Plenty of opinions were gathered by consultants working on the Leaock Museum master plan, but there was a prevailing suggestion: Don’t sell it.
That was one of the findings presented Thursday at Swanmore Hall, where TCI Management Consultants revealed the results of consultations and offered some draft recommendations.
For many in the community, the Stephen Leacock Museum National Historic Site is “not just a matter of dollars and sense,” said TCI’s John Linton.
“Our recommendation is to keep it where it is, within culture,” he said of the city’s department of parks, recreation and culture. “That doesn’t mean status quo.”
Linton said a number of investments would be needed in personnel, as well as operating and capital budgets — essentially, spend money to make money.
A “preliminary” estimate of the costs associated with implementing the recommendations indicates up to $400,000 would be needed to improve Swanmore Hall, up to $50,000 for site improvements and up to $30,000 to go toward the boathouse.
If all of the recommendations are put in place, the consultants believe the number of visitors — about 13,000 per year — could increase by five per cent annually.
Among TCI’s findings were that the museum has “very high community regard” and maintaining it is a “high priority.” The programs and experiences offered at the museum also received “generally high ratings.”
The report also noted a number of negatives, including a “diminishing recognition of Leacock,” “polarized views on food service and catering experience,” the museum’s two full-time staff members are “stretched” and, a concern primarily raised by nearby residents, “vagrants and unauthorized partying on site.” A lack of marketing and visibility was also mentioned.
Due to the above-mentioned “diminishing recognition of Leacock,” TCI is recommending the attraction be renamed the “Old Brewery Bay National Historic Site, home of the Stephen Leacock Museum.” Old Brewery Bay is what Leacock called the property where he built his summer home.
One-third of the visitors who were polled by TCI said they hadn’t heard of Leacock prior to going to the museum.
“That is indicative of the nature of the problem, and it’s only going to grow,” Linton said.
Bruce McRae, who attended Thursday’s evening session, said taking Leacock’s name out of it would be “unconscionable.”
“Orillia has done a poor job of celebrating our heroes of the past,” he said.
To address issues with food service and the consistency of operating hours, TCI is recommending the city bring in a branded business like Williams or Coffee Culture.
“It is, in our view, an essential service to provide for visitors,” Linton said. “If you can’t get an operator to do it, do it yourself.”
Orillia resident Wendy Johnston was glad to see food service being addressed.
“I’m really for the idea of improving food service on the site,” she said, noting there is a lack of waterfront dining options in town. “It would bring people here and then maybe encourage people to go into the museum and look around.”
A potential merger between the Leacock Museum and the Orillia Museum of Art and History (OMAH) was “suggested a number of times” during TCI’s surveying and interviews, Linton said. Consultants are recommending the city approach OMAH with the idea of a four-year trial partnership.
“The question of merging is way, way premature,” he said, but added a partnership could mean shared resources, such as staff and volunteers.
Daphne Mainprize, a former Leacock Museum curator and former OMAH board chair, said if there were to be a merger or partnership, there should be a “50/50 balance of power” to ensure “the Leacock Museum isn’t perceived as the church mouse.”
“Unfortunately, we always were the church mouse,” she said.
Mainprize also asked why the word “Mariposa” wasn’t mentioned in any of the recommendations.
“That’s a very marketable term,” she said. “You’ve got to look at what will sell. Maybe the name Leacock won’t, but Mariposa will.”
Will McGarvey, whose late father, Pete McGarvey, successfully fought to preserve the property and keep it out of developers’ hands, viewed the TCI report as “positive.”
“I’m glad to hear we’re looking at ways to make this more sustainable,” he said. “Spending money on a National Historic Site is something we’re fortunate enough to do.”
It’s a worthy investment, he added.
“We know we’re under threat in terms of spending and budget as a community, but we have to remember we live in Mariposa.”
About 50 people attended the afternoon session Thursday, and almost 20 showed up for the evening one.
A report with a list of recommendations will be presented to city council in March. Linton said council will be asked not to “cherry-pick” recommendations, but rather consider them as a whole.