VISION PLAN
SUMMER 2019
i | Revolutionary War Discovery Center
GAFFNEY, SC
ii | Revolutionary War Discovery Center
PRODUCED FOR
PRODUCED BY
dbdplanning.com
Revolutionary War Discovery Center | i
ii | Revolutionary War Discovery Center
ACKNOWLEDGEMENTS GAFFNEY CITY COUNCIL
CITY OF GAFFNEY STAFF
Mayor Henry L. Jolly Councilman Harold D. Littlejohn Sr. . . . . . . . . . . Councilwoman Stephanie Smith . . . . . . . . . . . . Councilwoman Monita Dawkins . . . . . . . . . . . . . Councilman Glenn Fuller . . . . . . . . . . . . . . . . Councilwoman Kim Phillips . . . . . . . . . . . . . . . Councilman Billy Love . . . . . . . . . . . . . . . . . .
James Taylor . . . . . . . . . . . . . . . . . . City Administrator LeighAnn Snuggs . . . . . . Director of Marketing and Tourism
District 1 District 2 District 3 District 4 District 5 District 6
NATIONAL PARK SERVICE John Slaughter . . Deputy Regional Director, Southeast Region Ben Richardson . . . . . . . Chief of Planning and Partnerships
Revolutionary War Discovery Center | iii
RevolutionaryWar S O U T H E R N C A M PA I G N H I G H L I G H T S MAY 12, 1780
OCTOBER 7, 1780
JANUARY 17, 1781
MARCH 15, 1781
MAY - JUNE, 1781
Charleston falls to the British
Kings Mountain victory revives patriot hopes
The American tide continues at the Cowpens
Costly British victory at Guilford Courthouse
Longest siege of the war at Ninety Six
The British take Charleston, S.C., capture a large patriot army, and deal the rebels one of their worst defeats of the war. The Charleston move is part of a broader British strategy to hang on to the southern colonies, at least, now that the war is stalemated in Pennsylvania and New York.
Patriot militia from the Carolinas, Virginia, and present-day Tennessee surround and defeat a force of loyalists under Major Patrick Ferguson at Kings Mountain, S.C. Indicating the deep divisions within America, Ferguson is the only British soldier on the field-Kings Mountain is truly a battle among Americans about their future.
British troops win a costly victory over Continentals and militia at Guilford Courthouse, N.C. The battle is part of General Nathanael Greene’s strategy of engaging the British on ground of his choosing. Without winning a single clear-cut victory, he will succeed in wearing down the British army through hit-and-run tactics and set-piece battles.
The isolated British garrison at Ninety Six is laid siege to by patriot forces under Gen. Nathanael Greene. The approach of a British relief column leads Greene to make a final, unsuccessful assault on the fort on June 18. The events at Ninety Six underline the fact that Britain has too few troops to hold the southern hinterlands.
iv | Revolutionary War Discovery Center
Continental soldiers and patriot militia under General Daniel Morgan defeat a British force under Banastre Tarleton at Cowpens. Coming on the heels of the victory at Kings Mountain, Cowpens helps convince worried patriots that the British southern strategy can be countered.
TABLE OF CONTENTS Background & Purpose
3
Discovery Center Goals
7
Introducing the Southern Campaign of the American Revolution DC
9
• Main Entrance Muster Grounds • Revolutionary War Discovery Center Immersive Storytelling Experience • Discovery Center Artifacts Room • Bobby G. Moss Living History Room
10 12 14 16
Additional Views (cross sections)
18
Marketing, Branding, & Promotion
22
Moving Forward Together (Budget & Economic Impact)
24
A F T E R M AT H SEPT - OCT, 1781
JANUARY 1782
SEPT 3, 1783
OCTOBER 1784
1787
Large British army surrenders at Yorktown
Loyalists leave America
Treaty of Paris officially ends state of war
American victory pushes Indians farther west
U.S. Constitution replaces the Articles of Confederation
A joint French and American force traps a large British army on Virginia’s Yorktown peninsula. Unable to evacuate or receive reinforcements because a French fleet has driven off a British fleet, General Cornwallis is forced to surrender. Although New York City and Charleston, S.C., will remain in British hands until a peace treaty is signed two years later, the war for American independence is essentially over.
The evacuation of loyalists begins. Largely unwelcome in the new United States, about 100,000 Americans who remained loyal to the crown find new lives in Britain, Canada, and British colonies in the West Indies. Among them are about 15,000 African Americans, some of whom end up helping to found the country of Sierra Leone in Africa. The loyalist experience will have a profound effect on the development of Canada’s national identity.
The Treaty of Paris ratifies the independence of the 13 North American states. Canada remains a British province, beginning its separate development as a U.S. neighbor. Another war with England (1812 - 1815) will be necessary to truly secure the American nation.
The Treaty of Fort Stanwix imposes a peace on those members of the Iroquois Confederacy that sided with the British in the Revolution. The war’s aftermath will prove devastating to Native Americans. With no European allies to rely upon, Indian tribes will be under increasing pressure from settlers moving west out of the original 13 states.
A convention of states in Philadelphia proposes the Constitution to replace the much looser central government operating under the Articles of Confederation (adopted in 1777). With amendments, the Constitution remains the framework of government in the U.S.
TIMELINE SOURCE: NPS.GOV
Revolutionary War Discovery Center | 1
2 | Revolutionary War Discovery Center
BACKGROUND & PURPOSE
In fall 2015, the National Park Service provided the City of Gaffney with funding to explore the creation of a “discovery center” to celebrate the American Revolutionary War with an emphasis on the Southern Campaign. The NPS was compelled to provide funding for such a plan for three primary reasons:
1 Gaffney’s geographic location is ideal for
telling the story of the Southern Campaign of the American Revolution;
2 Gaffney’s historic Carnegie Library is now vacant and in need of repurposing; and
3 A destination-quality Discovery Center will help strengthen revitalization efforts along Gaffney’s historic Main Street.
James Taylor, Gaffney City Manager, Boone Peeler, Gaffney Councilman, and John Slaughter with the National Park Service visit the Historic Carnegie Library and discuss its possible future. Revolutionary War Discovery Center | 3
GEOGRAPHICALLY WELL POSITIONED The City of Gaffney is centrally located among the most significant assets of the Southern Campaign of the American Revolution: Cowpens National Battlefield; Kings Mountain National Military Park; and the Overmountain Victory National Historic Trail.
Cowpens National Battlefield The Cowpens National Battlefield is located approximately 14 miles from Downtown Gaffney. Cowpens National Battlefield preserves the site where Brigadier General Daniel Morgan won a decisive Revolutionary War victory over British Lieutenant Colonel Banastre Tarleton on January 17, 1781. It is considered one of the most memorable victories by Morgan and one of the most memorable defeats of Tarleton. Established as Cowpens National Battlefield on March 4, 1929, this site was transferred from the War Department on August 10, 1933 and later redesignated on April 11, 1972. Cowpens was listed on the National Register of Historic Places on October 15, 1966. 4 | Revolutionary War Discovery Center
Kings Mountain National Military Park
Overmountain Victory National Historic Trail
Kings Mountain National Military Park is located approximately 20 miles from Downtown Gaffney, along the North Carolina/South Carolina border. The park commemorates the Battle of Kings Mountain, a pivotal and significant victory by American Patriots over American Loyalists during the Southern Campaign of the Revolutionary War. It was listed on the National Register of Historic Places in 1996. Thomas Jefferson referred to the battle as, “The turn of the tide of success.”
The 440 mile Commemorative Motor Route of the Overmountain Victory National Historic Trail includes portions of the City of Gaffney’s Main Street. The Overmountain Victory National Historic Trail (OVHT) is part of the U.S. National Trails System. Stretching 330 miles through four states (Virginia, Tennessee, North and South Carolina), the Overmountain Victory National Historic Trail traces the route used by patriot militia during the pivotal Kings Mountain campaign of 1780.
LEGEND
KEEP THE STORY ALIVE OVERMOUNTAIN VICTORY
The National Park Service recognizes that the City of Gaffney, with its unique history and central location between Cowpens National Battlefield and Kings Mountain State Park, serves a vital role in telling
the story of the Southern Campaign of the American Revolution.
HISTORIC ROUTE OVERMOUNTAIN VICTORY
MOTOR ROUTE Driving distance between the two parks with a stop in Gaffney is approximately 34.5 miles.
Revolutionary War Discovery Center | 5
Carnegie’s libraries were built according to the “Carnegie Formula,” which required matching financial commitments from local partners. GAFFNEY’S HISTORIC CARNEGIE LIBRARY: A LEGACY OF PARTNERSHIP Carnegie Library is located across from City Hall and along Gaffney’s Main Street and provides a compelling location within which to tell the story of the Southern Campaign of the American Revolution. Built in 1914, the Gaffney Carnegie Library was one of more than 2,500 libraries funded across the world by Andrew Carnegie. Carnegie made his fortune in the steel industry during the industrial revolution and late in his life became a devoted philanthropist. When Carnegie died in 1919, he had given nearly 90% of his 6 | Revolutionary War Discovery Center
fortune to causes in which he believed; his gifts to various charities totaled nearly $350 million. The Gaffney Carnegie Library operated as a library until the early 70s. Most recently, the historic building served as offices for Cherokee County until their new government campus opened in 2014. The County will consider providing the building to the City of Gaffney, should a plan be approved to create the Revolutionary War Discovery Center.
REVOLUTIONARY WAR
DISCOVERY CENTER GOALS 1
Celebrate the Southern Campaign of the American Revolution
2 Attract visitors from surrounding National Parks
3 Provide an economic impact to the City of Gaffney and South Carolina
4 Create an environment attractive to kids and families
5 Educate through state-of-the-art destination-quality technology
The Revolutionary War Discovery
6 Provide a catalyst to further promote Main Street revitalization efforts
Center will serve as another major asset to further promote Main Street revitalization efforts Revolutionary War Discovery Center | 7
8 | Revolutionary War Discovery Center
INTRODUCING
RECOMENDATIONS FROM DESTINATION BY DESIGN
Revolutionary War Discovery Center | 9
MAIN ENTRANCE
MUSTER GROUNDS
RENDEVOUS TO LEARN The Discovery Center’s entrance way and reception area requires one of the most significant structural changes proposed to the building. Nearly half of the front top floor will be removed providing for a gangway with views of the “Battle Room” floor below. The open floor concept will peak visitor interest and serve as a warm welcome. The gangway and “muster grounds” reception area will provide needed space to organize and orient school groups. The floor will also provide access to an ADA accessible elevator and stair system.
10 | Revolutionary War Discovery Center
STORAGE
ELEVATOR
IMMERSION ROOM
The gangway and “muster grounds” reception area will provide needed
RECEPTION/ TICKETS
space to organize and orient school OPEN TO BELOW
GANGWAY
groups. The floor will also provide
KEY FEATURES • Gangway with exposure to lower level • Reception desk • Collection area for small groups • Wall murals or hanging art • Access to ADA elevator and stair system
access to an ADA accessible elevator and stair system.
BUDGET: $225,000 Revolutionary War Discovery Center | 11
Users will interact with the characters and environment of the Southern Campaign through state-of-the-art 3D video technology.
STORAGE
LEVATOR
IMMERSION ROOM
EPTION/ TICKETS
OPEN TO BELOW
ANGWAY
12 | Revolutionary War Discovery Center
REVOLUTIONARY WAR DISCOVERY CENTER
IMMERSIVE STORYTELLING EXPERIENCE IMMERSE. INTERACT. LEARN. The Immersive Experience Storytelling room is anchored by a 40’ x 10’ LED wall. Other hardware features include iPad kiosks, motion activated controllers, surround sound, and remote audio switching. Here, users will interact with the characters and environment of the Southern Campaign through state-ofthe-art 3D video technology. The Revolutionary War Discovery Center will produce custom short films (3-5 minutes) about key characters and places that tell the story of our nation’s freedom. Motion activated controllers will allow participants to control the 3D view area within the video environment. This multi-purpose space will accommodate both small and large groups. The large screen can remain viewable in its entirety or be divided and provide for a custom experience for different users.
KEY FEATURES • Viewing area for custom short films (3-5 minutes) • 40’ x 10’ LED wall • 3D technology • iPad kiosks • Motion activated controllers • Surround sound • Remote audio switching
BUDGET: $650,000
Each year the Discovery Center will produce new films to not only increase the Center’s storytelling library, but also increase return visitation rates. A special curriculum will be developed for middle school students, emphasizing key concepts communicated through each film.
Revolutionary War Discovery Center | 13
DC ARTIFACTS
BATTLE ROOM THE SOUTHERN CAMPAIGN ON DISPLAY The Battle Room Gallery is located in the front half of the lower level; it’s the exposed room situated below the entrance gangway. The room is accessed via stairs or elevator. This quaint gallery will display exceptional artifacts of the Southern Campaign. Contents within the glass enclosures will help tell stories of America’s earliest patriots. Other features include life-sized historic artifacts and artistic wall murals that portray the essence of specific Southern Campaign battles.
KEY FEATURES • 3D wall murals on short wall sides, soldiers coming out of wall • 3D elements include soldiers, trees, grass, shrubs, cannons. floor to ceiling (2 stories high) display • Wall murals / wall wraps on long wall sides. • Museum quality cases with glass enclosures • Signage and plaques
The open floor space provides an opportunity to host small receptions and gatherings.
BUDGET: $225,000
14 | Revolutionary War Discovery Center
RESTROOMS
STORY TELLIN STAGE STORY ROOM
ELEVATOR
INTERACTIVE TOUCH SCREEN TABLE (2)
BATTLE ROOM
Revolutionary War Discovery Center | 15
BOBBY G. MOSS
LIVING HISTORY THE COLLECTION LIVES ON Located in the rear section of the lower lever, the Living History room is dedicated to the late Bobby G. Moss, a renowned local historian whose work has unveiled much concerning the men and families of the patriot militia, loyalists, and British forces. The Living History room will feature elements of the Bobby G. Moss collection, which includes artifacts and letters associated with Revolutionary War soldiers. The room is anchored by state-of-the-art, table-high touch screens that provide an interactive guide to the Southern Campaign. A small stage and seating area will provide an opportunity for student gatherings or reception entertainment. A sliding partition between the Living History room and Battle Room will provide flexibility. Close the partition to isolate groups or programs. With the partition opened, the two rooms create a larger gallery appropriate for receptions.
16 | Revolutionary War Discovery Center
KEY FEATURES • Tangible elements of the Bobby G. Moss collection • Interactive touch-screens that unveil the key elements of the South Campaign • Small stage and seating area • Sliding partition to create spatial and programming flexibility
BUDGET: $175,000
RESTROOMS
STORY TEL STAGE STORY ROOM
ELEVATOR
INTERACTI TOUCH SCR TABLE (2)
BATTLE ROOM
Revolutionary War Discovery Center | 17
ADDITIONAL VIEWS
18 | Revolutionary War Discovery Center
Revolutionary War Discovery Center | 19
ADDITIONAL VIEWS CONTINUED
20 | Revolutionary War Discovery Center
Revolutionary War Discovery Center | 21
22 | Revolutionary War Discovery Center
REVOLUTIONARY WAR DISCOVERY CENTER
MARKETING, BRANDING, & PROMOTION KEY FEATURES LET’S TELL THE STORY A brand platform and visual brand will inform marketing materials, building architecture, interior design, and display development. Messaging must support the Discovery Center’s unique value proposition and the broader City of Gaffney brand. This phase will also include the creation of digital content to support the Immersive Storytelling Experience and the Living History room’s interactive touch-screen tables. The scope of work associated with these elements is significant, including historical research, storytelling, video production, and software and hardware development. In addition, the physical displays will need to be developed for the Battle Room and other locations throughout the Revolutionary War Discovery Center.
Brand Platform and Identity • Logo • Brand Guidelines • Website • Brochures • Banners • Posters • Magazine Ads • Photography • Copy Writing • Art Direction • Videography • Programming Digital Content • Immersion Video (x 4) • Touch-screen Explore Tables
BUDGET: $459,000
Revolutionary War Discovery Center | 23
MOVING FORWARD TOGETHER CITY OF GAFFNEY ECONOMIC IMPACT
BUDGET SUMMARY STRUCTURAL* 5,000 Square Feet X $225/ per foot $1,125,000 Building and Program Engineering & Design $391,000 PROGRAM DEVELOPMENT Muster Grounds
$225,000
Revolutionary War Discovery Center Immersive Experience
$650,000
Battle Room
$225,000
Bobby G. Moss Living History
$175,000
Marketing, Branding, & Program Creation
With the use of conservative assumptions concerning visitation and expenditure rates, a preliminary economic impact number can be determined.
THIS ANALYSIS IS BASED ON THE FOLLOWING ASSUMPTIONS: 1. The Revolutionary War Discovery Center will be constructed, branded, and marketed in accordance with this plan; 2. The Revolutionary War Discovery Center will attract between 5 percent and 10 percent of the approximate 500,000 annual visitors of the nearby Kings Mountain National Military Park
$459,000
and Cowpens Battlefield; 3. The Revolutionary War Discovery Center will attract approximately 10,000 visitors independent of other nearby NPS attractions; 4. Provided there are no new lodging establishments
First Year Operations
$250,000
constructed in Gaffney, an expenditure rate of $12 per person is expected based on food, gas, and retail expenditures; and 5. The City of Gaffney will further develop its downtown
TOTAL BUDGET: $3,500,000
infrastructure to improve the visitor experience, incorporate additional Southern Campaign thematic elements throughout downtown, and make other investments necessary to
*Key considerations: Museum quality restoration; Existing water damage; HVAC; lead/ asbestos; ADA elevator; Restroom Facilities
24 | Revolutionary War Discovery Center
encourage small business and entrepreneurship.
IMPLEMENTATION MATRIX RESPONSIBILITIES
STAFFING
MANAGEMENT
FINANCIAL SUPPORT
VISION PLAN ADOPTION
VISITOR EXPENDITURE PROJECTIONS Low
35,000 60,000
Low: 35,000 X $12
= $420,000
High: 60,000 x $12
= $720,000
ANNUAL REVENUE: $420,000-$720,000
S E C TO R
PROJECTED VISITORS:
CITY
High
STATE
NPS
PRIVATE SECTOR
Revolutionary War Discovery Center | 25
PRODUCED BY
dbdplanning.com
26 | Revolutionary War Discovery Center
