In a series of focus groups, interviews, and consultation, the Royal Tyrrell Museum is in the process of forming a new mission and vision statement to guide museum priorities in the coming years.
Since summer the Tyrrell has been working with community partners, organizations, staff members, and professional consultants in a strategic planning process in order to reevaluate their purpose and how they work with external partners. Head of marketing and public relations Elaine Secord says it’s the first time in recent memory the museum has undergone such a process.
“I think the founders of the museum had a really clear vision of who we are, why we exist, and what our priorities are, but this is the first time in many years they, at a high level, looked at who we are and where we want to be in the next five years,” she said.
“Some of the people who have been with us almost since the beginning may be retiring in the near future, so we want to capture those priorities if and when new staff comes in, especially at the senior level, so they have a framework of our priorities clearly defined and which look at the bigger picture.”
The museum has been consulting with groups not only in Drumheller but beyond to municipal, educational, and researching partners. A social media survey is also available for members of the public to share their feedback.
“It’s something positive for all the staff to be involved in all our committees that span the museum, and bringing together our staff and partners in new ways to collaborate on what the trends and challenges are that we’ll be facing and how we can grow and advance together.” Secord points to the expansion currently underway at the museum as an example of the value of public and external feedback in informing the Tyrrell’s direction. The expansion adds a resting area half way through the tour, washrooms, and additional flex spaces for activities.
“It’s a great example of that, where there was a separate planning process for the project that really took into account what the visitors told us they needed and to provide facilities there is a demand for and will be used by our guests,” she says.
A final report is expected in the spring and the results will be shared with participants and reported on in The Drumheller Mail. Secord says the report will work to inform and guide their practice through a list of strategic actions and priorities “so the museum is aligned across departments.”
