The Christian & Gospel Music Museum

Market Research, Organizational Strategy, Pre-opening & Operational Budget Review

In a nutshell

A Different View were first approached by The Gospel Music Museum to conduct a review of their start up pre-opening budget as well as their annual operational budget, staffing requirements and attendance/pricing projections prior to the opening of this proposed new museum in downtown Nashville. The client wanted confidence moving forward that they had the correct operational model, including staffing and marketing, to operate this new museum. The intention was also to give their fundraising efforts credibility with an expert cultural consultancy weighing in on their numbers.

Background

The Dove Awards is well known in the United States for being the “Grammy’s of Gospel Music.” The Gospel Museum Association wanted to further their mission by building a museum in downtown Nashville, having just secured a lease.

Fundraising consultants, Lighthouse Council, were hired by the client and expressed a concern with the operating budget and staffing levels. Lighthouse Council then recommended A Different View, knowing our expertise as museum consultants could be their client’s trusted advisor to review the proposed budgets, operations and staffing requirements and give guidance on attendance projections.

Market Research

To start the project, A Different View conducted research on comparable museums in the Nashville market. After conducting this research, ADV could give insights to inform attendance, marketing, staffing and operating costs.

Organizational Strategy

The client, having no museum experience, needed confidence in strategic decisions being made such as being a collecting museum or not, brand positioning and financial stability. Through ADV’s expertise, we were able to help the client weigh options strategically to decide how best to proceed. This then informed the budgets.

Operational Budgets

It was important for the client to have this proposed museum be self-sustainable and not reliant on any large fundraising goals. Therefore, modelled budgets and forecasts were recommended considering these parameters. This included modest staff and marketing budgets, yet enough to be successful with those restrictions.

There were 2 budgets that needed to work together: the pre-opening budget as well as the annual operating budget. It was important to ensure that certain timings were correct such as hiring of staff prior to the opening of the museum and that enough budget was allocated prior to opening ensuring success. Recommendations were made on when to hire key staff members along with salary ranges.

It was also important to review the draft design drawings and visitor experience to ensure capacity, attendance, pricing and opening hours were considered. The size of the museum was taken into consideration. We also looked at hourly, daily and annual visitor numbers projected to ensure alignment with the museum space. The museum space and visitor experience also weighed into the staffing levels along with recommendations for volunteers.

A quick look at their museum store budget quickly identified concerns and recommendations were made.

Pricing recommendations were made along with other sources of secondary income, such as memberships, sponsorships and event revenues.

In the end, the client was given confidence to move forward along with knowing what steps to take next in order to open their museum.

Client quote

“Thank you so much for your great counsel, recommendations and operational budget!” Jackie Patillo, President, The Gospel Music Association

“The review provided to the Museum of Christian and Gospel Music by a Different View provided bedrock information during our critical development period. Their team helped lift the veil on many mysteries in the museum world. We know a lot about music but a lot less about the museum world. They were a great comfort to us.”

Steve Gilreath

Executive Director

Museum of Christian and Gospel Music

For more information on this new museum click here: https://vimeo.com/923028909/4456962b1d