presentation to hpag by:

Presentation to HPAG by:

Fort Monroe AuthorityInterpretive Master Plan Report

June 7, 2010

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

1

Overriding Significance

2

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.

Fort Monroe’s Six Primary Interpretive Themes

Theme 1: The Natural Environment

3

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 Indians

4

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 Experience

5

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


Theme 4: The Civil War

6

The history of Fort Monroe reflects the evolving responseof the nation to an ever-changing array of threats.


Theme 5: Defense of the Nation

7

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 Resorts

8

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

9

1. DAY VISITORS- Heritage seekers- Recreation seekers

2. LONGER-STAY VACATIONERS - “Twenty-somethings” - Gen X families - Baby boomers - Multi-generational families

Fort Monroe’s Target Audiences

Four main categories:

10

3. LEARNERS- School groups- Teacher learners- Distance learners- Adult (life-long) learners

4. RESIDENTS AND OFFICE WORKERS

Fort Monroe’s Target Audiences

Four main categories:

11

• Town Hall meetings• Meetings with stakeholders• Survey Monkey• Formal SIR survey______• National internet panel• Recreational travelers• 2/3 of respondents were

Virginians• The rest: Pennsylvania, North

Carolina, Maryland and D.C.

How do we know what people want?

Who was in Survey?

12

• 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 Results

13

1. School programs: inquiry-based learning2. Teacher institute model: training the trainer3. Distance learning

Educational programs at Fort Monroe

14

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 Partnerships

Museums

15

1. Contraband Historical Society2. Chesapeake Bay Foundation3. National Park Service4. Virginia Department of Game and Inland Fisheries5. Virginia Modeling, Analysis & Simulation Center (VMASC)6. Virginia Sesquicentennial Commemoration of the American Civil War, City of Hampton

Potential Interpretive and Educational Partnerships (cont.)

Other organizations

16

1. Coast Defense Study Group2. Governor’s School for Science and Technology (Hampton)3. Hampton City Schools4. Newport News Public Schools5. NASA6. The “Historic Triangle” (Colonial Williamsburg, Jamestown

Settlement, Historic Jamestowne, Yorktown Victory Center, Yorktown Battlefield)

7. Virginia Council on Indians8. Virginia Dept. of Conservation and Recreation9. Virginia Tourism Corporation


Other interested parties

17

1. Captain John Smith Chesapeake National Historic Trail2. Chesapeake Bay Gateways Network 3. Chesapeake Treasured Landscape Initiative 4. Star-Spangled Banner National Historic Trail5. Virginia Birding and Wildlife Trail6. Virginia Civil War Trails 7. Virginia Indian Heritage Trail 8. Washington-Rochambeau Revolutionary War Historic Trail


Interpretive Networks

18

• 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• Flexible interior spaces for specific uses• Wide doorways and delivery entrances• ADA compliance• Flood potential• Parking conditions/transportation• Restrooms

Analysis of buildings as interpretive venues

National Museum Criteria

19

Phase 1: 1-3 YearsPhase 2: 3-5 YearsPhase 3: 5-10 YearsPhase 4: 10-15 Years

Phasing Strategy and IMP Implementation

Summary of phases:

20

Phase

• Open VC Lobby• 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.

• Add signage--directional and interpretive

• Open nature center in RV building• Establish conservation fee

Phasing Strategy and IMP Implementation

Phase 1 (1 to 3 years)

21

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

Fort Monroe Authority Interpretive Master Plan

Phase 1 (1 to 3 years)

22


Phase 1: Visitor Parking, Transportation and Circulation

1. Go green: limit auto traffic. Hub parking at VC 2. VC rents carts, bikes, segue ways; has shuttle

service 3 Dedicated ADA parking near East and North

Gate 4. Dedicated beach parking for recreation

23

• Concession-run dormitory for teacher programs

• NPS opens MARS Building inside moat

• Partner assisted exhibits in VC• Expand educational program• Open VC gift shop with partners

Phasing strategy for IMP implementation

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

24


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

Developed as interpreted space (NPS as partner)

National internet panel

25



26



27


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

28


NATURAL HISTORY PROGRAMMING – Ongoing with partners

29

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

• Most operations by partners, tenants or concessions • FMA provides tourism infrastructure and core public

programming, supported by a conservation fee paid by visitors.

Cultural Business Plan Recommendations

Approach

30

• National Park Service (NPS) is main partner with part of Fort Monroe eventually an NPS unit. Requires Congressional legislation.

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

Cultural Business Plan Recommendations (continued)

Partnerships

31

• FMA provides overall administration and marketing efforts.

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


Relationship

32

• Visitors start Fort Monroe experience at VC

• PX as VC space is more than adequate• Old Point Comfort Foundation as fund-raising arm and

producer of core VC permanent exhibit gallery.


Visitor Center

33

Recommended 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

34

Recommended 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. 35

Operating 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.

36

Operating 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.

37

Summary of Indicative Capital Costs

for 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

38

• Introduce the Brand • Create Awareness• Promote Public Programs


Marketing Recommendations -Trudy O’Reilly

FORT MONROE at Old Point Comfort

At Last, OPEN FALL 2011Beaches, Marina, Waterfront,

Relaxation, History I-64 Exit 268, Fort Monroe

39

Attract our Target Audience

40

Questions?

41

presentation to hpag by:

Documents