Last week Canopy Strategic Partners was a sponsor of “New Horizons Rising From Roots,” the American Public Garden Association’s (APGA) 2023 Annual Conference. Team members David Walsh and Zachary Winfield, along with other garden experts, shared actionable strategies during two insightful and informative panels: Maximizing Impact Through Planning and Partnerships: Strategic, Master, and Business Planning, and Get to Know Your Audience and Market to Maximize Mission and Grow Your Margins. A short summary and link to each presentation is located at the end of this article.
When not presenting, David and Zachary soaked up as much of the conference as possible. For those who were unable to attend and those looking to identify cross-cutting themes applicable to your organization, David and Zachary share their themed takeaways:
We’re All Connected:
It was clear that mission-driven organizations are more similar and connected than might be apparent. Whether you’re a garden, nature center, zoo, or environmentally focused nonprofit, we’re all looking to save the world, one guest at a time. We’re working to conserve species (plant life), address climate change (or whatever we choose to call it), and become more sustainable and model sustainable practices, all while showcasing the beauty of nature.
Conservation is in Bloom:
While formal conservation programs at many botanic gardens are still taking root, there’s tremendous momentum towards an APGA-wide, unified front. Dr. Peter Wyse Jackson, President and Director at Missouri Botanical Garden, spoke passionately about the Global Strategy for Plant Conservation (GSPC) which states:
“Our vision is of a positive, sustainable future where human activities support the diversity of plant life (including the endurance of plant genetic diversity, survival of plant species and communities and their associated habitats and ecological associations), and where in turn the diversity of plants support and improve our livelihoods and well-being.”
Speakers Chad Washburn of Naples Botanical Garden and Dr. Ari Novy, President and CEO, San Diego Botanic Garden, shared stories about their respective organizations’ contributions to both global and local conservation.
Data Based:
APGA was abuzz with discussion about how various member organizations are leveraging visitor data through a variety of systems (some new, some old) to learn more about how their constituents behave, where they come from, and who they are. Zachary Winfield was pleased to facilitate a session on how gardens can use location analytics to identify opportunities quickly and inexpensively for growth and impact. (The link to his presentation is at the end of this article).
Plans, Plans, and More Plans:
We heard lots of talk of planning for the future, whether it be through a new master plan (which some are now calling a vision plan), strategic planning, or business planning. Our session on what these all mean and how to successfully navigate these processes to lead to successful outcomes was packed with lots of questions on how long these take (about a year to eighteen months); where you start (best to lead with the strategic plan); and how much is the cost (we heard ranges from less than $100K to a surprising $500K).
There’s Power in Collaboration:
There was talk on how organizations – both within the garden community and beyond – can partner and collaborate for greater impact, advocacy, and awareness. This was highlighted by the work started during the pandemic to form the Pennsylvania Public Horticultural Coalition, a group of 30 gardens and public spaces across the state, to raise awareness of the importance of these institutions and their impact on their communities. It’s a model that can be emulated in other states throughout the country.
Let There Be Light(s):
Among commercial attendees, no single segment was more prominently represented than providers of lights experiences. As APGA members seek to grow visitation, they’re looking at new and innovative after-hours events (many of them lights-focused) to tap into new audiences and keep the party going after the sun goes down.
Emotional Souvenirs:
Patrick Newman, CEO of Fort Worth Botanic Garden (and one of our hosts), spoke eloquently about how gardens are a place to connect people and plants and how our organizations are in the business of delivering ‘emotional souvenirs’ to our guests through innovative and unique experiences. His themes of speaking truth, providing beauty, and building community are critical to the success of all our organizations. We, as trusted voices and welcoming places to take in the splendor of nature, have the power to strengthen the bonds of the communities we serve.
Presentations:
Maximizing Impact Through Planning and Partnerships: Strategic, Master, and Business Planning
David Walsh, Kaslin Daniels, Gerald Dieleman, Matt Nicolette, and Jim Salyards
Long-term planning is essential for gardens seeking to innovate and promote positive change. Being familiar with the trends, opportunities, and challenges, as well as the interplay between strategic, master, and business planning processes, can help your garden prepare for the future and maximize impact. View presentation.
Get to Know Your Audience and Market to Maximize Mission and Grow Your Margins
David Walsh and Zachary Winfield
There’s no single more important financial leverage point than guests coming to your garden. But you can’t fertilize your attendance and visitation program if you don’t know what’s happening in your market. Know exactly who’s visiting your facility in close to real time. View presentation.
Canopy can assist your organization with planning and audience analytics services. Drop us a line if you’d like to discuss next steps.
