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sparking-joy

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.

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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.

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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.

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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.

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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.

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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).

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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!

 

 

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

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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.

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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.

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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.

 


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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.

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Why Advocacy for Museum Stores Is Important

October 22, 2018

By Stuart Hata

noun: advocacy
public support for or recommendation of a particular cause or policy.
“their advocacy of museum stores”

synonyms: support for, backing of, promotion of, championing of; argument for, push for; informal: boosterism of “his advocacy of nonprofit retail”


The word “advocacy,” a noun defined as “public support for or recommendation of a particular cause or policy,” has become an important part of the Museum Store Association’s vocabulary and strategies for the past two years. With last year’s inaugural launch and the upcoming celebration of our second worldwide Museum Store Sunday happening in on Nov. 25, our plan is made real: “to communicate to the world the value and importance of nonprofit retail with its curated products and unique experiences.” This key advocacy initiative embraced by MSA continues to expand and grow in importance and value.

 

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Recently, the American Alliance of Museums (AAM) featured Museum Store Sunday as the lead article in its bimonthly e-newsletter, AVISO. This invaluable support and assistance from AAM demonstrates that MSA’s advocacy initiative, and museum stores in general, are being embraced and recognized by the greater museum industry. The integral and multifaceted work we do on behalf of our institutions — from earning income and extending mission-related programs to visitor engagement and educational outreach — are achieving greater recognition and respect within our industry and among our colleagues. Our advocacy efforts are working and growing exponentially, and we are being acknowledged as essential partners in the overall success of museums.

And for the general public, Museum Store Sunday is our global call to action directly to consumers to shop with purpose, shop conscientiously and support museum stores and our institutions around the world. By offering communities the opportunity to “Be a Patron” and engage with and support their local museums during the busy holiday season, Museum Store Sunday encourages the public — and especially culturally minded shoppers — to make thoughtful purchases and to rely on museum stores as retail destinations throughout the year. What better lasting “win-win-win-win-win” for everyone — our stores, our institutions, our patrons, our communities and our world. Here’s to Museum Store Sunday and beyond!


stuart-hata-headshotA veteran museum store retailer for 29 years, Stuart Hata is the director of retail operations for the Fine Arts Museums of San Francisco, the de Young and Legion of Honor. He currently serves as the chair of MSA’s Marketing & Communications Committee; is a member of the MSA Finance and Advocacy Committees; and is a past president of the MSA Board of Directors. 

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Museum Store Sunday: Roadmap to Success

September 24, 2018

By Laura Murphy

What are you planning for Museum Store Sunday this year? Let’s get creative with our promotions, events and other offers for this special day focusing on museum stores. There are loads of ideas to promote the day — and your stores — and I am happy to share our successes!


Museum Store Sunday was a great day for the Newport Mansions stores in 2017. We decided in August what our events would be in order to promote them on our Newport Mansions website and on social media. We had clear signage throughout the stores announcing our events — and the possibility of ordering online with a discount. All stores gave 20 percent off the entire order.

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Our big event was partnering with MSA vendor member Applewood Books. We booked the infamous Book Party van to be at The Breakers store. We created a souvenir book titled “My Visit to The Breakers.” The Book Party van was parked outside the entrance to the store. Applewood took a photo of the visitor and placed it on the cover of their souvenir book. The store did more than 26 percent in sales that day over the previous year. We had examples of the book around the store and lots of balloons to make it festive. The whole staff was caught up in the excitement!

At our downtown store located on Bannisters Wharf in the heart of the tourist area, we worked with Dean from MSA vendor member Channel Craft. Dean sent us a play day box of his children’s line. The kids played with the toys and the parents shopped. We saw a significant boost in sales of 46 percent.

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Jon from MSA vendor member Screencraft reached out to us to see what they could do to support us on Museum Store Sunday. We designed an ornament with the notion that it might become an annual keepsake. We sold close to 72 of the 96 ordered. The customers loved the concept, and we will promote it again this year to drive customers to the store.

Marble House did a food tasting with a local distributor. He was strategically placed at the entrance of the store with his goodies ready to sample. What a great way to boost sales — free food is so tempting!

This year with the unified promotion of “25 off on the 25th,” we will definitely be participating by offering our customers 25 percent off their entire purchase. We have planned our events and hope to coordinate efforts with other local museum stores to show the sense of community here in Newport.

This year we are going to promote not only the “25 on the 25th,” but focus on products from Rhode Island. At The Breakers Store, we will have a local author signing her book, which is currently a bestseller in our stores. At Bannisters, Mapisart, a new MSA vendor member, will be doing a trunk show that day, and at Marble House we have invited back our local distributor of food. We are going to start promoting all of this early on to drive visitation for the day. Start planning now for your success with Museum Store Sunday!


laura-murphy-1-e1489411155609Laura Murphy is the retail sales operation manager/buyer for The Preservation Society of Newport County in Newport, Rhode Island.

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Museum Store Sunday: A Tale of One City

September 10, 2018

By Lori Brazos

When I heard of Museum Store Sunday for the first time, my immediate thought was “brilliant!” What a perfect way to promote museum stores. Not only do we have the best selection of awesome things, but purchases also support worthy institutions; it’s a win-win situation. I have seen the success of Small Business Saturday, so I knew Museum Store Sunday could be a great way to market the four museum stores I oversee as holiday shopping destinations. While the idea excited me, I knew I would need support — first and foremost from the marketing directors at Carnegie Museums of Pittsburgh.


mss-2017This introduction to Museum Store Sunday occurred at the MSA FORWARD 2017 Conference held in Pittsburgh. There were several representatives from Pittsburgh’s numerous cultural institutions in attendance, many I had never met — thank you MSA for bringing so many of us together! As it turned out, the reaction I had to the Museum Store Sunday announcement was not unique. My new Pittsburgh museum store friends were equally as excited. On the last day of the conference, the Pittsburgh attendees gathered for a few minutes and decided on the spot to join forces and meet soon to form our Museum Store Sunday citywide strategy. We would all need the support of our marketing departments, but we would support and inspire each other, as well.

About a month later, we met at one of our museum stores. When this group of then seven museum store leaders started discussing ideas, the creative sparks flew! Out of our first formal strategy session grew the concept for the Pittsburgh Passport, a sweepstakes designed to encourage patrons to visit multiple participating museum stores on Museum Store Sunday. In addition to the passport, we planned outreach to additional museum stores in the area to grow participation, discussed special events and offered ideas, and — most importantly — strategies to get our individual marketing departments behind our efforts.

In the weeks following, each store leader met with their marketing director to introduce them to Museum Store Sunday. They shared the press release, news of the local museum collaboration and the concept for the Pittsburgh Passport. They discussed in-store specials, giveaways, and events for their location and requested marketing support. Our group took full advantage of all ideas and offers from marketing teams at various museums. One marketing team set up a Museum Store Sunday Pittsburgh Facebook events page, another helped create an interactive google map of participating museums, and yet another donated his monthly time slot on a local TV show to promote Museum Store Sunday. Two marketing teams helped create the final passport design, which allowed each location to customize with their specifific events and promotions.

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Our collaboration ultimately grew to include 13 Pittsburgh museum stores in all and got the Pittsburgh Passport and Museum Store Sunday a lot of local press interest and exposure. The unique store events, promotions and giveaways advertised via the passport promised a great experience to shoppers at each store and were well received. Events ranged from steep discounts on selected items, gift with purchase, complimentary gift wrap, holiday music performances and even a life-size dinosaur puppet show. The press coverage reminded local and regional residents what terrific shopping venues museum stores are with their unique offerings and purchases, which support valued institutions. I believe the press coverage helped drive significant increases to museum attendance for the day, as well. Like results achieved nationally, most of our group of stores achieved double digit or better sales increases for the day. I had the opportunity to walk one of the more concentrated “museum neighborhoods” on the afternoon of Museum Store Sunday, and I can’t tell you how exciting it was to see many people carrying multiple museum store packages!

If I had to narrow Pittsburgh’s success to one word, it would be “collaboration.” Having multiple sizes and genres of museum stores fueled creativity and offered the opportunity to pool resources on bigger parts of projects. It was our strength in numbers that helped us make a big splash and get media attention. It also fostered a competitive spirit among museum marketing teams — nobody wanted to be outdone!

As the season for planning your Museum Store Sunday is fast approaching, take a moment to thinking about possible partners outside your institution. You could even go outside the museum world and reach out to local coffee shops, universities and fellow small businesses. Here in Pittsburgh, we will be meeting soon to brainstorm, and I can’t wait to see what we come up with!

Happy planning!


headshotLori Brazos is the general manager of retail operations at the Carnegie Museums of Pittsburgh. She oversees retail stores of four distinctive museums: The Carnegie Museum of Art, Museum of Natural History, The Carnegie Science Center and The Andy Warhol Museum.

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Keeping our Chapter Scholarship Funds Healthy, Wealthy and Wise

August 20, 2018

By Ava Maxwell

As cliché as it sounds, keeping our scholarship funds healthy and wealthy will result in chapters filled with wise members! Utilizing the resources, invaluable education and information, and networking provided at chapter conferences, as well as at a national conference, can be the difference between stellar museum retail professionals and those struggling for success. For some, opportunities to attend these conferences can be challenging, but if the chapters can assist financially — and meetings gain a greater and more diverse group of attendees — we all benefit. We learn from each other and all become wiser.


But, how do we keep our scholarship funds healthy and wealthy so we can be wise?

I asked each chapter for some of their favorite, most successful fundraising ideas and tips — and to share any pitfalls, and don’t-ever-do-that-again flops! Here’s what I got:

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The North Atlantic Chapter has been doing an online auction for the past two years. The first year they raised $1,000, and last year their earnings increased to $1,500. They used BiddingOwl.com, because it was free to set up and auction fees were minimal, but they found the site was not as user-friendly as they would have liked. Another downside was that the auction was open to the public, and collecting payment was difficult (and, at times, impossible). They realized that a strictly MSA auction may be the best way to go, and they are looking into a new service: 32auctions.com. They are a tiered program, offering many features.

All in all, the results outweighed the problems, and they were pleased with the amount of money they raised! Their advice to any chapter planning an online auction: Establish a fundraising committee to help bear the load. This is a fundraiser that requires a well-organized plan and process, from start to finish: setting up the items online, obtaining donations, working with the vendors to ship to highest bidder, and collecting and managing the finances.

The chapter feels it was well worth the effort and hopes to continue in the future.img_0002

The Mid-Atlantic Chapter has kept their scholarship fund healthy by having a silent auction during their fall chapter meeting. This annual fundraiser has raised approximately $500 to add to their scholarship fund. The chapter has also been fortunate to receive a generous donation from the family of a former chapter member, now deceased. Though they are uncertain whether or not this will be an ongoing gift, the chapter has put this to good use. Honoring or remembering a special person or occasion is always a great way to raise monies for scholarships.

The Midwest Chapter has a task force dedicated to the regional meeting. The task force has created a vendor sponsorship program with defined sponsorship levels that feed the monetary needs of all aspects of the conference. Each level (Bronze – $200, Silver – $400, Gold – $600 and Platinum – $800) is clearly outlined, and the incentives are well thought-out and a win-win for both the chapter and the sponsor. In addition to the sponsorship program, the chapter accepts in-kind gifts as well as raffle or silent auction items. Dollars earned will contribute to a lucky recipient’s registration to next year’s chapter meeting. Details of the sponsorship levels are available. For anyone interested in receiving a copy, please contact me at amaxwell@morsemuseum.org, and I will send a copy to you.

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The Western Chapter uses their annual chapter meeting registration fee to maintain a healthy account balance. Their $95 registration fee not only covers the majority of event expenses but also leaves a little extra in their account. In this way, they are also able to support scholarship dollars.

The Florida Chapter has funded their scholarship account through a variety of ways:

One manager uses the “roundup” method at each POS terminal. Rounding up to the next dollar has earned the chapter close to $400 for their scholarship fund! Be sure to check with your finance director before you proceed.

Another museum shop has held a silent auction for museum employees only. Scheduled during the “slow season,” they used merchandise that may have arrived slightly flawed, samples and/or mistaken items (items that were to be donated or discarded.) These were organized individually or in groups and arranged on tables in a meeting room with bid sheets attached, including minimum bid amount and increments. Each museum employee was given a bid number to use. At the end of two weeks, all winners were notified. Cash payments were made, and all monies were deposited into the chapter scholarship account. (Since none of the auction items were ever entered into museum shop inventory, there was no inventory transfer that needed to be handled). Setup and tear down were somewhat time-consuming, but the chapter earned close to $400 for the scholarship fund, and the museum staff loves the event and looks forward to the next auction!

Dona Scarves created a beautiful silk scarf for the Florida Chapter, which included many of the museums and cultural institutions of Florida in the design. The scarf was launched on Museum Store Sunday, and Dona Scarves donated a portion of the sales to the Florida Chapter for its scholarship fund.

Vendor sponsors to the regional chapter meetings have been a valued and welcome source of dollars to the scholarship fund, but remember: vendors have limited resources too. A suggestion (from a vendor): Choose a vendor that many of your chapter members support in their shops, and ask if they will support your chapter’s scholarship fund by choosing one item in their collection, and designating 5 percent of (wholesale) sales worldwide to be donated to your chapter’s scholarship fund.

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Keeping our scholarship funds in a prosperous state is challenging, but the challenge can be fun and rewarding. Shared ideas are always welcome, and chapter growth is often an immediate result of a healthy and wealthy scholarship fund. And we are the wiser for it!


ava-maxwellAva Maxwell is the manager of retail operations at The Charles Hosmer Morse Museum of American Art in Winter Park, Florida. Throughout her 29 year career (21 years at The Morse Museum and eight years at The Orlando Museum of Art), she has been an active volunteer for both the Florida Chapter and MSA national, serving on various committees, in leadership roles, and as a presenter during chapter conferences and MSA’s national conference. She is currently the Florida Chapter vice president and is chairperson of the National Board Development Committee.