National Park Service U.S. Departmentofthe Interior Interpretation and Education Program 1^ Interpretation and Education Program $£%d Business Plan 41 Bw ^^^. Helping People Enjoy, Care About, x^ and Care for National Parks w9W. **» i ^P";\i/,<^^L^^. I i EW&lifrV*** ®Bm •%d*/i£\_^^3 jfm*''vJC^^B f^.jgte^rA bS^d^^ ^U] m mm '^m . *m?* %.-': .,W-; 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' ' -.^.^s*:- 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 * - v• IP3 s_j v- h pa ¥ fa,- ^%j fr^L—- , Interpretersdressedj£^er{6a"cl6thing,offerliving js-thafcaptivate'tfieattention ofstudcntSjandteachersatSan^ATitonioMissions , -NationaLHistoricalPartCNi'SKioto \ 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 orientationandsafetyinformation.NPSphoto »<",' & X -# g <> ;\ 'as -*« ***. *+<*. .w: :-. he *y< _*» • • 1 » * i >• *•! -—•A. %3^. m W # * • • _ -_=- =s^ ste i^p I*'