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Extending the Experience THE 59TH ANNUAL

MSA RETAIL CONFERENCE & EXPO A P R I L 1 1 – 1 4 , 2 0 1 4 | E X P O DAT E S : A P R I L 1 1 – 1 2 , 2 0 1 4




ABOUT MSA MSA is a nonprofit, international association organized to advance the success of museum retail professionals. By encouraging high standards of professionalism, MSA helps nonprofit retail professionals better serve their organizations. MSA addresses member needs with innovative nonprofit retail resources and information, and cuttingedge professional development opportunities, such as the MSA Retail Conference & Expo. The association serves more than 900 Institutions and Individual Members and 450 Vendor Affiliates.

QUICK RESOURCES President’s Invitation ......................................................................................... 3 Knowledge Standards ....................................................................................... 3 Schedule-at-a-Glance ...................................................................................... 4 MSA Certificate Program .................................................................................... 5 Events, Excursions & Networking Opportunities ................................................... 5 Nonprofit Retail Boot Camp .............................................................................. 7 Educational Sessions......................................................................................... 8 Get Involved .................................................................................................. 12 MSA Retail Expo ............................................................................................. 12 Registration Form ..................................................................................... 13–14 Housing & Travel Details ................................................................................. 15

STAY CONNECTED TO MSA Get information about the 2014 Conference & Expo through your favorite social networking tools! Use hashtag #MRCE2014 to join the discussion!


REGISTER TODAY! Find all the information you need, including our online Justification Tool Kit at


MSA Retail Conference & Expo | April 11–14, 2014 | Houston, Texas



ouston and MSA have something in common—reinvention. The first decade of the 21st century saw Houston transforming itself into an active city center. MSA is in the midst of a reinvention itself. One of the most visible elements of the rethinking going on at MSA is the effort to raise the bar of the educational content at the annual conference. The Education Advisory Group (EAG), along with MSA’s Manager of Learning, has reviewed member submissions, analyzed conversations on ShopTalk and pored through blogs, online videos and white papers offered up by leaders in the retail industry, professionals in the broader museum world and other experts, to come up with an educational program that focuses on how adults prefer to learn. Since MSA is the only organization that caters to nonprofit retail professionals, the EAG took seriously MSA’s responsibility for offering leading-edge, useful, unique and actionable subject matter—content that would be especially meaningful to experienced professionals. If you’re just starting out in this industry, we’ve added back a pre-conference boot camp for less experienced nonprofit retailers. Go ahead and check out those sessions; there are a lot of topics we’ve not seen in recent years. In fact, check out the entire schedule over the four days we’re together. It’s different from the past few years. We changed it up to make sure everyone is paying attention, and we’ll be interested in your feedback about those changes. The expo hall promises to be filled with the vendors who have long supported MSA members. They will be sharing their newest merchandise, working with you to develop unique products tailored to your institution and help you extend the experience for visitors in your store. And as always, there will be new vendors with unique merchandise and services you haven’t seen before. MSA 2014 is designed to be fun and uncomplicated. The physical layout is easy with the conference hotel and convention center attached via two skyway bridges. Opportunities to network with your peers and pick each other’s brains for new ideas are rolled in to the schedule. To keep you fueled for each busy day, and truthfully, just to have as much fun as possible, there’s more food included as part of the registration package, including some coffee breaks and a breakfast here or there. And then there’s the city of Houston. Nineteen institutions make up the Museum District, and 11 of them are free! There are nonprofit retail stores (I know that’s what you’re most interested in!) attached to a variety of fascinating and fun museums and other institutions— something for everyone’s interests. Be sure to take advantage of the Friday excursion to spend some time in this special area of the city. So, I think the question you need to ask yourself is: Why would I not go to Houston for MSA 2014? As they say in Texas, don’t be “all hat and no cattle.” Instead of telling a tall tale about joining your MSA friends and colleagues in Houston in April, just go ahead and register now. I’m looking forward to seeing you in the Lone Star State. Yee-haw!

Stacey Stachow President, MSA Board of Directors


his year’s program is based on seven of MSA’s eight Knowledge Standards. The Knowledge Standards highlight the core knowledge, skills and abilities needed to perform the responsibilities of a nonprofit retail professional. The application of the Knowledge Standards program at our cultural institutions will help museum stores become a more integral part of the institution’s mission and success.

Use the Knowledge Standards icons to customize your schedule so that you can focus on the sessions most applicable to the issues you face in your institution today. BUSINESS RELATIONS






For complete conference details, visit or call (303) 504-9223.





SCHEDULE-AT-A-GLANCE (subject to change)

Ticketed Event

Business Relations

(pre-registration required)


Customer Relations

Financial Management

Merchandise Planning

Human Resources

Strategic Management

THURSDAY, APRIL 10 12−6 p.m.

Registration Open

6–9 p.m.

MSA Awards Event


FRIDAY, APRIL 11 7 a.m.–8 p.m.

Registration Open

8 a.m.–3 p.m.

Nonprofit Retail Boot Camp

9 a.m.–3 p.m.

Houston Museums Excursion

3–4 p.m.

Opening Reception Hosted by MSA Southwest Central Chapter

4–8 p.m.

Expo Open



SATURDAY, APRIL 12 6:30 a.m.–6 p.m.

Registration Open

7:30–8 a.m.

Continental Breakfast

8–9 a.m.

Opening Keynote: Integrating the Museum Experience

9 a.m.–6 p.m.

Expo Open

11 a.m.–6 p.m.

Silent Auction—Bidding Opens

6–9 p.m.

Chapter Meeting Room Available for Sign-Up

SUNDAY, APRIL 13 6:30 a.m.–6 p.m.

Registration Open

7 a.m.–1:45 p.m.

Silent Auction Bidding

7–8:30 a.m.

Continental Breakfast

7:30–8:30 a.m.

Discussion Groups

9–10:15 a.m.

10:45–11:45 a.m.

Workshop: Creating a Comprehensive Business Plan

3-D Printing: How Will it Impact my Store?

Pricing Strategies for Maximizing Profits

One Big Museum: Making Yourself a Seat at the Table

A “Bookish” Conversation

Copyright Considerations

Product Development: Watch it Live!

12–1:30 p.m.

Membership Meeting & Lunch

1:45–2:45 p.m.

Sharing Solutions From the Field

Adapting Technologies to the Museum Store Environment

Textiles and Personal Accessories Product Development

Aligning the Museum Store and CFO Office

3:15–4:30 p.m.

Are You Getting in Your Own Way?

So, You Think You Know UBIT?

Increase Profit With Inventory Control

More Than a $1: Benefits of Engaging With Kids in Museum Stores

4:30–5 p.m.

Connecting the Dots: Your Daily Session Summary

6–8:30 p.m.

Networking Reception



7–9 a.m.

Chapter Meeting Room Available for Sign-Up

8 a.m.–1 p.m.

Registration Open

8:30–9:30 a.m.

Coffee/Tea Service & Discussion Groups

9–10:30 a.m.

MSA Leadership Series: Enhancing Your Emotional Quotient (Invitation Only)

I’m a Fan of Following: Facebook & Pinterest Optimization

Leaving the Nest (Temporarily)

10:45 a.m.–12 p.m.

Moving Your Volunteer Program From Good to Great!

Sourcing Locally: Pluses, Minuses—and Methods!

Retailers as Storytellers

12:15–1:45 p.m.

Closing Keynote Luncheon MSA Retail Conference & Expo | April 11–14, 2014 | Houston, Texas




he Museum Store Association is dedicated to your professional growth and career development, exploring the topics and issues that matter most. To meet the ever-changing needs of the nonprofit retail industry, MSA is pleased to debut a new certificate program to enhance your experience as a professional. MSA’s formal certificate program will offer a flexible menu of coursework to meet your budget, time commitment and interests. Debuting at the MSA Conference & Expo in Houston on a limited enrollment basis, with full enrollment in 2015, the certificate program uses the Knowledge Standards established for educational excellence in the nonprofit retail field. Stay tuned for more information or visit for additional details. You also can contact Andrea Miller, Manager of Learning, at (303) 504-9223 x16 or



Event is not included in registration fee.


MSA Awards Event Join us at this celebration as we honor nonprofit retail professionals and vendors. The MSA awards are being developed as a way for you to recognize your peers in the industry. Stay tuned for more information!

FRIDAY, APRIL 11 9 a.m.–3 p.m. TIC KET

Houston Museums Excursion


This excursion provides participants with the unique opportunity to visit some of the most respected cultural institutions in Houston. Housed in a bright and fun building, The Children’s Museum of Houston offers a wide variety of exhibits that engage kids and drive a passion for life-long learning. Rated “America’s No. 1 Children’s Museum” by Parents magazine, you will have an opportunity to tour the museum as well as a presentation from the store staff on how they tie their merchandise to their exhibits. Bring your walking shoes! The 14 acres that encompass Bayou Bend Collection and Gardens were created by founder Ima Hogg, who over five decades created a series of gracious and beautiful gardens that were intended to be outdoor rooms for living and

entertaining. The Lora Jean Kilroy Visitor and Education Center at Bayou Bend features exhibit spaces, orientation gallery, library and a retail shop. During your visit to the shop, the philosophy behind the creation of the shop will be shared and you will learn how they have found ways to increase sales as well as encourage repeat visits from Houstonians. A visit to The Houston Center for Contemporary Craft, whose mission is to advance education about the process, product and history of craft, will complete your excursion. You will have a chance to view the Dark Light: The Micaceous Ceramics of Christine Nofchissey McHorse and Adrian Esparza exhibitions. A visit to the Asher Gallery will provide you with first-hand knowledge of how they help support the mission of their institution by offering the opportunity to interact with and purchase art objects. With 120 artists and works ranging from jewelry to sculpture, there is always at least one piece with which visitors find a real connection. During the day you will have some free time to enjoy the bountiful institutions within Houston’s Museum District. Lunch will be provided.

3–4 p.m. Opening Reception Hosted by MSA Southwest Central Chapter Here’s your first chance to network with both attendees and vendors in the exhibit hall before we officially kick off the event! Hors d’oeuvres and a cash bar will help set the mood for conversation and connecting with old friends and new.

For complete conference details, visit or call (303) 504-9223.


SATURDAY, APRIL 12 7:30–8 a.m. Continental Breakfast Before you head in to the opening keynote, you’ll want to make sure to grab some breakfast with your peers and get energized for a day of shopping!

11 a.m. (through Sunday at 1:45 p.m.) NEW! Silent Auction Don’t miss the fun at MSA’s first Silent Auction! Show your support by bidding on an array of great items available for viewing both Saturday and Sunday. The auction proceeds will strengthen your association and enable MSA to provide tools, resources and events you need to make your business a success! Ten percent of the net proceeds will benefit the Southwest Central Chapter for their assistance as the host chapter. The auction will close on Sunday at 1:45 p.m. Auction winners can pick up their items on Sunday from 2:45–5 p.m.

6–9 p.m. Chapter Meeting SPACE AVAILABLE

Looking for a space to hold your chapter meeting? MSA has reserved a couple of rooms at the Hilton and the Convention Center to hold chapter meetings. Details to reserve space will be provided to chapter officers.

SUNDAY, APRIL 13 7–8:30 a.m. Continental Breakfast It’s the second full day of the Conference & Expo—don’t miss your chance to get some nourishment (and caffeine!) before dropping in on the discussion groups.

7:30–8:30 a.m. New Format! Discussion Groups Get yourself ready for two days of innovative learning and connecting with your peers at this interactive kickoff session. This year, MSA is trying a new formula to spark conversation and thinking. Join one of four groups to continue the conversation kicked off by keynote speaker, Elizabeth Merritt (see Educational Sessions). Using the four key themes discussed by Elizabeth on Saturday morning, groups will construct ideas and share thoughts while getting energized for two days of fastpaced learning and fun!


12–1:30 p.m. Membership Meeting & Lunch The MSA Membership Meeting might just be called a working lunch, as you will be asked to help the MSA Board of Directors and staff tackle the issues facing the association. Join the MSA Board as they discuss the successes and pitfalls this past year as the organization began a renewed focus on its strategic plan. Hear the association’s Executive Director/CEO talk about the road traveled over the last months as the staff worked with volunteer task forces and committees in implementing the plan and a description of the road that still lies ahead. Participate in a conversation about the future of MSA and how you can actively take part in shaping it. A buffet lunch will be served.

6–8:30 p.m. Networking Reception at Museum of Fine Arts, Houston and Contemporary Arts Museum Houston Join us in Houston’s Museum District for MSA’s networking reception hosted by the Museum of Fine Arts, Houston and the Contemporary Arts Museum Houston. Enjoy delicious food and drink while mingling with colleagues at these culturally rich museums. At the MFAH you won’t want to miss the John Singer Sargent Watercolors exhibition. Presenting more than 90 of Sargent’s works, this exhibition combines the two most significant collections of watercolor paintings by Sargent (1856–1925). At MFAH, you’ll also want to explore the museum’s impressive collections of American painting, sculpture, decorative arts and antiquities. Make sure to stop by The MFAH shop to complete your visit and see their distinctive and vast collection of gifts and books covering many interests and styles. On the way to CAMH for dessert and cocktails, take a stroll through the Cullen Sculpture Garden nestled in-between these two institutions. On view at CAMH is a video installation by English-born, Mexicanbased artist, Melanie Smith, who represented her adopted country at the 2011 Venice Biennale. And, of course, you’ll want to check out CAMH’s Museum Shop named one of the “Top 100 Houston Shops” by Houston Chronicle, which identified it as one of the city’s “best-kept secrets.” Show your MSA badge and get a 20 percent discount at both shops!

MONDAY, APRIL 14 7–9 a.m. Chapter Meeting SPACE AVAILABLE

Looking for a space to hold your chapter meeting? MSA has reserved a couple of rooms at the Hilton to hold chapter meetings. Details to reserve space will be provided to chapter officers.

MSA Retail Conference & Expo | April 11–14, 2014 | Houston, Texas

NONPROFIT RETAIL BOOT CAMP A one-day intensive workshop that develops core retail management skills.








8–9:30 a.m. FINANCIAL MANAGEMENT: Learn how to develop budgets, use performance measures to inform directions, implement inventory controls, maximize revenues and margins, and analyze and respond to financial results.

9:30–9:45 a.m. Break

9:45–11:15 a.m.


ace up your boots and don your flight jacket for an action-

MERCHANDISE PLANNING (PART I): Discover how to balance purchasing for your museum’s mission and market and learn about UBIT guidelines, open-to-buy planning, inventory turn rates and product development basics.

packed session that will strengthen your retail management skills.

11:15 a.m.–12 p.m.

New managers/buyers and experienced managers in need of a

Lunch (provided)

refresher will benefit from this thorough and dynamic pre-conference seminar, presented by two noted museum retail consultants. This one-

12–1:15 p.m.

day workshop will develop your understanding and skills with four

MERCHANDISE PLANNING (PART II): Unlock the secrets to creating an engaging retail environment through visual display and design, learn about product education and selling techniques, and get practical tips on receiving and back stocking that will maximize sales.

MSA Knowledge Standards: Financial Management, Merchandise Planning, Customer Relations and Human Resources. You will leave this session with a deeper understanding of what it takes to operate a successful museum store, including industry best practices and an action plan on how to achieve business excellence in your store. You will take away a valuable workbook that includes information

1:15–1:30 p.m. Break

presented in the session along with useful planning tools, professional

1:30–3 p.m.

resources, forms and checklists for use as a successful and confident

CUSTOMER RELATIONS & HUMAN RESOURCES: Create an exceptional visitor experience through best practices in hiring, training, policy and procedure development, and building customer loyalty by exceeding visitor needs.

manager and buyer. Joan Doyle, Principal at doyle + associates, will address Merchandise Planning (part one) and Financial Management, and Miriam Works, Principal of Works Consulting, will cover Merchandise Planning (part two), Customer Relations and Human Resources.

For complete conference details, visit or call (303) 504-9223.




earning is fluid and ever changing. Advancements in the science behind adult learning have called into question the traditional methods used to teach and present. To address the multiple ways adults learn and retain knowledge, MSA has changed the 2014 MSA Conference schedule both in technique and physical layout. Many sessions remain the traditional listen and learn. Our industry is full of details and specifics. These classic sessions allow learners to take in information, ask questions and offer their perspectives. Other sessions include innovative seating arrangements, enhanced participation and more peer-to-peer sharing. The conference theme, “Extending the Experience,” will run throughout the conference not only in content, but in the experience MSA has created for you. There are more sessions, the return of boot camp, an intense business plan workshop and a plethora of participatory activities. You are encouraged to play along!



Pricing Strategies for Maximizing Profits Speaker: Tom Shay, Profits Plus Solutions, Inc.

8–9 a.m. OPENING KEYNOTE SESSION Integrating the Museum Experience Speaker: Elizabeth Merritt, American Alliance of Museums/Center for the Future of Museums

Museums have traditionally segregated the mission-based from the retail experience, even as a few bold innovators experimented with seamless integration of the two. Now, more organizations are beginning to adopt this approach. How can we accelerate a culture shift in the field, embracing the museum store as an integral facet of the overall visit—on or off line? How can technology and aspects of physical design advance this integrated vision? Elizabeth Merritt will use the forecasting of AAM’s Center for the Future of Museums as a springboard to explore how innovations in communication, data sharing and cultural consumption are shaping this trend.

Retailing has many rule-of-thumb guidelines. Many of these rules are used to determine the prices of merchandise sold in stores. Too often, these same rules call for taking the cost of an item and multiplying it by a certain factor. Using examples that attendees see and purchase in their everyday shopping experiences, this session will show you how to increase your margins while establishing and maintaining an image of being priced properly within your marketplace. Understanding how you make the determination when you buy will help you make the determinations when you price. Increased margins are sure to follow for those implementing these pricing strategies. COMMUNICATIONS

One Big Museum: Making Yourself a Seat at the Table Panelists: Chris Michel, The National World War II Museum; Sally Struever, Portland Museum of Art


3-D Printing: How Will it Impact my Store? Moderator: Elizabeth Merritt, American Alliance of Museums/ Center for the Future of Museums Panelists: Jennifer Beradino, Museum of Fine Arts, Houston; Janet Brunckhorst, Asian Art Museum

The rise of home-scale digital fabrication is encouraging new forms of creative engagement with objects. In a world where any object can be turned into data, and that data turned back into an object, we can “replicate” anything we scan. What does that mean for museum stores? There is a clear market niche for museums to fill by harnessing the potential for 3-D technology to create replicas or personalized modifications of museum objects. Watch a live demonstration of the equipment in action as you hear from the experts in the 3-D printing industry. Elizabeth Merritt will moderate the session, leading the group through a dynamic discussion on the many ways this technology could be used in the museum store.


In the traditional museum environment, the retail team can often feel left out of key conversations and decisions. But more and more, the museum world is trending towards a more inclusive, collaborative “one big museum” approach. Using case studies from several museums, large and small, the panelists in this session will make the case why museum stores deserve a seat at the table, and how our perspective and experience enriches the institution at every level. You’ll walk away with concrete strategies, and the confidence, to go back to your museum’s leadership, pull up a chair, and get to work.


Workshop: Creating a Comprehensive Business Plan Speaker: Andrew Andoniadis, Andoniadis Retail Services

Increasingly, museums expect their stores to be run like a business. An integral part of any retail planning is writing a business plan. This workshop will include two segments. Segment one will focus on descriptions of what should be included in a practical museum store business plan. In the second segment, participants will divide into similarly sized institutions to discuss, with assistance from

MSA Retail Conference & Expo | April 11–14, 2014 | Houston, Texas

Andrew, the inclusion of key content in more detail. At the end of the session, you will walk away with a customized business plan framework, specific to your store.

also can learn about the project management aspects of product development, including ways to build long-lasting relationships through the creative process.

10:45–11:45 a.m.

1:45–2:45 p.m.


A “Bookish” Conversation Moderator: Jama Rice, Museum Store Association Panelists: Bernard Bonnet, Museum of Fine Arts, Houston; Stuart Gerstein, Philadelphia Museum of Art

Publishing and book sales are important to many museum stores and other nonprofit retailers. While they provide an extension of the mission of the institution through scholarly content and aesthetic design, they also can serve as an immense source of revenue. Museum stores are facing a growing problem as online retailers encroach upon the business and the margins of book buyers and sellers. What does this mean as museum retailers assess the benefits versus the costs of publishing? Are there plausible solutions for the issue or is this the new reality? Is there action that MSA members can jointly undertake? Join MSA’s Executive Director/CEO Jama Rice as she moderates this candid conversation between two industry experts.


Copyright Considerations Speaker: Carlotta Ramirez, Museum of Fine Arts, Houston

Postcards, paintings and publications…oh my! We’ve all seen the “©” symbol, but what does it have to do with museum stores and product development? This presentation will delve into the copyright basics every museum retailer needs to know. Eyecatching case examples and fun analogies will leave you with the necessary tools to understand and successfully navigate your copyright concerns, including what to watch out for, current issues and licensing options you may have.

Sharing Solutions From the Field Moderator: Andrea Miller, Museum Store Association

Throughout the years, the category-based discussion group sessions held at the MSA Conference have generated dozens of topics for conversation. Using the most popular topics that focused on extending the experience as a framework, this is your chance to share your innovative solutions and learn from your peers at this fast-paced, interactive session. Topics include: e-commerce, social media, staffing, special events, membership and “other duties as assigned.”


Adapting Technologies to the Museum Store Environment Panelists: Keith Ostfeld, Children’s Museum of Houston

Many museums see technology as something that has to be custom-made: specialized games, hand-held devices with guided tours, touch screens with custom-built content, etc. But, is there an easier way to use existing, off-the-shelf technologies to create meaningful experiences? In this session, we will discuss a redefinition of “technology” in relation to the museum and its implications for the store and take a brief tour of many technology projects around the country from RFID to QR codes. We’ll also explore how the Children’s Museum of Houston is using this technology in partnership with the Fiddle Sticks Toys Museum Store.


Textiles and Personal Accessories Product Development Panelists: Andrew Beauchamp, The Metropolitan Museum of Art; Karen Klink, The Metropolitan Museum of Art


Information coming soon!

Product Development: Watch it Live! Panelists: Barry Bell, Found Image Press; David Graveen, Popcorn Movie Poster Company; Ari Lowenstein, Unemployed Philosophers Guild

Three seasoned product development professionals with more than 60 years combined product development experience will give you their perspective on developing custom products for your institution or clients. In advance of the MSA Conference, participants will provide information on an upcoming exhibit at their institution slated to start no earlier than six months after the MSA Conference. Three of these submissions will be selected and actual products/prototypes will be developed, shown and discussed. Will your submission be chosen? Using these three projects, we’ll discuss preparation of images, content, fully developed text and logos, as well as target price points, product mix, typical turn-around times, etc. Vendors new to the field


Aligning the Museum Store and CFO Office Speaker: Tracy Cude, Crystal Bridges Museum of American Art

As we all know, museum stores occupy a unique space within the organization by representing both the mission and business of the institution. Yet few individuals naturally possess both the creative/ visual talents as well as the analytical skills required to operate at the highest level in both arenas. Pairing the retail knowledge (visual display, product development, product selection, etc.) with the financial analysis that CFOs need and want, Tracy will explore common language, terms and strategies for aligning the store’s goals with the CFO office using a basic business plan approach.

For complete conference details, visit or call (303) 504-9223.


SUNDAY, APRIL 13, continued 3:15–4:30 p.m. COMMUNICATIONS

Are You Getting in Your Own Way? How Attitude and Approach to Customers and Staff Make All the Difference to Your Bottom Line Speaker: Lindsay Anvik, See Endless, Inc.

This revitalizing retail session will leave you feeling like you can go out and conquer the world and sell your entire inventory. Learn effective techniques to approach challenging situations, customers and staff. Discover the best ways to break out of “retail ruts” and get re-energized about your business. FINANCIAL MANAGEMENT

So, You Think You Know UBIT? Speaker: Angelyn Zephyr, CPA, Accurate Accounting CPAs, LLC.

Nonprofit retail serves as a valuable revenue source for museums and other nonprofit organizations. It extends the mission and provides a service to visitors. For years, nonprofit retailers have struggled with the concept of Unrelated Business Income Tax (UBIT). How does the tax exempt status of an organization affect the products stores can carry? What exactly is UBIT and how important is it that you follow its basic guidelines? Using real world examples, Angelyn will help you determine the taxable or tax-exempt nature of the product lines in your store, as well as present a brief look at the deductible expenses that reduce taxable income. After this session, you will return to your institution more confident and prepared when it comes to buying decisions, while considering the impact of the tax on your bottom-line profits.

(zoos, science centers, etc.) have learned about the advantages of fully engaging young visitors in the store, but many non-childfocused institutions do not always create a welcoming experience for the youngest in their stores. Some of the reasons given for this lack of welcome are the perceptions that there is little value when kids take a trip to the store, that there are too many challenges to managing young visitors or that kids won’t contribute to a better experience for our older visitors. Explore the benefits and challenges of hosting children in your store through practical solutions, all while creating an engaging experience for kids.

4:30–5 p.m. Connecting the Dots: Your Daily Session Summary Moderator: Elizabeth Merritt, American Alliance of Museums/Center for the Future of Museums

Join Elizabeth Merritt to discuss the innovative and fresh ideas presented throughout the day in an interactive format. What was your favorite session and why? What tips and tricks are you taking back to your store for immediate implementation? What did your neighbor in a particular session pick up that perhaps you hadn’t? What “a-ha” moment do you want to share with the group that was inspired from the keynote address? What are you excited to learn on Monday to complete your MSA Conference experience? Using a quick hands-on activity that you could apply in your institution, Elizabeth will tie it all together and get the group ready for the final day of learning and sharing.


MSA Leadership Series: Enhancing Your Emotional Quotient


Increase Profit With Inventory Control Speaker: Tom Shay, Profits Plus Solutions, Inc.

While many museum stores use a computerized point-of-sale system, managers often do not understand the functionality of the inventory control system. This session will illustrate how to properly establish re-order points based upon the seasonality of sales as well as the lead-time necessary for product replenishment. Inventory control is more crucial than ever before. You can’t have dead inventory sitting on the shelf nor can you be out of necessary items. This session shows how to get that balance.


More Than a $1: Benefits of Engaging With Kids in Museum Stores

Speaker: Ed Hennessy, Leadership Call, LLC (By invitation only to current and incoming board, committee and chapter leadership.)

The success of MSA’s leadership depends on trust, engagement, collaboration, teamwork and interpersonal relationships. Discover and learn how to inspire, influence and positively impact others within our organization with the “interpersonal” emotional intelligence component. Emotional Intelligence is a set of emotional and social skills that influence the way we perceive and express ourselves, develop and maintain social relationships, cope with challenges and use information in an effective and meaningful way. Participate in individual and group exercises aimed at enhancing your leadership skills. You will be able to take what you’ve learned and apply it to your MSA volunteer experience, as well as all leadership positions you hold.

Panelists: Blue Anderson, Columbia River Maritime Museum; Raymond McKenzie, Asian Art Museum of San Francisco

Institutions that are primarily focused on kids’ programming


MSA Retail Conference & Expo | April 11–14, 2014 | Houston, Texas


I’m a Fan of Following: Facebook & Pinterest Optimization Speaker: Lindsay Anvik, See Endless, Inc.

Facebook and Pinterest are the best and most lucrative social media avenues for retailers. Discover methods to help you optimize your page, get more engagement and increase your fans and followers. If you complete Lindsay’s survey (coming out in February) your store’s social media page may be used as an example in the session! This will be your chance to get personalized feedback on your social media outlets. Best practices for Facebook advertising, which can be confusing and frustrating, also will be discussed.


Sourcing Locally: Pluses, Minuses—and Methods! Panelists: David Duddy, deCordova Sculpture Park and Museum; Julie Steiner, The Barnes Foundation; Stuart Hata, de Young & Legion of Honor – Fine Arts Museums of San Francisco.

Do you shy away from using artists, artisans and sources that may be right next door? There may be some extra work and the creation of customized systems to make it a success—but the payoff can be fantastic, both in building sales and building community for your institution. This panel will offer innovative approaches, best practices and helpful tips for success (as well as some potential pitfalls).


Leaving the Nest (Temporarily) Panelists: Mary Douthit, Crystal Bridges Museum of American Art; Stuart Gerstein, Philadelphia Museum of Art; Michael Guajardo, Virginia Museum of Fine Arts

Leaving the comforts of your home base to host a satellite or popup store can be overwhelming, intimidating and risky. Proper planning is critical to the success of this unusual enterprise. Three industry experts versed in satellite stores, pop-ups and exhibit shops will discuss the essential elements of logistics, merchandising and marketing. The panel will also share their secrets to effective collaboration with the satellite location and/or exhibit development team.

Retailers as Storytellers: Connecting With Curators, Customers and Communities Speaker: Carla Johnson, Type A Communications

Retailers are central to the core mission and experience of an institution, yet boards, administrators and other internal stakeholders often fail to give them credit for their role. Often the riff stems from store managers thinking like entrepreneurs, and boards and administrators thinking like conservators. So how do you find common ground that advances the vision of your institution? Storytelling. Storytelling can serve as the thread that builds credibility internally with your board members, administrators and other influencers. By using storytelling as a “North Star” for communications, you can shift perceptions about your role and as a strategic partner and revenue source.

10:45 a.m.–12 p.m. HUMAN RESOURCES

Moving Your Volunteer Program From Good to Great! Speaker: Muffin Clark, Rice University

Do you utilize the time and talents of a volunteer team? Have you recently made the transition from an all paid staff to a part volunteer, part paid arrangement? Discover the key elements of using volunteers successfully, developing strategic partnerships, deciphering between the legal and logistical aspects of volunteer and staff, and establishing accountability measures for long-term success. This workshop will provide the tools and knowledge needed to develop or enhance your volunteer program.

12:15–1:45 p.m. CLOSING KEYNOTE LUNCHEON Stay tuned for the announcement of another dynamic speaker that will wrap up the 2014 MSA Conference. You’ll leave feeling re-energized and full of ideas to take back to your store!

“MSA’s Expo is one of our most important shows. It is a great opportunity to visit many of our existing customers but it also is a venue where we have been able to develop new customer relationships. We will continue to come and participate.” —Larry Yeisley, Design Master Associates Inc.

For complete conference details, visit or call (303) 504-9223.


GET INVOLVED Get involved at MSA 2014! We need your help to make this event a success. For more information, call Candra Talley at (303) 504-9223 or email REGISTRATION SET-UP AND ASSISTANCE There’s lots to do at the registration area! From handing out registration packets to stuffing tote bags—MSA needs your help. SILENT AUCTION SUPPORT Provide support for this new event! The host MSA Conference City Committee and staff will need help with set-up, check-out at the close of the auction and monitoring the auction room. SESSION INTRODUCTIONS/ROOM ASSISTANT Help introduce speakers and provide head counts at sessions you’re already attending.

MSA RETAIL EXPO NEW FORMAT! Join your fellow attendees and exhibitors for an opening reception Friday evening to kick off the event! The reception, hosted by the MSA Southwest Central Chapter, will be your first chance to network and enjoy hors d’oeuvres and a cash bar before entering the expo hall to start your shopping experience.

Friday, April 11, 4–8 p.m. and Saturday, April 12, 9 a.m.–6 p.m. Opening reception–Friday, April 11, 3–4 p.m. FIND NEW PRODUCTS AND PRODUCT IDEAS Explore MSA’s Expo with wholesalers featuring a wide array of unique products ranging from apparel and Fair Trade items to collectibles and POS systems. You’ll find displays brimming with the latest and most creative museum-quality merchandise. Visit your favorite suppliers and meet dozens of first-time exhibitors whose products you’ve not yet seen! SEEK OUT CUSTOM PRODUCTS Connect with current and new suppliers who will work with you on limited production runs, specialized packaging, product development, custom products and licensing. Make sure to visit the Product Development Gallery on the expo floor, where you’ll find custom products developed by your museum store colleagues.

CONSULT WITH EXPERT SUPPLIERS Take advantage of having the largest gathering of museum store-related vendors together under one roof to validate your strategies for addressing retail challenges. From formal meetings to impromptu discussions over lunch, be ready to discover how MSA’s vendors can help you prepare for the future. FIND THE BEST DEALS Take advantage of the great show specials that many vendors offer MSA Expo attendees. Watch the MSA website for details in the weeks leading up to the Expo.



MSA Retail Conference & Expo | April 11–14, 2014 | Houston, Texas

MSA RETAIL CONFERENCE & EXPO APRIL 11–14, 2014, Houston, Texas

Register in advance by March 31, 2014. After this date, please register on site. SEND COMPLETED REGISTRATION FORM TO: FAX: (303) 504-9585 MAIL: MSA, 3773 E Cherry Creek North Dr, Ste 755, Denver, CO 80209-3804 To register, please complete each section completely and return both pages. Separate forms are required for additional registrants.







This is my first MSA Conference.

Vegetarian food preference

I plan to attend: Opening Reception

Opening Keynote

Membership Meeting

Networking Event

Closing Keynote

I would like to volunteer for: Registration Assistance/Set-Up

Silent Auction

Session Introductions/Room Assistant


PART 2 DEMOGRAPHIC INFORMATION—Please help us collect accurate attendee demographics by answering the following questions. This information is required in order to process your registration. What is your primary role in the purchasing of products and services? Final decision maker

Significant influence




What are your main objectives for attending? Education



Vendor research

Which products are you most likely to seek out at the Expo? Apparel

Games & Toys


Books & Related

Home & Garden



Independent Artist

Souvenir & Promotional Items

Custom Products


Store Operations & Supplies

Educational Products

Made in America

Fair Trade



Paper Products

For complete conference details, visit or call (303) 504-9223.



PART 3 INDIVIDUAL REGISTRATION FEES AND PACKAGES—Full registration includes admission to educational and general sessions, expo hall and Networking Reception. Tickets are required for the following: MSA Awards Event, Houston Museums Excursion and Nonprofit Retail Boot Camp. FULL REGISTRATION MSA Member (Premium) MSA Member (Enhanced) MSA Member (Basic) MSA Member (Professional & Emeritus) MSA Member (Student) Non-Member

By 1/22/14 $455 $525 $595 $375 $210 $700

By 3/31/14 $625 $625 $625 $375 $210 $700

After 3/31/14 $655 $655 $655 $375 $210 $700

ADDITIONAL REGISTRATION RATES Additional attendees from the same institution (2nd, 3rd, etc.) Shopping Pass—Saturday Only (MSA Member)* Shopping Pass—Saturday Only (Non-Member)* Learning Pass—Sunday Only (MSA Member)* Learning Pass—Sunday Only (Non-Member)*

$375 $99 $135 $375 $585

TOTAL: $ $ $ $ $ $

$ $ $ $ $

* Shopping and Learning Day Passes are sold individually and cannot be combined.


PART 4 SPECIAL TICKETED ITEMS Nonprofit Retail Boot Camp (Friday, April 11) $225/MSA Member; $250/Non-Member; $199/Student Houston Museums Excursion (Friday, April 11) $95 GRAND TOTAL: $

PART 5 METHOD OF PAYMENT (Full payment in U.S. dollars must accompany this form.) Check (enclosed, in U.S. dollars, payable to MSA) Check #: Card No. Visa MasterCard American Express Name as it Appears on Card (Required): Signature: Amount: Attendee understands that during the course of the 2014 MSA Retail Conference & Expo he or she may be photographed or videotaped. Attendee gives permission for any resulting photographs or video to be used by MSA for promotional or educational purposes. MSA is not responsible for any costs, damages, injury to the attendee resulting from fire, the elements, acts of God, mob riot, war or civil commotion or civil authority, terrorism or threat of terrorism or labor difficulties or

Amount: $ Exp. Date

problems with the City of Houston, the George R. Brown Convention Center, any airline or travel provider or the conference-sanctioned hotel. Views and opinions of individuals published in any conference medium, including the website and various conference documentation or speaker comments before, during and after the conference, are in no way binding on MSA.



Sourcing Locally Product Development: Watch it Live!


Aligning the Museum Store and CFO Office So, You Think You Know UBIT?


Are You Getting in Your Own Way? I’m a Fan of Following: Facebook & Pinterest Optimization One Big Museum: Making Yourself a Seat at the Table

CUSTOMER RELATIONS More Than a $1: Benefits of Engaging With Kids in Museum Stores

Moving Your Volunteer Program From Good to Great!

MERCHANDISE PLANNING Copyright Considerations Increase Profit With Inventory Control Leaving the Nest (Temporarily) Pricing Strategies for Maximizing Profits Textiles and Personal Accessories Product Development

STRATEGIC MANAGEMENT 3-D Printing: How Will it Impact my Store? A “Bookish” Conversation MSA Leadership Series: Enhancing Your Emotional Quotient (invitation only) Retailers as Storytellers Adapting Technologies to the Museum Store Environment Workshop: Creating a Comprehensive Business Plan

Registration Cancellation Policy: Cancellations must be received in writing by March 31, 2014, and are subject to a $100 cancellation fee. No refunds will be issued after March 31, 2014. All cancellations received after March 31, 2014, will be processed after the conference.


MSA Retail Conference & Expo | April 11–14, 2014 | Houston, Texas



SA attendees and exhibitors receive discounted rates at the Hilton Americas – Houston, located in the heart of downtown Houston and connected to the George R. Brown Convention Center via two indoor skywalks. This AAA Four Diamond Hotel is steps away from Discovery Green Park, Toyota Center and Green Street (formerly known as Houston Pavilions), the city’s premier dining and entertainment center.

Staying at MSA’s Contracted Hotel Saves MSA—And You—Big! MSA strongly encourages attendees and exhibitors to stay in the room block that MSA has reserved at the Hilton Americas – Houston. If MSA does not fill the rooms we have contracted, huge penalties are assessed to the association for any unused sleeping rooms. Meeting space for education sessions and other events has been provided to MSA based on the contracted number of rooms. By avoiding these penalties, MSA is able to keep your conference rates down. Without your support, these extra costs will cause prices for future programs to rise in 2015 and beyond. We appreciate your support! When making reservations by phone or online, please note that you are with the Museum Store Association and use group code “1MS.” Make sure to reserve your room early! The deadline to make hotel reservations at the contracted discount rate is Tuesday, March 18, 2014.

HILTON AMERICAS – HOUSTON (Headquarters Hotel) 1600 Lamar St, Houston, TX 77010 Reservations: Call (713) 739-8000 or (800) 236-2905. Go to to book online. Use group code 1MS to get these special rates! Rates: $190 Single/Double Note: Based on room availability, MSA Conference rates available from April 5–17, 2014. Reservation Deadline: Tuesday, March 18, 2014

Enjoy the many Hilton amenities! • • • • • •

Connected to the George R. Brown Convention Center via two indoor skywalks Comprehensive business center Three restaurants, lobby bar and coffee emporium Indoor Olympic size infinity pool Skyline Spa & Health Club AAA Four Diamond Hotel

AIR TRAVEL With the fourth largest airport system in the United States, Houston is served by two major airports: the George Bush Intercontinental Airport and the William P. Hobby Airport (domestic flights only). Both airports are viable options for arriving and/or departing. The Hobby is 11 miles from downtown Houston, while the Bush Intercontinental is 20 miles away. Get more details at

For complete conference details, visit or call (303) 504-9223.


Museum Inc. MUSEUM Store STORE Association ASSOCIATION 4100 Mississippi Ave, Dr, SteSte800 3773 EECherry Creek North 755 Denver, CO 80246-3055 Denver, Colo. 80209-3804


Nonprofit Organization US Postage PAID Museum Store Association


Find solutions to issues you currently have in your store.

Shop an expo with vendors who know your visitors and your merchandising needs.

Share best practices with others in the nonprofit retail community.


Store Managers and Buyers

Merchandising Directors

Retail Operations Personnel

Museum Retail Staff

Directors of Product Development

Museum Directors

QUESTIONS? MSA is here to help! Call us at (303) 504-9223 or send an email to

REGISTER BEFORE JAN. 22, 2014, AND SAVE! For complete conference details, visit or call (303) 504-9223.

2014 MSA Conference & Expo Registration Brochure  

Join your nonprofit retail colleagues in Houston, April 11–14, for the 2014 MSA Retail Conference & Expo! Learn more about the 2014 schedule...