Historical Commission Agenda and Packet 2016 05 04

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on activities ranging from gardening and cooking to historic preservation DIY and history book clubs. They provide vital gathering space for receptions and parties, meetings and civic functions. They often present concerts and theatre either on or off site, and house temporary exhibits, often of art work related to the history of their community. They anchor civic celebrations such as Main Street festivals, or serve as the start /finish point for 5K or road races. They stay open late to be a part of seasonal shopping celebrations or "first Friday" gallery tours. They provide research support for residents in a range of ways, from looking up old high school photos to assessing the value of a cherished heirloom, or helping a homeowner identify historically accurate building designs or finishes. They serve as centers of civic pride, in ways parallel to libraries, as must -see places for residents to bring out of town guests. As much as $7.40 out of every $10 spent by Museum visitors is off -site spending, not admissions: a cup of coffee or breakfast before visiting the museum; a stop at a local retailer for a unique purchase; lunch after the visit; even lodging. Simply put, Museums that offer a dynamic visitor experience are also economic drivers. With effective marketing and communications through the City of Louisville and the Downtown Business Association, it is likely that the Museum will be able to attract 1,100 paying visitors (adults) monthly during the peak months of May- September by 2021 -22. Off- season tourism visitation will likely drop to half that; while off - season use by residents will expand. Season Peak Season May - September Winter Season October - April Other users: rentals, community events TOTAL Average Monthly Count Tourists 1,100 adults, 500 children 400 adults, 100 children Average Monthly Total Total All Count Residents Monthly 300, 200 children 2,100 10,300 6,300 300, 100 children 900 3,000 19,600 (In the pro forma budget for the Museum in 2021 -22, post opening, the Museum is conservatively assumed to serve 15,000 visitors per year with summer visitors' paying a modest admission fee.) As this document will show, the "best practice" museum functions each bring matching revenue lines that are essential for sustainability. By maximizing the functionality of the museum, it is possible to provide the revenue necessary to achieve the central archival purpose with the highest professional standards, even in a small museum. 4 History museums typically add interpretive elements for peak seasons. The plan recommends that the Louisville History Museum begin phasing in this type of activity starting in 2017 -18, and that by 2021 and then with the opening of a new building on the campus, this type of programming is significant enough to merit charging for admission. Page 1 7 Louisville Historical Museum Business Plan Recommendations