Fascination question. It seems, however, that the issue belongs in the
realm of long-range planning.
First of all, is it reasonable to expect your cafe to function as a local
eatery/watering hole separate from its function as a service for museum
patrons. If not, then its a service for patrons and the status quo should
be fine. If it is, however--if your museum is located in a central urban
place with lots of foot traffic, for instance--then what do the number
crunchers suggest about the financial picture if the cafe can be made to
provide significant income (see earlier discussion about non-profits and
income).
Moreover, what is the connection between the cafe and the shop? Can folks
get into the shop without paying to get into the museum?
Might it be worth it to restructure your entrance (main or side) to provide
access to shop and cafe, but not to galleries?
I would suggest that you look at the Farnsworth Museum in Rockland, Maine,
which built out into an old store front on the main street of town; or the
Baltimore Museum of Art whose restaurant and shop can be accessed without
entering the museum proper (and I think when the Walters Art Museum reopens
this fall something similar will be the case); or the Currier Gallery of Art
in Manchester NH which effected those changes during a building
renovation/expansion in 1995/6. I think there is some kind of arrangement
that allows visitors into the restaurant at the Boston Museum of Fine Arts
without paying the entrance fee, too.
As for me, I make heavy use of both places, and I like eating in a museum,
whether or not I go into the galleries, if I can.
But restaurants should be services before they are income producers. And
when one considers the failure rate of such endeavors in the real world, it
may be wisest to keep the cafe in proper proportion to the institution, the
visitation, and the overall budget picture.
Ellen B. Cutler
LNB Associates: Writing, Editing, Research Services
Aberdeen, MD 21001
----- Original Message -----
From: Jay Heuman <[log in to unmask]>
To: <[log in to unmask]>
Sent: Wednesday, August 08, 2001 11:32 AM
Subject: Re: Admission for cafe access?
> Hi Melinda!
>
> We discussed the idea of a "cafe only" membership.
>
> As our Director of Marketing & Public Relations pointed out,
> if you could get a cafe only membership for, let's say $10
> or $15 per year (including a 10% discount on food
> purchases) -- with access to all galleries -- why would you
> buy an individual membership which is $35 per year?
>
> We have some real die-hard cafe patrons who have purchased
> memberships . . . and I think our leverage is to say (1) you
> have to pay $6 each visit to the cafe OR (2) buy an
> individual membership ($35) -- which includes a 10%
> discount.
>
> Sincerely,
>
> Jay Heuman, Visitor & Volunteer Services Coordinator
> Joslyn Art Museum, 2200 Dodge Street, Omaha, NE, 68102
> 342-3300 (telephone) 342-2376 (fax)
> http://www.joslyn.org
>
>
>
> > -----Original Message-----
> > From: Museum discussion list
> [mailto:[log in to unmask]]On
> > Behalf Of Melinda Gilpin, Site Manager
> > Sent: Wednesday, August 08, 2001 1:22 pm
> > To: [log in to unmask]
> > Subject: Re: Admission for cafe access?
> >
> >
> > Just an idea, but what about a "cafe only" membership?
> Maybe regular
> > patrons can choose to pay an annual fee that entitles them
> to
> > admission to
> > the cafe only, and it might increase the number of visits
> > from these type
> > of individuals. If there are no plans to waive admission
> for
> > the cafe only,
> > this may be a nice way of attracting more business and
> > maintaining some
> > income from these patrons.
> >
> > Personally, I doubt I'd pay admission to eat lunch
> somewhere
> > on a regular
> > basis, but I might consider this type of membership if the
> > cafe is a place I
> > enjoy spending time. I'd also heavily push full museum
> > membership to this
> > crowd - give them some type of "teaser" benefits (like one
> > newsletter per
> > year instead of four, whatever) that shows them they are
> > receiving only part
> > of what they could w/ full membership.
> > Good Luck!
>
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