Environmental Scan of the Bullock Texas State History Museum
This is our group’s final report. Above are links to the detailed report (Google Doc) and high-level slides (Google Slides).
Five Club: Alex Locke, Ellis Brown, Na Kyoung Jang, Nikhil Reddy Chirra, Rosa De Jong
INF 380E: Perspectives on Information (28450)
2 December 2022
ABSTRACT
This environmental scan evaluates the Bob Bullock Museum paying special attention to the institution’s efforts to meet its educational mission. We overview the fiscal and organizational structure of the institution, the physical environment and layout of the museum, and its social and cultural contexts. The scan examines the different immersive technologies integrated throughout the museum to enhance education and entertainment, focusing on how technology helps engage curious minds and promote deeper understandings of Texas History. The scan dives into the social and cultural contexts by looking at the efforts the museum has made to include more diverse and representative histories. In addition, we overview museum accessibility through a cultural and linguistic lens and address public reviews and criticisms. Lastly, we present our evaluation and identify areas of growth. The scan concludes with several recommendations.
INTRODUCTION
The Bob Bullock Texas State History Museum, famously known as The Bullock Museum, houses various projects and initiatives, including the museum, the IMAX® theater–home to Texas’s biggest screen–, and the Texas Spirit performing arts theater. Other revenue generating initiatives include a parking garage, cafe, and gift shop. Operated by the Texas State Preservation Board and posthumously named after former Texas Lieutenant Governor, Robert Douglas Bullock Sr., the museum opened its doors to the public in 2001 (About the Bullock Texas State History Museum, n.d.).
The mission of the Bullock Museum is to “create experiences that educate, engage, and encourage a deeper understanding of Texas” (About the Bullock Texas State History Museum, n.d.). We chose this institution because of the unique conglomeration of history, art, theater, and immersive entertainment it brings together. We are interested in how each of these elements overlaps to facilitate historical and cultural learning, as well as questions about access to the learning opportunities and any gaps in the mission of the museum and its adjacent projects to retell Texas’s complicated history.
This environmental scan will overview the Bullock Museum and its history to analyze the relationships between the different projects and initiatives. The first section of the scan looks at the internal structure of this Texas State institution, sources of funding, institutional structure and staff organization. The second section overviews the physical environment of the Bullock, including the museum exhibits and theater experiences and what they bring to the institution's mission. The last section of the scan examines the social and cultural contexts of the Bullock, including their efforts to diversify the historical narratives and make the museum culturally accessible and inclusive. To conclude, we provide several key recommendations.
FINANCIAL AND ORGANIZATIONAL STRUCTURE
The Organizational Structure of the Bullock Museum is overseen by two boards:
Texas State Preservation Board
Texas State History Museum Foundation Board of Trustees
The vision of the Bullock State Museum is overseen by The State Preservation Board, which also oversees The Texas Capitol Building, The State Cemetery and The Governor's Mansion. The Preservation Board is headed by Governor Greg Abbott acting as the Chairman followed by members of the Senate and House of Representatives. It also chairs a member from the Citizen Board. The TSHM (Texas State History Museum) holds Member Officers and Trustees from all over the major cities of Texas. The Board of Trustees chairs twenty-six Trustees and six Advisory Trustees responsible for the assets related to the Trustee Fund (Meet Our Board of Directors | Texas State History Museum, n.d.).
The Bullock is currently being headed at ground level by Margaret Koch acting as the Director of Administration followed by deputy directors for Operations, Communications and Interpretation (Appointed in February 2022). The museum is organized into several departments which work together , including departments of Education, Events, Exhibits, Marketing, Creative Services Membership, Theaters, Web and Digital Media (Meet the Bullock Staff | Texas State History Museum, n.d.).
The Preservation Board generally overlooks major decisions while the Museum Staff deal with day to day activities related to the museum.
The Bullock Museum’s Corporate Council is a way for businesses to connect with the museum through the Texas State History Museum Foundation. The TSHM Foundation has raised over $34 million since 1999 in support of the mission of the museum. The Corporate Council helps uplift the museum's educational mission by providing opportunities to over 100,000 children annually through grants, programs to help their careers. Corporations such as CenterPoint, Energy Inc, Frost, Bank, IBC Bank, etc. have made charitable contributions through the Corporate Council. The Bullock Museum also has many philanthropic donors from a vast number of corporations and independent parties. Major donors are invited to the Texas Independence Day Dinner as part of their celebration of Texas’ cultural heritage, the event includes the granting of several awards to the most valuable donors.
The Museum's Annual Report for Fiscal Year 2021 shows an estimated revenue of $6 million and expenditure of $4.45 million.
The Revenue is divided into three categories:
Operating Revenue: $2,008,573.67 (Ticket Sales, Merchandise Sales, Fees, Concessions, Cafe, and Facility Rentals)
State Appropriations: $1,525,137.46 (Education Program, Operating Expenses)
Grants & Contributions: $2,651,283.46 (Federal Grants, Pacific Foundational Grants) (Bullock Texas State History Museum, 2021b)
The museum also holds a newsroom for Commercial Photography and Filming and Press Releases Aimed at Museum Information, Program Events, Exhibitions.
PHYSICAL ENVIRONMENT
The Bullock Museum is located in the heart of downtown Austin, just half a mile away from the Texas Capitol building. Brandishing a large dome, iconic lone star, and beautifully painted entryway, the building commands authority. Inside its walls, the Bullock Museum offers dynamic and diverse experiences, combining art, history, and entertainment. It is a place where entertainment seekers (moviegoers) casually encounter easily accessible, educational, and historical material. As well as a space where the traditional museum experience takes on new meaning as a place to go to obtain a cinematic experience in social, popular culture and educational contexts. Starting with the museum’s exhibits and moving to the theater experiences and digital information in the museum environment, we look at how the museum has brought each element together to further their educational mission.
The Bullock Museum's exhibition is divided into two main categories. The immense permanent exhibitions covering the first to third floors, and special temporary exhibitions held along the entrance and on the side of the third floor.
The permanent exhibition, divided into three floors, follows the history of what we now call Texas, from the late Paleolithic to the present. The exhibits on the first floor are dedicated to indigenous peoples and the land through the conquest by Spain, Mexico’s declaration of independence. The exhibits include artifacts such as the Abalone Shell, proof of human habitation in the prehistoric period. The centerpiece of the first floor, and most impressive element of the exhibit, is the preservation of the French ship, La Belle, the first French ship to anchor on the Texas Coast in 1684 (Texas History Galleries | Bullock Texas State History Museum, n.d.).
The second floor features the statue of Sam Houston, a leading figure in the battle of San Jacinto and the Texas Revolution. Other notable artifacts include the Goddess of Liberty, originally a symbol of Texas's independence. As can be seen from the two statues, the second floor relates to the political and economic history of Texas from its inception, the Texas Revolution in 1821 through annexation of Texas and the civil war, as well as the relationship between Mexico and the United States. The ceramic pitcher and facade of Alamo exhibited in the Texas Revolution section let us assume the urgent situation at the time of Runaway Scrape, when the Alamo collapsed and household goods had to be left behind. The exhibit also features a steam powered cotton gin used in the Texas Hill Country community of Luckenbach symbolizes the economic situation of Texas, where cotton was established as a cash crop (Texas History Galleries | Bullock Texas State History Museum, n.d.). It tells how the cotton industry relied entirely on slave labor, leading Texas to join the Confederacy in the Civil War. The exhibition on the second floor ends with Texas Centennial Exposition wood carving to commemorate the 100th anniversary of independence from Mexico (Texas Centennial Carving | Texas State History Museum, n.d.).
The third floor brings you into the modern history of Texas. The first thing you notice is the AT-6A Airplane suspended from the ceiling. This "Texan" plane was produced in Dallas during World War II, trained numerous pilots, and was said to be robust enough to be used often during the Korean War (Bullock Texas State History Museum, 2022). Starting with AT-6A, the third floor gallery presents the industries, cultures, and movements to achieve equality of 20th century Texas. The working pump jack and Ford F100 pickup truck show the success story of Texas' oil and gas industry and the revival of related industries together. The large screen of the Austin City Limits section allows you to indirectly experience the real ACL Theater concert experience. As you walk out to the exit, pictures of NAACP (the National Association for the Advancement of Colored People) Youth Council picket line give you the peek of how Texans fought for their rights.
In addition, the museum has integrated technology into museum exhibits that help animate and engage visitors. These include a 3D rendering of the La Belle ship being built in 1684 (How La Belle Changed History, n.d.), that allows visitors to envision the ship through Augmented Reality (AR) lenses featured on each floor. On the first floor you find a landscape theater that immerses you in the sounds and language of that time. Or watch a short film about the Alamo on the second floor. These are a few examples of how the Bullock Museum has incorporated technology for visitors to further immerse themselves into Texas’s history.
The most impressive technological feature are the Bullocks two stunning and immersive theaters. The first one, The Texas Spirit Theater, is a multi-sensory special effects theater-experience featuring three separate screens, chairs that rumble in sync with the film, and lights that coordinate with the film being watched. The second theater, an IMAX® that boasts the largest screen in Texas. The IMAX® balances educational content, such as documentaries, as well as mainstream feature-length movies. The IMAX® theater also promotes the museum before the previews begin giving exposure to potential new customers. Not only does the theater itself generate revenue, but the people who discover the museum through the theater and later on visit the museum do as well. This provides additional revenue for museum exhibits.
These theaters help contribute to the mission of the educational Bullock: to “create experiences that educate, engage, and encourage a deeper understanding of Texas” (About the Bullock Texas State History Museum, n.d.). In 2017, the Bullock Museum received $1.5 million to upgrade their IMAX® theater with funding from a one-time appropriation from the Texas Legislature (Gary Dinges, Austin American-Statesman, 2018b). Prior to this upgrade in technology the Bullock Museum was limited to only playing 70 mm films, which hindered the number of films distributed to their theater. Having a limited number of films to play also meant fewer tickets sold, and less exposure to the museum. The upgrade to dual laser projectors increased the number of films that could be distributed to the theater, which allowed them to better utilize the space more efficiently and increase exposure to the museum by way of entertainment. The new upgrade includes dual 4K laser projections. Further upgrades included a massive screen measuring in at 65-by-85 feet. The audio equipment also received a full overhaul. These upgrades modernized their theater giving them a competitive advantage, making them a go-to theater experience.
One example of the use of the theater for educational purposes and engagement is the recent private screening of “The Black Panther: Wakanda Forever” at the IMAX® Theatre by The Walt Disney Company. This private screening served as an opportunity for AfroTech visitors to Austin to learn about the museum and immerse themselves in the IMAX® experience. With some waitlisted attendees waiting in the museum lobby, some guests were exposed to the magnificence of the museum’s atrium and sparked an interest in some to explore the Bullock.
If the museum’s mission is to create experiences that educate, engage, and encourage a deeper understanding of Texas, then the mix of new technology with history have found success in delivering on that mission. Visitors are able to immerse themselves in history with the major theaters, the AR experiences, and minor theaters scattered throughout. They have found a way to captivate an audience and engage with them through use of modern technology.
SOCIAL AND CULTURAL CONTEXT
This section will overview the social and cultural contexts of the Bullock Museum as they relate to the institution's mission to “educate, engage, and encourage a deeper understanding of Texas” (About the Bullock Texas State History Museum, n.d.). We understand the museum as a diverse and contested cultural and social space made up of administrators, funders, community members, the general public, and the educators who use the museum as a teaching tool. We approach the social and cultural context by looking at three distinct areas: (A) critiques of the museum and its efforts to incorporate broader, more inclusive, historical narratives; (B) linguistic, cultural and economic access and restraints; (C) online reviews and impressions of the museum. Together, these distinct areas offer a broad overview of the social and cultural dynamics of the Bullock.
1. Recent Efforts to Diversify the Bullock Museums' Historical Perspectives Identifying the museum's efforts to incorporate diverse social and cultural representations of history provides a foundation to understand the current social-cultural environment of the museum. Speaking to archival silences, Rodney G.S. Carter notes that archives hold a multitude of voices yet are never representative of “all aspects and elements of society” (Carter, 216). Building on a plethora of existing scholarships, Carter argues that archives are never neutral, and historical representations are never apolitical. Like archives, museums are sites entrusted with keeping and constructing, collective memory and identity. Carter's observation on the impossibility of representing all elements of society stands true for museums, and perhaps especially for State history museums such as the Bullock Museum (Carter, 216). As such, the task of this environment scan is to acknowledge the impossibility of a total history of Texas and rather focus on the museum's efforts to incorporate more diverse historical narratives and it attempts to contend with uncomfortable pasts to identify educational gaps and room for further alignment with its mission that may still exist.
In the early 2000s, when the Bullock Museum opened its door, it showcased an uncritical version of Texas history that centered on the “heroic” efforts of white Anglo colonists. The Bullock Museum, as most Texas State institutions – past and present – offered a version of history that largely erased the extreme racialized violence that permeates its history (Hooks, 2021).
Over the past several years, the Bullock Museum has been making strident efforts to diversify how it represents the histories of Texas, despite a challenging political climate. This is exemplified by the 2016 exhibit curated among others by Dr. Monica Martinez, a current associate professor of history at The University of Austin at Texas, titled “Life and Death on the Border, 1910–1920” (Lopez, 2016). The exhibit explores the extreme racial violence that marked the first decades of the twentieth century in Texas. It unearths histories that have been long ignored or misrepresented by Texas institutions. As Monica Martiniz, speaking to the Alcalde, explained “This is the first time that a state museum is acknowledging the violence and acknowledging the role of state agents and administrators” (Lopez, 2016). Since 2016, the museum has continued to make efforts to tell a more inclusive history of Texas, led by the renovation of its first floor starting in 2018 to include precolonial histories of indigenous peoples as well as histories of colonization (A Fuller History, 2019). In 2019, the museum hosted an exhibit called “Reverberations of Memory, Violence, and History” that addressed the Texas Ranger violence along the border. While these are important steps, there is room for further growth. For example, commentators have noted that there is a disconnect between the renovated exhibits that complicate Texas history and the older, more traditional, narratives espoused on the top floors (Hooks, 2021b).
The Bullock Museum has also made efforts to host book talks by authors working to challenge Texas’ revisionist histories, an effort that has been met with resistance from the State government. In the summer of 2021, for example, authors of the recent book, Forget the Alamo, were scheduled to give a book talk at the Alamo, when Lt. Gov. Dan Patrick, who sits on the museums preservation board, demanded the event be canceled. Not inconsequentially, the book critically examines the Texas origin story and its long-held heroes by exposing the role of slavery in the battle of Alamo (Livingston & Zou, 2021). A New York Times bestseller, the book has received widespread acclaim. This example in particular demonstrates both the efforts of the museum to meet its educational mission goals, as well as the barriers and limitations it faces as a State institution.
2. Linguistic Access Another way in which the Bullock Museum recognizes the multi-cultural history of Texas is through its commitment to providing information in both English and Spanish throughout the museum. To complement this, the museum hosted a Spanish language film festival in 2017 (Bullock Museum Spanish-language Film, n.d.). The Texas Oral History project also focuses significantly on histories of first generation immigrants and the latinx communities of Texas. The museum also provides a wide-array of services to accommodate disabilities including personal captioning and audio enhancement devices for theater visitors, as well as American Sign Language (ASL) interpretation for museum visits upon request (Board, n.d.). All this said, our scan finds that as Texas becomes home to evermore linguistically diverse groups of immigrants, efforts are needed to expand language access to be multi-lingual current design.
3. Visitor Reviews and Criticisms The Bullock Museum is a favorite among locals and out-of-state visitors. Tripadvisor and Yelp reviews reflect strong support for the museum, its historical contribution as well as the multimedia experiences it provides. The Bullock Museum on Tripadvisor, for example, has received 2,751 reviews with an overall rating of 4.5 stars. 1,791 rated the Bullock as excellent, 751 as very good, 157 as average, and only 48 as terrible or poor. Interestingly, only 26 of these are in Spanish. This is not an exhaustive or quantitative analysis of museum reviews, rather we provide this to contribute to a broad understanding of the visitor's experiences of the social-cultural contexts of the museum.
Many reviewers commented positively on the comprehensive range of Texas history the museum offers. One example that encompasses the general sentiment of appreciation for the museum's scope, A Helene S. from Bellaire, Texas, wrote:
“From the Civil War through Reconstruction, the Great Depression to the discovery of oil and the Race to the Moon, there is so much history under one roof. Especially enjoyed learning more about Jack Yates who played a large role in advocacy for education, landownership [sic] and open public parks in Houston.” (S.H, 2022)
Other reviews comment on how their trip to the IMAX® exposed them to the museum, emphasizing an appreciation for the educational opportunities the museum offers to visitors. Reviewer Lenee J., for example, wrote:
“This museum is amazing! We bought tickets to the IMAX® showing of Jaws when we got there and didn't realize the enormity of the museum. Almost 3 hours later we had to rush through the 3rd and final floor to get to our movie showing, also in the Museum. Starting on the First floor the Texas History progresses chronologically as you ascend floors. I wish we would have started on the 3rd floor.” (J, 2022)
Both out-of-state and Texas residents share a general appreciation for the size and scope of the museum and its adjacent media projects, such as the Star Theater and the IMAX® theater. Some reviewers however seemed to lack information about the theaters and the films being offered (S. 2021). Several reviews expressed concern after the cancellation of the aforementioned 2021 book event, Forget the Alamo, expressing concern about individual politicians' influence over history events (J.S., 2021).
EVALUATION AND OPPORTUNITIES
All in all, the Bullock Texas State Museum is doing a great job in meeting its mission to “create experiences that educate, engage, and encourage a deeper understanding of Texas” (About the Bullock Texas State History Museum, n.d.). The Museum excels at educating and engaging by appealing to a variety of audiences who have different values and interests whether in entertainment or history.
The Bullock’s architectural structure strategically narrates history in a chronological order as the three museum floors connect to each other in telling a story from least to most recent history by way of the exhibits. Additionally, the IMAX® theater’s upward exit leads visitors to the second floor of the Bullock allowing for prying eyes and minds to wander the museum. Similarly in architectural strategy, the IMAX® theater is situated on the ground floor next to the Museum’s atrium which opposes the souvenir store and museum entrance and could engage visitors who seek to explore the various facets of the Bullock and what else it has to offer.
Additionally, the Bullock’s updated website fully serves curious minds and prospective visitors by providing them with up-to-date and relevant information on exhibitions and movies with ample information to invite guests to fully explore the current exhibitions and movies.
Despite the success of the Bullock in many areas, our environmental scan helped us identify potential areas for growth and improvement:
1. IMAX® Bullock Website Promotional An area of opportunity that was observed was a lack of news featuring the theater on their websites' Press Release section. The Bullock’s 2021 Annual Report shows that prior to the COVID-19 pandemic, the IMAX® Theatre served as the second largest source of operating revenue, after general admission ticket sales. Now we find the second largest source of operating revenue comes from merchandise sales. The IMAX® Theater could make a comeback as a major contributor to sales if the Bullock would promote the IMAX® more on the website (Bullock Texas State History Museum, 2021b). The Bullock, in this regard, has the opportunity to boast more on the impressiveness of the theater. Housing the largest screen in Texas is a great way to attract viewers and tourists. The efforts to adversite the biggest screen in Texas is highly evident on their respective social media platforms, such as Twitter, but likewise and more can be done on the website to reassure the guests of this ‘fun fact’. The website has a specific category dedicated to IMAX® and Films, but there has not been much IMAX® press release in over the last five years which could be contributing to the diminishing impact of the Theatre in the Bullock Museum’s annual revenue. When perusing the Bullock website, clicking on ‘Buy Tickets’ gives no mention of its IMAX® being the largest screen in Texas, offering audiences an immersive cinematic experience. This information can be found on the website, but is buried in the Media Kit in the Newsroom page. The screen boast is already available on the pamphlet given to visitors of the museum, but it is unlikely that they will visit the theater at that time of a museum tour. For prospective guests without social media, explicitly announcing this biggest screen on the landing page would entice more visitors to experience the IMAX®. By way of having more of a featured spotlight on the theater in the Newsroom and boasting on the impressiveness should generate more ticket sales, thus gaining more exposure to both the IMAX® and the museum. Addressing this could increase the overall revenue of the Bullock Museum, while also generating appeal for the Theater.
2. Exclusive/Limited Edition Museum Store MerchandiseAnother strategy to educate, engage and encourage Texan history amongst visitors would be through the Museum Store Merchandise – which, as aforementioned, has most recently served as the second largest source of operating revenue for the Bullock Museum (Bullock Texas State History Museum, 2021b). Another way to maintain an appeal for the store would be to offer limited edition souvenirs for the various respective exhibits the Bullock houses over the season. For example, the Fourth Grade Project could sell pencil cases, or other school supplies and accessories, that may have quotes from the fourth grade students interviewed in the project. Such an initiative could inspire other young tourists who can relate to some of these students in the project.
3. Linguistic AccessibilitySeeing as the museum is primarily in English and Spanish, the ability for additional exhibitions translations by way of QR codes would be beneficial for visitors with fluency in languages other than English and Spanish. This further access would align with the existion mission of the Bullock while continuing to fuse technology and history to a larger degree.
4. Cross-Educational Collaborative OpportunitiesLastly, in the context of education and engagement, once again, The Bullock Museum could provide an opportunity for students and faculty – whether of The University of Texas at Austin or other Texas universities and colleges – to help curate the exhibits for the museum. This would facilitate further diversification of historical perspectives represented in the museum. It would also help attract a larger crowd, by engaging more students with the Bullock. Additionally, this ties into the mission to encourage a deeper learning of Texan history.
With implementing all, or at least a few, of the opportunities mentioned above, the Bullock Texas State History Museum would undoubtedly further the institution's educational mission (About the Bullock Texas State History Museum, n.d.).
Bibliography
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J. (2022). This museum is amazing! We bought tickets to the IMAX showing of Jaws when we got
there and didn’t realize [Comment on “The Bullock Museum ”].
https://www.yelp.com/biz/bullock-texas-state-history-museum-austin
Livingston, A., & Zou, I. (2021, July 6). Texas museum cancels book event examining slavery’s role in Battle of the Alamo. The Texas Tribune. https://www.texastribune.org/2021/07/01/texas-forget-the-alamo-book-event-canceled/
Lopez, D. (2016, February 26). Remembering Life and Death on the Border. The Alcalde. https://alcalde.texasexes.org/2016/02/remembering-life-and-death-on-the-border/
Michael Barnes, Austin American-Statesman. (2019, January 3). A fuller history. Austin 360. https://eu.statesman.com/story/entertainment/arts/2019/01/02/with-overhauled-exhibits-bullock-texas-state-history-museum-steps-into-21st-century/6401768007/
S, H. (2022). From the Civil War through Reconstruction, the Great Depression to the discovery of oil and the Race to the Moon, [Comment on “The Bullock Museum”]. https://www.yelp.com/biz/bullock-texas-state-history-museum-austin
S, J. (2021). Very disappointed about the cancellation of a popular historical book event because of politicking censorship from the governor. If they [Comment on “The Bullock Museum”]. https://www.yelp.com/biz/bullock-texas-state-history-museum-austin
S, S. (2021). Plenty of parking nearby. Nice bathrooms and gift shop. We didn’t go to any the
films (might just be for [Comment on “The Bullock Museum”]. https://www.yelp.com/biz/bullock-texas-state-history-museum-austin
