Cultural Resource Management Program, University of Victoria ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ MERCHANDISING THE MUSEUM, May 1-3, 9:00am-4:00pm ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ 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