PARTNER PROFILE ANN HOBING | Cincinnati Museum Center’s Senior Director of Business Growth


Membership has never been more important to Cincinnati Museum Center (CMC) than it is today. After more than a year of planning, intensive design work, and thorough analysis, restoration construction began this summer on the Crown Jewel of Cincinnati – Union Terminal – shuttering four of the five attractions at the famous Art Deco destination until Fall 2018. Ann Hobing, CMC’s Senior Director of Business Growth, is at the heart of sustaining and reinventing membership value over the course of the next two years.


What do your members say are their favorite aspects of a CMC membership?


Our more than 20,000 annual members continually cite the fact that their membership grants them access to three different museums in one building, which is itself a remarkable destination. Second, our members love the free parking and also that their membership is reciprocal at numerous museums across the country. Finally, a membership offers the flexibility of a spontaneous visit, rather than having to weigh the expense when there is free time!


How do two years of restoration construction affect your membership program?


What is absolutely incredible is that the arts and culture community in Cincinnati, and beyond, understands what Union Terminal means to this region, and they want to be supportive. Terefore, we’ve partnered with the Cincinnati Children’s Teater, Orchestra, Zoo, COSI Columbus, Kentucky Science Center, and more to offer our members discounts at those fantastic destinations. Together


we can better serve the region culturally and educationally, and these partnerships demonstrate the strength of that camaraderie. In addition, we’ve launched a really fun and exciting social media campaign to showcase where artifacts from CMC’s collections are around the City – a regional scavenger hunt!


What do you see as the future of destination membership


programs?


As technology and data collection continues to evolve, particularly with mobile, I think we may see a movement towards more individualized memberships, curating more personalized experiences at destinations. As individual members move throughout an attraction, we may be able to collect information about them, such as what kinds of exhibits or rides they prefer, what food they’re buying, how long they remain at demonstrations or shows, or even what they buy in the gift shop. Tat information may allow us to send them insights on related topics and evolve attractions to meet their needs.


In your decade as a non-profit membership professional, what are some of your most important lessons?


10 years ago, the big focus in the membership community was evolving the membership transaction process. Today, I can’t emphasize enough that it’s about curating a guest-centric practice and philosophy, putting them first as people and listening critically to their feedback and concerns. Tat honesty and authenticity really empowers our ability to enrich the guest experience.

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