Whanganui Regional Museum has no money for advertising or promotion.
That was the blunt message from museum director Frank Stark to members of Whanganui District Council's property and community services committee, at their meeting last week.
Mr Stark attended the meeting to present the museum's annual service level agreement report.
His report showed that numbers visiting the museum were down on last, but Mr Stark said that was to be expected since the museum was currently housed in a much smaller building. He said the museum was "doing well for a museum that is closed".
The museum building at Queens Park closed for earthquake strengthening work in September 2016, and is now located in a much smaller building in Ridgway St. The museum is expected to reopen at Queens Park in October 2018.
"In 2017, our baseline is a tad under $1 million. We will need to get that over $1m in 2018 to be able to have a good reopening," he said.
Mr Stark said the museum was paying its bills - with salaries taking up the majority of the budget - but had no money for anything else.
"We have no money for advertising or promotion, and that is a problem.
"The museum is doing well but let's just say even the smell is going from the oily rag."
Council's contribution totals 82 per cent of the museum's total funding, with 9 per cent coming from contracts and the remaining funding being made up of trading, grants and sponsorship.
Committee chair councillor Helen Craig said she understood the situation the museum was in.
"What is it that you need from council?" she asked Mr Stark.
"There are two areas the museum doesn't reach par," he replied.
"One is that we have no Maori curator. The other is that we have no capacity to communicate with the public.
"We have no social media, our website sits static, and we have no advertising budget."
Councillor David Bennett suggested the museum could do more to collect donations from visitors.
Mr Stark said the refurbished museum would have a much more prominent front-of-house, including a donation box.
"But there is a well-established policy on not charging people, and we don't want to tread on any toes."