National Park Society Meeting with the National Capital Region

National Park Society Meeting with the National Capital Region
Prepared by Glenn Eugster

On October 15, 2002 Regional Director Terry Carlstrom, Associate Regional Director Ed Duffy, Sue Hansen, Regional Chief of Interpretation, and Glenn Eugster, Assistant regional Director, met with Dr. Larue Boyd to discuss the status of the National Park Society.

Dr. Boyd explained that he was an Endowed Chair at the University of Denver where he worked creating businesses and new ideas. He once owned a marketing company in FL, which he sold and moved to CO. He currently operates a “dude ranch”.

While in FL he worked with the Alumni Capital Campaign and the University of FL Magazine. He also helped Rollins College with a $100 million fundraising campaign. At the University of Denver he works to “change culture and raise a lot of money”. He serves ideas and causes. For example, in 3.5 years he raised $ 300 million dollars.

He described himself as a “park groupie” and explained that he was asked to help with a visitor center at Mesa Verde. When he began he asked for their 50 year plan and was surprised that they didn’t have one. He believes that a long-term outlook is important.

Dr. Boyd explained that the Society “is not about fundraising—but it will help fundraising and bring federal appropriations into balance with the needs of NPS”. His approach stresses “telling stories and educational outreach” and believes that these topics are related to fundraising.

He believes that there “shouldn’t be any limit on the number of groups that are able to help us. This isn’t the purview of NPF”. He indicated that corporate philanthropy is 6% of fundraising, while 90% comes from individuals, and 3% from foundations. He believes that there is a need to “track total philanthropy for the total park system and that NPS doesn’t do this”.

Dr. Boyd indicated that he contributed $500,000 from the Society to NPS. He noted that he works with Joe Cook of IMR.

He posed the question, “What is it that we can do to empower NPF?” He discussed the models he has explored, which emphasize protection and sharing, are synergistic. For example, Dr. Boyd said that Smithsonian draws 30 million visitors each year to their 16 buildings. This represents, according to Boyd, 10% of the NPS visitors. Smithsonian gets 40 million “hits” per month on their web site. They have a $1 billion capital campaign underway and actively use volunteers, travel learning and a magazine to engage the public.

Smithsonian’s magazine, according to Boyd, has 2.1 million membership and the members are similar to NPS visitors in age and demographics.

Dr. Boyd discussed the National Geographic Society, which has the largest magazine circulation in the world—approximately 10.7 million names. National Geographic is aggressive in all kinds of media. They focus on intellectual subject matter and ideas including National Parks and the “virtual understanding of places”. They also have the National Geographic Channel on television.

Dr. Boyd’s research also included looking at the work of Sierra Club, Audubon, NPCA and the Library of Congress. The Library publishes “Civilization Magazine”.

Dr. Boyd then focused his remarks using a brief presentation on the National Park Society. He said that he talked to NPS Director, selected superintendents, including Lewis, Tolson, Weiss, former superintendent Mike Finley, Secretary Norton and Assistant Secretary Scarlett. He indicated that he has a signed Memorandum of Understanding with Secretary Norton and a letter of support from Director Mainella.

He noted that the average American visits 13 units during their lifetime. He believes that the “footprint visitation model” limits NPS access. He believes that “moments in history are limiting”. He noted that 13-20 parks are being loved to death.

Dr. Boyd said that Smithsonian and National Geographic will only tell the story in the same ways. He believes that “volunteering is a form of philanthropy—82% of donors are emotionally and intellectually involved”.

He believes that NPF uses education and volunteers dedicated to increase the knowledge and appreciation and enjoyment of our National parks. He noted that most Americans live 50 miles from National Parks.

He described a concept that has the National Park Society sharing education and experience; NPF working on philanthropy and support; and NPCA on preservation and protection. Dr. Boyd sees the National Park Society’s working phases. He envisions first telling the story; next, engagement and involvement; then get out of people’s way and let them help us. His slogan is “Every Park, Every American”

He proposes to use film, TV, print and websites to tell the story. He looks to use volunteers and travel learning to engage and involve people. He believes that we should be training and preparing people to represent us. Dr. Boyd intends to target cities that can tell the stories of all the park units.

He envisions providing support, providing leverage, and strengthening friends groups, coop associations, and park foundations. He will work to create data bases of visitor names and addresses to create a national constituency data base—that is not proprietary. Dr. Boyd also wants to increase visitation to less visited parks.

In 5 years he expects to:
Develop education curriculum for K-12, teachers, retired teachers, and students.
Create a website for access to content.
Publish a National Park Society magazine that will feature 10 issues per year.
Recruit 4-6 million members over 5 years.
Provide training and development of volunteers for education outreach.
Create an education and outreach guide.
Establish a National On-line Book Store to serve as a conduit to sources of National Park information.

Regional Director Carlstrom indicated to Dr. Boyd that Glenn Eugster and Sue Hansen were the points of contact for collaboration with NCR.