- Definition of the audience. Who will come, and how many? Demographics.
- Definition of the program. Why will they come? Exhibits, education, theaters, outreach, web.
- Architectural concept and site. Where will they come? How can the building reflect and support the mission and program?
- The business model. How will the museum support itself? Earned income, support, philanthropy, endowment... What is the relationship between the business model and the service model (item #2 above)?
- The capital budget. What's it all going to cost to put the plan in place?
"Now as to whether it is a GREAT master plan—guess that would depend on doing all of the above well, but also doing them all together. Each feeds back on the other. The program affects the staff plan and operating budget; the capital budget influences the architecture and exhibits; the audience affects and is affected by the program and the business model. And so on. The most common mistake is to treat each topic as more or less discrete, for example by trying to estimate attendance before studying what kind of museum and what type of program. So the plan needs to be holistic and address everything at once. And do it with substance, style, careful research, and creativity."Thanks, Chuck!