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Becky et al
here at the Centre for Life, Newcastle (UK) we are developing a 15,000 sq ft exhibition in two phases over the next two years. This was initially down to funding requirements (one of the major funders had a deadline for completion that was unrealistic for the whole project, but achievable for the easier half). In practice it has been helpful because we have a relatively small development team and we need to keep the centre open while construction is taking place.
On the marketing side, the first phase opening will be promoted as a relaunch of the centre, but we plan to have new things to market every few months (temporary exhibits, dome theatre shows etc). The second phase will then fall into the marketing cycle we will have established. As most of out visitors are repeats (up to 80%) it is important that we have something new to offer most of the time, so the project phasing has unintentionally helped the marketing message.
Clearly things are different if you are opening a completely new venue, although even then you could tell the story in different ways - if phase 1 is "finished", then phase 2 becomes "enhancements", is this a strong marketing proposition? What do others think?
Andy
--- ISEN-ASTC-L automatic digest system <[log in to unmask]> wrote:
From: Becky Matthews <[log in to unmask]>
Subject: Major Project--all or in phases
Date: Fri 16 Dec 2005 05:01 AM
ISEN-ASTC-L is a service of the Association of Science-Technology
Centers
Incorporated, a worldwide network of science museums and related
institutions.
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Here in Nashville, there has been some discussion about the pros and
cons of opening a major project in phases. While funding might be a
reason/impetus for such a strategy, debate has also revolved around
marketing aspects. One party thinks that opening in phases is more
exciting and spreads out the interest while others believe that we would
lose all manner of PR/marketing impact.
Are you aware of anyone who opened a major expansion in phases: adding a
new portion of the exhibit gallery every so often? Opinions are good,
but we are looking for actual experience regarding this question. If you
considered both options and still opened all at once or chose to phase,
please share you reasoning for the decision and the analysis of the
results of your actions.
Please respond to me at your earliest convenience.
Kris McCall, Director
Sudekum Planetarium
Adventure Science Center
Nashville, TN
615-401-5077
[log in to unmask]
(Posted for Kris McCall by Becky Fox Matthews)
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