Evolution of a master plan: while the Railroad
Hall of Fame's details are in flux, the ambitious fund raising goal persists
by Mike Kroll
The board of the National
Railroad Hall of Fame made big local news back in March when they announced a
much more ambitious project than anyone ever conceived. They were aiming for
the sky with a $60 million goal and a plan to raise this money largely through
donations from the six major remaining railroads in America. Now four months
later their goal remains largely unchanged but they are now looking toward a
substantial commitment from local taxpayers to prime the fund raising pump.
It has been almost 12 years
since Bob Bondi and a small group of his friends and business associates
hatched the idea to establish a Railroad Hall of Fame in Galesburg. Bondi's
original vision took a while to gain steam, and believers locally and Bondi
himself understood that official recognition and credibility would be keys to
the project's success. Bondi devoted much of his effort toward obtaining an
official Congressional Charter for the Hall of Fame, what turned out to be a
significant political feat. That feat was accomplished in April 2004 when the
U.S. Senate concurred with a House of Representatives resolution passed six months
earlier.
What no one knew at the
time, including Bondi, was that his modest goal was to become a $60 million
dream, with the unveiling this past spring of a conceptual plan for an 84,500
square foot building devoted largely to multimedia presentations honoring the
key figures in American railroading. The fledgling Hall of Fame had already
inducted its first few classes of honorees, totaling 13 to date, but has never
had a home despite early attempts to partner with the long-established
Galesburg Railroad Museum.
The Galesburg community as
a whole was taken by surprise at just how ambitious the dream had become. In
2005 a new board for the Hall of Fame was formed and Bondi stepped back into
the shadows (as the founder/president emeritus) as Jay Matson assumed the
chairmanship. The new board is guided less by a pure love of railroading and
more by the potential tourism and commercial benefits that might be gained
through a successful project of this kind.
Peter LaPaglia, principal
of LaPaglia and Associates (a museum planning firm), was hired by the new board
to develop the master plan, and he convinced the new board to begin thinking
big, really big. Originally Bondi and most local observers expected the Hall of
Fame to be a dignified but relatively modest project and located either near
downtown or at least adjacent to some of Galesburg's ubiquitous train tracks.
Instead, the Galesburg City Council agreed this past March to donate a portion
of Kiwanis Park to the project. This site was chosen due to its proximity to
I-74, even though it will not permit direct viewing of the multitude of live
trains traversing town.
While museums typically
gather memorabilia and artifacts that illustrate history, the Hall of Fame's
goal is different. It will honor the personal contributions of men and women
who have been instrumental in the development of railroading in America. As
currently conceived, the emphasis will not be on accumulating old railroading
ÒstuffÓ but rather on developing multimedia presentations that tell the story
of American railroading by highlighting its key human figures.
ÒWe want to model ourselves
after the hugely successful Abraham Lincoln Presidential Library in
Springfield,Ó explained Dennis Morrison, retired president of Wells Fargo Bank
in Galesburg and now the executive director of the Hall of Fame. Morrison was
lured back to Galesburg from his Florida retirement to steer local planning and
fund raising efforts. He admits to being a novice at heading an historical site
or museum but he points to years of experience as a local community board
member and fund raiser.
ÒHell, all of the current
board is made up of community boosters and railroad fans who are learning as we
go along. LaPaglia was instrumental in moving us to our current vision. I remember
when we first met with him and he showed us some ideas with a price tag of
between $12-15 million and we couldn't envision a project that ambitious. Now
look where we are! The more we discussed the project with LaPaglia, the more
convinced we became that we really wanted to do this on a world class level. He
told us of other similar projects that began modestly with hopes to grow over
time; most of those have either failed or simply stayed small. Our board didn't
want that to happen to us.Ó
LaPaglia's firm is charging
somewhere between $250–300,000 for development of the master plan. That
plan, by the way, is still in process. Begun in January 2005, it should be
finished by summer's end, and much of the early fund raising has been devoted
to paying the consultant's fees. LaPaglia has already produced a museum concept
plan including floor plans and an exterior elevation reminiscent of a grand
railway station of eras past. Once Galesburg could proudly boast of such a
magnificent passenger station, before it was demolished in the dark of night
during the 1970s by the Burlington Northern railroad, intent on eliminating a
costly-to-maintain relic.
ÒOur feedback on that
exterior design has been just great,Ó noted Morrison. ÒWhile time will tell
just how much the interior of the facility changes to accommodate tweaks to the
design, I am pretty sure we will do our best to maintain that exterior look.
Our group sees this as a wonderful economic development opportunity for
Galesburg. This project is no longer just a pipe-dream of eight local guys who
love trains. We are now talking about a big business opportunity for the
community. We want to see 200,000–300,000 visitors come to the Hall of
Fame and spend their money in the Galesburg economy. There is no reason we can't
be as successful as the Baseball or Football Halls of Fame if we do this
right.Ó
ÒIt is already clear to us
that we will never be a collection of artifacts. We want to tell the story of
American railroads rather than attempt to preserve the past. Look at the
fantastic success of the Lincoln Museum in Springfield. They have exceeded all
expectations, and we want to follow their lead in bringing a 21st century
approach to the project. It quickly became clear to us that we could never be
as successful if we took the more traditional approach. I must admit we have
learned an awful lot in a short period of time working with [LaPaglia].Ó
At their March press
conference Matson said that the goal for Galesburg community fund raising was
$500,000, with half of that to pay LaPaglia's fee and the rest to cover
organizational and fund raising expenses. The bulk of the money needed to
complete the project, $60 million, was to come from corporate donations and
federal or state grants. The largest remaining railroads were key to raising
the necessary funds, followed closely by affiliated corporations. Back in March
everyone was extremely optimistic, but important lessons have been learned in
four months.
ÒIt took us a while to get
organized and begin successful fund raising,Ó explained Morrison. ÒI am totally
pleased by the local community response, and that's important because our fund
raising strategy is different from what we anticipated back in March. We have
learned that it is important to show a strong community commitment to this
project before we can make a convincing case to the railroads. The railroads
were originally the first stage of fund raising but are now targeted for the
last stage (said the former Wells Fargo banker, unaware of his pun). Now we are
shooting for a local contribution of $1–1.5 million rather than a half
million. That's a lot of money but certainly doable.Ó
The local fund raising is
well underway in two parallel efforts. A grassroots campaign in the form of
media ads requesting donations from individuals and, more importantly, a direct
appeal to wealthy individuals and businesses in the immediate area for larger
financial commitments. As of last week the newspaper ad had already prompted
$49,600 in cash according to Morrison, and the total raised in a combination of
cash and pledges currently stands at about $500,000. Additionally, Morrison
says the Hall of Fame will be looking toward a financial commitment from the
City of Galesburg and perhaps even Knox County in the form or tax support for the
project. This would be in real dollars on top of the donated land and
infrastructure assistance the City has already committed toward the project.
ÒWe aren't looking for
sales or property tax money,Ó said Morrison. ÒWe are hoping that a Hotel/Motel
tax or some other kind of tax or fee that would be paid largely by visitors to
the community could contribute millions toward our goal over the next few
years. We are anticipating at least $10 million in state or federal money, and
combined with a strong local commitment this should put us in a stronger
position to seek money from the railroads. However, timing is very important.
The biggest risk of delay in getting sufficient funding commitments is the
possibility of a cash flow crunch here at the front end as we complete the
project planning stages. We really need to get the money flowing in at this
early stage to keep on our timeline. We are really coming up to a crucial time
here.Ó
Morrison and his board see
this as an investment in Galesburg's future. ÒWe visited with the Springfield
mayor and he told us what an asset the Lincoln Library has already been for his
community. He says the payoff was almost immediate for Springfield. Our board
is looking at a long road ahead and we may well take more than the four years
sketched out on our timeline, but I am confident that this Hall of Fame will be
a reality soon enough and the Galesburg economy will be rewarded for its
upfront commitment and faith in this project.Ó
07/13/06