Advocacy report.pdf

10/02/2012
Course
Presentation Date
CMN 570
Advocacy Report
Jason Striker
Presenter
Wednesday, October 3, 12

Advocacy Report
View of two Non-profit Art museum’s
•Strengths: need to be maintained, built upon or leveraged
• SMoCA
• MIM
•Weaknesses: need to be remedied or stopped
• SMoCA
• MIM
•Opportunities: need to be prioritized and optimized
• SMoCA
• MIM
•Threats: need to be countered or minimized
• SMoCA
• MIM
• DISCUSSION: on option for project proposal

Scottsdale Museum
of Contemporary Art
(SMoCA)
SMoCA brings art, architecture and design to
Arizona to challenge expectations.
• SMoCA is not a museum filled with random selections
of art from the past; rather engagements and
thoughts and concerns of the present.
• The ideas that interest, trouble and perplex you are
the same that artists investigate in exhibitions at the
museum.
SMoCA

Musical
Instrument Museum
(MIM)
MIM oﬀers a shared experience of the history of
musical instruments throughout the world. The
space is bright and open, providing guests with
a warm and comfortable environment.
• The collection includes instruments from around two
hundred countries and territories in the world.
• Some larger countries such as India, China, Russia,
the United States, the Democratic Republic of the
Congo, and others have multiple displays with
subsections for different types of ethnic, folk, and
tribal music.
• The instruments have both historic and artistic merit
and many are more than fifty years old. MIM's goal is
to acquire instruments that have been used for folk
and tribal occasions wherever possible.

An example of some of the compelling modern art
•Membership has increased by 13% from
2010 - 2011 numbers will be available EOM
•There is a dedicated community to the arts
in Scottsdale.
•Membership engagements are abundant
Strength in Membership:
•The SMoCA leadership is seasoned arts
non-profit administrators
•There is tenure and youth mixed into the
curation and administration
Strength in Leadership:
Strength in Community
Advocacy Report Jason Striker - CMN570
SMoCA has a presence and is embraced in the modern art community
Strengths - SMoCA!! ! ! ! ! ! ! ! Ref: http://www.smoca.org/about
•The Scottsdale community donates $10.6
million annually (2011) and it also is given
several tax subsidies and bond residuals.
•There is a stable donor base
•Attendance has increased 15% since 2010

An example of some of the concerts held at MIM
Membership has engagement perks
Starts at high-dollar - min $2500
Top-tier is only transferable, not
purchasable
Strength in Membership:
•MIM advertises exclusively outside of AZ
•Targets Asian/East Asian Tourism
•Located in high resort traffic area
Strength in Location:
Strength in Resources
MIM is a venture capital model from Target executives; 501(c)(3) not-for-profit
Strengths - MIM! ! ! ! ! ! ! ! ! ! Ref: http://www.themim.org/docs/faq/mim-faq.pdf
•Deep pockets with C level executives from
all levels of industry
•Have projected funding into 2030
•All Private source funding - no public
monies
•Don’t have a hold on procurement or
exhibition like other spaces

Image of patrons of SMoCA
•Artists have started to stray away from the
old museum
•Have lost a few key exhibitions due to lack
of prime location
•Made bad hiring decisions
Weakness in Talent pool:
•Over purchased on retail items
•Do not have proper management over
commodities
•Revamped space to include bar/catering
Weakness in Retail Sales/Space:
Weakness in Demographic
SMoCA is long in the tooth just like it’s members
Weaknesses - SMoCA! ! ! ! ! ! ! ! ! Ref: http://www.smoca.org/about
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Ref: Tim Rodgers - SMoCA Director
•The demographic for the patron and
member is 45-75 m/f balance
•Not viewed as child appropriate for K-6th
•The older and more eccentric our audience
becomes, the more myopic the exhibitions

If you can’t visit Lennons grave, visit his piano.
•The price point for membership is out
priced for semi-wealth locals
•Already have lifetime donor slots taken
Weakness in Membership:
•Not marketed in state or to locals
•Does not advertise with local agencies
•Rarely releases tickets on aggregators
Weakness in Marketing:
Weakness in Perception
MIM is not seen as child friendly or valuable to Local community
Weaknesses - MIM!! ! ! ! ! ! ! ! Ref: http://www.themim.org/docs/faq/mim-faq.pdf
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Ref: Erin Kozak - PR Coordinator - MIM
! ! !
•Not seen as kid friendly
•Not seen as relevant to community
•Is perceived as a tax shelter for rich Target
C-levels
•Not accessible by major highway.
•Not a everyman place - have to be socialite
or snob*

•Is know as the “artsy” museum - embrace
it
•Play on comedic and genuine sentiment -
art connects people.
•Use counter-culture stigma, now as
validation - “we haven’t changed, you
have.”
Opportunity in Brand:
•Have the connections and leadership to
connect with new primary demographic
•Can leverage social media and art
networks for net new patrons
Opportunity in Network:
Opportunity in Community
SMoCA can position itself as the Southwest MoMA
Opportunities - SMoCA! ! ! ! ! ! ! Ref: http://www.smoca.org/about
•Can create new appeal with resurgence of
pop culture art
•Can play up K-6 programs
•Need to maximize the GEN-X, Y and ME to
build new audience.

One of the global galleries being experienced
•Leverage that music education makes
smarter kids
•Show and tell how MIM has made impact
on local schools
•The school concert series and competition
Opportunity in Education:
•Can show how location is prime for all
valley access
•Come for a concert, stay for the museum
Opportunity in Location:
Opportunity in Newness
MIM can make the tourist/local bridge with messaging music
Opportunities - MIM!! ! ! ! ! ! ! Ref: http://www.themim.org/docs/faq/mim-faq.pdf
•Only two years old, can message local on
other side of valley moving in
•Can push out new campaign locally in hot
months and internationally on cool.
•The experiential technology - this isn’t the
hall of presidents.

•The patrons with money will boycott if it
goes commercial.
•How can you sell out with out selling out
Threat in Membership:
•Budget and Bond cuts have limited 2012
budget
•New SMoCA lounge is under utilized as
revenue stream
Threat to Operating revenue:
Threat by Competition
SMoCA is being out paced for valuable family dollar market
Threats - SMoCA!! ! ! ! ! ! ! ! Ref: http://www.smoca.org/about
•New movie theaters haw sprung up to eat
at the dwindling family dollar market
•Conservative families will continue boycott
of “racy” or “R-rated” exhibits

An example of some of the concerts held at MIM
•The Romneys vs. Obamas - how rich
should they appear.
Threat in Membership:
•Too far from east valley families that
resonate with “traditional” values
•Marginalized Schools have no funding for
travel costs.
Threat in Location:
Threat in Image/Brand
Not advertising to local families isn’t sustainable
Threats - MIM!
! ! ! ! ! ! ! ! ! Ref: http://www.themim.org/docs/faq/mim-faq.pdf
•Perception could solidify that MIM is only a
tourist attraction
•Not sustainable by alienating audiences -
concerts are oldies, but goodies.
•Trying to push “Disney” values

AND THE WINNER IS:
DISCUSSION
SMoCA

Advocacy report.pdf

Recommended

Recommended

More Related Content

Similar to Advocacy report.pdf

Similar to Advocacy report.pdf (20)

Recently uploaded

Recently uploaded (20)

Advocacy report.pdf