Reports of the Bureaus 

 and Offices of 

 the Smithsonian 

 Institution for Fiscal 

 Year 1994 



Under Secretary 



Office of the Under Secretary 



Constance Berry Newman, Under Secretary 



As the chief operating officer of the Smithsonian, the under 

 secretary is responsible for the day-to-day administration of 

 the Institution. Under Secretary Constance Berry Newman 

 also works with the secretary and the Smithsonian Board of 

 Regents to set long-range priorities and develop mechanisms 

 for carrying them out. 



Among the many projects involving the under secretary 

 this year were the Smithsonian's participation in the Ameri- 

 can Festival Japan '94, which required the coordination and 

 cooperation of many parts of the Institution; institutional sup- 

 port for the opening of the George Gustav Heye Center of the 

 National Museum of the American Indian; an increase in ef- 

 forts to generate increased revenue through public-private 

 partnerships; and the development of a plan for the 

 Institution's 150th anniversary commemoration in 1996. 



Business Management Office 



Nancy E. Johnson. Senior Business Officer 



The Business Management Office consists of three revenue- 

 generating activities; Retail Operations, Concessions, and 



Product Development and Licensing. It also oversees Business 

 Development, which identifies additional revenue opportuni- 

 ties for the Institution, and the Marketing Database, which 

 manages the lists of people who have a relationship with the 

 Institution. 



A merger of the Museum Shops and Mail Order divisions 

 created one retail group responsible for merchandising and op- 

 erations. This new structure offers a more efficient way to de- 

 velop Smithsonian-specific merchandise and target items that 

 may be profitable for both the shops and the mail order cata- 

 logue. A single group will also be better organized to seek the 

 additional revenue opportunities that are a vital part of long- 

 term trust fund growth. 



The mail order catalogue and marketing strategies have 

 been redesigned to reach traditional customers more effec- 

 tively. The new catalogue continues to highlight individual 

 bureaus and items from specific collections as well as special 

 events and exhibitions. 



In cooperation with the Office of Architectural History and 

 Historic Preservation, the Concessions Office renovated the 

 Commons dining facility in the Castle to re-create the look of 

 the original refectory space. A revised menu provides a better 

 dining experience for Contributing Members, who are the 

 main customers of the Commons. 



As a part of the "Smithsonian's America" exhibition at the 

 American Festival Japan '94, the Retail Operations and Prod- 

 uct Development and Licensing Divisions supplied merchan- 

 dise for the special shop. The merchandise reflected the 

 collections of the National Museum of American History and 

 the National Air and Space Museum, on which the exhibition 

 was based. 



Office of Government Relations 



Mark W, Rodgers, Director 



The Office of Government Relations represents the Institu- 

 tion on matters of legislation, policy, opetations, and 

 governance to the Congress and other federal, state, and 

 local government entities. It is the coordinator and advo- 

 cate of Smithsonian interests and positions in the legisla- 

 tive process as well as the primary conduit of legislative 

 information. 



During the year, the office oversaw enactment of legislation 

 appointing two citizen members to the Smithsonian Board of 

 Regents. It was involved in continuing legislative negotia- 

 tions to establish the National African American Museum in 

 the Arts and Industries Building. The office also sought enact- 

 ment of authorizing legislation for the minting of commemo- 

 rative coins to be issued in observance of the Smithsonian's 

 150th anniversary. 



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