Mcneil Museum Of Art Case Study

Background Museum: The McNeil Museum of Art (MMA) is a not-for-profit museum founded in the city of Universal, in the western United States. Originally chartered in 1925, under the founding name Fannel County Museum of Fine Arts, the museum went through a name change in 2000 to reflect the museum’s main benefactor, Jonathon A. McNeil. Before the museum went through a name change, however, in 1997 MMA benefited from a $28 million dollar bond election. This election allowed MMA to expand their facilities in a newer building located in the central business district of Universal City. The newer location was made available to MMA through Jonathon A. McNeil. 

Upon Jonathon A. McNeil’s death in 2000, the museum received a $25 million gift from his will so long as the museum’s charter and name was revised. The updated charter stated that the MMA’s purpose was, “to provide an inviting setting for the appreciation of art in its historical and cultural contexts for the benefit of this and successive generations of Fannel County citizens and visitors (pg. 579, Kerin).” Visitors can visit the MMA seven days a week, with extended hours on Thursday nights and shorten hours on Sundays. While the permanent collection is free of charge to the public, visitors can pay a fee of $5.00-$7.50 to see the MMA special
For the past three years (2002-2004) the MMA has had a combined net loss of $794,066. With net profits down, as well as, endowments the MMA is not looking at a bright financial future. Currently, the Skyline Buffet, gift shop, and parking are only operating at about break even. Furthermore, projections for the future years of the MMA membership shows numbers decline at a steady rate of about 5%. The MMA’s prime money-makers (outside of membership) special events and special exhibitions have also declined and research show that they will decline further for the upcoming year of