Opportunity:
How do you plan for the Aquarium of the future?
In early 2023, The Maritime Aquarium at Norwalk embarked on a strategic planning process to reimagine the very idea of an aquarium: one that seamlessly integrates arts, humanities, history, location, a living collection, and conservation under one umbrella organization. Our team facilitated a unique process that probed questions focusing on purpose, impact, and relevance with diverse community members and global thought leaders spanning disciplines and areas of expertise. Coinciding with a major railway reconstruction project that altered the Aquarium’s footprint and public visibility, as well as a substantial capital campaign, the completed strategic plan outlines ten years of physical and philosophical growth. The Maritime Aquarium at Norwalk is positioned as a remarkable and forward-thinking organization, dedicated to the appreciation and conservation of Long Island Sound and the ocean beyond.
Project Highlights:
Outside-the-Box Approach
From the onset, the strategic planning team wanted to challenge the traditional understanding of an aquarium’s purpose and function. Canopy designed every workshop and engagement activity with the goal of pushing boundaries and helping the team think expansively about the Aquarium’s future. Notably, our team facilitated three Blue Ribbon Panels featuring renowned thought leaders in ocean stewardship, arts and culture, and interdisciplinary thought leadership. These conversations sparked new ways of thinking and innovative avenues to pursue when reimagining the Aquarium of the future.
Novel Community Engagement
This strategic planning process relied on three distinct types of community input. The first was a community needs assessment workshop, in which the Aquarium asked representatives from community organizations about the opportunities and challenges their constituents face, and where the Aquarium might be able to bridge those needs. The second was an ‘Innovation Jam,’ in which community members proposed fresh and innovative conceptual themes for the Aquarium to explore. Finally, Canopy facilitated a major market research survey, inviting the Aquarium’s community and supporters to provide insights on market interest for potential new directions.
Cultivating a Sense of Place
The Maritime Aquarium is situated directly on Long Island Sound, an estuary that is ecologically, economically, and culturally essential to the American East Coast. In addition to seeking ways to redefine the aquarium-going experience, the Aquarium also wanted to be a cultural cornerstone for coastal New England. Throughout our strategic planning process, we clarified the Aquarium’s legacy and relationship to Long Island Sound, the distinct role this institution can play for Connecticut coastal communities, and the ways in which it can shape the region’s future.
Result:
The Maritime Aquarium’s strategic plan is bold and unique within the zoo and aquarium community. An Aquarium Without Walls is an ambitious plan that reimagines the Aquarium’s purpose and role within the next 10 years, elevating it to an organization that defies traditional expectations, pushes boundaries, and encourages guests to explore all the ways in which wildlife and nature shape our human experience.
