The Colonial Williamsburg Foundation announced Tuesday a 59 percent increase in donations in 2012 over 2011, while paid visits decreased 3 percent in the same period.
The news represents the nation’s largest living history museum’s success in impressing visitors who become financial supporters as well as its struggle to attract visitors in the first place.
More than 18,400 new donors were among the 109,000 from all 50 states who contributed to the $63.7 million foundation gift total. Virginians represented about 16 percent of all donors. Additionally, the Foundation’s endowment was strong, topping $730 million for a 13.1 percent return on investment.
“I think people see Colonial Williamsburg as permanent, so they see their gifts as permanent,” said Michael Rierson, senior vice president of development for the Foundation.
Rierson said he believes the economic uncertainty of the past few years led people to give more strategically.
Because Colonial Williamsburg isn’t gated, there’s no way to track exactly how many visitors walk down its streets. Colonial Williamsburg estimates about 65,000 guests visited the area without buying a ticket to participate in paid programs, while some 653,000 purchased tickets to various events. The dilemma continues to be how to convince visitors that a walk through the Historic Area is but a taste of what a ticket offers.
Still, 2012 started out strong. Based on the first six months, CW expected visitation to be up, possibly by 5 percent for the year. But John Bacon, CW’s senior vice president for external affairs and its secretary, said visitation dropped off in July, a phenomenon experienced at Monticello and Mount Vernon, as well. A variety of factors could explain the July figure, including economic and political uncertainty, high temperatures and the changing nature of family vacations. He said families have become less likely to travel for one to two-week vacations.
In 2012 the Foundation continued its efforts to adapt to a changing clientele with another new RevQuest game, enhancements to the Revolutionary City program and a variety of special events designed to pull in visitors for concerts, special dinners and art exhibits.
“There are a lot of different portals to bring you to Colonial Williamsburg and I don’t really care which one you choose,” Bacon said.
RevQuest is a code-breaking, scavenger hunt-type game played with smart phones or tablets. Visitors may begin to play and accumulate clues before they arrive in Williamsburg to begin the game in earnest, which includes interaction with CW’s costumed interpreters. There are two game “stories” that have been released; a third will go live this summer. The game has attracted 37,000 players.
Revolutionary City brings the history of the 18th-century capital to the streets, with interpreters acting out scenes of the rebellion and engaging visitors in discussions of democracy and liberty. The scenes change each season to bring a new aspect of Williamsburg’s history to life.
Restoration work is under way on Anderson’s Blacksmith Shop and the Public Armoury; a webcam has proven popular among those who want to watch the area transform back to its original colonial purpose. Once completed, the attraction will be completely enclosed so only ticket-holders will be admitted. The complex will include an armoury, kitchen, privy, storage buildings and a tinsmith shop – the only one of its kind in America, CW’s president Colin Campbell noted.
Specialty lodging and taverns in Colonial Williamsburg continue to play a role in the area’s attraction. Last year, several hotels were recognized by national publications, including three hotels being named to the Conde Nast Gold List 2013. Almost half a million guests visited the taverns.
