5. Welcome a broad cross-section of the community in a manner that reflects and reaffirms the public nature of the Presidio. The formula for the PX is simple: a diversity of programs equates to a diversity of audiences, including those that have rarely, if ever, visited the Presidio in the past. By The Crissy Field Overlook is among the Presidio projects made possible in part by Conservancy capital campaigns changing and remixing the slate of A second important element in reaching new audiences is activities, events, exhibitions, and targeted marketing. As part of the overall marketing and themes on a daily, weekly, monthly, and seasonal basis, the outreach plan, the PX will connect with ethnic media across PX is remade in every way—and thus made for everyone. print, TV, and radio channels that serve specific segments But if the goal is to expand the reach—and enhance the of the population (e.g., Spanish-, Chinese-, and Vietnamallure—of the Presidio beyond its usual visitor demographics, ese-speaking audiences). specific targeting efforts can ensure that a better represenTo further bolster these efforts, the PX draws upon the expertation of Bay Area peoples will benefit from PX events and tise of Salvador Acevedo and Contemporánea, which has spaces. One key element in this endeavor is partnership— specialized experience in delivering responsive and relevant leveraging the networks and influence of organizations that messaging to diverse and underserved audiences. serve specific segments of the greater population. For example, partnership with the Crissy Field Center—which has established relationships with all SFUSD elementary schools and hundreds of nonprofit and educational organizations across the Bay Area—will help the PX reach children and youth from underrepresented neighborhoods. Similarly, the Institute at the Golden Gate—which is a leading force in Healthy Parks, Healthy People Bay Area, a collaborative of parks and health organizations—will be an efficacious partner in connecting PX park programs with underserved populations. As a cultural center, the PX will draw—and draw upon—a rainbow of cultures to enrich its programming. There are logical partnerships to be made with the National Japanese American Historical Society (which is in the process of establishing its Military Intelligence School museum at Building 640 next door), as well as with Outdoor Afro, an organization connecting African Americans with nature and that teams up regularly with the Parks Conservancy to deliver educational and interpretive programs for people of color.
6. Be economically viable. The viability of the PX project hinges on the Parks Conservancy’s 32-year history of effective fundraising and business acumen in successfully operating visitor service facilities across the Golden Gate National Parks. Since its establishment in 1981, the Conservancy has provided over $300 million in support to the parks, winning grants from foundations, working with corporate partners, establishing meaningful relationships with private philanthropists, and running a number of high-profile capital campaigns. The Conservancy spearheaded the “Help Grow Crissy Field” campaign, which raised $34.5 million in donations from community members inspired by the historic leadership gift of $18 million from the Evelyn and Walter Haas, Jr. Fund and Colleen and Robert Haas Fund. For the Presidio overall, the Conservancy has provided over $100 million for projects and programs (including Trails Forever initiatives) toward the post-to-park transformation.
In fact, the Conservancy has never set a fundraising goal it did not meet. Recently, the Conservancy met the daunting challenge of raising the necessary monies to hold a memorable 75th Anniversary celebration for the Golden Gate Bridge within an ultra-compressed timeline of just one year. While it certainly takes a lot of leg work and elbow grease to raise the funds to build the PX and establish its programs, the end result—aside from a new Presidio treasure and renowned visitor destination—also produces a positive side benefit: a cultural institution that exists and thrives because of broad community support, both financially and spiritually. The Conservancy’s operating plan for the PX shows financial self-sufficiency, where ongoing revenues from park-based businesses support the annual expenses of running the PX. This approach is a hallmark of the Conservancy’s long experience in the Golden Gate National Parks. Throughout the parks, the Conservancy manages park-related offerings that bring revenue to its long-term mission and annual operating budget. In terms of the Conservancy’s experience in running successful businesses, one of its crowning achievements is the work on Alcatraz Island. The Conservancy greatly improved visitor experiences—and boosted profitability—through a series of enhancements, including a new cellhouse audio tour and a “museum store” mixing retail items with interpretive exhibits. The Conservancy also operates and staffs visitor centers across the Golden Gate National Parks (most notably the award-winning Lands End Lookout), as well as profitable cafés such as the Beach Hut and Warming Hut. In 2012, the Conservancy expanded its earned revenue potential by forging an agreement with the Golden Gate Bridge, Highway and Transportation District to help enhance visitor experiences around the south plaza. As a result, visitors now enjoy guided tours, a photo program, improved food services, a better trail system, and a new welcome center, the Bridge Pavilion.
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