The Rotary Observatory at Fraser River Heritage Park BUSINESS PLAN 2015

BUSINESS PLAN for the ROTARY OBSERVATORY AND SPACE SCIENCE CENTRE at FRASER RIVER HERITAGE PARK to be operated by the MISSION HERITAGE ASSOCIATION Updated: February 2015 EXECUTIVE SUMMARY:

• Following successful “Star Parties” with the Fraser Valley Astronomers Society at Fraser River Heritage Park, the Mission Heritage Association moved forward the concept of establishing a permanent astronomical observatory at the Park.

• $140,000 in initial funding was secured, enough to construct the building to the lockup stage.

o Widespread support for the concept has been received, and 91 people attended the project’s groundbreaking in March of 2014.

• Another $82,000 in “in-kind” funding from donations, materials supplied at low or no cost, volunteer labour, etc., has seen a total value of $222,000 put into the Observatory as of February 2015.

• Approximately $100,000 more is required to finish the construction of the building and complete the interior.

• Approximately $200,000 further is required to equip the Observatory with the necessary telescopes, computers, monitors, specialized equipment, etc.

• Presentations to secure donations for this funding continue. • Significant revenues are anticipated from this project.

o School field trips, designed around curriculum needs for elementary, middle, and secondary school grades which receive training in astronomy and physics, will form the majority of revenues.

o These visits, along with evening visits from the general public, will contribute to overall revenues which could exceed $100,000 annually.

o Expenses to operate, maintain and service the facility are anticipated to be less than $20,000, providing a solid profit which will contribute to the overall operation of both the Observatory and Fraser River Heritage Park.

• Approximately 73,000 students are enrolled in the K-12 system in our target catchment districts of Mission, Abbotsford, Maple Ridge, Pitt Meadows, Langley, Chilliwack and Agassiz.

o Approximately 17,000 of those would be in the three grades where astronomy is part of the curriculum.

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o We will have the capacity to handle approximately 10,700 students each year, thus demand will far exceed supply. This does not include private schools that could be interested as well.

o At an average field trip fee of $10 per student, this activity alone could generate in excess of $100,000 in revenue per year.

• Student field trip visits and general publicity will lead to significant evening visits for public viewing. Given weather and other viewing considerations, we estimate 150 nights of observing visits per year. These visits will be “by donation” and even an average of 25 participants a night will result in perhaps another $15,000 in revenue.

• Clubs, groups, associations, etc., renting the facility for meetings could result in a further $2000+ in revenue.

• Expenses for utilities, cleaning, maintenance of the building and equipment, marketing, etc., could be as high as $20,000, though are anticipated to be much lower given Park histories as a guideline. Operation is anticipated to be accomplished with volunteers, but if staff is paid, expenses will be considerably higher.

• Marketing will be via social media such as Facebook and Twitter at no cost, but also will utilize local traditional media.

• Overall operation of the Observatory will be under the aegis of the Mission Heritage Association.

DETAIL: The Mission Heritage Association embarked on “Star Parties”, involving the Fraser Valley Astronomers Society, at Fraser River Heritage Park earlier this decade. These led to the concept of establishing a permanent observatory at the Park. $20,000 of MHA reserve funds were allocated toward this project. A further $20,000 in “legacy” funding was donated by the Mission Sunrise Rotary Club, following a successful “win” in a competition between 11 submissions. A subsequent approach to the Provincial Government resulted in another $100,000 in funding, for a total of $140,000. This now is known as the Rotary Observatory and Space Science Centre, in recognition of Rotary’s role as the lead donor for the project. With these funds in hand, construction of our building proceeded, with in-kind donations and volunteer labour and materials involved, bringing the total value invested in the project to beyond $220,000. 91 people from the community and representatives from two levels of government participated in the groundbreaking ceremony for the project on March 8 2014. .....3

Enthusiasm in our community for the project has been significant. The funds invested to date have been sufficient to construct to the lockup stage our 2160 square foot building. As of this writing, the exterior of the building is virtually complete, the concrete decking is in place, roofing is in place, roughed in wiring and plumbing is complete and the “pier” that will support the prime telescope is in place. Siding is about to be applied. Interior walls, flooring, electrical, plumbing, and finishing have yet to be completed, and the dome to cover the prime telescope has yet to be crafted and installed. Approximately $100,000 further is required to complete the construction and finish the interior. Approximately $200,000 more is required to equip the Observatory with all the necessary telescopes, computers, video monitors, specialized astronomical equipment, dome, etc. Several interested donors have received copies of our Investors Package. Regular presentations for funding are being made. Some small donations have been received. We have high hopes of securing the necessary funding. MARKET ANALYSIS, REVENUE STREAM, and ANTICIPATED EXPENSES: Anticipated revenues will come from several streams. First, we anticipate significant revenues from school field trips. Science classes in three grades study astronomy, and field trips to our Observatory will be exceptional curriculum-based events. Our Observatory will be an ideal “learning lab” for these students, who will see various elements of astronomy in place, and several in action during daylight hours. Certainly, no observations of night skies will be available during the day, but solar observations will be available, depending on the weather, and exciting instruction on various topics will be delivered in our lecture theatre, “Mission Control” display, and planetarium. We anticipate each visit will be two-and-a-half hours long, and generate revenues of $10 per student, a typical average field trip fee accepted by teachers. We anticipate two field trips per day, five days a week, from mid-September through early June, a total of 179 days of actual visiting time, after deducting Christmas and Spring breaks, teacher Professional Days, and statutory holidays. Our maximum capacity for field trips, offering two per day for class sizes of 30 each, will be 10,740, thus we anticipate demand will far exceed our ability to supply. These estimates do not include the private school system which also would be interested in participating. Students typically fundraise for such activities and a per student fee of $10 is average. If all possible days were occupied, field trip revenues .....4

would max out at $107,400. Schedule A provides details on potential school involvement. We have identified our catchment area as the school districts in Mission, Abbotsford, Maple Ridge, Pitt Meadows, Langley, Chilliwack, and Agassiz. Some 73,000 students are enrolled in the K-12 system in these districts. Approximately 17,000 will be in the grades where astronomy is part of the science curriculum, and the curriculum-based training available at the Observatory, will make it an ideal and attractive learning experience. Obviously, though, we will be unable to meet the potential demand, given that the number of opportunities available can’t meet the potential number of 17,000 students. In addition, donations from evening visitors to the Observatory and special meetings, etc., are expected. Admission to Park facilities is generally free, though donations are encouraged, and we believe this will be an effective source of revenue as visitors feel they receive their money’s worth in visiting our facility. We will encourage visitors to donate “Two Twoonies for tonight”. We anticipate 150 nights per year of clear viewing, and at a minimum estimate of 25 visitors per night, we calculate minimum revenues at $15,000. Two other observatories currently are available to the general public in this area, one at the H.R. MacMillan Planetarium in Vancouver, and a new observatory at Simon Fraser University, which will be part of their astronomy training and will have some public outreach. Both will serve the Greater Vancouver area. The Fraser Valley Astronomers Society hosts occasional public star parties at their McDonald Park Dark Sky site in Abbotsford and Aldergrove Lake in Langley. With our Observatory welcoming visitors on a regular basis, we believe people interested in astronomy from Langley, Abbotsford, Chilliwack and Agassiz, Maple Ridge, Pitt Meadows and Mission...in effect the Fraser Valley area east of the Surrey/Langley and Coquitlam/Pitt Meadows borders...will come to our Park in significant numbers for viewing of the night sky, given marketing efforts and the outfall from students participating in field trip experiences at the Observatory wanting to return with their families for evening observing. Club and group meetings could be held in the Observatory, with anticipated revenues in excess of $2,000. Anticipated expenses, covering hydro, telephone, Internet, cleaning and maintenance supplies and operations, telescope maintenance, marketing and promotion, insurance, .....5

etc., should be less than $20,000. Therefore, a considerable annual contribution to the operations of both the Observatory and Fraser River Heritage Park is anticipated. Students from astronomy courses at the University of the Fraser Valley can use the Observatory as a learning lab as well, typically during overnight hours. The 20” telescope will be in the “University Class” category, allowing for serious astronomical research. COMPANY DESCRIPTION: The Mission Heritage Association has operated the Fraser River Heritage Park for almost three decades. In this venture, we have established relationships with Mission Sunrise Rotary, the Provincial Government, Mission Public School District and the University of the Fraser Valley. Relationships with other school districts are anticipated as we approach them for their involvement. The Fraser Valley Astronomers Society is completely supportive of our venture and committed to being involved in our operations. The actual work on the Observatory is overseen by the Mission Heritage Association’s Facilities Committee. ORGANIZATION AND MANAGEMENT: Per the above description:

• The Mission Heritage Association holds responsibility for... • ...Fraser River Heritage Park and is managing Observatory development via its... • ...Facilities Committee. • Lead on the project is MHA board member Brian Antonson. • Project manager is Lloyd Rash. • Contractor is Gordon Crocker of Hilron Construction.

MARKETING AND SALES STRATEGIES: The official name of the project is “The Rotary Observatory and Space Science Centre”, though that is a “mouthful” for potential astronomy fans to remember and say. Our market slogan will focus on using the name “The Big Eye”, referring to the large 20” telescope for which the Observatory will become known. Ads and news items in local newspapers and radio, promotional posters, online marketing via a web page, Facebook and Twitter, signage at Fraser River Heritage Park and in the Blackberry Kitchen restaurant, in local stores and other restaurants, etc., will spread the word about the Observatory, and the general public will become engaged. .....6

Specific marketing to science teachers and administration in the six local school districts mentioned...our catchment area...will be carried out to establish awareness of the Observatory and its relevance to astronomy education, and its availability for field trips. This will be an ongoing marketing venture that will be initiated once the Observatory is open and operating and classes can commence coming to the Park for this experience. Working with individual science teachers, we will ensure relevant material and information and planetarium programs are available that match the curriculum they are delivering. Groups, clubs, associations, etc., will receive promotional material as well. For instance, Scouts and Guides routinely train for their Astronomy proficiency badges, and our Observatory will be an ideal location for that to occur. SERVICES AND/OR PRODUCT LINE: We will provide an exceptional experience in “popular astronomy”, focused on engaging in astronomical observations of the wonders of the night...and day...sky, through telescope viewing, planetarium programming, radio telescopy, solar telescopy, solar spectroscopy, an interpretive lecture centre featuring numerous visual images of astronomical features, lectures, videos, and other learning opportunities. The Observatory will be run by volunteers. Knowledgeable astronomers from the Fraser Valley Astronomers Society will be on site for their own observations and will provide necessary assistance in the general public viewing the night sky. We will work with the local school district to encourage the formation of astronomy clubs, and eager students will become docents at the Observatory, assisting the astronomers. University of the Fraser Valley astronomy students can be part of this work, as well, and it is anticipated they will use the Observatory in overnight hours as part of their lab work. As these concepts develop, other concepts will emerge, such as “summer space camps” and “astronomy sleepover experiences”. FUNDING REQUIREMENTS: See Schedules B and C below. FINANCIALS: See Schedule D below. REVENUE AND EXPENSE PROJECTIONS: See Schedule D below. .....7

SCHEDULE A SCHOOL DISTRICT INFORMATION

IN CATCHMENT AREA SCHOOL DISTRICTS in the Fraser Valley catchment area in which ASTRONOMY is part of the curriculum

ELEMENTARY SCHOOLS

SECONDARY SCHOOLS

MISSION (7,100 students)(no middle schools)

12 3

MAPLE RIDGE (15,000 students)(no middle schools)

21 6

LANGLEY (18,000 students)(inc. 5 middle schools) 31 11 ABBOTSFORD (18,500 students)(inc. 8 middle schools)

30 8

CHILLIWACK (14,000 students total)(inc. 6 middle schools)

20 3

AGASSIZ (500 students in both elementary and secondary)

1 1

TOTAL NUMBER OF STUDENTS: 73,100 125 32 • Each elementary school will have at least ONE grade 3 class and ONE grade 6

class, thus two classes requiring astronomy training. Each class will have approximately 30 students.

• Each high school will have at least ONE grade 9 class requiring astronomy training. Each class will have approximately 30 students.

• Field trips from these classes could start in mid-September, once the school year is underway, and continue through late June, with days off for Christmas and Easter breaks, five teacher Professional Development days, and statutory holidays, allowing for a total of 179 days of activity.

• With this programming time available, and two field trips per day, we believe we have a capacity of 358 visits involving 30 students each, so a maximum of 10,740 students.

• We believe word will spread and other grades where astronomy is NOT part of the curriculum will want to participate in field trips, but priority will be given to classes where astronomy IS part of the curriculum.

• Private schools have not been considered in these calculations, but their interest is anticipated, too.

• THESE ESTIMATES ARE BASED ON ONLY “ONE” CLASS PER GRADE PER SCHOOL. MANY SCHOOLS HAVE SEVERAL CLASSES IN THE APPROPRIATE GRADES.

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MINIMUM number of elementary students per year requiring astronomy training (125x2x30)

7500

MINIMUM number of middle/secondary students per year requiring astronomy training (32x30)

960

TOTAL MINIMUM number of students in the Valley requiring astronomy training per year:

8460

MINIMUM POTENTIAL REVENUE from Field Trips @ $10 each student/year for 8,460 students:

$84,600

MAXIMUM ANTICIPATED REVENUE from Field Trips @ $10 each student/year for 10,740 students:

$107,400

IMPORTANT NOTES: • It bears repeating: these estimates are based on MINIMUM NUMBERS of

students per school. MOST schools will have MORE THAN ONE class in Grade 3, Grade 6, and Grade 9.

• Repeating again: these numbers do NOT include any private or parochial schools. There are at least a dozen of these in our catchment area, with perhaps hundreds more eligible students.

• To embrace a conservative approach to revenues, the number $50,000 for our Annual Operating Estimates later in this document.

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SCHEDULE B CAPITAL INVESTMENT REQUIRED

IN HAND: • $ 20,000 from MHA • $ 20,000 from Mission Sunrise Rotary • $100,000 from Province of British Columbia • $ 82,000 in-kind value received to February 2015

$140,000 $ 82,000

NEEDED: • $100,000 to complete construction of the facility • $200,000+ to equip the facility

$100,000 $200,000

TOTAL VALUE for construction and equipping of the Observatory $520,000+ .....10

SCHEDULE C CAPITAL FUNDING ESTIMATES DETAIL

ROTARY OBSERVATORY and SPACE SCIENCE CENTRE at Fraser River Heritage Park, Mission, BC TECHNOLOGY ELEMENT BUDGETS Updated: February 2015

All prices quoted are LIST prices. Several are U.S. prices. The “List Price” is in the LEFT column, the “Ascending Total” of prices in each section is in the RIGHT column.

Total for each is in the box in the bottom right hand corner. Shipping & taxes are extra.

List Price

Ascndg Total

PRIME TELESCOPE LEAST EXPENSIVE OPTION: 20” PlaneWave CDK20 with Matthis mount 60,000 60,000

+ shipping & taxes

CAMERA TECHNOLOGY Astrophotography camera, typically Mallincam, SBIG, etc. 5,000 5,000

+ shipping & taxes

PLANETARIUM Digitalis Digitarium Delta 2 with universal console option planetarium system

25,000 25,000

Digitalis portable dome 5 meters/16 feet – capacity 25 adults or 40 children

6,700 31,700

+ shipping & taxes

DOME Clamshell, 16’ per Innovative Optics, Inc. 30,000 30,000

+ shipping & taxes

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DECK TELESCOPES and BINOCULARS 2x Dobsonian 12” telescopes, typically Skywatcher @$2300 each 4,600 4,600 1x solar telescope, typically Solarmax 60mm 2,700 7,300 2x “Big Binoculars”, typically Oberwerk 100mm @ $2300 each 4,600 11,900 Solar filters 600 12,500 Sky Scout handheld planetarium 300 12,800

+ shipping & taxes

MISSION CONTROL 20x laptops for monitor wall, radio astronomy, dome, lobby, house monitors

10,000 10,000

20x 24” monitors for monitor wall and remote applications 6,000 16,000 2x printers for astrophotography print creation 300 16,300 2x routers for wireless 200 16,500 10x digital clocks for world time zone annunciation 500 17,000 2x tempered glass sheets, 28 sq.ft. @ $25/sq.ft., for display 700 17,700 Clear printed acetate sheets for monitor interpretation 100 17,800

+ shipping & taxes

RADIO TELESCOPES 3x dishes, typically 6’ 1,000 1,000 Amplifier/spectrum analyzer 2,000 3,000

+ shipping & taxes

SPECTROSCOPE Solatube 1,000 1,000 Spectroscope 200 1,200

+ shipping & taxes

CONCRETE VIEWING PADS Installation of pads will be part of building construction - - Junction boxes and outlets for power and computer line feeds 400 400

+ shipping & taxes

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OUTSIDE TECHNOLOGY All Sky camera and mounting pole 1,300 1,300 Weather station and mounting pole 1,300 2,600

+ shipping & taxes

INSIDE TECHNOLOGY Audio technology (8x speakers, 2x amplifiers, 2x microphones and stands)

3,000 3,000

Video display technology (3x 55” TV monitors) 3,600 6,600 Security Cameras and Alarms 5,000 11,600

+ shipping & taxes

DONORS WALL PLAQUE Galaxy, star, planet plaques 1,000 1,000

+ shipping & taxes

ENVIRONMENT ALTERATIONS Street light mitigation with full cut-off replacement lights (15x@ 400)

6,000 6,000

+ shipping & taxes

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SUMMARY PRIME TELESCOPE 20” PlaneWave and Matthis mount option 60,000 60,000 CAMERA TECHNOLOGY 5,000 65,000 PLANETARIUM 31,700 96,700 DOME 30,000 126,700 DECK TELESCOPES AND BINOCULARS 12,800 139,500 MISSION CONTROL 17,800 157,300 RADIO TELESCOPES 3,000 160,300 SPECTROSCOPE 1,200 161,500 CONCRETE VIEWING PADS 400 161,900 OUTSIDE TECHNOLOGY 2,600 164,500 INSIDE TECHNOLOGY 11,600 176,100 DONORS WALL PLAQUE 1,000 177,100 ENVIRONMENT ALTERATIONS 6,000 183,100 183,100

+ shipping & taxes

TOTAL COST FOR ALL TECHNOLOGY ELEMENTS $183,100 + shipping & taxes

ANTICIPATED SHIPPING AND TAXES WILL SEE THIS NUMBER RISE ABOVE $200,000, BUT COMPETITIVE BIDS AND PROMISED PRICE REDUCTIONS FROM SUPPLIERS WILL SEE THE TOTAL END UP AROUND $200,000.

The Observatory building itself has been constructed to lockup with the $140,000 budget available due to commitments from the Mission Heritage Association ($20,000),

Mission Sunrise Rotary Club ($20,000) and Provincial Government ($100,000). Volunteer labour and gifts-in-kind donations have increased the value invested to in

excess of $220,000. Another $100,000 (estimated) is required to complete the construction of the building. Another $200,000+ is required to equip it.

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SCHEDULE D “CONSERVATIVE” ANNUAL OPERATING ESTIMATES

REVENUES: Entrance donations: “Two toonies for tonight” concept x 7500 annual visits

15,000

Field trip revenues: Conservative estimate of 5000 students on field trips per year @ $10 per student, taken from potential student visits of 8,460

50,000

Meetings, special events, fundraising events, star party donations, etc.

2,500

TOTAL MINIMUM POTENTIAL REVENUES: $68,500 EXPENDITURES: Hydro: $5,000 Telephone (land line and Internet): $3,000 Washroom supplies (soap, toiletries): $1,500 Cleaning and building maintenance: $1,500 Telescope and equipment maintenance: $1,000 Marketing and promotion: $2,000 TOTAL EXPECTED EXPENDITURES: $14,000 TOTAL MINIMUM CONTRIBUTION TO MHA OPERATIONS: $54,500

NOTE: We have SIGNIFICANTLY UNDERESTIMATED revenues

and OVERESTIMATED expenses

SHEDULE E, below, identifies potential results in our SECOND YEAR of operation. Our first year will be spent building our business, engaging interest, support, and involvement with five separate school districts beyond the Mission School District (Abbotsford, Chilliwack, Agassiz, Maple Ridge, Pitt Meadows, and Langley), and as such, our first year results are difficult to predict.

SCHEDULE E Rotary Observatory REVENUES AND EXPENSES ESTIMATE in SECOND year of operation February 2015 SHEDULE E identifies potential results in our SECOND YEAR of operation. Our first year will be spent building our business, engaging interest, support, and involvement with five separate school districts beyond the Mission School District (Abbotsford, Chilliwack, Agassiz, Maple Ridge, Pitt Meadows, and Langley), and as such, our first year results are difficult to predict.

SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG POSSIBLE

DAYS 15 18 21 14 20 18 15 20 20 18 10 10 179 class days for field trips @ 2/day, plus

20 days for Summer Camps/July and August. FIELD TRIP REVENUE

9,000 10,800 12,600 8,400 12,000 10,800 9,000 12,000 12,000 10,800 6,000 6,000 $119,400 based on $10 per student@30/class, TWO field trip visits per day, plus summer.

VIEWING NIGHTS

10 10 10 10 10 10 10 10 10 20 20 20 150 viewing nights annually, dependent on weather and observing conditions.

VIEWING REVENUE

500 500 500 500 500 500 500 500 500 1,000 1,000 1,000 $7,500 based on 25 observers/night at “Two Twoonies for Tonight” = $50/night/150 nights

MEETING DAYS

4 4 4 4 4 4 4 4 4 4 4 4 48 based on rentals to various groups for various meetings

MEETING REVENUE

200 200 200 200 200 200 200 200 200 200 200 200 $2,400 based on meeting $50 rental fee for various community groups

ENTRANCE REVENUE

9,700 11,500 13,300 9,100 12,700 11,500 9,700 12,700 12,700 11,500 7,700 7,700 $129,800 “ENTRANCE REVENUE” combining field trips and evening visits

GIFTSHOP REVENUE

3,800 4,500 5,200 3,500 5,000 4,500 3,800 5,000 5,000 4,500 2,500 2,500 $49,8000 based on $4/student x 60 students/day = $250 rounded

ALL

REVENUE 13,500 16,000 18,500 12,600 17,700 16,000 13,500 17,700 17,700 16,000 10,200 10,200 $179,600 “TOTAL REVENUE”

EXPENSE 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 $12,000+ for utilities, supplies, cleaning,

maintenance, etc.

REVENUE – EXPENSE

12,500 15,000 17,500 11,600 16,700 15,000 12,500 16,700 16,700 15,000 9,200 9,200 $167,600 “NET REVENUE after expenses”

IF WE CAN ATTAIN EVEN HALF THE PROJECTED REVENUES, WE WILL REALIZE MORE THAN $80,000 IN INCOME, AND MORE THAN $60,000 NET REVENUE

AFTER EXPENSES. THIS PRESUMES VOLUNTEERS OPERATING IN ALL POSITIONS. HAVING PAID STAFF WOULD CHANGE THESE NUMBERS SIGNIFICANTLY.

RATIONALES:

• School classes will commence field trips in mid-September and will hold them until late June. • Stat holidays, Christmas and Spring breaks, five Professional Days will leave approximately 179 possible days for field trips. • Class size is generally 30. • Students will pay $10 each to participate. Teachers and parents/drivers will participate for free. • Sessions will be approximately 2.5 hours long, running twice per day. We can handle TWO sessions per day, one from approximately 9am to 11:30, another from

approximately 12:00 to 2:30. • Summer camps, either our own, or involving local “Camps for Kids” type operations MAY provide some custom during summer days. • Weather will not be a factor for field trip visits, though it WILL be for night time operations. • Scout, Guide, other youth groups, club meetings, etc., will bring in small revenues as well. These groups offer “proficiency badges” for achievement in astronomy, and

this will be an excellent site for training for those awards. • Expenses will relate to washroom, cleaning, and printer supplies, telescope maintenance and collimation, astronomer needs, hydro, telephone, Internet, etc. • Capital purchases will continue to secure more and better equipment for observing. • Net income will be rolled into Park revenues to support ongoing operational needs. • This conservative estimate contemplates perhaps 3750 “general public” visits per year and 10,740 “field trip” visits per year, for a total of more than 14,000 visits per year. • The downstream effect of this will include spending by visitors for meals, etc., in other areas of Mission that occurs as part of their time spent in our city.