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Hilary Holets
Professor Murphy
Services Marketing
14 July 2014
Service Museum: The Museum of Performance + Design
The Museum of Performance + Design located in San Francisco is the sole non-profit art organization
that is independently run in the United States. Its main focus and mission is for theatre and all other art
forms to be showcased in the San Francisco area. A dancer and designer known by the name of Russell
Hartley along with the San Francisco Ballet started this museum. It has changed its name over the years
but is now titled the Museum of Performance and Design, or MP+D. This museum has: a collection of
art pieces, costumes, and photographs of past theatrical performances from the San Francisco Bay Area;
a Research Library, and many events held at their museum and online. It is now located in the Yerba
Buena Gardens neighborhood instead of the Veterans Building in the Civic Center
((http://www.mpdsf.org).
MP+D’s goal is to create awareness and sustainable appreciation for the arts in San Francisco’s bay area
through their performances, displays, and by other means of interactive attraction.
Damian Smith in the process of creating Damian's Barre 3 (2014) class of Yuri Possokhov
(http://www.mpdsf.org/5.html).
OVERVIEW: I chose the Museum of Performance and Design because it is unique and it is
demographically located in an area with diverse people. There are many young, thriving individuals
and thereby opportunities to try different ideas to cater to their desires and interests. San Francisco is
also a very affluent, popular city so it is constantly changing and adapting to the times. I also chose this
museum because it is already successful with many shows and events held on a routine basis with each

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tailored to different marketing groups. I thought this would be a great opportunity to take something
already flourishing and make it even more established. With an already strong foundation I want to take
some of these present ideas and put a slight twist on them to make them a little more dynamic and more
appealing to more age groups, particularly for student millennials, young workers, and the retired. Also,
creating more variance with the events being held will continue to attract loyal customers and drive
more newcomers to attend. Constantly switching what is available may bring new faces to the museum
while also causing those already committed to invest more money and loyalty to the cause. This will
increase donations and sponsorship.
Target Audience: Those companies listed below are sponsors or donors for the museum. The
restaurants Oola, Jamber Wine Pub, Zero Zero, Lulu, and Le Charm are in close proximity to the theater
and can collaborate with the MP+D to create package deals or help with themed parties so that the meals
are also in sync with the party's era or style. More donors are needed; the elderly that would attend the
vintage style shows are potential clients. Affluent international goers would also bring in more revenue.
Subscribers would most likely be those around 25-40 because they are more willing to pay for package
deals. Those younger and older may not purchase the deals because they are unsure of how often they
will attend on a regular basis. Continuously changing the shows available and types of parties will keep
interest of these different age groups. Surveys given after each party that ask opinions of what should be
done differently or kept the same for the next event will make customers feel more involved and give the
museum a better reference of what customers are looking for. Other art groups and corporations within
the San Francisco bay area should be contacted to get both publicity and to generate more donations to
keep the arts alive.

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The target audience for the museum is the millennials but also those ages between 40-70. The
millennials are a more obvious and somewhat easier group to target, specifically those highly involved
and interested in the arts. Those that have theatrical, ballet, or choreography background will come to
the theatre to watch the already ongoing performances, but the goal is to get more people within this age
range who know very little about music, art, dance and historical references to all these elements in
American history, not solely San Francisco's development like it has originally focused upon.
Those between the ages of 40-70
would like to be targeted because
much of the museum's history, especially
its collected works of past theatres that
were destroyed during an earthquake
would pay tribute to eras of when
they felt they were in their primal
connection with modern art and
culture. Bringing back these
memories will create renewed
associations with today's art goers.
Some background on the archives:

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“The Collection of San Francisco Bay Area Theater Images and Memorabilia includes photographs,
program covers, seating charts, tickets and advertising cards related to theater buildings and
performance spaces in San Francisco, Berkeley, and Oakland from 1853 to the 1970s. The Collection
contains many images and materials from theaters prior to 1923, images of theaters destroyed in the
1906 earthquake and fire, and many of the great performance spaces in Bay Area history including the
Alcazar Theatre, Alexandria Theatre, California Theatre, Civic Auditorium, Columbia Theatre, Fischer's
Theatre, Fox Theatre, Grand Opera House, Macdonough Theatre, Maguire's Opera House, Majestic
Theatre, Orpheum Theatre, Senator Theatre, Tivoli Opera House, and Woodward's Gardens”
(http://www.oac.cdlib.org).
Major Competition: The MP+D is within the range of the Civic Center and UN Plaza Station, and also
the Giants stadium. USF is additionally located within close proximity, which could be a hindrance or a
total benefit.
Other competitors:
● City Hall, The War Memorial Opera House
● Asian Art Museum
● Louise M. Davies Symphony Hall (http://www.bart.gov/stations).
All of these cater to the millennials and are thriving areas with multiple options for dining,
entertainment, and accessible parking.

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San Francisco Moscone Center: in the SoMa district with “business meetings and conferences,
“trade shows, consumer interest shows, and banquets”
● South of Market is a huge district on Embarcadero to Eleventh Street has nightlife, gay
clubs and festivals, hotels, art buildings, loft apartments, and furniture showrooms, and
the Folsom Street Fair.
● Art organizations near the Financial District, like the Center for the Arts at Yerba
Gardens. “It has a bohemian undercurrent, with the museums, several independent
bookstores, the line of artsy clubbers waiting to get into the gallery and club 111 Minna,
and students from the Academy of Art slouching around the Utrecht art supply store on
New Montgomery” (http://www.sfgate.com/neighborhoods/sf/soma/).
● California Historical Society
● Museum of the African Diaspora: teaches African ancestry around the world by art
exhibitions of work and regular presentations and information regarding African heritage
and culture globally and through the decades
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Core Service Product:
3 Key Needs:
1. Service is about the experience, so the targeted audience will be looking for a young and
fun ambience. Museums are usually not thought of as fast paced and exciting but more
so for quiet, educational purposes so having interactive shows and parties that can include
art and history context is a unique twist. Singles, ladies, and couples night is also a way
to get people to enter in the evenings along with performances.

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2. Variance in what shows or parties
are available and having a later
time slot when events are available
creates a more laid back
experience. Young people like to
have the option of attending a
party any time they choose and
having different types of parties to
select from for different desired
types of social interaction. The
elderly will feel comfortable to
attend evening parties when they
have vintage themes or selected
songs that they have product identity and association with.
3. Accessibility to all the
package deals at any time,
or ability to buy one ticket
at a time is something that
relaxes the need to sign up
for membership. Also,
access to multiple levels of
transportation, food, and
other nearby locations
makes the environment
seem more friendly, safe,
and manageable to get to
and from the museum.
Museum’s Unique Benefit:
The 24 year olds would come to MP+D’s events because modern music, art, and dance will be
recognized and collaborated with historical ones. Also, multiple countries' cultures based on language,
dance, etc. will be theme based and this will bring international crowds to shows. It is a means of
keeping them connected to both their roots and to American society. Singles, couples, and ladies' and
men's night can all be collaborated with the wine and food events they have on Thursday's. It would be
beneficial to keep their already successful shows, events, and performances that are held on a routine
monthly basis but then add some additional events such as these.

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MP+D would be different from other art museums because
performances from Cirque Du Soleil in conjunction with live
ballet in the form of a play would be offered. Monthly specials of Black
Swan or STAMP performance are some other possible ideas.
Ballet painting ( like the first image presented) and diverse art
forms with musical performances and cultures of that time period,
like African dance and art sculpture to an African play will showcase
all elements of art: dance, costume, music, brushwork, and theatre.
All will encapture and embrace that country's story.
- Music concepts will be performed
with ballet/art performances in the
background, with their strokes put
on life size side tv projections so the
whole audience can see from a
bird's eye view the image/artwork
produced.
Other Segments:
-The Collection of San Francisco Bay Area Theater Images and Memorabilia should use the pictures and
materials they have had since 1923 of old theaters (Oac.cdlib.org).
-Bi-monthly tributes to one of these museums with showcased pictures, redone plays and tailored
decorations inside the museum regarding that time period, the plays would use duplicate costumes for
the public’s eye.

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-Shows previously held at MP+D that deal with dance to the art of color and its effects and meaning
should do shows similar that engage with nature meanings, in touch with the wilderness and animals,
plants, etc., collaborate with the local zoo or aquarium
- Every Third Thursday MP+D has a
food, wine, and music event: this could be
kept but also create every second Thursday
a themed food, wine, and music
gathering for a certain decade such as
flappers of the 30's and a costume
contest for the best dressed person and
couple.
- Costume parties could be on a
particular artist as well, such as
Mondrian with all four foods primary
colors
-Can make the museum have a hidden
treasure hunt or scavenger hunt with
clues throughout the museum that have
goers learn about local artist until get to the
end where the party is followed by wine
and dance music
-"Throwback Thursday" and others
ideas expressed and done before by the
museum can be extended to do more
for the online store and stream performances and history links to what plays they will redo, showing the
old version.
-"Immense Attraction" could extend to performances that also do other languages and culture groups
outside of the San francisco area to get immigrants and others to learn and become aware of, and
interested in other cultures and languages.

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"New Music and You" that already exists could make
"New Dance and You" to go through the decades of
different American dance and how the outfits and are
have changed along with it.
Art of language of locals of then and now, as well as of
monthly particular groups would have auditory
listening kits, pamphlets, and store to buy artistic
phrases/slang for people to learn
Secondary Segments that would benefit:
1. The online store
2. The amount of performers hired to perform in
new plays or interns for class requirements
- Modify plays and sell online: soundtracks of performances,
costumes and makeup, apparel, etc-this would especially
attract theatrical and art students, make up artists.
Eventually develop a phone app and music downloads
directly to phone, connect to shows and buy tickets through
the app as well.
- package deals sold online if want to solely buy
costumes, music, dress up parties, etc rather than dinner
and a show
- have a show deal and then a party package deal
- show deals would attract more of the post-graduate
students and workers; party package would attract grad
students and millennials.
-add pictures of supposed ideas of performances with nature,
culture, etc., of themed parties, etc. (mpdsf.org).

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-as a result more performers and students will be hired to do makeup, shows, marketing tactics, etc.
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Supplemental Services: Key Facilitating Services
Specific Supplemental Services
Needed: Hotel services for late night
social gatherings that offer attendees a
free cab to the hotel after the event to make
sure they arrive there safely, along with a
complimentary breakfast the following
morning
- package deal for those who want to
attend events monthly could earn perks
for paying for a package deal, such as a
free show for 2 people every 6 months with
a complimentary dinner and free night's
stay at a hotel of their choice close to the
museum.

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-team up with San Francisco Moscone Center for their packaged hotel deals for: couples,
shopping groups that take one to best shops, vacation deals of tourist attractions and other
recommendations of things to see/do, business individuals or corporations to make sure they
make it to their meetings on time and have evening plans accomodated for post-meeting
(recommendations for each market group caters to what type of experience they want to have
while in the SF Bay area) (http://www.intercontinentalsanfrancisco.com/things-to-
do/moscone-center.aspx).
-To cater to the 40-70 year olds, there could be a family package deal that after attending so many shows
they could have free tickets to a Giants game and to the local science center. Another option for older
couples without children could be a golf outing or a couple’s spa treatment and jazz concert.

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Key Enhancing Services:
Parking: Mission Street garage is in access and there is
meter parking until 6 p.m. Offering free parking in the
garage after 8 p.m. would make people feel relieved their
cars are easily available after the shows and that there is no extra
expense. If people decide to buy package deals where they
stay overnight in hotel, the museum can make sure that once customers have breakfast the next morning
that their car is chauffeured to the hotel so they can drive directly home after their meal.
-Can team up with BART Transportation to include in monthly show deals, transportation is available to
and from the city from 4 am.m-12:30 a.m. the following day.
-Parking and bike racks are also available. (http://www.bart.gov/stations/civc).
-School/internship credit + Online Virtual Tours and Access: The millennials within the graduate
school level would be attracted by all the cultural, educational shows and performances because they
could earn college credit for attending, internship fulfillment, or simply just be intrigued by the
connection they make with their majors.
-Online reservations that include specific reservation seating and virtual tours or youtube videos to
sneakpeak what the performances will be like would get more younger people to sign up and trust that
they are getting their money's worth. Their age group need to witness more visually and auditorily
before they pay for the performances since most shows an dart information can also be accessed online.
-Advertising the upcoming shows and big names who are performing, along with having an online store
for people to buy cd's of the music recorded live or dvd's of the show after it is performed, shirts,
memorabilia would earn more tourists' of this age group as well and be items that would make the music
recorded different from older versions of the shows.

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-Shows that are being performed would have modern twists or tributes to classical singers and the newer
shows that have been choreographed and never been seen will bring appeal for possible attendees to
want to purchase the dvd's or albums.
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Customer Role: to keep the MP+D a thriving, sustainable museum and exciting place for millennials,
graduate students, performing art professionals, and those between the ages of 40-70 to congregate.
-role is to provide feedback, to attend as many new events as possible/give them a chance to see what
consumers will enjoy
-become loyal customers, sponsors, donators to the cause
Delivery Method: seating will be available as well as room for dancing or congregating at parties,
shows will have guaranteed seating, reservations available both in museum and online to social events
-meals included in package deals, food and drink provided free of charge at social gatherings, open bar
(all catered by local restaurants).
Scheduling: reservations, city goers are main target so those that take public transportation from local
universities and theatres will be considered with scheduling of events in evening and post
accommodations at hotels will be accounted for
-schedules will be in pamphlets and updated regularly on MP+D website
Service Level: rewards, memberships deals, package deals for entertainment, food/drink, archives,
online store, etc.
-parking and transportation deals provided
-online website will provide directions, live videos of what shows/future performances will be like,
customer service with e-mail correspondence available, on-site employee to take calls regarding
reservations and plays
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Conclusions: Revenue can be earned by the customer loyalty and local universities and performing arts
programs who want to donate to the upcoming events and gatherings. The promotion of these new
shows and programs will bring in more international clients, students, theatre goers, couples, singles,

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and the elderly whom mostly have the monetary means of donating. Also, having young graduate
students who would earn internship credit can help with marketing tactics, improving the website and
online store so that more people can access it easily and find it aesthetically pleasing. Engineers or other
student could amplify the videos and sound settings of the website so that it becomes a more interactive
site for shoppers and those wanting to engage with future shows. Lastly just providing more parties for
singles, couples, and shows for the young generation will create a greater appeal and sell more tickets.
The package deals for hotel, escort, restaurant, shopping, business, etc. all offer something for those that
live outside of the San Francisco bay or those that want to enjoy the nightlife longer but do not want to
return home early. Smaller deals for those doing a single trip can still enjoy loyalty rewards without
having to buy a package or donate.
These new supplementary services will enhance and differentiate MP+D from other local museums
because each experience provided is different and unique. The allure and excitement from each new
show provided and theme will constantly be changing, making it differ from regular museums that
remain routine in their showcases. The themed shows of culture, music, dress, dance, etc. will vary
according to country and decade, giving those with direct heritage to these culture a strong association
and others the chance to learn and embrace new cultures. Other museums focus on one group of people
or country, limiting the amount of knowledge gained and narrows the ability to connect multicultures
and multiple facets of art. Also providing social gathering where people can show their own
appreciation for themed genres gives them opportunity to connect with others in different social settings.
Some future partnerships with other entertainment
providers are other local museums, restaurants,
transportation providers, and theatrical schools,
groups, or associations. The Museum of Performance
and Design’s major competitors such as the Center for the
Arts at Yerba Gardens, the Academy of Art’s students, the
California Historical Society, the Museum of the
African Diaspora, and the South of Market’s Folsom
Street Fair are possible collaborators for shows,
memorabilia, combined networking parties, etc.
Embracing what each society or association provides
would only strengthen the possibilities for ideas,
money to hold better events, and connect people
actively involved or those who wish to be a part of
the arts.

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