Since its inception in 1958, the Whyte Foundation has used its endowment to preserve the art, culture and history of the Canadian Rocky Mountains. The development of the Peter Whyte Gallery and Archives of the Canadian Rockies in 1968 provided access to the growing collections. Fifty years later, it is time to renew the vision of the founders for the 21st century. With the development of this Strategic Plan, the Whyte will move purposefully toward future growth and enhanced service to visitors and supporters.
The Strategic Plan builds on the legacy of the past in order to provide a sustainable future that addresses issues of relevance and growth. The Strategic Plan sets the course for the period 2009 through 2013 and goals and performance measures are framed around the following Strategic Initiatives:
To increase interactive participation at the Whyte Museum, develop a 1 to 5 year strategy, ensuring that all programs, products and services connect with institutional Mission and Vision, are clearly linked with particular visitor segments, and their profit or public good outcomes are identified. In the short term, the Whyte will make optimal use of existing infrastructure to deliver exhibitions and programs while increasing marketing efforts to increase understanding of who we are and what we do. This includes Calgary markets and even national media, highlighting the national significance of what we do.
To achieve increased participation, change how the Whyte defines “Visitor” beyond local and tourists to include virtual visitors, and improve our understanding of current visitors through improved information gathering. We recognize that how we reach and provide access to certain visitor types will vary, that some visitation may best be done virtually.
Become more integrated into the community in terms of situating the Museum among the ecology of cultural institutions throughout the Rocky Mountains. The Whyte’s solid reputation within the community and with its stakeholders provides the Foundation opportunities for building partnerships.
Care for, build and conserve collections that we hold in trust, and that are the basis for every service that we offer.
Position and increase awareness of the Whyte as a knowledge and research facility, and explore internal synergies between all of our collections as holders of knowledge.
Build the Whyte’s profile and appeal as an employer and develop staff engagement and retention to build institutional capability in anticipation of the projects outlined in the Strategic Plan. Build the Whyte’s capability and capacity to deliver on its Mission using volunteers.
Consider creative approaches for reaching audiences who do not come to Banff. Position the Whyte Museum to have the technology required to deliver on its Mission to virtual and physical visitors.
To increase participation and to more effectively deliver our Mission, the Whyte will develop a permanent interactive heritage exhibition that tells the unique story of the Canadian Rockies history by highlighting themes and colourful individuals. We will offer something that nobody else in the Bow Valley offers.
The Whyte will define its role in preserving and presenting Canadian Rocky Mountain built heritage.
Redevelop the overall financial strategy (endowment income, earned income, planned giving, annual and capital fund development) to secure the necessary operating and capital resources to achieve the Foundation’s Mission and to ensure long-term financial sustainability.
Develop a long-term vision for the Museum, is grounds and the Heritage Buildings to enhance Mission delivery. As a principle, programs will drive infrastructure needs.
To learn more, please view, print, or download the complete
Strategic Plan. [PDF, 26 KB]
