museum Store Sunday, through their successful launch of the Museum Collective, which has given the MSA its first permanent branded location at a major trade show, and as a consistent supporter and promoter of MSA. AmericasMart Atlanta has proven itself invaluable as an advocate and partner for MSA.


This award honors a young professional whose efforts inspire future museum retail professional leaders through unique contributions that benefit all MSA members.

Steve Santangelo, Popcorn Custom Products – As a leader within one of MSA’s newest initiatives, Steve brings fresh ideas, enthusiasm and innovation to MSA. He motivates future leaders of our industry through his unique contributions and participation in creating dynamic, fun and engaging programming. His many talents and adventurous spirit are a tremendous benefit to MSA NEXT and to the entire MSA community.

The M Award

The M Award is the highest award given by the Museum Store Association. To receive the M Award, the recipient must show outstanding dedication and loyalty to the association through creativity, effectiveness, and the spirit of volunteerism and support.


Over the last four years, a remarkable group of volunteers made up of both institutions and vendors faced unprecedented challenges in their work for MSA. This year, the MSA Board chose three deserving individuals to receive the M Award. While this is unprecedented, so is the work these individuals have done on MSA’s behalf.

  • Chris Michel, The National World War II Museum – Chris’s diligence, expertise and vision with all financial matters pertaining to MSA positioned our organization to dramatically improve its financial standing. His mission to add value to MSA membership resulted in an inclusive annual conference filled with fun, camaraderie, exceptional speakers and professionalized programming overall. His mastery at budgeting and tough negotiating skills resulted in profit for MSA. Chris served two years on the MSA Board as director at large. He served twice as Conference Committee co-chair and continues to serve on the MSA Finance Committee.
  • Julie Steiner, Barnes Foundation – Julie’s vision, research and exploration led MSA to a stable foundation with a sophisticated association management company. Her work as MSA Board president resulted in a world-class Retail Industry Report that re-established MSA’s leadership position in this industry, the ongoing publication of an annual Membership Directory, and the promise of a future filled with international opportunities for MSA members. Julie’s leadership has had a powerful impact on, and has benefited MSA, in innumerable ways. Her talent, skill and extraordinary ability to place museum stores in the larger context of commerce and consumer value have made a lasting impact. Julie continues to volunteer on the Finance Committee, the Advocacy Committee and MSA NEXT.
  • Paul Stewart-Stand, Stewart/Stand – Paul’s passion, critical thinking and sheer tenacity benefited MSA through many important initiatives and challenges. The results include MSA’s right-sized gem of a conference, with his specific skills at work to ensure responsible budgeting, planning, marketing and branding. Paul’s creative ingenuity also helped MSA win the 2018 ICON Honors for Museum Store Sunday brand identity development and brand launch. Paul served two years on the MSA Board as vendor member adviser and two years as Conference Committee co-chair.

Through the dedication and efforts of Chris, Julie and Paul, MSA is a far better organization. On behalf of our entire MSA community, we thank you for your creativity, effectiveness and spirit of volunteerism.


One of MSA’s newest initiatives — the MSA STORE OF THE MONTH, culminating in the MSA STORE OF THE YEAR — launched in August 2018 with this goal in mind: advocacy for museum stores and the professionals who create them. The new awards recognize outstanding achievement within our community.

We are pleased to bestow the inaugural MSA STORE OF THE YEAR award on Waite and Peirce Authentic and Exotic Goods at Salem Maritime National Historic Site. This unique store concept is inspired by the real story of Salem shippers and privateers. The store reflects the location’s history in maritime trade through their product assortment and creates an immersive shopping experience on the wharf. Through this effort, the store has created a lifestyle brand that is connecting with local residents as well as appealing to national park tourists.

Recognition Awards

In order to recognize excellence across a wide array of talents, MSA presents annual Recognition Awards. This year, we spotlighted recipients and finalists in seven categories.

Product Development

Recipient: Fine Arts Museums of San Francisco for its exclusive San Francisco Skyline Collection, developed with artist and designer Yoni Alter.

Finalist: Eastern National, for the Garfield Wallpaper RainCaper

Finalist: The Virginia Museum of Fine Arts, for the À la Bodinière die cut magnet

Visual Merchandising

Recipient: The Virginia Museum of Fine Arts for its exhibition shop display for Terracotta Army: Legacy of the First Emperor of China.

Finalist: Filoli Historic House and Garden, for their Bees and Lavender display

Finalist: Greater Des Moines Botanical Garden, for their Asianic Tropical Floor display

Web Presence

Recipient: The Virginia Museum of Fine Arts, which created a site that links in-store promotions and social media, museum exhibitions and programming, and features the best the VMFA Shop has to offer.

Finalist: The New-York Historical Society

Vendor of the Year

Recipient: KJK Jewelry, a leading designer and manufacturer of handcrafted jewelry.

Finalist: Found Image Press, maker of unique stationery lines featuring vintage images

Finalist: Schiffer Publishing, Ltd, independent publisher of high- quality, nonfiction books

Best Pop-Up Store or Event

Recipient: The New-York Historical Society for their pop-up exhibition shop for Harry Potter: A History of Magic.

Finalist: Frederick Douglass National Historical Site organized by Eastern National

Finalist: The Witte Museum, for their White Shaman Preserve pop-up store

2018 Best Museum Store Sunday Event – Institution Award

Recipient: Fourteen Philadelphia-area museums that participated in the collaborative MSS Passport Patron program, which included: Barnes Foundation, Brandywine River Museum of Art, Delaware Art Museum, Eastern State Penitentiary, Fabric Workshop and Museum, Grounds for Sculpture, Hagley Museum and Library, Mutter Museum of the College of Physicians of Philadelphia, National Museum of American Jewish History, New Jersey State Museum, Penn Museum (University of Pennsylvania Museum of Archaeology and Anthropology), ,Pennsylvania Academy of the Fine Arts, Philadelphia Museum of Art, and Winterthur Museum, Garden & Library.

Finalist: Carnegie Museums of Pittsburgh

Finalist: The National Museum of Toys and Miniatures

2018 Best Museum Store Sunday Event – Vendor Award

Recipient: Popcorn Custom Products for their creation of an Andrew Wyeth Limited Edition Archival Print: “Northern Light” in collaborations with Brandywine Museum of Art. Brandywine marketed this print to their members in a targeted newsletter and participated with regional museums in the successful Museum Store Sunday passport campaign.

Congratulations to the award recipients, finalists and nominees! And sincere thanks to everyone in our community who makes contributions toward the success and future of the Museum Store Association.


Neighborhood Watch in San Diego

March 18, 2019

By Chacho Herman

With MSA FORWARD being in San Diego this year, MSA gave me the unenviable task of doing a write-up about the wonders and delights of the city (thanks, David Duddy). I say unenviable because there is so much! Starting south in Tijuana (Centro Cultural Tijuana (CECUT), Tacos El Franc and Telefónica Gastro Park!) all the way north to Oceanside (if you get a chance to go to Wrench and Rodent Seabasstropub for an omakase meal by executive chef Davin Waite, do it. You will thank me forever.) — there is a lot to cover, and I will invariably miss something. What I thought I’d do is list some of my favorite neighborhoods and places to go and give you a “guy who’s lived here all his life” overview. The nice thing is that all the places I talk about are at most a 10- to 15-minute Lyft ride from the conference hotel.

One of my favorite neighborhoods is just south of downtown. Barrio Logan is home to Chicano Park and all of its historic, colorful and powerful murals that are painted on the supports of the Coronado Bridge. After visiting the murals, walk or drive south down Logan Avenue to grab lunch or dinner at Salud Tacos. My favorite is their birria tacos — stewed beef served in a crispy shell — but, really, you can’t go wrong with any of their food. Across the street from Salud is a little warren of independently owned shops you can browse, and Border X Brewing where you can grab a craft beer with a Mexican twist and, if you’re still hungry, another taco from their taco cart on the back patio. Finish off — and feel like a local — by getting a coffee down the street at Cafe Moto. People make pilgrimages from all over the country to visit this bean roaster. Yeah, it’s that good. Their outdoor patio furniture is repurposed industrial components like old oil barrels and giant industrial gears. Barrio Logan is also home to several galleries like La Bodega Gallery and Chicano Art Gallery. Be sure to see what’s happening at Bread & Salt, a former Wonder Bread bakery and now art hub in the neighborhood with rotating exhibitions, performances and concerts. Over the weekend of MSA FORWARD, there are glass-blowing workshops and a found music opera.


What do you not know about Balboa Park, the largest urban park in the country (yes, bigger even than Central Park) that you haven’t already read about? I imagine you already know that there are nearly 20 cultural institutions, including The San Diego Museum of Art, golf courses (Frisbee and the other kind), the world famous San Diego Zoo, miles of hiking trails, the largest outdoor organ in the world and glorious gardens. If you are into cars, science, natural history, humanities, local art, photography and theater, then Balboa Park has something for you. Visit one — or several — of the museums, and shop in each of their unique stores. Each cultural institution is independently operated, as are their stores, so there is a lot to see. Also of note, many of the stores will be offering discounts to MSA FORWARD attendees. Just show them your MSA FORWARD badge. Next, stop for lunch or dinner and a local beer or wine at the fabulous Panama 66 at The San Diego Museum of Art. (Hot tip: Every Wednesday, there is a free jazz jam hosted by multi-award-winning trumpeter Gilbert Castellanos.) The beers are all San Diego microbreweries, the wines from local vineyards and the food made from local fresh ingredients. You can panama-66-in-balboa-parkfind other good eats a short walk across the Cabrillo Bridge. For a high-end experience, visit Mister A’s where the meal (and prices) match the glorious view. Kitty corner to Mister A’s, on Fifth and Laurel, is CUCINA urbana where you will have a wonderful Italian meal. For great ramen, it’s Hachi Ramen. (It’s my lunchtime go-to. I always order the Tan Tan ramen). Hachi is on the same block as Mister A’s and CUCINA urbana.


The Adams Avenue corridor includes several neighborhoods that all have great, and local, food and beverage establishments. I live in Kensington, the first “suburb” in San Diego, which was subdivided in 1910. It’s home to palm tree lined streets, 1920s California bungalows and Ponce’s Mexican Restaurant. It’s at Ponce’s where you will get the best margarita in town — I promise. Sit on the patio, order an enchilada combo plate or a burrito and a margarita, and then pretend you’re a local. Hey, you may even see me walking my pup, “BB” (be sure to invite us for a drink!). Across the street from Ponce’s is the one remaining single screen theater in San Diego, Landmark’s Ken Cinema. It features independent and classic films. Heading west on Adams Avenue, you get to Normal Heights, where you’ll find Blind Lady Ale House, which is consistently rated among the top brewpubs in the country. They even have their own microbrewery, “Automatic,” in the back. The food is exceptional. Jaynes Gastropub on 30th Street near Adams is locally owned and a no-brainer for a great dinner and superb service, especially on their back patio (make a reservation). Across the street from Jaynes is sign-over-adams-avenuePolite Provisions, a cocktail bar where you will be taken back in time to the era of the sophisticated cocktail. Finish off your evening at An’s Dry Cleaning, a Zagat-rated homemade small batch gelato shop housed in a former dry cleaning shop (open until 11 p.m.). If you don’t have a sweet tooth, then head a block or two south on 30th Street from Jaynes and visit Fall, another of the many great local breweries. Be sure to check out the bathrooms, which are decorated with hundreds of old punk rock flyers from the early ’80s. They’ll usually have a food truck out front to help with hunger. Oh, and the beer is pretty good too. Be sure to tell Dave that Chacho sent you! All the places listed in Normal Heights are within a three-block walk, so Lyft there and then let your feet guide the way.

sign-over-adams-avenue-2Heading south, 30th Street bisects El Cajon Boulevard and University Avenue. The 30th Street corridor has  become a dining and shopping destination. This area is known as North Park. As you travel south down 30th, you’ll eventually get to South Park. Both North Park and South Park are very vibrant and old neighborhoods. The old North Park Theater (now known as “The Observatory North Park”) first opened in 1929 and is now a concert venue with musical acts to fit most any taste. If you decide to see a show at The Observatory, enjoy a pre-concert dinner at Saiko Sushi across the street. Their unusual rolls have delighted diners like me since they opened in North Park in 2014. Of course, it’s San Diego, so there are tacos. Among the best taco places in that neighborhood is City Tacos. As you make your way around North Park, there are several eateries, shops and bars. Of note for food are The Smoking Goat, One Door North and Underbelly. For drinks, try Modern Times Beer, Live Wire (a ponces-in-kensingtontrue dive bar with a great jukebox) and Bar Pink. Visit Tiger!Tiger! on El Cajon Boulevard for wood-fired oven-roasted sandwiches. Tiger!Tiger! is really, really good — so good, in fact, that I understand a certain MSA chapter will be hosting its chapter dinner there! For the vegetarian and vegan foodies, South Park’s Kindred is a must. It’s a heavy metal vegan must-do. Great cocktails, hardcore décor and delicious food — all really good and vegetarian. Across the street is Buona Forchetta, which has absolutely amazing Italian fare. A wood-fired homemade pizza oven creates among the best pizzas in town. Make a reservation to sit on the front patio. For shopping, try Pigment for gifts, The Book Catapult for books and gifts, Artelexia for unique Mexican crafts and decor, and Simply Local, which has seemingly endless options for handmade and local products, all from local artisans.

blind-lady-ale-house-in-normal-heightsI can’t possibly include everything that makes me happy about San Diego. It’s a great town to explore. I didn’t even mention Cabrillo National Monument and its tide pools located in Point Loma. On the other side of Point Loma is Liberty Station where the Mingei International Museum has its temporary store while their huge museum remodeling project takes place in Balboa Park. Visit the Mingei store, then head to the exceptional Liberty Station food court. Maybe even pay a visit to Fathom artelexia-in-north-parkBistro, Bait, and Tackle on a pier off of Shelter Island. It’s a fishing pier, so they do sell bait and tackle, but their specialty is their homemade (yup, made on the pier) artisanal sausages and rare beers. Sit on the pier, sip a beer with a nibble and enjoy an incredibly beautiful view across the bay toward downtown San Diego. And if you want authentic tiki, there is the Bali Hai Restaurant, which is also on Shelter Island.  There’s so much, and I didn’t even mention hikes in Torrey Pines State Reserve, walks on the beach in Coronado and the Hotel Del Coronado, San Diego’s Old Town — a cultural center with many great places to visit, and Mission Basilica San Diego de Alcala in Mission Valley, which was founded 250 years ago this year. So, now that you’ve read through this entire post, your job is to — in between meetings, roundtable discussions, seminars and shopping — get out and explore all that this great city has to offer. See you soon!

tiger-tiger-on-el-cajon-blvd          hotel-del-coronado

chachoChacho Herman is a native San Diegan and associate director of earned income at the San Diego Museum of Art. Herman has over 30 years of cultural commerce experience. When not working, he and his wife can be found playing fetch on Coronado Beach with his dog, BB, or exploring the deserts and beaches of Baja.


Sparking Joy: Product Development in the Age of Decluttering

March 5, 2019

By Julie Steiner 

The world is awash in the trend of downsizing, decluttering and deaccessioning. Marie Kondo’s bestselling books and hit Netflix series are bringing renewed focus to minimalism, organization and eliminating anything from your home that isn’t immediately useful or that doesn’t create a frisson of joy in your life. News reports announce that donation centers are overcome, receiving record numbers of castoff clothing, books and household goods as a flurry of consumers de-acquisition huge volumes of works in their collections of personal possessions.

Just what is a product developer to do?

As museum store retailers, we are in an industry of production and sales of goods that are arguably unnecessary. The most popular universal museum store sales comes from objects like logo magnets, keychains, T-shirts and mugs. No one’s quality of life depends on a magnet. In a life of pared-down, essentials-only lifestyles and “capsule wardrobes,” is there any room for logo mugs and T-shirts? How does a refrigerator magnet ever spark joy? How are we to think about all of this stuff that we (and the vendors who supply us) make and put into the hands of the public, who are now protesting that they are flooded with too many possessions? Like it or not, we have all invariably created some of the same objects that are being cast off to trash bins and thrift shops.

Conversely, nonprofit retail is also an industry of conscientiousness, personal experience and education. We’re more than just gift shops; museum stores are the places where visitors reflect on the experiences they’ve had and lessons they’ve learned in our institutions, and find suitable physical objects to embody that experience — an object that will help them recall the best of it long after their visits are over. Because of that essential connection that takes place in museum stores, this decluttering trend gives us a renewed opportunity to reflect on our work. We can double-check that our product development endeavors are in line with our guest’s values, and strengthen our businesses by assessing our products by standards that are mindful of our guest’s increasing expectations.

Three key points to re-evaluate in this era of decluttering:

  1. The connections our products have to our institution’s missions, collections and histories.

We spend a lot of time talking about mission in the sense of UBIT and nonprofit status, but when is the last time you did an audit of your merchandise mix with your collection and educational programs in mind? Walk through your store looking at objects with the question “How does this relate to the institution’s mission? How do visitors find it meaningful? What is the spark of connection? What links the experience in the museum/park/historic site/library/etc. to the way the customer will use this item once they take it home?” Institutions are generally great at making creative connections, and such an audit can highlight our best products and help eliminate some of those that we’ve likely long known are a stretch (and chances are our customers know it, too.)

  1. The ethics of our sourcing and production practices.

Ethical production has been in the spotlight for a while, and most product developers are savvy to consumer concerns about clean factories and transparent production processes. This newfound focus on “joy” further emphasizes the value of products with meaningful background stories. Now more than ever, products that have community-supportive origins can take the spotlight. Handmade, fair trade, local, domestic or B-Corp certified companies carry origin stories that add to a product’s value to the end user. Shoppers love products that support social causes they believe in. Sometimes products are made in a community that is featured in the institution, or a portion of the proceeds go to a cause that aligns with the institution’s mission. As consumers become more educated, they have higher expectations and ask more questions of the items they purchase and use. Fortunately, it’s becoming simpler to source ethically made products. Trade shows increasingly highlight handmade, fair trade and “Made in USA” vendors. Makers use the web to tell the stories of their product’s origins directly. Sustainable materials and low carbon impact production processes are increasingly common, and more books, packaging and paper goods are printed on FSC-certified paper or using soy-based inks. Many factories and studios are converting to sustainable energy sources to power their operations. These are all origin stories that buyers can weigh in our sourcing decisions or request directly from our vendors, and then share with our customers.


Branded museum store mugs by One Acre Ceramics in Michigan. On one hand, it’s a simple mug with the museum’s name on it. But on other, these are also hand-thrown ceramic pieces made by American artists. The purchase of each mug supports not only the museum, but local economies, small-batch production and the preservation of skilled craftsmanship traditions.

  1. “End-of-life” sustainability of an item.

What happens to a product once it has served its original use? Increasingly, retailers are looking at reclaimed and recyclable materials, reduced packaging and even reusable packaging to reduce retail waste. Companies with consumable products are investing in reusable containers, meant to be returned to the store. One service, Loop, offers a “zero-waste platform,” a service by which consumers send back their empties to be refilled, a doorstep recycling service not unlike the milk truck deliveries of yesteryear. Museums can play a role in this cycle, eliminating single-use items, offering alternatives such as travel mugs, water bottles, reusable straws and shopping totes — all beneficial to consumers reducing waste in their daily lives. Aquarium and zoo shops are poised to be leaders in the movement to remove plastic from our waste streams in an endeavor to reduce harm to ecological systems. In those institutions, waste-reduction efforts pair perfectly with educational mission. The nonprofit retail industry as a whole, with a common interest in conservation and preservation, should stand in alliance with those stores in providing alternatives for conscientious consumers. At first glance, it might seem to put a damper on our product development enthusiasm — to imagine today’s ideas occupying a future landfill. But thinking ahead can paradoxically feed our creativity, and encourage us to make goods wholly connected to the institution’s message along the entire life span of the object, from production to the end.

Assessing a store’s inventory mix on the grounds of these three factors affirms that our products connect well with visitors and match their personal values. In the end, recognizing the trend of decluttering and the ongoing cultural reassessment of personal possessions is good for our businesses because it encourages us to focus on the “why” behind the product, and to excel where museum retailers already have an advantage: in making heartfelt connections and creating items that are valued beyond their shelf life and sticker price. The best “products” become “belongings,” and the most meaningful of those stand the best chance of “sparking joy.”

julie-steiner-headshotJulie Steiner is the director of retail operations for the Barnes Foundation in Philadelphia and was the 2017-18 president of MSA.


Holá, Toledo!

February 18, 2019

By Pam Pesetti

Arriving in the ancient hill town of Toledo, Spain, on Oct. 8, 2018, was surreal, especially given the fact that just four weeks prior, I had no plans to be in Spain. On Sept. 13, an email pinged in my inbox. This one caught my eye because it was from MSA, which is always more interesting than most of my emails, and the subject line from MSA President Ione Saroyan — Toledo, Spain Hosted Buyer Program — truly sparked my interest. Upon opening the email, I discovered an offer for two MSA chapter board members to join Susan Tudor (first vice president of the MSA Board from the Cummer Museum) to travel to Toledo, Spain. Having only been a chapter board member for six months — yet never one to pass up travel — I threw my name into the hat. Four days later, I received a message that I would be joining Susan and Mid-Atlantic Chapter vice president and MSA Next co-chair Aubrey Herr from The Walters Art Museum. I was in good company from the start.

spain-2018-pic-2The offer was a collaboration between MSA and The Regional Government of Castilla-La Mancha and its Institute of Foreign Trade (IPEX). As in past years, their goal was to connect their regional artists to museum store buyers — an opportunity for them to learn about our needs as buyers and for us to meet their artists in person to forge a connection.

The main event was to attend the Regional Handcrafts Show (FARCAMA) exhibition. We spent the afternoon having meetings with various local artists at their booths while school groups marched past learning the value of becoming an apprentice to a skilled artisan. Through our host interpreting our questions, we were able to connect on a common thread of the importance of handcrafted items to the vitality of their community and for the mission-driven buying that we do as museum store buyers. We were awed by the generational thread that kept certain crafts relevant for centuries. We feasted on a traditional five-course meal overlooking the town along with visiting architects from Latin America who were also guests of IPEX. pam-toledo-artisan

We had a good rapport with our hosts and requested a meeting to go even deeper and meet with a local artist in their surroundings. The next morning, we were brought to the boutique NAVA Toledo. We viewed stunning hand-embroidered scarves and learned about the history and technical superiority of their craft. To drive the point home, they shared a picture of the Queen of Spain sporting the fabric. We were sold, and we all placed an order on the spot. This give and take of information benefited us both. They realized that as museum store buyers, we work best when we get to see, touch and gather information from the source. We also like clear guidelines for pricing, shipping and the story. Yes, the story — where is it made, why is it made there and how their product connects to a broader mission of humanity and artistic value.

Most heartwarmingly, we had a chance to meet people across the globe and within the MSA community. Susan, Aubrey and I connected professionally and personally over our roles as museum store buyers, over the artistry and charm of Toledo, and, every night over a glass of wine, we expressed gratitude for the opportunity we were given by MSA.


Next year, when this opportunity comes around, I urge you to throw your name into the hat! And if you aren’t a board member, step up and take on a role; you just might get more than you ever dreamed.

pam-pesettiPam Pesetti is museum store manager at the Crocker Art Museum in Sacramento, California. She has been an MSA member for three and a half years and currently is secretary of the MSA Western Chapter.


Museum Store Sunday Case Study: ‘A Small Difference Can Make a Big Impact’

February 4, 2019

By Meg Hauser 

In 2017, Museum Store Sunday started out as a flop for The National Museum of Toys and Miniatures. Our visitor services team was passionate and excited about the opportunity to give out free gifts with purchases, as well as raffle entries with every membership sold. However, the excitement faded throughout the course of the day as none of our visitors seemed to want to participate.

Some even stated, “That’s OK, you can save the gift for someone else.” We were perplexed, and the day’s experience left my team with a negative perspective on the Museum Store Sunday initiative. As a manager, this was a struggle that I was determined to overcome because I knew the importance of Museum Store Sunday for nonprofit retailers like our museum store. Yet, the question was how to package Museum Store Sunday in a way that not only would benefit our museum, but would be relevant to our visitors.

I took some time to observe what other MSA retailers were doing and listen to what our visitors had said drew them to support our store. We saw a very positive response when we invited visitors to donate by rounding up their transactions. Visitors saw this as an easy way to support The National Museum of Toys and Miniatures, while eliminating the change in their pocketbook. They liked being able to easily contribute and, as we like to say, “A small difference can make a big impact.” At this same time, I was also hard at work curating our temporary exhibit, Going Places: The Toy Collection of Jerry Smith, which focuses on a Kansas City businessman’s world-class transportation collection. Jerry Smith’s legacy was one of giving. He put his collection of children’s toys from the past to work for children of the present by donating all the proceeds his collection generated to charitable organizations that benefited children in need. This got me thinking about how we could expand upon this concept with our store and help our visitors contribute, as well. I decided that it would be a great opportunity to consider November and December as our “Season of Giving” in conjunction with the holidays. But how would we give back?

That’s when it hit me! I remembered that the big-box giant Toys R Us had closed its doors this year and wondered what the impact of that decision meant to the nonprofits they had supported. So, I did some research and discovered that Toys R Us was the largest corporate partner to Toys for Tots for over 14 years, helping to raise millions of dollars for the purchase of toys. Their 2018 closure meant 550,000 fewer toys for children in need. So, we registered to be a drop site and decided to use Museum Store Sunday as a kickoff event for our “Season of Giving” store promotions. We gained some exposure by being listed as a drop site on the Toys for Tots website; we even had a few new visitors who found us by this method. We advertised that we would be collecting donations from Museum Store Sunday in November through the Dec. 14 final toy collection date. All new, unwrapped toys were welcome, but any transactions made at our museum that included a toy for donation would receive an additional 5 percent off their purchase. This made donating very easy for visitors and gave them a perk for supporting not one, but two nonprofit organizations.



Our 2018 Museum Store Sunday Toys for Tots drive proved to be a great success. Visitors, volunteers and employees loved seeing the box of toys next to the 12-foot Christmas tree in our lobby. It allowed our museum to extend the Museum Store Sunday mission past a one-day event, which was doubly beneficial as we were forced to close on Museum Store Sunday due to a blizzard. Overall, the experience renewed excitement for Museum Store Sunday among my staff. Transactions that included an item for donation represented 15 percent of net sales for that 15-day period. And most rewarding was knowing that we collected over 250 toys for children in need. We plan to hold our “Season of Giving” Toys for Tots drive again in 2019 and look forward to expanding on the program.

meghauserheadshotMeg Hauser is the visitor services manager at The National Museum of Toys and Miniatures, located in Kansas City, Missouri. She has been a member of MSA since 2013 and has served on the Southwest Central Chapter Board from 2015-2018 and on the Chapter Policy and Procedure Task Force. She is a Certified Interpretive Guide with the National Association for Interpretation as well as a visitor influencer with the Kansas City Conventions and Visitors Bureau, Visit KC. Meg holds a BFA in new media and certificate in community arts from the Kansas City Art Institute and is in the process of obtaining her MFA in art history from the University of Missouri-Kansas City. She combines her passion for the arts, cultural attractions and tourism with 16 years of retail background. In her leisure time, she can be found exploring local attractions with her Chihuahua, Porter (Instagram: @Porter_Haus_Pup).


PRO-File: Vendor Member Catie Riordan

January 7, 2019

By Julie Steiner

Catie Riordan is the vice president of retail for Enterprise Ireland in the U.S. Based in New York City, Catie supports Irish retail businesses expand their business and grow in the U.S. and is proud to work with MSA. Catie is a Dublin native and has been living in the U.S. for three and a half years, having worked with Enterprise Ireland in Boston previously. Catie is a graduate of Trinity College Dublin where she completed her bachelor’s in business and German.

Where did you grow up? catie-riordan-headshot

In Dublin, Ireland — Sandycove, a little town right on the beach. (Yes, it does rain a lot.)

Tell me about your company and the work that you do there.

Enterprise Ireland is the Irish government association responsible for development and growth of Irish companies worldwide. We have 33 offices around the world, with our headquarters in Dublin, and we work with 6,000 Irish companies across every sector you can imagine. Our aim is to help them become internationally renowned in their field. My work in the New York office focuses on consumer retail in the U.S.: knitwear through baby products. It’s a huge spectrum.

Since this work is so unusual in the context of our museum store community, can you tell me about companies you work with that are very different from our MSA vendors?

Self-tanning products! Ireland has lots of self-tanner companies; it’s the most competitive beauty category in Ireland. So I’ll work one day with museum stores, and the next with drug stores, then textile buyers — they’re very divergent roles.

How did you go from that into museum stores?

Two years ago, Enterprise Ireland started the relationship with MSA because of their focus on unique, thoughtful and high-quality products. We can provide that. Museum buyers appreciate a personal touch, and Irish companies excel at that.

Irish products are far more than shamrocks and Guinness. We’ve got a whole ecosystem of artists and creatives who produce high-caliber products that meet the needs of museum stores. Authentic discovery is primary to museum stores; it’s why people go to museums. And on our vendors side, Irish products are generally very cultural; there’s thought behind why a certain fabric is used, or a pattern — care around the products in the factories, and that’s particularly appreciated in the museum store industry.

Tell us about the first sale you ever made to a museum or nonprofit institution. What was it? Who did you sell it to?

To the Barnes Foundation. That was the first time I saw tangible value in this partnership. Nicholas Mosse was displayed in the front, right when you walk in but fit into the context of the store. And the Avoca wool products at the New York Historical Society! Here were high-quality Irish products in museum stores that haven’t been traditionally Irish.

Did you feel like a partner in that process? Are you still?

Yes. Very much so. I work with a number of associations, and I’ve never experienced such close partnerships with an association — such a close-knit community, so incredibly welcoming, and with a sense of everyone helping everyone, vendor to vendor and buyer to buyer. All our companies who have sold to museum stores feel the personal connection is very important. It’s a real relationship.

There is a lot of turmoil currently in the retail world.  Can you tell us one exciting trend that you’ve noticed?

There’s an increase in the amount of research people are doing before they purchase their products. Consumers are going online, reading reviews, looking at the company, then going in-store to buy that product. It’s a convergence of supporting local business but having done your online research. We put more consideration into the buying process, which then leads to companies looking at their reviews increasingly, as well as comments on social media. Now companies care less about page views and more about page reviews. It’s a more informed consumer and more thoughtful purchase. And that fits right into the missions of museum stores.

Do you shop differently yourself now that you’ve been working with museum stores?

Oh, yes, and particularly since attending MSA FORWARD in Washington, D.C. It’s given me a better understanding of the effort and detailed research buyers go through. Museum stores are mini-galleries. If the public truly understood how much work goes into creating a museum store! It’s mind-blowing. I have a much greater respect and appreciation. I take more time to look around the store and understand the links between the items and the works in the museum.

What do you eat for breakfast? Do you eat a traditional Irish breakfast?

Oh, no. It’s yogurt and honey during the week, but giant bagels on the weekend. If I could, I would eat a bagel every single day. The New York thing is true; they really are better here.

Do you have a hobby? Collection? Unusual talent?

I’m running a half marathon in Central Park next week. I started running this year to better learn my neighborhood. Sometimes I take a wrong turn, and then I really learn my neighborhood!




Enterprise Ireland vendors at the National Building Museum in Washington, D.C., with Michael Higdon, retail manager of NBM.


In the Unlikely Event of an Emergency

December 10, 2018

By Dan Ayers-Price, Director of Retail, Key West Art & Historical Society

Sitting on an airplane recently, I actually listened to the canned flight-safety spiel that we all have memorized and tend to ignore. It dawned on me that their choice of verbiage is designed to lessen our concern almost to the point of talking down to us. In the “unlikely” event … um, is that supposed to make us feel better? This made me think of multiple recent events, from fires to floods to hurricanes to earthquakes, and that many of us have had to face the truth that even our museums are vulnerable to disaster. It might be “unlikely,” but it can happen.

Some of us are located in areas that are more prone to adverse conditions, and we have come to expect visits from Mother Nature, but we all are at risk of the unknown. How we prepare and move forward shows our strength.

As an organization, MSA is, and always has been, very supportive of its members. MSA members have forged great friendships, wonderful collaborations and a great network among ourselves. Standing strong, together, is one of our key tenets. I don’t really see any of us as the empty “thoughts and prayers” type but more as the “Let’s roll up our sleeves and get it done” bunch.

I was brokenhearted when the National Museum of Brazil (one of my fellow chapter members) suffered a devastating fire recently. Hurricanes in North Florida, fires in California and earthquakes in Alaska are just a few of the most recent disasters that our fellow members have had to deal with. Most of us are not in a position, physically or financially, to be able to travel to a disaster zone to offer help, but I have been so proud of our MSA community for the various communications via private emails as well as kind words on ShopTalk. The words of encouragement, for someone who is going through hell, often mean more than we can imagine.


Going forward, when something like this happens, I urge and challenge each of us to reach out to those affected and offer whatever help you can. I hear some of you saying “I can’t fly to Alaska or Brazil to help. What can I do from Ohio/New Jersey?” Well, true. Maybe you can’t be there in person, but you can offer to contact vendors on behalf of the affected museum. Maybe you can help with printing needs. Maybe you can help reach out to members for those membership-based organizations. Maybe your marketing department offers to do press releases for them. Maybe just a handwritten note of encouragement is all that you can do. There are so many things in our day to day that we take for granted until it isn’t there anymore.

For our MSA vendors, just being aware of orders that might need to be delayed or invoice due dates that need to be extended are two little things that will mean a lot. During Hurricane Irma, every single MSA vendor that I work with reached out to me with multiple offers of help. Not a single nonmember did. If that doesn’t show you the support of MSA, I’m not sure what will.

Think of what you do in your daily world, and base your offers of help on that. Some of us are lucky enough to only wear one hat, while others wear many. Each of us will have a different perspective on what help we can offer, but I guarantee that something will be much appreciated by someone in need. Our island’s motto is One Human Family. That is certainly something that I see in our fellow MSA members, and I’m proud to be a part of you.

Does your organization have a disaster plan in place? Have you thought about your store and how you would deal with that? Perhaps MSA, at national and chapter levels, should discuss and create guidelines on assisting distressed fellow members.

Dan Ayers-Price, Key West Art & Historical Society Director of RetailDan Ayers-Price is the past president of the Florida Chapter and now serves on their Scholarship Committee. He has been the director of retail for the four separate museum stores of his society and an MSA member for six years.


Countdown to — The Retail Super Bowl!

November 26, 2018

By Jennifer Barnella

I can still hear my parents arguing.

She said it, I swear.

Well, I wasn’t in the room so, it doesn’t count!

My sister and I would then snicker and go back to playing our Atari 2600, coloring with a well-loved pack of Crayola 64’s, or pulling each other’s hair — depending on the day. This rather adamant-stance/consistent-difference of opinion/almost-always chuckle-worthy banter continued into my teenage and college years  — and was occasional Thanksgiving Day fodder as we watched the Lions play some other team in our turkey-induced comas. Inevitably, it came up every year during the Super Bowl as well. Turns out, “football” was the first word I ever uttered, according to my sports-loving dad (with no one to back up his story but the dog and a toddler.)

I often think of this tale (and everyone but my dad’s skepticism of it) every year in early November when I stand up to give my monthly report at our Museum’s all-staff meeting and proudly proclaim, “Well, it’s that time of the year. We’re starting to prepare for The Retail Super Bowl….holiday shopping season!” Which is then followed by oohs and aahs (or maybe groans depending on how I choose to hear.) Then I continue on about the glories of Museum Store Sunday, now in its sophomore year, our ever-popular Members’ Monday event in December, and continue to slightly gloat about how busy we get the week before Christmas when all those last minute shoppers pour in to our store for that wonderfully unique gift for that hard-to-buy-for someone. It’s the grand-daddy of events for us cultural retailers, just as the Super Bowl is the ultimate occasion for sports fans. It’s the time we fight, train, and work hard for all year — practicing day after day when the game is slower, gearing up for the time when our hearts race before we take the field and then watch pridefully as lines quickly form at the stadium, I mean, registers. The time of year when we line up next to our quarterback and slide into that perfect selling offense to clinch each sale:

If this is a gift, we can wrap it up extra special for you!  How about earrings to go with that necklace? That would certainly send this gift over the top. What about a gift certificate to our Museum Store instead so they can choose what they want?

And, much like a sports team, we too can practice for the big day. We can line up our advertising, train our team, and stock the shelves full of gear — all in pursuit of the Lombardi Trophy or, in our case, that oh-so glorious sales report that’s usually the best of the year. But, what else can we do to prepare for our own special Super Bowl before game day? There’s plenty!

  • Team prep. Keep a binder for staff to glance through every morning. Include any special happenings, events, or promotions at your institution, list any new merchandise that has come in, artist information, or even a notes page where your staff can let you know about any special customer requests. Include info about any hot items that will be back in stock soon.
  • Pre-cut ribbon and wrapping paper. Pre-cut your wrapping paper, pre-stuff gift bags with tissue or prep gift boxes ahead of time. Sticker or stamp those gift boxes with your logo and pre-cut the ribbon to the exact size needed for a quick, perfect bow that gives maximum impact and provides important branding.
  • Bring your staff in early to dust, merchandise, stock bags and other supplies. An extra 30 minutes every morning is all it takes to make the rest of the day run more smoothly. Make a dusting map (yes, we actually did this) so that the next day, you can pick up where you left off. We dust a great deal in Phoenix…
  • Make those displays sparkle. Need to make something really move? Give those displays some extra attention to make them more appealing, whether it be with some seasonal faux flowers or pretty holiday ribbon. Or, wrap a cardboard box with wrapping paper and an over-the-top bow as a prop to make a certain display soar. It’s amazing how re-merchandising something can suddenly send sales soaring!
  • Install a Wireless Doorbell. Mad props to Teresa Tate at the Musical Instrument Museum for this idea. Simply install the button on the sales floor and the speaker in the office or stockroom. Staff can then secretly “ring” for help on a sales floor packed with holiday shoppers!
  • Create your staff schedule early. Sales associates love to know their schedule well in advance this time of the year so they can make plans with friends and family. Creating your sales floor schedule well ahead of time helps everyone plan, improves morale, and cuts down on last minute call-outs too!

These and many other shortcuts and tricks can be accomplished ahead of time to help ease the stress of the season. Before you know it, the sale signs come down, boxes and tissue paper supplies have been depleted, the crowds fade away, and the game ends.  We can then sit down (for a change), smile and think about all that has been accomplished during yet another successful Retail Super Bowl. Due to all the hard work, training, planning, and prep, we can feel great as we stare grinning at that prized paper trophy on December 31.

We lost my dad a few years back to cancer, though the slightly more merciful kind where he was diagnosed one minute and gone the next. I still think of him when I watch football on Sundays or when I’m pre-cutting even more ribbon for our customers two days before Christmas. I still think of him arguing (ummm) politely disagreeing with my mom and talking shop with me when the holidays rolled around every year. He got it. As the owner of a small retail shop himself, he was the one person in my family to whom I never had to explain why my dance card was always so crazy full around the holidays.  He always had to work those wacky December hours too. He understood why it truly is The Retail Super Bowl. My alleged first word has been scrutinized in family lore for ages but, when I suit up to take the field every year, when I’m most comfortable and in the zone, I know the truth. I believe you, Dad. My first word could not have been anything else.



Jennifer Barnella is the Retail Sales Manager at Phoenix Art Museum in Phoenix, Arizona. Throughout her 25 year cultural retail career (20 years at Phoenix Art Museum and 5 years at Phoenix Zoo), she has been active in the Museum Store Association, currently serving as vice president of the Western Chapter.