The project for a major site dedicated to Charlie Chaplin is the result of a series of carefully documented and audited studies. It is supported by a very favourable risk analysis from every aspect. It also benefits from unanimous support from public, communal, cantonal and federal authorities in Switzerland. This bold project is also inspired by the enthusiastic and devoted support of the Chaplin family, who for the first time agree to a concept they believe to be worthy of the extraordinary qualities and talent of Charlie Chaplin and his art.

List of studies supporting the development of the Charlie Chaplin Museum site.

STUDIES RELATIVE TO THE CONCEPT AND THE MARKET

Charlie Chaplin Museum: museographical guidelines
The museum concept

• Conceptual framework
• Thematic presentations
• Detailed description of the visitors’ tour of the premises
• Scenography and multimedia approaches
• Preliminary layout guidelines

The Charlie Chaplin Museum and Internet options
International marketing

• Analysis of the Chaplin reputation (Ipsos Reid)
• Evolution of the browser market
• Chaplin sales perspectives on the Web
• Marketing strategy of the Chaplin image on a global scale

Chaplin product licensing / Observations and benchmarking analysis
In-depth study conducted in cooperation with ICOGEST, Luxembourg

• Licensing market status in the world: observations and trends
• Key sectors and current and future market segments
• Comparative analysis of high-end brand names / icons similar to Charlie Chaplin: image policy, positioning, marketing approaches and results by sector and market;
• Positioning of supply / Chaplin image in relation to the competition and world market trends

Feasibility and market study
Potential market targeted by the museum

• State of the tourist market around the world, in Switzerland and in the Canton de Vaud
• Analysis of market evolution and perspectives
• Markets targeted by the museum
• Benchmarking (comparative) analysis of similar product offers in Switzerland
• Commercial goals supported by a rigorous analysis of the market and trends

Commercial strategy to win over targeted markets
Museum concept

• Positioning of price, product, pipeline and publicity
• Strategies retained
• Market typology
• Action plan

Organizational plan
Management structure

• Description of the project management structure / investment and operating phases

Financial analysis
Pro forma budgets

• Detailed financial analysis
• Projected income, breakdown, price policy
• Pro forma investment and operating budgets
• Breakeven point

Chaplin is back
Return of the Chaplin brand

• Positioning analysis / Chaplin Museum and derivative products
• Characterization of brand attributes
• Commercial perspectives / derivative products
• Brand updating and return strategy
• Characteristics of an online sales site
• Examples of international applications

STUDIES ARISING FROM THE PREPARATION OF THE MASTER PLAN

Topographic analysis of the site
Integration into the environmental and landscaping study

Environmental and landscaping study
Parking lot integration study

• Analysis of the site and its components
• Study of variants (access and parking lots) and their impact on the scenery
• Landscaping integration concept, organization of parking lots and parking landscaping; preventive, integration and compensatory measures
• Recommendations for future phases and impact on the project

Traffic circulation, accessibility and parking lot study

• Patronage at the museum and all-inclusive accessibility
• Parking needs
• Automobile traffic: capacity and nuisance factor
• Public transportation: goals and proposals
• Accessibility by bus, cycles and pedestrians

Master plan arrangements
Aim, scope and assignment
Site organization, recommendations and regulatory framework:

• Forest areas, layout areas and culturally-oriented equipment
• Park sector, landscaping and parking areas
• Landscaping spaces with areas of structuring vegetation, walkways and landscaped parking
• Construction perimeter changes: new and existing buildings and structures

Layout report
Project compliance with the goals and principles underlying territorial land development

• Project history, preliminary studies, project justification
• Framework of study
• Choice of perimeter
• Current state of soil – surfaces
• Current layout of buildings
• Project compliance / Goals of the master plan
• Cantonal blueprint
• Regional blueprint
• Communal blueprint
• Land-use plan
• Project intentions
• Natural environment and scenery
• Circulation/traffic – accessibility – parking

EXTERNAL AUDITS / Validations carried out at the request of the Communes

Audit of the feasibility and marketing study, and of the financial analysis / PROMOVE An audit conducted by Promove confirmed the overall quality of the analyses: credible market analysis mirroring reality, tourism validation, underestimated operating costs, underestimated patronage and projected income, promotion of a vision drawing on regional economic strengths and expertise. Recommendation to underwrite the project from the communes.

Audit of the museographical concept / MUSEUM DEVELOPPEMENT M.C.D.O. Sàrl. A study completed by Mr. Michel Etter, of the Museum Développement firm (designer of several museums in Switzerland, including the Olympic museum in Lausanne), endorsed recommended guidelines and confirmed that they corresponded to trade practices and market rules generally applied in the field of museography.