Chesham Museum is planning to move to an historic Listed Building at 15 Market Square. The premises offer exciting opportunities to develop the museum’s community and educational activities as well as providing a permanent home for the museum’s local history collections.
This document sets out a business plan for the project which includes:
the proposed phasing of the project
a brief history of the museum from its start in 2003 and the achievements of the trustees
the museum’s current situation in stables in Bellingdon Road
a description of the proposed premises in Market Square
the cases for a museum with the emphasis on ‘community’
brief details of the terms of the lease
proposed opening hours and project of visitor numbers for the first 3 years
proposals for future development including becoming a community hub providing tourist information
details of proposed staffing and volunteer roles
financial information and projections for the first 3 years
proposals for monitoring and evaluation including proposed performance indicators and financial monitoring
results of an analysis of the museums perceived strengths, weaknesses, threats and opportunities.
The Trustees of Chesham Museum – The Stables plan to move into 15 Market Square by February 2009. The Museum Trustees will lease the premises, which have been used most recently as a book shop. The premises are on the ground floor and will comprise four areas – reception/retail/tourist information, exhibition area, multipurpose area and museum storage/office. The public areas and the storage area will be fitted out in two phases.
The existing museum cabinets and display panels will be moved in and a new display ‘Pastimes and Pleasure in Chesham’ will be mounted.
The storage area and office space will be fitted out at minimum cost.
It is hoped that sponsorship in kind will allow the fit out of the multipurpose area in phase one, if not this will take place in phase two.
Phase 2 (in year 3 following a HLF bid)
Redesign of the public spaces with new cabinets and display panels
Purchase of metal cabinets and racking for the storage area.
Fit out of the multipurpose area if this was not included in phase one.
3. History Chesham Museum – The Stables opened in August 2004 in the Stables behind the Gamekeepers Lodge in Bellingdon Road, Chesham. The museum is a Registered Charity No: 1107115. The constitution states that the objects are “to establish and maintain a museum for the benefit of the public and to advance education by the establishment and maintenance of a museum”.
Our achievements include:
displays changing approximately every 6 months
exhibitions in other locations
oral history project
active research group
links with other organisations; schools, library, other museums
talks & guided walks
4. Current Situation Our current premises in Bellingdon Road are 26.22 square metres/282 square feet. The space is small, not much bigger than your average garage. This limits what we can do, what activities we can hold, how much we can store and how we can look after the objects and photographs in our care. We are already at capacity for displaying objects. We cannot store any more in the museum. We have a little extra storage space but that is also nearly full. The location at the back of the Gamekeepers Lodge is out of the way, although we do have a signpost from St Mary’s Way there is no sign for pedestrians from the town centre and many people who regularly use the town do not know that Chesham has a museum. We currently have sufficient resources to open 3 afternoons a week.
Statistics relating to our current situation show that
about 70% of the objects in our Social History Collection are on display in the museum or on our website.
about 90% of the Photograph Collection has been on show in displays, on a rolling slide show in the museum or on our web site.
100% of our oral history interviews are currently on our website
We need a more accessible location
close to local transport
close to parking
open at least 5 days a week
able to promote a sense of being at the centre of the community
and highly visible
5. Proposed Relocation
The premises of Chapter One bookshop at number 15 Market Square, Chesham have become available and we are appealing for funds to enable us to relocate to these premises.
We feel that the presence of a community museum* in the town will stimulate interest among the townspeople and encourage visitors from outside the town to come and join in a planned programme of educational and cultural activities, as well as providing a permanent focus for Chesham's heritage.
The trustees of the museum and the owners of number 15 are keen for the museum to be relocated there - it is an historic listed building and has space for a variety of community and commercial based activities as well as more display and storage space than we have at present. It is well suited to our purposes.
The premises for the proposed museum will provide the following physical space
Exhibition space for permanent displays of objects and photographs accompanied by audio and video oral history interviews and interactive displays
Temporary exhibition space for changing displays, new acquisitions and for community groups to use for their own projects or collections. This would be a space that other groups in the town could use to demonstrate their own place in the community or just to have fun with creating their own exhibition.
Multipurpose area for schools groups, object handling sessions, reminiscence sessions, family activity days, seminars, talks and hiring out to other small groups
Viewing space for a short introductory film – to orientate the visitor by explaining Chesham’s geological and geographical environment and providing a brief summary of the town’s early history.
*A community museum:
collects objects and photographs of local interest and keep them safe for future generations
displays the objects and photographs in its collections to help tell the stories of the people who used them
encourages a sense of identity by helping individuals understand the past and present of the community in which they live
reflects the interests, life experiences and culture of the whole community 6. Lease
Period: 10 years
Commercial Rent: on a sliding scale - £15,900 in the first year to £17,490 in year 10
Terms: full repairing and insuring
7. OPENING HOURS/VISITOR NUMBERS
We propose to increase our opening hours to Tuesday – Friday and Sunday from 2.00 – 4.30pm
Anticipated visitor numbers are:
Year 1 2,500 Year 2 2,000 Year 3 2,200
8. OTHER PLANS
In the medium term, once established in the new premises, the museum will work towards becoming a “community hub” providing access to information for tourism, schools, local and family history researchers and community leaders
Income streams will be developed from admission charge, the sale of literature, gifts and publications, hire of space, guided walks and talks, family activity days
9. LEGAL FRAMEWORK The museum is a Registered Charity No: 1107115 and an Unincorporated Association. Consideration will be given to forming either a Company Limited by Guarantee or a Charitable Incorporated Organisation (CIO). Registration as a CIO is not currently available pending new legislation
10. HUMAN RESOURCES- MANAGEMENT
The proposed management structure is based on the existing board of trustees with additional roles.
The current board consists of a maximum of 10 members, who between them fulfil following roles President, Chairman, Vice Chairman, Secretary, Treasurer, Curator, Press Officer. Additional roles proposed (with no change to the number of board members) are Programmes Officer and a Visitor Services Officer (see Appendix 1 for details of responsibilities and individual CVs).
Initially there will be no paid staff but we do have future plans for a paid part time Curator/Administrator and/or Education Officer in Year 4/5.
A pool of about 24 Volunteers will be needed to provide a minimum of 2 on duty at the museum at any one time and with backups as necessary.
Roles – stewarding / cataloguing / administration / research/ facilities management/ fund raising
Recruitment – advertising at local volunteers bureau / website / museum friends/ local papers/ web recruitment agencies/ posters/ flyers
Training – Voluntary Action/ Museum Library and Archive Council/ on the job training/ networking
13. FINANCIAL INFORMATION See Appendix 2 – Income & Expenditure Year 1 – 3 See Appendix 3 – Cash Flow Year 1 14. FUNDRAISING PLAN We propose to raise funds from the following income streams:
annual friends subscriptions
annual corporate friends subscriptions
fund raising events
grants & trust funds
£2 per person, under 10s free. School groups free. To be reviewed annually.
Annual Friends Subscriptions
Friend £12.50, £10.00 senior citizen, will receive the annual newsletter.
Superfriend £60.00 - free admission, will receive the annual newsletter and a discount on talks and guided walks.
Corporate £250 - free admission, will receive the annual newsletter and a discount on our talks and guided walks for your staff members.
£50 logo and link on www.cheshammuseum.org.uk for 1 year and logo in 1 issue of the museum Friends newsletter
£100 all of the above and name on a prominently displayed list of sponsors inside the museum
£250 all of the above and Corporate Friend Membership for 1 year
£500 all of the above and a photo opportunity with a local paper and an invitation to the opening of the museum
£1000 all of the above and logo and link prominently displayed on the home page of www.cheshammuseum.org.uk for 1 year
£2500 all of the above and perform the opening of the museum with a well known personality and use of Museum FOC one day/evening each year
business plan approval by trustees – September 2008
reaching a percentage of our fund raising target – November 2008
completing the lease – December 2008
completing the fit out – February 2009
complete move of artefacts – February 2009
launch of community museum – March 2009
16. MARKETING PLAN Chesham is the largest town in Chiltern District and has a population of over 20,000. It has a rich industrial and social history stretching back over more than 1000 years.
Our vision is to work towards becoming a “community hub” providing a quality heritage experience for visitors to the museum and access to information for tourism, schools, local and family history researchers and community leaders.
Marketing issues to be addressed are:
see Appendix 4 for a detailed Marketing Plan.
17. MONITORING AND EVALUATION Performance Indicators
Measurement of the museum’s performance will be made using the following performance indicators (see Appendix 5 for details of measurement)
The collated figures will be presented to the Trustees annually and will be used by the Programmes Officer to forecast future demand and trends. Provision for visitors and school visits will be made accordingly, for example by increasing the number of family activity days, by adding new features to the website, or by putting more resources into marketing and publicity.
1. Number of visits to the museum (excluding virtual visitors)
2. Number of unique website visits
3. Number of visits by children under 16
4. Number of visits by UK adult visitors aged 16 and over
5. Number of visits by UK adult visitors aged 16 and over who consider themselves to have a limiting long-term illness, disability or infirmity
6. Number of overseas visitors
Number of facilitated and self-directed visits to the museum by children under 16 in formal education
Number of instances of children under 16 participating in on-site organised activities
Number of instances of children under 16 participating in outreach activity outside the museum
Number of instances of adults aged 16 and over participating in organised activities at the museum