A Proposal for a Partnership between Tyson's Corner Center and the National Park Service

A Proposal for a Partnership between Tyson's Corner Center and the National Park Service National Capital Region
Draft 5/25/2000

Background: Tysons Corner Center has contacted the Wolf trap Farm Park about doing a year-long fundraiser for the National Park Service, National Capital Region and a special event with the Wolf Trap Foundation for the Performing Arts. This type of collaborative effort, where the Center takes on a cause for their fiscal year, has been a standard business practice for a number of years. Past recipients of their efforts are The Reading Connection, Very Special Arts, K9 Companions for Independence, and this year, America's Promise.

The Center expressed interest in the NPS-NCR because they want to be involved with a recipient that covers the Washington Metropolitan Area. They also see the relationship between the Service and two new stores that will be opening at the Center this year, L.L. Bean and Eddie Bauer.

Proposal: NCR Park Managers have identified budget issues as an important 2000 priority and the Region is currently developing a fundraising strategy and Pilot Messaging Project. The proposed partnership with the Tysons Corner Center will provide NPS-NCR with opportunity for NCR to demonstrate approaches to regional fundraising and messaging. This partnership will provide for greater public exposure to the NPS message and NCR units. The partnership with Tysons will also help us develop test products to deliver our message and advance our thinking about fundraising within the NCR.

Tasks:

1. Form a small core group of NPS (Wolf Trap, C & O Canal,
Catoctin, Central), the Wolf Trap Foundation for the Performing Arts, and National Park Foundation representatives to work with Tysons Corner Center to develop a partnership program for the year-July 1, 2000 to June 30, 2001. The group will prepare a mission statement, message and thematic options. The theme would be NCR as a whole, integrating the NPS message. The NPS message is a perfect catch phrase to build on by the Center's public relations people.



2. Seek input from the NPS-NCR Cluster throughout the process. NCR Park participation in this fundraising and messaging demonstration project is optional and cooperation, assistance and park-initiative will be recognized and where possible supported.

3. Determine what product(s) we expect from this, beyond the partnering and public relations. It would be great if that product(s) could continue to be useful to us following the yearlong program.

The "product(s)" may be things produced for the yearlong
program, such as the kiosks (i.e. America's Promise), or may be produced following the program through any donated funds.
Initially, emphasis will be given to the quality of the product(s) produced for the program, rather than to look for money to produce something at the end.

Potential desired products could include:

-A direct mail fundraising campaign for NCR parks using the Center's mailing list of 8,000.

-A video production about NCR - (possible fundraising
tool in the future).

-A publication about NCR with a map showing the spatial
relationship of NCR units.

-NCR/NPS message tie-in with Tyson's advertising, such as
radio and TV spots.

-Development of a TV commercial/PR message
for NCR (i.e. You bought it here, you can use it there!).

-"Rail-signs" which feature visually unified information on each of the 13 NCR parks.

-Kiosks which can serve as displays for future NCR and
mall events.

-Four special events during the year including:
a) One event will be held to focus attention and funds to further the "Faces of America" presentation at Wolf Trap. The Wolf Trap Foundation for the Performing Arts will take the lead in the development of Tyson's/Wolf Trap special event.
b) An event related to the "grand opening" of the L.L. Bean Store at the Mall in July 2000 will be held. This event will be coordinated by the National Park Foundation and the Center.
c) Two other events as agreed.

-Creation of the National Capital Region Parks Fund using funds generated from the sale of mall shopping bags and coins collected from the mall's indoor water fountains. Funds will be used for projects agreed to by NCR, the National Parks Foundation and Tysons Corner Center.

3. Enter into a contractual agreement with the Tysons Corner Center.

4. Kick-off the partnership with an event.

5. Periodically evaluate the progress and effectiveness of this campaign and report back to NCR, the National Parks Foundation, and the Parks Cluster.