Download - Marketing 494 Final Project (1)
Mob Museum 1
Elia Canales & Alberto Velarde
Marketing 494 Experimental Marketing
John “Jack: Schibrowsky
Mob Museum 2
TABLE OF CONTENTS
Executive Summary …………………………………………………………………….........................................3
Customer Analysis ……………………………………………………………………………………………………….4
Industry Analysis………………………………………………………………………………………………….........5
Competitor Analysis…….…………………………………………………………………………..……………........7
Museum Issues……………………………………………………………………………...……………………….……9
Understanding Core Experience………………………………………………………………………………...10
Summary of recommendation………………………………………………………...…………………………13
Memories…………………..……………………………………………………………………………………………....15
Physical Surrounding…………………………………………………………………………………………………16
Modifications to Current Employees……………………….…………………………………………………17
New Exhibits……………………………………………………………………………………………………………...19
Modification to Current Exhibits………………………………………………………………………….……21
Modification of Videos……………………………………………………………………………………….………29
Marketing Strategy…………………………………………………………………………………………...……….37
Summary…………………………………………………………………………………………………………………....39
Works Cited……………………………………………………………………………………………………………….40
Appendix……………………………………………………………………………………………………………………41
Catalog……………………………………………………………………………………………………………………….42
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Executive Summary
The mob museum is an established credible museum that offers guest the core experience of education,
interaction, and engagement, the museum provides guest with knowledge of organized crime and police
enforcement. The museum also provides demonstration of how each have evolved over the years and it
keeps artifacts balanced and authentic. Through our marketing strategy we plan to attract more customers,
engage the existing audience and bring a set of new guest through our “who’s in control campaign.” Our
report will feature what existing exhibits that the museum provides along with recommendations plus
additional exhibits we believe can make the museum more successful. We plan to provide the mob
museum with a fun environment that will immerse guest and also maintain the credibility and prestige of
the historical components available in the museum.
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Customer Analysis Customers The Mob Museum has a wide range of visitors. The following information has been captured by the use
of 520 people participating in a survey.
Slightly more females than males have visited the Mob Museum.
The age group 26 to 54 years of age is their largest age group.
The second highest consists of 65 years or older.
Customer Expectations (based on reviews from Facebook and Yelp) Understanding what people expect from a museum is key to building and enhancing their expectations.
After analysing reviews from Facebook, Yelp, and Trip Advisor we have come to an understand of what
their expectations are.
Educational is the initial expectation.
Entertainment aspect is a welcomed surprise for many guests.
Review written on Yelp on March 30, 2014:
Sally E. from El Cajon says, “All of the exhibits are so informative and beautifully set up. There
are many videos to sit and watch, lots of interactive exhibits to partake in, many actual
mobster/prohibition/police artifacts to see, and so much more.”
Customers have described that they are very satisfied with all the information in regards to the
Mob and their influence to Las Vegas.
Customer found that there was good balance and has a comprehensive history on the Mob and the
police efforts to bring organized crime to justice.
How did they decide to visit? The reason behind people visiting the Mob Museum is one of the most important reasons to explore and
find an answer to. Understanding this concept can help you decide how to use that information the better
target other untapped markets and groups.
School related visits account for the largest reason why people decide to visit the Mob Museum,
it accounts for 31% of their attendance.
Walking and driving by is the second largest group that attends the Museum. They account for
19% of their attendance.
Coupon book/Brochure/travel guide accounts for the third largest attendance at 12%.
What is important? Guest have expressed that the educational aspect and the amount of information was important.
The videos, interactive displays, and audio tapes have enhanced their overall experience.
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Industry Industry trends
Multisensory Experiences According to the American Alliance of Museums (AAM), Multisensory Experiences is an important trend
that museums need to take into consideration. Synesthesia describes providing multi-sensory experiences
for the multi sensory world the we live in. People are become less interested in traditional experiences
that appeal primarily to one sense at a time. The importance of this is to engage all the senses. This can be
achieved with the use of emerging technologies.
Examples of these emerging technologies include:
scent technology, haptic technology (digital touch), and the creation of immersive experiences.
Presenting sensory impressions in new ways to enrich and refresh traditional cultural experiences.
AAM suggests that the use of technology should be used to re-combine current sensory
experiences in order for them to become more effective.
Tapping into data AAM, suggest that data analytics should be used by museums to enable them to hone their business
practices and become more efficient in operations such as, sales, pricing, marketing campaigns,
development and design. Mining for this information will give the museum an insider’s look on its
audience.
Museums can use data mining to help them understand the creation of personalized promotions,
experiences, and discounts based on demographics and past behavior to reach audiences.
Mining for additional information such as how a museums attendance data is tied to literacy rates,
household income, average number of children, any other community services that yield an
intimately detained picture of whom they are serving.
Accessing data analytics will ultimately improve their ability to track impact and improve their
bottom line.
Key Issues
Entertainment Capital of the World Las Vegas, Nevada is considered the entertainment capital of the world. There are more than 200
attractions in Las Vegas and it has positioned itself in provide limitless fun to all the people that visit. The
Mob Museum, unfortunately, has to compete with not only other Las Vegas based museums, but also all
the other attractions that provide a deeper entertaining aspect than the Mob Museum.
It is essential that the Mob Museum learns to capture, educate, entertain, and most importantly engaging
their audience in order to compete with other attractions. Unlike other attractions on Mob Museum offers
an education aspect. According to Susan L.T. Ashley, states the museum education should consist of:
enhancement of students and visitors’ learning experiences through participatory meaning-
making.
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Creating a Valuable Experience
Does the Mob Museum position itself as a good buy? The Mob Museum must create value to all the
people that pay for the Mob experience. If the Mob experience does not create a perceived value to the
guest, they will feel it’s not worth visiting. As a museum, they need to ensure that they are utilizing all of
their resources. According to AAM, people prefer to spend money
on experiences rather than on acquiring stuff. As such, the Mob Museums needs to position themselves as
a good buy and create the illusion of providing people with vicarious ownership of artifacts shown
throughout the museum.
Industry Features
Revenue $8.6 Billion
Growth (11-18) 1.1 %
Rise # of museum (11-18) 1.4%
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Competitor
Battlefield Vegas
Attractiveness
Offers realistic military experience where the customer can become immersed in the
activity (2)
Many of the people in the employee role are actual veterans (2)
Wide variety of guns provided (2)
An army style scenery
Encourage Photos of their WW2 memorabilia
Display wide variety of gun packages
Affect to the Mob Museum
They market their business as a more of an experience
Customers are immersed in the military experience
Their scenery is complementary to the core experience
Customers get to participate in a live military setting
Dig This
Attractiveness
Provides a certificate of completion
Highly rated on Trip Advisor
Experience to use heavy machinery
Partnership with a gun garage
Highly publicized on television networks
Highly rated on Trip Advisor
Provides a thrill experience
Shows reaction videos to the experience
Affect to the Mob Museum
Highly publicized on television networks
They highlight their top ratings
Their webpage is more interactive and stands out more
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World Class Driving
Attractiveness
Provides a fast racing experience with either muscle cars or exotic cars
High brand equity with their car selection
High customer ratting’s
Affect to the Mob Museum
Colors that stand out in the website
High definition images
Bold fonts in the website
Raiding The Rock Vault –LVH Theater
Attractiveness
Authentic classic rock
Classic rock concert experience
Wide variety eras of music
Highly reviewed
Highly rated in the Trip Advisor
Consist of a night activity
Affect to the Mob Museum
More engaging
Geared towards the same age group
Considered a top attraction of 2014 according to Las Vegas review journal
How do these competitors affect Mob Museum?
Each competitor is implementing an experimental strategy surrounding their core product. They’re
website includes various customer reviews and highlighted their experimental aspect of the experience in
order to attract more customers.
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Museum Issues
The building
The mob museum building is composed of the original 1920’s 1930’s postal building located in down
town Las Vegas. This building is still contains the original wooden doors to the elevators, marble flooring
along with the authentic postal boxed located in the first floor. This building held the 1950’s Kefauver
committee hearings regarding the organized crimes that were held in over 14 other cities in the United
States. The building itself is one of the few original historical structures held in the city of Las Vegas. The
building includes:
Historic and preserved
Well maintained
Accommodating parking lot
Attracting building from far away
Exhibits /attraction
The exhibits an attraction that the mob museum provide vary from the initial start of the mob and how
prohibition had a huge impact in the creation of organized crimes as well as a leadership role that the law
enforcement had in the 1920’s-1950’s crime scene. The various attractions include
Detailed reports of the history
The start of organized crime
The politics which took place during the 1930’s
Historic artifacts of the mob, law enforcement and judicial hearings
The people
The mob museum employees vary from sales ticket agents, floor attendants and tour guides. All
employees are trained extensively to answer guest question and become familiar with the mob history and
overall events that occurred during that period in history. The tour guides have an educational background
in history field that provides them with the ability to answer employee questions and concerns of various
topics. The various abilities of the cast members include.
Well educated and diverse
Attention to guest detail
Genuinely care what the guest experience
Engaging guest with trivial questions (Gift Shop)
Knowledge of the artifacts and history
Catalog (See end of report)
Mob Museum 10
Understanding the Core Experience
The Mob museum experience
Through our various tours speaking to other people who’ve visited the mob museum we’ve come to the
conclusion that the core experience of the mob museum is:
Educate, interact, and engage guest in the history of organized crime and the law enforcement
approach
How Las Vegas became a city of sin
Evolution of organized crime in America
The personal struggle of a mobster
To create an interactive experience that explores the efforts to fight organized crime
Dimensions of the experience
Educational - The mob museum is educational in the sense that it provides guests a mental
stimulation that engages guest in active participation with exhibits such as the St Valentine’s Day
video, the tommy gunn and also the movie room while still providing information of the
organized crime mobsters.
Escapist - The escapist aspects of the mob museum serve to provide active participation along
with physical immersion some of the prominent exhibits that displayed this were the poker table,
the shooting simulation and the line up wall. To expand upon the core experience these among
other exhibits expanded on the core value of the mob museum
Esthetics -The esthetics involves the guest to be immersed in the environment but little to no
active participation some of these exhibits. This is demonstrated by the various movies displayed
throughout the museum in order to engage guest. This feature is an added value to the core
experience to the mob museum.
Entertainment- The mental and passive aspect of the core experience in the mob museum were
displayed by their more relaxed and laid back exhibits whichs was achieved by the videos on the
various floors that are available to the guest. We could also include the interactive displays that
are placed through the museum such as the pucker table on the second floor or the weapons
training simulator on the first floor.
What the experience provides
The experience at the Mob Museum provides an actively immersing role in some aspects while still
providing educational stimulation and visually pleasing experience. Guest will be able to gain in aspects
like
History of Las Vegas education
Different cultural backgrounds
The way Organized Crime impacted America
The laws and regulations of the great depression era
There are various aspects that provide an original component to complete the overall experience of the
museum this experience includes;
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Entertainment Includes videos throughout the movies
The overall decor of the museum provide a mental stimulation to guest
The historical building which mentally places you in the 1920’s
Escapist Include stimulators such as the electric chair and weapons training
The actual museum proves to be an escapist factor to the experience
Riding the elevator and pressing the third floor button and hearing the Miranda rights on your
way up.
Educational The educational aspect is the exhibits which the museum include they are the backbone of the
engagement piece that guests become immersed in.
The main purpose of the total experience in the museum is to teach all generations of our
American history
Aesthetics Aesthetically the mob museum features the years of Men and their associates features the
way the mob has increased over the years and the features of all members this piece of exhibit
is aesthetically pleasing
This is exemplified by the Mob Hits Exhibit where it shows pictures of the different mob
members that were murdered.
What does the experience imply
The mob experience currently provides a more educational role it’s main focus is to educate the
audience, as far as the other dimensions the mob museum still has to provide an completely immersed
experience for the customer currently features that expand upon the museum attractiveness are:
Educational aspects
Limited in the entertainment aspect
They try to undertake various aspects of entertainment with some success others weren't
How is the experience different than other museums/ attraction in Las Vegas
The mob museums experience differentiates itself from the others because they can position themselves
as being a deeper entertainment museum and also provides the educational aspect which in other
attractions you wouldn’t get. What you get at the mob museum that various competitors do not offer is:
Educational insight of the beginning Las Vegas
Organized crime’s impact on the American history
Mob Museum is a original historic building which is a unique cultural experience in itself.
What do we mean by the “mob museum experience” The mob experience can be defined as inclusion, educational understanding of the mob history and
becoming immersed in what a life of a mobster consisted of, from various aspect like law enforcement
contact to other mob rivals to everyday decisions and outcomes. It’s more than an attraction, it’s
understanding as a whole how the mob changed and impacted American History and how they played
their part in the construction of Las Vegas and around America.
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“The Before” Uneducated of the roles that organized crime had in america
Only knowledge of the mob came from hollywood films
Given their current name “Mob Museum” it gives us the perception of an attraction rather than an
authentic experience
The initial perception of Mob Museum was not one that provided an entertainment factor.
“The After” It was a welcomed surprise to find that the museum was entertaining.
Gained educational knowledge of Las Vegas, the mob and their historical impact of the 1930’s
Discovered lots of detailed information on every floor that kept us engaged.
Provided a understanding of law enforcements efforts to combat organized crime.
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Summary of Recommendations
Flow Recommendations 1. First Floor
Sectionalize or add dividing walls in order to keep sounds from distracting others from watching the different videos.
Add an “start from the beginning” button to all small videos.
Improve seating to all exhibits showing a video.
Revamp the cast members costume and improve their role to be more engaging.
Lower the audio of videos playing on the first floor to avoid clashing of audio.
Keep drapes closed the connect the theater room and the gift shop
2. Second Floor
Either close off the hallway or give guest the option to start their second floor tour without having to watching the Kefauver hearing.
Improve seating to all exhibits showing a video.
Revamp the cast members costume and improve their role to be more engaging.
3. Third Floor
Expand hallways or allow people to start their tour on any floor to accommodate the large flow of guest starting their tour.
Improve seating to all exhibits showing a video.
Revamp the cast members costume and improve their role to be more engaging.
Place a cast member in the Police Lineup room to assist in picture taking (ask
guest to move from left to right), also avoids guest from having to bother other
guest to take a picture.
Improve lighting in Police Lineup room for overall better picture quality.
Engagement 1. Refer to customers as “MOBBERS” Create an inmate number which can be placed on the customers outfit ~ this will give mobbers a sense of relatedness 2. Place the social media quiz of “which Mobster are you” on site for customers to see ~ shorten/modify as needed 3. Establish a lineup wall showcasing all mobees images from the lineup.
Mob Museum 14
Internet/Social Media 1. Establish a GooglePlus account for the Mob Museum this will help with organic
SEO. Google favors companies that have GooglePlus
2. Encourage Mobees to review the Mob Museum in all social media platforms, more
emphasis on GooglePlus and Facebook. This will increase engagement and word of
mouth from other tourist or locals to attend
3. Establish a newsletter where customers can get fun/educational facts regarding the
mob along with special discounted events. (perfect for traveling visitors) 4. Social media content need to have a balance between organized crime and law
enforcement.
Interaction with customers 1. Have more employees throughout the floor to engage & assist with customers
2. Encourage online ticket purchases with an added benefit (maybe include a souvenir)
3. Create a guide that provides information of all the exhibits and a “map” where to find
it (should be provided at the point of ticket purchase)
4. Increase number of cast members on each floor to engage with customers General
1. Create an app with the following features, but not limited to:
Purchasing tickets and memberships
Hours of operations, map directions, and general information
Include activity such as scavenger hunt to engage guest
Kids section with puzzle games
Learn about upcoming events
Dynamic maps for every floor
QR camera reader to read codes placed on exhibits in order hear content in
different languages
Share experiences through different social media outlets
2. Don’t charge for parking or validate with purchase of item(s) in gift shop
3. Allow people to customize their own experience. Only make a suggestion that the third
floor is ideal floor to begin from
Feels too crowded during peak times and guest aren’t able to spend enough time
reading about each exhibit
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Memories What are the memories the experiences provides
The Mob museum provides experiences that are interactive and engage the customers, although at times
the mob museum feels over crowded there are certain feelings and memories that the mob museum
brings to mind which are:
1. Sense of pride and loyalty
2. Historical memories of old Las Vegas
3. Memories of mobster movies
4. Historical memories of the 50’s-60’s period
5. Unique to each individual. No one person has the same experience. The memories that are
experienced can also different based on the exposure that we’ve previously encountered.
How to create memories
In order for the experience at the mob museum increase customers will need to create memories so they
can share with friends and family members and potential mob museum visitors some ways which I think
that the mob museum need to create memories should be:
1. Facilitate social media sharing on all floor levels most importantly levels three and one.
2. Include volunteer customers on the official Instagram page
3. Creating a sense of belonging will establish memories as my previous “inmate number”
recommendation suggest.
4. Have a “Mobster” by the souvenir shop to take pictures with all the willing participants ~Side
note: we noticed personnel at the gift shop do a mini trivia; these employees should be
dressed the part
5. Keeping guests engaged and providing interacting activities throughout their tour.
Activities such as tommy gun or weapons training will
How do create a reason to recommend/ visit again
The mob museum is mainly focused on the history of the mob and organized crime. My suggestion for
creating a memorable experience that evokes recommendation and repeat visits includes:
1. Engage customers
2. Excite customer to learn about the mob
3. Increase the opportunity for pictures
4. Provide professional photo options
5. Live Kefauver hearings from the courtroom
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Physical Surrounding
The physical surroundings in the mob museum are strategically placed and made to make the mob
museum seem very attractive a from the inside and the outside
The Inside The
inside of the mob museum is composed of 17,000 square feet and 46 number of exhibits that we
recorded along with various others the inside of the also had features that enhance and detracted from
the overall experience which were:
Detracting Features
Music seem louder in different sections of the museum
Difficulty in direction
Certain exhibits were overflowed with text
Seemed overcrowded at times
No room to enjoy videos
The flow of certain floor was confusing
Enhancing Features
Authenticity of the inside
The preservation of the original features of the museum such as the elevator door and
original floors
Well-made exhibits
Lighting in the floors is appropriate to what the exhibits display
Modern 21st century feel
The Outside The
Outside of the mob is complimented by an additional 10 feet of parking and additional parking
behind some of the features that enhance and detract from the physical appearance outside are:
Detracting Features
Towards the end of the Freemont
The walk way of the downtown grand hotel covers the view of the museum
Enhancing Features
Surrounding venues are new
Clean and great color
Preserved building
Building relating to the great depression and the 1930’s history
Authentic historical feel
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Modification to Current Employees Our recommendations for modifying current cast members includes reshaping and redefining their
roles in order to improve their engagement with their audience. There are currently 15 cast members
that include roles from tour guides to ticket sales people.
Current Employees
Ticket Sales Person Ticket Sales Person are the first cast members to engage the customer. Their role is to
understand all current prices, promotions, coupons, and membership information. Their
costume is similar to other cast members.
Floor attendants Floor attendants are located at start of every floor. Current their only engagement is very
limited and only assist with pointing guest to the correct direction. They all share a similar
costumes.
Tour Guides Tour guides currently take on about 4 to 5 guided tours a day. Their costume is similar to the
floor attendants. Their role is to narrated history of the Museum’s exhibitions. The tours,
which typically last around 90 minutes. A general script is provided to cast memeber for the
guided tour. Movies, books, and audio is provided to the cast member for additional
background information. After each guided tour the cast member waits for the group.
Volunteers Volunteering opportunities are currently available, although currently unsuccessful, provides
an option of three different positions. They are Volunteer Courtroom Attendant, Volunteer
Greeter, and Volunteer Special Event Assistant. In order to volunteer an orientation session is
required.
Proposed Employees
Tickets Sales Person Ticket sales people should give an initial impression that encompasses both the organized
crime aspect and the police enforcement aspect. To achieve this, our recommendation is to
have one cast member in a police costume and the other in a mob inspired costume. Their
roles should include understanding how a transaction would differ from each one.
Floor attendants Floor attendants should also vary in their costumes. Our recommendation is to start with an
authentic mob costume on the third floor. The second floor attendant should demonstrate a
mobster that existed when they were successful in Las Vegas. Finally, the first floor should
be a cast member with a police costume to demonstrate the importance of their role in
bringing organized crime to justice.
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Tour Guides Tour guides don’t always have guided tours back-to-back. They are very knowledgeable and
some hold B.A. in History. Our recommendation is allow the tour guides to dress in any of
the roles according to each floor, and interact with the guest to highlight exhibits that would
otherwise go unnoticed. Perhaps assisting with giving clues to our scavenger hunt
participants. Furthermore, we recommend an investment in headsets for all participants of the
guided tour. This will allow for a unique experience and greatly reduce any auditory distracts
from other guest.
Volunteers Currently the volunteer program is unsuccessful because they don’t have many participants.
Our recommendation to obtain quality volunteers is to reach out to the National Honor
Society clubs in High Schools. The NHS requires students to volunteer a minimum of 10
hours. They are exemplary students and help build a strong relationship with the community,
thus, increasing the local attractiveness.
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New Exhibits The exhibits that are featured in the mob museum already feature engagement and display educational
purposes. Some examples of new exhibits which we believe could potentially help the mob museum are
as follows below:
Mobsters Car Display This would be a famous mobsters car that could be displayed in the museum. Guest would be
allowed to see the car from a moderate distance and they would be allowed to take images with
the vehicle as well
Issues
Space to fit the car
Fire Department Issues
Engagement
Will provide guest with an additional engagement piece
provides fun and excitement to the guest experience
There’s an educational aspect to the core experience as well
A Mob Wife Tribute This new exhibit will showcase the important women that were involved in the 20’s and 30’s in
the mob. There was very little information on the great women and their stories during this time
Issues
Space issues where to fit the exhibit
Finding the artifact and objects fro the exhibits
Engagement Aspect
display the importance of women in this time period
educate regarding women's role in organized crime
could educate and showcase women who had a n influence in the 1920’s-30’s
Live Courtroom Demonstration Every so often there should be a live reenactment in the courtroom of the Kefauver hearings this
would be a special event.(would be an add on to the original admission)
Issues
Finding adequate people
Rehearsal of the event
Providing accurate dramatization of actual records
Engagement
Provide guest with a more engaged view of what happened during the courtroom
hearings
Engaging guest to by providing actual live entertainment than a regular video
reenactment
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Scavenger Hunt A scavenger hunt could be an added feature that guest could participate in a scavenger hunt
would consist of a arranged game where guest would find either hidden clues or object arranged
by the museum, while finding the right answer to the trivia question can unlock more clues to find
the price. The price could be a discounted coupon to a local restaurant or to the gift shop. (would
be an add on to the original admission)
Issues
Take away attention to other exhibits
Would have to strategically created to get customers to engage in fun yet
educational experience
Engagement
Will create flow throughout the museum and have guests lose track of time
Will provide a fun experience to guest
Is an added feature so guest do not have to participate unless they want
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Modification to Current Exhibits 1st Floor
Weapons Training
Provide a more engaging weapons training video
Include different weapon per room
Provide a varieyty of scenerios
Provide the option for more than one person to be engaged in the simulation
Justification I think that
adding an addition weapon would increase the engagement and overall fun experience of the
museum . The variety in sceneries desves as an educational purpose to showcase the various
different scenarios that law enforcement officers encounter
Memory Room (Red Room)
N/A
Justification I
think this room serves the purpose to educate on the family essence taht the mob provided . The
memory room also show case a more sentisitive aspect of the mob and shows what they cared
about and makes this a more personable selling point
Trafficking Room
Update the world wall (damaged and not visually appealing)
Make the video feature in that room more bigger in order to gain guest attention
Provide a more specific explanation of the relevance of the Zeta Mask
Clearly show the relevance of how trafficking impacts today
Justification
These recommendations will allow that room to be more engaging and for guest to see the
relevance that this has to organized crimes today.
Where Do all Mobsters Go?
N/A
Justification
The reason why i think this exhibit should be kept as is, is the fact that it provides engagement by
guest. Many guests by the end of the museum visit will wonder what happened to many of the
individuals involved in the mob. This provide the answers to what might have happened to many
of them
100 Years of Made Men & Their Associates
N/A
Justification
This is one of my favorite exhibits, not only is it very engaging with the large alcapone image
and the rest of the mobsters, but this also gives insight of the overall picture of how big the
Mob Museum 22
organized crime gang really was, whether they were working together or against the other it was a
big part of our American history and this exhibit showcases that
Second Floor
Kefauver Hearings Waiting Room
Add two televisions on either side on the benches
Video should have the same timing as the Kefauver Hearing Courtroom and only replay
once door closes.
Justification:
Guest are unable to hear and watch the video without seating in a very awkward position. Adding
to video with allow guest to sit comfortably and wait for the doors to open. Many guest lost
interest after watching video more than once and would walk out of the waiting room.
Kefauver Hearings Courtroom
Change from a video presentation to a live presentation.
Justification:
This can be scripted, however, it will enable the cast members to interact with guest and the
experience with be different each time. The current presentation does not engage the guest.
Goodman for the Defense
Place this exhibit in the hallway leading to the waiting room.
Justification:
If the exhibit is placed in the hallway leading up to the waiting room, it will draw their attention
towards the waiting room.
Las Vegas through the Years
Reposition the display
Justification:
The display can only be viewed by a maximum of about three people. If you cut the display by
years and position it to maximize guest viewing.
The Cowboy Sheriff Exhibit
Move exhibit information plate in a better area
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Justification:
It is currently placed on the right hand side of the entrance to the Interactive Room. It is easily
missed by guests, and seems out of place once guest have seen the video and interacted with the
puck table.
Sin City Video
Make it shorter
Justification:
It is an entertaining video that introduces beginnings of Las Vegas. The sound is good and it can
be viewed by many people. People although interest, shouldn’t have to stand six minutes.
Schiller’s Suit Exhibit
N/A
Justification:
This exhibit is position well and it relates the its surrounding exhibits. It is also well lit. There are
many artifacts in this exhibit that shows the beginnings of Las Vegas.
Interactive Table
Move the interactive table in a different location.
Justification:
This exhibit is widely overlooked by guests because they are more focused on the Sin City video.
Changing the placement of this table will allow guest to fully interact with the interactive table.
Slot Machine Exhibit
Make sure that they are functioning properly
Allow the the machines to pull down the lever
Justification:
The slot machines aren’t always working. It is important that everything is always in working
conditions because this create a negative impression of the museum. There is currently one slot
machine that allows to pull the lever. Guest should be able to have similar experience with all the
slot machines.
Money Themed Room
Provide seating for guests
Justification:
People were sitting on the money ledges on the side. Although the video is only 3 minutes long,
its a small room and can get crowded very quickly. The sound was good for the size of the room.
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Never Enough Exhibit
Exhibit should be replaced
Justification:
It does provided any educational or interactive aspect to the overall experience. This display
simply depicts the types of clothing that were purchase with their profits acquired.
Web of Deceit Room
Increase the size of the information printed on the walls.
Justification:
The font is small and it doesn’t not grab the initial attention of the guest. The larger font can help
capture their attention.
Web of Deceit Room Video
Add additional seating
A minimal increase of volume
Justification:
This is a larger room and the audio needs to heard by all the bystanders. This is a particular longer
video that covers many conspiracies and guest do not stay long if there aren’t any seating
available. Provide room with additional seating or make the video shorter in order for more guest
to watch the video.
Mob Hits Video
Better seating options
Justification:
This video has more seating available, but each bench can only accommodate one person. This
video is the longest on the second floor and it provides a perfect ties in with Mob’s Greatest Hits
Wall.
Choice of Weapons Exhibit
Make display higher.
Justification:
This exhibit is fine, it shows a variety of weapons that were used by the mob. This display is low
and could be raised so that people don’t always have to bend down to see it.
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Mob’s Greatest Hits Wall
N/A
Justification:
This wall is very interesting and does not need to be modified. All the pictures are spread out
evenly across the wall and it allows many people to observe and read how many of these mobster
died. It is also well lit and at eye level to all the guest.
3rd Floor
The Mob in America
Brighten the lights to accommodate for pictures
have an employee to assist guest with pictures
Play up the role of this room
Enhance the room since its the first one customers see
Justification
This is the first room that guest get to experience to enhance the feature of this exhibit we suggest
adding more light to make taking a picture an easier process. In this exhibit will be very helpful if
there was an employee to assist the guest in taking images for those that would like to have the
entire family in the frame.
St. Valentine’s Day Video (Arizona Club)
Separate the video and wall
Display the wall where guest can comfortably take images by the wall
Incorporate more seating
Justification
This is a huge exhibit for the museum yet half of the time you can pass it by without noticing.
The St. Valentine’s Day wall is covered by the screen that shows the Massacre video, while the
video helps to but the story together hiding the wall takes away from the guest experience. There
are also limited seating in this exhibit which is very problematic because everyone wants to watch
this video
Organized Crime Intro Video
N/A
Justification
This video is sectioned in the right place, this video offers great educational information as well
as comfortable seating for a larger audience
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Fighting Back (Comic Book Strip)
N/A
Justification
No change is necessary to this exhibit because it provides a visually pleasing ambiance to appeal
to guest as well as engage in wanting to learn more.
Arming Up( Tommy Gun Exhibit)
Detachable tommy gun
Possibly bring in a real tommy gun
Give guest flexibility to hold the gun (real or fake one)
Justification
Through our observations we noticed that guest really enjoyed the tommy gun, however many of
them tried to take it out the holder and try to actually shoot. A tommy gun is a main weapon that
many mobsters used to use this is a big exhibit which should be highlight by either providing a
real tommy gun of making this one more realistic
Richest Man To Die (Comic Book Strip)
Light the surrounding space
Lower the light just a bit
Justification
This is a very interactive and fun exhibit and customers get a real great experience and image
taking opportunity when they see this exhibit providing less bright light might make this exhibit a
bit less intimidating and more inviting.
Tentacles to Spread (See Videos Section)
Bigger Than U.S. Steel (Plates)
Enhance the touch screen capabilities
Explore a different exhibit
provide a different story to display to the “plate exhibit”
Justification T
he concept of this exhibit doesn't really tie in to what the story is trying to say, I would
recommend exploring a different exhibit to put in place or enhancing the relevance to what the
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plate concept ties in to the mob scene. If kept as is i’d recommend to improve the touch screen
capabilities because they seen very limited
The Mob Goes to War
Provide some actual artifact
If no artifact; make video bigger
Make more engaging/ Interesting
Justification
My recommendations for this exhibit is to increase the value of this exhibit, by increasing the size
of the video to attract guests and also bringing an artifact or showing some visual will make this
exhibit more appealing
Poker Table (Arizona Club)
This table is easily missed
provide a different place for the table in the same themed section
Make the actual game in the table more easier to understand
Include more questions in the trivia
Justification
This table is a really cool addition to the Arizona Club exhibit however the table is easily missed
and the game itself is a bit difficult this could frustrate guest and make them not want to continue
playing.
The Sporting Life
Enlarge the screen
Justification
This Exhibit displays original baseballs and boxing gloves this provide an authentic setting to the
exhibit. Although the screen is very small the added features of the gloves and other sports
material makes this exhibit relatable and engaging
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Target Prostitution
Make the door able to stay open when guest opens it
Change the position of the exhibit to
Change the images inside
Bring them forward for guest to be able to read
Justification
The exhibit is eye catching people automatically went to see this exhibit as soon as it was spotted,
however they did get what they expected the door, was too low which some guest didn’t really
like. The door could stay low just not too low and also the door needs to be held open by itself
because holding open is tedious having it be that low.
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Modification of Performance Events (Videos)
1st Floor
Woods Video (6 Minutes)
This video featured the racketeers and the influencers and how they were convicted by
Rudy Giuliani and this video also goes into the details of the RICO act which really
helped law enforcement against organized crime
Staged
Unique wood like theater
Room for guest to watch
Spacious
Unique video setting
Large screen (wrapped around )
High quality sound
Location
1st floor
Recommendation
More comfortable seating
Shorten length cut
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Cinema Movies (5:45)
This video featured the way that Hollywood portrayed mob movies and what the mob
movies meant in the Hollywood scene.
Staged
Movie theater themed
Spacious
Comfortable setting
High quality sound
Large cinema like screen
Engaging
Entertaining
Location
1st floor
Recommendation
Keep curtains closed before getting to the gift shop
Certain light is distracting
Change positioning of curtains
Justification
Overall the scenery of the movie theater is good keep as is the only thing that we
recommend to change is the drapes so to keep the whole theater vibe, switching the
positioning of the curtains would help the overall experience of this exhibit.
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2nd Floor
Kefauver Hearings Waiting Room 4:25 Video depicts major investigations on organized crime and the national consciousness of
the Mob.
Staged
provides amble sitting
Very small television
Well lit
Location 2nd floor
Recommendations
Add two televisions on either side on the benches
Video should have the same timing as the Kefauver Hearing Courtroom and only
replay once door closes.
Justification:
Guest are unable to hear and watch the video without seating in a very awkward position. Adding
to video with allow guest to sit comfortably and wait for the doors to open. Many guest lost
interest after watching video more than once and would walk out of the waiting room.
Sin City Video (6:21 mins) Overview of Las Vegas as the ultimate “open city” that attracted Mobsters following the
Kefauver Hearings
Staged No sitting provided
large screen
Volume and audio are just right
Location
2nd Floor
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Recommendations Make it shorter
Justification:
It is an entertaining video that introduces beginnings of Las Vegas. The sound is good and it can
be viewed by many people. People although interest, shouldn’t have to stand six minutes.
Money Themed Room (3:15 mins)
This video give snippets of the movie called, Casino.
Staged
Small television
Good Audio
position well for many guest to see
Location 2nd Floor
Recommendation Provide seating for guests
Justification:
People were sitting on the money ledges on the side. Although the video is only 3 minutes long,
its a small room and can get crowded very quickly. The sound was good for the size of the room.
Web of Deceit Room Video (3:12) Describes the mobs involvement and conspiracy theories that link the mob with big events with
people such as President John F. Kennedy.
Staging Television is medium size
Bench in the middle of the room
Location 2nd Floor
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Recommendations Add additional seating
A minimal increase of volume
Justification:
This is a larger room and the audio needs to heard by all the bystanders. This is a particular longer
video that covers many conspiracies and guest do not stay long if there aren’t any seating
available. Provide room with additional seating or make the video shorter in order for more guest
to watch the video.
Mob Hits Video (7:06) It describes bugsy’s murder and how other famous mobster died including events in Brooklyn and
Cleveland.
Staging
Better seating options
Location
2nd
Floor
Recommendations
Better seating options
Justification:
This video has more seating available, but each bench can only accommodate one person. This
video is the longest on the second floor and it provides a perfect ties in with Mob’s Greatest Hits
Wall.
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3rd Floor
Organized Crime Intro Video (5:40 Minutes)
This video goes into detail how the mob began and into the history of important mob
players like Lucky Luciano. This video also included how the mobsters worked their way
out of the ghetto.
Staged
Solo room
Plenty of seats
Big screen
Dim lights
Location
3rd
Floor
Recommendation
N/A
Justification
This exhibit shouldn’t have anything changed to it, there were plenty of seats for
customers to sit and it was educational and engaging. It wasn’t placed in a location where
others could interrupt the experiential or where there wasn’t room to be seen.
Arizona Club Video (Outside) (5:30 minutes)
This video features the way Las Vegas was the original stop through the rail road.. This
video also states the initial beginning of gambling.
Staged
Outside main “Arizona Club” exhibit
Smaller screen
Not promoted as important
Location
3rd
Floor
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Recommendation
Small refresh button as stated in the recommendation
Place the video in a place where it will be viewed more
Justification
I think that this video has some good information although this video is not as important
as others in this floor I think placing it in a spot where it can be seem; guest will be more
likely to stop and see it
Valentine’s Day Massacre Wall
This video went over how the infamous Valentine’s day shooting took place and how
Bug Moran’s boys had a part in it
Staged
Only one seat
COVERS THE WALL
Sign of the tittle isn’t visible enough
Very important video and exhibit placed in a
bad location
Location
3rd
Floor
Recommendation
Separate video and wall from each other yet together enough where guest can
see both side to side
Place this exhibit in an area that is bigger and provides more room for guest to
be more comfortable
If possible allow guest to feel a piece of wall (while maintaining it behind
glass)
Justification
I think that separating the video and the wall and keeping them in the same space will
allow customers to actually see the wall for those that are just passing through and did see
the wall. Exposing the wall more will also allow customer to take pictures which will
increase memorabilia and relatedness.
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Tentacles Spread Video (2:30 Minutes)
This video showed the underground world of organized crime and what the repeal of
prohibition lead to, which was the spread of their crime like drugs, prostitution and strip
clubs
Staged
Corner location
Big screen
Unique way to show it
Plenty of space for customers to view
Location
3rd
Floor
Recommendation
Displaying the picture a bit more centered so when guest walk towards that
direction they know there a video that will be playing
Justification
I think that this video is displayed correctly with its level of importance. This video
should be shifted a bit more to the right so guest will have the ability to see the video
while they make their way towards that direction.
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Marketing Strategy
What can we do to attract customers
Our recommendations for the Mob Museum is to implement the following marketing strategies to
enhance their overall attractiveness to potential guest.
Provide a better picture of the true mob museum experience
Advertise their credibility that has been established by using the full name, The National Museum
of Organized Crime and Law Enforcement.
Create a more memorable experience
Appeal to different variety of audiences
Position themselves as an educational, entertaining Las Vegas destination
Expand their national coverage
Display their credibility as a museum
How do we market the experience Marketing the Mob Museum experience should be implemented by:
We will display the core experience of what the mob museum is which will include actual mob
items.
They should showcase the credibility of the establishment along with the entertainment benefits
that the mob museum provides
Showcase the most influential mobsters from different eras
We will market the authenticity of the artifacts
Promote educational aspects while still keeping the liveliness of the museum
Display the importance it communicated of the Las Vegas history to attract locals
Provide incentives for locals to spread word of mouth and bring additional guests
Market as an experience in downtown Las Vegas you cannot miss
Incorporate the changes made since the Downtown Project to give a different perspective of
Downtown Las Vegas.
Message
As a positioning statement we came up with the “Who’s in Control Campaign.” This campaign features
the logo from the “Godfather” movie logo that will read “Las Vegas and at the bottom it will feature a
line that reads “who’s in control” while having the background of Al Capone or a 1920’s police officer.
This message will be able to engage customer through:
Enlisting a sense relatedness though the Hollywood scene
It’s a mysterious component from the question
Engaging to the guest as far as what the museum offers
Provides a sense of “fill in the blank” mystic that guest will become immersed in
Media
Digital
Promote the campaign in digital advertising platforms like Google, Facebook and other
social outlets
A small YouTube video that can be targeted to demographics of existing guest
Engage customers through personalized videos from their “conversion booth”
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Print media
Limited promotion to the local print media to accommodate the already established
customer based in places like
Local newspapers
Local magazines
Company Website
Provide clear and formatted direction
Ability to be able to purchase tickets online
Provide an organized set of schedule events maybe a calendar
Additional
Social Media
Create a “build your campaign” where previous guest can create they campaign to their
experience to the mob museum and can be voted up through social networks.
Have a trivia section of the “who’s in control” campaign
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Summary of Recommendation
Understanding the core experience Understanding to core experience of the Mob Museum is firstly understand the type of environment
that is currently being created to each guest. The artifacts, exhibits, interactive components, and
videos helped us understand what the core experience is. We have come to the conclusion that the core experience is to educate, interact, and engage guest with knowledge on organized crime and
police enforcement. Demonstrate how each have evolved over the years and keep artifacts balanced
and authentic without glorifying criminal activities.
Designing the core experience Through our recommendations we believe that the guest will be more engaged and immersed in the
overall mob museum experience. Many of our suggestions keep in mind the core experience and
value that the mob museum is trying to instill. With our recommendations we believe that in 3-5
years the mob museum will be: recognized as a top Las Vegas activity
Build awareness to a new possibility of customers
Increase revenue and profit from already established customer base
Managing the core experience Special consideration needs to be placed when looking at new additions to the Mob Museum. Every
addition has to aligned with the core experience and should be aimed to enhance the experience. The
current exhibits need to be maintained and ensure that they are always working properly in order to
avoid guest from feeling cheated.
Summary of Recommendations 1. Add an “start from the beginning” button to all small videos.
2. Improve seating to all exhibits showing a video.
3. Revamp the cast members costume and improve their role to be more engaging.
4. Lower the audio of videos playing on the first floor to avoid clashing of audio.
5. Place a cast member in the Police Lineup room to assist in picture taking (ask guest to move from
left to right), also avoids guest from having to bother other guest to take a picture.
6. Improve lighting in Police Lineup room for overall better picture quality.
7. Create an app with the following features, but not limited to
8. Don’t charge for parking or validate with purchase of item(s) in gift shop
9. Allow people to customize their own experience. Only make a suggestion that the third
10. Social media content need to have a balance between organized crime and law enforcement.
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Works Cited
1. (1) http://www.tripadvisor.com/Attractions-g45963-Activities-Las_Vegas_Nevada.html
2. http://www.battlefieldvegas.com/pages/about-battlefieldvegas 3. ‘Engage the World’: examining conflicts of engagement in public museums 4. Susan L.T. Ashley, International Journal of Cultural Policy, Vol. 20, Iss. 3, 2014 Retrived
on 6/7/14 5. http://www.eschoolnews.com/2014/05/13/museums-digital-learning-625/2/
6. http://www.aam-us.org/docs/default-source/center-for-the-future-of
museums/2014_trendswatch_lores-with-tracking-chip.pdf?sfvrsn=0
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Appendix
“Who’s in Control Campaign”
Al Capone 1
Officer 1
