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U.S. Federal agencies recommend a flat figure for evaluation that ranges  
from 10% to 20% of overall project cost.  As a practical matter, in grant  
proposals submitted for funding to these agencies, this usually represents the  cost 
of an external evaluation and does not break out staff costs for evaluation  
as an item separate from other project costs.
 
I have served as an evaluator for several projects and have also been  
privileged to have been involved in the review of a considerable number of  exhibit 
proposals.  The 10% to 20% range is somewhat arbitrary, since it  often 
includes substantial costs for summative or impact evaluation that are  required by 
external funders.  Costs for front-end and formative evaluation  can be held 
down through the use of staff evaluators.
 
I think the starting point for any evaluation should be that before  
evaluation costs are determined, educational impacts (what changes in knowledge,  
skills, attitudes, etc) and experiential objectives (what should visitors see,  do 
and experience while using/viewing the exhibition) should be set.  Then,  
depending on available resources, the evaluation strategy and related costs can  
be set.  Sometimes less rigorous evaluation strategies can be used (e.g.,  at 
the low cost end, trained volunteers with clipboards record attraction  and 
holding power, as well as making notes on how visitors use exhibits) if  little 
funding is available for evaluation.  Of course, it is always  desirable to 
plan a comprehensive evaluation strategy, including remedial  evaluation (making 
provision for evaluation and changes to exhibitions, even  after they are 
"finished").  Bottom line:  determine evaluation costs  after determining what 
you want to find out, instead of starting with an  arbitrary figure.
 
Sorry for the sermonette.  It is obviously useful for design firms to  have a 
rule of thumb for evaluation costs. It is also easy to over or  underestimate 
costs, if the starting point is a percentage rather than what  evaluation is 
actually being done.  It is also important to include  funding for exhibition 
revisions based on results of evaluation.
 
Bob Russell
Learning Experience Design
(202) 997-5539
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