Post on 08-Mar-2016
description
(Z)
• . \•)') ,• ç
• ¡ t• 4- .-ut-.t
y. • • --
• 1 - - -- ..••
REPOT QN
"EL PARQUE DE LAS CIENCIAS"
SANTIAGO, CHILE
BY DANIEL M. MACt1ASTER
MUSEUM CONSULTANT
November, 1978
Comisión Nacional de Investigación Científica y Tecnológica
Canadá 308 - Teléfono 744537 - Casilla 297-y
Santiago - Chile
REPORT OF DANIEL M. MACMASTER,
President Emeritus
Chicago Nuseum of Science and
Industry and Museum Consultant
PO: Comisión Nacional de Investigación
Científica y Tecnológica (CONICYT)
Departamento de Fomento
prepared irt Santiago, Chile
November, 1978
TABLE OF CONTEN'!S
ti *q*
1. Consultant's Proqram of Activities While in Chile 1
2. Summary of Cosultant's RecommefldatiOns 4
3. Notes Concerriing General p lans arid perspective 7
Drawings Attached
4. Governance, Executive Control, Adrninistration and 10
St aff i ng
S. Site and Building Considerations 15
6. Exhibit Program 19
7. The Budget 22
8. Time Schedule for Completion 25
9. Expression of Appreciation 2€
AP? ENDICES
1. preliminary Documents
a. Request to O.A.S. by CONICYT fac Technical
A ssi st ence
b. Response by Consultant
c. Tentative Program Suggested by CONICYT
ci. Response by Consultant and Suggested Agenda
2. The Science Museum Comtnittee
3. Opening Statement to Science MUSCUM Cmittee by Cerisult$flt
4. Rsportse from Science Musewn Coaaittee
S. Btographical Material Concerning Con.ultant
6. suggested Plan and Perspectivo Drwings
F RE W O R D
This report is respectfully submitted by science
rnuseum consu].tant MacNaster whose services the Chilean Govern-
ment requested through the Organization of American States to
render advice on the organization and administration of a
museun of science and technoloqy in Santiago, Chile.
1.
Consultant's Program of Activities While in Chile
During the period of my consulting mission, from
October 18 to November 15, 1978, 1 visited a variety of educational,
cultural, recreational, industrial and research activities where
briefings were heid with their resective staffs as well as were
meetings with representatives of governznental agencies and their
components. Formal and informal meetings were heid with the
president of CONICYT, the head of its Department of promotiort of
Science and Technology, Vr. José Manuel Cousifo, Mr. Enrique
Dellacasa and Miss Elena Acuña of his staff. Meetings also were
held with the Members of the Technological Museum Committee
consisting of: Mrs. Grete Mostny, Mr. Juan Infante, Mrs. María
Elena Troncoso, Mr. José Manuel Drouilly as well as Mssrs. Cousiño
and Dellacasa, Mrs. Jeannette Charney and Miss Acuña.
1 was received with great cordiality and a spirit of
cooperation by Santiago Mayor Patricio Mekis, Mr. Enrique Campos
Menéndez, National Director of Museums of Libraries, Ana María
Prat, Director of CENID, Director General M. Wayne Sartdvig and
Director General Adjunto William R. Corthorn of Fundación Chile, Mr.
Jaime Fortessa at La Moneda, Mr. Guillermo A. Belt, Director of
O.A.S. Offices in Chile, Mr. Oscar AgUero, Chief of the Department
of International Affairs of CONICYT, and many others for briefings,
discussions and the exchange of views of the subject of the proposed
Museum of Science and Technology.
Several detailed visits of irispection and study were
made to the proposed site for the.Museum in the area on Avenida
Alameda adjacent to the Universidad Técnica for conferences with
the architects, engineers and designers of the overall plan for the
area as well as for exarninations with them arid other Universidad
staff members of the detailed plans for the proposed Planetarium.
'?ith the collaboration of Architect Rubén Vieyra, to
whom my great thanks are expressed, a plan and persective drawing
were produced of my suggested proposal for the utilization of the
site for both the Science Nuseum and the Planetariurn -the area to be
called "El Parque do las Ciencias"- with a central reception
building to which each would be connected operatig under a single
Board and Staff. The drawings referred to aboye are a part of this
report and are described in detail elsewhere herein.
To further orient and inform m yself, to the degree
possihle in a brief period, on the nature of the city, and its people
who will be the visitors to the Juseum, 1 traveled alone, and
accompanied by others, throughout t--he city and surroundirig areas by
foot, automobile, bus and the retro observing business and industrial
areas, resideritial areas of various income leveis, traffic patterns,
the location of schools, institutions of higher education, public
transportation facilities, places of worship, stores and shoppinç
centers, theatres, restaurants, hoteis, San Cristóbal Hill and its
funicular railway as well as its Enoteca arid Sheraton Hotel, Santa
Lucía Hill and its special features, Forestal and O'Higgins Parks
and its El Pueblito, La Moneda, under reconstruction, the Palacio
Cousiño, the Teatro unicipa1 for a performance there, the Cathedral
and more. 1 went on excursions to Laguna de Aculeo, Viña del Mar,
Valparaíso and elsewhere, visited the FISA, and in all ways possible
made a coriscientioris effort to put myself in the position of a
3.
citizen of the community rather than that of an outsider isolated
and insulated from the populatiori who will be the constant users
of the proposed Science Iuseum.
Through the courtesy of my new found friends 1 had the
opportunity to visit several houses and apartments, to be present
at social gatherings, dinners and receptions at houses and at
Museums, to meet many persons from various walks of life in an
informal manner and to learn their views of the proposed Museum of
Science and Technology and the idea of cornbining it with the
proposed planetarium in a unique addition to Santiago "El Parque
de las Ciencias". 1 found tremendous support and enthusiasm for
the project.
At the first formal meeting of the Committee on the
Technology Museum. 1 presented a previously prepared "openinq
statement" as an introduction to the subject. It is appended
herewith as an integral part of this report as is the response
from the Cornrtittee to it and to a suggested agenda for discussion
here which 1 prepared in advance and forwarded.
4 --
4.
Summary of Recommendations
As the result of study and observatiori and with the
mutual agreement of the committee, it is my coriviction that a
coriternporary Museum of Science and Technology, utilizing the proven
techiques of effective cornmunications and dissemiation of knowledge
through the utilization of visitor-involvement and audience-participatiori
devices, should be established in Santiago with all deliberate haste.
In fact, in view of the particular and special need for such en
institution in Santiago, because of the country's unique geographical
location and configuration, lying as it does between the mountains
and the sea, it is my hope that the irnmediate development and
compietion of such an institution might receive special priority.
Such en institution,presenting as it will for all of the Chileari
public arid for growing mumbers of foreigri tourists to see, the basic
principies of conternporary science and their application to Chiie's
life, culture and economy today, tomorrow, and for the years to come,
would constitute a high profile demonstration of Chiie's growing
positiori of importance in the world at large.
Such an institution, it is my conviction, should reflect
the unique and admirable nature of Chile, rather than be a replicatiori
in whole or in part of a United States or European one. It should
reflect proudly the cultural heritage of Chile and should be aimed
at all of the comporients of the Chilean public, employing the
techniques, which experience in Chile, not eisewhere, iridicates are
successful, effective and, most importantly, welcomed by the people
of Santiago and the nation as a whole.
1 • -. . -. -•----------------------- --
5.
It is my considered judgeinent that such an institution, aimed at
all of the individuals of the community, and with every effort made to
encourage its use by the entire populatiori, will prove to be the rnost
heavily visited cultural facility in the country. 1 believe that
individuals, students and farnilies will ernbrace such an institution not
orLiy as a significant, non-formal educational institution, which it will
prove to be, but also as a much welcomed, highly regarded and thoroughly
appreciated socially - contributing recreational facility for al].. One
million visitors per year would not be an unreasonable expectation for
such an institutiori. 1 believe that such an institution will be of
truly significant value in a variety of ways to the schools and
universities, to the qovernmental establishment at all levels and to
the population in general.
1 believe also that it will prove to be a rnost significant
tourist attraction and that t-te revenue derived from theexpenditureS
of tourists in Chile will substantially justify the cost of the
projected iristitution. This henefit would be in addition to the
irtstitution's contributiort as an educational and recreational and
sociahly clesirable facihity to the people of all ages of Santiago
and Chile.
Foliowing independent study anddiscuSSion,afld wjth this
consuitartt in attendarice as wehl, it was rnutually agreed that the
basic functon of the institution would be to disserninate information
Qn scierice and technology to all of the conponents of the pubhic; that
while sorne historial rnaterials would be displayed, in order to give
perspective, the primary function of the institution iMmediately and
in the future would be to ernphasize present day, contemporary, rnodern
6.
technology and to look constantly to the future, that basic research
in the physical and biological sciences or in technology would not be
a function of the institution, that the institution would avoid an
encyclopedic or broad and ah - ernhracinq approach to the subject
matter but would confine itself to t ^iose fields of science, industry
and technoloqy directly related to Chile such as food, nutrition
agriculture, marine resources, telecommunications, electronics,urban
and rural network planning, computer programs, mining and rnetalhurgy,
ecology and other Chilean - related fields of subject matter and the
basic sciences of physics, chemistry, mathematics, biology, as well as
the technology and iridustry associated therewith.
In the appendix of this report is the response from the
Museum Committee which sums up that qroup's concensus.
It is also my strong recommendation that the proposed
Planetarium be located together on a single site and be administered
as a single unit.
7.
Notes Concerning General p lans and perspective Drawings Attached
The layout of buildings, public amenities and landscaping
features shown on the attached drawings are not to be considered
definitive or final. They represent rnerely a demonstration study of
the fact that the proposed Science Museum and Planetarium can be
accomodated in a highly efficient and desirable manrer in the
triangular area proposed on Alameda adjacet to the capus of the
Universidad Técnica.
The two iristituttons are shown connected by an elliptical
structure designed to serve as the puhlic reception center, the
dining, check-room and souvenir sales facility as well as to house
the heating, ventilating and air-conditioniflq installation for the
entire cornplex, including the Science Museum and the Planetarium.
The grourtd f loor of the structure would serve as the
public reception area, with book and souvenir sales and check-room
facilities. The floor below would house the restaurant and kitchen,
washrooms and mechanical facilites. Outdoor dinirig would be
available on cortnected terraced areas on the lower level in two
places, one toward Alameda, the other toward Ecuador, hoth of which
could be seen by the rjublic frorn te outside and would attract visitor
attention.
The second level of the building would serve as an
attractive galiery for special events, receptions and temporary
exhibitioris.
The entire central building would be connected, on the
ground f loor level arid on the second f loor level, to the Science
S.
Museum on the one side and the planetarium on the other side by
glass-walled corinecting aall.eries.
The roof of the structure could serve eventually, if not
irnmediately, as a solar energy receiver to provide spaee heatirig,
hot water and air conditioniri q energy and for exhibition and
demonstration purposes as a scierLce exhibit.
The Science Museurn building shown on the drawings represents
a structure of 200.000 square feet of floor space. The area beyond the
building, toward Ecuador, is availahie for an additional building of
similar or lesser size when required at a future time. Such an
addition could also be cortfined to one story building of 100.000
square feet of floor space, or less.
The driveway shown between the Science Museum and Ecuador
is to provide truck access to the building for the delivery and
removal of exhihits arid equipment. Wheri the building is expanded the
driveway would be shortened to connect with the new addition. The
area betweeri the two leq s of the U-shaped driveway could be used
irnmediately as an experimental or demonstration botanical or
agricultural garden or as a site for large, outdoor, science museum
exhibits to attract the attention of passersby.
-.he central reception building is served by a driveway
from Ecuador to accommodate private automobiles, school-grOUp and
tourist-buses. After discharging their passengers at the entrance of
the reception building they would proceed to park in the parking area
beyond which would be a part of the total complex and would be made
attractive by plantings of trees and bushes.
-.he entire triangular area would be a park with reflecting
pools, fountains, flowers, trees, bushes, flags and bar-iners, special
lighting fixtures, etc.
pp
While the science Museum is showri in these drawinqs as
a two - story building it could be built as a one - story building
occupyiflg its presently Lndicated area and the proposed expansiOfl
area as well. However unless orovisions were made in the design
and constructiOn of such a building to add a second floor at a
later time, the Museum would be for ever locked irtto and restricted
to a total of 200.000 square feet of floor space.
In these drawinqS no attempt was made to indicate the
archjtectUraldesig n of the exterior or interior of the Science
MuseUm. This, of course, is an entirely different projeCt and is
not to be influenced by the design suggested on these drawings.
The design for the planetarium, however, is a well-
conceived, thoroughly considered architeCtUral, mechaniCal and
educationallY effectiVe plan ready for execution.
The existence of the superb, new library of the Univer-
sidad Técnica irnmediateiY adjacent and accesible to the new Science
Museurn and planetarium makes this site additionally desirable.
In total, the new complex would comprise a new and
unique additon to Santiago, and to Chile, to be known as "El Parque
de las Ciencias".
1.0.
Governance, Executive Control, AdrrtinistratiOfl and Staffing
It is recommended that a Board of Goverriarice (using whatever
term is comnon and will be readily understoodifl Chile) be duly and
officially constituted by proper authority and issued an official
corporate charter consistirxg of:
- Ministro de Educación
- Alcalde de Santiago
- presidente de CONCYT
- Rector Universidad Técnica del Estado
- Ministro Vicepresidente de la Corporación de Fomento (CORFO)
- presidente de la Corporación del Cobre (CODELCO)
- presidente de la Academia de Ciencias
- Presidente del Colegio de Ingenieros
- presidente del Colegio Médico
- Director Nacional de Museos Archivos y Bibliotecas, Ministerio de Educación
- Director Generl de la Fundación Chile
- Directora del Museo Nacional de Historia Natural
- presidente de la Cámara Chilena de la Construcción
- presidente de la Sociedad de Fomento Fabril (SOFOFP)
- presidente de la Confederación de la producción y el Comercio
This board should be empowered to, elect its own Chairman,
possibly for a three year terrn to be extended for additional three
vear terms by Board action, elect other off1cers'of the Board,
appoint committees of the Board, hoid regular and special meetings,
II.
develop lts own By-Laws and in general assume all of the duties of
being responsible for all matters related to the institution.
It is recommended that durinq this interim period this
Board appoint an Executive Director who would carry out the policies arid
directives decided upon by the Board.
It is recommended that the present Conmittee en the
Technology Museurn be desiqnated by the Board as its DeveloPmeflt
Comrnittee to pursue with great diligence rnatters related to the
establishment of the Nuseurn under the advice, conserit and approval
of the Board and that the Executive Director of the Board be
designated as the Chairman of the Development Committee.
When the oroject is assured and the time has come for
construction and operation it is recommended that the ExecUtiVe
Director he phased out and a perrnanent organization be instituted
as foliows:
T'-e per-nanent staff of the Museum, as it is developed,
it is recomrnended, should be divided into the foliowing categories.
The Executive Office, consisting of the Chief Executive, the Director
and Assistant Director and the necessary stenoraphiC and support
personnel. The function of the office, operatina through estabhished
procedures, would be to provide over-ali direction, to execute the
policies arid directives of the Board, te supervise the department
beads,to raise funds, to prepare the budqet with the cohlaboration
of the Board and the Business Manager and to be responsible for
12.
adherence to it, and in general to exercise all of the duties,
functions and responsibilities of the Chief Executive of the
corporatiOn. It is suggested that the Chief Executive be designated
president of the institution arid be a fu1ltirne employe of the
corporatiOfl serving at the discrtion of the Board, reporting to the
Chairman of the Board, that he be an ex-officio rneber of ah
comrnittees of the Board and in the absence of the Chairman and Vice-
Chairnan of the Board shall be empowered to preside at meetings of
the Board.
The Office of Business Manager
Headed by the Business Manager, this office is to
handie all matters related to personnel payrohl, purchasing, handling
of invoices, the business management of all revenue-producing related
services such as dining facilities, souvenir and book sales, etc, etc.,
in the standard manner of an accounting and financal control office.
t. 4 ni rc1nr nf xhihits is to handie all matters
related to the design supervisiOn of construction, instahlation, renewal
maintenance and repair of perrnanent and temporary exhibits.tJnder the
Director of Exhibits would be assitarits, desigriers, artists, a shop
uperintendent arid his assistants and craftsmen, and any other personnel
necessary to carry out the functions and responsibihities of a viable
xhibits procjram.
The Office of Engineering Services for the Building and Grounds is to
handie rnatters related te heating, ventilating and air-conditioning, the
internal and external maintenance of the structures and grounds, etc.
13.
The OperationS Office is te bandie the opening and closing of the
huildinc, hiring, training and supervising of guides and guards,
information des's, the receDtion and handling of the general public
school groups, etc.
The Office of Education is 'o initiate or review all exhibit plaris
and programS for tecinicai accurcy and appropriateneSS, rnaintain
contacts with scools and universities, produce printed rnaterials
of an educational nature and in general serve as the scientific and
technical authenticatirig deoartmerit of the institution.
The Public Relations Office is to prepare and dissemmiriate press, radio
and televisi6n information and in general keep the institutiofl'S
various publics inforrned concerning its prograrns and activities.
Substantial efficiency in governance,administratiOfl and
staffing would result from unifying the planetarium project with the
Museum of TechnolOgy project into one. ;Jhile each would occupy
its own building, they should be under one Board and a single
executive, adinistrative and staff organizatiori. The two would be
seen by the pubhic as a single presentatiori. The Museuru of
Technology and the Planetarium located side by side in El Parque de
Ciencias under a single rnanagernent.
Futher econornies would be achieved by having common and
single inforrnation and reception areas, dining facilities, washrooms,
puhlic locker rooms, book and souvenir sales areas, heating and air
condition facilities, etc., to serve both buildings, thereby
eliminating duplication. Such aboye mentioned facilities could be
housed in one or the other of the building or preferably, in a
14.
connectiflg entranCe hall gallery located betweeri the two and
attached to each.
By locatinq the useum of Technoloçy adacer.t to the
Universidad Técnica additicnal advantages.tO both irtstitutions can
result by utilizing the wealth of scientific and techriical expertise
represented on the various faculties of the universidad to suqgest,
des¡-.n and create plans for rnuseurn exhibitS and to do basic research
therehy elemtnatin: that functiori from the rnuseum's program. The
universidad'S studets could be employed to serve as guide-lecturerS
in the Museurn. Frorn the Universidad's standpoint, clearing the area
between the Universidad'S present campus and locating the
planetarium and the MUSCUm there will serve es "a window to the world"
for the universidad whjch is now essentially isolated frorn public
view.
Site and Building Considerations
The geoqraphic s i-te for such an institution should be
adequate for the irnmediate requirements of the building arid should
provide sufficient area for future expansion (which in my opirtion
will be essential as time goes on). It should also provide a
park-like setting wjth atractive landscapinq, fountains and
reflecting pools, and outdoor exhibits related to the nature of the
Museum. It should be readily accesible via public and private trans-
portation and by pedestriaris. It should provide space for parking,
the loading and unloadirig of cars and group-tour buses and large
delivery vehicles both for immediate rieeds and for the future when
additional space for these purooses will inevitably be necessary.
The site proposed adjacent to the Universidad Técnica
and wjth froritage ori Avenida Alameda and with metro Statioris readily
available would seem to fulfili all of these requirementS and to be
and ideal location for a variety of other reasons which are
mentioned in the section of this report on Governance, Executive
Control, Adrninistratiofl and Staffing.
15.
16.
Building Considerations
The building should be conceived primarily as a controlled
environment and support system for the Museurn's exhibits and proqrams
which it wjll house rather than as an end in itself. It should
convey and conxnunicate to the visitor, even though he may not
articulate or even cerehrate the fact that it does so, that the subject
matter of the institution - science and technology - is of utmost
significance and importance now and will continue to be increasingly
so in the future. It should not be in appearance forhiddinq, as !fldfl
public buildings are, but should be inviting and corivey psychologically
a feelinq of the pleasure, enjoyrnent arid recreation which the exhibits
withiri it will bring to visitors from all walks of life - not only to
the learned or affluent or educated or those already familiar with the
subject matter of science and technology.
It sr-iould he as free of columns as possihle and should
provide for maximum fiexibihity within, immediately and in the
unpredictahle future. It shou1d be desigried to allow for expansion, a
phenomenon wich every successful science museurn has experienced.
The huildinq should be designed as a demonstration of the
efficient use of materials arid the conservation of energy. :n this
clirnate provisiori should be nade to utilize solar energy for space and
hot water heating and air conditioning if not irnrnediately, certainly
in the future. To the degree that it is feasible, the buildinq should
be a science arid technology exhibit in itself demonstrating how a
buil r1 ing works as far as load-hearinq consideratiorts, graphic statics,
heatirq, ventilatinq, etc., tire concerriéd. It shou'd he designed for
ready access by the puhlic through the avoidance of stairs and for
the convenience of the handicapped.
17.
Few windows or large glass areas are recornrnended so that
control of lighting within is possible. A large unloading dock is
required for receiving and dispaching large exhibit units with large
freight elevator capacity for handling large and heavy units.
Sufficient electric power capabilit y and convenient distribution of
outlets throuqhout the buildinq are essential.
-,he building should not be designed only to accomodate
the original exhibit installations. Exhibits in a science rnuseurn
shoUld be changed frequently to maintain public interest and to
keeps abreast of new developments in science arid technology and
exhibition design techniuues. Special features which the building
should provide for are:
A unique, attractive and unusual theatre of 300-400
capacity with equipment and facilities for the presentation of
special dernonstrations, lectures, dramatic performances, concerts,
etc.
An area of sorne 20,000 square feet of floor space with
a ceiling height of 30 feet to accornodate big arad soectacular exhibit
units.
A rnodest hut creatively designed library-audio-visual-
learning-center for popular printed and audio-visual reference
materials related to science and technoloqy.
A temporary exhibits galiery of sorne 10,000 square feet
of floor space for a constant strearn of changing exhibit presentations.
A food service facility with dining and kitchen accomo-
dations.
A book and souvenir sales shop.
18.
An impressive visitor reception area with Inforrnation
Desk, check room facilities, telephones, etc.
An area for receiving school groups with student
orientation rooms, check room, school group lunch facilities, etc.
Toilet and washrooms
Maintenance and exhibit-onstruction shop facilities.
Locker rooms for various groups of employees. An
executive of f ice with adjacent reception and food service areas for
receivincj distinguished visitors, receptions, Board meeting, etc.
public escalators and staff elevators where required.
Staircases, corridors and connecting passageways out of sight of the
visitor areas where required.
Offices for adrninistrative staff and secretarial
functions.
A desiqn and drafting area
Exhibit-storaqe areas
Possibly a rnembers lounge wjth refreshrnent facilities.
Mechanical support areas: fan room, janitors closets
with water sink and draín facilities, etc.
A fire protection system
A Staff lounge area
A First Aid room and related facilities
Photographic dark rooms and laboratories
A printlng and photocopying room
A general file area
A business-personnel office with appropriate accounting,
payroli and related equipment.
19.
Exhibit Prograrn
The success of this rnuseum - or for that matter, any
other institution - will depend upori its integrity, its well-defined
objectives, the dedication and ability of its people, its administra-
tive, executive and financial management skill, good fortune and
probably a few other things. But in the case of a Museurn its success
depends in large rneasure upon its exhibits and the degree to which
they serve the needs and are accepted by its nublic. t'Iot any public.
Its public.
The role of a scierice museum is to provide revealation
of what its viewers never knew or never even knew existed before, to
broaderi their horizons, to inspire and stirnulate them to become a
part of the thrust, the cutting edge of a more fulfilling human exist-
ence, to encourage initiative and resolve and deterrnination and mci-
dentally to learn sorne scientific and technical facts.
It is my feeling that the Museum we are working or
should not attempt to teil too much about too many things but should
confine itself to the immediate environment.
The science museum doesn't take the place of a formal
school - that is essential. The science museum serves many other
purposes and in addition augments the formal school and makes its
task easier and its results more effective.
People come to museums for educational recreation and
the more recreational the presentation is, the more effective it is.
20.
Tie museum experience rnust be enjoyable in order to be educational.
Involvement is essential,is the sine qua non. What one enjoys he
remembers. What is dull,uninteresting, painful, one puts from his
mmd or forgets as soon as possible.
Three-dimensional things in motion haVe infinitely more
appeal than static thins or pictures or qret blocks of material
to be read. To many individuals reading isdifficult if not painful.
Three-dimensional thinqs set into rnotion, operated by, controlled by
the visitor are fascinating to him.
Exhibits of ths kind dealing with suhjects close to
home rather than foreiqn or abstract matters are particularly
appealing.
A series of exhibits of this kind dealinq proudly with
Chile's technological present and future would insure the success
of the Museum's exhibition program.
Such an instttution is riot only for those in t'ie fields
of science and technoloqy or for those who will eventually find
their life-work in these fields.
The science and technoloqy exhibit is designed to
contribute to the cultural erilightenrnent of all to those who wihl
become artists end poets and military officers and eritreprerteurs
and pubhic servants and taxidrivrs just as the museurn of fine arts
is not only for artistsor the historical, museurn for historians.
The iristitution we are contemplatirig will rnake a unique
and significant addition to the public cultural, educational and
recreational resources of Santiago and the entire country.
21.
A special, separate and most irnportant feature of this
institution should be its "Traveling Exhibition Service". This
would consist of a contiming series of science and technoloqy
exhibits designed to be light and demountable, to be parked Into
especially designed shipping containers and to he transported by
rail or hihway to principal population ceiters througnout the
country. There they would be set up in space availab.e in schools,
libraries, tarkets, or public buildings for all to see. Ch1dren
from surrounding rurdi areas could be brought by bus to uti.ie
then. This procedure wculd serve as a hiqhly desirable out-reach
prograrn of the institution in Santiago and might be combined into a
total rnuseum out-reach program participated in by the art, history
and natural h±story museums.
22.
The Budget
It is proposed that the initial structure for the Museum
be a twa story building consisting of approximately 200.000 square
feet of floor space of whici roughly 125.000 square feet be devoted
to exhibits with the rernainder devoted to supporting facilities
outlined elsewhere in this report under Site and Building Considerations.
1 am not personaily familiar with the costs of building
construction in Santiago but 1 am informed that such a building could
be built for US$ 1,000,000. To thiá mist be added the cost of
architectural and engineering services. To the extent that these
services might be contributed by a State—upported University or by
a Ministry such costs would not become a part of the budget for the
Museun. Other possible sources for this technical assistance might
be the Orgartization of ímerican States, or a contribution of services
from private industry here or elsewhere. The cost of acquiring and
clearing the land hetween the present confines of the campus of the
Universidad Técnica and Avenida Alameda would, 1 assume, come from the
govermment or the city or both. The costs of landscapinq and
otherwise beautifying the site after the building is bui].t could, 1
assume, come from other city and national Ministries responsible for
parks. The cost of furniture and fixturs would have to be estimated
when preliminary plans for the building are cornpleted and might be in
the order of magnitude of 15% of the building cost.
23.
The cost of designing the exhibits would be influenced
trernendouslv by whether or not outside designers would be used as
would te cost of constructirg the exhibits. These design and
construction costs could range from USs 25 per square foot to US
100 per square foot amouriting to from USS 2,500,000 to US$ 10,000,000.
Sources for these funds might be Chilean business organizations and
foreign industrial cooperations doinq business in Chile, including
but not limited to: General rotors, Frigidaire, IBM, Smith—Corona
Marchant, Xerox, Ford, Vollkswagen, Toyota, Siemens, Corning Glass,
Fiat, Mercedes Benz, International Harvester, ITT, ESSO, Mobil,
Olivetti, etc.
Operating costs would include payroll,energy, telephone,
office supplies, building maintenance supplies, exhibit maintenance
supplies, printing, etc. ;hile it would be impossible at this time,
not knowing the detaile0 program of the institutions or Chilean wage
costs, to properly estirnate these operatinq costs the total operating
budget for an institution of this size hased en experience in the United
States would he in the order of USS 1,500,000. Revnues to support
such a budget might derived from five basic sources:
1. T8X revenue from City and State
2. Revenue from visitors through general admission charqes, special
admission charges te special events, exhibit openings, lectures,
performances, temporary exhibits, food services, the sale of
books and souvenirs, etc.
3. Revenue from industrial corporations (in addition to funds for
e.hibit construction) for the maintenance of individual exihits.
4. A mernbrship proara w-4 t'.-i various clases of members: corporate,
founer, benef actor, life, Frrilv, individual, stud rmt, etc.
S. Grnts and jifts frori individuals and foundattons in this country
and abroad.
24.
25.
Time Schedule
Factors to he considered in developing a working schedule
for the realization of this project are te acquisiton and clearina
of the land, the architectural, engineerinq, and landscapinq design
and constructon of the buildings, grounds arid related utilities, the
desiqn, construction arid tnstallationof exhibits, the recruitirty and
training of personnel and the final oreparations for previewinq and
openiriq the institution to the public.
1 have no knowledge as to the length of time that will he
required to acquire the land. Clearing it, once acquired could he
accomplished in three months. The buildini plans could he developed
and finalized in one year. The coristruction of the huildings and
associated facilities could be completed in three years. The design,
construction and installation of the exhibits could be accomplished
concurreritly during the sanie three years that the building is under
coristruction.
urinQ tbis period at appropiate tims which can be
scheduled, the staff can be assemhled, trained arid given pre-opening
practice experience.
If th' land can he acquired over the next two years, the
entire project can be conpleted in a five year period And opened to
the public prior to the end of 1983.
This is not an unrealistic schedule but in fact is a
generous aliotment of time which may well he improved uoon.
The Jeterminq factor is the decision forthwith to go
ahead and the purposeful and dedicated pursuit . of the work.
26.
Expression of Appreciation
In conclusion, 1 thank all of those with whom 1 have
met jri connection with thjs rnission of corisultation for the warm,
gracious, friendly and cooperative spirit with which they received
rne.ty soecial tharLks and expression of admiration arid good will go
to CONICYT President Manuel Pinochet, Santiago Mayor Patricio
Mekis, National Director of Museums and Libraries Nr. Enrique
Campos Menéndez, Rector Eugenio Reyes, Pro-Rector Carlos A. Forray
artd Guillermo Clericus of the Universidad Técnica del Estado, Direc-
tor General N. wayne Sandvg and Director General Adjunto William R.
Corthorn of Fundación Chile, María Elena Troncoso and the many
others who have been so helpful to me.
To the distinguished and able Committee on the proposed
Museum of Technology, histed elsewhere in this report, goes much
of the credit. They are a group of great talent, knowledge and
w i s dom.
My immediate colleagues and collaborators were José
Manuel Cousiño and his associates in C0NICYT, Enrique Dellacasa and
Elena Acufia who mirtistered to my every need, contributed in great
measure to my efforts and were cortstantly availabe to help and
advise me. 1 rnust in all conscience extend an especial expression
of gratitude to Elena Acuña for hcr professional contributions to my
work here. Without her knowledqe and bi-hingual expertise this
report would not nave heen possible. Finaily to María Elena Delgado,
who served as my secretar" during my rnission in Chile and typed this
report, 1 express my qreat gratitude and respect for her ability.
27.
1 leave Santiaqo, and Chile, with most pleasant feelirics.
1 came here a strançjer and imnediately was rnade to feel at home by
ah. T hope that on ny next visit here my wife will have the
opportumity to accompany me. She wculd regard with deep affection,
as do 1, this country and its most admirable people.
1 will welcome the opportunity to he of service in the
furtherance of this project iri the future: reviewing plans for the
development of the site, the buildincjs, the educational prograrn,
the exhibits and any and ah aspects coricerning it. 1 loo forward
toward our continuing productive collaboration.
Daniel MacHaster
santiago, Chile
November, 1978
-,---. 1. ------------- ..-..-.-...--.------------.- ------------------
PROGRAMA NACIONAL DE COOPERACION TECNICA CHILE - O.E.A.
1978 - 1979
COOPERACIO:j DE FUENTES EXTERNAS
País del cual se desea recibir la cooperación: U. S. A.
I. Servicios de Asistencia Técnica de Expertos
Gobierno de Chile
Experto: Daniel Miller Mac Master, Presidente
Entidades Ejecutoras: CONICYT, Universidad Técnica del Estado,
Dirección de Bibliotecas, Archivos y Mu-
seos y Municipalidad de Santiago.
Duración de la Misión: 1 mes
A. Detalles de la Misión
1. Descripción de la actividad
a. Objetivos específicos inmediatos y de largo alcan-
ce, incluyendo beneficios sociales.
El establecimiento en Chile de un Museo Tecnológi-
co.
b. Lugar de la actividad e'
Científico-Tecnológico.
La política de recursos
dedicado a la promoción
cia y tecnología en que
contemplada la creación
el mando del Plan Nacional
humanos contempla un item
y divulgar_¡- de la cer. -
aparece especificamente
de museos.
c. Si la actividad es nueva o continuaci6n o modifica
ción de una existente.
No existen muscos tecnológicos en Chile.
d. Si es una actividad separada o relacionada a otra
actividad más am plia. En el último caso indicar
quien está realizando dicha actividad.
Forma parte de la labor de creación y administra -
ción de Museos que realiza la Dirección de Biblio-
tecas, Archivos y Muscos del MinistriO de Educa -
ción.
-2-
e. Núm'-ro y nivel profesional del personal local que
está trabajando o que se pondrá a trabajar en el proyecto.
Existe un Comitó formado por expertos nacionales
representantes de las instituciones interesadas eh
el proyecto.
f. Cantidad de los fondos disponibles para la activi-
dad.
No hay
g. Fecha estimada para el inicio y la terminación del
proyecto.
IQ de noviembre de 1978 - I Q de diciembre de 1978
2. Descripción del trabajo a realizar por el experto
Proporcionar una descripción detallada de las diversas
tareas que desempcará ci experto con las prioridades
respectivas.
Redactar en conjunto con el comité de especialistas na
cioriales un proy'cto acabado de creación de un Museo
Tecnológico moderno.
3. p ersonal y facilidades de contraparte
CONICYT proporcionaría oficina, personal de secretaria
y servicio de copia y cálculo al experto.
4. Fecha de inicio de la misión
19 de noviembre de 1978
B. Requisitos y experiencia que se exigen al experto
Profesional de gran experiencia en la organización y admi-
nistración de museos tecnológicos. Ojalá haya o esté de -
sempeñando altos cargos directivos.
Proponemos al Sr. Daniel riller Mc Master, p resident and
chief executive officor del Museo de Ciencia e Industria
de Chicago.
C. Condiciones del Servicio
5. Lugar de la misión
En le ciudad de Santiago, en la sede do CONICYT, calle
Canadá # 308.
6. Alojamiento
Podría usr la case de extranjeros de la universidad
Técnica del Estado.
May 19, 1978
Mr. Antonio Lulli A., Director Office of International Cooperatioti l7th Street and Constitution Ave., N. W. Washington, D.C. 20006
Dear Mr. Antonio Lulli A.:
In response to your letter of May lZth, 1 am pleaced to .ccept tite Chilean Government'S request for my servicee to advise on tite organization and adminietratiOn of a tecbnologic&1 museum.
1 would appreciate it, however, If the tirrting of my visit titere could be changed a bit. Becau8e of cornmitmenta here and el gewh.re, 1 could not be there the entire rnonth of November. 1 could be avail-able for a four-week period leaving Chicago on Wedneiday, Cctober l8th. and returning to Chicagon Wedneed&y. Nov.mber l5th.
1 hopo theae dates are convenient to the others involved as 1 am very xnuch interested in carrying out this miseton.
Stncerely yours,
D. M. MacMaster
COMISION NACIONAL DE INVESTIGACION CIENTIFICA Y TECNCLOGICA (CCNICYT)
DEPAR,TAMENTC DE FOMENTO JMC/EDP/med
' 21/8/78
ORD. NQ
ANT. Nota de OA N Q CHI-402 de fecha 14/6/78
MAT. Asesoría Creación Museo Tecnoló gico, Programa Tentativo.
SANTIAGO,1. 1978
DE : SR. PRESIDENTE DE CONICYT
A : PRESIDENT OF THE MUSEUM OF SCIENCE AND INDUSTRY IN CHICAGC, D. DANIEL MILLER MACMASTER
La organización de Estados Americanos, O.E.A., nos ha comunicado su aceptación para proporcionar asesoría, a nuestro Gobierno, en la organización de un Museo Tecnológico para Santia go de Chile, en el período comprendido entre el 18 de octubre y 15 de noviembre próximo.
En relación a su visita, hemos preparado un programa tentativo que estaría sujeto a las modificaciones que fueran ne-cesarias, atendiendo a las sugerencias que Ud. nos haga o a sus necesidades de información.
El programa tentativo comprenderá lo siguiente:
1. Sesiones previas con nuestro Comité ad-hoc, para darle a conocer nuestra realidad y responder a las consultas previas que Ud. desee formular.
2. Dedicar las dos primeras semanas de su estadía en Santiago, a visitar y conversar con los res-pectivos ejecutivos de nuestros museos y depar-tamentos universitarios que tengan alguna rela-ción con el tema.
3. Una tercera semana sería dedicada a visitar al-gunos Institutos de Investigación e Industrias, así como la corporación de Fomento de la Produc cióri (CORFO), institución que ha sido promotora de grandes empresas industriales en Chile y que dirije aún grandes empresas.
-2-
4. Sesiones finales con nuestro Comité ad-hoc para evaluar y completar la información compilada por Ud., y discusión de las ideas que Lid, tenga acer ca de la formación de un Museo Tecnológico en nuestro país.
Quisiéramos recibir cuanto antes sus sugerencias acerca de este programa tentativo y sobre el tipo de información que Lid. necesita para colaborar con más eficiencia a su trabajo en nuca - tro país.
Agradeciendo desde 1iyo, su aceptación a colaborar en esta misi6n en Chile, le saluda a'entamente,
PINQTSULVDA de. ¡visión (R) P)dente '\
September 6, 1978
Mr. Manuel Pinochet Sepulveda General de Division (R) Presidente Comision Nacional de Investigacion Cientifica Y Tecnologica (CONICYT) Departamento de Fomento
Dear Mr. Pinochet Sepulveda:
This is in response to your communication of 22 August, 1978. The tentative program you have suggested for my forthcoming visit to Santiago appears to me to be an excellent one.
My approach will be to bring to you the various options which are available so that you might be in a position to decide which would best ac-complish your particular aims, purposes and ob-jectives. There are many science museums through-out the world which differ quite markedly one from the other. 1 feel strongly that your institution should be unique to your situation rather than a replication of a Tinited States or European one in whole or in part. It should reflect your cultural heritage and should utilize methods of communica-tion, visitor involvement and participation which your experience shows are successful and effective and welcomed by your particular audience.
Early in our meetings we might discuss in a tenta-tive and exploratory way the subject matter 1 have outlined on the enclosed sheet. Then after our meetings of several weeks we might again discuss these matters in a more definitive way and come to eventually agree upan conclusions which would set the basic philosophy and direction of the develop-ment of your institution.
1
-2-
As 1 will be in the Far East from September 27 until just one week before 1 leave for Santiago. 1 would be appreciative if 1 couid receive my airiine (1 believe there is a BranLff fiight from Miami non-stop leaving at 1:45 a.m. on October 18, arriving in Santiago at 10:00 a.m. on October 18. Braniff would book a connecting flight for me from Chicago to Miami on the eariy evening of October 17. Returning on November 15 there is a flight from Santiago leaving at 9:55 pm. arriving at New York at 10:05 a.m. on November 16. Braniff would also book a connecting flight to Chi-cago for me leaving New York about noon on November 16. U this meets with your wishes 1 would appreciate it if your office would make these reservations for me and mali me the tickets or have Braniff in Chicago make them availabie to me as soon as possible) tickets as soon as possible, as well as my address and telephone number while in Santiago and the name and address of my immediate contact. 1 need this informatiori to leave with my office here in the event that they wili need to contact me.
Looking forward toward a most productive association.
With best regards,
Daniel M. MacMaster
P.S. Enciosed herewith is a copy of a letter 1 received today, after writing the abo ye, from Alan Smith in charge of the Office of International Cooperation of the Organization of American States, as well as a copy of my reply to him.
TENTATIVE AGENDA SUGGESTIONS FOR CONSIDERATION OF SCIENCE MUSEUM IN SANTIAGO, CHILE
1. Airns, Purposes, Objectives Education, recreation, research, tourist attraction, preservation, other?
2. The Audience Children, pupils, coilege and university students, the under-educated, pre-schoolers, senior citizens, clubs and organizations, tourists, and?
3. Subject Content Physics, chemistry, mathematics, biology and medicine, geology, anthropology. natural history, science-related aspects of music, art, aquarium, etc? Or, "theme' exhibits on Energy, Agriculture, Nutri-tion, Ecology, Transportation, etc? Applicable social mores, taboos to be considered?
4. .Content Level Demographic information needed, distribution curve, age, sex, econornic, social, education needs of various components of the population.
5. Circulating or External Prograrns Basic decision--yes or no?
6. Geographic Site Locatjon, utilization of ground area, personal and public transportation, parking areas, availability of food services, etc.
7. The Building Physical requirements to accomplish aims and purposes, allocation of space, selection of architect, safety considerations, heating, ventilat-ing facilities, energy-conservation considerations. Visitor flow, ceiling heights, floor loadings, efficient rnaintenance considerations, etc.
• 8. The Time Schedule Building d esign, exhibit design, construction, ms tallation, opening.
9. The Budget Architectural services, building construction, exhibit construction, prelirninary staffing, perrnanent staffing and operational costs.
10. The Management Organization Governance, executive managem-ent, administration, organization chart, job descriptions, staff positions, etc.
1 . . ........................................
Merbers of the Comrnittee
1. NRS. GRETE MOSTNY, Director of the National riuseum of
Natural History, represeritative of the Ministry of
Education.
2. MR. JUAN INFANTE, iawyer, representative of the Mayor
of Santiago.
3. MRS. MARIA ELENA TRONCOSO, corisidered as the promoter
of the project of creating the Technoiogical Nuseum
in Santiago.
4. MR. JOSE MANUEL DROUILLY representative oí the Rector
of the Technical University (U.T.E). He ¡s an engineer,
in charge of the Departrnent of Constructons.
5. MR. JOSE MANUEL COUSIÍO, representativ -of CONICYT. He
is a chernist and is in charge of the Dep-artment of
Promotion of Scierice and rechnology, COMICYT.
6. MR. ENRIQUE DELLACASA, lawyer, works in the sarne
Departr!terzt.
7. MISS ELENA ACUfA, works in the saine Department.
- -------------------------- ------ - -
Opening Staternent by Daniel Miller MacMaster, President Emeritus Museum of Science and Industry, Chicago
Meeting on the establishment of the Science Museum in Santiago Chile
October -Novernber, 1978
You know that you have many alternatives from which to choose, as you
face the task of determinag the ultimate character of the new institution which
we are here to consider.
Without presuming to suggest specific conclusioris, 1 plan to indic ate to
you what sorne of the alternatives are which he before you, to teli you how the
various institutions with which 1 am associated have chosen among thern, to
further familiarize you with a number of other institutions throughout the world,
to speak about the three -dimensional exhibit as an effective mediurn in ttnonforrnalu
public education, and to engage in discussions with you during this week on avariety
of matters related to the establishment of a new museum.
As thcse concerned with the establishment of a new institution, you find
yourselves in quite a different situation from that of trustees or staff o existing
institutions. It is perhaps a more difficult one, but at the same time, a potentially
more rewarding one.
You know that the bright hight of public scrutiny is being focused as never
before upon our institutions of all kinds. Quality is being demanded in greater
measure. It is no longer enough that an institution merely refrain from being
undesirable as vas the case not too many years ago. To survive, our institutions
must excel. But what is excellence? What is institutional success?
-2-
Aside from other definitions which may be applicable, isn't success
measured by the extent to which objectives are achieved? Unless objectives
are isolated and defined, doesn't success rexnain immeasurable and irnpossible
of achievement?
Certainly any institution to be successful must have well defined aims,
purposes, and objectives - -an institutional phiiosophy of life, if you will--and
these objectives, whatever they may be, must be pursued with conscientious,
perservering, undeviating, and relentless vigor.
You, and those who wili comprise the professional staff which you are
now responsibie for assembling, are the individuals who will moid this new
institution. Individualiy and coliectiveiy you will determine what kind of an
institution it wil be. In what directions will you go?
Over the years it has been generaily accepted that the basic purposes
oí the traditi.ona], cias sical museum were three in number: to engage in basic
research, to serve as a repository, and to contribute to the education oí the
public (not necessarily in that order, but possibly so).
To engage in basic research resulting in significant new contributions
to human knowledge in whatever fieid is, indeed, a noble pursuit. To bri.ng
to bear a level oí scholarship, singieness of purpose, unbiased judgernent, to
uncover the necessary evidence, and to irnpartially judge it without reference
to preconceived ideas, is the essence oí basic research. The significance oí
much basic research done by museurns is undeniable. Sorne museums do it
and sorne don't. Wil this one?
To find and acquire. the artifacts of our heritage and to select from them
those sufficientiy significant to warrant preservatior; to properly preserve them
against the ravages oí time, nature, and man; to protect, save and keep them for
-3-
posterity no rnatter what the obstacle, is the essence oí thc repository £nction of
the museurn. Sorne museurns do this and sorne don't. Wi11 this ano?
U musoums over the years and over the world have one thing in common,
it is their dissimilarity. This is particularly true of science museumS, and 1 don't
see anything wrong with this.
In ancther field, that oí higher educatiOn, with which you may be even
more familiar than you are with museurns, we are fortunate indeed, 1 feel, because
of the variety of institutionS which we have.
Wc have colieges1 and we have universitieS, and sorne of the colleges are
bigger than sorne of the universitis. We have privately supported institutiOiS and
publicly supported or.es. V.e have ali-inale, ali-fernale, and coeducational ones.
We have church related intitutions which run the gainut from total dependence to
theoretical relationship at best. Wc have institutions, it would seern atleast, for
all leveis of cadernic ability and all levels of econornic abihity. We have practica
experierceoriented institutioflS and academicahly-Orieflted institutlOflS. We have
technical institutions and quite dissimilar liberal arts schools. The hist could go
on and en. Generaily speaking, institutionS oí higher education are character -
ized by their differences, one from another. In fact, throughout our country, it is
easier to poir.t out the differences than it is to identify the sirnilarities in connec-
tion with institutions of hiher education.
1 am among those who feel that this is desirable, that an importarit part
oí the strength of hi gher education lies in its diversity, and that it would be
unfortunate irideed if it were cast into one rnonolithic pattern.
1 feel thc same way about museurns. Even within the field of scierce
museurns, we ha yo those which are history-of-sciCflCC oriented and those which
s.4-
are basic_princiPieS-OfSCienCe oriented. Ve have those which are rcpositoriC
for historical objects, and those which couldn't care lcss about historical objects.
Wc have science museums which have curators in charge oí collections, and WC
have others which have neither curators nor collections.
\Ve have sciencc rnuseums which devote a substantial portion of their
resources to basic research, and others which do no basic research at ah. We
have sciencc museums which emphasize cornmunications with the general pubhic,
and others interested prirnarily in comrnuning with scholars.
Wc have science rnuseums with no industrial exhibits, and those with
corporately identified industrial exhibits. Again, this hist cculd go on and on, and
again, it is my feeling, that there is nothing wrong with this. There is no right or
wrong in this situation. It is a question of agreeing upon a plan, a Lorinat, a phil-.
osophy, and pursuing it with conviction, intelhigence, and enthusiasrn.
It is inevitable that at this time your institution has no well defined
institutional philosophy. It couldn't be otherwise. It is a function oí the trustees
to establish the aims and purposes and objectives oí the institution for which they
are responsible.
Tbe advantages and disadvantages oí foliowing any oí the alternatives
available to you must be weighed. What kind of an institution do you want this to be
,in the years to come? Pure Science? Science and Tec'nology? Science and corp-
orately identified industry? A repository Lor collections oí things? An instjtutiOfl
for communicating ideas? An educational institution? A research institution? A
center for formal classes? A cornmunity cultural center? It can't be all things to
all people. To be distinguished, it must have a character oí its own, and that
character rnust be determined before intelligent decisions can be made. It is difficult
enoiagh to hit the target when one know what he is shooting at.
Largely as thc result of the answers to these basic que stions will be
determined such matters as sources of revenue, costs of operation, sources of
exhibits, the rature of the staff procuremerat program, and SO Ofl.
Sorne oí the institutions around the world which fail into this general
category are the Deustches Museurn in Munich, the Palais de la Decouverte in
Paris, the Science Museum in South Kensington, London. In the United States,
they are tobe found in Boston, Philadeiphia, Washington, Charlotte, Dearborn,
Chicago, Los Angeles, Berkley, and elsewhere. This is by no means an exhaustive
list. New ones are being organized constantly. They are of all shapes and sizes
and oí all philosophical dispositions. No two are alike.
Let me tehi you about the ono 1 know best - t',-,e Museurn oí Science and
lndustry in Chicago. Physicahly, it is substantial in size, encompassing as it does
sorne 608, 000 square feet of floor space - 14 acres - 60,000 square meters. As far as
audience is concerned, it is also substantial in size. While it is located in Chicago,
it is not a local institution. Each year, sorne 4,000,000 individuals visit it from ah
Over the United States and rnost other parts of the world and stay an average of three
hours and thirty minutes each - representing more than 14-mihlion rnan-hours of visitor
time. During a six-day survey rnade in August, not less than 44 oí our 50 states
\vere repr entd by visitors on each individual day. During the course of the six
days, not irLcluding Sunday which is thc day of our 1a-gest attendance, our visitOrc
carne £rom a, 787 towns and cities in ah of the 50 states and a few over 1,000 of
the 50 thousand sarnpled carne £rom 23 places in 57 foreign countries. Only 26%
-6~
oí our visitors were from the Chicago area.
How has this institution chosen among the alternatives which institutions
oí thi-s general nature around the world have available to therri?
We don't do research. We feel that in viev of the quantity of research in
the physical and biological sciences being supported by our Federal Qovernmeflt,
by the universities, and by industry, we would be ili-advised to dissipate any por-
tion oí our relatively limited resources by supporting work in this field. We Lcd
that we can maxirnizé our contribution to the public good by serving as an effectiv
mediuxn oí public education rather than as a research institutiOfl.
Wc are principles .-of-scienCe oriented rather than historicallY oriented
as rnost oí the European, and sorne oí the American, institutiOflS in this general
field are. We do not serve as a repository for historical objects. Only ten or
fifteen percent oí all oí our floor space is devoted to histQrical rnaterials. Wc
want eriough significant historical material to indicate progess and devclopment,
but we dont engage in the practice of making definitive collections for professiofla'
or scholarly purposes. As a consequence, we don t t have curatorS.
Our ernphasis is on today and. tpmorrow. We change about ten percent of
ah of our exhibits every year.
In addition to our basic science .exhibits, we welcorne and seck out out-
standing industrial exhibits sponsored and identified with individual industrial
corporations or groups oí corporations. About halL of our space is devoted to
exhibits of this kind. \Ve feel that they are among the most outstanding and signif-
icant cxhibits which we have. Industrial corporations bear the cost oí des igning,
'. 7 -
installing, and maintaining these exhibits. If we could obtain an equivalent amount
oí money in sorne other way, we would still prefer to have corporaUons sponsor
Cese industrial exhibits. Ve are a Museum of Science and Industry, and we feel
at much oí our strength andeffectiveness cornee frorn our constant and intirnate
ase ociation with contemporary industry.
We don't rent space. Sorne institutions do. We provide space for indus-
trial exhibits without a opace rental charge, although corporate exhibitors pay us
for the mainter.ance of their exhibits. It is a situation quite unlike that oí a trade
fair or a World's Fair where little control is exercised by the fair management
over the handling of the subject matter by the exhibitor. We must approve every
detail in connection with our industrial exhibits.
Our great cmphasis is on the third basic purpose oí the traditional
museum, that of contributing to the education of the public. This involves commun-
ication, and comrnunication implies two accomplishrnents - not one. To cornmun-
icate to use the terminology oí electronics, means to send, to be sure, but at thc
same time it irnplies that what is serit is received. Otherwise, no communication
has been accomplished. We Leel that for a museum to be effective as a cornmun-
ications n-iediurn Lor public education, it must show, display, exhibit its material
in such a manner as to be understandable by its audience. We feel that it is
no longer enough that muse urns me rcly be "open to the public". The public rnust
actually use thern, use them in large nurnbers and use thern effectively, or e]se
the museurn, not the public, has failed. To be successful as a contributor to
public education, the rr.x-tseum is no longer in a pass¡-.-e-.ole. It can no longer take
the positicn that "WC have made these treasures available, arid if the public doesn
take advatage of this opportunity, it's not our fault". Today's rnuseum (mdc
-8-
itself undeniably cornmitted to the propostion that if the student hasn't learned, the
teacher hasn't taught. The general public is the museums student body.
'1'herefore, when ve think oí the funtion oíthe museurn with respect to
¿he public, two factors are involved: visitors and educational effectiveness. If a
irniseum does not succeed in attracting 'isitors - and not just a few but in large
numbers, because we must rexnember that museums, aside from anything else
they may be, are public institutioflS and the public is a large group, not a sinail
one - then it has failed.
Cornmunicatiflg educationally with the public in an efíectivernanner
necessitate$ the use of techniques quite different from those which are cífective
in commurÁicating with scholars in the sanie field oí subject matter and quite
. different from those which are successful in the formal school.
To the extent that museum administrators and staff rnernbers fail to
recognize this basic point, they will fail to achieve success in connection with the
rnuseurn's function oí coritributing to the education of the general public even
though they may be erninently successful in the íields of basic research and
preservation.
lii the rriuseum, the audience is not a captive one. It is, in fact, a most
elusive one. Since no one is required to visit a museurn, we feel that every effort
must be made to win the audience through an attractiv- and effective presentation,
and to hoid the audience once it is won - if mass educational effectiveness is the
aim. Holding the audience is more difficult than attracting it. It requires eternal
vgilance.
Unlike the'situation v.'hich obtains in the formal school, the museuxn
audience is complctcly hctcrgencous. Visitors are oí all ages and intcrests
-9-
they are of all social and econornic backgrounds, and of all degrees of prcvious
preparation. None oí the motivating influences which s'crve the schools so wehl
are present.
There are no compulsory attendance laws br museum visitors. They
don't have to come, and they can leave at any time. No grades are given. There
are no diplomas or degrees awarded. There are no parental pressures, no social
pressures. If visiting a rnuseurn costs the visitor anything at all,the cost is of no
significance as an educationahly motivating iníluence. There is little opportunity
Lor a coordinated course of study, for a spiral curriculum, for hornework, for
repetition, or for disciplinary action.
As the result of our visitor surveys, we know that our substantial
audience is haif male, halí female. The ages and occupations of our visitors
are in direct correlation with the Bureau of Labor Statistics figures for the
country as a whole. This, then, is a cross section of the public. It is not a
connoisseur group; it is nct a specially rnotivated group. These visitors can
look at, utihize, learn from, and be iníluenced by the exhibits which appeal to
them, and they can ignore those which don't.
1 r-nention ah of this sirnply to indicate that in addition to its primary
purposes, the Museum of Science and Industry is a rather good living laboratory
Lor making observations with respect tothe educatior il effectiveness oí exhibits
in connection with the mass, general pubhic.
Housed in the Museum is a vast instahlation of exhibits in the basic fieldr
of physics, cherriistry, rnathematics, and the medical sciences, as wehl as an
unique collection of exhibition arcas devoted to the appiications oí the basic
physical sciences by industry. The individual arcas occupiedby each oí these
exhibits range in size up to 17, 000 square fect of floor space.
-lo-
This is a mass education jstititiOfl based on the premise that acquiring
jnformatiofl, knowledge, ndcrstandiflg should be a pleasant experienCe. It is our
observation thát it is not necessary to be duil to be educational that in facto it
helps not to be. More effective education results we find, from an interestiflg,
appealing, attractiVe, ernotiOflally stimulating pre s entation.
Our basic approach is to accept people as they are - emotioflal human
beings. We dont take the attitude that, "Thís is good Lor you," or "You ought to
do it".
Wc feel that color, light, architectural design are of great irnportaflCe --
not as ends in thernselves, but as means toward accomplishing an educatiOnal end.
We have found that ideas and quality are more importaflt than anythirig else. We
feel that util the visitors 1 attenti.on and interest are caught and heid, nothir.g has
been accomplished.
We believe that iL there is no audience, there has been no accomplishmC
We don't believe that endless rOWS of glass cases, even of perfect specimefls1
provide an irresistable, rnotivatiflg influence giving rise to educatiOn3 l effective-
ne & 5.
Wc have Lound that relative cost is by no means a reliable measure of
exhibit educational effectivefless. Wehave seen thoroughly efíective inexpensive
exhibits, and ineífectiveOfles which cost rnuch more'. Girnilarly, relative size is
not a reliable measure of exhibit effectivefleSs. We have seen srnall exhibits whicl.
drew, held, and delivered educational effectivenesS, and large ones which didn't.
Our audience at the Museum of Scienc and lndustry is riot a captive one.
The Museurri is located sorne six miles from the center of the city in a somewhat
re-mote and sornewhat difficult place to reach. It stands alone. It doesn't benefit
from other attractic,ns in the sarne area; there arcnt any. Practically none of o
visitors stop in becausc it is convcnicnt to do so. This rneans that to draw and
ho]d this very large attendance, we must strive constantly to utilize the rnost
effectivc cxhibit techniques available.
Today's exhibit designer must function as an educational psychologist.
His job is to select from the rnany techniques which exist those which best serve
his purpose in reaching and influencing visitors, not rnerely to make the exhibit
look "pretty". No one technique is superior in all cases. Each should be used,
alone, or in combination with others, when its particular characteristic wihl con-
tribute to the solution of the problem at hand.
What is it that characterizes exhibits as a medium of communicatiOn as
distinguished from the other media. •What do exhibits have that the others don't
have? What is the heart and soul, the ultirnate reality, the very essence of this
rnediurn? If we have learned one thing aboye all others in connection with exhibit.
it is that the great advantage which the exhibit has is the opportunity which it pro-
vides to involve the visitor personaily - physicahly and rnentahly. The exhibit
which is des igned to take advantage of this opportunity - to cause the visitor to
participate, to become personaily - physicahly and mer.tahly - involved, is an
éffective exhibit. The exhibit vhich is not designed to take advantage of this
opportunity - which ahiows the visitor to rernain a non-participaflt - a mere
spectator - is almost always an ineífective one. One rnight rneasure exhibit
effectiveness by rneasuring the degree to which the visitor becornes personahly
involve d.
-12-
De signing and pr oducing educ ationafly effective vis itor-par ticipation
exhibits aimed at the general public is quite as technical and creative and
professional a field of activity as any. Educational ex.hibits have come of
age. When properly done, they need take second place to no other medium
of communication.
That is one institution's philosophy of life. lnevitably yours will be
different. In your collective wisdorn, which in thi5 group is great indeed,
you wil seek it out. You will weigh the alternati.ves and come Lo your own
convictions. 1 am here for no other reason than Lo be helpful to you.
*IIaSO s&cWKAL 0$ IST0$IA NATV*L nfl1& ?$7 O W)
SUGERENCIAS UN UEO DE CI L T.CUOLQG..
ASADS EN l C CS J?CION DL DR. D.JID ACS'TR.
1. rrorsito_s ohjt±vos
son la educaci6n,la recreacin,la atraccin
turísLtica a eraves de la exhihic!n y actividades de extensin;
la eonservacin de sus colecc4ones.
De las tareas clás 4_ _aT de les museos se excue,
por lo menos al principio, la investigacin,porque el Museo de Cien-
cia y Ttcnclogía nstará vinculado de manera directa a la Univer-f-
dad Tcnica del Fstado,jue discne de investigadores y medios le
investigaciri en los campos de cienci ' tecnclega,y con la D±-
recc!6n de Oihliotecas,Archivos y useos,cue realiza investigaco-
nes científicas en ciencias naturales y humanas a traves de sus
museps.
l;Luseo de Ciencia y Tecnología servir en con-
secuencia primariamente como medio de comunicación masivo con su
pibUco.
2. l Publico
estudiantes de los niveles bsco:,sedics y universitarios;
pre-escolares,miemhros de clubs y sociedades de diferente !ndole,
"juventu'les cientfieas ' tecnolgicas",turistas y público en ge-
:-ral,no fil ninguna cr'anizacn o institucin.
Considerando gue el Museo de Ciencia y Tecnología estar
ubicado en una parte de la ciudad con un fuerte porcentaje de
ohlctn sub-educada, erÇ tomarse en cuenta nuy especialmente
este sector nurricamente muy importartte,tn t o en el nivel de
las exhiiciories corno en su constituci6n física.
3. Contenido
se considera que es importante que,por le menos en el pro-
yecto inicial,se jonja énfasis en aquellas ramas cientficas que
no etn representadas en museos existentes,tales como ciencias
naturales y humans y el arte; esto no implica la eliminacin
total de estas diciplinas - porque se entiende que un museo le-
e presentar una exhibición integrada y contextual - sino que
esos temas,apoyados por importantes colecciones e investigacio-
nes en otros nuseos,sean tratados en el 1 .11useo de Ciencia y Tec-
nologa sólo como aspectos complementarios. Por ejemplo: al ex-
d1 N*CIG$AL *S i1A NATV*L ___ - a*r&eo rLU)
plicar la teoría de las ondas como 5eri6meno fsico,podrn ex-
hibirse y explicarse instrumentos musicales,que funcionan gra-
cias a las ondas aciisticas.
l cont-'ndo dl ::useo de ciencia y Tecncloga deber
considerar la exhibicin y de-ostr n de modelos y/o urd-
dades de
a) ciencias sicas
en una sala o
b) la licacin de •1
logco dal m'.uda
como mateticas,fica,quica,biologa
del! Sn, y
ollao llo eritfice y tecr
mod erno. st parte dob'r or'erarse por
temas.or ejemplo: las diferont's f:r:as de energia y su
aplicacr.;1a indicacin de su-
de los recurcoo nturalac oe las aer.eran,etc.(eri otra sa-
la o pabell6n);otro toma pocir.a ser lo arotcnica con to-
das sus implicancias:plantas cultivables,anirnales domésticos,
nutricn,consid'raciones ecol6tcas,socioles,etc.relac 4 o-
nados con el terna podrían constituir otra sala o Pabellón;
la mincría,la squera,la nave;acir.,la salud y muchos otrcs
aspectos de la en ora--ton nora exhibiciones anlogao.
Tn ambos puntos ( a y b) conviene :-xsid'rar dos
hechos bsicoo: 1. que - aunque no se desea un museo de la
historia de la ciencia y do la tecnola - deberá esbozar-
se un corto desarrollo histrco en esos canpos,porpie el
presente y el futuro se entienden sola.-:ente a travs del
pasado.Tl hombre es un ser hist6rice e historizonte.2. e
deber dedicar especial fasis en 105 jotencialidades
cient!ficao y tecnolicas acualeo y futuras de hile,
da manera que el museo servir en lo posible como :rganiro
orientador a lo juventud en cuanto o sus posibilidades pro-
fesionales f'turas.
4. Nivel del contenido
' i-le es un país jven,de modo que la nayora
de los usuarios del r.uso tendrn menos de 30 años.(v.infor-
macin demogrf co).
Txiste un amplio sector de lo poblacn adulta con
niveles educacion:les uy haa y/o inccm-'letes,oue tenen oo
posibilidad de elevar el nivel de sus conocimientos 'nediante una
educación forrnal;ounque existen escuelas para adultos,la.mayor!a
3 *VliO N&aoxAL D$ *ISTOA N*TU*&L
- aaTZO (LI)
e la poblacin t ora d; 'el ha2 o '"ano carece de
Po y mot±vaci6n pare asistir n ellas;el rus-'o deber g suplir y corp-
lementar en prte estos cnocimiontes en forma de recreacin
ticipacin (t ler"s 'ar • b'los y —enes. lyna exh1.tcin oar
, in nivel nt ectul de 12 a 14 años parecera el nas adecuado.
15. ro'ramas ti rrites o extanurales
n antes 'ue el museo inicie su
funcionamient en un edificio propio,conveidr diseñar unidades de
exhibicn y kits,que erniecon a circular tto en la capital corno
en provincias.Si se !org A esto,se crar Jrar: expectacn en tor'a
la pobi n ciún s-'r r le"ente una vnn r r: 1' trcsar a circu-
los pu r ±entes (industr!s,fundacienez,eto.) 'ara 'ue hagan aportes
econmicos y/o materiales para el futuro museo.
6. Sitio geoorfico
uno de los terrenos considerados para la ubicación el
futuro Museo de ienc Tpcnolc- es de prcpiedad de la Univ er-
sidad enica del tAo.ste terrenc es d fcil acceso mediante
los medios de movilizaci5r. colectiva ('-use-,netro),es bastante
amplio para permitir lo. expaxisi6n -el rusec,proveer espacios dc
estacionamiento adecuados y se encuentra cerca de otros centros
culturales,como la m isma 'Jniversida Tcnica del stado,el Pla-netazio y a poca rce :o1 'useo Nacior.l de i lístor4a Natural.
7. 1
o csien-10 edificio para el futuro useo de 'iencia y
Tecnoloa,ste podr diseñarse según las pautas y experiencias
de la ; useolo:a odrna.Si no será posible traer un experto en
esa especalidad,se podr solicitar información y bibliorafa
del Centrc de ocumentaci6n useogrfica U:O/ICCr.
¿erg prudente pensar en una corLstruccin concebida de tal
manera que sea factible su eventual expansin,especialmente si
no se dispone desde un -ncipic de un preop'sesto que -aranti-
ce la ejecurin e una o bra de dimenriones adecuadas (70.000 m.
8.-10. Tiempo de
estas consideraciones
1ependern es. grar. 'ei-a de la o las orarieiones de 'as cuales
aso ziAcIONAL as 5OW XATUI
4 ___ - a1O (cELa)
4.
dependerg el museo,puesto que su ejecuc 4-6n,su planta de personal,
su administracl6n '1eb2rn arl pcuarse i las leyes y normas vigentes
para el organismo rector.
Es importante elaborar y dsefar planes y esquemas detalla-
dos a la brevedad posible para poder juzgar estimativamente los
costos involucrcs.
-
;ree ostny
* (- /J-ervtdcr
St1390,26 Je Octubre de 1978
BIOGRAPHY
DANIEL víILLER MacMASTE}
Duiil Miller MacMaster s residcnt Emeritus of the Museum of Scicnce and lndustry in Chicago and an honorary life meinher oí its Board oí Trustees. He was named Director of Lhe Museum in 1951, elected President in i 968 and President Emerjtus in 1978. He ser-,ed the Museurn in a variety oí capacities, including those oí Curator and Director oí Exhibits, since joining it3 staff in 933 while sti].l a student at the University oí Chicago, prior to the Museum's opening to the public.
During 1948 and 1949 he was General Manager of the CMcago Railroad Fair in addition to his Museurn post. He served as •a rnember and Presidcnt of the Board oí Education in Eornewo. Illinois (194S-49) and as Secretary oí the State of Illincis Commission on Higher EdiLcation (1955-59).
He is an Honorary Director and former President oí tie Chicago Chamber Orchestra Associ -ation, a rnember of the Board of Governors oí the Chicago Heart Association, a Trustee oí the Adier Planetarium, the Museurn oí the International. College of Surgeons and an Ho-iorary Trustee oí the University of Chicago Cancer Research Foundaticn. He is a Directcr ErnerituE of Monmouth College, a Director oí the Hyde Park Bank and Trust Cornpany and is a member of the Citizens Board oí the University oí Chicago and the Citizens Committee of the Universit of Illinois, Kappa Sigma, the Tavern Club, the Quadrangle Club oí the University oí Chicago, the Cornrnercjal Club oí Chicago and a number oí technical boards and soc.ieties. Ile is a former Director oí the Sears-Roebuck Foundation and the Lincoln Academy oí Illinois and a former member oí the National. 4-H Servjce Committee.
Mr. MacMaster has been a consultant to museums and expositions in a number oí cities in th United States and abroad and has written rnany articles for encyclopedias, newspapers and technical journais.
He has recaived outstanding civilian service awards f:om the U.S. Arrny and U.S. Navy, and has been decorated with .he Golden Cross of the Roya Order oí Phoenix by King Paul oí Greece (1963), the Officers Cross of Polonia Restituta oí fhe Governrnent oí Poland (1967), the Grarid Badge oí Honor by the President oí the Republic oí Austria (1970), the Golden Bade of Honor of the City of Vienna (1970), the Grand Badge of Honor oí Burgenland, Austria (1971 1. 1 the Oskar von IIiller Gold Medal oí the Deutsches Museum in Munich, Germany (1 1174), the Order oí Cultural Merit oí Poland (1975), and the Officer's Cross Order oí Cultural Merit of Luxernbourg (1976). He received the Doctor oí Hurnanities degree fron-i LincoL- College Li 1970, the Doctor oí Humane Letters degree from DePaul University in 1978 and was elected the First Fellow oí the Association oí Science-Technology Centers in 1974.
Iii 1960 Mr. MacMaster 'vas Director oí the First Floating Seminar to Greece abo2rd the S.S. Queen Frederjka. In 19U he served as guest consultant on museums in various cities in the Federal Republic oí Gerraany at the invitation oí its g ' vernment and in 1973 was a consultant on the establishment of a science museum in Iran at the invitation oí its governrnert. In 196 3 he served a tour oí duty as a U.S. State Departrnent Specialist in Dublin, Essen, Eerlin and Stockholm.
Born February 11, 1913 in Chicago, he is married to the forrner Sylvia Jane Hill. The Mac-Masters Uve at 910 Bruce Avenue in Flossmoor, Illinois 60422. They are the parnts of Daniel Miller MacMaster, Jr., and Jane Irene M. Lightell (Mrs. Robert W. Lightdll) and the grandparents oí Malcolrn MacMaster Lightefl and Julia Jane Ligliteil.
February 1978
JL ¡ - ___ 1
líe j ¡ / ¡ ¡ I1
ti
N L - - - -
-. •
- II
ti in
7 b; O ; DoCD
L
r
VEi1
zz-1
_ /
1
A\ \\\ /' Ç\\ '\
(\1Y1 \\// \'W /2\ '&;
/ \ & -.- 1
1 (\ \ / (' ; W \ ) \\\ Çj frV \\\ /\\ '. &_ * / -\ 1, zz. \..••\i
/
\
//2\ Ñ /"'2
c4
/A7
U
¿2
j u ¡
ji
/
¿1:1
Li