There seems to be an ever-present tension in the cultural non-profit world between making money and serving mission. In this constant tug of war, overtly commercial interests and approaches often get a bad rap as undermining the intellectual and educational credibility of organizations like museums. In a time when public funding is dropping, private funding is hard-won, and employee and public demands are growing, greater financial independence can only help museums meet their missions.
While it may have been controversial in the past, today venue rentals, social event sales, and festivals are not uncommon at museums around the country. And some museums are branching out even more, offering fee-based co-working spaces, health and fitness courses, art services, paid training sessions, and even software subscriptions, leveraging internal operational capabilities as a product offering.
As museums continue to seek ethical revenue diversification options, now is a good time to revisit the high impact work of sociologist Ray Oldenburg. Coining the term “third spaces,” Oldenburg identified that communities of all sizes, colors, classes, and locations thrive through their mingling spots. Third spaces are the spots that aren’t home and aren’t work where strangers and acquaintances alike have the opportunity to meet, engage and foster rapport and interaction. Coffee shops, bars, nail salons, barber shops, bookstores, and the like – these are the heart of our community life according to his theory.
As development, gentrification, and other economic, infrastructure, technology, and construction trends have reduced these spaces and replaced them with transactional outlets and virtual service delivery, people are meeting less often in less unexpected ways. Can the museum function as a third space? A place where some activity and some interest might bring in strangers with frequency? A place where they might spend both time and money to indulge in that most precious and valuable thing: human connection?
Imagine if we look at those museums hosting happy hours, singles nights, yoga classes, book clubs, and beer tastings as the new cultural nexus of the Third Space movement instead of just a museum selling its soul for some cash? For those museums looking to develop more authentic community relevance, what better way than to actually offer the community members something they are seeking?
For a quick and cost-effective experiment, conduct 10 quick interviews with locals at a sporting event or bar trivia night and find out what activities are always sold out and well attended. Choose one or two that can be genuinely matched with the museum’s theme, exhibits, values, or mission. Find a local favorite food and ad sponsor, throw up a meetup page, Facebook ad, and IG post, charge enough to cover costs and generate a profit, and see what happens. If it doesn’t work, you’ve not sunk the ship. If it does work, you’re on track towards a new revenue stream that also crafts new ties to the museum in the community.
Museums need locals to frequent and fund their engagement. And locals need more safe and enjoyable places to have peer interaction. When done well, bringing these two needs together with community engagement at the core can both serve mission and produce revenue.
Learn more about museum innovation in revenue tactics 🡪 Museopreneur: How Museums Are Leaping Into New Business Models With Entrepreneurial Spirit
Read “The Great Good Place” by Ray Oldenburg 🡪 The Great Good Place
Read about Third Spaces and belonging 🡪 How to Find Your Third Place: The Secret to Belonging
