Strategic Plan

Norman Studios Silent Film Museum, Inc. Strategic Plan
Adopted by the Board of Directors, June 12, 2017.

I. Introduction and History

The Norman Studios represents two significant, and largely forgotten, aspects of American history:

  • The Norman Studios complex is the only surviving studio complex in Jacksonville, Florida, from the era when Jacksonville was “The Winter Capital of Reel New York,” as Photoplay described it. During that era, 1908-1917, 30 studios operated in Jacksonville, making over 300 motion pictures. In addition Norman Studios did not transition to sound production so it represents a very rare example of a complete silent film complex.
  • Norman Studios is the only surviving “race films” studio. “Race films” were motion pictures made for African-American audiences that played in African-American theaters and featured African-American actors. Norman Studios produced motion pictures in the 1920’s that presented African Americans in positive ways that challenged then-current stereotypes. This is all the more remarkable since Richard Norman, a white man from Florida, produced these films during a period that arguably represented the height of “Jim Crow” in the South.

In 1922 Richard E. Norman, Jr. brought the former Eagle Film Studios complex in the Arlington area of Jacksonville to continue his production of “race films.” Following the end of the silent film era Norman ceased production of feature films although continuing in the film business in other ways. The property also became the site for the Gloria Norman Dance Studio, operated by Norman’s wife.

By the mid-1990’s, however, the buildings of the former studio complex were in extreme disrepair. Arlington residents discovered the hidden past of the buildings and founded Old Arlington, Inc., to save and restore the property. In 2002 the City of Jacksonville purchased four of the five Norman Studios buildings. (Circle of Faith Ministries had previously purchased the other building.) In 2007 the city finished structural repairs and exterior renovations of the four city-owned buildings.

In 2006 Norman Studios Silent Film Museum, Inc. was founded to focus solely on the Norman property and story. In 2013 it entered into a contract with the city to manage the property.

In 2016 Norman Studios was made a National Historic Landmark.

II. Process

The process of developing this strategic plan began with a Board of Directors retreat in May of 2016. The final plan is the result of board and volunteer collaborative efforts, including review of past plans and programs developed by and for Norman Studios Silent Film Museum, Inc. (“Norman Studios” hereafter) as well as input from stakeholders and members of the general public.

III. Goals

Aspiration: Norman Studios will be a premier research and educational institution on race films and the early North Florida film industry. The museum and related programs will reflect the history of the Norman Studios, Jacksonville as the “Winter Film Capital,” the importance and history of “race films” and the history of early filmmaking, particularly of silent films. Norman Studios will be a center for not only those interested in this (and related) history, but also for the community and for continuing the legacy of filmmaking in Jacksonville.

Preface: All goals are important, but emphasis will be placed immediately upon the accomplishment of the first three goals.

Goal 1: Update and strengthen the governance structure of Norman Studios.

Objective 1: Review and update bylaws and other policies.

Objective 2: Review and update financial accounting systems and processes.

  • Develop an annual budget process.
  • Develop a budget process for all fundraising activities.
  • Implement standard accounting processes for expenditures and gift receipts.
  • Implement an audit plan.

Objective 3: Recruit appropriate volunteers for the board of directors, for standing and other committees, and for other tasks.

  • Work with the City of Jacksonville on risk management and legal issues that impact the properties and volunteer activities.
  • Provide appropriate insurance for board members, officers, and employees.
  • Provide appropriate orientation and training for board members and other volunteers.
  • Develop a board development plan.

Objective 4: Review and work cooperatively with the City of Jacksonville concerning contractual obligations for the site.

  • Hold regular meetings with appropriate City officials.
  • Establish procedures in conjunction with the City for events at the City’s Norman Studios property.

Objective 5: Create and maintain a strong communications and pubic relations program, including a social media program with an up-to-date website, Facebook page, Twitter, etc.

Objective 6: Create and maintain a membership program.

  • Insure that the membership portal on website and membership brochure is current.
  • Insure that the membership program is appropriately carried out (acknowledgement letters, renewals, membership benefits, etc.) and monitored.

Objective 7: Create and maintain a formal volunteer program, including screening and training.

Objective 8: Identify and work with potential collaborating institutions and organizations and their representatives.

Goal 2: Reunite the Norman Studios.

Objective 1: Conduct a fundraising drive for the purpose of purchasing the Circle of Faith Ministries building and property.

  • Fundraising may be solicited from private, corporate or foundation sources.
  • Identify potential donors.
  • Develop fundraising materials, both printed and online.
  • Develop a budget for fundraising drive.
  • Hold a pre-fundraising event targeting those able to provide significant donations.
  • Solicit donations through volunteers.
  • Identify and apply for appropriate grant funding.
  • Hold at least one major fundraising event.

Objective 2: Purchase the Circle of Faith Ministries building.

Goal 3: Create self-sustaining operations.

Objective 1: Identify the priorities for administrative support, in terms of type, amount and timing.

Objective 2: Create a multi-year budget for operations.

Objective 3: Raise funds for operations.

Fundraising may be solicited from private, corporate or foundation sources.

  • Identify potential donors.
  • Develop fundraising materials, both printed and online.
  • Develop a budget for fundraising drive.
  • Hold a pre-fundraising event targeting those able to provide significant donations.
  • Solicit donations through volunteers.
  • Identify and apply for appropriate grant funding.
  • Hold at least one major fundraising event.

Objective 4: Implement the administrative plan, including the hiring of appropriate persons.

Goal 4: Renovate the interiors of all the Norman Studios buildings.

Objective 1: Create a plan for renovating the main and other buildings.

  • Include goals, historic preservation principles to be applied, and descriptions of potential exhibits.
  • Plan appropriate administrative space, public space, filmmaking and educational space, ADA compliance, archival and research space, and integration of collaborators such as Old Arlington, Inc.
  • Plan for visitor amenities, such as a gift shop.
  • Develop a timeline for the accomplishment of the renovation.

Objective 2: Create a budget for renovation and the building of appropriate exhibits as outlined in the previous objective.

Objective 3: Raise funds for renovating the interiors of Norman Studios buildings.

  • Fundraising may be solicited from private, corporate or foundation sources.
  • Identify potential donors.
  • Develop fundraising materials, both printed and online.
  • Develop a budget for fundraising drive.
  • Hold a pre-fundraising event targeting those able to provide significant donations.
  • Solicit donations through volunteers.
  • Identify and apply for appropriate grant funding.
  • Hold at least one major fundraising event.

Objective 4: Renovate the interiors of the Norman Studios properties.

Goal 5: Create a physical and online archive of materials relevant to Norman Studios and to the early North Florida film industry.

Objective 1: Create policies for the collection, preservation and utilization of North Florida and Norman Studios film-related materials.

Objective 2: Actively pursue collections that are available from the Norman family and elsewhere.

Objective 3: Formulate policies on oral history and take relevant oral histories through trained volunteers.

Objective 4: Create an online research center for race films.

Objective 5: Create an online research center for early filmmaking in North Florida.

Goal 6: Create a vibrant, world-class museum with an emphasis on race films and the early North Florida film industry.

Objective 1: The museum will illustrate the importance of North Florida to the early film industry.

Objective 2: The museum will illustrate Richard E. Norman’s importance as a pioneer in Florida and United States film, especially as a producer-director-writer-cinematographer of early films with all African American casts.

Objective 3: The museum will recognize the contributions of African-Americans to Florida and American film history.

Goal 7: Create and sustain educational programs for all levels that explore the history of filmmaking, race relations, innovations, and other topics related to the history of the Norman Studios.

Objective 1: Create internship programs in collaboration with appropriate colleges and universities.

Objective 2: Create programs that engage elementary and secondary students, particularly those from the neighboring community.

Goal 8: Educate the public through the museum resources, both physical, online and other media, concerning race films, the history of early filmmaking, and related topics.

Objective 1: Continue the highly successful Silent Sunday program, now in its third year.

  • Provide entertaining programs that illustrate the history of silent films and race films.
  • Provide a venue in which silent films are accompanied by live music.
  • Continue to raise money through this venue.

Objective 2: Provide programs to local and national groups on the history of film, discrimination, and other topics related to the history of Norman Studios.

Goal 9: Become a community center as well as a major tourist destination in the Jacksonville area, collaborating with related local, national, and international organizations.

Objective 1: Make the Norman Studios an attractive meeting place and resource for the community.
Objective 2: Plan and execute a campaign for promoting Norman Studios as a tourist destination.

Goal 10: Become a site for continuing the legacy of filmmaking in North Florida.

Objective 1: Provide education and training programs for filmmakers and potential filmmakers and related professionals.

Objective 2: Provide a venue for filmmaking.

Objective 3: Promote filmmaking in Jacksonville and Northeast Florida.

 

DOWNLOAD OUR STRATEGIC PLAN IN PDF: NormanStudiosStrategicPlan