3:30 p.m. to 4:15 p.m.
Your Next Social Enterprise
or, How MICE Can Help Your Museum
Cynthia Klaassen, Manager and Director, Studio
Bell (National Music Centre)
About the Session
Image courtesy of
The COVID-19 pandemic has put sustainable funding at risk for
most of Alberta's museums and historic sites. The lack of visitors
and on-site activities has resulted in a precipitous drop in
revenue, and the nature of future government funding is uncertain.
Now that there is light at the end of the tunnel as vaccines are
rolling out, museums and historic sites have an opportunity to
re-set the stage and look for new social enterprise opportunities
to secure earned revenue in support of operations and
One such avenue is through hosting private events, and this
session will focus on how museums and historic sites can tap into a
segment of the global events business often referred to as the MICE
market: Meetings, Incentives, Conferences, and Exhibitions. With
tangible takeaways encouraging participants to consider the
adaptability of their own spaces, this session will inspire museums
and heritage institutions to consider new and creative ways of
inviting local communities to their site to build a sustainable
operation as we move towards reopening.
Questions to Consider
- What is your future operational funding model?
- Which communities do you feel are underrepresented in your
- Who could be your next local partner?
About the Speaker
she / her
As a Manager and Director at Studio
Bell, home of the National Music Centre (NMC), Cynthia developed
and shaped the successful operations of three major areas of
business: ticketing, retail and venue rentals. Prior to her tenure
with NMC, Cynthia was the Visitor Services Manager at Fort Calgary.
Her success in the museum field was built on her over-16-year
tenure at a major Canadian bank, where she held numerous positions
including Programmer, Project Manager, and Director of Client
Relationships. Cynthia won the Governor General award in 2012 as
co-chair of the "Century Homes Calgary" project, which inspired
over 500 local homeowners to research and celebrate the history of
their home. As an advocate and enthusiast of built heritage, she
champions brutalist architecture through 'brutal' walking tours.
Cynthia holds a Bachelor of Music degree and an MA in the History