Is your new museum building or renovation going to include a shop, restaurant/café or private events space? Below we share JGL’s top tips for developing successful and functional spaces.

Enhancing Visitor Experience and Revenue Streams

Museums have long been seen as bastions of culture, education, and history. As they evolve with the changing times, many museums are expanding or building new facilities that include additional amenities such as shops, restaurants, and private event spaces. These spaces enhance the visitor experience and provide earned income streams that can support the museum’s mission. However, careful planning and consideration are essential to seamlessly integrate these additions into the museum’s overall structure and philosophy. Here are key factors to remember when planning these spaces.

Shop Considerations

Below is a quick summary of high-level concepts to consider when planning a shop.

• The best location is near the entrance/exit.
• If the shop intends to cater to outside customers, be sure to add a dedicated direct street entrance.
• Requiring all guests to leave through the shop is a proven strategy to increase sales.
• Modular displays will allow for future flexibility.
• Lighting must be considered; ambient, accent, decorative, and task lighting all play a part.
• Engage a professional when laying out the store; flow and the location of the cash wrap are critical.
• Lay out the store with the assumption that 90% of the visitors will turn right upon entry.
• Square footage should be determined based on anticipated museum attendance, existing store sales history and sales per square foot, and institutional goals.
• Don’t forget to consider storage, office space, and load-in paths.

Designing the Museum Restaurant/Café

The difference between a museum restaurant and a museum café primarily lies in their ambiance, layout, and menu offerings.

A museum restaurant typically offers a sit-down, table-service dining experience. It often features a well-thought-out menu that may include themed dishes related to the museum’s exhibitions, local and seasonal ingredients, and various dietary options. The restaurant’s design usually complements the museum’s architecture and overall aesthetic, providing visitors with a cohesive and immersive experience.

On the other hand, a museum café offers a more casual and relaxed atmosphere. It is designed for visitors to quickly grab a snack or a light meal, such as sandwiches, pastries, and beverages. The layout of the cafe is usually more open and informal, with seating arrangements that encourage quick stops and short breaks. Cafés are often more accessible (price-wise) and may have a more straightforward menu compared to restaurants.

Restaurant/Café Planning Considerations

Here is a summary of high-level concepts to consider when planning for a restaurant or café:

• Attendance: Attendance levels are a prime marker that can help dictate whether an institution can sustain a full-service restaurant or an amenity café or multiple types of outlets.
• Operating Model: Understand whether the same operator will handle visitor dining and all catering; there are meaningful design implications.
• Location: A location visible from the main entrance (ideally on the right upon entry) is optimal.
• On-site cooking: Determine how much space can be allocated for the kitchen, prep, and storage areas. A full restaurant will need full cooking capabilities and ventilation systems. A café may be able to operate with off-site commissary support. This presence or lack of a kitchen relates back to the operating model.
• Access: If a restaurant wants to attract outside (non-museum) business, it should have a dedicated entrance from the street.
• Restrooms: Dedicated restrooms are required if the restaurant is trying to attract destination diners.
• Free Zone: Location in a free zone will encourage outside customers to patronize these amenities without paying for museum admission.
• Market Alignment: Make sure there are potential operators interested in running the food service facilities on the museum’s preferred financial model.
• Accessibility: Ensure that the restaurant and/or cafe are accessible to all visitors, including those with mobility issues.

Creating a Private Event Space

Private event spaces can be a significant source of revenue for museums, hosting everything from corporate events to weddings. When designing these spaces, consider flexibility and functionality the most important functions. Here are some additional concepts to consider:

• Multi-Use Design: Design the space to be versatile and easily adaptable for different types of events. Movable walls, adjustable lighting, and modular furniture can help achieve this.
• Staging and storage space: It is critical to have staging space for rental equipment close to event spaces, out of visitor view, and accessible to and from the loading dock. Storage space for institution-owned furniture is also important.
• Pre-function space: Many events require a separate space for cocktails followed by a seated dinner. Consider your institution and the likely types of events when planning.
• Culinary support space: Caterers need little other than running water, power, and ample space to create an off-premise kitchen. A full kitchen to support catering provides options for exploring partnership models with operators. Note that this ties back to the operating model discussed above.
• Transport: Ensure there are back-of-house routes for transporting food and supplies through the institution to all event spaces.
• Outdoor space: Outdoor space is always a benefit but be sure to have rain plan space. Additionally, planning for support space with running water and power in the outdoor spaces is important.
• Technical Capabilities: Ensure the space is equipped with modern audiovisual technology, Wi-Fi, and other amenities needed for events.

Being aware of these planning considerations (and thinking from an operational viewpoint) is critical to the functional success of revenue-generating spaces such as the museum store, museum café, and event rental space. Looking for more tips? Contact JGL for a complimentary consultation.