George H.W. Bush Presidential Library and Museum Competitive Analysis

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George H.W. Bush Presidential Library and Museum Competitive Analysis

Your research team has identified direct (Johnson Presidential Library, Clinton Presidential Library, George W. Bush Presidential Library, and Reagan Presidential Library) and indirect (Bonfire Memorial, Museum of the American GI, Houston Museum of Natural Sciences, and Museum of Fine Arts, Houston) competitors of the George H.W. Bush Presidential Library and Museum (GHWB Library). A marketing analysis is provided for the Johnson Presidential Library, the Clinton Presidential Library, the Houston Museum of Natural Sciences, and the Museum of Fine Arts, Houston.

DIRECT COMPETITORS

Johnson Presidential Library

  • The Lyndon B. Johnson Presidential Library is a direct competitor to the GHWB Library due to its location in Austin, Texas, in close proximity to the GHWB Library.
  • Permanent exhibits at the museum include topics such as the Vietnam War; the day of President Kennedy's assassination; social justice and civil rights; the presidential limousine; and the Johnson Oval Office replica.
  • "The library houses more than 45 million pages, an extensive audiovisual collection, including more than 650,000 photos and 5,000 hours of recordings, and approximately 55,000 artifacts donated by the President and Mrs. Johnson, their family, friends, and the American people."
  • Museum admission is $10 for adults, $3 for youth, and free for children. Discounts are available for seniors, military personnel, and students.
  • The LBJ Library is rated #3 of 312 attractions in Austin on TripAdvisor, with an average 4.5 out of 5 stars from over 3,000 reviews.
  • This library actively uses social media marketing, with 35,000 followers on Twitter, 20,000 followers on Facebook, and 10,000 subscribers on YouTube. The organization posts daily on Facebook and Twitter, with engaging posts that typically include visuals, media, captions, links and hashtags, all of the elements of effective social media marketing. They post roughly 10 videos per month on YouTube.
  • Another marketing tactic of this library is to keep the library current and culturally vibrant by taking advantage of the student population on the University of Texas campus, where the library is located. The library engages with students for special events and exhibits that attract youth as well as all ages.
  • In addition, the library hosts regular events on a variety of topics to attract a variety of audiences. They often host prestigious guests to attract visitors to these events; for example, they were meant to have an event with Hillary Clinton on March 14, although this event was canceled due to the COVID-19 pandemic.
  • The library has a Friends of the LBJ Library membership program. Sustaining members receive free admission to all of the presidential libraries, including special exhibitions at the LBJ Library, a discount at the museum store, and invitations to special events.
  • In 2018, the library earned $77,909 in revenue from the museum store and $869,845 from admissions for a total of $947,754 in revenue from sales. The library sees roughly 150,000 visitors per year.

Clinton Presidential Library

  • The Clinton Presidential Library is a direct competitor to the GHWB Library due to its proximity, as it is located in Little Rock, Arkansas and is one of only four presidential libraries in the region.
  • This library is part of the Clinton Center, which includes "the Clinton Presidential Library and Museum, the Little Rock offices of the Clinton Foundation, the University of Arkansas Clinton School of Public Service, and is a managing partner of the Presidential Leadership Scholars program."
  • "The permanent exhibits at the William J. Clinton Presidential Library and Museum reflect the events, ceremonies, day-to-day workings of the White House, the lives of the President and the First Family, and the accomplishments and work of the Clinton Administration."
  • Admission to this library is $10 for adults, $6 for youth, and free for children. Discounts are available for seniors, students, and military personnel.
  • The Clinton Library is rated as #13 out of 88 attractions in Little Rock on TripAdvisor. It has a 4.5 star rating out of over 2,500 reviews.
  • This library has a strong social media presence with 108,000 Twitter followers, 20,000 Facebook followers, 15,000 YouTube subscribers, and 11,000 Instagram followers. The organization posts a few times per week on each platform with a large variety of content.
  • One marketing tactic used by this library is featuring new and unusual exhibits. For example, the Clinton Library has hosted exhibits on Legos, dinosaurs, and space camp. According to the administration at the library, this has helped attract visitors.
  • Another marketing tactic used by this library is to forge partnerships and integrate into the local community. For example, the organization partners with local businesses and organizations to host events, such as its recent 90s Nerd Nights, a series of game nights, trivia nights and other fun events held at a local brewery. This event also demonstrates another tactic: using fun and unique events to target a broader audience than just history enthusiasts and tourists.
  • The Clinton Library's annual attendance is around 350,000.

George W. Bush Presidential Library

  • The George W. Bush Presidential Library is a direct competitor to the GHWB Library due to its proximity, being located in Dallas, TX, as well as the relationship of the two presidents.
  • "Housed inside the Bush Center, the Library features a 20-foot-tall, 360-degree high-definition video wall; a full-size replica of White House Oval Office; and the original White House Situation Room, now the setting for a unique, interactive educational experience for students. Among the 43,000 artifacts held at the Library, the “Nation Under Attack” exhibit displays steel from the World Trade Center that visitors may touch, the bullhorn President Bush used to address the crowd at Ground Zero, and letters he received in the days following the attacks. Almost 70 million pages of textual materials, approximately 30,000 audiovisual recordings, 227 cubic feet of photo negatives, just over 3.8 million photographs, approximately 80 terabytes of electronic records, and about 200 million email messages are also housed at the Library."
  • Admission to this library is $21 for adults, $19 for youth, and $15 for children. Discounts are available for seniors, students, and military personnel. Visitors can also receive discounted admission if they purchase a Dallas CityPass, which grants admission to four Dallas-area attractions.

Reagan Presidential Library

  • The Reagan Presidential Library is a direct competitor to the GHWB Library for three reasons: 1) the two libraries have approximately the same number of annual visitors; 2) both presidents were ideologically and politically similar, so they likely have similar supporters who would be equally interested in visiting the two libraries; and 3) the two presidents are from the same historical era, so researchers studying this era might be interested in visiting both libraries, as well as anyone who is nostalgic for that era.
  • This library is located on 300 acres in Simi Valley, CA (near Los Angeles). "Our holdings include over 60 million pages of documents, over 1.6 million photographs, a half million feet of motion picture film and tens of thousands of audio and video tapes. Additionally, the Library houses personal papers collections including documents from Ronald Reagan’s eight years as governor of California."
  • Permanent exhibits include: a re-creation of the Reagan Oval Office; exhibits on Reagan's term as governor, the first lady Nancy Reagan, and the Berlin Wall.
  • Admission to this library is $29.95 for adults, $22.95 for youth, $19.95 for children. Seniors and retired military receive a discount; active military personnel can enter the museum for free.

INDIRECT COMPETITORS

To find indirect competitors to the GHWB Library, we first looked at other popular tourist attractions in College Station, TX that may be of interest to those interested in the library. Using this approach, we found the Bonfire Memorial and the Museum of the American GI. Next, we looked at popular and related tourist attractions in the nearby city of Houston, TX, where we located the Houston Museum of Natural Science and the Museum of Fine Arts, Houston.

Bonfire Memorial

  • This tourist attraction is located in College Station, TX, the same town as the GHWB Library. In addition, the memorial is a historical landmark, so it likely attracts a similar crowd to the library. The Memorial is ranked as #3 out of 20 attractions in College Station, according to TripAdvisor.
  • The Memorial honors the 1999 collapse of the Texas A&M Bonfire, an annual tradition where tens of thousands of gather around a large bonfire to celebrate school spirit. In 1999, the Bonfire collapsed, killing 12 students and injuring 27.
  • "The History Walk portrays the 90 years of Bonfire preceding the 1999 collapse. The granite timeline is comprised of 89 stones arranged in a north-south line and begins with 1909, the first year Bonfire was built on campus. The amber light and notch in each stone recalls the fire glow of Bonfire each November. A break in the time line in 1963 signifies the year John F. Kennedy was assassinated and the only year that Bonfire did not burn. Three previous Bonfire-related deaths are remembered on the time line in the years they occurred."

Museum of the American GI

  • This museum is also located in College Station, TX. Additionally, it's focused on historical and governmental topics, similar to the GHWB Library. This attraction is ranked #4 out of 20 in College Station on TripAdvisor.
  • The Museum of the American GI (MAGI) is a living history museum preserving memories, uniforms, and equipment used by American servicemen and women. The museum also features historical re-enactments. "On display at the museum is one of the finest collections in the US of restored, running WWII and later era military vehicles including WWII Sherman tanks, M18 Hellcats and Vietnam-era Patrol Boat."
  • Exhibits at the museum include D-Day Day by Day; the Texas Vietnam Heroes Exhibit; Pinky Wilson and the Aggie War Hymn; and collections of artifacts. In addition, the museum hosts living history events such as re-enactments; it's also available for private events such as birthday parties.
  • Admission to this museum is $6 for adults, $4 for children. Seniors and military personnel can receive discounts.

Houston Museum of Natural Science (HMNS)

  • We identified this museum as an indirect competitor because it's located in Houston, close to College Station; it's one of the most popular tourist attractions in the area; and it's a museum, similar to the GHWB Library.
  • "This outstanding science museum has a spectacular collection of mineral specimens, a dinosaur skeleton, space-station models, a planetarium, IMAX theater and a six-story butterfly center in which these beautiful creatures land delicately on outstretched arms."
  • The museum features a planetarium, observatory, butterfly garden, and IMAX theater. In addition, permanent exhibits include Ancient Egypt; gems and minerals; paleontology; wildlife; ecology; and much more.
  • Admission to this museum is $25 for adults, $16 for children and seniors. Special exhibitions require additional tickets.
  • The museum offers a membership program. Membership includes free admission to the museum's permanent exhibits; a magazine subscription; members-only events and previews; and advanced notice about upcoming collections.
  • Tickets for this museum can be purchased through TripAdvisor, in addition to the museum's website. The museum is also part of the Houston CityPass, which grants access to tourist attractions in the city. Admissions tickets are less expensive when purchased through TripAdvisor. Admission can also be purchased through the VisitHouston.com website.
  • The museum is very active on social media, with 196,000 monthly viewers on Pinterest, 137,000 Facebook followers, 50,000 Instagram followers, and 20,000 Twitter followers. They use Facebook Messenger for marketing; a Messenger window pops up when you open their Facebook page. In addition, they make Facebook event pages for all of their events to promote them. The organization posts multiple times per day on Facebook with a variety of content. They regularly post engaging videos with educational and promotional content.
  • The organization also regularly posts on Instagram with engaging photos and videos from the museum. They also make use of Instagram stories, even using clickable stories to redirect followers to the HMNS website. HMNS also uses Instagram TV for live streaming content, typically educational content or special events at the museum.
  • Advertising database Moat has a collection of advertisements from HMNS. The majority of the ads are for membership at the museum or for special exhibitions.
  • The total annual revenue of this museum is $36.5 million. The museum sees 3.5 million annual visitors.

Museum of Fine Arts, Houston (MFA)

  • We identified this museum as an indirect competitor because it's located in Houston, close to College Station; it's one of the most popular tourist attractions in the area; and it's a museum, similar to the GHWB Library.
  • "The Museum of Fine Arts, Houston, is the largest cultural institution in the southwest region of the United States. The Museum’s encyclopedic collections of nearly 70,000 objects cover world cultures dating from antiquity to the present and include in-depth holdings of American art, European paintings, Pre-Columbian and African gold, decorative arts and design, photography, prints and drawings, 20th- and 21st-century painting and sculpture, and Latin American art."
  • Admission to this museum is $19 for adults, $12 for youth, and free for children. Seniors and students can receive discounts. Military personnel and museum members get free admission. MFA also participates in the Houston CityPass. Admission can also be purchased through the VisitHouston website.
  • The museum has a membership program. Members receive free museum admission; free or discounted tickets to special exhibitions; discounted parking; discounted special event admission and MFA films; a discount at the MFA shop; and more benefits.
  • MFA is active on social media, with 169,000 Instagram followers, 147,000 Facebook followers, and 55,000 Twitter followers. The organization uses Instagram live for marketing, such as its recent Coffee with a Curator event. Instagram posts include photos of artwork from the museum, previews for films, and behind-the-scenes photos from the museum. MFA also actively makes use of Instagram stories. Overall, they post on Instagram multiple times per day.
  • Moat has a collection of advertisements from MFA Houston. Most of the ads feature one compelling image from the artist or film with the name of the artist and a call to action. Many mention membership to the museum. Others are ads for special events or exhibitions at the museum and include a bit more detail such as dates.
  • The total revenue of this museum is $130 million. The museum sees more than 1 million visitors each year.
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