As 2024 draws to a close, the Museum Store Association (MSA) looks back on a year marked by service, innovation, and a deepened commitment to enriching the visitor experience. From navigating the shifts in retail and cultural landscapes to embracing new digital tools and sustainability practices, museum stores continually prove to be more than just retail spaces—they are dynamic hubs for creativity, education, and connection. This year, the MSA community has adapted to new challenges and set bold standards for what museum retail can achieve in the years to come.
In this retrospective, I want to take a moment to celebrate the milestones, reflect on the events that shaped 2024, and look ahead to the opportunities that await as museum stores continue to evolve in an ever-changing world.
Thanks to our amazing staff, my fellow board members and committee members, our wonderful institutional and vendor members, and our sponsors and supporters, MSA continues on a path of financial stability and has a solid plan for the future. In addition to being the Board President, I am honored to serve with the most outstanding members of any Finance Committee in the country. They are all dedicated to stewarding our funds wisely to fulfill our strategic plans for mission-centered growth. While we are a relatively small organization, we continue to have a big impact!
This past year, we continued to cultivate relationships, both in the states and internationally, with strategic partners like ANDMORE, the Fair Trade Federation (FTF), the Association of Science and Technology Centers (ASTC), the Association of Cultural Enterprises (ACE), Maison & Objet, Museum Connections Paris, Ambiente Frankfurt, and Showcase Ireland. For our third year, we hosted the MSA Forward Conference & Expo in conjunction with the American Alliance of Museums (AAM). This year’s co-conference in Baltimore, MD, exceeded our expectations. Plans are underway for MSA Forward 2025, once again in conjunction with AAM, and scheduled for May 5-9 in Los Angeles, CA.
Some of our other 2024 milestones and accomplishments included:
MARKETS & GIFT SHOWS – Fun and amazing networking opportunities at gift markets in Las Vegas, New York, and Atlanta. The staff and Board of Directors continue to work on building even more opportunities to meet up and socialize with fellow MSA members (institutions and vendors) at other gift markets and conferences throughout the world. In addition to those listed, we are planning a networking opportunity for the Dallas Market Center next month to kick off the new year of gift shows and markets.
MSA FORWARD 2024 – Baltimore served as our wonderful host city for this year’s MSA Forward Conference & Expo. We welcomed new members, explored a variety of new merchandise, caught up with old friends, made new friends, and celebrated a phenomenal array of vendors and institutional members for their unique and creative products, events, and programs. Along with a great program of speakers and educational sessions, we also had the chance to have fun playing games at the American Visionary Art Museum, and some of our colleagues took the opportunity to pilot a purple dragon in Baltimore’s Inner Harbor. Last year, a giant blue bear; this year, a giant purple dragon…who knows what we will discover in Los Angeles!
EDUCATIONAL OFFERINGS – The Education Committee works hard to plan and present numerous educational opportunities for our members. This year was no different and included a fantastic webinar series presented by Anne Cecil. Anne also presented our annual Boot Camp at MSA Forward, which is always a great starter session for those new to museum retail and a great refresher for those who have been “in the biz” for some time. The other sessions at the conference were filled with great presenters and great questions from our members. Please check the website for the numerous educational offerings, including listing upcoming webinars, recorded webinars, and the MSA Resource Library.
MSA CHAPTERS – The MSA staff, Board of Directors, and Chapter Officers have worked tirelessly over the past 12 months to facilitate Chapter programming and networking that helps support all of our members. Many successful Chapter Fall Meetings took place, and ongoing Chapter opportunities continue throughout the year. Serving as a Chapter Officer is an outstanding way not only to help support MSA but is a wonderful way to develop and enhance your leadership and team-building skills. Serving in any MSA leadership position, whether at the Local level, Chapter level, or National level, is a perfect form of professional development.
MUSEUM STORE SUNDAY – Our signature annual advocacy event, the Sunday following Thanksgiving, incorporated new energy this year thanks to a grant from the Roxanne Quimby Foundation. A portion of this funding was just in time for our Museum Store Sunday Committee to expand the 2024 influencer campaign and include Taylor Tomlinson – an American comedian and writer with a current late night show After Midnight streaming on Paramount and a significant following on social media. Our PR partner The Postcard Agency was able to quickly pivot and secure promotion content with Taylor and the Rock & Roll Hall of Fame to use on social media channels and on the Museum Store Sunday website. What started this year and will extend through 2026, MSA will continue to work with professional agencies and the foundation to develop and sustain a national Museum Store Sunday marketing and PR campaign to amplify the value and importance of shopping at museum stores on Museum Store Sunday and every day throughout the year. With positive feedback and impressive statistics from museum stores nationwide and abroad, we look forward to starting the planning for Museum Store Sunday 2025 very soon.
I could go on and on as these are just some of the highlights, but the most important aspect we have accomplished this year is YOU! I want to extend my heartfelt thanks again to the staff, each and every MSA member and all volunteers that spend countless hours to help our association thrive. Your dedication, passion, and collaborative spirit have made this year’s successes possible and truly impactful. I am excited to continue this journey together, strengthening the museum store community and fostering new opportunities for innovation and support in the year ahead.
Thank you for your commitment, your creativity, and your unwavering support. Here’s to another year of success, learning, and inspiration!
KATE SCHUREMAN, PRESIDENT
Kate Schureman has been with the Peoria Riverfront Museum, and its predecessor Lakeview Museum or Arts and Sciences, for 20+ years and currently serves as the museum’s Chief Operating Officer and VP of Administration.