By Pauline Masson –
Recent discussions on local social media pages decrying the costs and goals of the Red Cedar Museum and Visitor Center sent me on a research quest to see how other small town museums thrive.
One rule was basic to all. They require a team effort between the town and the citizens.
We already have a start on that teamwork with the city paying the cost to renovate the building and set up the museum, and a loyal group of volunteers who greet visitors, man the gift shop and accession donations of new historic items.
What we do not have is a source of revenue beyond the city tourism tax allocations, which is not enough to keep the museum operating in perpetuity and help it expand exhibits and programs.
The number one conclusion in my online search was that all museums in the U.S. – small, large and humongous – rely on contributions.
The largest share of museum operating revenue in the United States, 38 percent comes from donors in the private sector. This includes individuals, charities, philanthropic foundations, and corporate sponsors.
These gifts are often tied to a particular exhibition or initiative, according to Ford W. Bell, president of the American Association of Museums (AAM) for the past 17 years.
“The majority of museums in the United States are nonprofits, which exempts, them from significant tax burden,” Bell said. “But nonprofit status also means that museums must stitch together, sustainable revenue streams from a range of sources.”
For over one hundred years the AAM has compiled data on the funding of American museums. The funding they found includes private donations, government grants, such as the Saint Louis County Municipal Parks grants that helped the Red Cedar. It should be noted that the St. Louis County Parks Grant commission funds are derived from taxes.
The average U.S. Museum derives 37 percent of its revenue from earned income in the way of rental fees for corporate gatherings, ceremonials, and weddings.
Another source of revenue is investment income. The largest US museums have endowments (large savings accounts). But normally the largest portion of the endowments are invested to ensure the continued growth of the endowments. Only a small percentage of the endowment revenue is spent to operate the museum.
Mr. Bell noted that endowment income is hard to come by. For new museums like the Red Cedar it’s next to impossible.
It’s easy to see why so much frustration over the lack of operating funds for the Red Cedar is expressed in local social media.
According to Cause IQ, another museum service organization, some 1,410 history museums received at least $143 million in grants during the recent fiscal year. This includes three thousand grants made from two thousand organizations. The median grant amount was $1,000.
Some donors use their grants to gain name recognition for their family or firm. Private charities, philanthropic foundations, and corporate sponsors donations are often tied to a particular exhibit or initiative which allows the donor to place their name on the event or wing of the building
Mr. Well also noted that some museums derive revenue by charging visitors to see special exhibitions and attend programs. Although these fees make up less than five percent of the museum’s revenue. The average admission price for U.S. Museum is just 7$.
According to a 2010 survey on museums the AAM found there are civic museum preservation groups that offer grants to local museums such as the Institute of Museum and Library Services, National Historical Publications and Records Commission, Kress Foundation, according to Gallery Systems
A museum conservation foundation called Galley Systems (GS) publishes a 2024 Museum Grant Guide that includes a list of active grants for museum,
Grantors are Andrew W. Mellon Foundation; Archaeological Institute of America,Bank of America; Costume Society of America; Council on Library and Information Resources; Henry Luce Foundation; Institute of Museum and Library Services (IMLS); Knight Foundation Kress Foundation; National Endowment for the Arts (NEA); National Endowment for the Humanities (NEH); National Film Preservation Foundation (NFPF); National Historical Publications and Records Commission; National Park Service; National Trust for Historic Preservation; Open Society Foundation; Southern Jewish Historical Society; and Stantec.
The guide also explains how to slant grant requests for project development, exhibition creation, hiring and training employees, acquiring technology and software, and much more.
According to its webpage GS, offers help to local, museums in preparing grant applications. They say they’ve assisted many institutions with successful applications, related to software implementation, upgrades, and training.
Pacific business woman, Tracy Gullet has already stated publicly, that she would gladly work with the museum or other volunteers to help identify funding sources for the Red Cedar which she supports unequivocally.
“The Red Cedar is an awesome museum,” Ms. Gullet said. “I would be happy to get on board and come up with ideas as to how to fund its operating cost and get this museum supporting itself, and creating revenue.”
To Join the group of museums that have received grants would require some volunteer manpower. Ms. Gullet could not do it alone. Red Cedar boosters would have to form a Red Cedar Museum Foundation, create a foundation business plan to outline fundraising practices, grant policies and control over how funds are spent.
To all the naysayers, please remember when Good Morning America filmed the entire length of Route 66 for a TV documentary the crew members said on national television that their favorite stop on Rt. 66 was the Red Cedar Inn in Pacific, Missouri.
The Red Cedar is an iconic Route 66 building that represents the most visible image of historic Pacific.
It would not be the first time the town has joined forces to improve the community.
None of the things would have been successful with just one individual carrying the banner. Pacific as a community has shown that citizens can make a success out of an idea liked by some and thought ridiculous by others.
This is great info, my only question is how many of the museums he is talking about are under the control of a taxing entity?
That’s a good point. While some small local museums may be under the control of a taxing entity, museums are typically created and operated by a group that wants to preserve an historic building or popular individual. Since we have a hybrid city/citizen run museum we may have to be more creative in soliciting funds. While I think it would not be appropriate for the city to solicit funds for the Red Cedar, an organization made up of citizens could create a foundation to support the museum and visitor center.
2 major points;
Your paragraph #3 states that the City paid for the renovation of the building. Where do you think they are getting the $2.3 million plus $900,000 interest, $163,400 a year for 20 years ( only 17 years to go). From your pocket and mine of course.
It was promoted to bring visitors to our town to show off local companies and their products.
Don’t see much of that going on. Little boy said to dad ” don’t you work for a company that makes widgets?’ They have two companies here you might contact for contracts. FAIL !
Unfortunately, I don’t see very many locals being aggressively displayed in any form at the Red Cedar center.
Dennis Oliver: look no further than the St. Louis Zoo museum district. They are tax supported. They have members, (husband and I have been members of the Zoo, History Museum, Science Center, MoBot over the years) and I’m sure the Art Museum has members also. They get grants, have non-profit auxiliary endowments, fundraising special exhibits, galas, partnerships, naming rights, many of the things cited as ways to raise money. This town is car crazy; a portion of the current Car Cruise, or even an entirely new historic vehicle exhibition or RR Day could be a vehicle to fundraise for the Red Cedar. A Route 66 celebration held along the strip from Jensen Point to the Museum could bring in funding; the museum was jam packed in January with Joe Sonderman talking about Rt. 66, and he’s not the only speaker out there. I was on the phone one day with Alderman Scott Lesh: he asked the same question, and I gave him the same answer. Those would be a couple of good starts. At one point that I remember our history and genealogical group, now part of the city structure, was financed by local members. Every little bit would help. Is Jim McHugh still around? He could be asked for information how to set up a non-profit civic foundation, though of course younger folk would have to actively run it.
Henry: Promoting local businesses and business opportunities is a two way street when it comes to non-profits. The Pacific Partnership and downtown district and Chamber reasons for being are all to promote local business interests as well. How much are they working with the Museum? If you go to the museum, they now have self created flyers promoting the City and the museum, and a number of local brochures furnished by local businesses in their rack at the front desk. There is a flyer listing local businesses with contact information.
If you read the panel displays, they have references to businesses located here though the years which might spark development going forward. If that is what the town wants. We don’t need another organization in town whose primary function is to promote business. The museum should get them here, and then the outreach can be made to people wanting to locate businesses here by directing people to one of these other local organizations. IF they could quite fighting amongst themselves.
The St. Clair Historical Museum (I am on the board–we have no tax support) has dozens of local businesses who are business members. We also have the usual individual and family members; we are a 501 (c) 3, and as such are tax deductible. We are on the local chamber there, and work with their downtown district, since our museum is located there. We have a dedicated group of volunteers; and when we have a specific need for in-kind assistance, (helping to move things, for example) someone will step up. People come out to our events and fundraisers. The people of the town help us and conversely, we help the town.
Jo, we have 45+ manufacturing sites within the City limits . I think most of them would welcome more clients. The rack you spoke of is a very poor representation of what is available in Pacific.
Is it a failure to reach out , or a failure to respond? I don’t know. The Chamber ,I am a member, has close to two hundred members businesses on their roster. Surely they could make a concerted effort to have their members be better represented on the museum / visitors center’s meager little rack. No better time to start than now.