Campaign Readiness Study Mini Case Summary
The Minnesota Marine Art Museum (MMAM) in Winona, Minnesota, is planning a groundbreaking transformation and upgrade to its stunning seven-acre riverside campus to provide a set of new visitor experiences that provide improved and deeper connections to the river and the organization’s mission - providing meaningful art experiences that explore our relationship to water.
This innovative expansion of internal and external elements will ensure the museum is a thriving arts and cultural organization serving our next generation of visitors. It will set MMAM apart as a regional point of interest and a nationally recognized arts experience with a vision to grow to 90,000 visitors by 2034. With an eye toward building on the legacy of Minnesota's only ‘marine art’ museum operating from Winona in Southeast Minnesota, located directly on the Upper Mississippi River, and aligned with the momentum of the City of Winona’s master plan and cultural corridor, this campaign will allow MMAM to create new revenue streams, drive new audiences and deepen existing ones, all the while shoring up an efficient and cost-effective operational model for a museum that’s enjoyed and accessible by all.
The Minnesota Marine Art Museum is a 501(c)(3) non-profit organization that opened in 2006 with a plan to create a center for arts and culture that explores our historic and ongoing relationships with water. Since that time, the organization has not only been asking what marine art is but boldly pushing the boundaries of what marine art can be. The museum has grown from three staff to a team of 20 professionals serving more than 35,000 visitors and program participants annually. It expresses its mission through groundbreaking exhibitions, community programs, dynamic educational programs, and a must-see experience for anyone visiting the region. MMAM offers six state-of-the-art galleries, an educational and events space, and a destination retail space. Over two decades, the organization has outgrown its facilities as it adapts to provide engaging experiences for each generation of users. It is in a stable, growth-oriented position to attract new visitors, funders, and patrons locally, regionally, and nationally.
The Board of Directors is embarking on a campaign readiness study for a $6.7M expansion campaign to create an integrated and immersive museum visitor experience unlike no other. With our unique vantage point operating directly on the Upper Mississippi River - just outside a micropolitan community like Winona, Minnesota, and just two hours downriver from the Minneapolis / St. Paul metro region - this campaign aims to engage more visitors with the river, build on its identity as an institution committed to presenting great art inspired by water, and provide more access to the natural elements across it’s sprawling seven-acre riverside site.
The proposed campaign goals include creating the following:
Atrium, Education & Welcome Center Remodel and Update: Reimagine the Atrium, Education, and Welcome Center spaces including an updated visitor services desk, purpose-built retail area, and cafe, as well as an expanded 2,000 sq ft staff workspace which will foster innovation, creativity, and connection to improve the patron experience.
Art Acquisition Fund: To establish a significant endowment fund that allows the museum to draw interest annually, supporting a long-term effort to acquire and present visionary works of art - both historic and contemporary - and work in collaboration with some of the most renowned museum collections and art collectors in the world.
Makerspace Gallery and Watercraft Open Studio: Redesign the existing 2,000 sq ft riverside gallery into a purpose-built maker space – a combined gallery and educational space where students, instructors and cultural bearers alike travel from around the country and the world for hands-on studio arts education. A space where paddles, oars, and boats are shaped. A river willow basket class takes place. A plein air painting class or writers retreat is taught. A space visitors can learn more about the ways art and craft practices are shaped by water.
Outdoor Hub, Nature Play Space, and Campus-Wide Art Walk: A four-season outdoor community classroom and nature play space that doubles as a .75-mile-long boardwalk trailhead, allowing visitors of all ages and abilities to enjoy MMAM’s riverine campus and the unique natural areas, sweeping vistas, and engaging outdoor art sculptures.
Boat Dock and Water Access Experience: A compact riverside boathouse, dock, and livery that rises and falls with the river, allowing visitors access to the water for educational and recreational opportunities. A space to pull up a boat or take one out, creating a new way to experience MMAM’s riverside campus.
Stilted Studios &Water Immersion Experience: A suite of studio houses overlooking the river, designed to reflect the maritime culture and histories of the region, used to house resident artists and overnight visitors alike. These purpose-built spaces, each 480-500 square feet, will provide a space to reflect, restore, and renew, including a memorable sauna and soaking water immersion experience.
Winona-founded Crescendo Fundraising Professionals, LLC has been retained to conduct the Campaign Readiness Study to identify philanthropic interest, potential lead and major gifts, fundraising opportunities and challenges, and the area’s financial environment. The firm has completed 45 successful capital campaigns and has provided fundraising support for more than 80 organizations and municipalities in the upper Midwest since 2002.
The Board is seeking community input on the facilities plan. Confidential interviews and focus groups will be held at MMAM on February 3rd and 10th. Online surveys and virtual interviews will also be conducted to secure feedback. No formal solicitation will take place during the study. For more information, contact Scott, Executive Director of MMAM, at spollock@mmam.org.
