Attachment I Appendix J Creative Review Package.pdf

CREAT I VE REV I EW PAC KAGE

S u b m i t t e d b y :

S E A R C H

E I S T E R H O L D A S S O C I AT E S I N C.

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I D I Q C O N T R AC T 7 0 Z 0 2 3 1 8 D G P H 0 0 1 0 0

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TABLE OF CONTENTS

01 SECTION 1: EXECUTIVE SUMMARY

03 Introductory Statement 05 Project Vision 05 Museum Exhibit Mission 05 Museum Objectives 05 Target Audiences 05 Project Interpretive Goals

07 SECTION 2: EXHIBIT CONTENT

09 Project Messages 10 Museum Organization 11 Key Moments - Criteria & Selected 12 Education Integration

13 SECTION 3: EXHIBIT DESIGN

15 Deck 0 - City Pier

17 Deck 1 - Arrival 21 Deck 2 - Safety 29 Deck 3 - Security 35 Deck 4 - Stewardship 41 Deck 5 - Community 45 Graphic Design Approach 47 AV/Media Approach

51 Lighting Design Approach

57 SECTION 4: APPENDIX

59 Exhibit Square Footage

67 STEM Center

CREATIVE REVIEW PACKAGE

EXECUTIVE SUMMARYS E C T I O N 1

INTRODUCTORY STATEMENT

CREATIVE REVIEW PACKAGE

All of us – the National Coast Guard Museum, the Association, SEARCH, and EAI – have accepted the task of creating an extraordinary experience for the National Coast Guard Museum:

a state-of-the-art museum that expresses the unique character and abilities of the United States Coast Guard and its defining commitment to Honor, Duty, and Respect.

Our mandate is to make this facility at the mouth of the Thames River a destination of national prominence and international excellence, an unparalleled representation of a service that has grown with the United States and varied its missions to embrace the needs of its country. We’re tasked with telling the story of a small service with an enormous impact on our lives. While some visitors will come with a personal connection or lifelong commitment to the Coast Guard, many of our visitors won’t be aware of how much the Coast Guard touches every citizen’s life, every day. Most won’t be familiar with the range of skills the Coast Guard uses every day.

The other services have their own skills and their own museums, but the National Coast Guard Museum will be distinct in its chronicle of service, esprit, and accomplishment. The motto of the Coast Guard is Semper Paratus, “always ready.” The message of the USCG museum is that the Coast Guard has not only kept faith with its motto but has gone far beyond, to be “always expanding” as it embraces new challenges and new service.

The museum will have a breadth of audience to inspire, inform, and invite into a bonding relationship with the Coast Guard. To Coast Guard veterans, it will affirm their contribution and recount their history. To an enormous new citizen audience, it will reveal the Coast Guard’s impact on American life and every person’s prosperity and safety. It will speak to potential recruits and stakeholders in terms of community and spirit. This museum will be a standing ambassador to foreign visitors, conveying the reality of an America that is resilient, forward-looking, diverse, and – Always Prepared.

PROCESS

In addition to being an expression of the interpretive content, the design of the museum will address the principles of experiential design – considering the journey of the visitor through the space from start to finish and all that they encounter during their journey, from entryway to exit. The experience is more than the sum of isolated facts or stories, but creates a broader understanding and hopefully, builds an ongoing relationship with the visitor.

We are working within an existing building design, and its attendant opportunities and challenges. Building on the considerable work that has been done already to identify component content elements for the museum, we are developing a framework of larger narrative arcs that draw out the relationships between these stories.

We want visitors to see the Coast Guard as a living, breathing entity that is forward-looking: the Coast Guard continually evolves to meet the changing needs of a changing nation. In a world growing increasingly complex and interconnected, the missions and response of the Coast Guard will also become more complex.

The design process we are engaged in is weaving together multiple aspects, in addition to the narrative threads:

• Logistically, the Museum must be easily navigable. Visitors should be able to package their individual experience as per their interest, and at all times know clearly where to go, where they are, what to do and what their options are.

• The exhibits should support educational programming and draw out STEM aspects of the exhibition where possible.

• Visitors should be able to make personal connections to Coast Guard personnel, from today and from history.

• Media and technology systems should be integrated and look ahead to emerging technologies and anticipated changes.

In a post COVID-19 world and in light of current trends, incorporating more visceral, motion-detecting techniques, creating a parallel digital layer that expands the digital dimension.

CHARACTERISTICS OF THE E XPERIENCE

We expect our visitors will have seen many other world-class museums, including those that serve as our benchmarks: the National WWII Museum, National Museum of the Marine Corps, and National Museum of the United States Army. Yet we’re confident the National Coast Guard Museum will make a special claim on their regard and affection. The story we have to tell is large.

We don’t want to just tell the stories; we want to celebrate them.

We expect the overall reaction of visitors leaving us will be, “Why didn’t we know about the Coast Guard and its people?

How could we have missed how close the Coast Guard has been to American history? How could we have overlooked American heroes like Douglas Munro, Mike Healy, Ida Lewis, and Elmer F.

Stone? We never knew where the Coast Guard came from or why it started! We never realized the part it played in World War II beach landings, or how quickly and efficiently it delivers first-hand relief after big disasters. Who knew the Coast Guard evacuated Manhattan on September 11th? That alone is . . . well, we just didn’t know how huge a small outfit could be.”

We’re certain that our portrayal of the Coast Guard’s diverse, egalitarian community will speak to our visitors. The Coast Guard is a place that values experience and skill and rewards them early.

A young, enlisted woman may be commanding a rescue vessel;

a veteran non-commissioned officer may lead a boarding party;

the diverse crew of a helicopter or a cutter will work together in professional harmony, accomplishing missions that weren’t even

SECTION 1: EXECUTIVE SUMMARY

dreamed of in the Coast Guard’s earlier generations. Throughout the museum, visitors will find a diversity of people and of duties;

the range of ranks, rates, and ratings will be covered along with the Coast Guard’s 11 missions:

• Ports, Waterways & Coastal Security

• Drug Interdiction

• Aids to Navigation

• Search & Rescue (SAR)

• Living Marine Resources

• Marine Safety

• Defense Readiness

• Migrant Interdiction

• Maritime Environmental Protection

• Polar, Ice & Alaska Operations

• Law Enforcement

The Coast Guard’s lifelong community and its tradition of innovation and growing to meet new missions is like no other service.

Because the Coast Guard is like no other service – now and throughout its always-ready dedication to an evolving America – this will be like no other museum!

PROJECT VISION

Inspire, inform, and engage visitors by honoring the courage and skill of the men and women of the United States Coast Guard.

MUSEUM EXHIBIT MISSION

Establish a world class museum facility, exhibitions program, and waterfront experience that will attract domestic and international attention, bolster support for Coast Guard, and become a hallmark, repeat-worthy attraction.

MUSEUM OBJECTIVES

1) Invigorate interest and bring Coast Guard history to life.

2) Engage and educate through art, artifacts, exhibits, interactive, and immersive experiences, as well as educational programs utilizing STEM, civics, arts and the most recent educational approaches – particularly those that are required national and Connecticut educational standards.

3) Transform perceptions and understanding through immersive interpretive experiences that involve diverse audiences with differing learning styles and varying degrees of Coast Guard familiarity.

TARGET AUDIENCES

1) General public

2) Education groups

3) Coast Guard men and women – active duty, reserve, future members and those in training, veterans, auxiliary, civilians, and families

4) Other government officials and agencies

CREATIVE REVIEW PACKAGE

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SECTION 1: EXECUTIVE SUMMARY

PROJECT INTERPRETIVE GOALS

1) The National Coast Guard Museum will serve as the primary public face of Coast Guard and function as a critical tool for the Coast Guard, its leadership, and communications outreach.

It will demonstrate the value of the Coast Guard, and its abilities, to members of Congress, agency and foreign partners, and the public, enabling the Coast Guard to better serve its constituency.

2) Inspire Coast Guard members and the general public to appreciate the vital service and complex roles of Coast Guard men and women – past and present, increase retention and pride in current Coast Guard men and women, and encourage the public to follow in the footsteps of the many who serve with honor.

3) Elicit strong, positive emotional responses in Coast Guard members and the public which result in:

a) Awe and respect for the Coast Guard profession.

b) Sense of national pride.

c) Excitement to learn new information and stories about the Coast Guard.

d) Desire to return to the museum and recommend to others.

EX H I B I T C O N T E N TS E C T I O N 2

PROJECT MESSAGES

Developing clear exhibit messages is the first and most important step in interpretive planning and design. Successful messages are a precise series of statements about what you want your visitors to learn and what you want them to convey to others. They are the guiding principle that will define the crux of the story that will set this museum apart from the other military museums around the world.

The Core Message is the single message the visitor should grasp and retain during a visit to the National Coast Guard Museum. The six Primary Messages support and amplify the Core Message. Together, these messages will guide the organization and design of the exhibit program. Exhibit elements including media, text, and artifacts should be tested against their ability to support these messages and the primary expenditures of space and money should reinforce them.

While the messages guide the exhibit development, the galleries will not be organized around individual primary messages. Rather, it is most effective to have these messages driven home in a variety of ways through label copy and media, allowing the exhibits to reinforce the messages in ways that every age, demographic, and learning type can absorb.

The following messages collectively illustrate the museum’s distinguishing characteristics. They were developed, reviewed, and approved by the Coast Guard working team:

CORE MESSAGE

United States Coast Guard members are Lifesavers around the Globe, Champions of Commerce, Protectors of the Environment, Enforcers on the Seas, and Defenders of our Nation. Team Coast Guard is a multi-faceted, mission-ready service with national and global impact that protects citizens and natural resources; facilitates, safeguards, and advances maritime commerce; and defends national interests in peacetime and in war.

PRIMARY MESSAGES

1) Since its founding in 1790, the Coast Guard has evolved into a nimble, maritime sea service with a unique identity, purpose, and tradition. Through steady pursuit of its many federal duties, the Coast Guard exemplifies its motto, Semper Paratus – Always Ready.

2) The Coast Guard is uniquely positioned to interact daily with Americans of all walks of life. It is embedded within communities, interconnected with industry, and is often the first to engage during emergency response. Family members also play a critical support role to Coast Guard members and the community.

3) The Coast Guard’s Active Duty, Reserve, Civilian, and Auxiliary forces, comprised of remarkable individuals who are committed to excellence and advancing American interests, strive to reflect the diverse public they serve.

4) Coast Guard members stand the watch at home and abroad, embodying its Core Values of Honor, Respect, and Devotion to Duty.

5) The Coast Guard performs its many missions from land, sea, air, and space in constant partnership with federal, state, tribal, and even foreign partners. These relationships exemplify perseverance through any challenge and serve as a model for interagency and international collaboration.

6) Always seeking to improve, the Coast Guard relentlessly pursues innovation, inclusiveness, and advances in technology and research.

MUSEUM ORGANIZATION

For the purposes of exhibit production, the museum will be organized into Decks, Areas/Wings, and Exhibits. Additional categories may also be used for marketing purposes to distinguish displays for donors.

As we move forward, the inventory of each of these elements will be finalized and a numbering system applied to track exhibit text, objects, images, artifact cases, cast figures, etc.

DECKS

The museum is comprised of six Decks (or floors) among which visitors will circulate via ramp, stairs, and/or elevator. Along with the Museum Connector from the garage, Decks 0 – City Pier – and 1 – Arrival – are entry experiences which welcome, orient, and inspire visitors to explore further. The next three decks are the primary exhibit floors, themed as follows: Deck 2 – Safety; Deck 3 – Security; and Deck4– Stewardship.

Deck 5 – Community – hosts a variety of functions, including the STEM Center, Memorial Terrace, and flexible event space.

AREAS

Each deck is divided into multiple Areas. Among those Areas are five Wings, which serve to deliver the majority of the exhibit content:

Deck 2 – Safety Lifesavers around the Globe Deck 3 – Security Enforcers on the Seas Defenders of our Nation Deck 4 – Stewardship Champions of Commerce Protectors of the Environment Other museum Areas include: introductory experiences, the main Museum Theater, the Gift Shop, Café, rotating gallery spaces, Memorial Terrace, event spaces, and STEM Discovery Center.

E XHIBITS

Within each Area are multiple Exhibits, each of which will use a wide variety of techniques to inform, engage, and inspire visitors.

SECTION 2: EXHIBIT CONTENT

KEY MOMENTS – CRITERIA & SELECTED

In order to create a world-class exhibit experience for the Coast Guard, EAI undertook to draw from Coast Guard history to identify key moments in the visitor experience. Rather than a series of random exhibit elements through which visitors could circulate at will, these moments serve as anchors and critical emotional junctures in their journey along the larger narrative arcs found in each Wing. Each moment will be realized in a unique way that immerses visitors in that story and will use a variety of exhibit techniques including: scenic displays, cast figures, macro artifacts, projected media, audio environments, and more.

The selection criteria for these moments are as follows:

1) Emblematic – important stories that are emblematic of Coast Guard values and duties, reflect the Core and Primary messages

2) Relevant – able to create relevance to visitors’ lives and/or a human connection

3) Engaging – able to be translated into a compelling exhibit concept within the building

4) Comprehensive – representing a breadth of content and location

5) Timeless – story treatments that will stand the test of time, both from an interpretive and durability standpoint

Note that while these Key Moments anchor the narrative arcs that run through each of the Wings, there are many more significant exhibit experiences and techniques that will be developed to populate those arcs as we move into the subsequent phase of work.

Deck Area/Wing Moment

Deck 1:

Atrium Landing HH-60 Jayhawk Helicopter View

Arrival Intro Statement

Deck 2:

Team Coast Guard Who is the Coast Guard?

Lifesavers around the Globe Ida Lewis

Lifesavers around the Globe Etheridge and the Pea Island Lifesavers

Lifesavers around the Globe Overland Relief Expedition

Lifesavers around the Globe Billy Flores and the Blackthorn

Lifesavers around the Globe Hurricane Katrina Aftermath

Deck 3:

Enforcers on the Seas Boarding Party

Defenders of our Nation Douglas Munro at Guadalcanal

Defenders of our Nation Persian Gulf War

Deck 4:

Champions of Commerce Aids to Navigation (ATON)

Champions of Commerce Polar/Ice Operations

Protectors of the Environment Exxon Valdez Spill Response

Preliminary sketches of each Key Moment appear in the Exhibit Design section of this document.

Note: Development shown is not indicative of final design for this exhibit. Discussions with NCGM will determine future direction.

EDUCATION INTEGRATION

The exhibits will be designed to support a variety of educational programs to enhance the experience of casual visitors and also to specifically engage dedicated cohorts such as school, camp, and Coast Guard-affiliated groups. Consideration will be given in the layout and circulation to gathering spaces for docent-led and self-guided groups so that they can conduct orientation activities before they begin exploring exhibit areas. At times, the Museum Theater may also host programs, such as guest speakers, film screenings, or demonstrations.

In addition, we will look for opportunities for the exhibits themselves to support the museum’s Qualification Program.

The Qualification Program will utilize dedicated programming and exhibit elements to allow visitors to pursue a qualification certificate (e.g., Aviator, Boat Coxswain, Marine Inspector, Rescue Coordinator) based on completion of an educational curricula developed by the NCGM Association. To complete the program, visitors will interact with exhibits, interactives, knowledge tests, and other tools to learn about the tasks that go into training for actual USGC members. The culminating experience will take place at the Simulation Center on Deck 5, where, having completed the qualifications, visitors will have access to a simulation experience based on real-life Coast Guard operations, and then be presented with either a physical or digital token of completion.

The STEM Center will also host a variety of programs and be a significant educational destination for school groups, homeschoolers, and more.

SECTION 2: EXHIBIT CONTENT

EX H I B I T D E S I G NS E C T I O N 3

NCGM: DECK 0 CITY PIER Bubble Diagram EAI 31 March 2020

0.0 Site Arrival

Signage TBD

0.0 Pedestrian Bridge

From Deck 2 Signage TBD

0.1 Entry/Foyer

0.1.1 Welcome

Eagle Storage Back of House

0.2 Atrium

Motto

Founding Stair/Lift

Circulation to Atrium Queue

0.1

0.1.2 USCGC Eagle

BUBBLE DIAGRAM: DECK 0 - CITY PIER

Information incorporated into the Bubble Diagrams includes the following:

Black: NCGM 50% DD Documents, 15 August 2019 Blue: NCGM Narrative Hierarchy, 25 March 2020 Light Blue: NCGM Additions, 07 April 202

PLAN: DECK 0 - CITY PIER

Even before entering the Museum on the ground level, visitors to the new National Coast Guard Museum understand that they have arrived somewhere special. The striking building on New London’s City Pier sets the stage and draws them in. As they enter the building foyer, visitors begin an arrival sequence (TBD) and find elements that capture the breadth and drama of Coast Guard operations and provide clues to the themes and stories explored upstairs as well as a view into the conservation area for the U.S. Coast Guard Cutter Eagle, the Coast Guard flagship and training vessel for Academy cadets.

Wayfinding signage directs visitors to Deck 1 and the Arrival experience. The themed experience continues as visitors ascend by stairs or elevator.

SECTION 3: EXHIBIT DESIGN

Note: Evolution of floor plans supersedes exhibit organization highlighted in the Bubble Diagrams. Content identified in the Bubble Diagrams, but not highlighted in the floor plans, will be addressed during the Design Development process.

Note: Development shown is not indicative of final design for this deck.

Discussions with NCGM will determine future direction.

Pedestrian Bridge

Motto

Founding

0.1.1 Welcome

1.1 Security

Security Checkpoint

NCGM: DECK 1 ARRIVAL Bubble Diagram EAI 31 March 2020

1.2 Arrival

1.3 Theater

USCG Orientation Movie?

1.4 Gift Shop/Cafe

Always-on-the-job training

USCGC Eagle

Cape May Training Facility Officer Candidate School

Ida Lewis, Lighthouse Keeper 1869

USCGC Blackthorn 1980 – William “Billy” Flores

Bermuda Sky Queen rescue by USCGC Bibb 1947

Lt. James “Jimmy” Crotty USCG 1941 and 2019

SS Pendleton Wreck 1952

Welcome/Information Desk Orientation/Map Semper Paratus

Honor – Respect

1. 0 Atrium Queue

1.0.1 Donor Wall

1.0.2 HH-60 Jayhawk Helicopter Media

Stair/Lift Circulation to Exhibit Decks

Stair/Lift Circulation from Pier and Bridge

1.1

First Responders Lost on 911 PO2 Vincent Danz (NYPD), PO1 Jeffrey Palazzo (NYFD)Interactive

Viewing Devices

Always-on-the-job training

Cape May Training Facility Officer Candidate School

Option 1

Option 2

BUBBLE DIAGRAM: DECK 1 - ARRIVAL

Information incorporated into the Bubble Diagrams includes the following:

Black: NCGM 50% DD Documents, 15 August 2019

Light Blue: NCGM Additions, 07 April 2020

PLAN: DECK 1 - ARRIVAL

The arrival sequence (TBD) provides the same stage-setting experience for visitors arriving via the Pedestrian Bridge as those who come in the main entrance on Deck 0. Their paths meet at the Atrium Landing, where all visitors encounter the first interpretation of the museum’s signature artifact – the HH-60 Jayhawk staged to depict a helicopter hoist rescue in progress.

Entering the Arrival lobby, visitors encounter the Intro Statement/ Arrival key moment and then find the Welcome Desk where they receive information about the museum’s offerings, facilities, and daily programs, including the Qualification Program.

Visitors are then directed to the Theater, which features a signature film that immerses visitors in an overview of the Coast Guard.

As a centerpiece to the space, themed exhibits introduce visitors to the scale and scope of the Coast Guard’s story and orient them to the themes of the three exhibit Decks: Safety, Security, and Stewardship.

On this Deck, visitors can also visit the Café, Gift Shop, and Deck 1 Terrace.

SECTION 3: EXHIBIT DESIGN

Note: Evolution of floor plans supersedes exhibit organization highlighted in the Bubble Diagrams. Content identified in the Bubble Diagrams, but not highlighted in the floor plans, will be addressed during the Design Development process.

SKETCH: DECK 1 - ARRIVAL

Atrium Landing:

HH-60 Jayhawk Helicopter View

CREATIVE REVIEW PACKAGE

Note: Development shown is not indicative of final design for this exhibit. Discussions with NCGM will determine future direction.

SKETCH: DECK 1 - ARRIVAL

Arrival:

Intro Statement

SECTION 3: EXHIBIT DESIGN

2.3 LIFESAVERS AROUND THE GLOBE

2.3.2 Lifesavers Around

the Globe Introduction

2.3.5 Helicopter

Hoists

2.3.6 Mass Rescue

Operations

2.1 COAST GUARD

2.1.2 Coast Guard Introduction

2.1.3 Coast Guard

Overview

2.1.4 Where in the World is the Coast Guard

2.1.5 Coast Guard

Timeline

NCGM: DECK 2 SAFETY Bubble Diagram EAI 31 March 2020

2.0 Safety

Deck Intro

Who is the Coast Guard?

CG Active Duty/CG Reserve CG Auxiliary/CG Civilians

Rank/Rate/Rating

Connections – The Midgett Family Mirlo Rescue 1918 John Allen Midgett Rasmus Midget 1851 Solo rescue Admiral Thad Allen – Father’s Shoes

Partnerships

Alexander Hamilton-the Tariff Act, August 4, 1790

Fleet of ten Revenue Cutters established

Legacy Agencies and Establishment of USCG 1789-1915

2.3.4 Saving Lives

by Air Lt. Cmdr. Frank A. Erikson First Air Rescue

2.2.2 Boat Rescue Introduction

2.2.4 Lifesaving

Technology

2.2.6 Modern

Lifeboats Wreck of the British Bark Ayrshire Life Car

2.2.5 Evolution of Boat Rescue Richard Etheredge and the Rescue Men

Joshua James 1841

Native American Surfman

2.2

2.2.3 Origins of SAR

LIFESAVERS

Search and Rescue (SAR)

Hurricane Katrina 2005

Atlantic Hurricane Season 2017

Hurricane Sandy 2012 Haiti Earthquake 2010

The Perfect Storm 1991

Great Mississippi Flood 1927

US Waterways – Floods

Great Lakes Rescue Boat capsizing 1878

Horses used for Shore Patrol

2.3.3 SAR Innovation and Technology

Overland Relief Expedition Utilization of native people Rescue Swimmers 911 Evacuation

LIFESAVERS

Humanitarian Crises

Rear Admiral Schwartz Swine Flu Pandemic, Ebola Epidemic, Covid 19 Pandemic

Haiti Earthquake 2010

Mariel Boatlift 1980

USCGC Unalga 1918 Flu

Restrooms

Stair/Lift Circulation to Exhibit Decks

Atrium Overlook

BUBBLE DIAGRAM: DECK 2 - SAFETY

Information incorporated into the Bubble Diagrams includes the following:

Black: NCGM 50% DD Documents, 15 August 2019 Blue: NCGM Narrative Hierarchy, 25 March 2020 Light Blue: NCGM Additions, 07 April 202

2.3 LIFESAVERS AROUND THE GLOBE

2.3.2 Lifesavers Around

the Globe Introduction

2.3.5 Helicopter

Hoists

2.3.6 Mass Rescue

Operations

2.1 COAST GUARD

2.1.2 Coast Guard Introduction

2.1.3 Coast Guard

Overview

2.1.4 Where in the World is the Coast Guard

2.1.5 Coast Guard

Timeline

NCGM: DECK 2 SAFETY Bubble Diagram EAI 31 March 2020

2.0 Safety

Deck Intro

Who is the Coast Guard?

CG Active Duty/CG Reserve CG Auxiliary/CG Civilians

Rank/Rate/Rating

Connections – The Midgett Family Mirlo Rescue 1918 John Allen Midgett Rasmus Midget 1851 Solo rescue Admiral Thad Allen – Father’s Shoes

Partnerships

Alexander Hamilton-the Tariff Act, August 4, 1790

Fleet of ten Revenue Cutters established

Legacy Agencies and Establishment of USCG 1789-1915

2.3.4 Saving Lives

by Air Lt. Cmdr. Frank A. Erikson First Air Rescue

2.2.2 Boat Rescue Introduction

2.2.4 Lifesaving

Technology

2.2.6 Modern

Lifeboats Wreck of the British Bark Ayrshire Life Car

2.2.5 Evolution of Boat Rescue Richard Etheredge and the Rescue Men

Joshua James 1841

Native American Surfman

2.2

2.2.3 Origins of SAR

LIFESAVERS

Search and Rescue (SAR)

Hurricane Katrina 2005

Atlantic Hurricane Season 2017

Hurricane Sandy 2012 Haiti Earthquake 2010

The Perfect Storm 1991

Great Mississippi Flood 1927

US Waterways – Floods

Great Lakes Rescue Boat capsizing 1878

Horses used for Shore Patrol

2.3.3 SAR Innovation and Technology

Overland Relief Expedition Utilization of native people Rescue Swimmers 911 Evacuation

LIFESAVERS

Humanitarian Crises

Rear Admiral Schwartz Swine Flu Pandemic, Ebola Epidemic, Covid 19 Pandemic

Haiti Earthquake 2010

Mariel Boatlift 1980

USCGC Unalga 1918 Flu

Restrooms

Stair/Lift Circulation to Exhibit Decks

Atrium Overlook

PLAN: DECK 2 - SAFETY

Stepping onto the Safety Deck, visitors enter the Coast Guard Introduction, a circular space that poses the question:

“Who is the Coast Guard?” In answer, visitors walk among a diverse set of cast figures of Coast Guard men and women representing various eras and specialties, providing a sense of both immediacy and connection. An interactive map visually reinforces that the Coast Guard’s territory is all over the United States – and the world. A layered timeline uses objects, graphics, and media to tell the chronological story of the Coast Guard and its predecessor services.

From there, visitors enter the Lifesavers Around the Globe Wing, which introduces visitors to the most basic responsibility of the U.S. Coast Guard: to protect the lives and safety of our citizens. A series of scenic installations anchor stories of boat rescue, lifesaving technology, SAR operations, mass rescue, and humanitarian relief efforts, including the Coast Guard’s unprecedented response to the aftermath of Hurricane Katrina.

SECTION 3: EXHIBIT DESIGN

Note: Evolution of floor plans supersedes exhibit organization highlighted in the Bubble Diagrams. Content identified in the Bubble Diagrams, but not highlighted in the floor plans, will be addressed during the Design Development process.

COAST GUARD INTRODUCTION

LIFESAVERS AROUND THE GLOBE WING

ARTIFACT CASE

LEGEND

SKETCH: DECK 2 - SAFETY

Team Coast Guard:

Who is the Coast Guard?

CREATIVE REVIEW PACKAGE

Lifesavers around the Globe:

Etheridge and the Pea Island Lifesavers

SECTION 3: EXHIBIT DESIGN

SKETCH: DECK 2 - SAFETY

Lifesavers around the Globe:

Overland Relief Expedition

Overland Relief Expedition

SECTION 3: EXHIBIT DESIGN

Billy Flores and the Blackthorn

CREATIVE REVIEW PACKAGE

Hurricane Katrina Aftermath

SECTION 3: EXHIBIT DESIGN

NCGM: DECK 3 SECURITY Bubble Diagram EAI 31 March 2020

3.0 Security Deck

Intro

3.2 ENFORCERS ON THE SEAS

3.2.2 Enforcers on the Seas Introduction

3.2.3 Cutter Evolution

3.2.4 Early Law

Enforcement

3.2.7 Cutters Today

3.2.10 Migrant

Operations

3.2.5 RumWars

Prohibition/Rum Runners

Elizebeth Smith Friedman 1915-1945 First female cryptanalyst.

Charles Duke 1925 New York Harbor/Organized Crime Black Duck*

3.2.9 War on Drugs

CGC Munro Narco Sub bust 2019

Drug interdiction at Ports (photo/mural of CG rappelling off shipping containers)

HITRON

Marc “Roscoe” Torres 1998

Boarding Party

Vessel Inspections & Boarding Vessel safety and fisheries monitoring

Boarding Officers Boarding Team Members

Asset Logistics including the Mobile Support Unit

Marine Environmental Protection Commercial Vessel Safety

Marine Safety Unit CG-Port Safety/Security

3.3 DEFENDERS OF OUR NATION

3.3.2 Defenders of Our Nation

Introduction

3.3.6 Shipbuilding and

Maintenance

3.3.4 An Armed Force

Enters WWI USCGC Tampa Torpedoed 1918

3.3.5 Trial by Fire

in WWII Douglas Munro – Guadalcanal 1942 MOH Recipient Jaws of Death at Normandy Beach

SPARS of the USCG Reserve Captain Dorothy C. Stratton First Director and named SPARS Olivia Hooker First African American to join CG Tulsa OK massacre survivor

Chief Dog Sinbad 1937–1948

Niels Peter Thomsen – Service in WWII

3.3.7 Redefining

Defense Roles Operation SEALORDS 1968 Vietnam

Atrium Overlook

Aviation Firsts-Elmer Stone Trans-Atlantic flight 1920

Aviation Early Aviators

3.2

3.1.2 Rotating Gallery

Introduction

Observation

3.1.4 Gallery

3.1 ROTATING GALLERY

3.3.3 First Hundred

Years

USCGC Hudson 1898 Spanish American War

USRC Harriet Lane 1861 Civil War first naval shot

USRC Eagle 1814 Captain Frederick Lee

Training the World

3.3.8 Modern Combat

Desert Storm Port Security Units/Reservists Sandra Mitten 1990 CG Reservist on PSU Raider Boat Gunner and Grandma

Nathan Bruckenthal Killed in Iraq War

K9 Explosive Detection Teams Cyber

Restrooms

Stair/Lift Circulation to Exhibit Decks

3.1.

BUBBLE DIAGRAM: DECK 3 - SECURITY

Information incorporated into the Bubble Diagrams includes the following:

Black: NCGM 50% DD Documents, 15 August 2019 Blue: NCGM Narrative Hierarchy, 25 March 2020

This area is no longer in the Scope of Work.

PLAN: DECK 3 - SECURITY

The Security Deck explores the Coast Guard’s unique dual identity as both a military service and a maritime law enforcer with an ever-expanding global reach and impact. Visitors first enter the Enforcers on the Seas Wing, at the center of which is a recreated boarding party. This experience serves as a hub off of which visitors explore the Coast Guard’s law enforcement role from the anti-smuggling Rum War to migrant interdiction along our coastal borders today.

From there, visitors enter Defenders of our Nation, which conveys the sights, sounds and experiences of the Coast Guard at war with a special focus on World War II, including the Coast Guard’s Medal of Honor recipient Douglas Munro. Visitors discover the Coast Guard’s role in all major American conflicts from the Revolutionary Era to today, as well as the Coast Guard’s role in preparing for and preventing threats.

This Deck also includes the Aviation Gallery and the Rotating Gallery, which provides space for traveling exhibits and art shows.

SECTION 3: EXHIBIT DESIGN

Note: Evolution of floor plans supersedes exhibit organization highlighted in the Bubble Diagrams. Content identified in the Bubble Diagrams, but not highlighted in the floor plans, will be addressed during the Design Development process.

ENFORCERS ON THE SEAS WING

DEFENDERS OF OUR NATION WING

SKETCH: DECK 3 - SECURITY

Enforcers on the Seas:

Boarding Party

CREATIVE REVIEW PACKAGE

SKETCH: DECK 3 - SECURITY

Defenders of our Nation:

Douglas Munro at Guadalcanal

SECTION 3: EXHIBIT DESIGN

INSPIRATION : DECK 3 - SECURIT Y

Defenders of our Nation:

Persian Gulf War

CREATIVE REVIEW PACKAGE

SECTION 3: EXHIBIT DESIGN

NCGM: DECK 4 STEWARDSHIP Bubble Diagram EAI 31 March 2020

4.3 PROTECTORS OF THE ENVIRONMENT

4.3.2 Protectors of the Environment

Introduction

4.3.3 Living Marine

Resources 4.3.4

National Strike Force

4.3.5 Containing Catastrophe

Case Studies

4.0 Stewardship Deck

Intro

4.2.2 o

Intro

4.1 CHAMPIONS OF COMMERCE

4.1.4 Global Supply Chain

4.1.3 Innovation and Technology

in Commerce

4.1.2 Champions of Commerce

Introduction

3.2.8 On the

Cutter Bridge

4.1.6 Polar Operations

Revenue Cutter Bear/Mike Healy* 1882-1894 Introduction of Reindeer to AK for Native People

CG mascot Objee the Bear

USCGC Polar Star & Polar Sea Ice Breakers

USCGCs Storis & Spar & Bramble and Northwest Passage Geopolitical ramifications

Edward H. “Iceberg” Smith International Ice Patrol 1914 (Titanic?)

Ice Operations in the Great Lakes

Geopolitical importance of Artic region Possible new station in Point Barrow?

4.2.4 Lightships and Ocean Stations

Lightship Nantucket 1934 (Bow from ship in collection)

4.2.5 Buoys and

Buoy Tenders Buoy Tenders USCGC River Tenders USCGC Sledge or Axe?

Technological advances in Navigation, including Loran, Day boards & GPS

4.2.3 Lighthouses

Aids to Navigation Lighthouses – Boston, Makapuu, Statue of Liberty

Hurricane Katrina 2005 First use of Punt Boats

Exxon Valdez 1989

Deepwater Horizon 2010

4.2

4.1.5 Marine Safety

Sultana Tragedy 1865 Steamboat Inspection Service Bureau of Marine Inspection and Navigation Marine Safety Program 1871-1932/1932-1946/1946-present

General Slocum Tragedy 1891

SS Marine Electric 1983

Edmund Fitzgerald Tragedy 1975

Restrooms

Stair/Lift Circulation to Exhibit Decks

Atrium

4.

BUBBLE DIAGRAM: DECK 4 - STEWARDSHIP

Information incorporated into the Bubble Diagrams includes the following:

Black: NCGM 50% DD Documents, 15 August 2019 Blue: NCGM Narrative Hierarchy, 25 March 2020 Light Blue: NCGM Additions, 07 April 202

NCGM: DECK 4 STEWARDSHIP Bubble Diagram EAI 31 March 2020

4.3 PROTECTORS OF THE ENVIRONMENT

4.3.2 Protectors of the Environment

Introduction

4.3.3 Living Marine

Resources 4.3.4

National Strike Force

4.3.5 Containing Catastrophe

Case Studies

4.0 Stewardship Deck

Intro

4.2.2 o

Intro

4.1 CHAMPIONS OF COMMERCE

4.1.4 Global Supply Chain

4.1.3 Innovation and Technology

in Commerce

4.1.2 Champions of Commerce

Introduction

3.2.8 On the

Cutter Bridge

4.1.6 Polar Operations

Revenue Cutter Bear/Mike Healy* 1882-1894 Introduction of Reindeer to AK for Native People

CG mascot Objee the Bear

USCGC Polar Star & Polar Sea Ice Breakers

USCGCs Storis & Spar & Bramble and Northwest Passage Geopolitical ramifications

Edward H. “Iceberg” Smith International Ice Patrol 1914 (Titanic?)

Ice Operations in the Great Lakes

Geopolitical importance of Artic region Possible new station in Point Barrow?

4.2.4 Lightships and Ocean Stations

Lightship Nantucket 1934 (Bow from ship in collection)

4.2.5 Buoys and

Buoy Tenders Buoy Tenders USCGC River Tenders USCGC Sledge or Axe?

Technological advances in Navigation, including Loran, Day boards & GPS

4.2.3 Lighthouses

Aids to Navigation Lighthouses – Boston, Makapuu, Statue of Liberty

Hurricane Katrina 2005 First use of Punt Boats

Exxon Valdez 1989

Deepwater Horizon 2010

4.2

4.1.5 Marine Safety

Sultana Tragedy 1865 Steamboat Inspection Service Bureau of Marine Inspection and Navigation Marine Safety Program 1871-1932/1932-1946/1946-present

General Slocum Tragedy 1891

SS Marine Electric 1983

Edmund Fitzgerald Tragedy 1975

Restrooms

Stair/Lift Circulation to Exhibit Decks

Atrium

4.

PLAN: DECK 4 - STEWARDSHIP

The Coast Guard protects more than the nation and its people. On the Stewardship Deck, visitors learn that the nation’s economic and environmental prosperity relies on the service’s safekeeping of resources, wildlife, and commerce.

Visitors enter the Champions of Commerce Wing through a dynamic installation about Aids to Navigation (ATON), featuring lighthouses, buoys, and markers – the myriad ways the Coast Guard helps guide ships safely to harbor. From there, the path leads to stories of innovations in navigation technology, managing marine traffic through ports, and breaking paths through icy waters to ensure that goods and services flow freely. Featured here is the story of Captain Mike Healy and the USRC Bear, perhaps the most famous ship in the history of the Coast Guard.

The final Wing, Protectors of the Environment, describes the Coast Guard’s role in protecting the nation’s waterways and marine ecosystems. The Coast Guard’s response to the Exxon Valdez oil spill anchors the story of ensuring that all Americans continue to enjoy a rich, diverse, and sustainable ocean environment.

SECTION 3: EXHIBIT DESIGN

Note: Evolution of floor plans supersedes exhibit organization highlighted in the Bubble Diagrams. Content identified in the Bubble Diagrams, but not highlighted in the floor plans, will be addressed during the Design Development process.

CHAMPIONS OF COMMERCE WING

PROTECTORS OF THE ENVIRONMENT WING

SKETCH: DECK 4 - STEWARDSHIP

Champions of Commerce:

Aids to Navigation (ATON)

CREATIVE REVIEW PACKAGE

USRC Bear and Captain Mike Healy

SECTION 3: EXHIBIT DESIGN

Protectors of the Environment:

Exxon Valdez Spill Response

CREATIVE REVIEW PACKAGE

Big Move

SECTION 3: EXHIBIT DESIGN

NCGM: DECK 5 COMMUNITY Bubble Diagram EAI 31 March 2020

5.0 Community Deck

Intro

Engagement and Reflection/CG Community/In Progress

STEM Discovery Center Memorial Terrace

Event Space/Light Support Exhibit

5.1.2 Simulators

5.1.3 Briefing Theater 5.1.4

Command Center

5.1.1 STEM Discovery Center

Introduction

Memorial Terrace

5.2.1 Coast Guard Community

Po rt

Interpretive Graphics East View

5.1

Restrooms

Stair/Lift Circulation to Exhibit Decks

Catering Prep

Family Restroom

BUBBLE DIAGRAM: DECK 5 - COMMUNITY

Information incorporated into the Bubble Diagrams includes the following:

Black: NCGM 50% DD Documents, 15 August 2019

PLAN: DECK 5 - COMMUNITY

The Community Deck serves a variety of functions – including providing a flexible central gathering space for both the Coast Guard and museum visitor communities. Exhibit elements in this central area are portable, to allow maximum potential space for events.

The STEM Center is an interactive learning nexus for educational groups as well as drop-in visitors. It consists of a two-stage programming experience in the Briefing Room and Command Center, where visitors can undertake entertaining and inspiring team challenges. A third room, the Simulation Center, enables visitors to experience real world Coast Guard operations in a series of simulated environments and also houses the last step of the Qualification Program.

The final space on this Deck, the Memorial Terrace, honors the service and sacrifice of those who have given their lives in support of Coast Guard missions, who exemplify the honor, respect, and devotion to duty at the core of the Coast Guard.

SECTION 3: EXHIBIT DESIGN

Note: Evolution of floor plans supersedes exhibit organization highlighted in the Bubble Diagrams. Content identified in the Bubble Diagrams, but not highlighted in the floor plans, will be addressed during the Design Development process.

SKETCH: DECK 5 - COMMUNITY

Memorial Terrace:

Memorial

CREATIVE REVIEW PACKAGE

GRAPHIC DESIGN APPROACH

The graphics in the museum will boldly convey the history of the Coast Guard, in all its complexity, while clearly defining the many individual stories within that history. Overall, the graphics will impart a modern, ordered, and systematic approach adding visual depth with historical and contemporary imagery such as photographs, illustrations, charts, and maps relating to different eras within the Coast Guard’s timeline. The main titling throughout the museum will be strong, clear, and concise and reflective of the type aesthetic of the Coast Guard’s vessels and aircraft while the palette will be inspired by Coast Guard specific colors relating to their equipment, uniforms, and outdoor working environment. The combination of these elements will create an emotive, yet clean and militaristic, graphic system showcasing a proud Coast Guard tradition and sensibility throughout.

The graphic system will provide a clear hierarchy of information, while also serving an orientation function. From the time they enter the museum, visitors will understand where to go and what opportunities are available to them. As they enter each Deck, visitors will be oriented to the content of its component Wings, enabling them to commence each narrative arc with a sense of what lies ahead. The remainder of the interpretive graphic system unfolds from there, from primary to secondary interpretive panels to image captions and artifact labels.

Environmental graphics, including large-scale imagery and interpretive murals, will add powerful visuals to the overall space yet work in concert with the smaller scale interpretive elements to deliver a shared exhibit message. The use of large-scale images will also bring added drama to exhibit displays and tableaus.

Because a consistent aesthetic through all relevant exhibit elements is paramount for a cohesive experience, any AV media that uses text will reflect the aesthetic and content organization of the overall graphic system. The graphic system’s “look and feel” will extend through to the graphic user interface (GUI) for interactive media as well as any embedded media within the exhibit space.

Found throughout the exhibits, components that feature STEM content will both stand out with a consistent look and feel, but also fit in to the larger exhibit design. Thus, they will be identifiable to visitors who are interested in STEM content in particular – such as science-oriented school groups or those pursuing the Qualification Program, but will visually be subordinate to the narrative elements that are devoted to telling the story of the Coast Guard itself.

In summary, the graphics will successfully be part of a wider scheme, including artifacts, exhibitry, interactives, and audio visuals, helping to creating a holistic experience for the museum visitor and will reflect the quality level of other world-class military institutions.

GRAPHIC SYSTEM DETAILS

The graphic system used throughout the museum will be designed to work seamlessly across multiple layers of content while also imparting a clear visual hierarchy. This system will utilize a common set of fonts, colors, graphic elements, materials, and integration of historical and contemporary imagery to communicate a shared aesthetic relating across an array of individual graphic components.

The selection of photographic imagery within the graphic system will reflect the breadth of Coast Guard diversity, to include: Gender;

Ethnicity; Officer/Enlisted; Ranks/Rates/Ratings; Active/Civilian/ Reserve/Auxiliary; and Operational Specialties. When warranted, to keep a high level of quality and consistency, illustrations, charts, and custom maps will be created.

Select graphics within the system may employ the diagonal of the Coast Guard “racing stripe”, conveying a sense of movement and action to these specific graphics reinforcing the Coast Guard motto of Semper Paratus.

The graphic system’s color palette will be comprised of three levels that include common, primary, and secondary colors. Common colors could be used throughout all the museum exhibit areas whereas primary colors would be unique to each exhibit deck and act to differentiate content areas within that exhibit space. Secondary colors will be chosen to work in tandem with the primary colors for each deck. Extremely bright colors would be used sparingly and appropriately within the graphic system.

The primary titling, or “signature font” will be a clean highly legible sans-serif typeface that speaks to traditional sans serif font design while also possessing a contemporary edge. The primary subhead type style within the interpretive labels will also pull from that same font family. Primary levels of body text within this system will utilize a low contrast thick to thin serif font, making the text highly legible and useable across multiple print and media applications.

Text weights and their relationship to one another will appear balanced from the highest to lowest level creating a clear text hierarchy within the graphic system. The interpretive text’s weights, sizes, and leading ratios will be consistent from one graphic typical to another, with few exceptions. The consistency in titling, sub-head and body text fonts, text hierarchy, and common ratios will act as a unifying thread throughout the exhibit decks.

The graphic system will include graphic typicals for primary, secondary, and tertiary level interpretive labels as well atypical or ”specialty graphics” which will appear only once within the exhibits.

Typical graphic components can be used to aid the visitor in understanding both the exhibit content and the navigation of the space. Consistent forms, colors, and levels of information signal entry points into the individual exhibits and help to lead them through a desired circulation path. The tiered hierarchy of information within the overall graphic system as well as on individual graphic components will allow for visitors with different learning styles and interests to experience the exhibits in a personalized way.

Overall the graphic system will be structured yet versatile, allowing for multiple levels of information to be clearly communicated to the visitor, be it through exhibit graphics, audio visuals, or interactives.

AV/MEDIA APPROACH

Proper exhibit design creates an intellectual and emotional connection between the visitor and the artifacts and stories that are being presented. Media and technology are tools in support of this pursuit and are not ends in their own rights. We want visitors to engage with the content, not the medium. The most effective applications of technology are the ones where what the visitor takes away is the key message, and not the underlying delivery mechanism.

That said, the power of existing and emerging technology to support engaging museum experiences is considerable. We will leverage those technologies to support the goals of the NCGM.

One of our guiding philosophies is that media and technology are seamlessly integrated into the design process and the finished product, and not simply layered on top. We look for ways to integrate video projection in the physical space as an integral part of tableaus and key moments rather than on stand-alone monitors or kiosks.

We want the space to react to the visitor as much as the visitor reacts to the space. This can happen in a way that feels natural, but still creates a sense of “surprise and delight”. We might employ novel input and interface methods like ship’s wheels and throttles, or technologies such as skeleton tracking and full-body gesture recognition.

Whatever the technology, the user interface and experience is designed in a way that is intuitive and employs a consistent vocabulary. Visitors have a very short time to engage with interactives. Their operation needs to be instantly obvious using modern UI/UX best practices. This includes universal design principals that result in accessibility for all visitors. By maintaining consistent interface and visual design standards, the media elements are explored without friction and harmonize with the rest of exhibit as an integral component.

Finally, good AV design means producing a system that is reliable, and maintainable. That means using industry-standard off-the-shelf equipment where possible. Custom solutions are built to last and thoroughly documented. When proposing solutions, we consider not just the upfront costs, but also the long-term recurring operations and maintenance expenses.

PL ANNED MEDIA T YPES

For the NCGM, we are planning to employ a variety of media types.

The exact specifics of each individual element will be driven by the larger narrative arc now being developed and will be designed in conjunction with the overall exhibitry as part of our larger process.

At this point, we discuss the broad categories of media types we expect to use. This list is not exhaustive, and additional media types and approaches will continue to be investigated.

Theater Presentations An auditorium style theater on Deck 1 will be used for a cinematic overview presentation on the Coast Guard, featuring action, movement, energy and emotion. This is about drama and personal connection, not a didactic exposition. Inspired by the WWII museum video experience, though not on the same scale, we will use environmental projection, lighting effects, and surround sound to make the visitor feel that they are in the story, not just watching.

Additional smaller theaters and ‘object theaters’ with media enhancement may also be employed elsewhere in the Museum.

Activated Tableaus and Key Moments Expanding the concept of theater into the exhibit space, media will be integrated into tableaus and other key moments. Audio, video, and theatrical lighting will add life, drama, and depth. Creative approaches to projection surfaces, projection mapping, and digital content overlays ensure that the media works seamlessly with the built environment.

Technology Overlays Similar to activated tableaus, we are exploring ways to use various technologies, including AR and transparent OLED, to overlay storylines, historical detail or technical STEM information on top of physical objects and scenes. This gives a visitor the opportunity to achieve deeper understanding while staying in context. This is another area where STEM learning can be incorporated into narratives and historic topics such as ballistics (firing a Lyle gun) or physics (optics of a Fresnel lens).

Traditional Interactives, Touch Screens and Audio Stations Though not the main vehicle for media, there are still areas where familiar traditional touch screens and audio stations may be used to provide ready access to information and media. Again, these will be treated and integrated in such a way to make them feel a natural and intentional element of the exhibit presentation.

TECHNOLOGIES AND TECHNIQUES

Spe…