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Museums and Science Centers Track Pinpoints Global Trends, Advises on Strategies to Increase Revenue

by Jennifer Dienst

The session, “global perspectives for museum and science centers 2011,” kicked off the science centers and museums track early Monday morning. Moderated by Audrey O’Connell, head of planning and design consulting for the Natural History Museum in London, the session’s topics concentrated on how museums and science centers in the United States, Europe, and Asia are striving to work hand-in-hand with their communities to gain support and offer more benefits to constituents. Highlighting that IAAPA’s museums and science centers program has the highest constituent renewal rate of all the organization’s constituent committees, O’Connell said the program has grown to 72 constituents and is placing a special significance on increasing its international membership.

That global focus continued throughout the session with panelists sharing their perspectives on the state of the industry in their respective parts of the world—primarily the United States, Europe, and Asia. Perhaps most impressive were insights revealed by Tit Meng Lim, chief executive of the Science Centre Singapore. While representatives from the United States and Europe noted attendance and economic challenges in the past year, Lim said a “boom in a knowledge-based economy” has spawned a “bigger and better” trend in expansive new science centers opening throughout China, Korea, and Singapore. In addition to an “edutainment” approach that Lim says has proven highly successful, immersive, experiential exhibitions and events have also helped draw a large number of visitors.

“Entertainment and education is a powerful combination,” said Lim, but added, “there must be a balance. Science is everywhere and it can help drive economy in big ways.”

Next up was a session on growing a museum or science center’s business through entrepreneurial strategies. Speakers from the American Museum of National History, Universal Parks and Resorts, and the Exploratorium discussed opportunities for science centers to increase revenue, including:
•merchandise
•event rentals
•licensing
•consultancy

Silva Raker, director of business development for the Exploratorium in San Francisco, California, identified three ways to achieve commercial success:
•Maximize opportunities, such as retail, for on-site revenue.
•Reach beyond the museums walls, whether it’s increasing marketing efforts or turning a “threat” into an opportunity through a strategic partnership.
•Take advantage of your center’s knowledge and expertise by offering consultancy services.

Cathy Fischer, senior director of merchandise and licensing at Universal Parks and Resorts, shared insight from last year’s opening of the Wizarding World of Harry Potter (WWOHP) theme park at Universal’s Islands of Adventure in Orlando, Florida.

“Merchandise is usually an afterthought, but with WWOHP the retail experience was a gamechanger,” said Fischer. “We knew guests would want to shop like Harry [Potter] did.”

Keeping true to J.K. Rowling’s vision, the park designers created intimate store settings in deliberately small spaces so the stores would offer more than just merchandise—they would be experiences in themselves. Now the stores have longer wait times than the actual attractions.

Stressing that merchandise should be “immersive” and “relate back to the experience,” Fischer advises that museums and science centers considering further development of their merchandise and licensing opportunities should consider the following:

•Know your guests—consider their age, where they’re from, and especially their budget.
•Make sure the product is authentic and ties back to the experience.
•Don’t overload guests with too much retail; offer just the right amount. Location is also key; make sure the product has the exposure it needs.