CMOR Revisited

I guess my concerns that nobody ever reads this blog were unfounded. Even before the ink had fully dried on my post of this morning concerning the Children's Museum of Richmond, I received a comment from Jackie, a member of the CMOR staff. Jackie assured me that there were no plans to close the downtown CMOR location and that it would continue to operate indefinitely into the future. This is good news indeed. As I indicated in closing this morning's piece, this maven can be a bit of an alarmist. I assure you that the next time the Chairman of the Board of Trustees of CMOR states that "people out in the suburbs find it more convenient if we come to them," I will not take him seriously.

Is CMOR On The Way Out Of The City?

The Children’s Museum of Richmond (CMOR) is one of my favorite places. Over the years I have taken my grandchildren there and we have had great times. One of the really great things about CMOR is the diverse nature of its customers. It is one of the few places in the Richmond area where children of different skin color and economic status can play and learn together.

Last year, while driving from Trader Joe's to Whole Foods in the distant west end, I noticed that one of the new buildings, which had been sitting vacant for months, now held the Children’s Museum of Richmond. On another day I brought one of my grandchildren to this new facility. The west end CMOR is smaller than the one in the city but it has enough activities to keep at least the younger kids quite busy. However, one of the things that I gradually became aware of was that almost all of the children were just like my granddaughter—white.

My mind wandered, as a maven’s mind is wont to do, and I thought of how fortunate the developers of West Broad Village were to get CMOR to take one of their vacant sites. Then I started wondering how this new CMOR would affect attendance at the museum in the city. Then my mind made the final leap: would parents use of this west end CMOR so reduce usage of the downtown museum that it would eventually be relocated entirely out of the city? No, I told myself, you are just being paranoid. But . . .

This past Saturday the Richmond Times-Dispatch ran an article entitled “Children’s Museum looking at Chesterfield.” According to CMOR president and CEO, Karen Coltrane, the museum’s success with its west end location has caused it to seek to build a new “satellite” in Chesterfield. They are looking at the area near the nexus of Hull Street Road and Route 288 as a place where there are lots of children. Coltrane indicated that in its first year the West Broad Village location had drawn 120,000 visitors, and CMOR membership had increased by 1,500 families. During that same year attendance at the city location decreased by about 5%. (Coltrane attributed this decreased attendance on high gasoline prices.) In the words of Brain Pitney, chairman of CMOR’s board of trustees, “It's been our experience that people out in the suburbs find it more convenient if we come out to them.”

So what happens next? CMOR will raise the money and they will bail out some Chesterfield County developer with a now vacant property by building their next satellite. That location will draw more than 100,000 customers in its first year. During that same year attendance to the museum in the city will drop (because of the high cost of gasoline, of course). And, because “people out in the suburbs find it more convenient if we come out to them,” it will be time for CMOR to consider another satellite this time in Hanover County. Finally, some day, CMOR will notice that far more children are attending their satellites than the museum downtown. Some future CEO or board chair will question whether it makes sense to still operate the city museum when most of the customers are using the suburban locations. CMOR will be replaced by CMOC (Chesterfield), CMOHa (Hanover), CMOHe (Henrico) and perhaps other suburban locations.

But, don’t mind me. You all know the maven is an alarmist.