A Model for Creating a Culture of Planning - APGA2012_PlanningSessionL

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2012 APGA Conference

A Model for Creating a Culture of Planning and Leadership 2012 APGA Conference, Columbus, Ohio June 22, 2012:

A Model for Creating a Culture of Planning and Leadership 2012 APGA Conference, Columbus, Ohio June 22, 2012 Paul B. Redman, Longwood Gardens Lindsay Martin, Lord Cultural Resources Claire Agre, West 8 Marnie Conley, Longwood Gardens

Our Planning Story:

Our Planning Story Paul B. Redman, Longwood Gardens

5 Essentials:

5 Essentials Know yourself Inclusion at all levels is sacred It begins at the top Skill of the hand is key to the vision Flexibility is key 2012 APGA Conference

The Longwood Story:

The Longwood Story Vision and hand of the founder 4 executive directors in 100 years 2012 APGA Conference

Longwood’s Model:

Longwood’s Model Institutional buy-in and creating of a shared vision Began in 2008 7 different planning efforts in 4 years Planning never stops 2012 APGA Conference

Building a Culture of Strategic Planning and Execution:

Building a Culture of Strategic Planning and Execution 2012 APGA Conference

Real and Meaningful Impact :

Real and Meaningful Impact 38% Increase Earned Revenue ($13.4m to $21.8m) 36% Attendance Increase (770,000 to 1,200,000) 64% Member Household Increase (16,000 to 43,877) Broken Barriers – All Ideas are Welcome Longwood’s Golden Rule – Extraordinary Service Universal Performance Measure A New Language – Longwoodian A Curatorial Voice and Heritage Management 2012 APGA Conference

Real & Meaningful Impact 40-Year Site Master Plan:

Real & Meaningful Impact 40-Year Site Master Plan Defining a Garden of the World Grand Entry Timelessness Horticultural & Artistic Excellence Community & Social Responsibility 2012 APGA Conference Begin At The Conservatory

The Strategic Plan:

The Strategic Plan Lindsay Martin, Lord Cultural Resources

Why Plan?:

Why Plan? Shared Vision Alignment of Priorities Guidelines for Decision Making Long-range Resource Allocation Measurable Impact 2012 APGA Conference

Visionary Master Plan Process:

Visionary Master Plan Process Three Phases: I : Research II: Strategic Plan III: Facility Strategy Three Committees: Kitchen Cabinet (board and staff leadership) Staff Steering Committee (garden wide representation) Facility Task Force (garden wide representation) 2012 APGA Conference

Strategic Planning Process:

Strategic Planning Process 2012 APGA Conference

Research:

Research Environmental Scan Discussion Paper Internal Assessments Board Interviews Staff Workshops Organizational Review Facility & Asset Review External Assessments Key Opinion Leader Interviews Focus Groups 2012 APGA Conference

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Strategic Plan: Research Points to Critical Issues 2012 APGA Conference

Critical Issues for Discussion by Leadership:

Critical Issues for Discussion by Leadership What does Pierre du Pont’s vision mean in the 21 st century? What is Longwood’s core identity? How can innovation be infused into everything Longwood undertakes? W hy do we want more guests? More money, impact? 2012 APGA Conference

Mission:

Mission Longwood Gardens is the living legacy of Pierre S. du Pont, inspiring people through excellence in garden design, horticulture, education and the arts. Approved February 6, 2009 2012 APGA Conference

Vision:

Vision Longwood Gardens is one of the great gardens of the world. We strive for innovation in horticulture and display. We present the arts in an unparalleled setting to bring pleasure and inspire the imagination of our guests. We contribute to society through excellent and diverse education programs, horticultural research, environmental stewardship, and cultural and community engagement. Approved February 6, 2009 2012 APGA Conference

Core Values:

Core Values Excellence We continue Pierre S. du Pont’s passion for excellence through innovation, creativity, experimentation, and professional development. Professional Leadership The advancement of public horticulture is central to our role as a global leader in our field. We actively share intellectual capital, provide mentorship and embrace collaboration. Fiscal Alignment Our sound governance and financial practices support our mission and vision while ensuring that Longwood thrives in perpetuity. 2012 APGA Conference

Core Values:

Core Values Stewardship We are committed to conservation and sustainable practices. Community Engagement We strive to ensure that we are relevant, accessible and welcoming to everyone. Approved February 6, 2009 2012 APGA Conference

Institutional Goals: FY 2010-2015:

Institutional Goals: FY 2010-2015 Evolve the organizational and financial structures to ensure that Longwood Gardens achieves its mission. Delivering an extraordinary guest experience. Develop a curatorial voice and program plan to create a cohesive experience. Help establish innovative environmental stewardship practices for public gardens. Expand learning opportunities and share intellectual capital with the world. 2012 APGA Conference

Putting Goals Into Action Plans:

Putting Goals Into Action Plans 2012 APGA Conference

Facility Strategy: Longwood Property:

Facility Strategy: Longwood Property 2012 APGA Conference

Quantitative Assessment:

Quantitative Assessment Buildings 180 structures 922,571 square feet Grounds 35 areas 940 acres 2012 APGA Conference

Long-Range Land Use: Guest Experience Axis :

Long-Range Land Use: Guest Experience Axis 2012 APGA Conference

Recommendations:

Recommendations Establish Design Team including: Landscape Architects (lead) Architects Engineers Cost Estimator Specialty Consultants Interpretive Plan Heritage Management Plan Capacity Analysis Life Cycle Costing Analysis Universal Design Evaluation Facilities Risk Analysis Phase I = 2010 – 2015 Phase II - IV= 2016 - 2050 Physical Facilities Master Plan 12 month duration 6 month duration Planning Team Design Team 2012 APGA Conference

A Multi-Layered Experience:

A Multi-Layered Experience The Arts Horticulture Education Guest Experience Infrastructure, Operations and Administration ONE Garden 2012 APGA Conference

A Foundational Document:

A Foundational Document 2012 APGA Conference

Implementation Tools:

Implementation Tools 2012 APGA Conference

Building a Brand:

Building a Brand 2012 APGA Conference

The 40-Year Site Master Plan:

The 40-Year Site Master Plan Claire Agre, West 8

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Mission Vision Values Physical Plan 2012 APGA Conference

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RESPITE & RETREAT

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TIMELESS BEAUTY

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CULTURE & DELIGHT

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COMMUNITY Versailles, France

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TRANSFORMATIONAL SEQUENCE Versailles, France

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DESIGN Vaux-le-Vicomte France

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Gardens Facilities Viewsheds Utilities Logistics Investment Circulation Stewardship Ecology Transportation 2012 APGA Conference

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Know Yourself 2012 APGA Conference

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2012 APGA Conference

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Consult the genius of the place in all; That tells the waters or to rise, or fall; Or helps th ’ ambitious hill the heav’ns to scale, Or scoops in circling theatres the vale; Calls in the country, catches opening glades, Joins willing woods, and varies shades from shades, Now breaks, or now directs, th ’ intending lines; Paints as you plant, and, as you work, designs. – Alexander Pope Poet 1688 -1744 2012 APGA Conference

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4 2 3 1 Site DNA

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Be Inclusive

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“An entrance that makes you want to jump out of your car, leave the door open, and run to see the gardens.” 2012 APGA Conference

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Start at the Top (what is essential?)

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“Magically go Right to the Conservatory” 2012 APGA Conference Where do you begin?

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A Visit to Longwood: First Stop Conservatories

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68 68 “The Palace”

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FRONT DOOR: APPROACH GARDEN DOOR 2012 APGA Conference

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2012 APGA Conference

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FRONT DOOR: APPROACH GARDEN DOOR 2012 APGA Conference

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FRONT DOOR: TO BE RETHOUGHT? GARDEN DOOR 2012 APGA Conference

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2012 APGA Conference How do you get there?

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76 76 2012 APGA Conference

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How do you orient yourself?

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A VISIT TO LONGWOOD: “FIRST VISIT” Core Gardens (Ridgeline)

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1 4 2 3

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S O U T H F A C I N G S L O P E S

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2012 APGA Conference

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B U I L D I N G S S I T O N R I D G E

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A sketch should say it all 2012 APGA Conference

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Framework Plan 2012 APGA Conference

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Allow for the Skill of the Hand

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Production Facilities: Dimensions & Layout Evolution 2012 APGA Conference

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Stay Flexible

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Launching Our Refreshed Brand:

Launching Our Refreshed Brand Marnie Conley, Longwood Gardens

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“The garden is the smallest parcel of the world and then it is the totality of the world.” - Michel Foucault * 2012 APGA Conference

A Genuine and Simple Idea:

A Genuine and Simple Idea Brand Platform: Longwood Gardens = A World Apart Brand Promise: We are a world apart, a multi-sensory experience of stunning beauty that allows us to return to our daily lives with fresh ideas, new perspectives, and creative inspiration. 2012 APGA Conference

The Characteristics that Define Us:

The Characteristics that Define Us Extraordinary: spectacular Beautiful: sensory, awe-inspiring, enchanting Thought-provoking: through self-discovery Dynamic: always changing, new and divers Cultivated: informed by years of culture Visionary: model for the future Excellent: of rare quality 2012 APGA Conference

Our Aim:

Our Aim Our Brand Charge Bolsters our vision, mission, values Clearly articulates positioning and our distinctive qualities Deepens the connection with guests Unifies all brand expressions Creates new revenue opportunities A brand is an organization’s essence, where the intangible meets the tangible, where the experience is differentiated . 2012 APGA Conference

Our Challenges, Our Opportunities:

Our Challenges, Our Opportunities Being honest about who we are Embracing our legacy, propelling us forward Bring the loyalists who may resist change along with you intellectualize the experience for them Finding a long-term brand partner Plan your rollout carefully, strategically 2012 APGA Conference

How We Launched Our Brand:

How We Launched Our Brand Staff and volunteer celebration, giveaways It’s A Brand New Day literature Unveiling of legacy video Unveiling of web site Brand manual and marketing toolbox Buzz marketing, NOT a media story 2012 APGA Conference

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Brand Introduction: Brand Platform, Promise, Narrative, Qualities Visual/Graphic Approach: Visual Qualities, Logo, Color, Type, Sub-branding, Photography, Illustration, Mapping Voice/Language Approach: Copy for Seasons Sample, Vocabulary, Style Guide Applications: Stationery, Print Format and Collateral, Materials Stipulation, Sub-brands, Advertising, Environmental, Online, Merchandising Ideas… The Brand Manual 2012 APGA Conference

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Policy Introduction and Reinforcement Media relations Photography and videography Social media Uniforms The Communications Stylebook 2012 APGA Conference

We’re Not Just Flipping A Switch:

We’re Not Just Flipping A Switch 2012 APGA Conference Phase I – January 20 Phase II – April 15 Phase III – 2013/beyond All logos replaced w/new Sub-brand system – education, performing arts Continuing Ed catalog Sign faceplates replaced Web site behavior and micro site redesigns Web site enhancements Cornerstone collateral – business collateral, e-templates, visitor guide, membership, calendar, ticketing needs Member “magazine” concepts Environmental graphics system – materials, placement Web site new skin Uniforms Gardens Shop: co-branded opportunities Gardens Shop: Top 5-10 merchandise items, packaging Introduction of new seasonal merchandise Photography and videography Legacy video Mapping Vendor Identification Photography and videography

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Revenue Sales across all lines of business The GardenShop merchandise, expanding the line Reputation Monitoring community, media traffic, and general buzz (tracking online conversations) Brand survey – Pre-launch completed and Post-Launch 12 months out Resources Efficiencies in creative services How Are We Monitoring? 2012 APGA Conference

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Pre-Brand Launch Survey Longwood Gardens is… Can you identify our Longwood logo? What qualities best describe us? Why choose us over other entertainment/arts/culture ? 2012 APGA Conference

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The GardenShop Expanding the line, co-branding opportunities, private label, harkening back to our core (artifacts, details only at Longwood, plant collections) Commercial Photography Active sales to select brands to use Longwood as a “backdrop” without compromising iconic Fine Art Photography Creation of a fine arts landscape photography collection What’s To Come…Brand Extensions, Revenue Exploration 2012 APGA Conference

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Real & Meaningful Impact The Brand:

Real & Meaningful Impact The Brand A World Apart 2012 APGA Conference

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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

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