HomeMy WebLinkAboutFriends of The Story FINAL Aug 27 (1)
Strategic Business Plan
Prepared by
Friends of The Story, Inc.
August 2009
Expectations for this Strategic Plan
Those reading this plan should regard it as a tool for examining the current status of Friends of the Story Mansion; its association with the Mansion and grounds that it is dedicated
to preserve and rehabilitate; and its working relationship with the City of Bozeman, which owns the property. Indeed, the plan unfolds on two fronts, both from the perspective of The
Friends examining its start-up status and projecting its organizational potential; and from the presumed perspective of The City of Bozeman in assessing the self-sustaining viability
of The Story Mansion and Park.
The information and vision presented here are captured at mid-year 2009 incorporating the brief seven-month operational history of The Friends, but with a defined fix on marketing the
uses of the property. We believe the plan will guide The Friends through the changing environment of the coming 18 months, onward to January 2011 and an evaluation by the community
of The Story’s importance as a landmark centerpiece of public activity.
Friends of The Story, Inc., is wholly dedicated to the preservation and rehabilitation of The Story Mansion, and its Board of Directors and volunteer staff of business professionals
are working to permanently establish this priceless historic landmark as a thriving community center and economic resource for the City of Bozeman.
Table of Contents
Executive Summary
4
Business Overview
7
Organization and Management
11
A Southside Landmark: The Venue
15
A Community Gathering Place: The Services
18
Marketing and Sales Strategy
21
Market Research
24
Business Financials
28
Fundraising Milestones
34
Operational Plan
39
Challenges to Success
41
Conclusion
43
Acknowledgements
44
Appendices:
Potential Users of The Story Mansion
Architect’s Estimate, Construction Phase I
Architect’s Estimate, Construction Phase II
Story Mansion Floor Plans
Story Mansion Park Site Map
Proposed Landscape Design
Main Floor Occupancy Calculations
Communications Tactics
Market Research Pull Quotes
City of Bozeman Plan for The Story
Friends of The Story, Inc. Organizational Chart
Development Coordinator Job Description
45
46
50
51
53
54
55
56
57
58
63
64
Executive Summary
The Story Mansion in historic downtown Bozeman is a landmark building currently being renovated for use as a community center. Owned by the City of Bozeman and entirely surrounded by
a two-acre city-block park, the Mansion is an underutilized gem, capable of becoming a magnet for the surrounding community and an important tool in promoting Bozeman’s unique amenities.
Friends of The Story, Inc., a 501(c)(3) non-profit organization, is working with the City to ensure the Mansion’s successful transition from private to public use, and has adopted
the following as its Mission:
The Friends of The Story is dedicated to preserving Bozeman’s historic landmark as a thriving educational, cultural and social center, while enhancing community and economic vitality.
The Friends is guided by a three-person Initial Board of Directors, who have backgrounds in public relations, historic preservation, and state government. The Friends is working closely
with the City of Bozeman to preserve and renovate The Mansion, Carriage House and Grounds, create a vision for use, secure anchor tenants, and market the mansion to the community, region
and nation.
The main floor of the Mansion functions primarily as a community center, with indoor and outdoor spaces available for rent for picnics, reunions, meetings, weddings, and a range of educational,
cultural and recreational events. The Mansion’s upper floors and the adjacent two-story Carriage House will be home to anchor tenants whose missions are consistent with the Mansion’s
permitted uses. The acquisition and renovation of the Mansion have received national recognition and strong congressional support, with more than $1.4 million already awarded to the
City by federal and private granting agencies for exterior stabilization and first floor renovations.
According to current architect’s estimates, an additional $ 1.4 million must be raised in order to complete the renovation of the Mansion’s upper floors. (An estimate for the Carriage
House renovation will be determined by its designated uses.) Funding for these efforts will come from government grants, private foundations, individual donors; strategies to secure
these funds are being actively developed by the City and The Friends.
The City will retain ownership of the Mansion, and will be responsible for the day-to-day upkeep of the interior and exterior of the structures, the landscaping and maintenance of the
surrounding parkland, and event bookings. The Friends will work in concert with the City as the marketing and programming arm of The Story Mansion, and may at some point in the future
assume a greater share of management responsibilities. The City Finance Department is compiling financial data based on projected use patterns at the Mansion, and The Friends anticipates
that rental income at The Story will meet or exceed expenses within its first full year of operation.
Friends of The Story have set the following funding goals:
Phase I: Acquisition through grants and donations of $391,222 will finalize funding of Phase I renovations which are now completed, making the first floor available for rental in July,
2009. The Friends are assisting with the task of reaching this Phase I target by January of 2011.
Phase II: $1,400,000 for renovations to the second and third floors including the installation of an ADA elevator in anticipation of occupancy by anchor tenants.
Phase III: Funding for the renovation of the two-story Carriage House will be determined by the design and cost for designated uses.
Phase IV: Capitalization of The Friends of The Story Enterprise Fund will come from annual membership drives, donations and grants. The Enterprise Fund will be used to hire key personnel,
market Friends activities, and create programming at the Mansion. (In January, 2009, the IRS awarded 501(c)(3) status to Friends of The Story, Inc., endowing The Friends with free-standing,
public-charity status.)
Today, The Friends is totally staffed by volunteers, who have worked diligently to craft the organization’s Bylaws, Mission Statement and Strategic Business Plan. Volunteer committees
are creating a strategy for fund raising, continuing a membership drive, furnishing the First Floor with donated antiques, sponsoring community events, developing a brand identity and
marketing plan, helping the City craft guidelines for use, and regularly meeting with the City to address other issues as they arise. With adequate funding in place, The Friends’ first
hire will be a Development Coordinator to conceive and execute the plan that a project of this magnitude requires.
The City’s visionary purchase of the Mansion recognizes the intrinsic value of this historic structure as a unique and irreplaceable marker of our common history, and as an engine for
economic development in Bozeman. As such, The Story is well positioned to
capture new revenue generated by heritage tourism. The evolving partnership between the City and The Friends will be an essential tool in securing an ongoing return on the City’s initial
investment in the Mansion. To this end, The Friends have drafted a Memorandum of Understanding with the City. The ultimate document will define the rights and responsibilities of
all parties involved and ensure the smooth and successful operation of The Story Mansion into the future.
Business Overview
A Vision for Use
Friends of The Story envisions the Mansion as a thriving community center, a gracious site for private and public gatherings, and a locus for the arts, business, education, recreation
and heritage tourism in Bozeman. The Mansion when fully renovated will stand alongside established regional draws such as the Museum of the Rockies, the Pioneer Museum, Montana State
University, and the American Computer Museum, enhancing the Gallatin Valley’s growing reputation as a tourist destination and a gateway to Yellowstone Park and the Northern Rockies.
(See Appendix A: Potential Users of The Story Mansion, page 45.)
The marketability of The Story Mansion as a community center is greatly enhanced not only by the grace and elegance of the Mansion and grounds, but by its unique positioning equidistant
between Montana State University and Bozeman’s historic and vibrant Main Street commercial district. While Bozeman currently has several sites that can host meetings, conferences,
workshops, and other public and private gatherings, none match The Story in terms of its historic ambience, park-like setting, and close proximity to Bozeman’s unique amenities. The
Mansion will also benefit from Bozeman’s position as a transportation hub for individuals and groups traveling to Big Sky and Yellowstone National Park.
A Collaborative Approach
The Friends is confident that the availability of the Mansion will prove to be a boon to the local economy, and intend to partner with existing businesses to attract additional and expanded
economic opportunities to the area. The partnership between the City of Bozeman and The Friends of The Story will become an essential tool in realizing the potential of the Mansion
to generate investment return while strengthening Bozeman’s position as “the most livable place.”
Ownership and Management
The City of Bozeman retains ownership of The Story Mansion, Carriage House, and Grounds. As with other city-owned parks and structures, The City of Bozeman Parks and Recreation Department
is responsible for the day-to-day upkeep of the interior and exterior of the buildings (including necessary repairs, utilities and insurance) and the landscaping and maintenance of
the surrounding parkland. The Parks and Recreation Department also manages event bookings. The Friends, with City concurrence, could eventually assume the responsibility for the management
and marketing of this unique public asset.
The Friends are working in concert with the City to market The Story Mansion as an events destination, and will continue to encourage, promote, and generate community-oriented programming
at the Mansion. The relationship between The Friends and the City is outlined in a draft Memorandum of Understanding, currently under development and pending final approval from the
Bozeman City Commission.
Time is of the Essence
The Story Mansion project has received national recognition and strong congressional support from both sides of the aisle. More than $1.4 million dollars has already been awarded to
the City by several federal granting agencies for use towards exterior stabilization and first floor renovations.
But the future of the Mansion is far from secure. In January 2009, the Bozeman City Commission authorized the City to contribute $391,222 from the Unreserved Account from the General
Fund in order to activate a languishing Federal “Save America’s Treasures” grant awarded to the City for Mansion restoration. If by January 2011 this amount has not been raised to
replenish the General Fund, the City Commission may elect to sell the Mansion.
During this two-year window, from January 2009 to January 2011, The Friends and the
City will be actively seeking donations for the balance of the Phase I renovations as well as for future renovation work on the Mansion’s upper floors and Carriage House. Although
the international recession may extend well into 2010, The Friends are pursuing fundraising opportunities from individuals and organizations whose optimistic vision for the future of
the region matches The Friends’ mission to keep The Story in the public domain.
Before the City’s purchase in 2003, The Story Mansion was in grave danger of demolition and the Grounds subject to infill development. The possibility of finding a “conservation buyer”
had also been discussed, though such a buyer would be subject to the strictures of R-1 zoning and bound by law to provide public access to the Mansion 12 days a year for 50 years.
The grounds, most of which are a designated Park, would remain in the public domain. The City charter stipulates that the Mansion must be sold for 90% of its current assessed worth,
and as of today, the City has not been in a position to invest in the cost of an assessment.
The Friends do not expect the scenarios of “demolition” or “conservation buyer” to become reality, but believe that the concerted community-building efforts unfolding at the Mansion
today will create a groundswell of support for ongoing public use, and encourage people to reengage with this landmark facility and their newest City park.
Friends of The Story Mansion and the City of Bozeman have established a Fundraising Timeline that will guide their efforts:
Fund Raising Phase
Target Amount
Target Date
Money Raised or Pledged to date
Phase I – First Floor renovation overage
$ 391,222
January 2011
$ 10,000
Phase II – Second and Third Floor renovation
$ 1,400,000
January 2013
Phase III – Carriage House renovation
To be determined
January 2014
Phase IV – Friends of The Story Enterprise Fund, for Operational and Administrative Costs
To be determined
Long-range
(See Appendix B: Architect’s Estimate – Construction Phase I, page 46
and Appendix C: Architect’s Estimate – Construction Phase II, page 50.)
Organization and Management
About The Friends
Friends of The Story, Inc. is a 501(c)(3) non-profit group formed in 2008 and approved by the IRS in January 2009 for the express purpose of preserving and marketing The Story Mansion
as a community center and gathering place. The mission of The Friends is to preserve The Story Mansion property and to retain the Mansion for public use. The Friends is committed
to the stewardship and development of this historic landmark through its renovation and re-use, capitalizing on the economic vitality it will generate while protecting Bozeman’s heritage
and unique identity.
The Friends is guided by an Initial Board of Directors who bring a wealth of experience in business management, non-profit development and education to the organization. Jane Klockman
(President) is retired from a long career as a public relations executive, with special expertise in community relations. A neighbor of The Story Mansion, she is active in the Bozeman
Historic Preservation Advisory Board and the MSU Letters and Science Advisory Board, and is a founder of SCAN, the South Central Association of Neighbors. Dede Taylor (Secretary), also
a Story neighbor, is a professor of Art History at MSU. She served as Chair of Friends of the Bozeman Public Library and aided the Library’s capital campaign from 1998 to 2002, and
was a member of the Bozeman Historic Preservation Advisory Board for 6 years. Amanda Drysdale (Treasurer) is a great great granddaughter of Nelson Story. She is a sociologist and
has worked in administrations at MSU, the City of Bozeman, the State of Montana, and the U.S. Senate.
Initial Board Accomplishments
The Initial Board of Directors has worked diligently to establish The Friends as a viable, active, and professionally run organization. To date, the Initial Board has:
Identified an Initial Board or Directors and nominated a President, Treasurer and Secretary.
Secured 510(c)(3) non-profit status (approved by the Internal Revenue Service) for Friends of The Story, Inc. and created by-laws and organizing documents.
Held public meetings as an open organization.
Designed and launched a website, www.friendsofthestory.org.
Cooperated with the City of Bozeman to determine an appropriate fee schedule for future events.
Recruited a growing corps of committed volunteers to promote awareness and active use of the property.
Conducted the first phase of a Membership Drive.
Developed a program of fundraising events at the Mansion.
Created and implemented a Strategic Business Plan.
Created and registered a logo to establish brand identity.
Furnished the Mansion with antique furniture and rugs donated to the City for this purpose.
Permanent Board of Directors
The Friends of The Story Governing Board will be led by a 5-person body to be elected by the General Membership in January 2010. The Governing Board will appoint Standing Committees
from volunteers among the Membership, and these committees will oversee details of programming, marketing, booking, and staffing as related to The Friends activities, consistent with
its operational guidelines and with City policy. Supported by The Friends activities, ongoing fund raising, and rental fees collected by the City, The Story Mansion can swiftly become
an income-generating entity, and an anchor to Bozeman’s business and cultural communities.
The Friends intend to hire a part-time Development Coordinator who will spearhead fundraising efforts and serve as a liaison between The Friends and the City of Bozeman, as they cooperate
in the management and marketing of The Story Mansion. The Coordinator could become a permanent, full-time position. Additional staffing needs will come from The Friends volunteer
corps, augmenting the activities of the operations and maintenance staff of the City’s Parks and Recreation Department. The Friends volunteer staff will grow as knowledge of the Mansion
and its amenities spreads throughout the region; memberships, donations and grants to The Friends will increase as high-visibility events boost confidence in the value and vision of
continuing renovations efforts.
Ad Hoc Committees
The Initial Board has established the following Ad Hoc Committees: Fundraising, Business, Communications, Membership, Events, Publicity and Marketing, Education and Outreach, Arts Advocates,
Landscaping, and Furnishings.
Fundraising: Pursue grant opportunities with trusts and foundations, particularly those with interest in the West to secure funding for ongoing renovations at the Mansion and operational
funds for The Friends organization. For example, The Friends has assisted the City in its application to the Montana Department of Tourism for a TIIP grant to landscape and irrigate
the 5-acre grounds.
Business: Write Strategic Business Plan for Friends of The Story, Inc. to be used as a development tool and roadmap for future growth, to be reviewed annually.
Communications: Created and launched www.friendsofthestory.org, an informative, interactive website. Partnered with graphic designer to create logos, letterhead and a brand identity
for The Story.
Membership: Compiling a growing list of interested members into a comprehensive database for member and donor management. Implemented the first phase of a campaign to increase membership
rolls.
Events: Organizing membership and developing events to be hosted at The Story in 2009 and beyond. Soliciting sponsors and volunteer support for these events. This year, The Friends
launched the inaugural “Story Under the Stars” film series, a four-film series presented on the Mansion’s South Lawn, generously co-sponsored by The Bozeman Film Festival, with support
from Bresnan Communications and local businesses. Additional events and marketing opportunities are being planned for fall and winter, to showcase the potential of the Mansion.
Publicity and Marketing: Secure media coverage for fundraising events and community activities at The Story in local, statewide and regional outlets.
Education and Outreach: Developing a visual presentation which shares The Story’s many benefits to the Bozeman community with service groups, educational organizations and any who wish
to have a stake in the success of the project. Scheduling tours of the Mansion and grounds to offer an on-site outreach experiences. Guides have been identified and trained, tours
are being scheduled with sensitivity to rental commitments, and tours been provided to more than 300 people as of early August.
Arts Advocates: Pursuing programming ideas for the Mansion for the 2009-10 season.
Landscaping: Engaged MSU’s Landscape Design department to generate a landscaping proposal that will reflect the multiple uses of The Story Grounds, yet are sensitive to the concerns
of neighbors. A portion of the revenue from the “Story Under the Stars” film festival will be used to bolster the purchase of amenities for the Grounds.
Furnishings: Secured period-appropriate furniture, rugs and artwork for The Story, now in place on the First Floor, and augmenting the Mansion’s gracious ambience.
Professional Advisors
The Friends has been ably assisted in the conception, formulation and execution of this Strategic Business Plan by SCORE, the Service Corps of Retired Executives / Friends of The Story
Mansion Working Committee: Fred Bradford, Thomas Egelhoff, Paul Gianas, Don Leuschen, Karen Vinton, and Al Wagner.
A Southside Landmark: The Venue
A Rich History
The Story Mansion was built in 1910 by
T. Byron Story, son of cattle baron and Bozeman pioneer Nelson Story. In terms of its size and grandeur, this historic property is without equal in southwestern Montana. Situated on
an entire city block in the center of Bozeman’s famously well-preserved Bon Ton Historic District, the 22-room Story Mansion is a national treasure recognized by the US Department of
the Interior, which has listed the property
on the National Register of Historic Places and conferred Landmark status on the Mansion and grounds. The building was designed by Helena architect C.S. Haire, the visionary behind
Helena’s grand State House. The Story Mansion is one of only three living examples of city-block mansions in Montana, and the last of the three to pass into public stewardship.
The T. Byron Story family resided here until 1922. After losing much of their fortune in the aftermath of World War I, the family sold the home to the Sigma Alpha Epsilon fraternity,
who proudly maintained the property for 80 years. This SAE chapter occupies a prominent place in MSU history and will celebrate the 90th anniversary of its establishment at the college
in 2009. In 2003, with boldness and foresight, the city of Bozeman purchased the Mansion in order to preserve it from destruction and its grounds from development. The Mansion retains
its R-1 zoning, in keeping with the character of the neighborhood, and has been granted a Conditional Use Permit stipulating use for educational,
cultural and recreational purposes. (R-1 zoning is defined by the City of Bozeman as a Residential Single Households and Low Density District. Allowed uses include family, home or
group daycares; public and private parks; manufactured homes on permanent foundations; and single household dwellings.)
The Story Today
The Story Mansion offers over 9,000 feet of rentable public space on three floors. (See Appendix D: The Story Mansion Floor Plans, page 51.) The First Floor, consisting of the Reception
Entry, the Library, the Drawing Room, the Dining Room, the Solarium, the Office, the Kitchen, and the Wraparound Porch, is renovated and restored as of July 2009, and is immediately
available for public use. The Kitchen is a catering kitchen, suitable for staging and serving. The remainder of the Mansion site is to be renovated in phases, using government and
foundation grants secured by the City of Bozeman and Friends of The Story, and cash and in-kind donations from individuals. The Mansion’s collected fees are applied to the City’s operation
and maintenance costs for the property.
The Story in the Future
The second floor, with eight bedrooms, three bathrooms, and two gracious balconies, is ideally suited to function as offices for one or more small non-profit organizations, whose missions
are consistent with the requirements of R-1 zoning. (This zoning restricts permanent tenants of the Mansion to non-profit groups with educational, recreational, or cultural missions.)
Anchor tenants will be actively sought for these spaces. MSU’s Humanities Institute and College of Letters and Science continue to express serious interest in tenancy. The Friends
envisions the third floor Ballroom as a state-of-the-art Presentation Space for small conferences and meetings. The 4,680 square-foot stand-alone
Carriage House could one day function as a
museum, an educational facility, offices for another anchor tenant, or as a site for any future programming needs. In the future, both the Ballroom and the Carriage house will be fully
equipped for audio-visual presentations, video-conferencing, and technology supported learning.
Bozeman’s Newest City Park
Finally, The Story Mansion grounds are a declared City Park, and will remain accessible to the public, but also can be reserved for large events. (See Appendix E: Story Mansion Park
Site Map, page 53.) The vision for the landscape design includes a Private Garden on the South side of The Story Mansion for intimate gatherings, a large open space on the North side
suitable for recreational space and tented functions, and a privacy screen surrounding the parking area for the protection of the neighbors to the West. (See Appendix F: Proposed Landscape
Design, page 54.) The parking lot on the West side of The Story will provide spaces for up to 22 cars, and parking for an additional 13 vehicles available on the Mansion’s immediate
block. (City Planning staff has determined that a total of 44 spaces are needed to comply with current ordinances, leaving the Mansion with a shortage of 9 spaces. Given the location
of a Streamline bus stop in close proximity, City Planning staff indicate that the 9 space deviation is non-critical.) Of course, many event planners will prefer to take advantage
of hotel shuttles, private coach services, and the Streamline bus to bring event attendees to The Story.
A Community Gathering Place: The Services
The Story Mansion stands as a unique and highly marketable site for public and private functions in Bozeman. There exists a demonstrable need in the Gallatin Valley for a gathering
space that provides not only adequate services for meetings, workshops, presentations, and private parties, but also a gracious and elegant setting in close proximity to Montana State
University and the Main Street business district. The Story Mansion meets all of these requirements, and is also accessible to the public via Bozeman’s Streamline bus service.
The 2,000 square foot Main floor, which will be the first of The Story Mansion’s levels to be opened for rental, has the capacity to accommodate standing room for 326 people. (See Appendix
G: Main Floor Occupancy Calculations, page 55.) The Main Floor includes the Reception Entry, Library, Drawing Room, Dining Room, Solarium, Office, Wraparound Porch, and Catering Kitchen,
and is to be furnished in a period-appropriate style. The on-site catering kitchen allows for further flexibility in the types of gatherings that The Story Mansion can attract. In
this early stage, the services offered will be limited to space rental, but as interest in The Story Mansion grows, services can be expanded to include offerings as diverse as educational
programming celebrating the cultures and communities of the American West, intense workshops for professional artists and writers,
or historic preservation seminars.
Space rental at The Story Mansion is reasonably priced at or below market rates when taking into account the capacity, ambience, and ideal location of the Mansion, as well as the public
need. The City of Bozeman Parks and Recreation Department and The Friends arrived at the following rental rates after extensive discussion, though they may be amended in the future.
The rates for both Mansion rental and Grounds rental have been approved by the Bozeman City Commission, and are in force through January, 2011.
Story Mansion Rental Rates (Effective through January 2011)
MANSION RENTAL
FULL DAY PEAK
Friday-Sunday and Holidays
FULL DAY
OFF-PEAK
Monday-Thursday
HALF DAY PEAK
Friday-Sunday and Holidays
HALF DAY
OFF-PEAK
Monday-Thursday
Entire First Floor, including The Grounds
$ 1,700
$ 850
$ 850
$ 425
Entire First Floor, without Kitchen
$ 1,400
$ 700
$ 700
$ 350
Kitchen Only
$ 300
$ 150
$ 150
$ 75
Library Only
$ 15 per hour
$ 15 per hour
$ 15 per hour
$ 15 per hour
Non-City Residents pay an additional 20%.
City of Bozeman, Friends of The Story, and uses beneficial to The Story Mansion and grounds are run at no charge.
Other government entities, non-profit organizations, and educational institutions: 50% off.
Cleaning and Damage Deposit is 50% of the rental fee, due at the time of reservation. Damages and cleaning will be deducted from deposit. Cancellations must be received a minimum of
60 days prior to event for a full refund.
Full Day is 9am-9pm for outdoor events, 9am-10pm for indoor events.
Half Day is from 9am-3pm or 4pm-10pm.
Holidays for computing rates are New Years Eve, New Years Day, Memorial Day, July 4, Labor Day, Halloween, Christmas Eve, Christmas Day.
No set up or staff provided. Clean up is the responsibility of the renter and must be completed at the conclusion of event.
A security guard is required for events where alcohol is served to over 75 people.
Story Grounds Rental Rates (Effective through January 2011)
The park-like Grounds are also available for public rental, and will be administered in the same manner as other City parks, with the same rules and restrictions. The Grounds can host
up to 300 people.
GROUNDS RENTAL
Up to 75 people
More than 75 people
Rental Period:
8am - 2pm or 2:30 - 9pm
$ 300 per time slot
Additional $ 2 per person
Groups of 75 people or more require a public assembly permit, and will be charged a deposit in the amount equal to the fee paid.
There will be deductions from the deposit for any violation of municipal code or conditions set forth with the approval of the event.
A security guard is required for events where alcohol is served to over 75 people.
Marketing and Sales Strategy
With nationally recognized companies such as Right Now Technologies, Zoot Enterprises, and Heartland Merchant Services already headquartered in the Gallatin Valley, Bozeman is uniquely
positioned among Montana’s cities as a high-tech Mecca. Bozeman’s proximity to Big Sky and Yellowstone National Park puts The Story Mansion in good stead to capture the “in town” portion
of the many corporate retreats that are booked in the region year round. In addition, Montana’s increasingly high profile as a site for destination events will be an enormous selling
point in marketing The Story Mansion for private events. The summer of 2010 marks The Story Mansion Centennial, and the celebration of this milestone will spark local and national
interest in the Mansion, and in other historic, cultural, education and business ventures in Bozeman.
Marketing Goals
The Friends has developed a multi-tiered Marketing Strategy to achieve the following short-term and long-term objectives:
GENERATE AWARENESS and interest in The Story as a facility for public and private events.
CREATE SUPPORT for the project in the Bozeman community and among its business leaders.
BUILD THE MEMBERSHIP rolls to create a self-sustaining organization.
Identify and SECURE LEAD DONORS.
Identify and SECURE GRANTS from Foundations, Trust, and Government sources.
It is essential for The Friends to clearly communicate the organization’s mission; broadcast the Mansion’s immediate availability as a community gathering-place; demonstrate the Mansion’s
potential an income-generator for the City; and create programming to establish the Mansion as a vital element of Bozeman’s cultural heritage.
Find Friends Online
The core of the Marketing Strategy will be focused on the electronic media. A well-
designed and interactive website (www.friendsofthestory.org), a presence on Facebook,
My Space, Twitter and other social networking sites, and listings on the many Bozeman-based business and travel websites will be the first tier of the Marketing effort. The Story Mansion
is featured on the City of Bozeman website (www.bozeman.net), which celebrates the Mansion as “One of Bozeman’s Finest Historical Monuments,” and offers information about tours, reservations,
and the newly established Story Mansion Construction Fund.
Read All About It
The Friends will be heavily marketing The Story Mansion in Montana by distributing a broad range of written communications. Regular press releases placed in the Bozeman Daily Chronicle
will inform the local community of The Friends activities. The comprehensive Business Plan will be available for review by potential donors, granting organizations, and business leaders.
Brochures detailing membership opportunities, rental rates and amenities, and naming opportunities for major donors are being planned, and will be distributed by the Bozeman and Montana
Chambers of Commerce, as well as through The Downtown Bozeman Partnership.
Membership in these groups will give The Friends access to local and statewide contact lists for email marketing. Promotional flyers will also be emailed nationwide to a research-generated
contact list of corporations, universities, professional associations, event planners and other potential Mansion users. (See Appendix H: Communications Tactics, page 56.) As additional
marketing funds are generated, print ads will be strategically placed in magazines that promote Montana as a destination and a lifestyle, including The Montana Quarterly, Montana Magazine,
and Outside Montana. In the future, as funds are available and as subsequent phases of renovation are completed, advertising will be placed in a select group of trade journals reach
decision-makers in the event planning and corporate retreat industries.
Sharing The Story
The Initial Board has created a Power Point presentation designed to educate citizens about the City’s decision to purchase the Mansion, the important chapter in Montana history that
the Mansion represents, and the wonderful opportunities for community enrichment that will soon take place in this city park in the heart of Bozeman. In the fall of 2009, the Outreach
Committee will schedule presentations for business leaders, service
groups, and educational organizations, to share with them the successful preservation efforts to date, and to broadcast the Mansion’s immediate availability. Enlisting the support of
the Bozeman Area Chamber of Commerce, the Downtown Bozeman Partnership, Montana State University, and the Montana Convention and Visitors Bureau, to name a few, will greatly enhance
the profile of the project and lay the groundwork for its successful adoption as a part of the community.
Thanks to the devoted volunteer base that makes up the backbone of the organization, The Friends will also rely on word-of-mouth to broadcast the availability of The Story Mansion to
Bozeman and the surrounding communities. This strategy has already borne fruit, and in addition to The Friends activities, an increasing number of events are booked at The Story for
2009 and into 2010.
Market Research
Friends of The Story, Inc., is working steadfastly to ensure that the business strategies proposed here are based on sound market research. The Friends and their representatives have
spoken with many of Bozeman’s event planners, venue managers, business owners, and community members (See Appendix I: Market Research Pull Quotes, page 57.) with the following conclusions
drawn:
Making an Impression
The Story Mansion will serve as a distinctive community center and event space, singular in its location, ambience, and particular amenities. As a physical structure, it is absolutely
irreplaceable. There is some consensus that The Story will not directly compete with existing venues, but will offer a much needed additional space for business and community events
in the downtown historic district, where there is a notable lack of such space.
As a gracious residential venue, The Story’s urban setting, catering-only kitchen, limited hours of operation, and lack of overnight accommodations place it in a category of its own,
without any exactly comparable venues in the valley. There is some worry in the community that a city-subsidized space like The Story might unfairly compete with private enterprise
or with The Emerson Cultural Center, whose mission overlaps with The Story’s. As a venue for small meetings and conferences, many welcome The Story as an entry in a field of limited
options. Some were not in favor of the city’s purchase of The Story, and wonder whether it would be better to turn it over to a private owner or business. Many predict that its future
success as a community center will be an asset to the immediate neighborhood and will mesh with the city’s economic interests.
A Growing Population
Recent estimates place the population of Bozeman at nearly 38,000, and Gallatin County at 87,000. These numbers reflect a population increase for both the city and county of approximately
27% since the year 2000. The residents of Bozeman and Gallatin County are a highly educated work force, with 49.5% of city dwellers and 41% of county dwellers having earned a bachelor’s
degree or higher, as compared to 24.4% nationwide. Visitation to the area has also grown over the past decade, with commercial passenger traffic at Gallatin Field steadily increasing
to over 700,000 boardings and disembarkations in 2007, private jet traffic nearly tripling to 3156 landings in 2008, and collected lodging taxes soaring to 1.2 million dollars in 2007.
As a hub for tourism and home to an educated population, the Gallatin Valley is a magnet for new and growing businesses. Bozeman Chamber of Commerce membership is currently at 1244,
up 32% since 2000, and the most recent census puts the number of Gallatin Valley businesses at nearly 12,000.
A Thriving Marketplace
The need for conference space on or near Main Street has been identified in the City of Bozeman’s Revised Economic Development Plan as a priority need. The Plan stresses the need for
a large conference facility, capable of hosting events of 500 to 800 people. (Big Sky remains the closest regional venue for events of this size, hosting more than 200 meetings and
conferences per year, and there are heavily booked large-conference facilities in Billings and Missoula as well.)
Research has identified a need for small, flexible conference space near Main Street, as the majority of the small meeting space now available is in the commercial corridors North 7th
and North 19th Avenues. (The exception is the Emerson Cultural Center, which offers party and meeting space for groups numbering 400 and smaller.) The consistent upward trend in population
growth in southwestern Montana suggests that the meeting and convention market will continue to grow as well, creating additional demand.
As Phase II and Phase III renovations are completed at The Story, and state-of-the-art communications technology is installed, the Mansion will become an increasingly attractive site
for breakout meetings, small conferences, seminars and fund raising events, and for anchor tenants such as the MSU Humanities Institute. In the immediate future, however, rental space
at The Story Mansion and Grounds is most ideally suited for social
and community functions such as wedding, parties, picnics and reunions, small-scale meetings, and educational and cultural events for the public.
Destination Weddings
The growth in the regional wedding market over the past decade has been strong and steady. Gallatin County issued over 1200 marriage licenses in 2007, up from 978 the year before.
Interest in promotional events such as the Downtown Bozeman Bridal Walk has risen sharply this year, and wedding planners in Bozeman, Livingston and Big Sky report that they are fielding
more inquiries from around the country than in previous years. The rental shops report that July, August and September are their busiest months for wedding rentals, and many of the
wedding venues in and around the valley are booked two years in advance for Fridays and Saturdays in July and August.
Setting the Rates
There is concern that The Story’s current rate structure might undercut bookings at local venues. Two major points must be stated here to clarify the City’s position on rates:
Rental rates at The Story are for space only, with no amenities offered other than the graciousness of the Mansion and Grounds.
The current introductory rates will be re-evaluated in January 2011, after a full year of income and expense data becomes available and actual operation and management costs are determined.
(Known costs to date are for “cold storage,” with no active use at the Mansion since the City’s purchase in 2003.)
Some interviewed for this Plan felt that, for weddings, Mansion rental should be priced significantly higher that it is now, as high as $ 3,500 for the summer season (June-September)
and $ 2,500 for the off season (October-May). A rate structure of this kind would set The Story on a par with existing high-end venues in the valley, such as The Woodlands and Springhill
Pavilion, and would remove The Story from direct competition with venues such as the Holiday Inn, the GranTree and the Hilton Garden Inn, as they generally serve a lower priced market.
The appropriateness of rental rates for meetings and conventions at The Story Mansion are more difficult to assess, as the larger conference room spaces on the third floor of The Story
and in the Carriage House will not be available for use for several years. Whatever the future rates may be, The Friends suggest that a balance be met between establishing reasonable
fees that will guarantee public access and long-term tenancy, and generating sufficient revenue to operate and
maintain the Mansion. Return on the City’s initial investment to purchase and renovate the property is not within the Friends of the Story’s mission, and is beyond the scope of this
Business Plan.
Impacting the Neighbors
Many people voiced concern about the availability of adequate parking at The Story. Several event venues in the valley lack unlimited on-site parking, and event organizers are accustomed
to using hotel shuttles or for-hire busses to transport clients to event sites. Residents of the neighborhood around the Emerson Cultural Center report there to be few parking problems,
though Emerson events can attract up to 800 people. Parking can become an issue at the Emerson on evenings when both the Emerson and the Willson Auditorium are hosting events. Those
who were most concerned about parking near The Story welcomed accurate information about the building’s capacity and were in favor of placing a limitation on large-scale events such
as weddings, and in promoting the use of public transportation whenever possible.
Business Financials
Over the past 6 years, beginning with the purchase of The Story Mansion, the City of Bozeman has remained committed to the preservation and rehabilitation of this historic property,
exhaustively pursuing federal, state, and private funding opportunities to carry on the necessary work of stabilization and renovation. Below is a timeline of these successful efforts
to date:
Year
Funding Source
Funding Amount
Used For
Secured By
% of Total Funding
2003
City of Bozeman
$ 1.3 million
Purchase of The Story Mansion
Bozeman City Commission
36.2%
2004
Save America’s Treasures
$ 493,840 (the largest amount ever awarded by this organization)
First Floor Renovation
City of Bozeman Planning Department
13.8%
2006
U.S Department of Housing & Urban Development
$ 500,000
Exterior paint and stabilization for Mansion and Carriage House
Montana’s U.S. Senators Max Baucus and Conrad Burns
13.9%
2006
U.S Department of Housing & Urban Development
$ 400,000
Window replacement in Mansion and Carriage House
Montana’s U.S. Senators Max Baucus and Conrad Burns
11.1%
2008
Wilder Foundation
$ 5,000
Historic Preservation
Mayor Kaaren Jacobson
0.1%
2008
City of Bozeman
$ 493,840
Save America’s Treasures Match - First Floor Renovation
City of Bozeman Planning Department
13.8%
2008
National Trust For Historic Preservation
$ 7,000
First Floor Renovation
City of Bozeman Planning Department
0.2%
2008
City of Bozeman
$ 391,222
First Floor Renovation Construction Overage
Bozeman City Commission
10.9%
Total Secured as of June, 2009
$ 3,590,902
Friends of The Story calculates that 83% of total funding for current renovations at the Mansion has been met. The remaining balance, $391,222 or 17% of total renovation funding, is
targeted as due in January 2011. If the initial purchase price of the Mansion is included in these calculations, then the balance remaining represents just under 11% of the total project
funding.
Income Projections
Friends of The Story is partnering with the City of Bozeman to craft a usage plan for the Mansion that serves the residents of Montana; that is sensitive to the Mansion’s position within
a city park in the heart of an established residential district; that is in step with the needs of Bozeman’s business community; and that is financially feasible. (See Appendix J:
City of Bozeman Plan for The Story, page 58.)
The Friends conservatively estimate that the Mansion will become an income-generating entity for the City of Bozeman within its first full year of operation.
Projected Average Usage
Projected Usage
Year One - 2010
Year Two - 2011
Year Three - 2012
Wedding Rental
(All Day Mansion, Grounds and Kitchen)
6 Peak
12 Peak
12 Peak
Large Party Rental
(All Day Mansion, Grounds and Kitchen)
6 Peak
6 Off-Peak
9 Peak
9 Off-Peak
12 Peak
12 Off-Peak
Large Meeting Rental
(Half Day Mansion and Kitchen)
4 Off-Peak
4 Non-Profit
6 Off-Peak
4 Non-Profit
8 Off-Peak
6 Non-Profit
Small Meeting Rental (Library)
2 hrs/week Peak
2 hrs/week Non-Profit
4 hrs/week Peak
4 hrs/week Non-Profit
6 hrs/week Peak
6 hrs/week Non-Profit
3-day Conference
(All Day Mansion, Grounds and Kitchen)
1 Off-Peak
1 Non-Profit
2 Off-Peak
1 Non-Profit
2 Off-Peak
2 Non-Profit
Grounds Rental
4 events
9 events
12 events
Projected Average Cash Flow
Cash Flow Projections have been calculated for the first three years of the Mansion’s operation, based on the projected usage. Usage and revenue projections are consistent with those
of other historic mansions in the region. Overhead costs are based on the City of Bozeman’s current estimates of the cost of utilities and on-going maintenance needs of the Mansion
and Grounds.
Projected Cash Flow
Year One - 2010
Year Two - 2011
Year Three - 2012
Estimated Income:
Wedding Rental
$ 10,200
$ 20,400
$ 20,400
Large Party Rental
15,300
22,950
30,600
Large Meeting Rental
2,550
3,400
4,675
Small Meeting Rental
2,340
4,680
7,020
3-day Conference
3,825
6,375
7,650
Grounds Rental
1,200
2,700
3,600
Anchor Tenant Rental *
0
0
24,000
Total Income
$ 35,415
$ 60,505
$ 97,945
Overhead: **
$ 28,000
$ 42,000
$ 54,000
Projected Cash Flow
$ 7,415
$ 18,505
$ 43,945
* Estimate. Actual anchor tenant rates to be determined by Bozeman City Commission at a future meeting.
** Estimate. Pending additional information from the City of Bozeman Parks and Recreation Department.
Financial Projections for Friends of The Story, Inc.
In order for fulfill its mission to preserve, rehabilitate and revitalize The Story Mansion, Friends of The Story, Inc. must itself stand on a firm financial footing. The Friends must
therefore not only raise money for the Mansion renovations, but also generate sufficient income to fund its own activities. Funding sources for The Friends organization include grants,
membership dues, events, merchandise sales, and in-kind donations. Expenses to date have included printing and postage for the membership solicitation, marketing for the Story Under
the Stars film series, and consulting fees associated with logo, development, branding, and fundraising.
Below is the Friends of The Story, Inc. Cash Flow Projection through June 30, 2010:
Projected Cash Flow
Cash Position
June 30, 2009
July 1 - December 31 ,2009
January 1 - June 30, 2010
Confidence
Revenue:
Special Events
$ 11,500
$ 2,000
80%
Individual Donations
2,000
2,000
80%
Corporate Grants
10,000
10,000
50%
Foundation Grants
150,000
50%
Membership Dues
7,000
10,000
80%
Merchandise Sales
300
300
80%
Total Revenue
$ 30,800
$ 174,300
Expenses:
Overhead
$ 200
$ 200
80%
Consulting Services
500
500
70%
Special Events
4,400
1,000
60%
Marketing
750
1,500
70%
Office Supplies
1,000
1,000
80%
Staff Salaries
10,000
10,000
80%
Contribution to City
135,000
50%
Total Expenses
$ 16,850
$ 149,200
Cash On Hand
$ 7,750
$ 13,950
$ 25,100
In-Kind Contributions
The Friends is staffed by a devoted corps of volunteers who bring professional experience in business, marketing, event planning and non-profit development to the organization. In addition
to the hundreds of hours of expert assistance provided by these volunteers, The Friends has benefited from in-kind donations made by individuals and businesses with a commitment to
furthering the project. The dollar value of these donations is estimated below:
In-Kind Contributions
Hours
Cash Value
Labor:
Special Events
350
$ 17,300
Business Plan
75
3,000
Marketing
125
4,935
Fundraising
60
2,235
Membership Drive
75
2,985
Legal
16
3,000
Accounting
7
1,000
Donations:
Printing
300
Furniture
5,000
Rugs
10,400
Event Sponsorships
8,650
Total Value of In-Kind Contributions
$ 58,805
Gap Analysis
The Friends of The Story Board has analyzed the skills and strengths of key volunteers, and has identified a need for additional fundraising expertise in order to achieve the Phase I
goal to raise $391,222 by January 2011. As The Friends marketing efforts expand and community interest in the project grows, the organization will be able to increase the depth of
its volunteer base and enlist a broader range of skilled professionals. Simultaneously, The Friends plans to search for a capacity-building grant that would enable the organization
to hire a staff member to manage development activities.
Skills and Attributes
Fund Raising
Management
Marketing
Public Relations
Budget and Finance
Amanda Drysdale
X
X
Jane Klockman
X
X
X
Dede Taylor
X
X
Ron Gompertz
X
X
X
X
Eleanor Roche
X
X
Kate Bryan
X
X
Robin Owen
Michelle Gantt
X
X
Fundraising Milestones
The future of The Story Mansion as an integral part of the Bozeman community is hinged to the success of three simultaneous planning efforts. First, The Friends must concentrate on
raising funds for the project within a narrow time frame. In 2009, The Bozeman City Commission set a deadline of January 2011 for the completion of Phase I fund raising, and Friends
of The Story is making every effort to assist in achieving this goal. Next, as the pace of fund raising increases, The Friends will be growing the organization through strategic hiring
and through the appointment of a permanent Board of Directors and Standing Committees. Last, as The Story Grounds and Mansion First Floor are fully renovated and available for lease
beginning in July 2009, it is essential that The Friends actively market The Story to the community as a vital and necessary addition to Bozeman’s cultural and educational scenes, an
engine for economic growth, and an attractive venue for potential renters. (See Appendix K: Friends of The Story, Inc. Organizational Chart, page 63.)
Ongoing Renovation
The renovation of The Mansion is well under way, and the Main Floor ready for occupancy, thanks to the generosity and foresight of the Bozeman City Commission and the various public
and private granting agencies that have contributed to the project. The Friends is also indebted to the many individuals who have contributed cash and in-kind donations to The Story,
and to the local businesses who have provided expertise, labor and equipment at reasonable rates.
Funding for The Story Mansion Renovations
Fundraising for the renovations at The Story Mansion is ongoing, with more than $1.4 million having been awarded to the project to date from various federal and private granting agencies.
Friends of The Story is working alongside the City of Bozeman to secure funding for all phases of renovation, and have identified and are pursuing several granting sources. The completion
and distribution of the Strategic Business Plan will be further advance the project.
The Mayor obtained a $5,000 donation from the Wilder Foundation towards Phase I renovations, contingent on the Mansion’s continuation as a public asset, so identified in the mission
of Friends of The Story, Inc. To accomplish Phase II fund raising, additional granting sources will be sought in partnership with the City, which remains the administrator of any renovation
funds. The Friends wish to help identify anchor tenants for the Mansion’s upper floors and Carriage House. To this end, The Friends suggest establishing a dialogue with MSU, whose
Humanities Institute and College of Letters and Science have expressed interest in occupying second floor offices and conference rooms at The Story, and can offer fund raising assistance
once they enter into rental contracts.
The City of Bozeman Finance Department has established The Story Mansion Construction Fund, and is publicizing the Fund on its website and accepting donations at City Hall. The City
of Bozeman Finance Department maintains thorough records of all monies it generates for The Story Mansion renovation project, and are responsible for the accurate and complete accounting
of those funds.
Funding for Friends of The Story, Inc.
The Initial Board of Directors and the Chair of the Fundraising Committee are currently creating a budget for The Friends organization reflecting anticipated income and expenditures
over the next three years. This budget conversation will include issues such as:
The maintenance of a balance sheet, detailing monthly income and expenses, and cash position.
Anticipated income its ongoing Membership Drive and the associated expenses.
Start-up organizational expenditures: Chamber membership, DBA membership, computer and accounting software purchases, etc.
Anticipated awards from grant applications.
Cash value of in-kind donations pledged and received to date.
The roles and responsibilities of individual Board Members in overseeing accounting and tax matters.
Salary estimates for future staffing needs; grant opportunities for increasing organizational capacity.
Contingency Plan.
Marketing Events Timeline
The following is a listing of marketing projects and their projected completion dates, and includes private events scheduled at The Story as of July 2009.
Date
Event
April
Story Mansion featured in Montana Preservation Alliance Newsletter
June
Logo and Letterhead Design completed
June
Direct Mail Membership Campaign
July
Phase I Renovation Scheduled for Completion
July 18
Mansion Booking: Private Party
July 24
Mansion Booking: Private Party
July 31
Grounds Booking: Family Reunion Picnic
August 9
Friends Event: Sweet Pea Historic Tours
August 13
Friends Event: Story Under the Stars Film Festival: Froggy Doo Reception
August 14
Friends Event: Story Under the Stars
Film Festival: “A Plumm Summer”
August 16
Mansion and Grounds Booking: Wedding
August 21
Friends Event: Story Under the Stars
Film Festival: “Butch Cassidy and the Sundance Kid”
August 28
Friends Event: Story Under the Stars
Film Festival: “The Adventures of Robin Hood”
September 4
Friends Event: Story Under the Stars
Film Festival: “Singin’ in the Rain”
September 9
Mansion and Grounds Booking: Wedding
October 19
SAE: 90th Reunion of MSU Chapter
October 31
SAE: Halloween Ghost Walk
December 6
Friends Event: Christmas Tea
Story Under the Stars Film Festival
The Friends of The Story and the Bozeman Film Festival are co-sponsoring the nation’s first solar-powered film series to build interest in The Story and Grounds in the community, and
to encourage use of the City’s newest park. The festival presents four movies on four consecutive Fridays in August, shown on a large outdoor screen on the Mansion grounds, and tours
of the Mansion will be offered to early arrivals. The series is free to the public. Free-will donations are earmarked for landscaping, benches, and other park amenities.
Story Mansion Centennial
A major event is being planned for 2010, The Story Mansion Centennial Celebration, which will spark substantial interest in the Mansion in Bozeman, the surrounding communities, and across
the nation. This event will highlight the vital preservation work being accomplished throughout the state, and will offer a congratulation to the local community for their successful
efforts to preserve our architectural heritage. The Celebration will introduce The Story as the newest attraction along “Bozeman’s Trail” of tourist venues.
Examples of Future Friends Events
The following is a projected timeline of community-based events programmed and hosted by Friends of The Story for educational outreach, community building, and to publicize the availability
of the Mansion to potential renters.
Month
Event
January
Solstice Celebration
February
Snow Sculpture on The Story Lawn
March
Old-Time Fiddle Competition
April
Nelson Story Birthday Bash
May
Friends of The Story Annual Board of Directors Meeting;
Mothers’ Day Tea
June
National Trails Day - Bozeman Trail History Celebration
July
Independence Day - Concerto on the Lawn and Watermelon Feed
August
Sweet Pea Festival Historic Tours;
Annual Gala Fund Raiser
September
Farm to School Agriculture Festival
October
MSU/SAE Homecoming Event; Halloween Ghost Walk
November
Story Family Turkey Pardon
December
Tree Lighting Ceremony and Luminaries
Operational Plan
Day-to-Day Operations
In purchasing The Story and declaring its grounds as a city park, the City of Bozeman has assumed responsibility for the day-to-day operation of the building and its grounds. Maintenance
and repair of the buildings and the surrounding parkland are accomplished through the Parks and Recreation Department. As with any public park, the City carries liability insurance
on the property and covers the costs of water and other utilities. The Parks and Recreation Department handles event scheduling at The Story. Funds for day-to-day operations and additional
staffing needs, such as cleaning crews and security personnel, are budgeted by the City of Bozeman and will be offset by rental fees and tenant leases.
Long-Term Operations
Over the next five years, The Friends plans to create a full curriculum of educational and cultural programs to be presented at The Story which will be publicized state-wide. The ongoing
search for a Development Coordinator and the January 2010 election of the permanent Board of Directors are key events in the successful execution of the long-term plan for The Story.
(See Appendix L: Development Coordinator Job Description, page 64.) Funds to implement the programming vision will come from the Friends of The Story Enterprise Fund, and a cultural
entrepreneur is currently being sought as a lead donor for that effort.
Memorandum of Understanding
An essential element in the success of The Story Mansion venture is the productive partnership between The Friends and the City of Bozeman. This relationship will be explicated fully
in a Memorandum of Understanding, currently being drafted by Friends of The Story for review by the City Attorney and the final draft to be approved by the Bozeman City Commission.
Guidelines for Use
The Story Mansion lies within the boundaries of a historic district and a residential neighborhood, and The Friends is committed to honest and open communication with the
residents of the district in order to ensure that events and programming at the Mansion are consistent with and sensitive to the needs of the neighbors. The Friends is forming a Use
and Oversight Committee, and with city staff will examine patterns of use at the Mansion during its first year of operation and craft a Guidelines for Use document that will help steer
future programming.
These Guidelines should include: a pledge to adhere to the requirements of R-1 zoning limiting use at The Story to events that have a community, cultural or educational focus; the limitation
of the number of weddings that can be booked at The Story; the designation of specific locations on the grounds for tents and musicians; limitation of the hours of operation at The
Story; a mechanism for addressing neighborhood concerns; and the designation of the decision-making bodies for issue resolution.
Challenges to Success
The Friends has identified several challenges to the success of this venture, which must be overcome in order to ensure a fruitful future:
Challenge: Community Support. While many in the Bozeman community and beyond hail the City’s courage and foresight in stepping in to preserve this threatened property, there are others
who feel that the purchase of the Mansion was an inappropriate use of City funds.
Solution: Outreach and Education. It is vital for The Friends to reach out to the community at large; educate people about the importance of historic preservation in general and the
power of the Mansion as a historic icon; help people understand that a viable plan for the Mansion is being initiated; and counter the negative impression of the project that has taken
root in some quarters. To that end, The Board has created a Power Point presentation designed to educate citizens about the City’s decision to purchase the Mansion, the important chapter
in Montana history that the Mansion represents, and the wonderful opportunities for community enrichment that will soon take place in this city park in the heart of Bozeman. The Arts
Education Committee is scheduling presentations for business leaders, service groups, and educational organizations, to improve the public perception of the Mansion and to engage a
greater number of people in the preservation effort.
Challenge: Fund Raising. The Friends is assisting the City in raising nearly $400,000 by January 2011 to secure the Mansion for the future, and an estimated $1.75 million for the remainder
of the Mansion renovations. Additionally, The Friends must raise funds to cover its expenses associated with ongoing development, programming and marketing efforts.
Solution: Growing the Organization. Identifying a volunteer development professional willing to assist The Friends’ in their capital campaign is a priority, but improving the public
perception of the Mansion is also essential to the fund raising effort. It will not only help increase The Friends membership ranks, but will also allow The Friends to draw on the
enormous pool of talent that exists in the Bozeman community. By harnessing the energy of a greater number of volunteers, The Friends will be able to pursue a wider range of funding
opportunities, and granters are more likely to fund a project that can demonstrate deep public support within the community.
Challenge: The Relationship with the City. The Friends and the City of Bozeman must work closely and productively together to create and manage The Story Mansion as a community center
and park. The exact nature of that relationship has yet to be finalized.
Solution: Memorandum of Understanding. The Friends has drafted a Memorandum of Understanding identifying needs and issues that may require further legal clarification. The draft will
be presented first to the City Manager for response and suggestions, with the intention of creating a final version that will enumerate each party’s rights and responsibilities going
forward. The Friends is committed to full cooperation with the City, and are actively soliciting the City’s input regarding their vision for the Mansion and its role in community life.
The Friends hopes that this discussion and the resulting document will clearly state the objectives of both parties, ensure The Friends’ and the City’s visions are in harmony, and
form a solid basis for the partnership into the future.
Conclusion
In this Strategic Business Plan, Friends of The Story, Inc., has demonstrated the viability of it mission to preserve and rehabilitate The Story Mansion as a thriving community center
and economic resource for the City of Bozeman, and celebrates the launch of The Story as a valuable City amenity. Once regarded as a “green elephant,” The Story has passed from near-abandonment
into active use, and this living example of Bozeman’s pioneer heritage is poised to become a vital part of the recreational and cultural life of southwest Montana.
The Story Mansion purchase and renovation has garnered support at the local, state and federal level, with nearly 90% of the funding already in place for the completion of the Phase
I renovations. The Friends marketing strategy is bearing fruit, with public events at The Story drawing increasing participation, and private and corporate bookings rising steadily.
The Friends recognize that the hard work of City staff members has been instrumental in the success of the project so far, and looks forward to a continued productive working relationship
with the City.
But challenges remain, and The Friends recognizes the need to build its fundraising capacity, significantly enlarge its working staff, and increase its membership rolls. By developing
opportunities for growth as an organization, The Friends can more effectively raise awareness of the preservation project, and can more swiftly achieve fundraising milestones.
Thank you for taking the time to review this Business Plan. Please direct your comments and questions to these Friends of The Story Initial Board members:
Jane Klockman, President jane713@bridgeband.com
Dede Taylor, Secretary dedectaylor@gmail.com
Amanda Drysdale amanda_drysdale@yahoo.com
Acknowledgements
City of Bozeman & City Commission
Friends of the Story, Inc. wishes to formally acknowledge the City of Bozeman and the Bozeman City Commission for taking bold, decisive steps to ensure the preservation and rehabilitation
of the Mansion as a public space that will greatly enhance the economic, social and cultural identity of Bozeman and the Northern Rockies. Thanks also to the Bozeman city staff for
ongoing dedication to the maintenance of The Story and for ably assisting The Friends in the pursuit of preservation funds.
SCORE
The Friends offers sincere thanks to the Bozeman chapter of SCORE (Service Corps of Retired Executives) for valuable guidance in the development of this Plan. The members of SCORE’s
Friends of The Story Mansion committee generously offered their expertise and talent to this project: Fred Bradford, Thomas Egelhoff, Paul Gianas, Don Leuschen, Karen Vinton, and Al
Wagner.
Professional Services
The following professionals have donated time and expertise to forward the work of The Friends, and we thank them: Friends Committee members Erin Andersen, Stephanie Breen, Kate Bryan,
Jennifer Coleman, Billy Costigen, Elizabeth Darrow, Michelle Gantt, Ron Gompertz, Mark Hufstetler, Diane Leuschen, Lisa McGrory, Meta Newhouse, Robin Owen, Valerie Schaefer, Jodi Rasker,
Ray Rasker, Eleanor Roche, Steve Tanner, Caroline Woods.
Renovation Designers, Contractors and Subcontractors
The Friends recognize the architectural design and contracting team who so thoughtfully planned and guided the renovation of the Story Mansion. The companies include:
R & R Taylor Construction, Inc. (Construction Manager) * Comma-Q Architecture, Inc. (Architect) * Thomas Dean & Hoskins, Inc. (Civil Engineer) * MKK Engineering, Inc. (Mechanical/Plumbing/Elect
rical Engineer) * Morrison-Maierle Engineering (Structural Engineer) * Sprinkler Technology Design, Inc. (Fire Protection Engineer)
The following subcontractors applied their professional skills, expertise and experience to the beautiful renovation of the Mansion:
Big Sky Stained Glass Art Inc. * Fire Protection Services * Great Western Insulation * Matzinger Electric * J&V Restaurant Supply * Montana Structural Concrete
* Rich’s Flooring * Suce Creek Construction * Traditional Finishes * Peak Painting * Lone Mountain Paper & Paint * Valley Glass and Windows * Walker Excavation
* Williams Plumbing & Heating
Appendix A: Potential Users of The Story Mansion
The following is a list of potential users of The Story Mansion, compiled by city staff:
Ground Floor:
Public policy conferences
Small conferences
Concerts, recitals, lecture series
Meeting space for any group
Holiday parties, picnics, family reunions
Club functions
Catered dinners for visiting dignitaries, hosted by MSU, Chamber of Commerce, etc.
Historical tours
Weddings
Shared use with second floor anchor tenants
Fundraising events
Second Floor:
Office space for anchor tenants
Shared conference space
Third Floor:
Ballroom space for larger conferences
Concerts, dance classes
Social events
Larger meetings
Storage
Carriage House:
First Floor:
Offices
Meetings
Conferences
Parties
Recreation programs for young children
Second Floor:
Artistic performances
Art exhibitions
Meetings
The Grounds:
Outdoor weddings, parties and reunions, picnics
Concerts
Shakespeare in the Park
Recreation Programs
Appendix B: Architect’s Estimate, Construction Phase I - Page 1 of 4
Appendix B: Architect’s Estimate, Construction Phase I - Page 2 of 4
Appendix B: Architect’s Estimate, Construction Phase I - Page 3 of 4
Appendix B: Architect’s Estimate, Construction Phase I - Page 4 of 4
Appendix C: Architect’s Estimate – Construction Phase II
Appendix D: Story Mansion Floor Plans – Page 1 of 2
Appendix D: Story Mansion Floor Plans – Page 2 of 2
Appendix E: Story Mansion Park Site Map
Appendix F: Proposed Landscape Design
Appendix G: Story Mansion Main Floor Occupancy Calculations
Story Mansion Occupancy (Main Floor only)
Room
Square Footage
Standing Room
Classroom Style (Chairs Only)
Sit-down Dinners (Tables and Chairs
Foyer
286 sq. ft.
57
40
19
Dining Room
414 sq. ft.
82
59
27
Living Room
480 sq. ft.
96
68
32
Library
242 sq. ft.
48
34
Office
140 sq. ft.
N/A
Kitchen
221 sq. ft.
N/A
Entry
216 sq. ft.
43
TOTALS
2,000 sq. ft.
326 max.
201 max.
78 max.
Standing Room: 5 square feet per person load factor
Classroom Style: 7 square feet per person load factor with chairs included
Sit-down Dinners: 15 square feet per person load factor with tables and chairs included
Appendix H: Communications Tactics
Media
Focus and Emphasis
Business Plan
Strategic document serves as a “road map” for project success, builds community credibility, supports major funding and donor appeal solicitations.
Website & SEO
www.friendsofthestory.org Educate the public about The Story Mansion project by 1) sharing information about The Story Mansion 2) providing online opportunity to increase membership
support and 3) publicize events at The Story and 4) links the City of Bozeman Website (www.bozeman.net) for scheduling, current rates and updates on construction funding.
Direct Marketing
Direct marketing to wedding planners and referral partners (wedding photographers, caterers, hotels needing supplemental space for evening events, area companies, MSU departments, etc.).
Major Media Press (*FOSM and rental space)
Press releases and press contact information about Friends of The Story, Inc, and The Mansion to be made available online. Regular press releases to contacts in the major media markets
(e.g., Bozeman Chronicle, Area/Regional, Television Stations Radio Stations). Pitch articles about the Story renovation to local, state and regional magazines (e.g., Montana Magazine,
Montana Quarterly, Big Sky Journal).
Membership Brochure (PDF)
Simple tri-fold brochure (printed and online PDF download) that outlines the levels of membership and related benefits.
Social Media
Establish online presence at Facebook, MySpace, and Linked In. Create an Story Mansion online community page via www.ning.com. Encourage members to post Story Mansion updates on Twitter.
Video & Multimedia
Planned video productions include a video about the history and significance of The Story Mansion to Bozeman; a virtual tour of The Story facility; an interactive, flash-based floor
plan for the website with rollovers listing features, capacity, uses.
Donor Packet
Printed promotional piece targeting major donors, for use by the Board in direct appeals.
Grant Proposal Template
Structured proposal that can be modified for a variety of government/foundation/trust grants applications.
Rental Space Brochure
Simple tri-fold brochure (printed and online PDF download) that outlines the spaces available, rental rates and directs booking inquiries.
Rental Lists & Networking
Identify free-distribution mailing lists associated with weddings and meetings/conferences. Network with event planners, entertainment booking agents, area nonprofits. Pursue listings
on free state business listing sites (e.g., Dept. of Tourism).
Group Membership & Associations
Join Bozeman Chamber of Commerce, Bozeman Convention & Visitor’s Bureau, Montana Tourism Association, Montana Meeting Planner’s Association, Downtown Bozeman Partnership. Host events
for these groups at discounted rates. Use these groups’ distribution lists to market The Story.
Email Marketing
Distribute monthly e-mail newsletter and periodic event announcements to members, media contacts, business contacts.
Local Niche Press (& Calendars)
Identify niche print and online media (Bozeman Magazine, The Bozone, Lively Times, ThisIsBozeman.com, Bozeman Talks, Bozeman Online, Montana Business Journal, Western Business News,
Montana Magazine, Big Sky Journal) for inclusion in listings and calendars.
Magazine Advertising
Place print ads in select magazines promoting Bozeman and The Story as a tourism destination. Place print ads in selected trade journals to access decision makers in the event planning
and corporate retreat industries.
Appendix I: Market Research Pull Quotes
The restoration of the Moss Mansion proved to be a huge benefit for the City of Billings. Like the ripples from a stone thrown in a pond, property values all around the Moss began to
increase when the mansion was saved. (Joyce Mayer, Director, Moss Mansion)
I know I can book weddings at The Story Mansion. It’s a great backdrop for all kinds of elegant events, and I think you could charge a premium price for it. (Katalin Green, Katalin
Green Event Design)
My company does rentals for about 75 weddings a year, and I’m sure that there would be a lot of interest in The Story Mansion as a great in-town wedding site. (Kristin Spencer, Thompson’s
Rental Shop)
I worked the Bridal Fair this year, and we handed out 185 informational packets, and there were lots of brides who had to leave without one. (Bob Furu, Bozeman Daily Chronicle)
There is a lack of conferencing space options within easy distance of Main Street, so I don’t see The Story Mansion cutting in to private enterprise, because it’s offering something
necessary that doesn’t exist right now. (Robin Ehrlenbush, Broker/Owner, ERA Realty)
Bozeman really needs a place to host smaller meetings and conferences in the heart of downtown, as an alternative to what’s available on 7th and 19th. (Gary Bloomer, Director of Client
Development, Tech Ranch)
Our meeting bookings are down this year due to the recession, and rather than booking four small meetings a year, our clients are now opting for a single large annual meeting. Many
clients look for an additional location to hold catered evening sessions, and The Mansion might be great for that, once it’s outfitted with appropriate A/V equipment. (Marissa Schoepp,
Director of Sales, Wingate Inn.)
I’m concerned that The Story could potentially devastate the Emerson. I think that once the Story Mansion is available for rental, we might see our bookings drop significantly. (Jeanne
Garrity, Executive Director, Emerson Cultural Center)
I’m not worried about The Story Mansion taking a whole bunch of business from me, but I am worried that the rates are so low. I can’t compete with a space that is priced way below market.
(Elsa Campbell, The Woodlands
I don’t know why the city didn’t let that law firm buy the Mansion. They would have been good stewards of the property, too. (Meg Sullivan, former neighbor)
Appendix J: City of Bozeman Plan for The Story, Page 1 of 5
Appendix J: City of Bozeman Plan for The Story, Page 2 of 5
Appendix J: City of Bozeman Plan for The Story, Page 3 of 5
Appendix J: City of Bozeman Plan for The Story, Page 4 of 5
Appendix J: City of Bozeman Plan for The Story, Page 5 of 5
Appendix K: Friends of The Story, Inc. Organizational Chart
Friends of The Story Organizational Chart
Appendix L: Development Director Job Description
DEVELOPMENT CONSULTANT OR COORDINATOR
Friends of the Story Mansion, a Bozeman, Montana based 501(c)3 of the Internal Revenue Code, formed in 2008, seek a development professional. The person selected for this position
will telecommunicate (from home) and work with an active board of directors and members of Friends of the Story Mansion team.
Growth-track Position: Friends of the Story Mansion seek a person with vision for the potential scope of the position, but cognizant of the challenge of funding the position during
this first year of operation. Options include a stipend plus travel expenses or an hourly consulting fee until strategy is operational. During this Phase 1 start-up, the person in
the position could apply for grants covering salary and travel costs as overhead expenses of Friends of the Story Mansion.
Professional Requirements: A candidate should have experience in development of a non-profit organization; have strong written and oral communication skill; working knowledge of Word,
Excel and Power Point; proven ability to multi-task. Professional skills must be paired with passion about communicating vision for use of the city-owned historic T. B Story Mansion
as a community center in keeping with the mission of the Friends of the Story Mansion. The candidate should live in the Bozeman area. (attached are Vision and Mission statements)
Development Duties:
• Coordinate the development of a multi-year fund raising plan
• Develop, prepare and submit proposals for grants to support the completion of renovation of the first floor of the mansion as a community center.
• Cultivate, expand, and manage donor and funding base.
• Maintain the current strategic partnership with City of Bozeman professional staff and the City Commission.
• Cultivate partnerships (i.e. Montana State University, Downtown Business Partners) that are of mutual advantage and benefit the community at large.
• Provide periodic reports to funders
Online Fundraising Duties
• Develop online communications with state and national historic preservation organizations and private foundations
• Engage use of social media (e.g. Facebook) and research approaches to the e-solicitation for use of mansion facilities ; meetings and events.
Contact: www.friendsofthestory.org • friendsofthestorymansion@yahoo.com
P.O. Box 6767, Bozeman, MT 59771