Phase one of Fort Ticonderoga’s three-phase master plan has already created a 38% rise in both memberships and program revenue; 18% growth in both admissions revenue and annual giving; an 8% increase in field trip revenue and a 6% increase in paid attendance in 2012 over 2011.
“This has been a milestone year for America’s FortTM, ” says Beth Hill, president and CEO of Fort Ticonderoga. “In a global environment where many historical institutions are experiencing very slow growth, if any at all, we’ve seen really exciting numbers develop across the board, catapulting our efforts and mission.”
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Much of the first phase of the PGAV Destinations-designed master plan involved six essential “Quick Wins”: easily implementable steps that involved little-to-no capital expenditures, which could result in sweeping improvements. Among these Quick Wins were pricing changes, the addition of special events and tours, and the phasing out of superfluous free programs. Hill explains, “The quick wins not only provided immediate sources of revenue, but they also provided rich opportunities to experiment with new strategies that will inform later steps in the comprehensive plan.” Hill went on to note that this year’s success has greatly energized the Fort’s staff and led to immediate, and vociferous, visitor satisfaction.
Phase one of the master plan was funded by a major grant from the Perkin Fund in July 2011, when PGAV Destinations was first brought on to help develop the long-term strategy. Phase two is scheduled to initiate in early 2013, focusing on product development and an implementation plan for the Fort’s future capital growth. Fort Ticonderoga’s master plan and quick wins are featured in PGAV Destinations’ quarterly publication Destinology, “Planning for Success: How to Develop Strategies that Empower Extraordinary Growth, ” now available by request on the company’s website.
About PGAV Destinations
PGAV Destinations is a global leader in the planning and design of unique destinations. Now in its fifth decade, the practice has evolved to become the ideal destination-consulting partner, skilled at developing growth-oriented master plans and translating those plans into successful projects. No other firm offers such an integrated approach to destination planning.
PGAV’s key clients include industry leaders such as Delaware North Companies, SeaWorld Parks and Entertainment, the Biltmore Companies, Bass Pro Shops, Ameristar Casinos, Universal Studios, The Gettysburg Foundation, the Saint Louis Zoo, and many others. Recent assignments include planning and design at many of the world’s “must see” destinations, including the Grand Canyon, Biltmore Estate, Kennedy Space Center, Hearst Castle, the Georgia Aquarium, the Hoover Dam, and SeaWorld Adventure Parks. www.PGAVDestinations.com
About Fort Ticonderoga: America’s Fort
Located on Lake Champlain in the beautiful six million acre Adirondack Park, Fort Ticonderoga is a not-for-profit historic site and museum that ensures that present and future generations learn from the struggles, sacrifices, and victories that shaped the nations of North America and changed world history. Serving the public since 1909, Fort Ticonderoga engages more than 70, 000 visitors annually and is dedicated to the preservation and interpretation of Fort Ticonderoga’s history. Accredited by the American Association of Museums, Fort Ticonderoga offers programs, historic interpretation, tours, demonstrations, and exhibits throughout the year and is open for daily visitation May 17 through October 20, 2013. The 2013 season features the Fort’s newest exhibit “It would make a heart of stone melt” Sickness, Injury, and Medicine at Fort Ticonderoga which explores early medical theory, practice, and experience as each relates to the armies that served at Fort Ticonderoga in the 18th century. Visit www.Fort-Ticonderoga.org for a full list of ongoing programs or call 518-585-2821. Fort Ticonderoga is located at 100 Fort Ti Road, Ticonderoga, New York.
