Attachment_17_FOMA_Long_Range_Interpretative_Plan.pdf

Fort Matanzas

LONG-RANGE

INTERPRETIVE

PLAN

August 2023

National Park Service U.S. Department of the Interior

Fort Matanzas National Monument Florida

Long-Range Interpretive Plan

Fort Matanzas National Monument

Developed by Interior Region 2 (Southeast Region) Interpretation, Education & Community Partnerships

August 2023

Approved by

Superintendent, Fort Matanzas National Monument

Table of Contents

Introduction ��������������������������������������������������������������������������������������������������������������������������������������������������� 1

Executive Summary ��������������������������������������������������������������������������������������������������������������������������������������� 3

� Goals and Desired Outcomes ����������������������������������������������������������������������������������������������������������� 4

� S�C�O�T� Analysis ��������������������������������������������������������������������������������������������������������������������������������� 8

Foundations ������������������������������������������������������������������������������������������������������������������������������������������������� 13

� Description of the Park �������������������������������������������������������������������������������������������������������������������� 13

� Park Purpose ������������������������������������������������������������������������������������������������������������������������������������� 14

� Park Significance ������������������������������������������������������������������������������������������������������������������������������� 14

� Fundamental Resources and Values ���������������������������������������������������������������������������������������������� 14

� Interpretive Themes ������������������������������������������������������������������������������������������������������������������������� 15

� Essential Questions �������������������������������������������������������������������������������������������������������������������������� 17

Existing Conditions ������������������������������������������������������������������������������������������������������������������������������������� 19

� Visitor Experience ���������������������������������������������������������������������������������������������������������������������������� 20

� Interpretive Media ���������������������������������������������������������������������������������������������������������������������������� 21

� Walks, Talks, and Tours �������������������������������������������������������������������������������������������������������������������� 21

� Use of Technology ���������������������������������������������������������������������������������������������������������������������������� 23

� Education Programs ������������������������������������������������������������������������������������������������������������������������� 23

� Community Outreach ���������������������������������������������������������������������������������������������������������������������� 24

� Volunteer Programs ������������������������������������������������������������������������������������������������������������������������� 24

� Relevance, Diversity and Inclusion ������������������������������������������������������������������������������������������������ 24

� Business and Administration ���������������������������������������������������������������������������������������������������������� 26

� Audiences ������������������������������������������������������������������������������������������������������������������������������������������ 26

Recommendations �������������������������������������������������������������������������������������������������������������������������������������� 29

� Visitor Experience ���������������������������������������������������������������������������������������������������������������������������� 30

� Interpretive Media ���������������������������������������������������������������������������������������������������������������������������� 31

� Walks, Talks and Tours ��������������������������������������������������������������������������������������������������������������������� 32

� Use of Technology ���������������������������������������������������������������������������������������������������������������������������� 33

� Education Programs ������������������������������������������������������������������������������������������������������������������������� 34

� Community Outreach ���������������������������������������������������������������������������������������������������������������������� 35

� Volunteer Programs ������������������������������������������������������������������������������������������������������������������������� 36

� Relevance, Diversity and Inclusion ������������������������������������������������������������������������������������������������ 36

� Business and Administration ���������������������������������������������������������������������������������������������������������� 38

Implementation Plan ���������������������������������������������������������������������������������������������������������������������������������� 41

� Implementation Toolkit ������������������������������������������������������������������������������������������������������������������� 41

� Theme Matrix ����������������������������������������������������������������������������������������������������������������������������������� 46

Methodology ����������������������������������������������������������������������������������������������������������������������������������������������� 55

Acknowledgments ��������������������������������������������������������������������������������������������������������������������������������������� 56

Bibliography ������������������������������������������������������������������������������������������������������������������������������������������������� 60

Long-Range Interpretive Plan 1

Introduction

The first European colony founded in America lies, not in New England, but on the eastern coast of Florida� It is in St� Augustine, the oldest European city in the continental United States, where the Spanish government built a system of concentric defenses including Fort Matanzas, the only remaining example of a European-style stone watch tower in the continental United States� Today

Fort Matanzas stands very much as it did nearly 300 years ago, as a sentry overlooking the Florida coastline while it continues to change and shift under forces both natural, and man-made� Fort

Matanzas is the only structure still remaining from a ring of structures encircling St� Augustine, and, at its heart, the Castillo de San Marcos, a fort so strong it was used by four different countries for hundreds of years without ever being defeated� Together, these National Monuments preserve the story of the first colony in America and the complicated interactions between nations and people that shaped it�

This interpretive plan is designed to guide park managers for the next 5-7 years as they assist park visitors seeking the truth about American history in the Nation’s greatest classrooms protected and preserved by the National Park Service�

Long-Range Interpretive Plan 32 Fort Matanzas National Monument

Executive Summary

As co-managed units of the National Park Service, Fort Matanzas and Castillo de San Marcos

National Monuments underwent the interpretive planning process at the same time� Though both parks share the same big picture management goals and desired outcomes for successful interpretation, a separate plan was created for each park to simplify the reader’s understanding of each unit's unique strengths, challenges, and path forward for managing interpretation for the next

5-7 years� Readers will find some redundancy if reading both plans�

Long-Range Interpretive Plan 54 Fort Matanzas National Monument

Goals and Desired Outcomes

This plan was initiated March 2022 and completed in August 2023� Park Management requested a long-range interpretive plan to create a practical guide for new staff to quickly understand the interpretive philosophy, programs, issues, priorities, and goals for Fort Matanzas and Castillo de

San Marcos National Monuments with specific focus on developing strategy to:

1. Identify and communicate untold and undertold stories.

2. Enhance relationships with, and service to, Hispanic communities.

3. Create more inclusive experiences for the wide swath of the American public.

4. Expand the education program to serve more local and underprivileged youth.

5. Expand community outreach programs to serve more local residents and enhance partnerships.

6. Assess and improve the accessibility of interpretive programs and exhibits.

7. Define the role of historic weapons exhibition in context as one of many aspects of a thriving interpretive program.

These seven goals are aligned with relevant national and regional level strategic goals as seen in

Figure 1�1�

Strategic Goals Alignment

National Goals 1 2 3 4 5 6 7

Expand hunting, fishing, and other recreation on DOI lands and waters. (DOI Strategic Plan 2018- 2022 Goal 3.1) n/a n/a n/a n/a

Advance equity, inclusion, and access in carrying out the NPS mission. (NPS Strategic Priorities, 2022) n/a n/a

Enhance public satisfaction at DOI sites. (DOI Strategic Plan 2018-2022 Goal 3.2) Invest in the future of parks. (NPS Strategic Priorities, 2022) n/a n/a n/a n/a

Create an NPS experience that meets visitor expectations into the future. (NPS Strategic Priorities, 2022) n/a

Align DOI organizational structure and workforce to improve partnership engagement and mission delivery (DOI Strategic Plan 2018-2022 Goal 6.1) n/a n/a n/a n/a

Connect and empower a thriving and diverse workforce. (NPS Strategic Priorities, 2022) Foster partnerships to achieve balanced stewardship and use of our public lands (DOI Strategic Plan 2018-2022 Goal 1.3) n/a n/a n/a

Support tribal self-determination, self-governance, and sovereignty (DOI Strategic Plan 2018-2022 Goals 4.1) n/a n/a n/a n/a

Respect and strengthen Indigenous connections, enhance our nation-to-nation relationships, and fully uphold our trust and treaty responsibilities.

(NPS Strategic Priorities, 2022) n/a n/a n/a n/a

Provide science to safeguard communities from natural hazards (DOI Strategic Plan 2018-2022 Goal 5.4) n/a n/a n/a n/a

Confront the climate crisis using scientific and traditional ecological knowledge in stewarding our resources. (NPS Strategic Priorities, 2022) n/a n/a n/a

Regional Goals 1 2 3 4 5 6 7

Collaboratively tell inclusive, regionwide stories. n/a n/a n/a Elevate the quality and relevance of interpretive exhibits. n/a n/a Leverage digital platforms for information, interpretation and education access.

n/a n/a n/a Inspire, engage and hire the next generation of youth leaders. n/a n/a

Figure 1.1 Strategic Goals Alignment Tables

Long-Range Interpretive Plan 76 Fort Matanzas National Monument

Measurable Outcomes

Measures of Success 1 2 3 4 5 6 7

Visitor response and comments reflect a well-balanced and inclusive experience reflecting multiple perspectives.

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Percentage of programs and interpretive content reflecting diverse and inclusive narratives increases, as assessed by content.

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Visitation demographics reflect more diverse visitation. 👍 👍 👍 n/a n/a 👍 n/a

Feedback from partner groups and associations reflect higher visitor satisfaction. 👍 👍 👍 n/a n/a 👍 👍

Visitation increases at Fort Matanzas locations providing interpretation. 👍 👍 👍 n/a 👍 👍 👍

Percentage of visitors using interpretive services increases. 👍 👍 👍 n/a n/a 👍 👍

Park economic benefit to gateway communities increases. 👍 👍 👍 👍 👍 👍 👍

Visitor satisfaction increases as assessed by visitor experience surveys as well as comment cards. 👍 👍 👍 n/a n/a 👍 👍

Trip reviews on well-known travel sites as well as Recreation.gov reflect higher visitor satisfaction. 👍 👍 👍 n/a n/a 👍 👍

Repeat visitation is increased. 👍 👍 👍 👍 👍 👍 👍 Number of local visitors increases. 👍 👍 👍 n/a 👍 👍 👍 Quantity and quality of interpretive services increases as a result of volunteer labor.

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The park establishes and sustains routine consultation with culturally associated Native American Tribes on cultural studies, plans, reports, and interpretation (not just issues requiring section 106 and NAGPRA) as measured by number, type, and frequency of consultations as well as Tribal response rates.

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Figure 1. 2 Measurable Outcomes Table

Measures of Success 1 2 3 4 5 6 7

Annual number of youth served through the education program increases.

n/a n/a n/a 👍 n/a n/a n/a

Number of diverse youth served through the education program increases. 👍 👍 👍 👍 n/a 👍 n/a

Number of local youth served through education program increases.. 👍 👍 👍 👍 n/a n/a n/a

Number of partnerships and projects with academic institutions and research organizations are enhanced and expanded, especially among scientific groups representing traditionally underserved populations and those with differing ability levels.

👍 👍 👍 n/a n/a 👍 n/a

The number of interns recruited from HBCUs, Greening Youth, and other diverse institutions to engage in scientific discovery, exploration of the park, and introduction to NPS careers increases.

n/a 👍 👍 n/a 👍 n/a 👍

Staff demographics reflect a more diverse workforce that represents national demographics.

n/a 👍 👍 n/a 👍 n/a n/a

The number of hiring announcements and financial contributions to HBCU, Greening Youth, and other organizations specializing in placement of diverse employees increases.

n/a 👍 👍 n/a 👍 n/a n/a

The percentage of programs and interpretive content reflecting diverse and inclusive narratives increases, as assessed by content.

👍 n/a 👍 n/a n/a n/a 👍

The overall number of volunteers in the park increases, as well as the percentage of diverse volunteers, as measured in key demographics pertaining to age, race, veteran status and ability level.

👍 👍 👍 n/a 👍 👍 👍

Retention of diverse employees increases, as measured by staff demographics.

n/a n/a 👍 n/a n/a n/a 👍

Financial incentives to attract and retain a broad spectrum of diverse employees increases. 👍 👍 👍 n/a n/a 👍 n/a un to ld a nd u nd er to ld s to rie s.

un to ld a nd u nd er to ld s to rie s.

H isp an ic c om m un iti es

H isp an ic c om m un iti es m or e in cl us iv e ex pe rie nc es m or e in cl us iv e ex pe rie nc es

Ex pa nd th e ed uc at io n pr og ra m

Ex pa nd th e ed uc at io n pr og ra m

Ex pa nd c om m un ity o ut re ac h…

Ex pa nd c om m un ity o ut re ac h… im pr ov e th e ac ce ss ib ili ty im pr ov e th e ac ce ss ib ili ty ro le o f h ist or ic w ea po ns ro le o f h ist or ic w ea po ns

Long-Range Interpretive Plan 98 Fort Matanzas National Monument

S.C.O.T. Analysis

Strengths The Interpretation program at Fort Matanzas National Monument is excellent overall� The park benefits from knowledgeable and experienced interpretive staff who have been working at the park for many years� Most permanent, full-time staff have education or experience in professional historical research and combine their knowledge with enthusiastic interpretation to bring the stories of the past to life in St� Augustine� Further, interpretation staff are highly adaptable and they perform duties including formal interpretation, roving, virtual outreach, youth engagement and exhibit design� Exhibits presented in Spanish as well as English create an attractive ratio of information to graphics and opportunities for Spanish-speaking visitors to enjoy the park in their native language�

Challenges There are several infrastructure challenges at Fort Matanzas including a lack of parking and exhibit space which limit the number of visitors and ways they can interact with the historic site of the fort, especially in inclement weather� While overall numbers of youth served through sister park

Castillo de San Marcos’s commercially-managed education program are astounding, education offerings at Fort Matanzas are limited� And while Fort Matanzas does an excellent job presenting the often undertold story of Spanish influence on the fledgling Americas, there is a lack of interpretation of the Native American people who lived in the area before European contact� What interpretation is available is problematic, especially online, where outdated myths of extinction and benevolent American action need to be updated to reflect Native American perspectives and current scholarship in archeology, history, and ethnography� Further, diversity among the interpretation staff is below local and national averages which creates missed opportunities to serve more diverse audiences�

Opportunities Situated on over 300 acres of coastal land, Fort Matanzas has tremendous opportunities to connect to visitors recreating in Florida and exploring its natural wonders as well as its fascinating history�

Recently the park has made new, and stronger, relationships with its culturally associated Native

American Tribes and local Hispanic organizations creating multiple opportunities to broaden the visitor base and tell previously untold stories about the effects of colonization and reconstruction programs on Native Americans� New exhibits are desired for the park’s indoor and outdoor spaces and opportunities exist to reimagine the space and experiences provided to visitors to better meet modern expectations� Additional opportunities exist to upgrade or create accessible trails at Fort

Matanzas and incorporate Universal Design principals to facilitate enhanced visitor experiences for all� Finally, there are opportunities to reframe volunteer and historic weapons programs so that they better support the greater context of park management, operations, and interpretation to create deeper, more meaningful experiences for visitors�

Threats Like all coastal parks, Fort Matanzas National Monument faces tremendous threats from the effects of climate change and sea level rise including increased likelihood of tropical storms, storm surge, and flooding which could severely damage or destroy historic structures which the park interprets� Additional changes to local ecosystems due to climate change and increased visitor use further threaten plant and animal species within the park� The park also faces potential threats from missing opportunities to tell whole or complete stories, especially concerning the impact of early Spanish settlers on colonial America and the displacement of Native Americans which took place on land now occupied by the park� If the park is unable to tell the whole story about all of the many different people who are the ancestors of modern Americans, the park could lose relevance to today’s audiences�

Long-Range Interpretive Plan 1110 Fort Matanzas National Monument

Summary of Selected Recommendations The Long-Range Interpretive Plan for Fort Matanzas National Monument includes a vast array of recommendations which may assist park management in making decisions about interpretive programming for many years to come, however, it would be unrealistic to think the park will accomplish all of these� Therefore, certain recommendations are prioritized and scheduled for implementation, while the complete suite of recommendations can be found in the

Implementation Plan� The recommendations which will have the greatest impact on helping Fort

Matanzas National Monument achieve its seven stated strategic goals are summarized here�

Strategic Goal 1: Identify and communicate untold and undertold stories.

� Incorporate Indigenous perspectives into new exhibits, especially in the vast recreational areas of the park� Be sure to consult on any interpretation that seeks to represent Native

American history or perspectives�

� Use the park’s updated and revised themes and theme matrix to craft interpretive programs, exhibits, and virtual interpretation�

Strategic Goal 2: Enhance relationships with, and service to, Hispanic communities.

� Continue expanding partnerships with Hispanic/Latin American community organizations�

� Hire staff with Spanish language fluency to create authentic experiences in person and continue the excellent work done in existing media�

� Meet visitors where they are at by providing enhanced roving operations and opportunities for family gatherings�

Strategic Goal 3: Create more inclusive experiences for the wide swath of the American public.

� Partner with local organizations who specialize in serving diverse people and communities with outdoor recreation to offer fishing, water safety, women’s recreation, Wilderness First

Responder, and other outdoors skills camps catered to people of color�

� Establish baseline goals for diverse representation in media in order to help shape and inform the development of new exhibits, especially in recreational areas�

� Pursue special hiring authorities, language skills requirements, and hire local to diversify staff�

Strategic Goal 4: Expand the education program to serve more local and underserved youth.

� Hire two permanent staff members to expand the current education program to encompass Fort Matanzas more holistically and serve local and underserved youth�

� Establish a flagship Every Kid Outdoors (EKO) program for local fourth graders that incorporates citizen-science and Florida state standards into STEM-focused education�

� Work with a partner to offer virtual and distance learning opportunities�

Strategic Goal 5: Expand community outreach programs to serve more local residents and enhance partnerships.

� Establish a GS-09 Community Outreach Coordinator�

� Connect to the large, local water recreation community that currently use Fort Matanzas for fishing, boating, swimming, sunbathing, etc�

� Connect to the large military community (especially FL National Guard) through Morale, Welfare, and Recreation programs, and family programs�

� Establish a Healthy Park, Healthy People program featuring programs like Yoga/Run/

Paddle/Bike With a Ranger�

Strategic Goal 6: Assess and improve the accessibility of interpretive programs and exhibits.

� Incorporate multisensory, all abilities experiences into the Coastal Hammock Trail and

Marsh Trail�

� Enroll design staff in the Eppley Accessibility Certificate Program�

� Conduct a full accessibility review of exhibits and trails�

Strategic Goal 7: Define the role of historic weapons exhibition in context as one of many aspects of a thriving interpretive program.

� Ensure historic weapons demonstrations are embedded in high-quality thematic interpretation that provides whole-story context� Historic weapons demonstrations should serve as a hook to engage visitors in provocative interpretation�

� Continue providing a multitude of diverse interpretive program options for visitors�

� Continue incorporating uniformed volunteers into thematic interpretation walks, talks, and tours, as well as living history� Ensure these volunteers receive the same, or equivalent training to uniformed staff�

Long-Range Interpretive Plan 1312 Fort Matanzas National Monument

Foundations

The Foundations section of this plan is not designed to replicate, substitute, or supplement the park’s existing Foundation Document except where it concerns the park’s interpretive themes� As such, this section contains excerpts from the Foundation Document intended to help the reader understand the park’s interpretive operation in terms of the park’s broader context in a single sitting� These excerpts have been edited for length� For in depth information on any of the sections discussed below, the reader must consult the original Foundation Document: Fort Matanzas

National Monument, 2016�

Description of the Park

Fort Matanzas National Monument encompasses over 300 acres of undeveloped Florida coast preserving a landscape that must look very much today as it did when Spanish Colonists first settled there, and when Native Americans made homes in the area thousands of years earlier�

There are multiple entrances to the park and ways for visitors to enjoy it by beach-going, boating, jogging, biking, hiking one of the park’s undemanding trails, or taking a ferry ride from the visitor center to the historic Fort Matanzas itself� Whatever a visitor’s interests, Fort Matanzas offers many ways for visitors to choose their own adventure while exploring the beautiful diverse ecosystems and fascinating history of Northern Florida�

Long-Range Interpretive Plan 1514 Fort Matanzas National Monument

Park Purpose

Fort Matanzas National Monument preserves the fortified watchtower, completed in 1742, which defended the southern approach to the Spanish military settlement of St. Augustine, and protects approximately 300 acres of

Florida coastal environment.1

Park Significance

The following significance statements have been identified for Fort Matanzas National Monument�

(Please note that the sequence of the statements does not reflect the level of significance�)

1� Built from coquina, a locally quarried form of limestone, Fort Matanzas is the only example of a Spanish fortified watchtower in the continental United States�

2� Fort Matanzas is the best-preserved component of the Spanish outer defense system that once protected St� Augustine�

3� Fort Matanzas’ setting provides a rare opportunity for visitors to experience the natural landscape as it might have appeared to an 18th-century Spanish soldier�

4� Fort Matanzas National Monument preserves an undeveloped portion of an Atlantic barrier island and coastal ecosystem containing dunes, marsh, maritime forest, and associated flora and fauna, including threatened and endangered species�2

Fundamental Resources and Values

Fundamental resources and values (FRVs) are those features, systems, processes, experiences, stories, scenes, sounds, smells, or other attributes determined to warrant primary consideration during planning and management processes because they are essential to achieving the purpose of the park and maintaining its significance� If fundamental resources and values are allowed to deteriorate, the park purpose and/or significance could be jeopardized�

Other important resources and values (OIRVs) are not fundamental to the park’s significance, however, they are important to the park’s operation and management and were considered during this planning effort�

The following fundamental resources and values have been identified for Fort Matanzas National

Monument:

1 National Park Service, US Department of the Interior, Foundation Document: Fort Matanzas National Monument

(Florida, June 2016), 5

2 National Park Service, Foundation Document, 6

Fort Matanzas. Fort Matanzas is a coquina masonry Spanish fortification that guards the southern mouth of the Matanzas River, the Matanzas Inlet� The structure is a tangible symbol of

Spanish culture and heritage in the area�

Historic Setting and Natural Environment. The natural landscape surrounding the fort retains a high degree of natural integrity encompassing broad, sweeping views extending 300 acres out from the fort, providing an authentic experience to visitors in terms of the strategic location and remoteness of the fort�

Other important resources and values that have been identified for Fort Matanzas National

Monument are:

Cast Iron Cannons. Two of the original cannons made around 1750 (probably in Spain) still stand at the fort today�

Archeology. Fort Matanzas National Monument has seven archeological sites that are listed in the National Register of Historic Places� These resources have provided, and will continue to provide, information useful for interpretation to the public�3

Interpretive Themes

Park Interpretive Themes define the most important ideas or concepts communicated to visitors about a park unit� While infinite themes could be created to help interpret a park’s resources and values, Park Interpretive Themes are derived from, and should reflect, park purpose, significance, resources, and values� They provide the foundation on which all other interpretive themes are built� They are one of the central tenets of professional interpretation as practiced by the National

Park Service and other heritage institutions around the world� As such, they are treated in this document for reflection and refinement, not merely for reference� The themes from the parks’

Foundation Documents are listed in this section, followed by revised themes which have been updated and refreshed to reflect professional standards for interpretation and help the park tell more inclusive stories� The revised themes lay the foundation for future interpretation at Fort

Matanzas for the next 5-7 years, or until revised again by subsequent formal planning process�

Common stories, topics, and essential questions for audience-centered dialogue are aligned with the new revised themes in the Theme Matrix found in the Implementation Section of this plan�

Legacy Themes from the Foundation Document, 2016 � Fort Matanzas stands as a reminder of the importance of guarding the Matanzas Inlet, which had been the backdoor, southern water approach to St� Augustine and the Spanish fortress

Castillo de San Marcos�

� The then-isolated location of Fort Matanzas took soldiers away from home, family, and the conveniences of community life in St� Augustine� Today, a relatively undeveloped natural landscape is evocative of the remote experiences of the Spanish soldiers charged with

3 Ibid, 7-8

Long-Range Interpretive Plan 1716 Fort Matanzas National Monument keeping a vigilant watch in defense of their way of life and of a key post of the Spanish

Empire�

� Through the conservation of portions of the Atlantic coastal barrier island ecosystems of

Rattlesnake and Anastasia Islands, Fort Matanzas National Monument serves as a gateway to the natural world, through recreation, exploration, understanding, and stewardship of the natural resources that comprise this native ecosystem�

� The stewardship of this nearly 300-year-old fortified Spanish watchtower requires careful preservation methods and traditional masonry techniques to maintain and safeguard Fort

Matanzas for the purpose of providing an authentic place for reflecting on our nation’s past�

� Fort Matanzas National Monument provides an opportunity for personal reflection on the beginnings of St� Augustine and the country� Whether a view reminiscent of the undeveloped landscape first experienced by native peoples, the clash of nations between the French and Spanish in 1565, or Spain’s struggle to protect its strategic port from British control in the 1740s, this special place represents the early period of what would become the

United States of America�

Revised Themes, 2022

� Today, a relatively undeveloped natural landscape evokes the experiences of the Spanish soldiers charged with keeping a vigilant watch in a remote, but key, post of the Spanish Empire.

� Fort Matanzas is the only remaining component of the outer perimeter defense of the oldest European settlement in the United States.

� Fort Matanzas National Monument provides an authentic place for personal reflection on the beginnings of St. Augustine, the colonization of the

Americas, and the lasting contributions of Hispanic people to our society.

� The survival of many plant and animal species, including some threatened and endangered, relies upon the ecosystems protected by Fort Matanzas

National Monument and its responsible visitors.

� The coastal environment surrounding Fort Matanzas is reminiscent of the landscape known by Native Americans who were hunting and fishing these lands and waters for centuries before Europeans were even aware of its existence.

Essential Questions

Essential questions are heavily used in the education industry by teachers, but in National Park

Service interpretation, they serve as the starting point for interpreters developing audience-centered dialogic experiences� They are questions that probe the park’s fundamental resources and values and statements of significance in order to encourage shared stewardship and broad collaboration in preserving heritage resources� They elevate a site’s relevance to modern audiences by asking visitors to make connections between park resources and real-world dilemmas of broad social importance� In form, essential questions are intriguing questions that cannot easily be answered, but which invite visitors and park staff to ask more questions and explore the answers together while engaging in mutual learning, contributing individual experience, and building 21st century skills� Essential questions are similar to interpretive themes in that they provide a baseline rhythm of communication interpreters build upon as they craft visitor experiences for the park�

The essential questions developed for Fort Matanzas are:

Essential Questions

� What does the legacy of colonialism mean to diverse Americans today?

� How does learning a new perspective shape our opinions and behaviors?

� How should a nation define and defend its borders?

� Why is it important for governments around the world to protect historic sites in the face of climate change?

� What parallels can we find between nature and history at Fort Matanzas?

� Why is it important not to disturb local ecosystems?

Long-Range Interpretive Plan 1918 Fort Matanzas National Monument

Existing Conditions

An assessment of existing conditions pertaining to interpretive operations was conducted from

March 28–April 1, 2022� This snapshot of operations assists park planners in understanding the context for the parks stated goals, creates a baseline for developing recommendations and monitoring metrics for the plan, and provides basic orientation information to incoming management staff wishing to understand the state of interpretation at the time the plan was developed�

Long-Range Interpretive Plan 2120 Fort Matanzas National Monument

Visitor Experience

Interpretive and Recreational Activities According to the Fort Matanzas National Monument Visitor Study, (2017) most visitors to the visitor center area and fort enjoy taking a short ferry ride across the Matanzas River to see the historic Fort Matanzas up close�4 However, the 2017 Visitor Study did not poll visitors outside of the visitor center area where the park offers more than 300 acres of coastland and recreational activities including hiking, birding, boating, fishing, and enjoying the park’s beaches� According to staff observations, it is likely that the majority of visitors to Fort Matanzas National Memorial do not actually visit the fort, preferring the park’s outdoor recreation opportunities� However, this needs to be studied further�

The park’s indoor exhibits and park film are extremely outdated and badly need updates� Rangers report that limited parking and a lack of indoor interpretive opportunities limit many visitors from enjoying the visitor center area and historic fort, especially during inclement weather or when the ferry isn’t running� The majority of visitors to the visitor center area and historic fort spend two hours or less in the park�5 It is unknown what the average length of stay or return propensity if for recreational visitors�

Trip Planning To assist visitors with trip planning, the park maintains a website, automated information line, and participates in use of the NPS app� The park’s use of the NPS app is excellent with Fort Matanzas having one of the most robust, informative, and complete app profiles in the region� The website includes recently updated information for trip planning that covers a variety of visitor interests, features accessibility information prominently on the front page, and quickly directs visitors to information on obtaining a ferry pass�

Wayfinding Fort Matanzas navigational and informational signs are dated� The park recently developed a sign plan which will help with wayfinding, interpretation, and orientation once implemented�

Customer Service Because there are multiple points of entry into the park, visitors may have very different customer service experiences� If visitors go to the visitor center to participate in a tour of Fort Matanzas or get information about the rest of the park, they will be greeted by at least one volunteer or park ranger and will receive excellent orientation and customer service� However, in the rest of the park, visitors are unlikely to encounter staff from the National Park Service�

4 David Pettebone, Fort Matanzas National Monument Visitor Study (Fort Collins, CO: 2017), 32

5 Pettebone, Visitor Study, 29

Interpretive Media

Indoor Exhibits Currently the park has interesting exhibits located in the historic fort that give visitors an idea of what a soldier’s life would have been like when he was stationed at the edge of the Spanish empire�

However, interpretive signage is temporary and does not provide a cohesive experience� The park has a project in PMIS (314509) that could lead to a more holistic approach to interpretation�

Outdoor Exhibits and Waysides The park has excellent waysides on its Coastal Hammock Trail that incorporate tactile elements and enliven the boardwalk hiking experience� However, in most other areas of the park, outdoor exhibitry is either in need of replacement or non-existent� The 2020 Castillo de San Marcos and

Fort Matanzas Cultural Landscape Report provides detailed recommendations for updating the gathering area where visitors wait to board the ferry and establishing a viewing platform on the new Marsh Trail, all of which will create opportunities for outdoor exhibits�6

Publications The park has an enormous library of publications available in the visitor center� Much of the content is digitally accessible on park webpages� However, most of these publications are wordy, dated, do not conform to NPS standards, and not all of them contain information that is in high demand from visitors� The park’s unigrid was recently updated and reflects excellent design principles, but it only includes a cursory glance at the history of Native American people who occupied the area before being forced out by Spanish occupation�

Walks, Talks, and Tours According to data analyzed from the 2018 Servicewide Interpretive Database and National

Park Service Visitor Use Statistics, 30% of visitors to Fort Matanzas National Monument use interpretive services� Of these visitors, most (40%) engage with park interpretation staff at the visitor center, 42% participate in informal interpretation activities, and 17% participate in at least one formal interpretation program�

A sampling of formal interpretive programs showed that interpretive staff at Fort Matanzas practice the T�O�R�E� model of interpretation providing informative, entertaining, relevant experiences for visitors that help them deepen their connections to Fort Matanzas� Staff at Fort

Matanzas also do an excellent job providing informal interpretation using a variety of rove kits and activities to meet visitors where they are at�

6 Ibid, 316

Long-Range Interpretive Plan 2322 Fort Matanzas National Monument

Figure 4.1 Interpretive Services Table

Visitors Using Interpretative Services

Total Visitors to Park: 593,789

Interpretive Services # of Visitors % of Total Visitation

Use of Any Interpretive Services 181,764 30%

Use of Personal Services 164,259 27%

Visitor Centers / Contact Stations 66,382 11%

All Formal Interpretation and Education Programs 27,169 4%

Informal Interpretation 69,684 11%

Use of Non-Personal Services 84,911 14%

Visitor Centers / Contact Stations 66,382 11%

Park-Produced Publications 2,600 0%

Audiovisual/Electronic Media 15,929 3%

Figure 4.2 Personal Services by Type Table

People Using Personal Interpretation Services (by Type of Service)

Total People Using Personal Services: 164,259

Type of Personal Service # of Interpretive

Contacts % of Total People Using

Personal Services

Visitor Centers / Contact Stations 66,382 40%

Informal Interpretation 69,684 42%

Formal Interpretation 27,169 17%

Demonstrations and Performing Arts 1,024 1%

Junior Ranger Contacts 6,432 4%

Special Events 0 0%

Education Programs* 0 0%

* Since 2015, education contacts at Fort Matanzas have been reported under Castillo de San Marcos National Monument. So, while staff report that education programs have been happening at Fort Matanzas, there is no good data to demonstrate the number of visitors these services are currently serving.

Use of Technology

Web and Social Media The park’s website does an excellent job making accessibility information easy to find� It features recently updated trip planning information on the “Things to Do” page and includes a virtual tour and two videos for visitors to enjoy at home� However, website navigation does not conform to NPS standards� The park’s social media presence is updated regularly and features thematic, organized, relevant, entertaining interpretation� Response time on social media is prompt�

Apps Fort Matanzas has one of the more complete app profiles in the region� It includes two self-guided tours, and detailed information on anything a visitor might want to do or need to know while in the park� Ferry information needs updated, and an audio tour would enhance the app experience for visitors of all abilities, but overall, the park’s use of the app is excellent�

Audiovisual Fort Matanzas features two good short films on its website, but the official park film is very dated and too old to be shown online� Currently the park does not have multimedia viewing space available to the public, although there is a small theater room, the park would like to rethink use of the space to incorporate indoor exhibits as well as audiovisual media� The park offers a virtual 360 tour on its website, and takes 508-compliance very seriously ensuring that its virtual offerings are accessible for people with different ability levels�

Education Programs Fort Matanzas occasionally hosts field trips, but it does not have a regular education program of its own� Since 2015, education contacts have been reported as part of the statistics for Castillo de San

Marcos National Monument� Fort Matanzas receives more requests in the summer for recreational field trips than during the school year for curriculum-based field trips� Whereas Castillo is in the heart of historic downtown St� Augustine and located toward the middle of the school district, Fort Matanzas is at the very southern end and does not have nearby schools or neighboring historic sites that attract school field trips� It does not have a separate education program from the

Castillo, so it is regularly included in offsite programs to schools and virtual programs thus sharing statistics with Castillo and making it harder to gauge frequency�

Long-Range Interpretive Plan 2524 Fort Matanzas National Monument

Community Outreach Fort Matanzas participates in community outreach events and partnerships with site-specific partnerships being managed by the Fort Matanzas Site Supervisor� Consultation with Native

American Tribes is managed by the Director of Interpretation, Education, and Visitor Services�

In the past, consultation with Native American Tribes has been primarily driven by the legal requirements of the Native American Graves Protection and Repatriation Act (NAGPRA), however, the park has recently been working to engage its culturally associated Native American

Tribes more frequently and develop deeper partnerships to help shape its interpretation of Native

American history� This presents new opportunities to tell the overlooked story of Native American occupation and displacement before Anglo-settlement in the area, and also creates opportunities to incorporate traditional knowledge and Indigenous perspectives on natural processes shaping the landscape protected by Fort Matanzas�

Volunteer Programs Volunteers at Fort Matanzas play a number of critical roles including deckhand, interpreter, and historic reenactor� This robust volunteer program is managed as a collateral duty by the volunteer coordinator who oversees the volunteer programs at both Castillo de San Marcos and Fort

Matanzas National Monuments� On-site volunteer management is done by Fort Matanzas staff who supervise volunteer work� The park has proper volunteer program management practices in place including appropriate policies, training, volunteer communications, recognition, and metric reporting� The park is in the process of updating its volunteer policies to further refine volunteer roles, communication, and scheduling�

Relevance, Diversity and Inclusion

Relevance Nationwide, cultural institutions (including some parks) are experiencing a phenomenon known as negative substitution� What this means, is that people are exiting the visitor base faster than they are being replaced�7 In order to maintain their relevance, parks must evolve to serve changing demographics and next generation audiences� At Fort Matanzas National Monument, the park already does a better job than many national parks serving underrepresented audiences from

7 Colleen Dilenschneider, “Market Potential by Quarter in 2021: Projected Attendance to US Cultural Entities(DATA),” know your own bone, accessed September 2021, https://www�colleendilen�com/2021/01/20/market-potential-by-quarter-in-2021-projected-attendance-to-us-cultural-entities-data

Hispanic communities with bilingual exhibits� These efforts can further be enhanced by telling more inclusive stories that are relevant to Native Americans and women, offering special programs geared toward multi-generational family participation, and continuing to seek ways to connect the park and its resources to today’s communities of Hispanic descent�

Diversity U�S� Census data show that 15�4% of people living in the area around Fort Matanzas National

Monument identify as people of color and 5�9% identify as Hispanic�8 It is well-known that the National Park Service struggles to recruit and retain diverse employees nationwide and the representation of people of color and/or Hispanic heritage working at Fort Matanzas seems to fall below averages for diversity in national and local populations� This is problematic because a lack of diversity among National Park Service staff can create feelings of exclusion and barriers to providing appropriate services for diverse visitors� In fact, focus groups of local residents who identify as Latinx/Hispanic said the absence of native Spanish speakers was a primary barrier to an enjoyable visit�9

Inclusion A hasty content analysis was conducted of Fort Matanzas’s interpretive media and programs analyzing the park’s wayside data in Facility Management Software System (FMSS), evaluating indoor exhibits, reviewing the park website, sampling interpretive programs, and conducting interviews with staff� This analysis showed that the park’s interpretive program centers primarily on the Spanish men who were responsible for operation of Fort Matanzas or natural resources�

There is a little bit of information on Native American people who would have lived in the area before and during Spanish occupation, but it does not reflect the latest scholarship or Native

American perspectives on that history�

Importantly, the interpretive program at Fort Matanzas focuses primarily on the experience of Spanish settlers to the Americas which sheds light on the important, but often overlooked, influence of Hispanic people in shaping the United States� The park incorporates Spanish language into its exhibits with all interpretive media featuring both Spanish and English text creating pleasing designs, opportunities for Spanish-speakers to engage with the National Park Service in their native language, and an authentic feel for many people learning about the history and influence of Spanish-speaking people in America� However, a focus group of area residents from the local Latinx/Hispanic community suggested that additional language services should be offered in audio-visual media, and mispronunciations and grammatical errors attributed to non-native

Spanish speakers created inauthentic feelings and barriers to understanding and participating fully in park experiences�10

8 Headwaters Economics, A Demographic Profile, St. Augustine, FL, Headwaters Economics’ Economic

Profile System, (May 17, 2022): 10

9 RSG, Castillo de San Marcos: Latinx/Hispanic Visitor Experience and Community Study (White River Junction, 2018), 13-14

10 Latinx/Hispanic Visitor Experience and Community Study, 13-14 https://www.colleendilen.com/2021/01/20/market-potential-by-quarter-in-2021-projected-attendance-to-us-cultural-entities-data/ https://www.colleendilen.com/2021/01/20/market-potential-by-quarter-in-2021-projected-attendance-to-us-cultural-entities-data/

Long-Range Interpretive Plan 2726 Fort Matanzas National Monument

Fort Matanzas truly embraces accessibility considerations as part of the intrinsic fabric of successful operations� Park exhibits feature many tactile elements, trails are fully accessible, and accessibility information is readily available on the park’s webpage and app� As the park considers new exhibits for indoor and outdoor visitor experiences, opportunities abound to continue creating welcome and enjoyable experiences for people of all abilities�

Business and Administration Fort Matanzas benefits from its association with Castillo de San Marcos National Monument which boasts one of the best business models in the region, if not the Service� The revenue generated from fees at Castillo de San Marcos supplement Fort Matanzas’s ferry operation making it able to run at no cost to visitors� The Director of Interpretation, Education, and Visitor Services manages the park’s fee program which provides a source of funding for park operations, including interpretation� This arrangement creates a self-sustaining operation that provides exceptional visitor experiences to nearly one million people each year�

While the park organizational chart reflects appropriate span of control and proper grading practices, park staffing could use an update if the park is to be successful expanding its education, interpretive media, and community outreach programs� The park would also benefit from the incorporation of formal training in the latest interpretive principles and…