Profile: Bob Fraser

One Man’s Passion for Another Man’s Vision

by Sarah Leslie Gagan

It was the “Golden Age” of America, the magical days of Ozzie and Harriet, when a certain little boy first visited Woolaroc in the 1950s. He lay on the bench in the museum dome room, dreamily watching the lights change color above him, and he was captivated. Everything about Woolaroc drew him in, and it quickly became one of his favorite corners of the world. That little boy, with a passion for baseball, could never have envisioned that one day he would grow up to become the person responsible for continuing the legacy of Woolaroc, as CEO of The Frank Phillips Foundation.

Bob Fraser assumed the position of CEO in October of 2006, upon the retirement of former CEO Dick Miller. Prior to becoming CEO, Bob, a marketing consultant at the time, was contacted by Foundation member Bob Kane and asked to prepare a marketing plan that would breathe new life into Woolaroc. As a consultant,

Fraser presented his plan to the board. They loved the new direction so much that they asked Bob to implement it, and his Woolaroc career began.

The position of CEO is so multi-faceted, Bob could see how his three decades of varied career history were building blocks to equip him for the task. Majoring in Political Science at the University of Tulsa, Bob’s original plan was to become an attorney with thoughts of politics. By the time graduation arrived, he knew he didn’t want to attend law school. Instead, he went to work in the Trust Department of First National Bank.

He considers his time at First National a wonderful experience. He recalls, “I remember the day I walked to my boss’s office and told him I had a problem. Before I could get it out, he slammed his hand down on his desk and said he had plenty of problems;

bring him back solutions. I still tell that story because it has stuck with me so much. He wanted me to think, not just come to him to solve a problem. My solution may not be the right solution, but he wanted me to give him something we could start with.” This early incident as a young man empowered Bob to seek answers and solutions. This allowed his creativity to rise to a new level, shaping a characteristic that remains part of his personality today.

In time, Bob knew he wasn’t going to be a banker. He left First National and went to work for Don Koppel Realtors. By age 29, Don named Bob president of the company, a position he held for several years. In 1985, Bob left the position with Don Koppel to partner with two friends in real estate specializing in multi-family apartment complexes. Gradually, their focus shifted to senior living. Their successful company grew and expanded into Dallas, Albuquerque, Kansas City, and two cities in Ohio.

During one of the Fraser family’s frequent visits to Disney World, they heard Disney had plans to build their own community, called Celebration. On one of their frequent trips, Bob’s wife Meredith wondered if they would have any interest in adding a senior living component to their community. Bob’s first thought was no, but he took a chance and wrote a letter to the CEO of Disney. A few weeks later he had a call from Disney and was told they were interested in talking with Bob’s company about a senior living component. After several meetings, Disney added that component to their community. An incredible team of the absolute best architects, builders, and landscape architects was assembled, and the facility became a reality. Disney bought the plan from Bob and his partners.

This would lead Bob to a once-in-a-lifetime opportunity that he fondly remembers, “I had worked with so many of Disney’s people — planners, developers — and got a phone call from one of them saying there was a position coming open that he thought would be perfect for me. I made a couple of different visits there and listened to the opportunity. They flew our family down to look at schools and homes. They made a formal offer, and I turned it down. I really didn’t know why and still don’t. I still treasure the letter of offer. I never regretted it.”

Bob met his wife, Meredith, in high school and they dated throughout their time at the University of Tulsa, marrying in 1975. They were blessed with three children and four grandchildren. Their marriage is one more example that leads Bob to believe that dreams really do come true.

Working for The Frank Phillips Foundation is Bob’s dream job. He has had the honor of carrying Frank’s vision into the 21st century and has handled every detail with the greatest respect and loyalty. In 2017, Frank and Jane Phillips’ home at 1107 S. Cherokee was acquired by the Foundation. Bob has been busy bringing the historic home back to life, preserving it for generations to come. Necessary renovations

and upgrades have been made and it now has the financial stability to remain a cornerstone of Bartlesville for the next 100 years.

Under Bob’s leadership, Woolaroc is thriving. He strives to maintain the history Frank started in 1925, while ever-evolving and improving. The magic of Woolaroc is real. The mission remains the same now as it was when Frank was there — to preserve the history of the west, to educate, and entertain. Every decision is based on those mission points. Cow Thieves and Outlaws, Camp Woolaroc, and Mountain Man Camp fit those points.

As a western museum, Bob rates Woolaroc as number one. “The pieces we have — Remington’s Last Stand, giant Leigh paintings are hard to put a value on. For 30 years we had a piece that was on loan to us by a local family; they made the decision to sell that painting. They got an estimate on it from Christies, had it boxed, and sent to NYC. The estimated selling price was between $7 and $8 million. It actually sold for more than $17 million. That gave us a better idea of the value of other things we have. Christies now knew what we had at Woolaroc and fell in love with it. We’ve had an incredible relationship with them ever since. Their president said Woolaroc has the finest collection of Southwest art in the world. Since then, they have done so much work for us. They come every other year or so. Their estimate of our collection is right at half a billion dollars.”

Bob’s 15th and final year as CEO will be 2021. It has been such a bittersweet decision for him to leave his dream job, but he feels it’s time. A succession plan is in development to take the magic of Woolaroc into the next generation when Bob retires. He hopes to be remembered for his respect and care of the Frank Phillips history, that he did his very best to preserve it according to Frank’s wishes, and that it will remain an important part of Bartlesville history, because it is such a huge part of who we are.

Bob’s lifelong love for Woolaroc will never fade, he remains as captivated as the little boy he once was. And as he continues to lead the Foundation, one can only imagine that Frank looks down on him with a wink and a nod for a job well done.