Wharton Studio Museum Design

WHARTON STUDIO MUSEUM DEA 2550: DESIGN STRATEGY AND MANAGEMENT OUPING (MARIA) DING JJ ERPAIBOON SABRINA CABRERA MAYA KUMARAN

INSTRUCTOR: DENISE RAMZY FALL 2017

CONTENTS

1

00

INTRODUCTION

2

01

SITE ANALYSIS

3

02

SITE ELEMENTS

9

03

CASE STUDIES

12

04

INTERVIEWS

17

05

VISIONING

21

06

SWOT ANALYSIS

25

07

TIMELINE

27

08

DESIGN BRIEF

30

09

DESIGN CRITERIA

34

10

BUSINESS CASE

36

11

ENVISIONING

39

12

CONCLUSION

45

INTRODUCTION This document, created for the Wharton Studio Museum, provides a thorough analysis of the organization and outlines a series of recommendations by which Wharton Studio Museum may be guided through all phases of its construction and operation.

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01 SITE ANALYSIS

Assesses how the site and building affects WSM and its ability to provide value, meet WSM’s needs and fulfill its mission.

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WHARTON STUDIO M DISTANCE BETWEEN THE TWO SITES

CAR: 10 MINUTES

BIKE: 14 MINUTES BUS: 18 MINUTES

WALKING: 44 MINUTES

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ITH

GENERAL DESCRIPTION OF SITE/LOCATION SURROUNDINGS Heritage Center is anticipated to be located on 110 North Tioga Street, adjacent to various retail, cultural and entertainment destinations in Ithaca Commons.

TRANSPORTATION A popular method of transportation to this location is

by TCAT Route 13 and Route 79 buses. Route 13 travels to and from Ithaca Commons and Stewart Park.

NEIGHBORHOOD DESCRIPTION RELATIONSHIP TO IMMEDIATE SURROUNDING The Heritage Center will be around establishments tourists and students frequent, such as restaurants and boutiques. Also, with entertainment venues (e.g., State Theatre, Cinemopolis) and educational organizations (e.g., public library and Downtown Ithaca Alliance) nearby there’s opportunity for partnerships and collaborations.

CULTURAL FACTORS

GENERAL DESCRIPTION OF BUILDING AGE,HISTORY ETC. The Ithaca Historical and Scientific Society was founded in 1863 to encourage research into local history and to preserve objects and documents of historical significance. Now, the History Center will relocate to the Tompkins Trust building along with other non-profit organizations like the Wharton Studio Museum, Historic Ithaca Library, the Community Arts Partnership, the Dorothy Cotton Institute, the Discovery Trail, the Sustainability Center and the Ithaca Aviation Heritage Foundation, and so forth.

Festivals and events held in Commons are family friendly, making the neighborhood a popular destination amongst the local community and visitors of all ages.

PARKING There are three parking garages nearby, since street parking is limited.

SPECIFIC SITE/LOCATION CHARACTERISTICS ZONING The area is zoned as CBD-100 (Central Business District) for any commercial facility, allowing for offices and spaces for public assembly.

SELECTED SITE VEHICULAR CIRCULATION E BUFFALO STREET

PEDESTRIAN CIRCULATION

SCHUYLER PLACE

S AURORA STREET

STEWART AVENUE

ROUTE 13

SENECA WAY

PARKING

E STATE STREET

ITHACA COMMONS

DOWNTOWN ITHACA ALLIANCE HISTORY CENTER IN TOMPKINS COUNTRY

E STATE STREET

CINEMAPOLIS

ROUTE 13 E GREEN STREET

CAYUGA STREET

TOMPKINS COUNTRY PUBLIC LIBRARY

PROPSPECT STREET

10 6

GENERAL DESCRIPTION OF SITE/LOCATION SURROUNDINGS Adjacent uses are the park, playground, pavilion, lake, and communal hall.

TRANSPORTATION The most convenient way to get here is by car (parking is provided). However, alternate modes of transportation from collegetown is walking (45 minutes) or taking the TCAT route 13 from the Commons to Stewart Park.

STREET VISIBILITY Landscape is flat land, therefore there is limited visual access at the street because it is blocked by the communal hall. The area needs a lot of signage.

GENERAL DESCRIPTION OF BUILDING AGE,HISTORY ETC.

PARK

The building was originally in operation by the The Whartons, Inc from 1914 to 1919, where they made early silent films.

STYLE/CHARACTER The building in its current state looks old, depressing, and unwelcoming.

NEIGHBORHOOD DESCRIPTION RELATIONSHIP TO IMMEDIATE SURROUNDING It is situated in the middle of Stewart Park and is currently only used for restrooms.

PEDESTRIAN/VEHICULAR CIRCULATION There is easy pedestrian and vehicular access with roads, sidewalks, and paths. Cayuga Street leads directly from the alltnerative site in Commmons to Stewart Park.

CULTURAL FACTORS This area would attract a wide range of demographics, including children from the nearby Ithaca High School, college students, the older population, and townies as well.

SAFETY/SECURITY Ithaca’s crime rate is 4% higher than national average.

SPECIFIC SITE/LOCATION CHARACTERISTICS ZONING This space is zoned as P-1 (Park Zone District) for public recreation, which allows for public and semi-public institutions whose purpose is education.

DEA 2550/Design Strategy & Management/FA17/Cornell University ITHACA PARK RESERVATIONS

SELECTED SITE VEHICULAR CIRCULATION PEDESTRIAN CIRCULATION

FINGER LAKES

GARDEN PARKWAY COMMUNAL HALL

WHARTON STUDIO MUSEUM

A STRE ET CAYUG

ROUTE

13

STEWART PARK

CASADILLA BOAT HALL

FALL CREEK

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02

SITE ELEMENTS

Assesses how site/connectivity and surroundings are important aspects to consider for WSM.

9

TWO MAIN ELEMENTS: SIGNAGE/CONNECTIVITY AND SURROUNDINGS

WALKING TRAIL

STEWART PARK LOCATION SIGNAGE/CONNECTIVITY Landscape is flat land, therefore there is limited visual access at the street because it is blocked by the communal hall. Thus, the area needs more signage.

Current signage: A blue poster, indicating it was Wharton Dance Pavilion, mounted on the side of the building.

CAYUGA LAKE

PICNIC PAVILION

The most convenient way to get here is by car since parking is provided.

However, alternate modes of transportation from collegetown is walking (45 minutes) or taking the TCAT route 13 from the Commons to Stewart Park. For TCAT route 13, Stewart Park is the second to last stop with Ithaca Mall

PARKING SPACES

SURROUNDINGS The current building is situated in the middle of Stewart Park. Adjacent uses within the park are the playground, pavilion, lake, and communal hall. Most of the Stewart Park’s infrastructures appear to be under construction and/or not in use.

North: Cayuga Lake Tall grass surround the perimeter of the lake.

A narrow wooden boat dock leads to the lake.

The space faces a view of two bodies of land lined with boats and homes.

Geese frequent the water during the day.

East: Picnic Pavilion A building open to the public for organized gatherings, such as parties.

Concrete walking paths and drive ways divides the two buildings.

Parking spaces are located behind the communal hall.

South: Grass area A park pavilion is lined with an orange plastic fence indicates it’s under construction.

Geese frequent the grass area in groups.

Children and adults walk in this area to interact with the geese.

The grass area is an open space, trees are lined toward the other end of the park where railroad tracks are.

West: Playground area Playground equipments are grouped together Examples: Plastic and metal slides, metal swings, animal springers, metal geometric climbers

GRASS AREA

OPEN-AIR PAVILION

A gated carousel ride Open-air pavilion with table and benches

PLAYGROUND 10

BUS STATION

WHARTON STUDIO RESTAURANTS

TWO MAIN ELEMENTS: SIGNAGE/CONNECTIVITY AND SURROUNDINGS ITHACA COMMONS LOCATION: TOMPKINS TRUST SIGNAGE/CONNECTIVITY The building is still in renovation, and there is no indication of Wharton Studio Museum’s presence via signage.

E BUFFALO STREET

SURROUNDINGS

Transportation: Downtown Ithaca: Seneca Street Garage and Seneca St. bus station

South: E State St. (Ithaca Commons) A strip of specialty shops, restaurants (Thai, Italian, American breakfast) and bars

Hospitality: Hilton Garden Inn, Marriott Downtown on the Commons

E STATE STREET

ITHACA COMMONS

DOWNTOWN ITHACA ALLIANCE HISTORY CENTER IN TOMPKINS COUNTRY CINEMAPOLIS

ROUTE 13 E GREEN STREET

Shopping and food: Dewitt Mall, Collegetown Bagels, Starbucks

TOMPKINS COUNTRY PUBLIC LIBRARY

CAYUGA STREET

Other organizations and institutions nearby: Tompkins County Library, Cinemapolis, Downtown Ithaca Alliance, Ithaca Times, New Roots Charter School, and Ithaca City Hall.

SCHUYLER PLACE

North: E Seneca St

ROUTE 13

SENECA WAY

S AURORA STREET

There is easy pedestrian and vehicular access with roads, sidewalks, and paths. Local restaurants and shops surround the building.

PROPSPECT STREET

DEA 2550/Design Strategy & Management/FA17/Cornell University

HOSPITALITY

SPECIALTY STORES 11

E STATE STREET

O MUSEUM

03

STEWART AVENUE

CASE STUDIES

SITE ANALYSIS

Explores analogous organizations of MoMA PS1 and the San Francisco Silent Film Festival for best practices.

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WHY IS THIS ORGANIZATION ANALOGOUS WITH WHARTON STUDIO MUSEUM? Forming ties with the community is a priority through programming events to engage community members.

Both organizations operate in two distinct locations, one with a higher density of people and surrounding leisure activities than the other. MoMA PS1 location is in Long Island City3, Queens (lower density) and the main MoMA is located in Manhattan’s Midtown area (higher density). Similar to Wharton Studio Museum who will inhabit two distinct locations: Downtown Ithaca (higher density) and Stewart Park (lower density).

Both organization’s low density locations are repurposed infrastructures. MoMA PS1 used to be an old schoolhouse building, while Wharton Studio Museum used to be an old dance pavilion.

VALUES MoMA PS1 devotes its energy and resources to displaying experimental art. The art center began as an organization that was devoted to organizing exhibitions in underutilized and abandoned spaces across New York City.

ASSUMPTIONS MoMA PS1 devotes its energy and resources to displaying experimental art. The art center began as an organization that was devoted to organizing exhibitions in underutilized and abandoned spaces across New York City.

ARTIFACTS The organization represents itself through its space. The building that houses MoMA PS1 was built in 1885 as Long Island City’s Public School #1 with the facade remaining the same, the entrance and interior gallery spaces are newly renovated. Also, every year a young architect is given the opportunity to design a temporary, outdoor installation.

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SOURCE:

“MoMA PS1 Profile.” Museum of Modern Art PS1, http://momaps1.org/about/

HOW DOES IT EXPRESS THEIR BRAND CULTURE? PS 1 expresses its brand culture through the variety of events and partnerships it hosts (e.g., performances, pop-up events, lectures and parties). Their brand culture emphasizes on investing in young people and their endeavors. This culture is reflective of the young employees they hire that are knowledgeable on the New York City contemporary art scene.

Art Book Fair Poster

Outdoor Music Series Poster

WHAT CAN YOUR ORGANIZATION LEARN FROM IT? The Wharton Studio Museum can learn how MoMA PS1 functions as an extension of MoMA while still developing a distinct identity through unique art and music events geared toward a younger demographic. Spring/Summer events are programmed to be hosted outdoors in the museum’s courtyard, such as “Warm Up” an outdoor concert series and a book fair for local artists and publishers to sell their prints and magazines. All of these events draw in locals and tourists to the museum. The Wharton Studio Museum can learn how to organize activities that engage the community and promote cultural exchange becoming a staple art institution in Ithaca.

Summer 2017 Outdoor Installation by Jenny Sabin Studio

Summer 2015 Outdoor Installation by Andres Jaque (Office for Political Innovation)

Summer 2012 Outdoor Installation by HWKN (New York)

LONG ISLAND CITY, NEW YORK

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SFSFFEST

WHY IS THIS ORGANIZATION ANALOGOUS WITH WHARTON STUDIO MUSEUM? They both celebrate the same art form - silent film.

They are both dedicated to educating the public about this art form.

VALUES Its mission is “dedicated to educating the public about silent film as an art form and as a culturally valuable historical record.”

The founders of SFSFF had a desire to “share their love of early cinema with the world.”

It is the largest and most prestigious silent film festival outside of Pordenone, Italy.

A place where internationally renowned filmmakers, movie lovers, and scholars congregate.

ASSUMPTIONS

Castro Theater Street View

Castro Theater Interior

Castro Theater Facade

HOW DOES IT EXPRESS THEIR BRAND CULTURE? SFSFF expresses their brand culture through its events, exhibits, and venue. Their events are inclusive and diverse, in terms of time and place of production, which contributes to the education of the viewers. By marrying the silent films with a live musical performance by the most accomplished composers reflects their commitment to an enhanced experience for the viewers - to evoke awe and inspiration.

Additionally, the historical landmark nature of their venue is well-preserved to honor its original design and architecture.

The Castro Theater is known for hosting special events, film festivals, and movies that cater to gay and multicultural focuses.

A clear desire to educate and preserve this rare art form.

Involvement in film restoration to support film preservation efforts in collaboration with organizations such as BFI, MoMA, EYE Filmmuseum, Library of Congress, Film Preservation Society, etc.

ARTIFACTS SFSFF takes place at San Francisco’s landmark movie palace, the Castro Theatre (built in 1922).

Presented “more than 250 rare and classic silent film programs, all with live music performed by the most accomplished composers and musicians in the field.”

Published more than 275 original essays by writers and key figures in silent-film history, preservation, and music.

Exhibit rare restorations of silent films.

Annual film festival “presenting around 200 films from over 50 countries annually.”

SOURCE:

‘Diary of a Lost Girl’ (1929) Poster

SFSFF 2015 Poster

WHAT CAN YOUR ORGANIZATION LEARN FROM IT? The Wharton Studio Museum can learn to couple silent film with another art form to enhance the experience, such as live musical performances. This may also serve as an opportunity to partner with local musicians, while also bringing in renowned orchestras/bands from around the country (attracting a wider range of audiences to Ithaca).

They should also show works from all times and places, to fully educate the audience of the diversity in this industry.

“Mission & History.” San Francisco Silent Film Festival, SAN FRANCISCO SILENT FILM FESTIVAL, silentfilm.org/about/mission-history.

SAN FRANCISCO, CALIFORNIA

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04 INTERVIEWS

Gathers key insights and design implications from interviews of key stakeholders such as the administration and community members.

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STAKEHOLDER GROUPS ADMINISTRATION

USER GROUP A- ADMINISTRATION PARTICIPANTS Diana Riesman, Co-Founder and Executive Director of Wharton Studio Museum

Board of Trustees Parks Commission

KEY INSIGHTS

Board of Public Works

Stewart Park is undergoing many revitalization projects.

Planning Board

WSM will have a small exhibit in the new Tompkins Center for History and Culture located in Ithaca Commons.

Advisory Board

SPECIALISTS Historian Financial Analyst Technician

DESIGNERS Landscape Architect Architect Urban Planner Interior Designer Planning for the City of Ithaca

COMMUNITY MEMBERS Volunteers Employees (Gardeners, Security Officer) Visitors General tourists General locals History center visitors

Currently, the demographic is mostly older people, so there needs to be a focus on attracting a younger audience.

A big attraction is the Cayuga Waterfront Trail that connects Stewart Park to Cass Park. What can we do on the trail?

Lots of vandalism has happened on the current site.

How do we mitigate that?

The cafe is going to attract a lot of people.

DESIGN IMPLICATIONS Provide signage on the Cayuga Waterfront Trail to orient people to the museum.

Although the space needs to reflect the history, it also needs to be vibrant and hip to attract the younger crowd.

Programming will have a huge impact on the younger crowd as well.

Orient the cafe to be on the lakefront side, this will give the cafe a huge competitive edge.

“

If history isn’t preserved, it will disappear.

“

Friends of Stewart Park (Executive Director, Board Chair)

“

My main goal is to try to get Ithaca to know about film history. Mayor Svante is all for it -- he’s all about making more and more people aware and engaged, and making Ithaca vibrant.

“

Common Council

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USER GROUP B- STEWART PARK VISITORS

USER GROUP C- COMMONS VISITORS PARTICIPANTS

PARTICIPANTS J. Thavorn, Cornell Student T. Chung, Cornell Student C. Shone, Cornell Student V. Amankwa, Cornell Student

E. Radley, Cornell Student Parent at Stewart Park Visitor Bureau Assistant

KEY INSIGHTS

Cornell University PHD Student #2 Visitor from Brooklyn Visitor from Canada

KEY INSIGHTS

Nature continues to draw them to Stewart Park, especially the scenic lake views and open space.

Users visit the park with other people, whether it be with their children or college friends.

Group coordinated events initially drew them to the park, such as concerts, festivals, greek affiliated events, and picnics.

The park acts as an escape from busy areas of Ithaca like the commons, and is much more relaxing than hiking near the gorges and on trails.

Only permanent residents of Ithaca from this group were familiar with the Wharton Studio Museum and Ithaca’s silent film history.

Food and beverages are the major attractions that draw people to Commons.

Visitors’ favorite events involve vendors where food or groceries are freshly served, such as Applefest or the Farmer’s Market.

Visitors are interested in learning more about Ithaca’s local history considering that there are limited cultural events hosted in Commons.

Commons is favored as a communal area that is not overcrowded by undergraduate college students.

Commons serves as a place for people of all ages to relax and socialize. It is also considered a popular destination for the nightlife.

DESIGN IMPLICATIONS

DESIGN IMPLICATIONS Would like the new Wharton Studio Museum to incorporate the outdoors, like an outdoor seating/eating and screening area.

Incorporating vendors that offer food and beverages will attract a large variety of people.

Suggest the museum offer interactive and engaging workshops for artists (filmmakers) and community bonding.

Hosting events that focus on the local history of Ithaca will appeal to people who want to learn more about the community, as cultural events are currently not reinforced enough anywhere in Ithaca

“

I would visit Stewart Park more often if there were more events here to draw larger groups of people such as live music, food vendors or boutique shops. I would make more of an effort to come here if the scene was more lively.

“

Ithaca is like a cultural wasteland. I wish there were more cultural or art events that talks about the indigenous or local people here. I feel like the minority group in American history is underappreciated.

“

“

“

I like Stewart Park cause it’s by the lake and it feels like a place to re-energize and relax. It’s also a nice location for picnics and walks. People in Ithaca especially love the outdoors so Stewart Park provides a great scenic atmosphere.

Market future Wharton Studio Museum Stewart Park events to college students (temporary Ithaca residents) that highlight performance arts.

“

I love the Commons for its food. The farmer’s market and the coffee shops here are some of my favorite.

Events or festivals with food vendors would be something that I’m definitely interested in visiting.

“

Market future Wharton Studio Museum Stewart Park events to college students (temporary Ithaca residents) that highlight performance arts.

“

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Ithaca College Senior #1 Ithaca College Senior #2 Cornell University PHD Student #1

USER GROUP D- NON-USERS

USER GROUP E- SPECIALIST PARTICIPANTS

PARTICIPANTS S. Rajbhandari, Cornell Student

KEY INSIGHTS

KEY INSIGHTS Non-Users were not familiar with Stewart Park, and had no idea it was relatively close to Cornell’s campus.

Do not have access to a personal vehicle; rarely leave campus to explore Ithaca.

This category mainly consisted of Cornell students.

Have visited the Cornell Cinemas more than once for either screening and/or panel event.

They all enjoyed social environments involving friends, music, and alcoholic beverages.

DESIGN IMPLICATIONS

A variety of events, including hollywood previews, visiting filmmakers, discussion panels, live music events in conjunction with silent film.

Connect with academic departments and clubs on campus to cater some screenings to them, and get them to host an event at your venue and to bring their students.

Mass marketing is key, but target marketing to specific groups is also very beneficial.

“

My favorite event space/ area in Ithaca is the commons, there are a lot of restaurants that are higher class and nice bars.

Partnerships with smaller groups is key -- have a large focus on programming that targets specific culturaloriented groups Utilize social media to attract the younger audience -Facebook events, target emails, Twitter feed -- along with traditional marketing medium such as pamphlets, posters, print ads, and preview ads.

“

Give them direct contact with people working in the industry, such as filmmakers, screenwriters, animators, etc., and for students looking for careers in the industry.

“

Utilizing medias like live music accompaniment during silent film screenings may attract an audience who are not fond of silent films.

“

“

For Cornell Cinema programming, show everything from the full cinematic spectrum: classic movies, contemporary films, silent films, documentaries, foreign films, etc.

DESIGN IMPLICATIONS

Continuing to spread the word of Wharton Studio Museum through programming events on Cornell University’s campus in coordination with Cornell Cinemas. This also allows students without cars to enjoy events.

I’m just not that interested in silent films, and have never watched one. I wouldn’t want to sit down and watch one in full, I figure it’d be boring.

Mary Fessenden, Director of Cornell Cinema

“

Special events, such as Dr. Jekyll and Mr. Hyde accompanied by a live music performance by a band from Austin and a wordless film accompanied by Philip Glass soundtrack, do really well.

“

C. Hall, Cornell Student A. Kong, Cornell Student

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“

05 VISIONING

Gathers findings from our visioning workshop to determine the key aspirations and goals for WSM.

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PARTICIPANTS Diana Riesman Co-Founder and Executive Director of Wharton Studio Museum

Rick Manning Executive Director of Friends of Stewart Park

Peter Bardaglio Chair Wharton Studio Museum Board

Aurora Ricardo Wharton Studio Museum Intern (3 years)

PURPOSE A visioning session was held with four critical stakeholders of the Wharton Studio Museum to identify and describe the organization’s collective vision and aspiration. The outcome of is a set of images that guide the organization’s direction and future decision making.

PROCESS ROUND 1 I CHOICE The four participants were divided into two groups, and the goal of each group was to choose two cards that aligned with their aspirations for Wharton Studio Museum. Themes discussed in this round included “aesthetics”, “theory of film”, and “social”.

ROUND 2 I CHALLENGE The facilitator swaps both group’s final two cards with each other. Each group reviews their set of two cards and were instructed to eliminate one card. Themes discussed in this round included “motion picture”, “performance”, “nostalgia”, and “community”.

ROUND 3 I CONSENSUS The single card that was chosen expressed a “warm”, “filmic”, “communal”, and “nostalgic” feel. These are descriptors which ultimately described “why people like to watch silent film/history”.

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KEY TAKEAWAYS Focus was placed on images that described “community” and “culture” and expressed elements of motion (e.g. acrobats) and film (e.g. sepia filter).

Images depicting nature were meant to represent their vision to entwine an outdoor component to the museum’s atmosphere. As well as, celebrate Stewart Park’s natural scenery that originally attracted the Wharton brothers.

Both groups aimed to emphasize the museum’s historical value while remaining visually engaging and vibrant. They want users to recognize that they are visiting a space that was a crucial part of the silent film history and beginnings of the film industry.

Images of groupings represented the museum’s goal to foster a sense of community. To become an organization that brings locals, tourists, and especially the youth together through engaging educational partnerships and programs.

Above all, the organization placed equal value to film and community components, with aspirations to integrate both.

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VALUE

HISTORY

SUB VALUES

ATTRIBUTES

METRICS

SENSE OF PLACE

Museum mentioned in Ithaca tourism and university pamphlets

Types of users

EDUCATION

Children centered workshops

Random sampling of community members: ask if they're aware of Ithaca's silent film history.

NOSTALGIA

Documentation of past events

Number of documents

REPURPOSED

Retaining original elements/features

Savings in construction costs (as opposed to a new-build)

Lake view

User satisfaction

Cayuga Waterfront Trail

Number of users from the trail

Programmed events

Turnout: number of attendees

Performance plaza

Number of performances and attendees

Museum facility

Number of attendees

Cafe facility

Number of customers

Interaction between staff and users through hands on workshops

Number of DIY silent films created during workshop events

Digital presence (e.g. publicizing events through Facebook and Instagram)

Number of followers on each social media platform

Screenings

Number of attendees

Historical artifacts

Number of artifacts available to display

Local and international celebrities

User recognition of celebrities

NATURE LANDSCAPE

GATHERINGS

COMMUNITY

SOCIALIZING

FILM INDUSTRY LOCAL AND INTERNATIONAL SIGNIFICANCE

A value tree identifies the main values of an organization, in this case based on the visioning session. It breaks down these main values into sub-values, which are more specific values within the main value categories, attributes, which define how these values may be manifested, and metrics, which serve as a method of understanding how and if these attributes have been fulfilled.

History and Nature stood out as the overarching themes that should carry emphasis through the rest of the project.

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06 SWOT ANALYSIS

Assesses the internal strengths/weaknesses and external opportunities/threats to WSM.

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Positive Factors

S O

Internal Factors

STRENGTHS

W T WEAKNESSES

Family friendly (e.g. picnic tables, playground) Waterfront view Walking and bike paths Open fields Movie screenings Available free parking Cayuga Waterfront Trail proximity Stewart Park revitalization projects Alternate location within Tompkins Center of History and Culture in Ithaca Commons

Limited accessibility Only attract certain age groups Currently limited workforce Relocation of Ithaca Public works Security control Vandalism control Limited artifacts from the era to showcase in museum

Key Points: Wharton Studio has an excellent location with its proximity to nature

Key Points: Stewart Park is difficult to access without a car, and the niche focus may make attracting a wider audience challenging

OPPORTUNITIES

External Factors

Negative Factors

Provide food and beverage vendors Host cultural evens and contribute to Ithaca’s local history Increase online presence Target new audience Park Wifi Preservation of Ithaca’s history in film Attract tourists interested in film Offer different activity in Ithaca Partnerships with local organizations and academic/cultural groups Key Points: Entice target audience by tailoring events and increasing Wharton’s online presence

KEY TAKEAWAYS

THREATS

Extreme weather Remote location Low resurgence in silent film industry Lack of public interest in silent film

Key Points: A large challenge will be generating enough interest in the topic to attract people to the museum

Programming at the Commons site should create cohesion between the two locations, encouraging visitors to Stewart Park An overall lack of publicity means that many people don’t know about the Wharton Studio museum The Stewart Park location provides an excellent opportunity to draw in Ithaca residents and visitors

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07 TIMELINE

Examines gaps between the existing condition and WSM’s mission and values.

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This timeline shows the current gaps in the user experience from the organizational values and mission. The organizational values that was identified at the visioning session was Nature, History, Community, and Industry, and the organizational mission is to “preserve and celebrate the role Ithaca and the region played in the history of American film.”

GAPS 01

LACK OF INTEREST IN SILENT FILM As a non-user interviewee expressed that “I’m just not that interested in silent films, and have never watched one.” This is one of the many users that lack knowledge of ithaca’s significance in silent film history, as well as displaying a lack of interest in the silent film industry in general.

There needs to be a way to excite all users about coming all the way to Stewart Park to learn about silent film, as one interviewee stated that “I would visit Stewart Park more often if there were more events here to draw larger groups of people such as live music, food vendors or boutique shops.”

HISTORY

02

LACK OF DIGITAL PRESENCE The current website lacks a user-friendly interface that does not clearly communicate the services of Wharton Studio Museum.

There is also a lack of compelling content on Facebook to attract users to the actual website and learn more about the silent film industry and the organization.

A non-user expressed that she “didn’t know about Ithaca’s silent film history and never come across silent film in everyday life,” therefore, without a strong digital presence, potential users are not compelled to learn more about the silent film industry, learn about its historical significance to Ithaca, and interact with an engaging online community with similar interests in silent film.

03

LACK OF SIGNAGE There is no sufficient signage indicating where the museum is upon entrance of the park and building, which is reiterated by the front desk employee of the Ithaca Visitor’s Bureau expressing that she “didn’t even know what that building was for.”

Visitors are unable to get the historical significance and nostalgia of the building.

NATURE

04

ISOLATED LOCATION The two locations are quite far apart and do not have any connecting features at the moment.

As one student expressed that their “favorite event space/area in Ithaca is the commons” due to the surrounding restaurants, therefore the attraction to the commons location can be leveraged to attract users to the Stewart Park location as well. The draw to Stewart Park can the natural scenery and historical significance of the building. This would allow WSM to reach a larger and more diverse audience (attracted by two different locations and its surrounding communities) to learn about the silent film industry.

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These gaps exist during the different phases of the construction for both the Ithaca Commons and Stewart Park locations.

PRE-CONSTRUCTION OF BOTH LOCATIONS Present - End of 2018

OPENING FOR TOMPKINS CENTER FOR HISTORY AND CULTURE Ithaca Commons, End of 2018

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OPENING OF NEW PLAYGROUND CONTINUED RESTORATION IN PICNIC PAVILION (LARGE PAVILION) End of 2018 - End of 2020

OPENING FOR WHARTON STUDIO MUSEUM Stewart Park, End of 2020

OPENING OF PERFORMANCE PLAZA IN STEWART PARK End of 2020 - Onwards

08 DESIGN BRIEF

Identifies the six opportunities that can help solve the key challenge of WSM, and explores the scenario of WSM moving from a historical institution to a cultural hub.

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CONSTRAINTS

HISTORY

MISSION To preserve and celebrate the role Ithaca and the region played in the history of American film LACK OF INTEREST IN SILENT FILM

CHALLENGE Our research revealed that there is a general lack of interest in silent film, particularly among the younger generation. As a result, Ithaca residents and visitors are unaware of the museum’s presence and Ithaca’s significance in silent film history. The new Wharton Studio Museum should generate excitement around the topic of silent films and should bring together the Ithaca community in general, incorporating the natural scenery of Stewart Park and forging a strong connection between the Ithaca Commons location and the Stewart Park location.

Although Ithaca has a rich silent film history, most people are unaware of it, at once creating and resulting from a general apathy towards silent film.

A lacking social media presence makes reaching younger populations more difficult

NATURE

LACK OF SIGNAGE

Little signage surrounding the site means that many visitors have difficulty finding it or don’t know that the museum is there

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LACK OF DIGITAL PRESENCE

ISOLATED LOCATION

While the Stewart Park location provides access to natural scenery and the Cayuga Lake waterfront, it also isolates the museum from Ithaca’s more populated downtown and reduces its accessibility, particularly for those without vehicle access.

SCENARIOS SACRED SPACE

A: HISTORICAL INSTITUTION This scenario underscores Ithaca’s pivotal role in the silent film industry that leads to the influence of other genres of film. History and education is a main component of this scenario.

A B IDEAL

C D

B: STAPLE DESTINATION This scenario focuses on the Wharton Student Museum as an attraction to visitors. Since the museum is already ingrained into Ithaca’s history since 1911.

VISITORS

LOCAL

CURRENT

C: COMMUNITY HUB This scenario enables the Wharton Studio Museum to function as a community space. It promotes relationship building between staff and community members.

D: CULTURAL HUB This final scenario positions the Wharton Studio Museum as an open and leisure destination, utilizing its placement in Stewart Park to foster all types of recreational activities for visitors and the community.

COMMUNITY SPACE

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OPPORTUNITIES 01 Provide vibrant and comfortable atmosphere: attract the local community, including the younger population, by providing a social environment involving friends, music, and food

LACK OF INTEREST IN SILENT FILM

02 Reinforce historical significance of building: the building itself is a historic attraction of interest because it’s now one of the only original silent movie studios in existence in the country

03 Reinforce online presence: the younger audience is more likely to learn of events through social media

LACK OF DIGITAL PRESENCE

04 Provide more signage: direct Stewart Park visitors to Wharton Studio Museum

05 Establish connection between the Stewart Park and Ithaca Commons locations: to unify LACK OF SIGNAGE

both locations as one entity

06 Reinforce natural scenery: the waterfront location acts as an attractor for people wishing to enjoy the scenery

ISOLATED LOCATION

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09 DESIGN CRITERIA

Identifies the six criteria, driven by our opportunities, that WSM can implement to better align its spaces and services with its mission and values.

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The design criteria outlines the key elements that should be incorporated into Wharton Studio Museum’s space and service decisions.

01

SOCIAL ENVIRONMENT

04

Provide interactive and engaging events and workshops to allow for community bonding, as all user groups favor social environments involving friends, music, and food (especially younger users).

The museum should incorporate signage to allow wayfinding to the museum from the entrance of the park and nearby trails. This is to ensure users find their way to the museum (or stumble upon it).

Incorporate family-friendly educational installations to accommodate children in particular, such as playgrounds or recreational games that educate users about silent film, to attract a younger audience to learn about silent film’s local and international significance.

Other park infrastructures should not be built in close proximity to the museum. Since the park land is flat, the museum building should not be visually obstructed by other facilities.

04

Incorporate simple light shows and outdoor string lights to establish a colorful and lively ambience for special events that would bring the community together for gatherings and socializing.

Provide F&B options to be themed specifically to silent film. This will be give users a stronger sense of place, history, and nostalgia.

03

DIGITAL PRESENCE Have consistent branding and designs throughout all platforms of social media, to ensure brand recognition of the organization.

Produce regular content and provide platforms for users to discuss, debate and engage with silent film content, to cultivate conversations surrounding silent film and build an online community that is interested in this art.

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Provide adequate information about the other location (programming, services, etc.). This is to attract users from one location to the other.

HISTORICAL SIGNIFICANCE Highlight that the physical space used to be a dance studio and film production studio to emphasize the historical value of the space. This will allow users to recognize that they are in the space that was a crucial part of silent film history.

CONNECTIVITY Unify exhibits and events between the Commons and Stewart Park locations and have consistent design and branding across all social media and print media platforms. This is to unify both locations as one entity through cohesion of events/exhibits and branding/design.

Establish a lively, cozy, and safe ambience that allow users to simply lounge around and enjoy being immersed in the historical sense of nostalgia and the beautiful natural landscape.

02

VISIBILITY

Provide information about transportation routes to the other location (bike, walk, bus, drive). This is to attract users from the walking, biking, and driving paths such as the Cayuga Waterfront Trail.

05

NATURAL SCENERY Entwine Stewart Park’s natural elements and scenic views to the museum’s programming. This is to celebrate the natural scenery that originally attracted the Wharton brothers to start their film production company in this space.

Allow for flexible outdoor programming so visitors are able to appreciate Stewart Park’s beautiful backdrop of Cayuga Lake.

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BUSINESS CASE

Presents our recommendations for different approaches to solutions that WSM could implement to solve the key challenge identified.

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General lack of interest in silent film primarily focused on the younger audience

Ithaca residents and visitors are unaware of the museum’s presence and Ithaca’s significance in silent film history

APPROACH

SOLUTION

PROBLEM SUMMARY 01

COHESION

The Commons and Stewart Park’s user experiences should act as an extension of one another for balanced visitorship.

Reinforcing a connection between both locations through consistent

A.

Furniture and fixtures should be the same across locations by Planning a color theme Listing required furniture to support art and user experience Planning preferred materials Envisioning a “Wharton Studio Museum” style

Branding Furniture Exhibits

02

Furniture configuration should match the desired behaviors for the distinct locations.

Stewart Park: Furniture for socializing and dining should be placed outside and/or facing Cayuga Lake to emphasize the natural scenery and open space.

DISTINCTION

Ithaca Commons: Minimum and flexible seating to increase walking space to view wall art and promote fluid socializing in the intimate space.

Nonetheless, the distinct locations should capitalize on their surrounding amenities and demographic.

Stewart Park: Natural scenery, family and local audience, and open atmosphere Ithaca Commons: Nearby organizations and facilities, student and tourist audience, and intimate atmosphere

INTERIOR ELEMENTS

B.

PROGRAMMING

Special events and exhibit opening receptions should reinforce a common theme in both locations through Designing one type of promotional materials Dividing exhibit showcases into the two locations Programs should utilize the sites’ physical attributes and settings when planning activities to ensure there is no overlap that will cause higher visitorship over the other.

Stewart Park: Daytime programming, family-friendly hands-on workshops and activities involving a large space.

Ithaca Commons: Evening programming, partnership workshops, intimate receptions that may involve alcohol and educational panels to engage students.

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VALUE ANALYSIS

RISK ASSESSMENT A.

INTERIOR ELEMENTS

A.

INTERIOR ELEMENTS

High initial cost for duplicate furnitures and fixtures

Consistent interior aesthetic and appeal to visitors.

Lack of space for a variety of furniture

Create a comfortable and welcoming environment to invite visitors to roam around the museum longer.

Outdoor furniture vulnerable to vandalism High maintenance cost for expensive materials

CHANGE MANAGEMENT A.

INTERIOR ELEMENTS

WSM should plan an interior vision before purchasing furniture and fixtures.

Additional front of house employees to manage the museum’s exhibit space.

Increase appreciation toward Ithaca’s natural scenery.

Foster conversation between visitors and staff in an intimate setting.

Increase navigability for visitors.

B.

PROGRAMMING Popularity in one location over the other causing imbalanced visitorship.

Low attendance if there is insufficient demand for the event.

High initial cost to host events

B.

PROGRAMMING Promote inter-generational socializing.

Capture the attention of the younger audience to increase interest.

Increase appreciation toward Ithaca’s role in silent film.

B.

PROGRAMMING Additional staff required to plan, promote and manage events.

Increase communication with Ithaca organizations to create new ties strengthen old ones.

Stronger ties with community through co-sponsored events.

Enhance collaboration with other non-profit organizations and institutions.

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11 ENVISIONING

Presents how our solutions and criteria could possibly look like when implemented.

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EXPERIENCE MAP WHARTON BROTHERS FILM EXHIBIT OPENING RECEPTION Name: Maya K. Age: 20 Occupation: Junior DEA Cornell student Interests: photography, hiking, water polo

ENTICE

ENTER

Signage visible to pedestrians

Theme colors and logo are apparent upon entering the spaces

Social media event post

ENGAGE Daytime (Stewart Park): Wharton brothers film outdoor screenings with views of Cayuga Lake

Vintage-themed artifacts are showcased upon entrance

Outdoor cafe and food truck serving classic concession stand snacks with silent film themed packaging

Informational brochures and prints provided

Historical artifacts present throughout the museum Workshop making miniature zoetropes

EXIT Take exhibit memorabilia/pamphlets Leave signature and contact information in guest book Shop at gift stand

EXTEND Invitation to WSM’s next event sent via email Images from the event posted on WSM Facebook and Instagram handles

Evening (Commons): Silent film screening projected on wall Film expert panel in partnership with Ithaca College professors Historical artifacts present throughout the museum Opening reception cocktail hour mixer

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SOCIAL MEDIA According to the “three-second rule of the web,” websites have three seconds to capture the attention of users before they exit out. The new site’s design elements will ensure easy navigation and text legibility. Information regarding the museum’s history, upcoming events, and ways to support will be focal points.

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Partnerships that assist in reaching a global audience

Content that may attract customers who usually do not understand the appeal of silent movies

Partnerships that assist in reaching a local audience

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STEWART PARK VISIBILITY Situated along the walking, biking, and car paths

NATURAL SCENERY Outdoor seating; outdoor walking trails

CONNECTIVITY Events happening in unity with the Commons location and pamphlets given on Commons location.

Portion of exhibit is showcased in WSM and Commons

SOCIAL ENVIRONMENT Comfortable outdoor seating, vintage lights to evoke nostalgia, and hands-on workshops (i.e. making a zoetrope)

HISTORICAL SIGNIFICANCE Vintage-themed artifacts, theater snack-themed food truck, and documentation of what the building used to be used for

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COMMONS CONNECTIVITY Events happening in unity with the Stewart Park location and pamphlets given on Stewart Park location

SOCIAL ENVIRONMENT Flexible seating and ample space for people to walk in and vintage lights to evoke nostalgia

HISTORICAL SIGNIFICANCE Vintage-themed artifacts and screenings Utilizing partnerships with Downtown Ithaca Alliance

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12 CONCLUSION

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This playbook aims to assist the museum in capturing the attention of the younger demographic in Ithaca, transitioning into their two physical spaces and visualizing a cultural hub atmosphere. Our final analysis and recommendations were primarily focused on Stewart Park location’s natural setting and the museum’s historical context.

These values were then translated into design criteria and envisionments to support short-term and long-term implementation.

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