Any tourist, getting into Paris, feels a bit awkward, if not go to the Louvre. That’s why people are willing to stand hours in a queue, even in the sun. With a sense of incompleteness leave Madrid if he was not in the Prado, or from new York without seeing the subway. It seems that these museums are lucky to have such paintings as the Mona Lisa, works by El Greco or a dress from Karl Lagerfeld, which automatically “rides” the audience from all over the world. But if only these factors determine success? And most importantly, does Ukraine museums that have carefully studied their experience?
The Museum’s collection – the number one factor. But the availability of resources can only succeed in combination with the effective use and management. Therefore, the criterion of “quality content” comes as the fifth component of success. And make it “work” quite other directions.
Work with the audience. Like any business project, the Museum needs to know and understand your target audience. The core of this audience will be visitors who go to the Museum constantly, interested in new shows and is recommended to go to you friends. Next to the Museum need to think about how to expand this core and attract new visitors. For example, to create family programs for adults with children of secondary school age and activities for young parents.
Financial management. And it’s not just about the ability to correctly calculate and distribute the state budget, which, as a rule, should cover all utility costs, repairs, payments team, restoration works and preservation. But also on attracting additional Finance. Through the Foundation charitable accounts, foundations, allied organizations at the museums or the formation popular in the USA and Europe “Societies of friends” – patrons and sponsors of the Museum that regularly support resources. By the way, in many countries the government gives the possibility to transfer 1% of taxes for public projects.
Also you can earn independently through the sale of tickets, conducting tours, providing space for events or filming movies, the thematic café in the Museum, etc. on average the needs of the Ukrainian Museum are covered at 80% and 85% (considering the capital and current repairs) from the state budget and 15 – 20% due to the sale of tickets and from donations. The optimum ratio is about 70% of the state budget and 30% – own revenue sources.
Better than the Museum itself “sells” the sponsors and the audience, the more funds for the development, bonuses for staff and new “chips”.
Management. Beat “cadres decide everything” does not lose its relevance in the Museum world. But there is a caveat – even though the income of museums and grow to compete in terms of payment they can not objectively. To balance the situation can flexible hours and time on other projects: writing, consultations, which bring income. This also is attributed the principle of decision-making in the Museum, the involvement of employees and management’s openness to ideas and suggestions.
Brand. The Museum sells not just the impression, it sells a sense of belonging to a story. Clear communication of this story in social networks, the actual identity and user friendly website – something without which it is impossible to do the Museum in the modern world. (But without which I think I can afford to do many Ukrainian museums). However, a powerful and recognizable brand of the Museum is the Foundation of his reputation among the partners. Because of the high cost of logistics and insurance, cooperation with Panstwami and consulates of other countries is one of the most real chances to the Ukrainian Museum to bring international exhibitions. Important networking, the ability to establish partnerships and strong social capital – the trust to the Museum and its recognition in the public space.
According to these criteria live and develop most of the great museums, in which we aim to get abroad. It is not known whether raised such a fuss about museums in Ukraine, the Absence of this paragraph, in surveys about Ukrainian leisure says no. But we definitely go to the movies and dining, go fishing, read a lot and sometimes sitting in social networks. Largely because “the house is not up to it” and in the subconscious lives the horror of visiting even at school age the best examples of “Soviet Museum heritage” with dusty exhibits, a boring guide and smelly toilet. But is it now? Based on the knowledge of the “internal kitchen” and external evaluation of the Ukrainian museums are presenting, in our opinion, those who made a breakthrough on a number of criteria and moves the Museum sector of Ukraine forward.
The Ukrainian national art Museum (NAMU). Probably not in a Museum of Ukraine in its history stood in the queue. In NAMU stood. Mainly to visit temporary exhibitions – Chloe and others. With one of the TOP-oriented creative agencies in the country, they developed the identity, created the area of hospitality are vibrant and very pleasant page in Facebook and Instagram. The Museum has ongoing programs for children, lectures for adults, a parallel program of exhibitions. C 2013 the Museum launched a competitive system of selection of shots, and if NAMU has a Foundation and a “Circle of support NAMU”, against the background of a magnificent collection in a historic building of the Museum makes it necessary for tourists.
State natural history Museum in Lviv. Working for more than 20 years closed to visitors the scientific establishment, in 2013, the Museum won the national grant for the creation of a permanent exhibition. A rich collection begins to open to all comers, bringing together science and museology in the concept of the “Dynamic Museum” when the Museum exposition is constantly replenished by scientific research carried out there. As usual, Finance is not enough for all, but the Museum does not give up, and includes fundraising, successfully attracting socially-active Lviv business, including IT cluster. The Museum is in the formative stage, but already demonstrates a clear strategy, effective financial management and persistence in achieving goals.
Odessa art Museum (OFAM). First, the Museum is housed in the Palace – a stunning space and architecture halls. Secondly, he has an impressive collection of Kandinsky, Aivazovsky, Vrubel, Kuindzhi, etc. But the Museum is taking a course on modern tools of communication with visitors – social media and attempt to develop a channel on Youtube. Actively involved in international initiatives, is a regular participant of the movement “slow art” when employees select a few paintings from the collection slowly and thoughtfully, and discuss them with the audience.
Museum Ganenkov. A few years ago, the Museum was almost the first and only made a detailed avatar of his visitor, which speaks a very clear language via the site, Facebook and offline in your cozy space. The only Museum with a photo of the team on the website, by the way very big. And with a powerful social component. Konenkov Museum offers regular art therapy program for people with disabilities and for parents with children up to 3 years created the project “Cultural decree”, when you can come on a trip with kids, take advantage of, if necessary, the pelenator or to entertain kids with games. On these tours the close space. Overall, it is a Museum with one of the most clear strategies and transparent management, as well as a great case of financial management. The Museum has managed over time to translate the group of collectors in donors.
Kharkiv literary Museum. One of the most progressive museums of Kharkiv. The Museum is very “delicious” and clearly conveys its position on classical and modern Ukrainian literature through active Facebook, live site and a very bright palette offline events – meetings with writers, presentations of books, public debates, lectures, etc. Kharkiv literary Museum is an active participant of the movement “Night of museums”, consciously working on the development of a network of partnerships with other museums and Universities to conduct joint projects and activities. The Museum works with sponsors – Kharkiv private companies, one of which helped to replace lighting for energy saving.
The Bulgakov Museum. Perhaps the most atmospheric Museum on our list. Original exposure and a special spirit space support through the already popular “chips” of the Museum. Since 2013, a grant from the American Foundation VCAN started a project “Chuvanna Bulgakov’s porch”, where the visitor can order a tea ceremony in the spirit of the time. You can also pre-order dishes from the menu and even make a table to celebrate his triumph. On the 13th of every month are “rebuilt” – musical evenings in the image and likeness of those that were carried out in the family of Bulgakov. To implement all of their ideas Museum focused on the extra income. So, he was awarded a grant by the Vidrodzhennya 4 times. Also, the Bulgakov Museum publishes books and holds the shares for fundraising. One of the most ambitious – purchase “white Grand piano”, then everyone could become co-investor and the owner of some parts. Through creative strategies and a systematic approach, the Bulgakov Museum has collected around him a large “Society of friends”, the core target audience, sponsors, patrons and connoisseurs of Kiev.
State historical and cultural reserve Tustan, Lviv oblast. This open air Museum is worthy of attention, though, because he was the cause of the development of regional infrastructure and road construction. The reserve protects the remains of a former fortress that is spectacularly located on the rocks, talks about the life of its inhabitants and way of life. The main event of this place was the festival “TU Stan”, which is held in early August 2006. The project is actively transferred in digital 3D rock and created an augmented reality app that allows you to see the model of the fortress real on the screens of gadgets. Tustan” perfectly integrated into the tourist infrastructure, has been active and successful campaign for fundraising through the attraction of tourists, patrons and sponsors.
Had doubts include whether to list the Pinchuk Art Center, which is not a Museum, in General, and not a government Agency. But make it a separate item for the centre’s role as a source of manpower and the release of a whole generation of curators. It is also impossible to underestimate his work in educating the Ukrainian audience on the subject of modern art and the basis of award “of the Future Generation Art Prize” for the development and promotion of young artists from around the world.
This kind of short – list of Ukrainian museums. The list of leaders of the Ukrainian world Museum, we want to continue three of those who with the right application of effort and resources has a chance to break into the top ranks of the hit parade:
Science and natural history Museum of NAS of Ukraine (Kyiv),
The Museum of Cosmonautics in Zhytomyr,
The Lviv historical Museum.
And the feat of the reserve Tustan in the branding of the region is quite able Ketovskogo Museum of figurative art. I. D. Bukhanchuk (Zhytomyr region) and Parkhomivka historical and art Museum (Kharkiv region).
It is obvious that in Ukraine there are successful cases on Museum management. But many of them do not develop so much due to how contrary. In spite of the weak national advertising and promotion – indeed, in contrast to the Vienna airport with posters to local museums, we do not meet the NAMU is in the terminal of Borispol and rarely seen city lights with program museums in the metro. And contrary to what many Ukrainian visitors going to the Museum is not on the agenda of the day. Therefore, the change in their own habits and increasing domestic demand on the Museum’s product is an important step in maintaining the growth of the Ukrainian museums. As an opportunity to expand the boundaries of their own world and the fashion of more and more harmonious, educated person with a developed critical thinking and good taste.
Material for Delo.ua prepared by Kateryna Zaslavskaya, Director of the Kiev office of Law firm ILF and Nikolai Skiba, an expert on education at the Ukrainian Institute of the future