How We Think About Museum Planning

At the heart of our museum master planning process is our belief that museums are primarily defined by who they serve, not by what they have or what they do.

Our work typically falls in between the strategic plan that outlines a museum's goals, and the architectural and exhibition plans that detail specifics. In many ways, the master planning process is more important than the plan itself. The planning process immerses the museum's stakeholders in every part of a museum's potential future operations, including exhibits, collections, and programs. It gives the team the time and support they need to fully understand and articulate the museum's future direction.

A Museum Master Plan Asks "What Happens if...?"

Understanding the interests, needs, and desires of each museum’s many different consituent groups is the critical first step in museum planning.

Most museum planning projects seem simple at first: "We need more space,” or “We need to rethink our visitor experience,” or “We need to generate more earned revenue.” And the ideas come easily enough: add on a new wing, develop a new exhibit, or increase marketing.

But often the simple ideas simply don’t work.

The new wing will disrupt visitor circulation, research shows that visitors want a different experience than what we planned, or earned revenue proves to be elusive.

Rather than jumping to conclusions, we dig in and explore multiple alternatives until we find the simple, elegant solution that best meets community needs.

Sometimes, a Museum Master Plan is the first step in planning a new building or a major expansion.  Just as often, it results in a new programmatic direction, a new business model, or as the foundation for a fundrasing campaign.

Why Invest in a Museum Master Plan?

Planning is cheap. Executing is expensive.

Taking the time to develop a Museum Master Plan allows a museum to think through and test alternatives before commitments are made for a change in direction or for new design and construction.

Our Museum Planning Process

The work of a significant museum project typically takes place in five phases, beginning with the inital idea and ending with implementation. The second phase is the most crucial as it is when the major decisions about the project are made.