INDEPENDENCE TOURISM & MUSEUM MASTER PLAN UPDATE CITY COUNCIL WORK SESSION JULY 10, 2023
AGENDA o
Introducing PGAV
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Tourism & Museum Master Plan Overview
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Process
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Stakeholder Engagement
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Market Potential
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Hubs and Connectors
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Museum
Founded in 1965 More than 140 creative professionals from many disciplines Offices in Saint Louis, Kansas City, and Orlando
A global practice, with projects on four continents and in forty states
WORLD CLASS CLIENTS & PROJECTS…
TOURISM & MUSEUM MASTER PLAN The Strategic Master Plan will provide a vision for Independence to fulfill its potential as a tourism destination through a major new museum and strategic alignment of other new and existing assets.
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MASTER PLANNING PROCESS
QUICK WINS
PHASE ONE
PHASE TWO
PHASE THREE
12 WEEKS Assessment of Strategic Potential
12 WEEKS Product Development
8 WEEKS Implementation Planning
ANALYSIS OF POTENTIAL
SUCCESS STRATEGIES Reviewing Data Interviews/Observations Consumer Segmentation Market Analysis
INTERPRETIVE THEMES & EXPERIENCES
PRODUCT DEVELOPMENT Preliminary Concepts Validating Concepts Refine Concepts Estimate Capital Expense
EXECUTION
IMPLEMENTATION PLAN Priorities Concepts Financial Projections Phased Implementation Plan CONTINUED DEVELOPMENT & FUNDRAISING
STAKEHOLDER ENGAGEMENT •
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Truman Home/Visitor Center • MCPL Genealogy Center & Research • Library • Independence School District • Cable Dahmer Arena • Community of Christ • Metropolitan Community College • Chamber of Commerce Visit KC • McLain Enterprises • Truman Depot • Community of Concerned Citizens • Independence Square Association • Puppetry Arts Institute •
Hotel/Lodging Alliance Fire House 1/Independence 76ers NFTM Friends City Theatre Arts Council Children’s Performing Theatre Jackson Co Historic Society/ Jail/ Courthouse Bingham Waggoner Estate Chicago/Alton Depot Vaile Mansion Amtrak Station Tourism Commission Truman Library
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Mormon Visitor Center OCTA Santa Fe Trail Association Pioneer Trails Adventures Encore Theatre Englewood Arts District Greater KC Attractions Association Peace Pavilion Students at Metropolitan Community College Parks & Recreation & Tourism Department Staff
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VISITATION TO EXISTING CULTURAL ATTRACTIONS • This list provides a general overview of attendance to representative attractions.
• Figures provide by the attractions or public sources. • The figures represent a typical annual attendance pre-COVID.
• NFTM • Bingham Wagoner • C&A Depot • Vaile Mansion • 1859 Jail • Truman Library • Truman Home • Pioneer Trails Adventures • Community of Christ • Mormon Visitor Center • Genealogy Center • Puppetry Arts
12,157 4,312 2,050 6,368 4,517 67,317 29,267 5,474 13,581 39,911 50,789 6,075 8
National Mississippi River Museum and Aquarium
DATABASE OF MIDWEST MUSEUMS • Investigated Midwest • History, Regional Museums Focus, Topic • Secondary Source Research • Similar Trade Areas
• Rural Locations
Putnam Museum of History & Natural Science Minnetrista National Agricultural Center & Hall of Fame Shawnee Town 1929 Great Plains Nature Center Old Cowtown Museum Great Plains Nature Center Great Lakes Maritime Heritage Center The SPAM Museum Lake Superior Railroad Museum National Eagle Center Strategic Air and Space Museum Oregon Trail Museum and Visitor Center Durham Museum North Dakota Heritage Center Frontier Village Cass County Historical Society at Bonanzaville Dacotah Prairie Museum Deadwood History, Inc. National Railroad Museum Kenosha Public Museum Illinois State Museum U.S. Army Engineer Museum Mark Twain Boyhood Home and Museum Missouri Sports Hall of Fame The Ralph Foster Museum Battle of Pilot Knob State Historic Site Confederate Memorial State Historic Site Harry S. Truman Presidential Library & Museum Missouri State Museum Wilson's Creek National Battlefield Average
Dubuque
IA
100,000
Davenport Muncie Bonner Springs Shawnee Wichita Wichita Wichita Alpena Austin Duluth Wabasha Ashland Gering Omaha Bismarck Jamestown Fargo Aberdeen Deadwood Green Bay Kenosha Springfield Ft. Leonard Wood
IA IN KS KS KS KS KS MI MN MN MN NE NE NE ND ND ND SD SD WI WI IL MO
160,000 104,278 100,000 120,000 160,702 51,890 160,702 80,000 125,000 100,000 83,000 117,000 150,000 161,000 250,000 150,000 100,000 76,024 100,000 86,000 130,151 323,650 150,000
Hannibal Springfield Point Lookout Pilot Knob Higginsville Independence Jefferson City Republic
MO MO MO MO MO MO MO MO
50,000 100,000 60,000 63,147 90,000 90,000 458,746 300,000 135,978
MARKET POTENTIAL
Resident Market: Over 2.3 million people live within a 60-minute drive time of Independence.
Tourist Market: The Kansas City Region hosted 24.5 million people in 2021, according to data from Visit KC.
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MASTER PLAN SUMMARY DOCUMENT • Objective of Tourism & Museum Master Plan • Process • Challenges and Opportunities
• Market Potential • Branded Hubs and Corridors
• Walkability of Downtown • National Frontier Trails Museum/Independence Cultural Center • Funding
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CITY ASSETS
CITY ASSETS
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OTHER ASSETS
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CITY HUBSGATES & CONNECTORS
US-24 Highway Truman Road
E. Truman Road
23rd Street
I-70
US Highway 40
HUBS
MIDWEST GENEOLOGY LIBRARY
HUBS
CONNECTORS
HUB CHARACTERIZATION
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DOWNTOWN WALKABILITY
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TRUMAN CONNECTED & INDEPENDENCE SQUARE
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MUSEUM AT INDEPENDENCE CULTURAL CENTER
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MUSEUM ATTRIBUTES o 21st Century Museum with immersion, interactivity, and excitement. o Inclusive history o Local history o Trails history o Arts and culture o Child/family friendly o Open at night—accessible to more people o Repeatable o World class quality and scale
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BENEFITS TO COMMUNITY o Driver of economic development o Open at night—activate downtown o Source of community pride o New venue for relocated performing arts currently in Sermon Center o Outdoor amphitheater o African American History in Independence o Potential site for Santacaligon Days o Space for traveling exhibitions o Includes children’s museum o Outdoor exhibits and site development
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EXPERIENCES
HIRAM YOUNG WAGON SHOP
CHILDREN’S MUSEUM
COMMUNITY THEATER
POP CULTURE
HISTORY LAB
NECK NEIGHBORHOOD STORY 10 July 2023
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MUSEUM & CULTURAL CENTER FUNDING POTENTIAL o Project would likely be a Public-Private-Partnership o Capital Funding Potential: o Private contributions from individuals and foundations o Corporate giving o Public Sources o Federal Grants o State of Missouri o Jackson County o City of Independence o Operating Funding: o Earned revenue from ticket sales, rentals, membership, and sponsorship o Contributed revenue from individuals and foundations o Federal and state grants o Sales tax 10 July 2023
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PROGRAM 10 July 2023
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NEXT STEPS o Alignment of Independence Square Project and Downtown Streetscape recommendations o Meet with Downtown Developer for overall City Planning o Review of Future Downtown Utilization Through the Lens of Tourism o Explore Additional Site Opportunities for the Museum/Cultural Center
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National Frontier Trails Museum Entry
INDEPENDENCE ORIGIN STORY o
Visitors step into the setting of wagons being loaded and families preparing to start their journey along one of the trails.
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The backdrop is a blend of painted mural and projected video that depicts Independence circa 1820s40s.
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Video, audio, and theatrical lighting transform the space into an immersion media experience where visitors witness the early history of the city and forces that shaped its development
INDEPENDENCE ORIGIN STORY
LOAD THE WAGONS o Get ready to set out on the trail! Journey around town to purchase your horses, gather your supplies, and pack up your wagon as you get ready to ride along the trails. o Prioritize your belongings to make the most of your wagonload heading West. o Physical parcels, bags, and crates can be loaded onto your “wagon” for the next phase of your journey.
PERSONAL TRAILS o Visitors use an interactive map to leave a record of where they live and where they are from originally. o The interaction prompts questions about the motives for relocating to seek new opportunities and relates it to the what the people on the frontier trails were seeking.
PERSONAL TRAILS
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QUEEN CITY OF THE TRAILS o Step back in time and explore Independence in the height of the frontier trails. o Historic recreation building reveal the stories, objects and people of the day. o Theatrical lighting, projected video, and soundscape bring the town to life.
HIRAM YOUNG WAGON SHOP o Visitors step into the wagon making workshop of Hiram Young, premier wagon maker for the frontier trails. o Learn about wagons and wagon travel through hands-on exhibits. o Be inspired by Hiram Young’s rise from enslaved person to wealthy entrepreneur.
HIRAM YOUNG WAGON SHOP
FIRST PEOPLE’S VILLAGE o Visitors explore an Osage village and discover the impact of the frontier trails and westward expansion on indigenous people.
o Discover how the resilience of the indigenous people kept their culture alive and thriving today.
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POPULAR CULTURE Visitors see how the trails stories have appeared in popular culture: • Movies • Video Games • Toys
The Oregon Trail video game is a major brand that has brought consumer awareness of Independence for decades.
The museum can leverage the awareness and build on the equity through a location-based connection to the game.
POPULAR CULTURE
HISTORY LAB À la National Treasure, a bit of Indiana Jones, and a healthy dose of choose-your-own-adventure, visitors step into high-tech research labs, beautiful archives, and muddy dig sites to solve a mystery from history.
Visitors assume a profession and begin an expedition to solve a problem using their specific tools of the trade. • Archaeologist • Researcher • Archivist/Librarian • Scientist/Conservator • Curator • Forensic Pathologist Each profession has multiple challenges to solve and as they are solved, the day’s results come together to form a larger collaborative puzzle.
HISTORY LAB
FUTURES LAB o Use history to understand how conditions today resulted from actions in the past. o Use history to shape/predict the future. o Visitors use interactive technology to solve current challenges.
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TALES OF THE FOUR TRAILS o Visitors listen to and read personal accounts of people who followed one of the trails west. o Historic maps, illustrations, modern maps, newspaper accounts, and objects give context to the personal stories. o Oral histories—invite visitors to share their modern stories of following the trails.
TALES OF THE FOUR TRAILS
SPIRIT OF INDEPENDENCE STAGE o The City of Independence draws its name from the Declaration and the values it proclaims. o Live presenter and multimedia show speaks to those values and stories of people who worked to fulfil the promise.
SPIRIT OF INDEPENDENCE STAGE
CHILDREN’S MUSEUM/WING o Interactive immersion experience exploring creativity, culture, nature, and history. o Targeted at families with children under 10 years old.
CHILDREN’S MUSEUM/WING
NATURE PLAYSCAPE o Climbing structure: nature scape obstacle course with rocks, trees, river and historic theming.
NATURE PLAYSCAPE 7/10/2023
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ARTS INDEPENDENCE o Changing Gallery Space o Showcase for Local Artists o Bring National Exhibitions to Local Audience
ARTS INDEPENDENCE
COMMUNITY STAGE o Performance stage: local theatre productions, talks, and musical performances.
COMMUNITY STAGE
CAFÉ INDEPENDENCE o Locally inspired offerings for museum visitors and after-hours dining. o Story themed around City of Independence and things to do. o Could be operated by a local restaurant company. o Sometimes restaurant and catering contract is with the same company. o Family friendly items.
CAFÉ INDEPENDENCE
SHOP INDEPENDENCE o Museum gift shop featuring locally made products along with branded merchandise.
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AMPHITHEATER