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What is the image of the Coleman Museum of Art? Why is image important for a museum?

Questions to consider:

  1. What is the “image” of the Coleman Museum of Art? Why is image important for a museum?
  2. How would you rate the overall performance of the Coleman Museum of Art?
  3. What are the roles and financial expectations for a museum’s auxiliary activities and how are these activities performing?
  4. What recommendations should Ms. Mercer and Mr. Pate make to the Coleman museum’s Board of Trustee.  Why?

Financial things to consider:

  1. What are the contribution margins of each category of membership? Is the $50 membership profitable to the museum? (obtained through direct mail)
  2. Should the museum charge $2 admission fee? Why or why not?
  3. Should they eliminating the 15% member discount for the gift shop? Why or why not?

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