The Texas Museum of Automotive History
located in Fair Park, Dallas
8350 N. Central Expressway, Campbell Center 1, Suite 1500 Dallas, TX 75206
Office: 214-393-4662 - Fax: 214-393-4651 Website: www.tmah.org Email: spage@tmah.org
Community: http://www.myvrl.com/group/texasmuseumofautomotivehistoryii
The Texas Museum of Automotive History
Automobile races have taken place in Fair Park since 1901
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Automobile racing starting in Fair Park in 1901 and
culminated with the staging of the United States Formula
One race in 1984.
We are working with the City of Dallas, Dallas Parks and
Recreation Department and Friends of Fair Park to build a
world-class Museum of Automotive History in Fair Park.
The Museum will provide attendees with an overview of
the history of the automobile from 1901 to 1984, and
showcase the interaction between racing and commercial
car development during that period.
The Museum will feature an ongoing and open restoration
capability, (The Restoration Factory) designed to educate
visitors about the automobile manufacture and restoration
process.
The “Restoration Factory” will employ “at risk” youths and
will function to educate and provide a career path for
selected individuals.
The operating goal of the Museum will to become
recognized as one of the top 10 Automotive Museums in
the world, thereby enriching the State of Texas, the City
of Dallas, its citizens and its visitors.
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Interactive Inspiration
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The Museum will interactively tell the story created by our
fascination with racing and cars from 1901 to 1984. The
Museum will inspire attendees to think about the design,
technology, engineering and competitive aspects of the
automobile. There have been approximately 3000 car
manufacturers since 1900. Show cars will include
representative marquees from each decade since 1900:
• Steam (Brass) cars
• Antique cars
• Classic cars
• Muscle cars
• Race cars (IRL, F1, CanAm, Stock cars, NASCAR’s etc.)
• Former Fair Park Race cars (1901 – 1984)
• Significant history cars, including prototypes
In addition to cars from 1901 to 1984, the Museum will
feature important cars and racecars on loan to the Museum
from prominent car collectors.
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The Texas Museum of Automotive History
Operating Vision
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We will stage the development of the Museum in the Grand
Place Building in Fair Park, 2010-2012. We will restore and
use the vacated Science Museum Building as our permanent
location from 2013 on.
The Museum will include the prominent display of two
hundred (plus) luxury, classic and sports racing vehicles in
dioramas and exhibits dedicated to the “telling” and
preservation of automotive history.
Visitors will be able to see the on-going restoration of
vehicles at all stages.
A state-of-the-art library will be available to the Museum and
its members, as well as to the general public for restoration
research and enjoyment.
World automotive events will be shown live (and rebroadcast) in an auditorium theatre venue that will also host
film viewings, conferences and lectures.
The Museum will be “interactive” in all respects, appealing to
all generations.
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
The “Restoration Factory” Program
The intent of the Museum’s Restoration Factory Program is
fivefold:
• Teach life and work skills to all Restoration Factory
students (recruited from DISD Automotive Programs) as
per our Four Year curriculum (described next page).
• Help the smartest Restoration Factory graduates process
their College applications to get full Scholarships
• Fund college tuition shortfalls for Restoration Factory
graduates that want to go to college, but lack funding
(details to be developed and contingent upon funding
the “Restoration Factory Scholarship Endowment Fund” .
• Place (non-college) Restoration Factory graduates with
premium automotive businesses that support the
Museum.
• Create Restoration Factory Entrepreneurs and revive Fair
Park’s surrounding area. Help students that want to build
their own business find sponsors, mentors and funding.
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The Texas Museum of Automotive History
The “Restoration Factory” Curriculum
Aside from becoming a world class museum of automotive
history, our objective is to teach young men and women,
15-18, life and business skills. Our four year “Restoration
Factory” curriculum is summarized below:
• Year 1 – Automotive Fundamentals (Automotive Industry
History, Automotive Operation (basic car components and
how they work), Industry Overview (job positions and
required skills), Affiliated Businesses, Life Skills).
• Year 2 – Automotive Class One (Basic Repair and
Restoration, Life Skills).
• Year 3 Automotive Class Two (Detailed Repair,
Restoration Specialties, Engineering, Design, Local
Automotive Business Internships and Life Skills).
• Year 4 – College and Work preparation (Scholarship
Applications, Work Applications and Life Skills Tuition to
Year 1 and 2 students).
Proprietary and Confidential 2010
The Texas Museum of Automotive History
Restoration Factory – Life Skills
9 x key words symbolize the Life Skills education elements of our
Restoration Factory Program.
Life Skills:
• Respect - to feel or show deferential regard for; esteem
• Confidence - reliance or trust. A feeling of self-assurance
• Responsibility - accounting for one’s actions; dependable
• Perseverance - to persist in an idea, purpose or task despite
obstacles
• Courtesy - considerate behavior toward others; a polite
remark or gesture
• Judgment - the ability to make a decision or form an opinion;
a decision reached after consideration
• Honesty - the quality or state of being truthful; not deceptive
• Integrity - strict adherence to a standard of value or conduct;
personal honesty and independence
• Sportsmanship - observing the rules of play and winning or
losing with grace
Proprietary and Confidential 2010
The Texas Museum of Automotive History
Restoration Factory – Work Skills
11 x key words symbolize the Work Skills education elements of
our Restoration Factory Program.
Work Skills:
• Design – creativity, intellectual thought and original thinking
• Passion – a desire to be the best at what we do
• Competition – a desire to win, an appreciation of rules
• Technology – learn and leverage technology – work smart
• Innovation – embrace new thinking, learn from past
innovations
• Team Work – how to work well in a team
• Performance – what does it take to be “the best”
• History – history is a great guide to our future
• Nostalgia – history and experience drive this powerful
emotion
• Education – how to learn efficiently
• Engineering – what is engineering and why is it important
Proprietary and Confidential 2010
The Texas Museum of Automotive History
Non-Profit Entity – est. April 16th, 2010
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
At Risk Youths - The “Restoration Factory”
Science Museum Building – Lower Level 40,000+/- usable SF
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The Texas Museum of Automotive History
Initial Funding and Focus
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The Museum will seek the financial support of the
community it will serve by way of Automotive and Energy
company sponsorships, corporate contributions, individual
donations, gifts of private libraries and automobiles.
We will work with benefactors to insure their gifts are
cared for and showcased in a manner befitting the
museum, the general public and its mission of preserving
these historic cars for posterity.
We will generate additional operating income from
corporate and special events.
In much the same manner that Dallas’ major museums
operate today, we will derive revenue from a strata of
individual and corporate annual memberships.
The Museum is organized as a 501-C-3 not for profit
entity, with tax benefits for donors and supporters.
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Funding Goals and Timing
The Grand Place Building - Staging Location 2010 – 2012
Initial Cost - $500,000 for creation of dioramas and exhibits
Initial Operating Budget - $1,000,000
Restoration of the Science Museum Building - $30 million (est.)
City of Dallas Matching Grant 2012 Bond Election - $15 million
Private Museum Restoration Fundraising Goal - $15 million
Restoration Factory Education Endowment Goal - $10+ million
$30 million Restoration Total
$15 million Matching
Contribution - City Bond
$1 million Operating
Expense
$500,000
Opening Cost
Grand Place Building 70,000 SF
Proprietary and Confidential 2009-2010 Science Museum Building 140,000 SF
The Texas Museum of Automotive History
Major Donations
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The Museum is seeking one naming and two presenting
sponsors. Major donors will be recognized in the following way:
• 1 x Museum Title Sponsor (Naming Right) $10,000,000
• 2 x Museum Presenting Sponsors (e.g. Ford, Dr.Pepper,
AT&T, Exxon) $5,000,000
• Gift Categories will include:
• Grand Marshall: $1+ million
• Concours d’Elegance Patron: $500,000 - $1 million
• Car Marque (e.g. Ferrari) Patron: $100,000 - $499,999
• Museum Patron: $50,000 - $99,999
• Lifetime Museum Member: $25,000+
• Corporate Sponsor: $25,000+
• Annual Membership: $250
All gifts (cars, money, memorabilia) will be tax deductable. The
Museum is organized as a 501-C-3 not for profit entity.
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
A “Profitable” 501-C-3
Science Museum Building – Upper Level 70,000 SF
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Ongoing Sources of Revenue
Our objective will be to operate the Museum at a
“profit”. Fifty percent of operating profit will be
dedicated to Museum expansion and building
restoration. Ongoing sources of revenue include:
• General Admission
• Tours
• Special Events
• Off Premise Caterers And Florists
• Corporate Clients
• Social Clients
• Galas And Fund Raisers
• Dallas / Arlington / FW Chambers
• Automotive Auctions
• Education and Classes
• Collateral (Advertising Revenue)
• Community Web Site includes interactive elements
• Museum General Information Brochures
• Items Associated with Sponsorship, Museum Friends
and Docent Programs
• Annual Calendar
• Monthly Internet Newsletter Advertising
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Our Target Demographics
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There are 6+/- million residents in the greater DFW Region
and an estimated 28+ million visitors to Dallas annually.
There are 75 million USA based baby boomers and a total
of 125+ million in the USA, UK & Europe. An estimated 500
million people globally follow the Formula 1 racing series –
the majority of this demographic love racing and cars!!!!
There are an estimated 10 million vintage car owners
worldwide; 4+ million in the USA (source: 4 x major vintage car
Insurance companies – Grundy, Heacock, Hagerty & Aon).
A great number of owners show and race cars through
15,000 clubs in the USA and 700+ clubs in the UK & Europe
(source: Hagerty Insurance; see www.hagerty.com and the Motor Sports
Association; see www.msauk.org).
In addition to an “every man, woman and child” focus,
these individuals are our target Museum visitor
demographic.
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Promoting the Museum on Social Networks
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Showcasing 20+ Racing Events Annually
Dallas
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Educational How to Guides - Example
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The Texas Museum of Automotive History
Start-Up and Re-Use Considerations
Start Up Budget for Grand Place Building
• Building Materials and Labor to build Main entrance,
Lobby Counter, office and event space, Restoration
Factory, display barrier, outside signage (Materials
$150,000; Labor $100,000 - $250,000 total).
• 50 Large Screen TV’s (LG, Samsung, Phillips @ $1,000
per - $50,000)
• 120 touchpad displays ($300 per - $36,000)
• Backdrop story/picture boards (120 – one for each
exhibit. Plotter, laminator machine and materials $20,000)
• Directional lighting (200 lights @ $60 per - $12,000).
• Sound and security system for events ($20,000)
• DVD Player system for 50 Screens ($20,000)
• Office Equipment ($5,000)
• Office Furniture ($5,000)
• Website, Advertising, Promotion, Brochures ($50,000)
• Event equipment (50 tables and 500 chairs - $10,000)
Estimated total start up costs $500,000 - $600,000
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Operating Cost Considerations
Operating cost considerations:
• Museum Director; General Manager; Event Director;
Receptionist, Restoration Manager, 3 x Restoration
Staff (8 total).
• Benefits - Healthcare, Retirement contribution.
• Insurance ($20,000)
• Enclosed Trailer and Pick-up truck ($30,000)
• Removal and Storage during State Fair (2010, - 2012)
• Marketing and Advertising ($75,000)
• Automobile acquisition
• Bank/Credit Card Charges
• Communications (Phones, Internet, Cable - $8,000)
• Taxes/Licenses
• Gift Shop
• Special Event Fees
Estimated Annual Base Operating Cost: $1,000,000+/-
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Implementation Sequence
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Stage Museum in Grand Place Building (May - August, 2010)
Vacate Grand Place Building for State Fair (September –
October 2010 - 2012)
Formally Open Museum Grand Place Building November,
20th, 2010 (after State Fair). Operate in Grand Place Building
for 2 years.
Renovate Science Museum (Q4 2012 to Q1 2013)
Move into Science Museum Building Q2 2013
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Important Milestone To Date
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Soft Opening of the Museum attended by 200+ people May
20th, 2010
Creation of a TMAH website: www.tmah.org
Development of an Advisory Board for the Museum.
Creation of a themed Grand Opening event November 20th,
2010 for 300 VIP attendees.
Promotion of the Museum to numerous Car Club Groups via
personal presentations.
Development of an initial/opening funding strategy (see
November 20th, 2010 Opening Gala Invitation.
Recruitment of a Chair for the Opening Gala – Heather
Walther, Head of Business Development, Heritage Auctions.
Ongoing development of relationships with important car
collections to secure 80 – 100 cars for the Grand Place
Building and 200 for the Science Museum Building.
Ongoing development of “The Restoration Factory” program
and affiliated parties.
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Dallas Park Board Questions
Meeting Responses 08052010
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Does the Park Board want a world-class Automobile
Museum in Fair Park? – yes!
Would the Park Board like to promote and tie Fair
Park’s unique Art Deco heritage with the museum?
– yes!
Is the Park Board totally committed to this
initiative? – yes!
We see the creation of this museum as a corner
stone of reviving Fair Park – do you? – yes!
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Leadership Team
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BOARD OF DIRECTORS
• Stephen Page, Museum Chairman & CEO
• Wilbert van Grinsven, General Manager and Curator
• William B. Sechrest
• Jeffrey P. Howle
Advisory Directors
• Sam Pack
• Jack Griffin
• Pat Carmichael
• Dr. Harvey Carter
• Charles Seeds
• Robert Minyard
• Henry S. Miller III
• Scott Murray
• Heather Walther
Management Team
• Stephen J. L. Page, Chairman & CEO
• Wilbert van Grinsven, General Manager and Curator
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History
Contact
Stephen J. L. Page
The Texas Museum of Automotive History
Chairman & CEO
email: spage@tmah.org
Office: 214-393-4662
Cell: 214-676-4333
Fax: 214-393-4651
Wilbert Grinsven
The Texas Museum of Automotive History
Museum General Manager and Curator
Cell: 214-543-7047
email: wilbert@tmah.org
The Texas Museum of Automotive History
Campbell Center 1
8350 N. Central Expressway, Suite 1500
Dallas, TX 75206
Proprietary and Confidential 2009-2010
The Texas Museum of Automotive History