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The Freedom Trail A Framework for the Future
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l'r!f-rrrl Dtmd Ou:un I Good_) mry pl.vz 1ing amlurlwi drs~'(fl a diNJiun ~r;o11dp Cl-ntq &-A>wC'iau, -·-~ -
United States Department of the Interior
NATIONAL PARK SERVJCE Boswn National Historical Park Charlestown Navy Yard Dear Reader: Boston, MA 02129~4543 Spring 1996
During the last decade, Congressman John Joseph Moakley has provided the leadership in the Congress to save Boston's historic sites and restore them as national treasures. His personal commitment has resulted in $45 million in federal appropriations to restore such • Freedom Trail sites as Faneuil Hall, the Old South Meeting House, and the Old State House. Now we must strengthen the Freedom Trail as a whole to provide for the future. '
In the past year, we have developed a plan to build upon the Freedom Trail's historic legacy, to invigorate its message, and to increase its ability to sustain itself in the future.
We are heartened by the energy and commitment of the citizens of Boston, over 100 of whom have parcicipated in several Freedom Trail Task Forces. They have created remarkable vision, consensus, and excitement around the Freedom Trail, and we are deeply grateful for their efforts. Additionally, Mayor Thomas Menino has stepped forward with a $5.00,000 challenge for capital improvements to the Trail.
Now rhe ~oaJ is to build rhe Freedom TraiJ's .organizational capacity to carry forward its viraJ work. To rhar end, rhe plan suggests organizational mechanisms and financial strategies to achieve the Trail's goals.
With the foundation of national and city investment, and new energy from Boston's historic sites and citizen leaders, let us reinvigorate Boston's historic legacy for our city and its meaning for the world.
CITY OF BOSTON· MASSACHUSEIIS
Dear Friends of the Freedom Trail: Spring 1996
Boston's historic resources set us apart from od:1er American cities:-The'Freedom-Trail-andits·story are-an-important-learning.taoLfo.L-r__ -- .. --- Boston schoo.l children, residents and the millions of visitors who come to our dey each year.
During the Bicentennial of 1976, the Freedom.Trail received much attention from city leaders and the business community. After twenty years, it is cime co revisit this important educational and tourism tool, define its pJace in the overall market and make necessa.ry changes. These changes include reinvigorating interest from the business and public sectors and taking advantage. . of impressive. new technologies and methods of interpretation.
The Freedom Trail Study, recently completed by the National Park Service, sets the stag~ for the. revitali~ation that ·is necessary to sustain . ' . the hisroric sites along the Trail and our competitive edge in the tourism arena. The <;:icy of Boston has been an activ-e partner with the National Park Service, the historic sites themselves> tourism and business leaders, and preservationists creating a strategy for t.he future of
the Freedom Trail. ..
The implementation of this plan requires leadership from the private sector as well as the public and really expands the concept ofpublic/ private partnerships. The City will invest in capital improvements to the Trail, if we have the support ofour partners. I urge each ofyou to continue to work with us as we implement a plan for the future of the Freedom Trail. n : r The Freedom Trail A Framework for the Future
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2 .. The Revolution Begms Here. Sc.a~ ~ adtia;d -..ncf G bold-CIIUfqt ID eMarn, -~and~ !!>tTtal
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This complex layering of meaning and ownership, new and old, learning and enter tainment, public and private is an asset of immense value- a 2.5 mile red line which ... • guides roughly 1.5- 2.5 million people a year to nationally known historic sites r I • largely follows colonial streets, interweaving historic and modern Boswn • represents an economic engine visited by roughly one fifth of the visitors who comprise Boston's $9 billion visitor economy • is a matchless educational resource bringing students of all ages tO the Revolution
Unfortunately, like historic sites everywhere, the Freedom Trail is facing critical chal lenges: nationally, highly marketed attractions are drawing visitors from the Trail and the story of the Revolution in Boston; diminishing public funds threaten valuable 1'·. ~ /'··, , '-, ·,\ educaciona1 programs and essential preservation; faced by growing competition, Boston's , . . , ~ \ ·~~ . ~-.;~- · -;>.;~) visitor economy- which last year grew at one eighth the national pace- needs a stron- " ~~l' , . ~:.·,,:' \ · ,, "': ~~'- . · ger Freedom Trail; as the region becomes increasingly decentralized, an enhanced Free- ' ' • / ...... , .> ' \.,, ~,"· ·.: ~ / ;·. :~,.-:, ;·'(: ~i '; ,~ ' "\ \ ~~ ~~ ~><, \_.. dom Trail is important to draw suburban residents to downtown. The economic, i ~·~· -;-4{~}:.}'.· :<~~~~: ,·;· ~- ..0 '·< "·~~~:~ \ educational, and social cost of not investing in the Trail's future will be high. -~\/, .. ,,. .. .:--: ...., . ,·,~~ . .. ~. ,, ·~ ...... -~ ~~~~*~~~~~~~~~~' ~~4~~~~.,<~,~~~\-;-~ ·~~·-The Trail's stakeholders- the Sitest the National Park Service, the Foundation, the :. Q . '::-''\\·'· '~ ~~'\.... \:' ''\\.' ··" '' ~'-~·0.'\~"'0·~ :i \\~~~\~~~~0<"~\~~ ~~·~~~~~\~~~( ~~~~~.-~~~~stan, the Commonwealth, and Task Force representing leaders from many ·~::l~~~~' -> :~ \';~~\: · :~ ,;·~\~~~~~~ ,{~~~aU~· ·p( Iif~- have coalesced around a bold new strategy to meet the challenges .,.<·~·~~,'\~ \~,\ ·: .*·:, '·,, -<~~~~":. , ~~":~facing the Trail, based on the following goals: ...... \ -~ ' :') '\' -...~,~'- ' ,, ...... ' ..... ·._ .~~ ~>~ :'' \· .,\· \ ·~·>. ~·::<- ~:)/· '- . "~~~-.. · ,. "~ :;:.-:: ~-~~~fo , traf}.sform the Trail from a line into a story- physical and programmatic im- ,, " . . ~. . ,, /' ' ':' · ~::~ / -.....:. ' ., / ' , - ' :, ~ ;', ·,: . \\~~~~ ~ ·~ "":-. ~ ·.::: . : · ·~ .;;-. "_, -. ~· , ~' Pf9vements which engage visitors in compelling ways, interweaving Sites and Trail; . _<. ~ ~, "'·:. '·; , :· .: ~~.. _ .....·~.: ~...... /~ / ~·=-·. : )> :i ·~ ._,~ '.t~promote the Freedom Trail in ways which reawaken visitors and local residents · ... -~~:~ : /-/ · ., '> ~" / · '- -~ - '<.alike to the Trail,s excitement and value and increase visitation to the Sites; . ' .. > ~ o to create a strong new partnership able to implement the Plan and enhance, main- .. ;,-\:·, ~: '~ \.. ~\.W .,'t.._------_ .. ______t_ain, ~arket! aE_d _p~es~rve ~~e Trail; '' ,...... :·· '"t' ' ,. ,,·.-.\ . ., 0 ·'. ' '·' *. . to .invite broader participation the 'larger visitor'iri ~,.... . \. "\ . .... by . ind.ividuaJs~corporations, ... ·~, \\ '~ ) ...... , ·~· ·:·, ~ ..... ' ..... dustry and others in shaping and supporting the Trail's future . ·...... I' ' :.,,.. " '.o.; ·' ...... , ~ :~,·~ ~ \.~ ·::
.. \ '"\ ~ - ->·· ; .~ ~· :·,~~ f , .... ~\~"- ·. • ., - ~~~: ,:\.... Trail activities to implement the Plan which calls for: '- - ~· , · .,' ~'-'.·~ .. :~·-~·:\.\ - ~:'\ · ...... _.~ :-.~,"...'\: ': ' ~~· . ~..... ~· ::- • conveymg. t he Free dom T:rat ' l's story, ro ld t hroug h c hapt ers rootc d m. t h e T raJ."l' s . ' ;. '-\~.)~) -~~Sites and historic settings through inexpensive enhancements including new maps •..·.. ' . ~; \ ~~~ br~chures, ~ord~ in th~ ~ave~enr, pub]i~ .u:r, new in~erprerarion and pro \ . ·.• ::'\:gfa.t,n.~, mformanon kiosks, l1vmg htstory and stm1lar techmques; • ' a -..li· ~~ a!}~s
·nlr l·tU'•Iurn ho~.illttd a ltln •t"\Tr.U uf chr rllffit fe3of'C'ltcJ }u,Uuh.. tniUC:UIU.\ tit ~fi1M'1Gl Htt\\nrr M r tu._.m •~ )ItO 1\.:fQ~) 1hc 'VUIIlf h 1h t-~· :nt:-. ulttcudmh \o\irh ,fcq,h fl ~ouu..-d UuU( ••~'-"·
Th" ,-;,;,.,, i uJunr~ h;a.i fh.tng...d. trquutn.t. lma:.on .. uta ro runtJ""""1fntl, YUJ1Df •t• cr.xn'''! f"'l'),')C,»lllg (;u I,;KJ' C1' rmntPlU.Jfl ~CD ~J'\d l.>J~tUttr ln t.iup1f18 I.JIHft'UJ\r: nlul•ou. ,,.. IUUun;o.l rr
A,~ l.t' hum 'c:hklc. AhtJ r,",J" tiK: \'UH"r ·\ mrrk -'11" "~· bhhlt~ Jrnan 11 mudt bttt.Wt'r ptta ~UH I tw n.111ttn ,,1 I'J'O, rntc'l'~ "'"""-spencJ toulbr\ .,.dolbs on p__, 1\o tun lu. ch•ng..J ~ m"' """"""' tht TuiJ,.'ti fi~>t P"'f'<" "'"~ Ji\cnc- l~1·m·· n!ln.. httr f"'J"IWWn Ml;.l'll'l HJ 11n..,. 1\J ~ tlwt " the • > to 0 ...a.i::'loo.. rat .~·--···· ""J\ vrce Early in the process many participants asked whether strengthening meant following the highly successful "Disney" model- integrating'$~!~~~~~~~~~~~~ technology, a highly managed visitor environment, and extensive p:~:~~~[~~?l~~, ~~O"V'., lar entertainment- to build broad new popular interest. While ,.p. r-i.:lrJ ' ,.., from Disney's lessons, the Disney model itself is undesirable and of the historic integrity of the Trail's Sites and settings and the sponran,euvA{nJI].er·~nJ~~tn.~ the surrounding viral living city. The Freedom Trail must de1v-~l~~i/;j_ts;~~~~~~4ig~~ which balances: • the ability to enhance, promote, and operate the Trail aas~ J·~~ffa~[1~~~ viding visitors with a rich array of interpretation, and 0 r~~~~~~~~?j~ Trail and the Sites • ... while allowing visitors ro discover and enjoy the F - in'ilividualperspectives: ------ Fotlowing detailed analysis, documented in the Phase I Report Foundation for a Renewed Vision- the Park Service invited more ~~lll from every walk of life touched by the Freedom Trail- historians, darion, the Ciry, the tourism indusrry, the preservation community, t.fl:t~~Clllltil$IJ,: ~!fl_tl arts communities, neighborhoods along the Trail, and others- to. Force to identify opponunities along the Trail fro m the four critical per ...... ,,..,.,.. ,.,;i~ ,."'-.n collectively embody the Tra.irs mission, as: "',~~".=~:~: ~~:~~c. O:: c~>.,~J-.,~ • a story of great importance, integrity, and potential interest to many}djffetent~o·:~ o~o~ . ~·.c. "'\. \> ·-·J ~ 'l.-:..., O o-.) 0(1. . . ·/""" '>v0 ""'-'o.-...,. r\;lo CO> 0 ' '~'~ ~•nit u "ttttcn Oh:ru.l\ fv ~o~IMttH lh tun11 hUil't) ullarntC'd the lt'lf;US vl1 the t\mctl4 Jd Hc-.11httlut ltttl hktHtlh.l(l.ry tlu-snn Whh.lt lwukl hr rnurr t\'ldt'lll lit tdhn~ thC' IU"' llh.lthllltr tltt' tit' ct tt't uf tla ·~ utw\lml. rhl'! rr 1l11~ ut rrlltlf,nu. the mt.;udnt!' uf "hn I un .!Oil \c.l• •r'' uuJ utha •twntn ¥~Ill h fprtu Jht' h::t.\1' rm urg.uutmt( rlu: I(OH IIHU 1.t fl ttt:tttY(', UHCtfHtHt1); tltC' tUn' 11 ot \·HJlt•f OIICUtlllltJU U11IC'r anJ 1cfli.t\~ thr> 11ury en' "nttrclltu& \\ \'!- tluuugft tcchnfttUc~ hlc H\ing: ht.\1ul} I "• n.•. y(rmlmt ( """"""~ ',, """'' "' ''"'"'"• ,.,,~,.~ ol oh~ 1\knrno l'onrect (IOI Jttttlv ~ -'L'tllll\ rJth' IIIJ uf the- HmiC1Jt l'lftt"f't:ttlun AIH.ut~.;.r-1 "~'Ph)JLhcd the n.ail Ob m uup J r.JIIt.: led v.;,t\ llrtdm&. de:"\ kl! J,.r 'bttur" anl~ It' Wrn« \\ hl~l lkJUIJ he nrJrk-d lw • blid.: p.ult ''"""f''"'" '" lnowh rnoh...Jr el>t- n"'llilf cttri,hnl t... pulolo, om Uuk" I lu U.JU pun uum J.n•t m~uutamrJ ~·ulJ n''""'fo(l.\l ..~•ttt\tc,h· h.l 1,rcnn:1 "' qu:.t.l II> tl>fh ~oujo fuonlol IICYC' ll>ol II> 1\'JUII !111 k) llo ltolllfr f<.t"'""" ( "'"''""" .lo.wcJ )'/.':r 1\t /nJittH""~ ( ;~~>m•lllltf' dtJttt'!llv 11..., ~ I < !''"''''''"' 111 Fricn~h ,,fib.'!\"''"" l ottoUI\011 nil {\!loft, I ~rr N;liUIInt n Jt'TQSk fo< Ch~pt~r l: Nri(ltborhoo Ch3pt4Jr 1: Revo(uuon ofMlt!dJ and Hrart• ·n.-~ ....,...... - jolla Mvlll S~tl!'tf-*i. __ ,. ... _ ·-fl--. ._.,._...... - ~ ...... '(... -~-...... The Freedom Trail: th /0 Plan Tbc l'rcnlom Tr:&Jl l'bn tnrcp:if<> n:Dor.- the '"'Y tO<> locnh.nu we 11<•r <">I"' ncna-. m..rl.cu~ IUid "'' omplemcrn•non Jtr 1fgJ bu1h arour.d • 1\C'¥1 fWt() lrDm.'( Jl,, Tr.ri/ ~ \wry• I he hmkun n_,.r~ luaurt bcpm With au Ofl{tlr't\- ch~ /Uf"l ur the hqttnnUI!? •il rht UCtkm i(c,.ufUiiOit in Bustnll- 01 IUC}' ut ..,_1\V('fM' J•I."Uf'lt: at.;tans l"MHh .J,tnc :.tJ1J < I'N ~fall¢•· /.tzl>~~ hrrr' Th" mn.•rdiru~: thcrnr ltu firn""' A7f/m ..hoch -.II w du; uon eu be ruW fur the hnt nmr .-.~a n~rf.IU\'t' •nh the l"'@.Utnmt ntldclk. ilifiJ c:m.i d1.n m;.akr.;;uw ,,un, montnt:ti.tl At. ~.u.h '- hJpt('t ~""' nut ut the::- llltc:rprcu "''" 1< lu..lto. II The StorY "' I I hr!c\hJ ropuU xul wd dr.tm·~ r ntlr•n .u \..\ h.:~r '""~ c n· 'S-:1u u l rc.itc{f IIi(' Chrtinr&l'.Unltr-n Ont(nt Ill~~.. \ iuak'fn tht' OU.,IIO~,Idtlt~ ~.£ the J(t'VHftllh•llt' lunonanl-,.-.I•U'\.1 ltvt.hr 'o~VWtcwO~ * Cf!ttiW Loc:n:lon• E Prov~ e. .. nta. .An:tritw• • 0 The Freedon1 Trail A Framework for the Future n,c Tr.ul • •tol:d..,IJ.,.. th~ ~,,.,. th• N.otoorull'•~ 'i '"" . n ... lm ~).\ton lu.1 the lle\1 Mtll)' m Aw(J'tO - rhoe h«aum~ ut rhc \~n Rc.olullnll "lbt Fiftd .. m rr.olllon~ Cbttpll!r L· tbe aurbrnuc Sttn ~·•·! the dram Ute C!\'1!111$ "'".a;arro with th ~ l'tlliJrkahl .... rot;y ofmen md worn~•• .,(mar•~ Ret)()/utitm of 1:10$. -oat! THIETRAit. A TH£ C:ITY N~ lli.!t111110.II• _....__...,..• "~ 110f'} Jnd Cbrlpter 2: c:w ...... w ~ aor.-t ~n .,..,.. ;..c,.,~_.."" The People Re11o/, .-.!•1"-..:} 1 ~t~l f!11t!t Elem nts aj the Pia •·,..~·•dWur 5 ' '' t I u..- T C'bnpti'T -i: Boston G~ la mn:· HEW iII dt.f~JSe 1,. I'UI'IIlTATIOI'fc U~/., .; ...... ~ .. ••p ... l&dw~ ~o AI 1/>o~~ ...... ,. tl cocw:h-· d~-· ... o.r...... -~0 ~~~ 'fl llt:SlCWM' ~..-~- ,.EW IIIIGKTIIAIL.& ~IGNAGJ; c,.- ,.,.. • "' c-. .... ~..... br,...... CGG •e fwd bri6 IN.,~ ...-u:r: WIIUJ ...,.,.,...., ...... --~.-._.... !!-.--. - -.r.-Siao ?ighboriJood of Rnl{)lmum TIIA>«SPPATA~ .--..ICON ! ,~0. ...._llod,..Oao ,_r... .-- The stalleholders have 1noZJed to create a precedent-setting pa1't:nersbip to i1nplenzent the Plan. M:~W>r .-.kntno h.11 ucd -.a dullcng .tpPfuprt:rnoo .., bund1 r!K- l'bn TI1f' 1..11 "'II re buo!J tht u.lil Sum""'l"f1 eo-and R.,.._. Swn"""l oiPW. Elonwnn - - _, {19ft h OWl] ...... -, t•-,..l~- ! ,.....,.- - ,_. t.:Z l·S 6· 1t o,..-.....~ ...... ------~~~· 0 0 .co Op...... , uo liS 0 ~- PtqnmCmu lOO 100 670 115 UJ .no ,..... ~ --T-C.... JH JSI .no ..... ,.. ------·=-=--- ...... c..... -· ------ Enhancing the Visitot Experience The,.,.._ .J w nl("tC ate llUIIrlouh fur tcllmg dlt:'\tory, 1l1e I I U.I:\L b\4.""nriJI :1~ dCM.r\l~ bc_j;},, Tum1oui1UI(IIhc IR~Cdom Tail fmm 1 l!r>e lutb • trory bcpn• -~th high q•,.l•l) m...... anJ "'""~ infmmnioo rl•~ Qll nv ~~~~ '" •implc wtlnU tn '" ~ m-e· fllc>Ui, (;uiU&lHaJ tu !lluill grilllitL' • •Clt l ttU.iC lllhJHCl cmhc~_fJoJ 1n tb11 1 f Jll r~IJU h tdl th~ ""'Y ..lt>u_t; tlx ft'J1l.uoJ lmu~~ot" IUc ''IIu '""'""' mJ f<'vvluti<>n "'"~'" 111 1Rrh .. cmu1y UononLI.Il"" f,1f a..unp1..·. lhat.'"litnrd.s ~htth ,-un~ -..hat tf.tc,itJm fTl('W'ht '" k.liliu;: l~tltumW'} llaownanu:c:dc:qll.l niiJ>IIIt;to.!.o.: • •J S!'t' thC"cJouds wlndt llll\\' rise rhick and iast uron Our ftonmn, 1he thunder roll.aml the lighlt"ning pb} . .Jml1o thar t .c.d ,.,.h,. ride< •h<- whulwand .mJ Jircct\ th .. ,storm I C<.liiHnn rn~ ,oumry." l•m:ah Quin,y • lmu't ')IUJ} pnlu•,~ an.! war th.u my sons m;~> b.1vc lrht!tn' 1ft study m.1rhclllJtk~ .and phiJu,,phy •.• in (lr,ler en (;1\t; dlor chtldren :t n,ght to ~ 1 uJv pamring. pclc>rr). mu· 5K ... " lnhn Adam~ • \X h.n '": mcam in going fur th11~ rt\1 tu.lt~ W;tS dtl\: w<' haJ alw:l)"> gt.I\CI"Ilt!ll mu ~h·n. :1ml ".: alw;&ys mc;~m to." l~·i Pn:.,tun ll>.e llastoa l'ill> ()cp.umwu luuhod> w•bm<.t '"' • wnil.ar P"''""'"' '" lntnr~n II~ C'iiJ'' Buu•l Gro•IJ:J; rmtluJlt•l! tlo~ ol<•llj! tht f.....Jom Tt'1il ~ f!(llllic li/clCtf rrpt<'1tflt oppoi'IUII!tii!IIO rd lh<. Dlt)' and MIJaner Ill Old Sc.Ah Olod It:. Old C«rtt:t llodcszono ~ 11> II•~ llO>ffl'ellf (])oilrl r."" It• ------ Key public places along the Trail represent interpretive opportunities to use public art and other tools to tell the story, and in the process become enhanced as public spaces. Particular opportunities include: • A map in the pavement near the Boston Common Visitor Information Center could convey a geographic and narrative orientation to the events in Boston lead ing to Revolution. • Public art depicting the Tea Party story could be an integral element in improve ments to the plaza between Old South and the Old Corner Bookstore. • At Washington Street and Spring Lane, an installation could commemorate the site of the first settlement of Boston. • The colonial streets of the Blackstone Block offer a wonderful opporrunity to tell the story of patriots gathering at the Green Dragon Tavern and publishing the Massachusetts Spy. . • The point at which the Freedom Trail crosses the Central Artery will represent a unique new urban environment- a wonderful opportunity to create a children's event along the Trail and to recall Boston's early topography and fabric. • North Square in the North End is a natural setting for costumed interpreters to weave together the story of the Revolution and family life. • The story of the Battle of "Bunker Hill" could begin with public art along the North Washington Street Bridge, possibly augmented by telescopes which look back into history to view the battle which raged on both sides of the Bridge. • The Bunker Hill Monument and Raytheon Pavilion offer an important opportu nity to link the story of the Battle to historic Charlestown- possibly in conjunc tion with the existing under-funded private museum at the Site. • An interpreted water connection between Charlestown and the North End could weave together the Battle, the beginning of Paul Revere's ride, and the exploits of .I USS Constitution. ' • The Charlestown Navy Yard offers innumerable opportunities to tell the ongoing story of the lives of 10 generations of Bostonians who built the U.S. Navy. Words in the pavement, public art, and other forms of interpretation should weave unobtn.isivdy into the larger urban context- preserving for visitorsrhe-thrill-ofdiscov ering the Blackstone Block minutes from the Financial District, the Paul Revere Hous~ embedded in the fabric of the North End, and the solitude of the Burying Grounds. . .. .. Potential locations to use public art and other tools to tell the story. 17 !fUJU, ~ rnx.b the 8taJt pcn11rcc'.s ci70tt CO l!dn1: &.'tlli!MlmlrliOmUnll'.~. , Programs, evczts, and activities Living history, told by authentically costumed interpreters, can be a wonderful tool for evoking the Revolutionary period and interacting with visitors. Last summer the Foundation inaugurated the Freedom Trail Players; a yet more ambitious example is offered by Plimoth Plantation which literally invites visitors into the colonial era. For example, in the North End costumed interpreters, educated in the American Revolu tion and working closely with Revere House interpretive staff, could talk of Paul Revere's ride and his family and other patriot neighbors, describe interactions with local British troops, report rumors of impending battle at Bunker Hill, des~ribe the privations imposed by British occupation, and engage visitors in many other ways. Expanding the staffed, museum-quality interpretation available at the mu~eum Sites and through the Boston National Historical Park to Sites which receive minimal active interpretation (the Park Street Church, Boston Massacre Site) and to other significant points along the Trail (Brimstone Corner, the Blackstone Block) would be a highly effective way to bring the story to life all along the Trail. Partnerships could be formed between adjacent Sites- Old South Meeting House and Kings Chapel and the City for the nearby Burying Grounds, the Old State House and the City for Faneuil Hall, the Paul Revere Hous.e and the two nearby Non~ End Sites, and the Park and various Sites. This added responsibility, which would involve providing interpreters, developing interpretive programs, conducting ongoing research, etc.. wou1d rake advantage of expertise and core staffs already in place and would be a highly efficient and effective way to extend and enrich interpretation along the Trail. Many popular special programs and events sponsored by the Sites, the Park, and rhe City already exist along the Trail- Tea Party reenactments at Old South Meeting House, children's programs at the Old State House, Patriots Day activities and ho\i~ days at the Paul Revere House, Graveyard Ghosts at the Granary, and others. These programs, along with educational and other programs, form an excdlenc basis for major events to draw large numbers of people- including potentially every child in Boston,s school system- to interact with the Trail and the Sites. _ Visitors could rent audio "wands'' at Sites and other points designed to tell the story in many different languages and ro appeal to many different interests. The wands, which can be triggered by remote sensors located along the Trait could enable visitors to take an extraordinarily wide range ofself-guided tours of the Trail and Sites, rang ing from two hours to two days, and extending from basic history to highly detailed literary history, art, architecture, politics, Women's history, Black history, and many other aspects of Revolutionary Boston. Audio wand technology already represents a proven revenue source in other settings. J I I The Trail offers exciting opportunities to build on the Sites' considerable existing programs: new living history, expanded interpretation, more events. Audio wands could unlock a wide variety of untold stories along the Troil. 19 A ,_,_ a:rccr ~"' - .;a, WJIUIIC!i(O ~ IJiom r;fl' C:0 u~. Trol Cllld lilt SM. A soor>1 and ~·t s1-Ill USS (on 1lJ " -·di>t' """"" '*""" """"'01>d ~~ Gbrw tl>r. frat l l New ways to teO the story In addition, two ma;or new projects have been proposed to enhance Boston's ability to attract visitors interested in history, d-raw residents and visitors to Freedom Trail and Sites, and provide new tools for telling the story. As important new elements along the Trail, both must be planned and executed to build the numbers of people who walk the Trail and visit the Sites. Like a number of other proposals, both of these proje<:ts offer the opportunity to generate revenue for the Trail; however, the first steps are feasibility studies and private sponsorship. ) A sound and light spectacle at the Charlestown Navy Yard could tell the story ofUSS Constitution and the ongoing defense of freedom. This ongoing event would draw new visitors to walk the Trail and end their day at the Navy Yard on a summer evening. Using state-of-the-art laser technology, sound effects, including period music, deliv • ered through ear phones (avoiding impacts on nearby Charlestown residents), and a \ • mix of video projection techniques, a sound and light show could be combined with a ! I' full program of evening activities at the Charlestown Navy Yard, including picnic dinners by the Harbor and water transportation from downtown. Offered every night of the week in-season, the program could reach audiences ofmore than 50,000- 100,000 people per year. A visitor orientation center. would provide the single most effective way to reawaken people to the drama of the Freedom Trail's story, infusing them with its excitement, and sending them off to explore the Trail and the Sites. The National Par~ Service Visitor Center at 15 State Street and the Boston Common Visitor Information Center are both important, but far too smaU to use audio-visual and other emerging tools to ,I •' awaken visitors co the excitement of the Trail or to offer comprehensjve Freedom Trail ' orientation and services. Like the Sound and Light Show; a visitor orienrat1on center !I would offer an important opportun-ity to introduce state~of-the-art technology to tell l ing the Freedom Trail's story, creating a vivid context for the story told in the Sites and •~ along the Trail. -- -- - Moving visitors through a gallery sponsored by the Sites and a short sta:te-of-the-art audio visual program, a facility of possibly 20,000-25,000 square feet could welcome 500,000-1,000,000 people per year to rhe Freedom Trail and rhe Sites ~ Unli~e con ventional visitor attractions which are intended to hold visitors, the visitor orientation center would be designed to draw large numbers of people onto the Trail and the streets of downtown Boston. Several possible locations have been suggested based on key criteria- proximity to the Freedom Trail , public transportation, and public park ing- including the vicinity of the Boston Common, the Government Center area, the new Central Artery; and the Charlestown Navy Yard. A visitor orientation center offers the best opportunity to tie the story's many elements together. 21 ------I ~· /¥IQ1ino IIOS Clf~ tm>1 fund< IIHftdle 0 COCIW In{ Troj ..GI ~· l Amocbzrw!!r~ ~ tni.ana: rt>eTtOi n ~ af;re ..- - .. \ Tools for making the Trail more inviting and convenient The Freedom Trail is turrently marked by many different materials, most notably layers of red paint. At times the Trail appears to head in several directions at once and at others apparently disappears complerely. The physical quality of the Trail- hs mate rial, handicapped accessibility, signage, maintenance-are critical to shaping visitors' impressions of the Trail and of Boston. Mayor Menino has issued a challenge grant ro the private sector, as the first step in a partnership to enhance the Trail, to pave the entire Trail as a continuous red brick line, add new information kiosks to help visi tors find their way and tell the story, and install bronze· medallions marking official Freedom Trail Sites. The Freedom Trail may be the ultimate symbol ofBosron as a walkable city, but many visitors, particularly the rapidly increasing number of older visitors and visitors with young children, need other convenient options for traveling portions of the route. The Freedom Trail is well served by the MBTA, particularly the Green Line, and this fact should be better publicized. An additional option which would combine transporta tion with interprerarion and entertainment, would be a dedicated Freedom Trail Ride, possibly run in partnership with the Freedom Trail. The current popular trolley tours, which report 1,000,000 passengers per year, allow visitors to see Boston, buc at the same time generally bypass the Sites. lQitial discussion indicates that a dedicated Free dom Trail trolley is feasible. The 1.25-mile hike from the North End to Charlestown via the Charlestown Bridge is devoid of services, interest, and shade and discourages many visitors. A water connec tion, also operated in partnership with the Freedom Trail could link the Trail in the North End more directly to USS Constitution which draws as many as 1,000,000 visitors per year, and could be combined with interpretation- for example Paul Revere's crossing to Charlestown. Minor route improvements would enhance rhe TraiL The mosr notable wou1d be ro -- shift the route between the Bunker Hill ·Monument and the Navy Yard to pass·through the historic Training Field, reducing the current distance by roughly hal£ Consider ation should also be given to approaching the Monument via Monument Avenue which offers a dramatic view of the Monument. Access to the Freedom Trail can be made far more convenient, both by car and by public transportation. Public transportation offers great untapped potential. There are more than 20,000 park and ride spaces available on summer weekends, with an other 10,000 in the pipeline by the year 2000, available along the MBTA's transit and commuter rail lines. A public information campaign would alert visitors from the region and suburban hotels to this very convenient way to spend a day along the Freedom Trail and in downtown Boston. Major regional routes to downtown could be marked by signs "follow this route to historic Boston and the Freedom Trair' leading visitors directly to the roughly 15,000 parking spaces available near the Trail on Spring and Summer weekends. Pedestrian signage would then direct visitors to the Trail and the visitor orientation center. The general perception that driving to, and parking in, downtown are difficult contributes to the relatively low regional use of the Freedom Trail- confirmed by the survey find ing that roughly one-tenth of visitors drove to the Trail. While emphasizing public transportation is important, attracting more residents from the region into the down town on weekends would be healthy for the Freedom Trail and the City. 23 P1vn1oting the Ti-aiLs Resources T1k \IUJ('um t: f1 /ur; 11 Ho n ru.l I'•~ lUll •n.al mU§.t'tnn h.tw~ Jtnu>mtr.JtoJ rhc P'"' >'i'uf """""1101110 ~ ILl ""b.. .I f'UIJI •ltt ru !tM.St' ,,,tt' ttUI} thcmn to urp;j auWro(Do rrr ut WI r ton •n Atut1•0ru f'rtYiu, Jt.. Yt'l trluft' mn:rUiiU•n&.d v Jl• •h rl1t ltt.tll'f] u IW~t(oi dn" orhm.on:lirlj;• l11~h .u;..,.,"''"' aJn.,J)Jnlff'ltiJtCCOf!" d < l•tdthh of ,,.it • 'dt.-v -~ 'f' 'l:',r:u.l nu){• ,u._ ·nuing umpwt;n": pn:J ar ..• •talC"·ufthc--:art p1•lnlonrH1.1f UHih:n.al' uu.JudJu~ '1Jcus.. 1 wrh Jll.r.. rh '" ..tu.:..uun..J p• • ...,mnun~ ng '"~ ...W l'.ul 'ion '" pro- " ..... 1 c:.J '>< • <.h1 .UaJ ll.f .IJ!d ta IIU dntltnl lU 'h" lutlw rwunn\"' tu nulto.thruut~h Jukircll (an o.:uuplc ut tih lllh."f rth thJmhtp t\1 f'ttuuuU•m c• .uh.n .1• uv ueu. t~uupHlt< the ~f'""~ tooutum IC Itau c«*Af IJIC»OOl»·• • ~, w rood! ,,..., mmf The- Y.r-mium It ul • om enr.u.HdfllliTf ('fnlu uu1 l•l munW.IHII\, 1tu dl\-..:1-..H\ ·~ m a>dunn! rrrnoh ),, unp~urlu II n ""d Ul«t t.l..-lr.ul •u••tltttgo. rhcuuJm "" ~ mcmkn- 11 :-. tn. U.. c.i1 II l'ow>d.u101.1 tUJc.lrhe l'n.l!>n "-" lu• "'' mottnl ...... rJ n • w'.! """' ·rn"""'•r. \ ,,~nj,otlwtnll m:Jum lr.aill <~ und.uion ~ I "und;t: Tnc ucr cthcunl F.•W!Ii.u •• w II n•wur "'~ II' .mutt ''""UIT linb md th< tnJI'f"1ld•·n.:c • otmf'd" ln$f II In& fr4WU •!:f'hcf ft'i & 111111 111£ r~ .. 111d1 MilA f' A1.1yrll 111mno ,... ,l41f!d a uoa.ooo cJ~ ~ m tJqo u Trail'$ 1-..ot A rrodcJoiJ0/1 dt ~ Old S..•UoII~ Hoo~ lobo~~< I- lht> St!., ..,,... .~... a,j-~ Business plan strategy In 1995) the collective operating budgets of the Freedom Trail Sites, the Boston Na tional Hisrorical Park and the City of Boston to staff and operate the Trail totaled roughly $11 million. This figure is on par with the budgets of Boston's most respected cultural institutions and visitor attractions- the New England Aquarium, Museum of Science, and Museum of Fine Arts. However, this budget level is not sufficient to meet the deeper challenges facing the Trail. The Freedom Trail must turn to its own business plan strategy, based on the following key principles: • new funding from a partnership between public, private, and foundation sources; • the Plan will be phased and implemented as funds become available; • each element is viewed as a stand alone project with a specific strategy; • many elements will sustain themselves, requiring an entrepreneur and seed funds. To launch this Plan, Mayor Menino has issued a challenge appropriation of$500,000, contingent on others matching this amount by December, 1998. The anticipated matching funds will be used to initiate Core Elements which lay essential groundwork for the Trail's future. Additional public and private funds will be sought for other important Public and Private Improvements. Core Elements • Operations- staffing, office space, and support; basic marketing, fundraising, and public relations programs; maintaining current educational programs. The Opera tions budget is approximately $475,000 per year. The National Park Service intends . to invest $200,000 annually (in cash and kind) in a renewed Freedom Trail; the Summary: Costs and Revenues difference largely represents the amount of Mayor Menino>s challenge, to be secured .[1996 $'s in OOO's] years 1·2 3-5 6-10 primarily throug~ corporate and foundation fundraising and revenues. • Programs- quotes in the pavement; basic interpretive improvements along the ICore Elements O~eratin~ Costs $475 $500 $580 Trail; additional marketing programs; expanded Site interpretation; a preserva I S •c,es f fuoa5 ] tion trust fund; feasibility studies for a sound and light show and a visitor orienta -NPS 200 200 0 I -rieieoues 25 2.s ID~ I tion center; expanded events such as living history. The annual cost of these pro ~urplus (!;)eflcit) 0 0 400 grams averages $300,000 over five years. More than half of the expenditures for rom prOJ£ects Opei'(Jting 250 225 0 these Programs can be supported through earned income through a combination . fundn:dslng of retail.sales, licensing opportunities, special events, parking revenues, apd enter Program Co:sts 200 300 620 prises such as rhe "audio wand" system. In addition, supplemental funds wm be I S!:lut~;;s::s gf Eucd:i I -Revenues 75 175 230 sought through national an·d local foundation grams, targeted at specific fundable Program 125 125 390 programs, and through special campaigns focused on particular programs. Fundraising Total Core 375 350 390 . Fundroislng Public and Private Improvement Projects: [ lmprovemen~ Projects • Public Projects- significant reconstruction and rehabilitation projects for major I Costs elements along the Trail, and some Sites: a continuous red brick Trail and signage I -~Litili~; Ec:Qji$;~ 2Sil 3Si1 I.DCD 1 -Private Projects 0 320 1!200 kiosks; interpretation projects- for example at the Boston Massacre Site, and the I.Snt•rce of Funds J plaza between Old South and the Old Corner Bookstore; essential repairs and · -City, NPS, etc. 250 350 1,000. . 310 new interpretation at the burial grounds; substantial rehabilitation of the Bunker 1:....'Revenues ()' TI6Q.Q I : Surplus (Deficit) 0 0 400 Hill Monument and enhanced interpretation. The City is committed ro totally from projects rehabilitate the Trail itself as it winds through Boston. This project and the other capital projects identified in this Plan, which range from $30,000 to $5 million, will be undertaken over the next five to 10 years as funds can be identified to pay for them. In this way> the organization will not be burdened with major capital costs. It is expected that the Foundation will take a major role> with the other Trail partners, to identify and pursue funding for each of these capital projects, and others not now foreseeable. 26 • /'ri,.,ul'rvjn» l'"rmrtl 1n1aprrt11c Jnd """'l~lfTlUirm f'"'JC'O'• mchuimg the nupnr .....,. I''"'"'"" whJ uo pl.tn. wult ,.Jetr tiuo~nu~ ,.u:at~a .mJ m-,:rnie t.UtJnu.. Sur l •Ill bo;umc ~Oir-zN to~#>< .1 J.t.un m tht MK wut-L rot the: hmn,J UU'ln. ~ tllnlsh CG<1D0t1 I 774• Tile lw ,J. .. be uliaJ r...... l'f""'"' l Summary of Plan EJemenu PhUJnC"" DrwJotlfnf,'nt ...... '-l.. l r-t•l (o-1-S 1 .n1 Core Elemenu ~,...,.--....- ...... ,.,... ___ . ~t11UOA... - r.--.. j.) 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In 19 I llt/h.:m ~" 'ftrU ol - ll11i:M ll~r.lid T•Jt ~t v.all b ,c rep.a,,.N ~• cn\."TUia,l engine fhWn) "''lllx <-tl Tho FrMJom T Wliom ~(1901·1996 an ertror ..., - CllbNIIl• lbt ol1 Heoal:t I~ ~rho: F•«don• T""'., /OSI..cll&:lbWmj/889- 0~91 II( II><: ou Non!~ Oudl rM, ~ ~~e e krt>atkl out W..hm ttbuutuluJU " ~ 1:"\-l,!M:Ht ot.a.ka- ,.tttic1J.J..u)y the nwrnt alt\'- fa lure- far,..\