1. 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.

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.

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.

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.

5. Shakespeare Gardens TDG Shakespeare Garden Central Park Shakespeare Garden Back Front

6. Japanese Garden With Koi Pond TDG Tribute Garden with Pond Gardens and Ponds

7. Shade Gardens TDG Shade Garden

8. Rose Gardens TDG Rose Garden Brooklyn Botanical Rose Garden

9. Grand Allee TDG Grand Allee Du Meadows Botanical Gardens Allee

10. Callier Garden and Pond Garden TDG Leftwich Pond Japanese Gardens Pond Garden

11. TDG Dallas ArboretumVS

12. Butterfly Garden Entrance to TDG Butterfly Garden Signs for education about Butterflies

13. Edible Gardens TDG Vegetable Gardens TDG Native Plant Garden

14. Seating Area?

15. Overgrown Plants

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

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

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

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.

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.

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%

22. Met Museum Official Site Retrived August 4,2011, from http://www.store.metmuseum.org

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

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

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

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

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%

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

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!!!

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

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

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.

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.

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.

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.

36. Conclusions Recommendations