Museum Store Winter 2010

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Product News

KID-FRIENDLY FUN

Now Inside!

W E LCOM I N G S C H O O L G RO U PS I NTO YO U R MU S E UM STO R E

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disaster planning & recovery

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8 emerging trends

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best products under $20: retail buyer’s guide

Museum Store Association

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Winter 2010

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Volume 38

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Issue 4

Museum Store helps cultural commerce professionals operate more effectively, find sources of museum-quality products and contribute to the missions of their institutions.

MSA STAFF

Features

EXECUTIVE DIRECTOR

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Best Products Under $20: Retail Buyer’s Guide Give your customers some unique products at a great price point. BY APRIL MILLER

BEVERLY J. BARSOOK

COMMUNICATIONS STAFF SENIOR MANAGER FOR COMMUNICATIONS

STEPHANIE PETERS

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Kid-Friendly Fun Tips on welcoming school groups into your museum store. BY TRACI RYLANDS

COMMUNICATIONS EDITOR

KATHY CISAR COMMUNICATIONS ASSISTANT

SYBIL FAURER

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Disaster Planning & Recovery Discover how Old World Wisconsin bounced back after a devastating storm.

ADMINISTRATIVE STAFF DATABASE ADMINISTRATOR

ADRIANA HERALD

BY JOHN LEMKE

MEMBER & EDUCATION SERVICES COORDINATOR

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CLAIRE LEMASTER

8 Emerging Trends Find out how several societal trends will impact your institution and your store.

CONFERENCE & EXPO SERVICES COORDINATOR

JENNIFER ANDERSON

BY BEVERLY J. BARSOOK

SKIES AMERICA PUBLISHING COMPANY

Departments

ART DIRECTOR

JACQUELYN MERRILL

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President’s Message MSA helps members be assets to their institutions.

Merchandise Planning A fundraiser for the Gulf of Mexico oil spill disaster helped boost sales in the Museum of Mobile store.

EDITOR

MATT WILLIAMS ADVERTISING

LISA HOUSE

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PRODUCTION MANAGER

CINDY PIKE CIRCULATION

ALLEN NELSON HOW TO CONTACT US

BY MARGE D. HANSEN

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Business Relations Clearly defined procedures and expectations can forge great inter-departmental relationships. BY ANDREW ANDONIADIS

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Communications Museums have success cutting a deal with the Groupon crowd. BY NAN BAUROTH

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E-MAIL: speters@museumstoreassociation.org Please provide your full name, location and institution or company name.

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Financial Management 10 pricing tips for generating new profits and growth tomorrow morning.

MAIL: Museum Store Association 4100 E Mississippi Ave, Ste 800 Denver, CO 80246-3055 www.MuseumStoreAssociation.org Phone: (303) 504-9223 Fax: (303) 504-9585 ADVERTISING: lisah @ skies.com

Phone: (503) 726-4984

Museum Store magazine (ISSN 1040-6999) is published quarterly by the Museum Store Association.

Postmaster: Send address changes to Museum Store Association 4100 E Mississippi Ave, Ste 800 Denver, CO 80246-3055

BY RAFI MOHAMMED, PH.D.

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New Vendor Showcase

42

New Releases

42

Advertiser Index

43

Product News

MUSEUM STORE | WINTER 2010

© 2010 Museum Store Association Inc. All rights reserved.

Except for the inclusion of brief quotations in a review, no part of this magazine may be reproduced or used in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from MSA. Opinions expressed by contributors are not necessarily those of the Museum Store Association. Printed in the USA.

Cover Image: istockphoto.com/© Morgan Lane Studios

MSA and Museum Store Association are registered in the U.S. Patent and Trademark Office.

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giving February 11 – 15, 2011 Frankfurt, Germany

Start your planning now!

All information and admission tickets at: www.ambiente.messefrankfurt.com

By new opportunities for your assortment. At Ambiente you’ll find an internationally unique selection of products from the world of giving.

Discover what will fascinate your customers and look forward to a highly successful business year. Welcome to Ambiente.

Be enthralled.

Your personal contact: Tel. 770.984.8016 info@usa.messefrankfurt.com

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| president’s message |

Remember Who We Are MSA HELPS MEMBERS BE ASSETS.

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ike all members, I recently received the MSA 2010–2011 Directory & Buyer’s Guide. While flipping through the pages, I came across the MSA Code of Ethics, revised in 2009, posted on page eight. In particular, I was reminded of MSA’s Basic Beliefs. We: • Promote commerce and tourism in nonprofit cultural institutions.

• Provide specialized knowledge and tools for cultural commerce retailers.

• Foster business excellence in cultural commerce retail operations.

It’s important to remember that MSA is a nonprofit association organized to advance the success of cultural commerce and of the professionals engaged in it. MSA is committed to helping member institutions be competitive in their respective markets, being fiscally responsible and, in general, assets to their institutions. I am excited about the work the MSA office and the volunteer members of the Association have done, and continue to do, to build on these beliefs. I am optimistic for our future because we all are committed to who we are.

The board met in October to continue our work on moving MSA’s Strategic Plan forward by building an effective operational plan.

The board’s focus is how to do this within our human resource and financial capabilities.

Critical areas that have been identified as part of the operational philosophy include: • Sensitivity to member needs • Insight into the future environment of the industry • Understanding of the capacity and strategic position of the organization • Effective analysis of the ethical implications of policy and program choices We received initial reports from the first meetings of the Idea Action Teams. They will meet with the purpose of helping the board gather input and incorporate new perspectives. The three teams, Communication, Stewardship of Member Resources, and

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| BY LESLIE A. HARTMAN Mentoring Leadership & Volunteerism, are identifying ways to improve value for our membership, and will provide recommendations in March 2011, for the board to consider. The board will assess the ideas from these teams within the context of our operational plan.

In addition, I am pleased that some of the ideas generated from member surveys and discussions, such as the Conference Advisors Program and new member announcements, have been implemented by the MSA office staff. The upcoming launch of a new MSA website will also allow more opportunity to communicate news and information to our members.

Board members have resumed attending chapter meetings. The meetings to date have been full of exceptional programs. Please do your best to attend your chapter meeting to stay informed about the latest MSA and industry information. Because of the expense, we must limit the board member visits to chapters that have more than 20 institutions registered. The chapter officers do a wonderful job of fulfilling their mission of organizing continuing education for our members.

As we close out this year, I want to acknowledge these additional groups for their work. Congratulations to the Knowledge Standards Task Force for an outstanding effort on the “Numbers by the Book” publication, and especially to Gwen Benner for her continued work on this publication even after leaving her institution. It’s a great resource for our membership. I commend the continuing work of the Program Resource Group and the Sam Greenberg Committee. Thanks to the Nominating Committee for its diligent work selecting board candidates to run for 2011– 2012. MSA members and staff are an amazing group of cultural commerce professionals!

Wishing you a successful holiday season!

Leslie A. Hartman lhartman@saudervillage.org

The core purpose of MSA is to advance the success of cultural commerce and of the professionals engaged in it. An international association, MSA is governed by a seven-member board of directors.

BOARD OF DIRECTORS PRESIDENT

LESLIE A. HARTMAN SAUDER VILLAGE ARCHBOLD, OH

FIRST VICE PRESIDENT

VALERIE TROYANSKY THE METROPOLITAN MUSEUM OF ART NEW YORK, NY

SECOND VICE PRESIDENT

SALLIE STUTZ BROOKLYN MUSEUM BROOKLYN, NY

SECRETARY

CHACHO HERMAN SAN DIEGO MUSEUM OF ART SAN DIEGO, CA

TREASURER

TERRY TARNOW DENNOS MUSEUM CENTER — NORTHWESTERN MICHIGAN COLLEGE TRAVERSE CITY, MI

DIRECTORS AT LARGE

JOE SPORCIC THE PRESERVATION SOCIETY OF NEWPORT COUNTY NEWPORT, RI -A ND-

STACEY STACHOW WADSWORTH ATHENEUM MUSEUM OF ART HARTFORD, CT

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MERCHANDISE PLANNING

Partnering for a Cause FUNDRAISER FOR THE GULF BOOSTS SALES IN THE MUSEUM STORE.

BY MARGE D. HANSEN

T

he newly released 2010 Cone Cause Evolution Study, conducted by Cone LLC, which specializes in cause-related, social responsibility and nonprofit marketing, revealed some attention-grabbing statistics.

In the last 12 months, 41 percent of Americans say they purchased a product because of its connection to a social or environmental cause. An astonishing 83 percent of respondents wanted “more of the products, services and retailers they use to benefit causes.”

These stats wouldn’t surprise Sydney Betbeze, a consultant who handles buying, merchandising and marketing for the Museum of Mobile (MoM) store in Mobile, AL. Betbeze’s awareness and fundraising response to the recent Gulf of Mexico oil spill disaster on behalf of the MoM store is a case study in successful cause-related marketing.

selected my favorite six styles and discussed the idea of doing a fundraiser with one of the owners, Nancy Bankston. I told her about Mobile Baykeeper. She told me that they were looking for a group along the coast connected with the oil spill that would benefit from their donations.”

The following day, Betbeze discovered T’ella Jewelry. The Slidell, LA, company offers vibrant glass-beaded, elastic cord necklaces that display a single charm like a fleur de lis or sand dollar. The pelican pendant with “Save Our Coast” stamped on the back side caught Betbeze’s eye.

“I secured support from the museum staff to donate a portion of the profits from the sales of these two items to Mobile Baykeeper,” she explains. “August is an inbetween time for traveling and special exhibits, so I coordinated an August 22nd event to kick off the Museum of Mobile Goes Coastal campaign.”

T’ella Jewelry donated $2 from the sale of each pelican pendant helping MoM raise money to help protect the Mobile Bay watershed.

Betbeze immediately increased her bracelet/necklace orders. She rounded out the event product mix with prints and note cards of coastal creatures, a book about Gulf Coast artist Walter Anderson and fanciful glass pelican, shrimp and crab ornaments arranged in bowls of rice and placed on a splash of turquoise fabric. Handmade and decorated sea life cookies were offered to the first 36 people who purchased a bracelet.

Merchandise price points were very reasonable. The showstoppers—the “I Care About” bracelets and the pelican necklaces— sold for $7 and $28 respectively.

The idea The intention was to raise money for Mobile Baykeeper, a group dedicated to protecting the Mobile Bay watershed.

While at the Atlanta market in July, Betbeze found two products that became “the backbone” of a fundraising event held at the MoM store a month later.

The “I Care About” bracelet line from Bamboo Trading Company was a perfect fit. The elastic band has a brushed metal charm of dolphins, a coral reef, the oceans and more. The package states that the company donates 10 percent of sales to worthy groups.

“I knew I could do something with these cute bracelets,” says Betbeze. “I 8

MUSEUM STORE | WINTER 2010

“On a typical Sunday, we are lucky to break $100. On [the day of the event], our sales were more than $1,200, mostly in jewelry. We have sold about 65 pelican necklaces and 150 of the bracelets.” —SYDNEY BETBEZE The strategy An e-mail blast went out to patrons and members. Betbeze put on her public relations hat and cultivated additional no-cost communications, including social networking. “The editor of the Arts and Leisure section of our newspaper featured the event in his Sunday column. The society editor mentioned it in a Tuesday column, as well,” says Betbeze, who also created a Facebook Event Page—the first for news about the store.

“Traci Landry, owner of T’ella Jewelry, came to the store to talk with customers about her necklaces,” says Betbeze, who wears hers practically every day and enjoys telling admirers where they can get one. “I also set up a table outside the store with a prepared card and signage that requested e-mail addresses in exchange for a chance to win a pelican necklace door prize. Pretty much everyone stopped.”

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The result The Sunday afternoon event was held from 1–4:30 p.m. during regular museum hours. While only 15 tickets to the museum were sold that day, 65 to 70 people were on premises. More than 50 visitors came exclusively for the kick-off event.

“It evolved into something cool and fun that attracted new customers. On a typical Sunday, we are lucky to break $100,” notes Betbeze. “On that day, our sales were more than $1,200, mostly in jewelry. We have sold about 65 pelican necklaces and 150 of the bracelets. I think last year we sold $2,000 in jewelry all year.

I sold that much in August this year.

People are coming in to see what else we have.”

Mobile Baykeeper was the beneficiary of MoM’s contribution of $1 for each bracelet and necklace sold. Rather than donate its usual 10 percent, Bamboo Trading Company wrote out a generous check for $500. T’ella Jewelry donated $2 per necklace sold.

MoM’s director allowed Betbeze to generate the Facebook Event Page from her personal account. “Because of its success, I now have approval to open up a store Facebook page separate from the museum’s page,” she reports.

Everything came together, resulting in a successful outcome for the museum, a local nonprofit, the jewelry companies and store customers. The spill affected everyone and supporting Mobile Baykeeper appealed to people. The products had a direct connection to the cause. Marketing communications targeted different audiences at no cost, except to cover staff time.

“We increased sales and provided promotion directly from the store, which added another layer to MoM’s marketing efforts,” concludes Betbeze. “It was a proactive way to have some small impact and support a good cause.”

Marge D. Hansen is a freelance writer based in Lafayette, CO, who regularly contributes to Museum Store. She recently contributed “The New York Transit Museum Store” article in the fall 2010 issue.

WINTER 2010 | MUSEUM STORE

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BUSINESS RELATIONS

Inter-Departmental Synergy CLEARLY DEFINED PROCEDURES AND EXPECTATIONS FORGE GREAT RELATIONSHIPS.

| BY ANDREW ANDONIADIS

Dealing with product requests Codifying the process is part of making sure interaction flows smoothly and is well documented. Managers who are too casual about the process, often in an attempt to demonstrate full cooperation, send the wrong inventory management signal and inadvertently assist the deterioration of inventory control. By setting parameters you can define the interaction.

How do you want the request for product and fulfillment of those requests to flow? To control the process it should be made clear that no staff member, volunteer or board member can simply come into the 10

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ISTOCKPHOTO.COM / © RENÉ MANSI

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local author has been invited to your institution by another department to sign his latest book, but the store hasn’t been asked to facilitate the event and will receive none of the profits from the sale of the book. The museum director is taking a prominent donor on a facility tour and takes an item from the store as a gift without understanding the implications this may have on the store’s bottom line. Has this ever happened to you?

Like most interactions, things go better when there is an understanding of process.

To set the stage it would be best if museum management defined the role of the store and clearly stated, preferably in writing, that it is a department like others in the museum with a mission, budget, financial responsibilities and performance expectations. This understanding could go further and make it clear that while one of the expectations is cooperation with other departments, it is not an open communal resource.

Unfortunately, there will always be people in museum management who will not appreciate that you are trying to run the store like a business and will challenge or violate the guidelines you have established. store during, before or after hours and take product for another department’s use…or for any other reason. For the transfer of product on-hand (not special orders), forms can be available at the cash-wrap so the manager doesn’t have to be involved in every transaction. These completed forms then become part of the support documentation for inter-departmental transfers and charges. The form includes: • Description/title of the product • Number of units requested • Quantity on hand (before the transfer) • Retail price • Information required by the accounting department • Department and person requesting the product, signature and date

• Store staff person processing the request, signature and date I’d like to elaborate on two pieces of information on the form. The quantity on hand is recorded in order to quickly identify if the requested number of units will too greatly impact the inventory level. The goal is to facilitate a simple processing of requests without requiring the manager’s attention for routine transactions.

However, a parameter for requests should include a percentage of quantity-on-hand trigger points above which store management approval is required.

If there are too few items available to satisfy the request, or the request severely depletes the quantity on hand for store customers, the conversation may be able

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to be moved to the advantages of having advance notice of needs. From the opposite perspective, a large on-hand inventory for museum published books and catalogs, for example, may also highlight that the retail staff should be consulted when initial publication plans are made to make sure quantities, especially if they are primarily to be sold through the store, are reasonable.

The retail price is listed on the form because the cost to the department requesting product is a percentage off retail, not just cost or cost plus. One advantage of using retail is that cost is kept confidential. If cost is revealed to anybody it should be assumed that it will become public knowledge. There are few people outside retail that understand the costs associated with running a museum store that must be covered by the mark-up. To most, the retail price for a product or product line that you spent a great deal of time researching, negotiating and process-

ing will not be understood and seems excessive. Exceptions to this approach can always be made, but the store is in a stronger position to be compensated for its work when starting from the retail price which is affected by a host of postpurchase (cost) input. Unfortunately, there will always be people in museum management who will not appreciate that you are trying to run the store like a business and will challenge or violate the guidelines you have established.

Best practices for sales at events On-site sales by third parties, including groups not associated with the museum or other museum departments, especially if the store helped to secure the products being sold, should either be run through the store or have part of the income credited to retail. Although crediting the store with some of the sales made through other museum departments is like transferring

revenue from one museum pocket to another, it helps to properly reflect comprehensive retail activity. This is also important because, using an old retail adage, a customer will only open their wallet once. Although not exactly true, this adage reflects the fact that sales made outside the store will often erode sales within the store.

A benefit of processing transactions directly through the store is that the retail staff knows how to do it right and have established standards for the customer experience and accountability.

Andrew Andoniadis is the principal in Andoniadis Retail Services, a consulting firm that has specialized in revenue-generating strategies for museum stores for 18 years.

He can be reached at (503) 629-9279, Andrew@MuseumStoreConsult.com or w w w. Mu s e u m St o re C o n s u l t . c o m .

Andoniadis Retail Services is a Champion Level Sponsor of the 2009 MSA Retail Industry Report.

WINTER 2010 | MUSEUM STORE

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COMMUNICATIONS

The Rush to Groupon MUSEUMS HAVE SUCCESS CUTTING A DEAL WITH THE E-COMMERCE CROWD.

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t’s called “grouponomics.” Linking the power of collective buying with social networking, Chicago-based Groupon has created one of the hottest Internet phenomenons around. The concept is to bring e-sellers together with e-buyers— mostly young, urban, hip, socially active types with disposable bucks—and make them a daily offer on places to go and things to do. Couple that with a severe economic downturn, and it’s no wonder the site has garnered over 18 million Groupon fanatics who’ve snapped up $22 million worth of coupons in just two years.

“Mostly we offer services and experiences, the kind of deals that get you off your couch,” says Julie Anne Mossler, PR and consumer marketing manager for Groupon. She points to 21,500 Chicagoans who snapped up a discounted Wendella Chicago River Architecture Tour, and 4,110 Groupon members who shelled out $30 for flying trapeze lessons. “Those kinds of deals have been far greater than brick-and-mortar retail stores,” she says, noting that museums as a category have so far done very well.

Lorrie Stassun, manager/buyer at the store at the Lowe Art Museum – University of Miami in Miami, FL, reports they have used Groupon twice. “The first time last February for 50 percent off admission took in 158 buyers,” she said. “That went well, so in August we offered 50 percent off membership and attracted 40 new members.

Overall, the results were extremely positive.”

Gita Shonek, the communications and marketing guru who spearheaded the

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Groupon promotions at the Lowe, admits that although the Groupon rep pointed to the Art Institute of Chicago’s rare membership discount that lured 4,911 people, she opted to test an admission deal for a 50/50 split with the site. “I set the tipping point

| BY NAN BAUROTH

Birmingham, AL, first met with Groupon, they had 30,000 subscribers there, which has since doubled. “We sold 209 memberships at half-off,” Allen reports. “There was a lot of buzz that day. It was an exciting endeavor for museum staff members and sparked lots of energy as we checked the Groupon site on a regular basis to see how many were sold.”

The deal ran in August, and by October about 50 had activated. Since purchasers had until mid-November, she wasn’t certain of the final percentage of new versus renewing members.

“There was a lot of buzz...it was an exciting endeavor for museum staff members and sparked lots of energy as we checked the Groupon site on a regular basis to see how many were sold.” —KRISTIE ALLEN low (the minimum number of takers for the deal to be struck), and also put a max on it,” Shonek says. “I was happy to break 100.” Once she did that deal, other museums around Miami followed suit.

Shonek’s second Groupon offered $25 off a $50 individual membership or $45 off a $75 family (dual) membership, so long as members all resided at the same address. “The dual was a really good deal, but we didn’t want to incur costs of invitation and newsletter mailings to multiple addresses,” she notes. “In the end, we got four individuals and 36 duals. I wasn’t expecting a lot, so we tipped at 30. I was happy with whatever we got, though, because whatever check we get goes right back into our ad budget.”

When Kristie Allen, buyer/store manager at the Birmingham Museum of Art,

Mary Douthit, head of retail operations at The Blanton Museum of Art in Austin, TX, says that last June they got 430 takers for their first Groupon offering of 50 percent off family membership.

Martin Kim, sales operation manager of the Arizona State Museum, Tucson, AZ, says their first Groupon deal attracted 470 discounted admission takers. Given that the museum averages around 62 visitors a day, he viewed this response as a real boon, even though they still don’t know the precise number of memberships generated.

Darlene Lizarraga, marketing coordinator for the Tucson museum, is planning another Groupon for their Southwest Indian Art Fair: “This is our largest annual event, so it’s logical to do because we’ve long wanted to bring this event to the attention of a younger demographic than we usually attract.”

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MSA members who have dealt with Groupon assert the execution process is easy. All they do is forward a few images and some wording, then Groupon’s writers kick out a whimsical, witty pitch targeted to the membership’s texting/tweeting mentality. Take this clever come-on: “Sight, the workhorse of the five senses, puts in too many hours keeping man from falling in manholes. Reward the most overworked sense with today’s Groupon: a one-year membership to the Birmingham Museum of Art.” The back end of the deal is equally painless. “I can’t think of a bad thing to say about my entire experience,” nods Shonek. “Our rep was great and easy to contact. We had no issues after the fact.”

The only caveat some mention is the need to place a max on a deal, and be properly staffed to process membership mailings in a timely fashion.

To date, no museum store has done a Groupon. But Karla Glanzman, museum store manager at the Frye Art Museum in Seattle, WA, is developing one for their store and café patterned after a Groupon

by Watermark Books and Café in Wichita, KS, that attracted 501 people. “We’re trying to figure out the logistics of how it would work if a user split it between the store and café,” Glanzman explains. “So I’m thinking of them getting something like a gift card, ‘free money’ they can use,” but it would probably be limited to either the store or café to eliminate register problems with leftover amounts. And if used in the café, it would be limited to one per table, not including tax and gratuity, and in either place, no cash back.

Going forward, Shonek is thinking grouponomic marketing. For Miami Museum Month, she’d like all 16 institutions to do a reciprocal membership discount. “I think that Groupon would be ideal.”

From time to time, Nan Bauroth writes for Museum Store from her home in Charlotte, NC. She last wrote “Children’s Museums Cater to the Kid in All of Us” in the fall 2006 issue.

Tamohara COLLECTION

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WINTER 2010 | MUSEUM STORE

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FINANCIAL MANAGEMENT

10 Tips to Better Pricing START GENERATING NEW PROFITS AND GROWTH TOMORROW MORNING.

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ISTOCKPHOTO.COM / © STRATESIGNS, INC.

ricing is one of the most powerful—yet underutilized—strategies available to businesses. A McKinsey & Company study of the Global 1200 found that if companies increased prices by just one percent and demand remained constant, on average operating profits would increase by 11 percent. Just as important, price is a key attribute that consumers consider before making a purchase.

The following 10 pricing tips can reap higher profits, generate growth and better serve customers by providing options.

[1] Stop marking up costs. The most common mistake in pricing involves setting prices by marking up costs (“I need a 30 percent margin”). While easy to implement, these “cost-plus” prices bear absolutely no relation to the amount that consumers are willing to pay. As a result, profits are left on the table daily.

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[2] Set prices that capture value.

Manhattan street vendors understand the principle of value-based pricing. The moment that it looks like it will rain, they raise their umbrella prices. This hike has nothing to do with costs; instead it’s all about capturing the increased value that customers place on a safe haven from rain.

The right way to set prices involves capturing the value that customers place on a product by “thinking like a customer.”

Customers evaluate a product and its next best alternative(s) and then ask themselves, “Are the extra bells and whistles worth the price premium (organic vs. regular) or does the discount stripped down model make

| BY RAFI MOHAMMED, PH.D.

prices above what they consider to be “fair” and are quick to offer unnecessary discounts. It is fair to charge “what-the-market-will-bear” prices to compensate for the hard work and financial risk necessary to bring products to market. It is also important to reinforce the truism that most customers are not loyal. If a new product offers a better value (more attributes and/or cheaper price), many will defect.

[5] Realize that a discount today doesn’t guarantee a premium tomorrow.

Many people believe that offering a discount as an incentive to trial a product will lead to future full price purchases. In my experience, this rarely works out. Offering

Manhattan street vendors understand the principle of value-based pricing. The moment that it looks like it will rain, they raise their umbrella prices. It’s all about capturing the increased value. sense (private label vs. brand name)?” They choose the product that provides the best deal (price vs. attributes).

[3] Create a value statement. Every company should have a value statement that clearly articulates why customers should purchase their product over competitors’ offerings. Be specific in listing reasons…this is not a time to be modest. This statement will boost the confidence of your frontline so they can look customers squarely in the eye and say, “I know that you have options, but here are the reasons why you should buy our product.”

[4] Reinforce to employees that it is okay to earn high profits. I’ve found that many employees are uncomfortable setting

periodic discounts serves price sensitive customers (which is a great strategy) but often devalues a product in customers’ minds. This devaluation can impede future full price purchases.

[6] Understand that customers have different pricing needs. In virtually every facet of business (product development, marketing, distribution), companies develop strategies based on the truism that customers differ from each other. However, when it comes to pricing, many companies behave as though their customers are identical by setting just one price for each product. The key to developing a comprehensive pricing strategy involves embracing (and profiting from) the fact that customers’

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pricing needs differ in three primary ways: pricing plans, product preferences and product valuations. Pick-a-plan, versioning and differential pricing tactics serve these diverse needs.

[7] Provide pick-a-plan options.

Customers are often interested in a product but refrain from purchasing simply because the pricing plan does not work for them. While some want to purchase outright, others may prefer a selling strategy such as rent, lease, prepay or “all-you-caneat.” A pick-a-plan strategy activates these dormant customers. New pricing plans attract customers by providing ownership options, mitigating uncertain value, offering price assurance and overcoming financial constraints.

[8] Offer product versions. One of the easiest ways to enhance profits and better serve customers is to offer good, better and best versions. These options allow customers to choose how much to pay for a product. Many gourmet restaurants offer early bird, regular and chef ’s table options.

Price sensitive gourmands come for the early bird specials while well-heeled diners willingly pay an extra $50 to sit at the chef ’s table.

[9] Implement differential pricing.

For any product, some customers are willing to pay more than others. Differential pricing involves offering tactics that identify and offer discounts to price sensitive customers by using hurdles, customer characteristics, selling characteristics and selling strategy tactics. For example, customers who look out for, cut out, organize, carry and then redeem coupons are demonstrating (jumping a hurdle) that low prices are important to them.

[10] Use pricing tactics to complete your customer puzzle. Companies should think of their potential customer base as a giant jigsaw puzzle. Each new pricing tactic adds another customer segment piece to the puzzle. Normal Normans buy at full price (value-based price), Noncommittal Nancys come for leases (pricing plans), High-End Harrys buy the top-of-the-line (versions) and Discount Davids are added

by offering 10 percent off on Tuesday promotions (differential pricing). Starting with a value-based price, employing picka-plan, versioning and differential pricing tactics adds the pricing related segments necessary to complete a company’s potential customer puzzle. Offering consumers pricing choices generates growth and increases profits.

Since pricing is an underutilized strategy, it is fertile ground for new profits. The beauty of focusing on pricing is that many concepts are straightforward to implement and can start producing profits almost immediately.

What better pricing windfall can your store start reaping tomorrow morning?

Rafi Mohammed, Ph.D., is the author of “The 1% Windfall: How Successful Companies Use Price to Profit and Grow.”

Rafi is the founder of Culture of Profit LLC, a Cambridge, MA-based company that consults with businesses to help develop and improve their pricing strategy.

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BEST PRODUCTS uNdeR

By April Miller

$20 Retail BuyeR’s Guide

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fter enjoying a wonderful visit to a museum, what guest doesn’t want to take home a little something as a souvenir or leave with an interesting gift to share the experience with family and friends? Products priced at $20 or less can be just the piece visitors didn’t even know they had to have until they saw it in your shop.

“Typically, they tend to be small and therefore do not require the purchaser to make a major commitment,” adds Martin Lawlor, director of licensing at McGaw Graphics Inc., Manchester Center, VT. “They also tend to be more portable and are ideal for visitors who have traveled some distance to arrive at the museum.”

When it comes to items at this price point, vendors share their tips for merchandising and selling.

Creative displays. Empty wine crates and garbage bags or lids (clean, of course) can take on new life as merchandisers, says Tricia Melendrez, sales manager of Nahui Ollin, Eatontown, NJ. For pieces made of recycled material, such as the company’s candy wrapper headbands and bracelets, these types of displays highlight their eco-friendliness. Don’t forget to ask vendors for any displays they may provide retailers and to place your impulse and gift items where they’ll be seen. “I always say merchandising is 85 percent of the sale,” adds Melendrez.

Make pieces accessible. Let guests interact with the products or see them in action. Put magnets on a magnetic surface, and if glass items aren’t too fragile, allow visitors to handle them.

Angie Whitney of Seattle-based Global Village Glass Studios recommends taking one or more of the company’s Window Box Greetings out of the box. “You could set up a display where customers can mix and match glass bloom bouquets of their own,” she says. “When a display can be made to show how items can be used together, you’ll be more likely to sell multiple different items than if they are shown separately.”

Use the power of suggestion by grouping several lower-priced items together to create a themed gift basket, recommends Brenda Bell of Mudpuppy, New York.

Know your merchandise. “The more a museum store retailer knows about the products he or she is buying, the better able he or she is equipped to discuss the product and ‘sell’ it to a customer,” says Julie Harris of Historical Folk Toys, Nashville, IN. “Customers can be engaged in conversation and generally appreciate the knowledge of the retailer.”

Don’t skimp on quality. Even your lower-priced items should be of high quality, says Elaine Sheth of Esprit Creations, Alachua, FL. “When people feel financially insecure, they are more likely to buy something that they will keep, something that proves to be a good investment,” she adds. “When they purchase something from you that they treasure, they will be sure to tell others about your store.”

Place them near registers. A great place for impulse items remains near the cash register.

Not only can associates keep an eye on the merchandise, but pieces $20 and less make great addon purchases for visitors already waiting in line.

As you plan your $20 and under assortment, take a look at the following.

[1] American Heritage Chocolate, manufactured by the historical division of Mars, delivers an authentic colonial chocolate recipe. Made only with all-natural ingredients available during the 17th century, the chocolates include no preservatives. A chocolate block, finely grated chocolate drink, chocolate sticks or multi-pack of chocolate sticks in a muslin bag are all available.

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[2]

uNdeR

$20

[1] [3]

[7]

[4]

[5]

[6]

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To ensure historical accuracy, the company works with the Colonial Chocolate Society, The Colonial Williamsburg Foundation, Fort Ticonderoga and the University of California at Davis.

[2] Sterling silver earrings, rings and pendants with genuine gemstones from Esprit Creations offer store visitors a refined, yet affordable selection. Pieces range from dainty, sparkly ones to bolder, chunky natural minerals in sterling silver designs. The company also sells natural cotton scarves made in rural India, using pure, soft cotton with handblocked print and natural vegetable dyes.

Owner, designer and GIA gemologist Elaine Sheth says all products are consciously sourced; her designs are inspired by the diverse places she visits and the people she meets.

[3] Three new images by Yoshitomo Nara are now available from McGaw Graphics Inc., licensed through The Museum of Modern Art and the artist’s gallery representative. “Oh! My God! I miss you!” (shown) is available as 19" x 13" paper or 14" x 11" paper. The other two Nara

images—“N.Y. (Self Portrait)” and “Green Eyes”—are available as 14" x 11". For a slight upcharge, mat and packaging options are available. The Nara images are just some of the 500 new images in McGaw’s latest catalog, ART 2011.

[4] Cosmos (shown) is one of four bright and whimsical styles Global Village Glass Studio is adding to its Window Box Greetings collection this January. Each handmade bouquet of colorful glass Cosmos includes three blooms (7 inches tall), two leaves (one with a ladybug), vase and gift card. All flowers and leaves are handmade and are artistic interpretations, not realistic portrayals, of each species. The collection—14 floral styles are available—is one of the company’s best-selling categories. Cosmos is designed in Seattle and handmade overseas by skilled glass artists.

[5] Mind Jewel—winner of a Tillywig Brain Child Award—from Recent Toys, debuted last spring and is already one of the company’s best sellers. Perfect for any museum with a toy or brainteaser section, Mind Jewel is a one-player game for those ages 5

and older. Dubbed “bling for your brain,” the game challenges a user to unravel the gemstone to lie flat or twist and turn the pieces to return the toy to its original spherical shape.

[6] New from Historical Folk Toys is the thaumatrope—an early 19th-century toy that led to the discovery of motion pictures.

The set includes four three-inch-in-diameter thaumatropes: two featuring original paintings by bird painter William Zimmerman and two blanks so children, and adults, can create their own “wonder turners.” Although the artwork, “Bird and Cage” and “Bird and Dog,” are new renditions, they are based on historical images. Zimmerman is the acclaimed illustrator of “Birds of Illinois,” “Birds of Indiana” and “Birds of Ohio.”

[7] Ninja Batty Shogun, Nandy Bear, Cozymonster and Ket are Uglydoll’s newest plush characters. Ninja Batty Shogun and Ket both won the 2010 Parent’s Choice Award; while Ket, Nandy Bear and Cozymonster all won the 2010 Oppenheim Platinum Best Toy award. Fun for all ages, the plush, huggable, friendly, colorful characters

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[8]

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$20

[9]

[13]

[10]

[12] [11]

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encourage creativity. Each character comes with its own name and humorous bio.

[8] Mudpuppy’s new wooden magnetic numbers and letters sets are a modern update of an old favorite. The company offers two designs: Painter’s Palette (textured paint swirls) or Playful Patterns (retro-inspired).

Each set contains 40 1¾" tall wooden pieces with full magnetic backing. Packaged in a resealable milk carton that closes with double snaps, the sets are great for travel. The pieces contain 80 percent recycled wood, the packaging contains 85 percent recycled paper and only nontoxic inks are used.

[9] Salisbury Inc. is a family owned company that has been producing fine, hand-crafted silver and pewter products since 1979. Its Flower of the Month bracelets—its best-selling pieces—are just a few of the more than 600 items the company manufacturers. All pieces, from baby cups to birdfeeders, are made in the United States; the company’s product methods include spinning, casting and engraving. Salisbury has reproduced many historic items

and custom work can be accommodated.

[10] The Fairy Fantasies Tea Party gift set, for ages 3 and up from Safari Ltd., is the company’s latest addition to its Fairy Fantasies Collection. The fanciful set includes a brightly colored sunflower table with a teacake and teacups, two colorful fairies with butterfly wings and toadstool seats. The fairies are almost four inches tall.

Painted by hand, the set is phthalate- and lead-free and safety tested. Educational information in five languages is included.

[11] Women of all ages with a sense of fun will admire BeadArt from the Heart’s jewelry. All items are handmade bead work, sewn together bead by bead. Beaders in northern Thailand make each piece, which takes about four hours. Paid by the piece, with no quotas, the beaders’ compensation is almost twice the minimum wage.

[12] Bright Spots’ “feeling posters” offer a fun and colorful way to help children recognize and share their feelings and develop emotional intelligence. Available in two scenes—flower garden (winner of the

Dr. Toy Best Vacation Products Award) or marine life (winner of the Dr. Toy Best Products Award)—each 11"x17" poster is double-sided. A vividly illustrated garden or marine life scene is on the front with blackand-white images on the back for children to color with washable crayons. Both can be laminated and used as placemats.

[13] One-of-a-kind, recycled, handmade candy wrapper items from Nahui Ollin are wearable art. For the “conscious fashionista,” the company offers a variety of eco-friendly items including headbands, keychains, bracelets and coin purses. The accessories are made from defective candy wrappers, those that were unused but headed for a landfill. All goods are produced under Fair Trade and sweatshop-free practices in Mexico. The company was named the 2010 MSA Buyer’s Choice Awards Winner in the Eco-Friendly category.

April Miller is a Cleveland-based freelance writer and editor. A regular contributor to Museum Store, she last wrote the “2010 Fashion Buyer’s Guide” in the fall 2010 issue.

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BEST PRODUCTS uNdeR

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• Esprit Creations www.espritcreations.com (352) 316-6130

• Global Village Glass Studio www.globalvillageglass.com (800) 246-5585

• Historical Folk Toys www.historicalfolktoys.com (800) 871-1984

• McGaw Graphics, Inc. www.mcgawgraphics.com (800) 221-4813

• Mudpuppy www.mudpuppy.com (800) 670-7441

• Nahui Ollin www.nahuiollin.com (732) 460-1900 x15

• Recent Toys www.recenttoysusa.com (512) 879-7256

• Safari Ltd. www.safariltd.com (305) 621-1000 x159

• Salisbury Inc. www.salisburyinc.net (800) 824-4708

• Pretty Ugly/Uglydoll www.uglydolls.com (908) 620-0931 22

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Kid-friendly

BY TRACI RYLANDS

Welcoming School Groups Into Your Museum Store n the wake of budget cuts, cash-strapped schools are eliminating field trips at a growing rate. According to a study by the American Association of School Administrators (AASA), the number of schools that reported cutting field trips rose from 11 percent in 2008–2009 to 24 percent in 2009–2010, and then jumped to 51 percent in 2010–2011.

This change is already impacting museum stores. What can museum store managers do to optimize visits from school groups and reach out to this unique audience?

Make School Groups Feel Welcome he Natural History Museum at the Adirondacks – The Wild Center, Tupper Lake, NY, hosts an average of 150 school groups a year from about 70 different schools. According to Museum Store/Admissions Manager Josh Pratt, that number has actually gone up.

“In the past year, we’ve seen school group attendance increase by about 5 percent,” Pratt says. “We made a big effort to let school groups know they are welcome to shop in the store. If I am talking with a teacher or a chaperone, I make sure they know that.”

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Kid-friendly

Pratt also works with the museum’s education coordinator to prepare for upcoming visits. “We have an Intranet site that is part of the calendar. All groups coming on a particular day are listed. If we know we’re getting a lot of kids, we beef up the number of staff in the store.”

Dennos Museum Center – Northwestern Michigan College, Traverse City, MI, Store Manager Terry Tarnow reminds museum docents to build in time for school groups to visit the store. “When we have a kid-friendly exhibit, the education director is usually very good about scheduling time for the store when booking tours,” she says. “Since some of my revenue goes to support the educational programs, it benefits them to work with me.”

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When a school group enters the store, Tarnow gives them a warm welcome and goes over a few guidelines.

“We address the kids in a really polite way and let them know the rules of the store.

Still, there’s always going to be someone that goes over to touch the glass. I then nicely say, ‘We’d rather you not touch that.’”

Working with staff and volunteers to make the store a pleasant place to shop for school groups is another key to success.

Pratt encourages his staff to chat with young shoppers and be patient. “I look forward to when school groups visit,” he says. “Most of our staff love being with the kids. They don’t mind if they bring up multiple items at a time.”

Provide Lower-Priced Items for Smaller Budgets

S

chool groups tend to spend more of what money they do bring on smaller, less ex-

pensive items. Because the average amount spent by a student at Tarnow’s store is $3, she tries to keep several low-cost items in stock. Astronaut “ice cream” (which is freeze-dried) is a consistent best seller.

“There’s a permanent display on the Hubble telescope in our Discovery Gallery, so it does relate,” says Tarnow. “If kids have less than a $1, I have marbles, stones, and some little plastic Arctic animals.”

To make figuring out tax easier for younger customers, Tarnow prices some items so they come out to an even amount.

“If it’s a really low-price thing, I’ll price it at .94 cents so that it comes out to $1.”

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Pratt also tries to keep a variety of inexpensive items readily available. “We have toy bins where everything is under $5 and those are always the most popular. They like stretchy snakes and squishy turtles. Rock candy is $1 so at least most kids have a $1, and that includes tax.”

Plush is also a top seller for Pratt. “It’s hard to find plush under $5. That’s why we sell candy sticks with plush finger puppets,” he says. “When a school group comes in, I knock them down to $4.95 and call it a student special for the day.”

one day. They can enjoy visiting our museum and not worry about having enough time to shop,” Murphy says.

While Murphy has considered offering prepared “goody bags” that include small, inexpensive items, she prefers to stick with the form. “I’ve been a goody bag buyer before and it can be disappointing. I feel like this is a better option because you know exactly what you’re getting.”

More Supervision Equals Less Theft nfortunately, some school group shoppers leave with merchandise without paying. Creating an atmosphere that deters shoplifting can address this issue.

Pratt makes an effort to keep enough staff on hand to supervise school groups.

He also limits the number of students inside the store. “With the way our store is laid out, it can be hard to watch everybody.

U

Think Outside the Store he Portage Cache Store at the Lewis and Clark National Historic Trail Interpretive Center, Great Falls, MT, gets about 20 percent of its sales from school groups.

Because the store is very small, ensuring that every student gets a chance to shop can be challenging for Store Manager Sally Murphy. Sending a detailed pre-order form to parents before the visit increases that opportunity.

“Items on the form run from about 80 cents to $16,” she says. “Every item must relate in some way back to the Lewis and Clark story. When a school group books a tour, the form goes out to the teacher so they can make copies to send home with students. We receive the forms with the money when a group arrives, and we have the items bagged and ready for the kids to take as they leave.”

One benefit of such a form is that parents have time to consider their options and end up spending a greater amount than their child might. “A parent is not likely to give their child $20 to spend in the store,” Murphy notes. “But on average, the amount parents spend when using the form is in the $10 to $15 range.”

Because Murphy knows what items are regularly on the form, she can order an ample amount at a lower price point. If she does run out of a form item, she will ship it to them for free. Fortunately, this does not happen often.

“It’s especially great for groups from out of town that are visiting several places in

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Kid-friendly

So I limit it to 10 students at a time with a teacher or chaperone present. I stay pretty strict about that.”

While Tarnow has seen little theft at her store, she makes sure she has enough staff or volunteers present to keep an eye on young customers. “By insisting that a teacher or chaperone be in the store with the kids, that keeps them from taking things. I also try to have one person ringing up sales while another one is roaming the store.”

For Murphy, having a smaller store is a plus when it comes to sticky fingers. “It would be very easy for us to see a child trying to pocket something, so it’s never really been an issue.”

Welcoming School Groups Increases Return Visits nother advantage to welcoming school groups into the museum store is getting repeat business when they return with their parents.

“We do try to take advantage of the school group visits by encouraging them to come back,” Pratt says. “Sometimes we give the kids a coupon that says the child will be admitted free if they bring their parents back with them.”

The Dennos Museum Center hosts educational evening concerts that students can attend. “If one of the concerts is not selling well, the director will develop a coupon that says the child is free if an adult comes with them,” Tarnow says.

Because all fifth-graders in the Great Falls area are taken to visit the Lewis and Clark Center, many come back with their parents. Murphy says, “In the next few weeks after they visit, they’ve gone home and said, ‘I wish I could have bought this or that.’ Or they hear about another activity

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going on at the museum. So they’ll beg their parents to bring them back.”

School Groups Are Valuable Customers ealizing that school groups can be a valuable source of revenue can be a motivating factor for museum store managers to make their store a more inviting place for kids.

“I remind the staff and volunteers that this is important income to the store so we need to treat students as if they are just as important as our adult customers,” Pratt says.

Murphy emphasizes that store managers should not only prepare for school groups but embrace the concept and enjoy it. “The kids are there to have fun and if you’re having fun with them, everybody wins.”

Traci Rylands lives in Atlanta, GA, and recently wrote about how three museum stores are utilizing social networking to increase sales and improve communications in the fall 2010 issue of Museum Store magazine.

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OPERATIONS

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BY JOHN LEMKE une 21 marks the beginning of summer, and portends the peak season for open-air museums in the Midwest. This was the attitude of the staff at Old World Wisconsin as they closed up the site that evening, unaware of the events that were about to transpire.

A violent tornado hammered the Eagle, WI, area, downing hundreds of trees and forcing the outdoor museum to close its doors just when the busy tourist season was beginning.

Luckily, no one was on site at the time of the storm and no animals were injured on the historic farms. However, hundreds of trees lay strewn across the site’s entrance, fields and parking lot.

As much damage as the storm did to the landscape at Old World Wisconsin, the damage to the site’s many historic buildings could have been much worse. Still, the store lost most of the shingles on its roof while the historic Clausing Barn restaurant lost the top of its cupola and sustained some additional roof damage. The storm flattened two open-air sheds, one used for a farm market and one used to house young animals. Though none of these animals were harmed, the staff spent a good deal of time the next day chasing down the calves, lambs and piglets.

Unfortunately, Old World Wisconsin had to close its doors while the recovery effort began.

On the plus side, the Wisconsin Department of Natural Resources, which owned many of the trees on the site, was there the next morning with a crew to remove fallen timber. Staff and volunteers came in daily to assist in the cleanup and rebuilding while the state’s risk management department immediately contracted with builders and electricians to get the site up and ready for reopen as soon as possible. Yet many obstacles remained for the site to really get back to where it was.

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It was a lot of work to counter the initial message about the tornado/site closing, especially without an advertising budget. Even if there was that kind of money, one certainly couldn’t get the kind of placement the initial disaster had received. Key staff members met with a representative from the Wisconsin Department of Tourism to strategize a reopening/marketing plan. This was quite helpful in developing a message, moving quickly from “What a disaster” to “We’re moving forward.

The experience will be at the same high level we’ve always provided.” A Grand Reopening Celebration was planned and media was invited two days before the official reopening. In a seemingly cruel twist of fate, the day of the media event coincided with a major flooding in Milwaukee. Although there was great media attendance at the press event, flood broadcast stories preempted Old World Wisconsin’s reopening coverage. (You just can’t beat an Escalade in a sinkhole in downtown Milwaukee for viewer attention!)

Nonetheless, the Thursday and Friday before the official reopening on July 24 was a soft

PROBLEM #1—FIGHTING PUBLIC PERCEPTION OF AN INDEFINITE CLOSURE n spite of the quick progress on the cleanup and rebuilding, the battle to fight public perception of being closed indefinitely would be waged all season. Old World Wisconsin was faced with this challenge after unprecedented media attention regarding the “indefinite closure” of the site.

Old World Wisconsin Communications Director Lisa McGovern reports: “We had the front page of the Milwaukee Journal Sentinel, coverage by virtually every network and local newspaper in Milwaukee, plus loads of more distant coverage; heck— friends in Illinois knew we were closed!”

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opening—inviting families and volunteers to enjoy the site at no charge while the kinks were worked out. An already-created late summer/fall events postcard was delayed and “We’re open!” verbiage was added. Copy was modified for pre-planned billboards to include “Grand Reopening Celebration” and radio advertising bookings were reallocated to get out the reopening message as heavily as possible.

PROBLEM #2—SUSTAINING THE REOPENING MOMENTUM bout a month after reopening, a very successful Groupon weekend ticket sale was offered to almost 70,000 recipients in southeast Wisconsin. Facebook was heavily utilized for updates and grew the number of fans exponentially at the same time. Old World Wisconsin had already planned to give out library passes to children throughout southeastern Wisconsin before the storms; subsequent to our reopening we sent these libraries the message to let their patrons know that we were open for business and they were welcome to use their passes. These passes continue to be redeemed—at higher levels later in the season than in 2009—confirming that there’s a delay in receipt of the message.

Through press releases and the organization’s newsletter, Old World Wisconsin sent out a launch message of “Tell a friend/bring a friend” (nicely, this message was picked up directly in some news stories). Advertising listed out at least a month’s special events in print media, giving a robust picture of the offer and credence to its vibrancy. An e-newsletter was sent frequently to keep the almost 10,000 recipients up to speed on the reopening and subsequent events, and teachers were contacted to address the school tour perception. On-site patrons were given (and continue to be given) $1 coupons at entry to be redeemed in the store for any purchase over $5. Though the typical tram routes remained closed initially after reopening, the tram drivers picked up and dropped off visitors near the store’s front door. Posters were created and placed at points where people gathered to remind them of the store’s offerings, which included respite from the heat

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of summer in the form of air conditioning and cold beverages, in addition to the typical books and crafts. Patrons were thanked for helping the site recover with their purchases.

PROBLEM #3—GETTING BACK REVENUE

covers and bloated pages due to the humidity. Wrapped candy had melted and resolidified into something very sticky and un-saleable. Some clothing and stuffed animals were soggy and waterlogged. In

sale; a list of these items with their discount was also given to the director. Equipped with a new roof, and after a thorough cleaning to remove mold and bark silt (which a tornado can jam in crevices you thought unreachable), the store was re-merchandised and ready for visitors. A special “storm-damage sale” area was created in the back of the store while fresh, new merchandise met the visitor upon entry.

efore a disaster strikes your place of business, there are three words you should know—business interruption insurance. If not for this policy there would be no way to recover the lost revenue from forgone ticket PROBLEM #4—FOCUSING ON purchases, store sales and lost invenWORK AND PERSONAL NEEDS tory. There was a significant amount fter the tornado hit, a special of damage to store product due to commemorative t-shirt was dewater and wind. Having a recently signed as a play on the tornado, with Old World Wisconsin’s parking lot was covered, but somehow the ticket office (brown and white building in middle) remained untouched. conducted inventory allowed the the intention of selling it as a store to assess the damage thorfundraiser while the site prepared for some cases, mold had appeared on items oughly. All items were scrutinized for more reopening. The thinking was that this after initial checks of the item were fine. A than just obvious defects. Every bin was would be a good way to keep revenue comdetailed list of damaged items with invenopened, and every item was handled—a ing in while staying top of mind of the tory documentation was compiled and subnecessary tedium since many damaged members in the community. However, it mitted to the director. Items with minimal items appeared fine at first glance. Books was not rolled out as it was deemed too damage were marked down and placed on were pulled from the shelf with curled early and potentially insensitive to the

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affected residents of the community, some of whom lost their homes. Many staff experienced property damage and others lost income due to the closure. Some staff could not wait for the reopening and resigned to take different jobs. During a disaster recovery it is never a bad idea to temper the perseverance of the rebuilding with some perspective on the emotional toll waged on the people.

THE SILVER LINING hough the big grey funnel cloud cost Old World Wisconsin over a month of its precious summer season, there were several silver linings. One came in the opportunity to lay out the store in a whole

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new way without the tunnel vision of seeing the store the way it was. Another included the opportunity to ask for store upgrades that had been previously denied or put off. The business interruption insurance policy proved to be worth its cost. And, of course, the unprecedented media coverage allowed Old World Wisconsin to craft a message that highlighted its action-packed fall season.

Moreover, the storm changed the way many staff and patrons perceived Old World Wisconsin. Sometimes, losing something you take for granted renews your appreciation and portrays the object of your affection in a whole new light. On reopening day I stood outside the front door of the store and looked down the hill across the parking lot which used to be canopied with hundreds of big red pine trees. A gentleman passed by and stopped to look with me. I commented how it sure looked different without the pines. The man turned to me and said, “Yes, but take a look at that view.”

John Lemke is the director of retail operations for the Division of Museums and Historic Sites at the Wisconsin Historical Society and an MSA member.

IMPORTANT LINKS • YouTube video of the site damage http://bit.ly/owwvideo • Milwaukee Journal Sentinel coverage of the storm http://bit.ly/owwnews • Helicopter footage after the storm pummeled Old World Wisocnsin http://bit.ly/owwhelicopter • Old World Wisconsin www.oldworldwisconsin.org

ConferenceAd_Layout 1 11/22/10 4:10 PM Page 35

MUSEUM VISITS

2011 MSA RETAIL CONFERENCE & EXPO

Come in early and spend Friday in Chicago visiting area museums and stores along

Rosemont, IL | April 30–May 2, 2011

with other store managers.

TAKE CHARGE: DEFINE THE FUTURE

MORE NETWORKING

T

From a Sam Greenberg Scholarship breakfast

he 2011 MSA Retail Conference & Expo promises to be another great event for museum store professionals. Dynamic member speakers will provide resources in the Knowledge Standards areas of

Customer Relations, Financial Management, Merchandise Planning

fundraiser to cocktails in the

and Strategic Management. Plan now to be a part of this exceptional

exhibit hall, you’ll have lots

shared learning and networking opportunity.

more time in 2011 to catch up with colleagues.

CLOSING KEYNOTE by BRAD KAUFFMAN, THE METROPOLITAN MUSEUM OF ART’S VP AND GM OF MERCHANDISE AND RETAIL Capitalize on Brad’s extensive retail background and learn how to channel

MUSEUM SHOP OF THE ART INSTITUTE OF CHICAGO

entrepreneurial drive into your museum’s culture!

Go to www.MSAmeeting.org to register today!

MSA10_TrendsForecast_MSAWinter10_pg 11/23/10 2:14 PM Page 36

STRATEGIC MANAGEMENT

by beverly J. barsook

8 EMERGING TRENDS What Impact Will They Have on you? recent study by the Center for the Future of Museums and the American Association of Museums on “Museums & Society 2034: Trends and Potential Futures” got me thinking about the impact these emerging societal trends will have on museum stores in particular.

Identifying trends in demographics, changes in the economic landscape, shifts in technology and communications, and the rise of new cultural expectations will help us start to identify the direction museum stores will take over the next 25 years. While I don’t have all the answers, I hope to raise some questions that will create some thoughtful discussion within your institution.

A

RETIRING BABY BOOMERS According to the study, in 2034 one in five Americans will be older than 65. As many of these highly-skilled baby boomers head into retirement, many will be looking for volunteer opportunities. Museums, as part of the “brain exercise” movement, will help to maintain the cognitive powers of this aging population and will serve as partners for existing senior service organizations.

“When it comes to the future, there are three kinds of people: those who let it happen, those who make it happen, and those who wonder what happened.”

—John M. Richardson, Jr.

Things to think about: How will this aging population affect the products you carry in your shop?

What kinds of merchandise should you consider to appeal to this trend?

Should you consider larger type on signage and other printed materials in your shop? Are there more accessible ways to display your products? Do you need to train your staff on the changing needs of a senior population? How can you reinvent the role of the volunteer to accommodate this new talent pool?

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8 EMERGING TRENDS A CHANGING POPULATION Minorities will account for nearly all population growth in America. By 2034, minorities will comprise almost half of the U.S. population. Today, only nine percent of frequent visitors to museums are minorities.

Things to think about: How should your shop begin to prepare for a demographic shift like this? Should you think about carrying books in different languages? What products appeal to the different ethnic groups in your areas?

MUSEUM-GOERS OF TOMORROW Studies have shown that 5 to 9 is the critical age range for children to become museum-goers into adulthood.

Things to think about: How will museums attract this group? Is there a role for the shop? What is the nature

of your children’s merchandise? Is this age group a target market for your shop?

THE GENDER SHIFT Women currently outnumber men on college campuses by a 60:40 ratio and now represent the majority of those graduating with professional and doctoral degrees. As museums traditionally attract college-educated audiences, will these highly-educated women become the primary museum visitors?

Things to think about: What is the gender breakdown of your current shopper? Does it reflect this demographic trend? What do women vs. men purchase? Do you train your staff to be close observers of the gender of people purchasing in your store? Do you have them report on this regularly at staff meetings? Are you keeping records of your client base so you can see trends?

RISING GAS PRICES We have already experienced the impact

of sharp increases in gasoline. Estimates show prices could reach anywhere from $4.91 to $25.47 per gallon in the next 25 years. Rising energy costs could have an impact on leisure travel, home prices and decisions regarding museum expansion.

Things to think about: How did the fuel price increases of recent years impact visitation in your museum?

What impact did it have on your store sales?

What strategies, if any, did you use to deal with fuel prices? What impact would this have on consumer behavior? What about the impact on museum operations?

WEATHERING A RECESSION Unfortunately, nobody knows how long the current recession will last. Many have already seen a drop in admissions revenue, increased risk to donations, pledges, endowments and government support. Elimination of school field trips could become the norm rather than a temporary cost-cutting measure.

A NEW MSA PUBLICATION

NUMBERS BY THE BOOK A Financial Guide for the Cultural Commerce & Specialty Retail Manager Your store’s finances are arguably the most important part of your job.

This new book will help you: • • • • • • •

TTools ools for fo or best best business business practices practices in in cultural cultural commerce. commerce.

$29.95

Create budgets, project sales and analyze cash flow Establish accounting procedures and maintain records Develop a merchandise buying plan and set prices Manage inventory and open-to-buy Measure store performance Leverage point-of-sale systems Implement internal controls

PLUS, each book includes a CD with several forms to help in your planning and record keeping.

GO TO WWW.MUSEUMSTOREASSOCIATION.ORG TO ORDER YOUR COPY TODAY!

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Things to think about: How can the store support your community during the economic downturn? What role can you play in providing educational opportunities for students whose schools can no longer afford to provide them?

THE ECONOMIC DIVIDE According to the study, the top five percent of households generate a third of all earned income in the United States and the top 0.5 percent generate 14 percent of earned income. This concentration of wealth means there is a growing segment of society with relatively less money, which could result in fewer discretionary purchases.

Things to think about: What is the potential impact on your merchandise lines? Does the price point of your merchandise need to change? Are you collecting any data that would give you insight in the shifting nature of the economic situation of your customer base?

THE COMMUNICATION REVOLUTION The technological revolution that began in the 1980s continues to shape our interactions into the future. Today’s young adults grew up in a connected world, and will set the foundation for changes in expectations as they move into adulthood.

According to the Institute for Museum and Library Services, 43 percent of museum visits in 2006 were remote, predominately via museum websites, and this percentage is likely to rise. In the midst of a technological society, however, people may find themselves yearning for a place to escape from our increasingly virtual world.

Things to think about: How will you communicate your museum’s story and your store’s merchandise connection in an environment where many may not know or care about the relationship of your merchandise to your institution? What will be the impact on the brick-and-mortar store, especially if, as is

the case today, purchases in museum stores are often by impulse? What role can you play in offering a retreat for those wanting to retreat from a connected society?

This is but a small sample of large-scale trends identified by the museum community as a whole that can impact the way your store presents itself to the visitor. Collecting and tracking trends today will pre-

pare you for future challenges. There are great opportunities for training staff and keeping them involved by selecting trends and tracking their development in your retail operation. Set up a process to consistently track observations over time and make a point of reviewing your data as you plan for the coming year.

Beverly J. Barsook is the executive director of the Museum Store Association.

Get 43 MSA Knowledge Standards Self-Assessment Tools on 1 CD! ONLY $19.95

L

ooking to develop a training and education plan for your retail staff?

Want to build your own cultural commerce skills to the highest level?

Use this handy CD to rate your professional skills and measure personnel proficiency. At a glance you’ll be able to evaluate the areas within each of the eight Knowledge Standards where you can improve and identify future learning opportunities.

TO ORDER, CALL MSA AT (303) 504-9223 OR GO TO WWW.MUSEUMSTOREASSOCIATION.ORG. WINTER 2010 | MUSEUM STORE

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| new vendor showcase |

A GET YOUR PRODUCT IN BUYERS’ HANDS! Advertise in Product News—now included as a special section within Museum Store magazine!

Product News is still the #1 resource for great products for museum store buyers.

CONTACT LISA TODAY AT LISAH@SKIES.COM FOR DETAILS.

s a member of MSA, you have access to some of the best product vendors. When you purchase from them, you are supporting your membership community. The following are some of MSA’s newest members, all of whom are vendors waiting to help you stock merchandise that will coincide with your museum’s mission.

AMERICAN HERITAGE CHOCOLATE Bel Air, MD | (410) 638-7009 www.americanheritagechocolate.com American Heritage Chocolate, developed by Mars Chocolate North America, is inspired by an authentic historic recipe and made only with ingredients available during the 17th century. A leader in the pursuit of all things chocolate, with nearly 100 years of chocolate making experience, MARS set out in 2003 to uncover the true history of chocolate by commissioning the University of California at Davis and other scholars to write a comprehensive book about the history of chocolate: “Chocolate: History, Culture and Heritage.” This work inspired Mars to share chocolate’s rich past not only through scholarship and research, but also through chocolate products. And, in 2006, American Heritage Chocolate was born.

WHERE RETAILERS MEET QUALITY ARTISTS Cooperatively collocated with

J A N U A R Y 2 2 - 2 4 , 2 0 11

THE ORLANDO GIFT SHOW

ORANGE COUNTY CONVENTION CENTER

J U N E 4 - 6 , 2 0 11 LAS VEGAS CONVENTION CENTER

COME Join us for a unique shopping, education, and networking experience at ACRE, now with two shows per year.

TOUCH

Woven Works

Silver Seasons

Beckett Pottery

Watchcraft

Shop from hundreds of juried wholesale artists including many never-before-seen Emerging Artists.

BUY Order direct from professional American and Canadian artists. No reps, no importers.

Your customers will appreciate the difference.

MARK YOUR CALENDARS! ACRE Orlando will be day hosting the Florida Chapter of the Museum Store Association’s annual regional meeting on Saturday, January 22, 2011.

PRODUCED BY

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Celestial Art Glass

henrys design

Mark Doolittle Studio

For more information and FREE retailer registration, visit www.ACREOrlando.com and www.ACRELasVegas.com or call 1.888.4.CRAFT.1

BRIGHT SPOTS Rancho Santa Fe, CA | (888) 301-8880 www.brightspotsgames.com Announcing three new Matching Games and three new Bingo Games from Bright Spots, each one bringing to life a vividly illustrated cast of characters. These brightly colored and high-quality games are designed to engage children of all ages, and are a great game choice for anyone wanting to have fun expressing feelings.

Choose Feelings in the Wild for animal lovers, Feelings in Bloom for nature lovers, or Feeling Sweet for dessert lovers. Each version is available as a Matching Game and a Bingo Game.

MSAWinter10_NewVendorShowcase_MSAWinter10_pg 11/23/10 2:16 PM Page 41

CASALINDA STUDIO San Diego, CA | (626) 534-5625 www.casalindastudio.com Casalinda Studio is an elegant collection of eco-friendly silver jewelry which was launched in 2007 by a mother/daughter design team. The collection is inspired by California native flowers, mudcracks and other natural elements. Casalinda pieces use only recycled, reclaimed metals and Fair Trade, conflict- free, recycled, reused or vintage semi-precious stones and beads. Casalinda Studio draws inspiration from the mountains, deserts and ocean of Southern California. The California native flowers pieces are influenced by the works of A.R. Valentien.

SALISBURY INC. Easton, MD | (410) 770-4901 www.salisburyinc.net Salisbury Inc. is a family-owned company of proud and dedicated artisans who recognize the importance of preserving our heritage while creating new and exciting products that are sure to become tomorrow’s treasured heirlooms. Our company has been producing fine, hand-crafted silver and pewter products since 1979. Our various collections have been designed to capture the spirit of American life. Salisbury Pewter and Salisbury Sterling are produced to the highest quality standards. Salisbury continually develops and refines new products in an effort to provide the most elegant and unique pieces possible, perfect for discerning museum store buyers.

WINTER 2010 | MUSEUM STORE

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| new releases |

A

s a cultural commerce buyer, you have the unique opportunity of extending and enhancing your visitors’ experiences with educational and unusual merchandise. Here’s a sampling of the new products submitted to MSA for review in the past 90 days. (All review copies will be donated to qualified charitable organizations.)

| ad index |

1928 Jewelry Co. ............................................ 26 2011 MSA Conference & Expo........................ 35 Advanced Retail Management Systems – Counterpoint............................................... 22 American Heritage Chocolate........................ 48 Artwear LLC.................................................... 29

BOOKS & RELATED “Seductive Subversion: Women Pop Artists 1958–1968” Abbeville Press New York, NY (212) 366-5585 | www.abbeville.com Wholesale: Call for prices | Retail: $50 “Seductive Subversion” is the illustrated catalog of the first exhibition to expand Pop Art’s narrow critical definition to reflect the significant role of women artists such as Rosalyn Drexler, Niki de Saint Phalle, Yayoi Kusama and more. The culmination of six years of research by Sid Sachs, this exhibition, organized by the Rosenwald-Wolf Gallery of the University of the Arts, Philadelphia, is touring nationally. The essays span from London’s Independent Group in the early 1950s to the end of classic Pop in 1968. Cloth; 248 pages; 127 illustrations, 92 in full-color.

BeadArt from The Heart LLC ......................... 41 Bright Spots .................................................... 29 Bruce McGaw Graphics Inc. ............................ 2 Bullpen Book Sales ........................................ 22 Casalinda Studio............................................. 29 Clear Solutions Inc. ......................................... 9 EDC Publishing............................................... 33 Espirit Creations .................................................. 15 Fame U.S.A. Products Inc. ................................. 11 Folkmanis Inc. ............................................... 23 Fractiles .......................................................... 15 Galison/Mudpuppy.......................................... 28 Getty Publications.................................................. 3 Glass Eye Studio/

“A Celebration of State Capitols” Capitol Celebrations Colorado Springs, CO (719) 598-5505 | www.capitolcelebrations.com Wholesale: Call for prices | Retail: $54.95 “A Celebration of State Capitols” is a highly illustrated book of America’s state capitols. It features fascinating accounts of history and rarely known tidbits of information concerning each state capitol. Presented from a lay person’s perspective, the text is easy to read and highlights interesting stories of human interest and unique facts involving the capitols. The capitols come to life with color photos, vintage postcards and period memorabilia. Charts with comparative information provide insights into differences as well as similarities among the capitols. Hardcover; 272 pages.

Global Village Glass Studio ........................ 41 Historical Folk Toys LLC................................. 28 Image 3D........................................................... 9 Jackson Pacific Inc. ........................................ 47 Jet Creations................................................... 41 Knowledge Standards Self-Assessments CD... 39 Messe Frankfurt ............................................... 5 MGI Lists ......................................................... 46 Michael Sack................................................... 13 Mondaine Watch Ltd....................................... 21 Museum Store magazine ................................ 32 Nahui Ollin–Candy Wrapper Hand Bags ......... 7 NGlassworks LLC............................................. 9 “Numbers by the Book” ................................. 38

GAMES & TOYS Dino-Bump Board Game LuvyDuvy Corporation Coconut Creek, FL (954) 227-2810 | www.luvyduvy.com Wholesale: Call for prices Retail: $24.95 Winner of the Creative Child Magazine 2009 Seal of Excellence, Dino-Bump is a new family board game for two to six players ages 5 to adult. The large 28" board includes six different 5" dinosaur playing pieces. The first to the Dino-Cave wins, but you don’t want to get sent back to the Dino Bath!

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Product News .................................................. 40 Recent Toys..................................................... 13 Salisbury Inc. ................................................. 34 Scratch-Art Co. Inc. ....................................... 27 Tamohara Collection ...................................... 13 Thinking Outside The Square ......................... 19 Wholesalecrafts.com Inc................................ 40

For detailed contact information about any Museum Store advertiser, please visit www.MuseumStoreAssociation.org and log in to the Member Directory.

Thank you for supporting our advertisers!

MSA10_ProductNews_MSAFall10_pg 11/23/10 2:19 PM Page 43

WINTER 2010

MSA’s Showcase of Specialty Store Merchandise APPAREL / ACCESSORIES Retail $13.99/$16.99

Retail $52–$100

Retail $40–$75

Wholesale $7/$8.50

Wholesale $26–$50

Wholesale $19–$37.50

Print and Online Catalog

Print and Online Catalog

Online Catalog

Zoo Doo Available in youth and adult sizes, Earth Sun Moon’s Zoo Doo t-shirt depicts the “doo” of 20 popular zoo animals.

XXl t-shirts/$9.50.

Handbags From Japanese Kimonos Vintage Japanese kimonos redesigned into handbags, totes, scarves, hats and neckties. A great recycled product. Made

by Theresa Gallup, an artist in Springfield, MO.

Silk Scarves Limited edition scarf on 100% sateen silk designed by the artist to make a colorful and vibrant statement—“Walk With Art.” Visit us on the website.

EARTH SUN MOON TRADING CO. Phone: (888) 458-1687 Fax: (724) 458-4920 info@earthsunmoon.com www.esmtees.com

KIMONO DESIGNS BY THERESA INC. Phone: (417) 823-8886 kimonodesigns@sbcglobal.net www.kimonodesigns.com

NINA J. DESIGN STUDIOS LLC Phone: (540) 539-8072 jhaverineena@yahoo.com www.ninastudios.com

APPAREL / ACCESSORIES

CUSTOM PRODUCTS

BOOKS Retail $10–$90

Retail $34.99

Retail Call for quote

Wholesale $5–$45

Wholesale $15.45

Wholesale Call for quote

Online Catalog

Print Catalog

Print and Online Catalog

Shibori Silk Silk is pleated, sewn and dyed by hand using the Shibori method, an ancient form of tie-dye passed down through generations of Asian textile artisans.

“Discovering New York Artist De La Vega” A collection of all things James De La Vega, known as a “sidewalk philosopher” who inspires onlookers and listeners to “become one’s dream.” This book is fun for any art fan.

Custom Design Pop-Up Greeting Cards Historic treasure or cutting edge icon—I can design a 3-D greeting card of your museum home. Custom pricing upon request.

ZAZOU Phone: (800) 274-1868 Fax: (510) 848-6135 info@zazou.com www.zazou.com

DOTTY ROSE PUBLICATIONS Phone: (305) 409-5785 info@dottyrose.com www.delavegabook.com

LIVE YOUR DREAM DESIGNS Phone: (323) 226-0274 Fax: (323) 226-0274 www.liveyourdreamdesigns.com

CONTENTS 43 APPAREL / ACCESSORIES 43 BOOKS 43 CUSTOM PRODUCTS

www.MuseumStoreAssociation.org

44 HOME & GARDEN 44 GAMES & TOYS 44 FAIR TRADE

44 JEWELRY 45 RECYCLED

45 REPRODUCTIONS 45 SOUVENIR/PROMO

WINTER 2010 | MUSEUM STORE

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HOME & GARDEN

GAMES & TOYS Retail $50–$160

Retail $25–$89

Retail $8.95

Wholesale $25–$103

Wholesale $12–$45

Wholesale $4.50

Print Catalog

Print and Online Catalog

Print and Online Catalog

Holiday 2010 Tile Collection Hand-crafted gift tiles are created by Ann Arbor artisans in the Arts and Crafts tradition. A selection of holiday tiles, shown here, are also available framed.

Haunting Sounds & Magic Memories® Echoes of bell buoys and harbor sounds in beautiful melodies and designs! Hand-crafted in Maine and proudly a green company! Custom designs! Call or e-mail for catalog.

World Golf Playing Cards Fore Christmas! The editors of Golf Digest have chosen 52 of the world's best—from the Jockey Club in Argentina to St. Andrews in Scotland.

MOTAWI TILEWORKS Phone: (734) 213-0017 Fax: (734) 213-2569 motawi@motawi.com www.motawi.com

NORTH COUNTRY WIND BELLS INC. Phone: (877) 930-5435 Fax: (207) 677-3224 ncbells tidewater.net www.northcountrybells.com

INKSTONE DESIGN INC. Phone: (406) 542-0270 Fax: (406) 542-0256 gofish@inkstone.net www.inkstone.net

GAMES & TOYS Retail $20

Retail $16

Retail $6

Wholesale $10

Wholesale $8

Wholesale $3

Print and Online Catalog

Print and Online Catalog

Print Catalog

JRUMPY™ Uglydoll® Artist-created, award-winning plush Uglydolls® are adored by fans of all ages. Collectible Uglydolls® inspire creativity and allow us to celebrate our differences.

Midnight Moon Dragon Safari Ltd. invites children to discover the frontiers of their imagination with our 2011 purple dragon with golden eyes.

Measures 8.5" long. Shop online at www.safariltd.com.

PirateTalk Conversation Cards Chock full of amazing pirate lore and legend, from the fictional to the factual. Colorful cards fire up the imagination and get conversations rolling!

PRETTY UGLY LLC Phone: (908) 620-0931 Fax: (908) 620-0914 pretty uglydolls.com www.uglydolls.com

SAFARI LTD. Phone: (800) 554-5414 Fax: (800) 766-7841 sales@safariltd.com www.safariltd.com

U.S. GAMES SYSTEMS INC. Phone: (800) 544-2637 Fax: (203) 353-8431 sales usgamesinc.com www.usgamesinc.com

FAIR TRADE

JEWELRY Retail N/A

Retail $50–$500

Retail $20

Wholesale $4–$100

Wholesale $25–$250

Wholesale $10

Online Catalog

44

Online Catalog

Online Catalog

Crafts Reflecting the History and Culture of Zimbabwe Authentic crafts, folk art, masks, recycled creations, toys, hand-painted greeting cards, advertising signs, jewelry, buttons and more, from Zimbabwe. Also one-of-a-kind!

Mata Ortiz Pottery Shard & SilverJewelry Make a connection with natural materials from the earth, with artists who handform with the past and the present.

It’s not just art; it’s a story!

Blob Rings Amorphous, bold, chunky and truly one-of-a-kind. Each one is hand-carved from tagua nut, making them 100% sustainable, organic, vegan and biodegradable.

ACCENTS FOR TODAY INC. Phone: (212) 517-9438 Fax: (212) 517-9438 info accentsfortoday.com www.accentsfortoday.com

MATA ORTIZ TO YOU Phone: (520) 744-0639 Fax: (520) 744-0639 jandiers@msn.com www.mataortiztoyou.com

MUICHIC LLC Phone: (205) 547-8169 look@muichic.com www.muichic.com

MUSEUM STORE | WINTER 2010

MSA10_ProductNews_MSAFall10_pg 11/23/10 2:19 PM Page 45

JEWELRY Retail $19.99

Retail $14.99–$34.99

Retail $25

Wholesale $6 (earrings)

Wholesale $5.50–$14

Wholesale $12

Print and Online Catalog

Print and Online Catalog

Print and Online Catalog

New Sterling Silver Sea Life Jewelry A new line of handmade, high-margin and beautiful sterling silver sea life jewelry. Did we say high margin? Gorgeous real wood jewelry boxes, too!

Pink House Imports’ Hand-Beaded Purses Available in many different colors and styles, these irresistible bags make excellent gifts. Pink House hand-beaded bags are a best-selling gotta have item!

Halo Earrings Q3 Art makes fashionable, fun and affordable hand-dyed anodized aluminum jewelry, mobiles and clocks. To access website below, enter artist #20169, then enter the password: tra3q.

OCEANO JEWELRY Phone: (800) 839-8439 Fax: (800) 839-8419 E-mail: sales@oceanojewelry.com www.oceanojewelry.com

PINK HOUSE IMPORTS Phone: (888) 355-6907 sales@pinkhouseimports.com www.pinkhouseimports.com

Q3 ART INC. Phone: (877) 929-4258 Fax: (773) 929-4258 info@q3art.com www.wholesalecrafts.com/visitor

REPRODUCTIONS

RECYCLED Retail $8

Retail $80

Retail $75

Wholesale $4

Wholesale $35

Wholesale $35

Print and Online Catalog

Print Catalog

Print Catalog

Recycled Paper Stretch Bangle These Fair Trade bracelets are handmade in Kenya from recycled magazine paper. Available in eight colors with assorted silver-plated charms.

War and Peace Jewelry Collection Beautifully hand-crafted bracelets showcasing a selection of exquisite glass beads, Tibetan peace charms and real bullet shells. Each is a true original.

Ring Vase Functional colonial ceramic reproductions are available in four traditional glazes, as well as a modern palette. Custom work is available.

ACACIA CREATIONS Phone: (717) 817-1412 Fax: (717) 751-6872 info@acacia-designs.com www.acacia-designs.com

REFASHIONED INC. Phone: (514) 426-3481 Fax: (514) 426-1553 info@refashioned.com www.refashioned.com

DAVID CHANGAR CERAMIC DESIGNS Phone: (718) 842-6362 Fax: (718) 842-6965 dchangar@nyc.rr.com

SOUVENIR & PROMOTIONAL Retail N/A

Retail $4.95 magnets

Retail $159

Wholesale $1.89 each

Wholesale 40–50% books and magets

Wholesale $125

Print and Online Catalog

Print and Online Catalog

Print and Online Catalog

Civil War PVC Quote Magnets Civil War 150th Anniversary Mementos. Embossed PVC quote magnets: Lincoln (“A house divided...”), Lee (“Do your duty...”) or Jackson (“Let us cross over...”). DesignMasters’ Collection.

Ethnic Books, Proverb and Nature Magnets Catalog online for more than 100 titles plus beautiful, unusual magnets. Scandinavia, Germany, France, Italy, Great Britian, Poland, Czech and Slovak Republics. Money makers.

I-STAND: Roll-Up Banner Stand This stand by Jet Creations is the perfect display solution.

The stand has a large 33.5'' x 79'' viewable area and comes with a durable carry bag. Free full-color imprint.

DESIGN MASTER ASSOCIATES INC. Phone: (800) 322-7583 Fax: (757) 566-8400 sales@designmasters.com www.designmasters.com

PENFIELD BOOKS INC. Phone: (800) 728-9998 Fax: (319) 351-6846 penfield@penfieldbooks.com www.penfieldbooks.com

JET CREATIONS INC. Phone: (888) 823-1388 Fax: (703) 823-6730 service@jetcreations.com www.jetinflate.com WINTER 2010 | MUSEUM STORE

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GET YOUR DIRECT MAIL PIECE DELIVERED TO THE TOP MUSEUM STORES DO YOU HAVE … > new product lines? > changes to existing products? > special discounts or bulk offers? > limited-time promotions?

The right mailing list is critical to a direct mail capaign’s success, and smart companies know that in-the-mail promotions for products and services continue to generate strong, measurable sales during every economic cycle.

MSA’s museum members want and need to know about your products and services so they can offer them in their stores.

Tell your customers all about it with a targeted direct mail piece.

(800) 899-4420 | (703) 706-0383 | Fax: (703) 549-0697 | www.MGILists.com MGI List Division of Marketing General Inc., 209 Madison Street, Third Floor, Alexandria VA 22314 customerservice@MGILists.com

ISTOCKPHOTO.COM / © SKIP ODONNELL

Contact MGI Lists, MSA’s partner in mailing list processing, to get the information you need to make a direct connection with the exclusive museum store audience.

Jackson Pacific_Layout 1 11/24/10 8:29 AM Page 47

American Heritage Chocolate_Layout 1 11/22/10 9:58 AM Page 48

Can chocolate lead to greatness?

It worked for our founding fathers.

Chocolate is more than a treat; it’s a tangible connection to the past. It has been woven throughout the fabric of our culture for centuries and enjoyed frequently by the likes of George Washington, Thomas Jefferson, and Ben Franklin. American Heritage Chocolate, from MARS Chocolate North America, is an authentic historic recipe that uses only ingredients available during the 17th century.

Your visitors can take a piece of history home, with our grated chocolate drink and chocolate sticks, each available in a keepsake muslin bag. Drink the chocolate hot, just as the colonists did, grate the chocolate block into your favorite recipes, or enjoy a stick on the go. When your visitors enjoy American Heritage Chocolate, they help keep our heritage alive…in the most delicious way possible.

AmericanHeritageChocolate.com 1-800-800-7046 sales@americanheritagechocolate.com ®/TM trademarks © MARS, Incorporated 2010