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HEY! LOOK AT US!! 
PROMOTIONAL CHALLENGES AND STRATEGIES FOR MUSEUMS OUTSIDE MAJOR METROPOLITAN AREAS
FIGHTING YOUR AREA’S IMAGE OR SIZE? 
“Nobody died in the Ash Street shootout. That was the miracle. Ten minutes; 300 shots. Army Rangers versus gangsters. Bullet holes and broken windows. The night of Sept 23, 1989 turned the Tacoma Hilltop into a national bulls- eye, an emblem of unrest.”
COLLABORATING FOR A STRONGER PRESENCE 
▪Hillary Ryan, Associate Director for Marketing and Communications for the Museum of Glass 
▪The Tacoma Museum Pass –Proof-of-concept to key promotional product 
▪Kimberly Ketcham, Marketing and Communications Director for the Washington State Historical Society 
▪Creative collaboration –data, stories, and marmots
SETTING THE STAGE FOR COLLABORATION
STATE GEOGRAPHY INFLUENCING THE ARTS 
Population 
Seattle = 652,000 
Tacoma = 198,397
WASHINGTON TOURISM
0 
5,000,000 
10,000,000 
15,000,000 
20,000,000 
Operating Budget 
CVB Operating Budgets 
Visit Seattle 
Travel Tacoma 
0 
2,000,000 
4,000,000 
6,000,000 
8,000,000 
10,000,000 
12,000,000 
Number Overnight Visitors 
Number of Overnight Visitors 
Visit Seattle 
Travel Tacoma 
0 
1,000,000,000 
2,000,000,000 
3,000,000,000 
4,000,000,000 
5,000,000,000 
6,000,000,000 
7,000,000,000 
Amount in Visitor Spending 
Amount in Visitor Spending 
Visit Seattle 
Travel Tacoma 
0 
10,000 
20,000 
30,000 
40,000 
50,000 
60,000 
Jobs in the City 
Number of Jobs in the City 
Visit Seattle 
Travel Tacoma
OUR DIRECT COMPETITORS 
Seattle Art Museum 
MOHAI 
ChihulyGarden & Glass
CASE STUDY: THE TACOMA MUSEUM PASS
•Encourage multiple-museum and cultural attraction visits to prolong their stay, and also their dining, shopping, and hotel stays in Tacoma 
•Communicate richness of cultural and recreational experience in Tacoma to inspire visitation by out-of-town guests 
•Realize efficiencies in marketing efforts for Tacoma cultural community through strategic shared advertising and promotion 
GETTING TOURISTS TO TACOMA
MAKE IT EASY –ATTRACTIONS PASS
TACOMA MUSEUM PASS –THE NUTS & BOLTS 
▪Build on our successful tri-museum marketing partnership 
▪Use our current TacomaMuseumDistrict.org URL as administered by WSHM 
▪Create an online sales portal 
▪Allow for walk-up admissions sales at any participating museum 
▪Focus current combined joint advertising dollars on a product we can track 
▪Begun as a trial run and evaluated periodically
TACOMA MUSEUM PASS RESULTS
WHAT WE LEARNED AND WHERE WE’RE HEADED
WHAT ELSE HAVE YOU GOT?
WORKING TOGETHER 
▪Build partnerships with other museums, cultural institutions or performing arts centers, schools, charities, hotels, family organizations, service organizations, media 
▪Add value to your visitor experience…engage with the members and the public…get creative with new media 
▪Be on a first name basis with your visitors’ bureau staff, Chamber of Commerce, and city government – make sure they promote you 
Partnerships 
Visitor Engagement 
City/County Representation
PARTNERSHIPS –SHARE THE LOAD AND THE WEALTH 
Build alliances with other organizations on specific projects, around specific goals. Find the common ground. 
▪Tacoma Museum District 
▪Market the Arts Task Force 
▪Cultural Resource Collective 
▪Corporations 
▪Travel Tacoma & Pierce County 
▪Chamber of Commerce 
▪Downtown Merchants
STQRY 
Entry level is inexpensive 
Can upgrade for more sophistication 
Adds you to a network of users 
Easy CMS 
Multilingual 
Images, audio, video, geolocation, hyperlinks, social media feeds and more… 
Advice: Get other organizations in your area (including metro) to participate in the same app so that accessing one, accesses and promotes others. (i.e.-AAM Conference)
SEYMOUR HISTORY AND THE MASCOT MOB 
Reading to the Mascot Mob at an exhibit opening 
Behind the scenes at the Burke Museum of Natural History 
Meeting colleagues at the AAM Conference 
Engaging with authors and speakers 
Connecting with museums around the U.S. 
Washington 125 with Washington’s kids 
Strengthening artist relations
hryan@museumofglass.org 
Kimberly.ketcham@wshs.wa.gov 
QUESTIONS?

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Hey, Look at Us! Promotional Challenges and Strategies for Museums Outside Major Metropolitan Areas

  • 1. HEY! LOOK AT US!! PROMOTIONAL CHALLENGES AND STRATEGIES FOR MUSEUMS OUTSIDE MAJOR METROPOLITAN AREAS
  • 2. FIGHTING YOUR AREA’S IMAGE OR SIZE? “Nobody died in the Ash Street shootout. That was the miracle. Ten minutes; 300 shots. Army Rangers versus gangsters. Bullet holes and broken windows. The night of Sept 23, 1989 turned the Tacoma Hilltop into a national bulls- eye, an emblem of unrest.”
  • 3. COLLABORATING FOR A STRONGER PRESENCE ▪Hillary Ryan, Associate Director for Marketing and Communications for the Museum of Glass ▪The Tacoma Museum Pass –Proof-of-concept to key promotional product ▪Kimberly Ketcham, Marketing and Communications Director for the Washington State Historical Society ▪Creative collaboration –data, stories, and marmots
  • 4. SETTING THE STAGE FOR COLLABORATION
  • 5. STATE GEOGRAPHY INFLUENCING THE ARTS Population Seattle = 652,000 Tacoma = 198,397
  • 7. 0 5,000,000 10,000,000 15,000,000 20,000,000 Operating Budget CVB Operating Budgets Visit Seattle Travel Tacoma 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 Number Overnight Visitors Number of Overnight Visitors Visit Seattle Travel Tacoma 0 1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000 6,000,000,000 7,000,000,000 Amount in Visitor Spending Amount in Visitor Spending Visit Seattle Travel Tacoma 0 10,000 20,000 30,000 40,000 50,000 60,000 Jobs in the City Number of Jobs in the City Visit Seattle Travel Tacoma
  • 8. OUR DIRECT COMPETITORS Seattle Art Museum MOHAI ChihulyGarden & Glass
  • 9. CASE STUDY: THE TACOMA MUSEUM PASS
  • 10. •Encourage multiple-museum and cultural attraction visits to prolong their stay, and also their dining, shopping, and hotel stays in Tacoma •Communicate richness of cultural and recreational experience in Tacoma to inspire visitation by out-of-town guests •Realize efficiencies in marketing efforts for Tacoma cultural community through strategic shared advertising and promotion GETTING TOURISTS TO TACOMA
  • 11. MAKE IT EASY –ATTRACTIONS PASS
  • 12. TACOMA MUSEUM PASS –THE NUTS & BOLTS ▪Build on our successful tri-museum marketing partnership ▪Use our current TacomaMuseumDistrict.org URL as administered by WSHM ▪Create an online sales portal ▪Allow for walk-up admissions sales at any participating museum ▪Focus current combined joint advertising dollars on a product we can track ▪Begun as a trial run and evaluated periodically
  • 14. WHAT WE LEARNED AND WHERE WE’RE HEADED
  • 15. WHAT ELSE HAVE YOU GOT?
  • 16. WORKING TOGETHER ▪Build partnerships with other museums, cultural institutions or performing arts centers, schools, charities, hotels, family organizations, service organizations, media ▪Add value to your visitor experience…engage with the members and the public…get creative with new media ▪Be on a first name basis with your visitors’ bureau staff, Chamber of Commerce, and city government – make sure they promote you Partnerships Visitor Engagement City/County Representation
  • 17. PARTNERSHIPS –SHARE THE LOAD AND THE WEALTH Build alliances with other organizations on specific projects, around specific goals. Find the common ground. ▪Tacoma Museum District ▪Market the Arts Task Force ▪Cultural Resource Collective ▪Corporations ▪Travel Tacoma & Pierce County ▪Chamber of Commerce ▪Downtown Merchants
  • 18. STQRY Entry level is inexpensive Can upgrade for more sophistication Adds you to a network of users Easy CMS Multilingual Images, audio, video, geolocation, hyperlinks, social media feeds and more… Advice: Get other organizations in your area (including metro) to participate in the same app so that accessing one, accesses and promotes others. (i.e.-AAM Conference)
  • 19. SEYMOUR HISTORY AND THE MASCOT MOB Reading to the Mascot Mob at an exhibit opening Behind the scenes at the Burke Museum of Natural History Meeting colleagues at the AAM Conference Engaging with authors and speakers Connecting with museums around the U.S. Washington 125 with Washington’s kids Strengthening artist relations