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Frequently Asked Questions About Museum
Stores
Developed by MSA, (303) 504-9223
How many museum stores are there in the United
States?
Approximately 1,650 institutions belong to MSA,
all of which either have a store or are in the process of creating
a retail operation.
What is the size of the industry in dollars/sales?
We know from a 2006 financial survey conducted by a third-party
company that MSA member stores range in net sales from less than
$5,000 to more than $12.5 million with median net sales of $179,800
and mean net sales of $548,221.
How are museum stores different from regular retail
stores?
Stores in cultural institutions are different from typical retail operations in several
ways:
- These retail operations play a vital role in supporting the institution's
educational mission. They offer products that provide visitors
with mementos and educational materials directly related to their
cultural experience.
- Purchases made at these stores provide important financial
support for the institution. The “profits” made by
these stores go back to the cultural institution, not a company or individual's
pocket.
- Unlike a typical “mall” experience, shopping at cultural institutions is an extension of the unique museum experience. Most
stores operate within the museum building or on the institution's
grounds rather than in a shopping district or mall. Most customers
shop there because of their interest in the cultural institution.
How “profitable” are stores in cultural institutions? How much do they contribute to their institutions?
Museum store profitability can vary widely depending on museum visitation,
store location, product mix, what the museum charges back to the store
(such as rent, utilities, phone), paid staff versus volunteer staff
and several other factors. Typically museum stores return all of their
excess revenue to the institution. The amount that any given store
contributes to its institution varies widely, but can be as much as
one-third of the institution's operating budget.
How long have museum stores been around? Has the
industry grown recently?
Museums have included retail operations on some scale since the 1890s.
The Museum Store Association was established in 1955. Over the years
MSA membership has grown and currently is approximately 1,650 institutions.
Is opening a museum store in a mall or other location
away from the museum a trend?
Based on data MSA has collected, about 6 percent of museums operate
stores outside of their institution's premises. These tend to be larger
institutions with the resources to operate additional locations. Some
institutions have operated off-site stores for many years. A few institutions
open off-site holiday stores each year.
Why would a museum open a store in a mall or other
shopping district outside of the institution?
Museums that open off-site stores usually gain increased exposure
for the institution and a wider audience for their products. The ultimate
success of an off-site store depends on many factors similar to other
retail operations such as location, product mix, effective marketing
and so forth.
If you have additional questions about museum stores or the museum
retail industry, contact Tina Eichner, managing editor, at (303) 504-9223 x14.
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