Marshall Museum Of Art Case Analysis

In 1992, MMA received a $28 million dollar bond, which led to the construction and expansion of the museum. The expansion and new location, which the land was made available for $1.00 from Jonathon Marshall?s real estate holdings, is six blocks from their current location and had extensive parking availability.

MMA is experiencing many problems that are attributing to their continued loss of revenue. MMA has three serious issues that need to be addressed. Ashley Mercer, Director of Development and Community Affairs, believes that MMA has a lack of consistent image. This image is affecting revenues because residents cannot distinguish the MMA building from other businesses in the area. The image in turn also affects the visitation and memberships that MMA is receiving. The second

The second objective that needs to be evaluated is the museums visitation. The museum feels that the more visitors that come, the more members that the museum can gain. The way the MMA currently attracts visitors are through press releases, educational programs, and special exhibitions. With the inability to increase funds, redistribution is again the best option for MMA.

New membership 450,000 *Membership fee of $30 for students, seniors, etc,

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