Frontier Texas
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18 FRONTIER TEXAS YEAR at CONTENTSa glance 3 introductions 4 Letters from the President and Executive Director 6 Year-at-a-Glance n Attendance stats n Social Media stats n School tour stats n Membership stats THE MISSION FeatureS 8 Ranald S. Mackenzie of Frontier Texas is to present a 15 The Social Museum n Belt Sander Fundraiser historical experience that attracts, n Tribute Film Festival entertains and educates guests with 19 The Value of History: 7 Ways History is Essential the rich social and cultural heritage 21 Educational Programs of Central West Texas, and further n Frontier Summer Camps n L.I.W. 150th Event stimulates them to visit other local n Celebrate Texas! n Home School Days and regional attractions and venues. n Teacher Training n School Tours FINANCIAL & STRATEGY 25 Venue Tax History and Purpose 28 Maintenance 29 Financials 30 The 2016-2024 Strategic Plan 32 Volunteers, Board & Staff “Francisco Coronado on 1540 Expedition From Mexico Through American Southwest” 1905 Lithograph of Painting by Frederic Remington 4 INTRODUCTION FROM THE PRESIDENT When one gets involved with a At the end of 2016, the Frontier Texas nonprofit organization it’s typically Board of Directors adopted a new stra- because you already like what you see tegic plan covering 2016-2024. During the organization doing for your commu- the process of evaluating the museum’s nity. In 2012, when I joined the Board operations, the board saw that the exist- of Frontier Texas, it was evident to me ing business plan was working well. Rev- that the community appreciated having enues have remained steady, attendance a world-class museum and visitor center is steady, and the quality of the programs Randy Burchell to serve a key role in education and eco- remains high. The biggest issue needing Board of Directors President nomic development for the region. The to be addressed in this strategic plan was Frontier Texas museum was about to complete a $2 mil- how the museum would respond to the lion fundraising campaign to redevelop sunset of the Abilene-Taylor County and expand the museum’s exhibits. The Venue Tax in 2024. That hotel tax was beautiful new exhibits opened on time, initiated by Mayor Grady Barr and the on budget, and without any debt, which team developing Frontier Texas in 2004 is what an accountant like me wants to to serve as the primary source of operat- see from a business. This was possible ing funds for the museum (see full story because of a diverse group of generous on page 25). The new strategic plan out- people that invest in our community and lines our intentions to lead in initiating a our future. Six years later, that invest- new venue district tax in 2024, but also ment continues to pay dividends back to to have Frontier Texas rely less on those the community. funds by raising funds for an operating The museum continues to do a great endowment. job of serving students and teachers, We hope you will enjoy reading guiding over 4,300 students through the through this publication to discover museum in the last school year. Those things you might not have known about educational tours came from over 40 dif- this organization and join with us in cel- ferent school districts in Texas. Frontier ebrating the museum’s accomplishments Texas also continues to draw tourists that benefit our entire community. into Abilene to spend money and boost our economy. LL of FAM In the past 12 months (April HA E • • 2 5 0 1 1 2017-March 2018), Frontier Texas served 0 6 2 CERTIFICATE of • • 2 4 EXCELLENCE 0 a total of 34,417 people, with 23,242 of 1 1 0 7 those from out-of-town. Visitors have 2 given the museum 299 five-star ratings on TripAdvisor.com, more than any other attraction in our region, and has awarded Frontier Texas the TripAdvisor “Certificate of Excellence” for the past 299 7 consecutive years, recognizing the top attractions around the world as rated on HHHHH the travel website. RATINGS INTRODUCTION 5 executive director In early days of 1881 the Texas & trains. In the earliest years the location Pacific Railway announced a town lot had a single loading platform, soon after sale for March 15th in “The FUTURE livestock pens were added. Farmers and GREAT city of West Texas, ABILENE.” ranchers from around the region, clearing It was a promotional message to entice fields, started bringing buffalo bone to families and business investors to be a sell to markets in the east and the loca- part of creating something new, with tion became one of many buffalo bone the hope that it would grow and that yards on the North American plains. Jeff Salmon it would become something great. The April 2, 2018 marked the completion Executive Director railroad needed a town to provide water of the museum’s 14th year in operation. Frontier Texas and support for their new rail line across The reports included in this publication Texas. The people who would heed the should make it clear that our organiza- call came to fulfill their dreams and live tion is doing well, thanks to generous do- their lives in a new place full of opportu- nors and volunteers, hard-working staff nity. It must have been obvious to them members, a solid business model and that it would take a great amount of hard a wonderful facility. Although we are a work and cooperation to build a great history organization, relating the past to community up from the dust. the present, we are always looking to our 122 years later Frontier Texas was built future. In the coming months and years on land that the railroad had selected for we look forward to working with you one of the first track spurs for Abilene, a to build a brighter future that is solidly location for the loading and unloading of grounded in our amazing past. 6 YEAR at a glance YEAR AT A GLANCE ANNUAL ATTENDANCE 34,417 23,242 APRIL 2017 — MARCH 2018 OF THOSE FROM OUT-OF-TOWN APRIL 2017-MARCH 2018 POINT OF VISITOR ORIGIN VISITORS FOREIGN FROM ABILENE COUNTRIES 3.45% 32.48% OTHER FROM TEXAS STATES EXCLUDES % ABILENE 21.11 42.97% FRONTIER TEXAS HAD STATES VISITORS FROM 50 US PROVINCES 60 COUNTRIES YEAR at a glance 7 ADMISSIONS REVENUE (FISCAL YEAR 2016-17) 142,333.52 GIFT SHOP MEMBERSHIP SCHOOL REVENUE REVENUE TOURS COMING FROM SCHOOL $50,445.58 $13,670.00 4,326 DISTRICTS (FISCAL YEAR 2016-17) (FISCAL YEAR 2016-17) SERVED ON TOURS VOLUNTEERS SOCIAL MEDIA STATS 26 FACEBOOK 25,307FOLLOWERS VOLUNTEERS 5.3 MILLION VIDEO VIEWS 24 INSTAGRAM BOARD MEMBERS 975 FOLLOWERS 1,665 TRIPADVISOR EXCELLENT (5-STAR) REVIEWS TOTAL HOURS SERVED IN 2017 299 8 feature Brigadier GENERAL THE MAKING OF RANALD SLIDELL MACKENZIE The Victor of the Red River War 10 feature s the exhibits at Frontier Texas were being developed in 2002-2003 a discus- sion came up among HC Zachry and the team of historians about which histori- cal characters would be prominently featured. The histori- ans were well-versed in the concept of “historical significance” and presented the stories of key people that are generally seen as essential to telling the story of the Texas frontier period of the 1780s-1880s. But HC had a slightly different idea in mind, he wanted to focus on the “most interesting stories” and, when possible, how the differing lives were intercon- nected. As the curating team brought together the stories they decided to stack the folders into similar groupings to help compare and contrast the stories repre- sented by each person. Then they started a process to rank them to see who would rise to the top of each stack. At some point in that process the group decided they were looking for the person who best represented the “spirit” of the rest of that stack. As each of those key historic characters was selected the group started referring to them as the “spirit guides.” The museum opened in April, 2004 with seven spirit guides featured as holograms and one, Pedro Vial, featured in “The Big Picture” theater. In 2012 the team, again led by Zachry, chose to add two new hologram characters and select- ed Kiowa Chief Satanta and Sheriff Pat Garrett. In 2016 the Frontier Texas board of directors created a new 2016-2024 strategic plan for the museum. The plan identified that new exhibit content should be added at least every two years and adding a new spirit guide was the Actor Travis Eason as (hologram) first goal. The choice was easy for two Ranald Mackenzie reasons. The first was the location of feature 11 the existing characters. The exhibit set visitors first encounter has Satanta and Esihabitu. The second set has Cynthia “I REGARDED MACKENZIE Ann Parker and J. Wright Mooar. The third set only had Captain R.B. Marcy AS THE MOST PROMISING and needed another military character. In each of the sets with two characters YOUNG OFFICER IN the perspectives of each was somewhat of a contrast to the other. Captain Marcy THE ARMY.” — ULYSSES S. GRANT mostly tells of trying to work with the Indians in diplomatic terms and shows a level of compassion for their hard- ships and those of his troops. To show a contrasting military perspective it was a clear choice to select Colonel Ranald Slidell Mackenzie, the victor of the Red River War. One goal in bringing Mackenzie to life as a hologram was to do the writing and video production in-house by the muse- um staff.