Presentation to FMFADA Board by: Fort Monroe Authority Interpretive Master Plan Report June 24, 2010...

Presentation to FMFADA Board by:

Fort Monroe AuthorityInterpretive Master Plan Report

June 24, 2010

Interpretive Solutions, Inc. in association withLeisure Business Advisors, LLC &O’Reilly Public Relations

The history of Fort Monroe chronicles both stunning achievements and tremendous costs in the continuing struggle of Americans to achieve, define, and maintain the ideals of freedom.

Fort Monroe Interpretive Master Plan (IMP) ReportFort Monroe Interpretive Master Plan (IMP) Report

Umbrella ThemeUmbrella Theme

Theme 1: The Natural Environment

Theme 2: The Virginia Indians

Theme 3: The African American Experience

Theme 4: The Civil War

Theme 5: Defense of the Nation

Theme 6: Old Point Comfort Resorts

Fort Monroe’s Six Primary Interpretive ThemesFort Monroe’s Six Primary Interpretive Themes

as recommended by the IMP Steering Committeeas recommended by the IMP Steering Committee

The physical and historical geography of Fort Monroe-Old Point Comfort demonstrates how the naturalenvironment shapes human history, and how humanendeavors profoundly affect natural landscapes.


Theme 1: The Natural EnvironmentTheme 1: The Natural Environment

The English colonization of Virginia interrupted andirremediably changed thousands of years of the use andoccupation of this land by American Indians, an earlyharbinger of a continuing pattern of loss and reuse ofAmerican landforms.


Theme 2: The Virginia IndiansTheme 2: The Virginia Indians

The African American experience at Old Point Comfort,from the earliest Colonial times to the present day,reflects a long, continuing struggle for freedom andequal rights.


Theme 3: The African American ExperienceTheme 3: The African American Experience

Events that occurred at Fort Monroe during the Civil Warera shaped American society, culture and the Americanexperience.


Theme 4: The Civil WarTheme 4: The Civil War

The history of Fort Monroe reflects the evolving responseThe history of Fort Monroe reflects the evolving response

of the nation to an ever-changing array of threats.of the nation to an ever-changing array of threats.


Theme 5: Defense of the NationTheme 5: Defense of the Nation

Recreation and leisure activities have been part of theFort Monroe experience almost as long as the fort hasexisted. The Chamberlin reminds us of the energy andexcitement that characterizes the ever-evolving resortcommunity of Old Point Comfort, with its hotels havingbeen among the most famous in the nation.


Theme 6: Old Point Comfort ResortsTheme 6: Old Point Comfort Resorts

- Each theme is closely related to the others, but each

with its own narrative force.

- Together they create a continuum of history at Fort

Monroe from geological times to the present – a

spectrum of American history, all in one location.


Themes/Stories are BraidedThemes/Stories are Braided

1. DAY VISITORS1. DAY VISITORS

-- HeritHeritage age seekseekersers

-- RecrRecreatioeation n seekseekersers

2. LONGER-STAY VACATIONERS2. LONGER-STAY VACATIONERS

- “Twenty-somethings”- “Twenty-somethings”

- Gen X families- Gen X families

- Baby boomers- Baby boomers

- Multi-generational families- Multi-generational families

Fort Monroe’s Target AudiencesFort Monroe’s Target Audiences

Four main categories:Four main categories:

3. LEARNERS

- School groups

- Teacher learners

- Distance learners

- Adult (life-long) learners

4. RESIDENTS AND OFFICE WORKERS

Fort Monroe’s Target AudiencesFort Monroe’s Target Audiences

Four main categories:Four main categories:

• Town Hall meetingsTown Hall meetings

• Meetings with stakeholdersMeetings with stakeholders

• Survey MonkeySurvey Monkey

• Formal SIR surveyFormal SIR survey

• National internet panel

• Recreational travelers

• 66% of respondents were Virginians

• The rest were from Pennsylvania,

North Carolina, Maryland and D.C.

How do we know what people want?How do we know what people want?

Who was surveyed?Who was surveyed?

• Two-thirds of respondents prefer beach vacations.

• Affordability, atmosphere and relaxation/tranquility were the highest rated vacation attributes.

• 37% had heard of Fort Monroe; 19% had visited.

• Preferred name: “Fort Monroe at Old Point Comfort.”

• 67% want museums=Civil War, Indian, Fort Monroe themes.

• Nearly 50% interested in a “living history” experience.

• 50%-plus willing to pay extra for the experience.

Survey ResultsSurvey Results

1. School programs: inquiry-based learning

2. Teacher institute model: training the trainer

3. Distance learning

Educational programs at Fort MonroeEducational programs at Fort Monroe

1. The Casemate

2. Hampton History Museum

3. Museum of the Confederacy

4. Virginia Living Museum

5. Virginia Museum of Natural History

6. Virginia War Museum

Potential Interpretive and Educational PartnershipsPotential Interpretive and Educational Partnerships

MuseumsMuseums

1. Contraband Historical Society

2. Chesapeake Bay Foundation

3. Hampton University

4. National Park Service

5. Virginia Department of Game and Inland Fisheries

6. Virginia Modeling, Analysis & Simulation Center (VMASC)

7. Virginia Sesquicentennial Commemoration of the

American Civil War, City of Hampton

Potential Interpretive and Educational Partnerships (cont.)Potential Interpretive and Educational Partnerships (cont.)

Other organizationsOther organizations

1.1. Coast Defense Study GroupCoast Defense Study Group

2. Governor’s School for Science and Technology (Hampton)2. Governor’s School for Science and Technology (Hampton)

3. Seven area school divisions3. Seven area school divisions

4. NASA4. NASA

5. The “Historic Triangle” (Colonial Williamsburg, Jamestown 5. The “Historic Triangle” (Colonial Williamsburg, Jamestown

Settlement, Historic Jamestowne, Yorktown Victory Center, Settlement, Historic Jamestowne, Yorktown Victory Center,

Yorktown Battlefield)Yorktown Battlefield)

6. Virginia Council on Indians6. Virginia Council on Indians

7. Virginia Dept. of Conservation and Recreation7. Virginia Dept. of Conservation and Recreation

8. Virginia Tourism Corporation8. Virginia Tourism Corporation


Other interested partiesOther interested parties

1. Captain John Smith Chesapeake National Historic Trail1. Captain John Smith Chesapeake National Historic Trail

2. Chesapeake Bay Gateways Network2. Chesapeake Bay Gateways Network

3. Chesapeake Treasured Landscape Initiative3. Chesapeake Treasured Landscape Initiative

4. Star-Spangled Banner National Historic Trail4. Star-Spangled Banner National Historic Trail

5. Virginia Birding and Wildlife Trail5. Virginia Birding and Wildlife Trail

6. Virginia Civil War Trails6. Virginia Civil War Trails

7. Virginia Indian Heritage Trail7. Virginia Indian Heritage Trail

8. Washington-Rochambeau Revolutionary War Historic Trail8. Washington-Rochambeau Revolutionary War Historic Trail


Interpretive NetworksInterpretive Networks

• Security• Climate controls, including control of natural light• High ceilings, 15-18” feet high for display of large items such

as flags, banners, and other items• Large, flexible interior spaces for specific uses• Wide doorways and delivery entrance• ADA compliance• Flood potential• Parking conditions/transportation• Restrooms

Analysis of buildings as interpretive venuesAnalysis of buildings as interpretive venues

National Museum CriteriaNational Museum Criteria

Phase 1: 1-3 YearsPhase 1: 1-3 Years




Phasing Strategy and IMP ImplementationPhasing Strategy and IMP Implementation

Summary of phases:Summary of phases:

Phasing Strategy and IMP ImplementationPhasing Strategy and IMP Implementation

Phase 1 (1 to 3 years)Phase 1 (1 to 3 years)

• Keep existing attractions— Casemate Museum, bandstand, chapel, fortress structure, lighthouse, Battery Irwin, I-Pod and map tours, Lincoln gun and parade ground, live oaks, beaches, etc.• Open VC lobby.• Add signage--directional and interpretive.• Open nature center in RV building.• Establish conservation fee.

Visitor CenterVisitor Center

Phase 1: PX Building (34,100 SF on one floor)Phase 1: PX Building (34,100 SF on one floor)

Welcome area (approx. 4,000 SF – blue shade)

Fort Monroe Authority Interpretive Master PlanFort Monroe Authority Interpretive Master Plan


RV Park office opens as Nature Interpretive Center




Phase 1: Visitor Parking, Transportation, Circulation & Retail ServicesPhase 1: Visitor Parking, Transportation, Circulation & Retail Services

1. Go green: limit auto traffic. Hub parking at VC.

2. VC rents carts, bikes, Segways; shuttle service.

3. Dedicated ADA parking inside moat and near East and North Gate.

4. Beach parking for recreation.

5. Open VC museum shop with partners.

Phasing strategy for IMP implementationPhasing strategy for IMP implementation

PHASE 2 (3- 5 years) – Pedestrian pathways along moatPHASE 2 (3- 5 years) – Pedestrian pathways along moat

• Concession-run dormitory for teacher programs at Randolph Hall.

• MARS Building as interpretive space (partner)

• Core & partner-assisted exhibits in VC.

• Expand educational program with partners.

• Expand VC museum shop with partners.


PHASE 3 (5 - 10 years) – Old Quarters #1PHASE 3 (5 - 10 years) – Old Quarters #1


PHASE 3 (5 - 10 years) – Old Quarters #1PHASE 3 (5 - 10 years) – Old Quarters #1

Developed as interpreted space (NPS as partner)


PHASE 4 (10-15 years) – Develop satellite museum sitesPHASE 4 (10-15 years) – Develop satellite museum sites


NATURE AND RECREATIONAL PROGRAMMING –NATURE AND RECREATIONAL PROGRAMMING – Ongoing with partners Ongoing with partners

• Plan based on FMA mainly serving as a landlord for a diverse range of future uses.

• Most operations would be operated by partners, tenants or concessionaires.

• FMA provides tourism infrastructure and core public programming, supported by a conservation fee paid by visitors.

Cultural Business Plan RecommendationsCultural Business Plan Recommendations

ApproachApproach

• National Park Service (NPS) is main partner, with part National Park Service (NPS) is main partner, with part of Fort Monroe eventually established as an NPS unit. of Fort Monroe eventually established as an NPS unit. Congressional legislation to be introduced.Congressional legislation to be introduced.

• FMA builds an extensive partnership network with FMA builds an extensive partnership network with museums, recreation providers, and educational museums, recreation providers, and educational organizations through a Request for Proposals (RFP) organizations through a Request for Proposals (RFP) process.process.

Cultural Business Plan RecommendationsCultural Business Plan Recommendations (continued) (continued)

PartnershipsPartnerships

• FMA provides overall administration and marketing efforts.

• FMA strives to maintain a cash-flow neutral approach FMA strives to maintain a cash-flow neutral approach after expenses. It would not aim to profit from its after expenses. It would not aim to profit from its interpretive partners for their involvement at Fort interpretive partners for their involvement at Fort Monroe, but would also not subsidize them.Monroe, but would also not subsidize them.

Cultural Business Plan RecommendationsCultural Business Plan Recommendations (continued) (continued)

RelationshipRelationship

• Visitors start Fort Monroe experience at the visitor Visitors start Fort Monroe experience at the visitor center.center.

• PX building as VC space is more than adequate.PX building as VC space is more than adequate.

• Old Point Comfort Foundation as fund-raising arm and Old Point Comfort Foundation as fund-raising arm and producer of core VC permanent exhibit gallery. producer of core VC permanent exhibit gallery.

Cultural Business Plan Recommendations (continued)Cultural Business Plan Recommendations (continued)

Visitor CenterVisitor Center

Recommended Organizational Chart for Public Programs DepartmentRecommended Organizational Chart for Public Programs Department

ExecutiveDirector

Deputy Director,Public Programs

Non-Profit PartnerOrganization Executive Concessions Organizations

Assistant

Development Coordinator of MarketingCoordinator Visitor Services Coordinator

(Fundraising)

Historic RecreationalPrograms ProgramsManager Manager

Visitor Center Interpreters Related Lifeguards Rangers Related/ Parking (volunteers) Maintenance and Beach (nature Maintenance

Attendants Staff Patrol areas) Staff

Recommended FMA Staffing Plan for Public ProgramsRecommended FMA Staffing Plan for Public Programs

Full-Time Equivalent Employees (FTE)Phase 1 2 3 4Stage 1.1 1.2 2.1 2.2 3.1 3.2 4.1

Year # 1 2 3 4 5 6 7 8 9 10FY FY FY FY FY FY FY FY FY FY

FMA Position 1/2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

Management:

Deputy Director, Public Programs 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Executive Assistant 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Development Coordinator 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Marketing Coordinator 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Coordinator of Visitor Services 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Historic Programs Manager 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Recreational Programs Manager 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0

Staff:

Visitor Center attendants 2/ 1.0 1.0 2.5 2.5 3.0 3.0 3.5 4.0 4.0 4.0Parking attendants 2/ 1.0 1.0 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5Casemate Museum staff 3/ 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0Rangers (nature areas) 0.5 0.5 1.0 1.5 2.0 2.5 3.0 3.5 3.5 4.0Maintenance 2/ 3.0 3.0 3.0 3.0 3.5 3.5 3.5 4.0 4.0 4.0Lifeguards 2/ 1.0 2.5 2.5 2.5 3.0 3.0 3.0 3.0 3.5 3.5Beach patrol 2/ 1.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.5

Subtotal - Paid 15.5 19.0 21.5 22.0 24.0 24.5 25.5 27.0 27.5 28.5

Interpreters (volunteers) 4/ 10.0 11.0 12.0 12.0 12.0 12.0 12.0 13.0 13.0 13.0

Total 25.5 30.0 33.5 34.0 36.0 36.5 37.5 40.0 40.5 41.5

1/ Does not include employees of partner organizations or concessionaires.2/ Includes full-time equivalent (FTE) for seasonal employees. Does not include staff provided by outside organizations.3/ Does not include staff provided by outside entities.4/ In addition to interpreters and docents provided by partner organizations.

Operating Pro Forma – Year 1 to 5Operating Pro Forma – Year 1 to 5

Year 1 Year 2 Year 3 Year 4 Year 5Category FY2012 FY2013 FY2014 FY2015 FY2016

Visitation 78,000 149,000 164,000 172,000 189,000

Revenues:

Conservation Fee 1/ $250,000 $477,000 $525,000 $550,000 $605,000Grants $300,000 $300,000 $300,000 $300,000 $300,000Casemate Museum 2/ $78,000 $134,000 $148,000 $155,000 $170,000Special Events $70,000 $94,000 $135,000 $135,000 $156,000VC Exhibit Admission 3/ --- --- $115,000 $120,000 $132,000VC Concession Fee $21,000 $30,000 $33,000 $34,000 $37,000Sports Facilities $11,000 $21,000 $22,000 $23,000 $24,000Miscellaneous $7,000 $11,000 $13,000 $13,000 $14,000

Total Revenues $737,000 $1,067,000 $1,291,000 $1,330,000 $1,438,000

Expenses:

Salaries / Wages $567,000 $729,000 $788,000 $811,000 $877,000Marketing $108,000 $112,000 $116,000 $120,000 $129,000Utilities $97,000 $100,000 $103,000 $106,000 $115,000Maintenance $84,000 $87,000 $90,000 $93,000 $101,000Services $71,000 $74,000 $77,000 $80,000 $86,000Insurance $50,000 $51,000 $52,000 $53,000 $58,000Supplies $37,000 $38,000 $39,000 $40,000 $43,000Other $24,000 $25,000 $26,000 $27,000 $29,000

Total Expenses $1,038,000 $1,216,000 $1,291,000 $1,330,000 $1,438,000

Surplus / Deficit -$301,000 -$149,000 $0 $0 $0

2/ Based on $3 average admission fee for the Casemate Museum.3/ Based on $2 average admission fee for the Visitor Center core permanent exhibit gallery.

1/ Based on $10 per vehicle conservation fee, equal to approximately $3 per person assuming an average of 2.5 persons per vehicle and 20% discount factor.

Operating Pro Forma – Year 6 to 10Operating Pro Forma – Year 6 to 10

Year 6 Year 7 Year 8 Year 9 Year 10Category FY2017 FY2018 FY2019 FY2020 FY2021

Visitation 196,000 204,000 225,000 233,000 242,000

Revenues:

Conservation Fee 1/ $627,000 $653,000 $720,000 $746,000 $774,000Grants $300,000 $300,000 $300,000 $300,000 $300,000Casemate Museum 2/ $176,000 $184,000 $203,000 $210,000 $218,000Special Events $156,000 $156,000 $156,000 $156,000 $156,000VC Exhibit Admission 3/ $137,000 $143,000 $158,000 $163,000 $169,000VC Concession Fee $38,000 $39,000 $41,000 $42,000 $43,000Sports Facilities $25,000 $26,000 $27,000 $28,000 $29,000Miscellaneous $15,000 $15,000 $16,000 $17,000 $17,000

Total Revenues $1,474,000 $1,516,000 $1,621,000 $1,662,000 $1,706,000

Expenses:

Salaries / Wages $899,000 $925,000 $989,000 $1,014,000 $1,041,000Marketing $133,000 $136,000 $146,000 $150,000 $154,000Utilities $118,000 $121,000 $130,000 $133,000 $136,000Maintenance $103,000 $106,000 $113,000 $116,000 $119,000Services $88,000 $91,000 $97,000 $100,000 $102,000Insurance $59,000 $61,000 $65,000 $66,000 $68,000Supplies $44,000 $45,000 $49,000 $50,000 $51,000Other $29,000 $30,000 $32,000 $33,000 $34,000

Total Expenses $1,473,000 $1,515,000 $1,621,000 $1,662,000 $1,705,000

Surplus / Deficit $1,000 $1,000 $0 $0 $1,000

2/ Based on $3 average admission fee for the Casemate Museum.3/ Based on $2 average admission fee for the Visitor Center core permanent exhibit gallery.

1/ Based on $10 per vehicle conservation fee, equal to approximately $3 per person assuming an average of 2.5 persons per vehicle and 20% discount factor.

Summary of Indicative Capital CostsSummary of Indicative Capital Costs

for Interpretive Master Plan Recommendationsfor Interpretive Master Plan Recommendations

FiscalYear Amount

2012 $1,160,0002013 $1,590,0002014 $2,600,0002015 $530,0002016 $650,0002017 $02018 $02019 $750,000

Total $7,280,000

• Introduce the Brand

• Create Awareness

• Promote Public Programs


Marketing Recommendations -Trudy O’ReillyMarketing Recommendations -Trudy O’Reilly

FORT MONROE at Old Point Comfort

At Last, OPEN FALL 2011

Beaches, Marina, Waterfront, Relaxation, History

I-64 Exit 268, Fort Monroe

Attract our Target Audience

Questions?Questions?

Presentation to FMFADA Board by: Fort Monroe Authority Interpretive Master Plan Report June 24, 2010...

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