Exclusive Educational Sessions

MSA Retail Boot Camp

Friday, April 24, 2020 | 8:00 am – 12:00 pm | $95  separate registration required | Open to MSA Members Only

A half-day special (BOOTCAMP) session that develops core retail management skills

MSA’s core learning session focuses on the subjective factors and relevant metrics related to the generation of gross revenue, managing expenses that lead to the maximization of profitability, aspects of the store’s impact on the visitor experience and general management fundamentals. The emphasis will be on how you can ‘own’ the process through planning and evaluation. The seminar is aimed at new managers, managers new to cultural commerce, and as a refresher course for others.

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.

Learning Overview190329-msa_day-1-22

Financial Management

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


  • 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

Understanding Museum Trends and Visitor Experience: A Deep Dive into the Data, an IMPACTS Experience

Friday, April 24, 2020 | 8:00 am – 12:00 pm | $175  separate registration required. | Open to MSA Members Only

Speakers: Colleen Dilenschneider, publisher of Know Your Own Bone and Chief Market Engagement Officer at IMPACTS Research & Development; Jim Hekkers, Chief Strategy Officer at IMPACTS Research

Join Colleen Dilenschneider and Jim Hekkers for a half day learning experience that takes a data driven approach to understanding trends impacting cultural institutions, with data pulled specifically for MSA from the National Attitudes, Awareness, and Usage study.

The first half of this session will provide a data-informed overview of national museum audiences and the preferences and interests of people who visit museums, how that can inform various aspects of strategic purchasing, marketing, and other strategic operations related to museum stores.

The second part will cover the Visitor Engagement Cycle – an overview of key trends related to what motivates a museum visit and how to entice people to return, with a focus on how museum stores may influence these areas.