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Aviation Museum Operations

Aviation Museum Operations

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Published by CAP History Library
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Categories:Types, Research, History
Published by: CAP History Library on Sep 27, 2012
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10/01/2013

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Feasibility Study forthe 8th Air ForceMuseum
Researched and Prepared by:Donald MolnerAntoine PeterIngo Willems
Specifically for:Terry Snook, President 8
th
Air Force Museum Association
2012
 
8/30/2012
 
Feasibility Study 8
th
AFM
2 |Page 
Contents
1. Introduction
1.1 Museum Background 51.2 Project Framework 71.3 Methodology 71.4 Assumptions 101.5 Acknowledgements 11
2. Marketing Analysis
2.1 Abstract and Overview 122.2 Marketing Strategy 13
2.2.1 Importance of Differentiation and Theoretical Aspects 142.2.2 Responding to Audience Needs 152.2.3 Adopt a Consumer Focus 162.2.4 Market Environment 17
2.3 Addressable Market 17
2.3.1 Sanity Check
 – 
Addressable Market 22
2.4 Origin of Visitors 232.5 Current Activities 252.6 Other Events 272.7 Competitive Venues 292.8 Comparative Venues 32
3. The Concept for the Museum
3.1 Introduction and Storyline 343.2 SWOT Analysis 363.3 Museum Components 433.4 Organizational Structure 44
4. Financials
4.1 Operations 464.2 Revenue Features 464.3 Expenses 514.4 Capital Requirements 54
5. Economic Impact
5.1 Quantitative Methodology 555.2 Other Methodology 57
6. Summary and Recommendations
59
 
Feasibility Study 8
th
AFM
3 |Page 
List of Figures
1.1 Project Logic Map 92.1 Addressable Market Table 122.2 Primary Purpose of Trip 182.3 Day vs. Overnight 192.4 Length of Stay 192.5 Number of Household Members 202.6 Addressable Market Target Number 212.7 Evolution of Visitors 222.8 Median Attendance by Museum Type 222.9 Inquiry Origin Map 242.10 Source of Visitors 242.11 Visitor States Percentage 252.12 Top 5 Visitor Map 252.13 Places and Activities Visited 262.14 Festivals Visited 273.1 SWOT Analysis 373.2 Organizational Alignment and Relationships 443.3 Salary and Expense Table 454.1 Income Table 534.2 Capital Requirements Table 545.1 Economic Impact Input Data 555.2 Economic Impact per $100K of Spending by Org 555.3 Economic Impact MU Spending 565.4 Median Per Person Event Related Audience Spending 565.5 Econ Impact Per $100K of Event Related Spending 565.6 Visitor Spending Impact 575.7 Total Economic Impact 57

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