Cultural Resource Management Program, University of Victoria
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MERCHANDISING THE MUSEUM, May 1-3, 9:00am-4:00pm
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The following is a course outline summary for our upcoming three-day
workshop with Susan Dunlop exploring innovative approaches to
entrepreneurship for museums and related organizations:

WEDNESDAY, May 1
* Introductions, schedules, objectives
- Outline of the day's activities
- Questionnaire on participants' current merchandising activities
* Trends towards financial self-sufficiency
-  how the marketing environment has and will continue to affect the
museum industry
        -  implications to merchandising development and greater
self-sufficiency
* Balancing cultural objectives with entrepreneurial enterprises
        -  what are we merchandising?
*  Identification of merchandising opportunities:  variety, criteria,
strategies (eg. Gift Shops - Food Services - Rentals - Publications -
Programming - Consulting - Multimedia)
* Guest Speaker:  (T.B.A.)
-  multimedia and its economic implications -- Can it be a source of
revenue?
* Case studies -- Revenue generating possibilities for a large
institution, small institution
-  determine feasibility using criteria
* Managing museum gift shops
        -  relationship to museum
        -  what is different about museum gift shops
        -  store placement/size
        -  quality control/relating to exhibits
        -  administrative concerns including security
        -  software
        -  human resources

THURSDAY, May 2
- Introduction of today's objectives
* Merchandise
        -  role of merchandise
        -  types of products
        -  where to buy
        -  product development
* Budgetary considerations
        -  costs associated with product development
        -  planning budgets
        -  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 are in place for their implementation
        -  evaluating and market testing
* Approaches to marketing
        -  who are our markets?
        -  how should we promote our products?
        -  how does this affect museum operations?
 - Ethical, legal and financial management considerations


FRIDAY, May 3
* Field Trip:  Royal British Columbia Museum Giftshop
 - Analysis of Field Trip
        -  design and display
        -  products
        -  visitor awareness
* Situational Case Study
        -  participants prepare merchandise strategy/plan for their own
institution
        - Situational Analysis
* Wrap-up/Questions and Discussion

For further information on this course, and for registration materials,
please contact:

Brenda Weatherston
Program Coordinator
Cultural Resource Management Program
University of Victoria
Box 3030
Victoria BC V8W 3P2
Tel: (604) 721-8462
Fax: (604) 721-8774
Email: [log in to unmask]
Website: http://www.uvcs.uvic.ca/crmp/crmphome.htm