National Museum of African American History and Culture
Location: Washington, DC
Role: Programming, Museum Planning and Site Evaluation for Presidential Commission
Program: Interactive history and art exhibits, collection storage, performance spaces, theaters, lobby, cafe, gift shop, function space, classrooms, exhibit support, and offices
Building Area: 350,000 sf
Description:
In 2003, Verner Johnson provided programming, Museum Planning, and site evaluation services to a Presidential Commission through a contract with Interior Systems, Inc. and the National Park Service. Our team was tasked with identifying a site and determining the costs for a new National African American Museum. This work included development of a program plan, operating cost projections, and a detailed analysis of 10 potential sites on or adjacent to the National Mall. Based on our report and recommendations, Congress approved the Museum and the most desirable site directly adjacent to the Washington Monument, the last available site on the National Mall.
Our Museum Planning Document, presented as a “Report to the President and to the Congress”, included a Plan of Action that outlined the principal components needed to develop the new National Museum of African American History and Culture. It was designed to act as a basis for enabling legislation and as a basis for initial fundraising. We led the commission and planning team through four essential steps:
• Determined the Museum’s proposed Mission, Audiences, and Activity Programs.
• Estimated the staff needed to carry out the Activity Programs.
• Outlined the spaces needed for the Activity Programs themselves and for the staff to support those programs.
• Estimated the costs of creating the necessary spaces in a new or renovated building.
The resulting action plan included:
• A summary of the results of the Town Hall meetings.
• A summary of recommendations for the Museum’s Mission, Audiences, and Programs, and Collections.
• A description and organizational chart of the Museum’s Projected Staffing.
• A summary of the Commission’s Facility Recommendations.
• The Commission’s Site Recommendation.
• The Preliminary Capital Budget needed to build the Museum, create the initial exhibits, and cover associated one-time costs.
• A preliminary Projected Operating Budget with estimates of annual income and expenses associated with operating the Museum.
• An Implementation Timeline outlining the steps necessary to plan, design, build, and start up the new Museum.
• A Strategic Public Relations Plan outlining the steps needed to publicize the project.
• A Fundraising Plan
In addition to the Presidential Report, VernerJohnson also prepared an accompanying detailed document titled: “Final Site Report” that included:
• Site Recommendations
• Planning Background Documents
• History of Planning in Washington, D.C.
• Site Identification and Evaluation
• Analysis of Preferred Sites
• Preliminary Capital Budgets
• Site Evaluation
• The Arts and Industries Building
