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2007 Annual Report
 Strategic Plan, 2007 Update
Completed in 2006, PHS’s five-year Strategic Plan guides the organization’s work through 2011. Following is an update on progress made in
FY 2007 toward the Plan’s major goals.
Goal: Develop “must-see” aspects of the Philadelphia Flower Show.
The Philadelphia Flower Show is a premier public event that draws approximately 250,000 visitors to Center City Philadelphia each March and has a $30 million annual impact on the city’s economy over the course of nine days. The Show’s planners must continually seek out cutting-edge exhibitors and educational features that bring in new visitors while retaining veteran Show enthusiasts.
Stunning exhibits, live entertainment each day on the Show floor, and other exciting features helped make the 2007 Flower Show one of the best-attended in several years. A redesigned horticulture section, as well as educational opportunities throughout the Show, helped enhance the visitor experience.
Goal: Through Philadelphia Green, PHS will help determine the future management of existing and new open spaces in Philadelphia.
Philadelphia is at a crossroads in the management of its open space. Through its Philadelphia Green program, PHS seeks to influence planning, policy, development, and stewardship of green spaces throughout the city.
As a consultant to the City of Philadelphia, PHS supported a civic engagement process that gathered input from more than 1,600 people for GreenPlan Philadelphia, the city’s first comprehensive open space plan, which addresses the future of vacant land, parks, urban forests, and civic landscapes.
As part of its Green City Strategy advocacy campaign, which promotes the benefits of a green urban environment to government and business leaders, PHS assembled a Green City Strategy Committee. Led by PHS Council member John K. Ball, the committee helps PHS advocate for increased investment in urban green space and for political involvement in open space issues. PHS sponsored a Democratic Mayoral Candidates’ Forum at the 2007 Flower Show that attracted more than 1,000 attendees.
PHS is also linking with citywide efforts to reform the governance structure of the city’s park system and expand its resources and partnerships.
Goal: Through Philadelphia Green, PHS will expand its leadership role in promoting quality green infrastructure and horticulture in the Greater Philadelphia region.
In the past few years, Philadelphia Green has begun to reach beyond the city through projects in surrounding municipalities, bringing the program’s greening expertise to a larger regional audience.
PHS hired a consultant to develop a business plan for extending the reach of Philadelphia Green in southeastern Pennsylvania. PHS partners with Keep Pennsylvania Beautiful (KPB) on its summer internship program and this year trained 35 college students who completed projects in 13 cities throughout the commonwealth. PHS also continued to promote tree planting and tree stewardship in communities throughout southeastern Pennsylvania through its partnership with TreeVitalize, a program of the Pennsylvania Department of Conservation and Natural Resources.
Goal: Involve younger audiences to advance the mission of PHS.
Younger audiences are crucial to the future of PHS, as well as to the future of horticulture and environmental stewardship in the region. PHS must engage more young people in its work in the coming years to ensure a constituency for the future.
A new “student” ticket promoted to area colleges drew 4,000 young people to the 2007 Philadelphia Flower Show. PHS continued to develop its Green City Youth and Green City Teachers projects, which help integrate environmental education and community stewardship into Philadelphia public schools. PHS’s Summer Youth Environmental Stewardship program involved 36 young people at six recreation centers in Philadelphia. PHS participates in the Philly Fellows program, which places recent graduates of Philadelphia-area colleges for one-year employment at nonprofit organizations in the city. PHS is also working to develop a Young Friends group that will help support its programs through volunteering and advocacy.
Goal: Expand and effectively utilize volunteers across the organization.
PHS is fortunate to have thousands of volunteers who contribute to every aspect of its work. PHS must centralize their management and make the best possible use of their skills, as well as ensure a satisfying experience for volunteers.
PHS hired a full-time volunteer manager to strengthen the effectiveness of its volunteer program. She is working with staff across the organization to create a streamlined system for volunteer recruitment, training, and engagement.
Goal: Effectively communicate the identity of PHS.
As its programs have grown and diversified, PHS has become many things to many people. Going forward, PHS must clarify its public identity through marketing, advertising, and branding initiatives.
PHS is undertaking a campaign to strengthen the understanding and connection to the organization, both among members and those who are not as familiar. The campaign will focus on raising awareness throughout the region about PHS’s many programs including Philadelphia Green, the Philadelphia Flower Show, and youth education and encourage more gardening enthusiasts to join PHS as members, donors, visitors, volunteers, and advocates.
Goal: Expand funding to support financial stability and program growth.
To grow and sustain its programs, PHS needs a stable financial base.
Paid attendance at the 2007 Flower Show increased by 10 percent, while sponsorship support was up 30 percent. PHS grew its membership and completed successful challenge drives to increase gifts from individuals through the 1827 Society and Annual Fund. PHS also received a new gift annuity and three bequests. Investments grew last year by 12 percent.♦
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