The John C. Robinson Mississippi Aviation
Museum
Presented by:
Caitlin Bujnoch
Heather Buras
Luke Cochran
Robin Cochran
Alicia Dobson
Shara Tscheulin
MKT 650 – Dr. Beth LaFleur – Summer 2008
The John C. Robinson Aviation
Museum
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Vision Statement
The vision of the John C. Robinson
Mississippi Aviation Museum is to
become a historical and educational
institution that inspires all to reach
their greatest potential.
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Mission Statement
The mission of the John C. Robinson Mississippi
Aviation Museum is to establish and maintain a
historical and educational account of John C.
Robinson and all other Mississippians who
played a role in aviation and space pioneering.
The JCR Museum aspires to establish an
accurate and relevant holding of oral histories,
documents, and artifacts showing the heroics of
everyone involved in creating this heritage. The
JCR Museum wishes to bring hope to all that
ordinary individuals can lead extraordinary lives.
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Board of Directors
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Dr. James Pat Smith, Gulfport (President)
Ms. Lee T. Barnes, Gulfport (Vice President)
Mr. Sidney Rushing, Gulfport (Secretary)
Charles Dubra, Gulfport
Jim Foster, Gulfport
Mr. Francisco Gonzales, Biloxi
Ms. Rosemary Roosa, Gulfport
Mr. Roland Weeks, Biloxi
Mr. Thomas Simmons, Gulfport
Mr. Gene Warr, Gulfport
Ms. Dorothy McEwen, Long Beach
Ms. Deborah McGhee, Gulfport
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Background for the Study
• Ideas for theme of the museum include:
– John C. Robinson
– Mississippi aviators, aviation heroes and
astronauts
• Roscoe Turner, Jesse Brown, Key Brothers
• Fred Haise, Donald Peterson, Richard Truly
– Gulf Coast aviators
– Regional aviators
• Wiley Post, Ben Howard
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Proposed Location
• 5+ acres within a close proximity to the
Gulfport-Biloxi International Airport
• Advantages
– Runway access for air shows
– Special events
• Disadvantages
– Distance from casinos
– Commuter congestion of Hwy 49
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Statement of Research
Problems/Opportunities
• The Board of Directors needs assistance
with:
– Projecting revenues
– Projecting costs
– Determining project feasibility
– Fundraising
– Identifying recommendations
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Research Design and
Methodology for the Study
• Exploratory Research
– Academic literature reviews
– Phone, personal and email interviews
• Inquiry method
• Qualitative method
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Target Market
• Tourists to the Mississippi Gulf Coast
– Southeast region, average age of 50 years,
average of 2 children, average annual household
income of $61,800
• Veterans of the Armed Forces
– Aviation, average age of 78 years
• Schools on the Mississippi Gulf Coast
– Students and teachers
• Organizations affiliated with Mississippi heritage
or aviation themes
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Museum Market in the U.S.
General
Specialized
Average Annual Attendance
Children's / Youth
52,850
43,500
20,000
Arboretum / Botanical Gardens
16,000
59,822
78,500
History
106,235
244,589
Natural History / Anthropology
Science / Technology
62,803
Historic Houses
10,750
Art
Nature Centers
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Market Segmentation
• Segment 1- Tourists to the MS Gulf
Coast
– Of the 3.6 million visitors to the Gulf Coast in 2007, 84%,
or 3,024,000 visitors visit on leisure/ personal trips
Leisure / Personal Visitors
302,400
Gaming
604,800
1,512,000
604,800
Dining
Shopping
Other
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Market Segmentation
• Segment 2- Veterans of the Armed
Forces
– 9,145 retired veterans of all branches of the
Armed Forces within a 50 mile radius of
Keesler Air Force Base
– Also includes:
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Air National Guard retirees
38,000 Tuskegee Airmen alumni
1,000 original Tuskegee Airmen
John C. Robinson, “The Brown Condor”
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Market Segmentation
• Segment 3- Schools on the MS Gulf
Coast
– Public School Sector
• 161 public schools
• 82,432 students
• 4,347 teachers
– Private School Sector
• 29 private schools
• 5,916 students
• 377 teachers
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Market Segmentation
• Segment 4- Affiliates of organizations
associated with MS aviation & its heritage
500
4,500
3,255
351
Keesler
50,305
Seabees
Air National Guard
100,350
9,500
21,661
Camp Shelby
Stennis
Army
Navy / Marine Corp.
Coast Guard
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Total Estimated Market Potential
MS GC Tourists
Gaming
Shopping
Dining
Other
Veterans
Retired Military
Tuskegee Airmen Alumni
1,512,000
604,800
604,800
302,400
9,145
38,000
Schools
Students
Teachers
88,348
4,724
Affiliates
Keesler
Seabees
Air National Guard / Reserve
JC Stennis / NASA
Camp Shelby
Army
Navy/ Marine Corp.
Coast Guard
Market Potential
46,909
9,500
21,661
4,500
101,470
500
3,255
351
3,352,363
Visitor Multiplier X2 (Veterans/ Affiliates)
TOTAL Market Potential
235,291
3,587,654
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Market Needs
• MS Gulf Coast is well-developed destination
tourist market
• Growing need for more diverse attractions
– Appeal to wider populations
• Families with children
• Cultural tourists seeking educational experiences
• Opportunity for success
– Hurricane Katrina
– Local interest in aviation
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Market Trends
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Museum management
Collections stewardship
Education
Marketing/ Public relations
Development
Operations
Fundraising
– An emphasis on technology at the forefront
of this evolution
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Market Trends
• Interactive exhibits
– Simulations, theatrical exhibits (IMAX),
interpretive signage, static exterior exhibits
• Collections stewardship
– “Reflected Energy Matching”, Microclimate
control, “Plug-and-Play” exhibit cases
• “Going Green”
• Business partnerships
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Strategy Implementation Summary
• Focus to Educate and Inspire:
– Educational Setting
– Accurate and Relevant Historical Accounts
– Inspirational Atmosphere
• Build a Relationship-Oriented Business
– Create Long-Term Business Relationships
• Intense Direct-Mail Marketing Program
• Special Events
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Business Partnerships
• Provide a critical opportunity to gain access to
valuable resources that otherwise might not have
been discovered.
– Shared Costs
– Shortened Schedules
– Enhanced Expertise
– Expanded Visibility & Awareness
• Potential Alliances
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MS Dept. of Archives & History
MS Dept. of Transportation
MS Heritage Trust
Cultural & Heritage Tourism Alliance
National Trust for Historic Preservation
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Marketing Strategy
• Discounts:
– Family, Group, Student, Military, Veteran, Casino
Cardholders, etc.
• Package Sales:
– Local Museums, Casinos, Malls, Water Parks, etc.
• Coupons:
– Airline e-Tickets, Hotel Receipts, Website, Company
Flyers, Rental Car Receipts, etc.
• Special Attractions:
– Flyovers, Rocket Tests, Air Shows, Special Guest,
Educational Lectures, etc.
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Marketing Strategy
• Special Pricing Days:
– Veterans Day, Memorial Day, International Museum
Day, Mississippi Culture & Heritage Month, The
National Aviation Day, etc.
• Advertising:
– Newspapers, Flyers (Located at Hotels, Gas Stations,
Airport, Car Rental Counters, etc.) Special Interest
Magazines, Pertinent Websites, etc.
• Transportation Partnerships:
– Partnerships with CTA and Local Cab Drivers to
Direct Tourist, as well as, Locals to the Museum.
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Initial Fundraising
• Critical to identify potential donors
“Museums are built by a small
number of large gifts and operated
by a large number of small gifts.”
-Stephen Watson
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Fundraising Strategy
• Memberships:
– Direct Mail
– Visitors Donations
• Corporate Sponsorships:
– Naming Rights
• Special Events:
– Air Shows
– Conferences
• Industrial / Educational Lectures
• Endowment
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Initial Projection Resources
• Mr. Stephen Watson
– V.P and C.O.O. , D-Day Museum, New
Orleans, LA
• Mr. John McFarland
– Director of Marketing, SunHerald, Biloxi, MS
• Income Tax Returns (990’s)
– Museums of Interest
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Revenue Projections
• Museum Categories
– Small Scale Aviation Museums
– Mid-Scale Aviation Museums
– Large Scale Aviation Museums
– Local Museums
• Projections derived from
– Local Museums
– Mid-Scale Aviation Museums
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Discrepancies Found
• Hurricane Katrina
– Larger Contributions from donors
– Larger expenses for rebuilding
– No revenues from sales or admissions
• For research purposes; financials were
used from previous years
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Average Annual Revenues
$900,000
$811,107
$800,000
$700,000
$600,000
$500,000
$421,730
$400,000
$302,214
$300,000
$244,030
$200,000
$162,199
$100,000
$36,490
$36,733
$2,439
$48,114
$5,161
$56,877
$11,199
Membership Dues
Event Sales
Giftshop Sales
$0
Total Revenue
Contributions
Local Museums
Ticket Sales
Mid-Scale Average Annual Revenue
•Estimated Potential Yearly Revenue of $516,127
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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10 % Growth Over 7 Years
1,000,000
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
2009
2010
2011
2012
The John C. Robinson Aviation
2013
2014
The John C. Robinson Mississippi
Aviation Museum
Museum
2015
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Average Annual Expenses
$800,000
$735,739
$700,000
$600,000
$500,000
$463,795
$400,000
$300,000
$200,000
$187,480
$119,326
$142,981
$125,964
$64,674
$100,000
$3,458
$0
TOTAL Expenses
Exhibit Cost
Local Museums
Mangement Cost
Fundraising Expenses
Mid-Scale Average Anuual Expenses
•Estimated Potential Yearly Expenses of $660,061
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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12 Month Cost Projection
16,685
108,273
361,607
11,565
4,260
Gross Wages
Payroll Taxes
Accounting Fees
Supplies
Other
• Other Expenses Include: Consulting Fees, Advertising Fees, Insurance,
Memberships, Maintenance, etc.
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Start-Up Costs
Construction
400,000
1,000,000
1,000,000
Salaries
250,000
Other Expenses*
Artifacts / Restoration
12,000,000
Theatre
*
Other Expenses include consulting fees, advertising fees, insurance,
memberships, maintenance, etc.
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Conclusions &
Recommendations
• To be successful, it is necessary to appeal
to and achieve the highest market share
possible, which can be accomplished by:
– Expanding theme/ subject matter of museum
– Choosing a well-positioned location
• Access, proximity to other attractions, room for
special attractions (ie. Air Shows), room for
expansion
– Capitalizing on innovative technologies
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Conclusions and
Recommendations
– Creating a strong family-oriented atmosphere
with a focus on being historical, educational
and inspirational
– Identifying potential loyal donors
• Initiated by Board of Directors
– Building strong business partnerships
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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Conclusions and
Recommendations
*All of the researched data concludes that
achieving each of these recommended
elements will facilitate the proposed
museum’s ability to succeed as a revenuegenerating educational institution.
The John C. Robinson Aviation
The John C. Robinson Mississippi
Aviation Museum
Museum
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