Board of Trustees

Oakland Museum Of California Board Of Trustees Meeting
June 24, 2004
Museum Restaurant
4:00 P.M. - 6:00 P.M.

ROLL CALL

Trustees Present:

Ophelia Basgal, William Chiasson, Christopher Curtis, Richard DeAtley, Lance Gyorfi, Anthony Harris, Melvin Harrison, Daryl Lillie, John McDonald, Judith McKee, Christopher McLain, María Ochoa, Jackalyne Pfannenstiel, Dennis Power, Marianne Robison, Margaret Russell, Katherine McKenney Shea, Pamela Sher, and Mary Perry Smith

Trustees Excused:

Virginia Furth, Harold Jones, Kirk Miller, Missy Nelson, Phyllis Pfeiffer, and Brian Washington

Staff Present: 

Jan Berckefeldt, Deborah Cooper, Dorothy Hood, Christiaan Klieger, Daliah Massehian, Mark Medeiros, Cherie Newell, Ambrus Reese, Ann Spears-Dickson, Tom Steller, and Michael Temperio

Volunteers Present:

Peter Barnett, Sue Cake, Michael Coleman, Lois Corrin, Jean Levin, and Mary Reynolds

Guests Present:

Steve Downs, Michael Marubio, Jim Mills, Linda Peterson, Ilene Steiner, Jim Warshell, and Elsa Zisook

1.         CALL TO ORDER/INTRUDUCTIONS - Jackalyne Pfannenstiel

As Chair Pfannenstiel was in route from Sacramento to the meeting, Vice Chair Lance Gyorfi called the meeting to order at 4:10 p.m.

2.         APPROVAL OF MINUTES - Jackalyne Pfannenstiel

On a motion duly made and seconded (McLain/McKee), the following resolution was unanimously adopted:

RESOLVED, that the minutes of the May 27, 2004 Board of Trustees meeting be approved as mailed.

3.         NOMINATION COMMITTEE REPORT – Daryl Lillie

Trustee Lillie submitted the name of Penelope Wong for election to the Board of Trustees. Ms. Wong lives in Oakland and is President of Penelope Wong & Associates. She was recommended by trustee Pfeiffer.

On a motion duly made and seconded (Curtis/McKee), the following resolution was unanimously adopted:

RESOLVED, that Penelope Wong is elected to the Oakland Museum of California Foundation Board of Trustees for a term ending as of the Annual Meeting in October 2007.

Trustee Lillie requested that the Gala evaluation form sent to all trustees be completed and mailed to her within a week. Trustee Gyorfi reviewed the contents of the distributed packets of Board Self-Assessment materials and asked that the assessments be completed and returned to Executive Assistant Dorothy Hood by July 13, 2004.

4.         EXECUTIVE DIRECTOR’S REPORT – Dennis M. Power

Director Power introduced new employees Ambrus Reese and Christiaan Klieger. Mr. Reese is the Foundation Accountant and Mr. Klieger the Senior Curator of History.

5.         FINANCE COMMITTEE REPORT – William Chiasson

Trustee Chiasson reported staff had to make difficult decisions in putting the budget together and that the Finance Committee reviewed the budget in detail.

Mr. Reese discussed the 2003/2004 Year-End Review and 2004/2005 Budget Review. It was highlighted and discussed that the 2003/2004 Fiscal Year is expected to result in an “Operational” deficit of $770,000; projected revenues are $6.4 million and projected expenses $6.7 million, which leaves a deficit of approximately $270.000. Surpluses have been targeted for the next three years – 2004/05, $400,000; 2005/06, $300,000; and 2006/07, $200,000.

There was a discussion as to whether the foundation should continue to retain lobbyist Townsend Public Affairs. The Government Relations Committee will review the matter and come back to the board with its recommendation. Expanding the museum’s website is not possible at this time because of the budget deficit. The museum magazine will be eliminated and replaced with a newsletter to be published four to six times a year and, as a result, there will be a $35,000 saving the first year. The newsletter will be the responsibility of the Development Department. One foundation employee’s position has been eliminated and several other employees’ hours have been reduced. These staff cuts equal about four full-time positions.

On a motion duly made and seconded (Harrison/McLain), the following resolution was unanimously adopted:

RESOLVED, that the Oakland Museum of California Foundation’s Fiscal Year 2004/2005 Budget be approved.

Mr. Reese was thanked for his presentation and trustee Chiasson for his leadership of the Finance Committee.

6.         CAPITAL CAMPAIGN CABINET REPORT – Virginia Furth

Trustee Chiasson asked that trustees carefully read the distributed Campaign Plan as it will be discussed at the next meeting. The Campaign Committee believes the goal can be reached because the community will make the necessary funds available. It is necessary that trustees demonstrate leadership and enthusiasm for the campaign. Development Director Jan Berckefeldt noted there was a broad base of volunteer support when the museum was first created and also with the passage of Measure G. The Capital Campaign will require the same kind of volunteer support and widespread publicity. Ms. Berckefeldt introduced Linda Peterson of Peterson Skolnick & Dodge, who will assist with campaign branding and collateral materials.

Ms. Peterson said the purpose of a campaign brand is to create a “buzz,” to try to attract attention, and to signal the “specialness” of the campaign. One of the key success factors is developing a brand is to remember the organization’s roots. The museum’s campaign theme was developed by reviewing existing materials, interviewing staff and volunteers, and developing a series of ideas and themes. Two ideas emerged from the feedback: 1. Energy of starting is important. California is perceived as a place where ideas and people get started; 2. An invitation to help get the campaign launched/started is most compelling. The recommended campaign theme is “California: Start Here.” Among other things, the theme identifies California as a start up place and highlights the museum’s unique relationship to California. “California: Start Here” will always have a sub-line and visuals to help make it clear. Chair Pfannenstiel thanked Ms. Peterson and said Ms. Peterson will be invited back to the next meeting.

7.         HARVARD BUSINESS SCHOOL COMMUNITY PARTNERS

The Harvard Business School Community Partners volunteers presented their findings regarding how to increase the museum’s earned income by better utilizing the museum facilities, the Conservation Lab and the store. Team leader Michael Marubio introduced the other members of the team: Steve Downs, Jim Mills, Jim Warshell, Elsa Zisook, and Ilene Steiner.

Facilities Rental: The museum is a beautiful space with much potential, but there is a need to heighten the awareness of its facilities. Outside event planners were interviewed and many said they were not aware of the museum’s facilities and almost none of the corporate customers surveyed knew about the facilities. The museum does not have enough events planning staff and compared to other museums does poorly in earning income through the use of the facilities. More marketing is required.

Conservation Lab: The department probably can earn more but not enough to turn it into significant money maker. The staff is doing many things well and is open, cooperative, and willing to help and share ideas. It was recommended that the department discontinue conservation projects under $500 and focus on larger projects and to develop profitability targets for each staff member. Steps can be taken to build revenue. i.e., attract more clients by building awareness among museum members and the local community; maximizing profitability; and grow repeat business.

Museum Store: The store has challenges but it can perform better and closer to its peers. Some of the key challenges are; the store is not central to the museum traffic patterns, it is not visible to the street; the merchandise is dependent on exhibit topics and too narrowly defined; and the selection of merchandise is too narrow and low-price. Some of the near recommendations are: a broader selection of children’s merchandise; higher pricing on educator items; better signage promoting store; display cases elsewhere in museum with highlighted merchandise; more promotion to members through an email newsletter; liquidate obsolete merchandise and increase non-theme merchandise.

Trustees expressed their belief that the Community Partners brought forth a wealth of great ideas. These ideas will be kept alive and will be incorporated into the renovation process. Chair Pfannenstiel thanked the Community Partners for their work.

8.         ADJOURNMENT – Jackalyne Pfannenstiel

There being no further business the meeting was adjourned at 6:20 p.m., followed by a reception for the Community Partners.

Secretary