WOW stabilizes net revenues, attendance

Museum attendance rose 2.2 percent, marking the first year that attendance increased since WOW opened in late 2001. Nearly 226,000 people visited the 500 W. Sunshine facility in 2005.

Yet, attendance is still far short of the 405,795 that passed through the gates in WOW's inaugural year.

Museum leaders planning to build on 2005's positive numbers through national events and promotion.

For instance, National Hunting and Fishing Day is officially calling WOW home this year, a first in the event's 35-year history. President Bush offered his congratulations on the decision to house the event at WOW during a Feb. 9 video presentation aired at the Shooting, Hunting & Outdoor Trade Show & Conference in Las Vegas.

“Housing the celebration here will draw a lot of attention to Springfield from national media,” said WOW Sales and Marketing Director Paula Frazier. “It's one more step toward putting Springfield on the map nationally.”

And the National Wild Turkey Federation recently donated $100,000 to the museum to help fund programs that teach about the heritage of hunting and fishing.

“We set a goal to move our organization to the national level, and my goal in that is to bring more people into Springfield, and then through the doors of the museum,” said WOW Executive Director Tony Schoonen.

Business memberships

With attendance up, naturally financials have followed; ticket sales account for more than 60 percent of operating revenues.

Total net revenue was up 9.9 percent in 2005.

Coupled with a $250,000 decrease in operating expenses due to increased efficiency, Schoonen said he was “pleased with the financial picture at the end of the year.”

Museum officials hope that new ideas - continuing the traveling exhibit program and reinstating the business membership program - will make 2006 even better.

Frazier said the business membership program has changed to allow more companies to participate.

“The original program had levels that were much higher than what we're doing this time around,” she said.

“We recognize now that for every large company in town, there are quite a few smaller employers with fewer employees who have indicated that they would like to support the museum. We had to make it more affordable,” Frazier added.

Rates for the previous program, shelved in 2003, started at $2,500 and went to $10,000.

Business memberships now start at $250 and max out at $1,000; all come with ticket and store-discount perks.

Support from businesses has been important to the museum since before it opened in late 2001.

Corporate support

Donations and support from area businesses and groups, for the museum's building fund and other purposes, have helped sustain the facility.

While the museum has relied heavily on private donations from John L. Morris and his Bass Pro Shops and Tracker Marine companies - nearly $30 million in cash, land and artifacts in museum coffers in less than five years - groups such as the Missouri Department of Conservation and the Archery Hall of Fame and Museum also have made donations totaling more than $1.25 million.

Also, Great Southern Bank has contributed nearly $100,000 since the facility opened. Community Development Director Brian Fogle said the financial help, which has come in the form of assistance for education projects and sponsorship of the March 4-May 29 Extremophiles traveling exhibit, is beneficial for both parties.

“With our outreach programs, we have a special emphasis on children and on education,” Fogle said. “We think Wonders of Wildlife serves a key purpose in our community - providing educational opportunities to people of all ages, but especially with children.”

According to the museum's Schoonen, business partnerships with Great Southern and others companies such as Turner Construction and Butler, Rosenbury & Partners are essential to reaching one of the museum's biggest financial goals - diversification of revenue sources.

“Wonders of Wildlife is a pretty big animal, and there's a lot of tentacles to that animal,” Schoonen said. “We want to always be fiscally and financially responsible, keep an eye on our expenses and make sure we're developing new sources of revenue to complement our gate.”[[In-content Ad]]