THE FUTRUE GENERATION
PRO POS A L AN D
M A RKE TI N G PL A N
CASA DEL MORO MUSEUM ’S BEST
OBJECTIVE
FOR INSIDE EXPANSION
BY
L U D I V I N A PA D I L L A
FIVEN EYOB
PEI-YU CHANG
DOGUKAN OZDEMIR
MICHEAL MAGISTRADO
LE ON C HAYE T
3 4 7 1 P O L K AV E
S A N D I E G O, C A 9 2 1 0 4
PRO POSA L AND
MARKETING PLAN
CASA DEL REY MORO MU SEUM’S BEST OPPORTUNITY F OR INSIDE
EXPANSION
I.
I N T RO D C T I O N TO OU R O RG A N I Z A T I O N :
A. Over the years, there have been countless African American individuals who have
contributed to what we know today as the city of San Diego. However, we believe
that the expansion would greatly benefit our community if a San Diego African
American Pioneers exhibit were to be added.
B. Our non-profit organization started in 1992 and has been recognized worldwide
as one of the top organization that promotes education. We are the Future
Generation Organization; we resided on 3471 Polk Ave, San Diego, CA, 92104.
We may be reached by email at aapioneersinsd@gmail.com, by phone at
(619)639-5757, or please check us out at aapioneersinsd.weebly.com (website
created by Fiven Eyob)
C. Our greatest desire is for our communities to learn and recognize the
contributions put forth by people such as Fred Coleman or America Newton so
that their hard work may be remembered because they hold great value for our
city of San Diego.
D. Our information is set between 1880 through the late 1920’s but we will
incorporate pioneers of the 21st century and beyond to better enhance and expand
the knowledge of the contributions made.
E. For these reasons, we believe that the Casa Del Rey Moro museum should be
extended to include African American San Diego Pioneers because they set the
foundation of city that we know and love today.
I I . H I S TO RY O F S O M E S A N D I E G O A F R I C A N A M E R I C A N P I ON E E R S :
A. The black presence in what is now San Diego County was established long before
whites from the United States began arriving in numbers. During the Spanish and
Mexican period, blacks who had accompanied Cortez in 1519 and had been slaves until
1829.They had been assimilated into the population of the Mexican-ruled California. The
first known black from the United States to set foot in San Diego was a sailor named
John Brown who in 1804, while the naval vessel “O’Cain” was anchored in San Diego
Harbor, jumped ship and successfully deserted. When California entered the Union in
1850, only eight blacks resided in the county. That number increased to seventeen in
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1870 and by 1880 it reached fifty-five. Before the population boom in 1880’s, most of the
new black arrivals were slaves, ex-slaves, or employees of whites whom they had
accompanied. San Diego economy picked up during the last quarter of the nineteenth
century when the rail connections were finally made to the north and east. It was not until
after the Civil War that whites gave up their attempts to keep blacks from entering the
state.
B. This is relevant in today’s world because such hostility and disadvantages are still
affecting our society, especially the African American communities. Many African
Americans do not understand or are even aware of the significant contributions they have
made to California and the world. This is why it holds great importance for our museum
to become a reality so that future generations can have somewhere to draw inspirations
from.
I I I . NA T I O N W I D E M U S E U M S W I T H S I M I L A R T H E M E S :
A. In our research conducted, we have found three museums that also adhere to the
same theme of pioneers. Although, there may be some similarities between the museums’
there are many more differences that we wish to incorporate into The History Treasured
Hall.
B. One example is the National Air and Space Museum; located on Independence Ave,
Washington D.C., 20560. Here, every February, the museum celebrates the significant
contributions African Americans have made to flight and space exploration despite the
overwhelming obstacles they had to overcome. Although such contributions are
admirable, our museum will not be limited to only space and flight. We will incorporate
Pioneers from many different fields and all over the world. Also, our museum will offer
the public a more concrete establishment they can visit any day of the year and not limit
the teaching to just the month of February.
-B.2. Black American West Museum located on 3091 California St, Denver, CO,
80295, highlights the prominent role African American Pioneers played in the
settlement of Colorado as miners, soldiers, homesteaders, school teachers, ranchers,
blacksmiths, cowboys, and lawmen. This museum corporates many pioneers from
different genres, however, they are limited to the fact they only focus on their home
state of Colorado. Whereas, the History Treasured Hall will be more diverse and
admirable to the public, because we focus on every genre, from every state, and all
over the nation.
-B.3. Northwest African American Museum located on 2300 Massachusetts St,
Seattle, WA, 98144 houses approximately two hundred artifacts that are all
geographically tied to the Pacific Northwest. Their exhibitions explore the
connections between their region and the history, art, and culture of people with an
African descent. While this museum is the most diverse among the three, it also only
focuses on their region. In this case, it will be greatly beneficially for the public to
have a museum that connects all the pioneers from all over the nation. There is
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currently no museum that focuses on San Diego African American Pioneers and we
wish to be the first to bring this knowledge to the public.
C. What will attract individuals to our museum is that we will house 50,000 valuable
artifacts including studio art, periodicals, photographs, documents, clothing, and books.
We will have educational programs for all levels of education from Kindergarten to
University level (more in depth in Section D). For the community, we wish to hold
monthly low cost seminars to help find jobs, scholarships, and even tutoring. Students
will enter for free and residents of San Diego will be charged $5, out of state will be
charged $7. All contributions and donations will be recycled back into the public and the
museum.
D. One of our missions is for the museum to collect, preserve, exhibit, and interpret
objects of historical significance. Over time, all objects will begin to deteriorate for a
variety of reasons, such as environmental conditions, use and natural decay. In order to
maintain the objects in such condition that they will survive for the enjoyment and
education of future generations, it is vital that museums practice proper preservation
measure. The major environmental factors that affect the long-term preservation of
artifacts are light, temperature, relative humidity, air pollution and pests.
-D.1. Light emitted by the sun is the most harmful light there is for our artifacts.
In order to keep our artifacts in pristine form, our displays will only be lit by
fluorescent bulbs instead of incandescent bulbs because they do not emit heat.
Additionally, we will cover up windows with shades, drapes, or blinds to obstruct the
natural light from damaging the valuable artifacts.
-D.2. The second obstacle in sustaining equilibrium, is to regulate the temperature
and humidity. Fluctuation of these elements is what causes artifacts to deteriorate and
break. Therefore, our museum will be at a constant temperature of 68-72 degrees
Fahrenheit and humidity levels of approximately 45-55 percent. This will be
sustained by a quality HVAC (heating, ventilating, and air conditioning) system that
will also help reduce pest activity and air pollutants.
E. Some of the unique artifacts that will need preservation are those excavated by Dr.
Seth Mallios, professor and chair of Anthropology at SDSU (San Diego State
University), in his Nate Harrison Historical Archaeology Project in 2004. It was during
this excavation where they unearthed 20,000 artifacts. Such artifacts included tobacco
accessories, a comb, a horseshoe, and some photographs. Dr. Mallios would agree that it
is vital and necessary for these items to be displayed and learned because they reveal
incredible insight into everyday life on the frontier.
I V . B E N E F I C I A L F O R A L L E D U C A T I ON A L L E V E L S :
A. While our museum provides an exceptional visual learning experience it will not
be limited in that sense. Our organization is well aware that there are different ways a
person may learning such as auditory, visual, and kinesthetic. Therefore, we have
prepared a list of activities that well help all individuals from different educational levels
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and all learning styles in learning about the San Diego African American Pioneers. Also,
because our nation is so diverse, all activities mentioned will available in multiple
languages including but not limited to French, Spanish, German, Tagalog, Chinese
,Vietnamese, Japanese ,Portuguese, Russian, and American Sign Language.
A.1. Children at a kindergarten level will enjoy our daily activities that we have
spread throughout the day. Such activities can include painting a house and learning
about how Albert and Margaret Robinson operated the “Hotel Robinson” in Julian in
1887. On the weekdays children can dress up as their favorite pioneers and attend
StoryTime with a “Pioneer from the Past” which will revolve around a staff member
(who is dressed in pioneer attire) teaching the children about him or herself. The
children will then get to go on stage and talk about why they choose that particular
pioneer to dress up as. On the weekends, a “special” sandbox will be added to the
playground area so that children may dig up gold just like Fred Coleman did in 1869.
B. At the middle school and high school level, we will have special field trips
throughout the museum catered to their needs. We have partnered up with the San Diego
School District and will host a competition project for all middle schools and high
schools in close proximity. Each school interested in entering the competition students
will have to develop and perform a 10-20 minute play on California’s history which will
then be presented in our auditorium. The event will be open to the public and there will
be a small entry fee of five dollars.
C. For the college and university level we have prepared an exceptional library which
provides a variety of local, national, historical and cultural material that can be very
beneficial if conducting research. Our library is filled with more than 8,000 books,
scholarly articles, newspapers, charts, posters, and videos of the past and present
pioneers. The library will also include an internet database, where students can search
through thousands of publications and are able to contact with the African-American
Genealogical Societies, African-American Museum Associations, and other historically
black colleges for further information. Field trips will also be available for those students
who are interested. These field trips will include a tour of our museum and artifacts along
with an educational trip to local landmarks in California contributed by the past pioneers.
Such landmarks may include the Bon Ton restaurant owned by Ernest Morgan and Elvira
Pone, the dusty trail near Miss Newton’s cabin which is named America Grade in her
honor, or the creek in Julian where Fred Coleman discovered gold in 1869.
V . S A M P L E M OD E L A N D L AY OU T
A. Due to our extensive research, we believe that the following layout and model will
engage the visitors while maneuvering around the museum. Upon entering, the first thing
they come across is the main room that will direct them to the area of their interest. To
the left will be the pioneer figure room, the gift shop, the library, and the cinema. If they
turn right they will come across, the educational seminars room, elementary educational
room, pioneer artifact room, and the gallery. If in any time, the visitors are in need of a
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rest they may enter the garden relaxation area, which is conveniently placed in the center
of the museum.
B. Model of the future “The History Treasured Hall” Museum.
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C. In addition to the daily activities and filed trips, the visitors will be engaged
throughout their visit to the History Treasured Hall Museum. If they were to step into the
Gallery, they will be pleasantly surprised to find not only portraits of past pioneers but
interactive portraits as well. This new invention is very enticing because it adds
uniqueness to their experience. All they have to do is push the button located below the
portrait and an animated 3-D version of Issac Atkinson will pop up and will talk about
how he started the first black owned newspaper called “The Colonizer” in 1892. Other
interactive portraits included but are not limited to George Millen, Daniel Fry, Cynthia
Hudgins, and Margaret Robinson. All the artifacts in the Pioneer’s Artifact Room will be
on will presented in a clear case with a notecard underneath depicting its origin. To
attract the audience, some of the artifacts will be available for touching. In the Pioneer
Figure Room, there will be various wax figures that visitors may take pictures with and
share with their entire family. Lastly, we will have a cinema where we will present
historical movies that have relevance to the history of San Diego and other movies that
trend on the top of the future.
D. In order to promote our museum we have developed the following strategies to
entice perspective visitors to our museum. We will hand out museum flyers to students
and staff at schools ranging from elementary to high school including those in public,
private, and independent school districts. Our company will send staff members to create
awareness through public libraries, community centers and entertainment events.
Additionally, we will incorporate marketing strategies such as developing a Facebook,
Twitter, YouTube, and all forms of social media outlets to have a better connection with
visitors. And lastly we believe that the overall greatness of this museum will propel
visitors to come back again and again.
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V I . B I B L I OG R A P H Y:
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1998. Print.
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Paula Parker, "Research Traces Role of Black Business Downtown," Los Angeles Times,
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Frontier. Salt Lake City: U of Utah, 1997. Print.
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Public Media. San Diego History Center, 6 Feb. 2014. Web. 9 May 2015.
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Crown, 2000. Print.
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San Francisco: Acme Pub., 1952. Print.
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