Case Study 1

The National Steinbeck Center

Salinas, California

www.steinbeck.org

Client Background

The National Steinbeck Center (NSC) opened in 1998 in the heart of California's Central Valley. Much of the Center's focus has been on exhibitions and public programs relating to Steinbeck's legacy of literature, history, agriculture and art of the greater Salinas region. With the 2008 national financial downtown, and declining attendance, NSC needed to rethink its role, its business model, and define the most prudent strategy to move the organization into the future. With the appointment of the new Executive Director, Colleen Bailey, GA&A was selected to facilitate an institutional planning process.

Description of Project/Process

GA&A shaped a comprehensive process that included an institutional assessment, interviews with key stakeholders, and a Board and staff retreat that revealed key issues and began building consensus about the future of the NCS. All this dovetailed with the work from a marketing firm who mounted an extensive audience study. The progression of this process evolved from establishing fundamentals for operational success to expanding to a long-term vision for the Center's role in the community.

Outcome

Through this dynamic process, the National Steinbeck Center has positioned itself as a facilitator for discussion, a catalyst for change, and contributor to the solutions to issues within their community. This signals a dramatic shift in prior focus and operations establishing NSC as a leader in the community and critical resource for the people of the Salinas area and its many visitors.

Timetable

Eleven months from the assessment and retreat through adoption of the plan.