Naturalization ceremonies in the Dome area of the Exhibit Floor
Emphasis on the Customer
Following a year of reorganization and teambuilding in 1994, the Institute of Texan
Cultures began FY 1995 committed to program and product research and evalua­tion,
with the goal of better determining and satisfying the needs of those we serve.
As Rex Ball explains, it was time to take a closer look at our customers.
"Common sense as much as modern management theory requires public
and private institutions to know what their customers are thinking;' he states. "The
resulting dialog has an impact on everything we do: programs, exhibitry, publica­tions-
literally all aspects of the Institute are affected by what we are learning."
In this year's annual report, we offer summaries of these various studies, so
that you can read what we are learning about the work we do-for you.
Stakeholders Analysis
What do you think the overall
mission of the Institute of Texan
Cultures should be?
This close scrutiny of the Institute began with the conclusion of a
two-year Stakeholders Analysis, which surveyed our "grass-roots" support­ers-
our customers-for their perceptions about our image and the work
we do. The stakeholder assessment included personal, confidential interviews
with all Institute employees; seven focus group meetings across the state;
personal and/ or telephone interviews with a stratified random sample of In­stitute
board members, statewide civic, community, business, and educa­tionalleaders;
and a mail survey to 1,031 of the Institute's stakeholders. In
total, 1,218 stakeholders were surveyed: 187 were interviewed, and 1,031 were
surveyed through the mail. Nearly 85 percent ranked the overall effective­ness
of the Institute as "extremely effective" or "effective" in achieving its
overall mission.
Educational institution to inform the
citizens of Texas of the multicultural
aspects of the state
Repository of cultural knowledge
To preserve the cultural groups and to
establish better cultural understanding
through educational programs
To sponsor the Texas Folklife Festival
To develop cultural awareness and a
synergy of ethnic diversity
To provide historical research
Stakeholders Assessment, 1995
Of the 12 program areas outlined in the survey, the most important
to the mission and the most effective in carrying it out, as ranked by the
stakeholders, were the Institute's roles as: (1) a cultural and ethnic museum,
(2) sponsor of the annual Texas Folklife Festival, (3) a cultural and ethnic
learning center, and (4)-(6) a source for library services. Clearly, our stake­holders
believe it is important for both resources and energy to be invested
in those programs.
Stakeholders perceived that the Institute's programs are most effec­tive
in influencing (in order) students (K-8), teachers (K-12), students (9-
12), ethnic groups, cultural groups, and San Antonio residents. Students are
the Institute's most important stakeholders. Teachers are the link to students for
Institute programs.
Stakeholders perceive that funding for the Institute is adequate in the
categories of rental/user fees and in corporate and individual giving, but in­adequate
in federal grants and state appropriations. The Institute's stakehold­ers
were strongly supportive and aware of issues relating to the Institute and
its mission. These stakeholders represent an ideal population on which to
further develop a grass-roots base of support for future programs.
Dr. Vic Heiler, associate professor in the Division of Management and
Marketing at The University of Texas at San Antonio, conducted this state­wide
project.
Local schoolchildren visiting the Institute
"While I believe that teaching
respect for and knowledge of
other cultures as well as one's
own is very important, I also
believe we must emphasize our
commonality along with
our diversity."
Cindi Gonzales teaches children in the
Anglo-American area of the Exhibit Floor.
"The Institute is a wonderful
resource on ethnicity. We visit
yearly and use the Speakers
Bureau in Texas history. The
contributions of all Texans and
all Americans are emphasized
and honored in social science
but in a balanced manner . ... "
Assessment of Teacher Needs
Since students are the Institute's most important stakeholders and
teachers serve as their link to us, the Institute then focused on these impor­tant
constituencies. A generous grant from AT &T and the AT &T Foundation
allowed us to assess the needs of Texas teachers for multicultural curriculum
materials and training so that we can address these needs more fully.
This initial grant of $60,000 funded a research project titled "Devel­oping
Multicultural Understanding through Education: An Assessment of
Needs in Texas." The study was composed of two components: (1) an over­view
and description of existing materials for multicultural education, and
(2) a needs assessment of Texas educators in Pre-K through 12 and higher
education regarding their goals, priorities, and desired resources for imple­menting
multicultural education. Based on responses received from approxi­mately
9,000 surveyed educators, it was easily determined that distinct gaps
exist between teacher needs and actual availability of materials and training
in multicultural education. Teachers and administrators alike recognize the
necessity for all students to learn about other cultures, even those in com­munities
without much diversity. They want materials and curricula which
relate multiculturalism to objectives in education, and they need professional
development and training in multicultural studies, not only through work­shops,
but also through computer-based programs, Internet access, and World
Wide Web sites.
As a result of this important study, the Institute has developed. a pilot
program which addresses each of these needs. Participating in the program
will be five schools across the state which are associated with Centers for
Professional Development in Technology (CPDT). The pilot program is
scheduled to begin in the spring of 1996, with approval of a second grant
from AT&T. Confirmed thus far are R.c. Andrews Elementary, Floydada;
L.P. Cowart Elementary, Dallas; Thomas J. Rusk Middle School, Nacogdoches;
Austin Elementary, Odessa; and Travis Elementary, San Antonio.
Institute Audience Survey
Recognizing the value of audience research to its task of long-range
planning for new exhibits, the Exhibit Floor Task Group contracted the ser­vices
of People, Places, & Design Research, a firm which has conducted simi-
1ar information-gathering projects for over 50 museums throughout the na­tion,
including the Minnesota History Center, the Monterey Bay Aquarium,
and Chicago's Field Museum.
After two years of research into what constitutes a world-class history
and culture museum, the task group had arrived at some specific ideas re­garding
the content of future exhibits at the Institute. The next step was to
find out whether visitors would be interested in the content ideas the task
group was considering. Was there a potential audience interested enough to
come see exhibits on such topics as promoting respect and appreciation of
the various cultures and ethnic groups in Texas, the "Texan" identity, and the
common experiences of immigrants?
In addition to these topics, the task group included questions con­cerning
interest in various exhibit techniques, such as hands-on computers,
gallery theater, audiovisual shows, original artifacts, environmental spaces,
and costumed interpreters. Those who had actually visited the Institute were
asked what they found most interesting about their visit.
In the peak tourist months of July and August, staff volunteers inter­viewed
470 individuals and small groups intercepted "on the street" in 10
diverse locations across San Antonio. The final report for this project is sched­uled
for completion in early 1996, and the insight it contains concerning
public perceptions and interests will be applied to the next stage of the long­range
plan for new exhibits.
1/ .
Reach for the Sky:
Aviation in Texas
"I think that in
exhibits which highlight the
achievements of individuals a
greater inclusion of minorities
and women is very important.
Bessie Coleman was recognized,
which was great because few
people are aware of
her achievements."
fTC Ambassadors, Tyler
"Finally, an Ambassador
training session that
was close enough for me
to attend. Presentations
were informative, and I'm
taking away a lot of
usable information. "
Program and Product Evaluation
In the midst of these broad-based research strategies came analyses
of our current products and programs.
Traveling Exhibits Review
All of the Institute's traveling exhibits were thoroughly evaluated by
both staff members and visitors, resulting in changes, inventory reduction,
and ideas for new exhibits. The Traveling Exhibits Task Force then compiled
the evaluations and implemented several proposals. Among those proposals
was the decision to maintain the following exhibits as they exist: Archeology
in Texas, The Impact of World War II on Texans at Home, Lone Star and
Eagle: German Immigration to Texas, Mexican Folk Toys, Origins of the
18th Century Tejano Community in San Antonio, Texas Women: A Cel­ebration
of History, El Vaquero: Genesis del Cowboy Texano, Texas Images,
Ranch Women: Roles, Images, Possibilities, and "Like a Double-Edged
Sword": The Black Civil Rights Movement in Texas. Revisions will be made
to Reach for the Sky: Aviation in Texas and Saints Preserve Us, and we will
seek a permanent home for Greeks in Texas: A Proud Heritage. Other exhib­its
will either be discarded or converted into new educational materials.
Ambassador Survey
Ambassadors are members of a statewide network of volunteers who
help the Institute in providing educational programs, products, and services
to all Texans. Some of them enjoy using our Tex -Kits-educational tools on a
variety of topics, which contain touchable artifacts. Ambassadors contact lo­cal
schools to make principals and librarians aware of our Tex-Kits. Teachers
then call the Ambassadors to make arrangements for presentations. Ambas­sadors
might also approach local media about announcing their availability
to community groups. Between January and July of 1995, Ambassadors us­ing
the Pioneer, Cowboy, and Indian Tex-Kits made 140 presentations to
almost 9,800 students in schools and 25 presentations to community groups­approximately
7,200 individuals.
In order to assess the utilization and efficiency of this program, the
Institute polled its 200 Ambassadors early in the year to determine the present
locations of these popular kits and to make additional kits available to inter­ested
Ambassadors. Both an initial survey and follow-up phone calls were
employed to gather necessary data, which revealed that 38 Ambassadors uti­lize
this excellent resource to bring the story of Texas to life for children and
adults throughout the state.
This survey also indicated that Tex -Kits on new subjects were needed,
duplicates should be made of some, and current Tex-Kits should be updated.
An additional 19 Ambassadors asked to participate in the Tex-Kit program.
Information on use of the Tex-Kits will be collected and compiled into a writ­ten
report which will be produced twice a year.
On-Site Visits with Ambassadors
This year the Volunteer Programs Department took the Institute's
educational philosophy of direct, hands-on learning and expanded it to en­ergize
the overall Ambassador program. For the first time, staff members
made on-site visits to recruit and train Ambassadors in areas outside of San
Antonio, in addition to hosting the annual gathering at the Institute. Fifty of
these statewide volunteers met staff members, exchanged ideas, and received
Tom Shelton discusses the ITC photo collection
with Marjorie Perkins, Audrey Kariel,
and Joyce Williamson.
"The Institute is not a dead
museum . .. it is a place where
you can touch and feel and
relax while learning."
Texas Children's Festival
"The Institute does
so much to help
people understand
each other . ... "
helpful information about on-going Institute programs of potential value
for their communities. Sessions on the Institute's traveling exhibits and the
research library's area photo clinics were well received, and requests by Am­bassadors
for Tex-Kits to take to schools in their towns increased following
the on-site visits.
Heritage Tour Evaluations
Facing the problems associated with decreased staffing, the Institute's
popular Heritage Tour program received intense scrutiny from an internal
task force. The Heritage Tours Quality Team examined the program's re­sources,
human and fiscal; its benefits for our customers; its relationship to
our mission; and both current and possible future configurations.
The result of this close examination was the consensus that Heritage
Tours do fulfill the requirements of the Institute's mission and should con­tinue,
but be somewhat revised in light of the program's labor-intensive na­ture.
The team developed a mission statement for the program and proposed
a leaner schedule of tours, perhaps offered to an expanded list of people.
Before the end of the year, however, those people involved with the program
began to look seriously at joining with an external tour agency to handle the
logistical arrangements.
Review of Family Program Events
Family Program Events did not escape a closer look, either, as the
expanding Programs Division staff began a process to evaluate traditional
programs and pave the way for distinct changes in the event and program­ming
schedule. The team devised a survey requesting opinions from all In­stitute
staff members on six family programs. The information gathered in­cluded
ideas for new events to consider; so the Programs Division held a
follow-up meeting with all Institute staff members to obtain additional in­formation
on these new ideas. As a result, the Programs staff will develop a
five-year "Calendar of Family Program Events" with built-in flexibility
and openness.
Additionally, Institute staff members wanted Programs to:
• ensure that events attract people to the Institute and the main Exhibit Floor
• offer two large events and several small ones in the year
• upgrade the quality of current major events
• obtain corporate sponsorship for events
• improve the educational content of events
• make long-range plans to take advantage of yearly celebrations,
e.g., Black History Month, Fourth of July, etc.
• plan events that fulfill the Institute's mission
• offer at least one event a month
• plan an event with a format that addresses issues beyond the surface content
of multicultural education
• produce events which include dance and music.
{
Bowie Street Blues
I
The Year in Review
As is always the case at the Institute, the creativity and ideas generated
over the year transcended by far the number of staff members who could
bring them to fruition. But the calendar remained a full and diverse one, as
the Institute continued to tell the Texas story through events, exhibits, and
programs-with the capable assistance of more than 450 members of the Al­liance,
the Institute's volunteer corps.
Of course, no event we sponsor tells the story of the Institute-nor of
Texas-better than the Texas Folklife Festival. With its Silver Anniversary only
a year away, the Festival was also under watchful eyes for potential innovative
programming and site development changes. But the thousands who came
rejoiced in both the new and the old, as they "celebrated the world" at one of
the state's most popular events.
Other returning favorites, such as Pioneer Sunday, Holiday Traditions
around the World, the Texas Children's Festival, Bowie Street Blues, and
Summer Camp on the Back 40, continued to bring visitors to the Institute.
Two gallery theater productions, "Emma" and "El Dia de los Muertos:' af­firmed
the increasing popularity of this program concept, while a Puppet
Workshop Series introduced an old art form to a new audience of eager-to­learn
adults. The seeds of expanded African-American exhibitry and program­ming
were sown with a Seminole Photo Day in Brackettville and a "standing­room-
only" Buffalo Soldiers brown bag luncheon at the Institute.
Major changes took place in the Spanish and Mexican areas of the
Exhibit Floor, as they were transformed into a new Tejano area. The exhibitry
and architecture included new perimeter walls with windows; miniature di­oramas
depicting San Antonio in the 1790's, in which the diorama figures
"speak" from different perspectives through touch-activated conversations; a
video in which contemporary Tejanos discuss issues of identity; and a visitor
feedback station. The Institute, in short, went "high-tech" in 1995.
Photographic images, however, remained a vital means of preserving
and presenting the pieces of our past. Selections from the Institute's photo
collection of 2.5 million images revealed Pleasures of Summer, The Chang­ing
Face of Harvest, Lost Landmarks of San Antonio, and LIFETIMES: The
Texas Experience (based on our radio program of the same name, now broad­cast
from more than 50 stations across the state and beyond). Our annual
Ofrenda del Dia de los Muertos reminded visitors of this important tradition
in Mexican and Mexican-American families, and a traveling photo exhibi­tion,
Pass It On: Photographic Portraits of Master Texas Folk Artists, gave us
a glimpse of those who have made an artistic difference to the cultural fabric
of the state.
In celebration of Black History Month in February, Gary Houston
presented a lecture entitled "Civil Rights in Texas: Desirable Gains, Unantici­pated
Losses." His lecture was offered in conjunction with the premiere of
our new traveling exhibit, "Like a Double-Edged Sword": The Black Civil
Rights Movement in Texas.
New products helped satisfy the growing need for multicultural ma­terials
in Texas and beyond. The Media Production Department produced a
video and a 44-page teacher's guide for the documentary, eel Remember . .. ":
The Impact of World War II on Children in Texas, which focuses on people of
different cultural backgrounds who share their childhood memories, emo­tions,
and individual perspectives of the Texas home front. A reprint of Tex­ans:
A Story of Texan Cultures for Young People by Barbara Stanush made teach­ers
happy across the state; and a revised edition of The Irish Texans was pub­lished
just in time for the Texas Folklife Festival.
Related to the survey of Texas teachers, funded by AT&T and theAT&T
Foundation, was a symposium designed to reveal the findings of this critical
study entitled "Developing Multicultural Understanding through Education:
An Assessment of Needs in Texas." Distinguished experts in the areas of
multicultural education, who served on the Advisory Committee for the
-.. -.....
Lost Landmarks of San Antonio
project, participated in the symposium. The panel included Dr. Carl Grant,
professor in education, University of Wisconsin, and president of the Na­tional
Association of Multicultural Education; Dr. Valerie Ooka Pang, associ­ate
professor in curriculum and instruction, San Diego State University; Dr.
Charmaine Shutiva, visiting professor in gifted and talented education and
multicultural education with a specialization in Native American education,
Oklahoma City University; Dr. Luis A. Rosado, associate professor and asso­ciate
chair of the Department of Curriculum and Instruction, Texas South­ern
University; Dr. Ellen Riojas Clark, associate professor in bicultural/bilin­gual
studies, The University of Texas at San Antonio; Dr. Frank Gonzales,
senior education associate, Intercultural Development Research Association,
San Antonio; and Dr. Hugh Fox III, associate professor in bilingual educa­tion,
Our Lady of the Lake University, San Antonio.
In the midst of all these evaluations and plans came major changes in
our technical operations. Under the direction of the folks in Information
Technology, the Institute switched to Microsoft Windows for Workgroups,
as well as to a new NT Advanced Server. With the addition of Netscape, we
went on-line with our very own home page. Net surfers will find us on the
Internet at http://www. utsa.edu/itc.
~ Netscape - [Institute of Texan Cultures 1 B
file Edit Yiew yO ~ookmarks
The Institute's Web page at http://www.utsa.edulitc
FISCAL YEAR 1995
State Appropriations
Local Income
Sales and Services
TFF, Store, and Parking
Public and Private
Voluntary Giving
Interest Income
Endowment Income
Total Current Revenues
Poised for the Future
By the end of the year, the Institute was bracing for a major change
in operating procedures: the initiation of admission fees. Although the change
did not actually occur until November of 1995, this year of evaluation and
assessment was already setting standards for a new and ever-changing Insti­tute
of Texan Cultures-with, first and foremost, the customer at heart.
The Business of Change
REVENUE EXPENDITURES
2,211,625 49.89% 2,315,562 52.38%
156,072 3.52%
526,818 11.89% 626,862 14.18%
1,221,853 27.57% 1,383,694 31.30%
185,091 4.18% 88,657 2.00%
89,164 2.01% 0 0.00%
41,7l7 0.94% 6,154 0.14%
4,432,340 100.00% 4,420,929 100.00%
Sources of Income
Public and Private
Giving "-
4.18% "-
TFF, Store, and
Parking '-
27.57% '-
Interest Income
2.01%
State Appropriations
49.89%
Endowment
Income
0.94%
_-.-...
\
Sales and Services
11.89%
Local Income
3.52%
DEVELOPMENT BOARD MEMBERS
Fiscal Year 1994-95
Frank W. Calhoun, Chairman, Houston
Jean Kaspar, Vice Chairman, Shiner
Eugene Ames Jr., San Antonio
Charles C. Andrews Jr., San Antonio
Lynn C. Ashby, Houston
Claudia Abbey Ball, Comstock
Ann Biggs, San Antonio
Ann Brinkerhoff (Emeritus), Houston
Janey Briscoe (Emeritus), Uvalde
Robert A. Buschman, San Antonio
Clifton Caldwell, Albany
Tony L. Chauveaux, Beaumont
Gloria Coleman, Houston
Nellie B. Connally (Emeritus), Houston
Barbara A. Cox, Fort Worth
John De La Garza Jr., Dallas
John Eckel, Galveston
Victoria Hurd Goebel, San Antonio
Gregory G. Gomez, Dallas
Diana Bravo Gonzalez, San Antonio
Brian S. Greig, Austin
Henry Guerra, San Antonio
Robert L.M. Hilliard, M.D., San Antonio
Reagan Houston IV, San Antonio
Elizabeth S. Hutchinson, Palestine
John H. Keck, Laredo
Irwin L. Levy, Houston
Jack R. Maguire (Emeritus) , Fredericksburg
Douglas W. Matthews, Galveston
John P. McGovern, M.D., Houston
William McKenzie, Dallas
Sheridan Grace Nichols, Ph.D., Huntsville
Damaso A. Oliva, M.D., San Antonio
Chris B. Parsons, Houston
Dan C. Peavy Jr., D.D.S., San Antonio
Richard Potter, Gilmer
Tony Rivera, San Antonio
Ruth D. Sterling, Houston
Marshall T. Steves Jr., San Antonio
Mary Pat Stumberg, San Antonio
Rick Wilbins, Dallas
W. Darrell Willers on Jr., M.D., San Antonio
Irene Wischer, San Antonio
William P. Wright Jr., Abilene
Nancy Young, Houston
Calendar of Events
FEBRUARY
THROUGH FEBRUARY 18. Upper Gallery Photo Exhibit. SNAPS
AND POSES: Selections from Texans' Family Albums. Free and open to
the public.
MARCH
MARCH 2. Cultural Series. Celebrate a Culture! Series. 11 a.m.-2 p.m.
Main Exhibit Floor. During selected months, this Saturday program
will celebrate one of the cultural groups represented on the exhibit
floor with the taste, rhythm, apparel, and art of the culture. This
month, the Filipino culture will be celebrated; May 4, the Irish; and
June 1, the Polish. The afternoon program is free with the Institute
admission charge.
MARCH 5-APRIL 28. Upper Gallery Exhibit. African Americans in the
Texas Revolution. The exhibit, which helps to enlighten the com­munity
on the role of African Americans who were involved in the
Texas Revolution, was made possible in part by grants from the Texas
Committee for the Humanities and the Trull Foundation. Free and
open to the public.
MARCH 16. Special Exhibit. TAKING A STAND: Regional School
History Fair Exhibition. Noon-2 p.m. Main Exhibit Floor. The
Institute will salute selected students participating in the Regional
School History Fair which will be held in early March at UTSA. The
family program is free with the Institute admission charge.
APRIL
APRIL 2. Special Event. Archaeology Awareness Month Brown-Bag
Luncheon. Noon-l p.m. Connally Conference Center. Featured
speaker Dr. James E. Bruseth, Deputy State Historic Preservation
Officer, will address the La Salle shipwreck, which is being excavated by
the Texas Historical Commission staff under the direction of State
Marine Archaeologist Dr. Barto Arnold. Free and open to the public.
APRIL 20. Special Event. Texas Children's Festival. 11 a.m.-4 p.m.
Grounds and Main Building. Participants and activities focus on this
year's theme of "Folk Tales." The Opening Ceremony will recognize
excellence in education with honors given to Linda Pruski, science
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teacher at Anson Jones Middle School, and Lanier High School art
students. Participants this year include Ric Slocum and The Smoky
Mirror puppet show, Last Chance Forever Birds of Prey Program, PBS's
Cookie Monster, SAPD's Alamo City Heat, SAFD's Fire Safety House,
the Spurs' Coyote, Sea World's sea creatures, the Witte, and many
others. Admission is $2 for adults and 50 cents for children. Food,
refreshments, and some activities require purchased coupons.
APRIL 28. Special Event. Bowie Street Blues. 1-6 p.m. Back 40. This
year's concert will highlight "Generations of Blues" with Randy
Garibay and Cats Don't Sleep, Jim Suhler and Monkey Beat, Johnny
Nicholas, Texas Johnny Brown and the Quality Blues Band, and Lavelle
White. Joe Horn of KSYM-Radio is emcee. Food and drinks will be
sold at the event. NO ICE CHESTS OR PETS WILL BE ALLOWED
ON THE GROUNDS! Patrons are encouraged to bring blankets for
sitting on the berm. Admission is $2 for adults and 50 cents for
children.
COMINGUPI
AUGUST 1-4. Special Event. The Silver Anniversary of the Texas
Folklife Festival.
The Annual Report is produced by the
Department of Communications and Marketing.
Editor: Lynn Catalina, Director of Communications and Marketing
Assistant Editor: Patty Burrus
Production: ITC Art Department
For further information, contact the editor,
801 S. Bowie St., San Antonio, TX 78205-3296.
Telephone (210) 558-2257
Institute Admission Charges
Adults, $4; Children, 3-12, $2; Children, 2 and under, free;
Seniors, 65 and older, $2
Special rates for school and group tours­call
(210) 558-2291 to book tours.
VOL. 6/NO.2
Institute Members, Ambassadors, and the Alliance receive
free admission.
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