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Hello and Welcome to the 20th annual Building Museums™ Symposium located at the “Gateway to the West:”

On behalf of the Mid Atlantic Association of Museums (MAAM) Board and the Building Museums™ Planning Committees, we are excited to welcome you to St. Louis, MO for the 2025 Building Museums™ Symposium. Enjoy the Symposium!

Thursday March 6, 2025 10:45am - 12:00pm CST
Master plans are significant, time-consuming and costly undertakings for museums. They can vary in scale; however, overall, master planning strategies should consider the same elements such as an institution’s strategic plan goals, future vision, market potential, organizational capacity, revenue potential, operating expense impacts, and fundraising potential.

This session will provide an overview of two different master plan strategies for two different institutions. The approach for the Florence Griswold Museum was to undertake a strategic master plan pre-design; the other approach for the Museum of the Rockies was master planning in design by 45 Architecture and Olson Kundig. Both have yielded actionable master plans.

We will present and discuss the benefits and challenges of both approaches to provide insights for other institutions and boards considering and/or currently undertaking master plans. Topics covered will include: inheriting, rethinking and redirecting a past capital program towards a revised (and much broader!) vision for the institution; transitioning from a traditional visitation model to the “business of experiences”; benefits of developing a strategic business plan in tandem with real-time master planning; and navigating master planning with a varying number of stakeholders. If we build it, will they come?

Learning Objectives
  1. Summarize critical steps needed for a successful master planning process.
  2. Identify what expertise is needed based on the situation, whether pre-design or in-design.
  3. Describe how to manage varying challenges during a master planning process such as getting board approval and budget constraints.
  4. Compare two differing master plan strategies and describe how both can be effective.
  5. Describe that each institution will have its own set of issues and challenges but critical master planning steps are the same.
AIA Continuing Education Course Number, BMS2025-35
Moderators
avatar for Elena Kazlas

Elena Kazlas

Founder and Principal, Elevativ LLC
Elena has over 25 years of experience providing strategic market and economic insights, as well as business plans, for museums and other attractions. Prior to founding Elevativ in 2021, Elena worked as a Principal with ConsultEcon for 20 years and prior to that for IDEA, Inc. as part... Read More →
Speakers
CD

Christopher Dobbs

Executive Director, Museum of the Rockies
Chris has over 25 years of experience in museums and a strong background in executive leadership, strategic planning, fundraising, education, and exhibit development. From 2004–2013 he was executive director of the Noah Webster House and then directed the Connecticut River Museum... Read More →
avatar for Joshua Campbell Torrance

Joshua Campbell Torrance

Executive Director, Florence Griswold Museum
Joshua started his career at Woodlawn Museum, Gardens & Park in Ellsworth, ME, then continued to the Bennington Museum in Bennington, VT and the Webb Deane Stevens Museum in Wethersfield, CT. In 2023, he joined the Florence Griswold Museum as its fifth executive director and is leading... Read More →
JH

Justin Helmbrecht

Principal, Olson Kundig
Justin contributed to the recent development of the Museum of the Rockies Master Plan, integrating design insights from the Olson Kundig team. With nearly 20 years of experience, Justin has worked closely with a variety of cultural institutions to design award-winning projects including... Read More →
avatar for Michael G. Yusem

Michael G. Yusem

Project Executive, DBI Projects
Michael Yusem is an architectural designer, strategist and design manager specializing in delivering meaningful experiences through highly crafted built environments. Focusing on complex cultural sites including UNESCO World Heritage and US National Historic Landmarks, Michael’s... Read More →
Thursday March 6, 2025 10:45am - 12:00pm CST
Grand C, Hyatt Regency 315 Chestnut St, St. Louis, MO 63102

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