Question: How does a museum in Edmonton lure a big Beatles show to town? Answer: By thinking like business.

Last fall, the Provincial Museum of Alberta obtained the approval of former Beatle, Sir Paul McCartney, to present the photographic exhibition of his late wife Linda – but it wasn’t easy.

“They told me the tour was over, I made the case to bring it to Canada . . . the first museum presentation – previously the tour was limited to art galleries,” said Tim Willis, the museum’s assistant director of exhibitions and communications.

With experience from more than 150 exhibits over the last decade, the museum staff knew that to pull off another huge event they’d have to put their business toques on, while being careful not to be perceived as “selling out” or commercializing.

Greg Gazin, Business Edge
Beatles tribute band Rubber Soul re-enacts history with media.

“You run the danger of positioning yourself as a venue for blockbusters rather than what you’re (traditionally) about,” said Bruce Bolton, assistant director of marketing and visitor services.

Bolton made it clear that major shows like this aren’t funded by the taxpayers. The museum has to pay the bills and can’t just go out and ask for a half-million dollars if there is a deficit.

The solution?

“Create business relationships rather than philanthropic ones,” said Willis.

They built partnerships with businesses and ensured that all sponsors and advertisers had value.

Rather than just hanging the photos on the wall, the museum organized a series of events in Edmonton with a 1960s theme. “We want to get under the skin of the people,” said Willis.

Those events include ‘The BEATLES! Backstage and Behind the Scenes’ — 71 never-before-seen photos found in the CBS photo archive from 1964 — and Spirit of a Generation, an exhibit featuring the work of renowned ‘guerrilla photographer’ Elliot Landy. His subjects include Bob Dylan, The Band and Woodstock.

The plan was a hit with local businesses. What started off as a small tabloid to promote the events, ended up as a 28-page spread.

Everyone wanted in. Hotels and restaurants felt they could sell packages. WestJet airlines felt it could sell more seats.

Businesses believed they could offer perks to their clients, adding value to their existing products and services. The local media got on board, and word began to spread beyond Edmonton.

“When these types of events hit, it improves the perception of Edmonton – especially cultural events that add dimension,” said Ken Fiske, vice-president of tourism and events for Economic Development Edmonton.

“It also increases the length of (visitor’s) stay.”

Added Bolton: “Advertisers win, we win help to promote 40 events . . . backed by business, put together by business. Everybody won.”

Asked about the economic spinoffs from the related events, Willis pointed to the staff and volunteers.

“Internally, we have built the capability to take on huge projects . . . It builds character.”

The exhibit will also create additional jobs for contractors, designers and technicians and interpreters. Many areas, including admissions and the gift shop will see their staff double.

But apart from making good business sense, there’s lots of fun and learning to be had and you don’t have to travel far.

More than 10,000 sq. ft. will be transported back over four decades, before the computer revolution.

Experience Trendy Tuesdays or Psychedelic Saturdays. Play Twister and Kerplunk or make your own beaded friendship bracelet.

You could also take in lectures, poetry reading, a photography workshop and, for the kids, maybe a museum camp.

Web Watch:
www.pma.edmonton.ab.ca