Board of Trustees

Oakland Museum Of California Board Of Trustees Meeting Minutes
Regular Meeting
March 24, 2005
Museum Restaurant
4:00 p.m.– 6:00 p.m.

ROLL CALL

Trustees

Matthew Cox, Christopher Curtis, Richard DeAtley, Virginia Furth, Lance Gyorfi, Melvin Harrison, Harold Jones, Jacqueline Kane, Daryl Lillie, John McDonald, Missy Nelson, Dennis Power, Marianne Robison, Margaret Russell, Katherine McKenney Shea, Mary Perry Smith, Brian Washington, and Penelope Wong

Trustees Excused:

William Chiasson, Anthony Harris, Judith McKee, Christopher McLain, Maria Ochoa, Phyllis Pfeiffer and Timothy Silva

Trustees Absent:

Laurence O’Neil

Staff Present:

Dorothy Hood, Linda Larkin, and Tom Steller

Volunteers Present:

Peter Barnett, Michael Coleman, Lois Corrin, Marilyn Couch, Ginny James, and Mary Reynolds, and Helen Tryon

Guest Present:

Linda Crittondon

1. CALL TO ORDER/INTRODUCTIONS – Lance Gyorfi
Chair Gyorfi called the meeting to order at 4:10 p.m.

2. APPROVAL OF MINUTES – Lance Gyorfi
After a quorum was established the minutes were approved as follows:
On a motion duly made and seconded (Smith/Kane), the following resolution was unanimously adopted:

RESOLVED, that the minutes of the February 24, 2005 Board of Trustees meeting is approved as mailed.

3. CHAIR’S REPORT – Lance Gyorfi
Chair Gyorfi reported that he and trustees Brian Washington and Dennis Power met with city administrators regarding the memorandum of understanding, which is moving on track. The Missions and Strategies Committee, co-chaired by trustees Jacqueline Kane and Lon O’Neil, has been working on revamping the museum’s vision and mission statements. A revised copy of the vision statement was distributed to trustees who were asked to review it and make suggestions.

Executive Director Power and staff have been working on the business plan development and will report on it shortly. Sheryl Wong has agreed to chair the Campaign Cabinet. The contract for the Capital Campaign consultant Lynne Heinrich of Marts & Lundy is being finalized and the contract is not to exceed $75,000. It has been determined that the main focus should now be on recruiting a new executive director. After the executive director’s position is filled a search will begin to fill the development director position.

The Nominating Committee requests that each member investigate three potential board members capable of significant financial gifts, using the established board criteria. As much information as possible should be collected for each potential member. This information should be passed on to either trustee Lillie or Gyorfi.

4. EXECUTIVE DIRECTOR’S REPORT – Dennis Power
Executive Director Power reviewed a report to trustees regarding the director’s and staff’s progress on meeting previously established expectations. The FY 04/05 gifts and grants goal is $1,893,443. Total operating support raised through January 31 is $1,251,608, or 66% of goal. All categories of gifts and grants are at or above goal. One exception is membership revenue which is at 51% of goal. However, the number of members is slightly above goal. Membership went from 8,500 households to 8,848 by the end of January due to a direct mail campaign in November. As reported earlier, overall attendance is below expectation. The deficiency is due almost entirely to the failure of the What’s Going On? exhibit to draw crowds as expected.

Planning for the redesign of the galleries is on schedule and exhibitor designer Gallagher and Associates will give a presentation at the Board of Trustees meeting in April. Trustees Power, Harrison, Curtis, and Collection’s Coordinator Deborah Cooper had successful weekly meetings with representatives of Vanir Construction Management and Michael Willis Architects who are working on plans for the CCRC at Lancaster Street. City Administrator Deborah Edgerly has agreed that the city will try to purchase the Lancaster Street building and the owners are willing to sell.

Chair Gyorfi said What’s Going On? was a great exhibit and the only disappointment was it did not meet the attendance objective. The Vietnam General Counsel has expressed an interest in taking the exhibit to Vietnam.

5. TREASURER’S REPORT – William Chiasson
In the absence of trustee Chiasson, Chair Gyorfi reported that the Foundation’s budget will be balanced at the end of the year.

6. NOMINATING COMMITTEE REPORT – Daryl Lillie
Trustee Lillie requested trustees to write a short biography and send to her. The biographies will be included in the revised Board of Trustees Manual.

The Nominating Committee has recommended that Sheryl Wong and Dale Block, both who have previously served on the board, be elected to the Board of Trustees. During her tenure as Chair of the Board of Trustees, Sheryl Wong spearheaded and was very active in the Measure G campaign. Ms. Wong is very involved in the community and serves on several boards.

On a motion duly made and seconded (Curtis/Furth), the following resolution was unanimously adopted:

RESOLVED, that Sheryl Wong is elected to the Oakland Museum of California Foundation Board of Trustees for a term ending as of the Annual Meeting October 2008.

During Dale Block’s tenure on the Board of Trustees she was Special Events Chair and co-chaired three Golden Galas. Ms. Block serves on several boards and is presently the Program Director on the East Bay Auxiliary of the Fine Arts Museum Board.

On a motion duly made and seconded (Russell/Harrison), the following resolution was unanimously adopted:

RESOLVED, that Dale Block is elected to the Oakland Museum of California Foundation Board of Trustees for a term ending as of the Annual Meeting October 2008.

Ms. Lillie said the contract with the Hyatt Hotel in Monterey has been signed regarding arrangements for the Board Conference in October 2005.

7. WOMEN’S BOARD REPORT – Mary Perry Smith
Trustee Smith thanked Chair Gyorfi for his attendance at the White Elephant Sale celebration. The White Elephant Sale grossed $1,207,010.22, an all time record. There were six departments whose totals were over $100,000.

On a motion duly made and seconded (Firth/Harrison), the following resolution was unanimously adopted:

RESOLVED, that the Oakland Museum of California Foundation congratulates and commends the Oakland Museum Women’s Board for its record-breaking year and its continuing efforts, unmatched by any other nonprofit entity, in furthering the educational work of the museum in this region and beyond.

8. RENOVATIONS LIAISON’S COMMENTS
Trustee Furth has attended several meetings with the history department staff and Gallagher Associates. She was very impressed with the scholarship of staff regarding the best use of space and how the public will be engaged. The history staff will go to Washington, DC to visit museums with a list of things to look at as suggested by Gallagher Associates. Trustee Nelson said the art staff was also doing a great job. There was a tour of the art gallery and attendees gave input as to the placement of the walls in the gallery. Trustee Shea said staff is working very diligently and are very engaged in the process.

9. HARVARD BUSINESS SCHOOL COMMUNITY PARTNERS PRESENTATION
Michael Marubio of the Harvard Business School Community Partners introduced the other members of the team: Andrew Farquharson, Lee Lambert, Ilene Steiner, Edward Waingortin, and Elsa Zisook. The team’s mission was to assess the museum’s brand and what could be done to increase awareness and attendance. The team interviewed museum staff, trustees, and journalists.

The interviews revealed that there is a remarkable consensus among the trustees, and there is passion about the museum for its quality and its potential benefit to the community. Trustees agree that the top priority is fundraising and the perceived impact of the remodeling is generally positive but the objectives among trustees are not quite clear. The museum visitor’s responses to the remodeling were very good and it is believed the remodeling will enhance the museum experience. The survey revealed that, among other things, lack of awareness of the museum and lack of compelling content impeded attendance.

Five Bay Area arts and cultural editors/museum reporters were surveyed and all five had visited the museum and were aware of particular exhibits. One of five knew the museum was about California; three of five believed the museum was about Oakland and Oakland’s history; and none of the five knew that the Oakland Museum was one of the largest museums in the Bay Area.

A good brand message is simple and clear; it differentiates the organization in the marketplace; it is true and relevant; and is consistent with the organization’s core values. With this in mind, it was recommended that the museum be renamed The California Museum. This name is active and says what it does, and does what it says. By adding a tag line, The California Museum – Art, History, Nature, provides additional information. Running a branding campaign is a continuous process. The brand must be clearly communicated; set simple branding standards; rigorously enforce brand standards; and guide and set expectations for staff.

A discussion followed regarding renaming the museum. A Community Partners team member said, as a general rule, changing a name of an institution is an expensive endeavor and suggested it be phased in gradually. Trustee Wong said trustees and staff have to be very clear as to what the brand is. It is about getting to the core of what the museum is and the need to focus on it, and the arts and cultural editors need to know right away what the museum is.

In the absence of trustee Anthony Harris, trustee Mary Perry Smith said team members of the Harvard Business School Community Partners gave a presentation on the branding of the museum before the Audience Development Committee. The Audience Development Committee recommends the Board of Trustees pass a resolution adopting the recommendations of the Community Partners.

On a motion duly made and seconded (Smith/Curtis), the following resolution was unanimously adopted:

RESOLVED, that the Oakland Museum of California Foundation Board of Trustees adopt with thanks the recommendations in the “Branding Report” made by the Harvard Business School Community Partners; and that the Board of Trustees will adopt a set of actions that will bring these recommendations fruition.

Chair Gyorfi thanked the team members of the Harvard Business School Community Partners for their presentation.

10. ADJOURNMENT – Lance Gyorfi
There being no further business Chair Gyorfi adjourned the meeting at 6:05 p.m.

Brian Washington
Secretary