Vice President for Development and Visitor Experience
Reporting to the President & CEO and partnering with the other Vice Presidents, the Vice President for Visitor Experience is responsible for oversight of all marketing and communications efforts and programming initiatives designed to:
- Building the Conservancy’s brand
- Build on the Conservancy’s earned media outreach
- Engage the public in Conservancy activities/communications, and educate them about the Conservancy
- Present public programs that reinforce the Conservancy brand
- Develop new stewards of Parks through educational programming
- Develop current and prospective Urban Park Professionals
- Enhance the quality of Visitor Centers, through programs and resources
- Build retail operations to support branding objectives
Build the Central Park Conservancy Brand
Create and institutionalize a comprehensive brand message and voice that will be used organization-wide to increase awareness of the breadth and depth of the Conservancy’s roles and responsibilities.
Ensure adherence to brand guidelines while developing new and appropriate opportunities to present the Conservancy’s message. Work closely with the Vice Presidents of Philanthropy, Operations, Planning, Design and Construction, and Finance and Administration to insure that all areas of the Conservancy are working together to present a unified and cohesive brand message.
Increase Awareness of Central Park Conservancy and its Work in Earned Media
Proactively reach out to media outlets that can report on the breadth of the Conservancy’s work and the people that make it happen both in Central Park and beyond.
Engage Park Visitors in Conservancy Communications
Deliver ongoing communications through various channels, including web site, social media, special events, public programs and tours, designed to increase the dialogue about the Conservancy and its role, and to foster new stewards of Central Park and all urban parks.
Present Public Programs that Align With and Reinforce the Conservancy Brand
Develop and operationalize programs that showcase the Conservancy’s work as caretakers of Central Park and provide information about how the public can get involved.
Teach Park Users and Managers to Care for Urban Parks Everywhere through
the Central Park Conservancy Institute for Urban Parks
Through the efforts of the Central Park Conservancy Institute for Urban Parks, new programs continue to be developed to elevate the visitor experience and engage the visitor with the Conservancy to foster responsibility and respect for Central Park and urban parks, globally.
Additionally, the Institute will enable the Conservancy to leverage its leadership position to provide professional development opportunities and create a forum of best practice exchange and information sharing, with the goal of keeping the Conservancy at the forefront of Urban Park Management know-how and practices.
Elevate the Quality of the Visitor Centers
Enhance the programs and resources offered to the public to better educate, engage and equip the public with a better understanding of Central Park and its care.
Diversify Earned Revenue through retail/wholesale program
Enhance retail/wholesale operations throughout the Park, and identify additional retail outlets to help increase awareness of Central Park Conservancy. Continually strive to provide an attractive and diversified product selection that highlights the Central Park Conservancy story and carries the Conservancy’s brand.
Prior to joining Central Park Conservancy, Terri spent eight years in museum development for several NYC institutions, including the Whitney Museum of Art. Terri began her career in advertising.