For a relatively small fee, a good marketing consultant can "field test"
certain possible names as well as the existing one -- within the larger
community, those who visit, and among likely out-of-town visitors.  What
does each name suggest, would you be more likely (less likely) to visit such
a place, contribute to such a place, etc.  A decade ago, such a focus study
cost one museum $5,000 and led to clear direction to go ahead and change the
name.

>The majority of staff and volunteers,
>as well as some board members, feel that the current name of the instution
>is limiting and does not truly identify the distinctiveness of the
>facility. Yet there is an element of fear of a backlash in the community if
>the institution were to change its name.  So what do I tell my friend----be
>courageous and forge ahead, or sit tight