Executive Summary
TDG is at a crossroads in its existence;
Languish as a historical relic which has a novelty Butterfly
House,
Or
Take a leadership position in in the Organic, Sustainable
movement educating visitors, members and citizens demonstrating by example
how to coexisting with nature and utilize all its’ benefits.
The work and mission of TDG is not being fulfilled; hampered by
underutilized resources, unrepaired facilities, and a staff dynamic in which
individuals work in their own self-interest and thwart each other ‘s efforts.
Texas Discovery Gardens, UNT, Dallas Case Study
 Reorganize the existing staff under 4 department areas, with the goal of
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being under 5 department areas in the next year
Unrealistic interpretation of TDG’s position in the competitive
environment regarding services, atmosphere, benefits, admission and
membership prices,
Inability or unwillingness to react quickly to market changes,
Presently TDG does not offer the same “time, experience” value as
other park – museum offerings in Dallas,
Currently not fulfilling the mission of the organization.
CURRENT MISSION:
To teach effective ways to restore,
conserve and preserve nature in the
urban environment, with a focus on
gardening organically and sustainably.
PROPOSED MISSION:
Our mission is to educate the
community while promoting an organic
lifestyle and appreciation for the natural
beauty of tropical butterflies.
CURRENT VISION:
N/A
PROPOSED VISION:
Discover the beauty of free-flying tropical butterflies and the dynamic
collection of garden styles as we create opportunities for all ages to
embrace an organic sustainability lifestyles.
We are committed to our programs and workshops that allow the
community to explore and interact with nature in the midst of a urban
society. We believe in equipping individuals ith knowledge so they can
nurture a community.
As we continue to expand into our communities life’s, our dedicated
team is committed to cultivating the skills in in others to restore,
conserve, and preserve harmony with nature.
Come to see the butterflies, stay to discover.
Shakespeare Gardens
TDG Shakespeare Garden
Back
Central Park
Shakespeare
Garden
Front
Gardens and Ponds
Japanese Garden With Koi
Pond
TDG Tribute Garden with
Pond
Shade Gardens
TDG Shade Garden
TDG Shade Garden
Rose Gardens
TDG Rose Garden
Brooklyn Botanical Rose
Garden
Grand Allee
TDG Grand Allee Du
Meadows
Botanical Gardens Allee
Japanese
Gardens
Pond
Callier
Garden
and
Pond
Garden
TDG Leftwich Pond
Garden
TDG
VS
Dallas Arboretum
Butterfly Garden
Entrance to TDG Butterfly
Garden
Signs for education about
Butterflies
Edible
Gardens
TDG Vegetable Gardens
TDG Native Plant Garden
Seating Area?
Overgrown Plants
Butterflies and Insects
Insectariums
 Add more diversity of insects and move them into art
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gallery and provide better directional signage
Implement programs so that kids are more interactive
with insects
Offer root view, soil view, and observation hive
Utilized donated insects for display and add more
educational elements by improving
Improve or remove until there is enough funding to
make it better
• Butterflies and Insects
Butterfly House = MAIN ATTRACTION
• Add elements such as larger, eye-catching signage with
informative information to enhance guest experience
• Add graphics to the glass exterior of the butterfly house
so people can identify the exhibit
• Utilized and maintain water features in the butterflies
house
• Make it more vibrant by adding more colors to the
butterfly house and add props for children to touch
Events
 Wedding at TDG
 Rental rate is very low
 Best thing about TDG is the fountain
 Not enough color in the Garden nor it well maintain
 Inside was plain and have water damage on the floor
TDG Gift Shop
 The gift shop is one of
 The US gift, novelty, and
the bright spots of TDG
that is producing
revenue.
 YTD-Net Sales =
$125694.73
 On average each visitors
spends $1.76
souvenir store industry is
large.
 The combined annual
revenue for gift shops is
about $18 billion.
 The industry includes
about 30,000 stores in
the US.
TDG gift shops
 profits are high but they
still lack a few key
factors.
 Website - with an on line
buy option for gift shop
items.
 Coupons - with discount
for in store purchases at
the gift shop.
 The gift shop can make a
lasting impression of
TDG. so
 Visitors should feel like
they have a little piece of
TDG to take home.
Recommendations
www.metmuseum.org
Sign In/Register
— Members Save 10%
ORDER 24 HOURS
US & Canada
1-800-468-7386
For other locations please see Customer
Service
Met Museum Official Site
Retrived August 4,2011, from http://www.store.metmuseum.org
$60.00/Individual
• Unlimited visits
• Various Discounts
• “Members only” events
• State Fair entrance/up to six
$90.00/Family
• All Individual plus
• Unlimited visits for 2 adults
• Live in children under 18 free
• Higher discount for birthday
rentals
$150.00/Friend
• All Family plus
• Unlimited visits for four
adults and all live in
Children under 18
• Six one time guess passes
into the Butterfly House
$300.00/Patron
• All Friend plus
• Two free garden workshops
• Free behind the scenes for up to
10 people
$600.00/Benefactor
• All patron plus
• 10% facility rental discounts
(weekdays only)
$1200.00/Sustaining
• All Benefactor plus
• 20% facility rental discount (10%
weekends)
• Complimentary Honorary Family
Memberships
Membership Recommendations:
 Increase value for the members
 Discounted Concert Admission
 Annual Member Appreciation Events
 Free T-shirts and Discounted Merchandise
 Recognition Plaques
 Encourage members to become volunteers
 Discounts to members who volunteer
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Lower membership costs at each level
Add Corporate membership rate
Remove discount limitations (weekly or weekend only)
Add Photography Level to Membership at $150
Donations and Sponsorships:
 Current Sponsors
 Texas Instruments
 Preservation Tree Services
 Soils Alive
 AAA Digital Media
 Ron’s Organic Dynamics
 Living Earth Technology
 Calloways
 InI PhotoGraphics
 Reliant Energy –EcoShare
Program
 Half Price Books (T-shirts for
staff and volunteers)
 Current Donations:
 Reliant Energy
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Recommendations
UNT Alumni as sponsors,
donations and members
Farmers Market
Whole Foods
Starbucks
Natural Grocers
Walmart
Local Fair Park businesses
Radio Stations
Television Stations
Board Members should be
responsible for contributing to
adding new sponsor and donors
Current Volunteers Procedures:
•
200 Active list out of 600 volunteers on file
• No actual database but currently using excel spreadsheet
• No written policy for volunteers-but case by case basis
• Volunteers pay $10 to cover cost of T-shirt & background check
 No proof of background checks
 Orientation only once a year
 Departments have their own volunteers
Volunteers
Current Procedures
• 200 Active list out of 600 volunteers
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on file
No actual database but currently
using excel spreadsheet
No written policy for volunteers-but
case by case basis
Volunteers pay $10 to cover cost of
T-shirt & background check
No proof of background checks
Orientation only once a year
Departments have their own
volunteers
Recommendations
 Volunteer orientation needs to be
held quarterly
 Streamline application process
 Volunteers benefits :
• Plant sale and gift shop
discount, lifetime membership
(to pay one time fee of $80 and
15 hrs volunteer a month),
welcome events, appreciation
dinner, thank you events
 Improve volunteer delegation
 Increase volunteers by 20%
New Photography Membership
 Photographer Level $150
 Receive all Individual benefits plus:
 · Unlimited Regular Admission for photographer, two(2)
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adults and children 18 and younger living at home for one
year
· 10% facility rental discount (weekdays only)
· 15% Discount on Children’s Birthday Parties
*Additional Adults at Photo Shoot receive 50% off
Admission
Benefits
Exposure
Increase membership revenues
Website
Observation
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Too informative!
Repetitive Info
Long & boring
Corporate color scheme
Not kid friendly
Hierarchy on the web site is too deep
NO CALL OF ACTION!!!
Suggestions
 Keep it short and simple
 Games for kids
 Have animations and bright colors
 Green-nature Yellow-cheer full and
sunny
 One set of tabs, keep tabs on top
 Map more visible
 Less information on the home page
 Nature texture appearance
App
 Interactive, Engaging & Fun
 Tour guide of TDG
 Short & Simple
 Budget & time constraints
 Basic App with unlimited additions
 App buttons (Home, Map, Donations)
 FREE!!!
“$17.6 Billion The amount of money saved each year by
small businesses using mobile apps, according to a
survey by the Small Business & Entrepreneurship
Council. “ - Dallas Morning News
Marketing
Suggestions
 Observations
• Define Target audience and break them down
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Unclear target audience
Marketing Budget
Advertising
Creating value proposition
Un clear mission
no promotional events or campaigns
No collaboration with Fair Park
into groups
• Utilize non profit for advertising, use the
current budget toward cost efficient marketing
plan
• Fine tune mission, it needs to be clear and
precise, in order to implement a productive
marketing plan
• create promotions that appeal to audience
and collaborate with fair park museums
marketing and advertisement
Financial Position
 Texas Discovery Gardens
 Total expenses for the
operated at a net loss of
$-263,688.00 in 2010.
 Decrease in cash reserves
of $285,028.00 in capital
expenditures.
 Total revenues generated
is $709,368.
2010 fiscal year is
$973,056.
 Total attendance
generated for 2010 is
71,237.
 Average ticket price is
$4.50.
 Total contribution
margin per visitor is
$3.60.
Financial Ratios
 The profitability ratio is -82% for 2010. Net
income/net sales-> $-263,688.00/$320,566.50= -82%.
 Break even point on volume only- 183,265 need to visit
the garden to cover fixed costs. $659,755 fixed costs
/$3.60 CM per unit= 183,265 visitors for 2010.
 Projected break even point in volume only for 20112012 for proposed budget by the board to cover all
expenses is 271,216 visitors.
 Projected break even point with revised budget in
volume only is 221,306 visitors.
Spending and Investment
 Project to increase revenues by 5% in each category on
the income statement. Total projected revenue for the
next fiscal year is $1,020,390.45. Total expenses figure
to 796,702.11; total revenues minus expenses equal
$223,688.34 in total net income.
 Expenses will be cut by 20 percent, except advertising
and marketing, gardening, fundraising and other areas
that are prioritized to keep quality to organization,
which will be increased by 20 percent.
Gift Financials
 Total gift shop revenue in the fiscal year of 2010 is
$125,694.73. Cost of goods sold totals $62,221.25.
 The gift shop generated a net profit of $59,953.03
for the year of 2010.
 Capitalize on the gift shop because it is a cash cow
for the organization.
Conclusions Recommendations