Fort Monroe Authority
Interpretive Master Plan Report
Presentation to HPAG by:
Interpretive Solutions, Inc.
in association with
Leisure Business Advisors, LLC &
O’Reilly Public Relations
June 7, 2010
1
Overriding Significance
2
Fort Monroe’s Six Primary Interpretive Themes
Theme 1: The Natural Environment
The physical and historical geography of Fort MonroeOld Point Comfort demonstrates how the natural
environment shapes human history, and how human
endeavors profoundly affect natural landscapes.
3
Fort Monroe’s Six Primary Interpretive Themes
Theme 2: The Virginia Indians
The English colonization of Virginia interrupted and
irremediably changed thousands of years of the use and
occupation of this land by American Indians, an early
harbinger of a continuing pattern of loss and reuse of
American landforms.
4
Fort Monroe’s Six Primary Interpretive Themes
Theme 3: The African American Experience
The African American experience at Old Point Comfort,
from the earliest Colonial times to the present day,
reflects a long, continuing struggle for freedom and
equal rights.
5
Fort Monroe’s Six Primary Interpretive Themes
Theme 4: The Civil War
Events that occurred at Fort Monroe during the Civil War
era shaped American society, culture and the American
experience.
6
Fort Monroe’s Six Primary Interpretive Themes
Theme 5: Defense of the Nation
The history of Fort Monroe reflects the evolving response
of the nation to an ever-changing array of threats.
7
Fort Monroe’s Six Primary Interpretive Themes
Theme 6: Old Point Comfort Resorts
Recreation and leisure activities have been part of the
Fort Monroe experience almost as long as the fort has
existed. The Chamberlin reminds us of the energy and
excitement that characterizes the ever-evolving resort
community of Old Point Comfort, with its hotels having
been among the most famous in the nation.
8
Fort Monroe’s Six Primary Interpretive Themes
Themes/Stories are Braided
- 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.
9
Fort Monroe’s Target Audiences
Four main categories:
1. DAY VISITORS
- Heritage seekers
- Recreation seekers
2. LONGER-STAY VACATIONERS
- “Twenty-somethings”
- Gen X families
- Baby boomers
- Multi-generational families
10
Fort Monroe’s Target Audiences
Four main categories:
3. LEARNERS
- School groups
- Teacher learners
- Distance learners
- Adult (life-long) learners
4. RESIDENTS AND OFFICE WORKERS
11
How do we know what people want?
Who was in Survey?
• 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.
12
Survey Results
• 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
13
Educational programs at Fort Monroe
1. School programs: inquiry-based learning
2. Teacher institute model: training the trainer
3. Distance learning
14
Potential Interpretive and Educational Partnerships
Museums
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
15
Potential Interpretive and Educational Partnerships (cont.)
Other organizations
1. Contraband Historical Society
2. Chesapeake Bay Foundation
3. National Park Service
4. Virginia Department of Game and Inland Fisheries
5. Virginia Modeling, Analysis & Simulation Center (VMASC)
6. Virginia Sesquicentennial Commemoration of the
American Civil War, City of Hampton
16
Potential Interpretive and Educational Partnerships (cont.)
Other interested parties
1. Coast Defense Study Group
2. Governor’s School for Science and Technology (Hampton)
3. Hampton City Schools
4. Newport News Public Schools
5. NASA
6. The “Historic Triangle” (Colonial Williamsburg, Jamestown
Settlement, Historic Jamestowne, Yorktown Victory Center,
Yorktown Battlefield)
7. Virginia Council on Indians
8. Virginia Dept. of Conservation and Recreation
9. Virginia Tourism Corporation
17
Potential Interpretive and Educational Partnerships (cont.)
Interpretive Networks
1. Captain John Smith Chesapeake National Historic Trail
2. Chesapeake Bay Gateways Network
3. Chesapeake Treasured Landscape Initiative
4. Star-Spangled Banner National Historic Trail
5. Virginia Birding and Wildlife Trail
6. Virginia Civil War Trails
7. Virginia Indian Heritage Trail
8. Washington-Rochambeau Revolutionary War Historic Trail
18
Analysis of buildings as interpretive venues
National Museum Criteria
•
•
•
•
•
•
•
•
•
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
19
Phasing Strategy and IMP Implementation
Summary of phases:
Phase 1: 1-3 Years
Phase 2: 3-5 Years
Phase 3: 5-10 Years
Phase 4: 10-15 Years
20
Phasing Strategy and IMP Implementation
Phase
Phase 1 (1 to 3 years)
• 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
21
Fort Monroe Authority Interpretive Master Plan
Phase 1 (1 to 3 years)
Welcome area (approx. 4,000 SF – blue shade)
22
Fort Monroe Authority Interpretive Master Plan
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
Phasing strategy for IMP implementation
PHASE 2 (3- 5 years) – Pedestrian pathways along moat
• 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
24
Phasing strategy for IMP implementation
PHASE 3 (3- 5 years) – Old Quarters #1
National internet panel
Developed as interpreted space (NPS as partner)
25
Phasing strategy for IMP implementation
PHASE 3 (3- 5 years) – Old Quarters #1
26
Phasing strategy for IMP implementation
PHASE 3 (3- 5 years) – Old Quarters #1
27
Phasing strategy for IMP implementation
PHASE 4 (10-15 years) – Develop satellite museum sites
28
Phasing strategy for IMP implementation
NATURAL HISTORY PROGRAMMING – Ongoing with partners
29
Cultural Business Plan Recommendations
Approach
• 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.
30
Cultural Business Plan Recommendations (continued)
Partnerships
• 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.
31
Cultural Business Plan Recommendations (continued)
Relationship
• 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.
32
Cultural Business Plan Recommendations (continued)
Visitor Center
• 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.
33
Recommended Organizational Chart for Public Programs Department
Executive
Director
Deputy Director,
Public Programs
Non-Profit
Organization
Executive
Assistant
Development
Coordinator
(Fundraising)
Concessions
Coordinator of
Visitor Services
Historic
Programs
Manager
Visitor Center
/ Parking
Attendants
Interpreters
(volunteers)
Partner
Organizations
Marketing
Coordinator
Recreational
Programs
Manager
Related
Maintenance
Staff
Lifeguards
and Beach
Patrol
Rangers
(nature
areas)
Related
Maintenance
Staff
34
Recommended FMA Staffing Plan for Public Programs
Full-Time Equivalent Employees (FTE)
3
2
3.2
3.1
2.2
2.1
8
7
6
5
4
3
FY
FY
FY
FY
FY
FY
2019
2018
2017
2016
2015
2014
9
FY
2020
4
4.1
10
FY
2021
1
1.1
1
FY
2012
1.2
2
FY
2013
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
0.5
3.0
1.0
1.0
1.0
1.0
1.0
0.5
3.0
2.5
3.0
2.5
1.5
1.0
1.0
3.0
2.5
3.0
2.5
1.5
1.0
1.5
3.0
2.5
3.0
3.0
1.5
1.0
2.0
3.5
3.0
3.0
3.0
1.5
1.0
2.5
3.5
3.0
3.0
3.5
1.5
1.0
3.0
3.5
3.0
3.0
4.0
1.5
1.0
3.5
4.0
3.0
3.0
4.0
1.5
1.0
3.5
4.0
3.5
3.0
4.0
1.5
1.0
4.0
4.0
3.5
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
Phase
Stage
Year #
FMA Position 1/
Management:
Deputy Director, Public Programs
Executive Assistant
Development Coordinator
Marketing Coordinator
Coordinator of Visitor Services
Historic Programs Manager
Recreational Programs Manager
Staff:
Visitor Center attendants 2/
Parking attendants 2/
Casemate Museum staff 3/
Rangers (nature areas)
Maintenance 2/
Lifeguards 2/
Beach patrol 2/
1/
Does not include employees of partner organizations or concessionaires.
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.
2/
35
Operating Pro Forma – Year 1 to 5
Category
Visitation
Year 1
FY2012
Year 2
FY2013
Year 3
FY2014
Year 4
FY2015
Year 5
FY2016
78,000
149,000
164,000
172,000
189,000
Revenues:
Conservation Fee 1/
Grants
Casemate Museum 2/
Special Events
VC Exhibit Admission 3/
VC Concession Fee
Sports Facilities
Miscellaneous
Total Revenues
$250,000
$477,000
$525,000
$550,000
$605,000
$300,000
$300,000
$300,000
$300,000
$300,000
$78,000
$134,000
$148,000
$155,000
$170,000
$70,000
$94,000
$135,000
$135,000
$156,000
----$115,000
$120,000
$132,000
$21,000
$30,000
$33,000
$34,000
$37,000
$11,000
$21,000
$22,000
$23,000
$24,000
$7,000
$11,000
$13,000
$13,000
$14,000
$737,000 $1,067,000 $1,291,000 $1,330,000 $1,438,000
Expenses:
Salaries / Wages
Marketing
Utilities
Maintenance
Services
Insurance
Supplies
Other
Total Expenses
Surplus / Deficit
$567,000
$729,000
$788,000
$811,000
$877,000
$108,000
$112,000
$116,000
$120,000
$129,000
$97,000
$100,000
$103,000
$106,000
$115,000
$84,000
$87,000
$90,000
$93,000
$101,000
$71,000
$74,000
$77,000
$80,000
$86,000
$50,000
$51,000
$52,000
$53,000
$58,000
$37,000
$38,000
$39,000
$40,000
$43,000
$24,000
$25,000
$26,000
$27,000
$29,000
$1,038,000 $1,216,000 $1,291,000 $1,330,000 $1,438,000
-$301,000 -$149,000
$0
$0
$0
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.
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.
36
Operating Pro Forma – Year 6 to 10
Category
Visitation
Year 6
FY2017
Year 7
FY2018
Year 8
FY2019
Year 9
FY2020
Year 10
FY2021
196,000
204,000
225,000
233,000
242,000
Revenues:
Conservation Fee 1/
Grants
Casemate Museum 2/
Special Events
VC Exhibit Admission 3/
VC Concession Fee
Sports Facilities
Miscellaneous
Total Revenues
$627,000
$653,000
$720,000
$746,000
$774,000
$300,000
$300,000
$300,000
$300,000
$300,000
$176,000
$184,000
$203,000
$210,000
$218,000
$156,000
$156,000
$156,000
$156,000
$156,000
$137,000
$143,000
$158,000
$163,000
$169,000
$38,000
$39,000
$41,000
$42,000
$43,000
$25,000
$26,000
$27,000
$28,000
$29,000
$15,000
$15,000
$16,000
$17,000
$17,000
$1,474,000 $1,516,000 $1,621,000 $1,662,000 $1,706,000
Expenses:
Salaries / Wages
Marketing
Utilities
Maintenance
Services
Insurance
Supplies
Other
Total Expenses
Surplus / Deficit
$899,000
$925,000
$989,000 $1,014,000 $1,041,000
$133,000
$136,000
$146,000
$150,000
$154,000
$118,000
$121,000
$130,000
$133,000
$136,000
$103,000
$106,000
$113,000
$116,000
$119,000
$88,000
$91,000
$97,000
$100,000
$102,000
$59,000
$61,000
$65,000
$66,000
$68,000
$44,000
$45,000
$49,000
$50,000
$51,000
$29,000
$30,000
$32,000
$33,000
$34,000
$1,473,000 $1,515,000 $1,621,000 $1,662,000 $1,705,000
$1,000
$1,000
$0
$0
$1,000
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.
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.
37
Summary of Indicative Capital Costs
for Interpretive Master Plan Recommendations
Fiscal
Year
Amount
2012
2013
2014
2015
2016
2017
2018
2019
$1,160,000
$1,590,000
$2,600,000
$530,000
$650,000
$0
$0
$750,000
Total
$7,280,000
38
Fort Monroe Authority Interpretive Master Plan
Marketing Recommendations -Trudy O’Reilly
• Introduce the Brand
• Create Awareness
• Promote Public Programs
FORT MONROE at Old Point Comfort
At Last, OPEN FALL 2011
Beaches, Marina, Waterfront, Relaxation,
History
I-64 Exit 268, Fort Monroe
39
Attract our Target Audience
40
Questions?
41