On Fri, 18 Jul 1997, Joanne Kluessendorf wrote:

:| I understand the necessity of making people want to come to
:| museums in order to keep them open, but I also think it is
:| important that people realize that not all places they should go
:| need to offer fun and socialization as a primary focus.  Society
:| needs to understand that museums serve other functions besides
:| entertaining them-in fact, it is this message that may do more
:| towards keeping museums funded and valued.

Okay, I'm a potential museum customer.  Explain to me in 30 seconds
or less why I should give your museum my money.

If you want to claim this isn't fair, fine.  But understand that I
am also being bombarded by everyone from the Disney Co. to Public
Broadcasting to Time Life Books for my disposable income and I want
to make a timely decision.

Museums do not have to offer the same services or benefits to me as
other companies or public institutions, but it has to be able to
explain them to the potential customer quickly, accurately and
enticingly if it wants to get my money.

:| If society (including legislators) can be retrained (this was the
:| original purpose and view of museums) to view museums as a
:| repository where our culture, history, art, science , and natural
:| history can be preserved for future generations and posterity,
:| museums will be in a better position to do what they should be
:| doing and people will be more interested in supporting them and
:| more interested in visiting them because they are unique and not
:| just a local, cheaper version of Disneyworld .  And, of course,
:| integral to that is the interpretation of these materials which
:| serves to educate and inspire society about its past, the natural
:| world, and its wide range of artistic endeavors.  We should not
:| change what museums are to conform to society's current value
:| system, but perhaps elevate that value system to create a better
:| society.  Learning can still be fun, and society will be better
:| off it appreciates museums for their true value.

One of my favorite quotes from Robert Heinlein is "Never try to
teach a pig to sing.  It only wastes your breath and annoys the
pig."  Rather than trying to change "society's values" try showing
the joy and excitement of going to your local museum.  Many people
are put off by "experts" telling them what they _should_ like as
opposed to being shown in concrete ways why this particular activity
is so enjoyable.

"Think globally, act locally."  If you really want to change
societal values, you'll have to do it the old-fashioned way: one
person at a time.  I would humbly suggest the best way to start is
by inviting a non-museum-going friend along with you the next time
you go and answering any questions they might have (note the
difference between "answering" and "lecturing" <grin>).

If you don't have any non-museum-going friends, make one. Heck, make
several. ;-)

Rich Johnson
Director of Marketing
Cotton Expressions, Ltd.
312-850-2545