THEMUSEUM
Article by Jane Pinzhoffer Earlier this millennium, dedicated parents, community leaders, politicians and the tech community, led by Jim Balsillie, came together with a shared vision of a museum for children. $17 million was raised and Goudies department store was reclaimed after being boarded up for a dozen years. The Waterloo Region Children’s Museum opened in September 2003 to huge fanfare but unfortunately, did not meet expectations. By 2006 the organization was ready to close. The Board took action, hiring a search firm to find an entrepreneurial individual to chart a new course. David Marskell saw a wonderful opportunity and he and his family accepted the challenge, moving to their new community. With an initial plan to expand demographically by age and geography, Marskell knew he had to work fast. With a young team, he began to attract temporary exhibitions to a deserving community. “The strategy, beginning with exhibitions on Jane Goodall and Andy Warhol were popular, but it was Titanic | The Artifact Exhibition that really put the newly branded THEMUSEUM, on the map,” said Marskell. “I remember reading a letter to the editor which said, ‘There’s great things happening at the Children’s Museum that aren’t just for children. Why don’t they change their name?’ At that point I knew we were on the right path and that I had also created breathing room for our Board to wrestle with the flawed financial model which we inherited.” With no permanent collection, visits are based on experiences focusing on art, technology and STE(A)M programming. There’s also exciting and unexpected events, including pop-up weddings, Dance Mix 90s parties, Remembering Gord Downie and The Beer Series. “We are a new type of emerging museum where experiences are interactive, immersive and Instagrammable,” said Marskell. “These experiences go beyond the walls of traditional spaces also popping up around the community.” THEMUSEUM’s attendance is closing in on 100,000 annually, with 42% of paid visitors coming from outside the Region. As the downtown grows, so too must the THEMUSEUM. Not only to serve the community and meet its vision to awe, inspire and enlighten, but to attract skilled workers and keep graduating students from leaving the community. Marskell believes so much in this community that he and his family shepherded $1M to THEMUSEUM from the charitable Church his parents began. “It was the catalyst for expansion that occurred at a very emotional Board meeting. We all understood our organization must show leadership and look to the future,” David said. The acquisition of the BMO building next door will allow THEMUSEUM to double in size. Marskell believes it will help lead the organization to sustainability, become an anchor for downtown Kitchener and assist other cultural groups who wish to partner. “As we plan for the future, the cities and Region must be at the table to ensure we are building what the community wants and will support, while reflecting its DNA. We need to create something sustainable that will flourish for years,” said Marskell. The public is encouraged to add input on what they would like to see in a critical mass of arts and culture in Downtown Kitchener. A survey is available online at themuseum.ca. There are lots of ways to celebrate this weekend when admission will be rolled back to 2003 prices. “Admission will only be $7.00 all weekend, plus there will be birthday cake on Saturday, a Town Crier who opened the museum, STE(A)M programming and a group photo,” said Katelynn Dietrich, Director of Brand, Research & Strategic Initiatives. Two new exhibitions will also open today. BRAIN: The World Inside Your Head and Connections & Context: 4 Artists Explore Islamic Influences and Traditions in partnership with the Coalition of Muslim Women of KW. When asked about his fondest memory, David said, “There are so many but one that reoccurs is the image of a parent on one knee discussing an exhibition with their child. One in particular is a parent pointing to a video of Terry Fox running across the country, it goes right to the heart, making everything we do worthwhile.” Marskell finished by saying, “What we need now is a new group of visionaries, like the ones almost 20 years ago, to come together and create something magnificent that is the envy of communities across the country.”