The Franklin Institute 2007 Annual Report CHANGING LIVES 2 Executive Message 4 The Franklin 10 Center for Innovation in Science Learning 16 The Franklin Center 22 Financial Report 24 2007 Contributed Support 34 Board of Trustees The Franklin Institute links science and curiosity, engaging each of us in a lifelong adventure of discovery and exploration. The Institute has become a dynamic agent of change through its rich array of internationally recognized exhibitions and programs, lectures and discussions themed to illuminate issues in contemporary science, community outreach initiatives particularly targeted to girls and to urban youth, and its series of innovative partnerships in public education. The Franklin Institute’s universal appeal is reflected in the diversity of its audience — from world famous working scientists to involved citizens of any age; from elementary school through university level students; from inner city to suburban families. All are drawn here by a common interest in science and technology. Executive Message The mission of The Franklin Institute is to inspire a passion for learning about science and technology. Through the development of a broad range of visitor experiences, the Institute drew record attendance in 2007, demonstrating that it is easier to fulfill the Institute’s mission with a building full of people. When we first learned that Tutankhamun and the Golden Age Beyond that, Tut provided a unique opportunity to change of the Pharaohs would be coming to Philadelphia, we had ambi- public perceptions of The Franklin — a fortuitous by-product of tiously forecast that The Franklin would attract a million visitors to the blockbuster effect. the Boy King, dramatically more than the record-setting 603,000 In 2007 The Franklin was recognized by Forbes Traveler as who came for Gunther von Hagens’ BodyWorlds: The Anatomical #20 of the top 25 museums to visit in the country — and Exhibition of Real Human Bodies. By the time that Tut closed on ninth among those museums that charge general admission. September 30, more than 1,304,000 people from every state in the More than just a venue for coveted national and international nation, every province in Canada, and foreign countries on five blockbuster exhibits and more than a museum for children, continents had toured the exhibit in the Mandell Center. While The Franklin has become a “go-to” destination whose exhibits here, 80 percent of those visitors experienced The Franklin’s other and evening programs increasingly draw a significant adult exhibits or attended a theater show or special program, discover- audience. While the Tut exhibit was fundamental to our suc- ing something new about science and the world around them. cess this past year, so too was the Institute’s Strategic Plan The Boy King brought with him great riches. The Tut exhibit 1996–2005 and the attendant $62 million capital campaign had a total economic impact of more than $127 million for the that had enabled us to renovate exhibits, rebuild theater and Philadelphia area. It was responsible for generating $11.7 mil- program space, improve visitor services and bring a 1933 build- lion in taxes for Philadelphia and the Commonwealth, creating ing up to code. 1,995 full-time equivalent jobs, prompting bookings of close to As with Titanic and BodyWorlds, the lessons learned 100,000 hotel room nights and motivating more than 540,000 during Tut were many, among them that the Institute’s mis- visits to other cultural attractions in the area. The Institute is sion is easier to achieve with a building full of people, and proud to have been able to make a contribution of this magni- the importance of customizing programming for distinct tude to the Delaware Valley and is grateful for the tremendous audiences — from school children of different grade levels to support we received from our partners. interested scholars. Each exhibit became a hub around which The third blockbuster exhibit at The Franklin in the past a variety of programming was developed. Tut, for example, three years, Tutankhamun was the highest attended exhibi- provided the impetus for the multi-year “Out of Africa” lec- tion ever presented in Pennsylvania, the second highest in ture series. In August, a program on the Peopling of Ancient the history of the nation and the most attended museum Egypt was presented by a high-profile panel with four lead- exhibit in the world during 2007! It attracted both traditional ing academicians in African studies from across the country and non-traditional museum audiences, enabling us to touch to a sold-out, overflow audience. The lecture series went on the lives of people from all segments of the community. Our to create a dialogue connected to the Identity exhibit which record-breaking attendance for the full year reached 1,755,549 opened November 16. Philadelphia mayor-elect, Michael and resulted in a balanced budget for the 12th time in 13 years. Nutter, spoke about the “Identity of Philadelphia” to a capacity 2 Marsha R. Perelman Dennis M. Wint Chair President & CEO crowd in the Benjamin Franklin National Memorial. Coupled cesses, along with gifts and support from our many partners with a successful Community Night program, the “Out of and sponsors, enabled us to provide more teacher resource Africa” lectures give voice to and provide a resource for learn- materials and bring more than 35,000 school children to The ing for Philadelphia’s multi-cultural community. Franklin free of charge. Another 287,414 youngsters benefitted in 2007 from reduced admission fees extended to all schools. Innovation in Education We are grateful for the support of the Board of Trustees, While Tut-mania consumed Philadelphia, initiatives in the Center staff, and the more than 800 volunteers who make all these for Innovation in Science Learning were also changing lives. programs and exhibitions possible. This year, we are espe- The Science Leadership Academy [SLA] — a magnet public high cially grateful to Dr. Carol Parssinen, who retired as senior vice school for science, technology and entrepreneurship, run in part- president of our Center for Innovation in Science Learning in nership with the School District of Philadelphia — completed its January 2008. Her nationally-recognized work at The Franklin first academic year. In the fall 98 percent of the first year students Institute over the past 15 years has made science learning cur- returned as sophomores, joined by a new class of 112 freshmen rent and accessible for thousands of teachers, for girls and selected from 2,000 applicants. The only public high school in young women, and, most particularly, for at-risk students in the nation linked to a science center, SLA is a promising model the community. In addition, her work has had an important, of innovation in science education and leadership. (Please read national and international impact on online science education. more about SLA on page 12.) Also noteworthy is a five-year $1.176 million grant from the National Science Foundation to support “LEAP into Science,” a new program in after-school science and reading literacy being managed in collaboration with the Free Library of Philadelphia. Winning multi-year grants, presenting “must-attend” exhibits and lectures, catapulting The Journal of The Franklin Institute and other scholarly endeavors into the technology age, and continuing the very successful fund-raising efforts of a dedicated Board have put The Franklin Institute on solid financial footing. Through outright gifts in support of The Franklin’s ongoing programs, special projects and the newly- launched capital campaign and proceeds from The Franklin Institute Awards Ceremony and Dinner, Funfest and the King Tut Gala, the Institute raised more than $29 million. These suc- 3 CHANGING PERCEPTIONS The Franklin The Franklin is in the business of changing lives through life-long learning and by taking every opportunity to stimulate each visitor’s natural curiosity. Its combination of exhibits, demonstrations, comprehensive school experiences, films and lectures provide something for everyone, making science learning accessible to The Franklin’s broad constituency. above Left: Statues from the tomb of Tutankhamun. Right: One of the 35 model boats from the tomb to transport Tut in the afterlife. For 238 days, The Franklin was immersed in Tutankhamun and the Golden Age of the Pharaohs. Tut, Titanic and BodyWorlds have powered an era of accelerated change for The Franklin Institute as a whole. The Franklin, which includes public areas, the Mandell Center, Fels Planetarium, Franklin (formerly Stearns) Theater and Tuttleman IMAX® Theater, operated full throttle throughout the year as it presented the largest exhibit in its history. Tutankhamun, which was organized by Egypt’s Supreme Council of Antiquities in partnership with the National Geographic Society and Arts and Exhibitions International, opened to incred- ible acclaim in The Franklin’s Mandell Center special exhibition gallery. More than 412,000 tickets had been sold prior to its debut on February 3, quickly escalating to nearly 525,000 before the end of that first month. Media coverage saturated Philadelphia and the mid-Atlantic States, with media partner 6ABC airing an hour-long documentary on the exhibit — having sent a reporter and film crew to Egypt months earlier. That station also broadcast live from the opening gala, a sold-out event attended by more than 1,000 guests. The King Tut exhibit provided a unique opportunity to launch multi-platformed experiences addressing the needs and interests of different audiences. Adult audiences enjoyed lectures by Dr. Zahi Hawass, Egypt’s Secretary General of the Supreme Council of Antiquities and Dr. David Silverman, the national curator of the exhibition and a distinguished professor at the University of Pennsylvania. In 2007 it was possible for any visitor to become totally immersed in a single topic.