The John C Robinson Aviation Museum.ppt

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					The John C. Robinson Mississippi Aviation
               Museum
                    Presented by:

                   Caitlin Bujnoch
                   Heather Buras
                    Luke Cochran
                   Robin Cochran
                    Alicia Dobson
                   Shara Tscheulin
         MKT 650 – Dr. Beth LaFleur – Summer 2008

                  The John C. Robinson Aviation     1
                            Museum
         Vision Statement
The vision of the John C. Robinson
 Mississippi Aviation Museum is to
become a historical and educational
 institution that inspires all to reach
        their greatest potential.



                The John C. Robinson Aviation         2
   The John C. Robinson Mississippi Aviation Museum
                        Museum
           Mission Statement
The mission of the John C. Robinson Mississippi
 Aviation Museum is to establish and maintain a
   historical and educational account of John C.
    Robinson and all other Mississippians who
  played a role in aviation and space pioneering.
     The JCR Museum aspires to establish an
  accurate and relevant holding of oral histories,
 documents, and artifacts showing the heroics of
 everyone involved in creating this heritage. The
   JCR Museum wishes to bring hope to all that
 ordinary individuals can lead extraordinary lives.
                    The John C. Robinson Aviation         3
       The John C. Robinson Mississippi Aviation Museum
                            Museum
              Board of Directors
•   Dr. James Pat Smith, Gulfport (President)
•   Ms. Lee T. Barnes, Gulfport (Vice President)
•   Mr. Sidney Rushing, Gulfport (Secretary)
•   Charles Dubra, Gulfport
•   Jim Foster, Gulfport
•   Mr. Francisco Gonzales, Biloxi
•   Ms. Rosemary Roosa, Gulfport
•   Mr. Roland Weeks, Biloxi
•   Mr. Thomas Simmons, Gulfport
•   Mr. Gene Warr, Gulfport
•   Ms. Dorothy McEwen, Long Beach
•   Ms. Deborah McGhee, Gulfport
                       The John C. Robinson Aviation         4
          The John C. Robinson Mississippi Aviation Museum
                               Museum
    Background for the Study
• Ideas for theme of the museum include:
  – John C. Robinson
  – Mississippi aviators, aviation heroes and
    astronauts
    • Roscoe Turner, Jesse Brown, Key Brothers
    • Fred Haise, Donald Peterson, Richard Truly
  – Gulf Coast aviators
  – Regional aviators
    • Wiley Post, Ben Howard
                   The John C. Robinson Aviation         5
      The John C. Robinson Mississippi Aviation Museum
                           Museum
          Proposed Location
• 5+ acres within a close proximity to the
  Gulfport-Biloxi International Airport
• Advantages
  – Runway access for air shows
  – Special events
• Disadvantages
  – Distance from casinos
  – Commuter congestion of Hwy 49
                   The John C. Robinson Aviation         6
      The John C. Robinson Mississippi Aviation Museum
                           Museum
      Statement of Research
      Problems/Opportunities
• The Board of Directors needs assistance
  with:
  – Projecting revenues
  – Projecting costs
  – Determining project feasibility
  – Fundraising
  – Identifying recommendations


                   The John C. Robinson Aviation         7
      The John C. Robinson Mississippi Aviation Museum
                           Museum
     Research Design and
    Methodology for the Study
• Exploratory Research
  – Academic literature reviews
  – Phone, personal and email interviews
• Inquiry method
• Qualitative method



                   The John C. Robinson Aviation         8
      The John C. Robinson Mississippi Aviation Museum
                           Museum
               Target Market
• Tourists to the Mississippi Gulf Coast
   – Southeast region, average age of 50 years,
     average of 2 children, average annual household
     income of $61,800
• Veterans of the Armed Forces
   – Aviation, average age of 78 years
• Schools on the Mississippi Gulf Coast
   – Students and teachers
• Organizations affiliated with Mississippi heritage
  or aviation themes
                    The John C. Robinson Aviation         9
       The John C. Robinson Mississippi Aviation Museum
                            Museum
    Museum Market in the U.S.
                                                           General

    Average Annual Attendance                              Specialized

           52,850                                          Children's / Youth
                          43,500
                                   20,000
                                                           Arboretum / Botanical Gardens
16,000
          59,822                   78,500
                                                           History

                                         106,235           Natural History / Anthropology

    244,589                                                Science / Technology
                                62,803
                                                           Historic Houses

                                                           Art
                                            10,750         Nature Centers

                           The John C. Robinson Aviation                               10
          The John C. Robinson Mississippi Aviation Museum
                               Museum
         Market Segmentation
• Segment 1- Tourists to the MS Gulf
  Coast
  – Of the 3.6 million visitors to the Gulf Coast in 2007, 84%,
    or 3,024,000 visitors visit on leisure/ personal trips
                          Leisure / Personal Visitors


                            302,400
                                                             Gaming
               604,800
                                                 1,512,000   Dining


                 604,800
                                                             Shopping

                                                             Other


                         The John C. Robinson Aviation                11
        The John C. Robinson Mississippi Aviation Museum
                             Museum
          Market Segmentation
• Segment 2- Veterans of the Armed
  Forces
  – 9,145 retired veterans of all branches of the
    Armed Forces within a 50 mile radius of
    Keesler Air Force Base
  – Also includes:
     •    Air National Guard retirees
     •   38,000 Tuskegee Airmen alumni
     •   1,000 original Tuskegee Airmen
     •   John C. Robinson, “The Brown Condor”

                      The John C. Robinson Aviation         12
         The John C. Robinson Mississippi Aviation Museum
                              Museum
       Market Segmentation
• Segment 3- Schools on the MS Gulf
  Coast
  – Public School Sector
    • 161 public schools
    • 82,432 students
    • 4,347 teachers
  – Private School Sector
    • 29 private schools
    • 5,916 students
    • 377 teachers
                   The John C. Robinson Aviation         13
      The John C. Robinson Mississippi Aviation Museum
                           Museum
         Market Segmentation
• Segment 4- Affiliates of organizations
  associated with MS aviation & its heritage
                 500     3,255
                4,500      351
                                                        Keesler

                                      50,305            Seabees

                                                        Air National Guard

                                               9,500    Camp Shelby
     100,350
                                         21,661         Stennis

                                                        Army

                                                        Navy / Marine Corp.

                                                        Coast Guard




                        The John C. Robinson Aviation                         14
        The John C. Robinson Mississippi Aviation Museum
                             Museum
Total Estimated Market Potential
       MS GC Tourists
       Gaming                                           1,512,000
       Shopping                                           604,800
       Dining                                             604,800
       Other                                              302,400
       Veterans
       Retired Military                                    9,145
       Tuskegee Airmen Alumni                             38,000
       Schools
       Students                                           88,348
       Teachers                                            4,724
       Affiliates
       Keesler                                             46,909
       Seabees                                              9,500
       Air National Guard / Reserve                        21,661
       JC Stennis / NASA                                    4,500
       Camp Shelby                                        101,470
       Army                                                   500
       Navy/ Marine Corp.                                   3,255
       Coast Guard                                            351
       Market Potential                                 3,352,363

       Visitor Multiplier X2 (Veterans/ Affiliates)      235,291
       TOTAL Market Potential                         3,587,654
                        The John C. Robinson Aviation               15
   The John C. Robinson Mississippi Aviation Museum
                        Museum
                 Market Needs
• MS Gulf Coast is well-developed destination
  tourist market
• Growing need for more diverse attractions
  – Appeal to wider populations
     • Families with children
     • Cultural tourists seeking educational experiences
• Opportunity for success
  – Hurricane Katrina
  – Local interest in aviation

                     The John C. Robinson Aviation         16
        The John C. Robinson Mississippi Aviation Museum
                             Museum
                Market Trends
•   Museum management
•   Collections stewardship
•   Education
•   Marketing/ Public relations
•   Development
•   Operations
•   Fundraising
    – An emphasis on technology at the forefront
      of this evolution
                     The John C. Robinson Aviation         17
        The John C. Robinson Mississippi Aviation Museum
                             Museum
               Market Trends
• Interactive exhibits
  – Simulations, theatrical exhibits (IMAX),
   interpretive signage, static exterior exhibits
• Collections stewardship
  – “Reflected Energy Matching”, Microclimate
    control, “Plug-and-Play” exhibit cases
• “Going Green”
• Business partnerships

                    The John C. Robinson Aviation         18
       The John C. Robinson Mississippi Aviation Museum
                            Museum
Strategy Implementation Summary
• Focus to Educate and Inspire:
  – Educational Setting
  – Accurate and Relevant Historical Accounts
  – Inspirational Atmosphere


• Build a Relationship-Oriented Business
  – Create Long-Term Business Relationships
     • Intense Direct-Mail Marketing Program
     • Special Events


                     The John C. Robinson Aviation        19
       The John C. Robinson Mississippi Aviation Museum
                            Museum
           Business Partnerships
• Provide a critical opportunity to gain access to
  valuable resources that otherwise might not have
  been discovered.
   – Shared Costs
   – Shortened Schedules
   – Enhanced Expertise
   – Expanded Visibility & Awareness
• Potential Alliances
   –   MS Dept. of Archives & History
   –   MS Dept. of Transportation
   –   MS Heritage Trust
   –   Cultural & Heritage Tourism Alliance
   –   National Trust for Historic Preservation
                        The John C. Robinson Aviation        20
          The John C. Robinson Mississippi Aviation Museum
                               Museum
           Marketing Strategy
• Discounts:
  – Family, Group, Student, Military, Veteran, Casino
    Cardholders, etc.
• Package Sales:
  – Local Museums, Casinos, Malls, Water Parks, etc.
• Coupons:
  – Airline e-Tickets, Hotel Receipts, Website, Company
    Flyers, Rental Car Receipts, etc.
• Special Attractions:
  – Flyovers, Rocket Tests, Air Shows, Special Guest,
    Educational Lectures, etc.
                    The John C. Robinson Aviation         21
       The John C. Robinson Mississippi Aviation Museum
                            Museum
           Marketing Strategy
• Special Pricing Days:
  – Veterans Day, Memorial Day, International Museum
    Day, Mississippi Culture & Heritage Month, The
    National Aviation Day, etc.
• Advertising:
  – Newspapers, Flyers (Located at Hotels, Gas Stations,
    Airport, Car Rental Counters, etc.) Special Interest
    Magazines, Pertinent Websites, etc.
• Transportation Partnerships:
  – Partnerships with CTA and Local Cab Drivers to
    Direct Tourist, as well as, Locals to the Museum.
                    The John C. Robinson Aviation         22
       The John C. Robinson Mississippi Aviation Museum
                            Museum
            Initial Fundraising
• Critical to identify potential donors


    “Museums are built by a small
  number of large gifts and operated
   by a large number of small gifts.”
           -Stephen Watson


                    The John C. Robinson Aviation         23
       The John C. Robinson Mississippi Aviation Museum
                            Museum
         Fundraising Strategy
• Memberships:
  – Direct Mail
  – Visitors Donations
• Corporate Sponsorships:
  – Naming Rights
• Special Events:
  – Air Shows
  – Conferences
• Industrial / Educational Lectures
• Endowment
                    The John C. Robinson Aviation         24
       The John C. Robinson Mississippi Aviation Museum
                            Museum
   Initial Projection Resources
• Mr. Stephen Watson
  – V.P and C.O.O. , D-Day Museum, New
    Orleans, LA
• Mr. John McFarland
  – Director of Marketing, SunHerald, Biloxi, MS
• Income Tax Returns (990’s)
  – Museums of Interest



                   The John C. Robinson Aviation         25
      The John C. Robinson Mississippi Aviation Museum
                           Museum
        Revenue Projections
• Museum Categories
  – Small Scale Aviation Museums
  – Mid-Scale Aviation Museums
  – Large Scale Aviation Museums
  – Local Museums
• Projections derived from
  – Local Museums
  – Mid-Scale Aviation Museums

                   The John C. Robinson Aviation         26
      The John C. Robinson Mississippi Aviation Museum
                           Museum
       Discrepancies Found
• Hurricane Katrina
  – Larger Contributions from donors
  – Larger expenses for rebuilding
  – No revenues from sales or admissions


• For research purposes; financials were
  used from previous years



                   The John C. Robinson Aviation         27
      The John C. Robinson Mississippi Aviation Museum
                           Museum
     Average Annual Revenues
     $900,000
                $811,107
     $800,000

     $700,000

     $600,000

     $500,000
                                 $421,730
     $400,000
                      $302,214
     $300,000                          $244,030

     $200,000                                     $162,199

     $100,000                                                                        $48,114         $56,877
                                                        $36,490    $36,733
                                                                          $2,439            $5,161         $11,199
          $0
                Total Revenue     Contributions    Ticket Sales   Membership Dues     Event Sales    Giftshop Sales




                                 Local Museums    Mid-Scale Average Annual Revenue




•Estimated Potential Yearly Revenue of $516,127
                                     The John C. Robinson Aviation                                              28
            The John C. Robinson Mississippi Aviation Museum
                                 Museum
            10 % Growth Over 7 Years
1,000,000



 900,000



 800,000



 700,000



 600,000



 500,000



 400,000



 300,000



 200,000



 100,000



       0
       2009      2010       2011         2012              2013   2014   2015


                           The John C. Robinson Aviation                   29
              The John C. Robinson Mississippi Aviation Museum
                                   Museum
           Average Annual Expenses
$800,000
           $735,739
$700,000


$600,000


$500,000                            $463,795

$400,000


$300,000

                      $187,480
$200,000
                                                              $125,964               $142,981
                                               $119,326
$100,000                                                                 $64,674
                                                                                                $3,458
     $0
            TOTAL Expenses             Exhibit Cost             Mangement Cost       Fundraising Expenses

                             Local Museums       Mid-Scale Average Anuual Expenses




•Estimated Potential Yearly Expenses of $660,061
                                    The John C. Robinson Aviation                                           30
              The John C. Robinson Mississippi Aviation Museum
                                   Museum
          12 Month Cost Projection
                                                          16,685

                                                            11,565
                                 108,273
                                                                   Gross Wages
                                                                   Payroll Taxes
         361,607                                                   Accounting Fees
                                                         4,260
                                                                   Supplies
                                                                   Other



• Other Expenses Include: Consulting Fees, Advertising Fees, Insurance,
                   Memberships, Maintenance, etc.

                         The John C. Robinson Aviation                          31
            The John C. Robinson Mississippi Aviation Museum
                                 Museum
                           Start-Up Costs

                                                                 Construction
     400,000
                    1,000,000
     1,000,000                                                   Salaries
250,000

                                                                 Other Expenses*


                                                                 Artifacts / Restoration
                                    12,000,000

                                                                 Theatre


          *   Other Expenses include consulting fees, advertising fees, insurance,
                                                 memberships, maintenance, etc.


                                 The John C. Robinson Aviation                             32
                 The John C. Robinson Mississippi Aviation Museum
                                      Museum
            Conclusions &
           Recommendations
• To be successful, it is necessary to appeal
  to and achieve the highest market share
  possible, which can be accomplished by:
  – Expanding theme/ subject matter of museum
  – Choosing a well-positioned location
     • Access, proximity to other attractions, room for
       special attractions (ie. Air Shows), room for
       expansion
  – Capitalizing on innovative technologies
                    The John C. Robinson Aviation         33
       The John C. Robinson Mississippi Aviation Museum
                            Museum
         Conclusions and
        Recommendations
– Creating a strong family-oriented atmosphere
  with a focus on being historical, educational
  and inspirational
– Identifying potential loyal donors
  • Initiated by Board of Directors
– Building strong business partnerships




                 The John C. Robinson Aviation         34
    The John C. Robinson Mississippi Aviation Museum
                         Museum
         Conclusions and
        Recommendations
*All of the researched data concludes that
  achieving each of these recommended
  elements will facilitate the proposed
  museum’s ability to succeed as a revenue-
  generating educational institution.




                 The John C. Robinson Aviation         35
    The John C. Robinson Mississippi Aviation Museum
                         Museum

				
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