APGA Future of Public Gardens Presentation FINAL PBR 14June2012

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The Future of Public Gardens American Association of Public Gardens 2012 Conference:

The Future of Public Gardens American Association of Public Gardens 2012 Conference Paul B. Redman, Director

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Time Tested Enduring Features of Public Gardens Pleasure Curiosity of the Unusual Advancement of Science & Agriculture Multidimensiona l

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Issues Public Gardens Face Today Competition

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Issues Public Gardens Face Today Competition Audience Profile Changes

Who Comes to Our Gardens? :

Who Comes to Our Gardens? Young Mothers or Family Groups 35-44, HHI $75+, lives nearby Primarily white, married Creative, artistic, loves outdoors Wants to give children more Price sensitive, Value driven Memberships to museums and zoos, little loyalty Subscriptions to family magazines and travel discount offerings Online shopper MEMBERSHIP, SINGLE TICKETS Single, Committed, or Married NK 25-44, $100K+, lives within 50m Well educated, upper middle class Cultured, well dressed, finer things Subscribes to the New York Times, architectural and lifestyle pubs Not active in community, but rather in industry Brand loyal for high end purchases, brand is image Online shopper PERFORMING ARTS, SINGLE TICKETS, GARDENS SHOP, 1906 Older Woman 55+, HHI $125K+, widowed Considered upscale Appreciates and supports the arts Loves to garden Active in community and family Shopping habits tried and true, incredibly brand loyal Reads daily paper, The New Yorker, Martha Stewart, Interior Design Retired or never worked EDUCATION, MEMBERSHIP, GARDENS SHOP, 1906

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Issues Public Gardens Face Today Competition Audience Profile Changes Financial Vulnerability

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Issues Public Gardens Face Today Competition Audience Profile Changes Financial Vulnerability Climate Change

Global Sustainability Leaders:

Global Sustainability Leaders Sustainability Elements Leaders Credible Laggards Longwood Gardens Vision, Policy Shape the Future Articulated vision Part of Corporate Governance Engaged with customers Focus on Risk Management Leadership level Management Systems Comprehensive C-level leadership (e.g., sust council) Defined roles and accountability Separated from businesses Led from environmental or sustainability functions None Leadership level Programs Targeted programs integrated into core business functions Includes stakeholder assessment Open & transparent communications Ad hoc programs Stakeholder engagement limited – focused on facilities Internal facing, in support of compliance programs Leadership level elements of programs. How well are sustainability programs tied to the guest experience? What are best practices? Decision Support Tools Life cycle based Seek to drive innovation upstream and downstream Reacts to market risks, opportunities Auditing – more compliance based Will programs, KPIs look “beyond the fence” to supplier and guest impacts? Drive innovation? Foundational Data Progress toward targets communicated externally KPIs tracked, reported across enterprise Meets regulatory compliance, customer demands Meets government regulations Plan in place to achieve credible level? Will targets be set and communicated externally? © Five Winds International

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Issues Public Gardens Face Today Competition Audience Profile Changes Financial Vulnerability Climate Change Technology Metal Shop

2012 Horizon Report: Key Trends:

“People expect to be able to work, learn, and study whenever and wherever they want to.” “Education paradigms are shifting to include online learning, hybrid learning and collaborative models.” ©2012 New Media Consortium. The NMC Horizon Report: 2012 Higher Education Edition is a collaboration between the New Media Consortium and the EDUCAUSE Learning Initiative, an EDUCAUSE Program. 2012 Horizon Report: Key Trends

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The Public Garden of the Future Relevance

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The Public Garden of the Future It’s a Flat World

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The Public Garden of the Future Institutional Flexibility & Adaptability

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The Public Garden of the Future Leading & Effecting Social Change

Build a Culture of Planning and Execution:

Build a Culture of Planning and Execution

Where is There Opportunity? :

Where is There Opportunity? Source: Longwood Gardens’ Marketing Overview

Guest Experience Model:

Guest Experience Model Achieve An Extraordinary Experience

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Mobile App Provide wayfinding information Deliver content about the experience: u tilizing film, photography and audio to document the work. Visitors can upload photographs and reactions to be can be creatively shared online Free to download and guests may rent an Ipod for $5 in the Visitor Center.

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 Business Intelligence (BI ) IBM Cognos · Launch 2012 Guest Records – Accurate and Real-time The Terrace Ticketing Education The GardenShop Third Party Sales Reports Data-driven Decision Making True Targeted Marketing Guest Behaviors And Data Points Customer Relationship Management CRM Loyalty Storage

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Energy Management 100% HT Electricity Carbon Free 72% Hydro Electric 28% On Site Solar 1.57 MW Solar Field Complete Generated 1,523 MWh (to date) Enough for 1,656 homes 5 Year Hydro-Electric Contract Below brown power market rates 2 Year Natural Gas Contract Gas prices continue at record lows Watching for future long term contract Metal Shop GOAL: Help Establish Innovative Environmental Stewardship Practices for Public Gardens.

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Public gardens are increasingly becoming the country’s public squares – social ecosystems where people come together to celebrate cultural diversity and the beauty of the natural world that ultimately binds us all together. – Center for the Future of Museums, 2010 in Public Garden , 2011

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No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of the American Public Gardens Association. Copyright © 2012 by the American Public Gardens Association All rights reserved