The Cultural Resource Management at the University of Victoria is
offering two back-to-back courses in late October that address
innovative ways to generate revenue and managem sponsorships.
These short, intensive courses are intended for museum and heritage
professionals:

MERCHANDISING THE MUSEUM
While museums don't tend to think in terms of 'product lines',
they are increasingly involved ina range of entrepreneurial
activities intended to attract new audiences and generate much
needed revenue. Museum shops, licensed reproductions, food services,
theatre facilities, programming activities, contracting and consulting
 services, joint ventures, print and electronic publications, image and
information sales, art and artifact rentals, and space and facility rentals
are all forms of merchandising the museum.

This three-day workshop will explore the benefits-andpitfalls-of
entrepreneurship in the museum context and help you identify
approaches to merchandising that are appropriate for your museum.
Topics include:
- balancing and integrating mission and merchandising
- identifying potential resources, products and markets
- developing merchanidizing policies and strategies
- approaches to marketing
- managing shops, satellite branches, mail order, licencing
arrangements, quality control, and product development and
distribution
- ethical, legal and financial management considerations

Instructor: Susan Dunlop is a consultant specializing in revenue
generation in museums; she managed the gift shops at National
Museum of Science and Technology, the National Aviation Museum
and the central Experimental Farm and has served on the Canadian
Museums Association's Gift Shop Conference and Catalogue Committees.
Dates: October 25 - 27
Fee: $290 (Canadian Funds)

Course Outline:

WEDNESDAY, OCTOBER 25
- Introductions, schedules, objectives
- Trends towards financial self-sufficiency
- Balancing cultural objectives with entrepreneurial enterprises
- Identification of merchandising opportunities:  variety, criteria,
 strategies
- Multimedia and its economic implications -- Can it be a source of
revenue?
- Case studies -- Revenue generating possibilities for a large and
 small institutions
- Managing museum gift shops

THURSDAY, OCTOBER 26
- Merchandise: Role of merchandise; Types of products; Where to buy;
Product development
- Budgetary considerations: Costs associated with product development;
Planning budget; Setting retail costs; Financial statements and ratios;
Inventory control
- Additional sales vehicles: Distribution; Mail order; Licensing
arrangements; Satellite shops
- Setting gift shop priorities
- Developing merchandising strategies for your institution and
ensuring policies
- Approaches to marketing
- Ethical, legal and financial management considerations

FRIDAY, OCTOBER 27
- Field Trip:  Royal British Columbia Museum Giftshop
- Analysis of Field Trip
- Situational Case Study
- Situational Analysis
- Wrap-up/Questions and Discussion


* * * * * * * * * * * * * * * * *  * * * * * * * * * * * * * * * * * * * * *

BUILDING CORPORATE PARTNERSHIPS
Corporate funding for special exhibitions and programs is much
needed and very welcome in most museums. However, the resulting
partnership must be carefully crafted and managed if both the museum
and the corporation are to achieve their objectives. This workshop
examines the delicate, often challenging relationship between
museum and sponsor, and provides you with useful guidelines on
attracting sponsorships and building corporate relations.
Topics include:
-  defining a role for sponsors
- developing policies and procedures to guide corporate sponsorships
- developing corporate membership
- identifying and managing information about potential sponsors
- matching sponsors and projects
- attracting targetted sponsors
- balancing the sponsors' needs with the museum's needs
- contractual, legal and financial considerations
- marketing and public relations considerations
- working with multiple sponsors

Instructor: Susan Dunlop is a consultant specializing in revenue
generation in museums.
Dates: October 30 - 31
Early Registration Date: October 2
Fee: $190 (Canadian Funds)

COURSE OUTLINE

MONDAY, OCTOBER 30
- Introductions, schedules, objectives
- Definition of Sponsorship
- Pros and Cons of sponsorship partners
- Competition for sponsorship
- Interrelationship of all museum activities with sponsorship
- Policies and procedures
- Planning: relationship to business and financial plans;
relationship to mission and mandate
- Identification of potential sponsorship opportunities within
the museum
- Managing information/doing your homework

TUESDAY, OCTOBER 31
- Targetting potential sponsors
- Strategies for sponsorhip campaigns
- Role of the museum and the sponsor
- Presentation materials
- Formal or verbal presentation
- Contractual considerations
- Situational Case Study and Analysis



For further information and registration materials, please contact:




Joy Davis, Program Director
Cultural Resource Management Program
University of Victoria
Phone 604-721-8462
FAX 604-721-8774
email  [log in to unmask]

For detailed Program information, please visit our Web Site at
http://www.uvcs.uvic.ca/crmp/crmphome.htm