Interpretation and Education Program Business Plan: Helping People Enjoy, Care About, and Care for National Park

2006·5.7 MB·English

by  National Park Service

National Park Service
U.S. Departmentofthe Interior
Interpretation and Education Program
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Interpretation and Education Program
Business Plan
Helping People Enjoy,. Care About,
and Care for National Parks
Produced by
National Park Service
Education Council
Fall 2006
-U.S. Departmen^ofWw^njeri.br"
-Washington?DC ^2a' '
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Glassycalmwatersgivewaytoariotousroaratthe
BrinkofUpperYellowstoneFalls.Documentation
oftheGrandCanyonoftheYellowstoneby
photographerWilliamHenryJacksonandpainter
ThomasMoranin 1871 helpedleadtothe
establishmentofthenationalpark,photo©danng
2
Contents
Introduction 5 Personal Services Summary Services
Statement 37
9 - Kfc.-VS-T * Interpretive Media and Technology 38
I, Director's Foreword 7 Publications 38
Audiovisual Media 38
--. Internet Publications 39
? j 5 cecutive Summary 9 Interpretive Media and Technology
Summary Services Statement 39
Partnerships 40
ogram Overview 11 Volunteers in Parks 40
tabling Legislation 12 Cooperating Associations 41
ission Statements 1 Friends Groups 42
)04 NPS Inventory 12 Concessioners 42
Other Interpretation and Education
Partnerships 42
National Park System Map 14 PartnershipsSummaryServicesStatement 42
Interpretationand 21st-centuryRelevancy 43
Historical Context 17
Fund Source Analysis 17 Priorities and Strategies 45
Adjusted ONPS Budget 18 Interpretation and Education Priorities 45
Analysis of Real Growth 19 Specify Core Function 45
Visitation 23 Inventory and Data 45
Analysis of Expenditures 25 Leverage Partnership Relationships 46
OFS Analysis 25 Partners 46
Partner Credentialing 46
Volunteers in Parks 46
urrent Park Operations 29 Training 46
Overview 29 Peer Review Certification 47
Management and Administration 29 Evaluate l&E Effectiveness 47
Leadership and Organizational Study NPS Audiences 48
Effectiveness 29 Create l&E Technology Strategy 48
EffectiveTraining 29 Upgrade Interpretive Media to Meet 21st-
valuation 31 century Standards 48
banning 31 Informed Leadership 48
Management and Administration Fund Interpretive Planning 49
Summary Services Statement 32 Strategies for Increasing Non-Appropriated
Facilities 34 Funding and Resources 49
Visitor Centers, Contact Stations,
Education Centers, Learning Centers 34
Museum Exhibits 35 Appendices 51
Outdoor Exhibits and Interpretive Trails 35 Director's Orders 51
Concessions Facilities 35 l&E Business Plan Survey 52
Facilities Summary Services Statement 35
Personal Services 36 Glossary 54
Education Programs 36
Community Programs 36
Junior Ranger Programs 36 Acknowledgements 57
Hunting Arches
for
The National Park Service is pleased to present you
with the opportunity to research individual arches by
location, name, size, finder, and many more interesting
facts! This program was produced in cooperation
with the Natural Arch and Bridge Society and Arches
National Park.
'tidy will be Thisdatabasewasmadepossibleby
generousdonationofinformation
compiledbyDougTravers, oneofthe
mostdedicatedarchhuntersweknow.
Hewillinglygavethedataandhis
programstoyou, thevisitingpublic,
becauseofhisenthusiasmforthe
subject. StoneCanyonMediagranted
permissiontoDougandtotheNational
ParkServicetousetheirinformation.
LookmthebookstoreforaCDdatabase
youcantakehome.
The newvisitorcenteratArchesNationalPark
featuresfauxrockfins, interactivecomputer
programs,andafilmdevelopedinpartnership
withthe National ParkFoundationandDiscovery
Communications—allstateof-the-artinterpretive
elementsthathelpvisitorsenjoyeducationaland
meaningful parkexperiences.r;PSphoto
Introduction Education is not thefilling ofapail, but the lighting ofafire.
-William Butler Yeats
Thepurposeofbusinessplanninginthe National Park Serviceis Obtainingdatatoperformcredibleanalysisbased onbusiness
Interpretation &Education toimprovetheabilityofparks,regional offices,and Servicewide standardsalsoprovedchallenging,since no systematiccollection
ProgramBusinessPlan Objectives programstocommunicatemoreclearlytheirfinancial status ofprogram and mediaevaluation dataoccurstoassessoutcomes
withprincipal stakeholders.Abusiness plananswersthesetypes ofthe I&EProgramnationally. Similarly, significantgapsexist
ofquestions: Whatisthebusinessoftheprogram? Howmuch inthe quantitativeinformationcollectedannually.Thisbusiness
1. Provide an overview ofthe moneydoestheprogramneedtooperatewithinappropriate planprovidesimmediaterecommendationsforimproving
I&EProgram anda synopsis standards?Whatwouldbethebestfinancial investmentsto datacollection,aswell asastrategyforobtainingevaluation
ofitsfundinghistory. improve theprograminthefuture?Thisbusinessplanarticulates informationtofacilitatefinancialandprogram decision-making.
the National ParkService (NPS) responsibilities,operational
standards,and financialoutlookforthe national Interpretation TheNational ParkServiceprovides numerousopportunities
2. Presentapicture ofcurrent and Education (I&E) Program. toengage learnersoutsidethe national parks. "Teachingwith
I&EProgram operations. Historic Places"usespropertieslistedonthe NPSNational
Similartoindividualnational parkbusinessplans,the intent RegisterofHistoric Placestohelpteachersbringhistoricplaces
3. IdentifyI&EProgram oDfepthairstdmoecnutmoefnItntisertioorprooffviicdiaelsN,PmSemmbaenragseorfsCaonndgrfeiselsd,sptaafrfk, isnttuodetnhtescolfasalslroaogmes.TinhNePWSebmRiasnsgieorns-bIansteedrndeitstsiatneceinlveoalrvneisng
priorities andstrategies partners,educators,andthe publicaninsightintothreemain activities.These newerprogramsandactivitiesareessentialparts
andestablish aframework programareas. First,itprovidesanoverviewofthe I&EProgram oftheNPS I&E Program,butarenotincluded in thescopeofthis
ofinvestments thatwill andasynopsisofitsfundinghistory. Second,itpresentsapicture businessplanbecauseofinsufficientdataforathoroughanalysis.
ofthecurrentI&E Program operations.Third,itidentifies I&E Asacomprehensiveunderstandingofthe Servicewide I&E
invigorate andstrengthen
Program prioritiesandstrategiesandestablishesaframeworkof Program and relevantdataevolves,amorecomplete analysisof
interpretation andeducation investmentsthatwillinvigorateandstrengtheninterpretationand park-basedactivitiesandothernationalprogramswillbecritical.
programs Servicewide. educationprogramsServicewide.Thisdocumentisnotan action
plan.The identified prioritiesand strategiesprovide initial steps Common methodologyappliedin developingindividualnational
forinvestinginalargervision.Analysisinthisdocumentisused parkbusinessplanswasadjustedtoaddresstherequirementsof
intheFY2007-2008 InterpretationandEducationActionPlan: abusinessplanforaServicewide program.Adiverseteam offield
LayingtheGroundworkforChange.TheAction Planspecifiesthe practitioners,executive managers,andbusinessplanconsultants
firststepsrequiredforattainingthatvisionand formaintaining organized I&EProgramactivitiesintofive functionalareas
and strengtheningNPSrelevance inthetwenty-firstcentury. (ManagementandAdministration, Facilities, Personal Services,
InterpretiveMediaandTechnology,and Partnerships.)Thesefive
Thisbusinessplan representsthefirsttimetheagencyhascon- areasdescribeall interpretation andeducationbusinessforwhich
ductedabusiness-basedexaminationofanational, Servicewide theNPS isresponsibleatthe parklevel. In addition,asurveyofall
program.Addressingthebroad scopeoftheprogramand recent nationalpark interpretiveandeducationprogramswasconducted
developmentsinnationalNPS I&Eactivitiesprovedchallenging. in2005toobtainaccurate datafortheplananalyses (seeAppendix
Formuchofthe historyofNPS Interpretation,thenational I&E B).Thisinformationisreferredtoas "thesurvey." Metricsused in
Programwasimplementedbypark rangers. However,the numbers thisplanaredevelopedfromguidance derived frombestprogram
andtypesofinterpretiveservice providersinparkshavegreatly practices,NPSpolicies,and directivesrelatedtoeducationand
expanded since 1980.The NPS I&EProgramisnowdeliveredby interpretation.Asaresult,thisdocumentnotonlycommunicates
parkrangers,interpretivemedia,andvolunteersandparkpart- thefiscaland operational resourcesand needsofpark-based
nerssuchasfieldscienceinstitutes,museumoperators,guideser- interpretationandeducation Servicewide;itrecommendstargeted
vices,cooperatingassociations,contractors,andconcessioners. investmentprioritiesand strategiesand providesoperational
Thisbusinessplan focuseson park-based I&EProgram activities. baselineknowledgeforfuture decision-making.
Interpretationand Education Program BusinessPlan 5
With changingpopulation,
demographics, and
technology, it is clear
that our approach to
interpretation and
education must also change
we are to continue
if
engaging theAmerican
public with their natural
and cultural heritage.
—
NPS Director MaryA. Bomar
Foreword American democracyempowersustobuild,transform,and wasproudtobeapartofthatteam.Weaddressedthechallenges
Director's
renewourcommunities. Democracyenabledtheestablishment andopportunitiesforinterpretationandeducationinthetwenty-
ofourNationalPark Systemtopreserve,unimpaired,thenatural firstcenturythrough sound,realistic,businesspractices.The
giftsofthiscontinent,placesthatenshrineournation'senduring EducationCouncil createdasteeringgrouptoaccomplishthe
principles,andplacesthat remindusofthetremendoussacrifices taskandcollaboratedwiththeStudentConservationAssociation
Americanshavemadeonbehalfofthoseprinciples.Ournational todevelopthisreport—aBusinessPlanforInterpretationand
parksareeveryAmerican'sbirthrightandournation'slegacyfor Education.
futuregenerations.Theyarethemostremarkablecollectionof
placesinAmericaforrecreationandlearning. Weareproudofourworkintheparks.Wealsorecognizethat
demographicandtechnologicaltrendsarechangingrapidly.We
The Interpretationand Education Programisessentialtothe wanttoachieveanappropriatebalancebetweenactual park
relevance oftheNationalParkSysteminthetwenty-firstcentury, experiencesandnewtechnologiesthatmightexpandthose
andisacorefunctionofthe NationalParkService. Itisthemeans experiences.Wewanttomakeourvisitorcentersasinformative
bywhichwecommunicatekeymessagestothepublicaboutthe andcost-effectiveaspossible.Wewantouremployeestohave
NPSmissionandlegacy,ensuringthatournationalparksremain thebesttrainingsotheymayprovideexcellentcustomerservice
vitalandrelevantintheheartsandmindsofallAmericans. andexceptionalprogramsandactivities.Withassistancefrom
volunteersandpartnerswhohelpdeliverNPSinterpretation
ThisbusinessplanmarksamilestoneintheNational ParkService andeducationprograms,wemustbetterprovidethepubliceasy
traditionofeducationalexcellencethatdatesbackto1920. Since accesstoavarietyofenrichingexperiences.
thattime,interpreters,naturalists,historians,and scientistshave
developedcreativeandeffectivewaystohelppeopleexperience Tomeetthesechallengesandmaintainexcellentprograms,
therichlearningenvironmentsofnational parks.Throughtheir wemustevaluateourprogramsandmedia,andbasefiscal
efforts,visitorscanimmersethemselvesinplaceswhereevents andprogrammaricdecisionsonaccurateinformationabout
actuallyhappened,experiencethethrillofconnectingwithreal techniquesandservicesappropriateforouraudiences. Itisalso
objectsusedbypreviousgenerations,andenjoysomeofthemost criticalthatwediversifyourfundingsourcesandfurtherdevelop
beautifulandhistoricplacesinAmerica. acultureofphilanthropyforournationalparks.Theprioritiesand
strategiesdescribedinthisplanwillenableustoembracethese
DuringmyNational Park Servicecareer,Ihavewitnessedthe changesandchallenges,andmakeinformedprogrammingchoices
excitementofdiscoveryintheeyesofyoungvisitorstoourparks. usinggoodbusinesspractices,tobetterserveallAmericans.
Acrossourgreatnation,interpretiverangersprovideinterpreta-
tionandeducationservicesforparkvisitorseveryday,whileour ThisbusinessplanusesdatacollectedfromthroughouttheNPS
exhibits,films,publications,andelectronicmediainviteeveryone onallaspectsoftheServicewideInterpretation andEducation
toexploreparkstoriesandmeanings.Weworktoprovidebal- Program.Weareproudofthelast85yearsofinterpretation
anced,accurate,andrelevantinformationaboutthetreasured andeducationprogrammingandtheprocessofdevelopingthis
resources,objects,andplacesthatareintegraltoournational planhasindicatedwherewemightevendobetter.Weintendto
heritagewith adedicationandspiritofstewardshipthatencour- followupandmakethoseimprovements. Wearededicatedtothe
agesemotionaland intellectual connectionstoournationalparks. Americanpeoplewholovetheirparksandexpectustopreserve
themfortheirfutureenjoymentandlearning. Wecandonoless.
WhilethemissionoftheNationalParkServiceremainsthe
same,thewaywegoaboutachievingthatmissionhasevolved ^fU^^L
greatlyaswenearourcentennialin 2016.Aspassionate dfnae/Z
stewardsofournaturaland culturalheritage, itmakessense
togatherandlooktothefuture—anewdaythatdawnsfor
ourServiceand foreducation.TheNPS Education Council MaryA. Bomar, Director
tookonthechallengeofRenewingOurEducationMissionand I National Park Service
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, -NationaLHistoricalPartCNi'SKioto
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Executive Summary The world is but a canvas to the imagination.
—
Henry David Thoreau
ThisInterpretation and EducationBusinessPlan presents data leadersareconcernedtheprofessional standardsand expertise
andanalysis,describeschallenges,successes,andshortfalls, ofrangerinterpretersandeducatorsarebeingthreatened.This
articulatesexistingstandards,andprovidesstrategiesand businessplan recognizesthatprofessional rangerinterpreters
prioritiesthatshouldbeusedforfuture decision-makingand andeducatorsareimportanttotheongoingsuccessofthe
subsequentactions.TheFY2007-2008 Interpretationand Interpretationand Education Programand the agency'sabilityto
EducationActionPlan:LayingtheGroundworkforChangeis provideforvisitorenjoyment.
grounded inthefindingspresentedinthisdocumentandshould
bereadasanextensionoftheinformationpresented here. FivefunctionalareasaredescribedinCurrent ParkOperations
(seepage29): ManagementandAdministration,Facilities, Personal
ThisbusinessplanisprimarilyaServicewide surveyofpark- Services, Interpretive MediaandTechnology,and Partnerships.
basedpersonal serviceinterpretationandeducationprograms. Eachfunctionalareapresentsappropriateinterpretationand
Thisisbecauselittlereliabledataexistscomprehensively educationactivities,challenges,andstandards.All articulated
describinginterpretivemedia,thetremendouscontributions standardswereidentifiedfrom policies, Director'sOrders,and
ofvolunteers,concessions,andotherpartners,orotheroffice GovernmentPerformance and ResultsAct (GPRA)goals.A2005
andprogram-based effortssuchas "TeachingWith Historic parksurveywasusedtoconductagapanalysisindicatingthe
Places"orthe WebRangersInternetsite.Thisplanidentifiesthe Servicewideproficiencyinmeetingthose standards.The resultsof
—
needtogatherand integrate such data.The dataandanalysis thatanalysisarepresented mostoftenasashortfall.
presentedhereismostlyderivedfrom Fiscal Years1999-2004
andisintendedtobothestablishabaseline referenceaswell as Finally,thisplanoffersaseriesofprioritiesand strategiesasnext
provideastartingpointforrevisingfuture datagathering.This beststepstocreatebettervalue forthepublicandparksthrough
planalsorecognizesthehistoric roleofHarpersFerryCenteras wiseinvestment.These recommendationscan helpcreategreater
thekeeperofinterpretivemediastandardsand productionvalues. efficienciesand effectivenessinthe Servicewide Interpretation
Itiscriticalthatthe strategiesandprioritiespresentedhereare and Education Program:
consideredand,whereappropriate,areintegratedwith similar Create I&Ecorefunction statementsandoperatingstandards.
dataandanalysisofinterpretivemediaand otherinterpretation Committostaffinglevelsthatsupportcorefunctionand
andeducationefforts. operatingstandards.
DevelopamoreeffectiveandcomprehensiveinventoryofI&E
Thisplanidentifiesshortfallsaffectinginterpretationand practitionersanddatacollection system.
education. Between FiscalYears1999 and2004,thecostof Leveragepartnership relationships.
employingaFullTime Equivalent (FTE) interpretationand Add VolunteerCoordinators.
educationpositionrose 19.8percent.This increased FTE Create adistance learningplatform.
cost,overthe sameperiod,outpacedtheinflation-adjusted Simplifythe PeerReviewCertification Program and require
Operationofthe NationalParkService (ONPS) budgetgrowth certificationofNPSemployees.
of16.9 percent. BetweenFY1999 and FY2004the I&E Evaluate I&E Program Effectiveness.
Program,experienced alossof205 FTEServicewide. Much StudyNational Park Serviceaudiences.
ofthisreductionoccurredthroughthe lossoftemporaryand Create I&ETechnologyStrategy.
seasonalpositions,affectingpublic accesstointerpretation Upgradeinterpretivemedia.
andeducationrangersatpeakseasons. Whilepermanentand Sustainandenhanceaninformed leadership.
temporarypositionswere reduced,lowergradedpubliccontact Fundinterpretive planning.
positionsincreased. Manyinterpreters,educators,managers,and Embraceeffortstocreateacultureofphilanthropy.
Interpretationand EducationProgram BusinessPlan9
InteractiveexhibitsatEvergladesNationalPark
provideopportunitiesfordiscoveryaswellas
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