Museum and Cultural Advisory Board minutes from meeting held on 11.20.25

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Museum and Cultural Advisory Board – Meeting Minutes  
 
The Museum and Cultural Advisory Board met in a regular hybrid meeting via Zoom and at the 
Mesa Arts Center on Thursday November 20, 2025. 
 
Members Present: 
 
Members Absent:          
Staff Present: 
Todd Hanle  
 
 
Brad Peterson 
 
 
Luis Ruiz 
Katelyn Armbruster  
 
Colleen Byron 
 
 
Illya Riske 
 
Greg DeSimone 
 
 
Claudia Bloom 
 
 
Sarah Goedicke 
Jania Davis  
 
 
Annalisa Alvrus 
 
 
Andrew Douglas 
Karen Rolston 
 
 
 
 
 
 
 
Simon Tipene Adlam 
Melvin Van Vorst 
 
 
 
 
 
 
 
Kristin McLeod 
 
 
Angela Buer  
 
 
 
 
 
 
 
Jarrad Bittner 
 
 
 
 
 
 
 
 
 
 
Randy Vogel 
 
 
 
 
 
 
 
 
 
 
Kelly Farrow 
 
 
 
 
 
 
 
 
 
 
Greg DeSimone called the meeting to order at 4:02pm.  
 
Items from citizens present: There were no citizens present. 
 
Introduction of new Director of Arts & Culture Luis Ruiz 
Luis Ruiz introduced himself to the Board.  
 
Approval of Minutes from the Regular September 25, 2025 meeting:  
Karen Rolston moved to approve the minutes as written, and Todd Hanle seconded. Board members 
voted unanimously to approve the minutes from September 25, and they will be posted on the city’s 
website. 
 
Discuss: Proposed Fees & Charges Rates – Andrew Douglas, Director of Ticketing, 
Mesa Arts Center and Jarrad Bittner, Museum Administrator, idea Museum: 
Jarrad Bittner and Andrew Douglas gave a presentation showing staff-proposed changes to fees and 
charges (Exhibit A). Andrew discussed the proposed addition of a ticket insurance add-on option that 
would have an associated ticket charge. This is widely in use across the live event industry. This will 
provide both revenue to Mesa Arts Center (MAC) and a service to patrons. This will be handled in-
house so MAC has more control over customer service, claims, and revenue. This will initially be offered 
for Performing Live shows (MAC-presented shows). Staff are recommending a fee range between 2% 
and 15% of the ticket price with an initial fee set at 8% to start. This fee will match the fees seen in 
the Valley and across the industry. 
 
Greg DeSimone asked about the benchmarking regarding this service. Andrew explained that staff 
benchmarked with Scottsdale Arts, Tobin Center, Blumenthal Performing Arts, and Live Nation. Greg 
then asked what percentage of ticket buyers are estimated to purchase this service and Andrew stated 
there is a 20% assumption of adoption but Scottsdale Arts sees about 33% adoption rate. Based on 
this assumption, staff project $99,150 in gross supplemental revenue for fiscal yar 2026-2027. Post-
claims, net revenue is projected to be $89,235.

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Greg asked when staff would start this and Andrew stated this would begin in fiscal year 2026-2027. 
After the Board meeting, staff will bring recommendations to Council. Jania Davis stated managing this 
gives a lot of control, but she told staff to be mindful of some of the requirements for refunds such as 
how strict they are, family disruptions versus single ticket claims. Andrew responded that keeping this 
managed in-house will enable staff to continue offering high quality and nuanced customer service. 
Melvin stated there could be some confusion if this is rolled out for some shows but not others. Andrew 
stated staff are cognizant of that and are looking at communication methods.  
 
There were no objections from the Board, and they unanimously endorsed staff recommendations for 
adding this ticket insurance option.  
 
Jarrad Bittner gave a presentation on proposed admission fee changes (Exhibition B). He gave some 
general information on current admissions, which sits at $10 for anyone over the age of one. Admission 
increased from $9 to $10 in July 2024, which is at the top of idea Museum’s current Council-approved 
fee range. The museum anticipates approximately $420K in revenue this fiscal year from admissions. 
Current market comparisons show idea Museum is far cheaper than other local children’s museums and 
attractions.  
 
True cost per visitor exceeds admission revenue and citywide tax revenues have declined, impacting 
budgets. Visitation has nearly tripled since 2021, significantly increasing demand on staffing, 
maintenance, and program resources. Cost of goods have also risen more than 20% over the past five 
years. Karen Rolston asked if staffing has increased and Jarrad said yes, but not threefold. Staffing 
expenses have also increased. 
 
Staff propose increasing the approved fee range ceiling to $15 but only recommend an increase to $12 
for fiscal year 2026-2027. After the completion of the next renovation phase, staff expect to increase 
admission to $15. This fee increase would not affect current discount programs. Idea Museum will 
continue offering reduced admission fee programs.  
 
Todd asked if staff had done any research on what the market will bear and Jarrad stated nothing 
beyond the price benchmarking noted in the presentation. Any increase over 20% (the proposed 
increase for next fiscal year) would be a financial shock for families. Jania Davis noted that she didn’t 
know why tickets were always more expensive for adults than children and she likes that the price at 
idea Museum is the same for everyone. Simon Tipene Adlam explained that it is ticket convention and 
Luis Ruiz explained that charging more for children is a deterrent based on the assumption of one adult 
and three children, and our community has larger families.  
 
There were no objections from the Board, and they unanimously endorsed staff recommendations for a 
fee increase to $12 for fiscal year 2026-2027.  
 
Upcoming Events – Volunteer or Participation Opportunities: 
Staff shared upcoming events: Merry Main Street, which has new MAC participation this year; Art After 
Dark extended hours at Mesa Contemporary Arts Museum on the second Friday and third Thursday of 
each month; MAC Gala on February 28; ALT Fest at MAC on March 13; and idea Museum’s FUNdraiser 
on April 16. Also in March, MAC will participate in a CLUE walking game, a downtown Mesa event. 
 
Discuss projects or presenters of interest and report on events attended: 
Karen Rolston attended Rock on the Rock, which was really fun and loud. She also attended 
the Dia de los Muertos breakfast Relaxed Hour at Dia de los Muertos, where she heard 
anecdotal stories from people who really appreciated the event. She also went to the Arts in

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Service Open House and had great experiences. She also recently attended the Mesa Historical 
Museum and had a wonderful experience. 
 
Greg DeSimone also attended Relaxed Hour at Dia de los Muertos and the Arts in Service 
Open House. Greg said the Mesa Contemporary Arts Museum exhibits are amazing and he 
liked that there are now images on the price sheets. He also saw Mesa Encore Theatre’s 
production of Sister Act, and it was amazing.  
 
Jania Davis said Dia de los Muertos blew her daughter’s mind and had a great time 
volunteering with her. They attended from open to close both days and can’t wait to attend 
next year. 
 
Sarah Goedicke thanked the Board for their volunteerism at Relaxed Hour at Dia de los 
Muertos, as most of the Board supported the event, and reported that attendance rose from 
150 on Sunday in 2024 to over 300 across both Saturday and Sunday this year. Staff look 
forward to expanding physically across campus next year. 
 
The Board would like to invite the Executive Director of Mesa Historical Museum, Susan Ricci, 
to a future meeting. Sarah Goedicke will reach out to her to coordinate. 
 
The next scheduled meeting date is January 22, 2026, and will be a hybrid meeting 
on Zoom and at Mesa Arts Center South Conference Room, 1 E Main St., Mesa, AZ, 
85201. 
 
Todd Hanle made a motion to end the meeting and Angela Buer seconded. There being no 
further business, the meeting adjourned at 5:14pm. 
 
Respectfully submitted,  
 
Luis Ruiz 
Director of Arts and Culture

11/18/2025
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MESA ARTS CENTER
TICKET REFUND 
PROTECTION 
SERVICE FEE
PURPOSE: REQUEST APPROVAL FOR 
NEW TICKET PROTECTION FEE
Committee Approval Request
We are requesting the committee’s input on introducing a new service fee aimed at 
enhancing guest experiences.
Improve Guest Experience
The proposed service fee is designed to improve the overall guest experience at Mesa 
Arts Center through enhanced services.
Cover Additional Costs
The new service fee will help support increasing costs at Mesa Arts Center
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EXHIBIT A

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RECOMMENDATION: FEE 
RANGE AND INITIAL SET FEE
Recommended Fee Range
Establishing a clear fee range for the new service will help set expectations for clients and 
stakeholders.
Recommended range:  2% to 15%
Initial Set Fee
An initial set fee will provide a starting point for clients, fostering transparency in service pricing.
Recommended fee: 8%
MESA ARTS CENTER (MAC): 
COMMITMENT TO GUEST 
EXPERIENCE
Enhancing Guest Experience
The Mesa Arts Center prioritizes guest satisfaction and 
strives to create memorable experiences for all visitors.
New Service Fee Proposal
The proposal for a new service fee aims to provide additional 
support and enhance services offered to guests.
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INDUSTRY STANDARDS: 
ADOPTION OF REFUND 
PROTECTION SERVICES
Increasing Trend in Refund Protection
Many arts and culture organizations are adopting refund 
protection services to enhance customer satisfaction and 
trust.
Understanding Guest Expectations
This trend showcases the industry's growing awareness of 
guest needs and the desire to meet their expectations.
BENCHMARKING
Coverage Provider / Notes
Fee Charged
Fee Range
Venue / Provider
Optional add-on at checkout
7.5%
2% – 18% 
Live Nation / Ticketmaster
Applies to select events - Optional add-
on at Check-out
8%
2%- 15%
Scottsdale Arts
Optional add-on at checkout
8%
2% – 15%
Mesa Arts Center 
(Proposed)
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SERVICE DETAILS: OPTIONAL ADD-
ON DURING TICKET PURCHASE
Optional Service Fee
The new service fee provides guests with an optional add-on during ticket purchase, 
enhancing their ticket protection.
Flexibility for Guests
Guests have the flexibility to choose whether they want the additional protection for 
their tickets, personalizing their experience.
Enhancing Ticket Protection
This add-on allows guests to enhance their ticket protection, providing peace of mind 
when making purchases.
CLAIM PROCESS: ONLINE FILING 
THROUGH MAC WEBSITE
Seamless Online Filing
Guests can file claims easily through the MAC website, providing a convenient online 
option for all users.
Streamlined Claim Process
The online claim process is designed to streamline submissions, making it faster and 
more efficient for guests.
Enhanced Customer Satisfaction
This user-friendly experience improves guest satisfaction by making the claims 
process straightforward and accessible.
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COVERED 
CIRCUMSTANCES: 
VARIOUS 
UNFORESEEN 
EVENTS
Scope of Coverage
The service ensures coverage for a range of unforeseen events affecting ticket 
holders, providing essential protection.
Peace of Mind
By covering incidents beyond guests' control, the service offers peace of 
mind for travelers, allowing them to enjoy their experience.
Guest Protection
The coverage aims to protect guests from the financial impact of unforeseen 
circumstances affecting their travel plans.
EXAMPLE: PUBLIC 
TRANSPORT DISRUPTION
Definition of Disruption
Public transport disruption refers to unexpected issues that 
prevent passengers from reaching their destinations on time.
Eligibility for Claims
Guests affected by public transport disruption may be eligible 
for claims if they cannot access the venue as planned.
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EXAMPLE: INJURY OR 
ILLNESS
Ticket Refund Policy
Guests can claim refunds for tickets if injury or illness 
prevents them from attending, ensuring financial safety.
Financial Protection
This policy protects guests from financial loss due to 
unforeseen personal issues like illness or injury.
EXAMPLE: VEHICLE BREAKDOWN 
OR ADVERSE WEATHER
Protection Against Vehicle Breakdowns
Our service provides coverage for guests in the event of vehicle breakdowns, ensuring 
they can still attend the event.
Adverse Weather Conditions
Adverse weather conditions like storms or heavy rain can impact travel plans, and our 
service addresses these disruptions.
Enhancing Guest Experience
By covering these unforeseen circumstances, we enhance the overall experience for 
our guests.
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EXAMPLE: 
DOCTOR’S 
REPORT OR 
DEATH 
CERTIFICATE
Importance of Documentation
Documentation like a doctor's report is crucial for verifying claims related to 
health issues or serious incidents.
Death Certificate Requirement
A death certificate may be necessary to support claims that arise from 
serious personal issues.
Claims Processing
Proper documentation aids in the smooth processing of claims related to 
illness or personal loss.
EXAMPLE: POLICE REPORTS 
OR TRANSPORT NOTICES
Importance of Documentation
Official documents like police reports and transport notices are essential for 
validating claims during transport disruptions.
Validity of Claims
These documents help ensure that the circumstances were beyond the guest's control, 
protecting their rights.
Transport Disruptions
Understanding transport disruptions and having the necessary documentation is 
crucial for travelers in emergencies.
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PROJECTED REVENUE: GROSS 
SUPPLEMENTAL REVENUE FOR FY26–27
Introduction of Service Fee
The new service fee is expected to enhance our revenue streams, contributing to our 
overall financial stability.
Revenue Projections
We project $99,150 in gross supplemental revenue for the fiscal year 2026-2027, 
positively impacting our financial outlook.
Financial Health Improvement
Expected revenue growth will contribute positively to our financial health and 
sustainability in the long term.
NET REVENUE: AFTER 
ESTIMATED CLAIMS
Positive Financial Impact
Post-claims, net revenue is projected to contribute positively to our financial resources 
and stability and is projected to be $89,235 in FY26-27.
Sustainability Assurance
The expected net revenue supports the long-term sustainability of the Mesa Arts 
Center, enabling future projects and programs.
Resource Allocation
Net revenue allows for effective allocation of resources towards enhancing 
community programs and facilities.
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CONCLUSION
Alignment with 
Industry Standards
The proposed service fee is in 
line with the current industry 
standards, ensuring 
competitiveness and fairness.
Improved Guest 
Experience
Implementing the new service 
fee will greatly enhance the 
guest experience, providing 
better services and amenities.
Self-Sustaining 
Revenue Stream
The new fee structure 
introduces a self-sustaining 
revenue model that will 
support ongoing operations 
and initiatives.
Community Support
The revenue generated will 
enhance our ability to serve the 
community and offer diverse 
programs.
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11/20/2025
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idea Museum 
Admission Fees
November 2025
General Information
• The current non-discounted general
admission rate for anyone over the age of
one is $10 at the idea Museum.
• The fee increased from $9 to $10 in July
of 2024, which is the top of our fee range
• No prior increases have occurred since
before the pandemic
• We anticipate approximately $420,000 in
revenue this FY through admissions
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EXHIBIT B

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Current Market Comparison
• Children’s Museum of Phoenix: $19
• Children’s Museum Tucson: $12
• Arizona Science Center: $16.95(C) $22.95 
(A)
• Arizona Museum of Natural History: $9 (C) 
$16 (A) 
• Legoland Discovery Center: $22.99
• The true cost per visitor exceeds admission revenue, in line with museum 
industry norms, requiring diversified funding and thoughtful fee adjustments 
to narrow the gap
• Citywide tax revenues have declined, impacting budgets
• Visitation has nearly tripled — from 55,000 in 2021 to over 150,000 this year, 
significantly increasing demand on staffing, maintenance, and program 
resources
• Cost of goods has risen more than 20% over the past five years, compounded 
with intentional investments in higher-quality learning experiences, expanded 
access focus, deeper visitor engagement, and enhanced cleaning expectations
Understanding Need
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• The proposed range increase provides a 
gradual, sustainable way to strengthen 
admission revenue over the next several 
years.
• FY26-27: $12
• Completion of next renovation phase: $15
• Aligns fee adjustments with the continued 
expansion and enhancement of our visitor 
experiences
• Membership options keep the museum 
affordable for families who visit frequently.
• Our Access Initiative ensures children and  
families facing financial challenges continue 
to enjoy high-quality, arts-based programs 
and experiences.
Proposed Admission Range
Expand Range up to $15
• Current Timeline
• FY26: Procurement, community 
engagement, and scope refinement to 
best shape the expansion vision
• FY27: Design development, cost 
estimating, and operational planning to 
support expanded spaces and increased 
visitor engagement
• FY28: Construction, fabrication, and 
installation of new gallery, program, and 
public spaces
• FY29: Grand reopening and 50-year 
anniversary celebration
• Current Budget: ≈$23.5M
Additional operating costs are anticipated as 
expanded spaces come online.
Phase Two Renovation Update
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Questions and Discussion
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