IMPACT REPORT
Visual Voice of Kansas City
Welcome
T
Our Mission Union Station Kansas City is dedicated to preserving its historic monument and its stories, inspiring lifelong learning, and creating lasting memories for our community.
o say “Union Station is back” would not only be an understatement, it would suggest we somehow went away or were momentarily diminished. And that is simply not the case. In fact, your Union Station made a strategic decision to pivot rather than pause during the onset of Covid and that was key to our enviable position of today. Of course, we did close all of our attractions during the early 2020 mandated period but we didn’t go dark in reimagining all the ways we serve and will serve Kansas City and beyond as we move forward. In the following pages of this Impact Report, you will see that we – along with every other peer institution – saw attendance drop dramatically in 2020 from record highs in 2019. What you will also see is how quickly Union Station recovered as we intentionally invited our audiences back to what they have always loved, with a focus on meaningful and confident experiences. You will read about the impact of new attractions, a life-changing exhibition (Auschwitz. Not long ago. Not far away.), new additions to our Science City, Planetarium and Extreme Screen Theatre . . . and the synergistic way we successfully preserve our magnificent monument by operating with multiple revenue streams, including a generous community of individual, corporate and foundation supporters (refer to PRESERVATION summary within this report and the tremendous impact the Sunderland Foundation is currently making). 2021 was focused on transforming our institution and teams. It was about reaching larger and more diverse audiences in order to further our claim that Union Station is where ALL of Kansas City gathers, learns and celebrates. It was about investing in our future
to ensure we remain vibrant and vital for generations to come. By every measure, those intentional thoughts and actions resulted in tremendous successes. As a result, 2022 is already off to a VERY strong start. With more world-class events in our pipeline (think 2023 NFL Draft plus two huge exhibits coming in 2023 and 2024), Union Station will remain one of Kansas City’s most profound success stories. Twenty-two years ago, with the reopening of a reimagined and renovated Union Station, the future seemed limitless. Today, we are recognized internationally and regularly awarded as one of Kansas City’s favorite, family-friendly destinations. While tomorrow is never certain, our confidence is high and our commitment is unwavering. Indeed, Union Station is better than ever and still growing and planning for what’s next. None of this – meaning NONE OF THIS – would be possible without you! Our Board, our Team, our Partners, Members, Supporters and Guests. You are investors in what we do and our success is yours in a very literal way. Thank you for a tremendous 2021 and thank you for continuing to challenge, encourage and embrace your historic home . . . your Union Station.
George Guastello President & CEO
Ramón Murguía Board Chairman
Dr. Kimberly Beatty
Jon Cook
2022 Board of Directors
Chancellor, Metropolitan Community College
CEO, VMLY&R
Ramón Murguía, Board Chairman*
Bucky Brooks
Peggy Dunn, Board Treasurer*
Attorney at Law, Murguía Law Offices
Principal, Copaken Brooks
Mayor, City of Leawood, KS
Dr. Mauli Agrawal
Michael J. Brown
Michael R. Haverty*
Chancellor, University of Missouri-Kansas City
Chairman & CEO, Euronet Worldwide
Retired Executive Chairman, Kansas City Southern
Diversity in
REVENUE SOURCES
EARNED BUSINESS, FOUNDATIONS, & GRANTS
2021 once again saw strong revenue – in the midst of COVID pressures – from diverse sources. As a 501(C)3 non-profit organization, we’re fortunate to draw substantial income from ticketed attendance while also benefiting from community support spanning the business, foundation and individual donor landscape. Together, those diverse funding streams helped maintain our massive campus, reimagine and completely renovate our Main Floor Restrooms, open new exhibitions in Science City, install state-of-the-art projection in our Regnier Extreme Screen theatre, and so much more. Economic diversity is our fiscal strength and YOU are an important part of it. For a complete list of ways to engage and support our exciting future, please contact Sara Lissauer at 816-460-2059 or SLissauer@unionstation.org.
Thank You TO OUR
GENEROUS
Arvin Gottlieb Charitable Foundation, Peter W. Brown, Barton J. Cohen, UMB Bank, n.a., Trustee G. Kenneth and Ann Baum Philanthropic Fund Bank of America Berkley Family / Tension Foundation Blue Cross Blue Shield of Kansas City Bluescope Foundation BOK Financial Bucky Brooks Mike and Millie Brown Herbert Buchbinder Burns & McDonnell Foundation John and Kay Callison The Campbell Family Foundation Catalent Pharma Solutions City of Kansas City, MO Neighborhood Tourist Development Fund Conference on Jewish Material Claims Against Germany (Claims Conference) Steven and Beth Cole Constance M. Cooper Charitable Foundation
Jon Cook Copaken Family Foundation Jenny and Ryan Couch David V. Clark, Attorney at Law The DeBruce Foundation Sam Devinki - Stahl - Fink Families Peggy Dunn Courtney Earnest Edward F. Swinney Trust, Bank of America, N.A., Trustee Evergy Ewing Marion Kauffman Foundation The Franklin Institute David Frantze Google Fiber The Goppert Foundation Joe Guastello Hall Family Foundation Hallmark Cards, Inc. Harry Portman Charitable Trust, UMB Bank, n.a., Trustee Haverty Family Foundation Heartland Coca Cola Bottling Co. Shirley and Barnett C. Helzberg, Jr. Henney-Graham Fund HNTB Corporation
Ray Kowalik, Board Vice Chairman* Chairman & CEO, Burns & McDonnell
Dan Lowe
DONORS
INDIVIDUAL
Honeywell John Hulston JE Dunn Construction Jackson County, MO Jewish Community Foundation of Greater Kansas City Legacy Fund Kansas City PBS Kemper Family Foundations, UMB Bank, N.A., Trustee Craig & Ida Kolkin and Family Ray Kowalik Labconco Mary Lockton Carol and Fred Logan Louis & Frances Swinken Foundation Marion & Henry Bloch Family Foundation Mark One Merck Animal Health Merriman Foundation Milbank Charitable Foundation Miller Nichols Charitable Foundation Millipore Sigma Missouri S&T Ramon and Sally Murguia Muriel McBrien Kauffman Foundation Musselman & Hall Contractors Richard Myers Navy League of the United States Marcy Nelson Oppenstein Brothers Foundation, Commerce Bank Trustee Steven and Karen Pack Family Fund
Sharon Parker Janice Pearson PNC Foundation Nicholas Powell Privitera Properties Regnier Family Foundations Tom and Patty Sack Michael and Cathy Schultz Sherman Family Foundation Shook, Hardy & Bacon L.L.P. Corrie Sifers Society for Science & the Public Sosland Family Sosland Foundation Stephen R. Pratt Charitable Fund Sunderland Foundation Target Circle/The GoodCoin Foundation Terracon Jason Tobler Victor E. and Caroline E. Schutte Foundation, David Frantze & Bank of America N.A., Trustee Rob and Connie Waldrop WATCO Companies Westin Kansas City Hotel at Crown Center William T. Kemper Foundation Commerce Bank, Trustee William T. Kemper II Charitable Trust Brenda Wilper The Womack Foundation
Dr. Thomas Sack
Mayor Quinton Lucas, Ex-officio
Retired President & CEO, MRIGlobal
City of Kansas City, MO
Charles Sosland, Board Secretary*
George Guastello
Partner, Legacy Development
President & CEO, Sosland Companies
Robert D. Regnier*
Erin Stucky
Retired Executive Chairman & CEO, Bank of Blue Valley
President & CEO, Blue Cross & Blue Shield of Kansas City
President & CEO, Union Station Kansas City, Inc. *Union Station Executive Committee
Our Internationally-Awarded Science City grew again with the expansion of another 1-million dollar Battle of the Brains exhibit, Step Right Up, which opened in May of 2021.
In total, OVER 206,000 GUESTS ENJOYED SCIENCE CITY IN 2021.
That’s a 133% INCREASE over 2020 – a year that was greatly impacted by COVID.
2019
2020
2021
Your Science City is now on a trajectory to hit pre-pandemic (2019) attendance numbers. We are excited to continue bringing world-class educational programming and hands-on fun to families from our local community and regional neighborhood. As well, Science City continues to drive Union Station Membership as that essential business line also recovers quickly from the impact of COVID.
“Step Right Up” Opens March 2021 Burns & McDonnell Battle of The Brains Million-Dollar Exhibit
OVER 38,000 GUESTS TRAVELED TO INFINITY AND BEYOND at the Arvin Gottlieb Planetarium.
This represents an 87% GROWTH over 2020. The 360-degree dome received a substantial upgrade thanks to the Arvin Gottlieb Charitable Foundation.
2019
2020
2021
The fully immersive experience now includes: • 4K HDR Projection with 3X the brightness and color saturation of the previous projector. This Solid-State, Laser-Phosphor light source is more energy and environmentally friendly • 1,000,000:1 Contrast Ratio for brilliant, life-like star tours and educational adventures • Adaptive laser output to create images as close to human perception as possible • Latest software upgrades from RSA Cosmos including expanded content library and stunning 3D volumetric simulations of deep-space objects and nebulae • Real-time astronomical data – as it’s discovered – straight to Union Station from NASA
As movie theatre business is largely dependent on the quality and quantity of new releases from Hollywood, 2021 began showing signs of life once again after a nearly dark 2020. Union Station’s Reginer Extreme Screen was poised to take full advantage of the return by leveraging our massive venue which allowed a comfortable and confident guest experience. We moved ahead of our competition in securing a new state-of-the-art laser projection system – installed in early 2022 – and combined with the largest screen in the region, has already realized a substantial advantage in winning back large moviegoing audiences.
As a STEM community, science matters and each day it drives a larger and larger part of our economy. WHEN EXPERTS REFER TO ASTRONOMY AS THE ‘BIGGEST SCIENCE,’ IT’S BECAUSE IT’S INCLUSIVE AND IS OFTEN THE FIRST SPARK THAT CAPTURES YOUNG IMAGINATIONS AND MINDS. It’s the stepping-off point to a life-long love of science. We’ll continue moving in bold steps to deliver fascinating, worldclass content to area students, families, and groups of every kind.
2019
2020
2021
Ready to entertain parents, grandparents and kids alike –
WE WELCOMED NEARLY
24,000 MOVIEGOERS
last year – this represents an 87% GROWTH from 2020.
M embership Union Station Memberships deliver an exceptional value year-round and are vital to our success. Every membership ensures that we continue to be a destination where culture, creativity, education and entertainment create living history for future generations.
T ouring E xhibitions Exhibition attendance at Union Station made history in 2021 with a successful and opportunistic Dino Road Trip presentation and the opening of Auschwitz. Not long ago. Not far away.
In total, OVER 235,000 GUESTS EXPERIENCED OUR EXHIBITIONS IN 2021.
2019
2019
2020
2021
This represents a 309% GROWTH from 2020 and a 142% GROWTH over 2019. (Note: this is not the total number of attendees to Auschwitz. Not long ago. Not far away. but rather those captured within 2021. In total, the Auschwitz exhibition welcomed over 318,000 people from June 2021 – March 2022.)
HOLIDAY REFLECTIONS In 2020, we unveiled our epic, indoor, walkthru Holiday Reflections experience in our historic Grand Plaza. The inaugural event was so successful, we decided to not only repeat but also expand it for 2021 with more spectacular sights and sounds.
2020 2021
In total, OVER 144,000
GUESTS EXPERIENCED HOLIDAY REFLECTIONS. This
represents a 50% INCREASE over 2020.
2020
2021
In 2021, we secured
OVER 7,000 MEMBERSHIPS,
representing a 47% INCREASE over 2020. As we move further into 2022, we continue listening to our Members and finding ways to deliver on what matters most: High quality content. Hands-on learning. Exclusive invitations. Strong value and family focused opportunities.
V olunteers are Family
P reservation
At nearly 108 years-old, Union Station requires constant and careful attention in order to preserve and protect the physical and aesthetic elements.
Last year, thanks to a 5 million dollar grant
FROM THE SUNDERLAND FOUNDATION, several restoration
and improvement projects took place across our 18acre campus: Haverty Freight House
In 2021, we enjoyed 145 VOLUNTEERS who gave a total of 16,837 hours.
Volunteers represent the heart of our efforts and substantially contributed to our transformational 2021. Over the last 12 months, our volunteers pivoted along with the rest of our organization. They considered our guests and their needs in new ways. They faced the unknown and throughout, quietly and powerfully reshaped our acclaimed guest experience across all of our attractions.
Bridge pedestrian access updates, resurfacing and repair of the North parking lot, complete renovation to the Grand Hall restrooms and the installation of the 4k laser projector in the Arvin Gottlieb Planetarium. The Sunderland grant covers many other projects currently in the pipeline. Grants like these help us maintain our historic building and ensure our vibrancy for years to come.
S cholarships In 2021, Science City welcomed NEARLY 3,000 STUDENTS WITH SCHOLARSHIP FUNDING thanks to
partnerships with Burns & McDonnell, Jackson County and Joyce DiDonato.
MINI-RIDE ON TRAIN
Now part of the Holiday Reflections experience in Grand Plaza, the historic Jones Store train is a family-favorite tradition for thousands of our guests. Each year, our young visitors embark on this memorable journey around Santa’s village.
OVER 17,000 CHILDREN RODE ON THE BELOVED TRAIN IN 2021. This represents a 43% growth over 2020.
2020 2021
HOLIDAY CLASSIC MOVIES
A beloved tradition that continues year-after-year, our Holiday Classic Movies play on the big screen in the Regnier Extreme Screen Theatre. Priced at only $3 per ticket, this has become another Union Station family tradition.
We welcomed over 11,500 guests DURING OUR HOLIDAY
CLASSIC MOVIE SERIES which represents a 38% growth over 2020.
2020 2021
SOCIAL MEDIA SUCCESS 2021 WAS ANOTHER RECORD YEAR FOR UNION STATION WITH
OVER 106 MILLION social impressions. Impressions up 18% (90 million in 2020)
92K inbound messages - 31% increase (these are messages or comments directed specifically to our accounts)
Engagements up 71%
6,900 pieces of content published across USKC channels (up from 6,700 in 2020)
Total Fans & Followers grew to 323,000, representing an 11.5% Growth
TikTok account launched
Current Following:
Over 23M Impressions
200 k
62.7 k
59 k
1.4 k
Over 350k
Engagements