Marketing 494 Final Project (1)

Mob Museum 1
Elia Canales & Alberto Velarde Marketing 494 Experimental Marketing John “Jack: Schibrowsky

Mob Museum 2
TABLE OF CONTENTS
Executive Summary …………………………………………………………………….........................................3
Customer Analysis ……………………………………………………………………………………………………….4
Industry Analysis………………………………………………………………………………………………….........5
Competitor Analysis…….…………………………………………………………………………..……………........7
Museum Issues……………………………………………………………………………...……………………….……9
Understanding Core Experience………………………………………………………………………………...10
Summary of recommendation………………………………………………………...…………………………13
Memories…………………..……………………………………………………………………………………………....15
Physical Surrounding…………………………………………………………………………………………………16
Modifications to Current Employees……………………….…………………………………………………17
New Exhibits……………………………………………………………………………………………………………...19
Modification to Current Exhibits………………………………………………………………………….……21
Modification of Videos……………………………………………………………………………………….………29
Marketing Strategy…………………………………………………………………………………………...……….37
Summary…………………………………………………………………………………………………………………....39
Works Cited……………………………………………………………………………………………………………….40
Appendix……………………………………………………………………………………………………………………41
Catalog……………………………………………………………………………………………………………………….42

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Executive Summary
The mob museum is an established credible museum that offers guest the core experience of education, interaction, and engagement, the museum provides guest with knowledge of organized crime and police enforcement. The museum also provides demonstration of how each have evolved over the years and it keeps artifacts balanced and authentic. Through our marketing strategy we plan to attract more customers, engage the existing audience and bring a set of new guest through our “who’s in control campaign.” Our report will feature what existing exhibits that the museum provides along with recommendations plus additional exhibits we believe can make the museum more successful. We plan to provide the mob museum with a fun environment that will immerse guest and also maintain the credibility and prestige of the historical components available in the museum.

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Customer Analysis
Customers
The Mob Museum has a wide range of visitors. The following information has been captured by the use of 520 people participating in a survey.
 Slightly more females than males have visited the Mob Museum.
 The age group 26 to 54 years of age is their largest age group.
 The second highest consists of 65 years or older.
Customer Expectations (based on reviews from Facebook and Yelp)
Understanding what people expect from a museum is key to building and enhancing their expectations. After analysing reviews from Facebook, Yelp, and Trip Advisor we have come to an understand of what their expectations are.
 Educational is the initial expectation.
 Entertainment aspect is a welcomed surprise for many guests.
Review written on Yelp on March 30, 2014: Sally E. from El Cajon says, “All of the exhibits are so informative and beautifully set up. There are many videos to sit and watch, lots of interactive exhibits to partake in, many actual mobster/prohibition/police artifacts to see, and so much more.”
 Customers have described that they are very satisfied with all the information in regards to the Mob and their influence to Las Vegas.
 Customer found that there was good balance and has a comprehensive history on the Mob and the police efforts to bring organized crime to justice.
How did they decide to visit?
The reason behind people visiting the Mob Museum is one of the most important reasons to explore and find an answer to. Understanding this concept can help you decide how to use that information the better target other untapped markets and groups.
 School related visits account for the largest reason why people decide to visit the Mob Museum, it accounts for 31% of their attendance.
 Walking and driving by is the second largest group that attends the Museum. They account for 19% of their attendance.
 Coupon book/Brochure/travel guide accounts for the third largest attendance at 12%.
What is important?
 Guest have expressed that the educational aspect and the amount of information was important.
 The videos, interactive displays, and audio tapes have enhanced their overall experience.

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Industry
Industry trends
Multisensory Experiences
According to the American Alliance of Museums (AAM), Multisensory Experiences is an important trend that museums need to take into consideration. Synesthesia describes providing multi-sensory experiences for the multi sensory world the we live in. People are become less interested in traditional experiences that appeal primarily to one sense at a time. The importance of this is to engage all the senses. This can be achieved with the use of emerging technologies.
Examples of these emerging technologies include:
 scent technology, haptic technology (digital touch), and the creation of immersive experiences.
 Presenting sensory impressions in new ways to enrich and refresh traditional cultural experiences.
 AAM suggests that the use of technology should be used to re-combine current sensory experiences in order for them to become more effective.
Tapping into data
AAM, suggest that data analytics should be used by museums to enable them to hone their business practices and become more efficient in operations such as, sales, pricing, marketing campaigns, development and design. Mining for this information will give the museum an insider’s look on its audience.
 Museums can use data mining to help them understand the creation of personalized promotions, experiences, and discounts based on demographics and past behavior to reach audiences.
 Mining for additional information such as how a museums attendance data is tied to literacy rates, household income, average number of children, any other community services that yield an intimately detained picture of whom they are serving.
 Accessing data analytics will ultimately improve their ability to track impact and improve their bottom line.
Key Issues
Entertainment Capital of the World
Las Vegas, Nevada is considered the entertainment capital of the world. There are more than 200 attractions in Las Vegas and it has positioned itself in provide limitless fun to all the people that visit. The Mob Museum, unfortunately, has to compete with not only other Las Vegas based museums, but also all the other attractions that provide a deeper entertaining aspect than the Mob Museum.
It is essential that the Mob Museum learns to capture, educate, entertain, and most importantly engaging their audience in order to compete with other attractions. Unlike other attractions on Mob Museum offers an education aspect. According to Susan L.T. Ashley, states the museum education should consist of:
 enhancement of students and visitors’ learning experiences through participatory meaning- making.

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Creating a Valuable Experience
Does the Mob Museum position itself as a good buy? The Mob Museum must create value to all the people that pay for the Mob experience. If the Mob experience does not create a perceived value to the guest, they will feel it’s not worth visiting. As a museum, they need to ensure that they are utilizing all of their resources. According to AAM, people prefer to spend money
on experiences rather than on acquiring stuff. As such, the Mob Museums needs to position themselves as a good buy and create the illusion of providing people with vicarious ownership of artifacts shown throughout the museum.
Industry Features
Revenue $8.6 Billion Growth (11-18) 1.1 % Rise # of museum (11-18) 1.4%

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Competitor
Battlefield Vegas
Attractiveness
 Offers realistic military experience where the customer can become immersed in the activity (2)
 Many of the people in the employee role are actual veterans (2)
 Wide variety of guns provided (2)
 An army style scenery
 Encourage Photos of their WW2 memorabilia
 Display wide variety of gun packages
Affect to the Mob Museum
 They market their business as a more of an experience
 Customers are immersed in the military experience
 Their scenery is complementary to the core experience
 Customers get to participate in a live military setting
Dig This
Attractiveness
 Provides a certificate of completion
 Highly rated on Trip Advisor
 Experience to use heavy machinery
 Partnership with a gun garage
 Highly publicized on television networks
 Highly rated on Trip Advisor
 Provides a thrill experience
 Shows reaction videos to the experience
 Highly publicized on television networks
 They highlight their top ratings
 Their webpage is more interactive and stands out more

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World Class Driving
Attractiveness
 Provides a fast racing experience with either muscle cars or exotic cars
 High brand equity with their car selection
 High customer ratting’s
 Colors that stand out in the website
 High definition images
 Bold fonts in the website
Raiding The Rock Vault –LVH Theater
Attractiveness
 Authentic classic rock
 Classic rock concert experience
 Wide variety eras of music
 Highly reviewed
 Highly rated in the Trip Advisor
 Consist of a night activity
 More engaging
 Geared towards the same age group
 Considered a top attraction of 2014 according to Las Vegas review journal
How do these competitors affect Mob Museum? Each competitor is implementing an experimental strategy surrounding their core product. They’re website includes various customer reviews and highlighted their experimental aspect of the experience in order to attract more customers.

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Museum Issues
The building The mob museum building is composed of the original 1920’s 1930’s postal building located in down town Las Vegas. This building is still contains the original wooden doors to the elevators, marble flooring along with the authentic postal boxed located in the first floor. This building held the 1950’s Kefauver committee hearings regarding the organized crimes that were held in over 14 other cities in the United States. The building itself is one of the few original historical structures held in the city of Las Vegas. The building includes:
 Historic and preserved
 Well maintained
 Accommodating parking lot
 Attracting building from far away
Exhibits /attraction The exhibits an attraction that the mob museum provide vary from the initial start of the mob and how prohibition had a huge impact in the creation of organized crimes as well as a leadership role that the law enforcement had in the 1920’s-1950’s crime scene. The various attractions include
 Detailed reports of the history
 The start of organized crime
 The politics which took place during the 1930’s
 Historic artifacts of the mob, law enforcement and judicial hearings
The people The mob museum employees vary from sales ticket agents, floor attendants and tour guides. All employees are trained extensively to answer guest question and become familiar with the mob history and overall events that occurred during that period in history. The tour guides have an educational background in history field that provides them with the ability to answer employee questions and concerns of various topics. The various abilities of the cast members include.
 Well educated and diverse
 Attention to guest detail
 Genuinely care what the guest experience
 Engaging guest with trivial questions (Gift Shop)
 Knowledge of the artifacts and history
Catalog (See end of report)

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Understanding the Core Experience
The Mob museum experience
Through our various tours speaking to other people who’ve visited the mob museum we’ve come to the conclusion that the core experience of the mob museum is:
 Educate, interact, and engage guest in the history of organized crime and the law enforcement approach
 How Las Vegas became a city of sin
 Evolution of organized crime in America
 The personal struggle of a mobster
 To create an interactive experience that explores the efforts to fight organized crime
Dimensions of the experience
Educational - The mob museum is educational in the sense that it provides guests a mental stimulation that engages guest in active participation with exhibits such as the St Valentine’s Day video, the tommy gunn and also the movie room while still providing information of the organized crime mobsters.
Escapist - The escapist aspects of the mob museum serve to provide active participation along with physical immersion some of the prominent exhibits that displayed this were the poker table, the shooting simulation and the line up wall. To expand upon the core experience these among other exhibits expanded on the core value of the mob museum
Esthetics -The esthetics involves the guest to be immersed in the environment but little to no active participation some of these exhibits. This is demonstrated by the various movies displayed throughout the museum in order to engage guest. This feature is an added value to the core experience to the mob museum.
Entertainment- The mental and passive aspect of the core experience in the mob museum were displayed by their more relaxed and laid back exhibits whichs was achieved by the videos on the various floors that are available to the guest. We could also include the interactive displays that are placed through the museum such as the pucker table on the second floor or the weapons training simulator on the first floor.
What the experience provides
The experience at the Mob Museum provides an actively immersing role in some aspects while still providing educational stimulation and visually pleasing experience. Guest will be able to gain in aspects like
 History of Las Vegas education
 Different cultural backgrounds
 The way Organized Crime impacted America
 The laws and regulations of the great depression era
There are various aspects that provide an original component to complete the overall experience of the museum this experience includes;

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Entertainment
 Includes videos throughout the movies
 The overall decor of the museum provide a mental stimulation to guest
 The historical building which mentally places you in the 1920’s
Escapist
 Include stimulators such as the electric chair and weapons training
 The actual museum proves to be an escapist factor to the experience
 Riding the elevator and pressing the third floor button and hearing the Miranda rights on your way up.
Educational
 The educational aspect is the exhibits which the museum include they are the backbone of the engagement piece that guests become immersed in.
 The main purpose of the total experience in the museum is to teach all generations of our American history
Aesthetics
 Aesthetically the mob museum features the years of Men and their associates features the way the mob has increased over the years and the features of all members this piece of exhibit is aesthetically pleasing
 This is exemplified by the Mob Hits Exhibit where it shows pictures of the different mob members that were murdered.
What does the experience imply
The mob experience currently provides a more educational role it’s main focus is to educate the audience, as far as the other dimensions the mob museum still has to provide an completely immersed experience for the customer currently features that expand upon the museum attractiveness are:
 Educational aspects
 Limited in the entertainment aspect
 They try to undertake various aspects of entertainment with some success others weren't
How is the experience different than other museums/ attraction in Las Vegas
The mob museums experience differentiates itself from the others because they can position themselves as being a deeper entertainment museum and also provides the educational aspect which in other attractions you wouldn’t get. What you get at the mob museum that various competitors do not offer is:
 Educational insight of the beginning Las Vegas
 Organized crime’s impact on the American history
 Mob Museum is a original historic building which is a unique cultural experience in itself.
What do we mean by the “mob museum experience”
The mob experience can be defined as inclusion, educational understanding of the mob history and becoming immersed in what a life of a mobster consisted of, from various aspect like law enforcement contact to other mob rivals to everyday decisions and outcomes. It’s more than an attraction, it’s understanding as a whole how the mob changed and impacted American History and how they played their part in the construction of Las Vegas and around America.

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“The Before”
 Uneducated of the roles that organized crime had in america
 Only knowledge of the mob came from hollywood films
 Given their current name “Mob Museum” it gives us the perception of an attraction rather than an authentic experience
 The initial perception of Mob Museum was not one that provided an entertainment factor.
“The After”
 It was a welcomed surprise to find that the museum was entertaining.
 Gained educational knowledge of Las Vegas, the mob and their historical impact of the 1930’s
 Discovered lots of detailed information on every floor that kept us engaged.
 Provided a understanding of law enforcements efforts to combat organized crime.

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Summary of Recommendations
Flow Recommendations
1. First Floor
 Sectionalize or add dividing walls in order to keep sounds from distracting others from watching the different videos.
 Add an “start from the beginning” button to all small videos.
 Improve seating to all exhibits showing a video.
 Revamp the cast members costume and improve their role to be more engaging.
 Lower the audio of videos playing on the first floor to avoid clashing of audio.
 Keep drapes closed the connect the theater room and the gift shop

2. Second Floor
 Either close off the hallway or give guest the option to start their second floor tour without having to watching the Kefauver hearing.

3. Third Floor
 Expand hallways or allow people to start their tour on any floor to accommodate the large flow of guest starting their tour.
 Place a cast member in the Police Lineup room to assist in picture taking (ask guest to move from left to right), also avoids guest from having to bother other guest to take a picture.
 Improve lighting in Police Lineup room for overall better picture quality.
Engagement
1. Refer to customers as “MOBBERS” Create an inmate number which can be placed on the customers outfit ~ this will give mobbers a sense of relatedness
2. Place the social media quiz of “which Mobster are you” on site for customers to see ~ shorten/modify as needed
3. Establish a lineup wall showcasing all mobees images from the lineup.

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Internet/Social Media
1. Establish a GooglePlus account for the Mob Museum this will help with organic SEO. Google favors companies that have GooglePlus
2. Encourage Mobees to review the Mob Museum in all social media platforms, more emphasis on GooglePlus and Facebook. This will increase engagement and word of mouth from other tourist or locals to attend
3. Establish a newsletter where customers can get fun/educational facts regarding the mob along with special discounted events. (perfect for traveling visitors)
4. Social media content need to have a balance between organized crime and law enforcement.
Interaction with customers
1. Have more employees throughout the floor to engage & assist with customers
2. Encourage online ticket purchases with an added benefit (maybe include a souvenir)
3. Create a guide that provides information of all the exhibits and a “map” where to find it (should be provided at the point of ticket purchase)
4. Increase number of cast members on each floor to engage with customers
General
1. Create an app with the following features, but not limited to:
 Purchasing tickets and memberships
 Hours of operations, map directions, and general information
 Include activity such as scavenger hunt to engage guest
 Kids section with puzzle games
 Learn about upcoming events
 Dynamic maps for every floor
 QR camera reader to read codes placed on exhibits in order hear content in different languages
 Share experiences through different social media outlets
2. Don’t charge for parking or validate with purchase of item(s) in gift shop
3. Allow people to customize their own experience. Only make a suggestion that the third floor is ideal floor to begin from
 Feels too crowded during peak times and guest aren’t able to spend enough time reading about each exhibit

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Memories
What are the memories the experiences provides
The Mob museum provides experiences that are interactive and engage the customers, although at times the mob museum feels over crowded there are certain feelings and memories that the mob museum brings to mind which are:
1. Sense of pride and loyalty
2. Historical memories of old Las Vegas
3. Memories of mobster movies
4. Historical memories of the 50’s-60’s period
5. Unique to each individual. No one person has the same experience. The memories that are experienced can also different based on the exposure that we’ve previously encountered.
How to create memories
In order for the experience at the mob museum increase customers will need to create memories so they can share with friends and family members and potential mob museum visitors some ways which I think that the mob museum need to create memories should be:
1. Facilitate social media sharing on all floor levels most importantly levels three and one.
2. Include volunteer customers on the official Instagram page
3. Creating a sense of belonging will establish memories as my previous “inmate number” recommendation suggest.
4. Have a “Mobster” by the souvenir shop to take pictures with all the willing participants ~Side note: we noticed personnel at the gift shop do a mini trivia; these employees should be dressed the part
5. Keeping guests engaged and providing interacting activities throughout their tour. Activities such as tommy gun or weapons training will
How do create a reason to recommend/ visit again
The mob museum is mainly focused on the history of the mob and organized crime. My suggestion for creating a memorable experience that evokes recommendation and repeat visits includes:
1. Engage customers
2. Excite customer to learn about the mob
3. Increase the opportunity for pictures
4. Provide professional photo options
5. Live Kefauver hearings from the courtroom

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Physical Surrounding
The physical surroundings in the mob museum are strategically placed and made to make the mob museum seem very attractive a from the inside and the outside
The Inside The inside of the mob museum is composed of 17,000 square feet and 46 number of exhibits that we recorded along with various others the inside of the also had features that enhance and detracted from the overall experience which were:
Detracting Features
 Music seem louder in different sections of the museum
 Difficulty in direction
 Certain exhibits were overflowed with text
 Seemed overcrowded at times
 No room to enjoy videos
 The flow of certain floor was confusing
Enhancing Features
 Authenticity of the inside
 The preservation of the original features of the museum such as the elevator door and original floors
 Well-made exhibits
 Lighting in the floors is appropriate to what the exhibits display
 Modern 21st century feel
The Outside The Outside of the mob is complimented by an additional 10 feet of parking and additional parking behind some of the features that enhance and detract from the physical appearance outside are:
Detracting Features
 Towards the end of the Freemont
 The walk way of the downtown grand hotel covers the view of the museum
Enhancing Features
 Surrounding venues are new
 Clean and great color
 Preserved building
 Building relating to the great depression and the 1930’s history
 Authentic historical feel

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Modification to Current Employees
Our recommendations for modifying current cast members includes reshaping and redefining their roles in order to improve their engagement with their audience. There are currently 15 cast members that include roles from tour guides to ticket sales people.
Current Employees
Ticket Sales Person
Ticket Sales Person are the first cast members to engage the customer. Their role is to understand all current prices, promotions, coupons, and membership information. Their costume is similar to other cast members.
Floor attendants
Floor attendants are located at start of every floor. Current their only engagement is very limited and only assist with pointing guest to the correct direction. They all share a similar costumes.
Tour Guides
Tour guides currently take on about 4 to 5 guided tours a day. Their costume is similar to the floor attendants. Their role is to narrated history of the Museum’s exhibitions. The tours, which typically last around 90 minutes. A general script is provided to cast memeber for the guided tour. Movies, books, and audio is provided to the cast member for additional background information. After each guided tour the cast member waits for the group.
Volunteers
Volunteering opportunities are currently available, although currently unsuccessful, provides an option of three different positions. They are Volunteer Courtroom Attendant, Volunteer Greeter, and Volunteer Special Event Assistant. In order to volunteer an orientation session is required.
Proposed Employees
Tickets Sales Person
Ticket sales people should give an initial impression that encompasses both the organized crime aspect and the police enforcement aspect. To achieve this, our recommendation is to have one cast member in a police costume and the other in a mob inspired costume. Their roles should include understanding how a transaction would differ from each one.
Floor attendants
Floor attendants should also vary in their costumes. Our recommendation is to start with an authentic mob costume on the third floor. The second floor attendant should demonstrate a mobster that existed when they were successful in Las Vegas. Finally, the first floor should be a cast member with a police costume to demonstrate the importance of their role in bringing organized crime to justice.

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Tour Guides
Tour guides don’t always have guided tours back-to-back. They are very knowledgeable and some hold B.A. in History. Our recommendation is allow the tour guides to dress in any of the roles according to each floor, and interact with the guest to highlight exhibits that would otherwise go unnoticed. Perhaps assisting with giving clues to our scavenger hunt participants. Furthermore, we recommend an investment in headsets for all participants of the guided tour. This will allow for a unique experience and greatly reduce any auditory distracts from other guest.
Volunteers
Currently the volunteer program is unsuccessful because they don’t have many participants. Our recommendation to obtain quality volunteers is to reach out to the National Honor Society clubs in High Schools. The NHS requires students to volunteer a minimum of 10 hours. They are exemplary students and help build a strong relationship with the community, thus, increasing the local attractiveness.

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New Exhibits
The exhibits that are featured in the mob museum already feature engagement and display educational purposes. Some examples of new exhibits which we believe could potentially help the mob museum are as follows below:
Mobsters Car Display
This would be a famous mobsters car that could be displayed in the museum. Guest would be allowed to see the car from a moderate distance and they would be allowed to take images with the vehicle as well
Issues
 Space to fit the car
 Fire Department Issues
Engagement
 Will provide guest with an additional engagement piece
 provides fun and excitement to the guest experience
 There’s an educational aspect to the core experience as well
A Mob Wife Tribute
This new exhibit will showcase the important women that were involved in the 20’s and 30’s in the mob. There was very little information on the great women and their stories during this time
Issues
 Space issues where to fit the exhibit
 Finding the artifact and objects fro the exhibits
Engagement Aspect
 display the importance of women in this time period
 educate regarding women's role in organized crime
 could educate and showcase women who had a n influence in the 1920’s-30’s
Live Courtroom Demonstration
Every so often there should be a live reenactment in the courtroom of the Kefauver hearings this would be a special event.(would be an add on to the original admission)
Issues
 Finding adequate people
 Rehearsal of the event
 Providing accurate dramatization of actual records
Engagement
 Provide guest with a more engaged view of what happened during the courtroom hearings
 Engaging guest to by providing actual live entertainment than a regular video reenactment

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Scavenger Hunt
A scavenger hunt could be an added feature that guest could participate in a scavenger hunt would consist of a arranged game where guest would find either hidden clues or object arranged by the museum, while finding the right answer to the trivia question can unlock more clues to find the price. The price could be a discounted coupon to a local restaurant or to the gift shop. (would be an add on to the original admission)
Issues
 Take away attention to other exhibits
 Would have to strategically created to get customers to engage in fun yet educational experience
Engagement
 Will create flow throughout the museum and have guests lose track of time
 Will provide a fun experience to guest
 Is an added feature so guest do not have to participate unless they want

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Modification to Current Exhibits
1st Floor
Weapons Training
 Provide a more engaging weapons training video
 Include different weapon per room
 Provide a varieyty of scenerios
 Provide the option for more than one person to be engaged in the simulation
Justification I think that adding an addition weapon would increase the engagement and overall fun experience of the museum . The variety in sceneries desves as an educational purpose to showcase the various different scenarios that law enforcement officers encounter
Memory Room (Red Room)
 N/A
Justification I think this room serves the purpose to educate on the family essence taht the mob provided . The memory room also show case a more sentisitive aspect of the mob and shows what they cared about and makes this a more personable selling point
Trafficking Room
 Update the world wall (damaged and not visually appealing)
 Make the video feature in that room more bigger in order to gain guest attention
 Provide a more specific explanation of the relevance of the Zeta Mask
 Clearly show the relevance of how trafficking impacts today
Justification These recommendations will allow that room to be more engaging and for guest to see the relevance that this has to organized crimes today.
Where Do all Mobsters Go?
 N/A
Justification The reason why i think this exhibit should be kept as is, is the fact that it provides engagement by guest. Many guests by the end of the museum visit will wonder what happened to many of the individuals involved in the mob. This provide the answers to what might have happened to many of them
100 Years of Made Men & Their Associates
 N/A
Justification This is one of my favorite exhibits, not only is it very engaging with the large alcapone image and the rest of the mobsters, but this also gives insight of the overall picture of how big the

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organized crime gang really was, whether they were working together or against the other it was a big part of our American history and this exhibit showcases that
Second Floor
Kefauver Hearings Waiting Room
 Add two televisions on either side on the benches
 Video should have the same timing as the Kefauver Hearing Courtroom and only replay once door closes.
Justification:
Guest are unable to hear and watch the video without seating in a very awkward position. Adding to video with allow guest to sit comfortably and wait for the doors to open. Many guest lost interest after watching video more than once and would walk out of the waiting room.
Kefauver Hearings Courtroom
 Change from a video presentation to a live presentation.
Justification:
This can be scripted, however, it will enable the cast members to interact with guest and the experience with be different each time. The current presentation does not engage the guest.
Goodman for the Defense
 Place this exhibit in the hallway leading to the waiting room.
Justification:
If the exhibit is placed in the hallway leading up to the waiting room, it will draw their attention towards the waiting room.
Las Vegas through the Years
 Reposition the display
Justification:
The display can only be viewed by a maximum of about three people. If you cut the display by years and position it to maximize guest viewing.
The Cowboy Sheriff Exhibit
 Move exhibit information plate in a better area

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Justification:
It is currently placed on the right hand side of the entrance to the Interactive Room. It is easily missed by guests, and seems out of place once guest have seen the video and interacted with the puck table.
Sin City Video
 Make it shorter
Justification:
It is an entertaining video that introduces beginnings of Las Vegas. The sound is good and it can be viewed by many people. People although interest, shouldn’t have to stand six minutes.
Schiller’s Suit Exhibit
 N/A
Justification:
This exhibit is position well and it relates the its surrounding exhibits. It is also well lit. There are many artifacts in this exhibit that shows the beginnings of Las Vegas.
Interactive Table
 Move the interactive table in a different location.
Justification:
This exhibit is widely overlooked by guests because they are more focused on the Sin City video. Changing the placement of this table will allow guest to fully interact with the interactive table.
Slot Machine Exhibit
 Make sure that they are functioning properly
 Allow the the machines to pull down the lever
Justification:
The slot machines aren’t always working. It is important that everything is always in working conditions because this create a negative impression of the museum. There is currently one slot machine that allows to pull the lever. Guest should be able to have similar experience with all the slot machines.
Money Themed Room
 Provide seating for guests
Justification:
People were sitting on the money ledges on the side. Although the video is only 3 minutes long, its a small room and can get crowded very quickly. The sound was good for the size of the room.

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Never Enough Exhibit
 Exhibit should be replaced
Justification:
It does provided any educational or interactive aspect to the overall experience. This display simply depicts the types of clothing that were purchase with their profits acquired.
Web of Deceit Room
 Increase the size of the information printed on the walls.
Justification:
The font is small and it doesn’t not grab the initial attention of the guest. The larger font can help capture their attention.
Web of Deceit Room Video
 Add additional seating
 A minimal increase of volume
Justification:
This is a larger room and the audio needs to heard by all the bystanders. This is a particular longer video that covers many conspiracies and guest do not stay long if there aren’t any seating available. Provide room with additional seating or make the video shorter in order for more guest to watch the video.
Mob Hits Video
 Better seating options
Justification:
This video has more seating available, but each bench can only accommodate one person. This video is the longest on the second floor and it provides a perfect ties in with Mob’s Greatest Hits Wall.
Choice of Weapons Exhibit
 Make display higher.
Justification:
This exhibit is fine, it shows a variety of weapons that were used by the mob. This display is low and could be raised so that people don’t always have to bend down to see it.

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Mob’s Greatest Hits Wall
 N/A
Justification:
This wall is very interesting and does not need to be modified. All the pictures are spread out evenly across the wall and it allows many people to observe and read how many of these mobster died. It is also well lit and at eye level to all the guest.
3rd Floor
The Mob in America
 Brighten the lights to accommodate for pictures
 have an employee to assist guest with pictures
 Play up the role of this room
 Enhance the room since its the first one customers see
Justification This is the first room that guest get to experience to enhance the feature of this exhibit we suggest adding more light to make taking a picture an easier process. In this exhibit will be very helpful if there was an employee to assist the guest in taking images for those that would like to have the entire family in the frame.
St. Valentine’s Day Video (Arizona Club)
 Separate the video and wall
 Display the wall where guest can comfortably take images by the wall
 Incorporate more seating
Justification This is a huge exhibit for the museum yet half of the time you can pass it by without noticing. The St. Valentine’s Day wall is covered by the screen that shows the Massacre video, while the video helps to but the story together hiding the wall takes away from the guest experience. There are also limited seating in this exhibit which is very problematic because everyone wants to watch this video
Organized Crime Intro Video
 N/A
Justification This video is sectioned in the right place, this video offers great educational information as well as comfortable seating for a larger audience

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Fighting Back (Comic Book Strip)
 N/A
Justification No change is necessary to this exhibit because it provides a visually pleasing ambiance to appeal to guest as well as engage in wanting to learn more.
Arming Up( Tommy Gun Exhibit)
 Detachable tommy gun
 Possibly bring in a real tommy gun
 Give guest flexibility to hold the gun (real or fake one)
Justification Through our observations we noticed that guest really enjoyed the tommy gun, however many of them tried to take it out the holder and try to actually shoot. A tommy gun is a main weapon that many mobsters used to use this is a big exhibit which should be highlight by either providing a real tommy gun of making this one more realistic
Richest Man To Die (Comic Book Strip)
 Light the surrounding space
 Lower the light just a bit
Justification This is a very interactive and fun exhibit and customers get a real great experience and image taking opportunity when they see this exhibit providing less bright light might make this exhibit a bit less intimidating and more inviting.
Tentacles to Spread (See Videos Section)
Bigger Than U.S. Steel (Plates)
 Enhance the touch screen capabilities
 Explore a different exhibit
 provide a different story to display to the “plate exhibit”
Justification The concept of this exhibit doesn't really tie in to what the story is trying to say, I would recommend exploring a different exhibit to put in place or enhancing the relevance to what the

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plate concept ties in to the mob scene. If kept as is i’d recommend to improve the touch screen capabilities because they seen very limited
The Mob Goes to War
 Provide some actual artifact
 If no artifact; make video bigger
 Make more engaging/ Interesting
Justification My recommendations for this exhibit is to increase the value of this exhibit, by increasing the size of the video to attract guests and also bringing an artifact or showing some visual will make this exhibit more appealing
Poker Table (Arizona Club)
 This table is easily missed
 provide a different place for the table in the same themed section
 Make the actual game in the table more easier to understand
 Include more questions in the trivia
Justification This table is a really cool addition to the Arizona Club exhibit however the table is easily missed and the game itself is a bit difficult this could frustrate guest and make them not want to continue playing.
The Sporting Life
 Enlarge the screen
Justification This Exhibit displays original baseballs and boxing gloves this provide an authentic setting to the exhibit. Although the screen is very small the added features of the gloves and other sports material makes this exhibit relatable and engaging

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Target Prostitution
 Make the door able to stay open when guest opens it
 Change the position of the exhibit to
 Change the images inside
 Bring them forward for guest to be able to read
Justification The exhibit is eye catching people automatically went to see this exhibit as soon as it was spotted, however they did get what they expected the door, was too low which some guest didn’t really like. The door could stay low just not too low and also the door needs to be held open by itself because holding open is tedious having it be that low.

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Modification of Performance Events (Videos)
1st Floor
Woods Video (6 Minutes) This video featured the racketeers and the influencers and how they were convicted by Rudy Giuliani and this video also goes into the details of the RICO act which really helped law enforcement against organized crime
Staged
 Unique wood like theater
 Room for guest to watch
 Spacious
 Unique video setting
 Large screen (wrapped around )
 High quality sound
Location
 1st floor
Recommendation
 More comfortable seating
 Shorten length cut

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Cinema Movies (5:45) This video featured the way that Hollywood portrayed mob movies and what the mob movies meant in the Hollywood scene.
Staged
 Movie theater themed
 Spacious
 Comfortable setting
 High quality sound
 Large cinema like screen
 Engaging
 Entertaining
Location
 1st floor
Recommendation
 Keep curtains closed before getting to the gift shop
 Certain light is distracting
 Change positioning of curtains
Justification Overall the scenery of the movie theater is good keep as is the only thing that we recommend to change is the drapes so to keep the whole theater vibe, switching the positioning of the curtains would help the overall experience of this exhibit.

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2nd Floor
Kefauver Hearings Waiting Room 4:25
Video depicts major investigations on organized crime and the national consciousness of the Mob.
Staged
 provides amble sitting
 Very small television
 Well lit
Location
2nd floor
Recommendations
 Add two televisions on either side on the benches
 Video should have the same timing as the Kefauver Hearing Courtroom and only replay once door closes.
Justification:
Guest are unable to hear and watch the video without seating in a very awkward position. Adding to video with allow guest to sit comfortably and wait for the doors to open. Many guest lost interest after watching video more than once and would walk out of the waiting room.
Sin City Video (6:21 mins)
Overview of Las Vegas as the ultimate “open city” that attracted Mobsters following the Kefauver Hearings
Staged
 No sitting provided
 large screen
 Volume and audio are just right
Location
 2nd Floor

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Recommendations
 Make it shorter
Justification:
It is an entertaining video that introduces beginnings of Las Vegas. The sound is good and it can be viewed by many people. People although interest, shouldn’t have to stand six minutes.
Money Themed Room (3:15 mins)
This video give snippets of the movie called, Casino.
Staged
 Small television
 Good Audio
 position well for many guest to see
Location
 2nd Floor
Recommendation
 Provide seating for guests
Justification:
People were sitting on the money ledges on the side. Although the video is only 3 minutes long, its a small room and can get crowded very quickly. The sound was good for the size of the room.
Web of Deceit Room Video (3:12)
Describes the mobs involvement and conspiracy theories that link the mob with big events with people such as President John F. Kennedy.
Staging
 Television is medium size
 Bench in the middle of the room
Location
 2nd Floor

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Recommendations
 Add additional seating
 A minimal increase of volume
Justification:
This is a larger room and the audio needs to heard by all the bystanders. This is a particular longer video that covers many conspiracies and guest do not stay long if there aren’t any seating available. Provide room with additional seating or make the video shorter in order for more guest to watch the video.
Mob Hits Video (7:06)
It describes bugsy’s murder and how other famous mobster died including events in Brooklyn and Cleveland.
Staging
Location
 2nd Floor
Recommendations
Justification:
This video has more seating available, but each bench can only accommodate one person. This video is the longest on the second floor and it provides a perfect ties in with Mob’s Greatest Hits Wall.

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3rd Floor
Organized Crime Intro Video (5:40 Minutes) This video goes into detail how the mob began and into the history of important mob players like Lucky Luciano. This video also included how the mobsters worked their way out of the ghetto.
Staged
 Solo room
 Plenty of seats
 Big screen
 Dim lights
Location
 3rd Floor
Recommendation
 N/A
Justification This exhibit shouldn’t have anything changed to it, there were plenty of seats for customers to sit and it was educational and engaging. It wasn’t placed in a location where others could interrupt the experiential or where there wasn’t room to be seen.
Arizona Club Video (Outside) (5:30 minutes) This video features the way Las Vegas was the original stop through the rail road.. This video also states the initial beginning of gambling.
Staged
 Outside main “Arizona Club” exhibit
 Smaller screen
 Not promoted as important
Location
 3rd Floor

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Recommendation
 Small refresh button as stated in the recommendation
 Place the video in a place where it will be viewed more
Justification I think that this video has some good information although this video is not as important as others in this floor I think placing it in a spot where it can be seem; guest will be more likely to stop and see it
Valentine’s Day Massacre Wall This video went over how the infamous Valentine’s day shooting took place and how Bug Moran’s boys had a part in it
Staged
 Only one seat
 COVERS THE WALL
 Sign of the tittle isn’t visible enough
 Very important video and exhibit placed in a bad location
Location
 3rd Floor
Recommendation
 Separate video and wall from each other yet together enough where guest can see both side to side
 Place this exhibit in an area that is bigger and provides more room for guest to be more comfortable
 If possible allow guest to feel a piece of wall (while maintaining it behind glass)
Justification I think that separating the video and the wall and keeping them in the same space will allow customers to actually see the wall for those that are just passing through and did see the wall. Exposing the wall more will also allow customer to take pictures which will increase memorabilia and relatedness.

Mob Museum 36
Tentacles Spread Video (2:30 Minutes) This video showed the underground world of organized crime and what the repeal of prohibition lead to, which was the spread of their crime like drugs, prostitution and strip clubs
Staged
 Corner location
 Big screen
 Unique way to show it
 Plenty of space for customers to view
Location
 3rd Floor
Recommendation
 Displaying the picture a bit more centered so when guest walk towards that direction they know there a video that will be playing
Justification I think that this video is displayed correctly with its level of importance. This video should be shifted a bit more to the right so guest will have the ability to see the video while they make their way towards that direction.

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Marketing Strategy
What can we do to attract customers
Our recommendations for the Mob Museum is to implement the following marketing strategies to enhance their overall attractiveness to potential guest.
 Provide a better picture of the true mob museum experience
 Advertise their credibility that has been established by using the full name, The National Museum of Organized Crime and Law Enforcement.
 Create a more memorable experience
 Appeal to different variety of audiences
 Position themselves as an educational, entertaining Las Vegas destination
 Expand their national coverage
 Display their credibility as a museum
How do we market the experience
Marketing the Mob Museum experience should be implemented by:
 We will display the core experience of what the mob museum is which will include actual mob items.
 They should showcase the credibility of the establishment along with the entertainment benefits that the mob museum provides
 Showcase the most influential mobsters from different eras
 We will market the authenticity of the artifacts
 Promote educational aspects while still keeping the liveliness of the museum
 Display the importance it communicated of the Las Vegas history to attract locals
 Provide incentives for locals to spread word of mouth and bring additional guests
 Market as an experience in downtown Las Vegas you cannot miss
 Incorporate the changes made since the Downtown Project to give a different perspective of Downtown Las Vegas.
Message As a positioning statement we came up with the “Who’s in Control Campaign.” This campaign features the logo from the “Godfather” movie logo that will read “Las Vegas and at the bottom it will feature a line that reads “who’s in control” while having the background of Al Capone or a 1920’s police officer. This message will be able to engage customer through:
 Enlisting a sense relatedness though the Hollywood scene
 It’s a mysterious component from the question
 Engaging to the guest as far as what the museum offers
 Provides a sense of “fill in the blank” mystic that guest will become immersed in
Media
Digital
 Promote the campaign in digital advertising platforms like Google, Facebook and other social outlets
 A small YouTube video that can be targeted to demographics of existing guest
 Engage customers through personalized videos from their “conversion booth”

Mob Museum 38
Print media
 Limited promotion to the local print media to accommodate the already established customer based in places like
 Local newspapers
 Local magazines
Company Website
 Provide clear and formatted direction
 Ability to be able to purchase tickets online
 Provide an organized set of schedule events maybe a calendar
Additional
Social Media
 Create a “build your campaign” where previous guest can create they campaign to their experience to the mob museum and can be voted up through social networks.
 Have a trivia section of the “who’s in control” campaign

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Summary of Recommendation
Understanding the core experience
Understanding to core experience of the Mob Museum is firstly understand the type of environment that is currently being created to each guest. The artifacts, exhibits, interactive components, and videos helped us understand what the core experience is. We have come to the conclusion that
the core experience is to educate, interact, and engage guest with knowledge on organized crime and police enforcement. Demonstrate how each have evolved over the years and keep artifacts balanced and authentic without glorifying criminal activities.
Designing the core experience
Through our recommendations we believe that the guest will be more engaged and immersed in the overall mob museum experience. Many of our suggestions keep in mind the core experience and value that the mob museum is trying to instill. With our recommendations we believe that in 3-5 years the mob museum will be:
 recognized as a top Las Vegas activity
 Build awareness to a new possibility of customers
 Increase revenue and profit from already established customer base
Managing the core experience
Special consideration needs to be placed when looking at new additions to the Mob Museum. Every addition has to aligned with the core experience and should be aimed to enhance the experience. The current exhibits need to be maintained and ensure that they are always working properly in order to avoid guest from feeling cheated.
Summary of Recommendations
1. Add an “start from the beginning” button to all small videos.
2. Improve seating to all exhibits showing a video.
3. Revamp the cast members costume and improve their role to be more engaging.
4. Lower the audio of videos playing on the first floor to avoid clashing of audio.
5. Place a cast member in the Police Lineup room to assist in picture taking (ask guest to move from left to right), also avoids guest from having to bother other guest to take a picture.
6. Improve lighting in Police Lineup room for overall better picture quality.
7. Create an app with the following features, but not limited to
8. Don’t charge for parking or validate with purchase of item(s) in gift shop
9. Allow people to customize their own experience. Only make a suggestion that the third
10. Social media content need to have a balance between organized crime and law enforcement.

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Works Cited
1. (1) http://www.tripadvisor.com/Attractions-g45963-Activities- Las_Vegas_Nevada.html
2. http://www.battlefieldvegas.com/pages/about-battlefieldvegas
3. ‘Engage the World’: examining conflicts of engagement in public museums
4. Susan L.T. Ashley, International Journal of Cultural Policy, Vol. 20, Iss. 3, 2014 Retrived on 6/7/14
5. http://www.eschoolnews.com/2014/05/13/museums-digital-learning-625/2/
6. http://www.aam-us.org/docs/default-source/center-for-the-future-of museums/2014_trendswatch_lores-with-tracking-chip.pdf?sfvrsn=0

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Appendix
“Who’s in Control Campaign”
Al Capone 1
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