Edelman Fossil Park & Museum – Full-Day Excursion

Spend an unforgettable day immersed in science, nature, and museum retail insight with this exclusive, behind-the-scenes excursion just outside Philadelphia. Departing by motor coach from the Philadelphia Convention Center, attendees will enjoy early access before the museum opens to the public, including a special store talk and guided museum experience.

The day continues with lunch and shopping on site (lunch included in the excursion fee), followed by a hands-on quarry dig, where participants can search for real fossils, and a guided walk along the park’s scenic nature trail. To top it off, attendees receive a 20% discount in the museum store, making this a must-attend experience for museum retail professionals.

This session, presented by Jim Morgera,  introduces Barnes’ internal internship initiative, the Pathways Program. The presentation outlines the program’s development since its launch in 2021, including the planning process, structure, and the range of internships offered. It highlights key successes as well as challenges encountered during the program’s first five years.

The session also features insight from Taylor Gage, Jim's collegue, who completed an internship within the Barnes Marketing department and will share a first-hand perspective on the experience and its outcomes.

Buyers Choice and Board Awards along with sponsor recognition will also be presented during this session.

Museum stores face a unique problem. You're a for-profit enterprise inside a non-profit organization, but you're the only way visitors take home their experience. That means your staff needs to know how to connect with people and close sales, not send them to Amazon to save 30%.

What We'll Cover

The session focuses on hitting your 2026 goals through three areas:

Sales Training

Why passion matters when you're selling experience, not just product
How to handle the "I can get this cheaper online" objection
Understanding why interested visitors leave without buying (that's revenue walking out your door)
Visual Merchandising

3-5 practical tips for displays that convert browsers into buyers
What good visual merchandising actually includes and avoids
Marketing with AI

Tools from my 50-minute keynote adapted for museum stores
How to use AI for better email campaigns and video content
Practical ways to promote your store more effectively
The Playbook

At the end of the session, attendees write down their top 1-2 takeaways. Small groups discuss and one person records the ideas. You upload them to me, and I'll create a custom playbook overnight that combines my content with their brainstorming. They get it the next day.

The Opportunity: The desire for human connection is palpable in today's market. Consumers are actively seeking pieces with visible handwork—products where they can immediately sense the maker behind them. Artisan and handmade goods have taken on new value for their authentic links to culture and heritage, creating a powerful opportunity for retailers to differentiate themselves and meet growing demand.

The market has fundamentally changed. Increasingly sophisticated vendors, advanced shipping services, and streamlined payment options have opened the doors to sourcing globally. The world of unique, culturally rich products is more accessible—but only if you know how to navigate it.

The Challenge: Despite these opportunities, many buyers struggle to find reliable global vendors with market-ready products. Questions abound: How do you identify qualified artisan brands? How do you ensure product quality and consistency? How do you build relationships across borders and cultures? How do you make these partnerships profitable?

AI for Museum Stores: Practical Tools & Strategies is a hands-on workshop that introduces museum retailers to simple, accessible ways to use artificial intelligence in their daily work. The session focuses on practical, mission-aligned applications that enhance creativity, merchandising, marketing, inventory planning, and staff or volunteer workflows—without replacing the human connection at the heart of museum retail. Designed for stores of any size or staffing model, the training shows how AI can make everyday tasks faster, easier, and more enjoyable. Participants will gain confidence using AI responsibly to improve efficiency, strengthen visitor experience, and free up time for people-centered work. Attendees will leave with ready-to-use prompts, templates, and strategies they can put into practice right away.

Museum stores are more than retail spaces—they are vital extensions of the visitor experience and reflections of institutional values. This session introduces the EQ–PQ framework, a practical tool that balances EQ (Emotional Quotient) with storytelling, memory, and emotional connection,and PQ (Political Quotient) focusing on ethical sourcing, cultural sensitivity, and mission alignment. Through brand case studies (Nike, Patagonia, Target, American Eagle, and more) and an interactive scorecard activity, participants will be equipped to evaluate merchandise decisions across both emotional and political dimensions. Attendees will leave with the confidence and tools to build brand equity and transform museum retail into mission-driven, meaningful engagement.

Much has been said about the challenges of managing Gen Z as they enter the workforce—but far less about the reverse dynamic. This session flips the narrative to explore what Gen Z and Millennial leaders experience when managing multi-generational teams. We’ll examine the unique pressures, expectations, and misunderstandings that arise when younger professionals step into supervisory roles, and offer practical strategies for navigating them with confidence.

Participants will learn how to address emerging management issues such as navigating cell-phone and social-media culture, building trust across age groups, handling difficult team dynamics, collaborating effectively with HR, and balancing generational preferences around résumés, cover letters, and workplace communication. We’ll also discuss what younger leaders can expect when supervising older employees and how to lead authentically while honoring diverse work styles.

This session equips emerging leaders with actionable tools, real-world solutions, and a clearer understanding of how to thrive in multi-generational management.

This session explores how museum stores can translate their institution’s mission into a compelling retail experience through thoughtful product selection, intentional space design, and strong internal partnerships. Moderator Anne Cecil will lead a conversation with two museum store managers who have successfully built (or rebuilt) stores that tell a clear story while driving revenue and elevating the visitor experience.

The discussion will cover practical strategies for building an effective assortment from the ground up, designing physical spaces that support the customer journey, creating an aesthetic environment where products shine, strengthening institutional relationships to enhance marketing and curation, and advocating for the store’s role as both a mission amplifier and financial contributor.

Attendees will gain actionable insights and real-world examples to help them create a store environment that is functional, profitable, and uniquely reflective of their institution’s identity.

This session introduces Open-To-Buy (OTB) as an approachable, customizable planning tool for museum retailers—especially those who didn’t come from traditional retail backgrounds. Instead of treating OTB as a rigid corporate formula, the workshop breaks it into clear, manageable parts and shows how to adapt it to your museum’s mission, audience, size, and buying style.

Participants will learn to build a personalized buying roadmap that supports healthy inventory levels, steady cash flow, and a store experience aligned with their institution’s story. Through practical examples, templates, and museum-specific scenarios, the session emphasizes intentional planning, avoiding overbuying, and making data-informed decisions—even for those who don’t love working with numbers. Attendees will leave with a confident grasp of OTB and a flexible system they can tailor to their own store.

Visitation and retail patterns in museum stores are constantly changing, and the MSA Retail Industry Report is the tool that measures and quantifies those changes. Come learn what the 2025 MSA RIR uncovered: what are the trends, what's new, and what constitutes "normal" in an industry shaped by structural diversity and nonstop change.

Recognition Awards will be presented during this session.

With Liza Herzog, Director of Evaluation and Impact, Barnes Foundation
and Marie Edland, Strategic Research Analyst, Barnes Foundation

Join fellow nonprofit retail leaders for collaborative roundtable conversations designed to spark ideas, share best practices, and explore solutions to common challenges.

These 45-minute sessions are scheduled throughout the day, giving you the flexibility to participate in multiple discussions across a variety of institution types and classifications.

All roundtables take place in Room TBD - just behind the MSA Registraition area.

Attend any and all sessions that align with your work. Don’t forget to bookmark them in your MSA FORWARD app so you’ll receive reminders as you explore the show floor.

9:00 am -  Science, Technology, Natural History, Ethnic/Cultural, One-of-a-kind Museums

10:00 am -  Art, Architecture, & Performing Arts
(Sales Volume over $1,000,000)

11:00 am - Nature Center, Garden, Arboretum, Aquarium, Zoo, National Park, Children's Museum
 
LUNCH at concessions in Expo Hall

1:00 pm -  Art, Architecture, & Performing Arts
(Sales Volume under $500,000)

2:00 pm -  History, Historic House/Site, Military, Maritime, Transit, Air Space, Library

3:00 pm -  Art, Architecture, & Performing Arts
(Sales Volume between $501,000-$999,999)

This session explores how museum stores can effectively recruit, onboard, and support Gen Z employees as they become a significant share of the workforce. Entering the job market during economic uncertainty, Gen Z brings strong expectations around transparency, mental health, and purpose-driven work. The session outlines practical strategies for attracting and retaining this generation through clear communication, mission-aligned hiring, and supportive workplace practices.

Key takeaways include: adopting transparent recruitment and salary practices; using values-based interviewing and realistic job previews; designing onboarding that connects retail roles to organizational mission; establishing consistent feedback systems; and integrating low-cost wellness supports into daily operations.

Participants will learn how to balance operational needs with the flexibility Gen Z values, leaving with actionable tools that can be implemented immediately across museum stores of any size.

In an increasingly complex and volatile operating environment, museum retail teams are being asked to do more with less, while still delivering meaningful visitor experiences and sustainable income. This talk looks at how museums in the UK are using data to understand changing audience and consumer behaviour, to make informed business-critical decisions.

Drawing on findings from a national survey conducted across the UK cultural sector, the Association for Cultural Enterprises’ Commercial Performance Barometer, this session focuses on what sector-wide data reveals about changing visitor behaviour and how museum retailers are responding in practice.

Many organisations already collect large amounts of data, but far fewer feel confident turning that data into insight they can act on.

Find out what UK museums are doing to respond to changing audience and consumer behaviours, for example focusing on seasonal planning. The challenges and opportunities are universal and highly relevant to US museum retailers navigating economic pressure and shifting audiences.

Participants will leave with practical examples of how data can be translated into meaningful analysis and storytelling to support smarter, more confident decision-making.

All MSA Members are encouraged to attend their local chapter meeting. 
Coffee station only, No breakfast. 

Networking is one of the best parts of MSA Forward, bringing nonprofit retail colleagues together to discuss opportunities and concerns we all have in common.

This year, there are two ways to engage in structured discussions- Discussion by Sales Volume on Wednesday and by Institution Type on Friday.

Discussions by Sales Volume

During this time slot, institutional members will divide into classrooms based on their annual sales income for facilitated discussion on topics that impact stores their size.

Come together with fellow nonprofit retail professionals to share best practices. Discuss common challenges and how we can learn from each other to improve our businesses.
 

First-time attendees and exhibitors are invited to jump start their MSA FORWARD experience at a our Welcome Reception with MSA leadership and conference volunteers. Get an exclusive, fast-paced preview of what’s ahead and uncover insider tips to help you maximize every moment of the days to come.

Experience one of Philadelphia’s most celebrated cultural institutions on this exclusive full-day excursion to The Barnes Foundation. Beginning with a short walk from the Philadelphia Convention Center, attendees will enjoy a private welcome and orientation followed by docent-led tours through the Barnes’ world-renowned galleries and the nearby Calder Gardens, offering a unique blend of art, landscape, and architectural design.

Midday, relax and connect with fellow attendees over a boxed lunch in the Garden Pavilion, then enjoy free time to explore the Barnes Shop and surrounding gardens—an inspiring stop for museum store professionals seeking retail, merchandising, and visitor-experience insights.

This thoughtfully curated excursion offers behind-the-scenes access, cultural immersion, and time for reflection and networking in an iconic setting.

Lunch is included. Comfortable walking shoes are recommended. Schedule is approximate and subject to on-site conditions.

Group will depart (walk) the PA Convention Center at 9:30 AM.
Barnes Foundation
2025 Benjamin Franklin Parkway, Philadelphia, PA 191300

Celebrate as we near the conclusion of AAM 2026 with old and new connections alike at The Franklin Institute! Gather with your peers for a fun filled night of dancing, music, food, drinks and more from the professionals of play.

MSA attendees are welcome to attend- However - A ticket must be purchased.

No transportaion will be provided. 
 

Independence Seaport Museum
Located on the waterfront at Penn’s Landing, the Independence Seaport Museum is one of Philadelphia’s premier cultural destinations. Founded in 1960, it has grown into a celebrated institution featuring hands-on exhibits, historic ships like the Cruiser Olympia and Submarine Becuna, and rich collections that highlight the history, people, and environment of the Delaware River.

Join Us
Join us for an evening at the Independence Seaport Museum. Enjoy heavy hors d’oeuvres, a tickets/cash bar, and live music throughout the night.

Transportation will be provided from the Convention Center. 

Tuesday, May 19 | Half-Day Options

Explore Philadelphia’s rich museum landscape with a half-day cultural excursion, offering attendees the flexibility to select one of two outstanding museum experiences—each designed to inspire museum store professionals through curated collections, retail insight, and behind-the-scenes access.

Weitzman National Museum of American Jewish History - 9:00 AM - 12:45 PM

This walking excursion from the Philadelphia Convention Center includes a guided museum tour paired with an exclusive museum store experience, highlighting storytelling, mission-driven retail, and visitor engagement. Participants will enjoy time to explore the museum, followed by lunch on their own before returning to the Convention Center.
Bonus: Attendees receive a 20% discount in the museum store.

Group will meet their volunteer host at the PA Convention Center to walk to the museum. Group will depart at 9:00 AM.

Weitzman National Museum of American Jewish History
101 S. Independence Mall E, Philadelphia, PA 19106 
 

Use your pre-purchased voucher for convenience or be prepared to use cashless option - ON YOUR OWN.

Various concessions will be available giving you the power to choose your meal! 

Philadelphia Museum Immersion: Choose Your Experience

Tuesday, May 19 | Half-Day Options

Explore Philadelphia’s rich museum landscape with a half-day cultural excursion, offering attendees the flexibility to select one of two outstanding museum experiences—each designed to inspire museum store professionals through curated collections, retail insight, and behind-the-scenes access.

Weitzman National Museum of American Jewish History - 1:15 PM - 5:00 PM

This walking excursion from the Philadelphia Convention Center includes a guided museum tour paired with an exclusive museum store experience, highlighting storytelling, mission-driven retail, and visitor engagement. Participants will enjoy time to explore the museum, followed by lunch on their own before returning to the Convention Center.
Bonus: Attendees receive a 20% discount in the museum store.

Group will meet their volunteer host at the PA Convention Center to walk to the museum. Group will depart at 1:15 PM.

Weitzman National Museum of American Jewish History
101 S. Independence Mall E, Philadelphia, PA 19106 
 

Step back in time and experience the birthplace of American history on this guided walking tour through Historic Philadelphia. Led by knowledgeable local guides, participants will explore some of the city’s most iconic landmarks, including Independence Hall, the Liberty Bell Center, Carpenter’s Hall, Christ Church, and the charming Elfreth’s Alley—America’s oldest continuously inhabited residential street.

Along the way, enjoy time for photos, browsing souvenir shops, and soaking in the atmosphere of Old City. The tour also includes an optional stop to enjoy a classic Philly cheesesteak (pay on your own)—a must-do culinary experience for first-time visitors and longtime fans alike.

This leisurely half-day excursion is perfect for those who want to combine history, culture, light walking, and local flavor while networking with fellow attendees.

Please note: This is a walking tour. Comfortable shoes are recommended. Times are approximate and subject to walking pace and local conditions.

Group will meet tour guide at the PA Convention Center and depart at 11:00 AM

Philadelphia Museum Immersion: Choose Your Experience

Tuesday, May 19 | Half-Day Options

Explore Philadelphia’s rich museum landscape with a half-day cultural excursion, offering attendees the flexibility to select one of two outstanding museum experiences—each designed to inspire museum store professionals through curated collections, retail insight, and behind-the-scenes access.

 

Penn Museum - 1:15 PM - 5:00 PM

Travel by bus to one of the nation’s great archaeology museums for a guided tour of the Etruscan and Roman galleries, followed by time for self-guided exploration and lunch. The experience concludes with a focused museum shop tour, offering insight into product selection and merchandising within an academic museum setting.
Bonus: Attendees receive a 15% discount in the museum store.

Both options offer a thoughtfully paced experience combining education, inspiration, and retail best practices—perfect for attendees looking to deepen their museum knowledge while enjoying Philadelphia’s cultural institutions.

Transportation provided as noted. Times are approximate. Comfortable walking shoes recommended.

Buses will depart from the PA Convention Center at 1:15 PM.

Penn Museum
3260 South Street
Philadelphia, PA 19104

Philadelphia Museum Immersion: Choose Your Experience

Tuesday, May 19 | Half-Day Options

Explore Philadelphia’s rich museum landscape with a half-day cultural excursion, offering attendees the flexibility to select one of two outstanding museum experiences—each designed to inspire museum store professionals through curated collections, retail insight, and behind-the-scenes access.

Penn Museum - 9:00 AM - 12:45 PM

Travel by bus to one of the nation’s great archaeology museums for a guided tour of the Etruscan and Roman galleries, followed by time for self-guided exploration and lunch. The experience concludes with a focused museum shop tour, offering insight into product selection and merchandising within an academic museum setting.
Bonus: Attendees receive a 15% discount in the museum store.

Both options offer a thoughtfully paced experience combining education, inspiration, and retail best practices—perfect for attendees looking to deepen their museum knowledge while enjoying Philadelphia’s cultural institutions.

Transportation provided as noted. Times are approximate. Comfortable walking shoes recommended.

Buses will depart from the PA Convention Center at 9:00 AM.

Penn Museum
3260 South Street
Philadelphia, PA 19104