Executive Summary TDG is at a crossroads in its existence;
Languish as a historical relic which has a novelty Butterfly House,
Or Take a leadership position in in the Organic, Sustainable
movement educating visitors, members and citizens demonstrating by
example how to coexisting with nature and utilize all its benefits.
The work and mission of TDG is not being fulfilled; hampered by
underutilized resources, unrepaired facilities, and a staff dynamic
in which individuals work in their own self-interest and thwart
each other s efforts. Slide 2 Texas Discovery Gardens, UNT, Dallas
Case Study Reorganize the existing staff under 4 department areas,
with the goal of being under 5 department areas in the next year
Unrealistic interpretation of TDGs position in the competitive
environment regarding services, atmosphere, benefits, admission and
membership prices, Inability or unwillingness to react quickly to
market changes, Presently TDG does not offer the same time,
experience value as other park museum offerings in Dallas,
Currently not fulfilling the mission of the organization. Slide 3
CURRENT MISSION: To teach effective ways to restore, conserve and
preserve nature in the urban environment, with a focus on gardening
organically and sustainably. PROPOSED MISSION: Our mission is to
educate the community while promoting an organic lifestyle and
appreciation for the natural beauty of tropical butterflies. Slide
4 CURRENT VISION: N/A PROPOSED VISION: Discover the beauty of
free-flying tropical butterflies and the dynamic collection of
garden styles as we create opportunities for all ages to embrace an
organic sustainability lifestyles. We are committed to our programs
and workshops that allow the community to explore and interact with
nature in the midst of a urban society. We believe in equipping
individuals ith knowledge so they can nurture a community. As we
continue to expand into our communities lifes, our dedicated team
is committed to cultivating the skills in in others to restore,
conserve, and preserve harmony with nature. Come to see the
butterflies, stay to discover. Slide 5 Shakespeare Gardens TDG
Shakespeare Garden Central Park Shakespeare Garden Back Front Slide
6 Japanese Garden With Koi Pond TDG Tribute Garden with Pond
Gardens and Ponds Slide 7 Shade Gardens TDG Shade Garden Slide 8
Rose Gardens TDG Rose Garden Brooklyn Botanical Rose Garden Slide 9
Grand Allee TDG Grand Allee Du Meadows Botanical Gardens Allee
Slide 10 Callier Garden and Pond Garden TDG Leftwich Pond Japanese
Gardens Pond Garden Slide 11 TDG Dallas ArboretumVS Slide 12
Butterfly Garden Entrance to TDG Butterfly Garden Signs for
education about Butterflies Slide 13 Edible Gardens TDG Vegetable
Gardens TDG Native Plant Garden Slide 14 Seating Area? Slide 15
Overgrown Plants Slide 16 Butterflies and Insects Insectariums Add
more diversity of insects and move them into art gallery and
provide better directional signage Implement programs so that kids
are more interactive with insects Offer root view, soil view, and
observation hive Utilized donated insects for display and add more
educational elements by improving Improve or remove until there is
enough funding to make it better Slide 17 Butterflies and Insects
Butterfly House = MAIN ATTRACTION Add elements such as larger,
eye-catching signage with informative information to enhance guest
experience Add graphics to the glass exterior of the butterfly
house so people can identify the exhibit Utilized and maintain
water features in the butterflies house Make it more vibrant by
adding more colors to the butterfly house and add props for
children to touch Slide 18 Events Wedding at TDG Rental rate is
very low Best thing about TDG is the fountain Not enough color in
the Garden nor it well maintain Inside was plain and have water
damage on the floor Slide 19 TDG Gift Shop The gift shop is one of
the bright spots of TDG that is producing revenue. YTD-Net Sales =
$125694.73 On average each visitors spends $1.76 The US gift,
novelty, and souvenir store industry is large. The combined annual
revenue for gift shops is about $18 billion. The industry includes
about 30,000 stores in the US. Slide 20 TDG gift shops profits are
high but they still lack a few key factors. Website - with an on
line buy option for gift shop items. Coupons - with discount for in
store purchases at the gift shop. The gift shop can make a lasting
impression of TDG. so Visitors should feel like they have a little
piece of TDG to take home. Slide 21 Recommendations ORDER 24 HOURS
US & Canada 1-800-468-7386 For other locations please see
Customer Service www.metmuseum.org Sign In/Register Members Save
10% Slide 22 Met Museum Official Site Retrived August 4,2011, from
http://www.store.metmuseum.org Slide 23 $60.00/Individual Unlimited
visits Various Discounts Members only events State Fair entrance/up
to six $90.00/Family All Individual plus Unlimited visits for 2
adults Live in children under 18 free Higher discount for birthday
rentals $150.00/Friend All Family plus Unlimited visits for four
adults and all live in Children under 18 Six one time guess passes
into the Butterfly House $300.00/Patron All Friend plus Two free
garden workshops Free behind the scenes for up to 10 people
$600.00/Benefactor All patron plus 10% facility rental discounts
(weekdays only) $1200.00/Sustaining All Benefactor plus 20%
facility rental discount (10% weekends) Complimentary Honorary
Family Memberships Slide 24 Membership Recommendations: Increase
value for the members Discounted Concert Admission Annual Member
Appreciation Events Free T-shirts and Discounted Merchandise
Recognition Plaques Encourage members to become volunteers
Discounts to members who volunteer Lower membership costs at each
level Add Corporate membership rate Remove discount limitations
(weekly or weekend only) Add Photography Level to Membership at
$150 Slide 25 Donations and Sponsorships: Current Sponsors Texas
Instruments Preservation Tree Services Soils Alive AAA Digital
Media Rons Organic Dynamics Living Earth Technology Calloways InI
PhotoGraphics Reliant Energy EcoShare Program Half Price Books
(T-shirts for staff and volunteers) Current Donations: Reliant
Energy Recommendations UNT Alumni as sponsors, donations and
members Farmers Market Whole Foods Starbucks Natural Grocers
Walmart Local Fair Park businesses Radio Stations Television
Stations Board Members should be responsible for contributing to
adding new sponsor and donors Slide 26 Current Volunteers
Procedures: 200 Active list out of 600 volunteers on file No actual
database but currently using excel spreadsheet No written policy
for volunteers-but case by case basis Volunteers pay $10 to cover
cost of T-shirt & background check No proof of background
checks Orientation only once a year Departments have their own
volunteers Slide 27 Volunteers Current Procedures 200 Active list
out of 600 volunteers on file No actual database but currently
using excel spreadsheet No written policy for volunteers-but case
by case basis Volunteers pay $10 to cover cost of T-shirt &
background check No proof of background checks Orientation only
once a year Departments have their own volunteers Recommendations
Volunteer orientation needs to be held quarterly Streamline
application process Volunteers benefits : Plant sale and gift shop
discount, lifetime membership (to pay one time fee of $80 and 15
hrs volunteer a month), welcome events, appreciation dinner, thank
you events Improve volunteer delegation Increase volunteers by 20%
Slide 28 New Photography Membership Photographer Level $150 Receive
all Individual benefits plus: Unlimited Regular Admission for
photographer, two(2) adults and children 18 and younger living at
home for one year 10% facility rental discount (weekdays only) 15%
Discount on Childrens Birthday Parties *Additional Adults at Photo
Shoot receive 50% off Admission Benefits Exposure Increase
membership revenues Slide 29 Website Observation Suggestions Keep
it short and simple Games for kids Have animations and bright
colors Green-nature Yellow-cheer full and sunny One set of tabs,
keep tabs on top Map more visible Less information on the home page
Nature texture appearance Too informative! Repetitive Info Long
& boring Corporate color scheme Not kid friendly Hierarchy on
the web site is too deep NO CALL OF ACTION!!! Slide 30 App
Interactive, Engaging & Fun Tour guide of TDG Short &
Simple Budget & time constraints Basic App with unlimited
additions App buttons (Home, Map, Donations) FREE!!! $17.6 Billion
The amount of money saved each year by small businesses using
mobile apps, according to a survey by the Small Business &
Entrepreneurship Council. - Dallas Morning News Slide 31 Marketing
Observations Observations Unclear target audience Marketing Budget
Marketing Budget Advertising Advertising Creating value proposition
Creating value proposition Un clear mission Un clear mission no
promotional events or campaigns no promotional events or campaigns
No collaboration with Fair Park No collaboration with Fair Park
Suggestions Define Target audience and break them down into groups
Utilize non profit for advertising, use the current budget toward
cost efficient marketing plan Utilize non profit for advertising,
use the current budget toward cost efficient marketing plan Fine
tune mission, it needs to be clear and precise, in order to
implement a productive marketing plan Fine tune mission, it needs
to be clear and precise, in order to implement a productive
marketing plan create promotions that appeal to audience and
collaborate with fair park museums marketing and advertisement
create promotions that appeal to audience and collaborate with fair
park museums marketing and advertisement Slide 32 Financial
Position Texas Discovery Gardens operated at a net loss of
$-263,688.00 in 2010. Decrease in cash reserves of $285,028.00 in
capital expenditures. Total revenues generated is $709,368. Total
expenses for the 2010 fiscal year is $973,056. Total attendance
generated for 2010 is 71,237. Average ticket price is $4.50. Total
contribution margin per visitor is $3.60. Slide 33 Financial Ratios
The profitability ratio is -82% for 2010. Net income/net sales->
$-263,688.00/$320,566.50= -82%. Break even point on volume only-
183,265 need to visit the garden to cover fixed costs. $659,755
fixed costs /$3.60 CM per unit= 183,265 visitors for 2010.
Projected break even point in volume only for 2011- 2012 for
proposed budget by the board to cover all expenses is 271,216
visitors. Projected break even point with revised budget in volume
only is 221,306 visitors. Slide 34 Spending and Investment Project
to increase revenues by 5% in each category on the income
statement. Total projected revenue for the next fiscal year is
$1,020,390.45. Total expenses figure to 796,702.11; total revenues
minus expenses equal $223,688.34 in total net income. Expenses will
be cut by 20 percent, except advertising and marketing, gardening,
fundraising and other areas that are prioritized to keep quality to
organization, which will be increased by 20 percent. Slide 35 Gift
Financials Total gift shop revenue in the fiscal year of 2010 is
$125,694.73. Cost of goods sold totals $62,221.25. The gift shop
generated a net profit of $59,953.03 for the year of 2010.
Capitalize on the gift shop because it is a cash cow for the
organization. Slide 36 Conclusions Recommendations