Assignment #1: Mayor’s Office Project

Enter your name, the date, and for each question or statement, enter your response in the space provided below each one.

Your name: Sabrina McGlothlin Juhl Date: September 15, 2016

1. Name and location of institution – Answer below
Experience Music Project (EMP) Museum
325 5th Avenue N
Seattle, WA 98109
2. What is the purpose and role of the institution in its environment? – Answer below
EMP is a nonprofit museum of pop-culture. It began as a rock ‘n’ roll museum when it opened in 2000 but soon evolved to
include more than just music. EMP defines itself as a “gateway museum” hoping to be a place for different generations to
come and experience music and culture through its interactive exhibits, continually changing collections, and educational
programs.
3. What are some principles or values the institution upholds? – Answer below
EMP is dedicated to encouraging the development of the arts in the local area with educational programs such as
Kindermusik, a music program supporting early childhood development, and Write Out Of This World, a short story
contest for fantasy and science fiction writers from elementary to high school.
EMP wants everyone to be included in the development of the arts in Seattle by holding programs for children from low-
income families to keep them of the streets, inspire them to overcome their challenges, and be creative. One of these
programs is the hip-hop artist residency program with Ben Haggerty of Macklemore & Ryan Lewis and Thig Nat of The
Physics that provides free educational opportunities for underserved and at-risk teens in the Seattle area.
EMP wants to provide an experience for multiple generations bringing in exhibits such as Rebel, Jedi, Princess, Queen: Star
Wars which showed costumes and props from all six movies and the more recent Star Trek: Exploring New Worlds. At
many of these exhibits, those involved in production and design of the TV shows and films are brought in for special
events so the audience can connect with the artists behind the pop culture phenomena.
4. Describe the user base (number of annual users, demographic description, types of affiliation (members, card holders,
etc.). – Answer below
EMP had 743,533 visitors in 2015, 192,796 of which were students and youth. 150 families attended EMP’s Homeschool
Days for students to participate in special hands-on events. EMP’s Community Access Program provided 34,031 free
tickets to those who may not attend due to socioeconomic status as well as those with physical and other disabilities.
23,936 students from over 200 classrooms participated in artist-led museum field studies as part of EMP’s Curriculum
Connections Outreach program.
(EMP does not provide further demographic descriptions or information on how many visitors are current museum
members.)
5. Describe the sources of funding for the institution. – Answer below
76% of the total revenue is earned through ticket sales, gift shop sales, and restaurant sales. 22% is from contributions
from individuals, corporations, grants/sponsorships, and memberships. The remaining 2% is from various other sources.
6. Describe or draw the organization structure of the institution. – Answer below
EMP is run by CEO and Director, Patty Isacson Sabee, and the board of directors. The Chair and President of the board are
co-founders of EMP and many of the other board members hold important positions in other businesses such as Google,
J.P. Morgan Private Bank, and Concord Bicycle Music. One recent member is author of the New York Times bestselling Red
Rising trilogy.
7. Identify 3 issues or trends affecting your institution’s operations. – Answer below
Issue 1 Lack of online ticket sales and membership sales.
Issue 2 Popculture and science fiction is seen as culturally inferior to art museums and other traditional museums.

Issue 3 Lack of interest in science fiction exhibits from nonscience fiction fans.

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8. What will the institution need to consider in order to address these trends and issues? – Answer below
The three issues affecting EMP can all be seen as a need for EMP to prove its value. EMP must market itself towards non-
science fiction fans who may not understand the cultural significance of Star Wars and Battlestar Galactica. EMP must also
show that it has a role in the community as a museum and can compete with the more traditional museums as an
institution of cultural value.
9. What will happen if they are not addressed? – Answer below
If these issues are not addressed, the EMP may be better off focusing more on its music and arts community outreach
programs and discontinue the museum aspect of the institution. The name, Experience Music Project, does not
encompass all that it offers. With the science fiction and other pop-culture exhibits, EMP may be stretching itself too thin
trying to promote collections and events that are beyond what the name implies.

10. Are those trends likely to affect other information institutions that are geographically located nearby? (Note
similarities and differences, potential competition/collaboration between your institution and other information
institutions in the community.) – Answer below
EMP is very unique in its collection and it currently trying to prove itself to be of the same caliber as the other museums in
the area. These issues are very individualistic in the wide scope of the Seattle area’s information institutions. EMP is best
known for its programs in music, film, art, and literature. Though it does partner with the Smithsonian and the Seattle
Science Center for some events, many of the institutions EMP partners with are involved in art outreach. EMP needs to
either put more effort towards marketing its museum qualities or focus all its energy on the development of the arts in
Seattle.
11. How are these 3 issues or trends affected by the values and ethics of this institution? – Answer below
In their mission statement, one of the EMP’s goals is to “reach multigenerational audiences.” Their outreach and
educational programs are primarily for high school students and younger. The science fiction and rock ‘n’ roll collections
are EMP’s attempt to reach across generations with exhibits of pop-culture phenomena that is still present today such as
Jimi Hendrix, Nirvana, Star Wars, and Star Trek. EMP’s goals are very large for an institution with such a unique scope,
which may have led to the creation of these issues.
12. Given these 3 trends or issues, what expertise and skills or competencies do employees in the institution need to
address these trends while fulfilling the institution’s mission? – Answer below

To address the issue of low online ticket sales, EMP has already begun partnering with Capacity Interactive to better
promote exhibits, membership benefits, and early ticket sales. To address the feeling of cultural inferiority, EMP presents
many of its objects in ways similar to traditional museums in terms of set up and accompanying descriptions. To better
involve those who are not science fiction fans, adding context to the exhibits to create a learning environment through
workshops or guided tours will help others feel more included. Continuing to partner with other businesses and museums
will help EMP continue to grow. As an institution that values education and diversity, it is clearly that EMP understands
how important partnerships are and they have begun to overcome these challenges.

13. Recommendation? Yes or No – Answer below

EMP should be on the Outstanding Institutions list because of their extremely successful community outreach programs
and uniqueness. It is aware of changing technologies and incorporates them into many of their exhibits while also being
inclusive of many generations, socioeconomic classes, and cultures. EMP is a one of a kind museum in one of the most
artistic cities in the Pacific Northwest and is a major supporter of the arts in Seattle. EMP should be rewarded for its years
of community service.

URL of the presentation –Paste the URL below

https://video.kent.edu/media/Experience+Music+Project-Juhl/0_cre3jf1y

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Space for script – Answer below
Slide 1 0:00-0:12
The co-founder of Microsoft, Paul Allen, and his sister, Jody Allen, founded the Experience Music Project Museum in 2000.
It started out as a museum of rock ‘n’ roll, but quickly evolved beyond that.
Slide 2 0:12-0:30
EMP is now a nonprofit museum of pop culture and defines itself as a “gateway” museum hoping to connect multiple
generations. It is home to many interactive exhibits, continually changing collections, and many educational programs
connecting young artists to professionals in the Seattle area.
Slide 3 0:30-0:59
EMP’s mission statement includes the goal to “reach multi-generational audiences.” Their recent science fiction exhibits of
Star Wars and Star Trek have brought in fans of the films and TV shows, old and new. EMP’s guitar gallery has world
famous guitars from many musicians who remain household names today such as Eddie Van Halen and Kurt Cobain.
Collections like these connect fans from different generations which is needed in a world when so many people see only
the differences between the young and old and not the similarities in our love of film and music.
Slide 4 0:59-1:44
EMP highly values the education of Seattle’s youth and connecting our local artists to aspiring artists. The Hip-Hop Artist in
Residency program is a free educational experience with local artists like Macklemore for teens from low-income families
who want to pursue a career in hip-hop.
Write Out of This World is a short story contest for science fiction and fantasy writers from elementary to high school.
Winners have the opportunity to attend workshops on writing and editing as well as vocal coaching for their presentation
at an awards ceremony.
Kindermusik is an international music program for parents and their children up to kindergarten age that has partnered
with EMP to provide classes at the museum.
Homeschool Days are for students age 6-14 to come with a parent for a themed workshop and guided tour of exhibits.
Slide 5 1:44-2:21
EMP celebrated Black History Month with an exhibit for Seattle’s own Jimi Hendrix and performances by local African
American artists.
EMP recognizes that Seattle is home to many different people and has partnered with Access Partners to create their
Community Access Program to help welcome those from low-income families, those living with disabilities, or other
barriers that prevent them from visiting the museum.
Students Training in Artistic Reach have the opportunity to have a two hour workshop with local artists and to perform at
the EMP. This is open to school and community youth ensembles from any genre of music, not just hop-hop and rock ‘n’
roll.
Slide 6 2:21-3:07
EMP had 743,533 visitors in 2015, over a quarter of whom were students and youth. 150 families participated in
Homeschool Days and 34,031 free tickets were given out as part of the Community Access Program. EMP’s Curriculum
Connections Outreach program for local schools provided workshops in over 200 classrooms and 23,936 students
participated in artist-led museum field studies as part of the program.
All of this and more is possible because of earned income from tickets, gift shop, and restaurant sales which makes up
76% of EMP’s total revenue; contributions from individuals, corporations, grants/sponsorships, and memberships making
up 22% of EMP’s total revenue; and 2% from other various sources.
Slide 7 3:07-3:35
EMP is run by CEO and Director, Patty Isacson Sabee, and the Board of Directors. EMP’s board includes artists, educators,
and businessmen. The Chair and President of the board are EMP’s co-founders Paul and Jody Allen. Many of the other
board members hold important positions in major businesses in Seattle and across the U.S. such as Microsoft, Google, J.P.
Morgan Private Bank, and Concord Bicycle Music. A recent member, Pierce Brown, is the author of the science fiction
trilogy, Red Rising.
Slide 8 3:35-4:32
EMP has had a history of low online ticket sales and membership sales. A recent partnership with Capacity Interactive:
Digital Marketing Consultation for the Arts has led to better online marketing campaigns and membership sales have
increased due to early ticket purchasing for new exhibits available only with membership. In an increasingly online world,
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EMP will have to continue to be creative in their online presence.
EMP can be seen as culturally inferior to other traditional museums. Art museums especially are seen as places of high
culture and a pop-culture/sci-fi museum is not usually given the respect it deserves. The best way EMP is combating this
stigma is by being involved in the community and proving its worth in the development of the arts through its youth
programs.
EMP’s Science Fiction and Fantasy Hall of Fame usually tailors only towards those who are already fans of the genre. More
marketing partnerships and adding more context to these exhibits with workshops and guided tours for new fans will help
add a better feeling of inclusivity.
Slide 9 4:32-4:56
Should EMP be on the list of Outstanding Institutions? Yes.
EMP is a one of a kind museum in one of the most artistic cities in the Pacific Northwest and is a major supporter of the
arts in the local area. EMP is aware of changing technologies and incorporates them into many of their exhibits while also
being inclusive of many generations, socioeconomic classes, and cultures. EMP should be rewarded for its years of
community service.

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