International Coalition of Historic International Coalition of Historic Site Museums of ConscienceSite Museums of Conscience

June 2006June 2006

Museum BackgroundMuseum Background

The MissionThe Mission

The National Civil Rights Museum, located at the The National Civil Rights Museum, located at the Lorraine Motel, the assassination site of Dr. Martin Lorraine Motel, the assassination site of Dr. Martin Luther King, Jr., chronicles key episodes of the Luther King, Jr., chronicles key episodes of the American civil rights movement and the legacy of this American civil rights movement and the legacy of this movement to inspire participation in civil and human movement to inspire participation in civil and human rights efforts globally, through our collections, rights efforts globally, through our collections, exhibitions, and educational programs.exhibitions, and educational programs.

1968 2006

History HighlightsHistory Highlights 19681968 -Lorraine Motel closes after -Lorraine Motel closes after

King’s assassinationKing’s assassination 19821982 -Property foreclose-Property foreclose

-Dr. Martin Luther King, Jr. -Dr. Martin Luther King, Jr. -Memorial Foundation formed-Memorial Foundation formed-Foundation purchased property -Foundation purchased property

at at foreclosureforeclosure 1982 – 19871982 – 1987 -Fundraising campaign -Fundraising campaign

mountedmounted 19911991 -National Civil Rights Museum -National Civil Rights Museum

opensopens

The Physical SiteThe Physical Site

4 acres of land; 2 buildings4 acres of land; 2 buildings 40,000 sq. ft; 36,123 sq. ft. gallery/exhibit space40,000 sq. ft; 36,123 sq. ft. gallery/exhibit space Chronicles civil rights history – 1600’s to presentChronicles civil rights history – 1600’s to present

2 museum shops, auditorium, 19 exhibit halls 2 museum shops, auditorium, 19 exhibit halls

Initial Funding of Museum Initial Funding of Museum $4.4 million - $4.4 million - State of TennesseeState of Tennessee $2.2 million - $2.2 million - County GovernmentCounty Government $2.2 million - $2.2 million - City GovernmentCity Government $400,000 -$400,000 -Pitt HydePitt Hyde $925,000 - $925,000 - Fed Ex., 1Fed Ex., 1stst TN, Dunavant TN, Dunavant

Enterprises, Malone & Hyde, Enterprises, Malone & Hyde, Browning Ferris Industries, PloughBrowning Ferris Industries, Plough

Operated under lease agreement with State. Operated under lease agreement with State.

Key FactsKey Facts

150,000 visitors annually; 40,000 school children

Signature event: Freedom Award

Changing Exhibits – 2 - 4 annually

Admissions27% - $964,054

Contributions & grants

36% - $1,295,869Museum Shop14% - $501,818

Public Events & Programs

22% - $785,334

Other-Membership, Interest income1% - $38,686

Admissions

Contributions &grants

Museum Shop

Public Events& Programs

Other-Membership,Interest income

TOTAL OPERATING TOTAL OPERATING REVENUEREVENUE

Fiscal Year Ended June 30, 2004 Fiscal Year Ended June 30, 2004 $3,322,666$3,322,666

Other1% - $383,390

Professional Fees2% - $62,931

Museum Shop 11% - $265,188

Facility & Equipment5% - $532,870

General Administration8% - $314,620

Salaries & Benefits35% - $1,447,463

Program Services38% - $664,500

Program Services

Salaries & Benefits

General Administration

Facility & Equipment

Museum Shop

Professional Fees

Other

OPERATING EXPENSESOPERATING EXPENSES Total for fiscal 03-04 year – Total for fiscal 03-04 year – $3,325,960.75$3,325,960.75

Development PlanDevelopment PlanInterpreting History Through a Historic Site

Museum rated best:

Site is the assassination site of Dr. Martin Luther King, Jr.

Lorraine Motel façade has been preserved to reflect the exterior of the 1960’s

Guests are transported back in time in courtyard with 1960’s motel look & period cards

A video presentation explains the temper of the times

Development PlanDevelopment Plan Galleries chronicle seminal events and people of

movement

Interactive panels and videos place you in Little Rock, Birmingham, Memphis, or Selma

Building across the street represents site from which the fatal shot was fired

Guided tours are sometimes led by associates of King

Living history tours dramatically depict seminal events & presenters often engage in dialogue

Development PlanDevelopment Plan Guests feel the turbulence and chaos as

audio levels crescendo dogs attacking people, and fire hoses raining water

The two original hotel rooms are pressured and emulate look at time of assassination

An audio plays a timeless spiritual “Precious Lord,” King’s favorite song, performed at funeral

Development PlanDevelopment Plan

Museum Rated: Better: Activity: Conference on Freedom

Held in conjunction with Freedom Award

Centered around civil/human rights issue

Integrating scholars and opinion leaders on panel

Panel discussion & workshops using past history to inform discussions

Programs That Stimulate Dialogue

Development PlanDevelopment Plan

Topics included: The Rights of Children, Civil Rights & the Urban Crises, The Struggle Revisited, Lessons in Diversity, Power of the Image

Conference involved 1.5 day event with an opening lecture, 2-3 concurrent sessions in morning; luncheon speaker, 4 or 5 sessions in afternoon

Programs That Stimulate Dialogue

Development PlanDevelopment Plan

Short 5 – 10 minute presentation by panelists; balance of session questions from audience

Panelists represented a broad cross section of opinion leaders and practitioners

Student delegates from colleges won scholarships via essays or position papers on the theme

Costs for Conference covered by sponsors

Programs That Stimulate Dialogue

Development PlanDevelopment Plan

Participants are challenged to consider their perspective on the issue

Participants are encouraged to ask questions of presenters

Programs That Stimulate Dialogue

Development PlanDevelopment Plan

Museum Rated: Better Museum periodically surveys guests on their

experience.

Solicits areas of improvements via evaluations

Guests can share ideas or ask questions via guest books located 3 places throughout Museum.

Opportunities for Public Involvement in Issues

Development PlanDevelopment Plan

Docents or tour guides interact with people; answering questions

Forums and panels give opportunity to ask questions or present opposing points of view

Visitors don’t currently receive information on where to learn more or how they can get involved.

The National Civil Rights Museum Freedom Award

GenesisGenesis

Board of Trustees Brainstorming Session

ObjectivesObjectives

Recognize heroes & heroines of civil & human rights who sacrificed for a cause

Inspire audiences through real life examples

Inform & educate on the on-going struggles around the world.

Target AudienceTarget Audience

School Aged Children (13- 18)

Adults

General Public

Past Freedom Award Recipients

Past Freedom Award Recipients Bono

Smith

Powell

Mandela

Hooks

Gorbachev

FREEDOM AWARD FREEDOM AWARD RECIPIENTRECIPIENT

Dorothy Height Elie Weisel Andrew Young Yitzhak Rabin Jackie Robinson Colin Powell Mikhail Gorbachev Benjamin Hooks Harry Belafonte Ruby Dee

Lech Walesa Nelson Mandela Oscar Arias Sidney Poitier Julian Bond Rigoberta Menchu Bill Clinton John Lewis Bono Oprah Winfrey Paul Rusesabagina

Civic Engagement in PlanningCivic Engagement in Planning

Broader community, board and staff engaged in selection of honorees.

Ten committees formed to execute event

Broad community and corporate involvement on event planning committee

Receive significant monetary honorarium $50,000 – International Recipient $25,000 – National Recipient

Are Required To: Speak at public forum for school children Tour the Museum Participate in interviews to be placed in archives Speak at Awards Ceremony

Honoree Honoree Requirements/Benefits:Requirements/Benefits:

Community PartnersCommunity Partners

Community Partners: Honoraria: Hyde Family Foundation

International Paper

Education: Public, private and parochial schools (13 – 18 year olds)

CorporationsCorporations

Corporate employees

The local media

Representatives from other civic organizations

Program StructureProgram Structure Tour of Museum:-Honorees, sponsors,

board members

Public Forum: -Free & open to public, 5,000 to 8,000 participants;

mostly school children & general public

Public Reception: -Open to attendees at Freedom Award

Program StructureProgram Structure

VIP Reception -For honorees & sponsors

Awards Banquet -1,000 – 2,000 participants purchase tickets or tables

-tickets $200 each-tables $1,500 - $35,000

OutcomesOutcomes Most successful fundraiser

Broader awareness

More informed population about civil & human rights leaders

Better understanding of how activism is applied today

Better informed about worldwide human rights struggle

LearningsLearnings Need to capture & preserve discussion with

honorees

Must more broadly engage others in honoree selection process

Must broaden the reach of this program beyond local market via internet

Future ProgramsFuture ProgramsWounded in America Traveling Exhibition

A. Interpreting History Through a Historic Site Exhibit explores devastation of gun violence and present

day impact on individual communities

Exhibit objective: Engage individuals in the wave of violence

Dr. King and countless movement leaders mortally wounded by gunfire

Explore reaction to gun violence then vs. now

Future Programs (cont.)Future Programs (cont.)B. Engage in Programs That Stimulate Dialogue Program planning will encompass several

organizations:

Coalition to Stop Gun Violence

Mid-South Peace & Justice Center

Memphis Police Department

Safe Kids Coalition

Future Programs (cont.)Future Programs (cont.)

Children’s Museum

Youth Theater Group/Focus Group

Girls, Inc.

Girls & Boys Club

Future Programs (cont.)Future Programs (cont.) Program Structure will include:

Forum to focus on victims featured in exhibit. Likely to take the form of a panel ; two youth events will be held.

Youth events aimed at understanding prevalence of gun violence

Ways to redirect energies through dramatic depictions

Provide group with a list of websites or community based resources for additional information

Obstacles & ChallengesObstacles & Challenges Aside from use of technology, how do museums best

inform visitors about ways in which they can shape respective issues?

How can one encourage more internal ownership of programs?

Aside from technology, how does one encourage information exchange among visitors on-site daily?