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Strategic Plan 2 0 STRATEGIC PLAN 2015-2018 TABLE OF CONTENTS Executive Summary . 05 Mission and Guiding Principles . 06. Trends, Challenges and Opportunities . 09 Strategic Plan Process . 13 . 2012-15 Strategic Plan: Summary of Progress . 15 Strategic Plan Results to be Achieved 2015-2018 . 16 . Plan Measurement and Monitoring . 18 Organizational Needs . 19 . Appendix A . .20 . Appendix B . .21 . Appendix C . .25 . DEDICATION: JIM TONEY (1930-2014) This Strategic Plan is dedicated in loving memory of Jim Toney, a long-standing member of the Board of Directors and an ardent supporter of California State Parks . Jim served in many capacities at Friends of Santa Cruz State Parks: board chair, secretary, treasurer, committee chair, mentor and friend . He was a visionary and driving force in our efforts at the Castro Adobe, The Forest of Nisene Marks and virtually every other project Friends has supported for over 14 years . Words cannot do justice to Jim’s impact on the Friends organization, and even in the development of this Strategic Plan . All members of the Board of Directors will hold the memory of our strategic retreat in a special place in our hearts, as those are our last memories of Jim . As ever, his ideas that day were full of grand ambition and delivered with great wit and a twinkle in his eye . Many of his thoughts and ideas from that day can be found in the following pages . Jim provided sage advice and always delivered it with a warm smile . We are grateful he chose to use his talents to support state parks . The best way we can think to honor Jim’s memory is to implement this plan to the fullest extent possible, realizing so many of the dreams he had for Santa Cruz State Parks . Copyright © 2015 by Friends of Santa Cruz State Parks | ThatsMyPark .org Photo credits: Kat Bailey, Peg Danielson, Bonny Hawley, Bill Maxfield, Dusty Nelson, Don Nielsen, Jennifer Squires Table of Contents and Dedication and Contents of Table 03 Friends’ values through the years have remained solid: Friends is passionate about our parks, and works to ensure that all local state parks are open and accessible. We are committed to providing quality, robust, engaging interpretive programs at local state parks. EXECUTIVE SUMMARY Friends of Santa Cruz State Parks (Friends) is a non-traditional, entrepreneurial nonprofit organization that is dedicated to working with California State Parks (CSP) to support the preservation, knowledge, and awareness of natural and cultural resources . Friends has written a three-year strategic plan to guide it through the transitional times as CSP envisions a new future following the recommendations of the Parks Forward Commission . Friends operates kiosks in the Pajaro Coast, Mountains and San Mateo Coast park sectors of the Santa Cruz District, with an annual budget of $3 5m. and field staffing that can be as high as 69 people . Friends’ values through the years have remained solid: Friends is passionate about our parks, and works to ensure that all local state parks are open and accessible . We are committed to providing quality, robust, engaging interpretive programs at local state parks . In order to continue our important work to support local state parks, Friends will focus on achieving seven goals over the next three years . By December 31, 2018, Friends will have achieved the following results, consistent with its mission: 1 . Plan for funding and construction of The Forest of Nisene Marks parking, visitor center and entrance, while continuing to enhance and improve the park and its facilities . 2 . Open the Rancho San Andrés Castro Adobe State Historic Park . 3 . Restore and improve Wilder Ranch State Park facilities . 4 . Continue to develop the Mission Adobe State Historic Park as a venue for educational enrichment and community gatherings such that it is fully integrated within the life of the community, enjoys increased attendance and visiting and is a well-known site within the community . 5 . Expand use of the State Park system by people of all ages, cultural backgrounds and abilities . 6 . Increase funding to California State Parks . 7 . Establish a process and guidelines for district-wide decisions regarding projects and funding . Capacity-building to effectively execute on this plan is critical to its success . The board and staff will be working to increase the number of board members, the expertise of staff and the capability to raise necessary funds . The opportunities for Friends in the next few years are nearly endless . Staying innovative and focused will be crucial to success . Executive Summary 05 MISSION AND GUIDING PRINCIPLES Sustaining the Legacy of Our State Parks and Beaches Friends of Santa Cruz State Parks (Friends) is an entrepreneurial nonprofit sustaining the legacy of our state parks and beaches . Through an innovative partnership with California State Parks, and by leveraging local community support, Friends has provided millions of dollars of funding for educational programs, visitor services and capital projects . Mission and Guiding Principles Guiding Mission and 06 Our Values Friends of Santa Cruz State Parks is a nonprofit California State Parks (CSP) partner that strives to ensure that the history, traditions and natural beauty of state parks are enjoyed today and by future generations . Friends of Santa Cruz State Parks is passionate about our parks, and works to ensure that all of our local state parks are open and accessible . In partnership with CSP, Friends is committed to providing quality, robust, engaging interpretive programs at all local state parks with interpretive centers . Because the voice of the people of Santa Cruz County, and of California, must be heard regarding state park issues, Friends is an educated, informed advocate for state parks on the state and local level . Mission and Guiding Principles Guiding Mission and 07 TRENDS, CHALLENGES AND OPPORTUNITIES The people of California have enjoyed a long history of investment in future generations through the creation and maintenance of state parks, starting with Yosemite State Park (1864) and Big Basin (1902) . However over the past 30 years, there has been a steady decline in state funding support . To cope with this loss, California State Parks (CSP) has between CSP and the organizations and resulted in signed been deferring maintenance, shutting down interpretive donor agreements, operating agreements and concession programs, cutting back parks’ open hours and shelving contracts to keep parks open and operating . improvement and restorative plans . CSP is in a seemingly permanent mode of doing more with less . In the midst of this crisis, a public relations breakdown unfolded concerning fiscal irregularities within CSP In 2011 voters rejected a stable, long-term funding accounting . The fallout from this scandal resulted in new source for state parks . Citing budget shortfalls, California leadership of the department and the formation of the for the first time ever in that long, proud history, slated Parks Forward Commission . The Commission is “charged by state parks for closure in 2012 . In response to this crisis, the California Legislature to recommend improvements for organizations across the state, including Friends, stepped ensuring the State Park System’s long-term sustainability” into the void and pledged support to keep open most of (Parks Forward Draft Report, 2014) . the parks to be closed . Creative partnerships were formed As the fortunes of California State Parks have declined, Friends’ role has increased . Friends of Santa Cruz State Parks was founded in 1976 as Because of Friends’ demonstrated expertise in managing the Monterey Bay Natural History Association to promote operations in the Pajaro Coast and Mountain Parks Sectors, education and interpretive activities . In 1987, Friends’ it was asked to step in to support the Elephant Seal Walk role expanded with the institution of a Memorandum of operation at Año Nuevo State Reserve in 2009, securing Understanding (MOU) with California State Parks (CSP) to continued funding for this major program . And, in 2011, provide fee collection services and kiosk staffing . Proceeds Friends began MOU operations in the San Mateo Coast from the MOU were used to cover the costs of these Sector, saving interpreter positions and docent programs vital visitor services as well as the salaries of state park at Año Nuevo, Butano, Half Moon Bay and Pigeon Point interpreters, an arrangement that continues to this day . Lighthouse, as well as state revenue collecting capabilities through the work of a cadre of Friends Visitor Service Aides MOU funding also allowed Friends’ role to increase to from north of Half Moon Bay to Año Nuevo . include supporting major capital projects such as building the Seacliff Visitor Center, creation of the New Brighton The MOU was extended in 2011 for an extraordinary five Visitor Center, restoration of the Meder House at Wilder years, with expanded authority “to engage in support and Ranch and the building of its Visitor Center, building the management for any park units or portions thereof as Visitor Center at Natural Bridges and saving the earthquake determined by the District Superintendent ”. damaged Castro Adobe . During this time of unprecedented expansion of Other capital projects supported by MOU funding include operations, Friends took on even greater responsibility the repair of the Wilder Ranch Victorian house roof and by covering one-time operational funding of seasonal construction of the Monarch Butterfly Grove visitors’ lifeguards on our local state beaches . Through a Donor walkway at Natural Bridges . Agreement with CSP signed in 2012, Friends committed to provide full operational support to keep the Santa Cruz In 2007, Friends began the same type of MOU-funded Mission Adobe State Historic Park open . In 2014, Friends operations in the Santa Cruz Mountains Sector, placing provided all funding for three months of Santa Cruz District Friends Visitor Service Aides in the kiosks and insuring seasonal staffing, including Senior Park Aides and Park reliable funding for education and interpretation at Henry Maintenance Workers .
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