MSA BOARD OF DIRECTORS
colleen higginbotham, PRESIDENT
Colleen Higginbotham has more than 20 years’ experience in customer service managment and currently guides the visitor experience at the Chrysler Museum through supervision and training of frontline staff. After attending her first MSA conference as a museum professional who wanted to understand more about nonprofit retail, Colleen felt welcomed with open arms. Within the first day, she knew she had found something special. From an early age, Colleen was shown the importance of giving back. With parents who were business owners together, Colleen saw them both serve as leaders of their professional association. As an attendee to the conferences from a young age, Colleen was exposed to professional networking first hand and even in retirement her parents remain involved as mentors to others. Colleen believes in the value MSA provides and as a leader of her chapter, a committee member, and as Director at Large on the Board, Colleen feels honored to continue her service as First Vice President.Â
kate schureman, Past 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. She is responsible for visitor service, front of house earned revenue operations including the Museum Store, strategic planning, institutional evaluations, best practices, and human resources, as well as daily museum administration. Before serving as the COO, Kate served as the Project Manager for the $85 million Peoria Riverfront Museum, which opened in October 2012.
Kate also serves the museum field as the Immediate Past President of the Illinois Association of Museums, serves on the Museum Store Association Education Group and on the Museum Store Association Finance Committee, as an IMLS grant reviewer, and on the American Alliance of Museums Advocacy Committee. In addition to her museum duties, Kate helps out in her community by serving as the President of the Board of the Peoria High School Alumni Association, serves in Rotary, PEO and DAR, volunteering with Compassion International, and singing in the church choir.
Chacho Herman, FIRST VICE PRESIDENT
Chacho Herman, Director of Earned Income at the San Diego Museum of Art
Having started at SDMA in 1986 as a part-time, temporary employee I now oversee the Museum’s admissions, ticketing and restaurant services. In addition to being on MSA’s Board of Directors, I serve on the board of Balboa Park Online Collaborative, a non-profit dedicated to providing guidance and recommendations to museums, cultural organizations, and other nonprofits, that enables them to make economic and sustainable technology, digital, and strategic decisions. Until recently I served on an independent review board that reviewed medical studies that were proposed to be done on human subjects. The goal was to help ensure they were ethical and enforce their efficacy. I was, obviously, the layperson on that board.
I also love to create, paint, read, root my Padres on to victory (often times unsuccessfully), get lost in Baja, visit museums across the globe, go to concerts of all types, support my friends and family, and spend time with my wonderful wife and our dog, “BB”.
Julia Jordan, SECOND VICE PRESIDENT
Julia Jordan is the Retail Experience Manager for the Edelman Fossil Park & Museum in Mantua Township, NJ. Her degree in history and years of retail experience (including doing inventory of her Halloween candy as a child) made operating a museum store a natural fit, and she has worked in non-profit retail for over ten years. She has been a member of MSA for over a decade and has been involved in Chapter leadership, committee work, and the National Board. She is committed to advocating for museums with a niche focus and the value their stories bring to the museum store world.
Outside of work, Julia enjoys reading, board games, traveling, being outside, seeing live music, a love of all-things Philadelphia (our sports teams included), and dreaming of one day adopting all of the senior dogs.
sophie cosper, TREASURER
Sophie attributes her success as shop manager and buyer at the Birmingham Museum of Art to the network of professionals at MSA along with the education and resources it provides. Her institution has a long history of involvement in MSA and she firmly believes the development and continued growth of the MSA are vital to strengthening and protecting nonprofit retail.
As Membership committee chair, it has been Sophie’s mission to both grow the ranks of the MSA and increase member retention through awareness, engagement and value to its members. As an active member in the South Atlantic Chapter where she has served as President and as a national board member, Sophie would like to help strengthen Chapters by making it easier for members to engage at both the national and chapter level.
AMANDA SCHULTZ, SECRETARY
Amanda Schultz is the Retail Director for the Wisconsin Historical Society. She oversees retail operations and trainings, merchandising, and product development for the Society historic sites, museums, and online store. Prior to serving in her current role, Amanda was the store manager at the Wisconsin Historical Museum where her passion for museum retail began. She is thrilled to continue her work with the Society, helping to connect guests to Wisconsin history and to take a piece of it home. She is an advocate for local and independent retail and works to build representation of Wisconsin makers and artisans at the Historical Society. Amanda has a Bachelor of Arts degree from UW-Madison where she majored in Anthropology and International Studies and a minor in German. She has served on the Museum Store Association Midwest Chapter Board in numerous positions, including as President.
Dan Ayers-Price, DIRECTOR AT LARGE
Dan Ayers-Price, Director of Retail for the Key West Art & Historical Society
The Society currently operates four, soon to be five, separate museums, each with its own store. I have been in my position going on thirteen years after spending the previous twelve years as Inventory Controller for a large local department store with several additional years of retail prior to moving to the island. Thirteen years ago, being new to the world of non-profit retail, I quickly realized that it is so different from regular retail that I was regularly second guessing myself. I needed help and by sheer coincidence my Executive Director received an email from someone at MSA. Knowing that I was trying to remodel four stores and make them viable, he encouraged me to research and join MSA. It took me a while to get to a point where I could join up, but it turned out to be the best decision ever!
MSA has proven to be an integral tool to help me make the most of my stores and I am proud to be able to join each of you in being a part of this great group. It’s rare to find a professional organization that truly cares and shares the way I see all of us doing. Regardless of institution size or budget, everyone brings something with them that is a benefit to us all. I still find myself shocked when someone asks for my opinion on something as I am always more in awe of learning from you all that I sometimes forget that I may have a few things to offer myself.
My involvement in MSA has taken me from being an interested, but casual, member to a realization that I could help make a difference on both the Chapter and National levels. I have been able to attend each National Conference and each Chapter meeting since joining. I have served as Secretary, VP and President of the Florida Chapter. After being the President, I took on the role of Chapter Treasurer, a position that I still hold. I also currently serve on the MSA/FLA Scholarship Committee, Leadership Committee and act as the moderator for our monthly Chapter Treasurers roundtable meeting.
It’s an honor to be nominated and I look forward to many more years with MSA.
Kate Botelho Sibya, DIRECTOR AT LARGE
Kate Botelho Sibya is the Retail Operations Manager for The Preservation Society of Newport County-The Newport Mansions, overseeing six museum retail stores, an online store, and warehouse operations. With over 23 years of professional experience, including a decade of dedicated service to the Museum Store Association (MSA), Kate has shown versatility and dedication. She co-created and served as the inaugural co-chair of MSA NEXT and contributed to the MARCOM, EAG, DEAI, fundraising, and conference planning committees.
Kate credits her involvement with MSA for her professional growth and remains committed to board service, eager to continue giving back to an organization she deeply values.
beth shafer, DIRECTOR AT LARGE
With over a decade of experience at The Museum of Flight, I have had the privilege of shaping the museum’s retail and visitor experience. For seven years, I served as the Retail Operations Manager, training staff to understand the vital connection between our products, mission, collection, and the overall visitor journey. Over the last three years, as Manager of Retail and Admissions, I’ve extended my focus to creating a comprehensive Visitor Experience Team, one that prioritizes a sense of belonging and ensures all front-facing staff play an integral role in welcoming and educating our visitors.
I am deeply passionate about diversity, equity, inclusion, accessibility, and belonging (DEIAB), and have been actively involved in the museum’s DEIAB initiatives since 2019. I believe in the power of museums to create spaces where all people feel valued, and I strive to extend that feeling to both staff and visitors.
In addition to my work at The Museum of Flight, I have been an engaged member of the Museum Store Association (MSA) for 10 years. From attending my first chapter meeting and realizing how much I shared with others about the retail experience, to serving on the Pacific Northwest MSA (PNWMSA) Board since 2019, I have worked to foster a sense of community within MSA. As chapter president, I helped keep our chapter connected and supported. In recent years, I have been involved in planning events that emphasize inclusivity, welcoming new members, and institutions into our chapter.
As part of the MSA Forward 2024 auction committee, I helped raise awareness and funds for MSA’s initiatives, and I am excited to now run for Director at Large on the MSA National Board. My goal is to help members professional connections, support growth in nonprofit careers, and advocate for the critical role of retail in enriching the museum visitor experience. I believe that the museum store is not just a retail space but an essential part of the museum’s mission. I am committed to helping MSA continue to grow, connect, and advocate for the role that museum stores and staff play in enhancing the visitor experience.
STEPHANIE SMITH-GRAGG, DIRECTOR AT LARGE
Stephanie Smith-Gragg is the Museum Store Sales Manager at the Children’s Museum of Indianapolis. She has over 20 years of experience in the retail field, having worked in various roles. Stephanie has also volunteered on several committees within MSA, including serving as the Midwest Chapter President. Throughout her career, Stephanie has felt that her success and growth have been a result of the great support and guidance from fellow MSA members. She is dedicated to promoting DEAI (Diversity, Equity, Accessibility, and Inclusion) initiatives and creating a supportive environment for all museum store professionals. Outside of work, Stephanie enjoys gardening, needlepoint, and researching African American culinary history and traditions.
jennifer castracane, VENDOR MEMBER ADVISOR
Jennifer Castracane is a sales manager for The Unemployed Philosophers Guild. Originally from Texas but based now in Brooklyn, NY, Jennifer has always had a love for the arts After some time at The Philadelphia Museum of Art , she decided to pursue a master’s degree in New York in Modern and Contemporary Art and the Art Market at Christie’s Education. Finding a place like The Unemployed Philosophers where she can continue to use her education and love for the arts has the added benefit of belonging to a great organization such as MSA where she has been a member for the past 15 years. She and UPG strive to continue to support cultural institutions of all kinds by making smart and funny gifts across many genres.
Steve Santangelo, VENDOR MEMBER ADVISOR
Steve Santangelo is the Sales Director at Popcorn Custom Products and Museum Nerd. Born and raised in Hartford, Connecticut, he joined the Popcorn team in the fall of 2014 and played a key role in launching the Museum Nerd brand during the 2020 COVID shutdown.
With over fifteen years of sales experience and a decade at Popcorn, Steve has overseen thousands of custom projects for the museum store marketplace, always striving for excellence in every program he helps create for cultural institutions. A passionate advocate for The Museum Store Association (MSA), his first year at Popcorn also marked his first MSA event—fittingly held in Hartford, CT—where he had a defining moment, thinking, “I have found my people.”
Committed to strengthening the MSA community, Steve helped establish MSA NEXT in 2016, has served on multiple planning committees, and now proudly co-chairs the MSA Conference Committee in addition to his role on the MSA Board of Directors.
ELIZABETH PRICE, EXECUTIVE DIRECTOR
Elizabeth Price, MBA, CAE, has been working in association management since 2000, and has spent over 20 years in Executive Management. She earned an MBA in Marketing from the Anderson School of Management at the University of New Mexico (UNM – Go LOBOS!) after completing a Bachelor’s Degree in Fine Arts with a focus on photography and ceramics. She completed her Association Executive Certificate (CAE) in 2011.Â
In 2020, the Museum Store Association retained Elizabeth as their Executive Director where she quickly became versed in the world of nonprofit retail management. She has guided the association through its pandemic recovery, increasing their annual gross revenue over 75% and increasing membership 22%. She recently received the 2022 MSA Service Award recognizing these efforts. She has spoken both in the US and abroad on various nonprofit subjects, and is quoted for her innovative use of assets in the bestselling book Road to Relevance: 5 Strategies for Competitive Associations.
She has worked with associations from the ground up, building programs, developing leadership, reorganizing and managing the office and staff, and increasing and rejuvenating membership.
Serving on our Board of Directors!
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2023-2026 APPLIED STRATEGIC PLAN
Prepared by Leading Associations Jeff Arnold, MAM, CAE Robert D. Spangler, MPA, CSC
Based on board interviews and survey responses, clear themes emerged regarding the future direction of the organization. These themes led to the establishment of Key Strategic Focus Areas.