Loading...
HomeMy WebLinkAboutMemo - Mail Packet - 9/8/2020 - Memorandum From Michelle Provaznik Re: The Gardens Of Spring Creek Admissions Overview & Garden Of Lights Updat Memorandum Date: September 1, 2020 TO: Mayor and City Councilmembers FROM: Michelle Provaznik, The Gardens on Spring Creek Executive Director THROUGH: Darin Atteberry, City Manager Kelly DiMartino, Deputy City Manager John Stokes, Interim Community Services Area Director Jim McDonald, Cultural Services Director RE: The Gardens on Spring Creek Admissions Overview & Garden of Lights Update Overview: During last year’s Garden of Lights (GOL) event, several questions were raised regarding the transition to charging admission for this event. In preparation for the 2020 event, staff felt it would be helpful to provide an overview of the overall admissions and membership program and equity and access program that was implemented after expansion and re-opening in November 2019, as well as an update on planned changes to the GOL event. Additionally, this memo provides a brief update on adjustments The Gardens on Spring Creek (The Gardens) have made in response to COVID impacts. Background: Prior to launching the capital campaign to complete the Gardens, an internal feasibility study was completed and modelled after a similar study by the Fort Collins Museum of Discovery. Botanic gardens across the region were surveyed regarding admissions and memberships, number of staff, overall budgets, size of the facility and programs offered. This information was used to formulate a basic business and revenue plan for future operations and in negotiations with the Butterfly Pavilion for Butterfly House operations. Admissions make up 20% of The Gardens operational budget. During the Gardens closure in 2019, Gardens staff developed the new admissions program and worked with Friends of the Gardens board members to develop a new membership program. Benchmarking was done with 11 cultural organizations across the front range, state and region including Denver Botanic Garden, Cheyenne Mountain Zoo, Fort Collins Museum of Discovery, Butterfly Pavilion and other specific gardens from Colorado, Utah, Idaho, New Mexico and Arizona. Based upon that research, admission rates were determined. Admission to the Gardens is less than all benchmarked Front Range cultural institutions. DocuSign Envelope ID: 00943AB5-1B7F-40C9-B305-977406DF2264 Organization Adult Senior Child Cheyenne Mountain Zoo $19.75 $17.75 $14.75 Denver Botanic Gardens $15.00 $11.50 $11.00 Fort Collins Museum of Discovery $12.50 $9.50 $9.00 Butterly Pavilion $12.00 $10.00 $8.00 Gardens on Spring Creek $11.00 $9.00 $8.00 In addition to the admissions research, the agreement with the Butterfly Pavilion was considered. The Gardens pays a flat fee (starting at $185,000 in 2020 and going up 2% per year) and 10% of each paid admission to Butterfly Pavilion. The flat fee pays the hard costs butterfly operations , including 2.5 FTE, within the house and the percentage of admissions is an incentive so that both parties have a vested interest in ensuring a quality guest experience. Similar to last year, The Gardens will offer winter admission rates and hours: ½ price admission during December – February and hours 10am – 4pm, Sunday – through Saturday. Admission rates were used to inform membership rates which ha d not increased since the Gardens opened in 2004. A general rule of thumb is that membership prices cover 2-2.5 visits. The rates are: Individual $50 Individual Plus $65 Family $90 Contributing $90 Benefits include free admission, discounts on classes and in the gift shop, member-only events, free admission to over 300 gardens around the country and passes to Garden of Lights. Memberships are a key element of the City’s financial partnership with the Friends of the Gardens on Spring Creek non - profit organization. Member households in the last 6 months have increased from 600 to over 2,200 households. Simultaneous to opening with a new admission policy, The Gardens launched the “Gardens for All” program, a multi-faceted equity and access program designed to ensure accessibility to everyone in the community regardless of economic or physical barrier s. The program offers a variety of offerings and is modeled on a successful initiative developed by the Fort Collins Museum of Discovery. Partners include: Foothills Gateway, Healing Warriors, Partners Mentoring Youth, Respite Care, Summitstone, Larimer Co Workforce, ChildSafe, Dementia-Friendly Community of Northern Colorado, Ramsstrength, Foster & Adoptive Families, La Familia, Alternatives to Violence, Alliance for Suicide Prevention and Poudre School District. Since January, and while the Gardens has been able to be open, 985 guests have utilized the Gardens for All program to visit the facility or participate in a program. More information about Gardens for All is attached. Garden of Lights (GOL) In 2019, admission to GOL was instituted for the first time. Gardens staff benchmarked GOL pricing to other similar event on the Front Range. For example, costs for 2 adults and 4 children to attend similar events is provided below: DocuSign Envelope ID: 00943AB5-1B7F-40C9-B305-977406DF2264 Denver Botanic Gardens Blossoms of Lights - $102 Denver Zoo Lights - $100 Star Wars at Bistro theatre - $82.50 Fort Collins Museum of Discovery admission with gamechanger exhibit - $74 Denver Art Museum Monet exhibit - $74 Gardens on Spring Creek Garden of Lights - $54 Even with the addition of admission, GOL had a very successful season attracting over 17,000 visitors including 388 individuals who attended GOL free of charge through the Gardens for All program, though it has started a few weeks earlier. Over the years, GOL has ranked as one of the top light shows in the state of Colorado and has helped make The Gardens a regional draw. By charging admission, for the first time it was possible to track where visitors are from. The Zip Code report showed that 35% came from outside of Fort Collins with 26 states represented. GOL 2020: Based upon 2019 learnings, the following admission structure has been developed for GOL 2020: Public: Members: $10/GA 12+ $8/adults $5/kids 5-11 $4/kids 5-11 4 & under are free 4 & under are 2 free tickets will be honored for 2020 This fee structure includes a decrease in ticket prices and more children will be allowed for free due to raising the age from 2 years to 4 years for children. In addition, The Gardens plans to work with our Gardens for All community partners, to host a free night – directly reaching community members who might not currently have the ability to attend. COVID-19 Impacts Since re-opening on June 2nd, The Gardens has implemented many changes to ensure compliance with Larimer County COVID guidelines. This includes: • Facility capacity restrictions limiting the number of people on-site at any given time to ensure social distancing. Capacity restrictions have a direct, negative budgetary impact. • All tickets must be bought on-line prior to arrival. Member tickets must also be reserved ahead of time. This minimizes contact and time in The Gardens lobby, while assisting with the mandatory ability to contact trace. • For events specifically, a new entrance point has been developed and is separate from the exit. Both points will be monitored by staff and volunteers. In addition, The Gardens staff, Friends Board and volunteers have worked hard to modify events and programs during this time with the goal of providing mission-oriented programs, generate revenue and giving our community a safe sense of “normal”. Some highlights include: DocuSign Envelope ID: 00943AB5-1B7F-40C9-B305-977406DF2264 • The most successful Spring Plant Sale ever done online with curbside pick-up generating $118,000 in sales. • Virtual field trips and “Camp-in-a-Box" during spring followed by in-person summer Camp. New on-site fall youth programs have been created and are selling out. • Virtual adult classes which are now hybrid programs. • Yoga and Tai Chi on the Great Lawn. • Numerous weddings and outdoor meetings held on-site. • Date Night at the Gardens, a Friends fundraiser, has sold out for 4 nights (in place of one large event). • Symphony at the Gardens – a collaboration with the Symphony and Lincoln Center to bring live music to our community. Summary Despite COVID impacts, the reopening of The Gardens has been successful with increased memberships, steady visitation and revised programming. The Gardens has received many positive comments and statements of gratitude from community members. Staff will continue to focus on implementing Gardens for All, and look forward to a successful 2020 GOL. Please let us know if you have further questions. DocuSign Envelope ID: 00943AB5-1B7F-40C9-B305-977406DF2264 Gardens for All is a multi-faceted equity and access program to ensure everyone in our community has access to the benefits and experiences available at The Gardens on Spring Creek. Gardens for All is primarily grant and donor funded with some additional support provided by the City of Fort Collins. Gardens for All is available to the community in the following ways: Admission Programs • Ability Pass: For disabled visitors that require caregivers, there is a $3 admission for clients and caregivers are free. • SNAP Pass: Anyone that qualifies for SNAP benefits is eligible for $1 admission. Community Partnerships • Non-Profit Partners: The Gardens partners with local organizations serving community members experiencing hardship; financial, crisis, transitional or health, to develop access partnerships that meet the needs of their clients. Each partner’s needs are unique, but often passes or memberships are included. Passes cover regular admission to the Gardens and do not cover special events (except Garden of Lights), class discounts, rentals, or concerts. • Library Passes: Select libraries offer check-out day passes to The Gardens. Anyone with a library card can check out a family pass for regular daytime admission to The Gardens. • School Districts: The Gardens partners with local school districts to offer complimentary one-year family memberships to all families enrolled in Early Childhood Education. We also host two Early Head Start PACT nights where families can enjoy a special evening at The Gardens. • UC Health: A partnership with UC Health Fit Families on the Move offers reduced rate admission on Wednesdays through the summer and a special community event for participants in their summer program. Scholarships • Students who qualify for any federal/state assistance program or can express need, are eligible for up to $250 in scholarship funds for onsite programming during each calendar year. School Program Assistance • School program fees are offered at a reduced rate to normal youth admission. In addition, teachers and chaperones are free, if they meet the 1:5 ratio. • Public schools with at least 40% Free and Reduced Lunch, as reported by the Colorado or Wyoming Department of Education, are eligible for reduced program costs.