BUSINESS PLAN 9/11 Pentagon Visitor Education Center

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The 9/11 Pentagon Visitor Education Center (VEC) will be a

space where visitors from around the world can learn about the

events of September 11, 2001, the lives lost that day, and the

historic significance of the Pentagon Memorial site.

Through exhibits and educational programs complemented by

docent and walking audio tours, the VEC will help visitors

understand and appreciate the historic events that took place

that day, connect with those who experienced them, and learn

why those events are relevant today.

Project Overview

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Education

– Tens of thousands of children and students come to the Memorial each year and few know why this memorial is different from all others in Washington DC in that it is located where the event took place, creating a teachable moment:

To tell the stories of who the victims were and where they were from.

Teach students what the Pentagon is and why was it targeted and how tolerance and understanding of others can help prevent another 9/11.

– The Pentagon is the only 9/11 attack site without a visitor center or museum to explain the historic significance of the site.

The Need

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Current Access to the Pentagon Memorial

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Future Access to the Pentagon Memorial/9/11 Pentagon Visitor Education Center

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Key Stakeholder Support

Appendix

Federal Stakeholders

Organization Department

Department of Defense Office of the Secretary of Defense

Department of Defense Washington Headquarter Services

Department of Defense Secretary of the US Army

Department of Homeland Security US Coast Guard

Department of Homeland Security Transportation Security Administration

Department of Homeland Security Federal Air Marshalls

US Senate Office of Senator Mark Warner (VA)

US House of Representatives Office of Congressman Gerry Connolly (VA)

State and Local Stakeholders

Organization Department

State of Virginia Office of Governor McDonnell

State of Virginia Secretary of Transportation

Arlington County Board Chair, Director of Economic Development,

Fire Chief

Fairfax County Board Chair

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The 9/11 Pentagon Visitor Education Center will complement the existing Memorial The 9/11 Pentagon Visitor Education Center (VEC) will complement the existing

Pentagon Memorial

– Through exhibits and educational programs, the VEC will help visitors understand and appreciate the historic events that took place that day, and connect with those who experienced them

Planned VEC Site

Pentagon Memorial

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Operations Plan

Operations model for the Visitor

Education Center

Multi-purpose building for education and events

Self-sustaining

Strategy

Use the building itself (and

the view it affords) as a

primary way to attract

guests

Ensure the building can

support many types of

events and meetings

Monetize as much of the

building as possible

Provide conference rooms for

business meetings with DoD

officials

Create event space for formal

receptions for heads of state

and other formal events

Offer an auditorium for

speakers / lectures

Own the design of academic

and subject relevant rotational

presentation series

Provide virtual and rotating

displays as well as tie-ins to

a virtual presence

Create a “destination” for

events rather than a one-time

visit location

Use currently available iconic

displays as low-cost / high-

impact exhibits

Building Features Conference Space Exhibits

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Category Description Purpose/Details

Exhibits

(area will be

leveraged for

off hour private

events)

Interactive Exhibit areas

Video, audio, photographs, including iconic displays of recovered 9/11 artifacts

Connection to other 9/11 sites

Multi-media booth – A Nation Remembers

No fee to enter, but offer a “suggested donation”

Observation area

Overlook the Memorial

Interactive touch-screen window – Memorial design, 9/11 facts, Pentagon facts,

biographical story of the victims

Sponsorship and naming opportunity for Foundation sponsors and major donors

Rotational Exhibit Highlight a seasonal exhibit of interest (rotate artifacts with other 9/11 memorials)

Potential special recommended donation

Conference

Rooms

(consider

separate

entrance)

Boardroom configuration

(2, approx. 500 sq. ft.,

seat 15-20)

Overflow meeting space from Pentagon

Easy access and better optics than leveraging high end external space

Defense contractors, non-cleared personnel

Space could be sponsored/named for major donors and Foundation sponsors

Larger conference room

configuration

(recommend 3, approx.

800 sq. ft.)

Offer partitioned room design to allow for individual conferences or open for larger

events or dinners

Space would be available for major donor sponsorship and Foundation sponsors

Auditorium/theater

(recommend 3000 sq. ft.,

seat 250+)

Educational presentations, academic lectures, movie presentations

Ceremonies (TSA Flight Marshall, FBI, Homeland Security and other law

enforcement inductions, Pentagon and international dignitaries)

Distinguished Speaker, or Military subject series

Space would be available for major donor sponsorship and Foundation sponsors

Our Goal for Operations: Create a self sustaining, multi-purpose building for education and special events

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Category Description Purpose/Details

Children’s

Area

Classroom

Support class trips with designed curriculum including educational materials,

historical and service focused group projects

Space will be available for major donor sponsorship and Foundation sponsors

Activity Area

Participate in interactive activities

Artwork

Messages and essays for 9/11 families, military families and first responders

Space will be available for major donor sponsorship and Foundation sponsors

Rotational Exhibit Highlight a seasonal exhibit of interest, rotating 9/11 exhibits with Pentagon

Potential for special recommended donation

Other

Modest 9/11 Gift Shop Purchase mementos, remembrances

Primarily for marketing and raising awareness, self sustained

9/11 Reflection Area Designate observation area or dedicated outside space dedicated to the 9/11

victims, survivors, and first responders

Information/Reception

Desk

General info on Pentagon, Pentagon Memorial, events of 9/11/01 and other 9/11

memorials

Career info – military and civil service

Local area information

Our Goal for Operations: Create a self sustaining, multi-purpose building for education and special events

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Category Description Purpose/Details

Food/

Refreshments

Kitchen space Support catering set up for events

Outdoor seating or

picnic area School trips

Small refreshment area Increase draw

Minimal revenue generation

General

Facility Space

Office Space

PMF staff

VEC staff (tech staff, docents, etc.)

Private office space for visiting major donors, honorees, dignitaries

Security Security personnel and monitoring

Storage Area For event materials (receptions, exhibits), retail, supplies

Media/equipment storage Secure space for technology and equipment storage

Our Goal for Operations: Create a self sustaining, multi-purpose building for education and special events

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Raise $50M to fund the Visitor Education

Center building and programs

Capital campaign over 5 years

Add’l funding goes to endowment

Strategy

Seek funding from

major donors who will

benefit from the use of

resources offered

through the Center

Memberships,

sponsorships, and/or

admissions

Recruit a nationally-

known spokesperson to

lead fundraising

Prioritize major donors

over small donations

Offer high visibility

fundraising events that

will both proved

recognition and valued

access to leadership

Raise board profile and

fundraising targets

Ensure 9/11 family

members are always

represented on the board

Funding Sustainability Focus Fundraising Board Champions

Fundraising – Strategy

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9/11 Partnerships

Program/Content Business

Plan/Design

9/11 Community

Partners

9/11 Pentagon Visitor

Education Center

Project Partners

National

Geographic

Booz Allen Hamilton National September 11th

Memorial and Museum

Department of

Defense/Washington

Headquarter Services

Federal Bureau of

Investigation (FBI)

Gensler Flight 93 National

Memorial - National Park

Service

State of Virginia –

Department of

Transportation

Walter Phillips Smithsonian Institution –

National Museum of

American History

The Fashion Centre at

Pentagon City

Federal Bureau of

Investigation (FBI)

United States Navy

Memorial and Naval

Heritage Center

9/11 Tribute Center

Oklahoma City National

Memorial & Museum