Strategic Plan

Adopted 2023 for fiscal years 2024-2028

BACKGROUND
Since 1966, Glessner House has been leading the effort to preserve and celebrate the legacies of architect Henry Hobson Richardson, the Glessner family, and Prairie Avenue, while also implementing the highest standards of historic preservation in caring for our National Historic Landmark. During that time, the organization has successfully restored Richardson’s urban residential masterpiece; preserved the Glessner family’s significant collection of Arts & Crafts era furnishings; celebrated the illustrious history of late 19th and early 20th century Chicago; and introduced tens of thousands of visitors from Chicago, the United States, and around the world to the rich stories embodied in the House and its collections.

PURPOSE STATEMENT
To ensure Glessner House remains relevant and engaging for 21st-century audiences by enhancing physical and digital accessibility, expanding innovative programming, broadening visibility, advancing its role as a cultural hub, and preserving its historical significance.

GOAL 1: ENHANCE ACCESSIBILITY
Objective: Improve physical and digital access to Glessner House.
Key Activities and Tasks:
1. Physical Accessibility
-18th Street Accessible Entrance
-Engage architectural firm that specializes in historic building accessibility to provide guidance
-Engage construction firm
-Review code compliance and safety
-Secure approvals from City of Chicago and Landmarks Illinois
-Raise necessary funds
2. Digital Access
-Digital Tours
-Record and edit tours for use online and in Visitors Center
-Digitize Collection
-Prioritize items in collections management system for digitization and online acess
-Create strategic plan for sharing digital resources online

GOAL 2: APPEAL TO DIVERSE AUDIENCES
Objective: Develop diverse and engaging programs that resonate with modern audiences.
Key Activities and Tasks:
1. Leverage Technology for Programming
-Explore new technologies for both in-person and online formats
2. Address Overlooked Narratives
-Develop Master List of Glessner Stories
-Research New Programming Models
3. Expand Arts and Culture Programming

GOAL 3: INCREASE AND BROADEN VISIBILITY
Objective: Enhance Glessner House’s brand awareness and reach broader audiences.
Key Activities and Tasks:
1. Evolve Brand Positioning
-Lean into Cultural Center Positioning
-Connect Brand to Cultural Arts Support
2. Increase Brand Awareness and Sales
-Improved Signage in and Around Glessner House
-Expand Digital Marketing
-Website optimization
-SEO strategies
-Expand social media presence
-Paid digital advertising
3. Create Internship Program
-Partner with a University for Internships
-Low-cost marketing communications support
-Digital native support for digital marketing campaigns

GOAL 4: CELEBRATE SIGNIFICANCE OF HOUSE AND FAMILY
Objective: Expand reach of the historically and culturally significant stories of Glessner House.
Key Activities and Tasks:
1. Develop Exhibitions Program
-Incorporate Temporary Exhibitions
-Create list of potential exhibitions
-Evaluate staffing needs
-Explore funding and guest curators
2. Reinterpret Key Areas of the House
-Identify Areas for New Use or Reinterpretation
-Schoolroom
-Former Visitors Center
-Glessners’ Bedroom

GOAL 5: CREATE LONG-TERM FINANCIAL SUSTAINABILITY
Objective: Ensure the financial stability and growth of Glessner House for decades to come.
Key Activities and Tasks:
1. Grown Donor Revenue
-Strategically Expand Board
2. Explore New Revenue Streams
-Arts & Crafts Programs and Events
-Reimagined Gift Shop
-Expand Programming to Other Locations

This strategic plan aims to position Glessner House as a dynamic, inclusive, and financially robust institution that serves and engages diverse 21st-century audiences while preserving its rich historical legacy.