WisBusiness: Milwaukee Public Museum hopes to turn corner with ‘Body Worlds’ show

By Patrick Fitzgerald
WisBusiness.com

The past few years haven’t gone particularly well for the Milwaukee Public Museum.

However, with the late June announcement that the institution had secured the world-famous “Body Worlds” exhibit, museum officials are optimistic that the coming attraction could put the troubled institution back into calmer financial seas.

Ellen Burmeister, Director of Marketing and Communications at the museum, said the exhibit will put Milwaukee in “lofty company” as one of the many cities across the globe that has played host for the nearly 20 million people that have seen the exhibits.

“Our financial department projected possible attendance of 215,000,” said Burmeister of the Milwaukee run. “Body Worlds people are expecting at least double that.”

With approval of a $39 million dollar rescue plan by the Milwaukee County Board in late June and Museum President Dan Finley announcing the acquisition of the exhibit this past June 29th, Burmeister says “Body Worlds” is a sign of the museum’s recovery.

“Its definitely a big step in the process,” said Burmeister. “Hosting large blockbuster exhibits like this is definitely part of the plan on the road to survival.”

“This really does validate what we’re about,” she added in response to critics who view the museum as a financial black hole.

Burmeister also noted that the museum has secured a major presenting sponsor, but could not disclose who is helping fund the exhibit, nor which other markets Milwaukee bested to host the exhibit.

However, she did confirm that “very exciting, very big exhibits” are in the works, but was unable to elaborate with negotiations still pending.

With “Body Worlds” secured and other big-draw exhibits being ironed out, Burmeister said the recent influx of activity points towards the museum’s renewed focus on innovative ways to present modern science and its vision for the future.

“We’re looking at new and different ways to present science,” said Burmeister. “The Milwaukee Public Museum has always been an innovator in how it presents science, and this is the wave of the future.”