How Special Events Can Enhance Your Museum Store

January 9, 2017

By Audrie Cuddy Ranon

To hold the title of Museum Store Manager, we must be extremely flexible and skilled at wearing many hats. I don’t mean as a fashion statement, but, rather, as a metaphor to explain that it is a highly specialized position with lots of moving parts.

And move we do! We are responsible for the general management of the store; we plan inventory; and usually, we are the skilled buyers, trendsetting visual merchandisers, keen product developers, PR and marketing gurus, POS system experts, policy and procedures enforcers, keepers of the schedules, providers of the best visitor experience, contributors to the museum’s revenue stream, and so on and so on. As I said, there are lots of moving parts, and it is up to us to make those parts move effortlessly.

Now, how can we possibly do all of this and attract attention to the store and spur sales?

Well, let’s see. We know that the main goals of the museum store are to contribute to the educational purpose of the museum, to assist with the marketing efforts and to return the greatest possible dollar contribution.

With these goals in mind, it leads us to the idea that the museum store is actually a museum program. A program, by definition, is a plan of activities and resources in an organization that is geared to accomplish a certain goal or set of goals. Like a program, the store does all of the above, has designated hours and recurs on a regular time schedule. As they say, if it walks like a duck …

Accordingly, if the store is a perpetual program, how do we keep it fresh and attractive? What else can we do?

Eureka! I’ve got it! We can add some special events.

An event, by definition, is a public assembly that is created for the purpose of celebration, education, marketing or a reunion. In other words, programs are designed with a cause in mind, while events are used to celebrate that particular cause (or just to have a bit of fun!). Events are a one-time occurrence while programs run for a series. In the case of a museum store, the series is its hours of operation.

So, why would we create special events specific to the store? Maybe I should ask the better question: How can we create attractive, interesting, interactive special events to add to our programmed store hours?

Some store events are “no brainers.” For example, any time you have a member sale or a clearance sale, why not serve cookies and punch? Voila! It has now become a “Special Event.”

If you work closely with your Public Programs/Education Departments, you can develop ideas for “Meet the Artist” events or book signings with visiting lecturers. Did you know that if you alert the publisher that you are hosting an author event, they will blast it out in their social media/press releases? Also, some authors who aren’t able to attend in person are willing to sign books in advance and Skype in the day of the event.

It is always fun to invite a local fashion or jewelry designer for a Trunk Show or host several artists/vendors for a day-long market. These types of events can be accomplished simply, with a very small budget, or you can be more elaborate and produce a grand scale epic event! Always remember, no matter how humble or extravagant, give your event a great (maybe a little sexy) title!

Our store plans the year by holding at least one Special Event per month. Some of these events are on the “no brainer” scale, and some involve much more flare.

For instance, we conduct four annual sales (two member-specific and two clearance sales). Each one has a gimmick and a fun title. One of those sales occurs in the dead of summer when it is hot and everyone is either in North Carolina or at the beach. (We live in Florida.) It is called the “Sunrise Sale,” and yes, it begins promptly at sunrise (6:43 a.m. this year). Mimosas are all around, and everyone who shows up wearing their pajamas receives a gift.

We also host at least four book signings and two “Meet the Artist” events or Trunk Shows. All of these are accomplished modestly, with the exception that, twice a year, we host two larger, more elaborate events that include the multiple artist/vendor component. Both of these events engage large audience participation for the museum and generate higher sales for the store.

The first of these major events takes place in mid-winter and focuses on the romantic time of year. It is titled “Erotica” and is paired with a lecture on the subject by a scholarly art historian. The other is associated with fashion and wearable art and occurs in the fall around the time of Fashion Week. Designers, models and photographers join together for “Art Advances Fashion,” a constant crowd pleaser. The designer, inspired by the art in our galleries, creates between one to three garments of wearable art to interpret their inspiration. The result is always breathtaking!

Whether you keep it simple or go all out, a Special Event in the store always should underscore the fun and excitement of retail. These events serve to advance not only the bottom line of the museum store, but the mission of the museum itself. Now, how about submitting a photograph of you wearing one of your favorite Store Manager hats?

Audrie Cuddy Ranon is the Director of Retail Operations at the Museum of Fine Art, St. Petersburg. She is a Past President of the Florida Chapter and has been a member of the MSA since 1997.