[From the U.S. Government Printing Office, www.gpo.gov]







          MAR]ENE LEARNING CENTER SCOPING STUDY
          Pier One, Foft Mason Center





          February 18, 1994
























          National Fish and Wildlife Foundation
          National Oceanic and Atmospheric Administmflon,



          F
          869     @-go   & Ross, Inc.
          F67
          1994






         LMARINE LEARNING CENTER'SCOPING STUDY
           Pier One,, Fort Mason Center





           Februar 18, 1994
                   y






















           A report of
           the National Fish and Wildlife Foundation, and
           Backen Arrigoni and Ross, Inc.

           pursuant to
           the National Ommc and Atmosphenc Administration
           Award No. NA370MO440.
                                            amiv%s'a L.4a4"'I'D









               EXECUTIVE SUMMARY

               In 1980, the Golden Gate National Recreation Area General Management Plan outlined
               development of Fort Mason and stipulated a "pier structure and warehouse will be adapted
               to accommodate programs concerning San Francisco Bay marine ecology."' The GMP
               suggested that the.center attract both drop-in visitors and school groups and have exhibits
               covering a wide range of marine issues. Docking space for associated research vessels was
               encouraged at the adjacent pier apron.

               Two years later (1982), The Fort Mason Foundation, in The San Francisco Bay Museum
               Development Plan, discussed the issues surrounding the establishment of an environmental
               museum at Fort Mason Center. The museum would exhibit the marine environment of the
               Bay Area and would occupy all of Pier One. At that time, the GGNRA required space in
               Pier One, and further discussion of a marine learning center was postponed.

               With the conversion of Fort Mason, marine related groups did locate on-shore in warehouse
               Building E; most notably, the J. Porter Shaw library of the SF Maritime National Historical
               Park, and Oceanic Society Expeditions. The organization Baykeeper located in the ocean
               end of Pier One and Environmental Travelling Companies have offices in Building C. Piers
               Two and Three became large exhibit halls and theater space, and a majority of Pier One
               was reserved as a maintenance building for the National Park Service.

               At the end of 1989, the concept of locating a marine learning center in Pier One was re-
               examined. Given the range of existing and proposed marine related fa         'cilities in the Bay
               Area, the need for an additional facility was questioned. The National Park Service enlisted
               the services of the California State Coastal Conservancy to assess the potential of a marine
               learning center at Fort Mason. The findings of the California State Coastal Conservancy
               reconnaissance survey indicated that a marine learning center was still appropriate and
               outlined possible activities, user and program groups, and areas of marine related
               programming. Furthermore, with the conversion of the Presidio to the Golden Gate
               National Recreation Area, NPS operations could be relocated, freeing space in both
               Building E and Pier One. With dramatic views and an outstanding location, Pier One was
               designated as a viable site for a marine learning center.

               A further feasibility study was conducted by the California State Coastal Conservancy in
               September 1993. The report outlined the interpretive niche a marine learning center might
               address, discussed opportunities and constraints of the site, proposed an. organizational
               structure for the facility, explored funding and financial feasibility and presented three
               programmatic scenarios. The conceptual programs for the facility were based on 1) the Fort
               Mason Foundation recommendations of space'allocation, 2) the minimum size the California
               State Coastal Conservancy felt was necessary to present an interpretation of Bay Area
               ecological processes, and 3) a maximum scheme modelled after the Coyote Point Museum.
               None of the alternatives addressed the possibility of using the entire pier for a marine
               learning center and none proved to be financially self-supporting.



                      I Golden Gate National Recreation Area, General Management Plan, Department of the Interior, National Park
               Service, September 19W, p. 41.








              As the State Coastal Conservancy feasibility study was being concluded, the National
              Oceanic and Atmospheric Administration and the National Fish and Wildlife Foundation
              expressed interest in using the entire pier for the development of a marine learning center
              facility. Backen Arrigoni & Ross, Inc. was retained to study the issues surrounding
              feasibility of the development of the entire pier.

              Current Scoping Study

                      The objective of this scoping study was to test the feasibility of the Marine Learning
                      Center through the investigation of the following issues:

                      1.     How is the concept of a Marine Learning Center generally to be defined -
                             what would be in it, how big would it be, what "message" should it convey,
                             about how many people might visit it and/or participate, and approximately
                             how much would it cost?

                      2.     How would a "Marine I-earning Center" and its attendant impacts (negative
                             or positive) be received/viewed/accepted by the local community roughly
                             defined as the Fort Mason Board, other Fort Mason tenants, the Marina
                             neighborhood and the GGNRA?

                      3.     How would it be viewed by local officials -- elected and appointed - and by
                             State and Congressional political representatives?

                      4.     In broad terms, what are the economics of a Marine Learning Center at the
                             Pier 1 location? What might revenues, income and costs be, and what sources
                             of funding could be available?

              Preliminary Findings

                      The goal of this scoping study was not to pursue and examine all of the above issues
                      in detail, rather it was to quickly identify any obvious and insurmountable obstacles
                      to the realization of a Marine Learning Center in the whole of Pier One. No
                      insuperable obstacles were found. Pier One is a reasonably sound building, with
                      outstanding architectural features requiring some structural and . building
                      improvements. Fort Mason is an fitting location for this type of science center. A
                      workable program for the Marine Learning Center can fit into Pier One and could
                      attract a significant audience. It is likely that the Center will be financially stable,
                      and may even -make a- certain amount of money for capital improvements. Local
                      Political constituencies view the project favorably.

                      Most importantly, the mission of the Marine Learning Center can fill an important
                      gap in the Bay Area comprehensive marine ecology interpretation. Also using the
                      Sanctuaries and Reserves programs -of the National Oceanic and Atmospheric
                      Administration, there is a real need for a facility with a focus that could lend
                      supportive arms to existing marine related organizations and programs.








               Remaining Issues

                      The section of this report titled "Next Steps" discusses specifically the course the
                      project should take. The following actions are vital to the continued development of
                      the Marine Learning Center:

                                    Additional reconnaissance of Pier One, especially structural analysis.

                                    Input from the community be continued.

                                    Access plans and mitigations benefits be assessed.

                                    Management and organization of the MLC be defined to lead the
                                    project effort.

                                    Further discussions with Fort Mason Center regarding impact issues
                                    be continued.


                                    The program and the mission statement be refined.











































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                  VISION FOR THE CENTER

                  Every successful science center requires a strong curatorial philosophy, or "vision." This
                  vision inspires the theme of the exhibits, guides the architectural development of the facility
                  and directs the emphasis of educational programs. From the beginning, the mission of the
                  Marine Learning Center has been to provide a rich and engaging atmosphere for learning
                  and exploring a broad range of marine issues. Using interactive experiences, the Center will
                  inspire visitors to continue learning, encouraging active involvement in stewardship
                  programs. Experiences at the Center are to be the beginning of life-long participation in,
                  and understanding of, the estuary and ocean environments.

                  History of the Vision

                             The original concept of the Marine Learning Center in the GeneralManagement Plan
                             for the Golden Gate National Recreation Area, 1980, was as follows:

                             ... to accommodate programs concerning San Francisco Bay Marine ecology. Specific programs and exhibits offered
                             in these facilities should appeal to drop-in visitors as well as to local school groups and could cover such subjects as
                                    wildlife, tidal dynamics, bay pollution, and shipping. Although some static museum presentations may be
                             inclu" emphasis should be placed on visitor participation in lemming experiences. Space for docldng appropriate
                             research vessels relating to the above programs will be provided adjacent to the pier structure.

                             More recent discussions with the National Park Service have confirmed these goals.
                             The Marine Learning Center should inspire people to extend their experience of the
                             marine environment once they have visited the Marine Learning Center. Tle
                             National Park Service commonly uses interpretive centers at the National Parks to
                             prepare visitors for an experience of the natural environment. Geological processes
                             are explained and orientation videos are common. Where possible research
                             techniques are demonstrated, such as at the Fossil Beds National Monument in
                             Wyoming.

                             Pier One - Marine Learning Center Feasibility Study, September 1993, by the                                      State'
                             Coastal Conservancy, outlined a broad interpretive niche for the Marine Learning
                             Center based on interviews with existing organizations. The topics to be
                             comprehensively explained at the facility would be:
                             ï¿½ Fcology and the pfin@iples of water,
                             ï¿½ Marine policy,
                             ï¿½ Urban environmental educatim
                             ï¿½ 0003erVati0n,
                             ï¿½ Coa4xehensive treatment of the San Fnuwiwo Ba)-Delta-0can systm
                             ï¿½ Habitats,
                             ï¿½ Oceanographic, climatic and geological processes,
                             ï¿½ Estuarine processes,
                             ï¿½ Aquatic food chains,
                             ï¿½ Navigation and the Aiming industry,
                             ï¿½ Fishing industry

                             na sunnuary, the goal of an interpretive component dxxdd be to have visitors come away from the MLC with a vivid
                             picture of the whole San Francisco Bay-Delta-Ocean system, how water is the vitaL fluid medium, that ma     the system
                             healthy, how interventions in the system crates critical changes, and how hinsin beipp affect and are affected by these
                             changes.








                      The marine environment and its ecology is potentially so broad and all encompassing
                      that the Marine Uarning Center will need to define a "lens" to provide focus for the
                      vision. 'ne Sanctuaries and Reserves Programs offer a unique structure for this
                      "lens." Programs should include reference to NOAA!s goals of "marine protection,
                      conservation and preservation", and have a strong multi-linpal and multi-cultural
                      emphasis. A visitor should be able to come to the facility to experience and learn
                      about the local Marine Sanctuaries such as the Gulf of the Farallones and Cordell
                      Banlc, as well as about the history of the Marine Sanctuaries Program, the Natural
                      Estuary Research and Reserves Program, Marine Sanctuaries and Research Reserves
                      throughout the world.- Broad topics can be interpreted using examples from specific
                      ecosystems protected in the Marine Sanctuaries and Estuary Reserves.

                      An example of a mission statement of the Marine Learning Center would be the one
                      for the Monterey Bay Aquarium. Where the Monterey Bay Aquarium focuses on the
                      Monterey Bay, the mission of the Marine Learning Center would be...

                      -to stimukite interes4 bxrease knowkdge and promote active protection, conservation
                      and preservation of the San Francisco Bay Eauary, kxd Mwine'Sancftwria and
                      world's ocean environment through innovative exhib4 pubUc ezkwadon and sciemVk
                      research.

              Uniqueness of the Marine Learning Center

                      Several factors combine to create a unique science center. Two radically different
                      science centers can have identical floor plans and types of attractions. The content
                      and emphasis of the exhibits and programs determines the nature of the center. A
                      combination of mission statement,: mentor organization, scope of facility, geographical
                      focus and target audience produces the content and thus, the character of any facility.

                      The attached chart, "Local Facilities Comparison7, compares the character of the
                      Marine Learning Center to other existing or proposed facilities in the San Francisco
                      Bay Area. The Monterey Bay Aquarium is used for comparison, although it is out
                      of the visitor 'catchment basin!' of the Marine Ixaming Center. It is a very
                      successful facility and the mission statement of the Marine Learning Center is
                      modelled on it

                      Study of the chart reveals the fundamental difference's between all of the facilities.
                      The Bay Model deals almost exclusively with Bay hydrology using a model exhibit.
                      The Steinhart Aquarium is part of a traditional natural science museum and
                      demonstrates the marine environment almost 'exclusively using aquariums.
                      Underwater World is built as a tourist attraction, mainly for entertainment purposes,
                      and has enormous aquariums as its main visitor experience. The Commercial
                      Fisheries Center is tied intimately to the fishing industry and its exhibits, facilities,
                      and attractions reflect this relationship. Marine World is also entertainment
                      oriented, using live animals as its main attraction. Tbe Monterey Bay Aquarium
                      focuses closely on the Monterey Bay ecosystems and also uses aquariums as its main
                      teach@ing tool.








                      The Marine Learning Center will geographically focus on the San Francisco Bay
                      Estuary and local ocean environment. Specific examples of the Gulf of the
                      Farallones and Cordell Bank resources will be exhibited. Connections between the
                      delta and bay and ocean ecosystem will be demonstrated. Visitors will actually
                      participate in studies being done at the Research Reserves. Excursions to Farallones
                      or other places will be made available.

                      Targeting non-traditional audiences is a high priority in Marine Learning Center
                      planning.     Programs will be multi-lingual and multi-cultural, similar to the Los
                      Marineros program at the Sea Center in Santa Barbara. Teaching and exhibit
                      programs will be multi-faceted for different learning levels and for diverse cultural
                      groups.

                      Interactive exhibits will be the main teaching tool of the Marine Learning Center.
                      "Live links" will be set up to various remote locations allowing visitors to participate
                      in researches. Access to the NOAA research vessel and on-site research -facilities
                      encourages "real world" experiences. Visitors will be able to touch the water of the
                      bay and the building itself will become a teaching tool as the environment below the
                      pier is explored by an "under pier" walk.

                      Local existing marine-related org     .  tions and programs will be encouraged to use
                      the Marine Learning Center as a supportive facility; high technology could allow for
                      an "educational clearinghouse" for programs or volunteer opportunities. Dock space
                      for excursions will be available and the facility could be used for "pre-outing"
                      orientation.


               Exhibit Program

                      Specific exhibits have not yet been designed for the Marine Learning Center. In the
                      conceptual design of Pier One as a Marine Learning Center, what might be
                      contained within it and the experiences of the visitors were extensively discussed.
                      For example, the following could be exhibited:

                              Retired NOAA research vessel: A 250ï¿½ foot vessel could be available to be
                              docked next to the Marine Learning Center (MLQ. This could function as
                              a variety of spaces; classrooms, exhibit, sleeping and research; and develop
                              into a main attraction. The ship is a former destroyer escort called
                              "Surveyor".

                              Information gathered by US N    avy: With the recent declassification of Navy
                              research, it is possible to develop exhibits using bio-acoustics, geology, etc.
                              inspired by Navy data. It is possible that the Navy win be interested in usi
                                                                                                            Ing
                              opportunities at the MLC to relay information to the general public.

                              Simulated submarine dive using video technology. Interactive exhibits using







                                      technology such as Remotely Operated Vehicle (ROV) to explore pilings of
                                      Pier One. A natural history of the San Francisco Estuary and Bay in dynamic
                                      format (movie, video, etc.). could also be developed.

                                      MLC as final site of National Museum of Natural History "Ocean Planet" or
                                      other travelling exhibit. Excerpts from a press release of "Ocean Planet" are
                                      in the appendix. The described exhibits are useful as models of the type of
                                      interactive exhibits that would be within the Marine Izarning Center.

                                      Use of "information super highway" possible to utilize television and MLC for
                                      the staging of environmental information transfer, status boards, etc.

                                      Consider that the National Biological Survey may move to the Presidio. The
                                      MLC should emphasize bio-diversity as a theme.

                                      Construct a@' below pier" walk to allow visitors a first hand view of marine life
                                      attached to the caissons. The walk could be constructed with a "glass bottom
                                      boat" component and lit so there is a possibility to see underwater life.

                                      The research and resources of the future San Francisco Bay Na                            tional Estuary
                                      Research Reserve could be interpreted at the Center. Visits to Reserve sites
                                      could be part of the educational programs of the Center. Currently no other
                                      facility in the Bay Area offers the access or information to an estuarine
                                      environment that will be available through the SFBNERR.

                            The Center for Marine Conservation, under the direction of Burr Heneman has
                            proposed "a new interactive, multi-media approach to making our natural and human
                            marine environments more accessible to the public." The program emphasizes that
                            the best way to experience the ocean world is to get as close as possible to it:

                            It would be operated by the NaUonal Mum Sanctuary Program and its cooperating associatiom other participants
                            in the project could include GGNRA, a Bay tour boat operator, various elements of the maritime industry, Point Reyes
                            Bird Observatory, US Fish and Wildlife Semce and the fishing industry.

                            7U guts of the system would be housed in the Marine Learning Center at Pier I in Fort Mason,     however Pier I - with
                            its visitor    r. classrooms, and lectum hall - would be just one of the locations for applying this system in the Gulf
                            of the Farallones region. To be most successful, the Marine Learning Center will break out of the walls of Pier I and
                            reach people elsewhere. Bay and Farallones tour boats, the Point's Reyes Lighthouse, Pier 39 in San prancisco, the
                            Cliff House m San Prancisco, the Army Corps' Bay Model m Sausalito, schools or any place where people congregate
                            on or n-r the wamr. Eventually, Monterey Bay locations could be added to the syswx@ or a similar system could be
                            developed for that arm"

                            Burr Heneman goes on to describe the Marine Learning Center in exciting prose.
                            Using high-tech imaging and interactive video, it would be possible for visitors to
                            directly contact, fishing boats or remote locations. Cameras could be located around
                            the pier and live video transmitted from various locations; Yerba Buena, Port of
                            Oakland, the Farallones or other coast environments. The text of the Center for
                            Marine Conservation proposal is in the appendix.










              Conclusion


                     The development of the Marine Learning Center is a timely endeavor. Public
                     concern for the marine environment is at an all time high. The passing of the
                     Comprehensive Coastal Management Plan and the establishment of the San
                     Francisco Bay National Estuary Research Reserve support the concept of the Marine
                     Learning Center. The revitalization of the waterfront of San Francisco points to
                     increased public interest in marine issues.

                     A unique mission, superior location and dynamic exhibits and experiences can
                     combine to make the Marine Learning Center a facility of special significance in th'_
                     Bay Area and the United States. The Marine Learning Center will need a multitude
                     of creative interactive exhibits to capture the complexity of the ocean environment
                     and experience. The resources of the Marine Sanctuary Program can be used as the
                     basis of exhibits and experiences.

                     A strong curatorial philosophy with a strong multi-cultural and multi-lingual
                     emphasis should coordinate center programs and development. Most importantly,
                     the Marine Learning Center should actively engage visitors. The most exciting
                     learning environments occur when information is "fun", packaged in an entertaining
                     manner. Done properly, "entertaining" and "educating" are not mutually exclusive;
                     in fact, our 'best learning is done while we feel the intensity generated by well-done
                     entertaining. No other existing or proposed facility in the region approaches
                     education of marine-related in this particular manner.



















                                                                                                                              LOCAL FACILITIES COMPARISON


                                                                                                                                              PRINCIPAL               SPONSORSHIP MENTOR                SCOPE OF FACILITY			GEOGRAPHICAL		TARGET AUDIENCE
                                                                                               MISSION PURPOSE                                EMPHASIS                     ORGANIZATION										FOCUS

                                                    MARINE LEARNING  	To stimulate interest, increase knowledge and				Educational				Non-profit public, NOAA		Interactive exhibits, high-		Global w/emphasis on	School Children,
										CENTER	promote active protection, conservation and				Enteratinment			(Sanctuaries and Reserves	tech educational tools,			SF BAy Estuary and	strong multi-lingual
												preservation of SF Bay Estuary system and										Division)				extensive education			local Marine		and multi-cultural
												local marine sanctuaries, and the Ocean															facilities					sanctuaries.		emphasis,
												environment through innovative exhibits, public																								(non-traditional
												education and scientific research."																										audience)
																																											Tourists
									BAY MODEL		Hydraulic model for SF Bay for research					Educaton/Enteratinment		US Army Corps of Engineers	Bay water flow				SF Bay			School Children
												purposes.
					
								CALIFORNIA ACADEMY of	Study, display and interpretation of natural				Education				Private non-profit, City and	Aquariums, static display,		Global			School Children,
										SCIENCES	science collections.													County of SF			lab and class space.							Tourists,
								(Steinhart Aquarium)																																Informal adult 																																																									demonstration model.
																																											education

								UNDERWATER WORLD		Entertainment, education							Entertainment			Private corporation		Habitats, Aquariums			Pacific Ocean		Tourists,
								(under development)																																Informal education
					
								COMERCIAL FISHERIES	Initial concept of the Center os "to provide				Industry Support,			San Francisco Port		Visitors Center with Policy		Pacific Fisheries		Fishermen,
										CENTER	education and training for fishermen,					Education				Commission				Center, International							Processors,
								(under development)	processors and distributors regarding current														Center, demonstration							Tourists,
												and future industry procedures and technology;														kitchen, public fish market.						Adult education
												provide training in seafood buying, and marine
												ecology.

								MARINE WORLD		To enhance public understanding of wildlife				Entertainment			Non-profit, City of Vallejo	Educational Exhibits and		Global w/Northern		School Children,
												and conservation ethics, affordable education														Shows						California emphasis	Tourists,
												for individuals and their families.


								MONTEREY BAY		To stimulate interest, increase knowledge and				Education/Entertainment		Non-profit public			Aquariums					Monterey Bay		School Children
								AQUARIUM			promote stewardship of Monterey Bay and the																								Researchers
												world's ocean environment through innovative																								Informal adult
												exhibits, public education and scientific																									education
												research.



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             REGIONALINFLUENCES

             Given the beauty and uniqueness of the San Francisco Bay Area, and the concern
             Californians have for the degradation of the marine and estuarine environments, public
             interest in marine issues -has accelerated in recent years. Upwards of one hundred groups
             offer educational programs and opportunities of some    type to those interested in learning
             .more about marine issues. The Marine Learning Center offers a unique opportunity to
             provide a unified construct these organizations. Specific organizations discussed below could
             be expected to contribute the development or programs of the Marine Learning Center.

             In addition to the marine organization and facilities (as described in the previous section,
             "Vision for the Center") existing in the Bay Area, two events combine to create a window
             of opportunity for the Marine Learning Center. Both the conversion of the Presidio and
             Tassing of the Comprehensive Conservation and Management Plan for the San Francisco
             Bay and Delta set the stage for successful realization of the Center'.

             Marine Sanctuaries Program

                    If the National Parks are considered "America's crown jewels" on land, then Marine
                    Sanctuaries are the diamonds of the oceans. Currently, there are 13 Marine
                    Sanctuaries, three of which lie outside or near the Golden Gate; the Gulf of
                    Farallones Sanctuary, the Cordell Bank Sanctuary and the Monterey Bay Sanctuary.
                    Tle marine resources in these sanctuaries have unrivaled diversity and represent a
                    spectrum of habitats from intertidal to pelagic and deep ocean systems.

                    All marine sanctuaries fall under the management of the National Oceanic and
                    Atmospheric Administration's Sanctuaries and Reserves Division. NOAA and the
                    Gulf of Farallones Sanctuary have taken the lead in this scoping study of the Marine
                    Learning Center. Ile executive summary of the Gulf of Farallones National Marine
                    Sanctuary is included in the appendix.

                    With a vast array of resources and habitats, the marine sanctuaries have not yet
                    received the public support and understanding that the National Parks have enjoyed.
                    Little is known about the unique geography that contribu,   'tes to the bounty of the
                    sanctuaries or how sanctuary resources effect the social or economic well being of
                    the Bay Area. In order to promote their goals toward greater public education,
                    NOAA has recently committed significant effort to develop the Marine Learming
                    Center at Fort Mason. The Center is to be a stepping off point for further
                    exploration into the oceanic environment. Currently, there are no other facilities in
                    the region that begin to address the importance or uniqueness of the local marine
                    sanctuaries.


                    At the 'time of the report, effort was underway to establish a non-profit 50,1-C-3
                    cooperative association for the Gulf of Farallones National Marine Sanctuary. 'Ibis
                    association would have the capacity to raise funds, organize a marketing effbM
                    provide direction for the actual development of the Marine Learning Center and
                    then oversee daily* operations. The cooperative association is expected to be in place
                    by the end of 1994.








              San Francisco Bay National Estuarine Research Reserve

                     The San Francise   o -Bay National Estuarine Research Reserve (SFBNERR) is
                     expected to be designated in 1995. There are 21 such Research Reserves in the
                     United States. The National Estuarine Research Reserve System Program is a
                     federal/state partnership under the National Oceanic and Atmospheric
                     Administration Sanctuaries and Reserves Division with San Francisco State
                     University taldng the lead in the Bay Area. Funding for the program is matched
                     equally by the state and federal government.

                     The goals of the SFBNERR are to establish a representative estuary system within
                     the San Francisco Bay Estuary. Tidal marshes will be the focus and the program will
                     provide emphasis for research efforts of the SF Estuary Program. The research sites
                     will be control points for wetlands and estuary restoration, and SFBNERR will
                     provide a coordinated regional approach for public lands of varying jurisdictions.

                     The SFBNERR is not planning a visitors center but does have access to
                     "Construction and Acquisition!' funding. Also, the SFBNERR has indicated a strong
                     interest in developing educational programs and research projects that could be
                     coordinated through the Marine Learning Center. Trips to visit the Research
                     Reserve could be a regular part of the Marine Learning Center.

                     Given that the philosophical basis for the SFNERRSP is very similar to the Marine
                     Sanctuaries Program, these two bodies could work in conjunction to develop
                     programming for the Marine 1,earning Center. The two agencies would inspire
                     strong comprehensive interpretation of estuary and marine system. With the
                     resources of both the local Research Reserve and Marine Sanctuaries to inspire
                     visitors, the Marine Learning Center could become a truly dynamic, facility.

             San Francisco Bay.Environmental Action Center

                     In 1991, in the course of the State Coastal Conservancy reconnaissance study for Pier
                     One, almost two dozen marine educational organizations were interviewed. The
                     groups provided input on possible activities, progrwn groups, user groups, and the
                     scope of marine-related programming that could be addressed by a marine learning
                     center. at Fort Mason.

                     The State Coastal Conservancy Feasibility Study also identified several organizations
                     that intended to form a consortium called the San Francisco Bay Environmental
                     Action Center (SFBEAC) to develop and operate a Marine Learning Center at Pier
                     One. This group included Baykeeper, Earth Island Institute, the Gulf of the
                     Farallones, National Marine Sanctuary Program, the Resources Renewal Institute,
                     Environmental Travelling Companions and Oceanic Society Expeditions. Other
                     potential members included the Marine Mammal Fund, the Center. for Marine
                     Conservation, and the MARE Program at the Iawrence Hall of Science.

                     Recent informal conversations with Baykeeper, Environmental Travelling
                     Companions and others involved with the initial consortium organization confirmed







                        a strong interest in developing a facility that would provide a network for sharing
                        information between all Bay Area marine educational organizations. Specifically, the
                        SFBEAC was to provide a "resource center focusing on San Francisco Bay
                        environmental issues, a GFNMSP (Gulf of the Farallones National Marine Sanctuary
                        Program) visitors center, pier apron interpretation, education/action programs
                        specifically targeted towards multi-culturalism and youth leadership, volunteer
                        recruiting and training programs."'

                        The detailed organizational and management policies of the Marine Ixaming Center
                        are beyond the scope of this study. Certainly, the functional aspects as described
                        above are achievable and the Marine Learning Center must be developed with full
                        consideration of previously involved parties.

                Commercial Fisheries Center

                        The Commercial Fisheries Center is part of a large rehabilitation project undertaken
                        by the Port of San Francisco. Three components are being proposed; modem fish
                        handling facilities, new berthing and support facilities for commercial fishermen, and
                        the Fisheries and Environmental Research Center. The latter component will
                        included a 35-65,000 square foot interpretive center, a library, conference and policy
                        center, a seafood education area, and a snack bar. Also, Underwater World at Pier
                        39 has expressed interest in locating their fish husbandry unit as part of the Center.
                        The total area of the Fisheries and Environmental Research Center is expected to
                        be 137,000 square feet. The focus of the Research Center would be fisheries
                        management, resources and ecosystems.

                        The Port has contracted the Coastal Resources Center and design firm Kwan Henmi
                        to study the feasibility of the Fisheries and Environmental Research Center. Three
                        schemes have been developed for review by the Port and will be available for public
                        review in April and May of this year. Marketing surveys are to be completed by the
                        end of January 1994 and potential funding sources and construction costs are
                        currently being researched.

                        The vision for the Marine Learru*ng Center is decidedly different than that of the
                        Fisheries and Environmental Research Center. Differences in size, program and
                        mission statement distinguish the two centers from one another. However, the
                        Coastal Resources Center has expressed concerns regarding the simultaneous
                        development of the two centers and recommends a coordinated and complementary
                        effort when funding sources are to be identified. The CRC also encourages joint
                        promotion activities and has suggested that pier apron interpretive space could be
                        available to the Marine Uarning Center.

                        More information about the mission of both centers is required before any kind of
                        collaborative development effort is undertaken. A.cooperative association or other
                        agency guiding the Marine Learning Center     should continue the. dialogue with the
                        Fisheries and Environmental Research Center to assure no.n-duplicative programs..



                         Pier One - Marine Learning Center, Feasibility Study, the State Coastal Conservancy, September 1993, page 22.








              Comprehensive Conservation and Management Plan (CCMP)

                     In 1987, the U.S. Congress established the National Estuary Program to be
                     administered by the Environmental Protection Agency. The San Francisco Estuary
                     Project is one of the management conferences supported by the National Estuary
                     Project. The mission of the SFEP was to develop the Comprehensive Conservation
                     and Management Plan (CCMP) for the Bay/Delta estuary, recently signed into law
                     by the govemor of California.

                     The Comprehensive Conservation Management Plan addresses the need to restore
                     and maintain the Bay/Delta estuary's chemical, physical and biological integrity. The
                     main actions of the plan are legislative and regulatory with an educational
                     component.

                     The San Francisco Estuary Project is an "inspiring body," and focuses on extensive
                     educational outreach and policy development. 'ne group is organized through the
                     EPA with a wide volunteer base. The Project has no educational or visitof facility.
                     Cuffently, the Project is drafting actions to implement the CCMP including writing
                     a model wetlands ordinance and municipal general plan amendments. The project
                     is looking to the U.S. Congress for funding to implement policies.

                     The San Francisco Estuary Project is expected to be very active in the restoration of
                     the San Francisco Bay in the coming years. In particular, the San Francisco Bay
                     National Estuary Research Reserve may act in part to implement CCMP and SFEP
                     educational goals. Potentially, funding for education programs and interpretation will
                     be available through the EPA and other sources. The Marine Learning Center
                     management should assess the possibility and benefit of collaborating with the SFEP
                     regarding interpretation of San Francisco Bay issues.,

              Conversion of the Presidio


                     In 1972, when Fort Mason was turned over to the National Park Service, provision
                     was also made to transfer the Presidio of San Francisco, should the Sixth Army ever
                     leave. The National Park Service will control the Presidio as of 1995 and already
                     oversees portions of Baker Beach, Crissy Field and Fort Point. Once the Presidio
                     becomes fully public, the Marine Learning Center will sit directly in the middle of
                     an active waterfront extending from the Embarcadero to Fort Point and the Golden
                     Gate.

                     Most importantly, the vision of the Presidio intends "a global center dedicated to
                     addressing the world's most critical environmental, social and cultural challenges".'
                     The mission of the Marine Learning Center, focusing on marine conservation,
                     preservation and protection, neatly dovetails into the philosophy underlying the
                     conversion of the Presidio. Vast opportunity exists to coordinate research and
                     educational programs with future tenants at the Presidio.



                     1      Creating a Park for the 219 Century, Draft Management Plan Amendment, Pvcbidio of San FranckM Naticinal
                     Park Service, page v.








                      More particularly, the National Park Service has actively participated in this scoping
                      study and many issues being faced at the Presidio also apply to Fort Mason. The
                      Presidio requires an extensive parking management policy which will influence one
                      for all of Fort Mason. Opening of the tunnel under Fort Mason will benefit the
                      Presidio as well as Fort Mason. The National Park Service envisions Fort Mason as
                      a "hands on" activity center with the Marine Learning Center as a key component.
                      Administration support for these functions could be housed at the Presidio. The
                      restoration of wetlands at Crissy Field could be an on-going study program and
                      exhibit at the Marine Learning Center. The excursions by water from the Marine
                      Learning'Center to the natural coastline of the Presidio is a real possibility.

               Conclusion

                      Given the multiple players with broad ranges of interests, devising the supportive
                      and non-duplicative program for the Marine Learning Center will take some time
                      and effort. With the conversion of the Presidio and passing of the Comprehensive
                      Conservation Management Plan there has never been a better time to esiablish a
                      Marine Learning Center. With renewed interest in the waterfront, existing marine
                      related groups require a supportive place to coordinate programs. The Center can
                      capitalize on these regional influences by having a unique niche;

                        .-to stimulate interest, increase knowledge and promote active protection,
                      conservation, and preservation of the world's oceans by focusing on the environments
                      of the San Francisco Bay Estuary and local Marine Sanctuaries.










              PHYSICAL CONTEXT

              The San Francisco Bay Area has been a popular destination for a long time. Unparalleled
              scenery of fog shrouded hills, rising city skylines and ocean vistas have inspired both poet
              and entrepreneur. Today the region struggles to balance the demands of ever-growing
              metropolitan regions and the delicate bay system that provides its sustenance.

              San Francisco Bay Area

                     The San Francisco Bay system is known as the largest embayment on the west coast
                     of the United States. Water from the Sierras and the Central Valley drains through
                     the Sacramento-San Joaquin Delta into the Bay covering some 1,620 square miles.
                     The Bay/Delta basin is a recent geological phenomena, only 10,000 years old, when
                     the rising seas filled the Sacramento-San Joaquin river basin. As glaciers reached
                     their present size, 5,000 years ago, the estuary waters were only 25 feet lower than
                     today's level.

                     Changes due to metropolitan development in the last 125 years have been significant,
                     and public concern for the health of the Bay has reached an all time high. As the
                     importance of wetlands and marine environments becomes better understood, both
                     residents and visitors to the Bay Area are demanding better information, policy,
                     experiences and education regarding the local ecosystems.

                     Metropolitan growth in the region since the 1850's has been dramatic. Currently 7.5
                     million people live in the twelve surrounding estuary counties. Additionally, upwards
                     of 8.5 million people visit each year coming from all regions of the United States and
                     the world.


              Fort Mason


                     Fort Mason provides an unparalleled context for the Marine Learning Center.
                     Situated between the tourist saturated Fisherman's Wharf, the popular swath of lawn
                     called the Marina Green and the future National Park of the Presidio, Fort Mason
                     is a unique site in the whole of San Francisco.

                     Fort Mason was established in 1776, when Spain formed the P     residio. In 1932, Fort
                     Mason was designated the San Francisco Port of Embarkation and over 1-1/2 million
                     troops and 20 million tons of cargo were shipped out to the Pacific Arena from it
                     The area is divided into two basic areas-Upper Fort Mason, high above the water,
                     contains the ceremonial grounds, officers facilities, and housing; Lower Fort Mason,
                     an area of fill on the bay, served as the industrial side of the site. Lower Fort Mason
                     contains the Pier designated for the Marine Learning Center.

                     The U.S. Congress turned Fort Mason and several thousand acres of California
                     shoreline over to the National Park Service in 1972, to form the Golden Gate
                     National Recreation Area. In 1977, the Fort Mason Foundation opened Fort Mason
                     Center. The general character of Upper and Lower Fort Mason remains consistent
                     with its military use. However, public comment inspired the removal of a significant








                        portion of warehouses and industrial structures in Upper Fort Mason to create the
                        Great Meadow with spectacular views to the Golden Gate and Lower Fort Mason.

                        As designed, Lower Fort Mason is a center with a diversified program of free or low-
                        cost activities. Over 40 resident tenants occupy the Center offering a wide range of
                        experiences. Tle Center also hosts a large number of special events each year with
                        a total number of visitors between 1.5 to 1.8 million people.

                        Pier One is at the far northwest comer of Lower Fort Mason. It is highly visible
                        from the Marina Green but must be approached through the Fort Mason gates. It
                        is reached by following Landmark Building A to its end. More specific information
                        of the Pier can be found in the "Building Characteristics" section of this report.

                        A small court prefaces the Pier. A nondescript but historical two-story building
                        frames the west side of the court. This building is considered significant and cannot
                        beremoved. However, the wood frame second story addition can be demolished.
                        Potentially, the building could be rehabilitated to capture the spectacular view-s to the
                        Golden Gate from this location. This building will be available when the National
                        Park Service relocates its maintenance functions.

                        Lower Fort Mason offers a great deal to a facility such as the Marine Learning
                        Center. Most importantly, it's right on the San Francisco Bay. The utilitarian nature
                        of the site is entirely appropriate for a maritime science center. Furthermore, the
                        following features benefit the formation of the Marine Learning Center:

                        *  The last remaining bit of original coastline along the north side of San Francisco
                           is adjacent to Lower Fort Mason. Potentially, this area could be interpreted by
                           the Marine Learning Center.

                        0  A tunnel exists under Fort Mason linldng Aquatic Park and Lower Fort Mason.
                           The condition of the tunnel is uncertain, but a shuttle, MUNI line or other
                           transport service could bring visitors from the Fisherman's Wharf area to the
                           Center through it.

                        0  There is adequate space for a ferry slip in the area between Pier One and Pier
                           Two. The National Park Service is currently discussing the possibility of ferry
                           service to this area with concessionaires. Tle slip could be used for other vessels
                           besides ferries.

                        *  The site has excellent access from Marine Green and city owned parldng spaces.

                        0  The site has pedestrian access from Aquatic Park and the Fisherman's Wharf
                           area. Access will be enhanced once the stairs from Upper to Lower Fort Mason
                           are improved.








                       Lower Fort Mason offers many facilities that could be used in conjunction with
                       Marine Learning Center programming, including:

                       A  Conference and meeting room facilities. (The Fort Mason Foundation has
                          indicated that additional classroom space at the Marine Uarning Center
                          would also be welcome.)
                       .4 Cowell Theater with 440 seats in conventional theater format.
                          The Herbst and Festival Pavilions - clear span e)diibit and event facilities for
                          up to 5,000 people.
                          Magic Theater and life on the Water Theater - smaller conventional format
                          theaters.
                          DocIdng of the Jeremiah O'Brien at Pier Three.
                          Access to 450 parldng spaces within the Fort Mason Lot.
                       .4 Access to parldng at the Presidio.











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              BUILDING CHARACIERISTICS

              Pier One is 48,710 sf utilitarian warehouse structure at Lower Fort Mason. It is the western-
              most pier with a single apron on its east side. It commands dramatic views of the entire Bay
              from the end of the pier and the second level.

              The building has a distinctive industrial quality with intact roll-up doors, galvanized steel
              factory type windows, battered reinforced concrete walls and an exposed structural system
              The clear height at the ground level is 18'ï¿½ to the underside of the metal floor deck and
              18'ï¿½ to the bottom of the exposed metal trusses on the second level. Clerestory windows
              light the ground level. Enormous windows and a roo     'f monitor flood the upper level with
              daylight Functioning fire doors and a 3-ton hoist divide the second level.

              Some existing terra cotta. tile walls remain but most of the walls are temporary wood or
              chain link partitions. Parts of the upper level have been converted into offices and the
              National Park Service uses the building for storage and maintenance functions.

              History of Pier One

                 Tle history of the site at Lower Fort Mason dates back to Spanish occupation in 1776.
                 Subsequent to the Spanish occupation the decision was made in 1908 to locate at Lower
                 Fort Mason "a national pipeline" for material and personnel bound for the Pacific.
                 Construction of the pier deck at Pier One at Lower Fort Mason was started in 1909 and
                 completed in 1912. A temporary wood frame pier shed was constructed on Pier One in
                 1917. In 1934 the temporary wood frame pier shed was demolished and the existing
                 concrete and steel structure was completed in the place of the previous pier shed. The
                 facilities at Lower Fort Mason, of which the piers were the primary element, were built
                 by the U.S. Army Corp of Engineers at Lower Fort Mason to consolidate in one location
                 the Point of Embarkation for personnel and material destined -for the Pacific. Lower
                 Fort Mason was classified as the San Francisco Port of Embarkation in 1932. Lower
                 Fort Mason served this purpose, which was to be its primary purpose, from 1909 to 1945.
                 During this period the specific functions that occurred within Pier One were: 1) storage,
                 2) radar school, 3) machine and wood shop.

              Historical Guidelines'

                 a.  1980 General Management Plan for the Golden Gate National Recreation Area
                 b.  Secretary of Interiors Standards for Rehabilitation (36 CFR 67)
                 c.  Cultural Resource Management Guidelines, NPS-28 (1985)
                 d.  National Park Service Management Policy (1988)
                 e.  San Francisco Port of Embarkation Historic Structure Report (HSR), February 1991








                    I San Francow, Port of Embarkahm Flotoric structure Report, Architectural Resources Group, Februng 199L








                    The General Management Plan (GMP) is the National Park Service's planning
                    document and guides all development in the park. Like a comprehensive plan for a
                    city, the document outlines uses for each area, provides architectural direction and
                    provides general goals for the park. The 1980 GMP refers to Pier One as being the
                    potential new home for a Marine Learning Center.

                    The Historic Structure Report is intended to provide an overall guide to the maintaining
                    the character of Lower Fort Mason. A preliminary plan review with the NPS indicates
                    that this is an appropriate new use for Pier One. The primary document to be used for
                    historical guidelines on the rehabilitation of the building at Pier One is the Secretary of
                    the Interiors Standards for Rehabilitation. The requirements of NPS-28 are contained
                    within the Secretary of Interiorg Standards, and National Park Service Management
                    Policy deals primarily with management of the facility.

                    Tle Historic Structure Report provides guidelines for the following:

                        Building Interiors: Recommends that an inventory of original features be done.
                        Generally, interiors are utilitarian in design and any modification will be expected
                        to maintain this character. Original interior doors and terra cotta tile walls may be
                        sensitive to removal or alteration.

                    ï¿½   Bituminous Roofs: The roof of Pier One should remain generally free of
                        penetrations. Mechanical equipment will be expected to be kept within the building.
                        The roof is recommended to be replaced. Further study into the history of the radar
                        school located in the Pier is encouraged, and the existing radar equipment should
                        remain.

                    ï¿½   Exterior Concrete Walls and Elements: All repairs should replicate the original
                        form and texture of exterior walls. Lumber marks should be imprinted on fresh,
                        concrete patches. New paint should match existing.

                    ï¿½   Windows: The galvanized factory type steel windows are to be retained. Figured
                        wire glass can be replaced with clear glass to provide a view to the outside, but
                        extent of replacement is limited. Original glass panes are to be retained on-site.

                    ï¿½   Roll-up Doors: Doors should be kept, but it is acceptable to place new storefront
                        windows and doors behind them.

                        Lighting: The HSR provides guidelines only for exterior lighting and requires new
                        lighting to be similar to replicaie historic fixtures and be installed in the same
                        locations.


                        Signs:  Any original signs placed by the military should be retained. New signs
                        should be compatible with the spartan character of Lower Fort Mason but should
                        not mimic original signage. Small scale temporary signs and directional markers are
                        appropriate.







             Applicable Codes'

                 a.   Uniform Bui  'Iding Code (1991, ed.)
                 b.   State Historic Building Code
                 c.   Americans with Disabilities Act Guidelines, Title III (July 26, 1991)
                 d.   National Fire Protection Association - NFPA 101
                 e.   National Electric Code (NEC)
                 f.   Uniform Mechanical Code (UMC)
                 ,g.  Uniform Plumbing Code (UPC)
                 h. California Building Standards Code (CCR - Title 24)
                 i. San Francisco Municipal Building Code (SFBQ
                 j.   Uniform Code for Building Conservation (UCBC)

                 Federal legislation and NPS policy clearly stipulate that as Presidio buildings undergo
                 rehabilitation, attempts shall be made to meet the nationally accepted model building
                 codes to the maximum extent feasible. This policy is assumed to pertain to, the
                 structures at Fort Mason.

                 Compliance with the nationally accepted model codes (state and local codes included)
                 does not automatically trigger a complete code upgrade. Altemative criteria do exist for
                 alterations and historic buildings which provide for flexibility of code interpretation.
                 Typically existing buildings may have their existing use or occupancy continued provided
                 the building met code requirements at the time of construction, and alteration or
                 continued use is not dangerous to life. However, any change in occupancy classification
                 ustudly triggers a full code upgrade for an existing structure. ne current California state
                 code applicable to historic buildings allows changes in occupancy without mandatory
                 conformance with new construction requirements, provided the new use or occupancy
                 does not create a fire hazard or other condition detrimental to the safety of the
                 occupants or fire fighting personnel.

                 Cursory review of the preliminary design of the Marine Learning Center indicates that
                 egress from the single pier apron will. not be a problem. Elevators will need to be added
                 to improve disabled accessibility. New disabled accessible facilities, such as bathrooms
                 .will be required. Handrails will need to be added to the pier apron.

                                                                  2
             Structural Issues - Current Status of Pier Repair

                 Approximately $1 million was recently allotted for repair and reconstruction of Piers at
                 Lower Fort Mason. Only 20% of the scope of work was completed before the allotted
                 budget was spent. There are 135 individual concrete caissons supporting the pier deck
                 at Pier One. Of the 135 caissons, 28 were.identified and scheduled for repair, and of



                    I San Francisco, Port of Embarkation, Historic Structure Report, Architectural Resources Group, February 1991,
                    appendix D & Guidelines for the Rehabilitation of Buildings at the Presidio of San Francisco



                    2    Brenda Mihalko, NPS liaison for pier repair construction at Lower Fort Mason, telephone conversation
                    12/3/93.








                  the 28 scheduled for repair only 11 (39 %) were repaired. The 28 piers scheduled for
                  repair were classified as being in a "Level 4" condition, where approximately 4"-5" of
                  concrete depth is spalled off and rebar is exposed and corroding. Part of the work to
                  be done on Pier One included repairing the underside of the concrete pier deck, where
                  concrete is badly spalling and rebar is exposed and corroding. The plans called for
                  sbotcreting over these areas. Similar work was completed on Pier Three, however in this
                  case the damage was more extensive and required replacing and splicing in of new rebar,
                  as well as, reforming new concrete. Pier One was not felt to require this type of
                  extensive repair at this point.

                  The government already has plans underway to get funding in the next 2-3 years to
                  complete the repair work on the piers. This pier repair work is expensive. Underwater
                  divers are required, and the cost of underwater labor is high. The work also needs to
                  be coordinated with the tides, which adds time and money. The average cost of
                  repairing the caissons in the worst shape was $20,000 - $30,000 per caisson. One caisson
                  cost $100,000 to repair. It is now felt that $4 million would have been necessary to
                  complete the project.

              Recommendations of Structural Report

                  Construction and Repair of Facilities Damaged by the Loma Pneta Earthquake at Lower
                  Fort Mason, San Francisco, California, Moffat & Nichol, October 1990.

                  a.  Roof Live Load: The roof is adequate to take the design live load of 16 psf.
                  b.  Second Floor Live Load: Floor members were checked and found to be adequate
                      to support design loads of up to 125 psf uniform load and 3000 pounds concentrated
                      load, enough for light storage, exhibit and assembly.
                  c.  Wind Loads: Structure adequate for 70 mph design wind loads.
                  e.  Seismic Loads:

                                   V=0.183 W (UBC 1988)
                                   V=0.233 W (NAVFAC P-355)
                                   Seismic Loading governs over Wind Loading.

                  L Findings:- The following findings of the report are based on assumptions of material
                      strengths and a limited knowledge of the construction of the building, where
                      drawings do not provide the required information:

                          1. - Roof Monitor: The Roof Monitors have walls composed mostly of glass
                               and have no lateral force resisting elements, therefore additional bracing
                               is recommended for the roof monitors. (Note: Tle glass at the roof
                               monitors may need to be replaced with tempered glass, or wired glass, for
                               safety reasons,).

                          2. Roof Diaphragm: The existing Roof Diaphragm is inadequate for
                               transferring seismic forces to the shear walls in the transverse direction.
                               Additional'lateral braces should be added at Roof Diaphragm.








                            3.   Floor Diaphragm: The shear strength of the metal deck diaphragm is
                                 uncertain and may not be adequate. Horizontal bracing may be'required
                                 under the second level end bays parallel to the west side longitudinal wall.

                           4.    Steel Moment Frames in transverse direction: The steel moment frames
                                 are too flexible. There are two options for strengthening these walls; 1)
                                 Adding new cross bracing to steel columns at window bays of east and west
                                 walls at the first floor, and 2) Infill three windows at each side at -the first
                                 floor level with concrete and reinforcing bars.

                            5.   Concrete Shear Walls in the Longitudinal Direction: The concrete shear
                                 walls are under reinforced according to the UBC 1988 code. One option
                                 is to infill part of the windows at the south end wall, providing extra shear
                                 capacity to the structure.

               Other Building Characteristics

                      The building is noninsulated and is very cold during winter months. To comply with
                      historical requirements, it is desirable to keep the concrete walls and ceiling structure
                      exposed and thus noninsulated. Temporary space heaters are currently used. A
                      more efficient heating system is recommended. It is almost certain that all building
                      systems; electrical, plumbing, telephone, and mechanical, will need to be upgraded
                      or replaced. The existing sprinkler system should be tested and a new system be
                      considered.

                      A hazardous materials survey should be undertaken. Details from the original
                      drawings indicate the possible presence of asbestos and a certffled hazardous
                      materials consultant should be retained to determine the extent of it. Lead paint is
                      likely. Where otherwise stable and encapsulated hazardous materials are disturbed
                      by new construction, abatement procedures will be required.

               Conclusion


                      Overall, Pier One is an outstanding building to consider for the Marine Uarning
                      Center. Other than the allocation of the funds, there are no obvious physical
                      obstacles to developing Pier One as the Marine Uarning Center. The dramatic
                      open spaces on the second floor are. ideal for exhibit spaces. The pier and exterior
                      appearance are perfect for the type of uses envisioned and the maritime nature of
                      the future facility. Tim building will need structural and building systems
                      improvements to malize the vision of the Center, but eidsting architectural features
                      are a decided asset. It would be impossible to construct this same building today
                      under current codes. Every effort should be made to capitalize on the building's
                      architectural qualities, its outstanding location and its history.





























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             MODELS FOR THE MARINE LEARNING CENTER

             The Marine Learning Center will be a unique facility in the San Francisco Bay Area.
             Although existing and proposed facilities address certain marine related issues, the Marine
             Learning Center will address the issues of marine conservation, protection and preservation
             in a comprehensive manner. In particular, the Marine Learning Center will exhibit specific
             characteristics of the Marine Sanctuaries Program. Several science centers were studied to
             gain further understanding of successful display techniques, development of mission
             statement and the practicalities of rehabilitating an historic structure.

             There are many wonderful facilities to use as a models for the Marine Learning Center.
             Both the Pier-One - Marine Learning Center Feasibility Study, September 1993, by the State
             Coastal Conservancy and the attached analysis by Economics Research Associates, in the
             appendix of this report, analyze comparable institutions for programmatic and economic
             characteristics. In addition to the facilities listed in these reports, three others deserve
             special study; the Sea Center in Santa Barbara, the Bay Area Discovery.Museum, and the
             NASA Space Center in Houston.


             The Sea Center in Santa Barbara

                    The Sea Center in Santa Barbara is a small-scale, highly successful facility with
                    notable educational outreach programs. It is approximately 2,400 square feet,
                    including the Touch Tank located on the pier. Approximately 65-75,000 people visit,
                    while 4,000 ï¿½ school children attend classes and field trips each year.             The
                    philosophical concept of the architecture is an "underwater stroll" with walls painted
                    dark steel blue, a full use of the volume of the building to indicate marine depth,
                    with models of marine. fauna overhead. The facility lacks classroom storage and
                    exhibit development space and cannot expand due to building restrictions of the
                    historic pier location.

                    The City of Santa Barbara manages the center through the Natural History Museum.
                    Sales and admissions provide operating revenue in addition to donations from
                    NOAA, oil companies and other parties.

                    The following exhibits from the Sea Center provide useful information for those of
                    the Marine Learning Center.

                    Model of Santa Barbara Bay. This exhibit had limited educational value and was not
                    interactive. Although useful for orientation, the model could be improved by adding
                    fiber optics to locate oil platforms or film projections to show the extent of historic
                    oil spills.

                    Marine Environment Information with Computer Display: For a relatively low cost
                    several computer programs were developed to provide factual information using a
                    mouse and push button format. Unfortunately, computer technology becomes








                      outdated or non-functional quickly. Ile information provided is interesting to 10-12
                      year-olds up to adults or approximately 40-50% of the visitors.

                      Model of Animals. The full-size models of marine mammals are very popular and
                      are used to discuss related topics. However, the taxidermy mounts do not present
                      the appropriate preservation message. The model of the whale ($80,000ï¿½ made in
                      Monterey Bay Model shops by Andy Anderson) is especially popular and provided
                      media exposure for the Center when it was installed.

                      Tides and Weathen Under development, this exhibit will relay information regarding
                      current Bay conditions to the Center. Potentially, this exhibit will successfully
                      combine interactive information retrieval to current research efforts.

                      Revolving Exhibits: Ile Sea Center has a small amount of wall space for changing
                      exhibits. Shows are mounted for 3 months.

                      Touch Tank-- Developed at the cost of approximately $140,000 the Touch Tank is the
                      focal exhibit of the Center 'and a key to the Center's continued success. The tanks
                      allow visitors to handle creatures directly, see the current conditions of the Bay water
                      and ask questions of attending docents. There is also a simple seating structure and
                      panel for children's artwork. The exhibit is outside and takes advantage of views to
                      Bay and Pier for teaching.

                      The Pier In addition to the Touch Tank, the Center mounts information panels to
                      surrounding Pier.

                      Back-of-House Space: Tours are often taken through the aquarium support area.
                      Children enjoy these "real" experiences very much.

                      Aquariums: Tle aquariums at the Sea Center are very small but engaging. Ideally,
                      aquariums would be closed-system environments as those developed recently in
                      Monaco.

                      In additional to exhibits, the Sea Center has developed an outstanding multi-lingual,
                      multi-cultural program called Los Marineros, directed at elementary school children.
                      The program has been very popular and includes in-school study and curriculum,
                      field trips to the beach, bay and pier, and teacher training.

              The Bay Area Discovery Museum, Fort Baker

                      Ile Bay Area Discovery       Museum concentrates on educating children through
                      entertaining activities. The facility is spread between several existing structures and
                      one new building. Attendance is estimated at 105,000 the first year, with typically
                      120,000 visitors per year. The target audience is elementary school children.








                      Located on an historic site like Pier One, the Bay Area Discovery Museum is a
                      successful example of historic rehabilitation within the Golden Gate National
                      Recreation Area. On the outset, the Bay Area Discovery was required to state that
                      they would be suitable for a historical property, and that they could coexist with
                      historical character. It is important to the National Park Service that one would be
                      able to see the buildings in an "historical site" that looks more or less as it originally
                      did during a designated Period of Significance. Exterior details were very important,
                      and the NPS was more sensitive to historical accuracy than, State and Federal
                      requirements demand. Since the exterior was well rehabilitated, the National Park
                      Service allowed some latitude on interior. Architects were expected to bring the
                      buildings up to code wherever possible but were instructed to maintain the aesthetic
                      characteristics and historic integrity of the architecture.

                      The Bay Area Discovery Museum is required -to do a plan review with NPS every
                      time repairs or alterations are proposed. Federal property is not required to be
                      inspected by local authorities, and the Federal government is not equipped to do
                      inspections. Potentially, the NPS will be negotiating an arrangement with City of San
                      Francisco to do review work and inspection work for projects on the Presidio, and
                      new GGNRA work in San Francisco, including Fort Mason. Structural engineers
                      brought museum buildings up to current codes.

                      The Bay Area Discovery Museum found it difficult to remove original walls. Walls
                      that had been added over time became a research problem, as to whether they had
                      historic value and need to be kept. Existing conditions were extensively documented
                      prior to demolition. NPS allows "temporary" constructions on exterior of historical
                      properties. "Temporary' is defined as being able to be completely removed in three
                      days.

                      The construction cost of the Bay Area Discovery Museum was $5 millionï¿½ for
                      25,000ï¿½ square feet. Costs were close to the equivalent of new construction.

                      The Bay Area Discovery Museum is a private non-profit organization with 60% of
                      operating revenue coming from admissions. The remainder comes from grants,
                      donations, etc.; typical for science centers of this kind. Discovery Council raises half
                      of the remaining 40%. The cafe breaks even, and the store covers itself, and makes
                      small profit of $10,000ï¿½.

              NASA, Space Center

                      The NASA Space Center, near Houston, Texas, promises to be highly successful
                      financially,, and is an interesting example of large science center. Deemed -"the
                      closest thing to space on earth," the Space Center draws extremely high visitation,
                      considering its remote location.

                      Planned to be mainly an entertainment facility, the Space Center educates visitors
                      on the fundamentals of the space program through a series of interactive, high-tech








                       exhibits. Ile whole facility is 183,300 square feet, and contains both an IMAX and
                       Iwerks theater system. Attractions include equipment and mockups for children to
                       play on, exhibits on "what's new out in space," and other corporate sponsored
                       exhibits. Tram tours to Johnson Space Center run regularly.

                       Enhancing the visitors' experience are retail and restaurant components. The gift
                       store has a large inventory of specially designed products based on the exhibits. A
                       two-tier dining facility serves both those who want a sit-down dinner and those who
                       prefer a quicker meal. Price ranges for separate dining experiences.

                       The facility specializes in dramatic spaces. A voluminous multi-use space ties all the
                       separate attractions together and is popular as a rental space for special events.
                       Within this space, a large video screen announces special events to the visitors.
                       Video is extensively used to enhance the high-tech image of the space. Spaces are
                       carefully designed to assure smooth flow of people from one attraction to another.
                       Key to the success of the attractions is the high level of interaction between the staff
                       and visitor.


               Conclusion

                       Numerous successful science centers could serve as   a model for the Marine Learning
                       Center, the Sea Center, Bay Area Discovery Museum and NASA Space Center are
                       only three of these. The Sea Center, a comparatively tiny facility, eMciently uses its
                       spaces to best advantage and augments exhibits with a exceptional educational
                       outreach program. The Bay Area Discovery Museum is an award-winning museum,
                       in rehabilitated historic buildings, with innovative exhibits using play to educate
                       children. The NASA Space Center educates visitors using state-of-the-art technology
                       and entertainment systems. Most notably, the success of each of these is dependant
                       on the mission each facility professes, the target audience, and unique blend of
                       education and entertainment their programs demonstrate.









              BUILDING PROGRAMMING

              Potential'Components - the "Kit of Parts"

              The building components listed below, and illustrated in the plans prepared by Backen,
              Arrigoni and Ross dated 1/24/94, represent a preliminary "Kit of Parts" that a Marine
              Learning Center at Fort Mason could conceivably contain. It is not a definitive building
              prograrri. This "Kit of Parts" is based on the research and input in this preliminary phase
              of work and will need to evolve and become more definitive as the project moves into its
              next phase.

              Interpretive Space/Exhibit - "Exploratory Experience"

                     The exhibit component is the fundamental basis of the Marine Learning Center
                     program. As the mission of the Center is to inspire people to learn about marine
                     issues and then encourage activity participation in the marine protection,
                     conservation and preservation, the exhibits and architectural space will i,-cho and
                     reinforce this vision. The purpose of the exhibit space is to engender a rich engaging
                     and entertaining space in which people learn.

                     The first space the visitor experiences is the Sea Stair Hall. In this area, people
                     come to understand the concepts of the Centers mission. The Sanctuaries and
                     Reserves Program is introduced. Here visitors gain an overall and general picture
                     of the region and the numerous elements and organizations that influence the marine
                     environment. An inspiring stair leads a visitor from the darkened lower entry ball
                     to the sublime sunlit space of the upper level. A magnificent replica or skeleton of
                     a whale dives along the length of the stair, breaking the division between first and
                     second level just as it would the surface of the water.

                     The Stair Hall leads into the Great Hall. This upstairs volume, skylit from above
                     with large industrial windows, high ceilings with steel trusses overheard and an
                     existing 3-ton hoist running the length of the space, is perfect as a multi-media
                     interactive exhibition space. This is a space to be explored. An array of media takes
                     visitors beneath the waters to see the wonders of these sanctuaries and reserves. The
                     exhibits might include touch tanks, interactive video connected to remote 'cameras,
                     glazed tanks, taped video displays, printed material, cased and uncased artifacts and
                     live demonstrations. Knowledgeable staff circulates, relating details and stories to
                     the visitors.

                     A demonstration/lecture area frames one end of the Great Hall overlooking the
                     exhibits. Regularly programmed events invite visitors to learn more about specific
                     aspects of marine and estuary systems.

                     The Pier End closes the inside exhibit area by inspiring people to continue
                     exploration out in the Bay. The views from this north end of the Pier span from the
                     Presidio, to Alcatraz. Here revolving exhibits bring marine environments of the world
                     to the MW; the Great Barrier Reef of Australia,. the Keys of Florida, and other
                     Marine Sanctuaries. Because of its. fle)dble nature, this area could be fashioned to







                     accommodate travelling exhibits from other institutions. This spectacular location
                     is a fitting place for opening receptions and catered events.

                     The pier apron takes the visitor closer to the Bay by making the pier itself an exhibit.
                     It is possible to begin an "under pier walV' off of the apron taking people down to
                     the caissons to see marine life at the tide line. A NOAA research vessel is moored
                     at the pier with regular tours. Excursions out into the Bay by ferry or other
                     organizations originate near the pier apron, taking people from their orientation at
                     the MLC out into a real world experience.

              Theater

                     Ile theater component supports the experience of the exhibit component. It can be
                     used in conjunction with the exhibit space, or separately. It is composed of an lwerks
                     theater and its pre-function lobby.

                     The Iwerks Theater is a 100 seat state-of-the-art film theater using large format films
                     in a patented design to achieve an extremely high quality video and audio experience.
                     The theater would be used to supplement the experience of.the interpretive exhibits
                     by taking the visitor on a near real life trip into the undersea world. The theater is
                     constructed so that the viewer's peripheral vision is filled, making the movie into a
                     sensory experience.

                     The pre-function lobby space would be a multi-purpose space located at the end of
                     the pier on the First Floor, preparing the visitor for both the' show in the Iwerks
                     neater and a visit to the research vessel docked at the pier. This space is a resting
                     point at the end of the interpretive exhibit sequence. A refreshment bar could be
                     located here and will enjoy the spectacular views to the Bay before continuing on to
                     the theater, or the tour of the research vessel. The pre-function space and the
                     theater could also be leased for special events, or used in conjunction with receptions
                     occurring in the revolving exhibit space directly overhead on the second floor. A
                     separate entry from the pier is provided so that these spaces at the end of the pier
                     can be accessed separately from the exhibits when they.are being used for special
                     events after hours.


              Uading

                     The loading component is needed for receiving and distribution of exhibits and
                     exhibit materials for the various components of the center, including the Learning
                     Center, the Gift Shop and the neater Pre-Function space. The loading component
                     is centraUy located on the first floor of the pier for ease of access from the pier by
                     dehvery trucks and to the various components served. An opening in the ceiling,
                     similar to openings that exist in the building, is provided so that materials can be
                     lifted by the existing 3-ton. hoist on the Second Level up to the exhibit spaces. The
                     primary component of the loading area is open high. ceiling storage / work space with
                     light from clerestory windows above. A small lockable receiving office is provided
                     on a mezzanine.








              Learning Center

                     The Learning Center, also supports the exhibit space, and is intended to be used for
                     educational programs in conjunction with the Center, as well as for programs
                     independent from the Center. Programs specifically for school children from varied
                     cultural backgrounds would be designed by the I-earning Center. The Learning
                     Center is composed of research, library, classroom and computer center components,
                     and is accessible from both the interior of the Marine Learning Center and directly
                     from the pier via its own separate entry.

                     The research component is envisioned as a interactive wet lab classroom containing
                     sinks, microscope stations, and storage cabinets. The space provided is on the First
                     Floor with 17 ft. high ceilings and high windows for natural light, and is located
                     directly adjacent to the loading area for ease of material access and communication
                     with the exhibit component. Children would be encouraged ;o "Play" in this area,
                     learning about the marine world by active participation in real research projects.

                     The library component contains book, audio and video stacks and other reference
                     materials on the Sanctuaries and Reserves Program and related environmental issues
                     and activities. A small reading room is provided at the center of the space with
                     tables and chairs and a comfortable seating group. The space is located on the First
                     Floor with 17 ft. high ceilings and high windows for natural light, and is between the
                     computer center component and the research component for combined usage.

                     The computer center component contains several personal computing stations, as well
                     as storage and restrooms for supplemental use relative to the research, library and
                     classroom components of the Learning Center. A desk is provided for a staff person
                     in the computer center to monitor both the use of the computer center and the
                     library. Because these two spaces are both quiet uses, they are open to one another
                     and monitored in conjunction. This area would be a place for individuals or small
                     groups to explore detailed information gathered from the local marine environment.

                     The classroom component contains six classrooms in a variety of sizes with a central
                     lobby space and storage. The classrooms are simple rooms with tables and
                     instruction boards intended to supplement the other lecture and demonstration
                     spaces provided within the facility and Fort Mason. The classrooms are generally
                     smaller than lecture areas and simply ftumished to allow for a variety of uses.
                     Classroom space is on the first floor with 17 ft. ceilings and clerestory windows in the
                     large classrooms against the exterior walls.

             Entry

                     The entry contains the ticketing desk for the Marine Learning Center and its related
                     functions, i.e. 'Me Iwerks Theater and the Research Vessel tour. Open space for
                     circulation is provided between the front doors and the ticketing desk to allow for
                     queuing. The entry is located on the fmt floor at the south end of the pier. The
                     ticketing desk is immediately in front of the visitor upon entering. The front desk
                     is a pavilion or kiosk illustrated with exciting graphics, freestanding within the 17 ft.








                      high ceiling open space of the entry. The entry space is open to and surrounded by
                      the gift shop. The front desk will also serve as the point of sales for the gift shop.

               Gift Shop

                      The gift shop is seen as containing the typical range of gifts and products found in
                      a science museum, many of which would be developed specifically for the Marine
                      Learning Center. The displays would be distributed within the larger volume of the
                      main entry space, and would serve to animate the large industrial space of the main
                      entry, creating a dynamic space and a high exposure for the retail component of the
                      project, as visitors would be passing through the gift shop on their way in and out of
                      the Marine Uarning Center. The gift shop and the main entry would be flooded
                      with light from both high clerestory windows and large storefront windows to be
                      provided in the large existing floor to ceiling openings.

               Restaurant


                      The restaurant is an approximately 130 seat dining restaurant and bar with a
                      cafeteria component. Designed to serve both the Marine Leaming Center visitors
                      and the general public. The menu of the restaurant is tied directly to the MLC
                      educational programs.

                      Visitors pass through the bar to the dining area. Situated at the very south end of the
                      Pier, the bar seating is directly over the main entry and capitalizes on views across
                      Fort Mason towards the City.

                      The bar, kitchen and primary seating areas are in the airy,steel trussed volume of
                      the second level. Tables are placed to take advantage of the spectacular views of the
                      Bay, Golden Gate Bridge, Pacific Ocean, and on a clear day, the Farallon Islands.
                      Existing roof monitors provide daylight from above and those dining overlook. the
                      central stair space. The restaurant will have a casually elegant character enhanced
                      by the industrial windows, trussed and existing architectural elements, similar to other
                      locally successful San Francisco restaurants; Greens, Zuni Cafe and Lulu's.









                    Marine Learning Center - Program
                    Pier One, Fort Mason Center




                    1. Interpretive Space I.Exhibit                 20,700 st
                               Stair Hall               7,300 sf
                               Great Hall               6.320 sf
                               Pier End Hall            3,100 sf
                               DeWDJLecture             2200 sf
                               Other / W.C.             1,780 sf

                    2. Theater and Pre-Show                           6,829 sf
                               Iwerks'Meater            2,168 sf
                               Pre-show                 3,100 sf
                               Other I W.C.             1,561 sf

                    3. Loading                                        2,222 sf

                    4. Learning Center                                7,752 sf
                               Classrooms               3,320 sf
                               multi-me"                1,100 sf
                               Lihary                   2,200 sf
                               Research                 1,132 sf

                    5. Entry I Circulation                            1,454 sf
                    6. Gift Shop                                      3,390 sf
                    7. Restaurant                                     6,363 sf
                               Restaurant               5,250 sf
                               Loading                   350 sf
                               Entry I W.C.              763 sf

                    TOTAL PEER ONE                                  48,710      sf

                    8. Administration (Bldg. E)                        5,200 sf

                    TOTAL                                          53,910 sf



                    If the restaurant is not included as part of the Manne Learning Center,
                    TOTAL                                             47,547 sf


                    Backen Arrigoni & Ross, Inc.                                                                     Project No. 93106









             ECONOMIC CRITERIA

             The concept of a Marine Learning Center at Fort Mason has been discussed for well over
             a decade. Although the primary concept has remained more or less consistent, actual
             program and management strategies have varied widely. Most recently, the State Coastal
             Conservancy presented three scenarios for the Marine Learning Center, the largest of which
             was 21,000 square feet. None of the schemes were financially self-supporting.

             An important part of this scoping study was to determine if a Marine Learning Center at
             Pier One could be self-supporting, and what facility programming would be required to do
             so. Preliminary findings indicate that the establishment of a dynamic, educational and
             entertaining center could indeed be financially feasible and the building offers rare
             opportunities for the development of the Center.

             However, the self-supporting aspect of the Center is dependent on several important criteria
             including:

                         The average length of stay be one and a half hours.
                         The facility and exhibit program are of superior quality.
                         The MLC will be entertaining as well as educational and feature a "high
                         impact" film and many interactive exhibits with broad age appeal.
                         The MLC will be aggressively marketed including cross promotions with the
                         Exploratorium, California Academy of Sciences and other science-oriented
                         attractions in the San Rrancisco Bay Region.
                         Ile entire building be utilized, and administration space be allocated in
                         Building E or elsewhere
                         Public transportation, including school buses, will be available to transport
                         approximately half of the visitors to the MLAC.
                         Adequate on-site parking "I be available during peak attendance periods.
                         The MLC will have various educational programs for school groups.
                    -    Admission fee will be an average of approximately $3.50.
                    0    No debt service for the development of the facility will be required.

             Visitation

                    The majority of the operating revenue for a Marine Learning Center is determined
                    by several interrelated variables; admission price, length of stay and visitation.
                    Visitation generates most of the income for a science center and people will pay
                    more for longer and more enriching experiences. This amount of time in the facility,
                    the length of stay, has a direct influence on how far people will travel to reach the
                    center. Generally, people will want to spend at least the same amount of time in the
                    facility as they take to get there. Therefore, length of stay also determines the
                    distance which visitors will travel. Distance of travel defines the boundaries of the
                    "catchment area!' for visitors; the demographics of the catchment basin determines
                    howmany people may be expected.









                   Admission Price

                              Market analysis of any science center is difficult in the early phases. However, given
                              that the vision for the Marine Learning Center is described as a "dynamic,
                              educational and entertaining experience", it was determined that an average
                              admission price of $3 to $5 was reasonable.' For this cost people would expect to
                              visit the center for about an hour and a half. Given the catchment basin of
                              population within an hour and a h4 it is possible that the Marine Learning Center
                              could have a maximum visitation of about 600,000 people. Therefore, a conservative
                              estimate of visitation would be in the 400,000 to 500,000 range.

                    Size


                              There is no one way to determine the size of exhibit space needed to interest people
                              for a certain length of stay. An attraction of very limited size could hold visitor
                              interest for a long period of time, such as a conventional movie theater; a large
                              facility with expansive displays could do the same. A study of comparable facilities
                              indicates that approximately 20 sf/visitor to 60 sf/visitor is normally dedicated to
                              exhibit space. The Monterey Bay Aquarium allows 36 sf/visitor, half way between
                              the upper and lower range. As the nature of exhibits varies, so does the square
                              footage required per visitor. At least 10,000 sf is required for exhibit space to
                              provide a comprehensive interpretation of issues and almost double that to
                              encourage a significant length of stay. Science centers.similar to the Marine
                              Learning Center dedicate a range of 20,000 to 22,000 sf to exhibit space.                          2   The
                              building configuration of Pier One can accommodate approximately 20,000 sf for
                              both temporary and permanent exhibit space. This space will provide an hour and
                              a half visitor length of stay.

                              Thus, in summary, we estimate that the Marine Learning Center at Pier One could
                              attract 450,000 visitors, charging an average of $3.50 for an hour and a half stay.

                   Operating Expenses

                              Operating expenses associated with a science center such as the Marine Learning
                              Center vary widely depending on the type of programs offered, the amount of people
                              employed, the type of exhibits displayed, and the type of facility. Conceptual
                              operating cost estimates can range from $34.26/sf3 to $46.38/sf! Operating costs


                              I       Comparable adult admission prices in the Bay Arew The Exploratorium - $8, the California Academy of Sciences
                              $6, Bay Area Disconry Museum - $4, San Francisco Zoo - $6.50, Marine World $23.95.

                              2. Science Center Planning Guide, Association of Science-Technology Centers, Victor J. Dwdlov, 1985, p..26.
                              Average of small science center statistics.



                              3 ASTC/CIMUSET Directory, 1993. Derived from statistical profile of "Small. science centers.



                              4  *Attendance Potential and Economic Performance of the Proposed Marine lAarning Center at Fort Mason,
                              San Francisco", Economics Rasearch Associates, January 1993, p. 11.







                      include employee expenses (salary, benefits, and taxes), Tent, insurance, maintenance
                      of facility, retail store operations, and general management expenses. Operating
                      expenses do not include funds for new exhibits and the development of new
                      program. Given the size of the Marine Learning Center at 47,547 sf (42,347 sf in
                      Pier One and 5,200 sf administrative space in Building E), operating expenses could
                      range from approximately $1.8 million to $2.56 million, including costs for capital
                      improvements. Operating expenses for the restaurant are not included.

               Operating Revenue

                      Science centers commonly depend on admissions, retail sales, food service, special
                      events, facility rental, and other sources (investments, memberships, educational
                      programs, etc.) for income. Generally, facility components that generate the most
                      r.evenue will be exhibits (through admission revenue), the gift shop, the restaurant,
                      the theater (especially if IMAX 1werks, or'OmniMAX format) and rental of the
                      facility for special events. Although critical to the mission of a science center,
                      components such as classrooms, laboratories, and attractions with high maifitenance
                      costs often do not produce net revenue. Given that the Marine Learning Center be
                      self-supporting, facility programming must emphasize revenue generating components
                      that provide an experience that is simultaneously entertaining and informative.

                      In order to be self supporting, covering operating expenses and generating money
                      that can be ploughed back into new exhibits and programming, preliminary financial
                      analysis of the Marine Ixaming Center indicates that the restaurant, gift store,
                      theater, and rental of the facility will generate revenue of approximately $900,000.
                      Admission and other sources would need to generate the remaining $1 million to
                      $1.7 million. At an average admission price of $3.50 the Marine I-earning Center
                      must attract 375,000 to 540,000 visitors, wen within the parameters of the population
                      catchment basin.

                      If the length of stay and the distance travelled by the visitor are relatively fixed at
                      one and a half hours, then the visitation level and importantly, the level of revenue
                      derived from admissions is a function of admission price- Any increase in price
                      generates a substantial increase in revenue. After reviewing a wide range of
                      comparable facilities, a quite'conservative admission price of (av.) $3.50 was chosen.
                      It should be noted that when the M]LC has established itself in its own particular
                      "market niche!', there may be opportunities to raise admission prices and thereby
                      generate higher levels of revenue.

                      In addition, "Attendance Potential and Economic Performance of the Marine
                      Learning Center at Fort Mason, San Francisco", attached in the appendix, indicates
                      that visitation rates also have the potential to be higher. To obtain higher visitation,
                      the Marine Learning Center must incorporate aggressive management policies and
                      program coordination to assure continued interest in' the center. Visitation will tend
                      to drop over time if new exhibits, films and program- are- not developed. However,
                      higher visitation plus higher admission could contribute to an enhanced financial
                      picture.








                          Science centers of this type and size typically obtain support from corporate,
                          foundation and individual donors that accounts for over 50% of income; the
                          remaining revenue required to cover expenses is generated by admissions and other
                          sources within the facility. The extent of potential corporate or foundation support
                          is very difficult to estimate at the early conceptual stage, therefore no assumptions
                          have been made about the extent to which this represents a viable source of income.
                          Since the preliminary financial analysis presented above indicates the Marine
                          Learning Center can be self-sup           porting based on admission and other revenues,
                          additional income from other sources could serve to enhance the facility, expand the
                          outreach of educational programs and provide additional revenue to Fort Mason
                          Center.


                 Construction Costs

                          At this conceptual level, it is difficult to develop a comprehensive construction cost
                          analysis.     However, since the building is structurally stable and the interior
                          improvements will be designed, in a utilitarian manner', a cost to develop thd Marine
                          Learning Center is estimated in the range of $13 million. The highest costs of the
                          facility would be the exhibit areas. High quality interactive exhibits cost between
                          $300 to $400 a square foot. Ile restaurant and theater would each cost between
                          $1.6 to 1.7 million to build. (If the restaurant is run by another tenant, this cost
                          could be removed from the total for the Marine Learning Center. Ile remaining
                          areas, site improvements, fees, pier upgrades and contingency factors account for the
                          balance.


                          Conceptually, a cost estimate would include.-

                          Exhibits                                                                      $4.0 million
                          (includes improvement for temp. exhibit space)
                          1werks Theater                                                                $1.7 million
                          Restaurant                                                                    $1.6 million
                          Learning Center                                                               $0.8 million
                          Gift Shop                                                                     $0.4 million
                          (does not include inventory)
                          General Building Improvements                                                 $2.0 million
                          (seismic upgrade, mech. systems, disabled access, interiors, etc.)
                          Other Costs                                                                   $2.5 million
                          (fees, bond, contingency, etc.)
                          TOTAL                                                                         $13.0 million*



                     Caisson repair will also have a cost. At this time, it is assumed that the National Park service would need to make the repairs
                     reprdless and would provide the fundin&







                          I  As per National Park Service requirement to comply with the Secretary of the Interior's Standards for
                          Rehabilitation.









             Example Economic Analysis

                 The attached example illustrates the relationship between operating costs and revenue
                 but is not meant to be a final business proforma.

                 The operating expenses have been broken down to include insurance, maintenance and
                 miscellaneous costs based on comparable facilities'. Employee expenses were figured
                 on having approximately 30 people to operate the facility. Theater and gift store
                 expenses are based on revenue generated by these components.

                 As shown by the example, revenue is highly dependent on the amount of people that
                 attend the-facility. Admission fees earn most of the revenue. Revenue from the gift
                 store and theater is directly tied to visitation. The success of the restaurant is also
                 related to attendance.

                 The example is useful to study the connection between costs, revenue and Visitation
                 variables. To earn more in admission revenue, the Center win need to draw more
                 people or raise admission fees. To do so, the Center may need to strengthen education
                 components (hire more people), contract more unusual films (greater theater costs) and
                 improve exhibits (capital improvements). The resulting greater attendance also funds
                 improvements. It also causes an increase in gift store, theater and maintenance costs.
                 however, operating costs do not rise as fast as revenue from increased visitation.

             Conclusion


                 To be successful financially, the Marine Learning Center will need to balance the
                 amount of people visiting and the admission they pay, with costs being a dynamic
                 ongoing facility that continually attracts people.

                 The development of a Marine 1,earning Center at Pier One appears to be financially
                 feasible, based on the assumptions listed at the beginning of this section. Further study
                 of the program will help to refine economic analysis and construction costs. Exhibits
                 need to be designed and their marketing appeal tested. However, given that the Marine
                 L,earning Center would be a dynamic educational and entertaining facility, it is possible
                 for it tobe self-supporting.















                      1%r One - Marine Learning Center, Feasibility Study, State coastal Consermacy, September 1993, page 47.














                                                                                               ECONOMICS - MLC PIER ONE

                                                                                                                             EXAMPLE
                   EMPLOYEE EXPENSES                                    $1.020.OOD                                                                                                                                          LOCAL VISITATION
                   30 People 0 $34.000 each                                                                                                                                                                                3.1%of 6Million People

                   INSURANCE                                               $57,000
                   @ 1.20isf x 47.550 sf                                                                                                                       $1                                  $3.50                           465,000 Visitors
                   (based on comparabIefteilifies)                                                                                                                                          (Avg. Admission)

                                                                           $95,000                          $2,170,000ï¿½                           $2,525,000                                                                            TOURISTS
                   MAINTENANCE                                                                                                                                    7
                   0 $2Jsf x 47.550 sf                                                            OPERATING COSTS                                 OPERATING REVENUE                                                      3.5% of 8.5 Million People

                   GIF'r STORE EXPENSES                                 $300,000
                   80% of Sales


                   RENT TO FORT MASON                                   $400.000                                                                                                                   $375,000                           GIFTSTORE
                   @ 7001sf                                                                                                   NET INCOME                                                                                $1.60 per -%% or Visitation
                                                                                                                                $35S,00:t
                   OTHER                                                $173,0W                                                                                                                    $130,000                         RESTAURANT
                   9% of Total                                                                                                                              ADDITONAL S FROM
                   (based on comparablef4cilities)                                                                                                       (MEER INCONT SOURCES
                                                                                                                                                            S ? From MembeFships.                  $100.000              RENTAL OF FACILITY
                   THEATER                                              $125,000                                                                            Inveaments. Educs6oul
                   Maintenance (15% of Sales)                                                                                                               Pwsrams. contfibutions
                   + Film Leasing                                                                                                                                                                  $293.000                              THEATER
                                                                                                                                                                                                                           $1.30 per 50% Visitation
                                                                                                                   FOR CAPITAL IMPROVEMENTS
                                                                                                                    MARINE LEARNING CENTER
                                                                                                                      FORT MASON FOUNDATION
                                                                                                                                                                                                   $375
                                                                               V
                                                                                                                                                                                                   $ 13(),

                                                                                                                                                                        S FRO'

                                                                                                                                                                        S
                                                                                                                                                                            R
                                                                                                                                                                          " 7                      $  00,
                                                                                                                                                                      -b--h
                                                                                                                                                                    07
                                                                                                                                                                    .E\
                                                                                                                                                                    Cownb   .0.
                                                                                                                                                                                                   $293









                   MARINE LEARNING CENTER                  FEBRUARY 1"4                                                                                                                                              B.A.R. PROJECT NO. 39106









              COMMUNITY SUPPORT

              At the time of this report, discussions were on-going with the Fort Mason Foundation and
              the National Park Service. Generally, the concept of a Marine Learning Center is viewed
              as very favorable and supportable by both groups.

              The Fort Mason Foundation


                     The Fort Mason Foundation has viewed Pier One as their "endowment" and has
                     anticipated developing funding for capital improvements through its use. Pursuant to
                     that idea the Foundation developed tenant improvement plans for Pier One in 1991.
                     Proposed resident (i.e. tenant) groups were not to impact existing Fort Mason
                     activities and added classroom spaces were to enhance existing conference center, to
                     be managed by Fort Mason Foundation. The following spaces and issues were
                     discussed as part of the 1991 plan:

                     Marine Center (8,500 - 13,000 sf) would be dominant resident group. Rental is
                     $.70/sf (16 'cents higher than other resident/tenants)

                     Proposed restaurant would be open 7 days and later hours than Greens (the one
                     other restaurant at Fort Mason). It would be charged a higher percentage, (5%) and
                     cater special events. It would not be a destination restaurant, but would be intended
                     to provide informal dining based on a walk-in cliental.

                  ï¿½  Additional people visiting Fort Mason, due to development of Pier, would be 150,000
                     to 200,000 people.

                  ï¿½  Operating costs would be paid by FMF at      $100,000 - 200,000 a year.

                  ï¿½  Based on borrowing $2 million to do capital improvements, and repaying that over
                     7 - 10 years.

                  ï¿½  Attracting a variety of residents would spread the financial risk. Any piece could fail
                     and not jeopardize Fort Mason Center.

                  ï¿½  With a shuttle, Fort Mason could accommodate visitors parking remotely. However,
                     the Fort Mason Foundation did not have specific figures for additional parking
                     required or additional visitation expected.

                  The Fort Mason Foundation supports the concept of a "marine ecology center" being
                  located at Pie r One. Discussion with the executive director indicated that his view of
                  a marine learming center should have a variety of exhibits: history of the Bay, illustration
                  of atmospheric conditions and a sampling of Bay ecology. He believes that the focus of
                  the facility would be on children and senior adults. A research vessel could be docked
                  at Pier with excursions to the Bay. The purpose of the Center would be to expose
                  people, get them interested and out to explore the area; similar to a classical visitoes
                  center. Children would arrive by bus. It would not be a prohibitively expensive project,
                  charge little admission, and be locally run, founded and oriented. Facility would be at
                  the end of Pier.







                  Ile idea of using the whole of the Pier for a marine learning center has been discussed
                  with the Fort Mason Board of Directors. Economic, space and impact issues were.
                  addressed in a series of meetings. Generally, the concept of using the entire pier is
                  viewed favorably. Currently, there is no place on the bay where 400-500 people can
                  congregate; the MI.C is seen as a great opportunity. Ile Fort Mason Board
                  recommended that the following issues be explored and addressed:

                           Management of Pier One should be coordinated with input from the Fort
                           Mason Foundation to eliminate confusion with special event scheduling. Other
                           tenants -schedule special events through the Fort Mason Foundation and the
                           Marine Learning Center could do the same. Also, the MLC could allow Fort
                           Mason all management of special events scheduling of the facility.

                           Parking issues should be studied further. Currently, Lower Fort Mason does
                           not -control or limit the parking lot in any manner. Also, Fort Mason does not
                           have data on parking but does check informally for commuter parking. The
                           executive director has indicated that he believes that the parking lot ig already
                           at capacity. Given the conversion of the Presidio, it'is likely that Fort Mason
                           will need to initiate a traffic management plan soon. The Foundation will
                           probably begin running a shuttle along Marina Green in the - near future.
                           Current parking availability includes approximately 450 spaces in the lot inside
                           the gates and access to the city-owned lots on the Marine Green.

                           Visitors to the Marine Learning Center will require up tp 155 parking spaces.
                           Ile Fort Mason Foundation is concerned that the additional visitors could
                           cause access problems for current users, mainly the large-scale special events.
                           Impact of increased use of Fort Mason could lead to loss of revenue, as groups
                           could be discouraged from using Fort Mason if access became more difficult

                           Although visitation to the MIZ is uncermin, an example of parking
                           requirements is attached based on the attendance example from the "Costs and
                           Proforma" section. The example is based on a peak day. The requirements
                           would actually be somewhat lower if visitors already attend other events at Fort
                           Mason were subtracted from the total attendance.

                           Several parking mitigations are available to Fort Mason. Further study is
                           required to assess the feasibility and full benefit of each of these measures:

                             The Fort Mason lot inside the gates could be restriped adding as muchas 50
                             spaces.
                             The FortMason lot could be metered, controlling the time people stay and
                             earrung revenue.
                             The Fort Mason lot could gate the entrance with a control arm and ticket
                             booth, discouraging commuters.and earnin
                                                                          g revenue.
                           - Terry service could reduce the need for visitors to drive to the facility.
                           - Shuttle service through the tunnel to Aquatic Park would reduce the need for
                             visitors, to drive to the facility.







                          - Fort Mason could encourage the City of San Francisco to turn over the lot
                            just outside the gates to the Foundation. (95ï¿½ spaces).
                          - The city-owned lot just o   'utside the gates could be restriped, adding a
                            significant number of spaces.

                       Income to Fort, Mason: It would be desirable to the Foundation that the MLC
                       assure income to Fort Mason in some form. In the analysis of operating and other
                       costs, rent for the Pier was suggested to be 70 cents/sf as in the Fort Mason 1991
                       plans for the pier. (Currently, other Fort Mason tenants are charged 54 cents/sL
                       Every other year rents are raised 4%.) There are concerns that the MLC would
                       not be self supporting and that Fort Mason would have to carry a financial burden.

                       Supplementing facilities within Fort Mason: It will be important that the theater
                       within the MLC be a special format such as an Iwerks theater, in order to.add to
                       the variety of theaters already at Fort Mason. Additional classroom or conference
                       space was felt to be appropriate as Fort Mason had planned to expand their own
                       facilities. It would be important to allow Fort Mason access to these spaces.

                    It is,important to note that no matter how the Pier is developed, with or without
                    MLC, the above recommendations will apply. Management of the rehabilitated Pier
                    will have to be coordinated through Fort Mason. Additional parking will be required
                    for new tenant groups, triggering the development of a traffic management plan.
                    Financial stability of any tenant is always a concern with new tenants. New
                    conference and classroom facilities should augment ones existing at Fort Mason. As
                    any other resident tenant, it is important that the Marine 1,earning Center be
                    developed in a cohesive manner with the existing Fort. Mason fabric.

             IMe Marina Neighborhood

                    Early conversations with the Fort Mason Foundation and National Park Service have
                    indicated that residents in the adjacent Marina neighborhood would generally be in
                    support of an educational science center at Pier One. The Marina Neighborhood
                    will be concerned about increased traffic and parking problems and will encourage
                    mitigation. After these issues have been studies more thoroughly, it will be necessary
                    to talk with Marina residents further. At the same time dialogue with the City of
                    San Francisco can begin..

            The National Park Service

                    The National. Park Service has been represented at all -discussions with the Fort
                    Mason Foundation. The Marine Lzarning Center is seen as a partnership between.
                    NOAA and NPS. As the General Management Plan for the Golden Gate National
                    Recreation Area describes a marine ecology center in one of the lower Fort Mason
                    piers, the concept for a marine learning center in Pier One is considered highly
                    appropriate. Furthe-rmore, the us e' of the pier for a science center is seen as
                    compatible with the structure's historic character. It will be important for the
                    restaurant to tie to the Center's program and not compete with other neighborhood
                    restaurants. The ITPS -also wishes to assure the Fort Mason Center income by rent
                    through the use of Pier One.








                       Most importantly, the conversion of the Presidio to a National Park represents
                       opportunities for Fort Mason and thus, the Marine Learning Center. The National
                       Park Service has a strong interest in opening the tunnel, establishing ferry service or
                       water taxi between Fort Mason and the Presidio and developing a traffic
                       management plan for both locations.

                       It is most important to the National Park Service that funding for the Marine
                       Learning Center be pursued through other channels than those being used for the
                       Presidio. NOAA is seeking to secure funds for the next phase in the next few
                       months and the NPS has offered support in that endeavor. The San Francisco
                       Committee to the Advisory Commission of the Golden Gate National Recreation
                       area has given an "enthusiastic endorsement" of the project.

                Congressional Delegation

                       NOAA and the NPS have already begun to speak with congressional representatives
                       at the National level to engender support for the Marine Learning - Center.
                       Congresswoman, Nancy Pelosi, has offered to co-host congressional briefings between
                       the Department of the Interior (NPS) and the Department of Commerce (NOAA)
                       to secure funding. Budgetary discussions are occurring now for fiscal year 1995.

                Other Constituencies

                       Briefings have been held with the Bay Conservation and Development Commission,
                       State Coastal Conservancy and California Coastal Commissions. The project has
                       been received favorably.

                       It will be important to these agencies that the MLC be unique relative to existing or
                       proposed facilities and effort be made to assure non-duplicative programs. The MLC
                       is seen as potentially very supportive to the programs and interests of other marine
                       related organizations. The help and cooperation of these local agencies will be
                       necessary to the success of the MLC.







                                                                                    PARKING - MLC PIER ONE

                             REQUIREMENTS                                                                    EXAMPLE                                                                        OPPORTUNITIES


                             ANNUAL ATTENDANCE:                                              465,000                                   ?                                                   FERRY SERVICE



                             PEAK MONTH:                                                      65,160                                   ?                                                     OPEN TUNNEL
                             14% OF ANNUAL ATTENDANCE


                             PEAK WEEK:                                                        14,700                                  ?                                           FORT MASON SHUTTLE
                             (Divide by 4.428)                                                                                                                                               (To Marina Green)


                             PEAK DAY:                                                          2,5W                                   50 Spaces                             RESTRIPE FORT MASON LOT
                             (0. 17 X PEAK WEEK)


                             IN FACILITY:                                                         625                                  ?                            METER LOT/PERMIT ONLY PARKING
                             (0.25 X PEAK DAY)

                             If 50% in Facility arrived by car (300-325 people) and each car                                           ?                                                  GATE LOT ENTRY
                             carries 2.6 people. dwn available parking:

                                                                                       115-125spaces                                   90 Spaces         CITY-OWNED LOT TO FORT MASON CONTROL



                                                                                                                                       ?                             TOTAL REQUIRES FURTHER STUDY





                             MARINE LEARNING CENTER                       FEBRUARV 1994                                                                                     B.A.R. PROJECT NO. 93106









              NEXT STEPS

              Ile goal of this scoping study was to identify insurmountable obstacles to the realization of
              a Marine Learning Center occupying the whole of Pier One. No insuperable obstacles were
              found. Pier One is a reasonably sound building with outstanding architectural features; it
              requires some structural and building improvement. Fort Mason fits as a location for this
              type of science center. An exciting program for the Marine Learning Center can be fitted
              into-Pier One and will attract a significant audience. It is likely that the Center will be
              financially stable, and could make a certain amount of money for capital improvements.
              Local political constituencies appear to view the project favorably.
              The development of the Marine Learning Center is a timely endeavor and should continue
              uninterrupted. A very aggressive schedule aims at starting construction of the facility at the
              end of 1995 or beginning of 1996. Considering that the building is not yet vacant, Fort
              Mason and other constituencies have given enthusiastic but conditional approval, the "Visiolf,
              requires further definition, only a rough cost estimate has been done, and only initial
              feasibility researched, much needs to be accomplished before the Marine Learning Center
              can open its doors.

              Three fundamental actions need to be completed if the schedule is to be met; a funding
              plan must be developed for both pre-construction and long term needs; an organizational
              format and management plan must be established; definitive answers to access problems
              must be found. These actions, separate but linked, provide a platform for the resolution
              of all other issues.

              When these issues have been addressed, further programming - that is the translating of the
              vision into specifics - can move forward. Specifically, input from the "marine ecology"
              community can be solicited, exhibit design can be initiated, the unique niche for the Marine
              Learning Center can be clarified, and phasing can be strategized.

              A schedule has been prepared, working backwards from a desired construction start date
              of January 1, 1996. There are four basic phases:

              0      Interim Period - time when NOAA is gearing up, and identifying a project leader for
                     the main body of work.
              0      Prggram Period - time when serious work on the definition of "unique niche" is
                     conducted, and exhibit design/technology concepts are introduced.
              0      Design Period - developing the specific design and working drawings for the building
                     and the exhibits; developing and continually refining cost; moving toward further
                     developing and staffing the organization.
              0      Bid Period - the last period prior to construction. Documents for bids and the
                     building and the exhibit fabrication and installation are sent to the qualified bidders,
                     proposals are reviewed, evaluated and contracts awarded.

              The attached schedule shows the years 1994 and 1995 divided into the above time periods
              and the key issues that need to be worked on and laid out with time frames and
              performance milestones.




                 MARINE LEARNING CENTER DEVELOPMENT SCHEDULE

                                                          1-9 9 4                                1 9 9 5
                        ISSUES             IIJ IF I-MTj           JA IS 16 IN ID ji F M- -A MIJ IJ JA IS 10 IN ID I
                      Description

           I Pier I Reconnaissance

           2 Community Marine input                                                ... . ........

           3 Access Mitigation

           4 Organization & Management

           5 Funding Development

           6 Schedule & Phasing

           7 Milestones                         Start Funding for Prog Major Sign Off              Funding for Const Start Const

           8 Fort Mason Center

           9 Programming

          10 Exhibit.Design

          11 Building Design
                                            KEY
                                                  Primary Activity Period


                                                  Starting or Secondary Activity Period


                                                  Concluding Activity Period










              1.      Pier One Reconnaissance

                      A preliminary walk through of the building was competed for the scoping study, but
                      the structural and building utility systems need additional analysis. ne conceptual
                      design presented in this scoping study needs to be thoroughly tested against the
                      constraints and opportunities of building. More precise programming information
                      will refine rehabilitation costs of the building.

              2.      Marine Community Input

                      There is a wide-ranging universe of groups and organizations doing work and/or
                      conducting programs relating to the marine ecology and environment. Some are
                      research oriented, some are activist, some involve the general public and some do
                      not.

                      A basic tenet of the Marine Uarning Center is that it be non-duplicat&4 supportive
                      and have a unique niche. Supportive means providing a platform to assist existing
                      marine-related organizations and programs. To make sure that the Center is non-
                      duplicative and supportive, which will naturally and inevitably lead to the MLC being
                      unique, the following work must be included:

                      0      Identifying and classifying as many of the groups as possible (the State Coastal
                             Conservancy feasibility study is a good beginning) and developing a picture
                             of their goals, mission, program, focus and scope.

                      0      Identifying what "support" would help them in their mission and discussing
                             what parts of that support: could be provided through MLC programs.

                      0      Ensuring that MLCs approach develops synergy.

                      0      Developing a broad-based consensus among these groups on the MLC mission
                             and role.

                      Typically, smaller non-profit organizations work on a shoestring. They tend to be
                      wary of any new player - especially a large government agency - concerned that they
                      may be overwhelmed, lose resources, etc. In the interim period those fears need to
                      be overcome by bringing them into the process early, demonstrating that the MLC
                      will be a benefit and identifying specific things the MLC can do to create community
                      synergy.

             3.       Access Mitigation

                      The Fort Mason Foundation Executive Director has expressed vigorous support for
                      the MLC, tempered by some real concerns about the parking and traffic impacts that
                          t be generated by a facility the size of MLC.

                      Very little data exists about traffic and parking patterns, utilization and trends at Fort








                       Mason. However, anecdotal evidence suggests that at peak periods - generally
                       defined as those weekends where major facilities at Fort Mason are rented to an
                       exhibitor, convention or fair -- the parking lot immediate to Fort Mason is full. It
                       is hypothesized that the addition of a major MLC without any attempt.to mitigate
                       these problems could lead to reluctance on the part of the large exhibitors to
                       continue renting space at Fort Mason. These large exhibitors represent a substantial
                       proportion of FMCs revenue.

                       To ensure that this problem is dealt with effectively, several mitigation measures
                       need to be addressed. Some, if feasible, can be accomplished fairly quickly; others
                       have a longer lead time. For this reason, work on the access issues should start as
                       soon as possible and continue at maximum intensity through at least the end of the
                       program period. At this point, a "go/no go" decision on the MLC must be made,
                       since the Fort Mason Foundation needs to pursue its own- plans for Pier One.

                       In order of least complicated to most difficult, the mitigations are:

                       1.     Survey of current parking utilization and potential revenue generation by
                              gating, metering or permitting the Fort Mason lot.

                       2.     Reorganizing the Fort Mason lot; restriping the pavement, etc.

                       3.     Shuttle bus down the Marina Green: this is possibly linked to revenue
                              generated from number 1 above.

                       4.     FMC control of City-owned lot outside Fort Mason gates. Potential to gate,
                              meter or restripe it to gain more spaces or revenue.

                       The next set of access mitigations are linked to the National Park Service plans for
                       the Presidio and the likelihood that under any circumstances the NPS will request
                       a parking/traffic plan at Fort Mason.

                       5.     Opening the tunnel: This requires coordination between the NPS and City
                              of San Francisco. A survey must be concluded of the tunnel condition,
                              especially regarding seismic stability, as well as an estimate of improvement
                              costs.   Marina neighborhood input will be expected and potential
                              environmental impacts will need study.

                       6.     Ferry Service. The NPS has mentioned that ferry service to Fort Mason is a
                              real possibility and that negotiations are underway. Costs and engineering
                              issues need study. How long before it could be in operation, if it will require
                              subsidy, how it might link into a Bay network of destinations are all
                              outstanding questions. Ile number of visitors it might bring to the MLC and
                              'to Fort Mason will need to be estimated.

                       These mitigations will need time to implement. However, they could greatly affect
                       the access capacity of Fort Mason and might impact the phasing of UW. it is







                     important, given the required lead time, that these issues be addressed immediately.

              4.     Management & Organization

                     In the short term, the project requires a local point of contact to drive. it.
                     Implementation of the vision needs a great deal of energy, initiative and knowledge
                     of the local community or the current momentum will dissipate. A project leader
                     needs to be designated as soon as possible. One of the first actions of that project
                     leader should be to convene a small working group as a resource. This group can
                     help in resolving many of the key issues and be a vehicle for creative ideas.

                     In the long term, this working group should explore what organizational form is best
                     in order to program, design, raise funds and operate the MLC. Models should be
                     sought by looking at how other people have done it;

                             Should it be run by NOAA directly, with a local advisory committee?
                             An interagency effort by NOAA and NPS?
                             Should a special non-profit cooperative association be formed?
                             Has the private sector a role? Is there a possibility for a profit version?
                             and would it make any sense?
                             How does the form of organization relate - if at all -- to what is going to
                             happen in the Presidio?
                             What differences in organization are likely if this is a) a unique, one-of-a-kind
                             NOAA venture, or b) a model for MLC's in a variety of NOAA domains?
                             How does the organizational format affect getting funding?

              5.     Funding Development

                     Again there are two targets. In the short term, the organizers need to generate the
                     money for program and design. In the longer term, by the end or middle of design,
                     funding for construction will need to be secured.

                     A strategy to do both will need to be developed in the interim period. The funding
                     strategy will need to account for the complications of NPS funding needs for the
                     Presidio, cuts in the Federal budget, lack of available state funding, etc.

              6.     Schedule and Phasing

                     The schedule is very ambitious and the project needs to move aggressively forward
                     immediately. An obligation exists to inform the Fort Mason Foundation as soon as
                     possible in the process if the project will continue. If it does not, the Fort Mason
                     Foundation wants to line up other tenants. Pier One will be vacant soon, and is an
                     opportunity for both NOAA and the FMF that had not been available until the
                     Presidio transition.

                     The attached schedule shows that phasing is largely contingent on a) the access to
                     funding and b) the timing of funding availability. If the Marine Learning Center is








                       to be successful, the first phase has to go with a bang, get a lot of publicity, etc.
                       Therefore, the first phase should not be minor or timid.

                7.     Milestones

                       There are four or five very important milestones:

                       1)     Acquisition of planning funds - around 1 June 1994.
                       2)     Demonstration of more definitive feasibility - programmatic and financial -
                              that will allow local players (especially GGNRA Commission, FMF Board,
                              neighbors) to sign off and formally endorse the project. This is probably also
                              the "go/no go" for FMF:- around 1 November 1994.
                       3)     Acquisition of funding for construction -- around 1 August 1995, if contracts
                              are to be awarded 1 January 1996.
                       4)     Award of contracts for construction -- November 1995.

                8.     Fort Mason Center                                                            -

                       If MLC is to get the formal endorsement of Board of Directors in Fall of 1994, it is
                       important to start detailed work with the Fort Mason Foundation now to address
                       their critical issues.

                       The following issues need resolution:

                       0      Parking, traffic, and access mitigations.

                       0      Income to Fort Mason: The FMF has planned for capital improvements
                              revenue through either a) their control/development of Pier One or b)
                              revenue from MLC to FMF as landlord.


                       0      Management strategy to minimize conflict of special event scheduling, etc.

                       0      Supplementing facilities within Fort Mason: MLC restaurant and theater
                              components should be designed to complement existing Fort Mason facilities.

               9.      Programming

                       The first major task of the period designated as the "Program Period" is to collect all
                       of the information developed in the "Marine Community Input" task, plus the other
                       information and analysis generated with NOAA. Adding this information to data on
                       similar relevant facilities, it will be possible to formulate the specific programmatic
                       content of MLC.

                       The programming period will involve the expansion of the mission statement and the
                       goals of MLC; the definition of the unique niche it will occupy among marine related
                       organizations; the development of the "lens7 or "focus" that derives from the
                       Sanctuaries and Reserves Program structure - what will be told, exhibited, seen,








                      touched, etc. -- that is, the "curatorial philosophy".

                      The end product of the program period is a document that extends the relationship
                      between mission, goals, curatorial philosophy into specific groupings of activities,
                      exhibits and programs.

                      The program is the basic document that provides the foundation for:

                             The design of the.,exhibits
                             The layout and design of the Pier One space
                             The integration of the exhibit design and space/building planning
                             The development of "an initial business plan" encompassing the organizational
                             design, staffing requirements, operating costs, etc.

                      71is programming phase is a vital, critical part of the planning process. It converts
                      the broad vision for the MLC into specific activities. It forces concentration on the
                      issues that must be identified, analyzed and resolved before the design of the7building
                      can progress.

                      A great deal of work has to be done in a short time. The final product is a
                      document that describes:   -mission, curatorial philosophy, programs, space location,
                      size, technical requirements, etc.

              10.     Exhibit Design

                      An exhibit designer should be included in the programming team to provide early
                      input on concepts accessible technology, fabrication, costs. The actual design of the
                      exhibits is a process that runs more or less parallel to the building design. T'he final
                      output is the working drawings for exhibits that allows bids to be obtained for
                      fabrication and installation.


              11.     Building Design

                      Since the exterior (and to a more limited extent, the interior) cannot be extensively
                      altered, the focus of the buildings design is what goes in the inside. It is vital that
                      the architectural design reinforce the mission of the Center. Using the document
                      produced from the programming phase, design of Pier One space can move forward
                      in three phases:

                             Schematic Design: The program is synthesized into basic space planning and
                             concept alternatives for different components. An outline specification is
                             delineated indicating major systems and materials choices. A preliminary
                             estimate of construction cost is produced.

                             Design Development: Space planning is finalized. All important aspects of
                             the project are defined and described. The cost estimate and specifications
                             are refined.








                             Working Drawings and Construction Documents: Formal documentation of
                             the steps, details, plans, materials and systems to architecturally realize the
                             Marine 1,earning Center. The final documents of this phase allow bids to be
                             obtained to build the facility.

                      Building design is also accompanied by a series of approvals and discussions with
                      governing agencies. Ile National Park Service has historical and building code
                      oversight and will need to be consulted as every phase. It is likely that the City of
                      San Francisco Fire Department will also need to review the final building plans. The
                      Fort Mason Foundation will have an interest in the architectural design of the Pier.

               Conclusion


                      A target date for starting construction of January 1995 is not unobtainable.
                      However, in order to meet this target, a sustained and intense effort will be
                      necessary. The scoping study just. completed has sparked interest and gained
                      support for a particular vision of a Marine Learning Center that is exciting and
                      inspiring. The momentum generated to date must be harnessed to move forward
                      rapidly.








                           Gutf of the Farallones National Marine Sanctuary
                                                Management Plan Executive Summary







             Gulf of the Farallones
             National Marine Sanctuary
             Management Plan






















             U.S. Department of Commerce
             National Oceanic and                                     9
             Atmospheric Administration
             Marine and Estuarine Management Division
                                                                                          LL
















































                                                                     GULF OF THE FARALLONES
                                                                     NATIONAL MARINE SANCTUARY
                                                                     MANAGEMENT PLAN


                                                                     November 198.7

                                                                     Prepared for:
                                                                     U.S. Department of Commerce
                                                                        National Oceanic and Atmospheric Administration
                                                                        Marine and Estuarine Management Division.

                                                                     Prepared by:
                                                                     James Dobbin Associates Incorporated
                                                                        Coastal- and Ocean Planners
                                                                        Alexandria, Virginia
                                                                        Under Contract No. 81-ABC-00209







                                                                       T H E
                                                        E X E C U T I V E
                                                           S UX M A R Y



                                                        his management plan was prepared for the Gulf
                                                        of the Farallones National Marine Sanctuary -
                                                        one of two such sanctuaries in California. (The
                                                        otheTsite is theChannel IslandsNational Marine
                                                   Sanctuary in southern California.) National marine
                                                   sanctuaries are ocean areas protected and managed for
                                                   their significant natural and cultural resources and
                                                   human 'uses. Management generally consists of
                                                   environmental education activities, research that
                                                   focuses on marine issues, and better coordination
                                                   among regulatory agencies. Management also increases
                                                   protection of marine populations and habitats through
                                                   monitoring and contingency planning.
                                                        'Me Gulf of the Farallones National Marine Sanc-
                                                   tuary encompasses-9  *48 square nautical miles of near-
                                                   shore and offshotematers of the eastern Pacific. The
                                                   area was designated in 1981 in accordance with Title
                                                   III of the Marine Protection, Research, and Sanctuaries
                                                   Act. This management plan is a means ofensuring that
                                                   the activities planned for the sanctuary over the next
                                                   ten years comply with the overall intent of the program
                                                   and the objectives stated in the Final Environmental
                                                   lmpdct Statement (National Oceanic and Atmospheric
                                                   Administration 1980) for the site!s designation.








                     Objectives
                       The plan updates the goals and objectives for the
                     sanctuary as presented in the Final Environmental Impact
                                                                                                                                  J
                     Statement (National Oceanic and Atmospheric Admin-
                     istration 1980). The improved protection of the marine
                     environment and resources of the sanctuary is the general
                     goal given highest priority. Compatible multiple use of
                     theoceanarea, increased public awareness and support,
                     and a management-oriented research program are other
                     important and complementary goals. In the plan, detailed
                     objectives are provided foreach goal which represent clear
                     targets against which the success of the program can be
                     evaluated.

                     Sanctuary Environment and Resources
                                                                                                                                                                 M
                       Located in the waters just north of San Francisco, the
                     Gulf of the Farallones National Marine Sanctuary pro-
                     vides many examples of the marine life and habitats
                     characteristic of the cold temperate watm.- of the eastern
                     Pacific marine region that extends frx)m Point Concep-
                     tion to British Columbia.
                       Most of the sanctuary lies in the Gulf of the Farallones
                     between the western edges of the continental shelf and                                         -;P1 V,                      A
                     the coasts of Marin and Sonoma counties. Somi 'of the
                                                                                                                                                       .7
                     largest and most diverse eastern Pacific populations of
                     seabirds and pinnipeds (seals and sea lions) south of
                     Alaska occur in the Gulf Large flocks ofCassit@s auklets
                     common murres, western gulls, and the endangered
                     brown pelican feed on the small fish and crustaceans that
                     are abundant in the surface waters of the sanctuary. These
                                                                                                                                     a
                     food resources also support California's largest breeding                                     b
                     population ofharbor seals and a rapidly growing popula,
                     tion of northern elephant seals. 'Large numbers of whales
                     and dolphins, including the California gray whale and               Management Concerns
                     the Pacific humpback whale population, are found in the
                     area. There are many other significant nearshore habitats             While the sanctuary continues to provide relatively
                     represented within the sanctuary such as the extensive              undisturbed and natural habitats for marine life, recent
                     wetlands of Tornales Bay and Bolinas Lagoon and the                 observations and ongoing research indicate some changes
                     large intertidal and subtidal reefat Duxbury Reef A com,            that are of particular concern forsanctuary management.
                     plete spectrum of marine habitats ranging from the in,              There is, for example, a need to better understand the
                     tertidal to the pelagic and deep oceanic environments               long@rerm effects of potential accidental oil spills and
                     can therefore be found within this sanctuary.                       chronic pollution of resources, since these are still poor-
                                                                                         ly understood. Increasing numbers of seabirds and small
                     Marine Uses                                                         cetaceans such as the harbor porpoise become entangled
                                                                                         in gill nets, but the effects of this. incidental take on
                      The sanctuary also illustrates how the ocean and its               populations are not known
                     resources are important for the economic and soc ial well.
                                                                                           The plan identifies many other concerns or issues for
                     being of a region. 'Me area supports many large commer-             sa..nctuary management such as the lack of public
                     cial fisheries including a large percentage of San Fran-            awareness of the site!s existence and the need for greater
                     ciscds bottom-trawling and salmon-trolling fleet. Sport             coordination among the agencies that have jurisdiction
                     fishing for salmon, rockfish, and other species is a very           within the area. These issues and others are the basis for
                     popular activity that generates revenue for the parryboat           an action plan that is organized into three program areas:
                     fleets operating out of San Francisco Bay, Half Moon Bay,           resource protection, research, and interpretation and
                     and Bodega Bay. Whalewatching and offshore excursions               education.
                     are other uses of the sanctuary that are steadily growing
                     in popularity. And of course, the sanctuary contains some
                     of the west coast's busiest shipping lanes.

























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                   Resource Protection                                                Research
                     The resource protection program addresses in a com-                Scientific research is encouraged at the sanctuary, par-
                   prehensive manner the problems that have been affec-               ticularly where research results can help resolve key
                   ting habitats or populations within the sanctuary in re-           management -questions. The plan outlines general
                   cent years. Specific measures include:                             priorities for research for the next decade. These include:
                      apublicinformation program aimed at disseminating                  baseline studies for populations and habitats whose
                   marine resource regulations and policies including ex-             presence were critical in the sanctuary's designation, yet
                   isting laws and guidelines mutually enforced by col-               whose distributions and other basic characteristics re-
                   laborating agencies;                                               main poorly understood;
                   0 more effective and directed "on-the-water' surveillance          0 directed monitoring studies focusing on indicator
                   and enforcement Of regulations;                                    species and representative habitats and undertaken joint-
                   0 procedures for a coordinated review and evaluation of            ly with other agencies;
                   policy revisions and/or proposed new activities and                0 analytical studies aimed at determining the cause of
                   developments that could affect sanctuary resources;                a condition or impact (in a specific population for
                   s improved contingency planning and additional                     example).
                   measures for emergency response to deal with acciden-                The program includes additional procedures aimed at
                   tal discharge of pollutants;                                       ensuring that research projects address management
                                                                                      issues and that results a effectively integrated into the
                     development of a management-oriented infbrmation                 education and resourcereprotection programs.
                   base that can be used for monitoring or as a readily ac-
                   cessible baseline for making policies.








                         Interpretation and Education                                        Administration
                            Environmental education and interpretative efforts at              The administration of the sanctuary is the responsibili-
                         locations overlooking the sanctuary, within the sanc-               ty of the Marine and Estuarine Management Division of
                         tuary, and in the broader San Francisco Bay area are an             the National Oceanic and Atmospheric Administration
                         important component of the plan. The aim is to develop              and its on-site staff. The Division coordinates activities,
                         a program that can lead to active and widespread public             designs and implements programs, and determines
                         support.                                                            priorities for education and research. The California
                                                                                             Department of Fish and Game is the agency authorized
                         The main activities included in the plan are as follows-            to conduct on-site surveillance and enforcement within
                                                                                             the sanctuary underan agreement with the Division. The
                            design and production of high-quality printed                    National Park Service provides assistance to the Divi-
                         materials such as brochures and posters that can be used            sion in daytoJay administration, and developing and
                         for general program orientation and in public outreach;             implementing the education program, on-site interpreta-
                         ï¿½ special sanctuary offshore excursions and coastal walks;          tion, and the research program.
                                                                                               The emergence ofnew issues may affect specific aspects
                         ï¿½ lecture series and special field seminars;                        of sanctuary management as described in this plan.
                         ï¿½ design and production of outdoor wayside panels to                However, the overall goals, management objectives, and
                         be located at points overlooking the sanctuary;                     guidelines will continue to be relevant and all actions
                                                                                             will continue to be a step towards realizing the long-term
                            design and production of exhibits and audio-visual               resource protection goal. During the next few years, the
                         presentations to be used in regional educational facilities;        aim is to carefully adjust the plan to changing cir-
                         0 coverage in the local media and Bay Area promotional              cumstances and possibly expand it with new programs
                         publications;                                                       in light of the experience gained in actual management
                            investigating the need for an additional visitor facility.       and with the support of other agencies and the public.
                            The Marine and Estuarine Management Division will
                         undertake many of these activities in collaboration with
                         the extensive local network of private non-profit and
                         public organizations that offer educational services in the
                         San Francisco Bay area.


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                 Fq Guff d the F@raffones                              Federafly Managed ParkS
                        National Marine Sanctuary Boundary                                                          Figure 1
                        3-Mile Limit                                   State and Locally Managed Parks              Regional Context








                                                      About this plan ...
                                                      This management plan is designed to inform sanctuary
                                                      users and the general public about the Gulf of the
                                                      Farallones National Marine Sanctuary and the various
                                                      activities that are planned for the site over time. The Final
                                                      Environmental Impact Statement and final regulations
                                                      established the sanctuary boundary and regulatory con@
                                                      trols, with the sanctuary formally being designated in
                                                      1981. This plan serves to guide the agencies responsible
                                                      for sanctuary management in implementing the goals
                                                      and objectives stated in the Final Environmental Impact
                                                      Statement.
                                                        The National Marine Sanctuary Program is responsi-
                                                      ble for the review and periodic update of this plan so
                                                      that it reflects the information and experience gained
                                                      through sanctuary operations. Readers are invited to con-
                                                      tribute their comments and suggestions to this ongoing
                                                      process. For further information about the sanctuary,
                                                      readers may contact:

                                         Sanctuary Manager                     Marine and Estuarine Management Division
                                        Gulf of the Farallones             Office of Ocean and Coastal Resource Management
                                    National Marine Sanctuary              National Oceanic and Atmospheric Administration
                                      Fort Mason, Building 201                         1825 Connecticut Street, N.W.
                                  San Francisco, California 94123                         Washington, D.C. 20235
                                           (415) 556-3509                                      (202) 673-5126




































                                                                                   vi








                                              Centerfor Matine Conservation
                                              Proposalfor Marine Leaming Complex









                                              Center for Marine Conservation
                                             Burr Heneman, Director, Pacific Regior@

                                                           Draft 217/93

                                A Gulf of the Farallones/Monterey Bay Marine Learning Complex
               'Ibis proposal describes a new interactive, multi-media approach to making our natural and human
               marine environments much more accessible to the public. It would be operated by the National
               Marine Sanctuary Program and its cooperating association. Other participants in the project could
               include GGNRA, a Bay tour boat operator, various elements of the maritime industry, Point Reyes
               Bird Observatory, US Fish and Wildlife Service and the fishing industry.
               The guts of the system would be housed in the'marine learning center at Pier 1 in Fort Mason,
               however Pier I - with its visitor center, classrooms, and lecture hall - would be just one of the
               locations for applying this system in the Gulf of the Farallones region. To be most successful, the
               marine learning center will break out of the walls of Pier I and reach people elsewhere. Bay and
               Farallones tour boats, the Point's Reyes Lighthouse, Pier 39 in San Francisco, the Cliff House in
               San Francisco, the Army Corps' Bay Model in Sausalito, schools or any place where people
               congregate on or near the water. Eventually, Monterey Bay locations could be added to the
               system, or a similar system could be developed for that area.

               The Experience - On the Water

               We are on a bay tour boat during herring season. Our boat approaches and idles near a herring
               boat that is pulling its net. Our guide hails the herring boat skipper by radio (which is connected to
               our boaf s speaker system) and ask him a few questions about what we are witnessing before we
               move on. We!ve had a glimpse of something new, and weld like to know more. We find one of
               the large video screens on board that is tied into a video library. A listing and buttons allow us to
               punch up -short, prepared informational videos on the herring roe fishery: how the fish are caught,
               how they are processed, what, their ultimate destination is.

               Our guide points out a flight of Brandf s Cormorants arriving in the Bay to feed. If s seabird
               breeding season on the Farallon Islands, and our guide puts live video sound from a Farallones
               cormorant nesting area on the video. She can zoom in on a nest where an adult has returned to
               feed its chicks. Then she cuts to a camera in a Common Murre colony and tells us something
               about that species. (If it were Winter, we could get a live glimpse of an Elephant seal pupping
               area.) When she is through with the live video, we are able to select short, prepared videos from
               the library that show the dramatic fledgling of murres or tell us a little more about theirMe history
               strategies or local seabird conservation issues.
               On our way across the Bay, we pass astern of a tanker inbound to Long Wharf in Richmond from
               Valdez.' Our guide punches up the Coast Guard VTS video on our screen and the marine vessel
               communications channel on our boafs speaker system. Perhaps she contacts the VTS operator, or
               a deck officer on the tanker and asks a few questions about the vessel and its voyage. Later, we
               can punch up videos that show us the Prudhoe Bay oil field and informs us about the Trans Alaska
               Pipeline, tanker safety, and Chevron's Richmond refinery.

               The Experience - At Pier 1

               A prominent feature in the Sanctuary visitor center at Pier I are several large video screens with
               several options. We can see live video from various locations, including two or three cameras on
               the Farallones, hand-held cameras and microphones on one or more tour boats, the VTS system at
               Yerba Buena Island, the container terminal at the Port of Oakland, a harbor seal or sea lion haul out










                  somewhere in the area.

                  Besides the live options, we can choose from a vast library of prepared videos to learn about the
                  oceanography or marine life of the area, the maritime industry, various local fisheries or anything
                  else to do with the marine environment.

                  If we are part of a sch'ool group, we may meet in a Pier I classroom where our guide has the video
                  resources at his disposal to illustrate his task or to help answer our questions. The same system
                  can be used in a small lecture hall at Pier 1.

                  There are other, more traditional elements of the marine learning center at Pier I - live marine
                  tanks, permanent and changing exhibits on conservation issues, programs offered by partner
                  organizations - but the interactive video system is the centerpiece of the Sanctuary's effort.

                  The Experience - Other Permanent Locations

                  The same system, or perhaps smaller-scale versions, are installed at otherlocations where people
                  congregate near the water; visitor center at the Point Reyes Ughthouse, the Cliff House, Alcatraz,
                  and a new Sanctuary-operated visitor center at Fort Cronkite in the Marin Headlands, as well as
                  Pier 39, the National Maritime Museum, the Hyde Street Pier and perhaps Ano Nuevo State Park.
                  Santa Cruz and Monterey might be locations for units until a similar system is developed with a
                  focus on the Monterey Bay National Marine Sanctuary.

                  The Experience - Temporary Locations
                  "Portable" versions of the system, including the live video tie-ins, can be taken to schools to help
                  teachers provide a special unit on the area's natural and human marine environments. From time to
                  time, one is set up for a few days on ferries operating from Larkspur, Sausalito and the East Bay.







                                            National Museum of Natural History
                                                                     Ocean Planet Exhibit









               TRANSCRIBED FROM PUBLICITY RELEASE OF THE NATIONAL MUSEUM OF
               NATURAL HISTORY, DECEMBER 7,1993


               Ocean Planet

               A new exhibit form the National Museum of Natural History, opening in Washington, D.C. in
               April 1995 and traveling to other museums nationally in 1996.

               A World Worth Our Attention

               After centuries of seafaring, we are only now beginning to plumb the workings of our watery
               planet. The deeper we go, the clearer it becomes that no matter who we are or where we live, we
               all have a hand - and a stake -- in what happens in the seas.

               The difficulties of diving into complete darkness, frigid water, and extremely high pressures
               hobbled exploration in the past. But new sophisticated submersibles and precise remote sensing
               have revolutionized oceanography. Researchers are discovering exciting fundamental facts about
               the oceans and the teeming life of the seas support.
               With this knowledge has come recognition that even landlubbers takernuch from the sea. Often
               unwittingly, we are imperiling the oceans. More than three-quarters of coastal ocean pollution
               originated on land. Unhealthy oceans hold hidden dangers for everyone.


               This exhibits reminds us that in ways we may never have even considered, we are all seafarers,
               and its offers us ways to become more seaworthy - to think about what everyone ca do to conserve
               the Ocean Planet.

               A Totally Immersing Experience

               Over 99 percent of living space on Earth is ocean, all habitable by plants and animals. Marine life
               is astounding in its.diversity. Marine life is astounding in its diversity. In 1986, biologists
               identified the thirty-third major group, or phylum, of aninials, - loriciferans, microscopic creatures
               that live been sand grains. The seascape is equally intriguing; the longest sea-floor mountain range
               is more than four times as long as the Andes, the Rockies and the Himalayas combined.

               The exhibition opens by immersing visitors in the remote reaches     of the ocean planet.

               Ocean Planet:

                       A. large-screen animated "fly-by" takes visitors from a point in space over North America to
                       soar over the Pacific, then to dive near Hawaii and "fly" underwater past Japan, through
                       the Manna Trench, to resurface near New Guinea.

                       An intricate, visuafly arresting sculpture represents the occans"biodiversity with an unusual
                       or beautiful example of each phylum of plants and animals, and several distinctive phyla of
                       marine furigi, blue-green algae and bacteria.

                       Photo panels with newspaper-style headlines and copy spotlight recent advances and late-
                       breaking news (eg., the US Navy's surveillance sonar recently allowed scientists to track
                       blue whales and "witness" a deep-sea volcanic eruption).

                       A walk-in model of the Johnson Sea Link captures the excitement of diving in a








                        submersible to see Bahamas deep-sea dwellers at close range - an experience that few
                        people will ever have in real life.
                        A lab setting with real oceanographic and navigational equipment and computer models
                        focuses on contemporary research and satellite monitoring, and points out how ocean
                        currents profoundly affect us.

                Seafarer's Stories

                listening to the seafarers reveals common theme: maritime communities feel a strong sense of
                unity; they mtegrate their traditions with current technology and information; and their work is
                extremely risky, both. financially and physically. Decisions about ocean conservation will need to
                address their social and economic concerns.

                We are all sea people, in the sense that our lives or livelihoods take us to the beach or sea. The
                exhibition introduces visitors to other sea people:

                        a sea-album video presents tourists on a beach, oil-rig workers, scientists, tugboat
                        operators, fishermen, etc., with related quotes, music, poetry, and conversation (open
                        captioned).
                        objects and photos in a shore setting describe customs of sharing the catch, and the roles of
                        men and women among many cultures (Inupiat Whalers, San Diego tuna fishers Maine
                        lobstermen, Micronesian clans who control fishing areas, African women fish dealers,
                        etc.).

                        fishing boats, traps, hooks, and nets from around the world show the integration of
                        traditional experience and modem methods.

                        charms, amulets and protective totems used in many fishing societies (from medal of
                        Catholic Saints to wooden carvings of Koranic text) testify to the dangers fishermen face.

                        a pop-art collage of maritime Americana at this section's exit emphasizes our cultural ties to
                        the sea, in products, photographs, "dictionary" entries about the maritime roots of words.

                Surprises in Stores

                Unless you eat seafood everyday, you might not necessarily think that you depend on sea
                "services" daily. Ocean plants, animals, minerals, and seawater itself provide a staggering list of
                essential products.

                To help recognize them, the exhibition invites visitors to browse in the sea store:

                        "product information labels," some with bar codes that can be read by hand-held bar-co&
                        readers, identify many likely and not so likely sea products.

                        sea shoppers can chooses from many departments:

                                        Seafood
                                        Pharmacy (drugs, surgical aids, traditional remedies, medical research)
                                        Clothing & Accessories
                                        Personal Care (over-the-counter medicines, cosmetics)
                                        Hobbies (aquarium fisti)
                                        Power Tools (energy sources from the sea)










                                       Recreation & Tourism
                                       Shipping
                                       Books, Music, Art, Religion
                                       Recycling Center (water, carbon, phosphorus and nitrogen cycles)
                       for "blue-hght specials", docents or educators may bring carts with additional materials to
                       amplify concepts.
                       a check-out counter tallies the global bill for sea items used locally everyday by everyone.
                       At a cash register with keys coded for ocean products, visitors, "check out" the value of
                       shipping on the global market or the number of people who rely on seafood diets.

               What Do We Have To Lose?

               Beyond their obvious beauty, marine habitats such as coral reefs, mangrove forests, kelp forests,
               estuaries, the polar ecosystems, and the deep sea furnish far-reaching support for human
               endeavors.


               The Exhibit Sounds a Wake-up call about world-wide threats:
                       a warning beacon beams headlines, quotes and other graphics about marine emergencies
                       (red tides, marine mammal die-offs, coral bleaching, etc.).

                       a vivid assemblage of objects entangled in a big net, possibly with sound, depicts
                       dangerous symptoms (oiled birds, netted turtles and dolphins, beach trash, etc.)

                       panoramic color photomurals of threatened marine habitats remind visitors of what is at
                       stake.

               Signals Ahead

               While oil spills and beach trash regularly make the evening news, other warning sips aren't easy
               to name. - Ifs clear that over fishing and dumping raw sewage cause problems; if s not as
               immediately apparent that automobile exhaust and pesticide-laden water from fields far away are
               equally troublesome.

               To help visitors navigate the shoal, life-sized models of buoys mark the course through oceans in
               peril:

                       for each hazard. a buoy explains the threat, illustrates its effects and outlines current
                       responses, using graphics, objects and hands-on activities.

                       buoy 2 examines coastal-water problems@ agricultural run-off, air pollution, sewage and
                       "carpetbaggers" (non-local species released in ships' ballast water).

                       buoy 3 investigates tampering with watersheds and coastal areas: mining and dumping,
                       tourism, inland deforestation, and dammed rivers.

                       buoy 4 reports on overfishing, habitat-destroying fishing (with cyanide and dynamite), and
                       by-catch (non-target animals such as turtles trapped in shrimp nets).

                       buoy 5 summarize s global warning, sea-level rises, ozone depletion, and coastal
                       development and population growth.









             Putting the Piece s Together

             It's not enough merely to deplore the dangers to the oceans: we must deal with them. But in real
             life there may be no easy answers. Simple fixes may have wide economic and social
             consequences.

             To see several sides of a questions.
             Computer-game stations let visitors try their hands at ocean management:

                    a computer simulation with interviews of real people illustrates issues facing conservation
                    in the Pacific Northwest: hydroelectric darns, hatcheries, Native fishing rights, habitat
                    changes, etc.

             Messages in the Bottle

             The dangers to the ocean planet are dire, but it's not too late! Taking small measures in our daily
             routines can vastly improve the oceans' outlook.
             The exhibition closes with opportunities for reflections:

                    "Dewars profiles" features heroes of ocean conservation, from kids' groups cleaning up
                    beaches, to scientists, to international-treaty negotiators, and give each exhibition venue the
                    opportunity to honor local heroes.

                    a sound-and-light artwork designed to encourage reflection on the exhibition's messages
                    complements panels answering "What can Y u do?"

                    at the exit, visitors can answer "What win you do?" by leaving a message in a bottle.
                    Messages will be collected in notebooks for other people to read--a call to action for the
                    Ocean planet.









                                               Economics Research Associates
                                                                  Economic Analysis

































                                                            Attendance Potential
                                                        and Economic Performance
                                                                     of the
                                                    Propose Marine Learning Center at
                                                         Fort Mason,, San Francisco


                                                                  Prepared for
                                                        BACKEN ARRIGONI & ROSS, INC.

                                                                      BY
                                                     Economics Research Associates





                                                                 January, 1993

                                                                Project no. 11003














                                                     MEMORANDUM


                TO:           Backen Arrigoni & Ross, Inc.

                FROM:         Tim McCarthy

                DATE:         20 January 1994                            PROJECT       11003

                RE:           Marine Learning Center at Fort Mason -- Market and Economic Analysis


                INTRODUCTION


                      In an attempt to both educate and entertain.the public about the ecosystems found in
                San Francisco Bay and the nearby offshore marine sanctuaries, a Marine Learning Center
                (MLC) is being proposed at Pier 1 on San Francisco Bay. The MLC should serve as an
                important protagonist for the proximate marine sanctuaries much in the same manner as the
                visitor centers at the large National Wildlife Refuges do, the terrestrial counterpart of the
                marine sanctuaries program under NOAA.


                      Preliminary conceptual plans for the center are being prepared by Backen Arrigoni &
                Ross (BAR). In support of these planning efforts Economics Research Associates (ERA) was
                retained to provide market and economic support projections. Accordingly, comparable marine
                science centers, National Wildlife Refuges, natural history science centers, as well as local
                museums in the San Francisco area were surveyed with size, visitation, costs, and revenue
                generation being the focus. The results of these surveys are discussed in the following

                synopses.



                MARINE SCIENCE CENTERS AND RELATED FACILITIES


                Oregon Coast Aquarium (OCA)/Hatfield Marine Science Center (EMSC)


                     Oregon's first fully developed aquarium is now 100 percent operational and thriving in
                Newport, Oregon. Set on 32 acres, this facility on the Oregon Coast attracts large numbers







              of visitors (841,000) for a facility so remote from major metropolitan areas. As indicated in
              Table 1, the OCA includes four acres of outdoor exhibitry complemented by 12.000 square
              feet of indoor aquarium and exhibits. Dramatic exhibits include seabirds, marine mammals
              and fishes enable the Oregon Coast Aquarium to command an adult admission price of $7.35.
              Visitors spend an average of two hours at the facility which attests to its strong attention
              holding ability.


                     The Oregon Coast Aquarium collaborates closely with Oregon' State University's
              Hatfield Marine Science Center (HMSC) also located in Newport. Whereas the OCA
              interprets the local coastal and offshore marine ecosystems, Hatfield's focus is global in nature
              utilizing their worldwide oceanographic data acquisition capabilities, including remote sensing
              data from NOAA satellites. Planning for expansion of the Hatfield Center which currently
              draw about 300,000 persons per year is under way, benefitting from a $492,000 NASA design
              gr ant. The mission of the HMSC is to increase public appreciation and awareness of marine
              and coastal organisms and environment, promote wise stewardship, and communicate results
              of research -- basically educating the public on how and why we study the ocean. Both
              institutions host many organized school groups to stimulate students in cultivating a strong
              interest in the marine environment.



                     Expansion of the Public Wing of the HM.SC, or the interpretive center, is now in the
              planning stage. All existing permanent displays will be dismantled and updated. Temporary
              displays will be modified toward a more interactive approach. The addition of 8,000 to 9,000
              square feet of permanent exhibition area will undoubtedly go far in implementing the mission
              of the Public Wing of the HMSC. This space almost doubles the current size of the public
              display area. This increase of exhibitry should have a positive effect on increasing visitation
              to the HMSC. Future attendance may, however, be influenced by the imposition of an
              admission fee.


                     The HMSC is viewed by ERA as probably the most comparable institution to the
              proposed MLC at Pier 1. The experience at HMSC, especially during the proposed expansion
              of the visitor/education center (Public Wing), should be of great value to planning/design.



                                                              2











                                                                                                             TABLE I

                                                                                               COMPARABLE ATTRACTIONS

                                        FacilitleslAttraction             Oregon Coast Aquarium/Haffield             Virginia Maine Science Center             Sea Center on Steams Wharf
                                                                                Marine Science Center

                                               Theme                               Marine Education;                Marine environmental education            Increase public knowledge and
                                                                                        Entertain                                                            appreciation of the Santa Barbara
                                                                                                                                                                            Channel
                                            Attendance                     841,000 OCA; approx 300,000                            334,000                                    76,000

                                         Origin of Visitors                           All 50 states                             19.7 Canada                        10% California residents
                                                                                                                             58% out of state                     20% Santa Barbara area
                                                                                                                                                               60% - 70% Southern California
                                            Seasonality                           50% summer peak                           50% summer peak                             Summer peak

                                             Admission                       $7.35 Adults - $5.25 Seniors                       $4.75 Adults                    $2.00 Adults - $1.50 Seniors
                                                                                  $3.00 Ages 13 - IS                     $4.00 Children, Seniors                      $1.00 Ages 3 - IS

                                                Size                                    32 acres                       24,000 square feet exhibits                    2,500 square feet
                                                                               4 acres outdoor exhibits                         I I acre alto                          90% exhibit area
                                                                          12,000 square feet Indoor exhibit            41,500 square foot building

                                          Live Attractions                  Birds; marine mammals; fish;             Salt and fresh water aquarium;                       Aquariums;
                                                                                     Jellyfish; kelp                            touch tanks                      Life size gray whate model


                                          Length of Stay                                2 Hours                                 1.5 - 2 Hours                             20 Minutes


                                    Annual Operating Budget                           $3.800,000                                $8.5 million                               $160,000

                                              Staffing                          64 full-time employees                    30 full-time employees                    2.full-Ome employees

                                       Cost of Development                             $24 million                         $8.5-million,in 1986                            $609,500
                                                                                                                        $35 million remodel 1993

                                        Source of Support               Admissions; retailing; grants; bonch IMS Grant OCItyffi Virginia Beach; Admission sales; class fees; grants
                                                                                                                           admissioni gift sho

                                               Setting                                    Rural                                     Rural                          Santa Barbara Channel








               efforts at Fort Mason. These centers win be of tantamount importance to the increasing "eco-
               sensitive" public awareness on the West Coast.


               Virginia Marine Science Museum


                      The Virginia Marine Science Museum (VMSM) is located on Owl's Creek, a short
               distance inland from the resort area of Virginia Beach, Virginia. This is a diverse estuary
               with more than 200 species of flora and fauna contained therein. The 41,500 square foot
               building contains 23,000 square feet of permanent exhibits and 1,200 square feet of temporary
               exhibits. The two main sections of the permanent exhibits are "the journey of water" and
               "man and the marine environment." Chesapeake Bay is represented with a 40,000 gallon
               aquarium featuring a diversity of Bay habitat. A "coastal river room" contains a 6,600 gallon
               aquarium with a variety of fresh water fish and the only albino snapping turtle ever recorded
               on the East Coast of the United States.


                      Attendance at the VMSM has averaged about 340,000 over the five-year period from
               1986 to 1991, although declining slowly during that period (see Table 2). Given the relatively
               small local population base, this attendance is considered to be a strong performance. Very
               few visitors to the VMSM travel more than 150 miles to see it unless they stay overnight (see
               Table 3). This experience would lead one to believe that only a small minority of visitors
               Will travel to see the MLC at Pier I from outside the greater nine-county Bay Area unless it
               was in conjunction with other alternative destinations and activities.


               Sea Center at Steam Whar
                                                Santa Barbatu, California


                     The Sea Center is a small museum (2,500 square feet) located on Stearns Wharf in the
               Santa Barbara Channel adjacent to the City of Santa Barbara. The Sea Center could easily
               serve as a model for larger marine education centers. An integrated program of cooperation
               has evolved between the various agencies involved. Area schools, the Channel Isl            ands
               National Marine Sanctuary (CINMS), the National Oceanographic and Atmospheric
               Administration (NOAA), and the Santa Barbara Museum of Nation        al History (SBMNH) have
               made the Sea Center the hub for marine investigations, field trips and research into the ocean's

                                                              3










                                                        TABLE - 2


                                          ANNUAL ATTENDANCE AT THE
                                       VIRGINIA MARINE SCIENCE MUSEUM



                                                     Attendance                Percent
                            Fiscal Ye                (000)                     Change

                            1987                     358                       -
                            1988                     339                       -5%
                            1989                     334                       -1%
                            1990                     343                         3%
                            1991                     323                       -6%

                            Average                  339




                       Source:    Virginia Museum of Maxine Science










                                              TABLE - 3


                               DAY VERSUS OVERNIGHT VISITORS TO
                             THE VIRGINIA MARINE SCIENCE MUSEUM



                       Distance
                       (Miles)             Pay                    Overnigh

                        0- 25              98%                     2%
                       25- 50              89%                    11%
                       50- 75              85%                    15%
                        75-  100           15%                    85%
                       100- 125            11%                    89%
                       '125 - 150           8%                    92%
                       150-  175            3%                    97%
                       175-200              5%                    95%





                  Source:  VMSM Surveys; and
                           Economics Research"Associates








                influence on the history of the region. The Sea Center exhibits include the very popular
                "touch tank," a life sized gray whale replica, realistic undersea dioramas, aquariums and
                computer/video displays. Educational programs include field trips and a variety of lectures and
                special programs given by staff members. This small Marine Science Center draws about
                75,000 visitors annually.


                NATURAL EIISTORY MUSEUMS



                       For statistical information on the following museums see Table 4.


                Virginia Ldving Museunt, Newport News, Virginia


                       11iis natural science museum set within a medium sized metropolitan area provides an
                excellent learning experience for 110,000 students who it visit annually. Otters and bald
                eagles in various stages of rehabilitation are but a couple of the many species represented at
                this seven-acre museum. Five different stream ecosystems are depicted in aquariums recreating
                habitats found in the nearby James River. Approximately 40 percent of the other 115,000
                visitors are "stop-off" visits from Interstate Highway 64, one and a half miles from the site.


                Discovery Place, Charione, North Carolina


                       71iis impressive urban museum complex offers a diversity of exhibitry including an
                IMAX theater, huge rainforest exhibit and plentiful aquariums. A projected 1992 attendance
                of 368,000 visitors and an annual operating budget of five million dollars shows what is
                possible when several museums cooperate under 150,000 square feet of space.


                High Desert Museum, Bend, Oregon


                      'Set in Eastern Oregon, the High Desert Museum features great natural scenery with
                looming Mount Bachelor, Deschutes River and nearby lakes. Unique outdoor exhibitry, such
                as the otter aquarium, lets visitors get up close and personal with nature, unlike typical zoo
                encounters. This approach to exhibiting nature apparently appeals to everyone as evidenced

                                                               4













                                                                                                                            TABLE-4

                                                                                         GENERAL CHARARACTERISTICS OF SELECTED NATURAL HISTORY MUSEUMS
                                                                                                      AND ENVIRONMENTALLY RELATED ATTRACTIONS


                      Catagory/Attraction                   Virginia Living Museum                             Discovery Place                                       High Desert Meuseum                       Museum of the Rockies
                                                            Newport News, Virginia                             Charlotte, North Carolina                             Bend, Oregon					    Bozeman, Montana	

                           Theme                 Stimulate knowledge,and understanding                Stimulate knowledge and understanding               Education, entertaining the public,				    History	
                                                         of the environment                                   of the environment                         promoting throughtful management
                                                                                                       1991-214,027, SC-8,140,SE-
                                                                                                   20,470-29,0000, remodeled projected-
                      Annual Attendance                   1190-222,059                              368,000, school-117,000, SP Events                                  195,000						189,000 In 1991
                                                                                                                 53,000																46,000 In 1983	
                                                                                                      Tourist season, 70% out of state,
                       Origin of visitors            50% regional, 50% tourists                         50%-50% rest of season                                         50% Oregon						33% Bozeman
																																		    33% rest of Montana	
																																		    33% out of Montana
                         Seasonality                    July-August-September                                SPWG-Summer                                Summer peak and recreation traffic			   Spring-summer-fall-winter

                                                                                                          3 Selections; students-$7
                       Admission Price              Adults-$500, Students (child)-$3.50                       maximum - $4.00                                   Adults-$5.00								Adults-$4.00
                                                    7 acres, 29,500 ft building Icnludestles           150,000 sq.ft. building-exhibit-1               150 acres,20 acres trails,10,000 square		     MSU Students (13-18)-$2.50
                     Size(acreage,sq.ft.)                        netted avalary                                       city B                                      feet changing exhibit				          5-12 years-$1.50
                                                  Others, Bald Eagles,trace James River																		                      95,000 square feet
                      Live Attractions               Aquaria, 5 different stream types,                      Rainforest, Snake, Aquaria, fish                 River otters, birds of prey,porcupine		   Dinosaur exhibit,"Terrible Lizards"                                                                                                                                                       


                       Length of Sky                           1.5 hours                                                 3 Hours                                            2 Hours								2-3 hours


                  Annual Operating Budget                     $1.6 million                                              $5,000,000                          $1.8 million-$600,000 in house revenue				     $2,669,946	
                                                                                                                                                                    $1.2 million in donations
                                                          29 full-time 20 part-time                                  178-88 full-time-
                          Staffing                     275 volunteers, 1-4 hour shift                                  110 part-time                                45 Full-time employees

                                                                                                                     1980 - $11,000,000
                    Cost of Development                  $4.5 million - building only                                1989 - $1,000,000                                  $12 million						    1989 - $9.5 million addition	
                                                                                                                     1990 - $14,000,000
                                                    70% Admissions, school contracts,                            70% Internal, 30% outside                            6000 members
                     Sources of Support            80% State cutoff city, 200 sq.ft. gift shop                                                                  $600,000 in-house admissions and			 MSU & State, membership, donations	
                                                                                                                                                                concessions $1.2 donations, other

                         Setting                                                                                             Urban                                            Rural								University setting
 







                by a large annual attendance (195,000 visitors per year). Oregonians visiting the facility
                amount to 53 percent of annual attendances. Out-of-state visitors are primarily from California
                and Washington, and comprise 76 percent of the remaining attendees. Heavy recreational
                traffic during the summer on Highway 97 undoubtedly contributes to the success of the High
                Desert Museum. The High Desert Museum captures an estimated 4 percent of Highway 97's
                recreational traffic which is a very good performance, and points to the reason for success of
                this facility.


                Museum of the Rockies


                      The Museum of the Rockies (MOR) is operated as a private non-profit 501(c)(3)
                corporation. It is a department of the Montana State University located at Bozeman, which
                provides partial support for its operation. The proposed focus of the museum is Natural
                History. This facility includes a planetarium show exploring the formation of the universe,
                the solar system and planet earth. The museum focuses sequentially on geological history with
                emphasis on the formation of the Rocky Mountains and its interesting paleontology with
                special emphasis on the dinosaurs that inhabited what is now North America's Rocky
                Mountains. The museum's story carries forward through the age of mammals, prehistoric man,
                the Plains Indians, the arrival of Europeans, and finally early settlements.


                     The museum recently completed a 63,600 square foot expansion program (at a cost of
                $9,500,000) that tripled the size of the facility.


                     The museum's attendance reached 189,000 in 1991, a dramatic increase over the 46,000
                attendees visiting the museum in 1983. The 1989 expansion about doubled the facility's
                annual attendance. , The new planetarium, which was part of the expansion program, is credited
                with a good share of that increase. Ile MOR's visitor origi   n is 22 percent from Bozeman,
                38 percent from the rest of Montana, and 38 percent from out of state, a. market segment that
                has had strong growth since the expansion. General admission is currently $5 for adults, $3
                for teens and MSU students, $2 for children 5-12 and free for under 5, Planetarium shows
                are $2.50 and $4.50 for laser shows.



                                                              5









                SAN FRANCISCO CONWARABLES


                       Periodic surveys reveal that museum-oriented attractions in San Francisco draw between
                250,000 and 1.4 million visitors per year.         Two facilities in particular are considered
                particularly relevant to this study, the nearby Exploratorium and the California Academy of
                Sciences. Ile educational facilities at Marine World Africa USA also shed light on the
                market's affinity for marine-related learning activities.


                The Explorworium


                      -The Exploratorium is located within the Palace of Fine Arts near the Presidio of San
                Francisco. As indicated in Table 5, the facility occupies 104,000 square feet which is
                provided rent-free by the city. Ile museum is filled with over 600 exhibits, most of which
                are interactive. Exhibits pertain to scientific and technological subjects such as light and color,
                sound and music, patterns of  motion and electricity, life sciences, mathematics and many other
                aspects of nature. Perception is the main theme for the museum, and the interactiveness of
                the exhibits serve as an effective teaching tool especially to the many school age children who
                frequent the museum. Included in the 104,000 square foot space are exhibit space, classrooms,
                museum store, fabricating shops, graphics department, office space, storage areas and a 200-
                seat theater. Attendance in 1991 was 660,000 which included over 50,000 school children on
                field trips and 35,000 in special groups such as       disadvantaged and handicapped groups.
                Approximately 60 percent of attendance was adult and 40 percent was under 18 years old.
                Exploratoriurn management revealed that 10 percent of attendance originated from San
                Francisco while 35 percent came from the nine surrounding Bay Area counties and 55 percent
                came from beyond the Bay Area and worldwide.


                California Academy of Sciences


                      The Academy of Sciences       is a museum complex located in Golden Gate Park. Ile
                complex contains approximately 175,000 square feet of exhibit space (see Table 5). Included
                in the museum complex is the Stein.hart Aquarium with its popular Fish Roundabout, the
                Morrison Planetarium, presenting several different sky shows each year as well as Laseriurn

                                                                6


 






                                                                                                         TABLE 5

                                                                                           COMPARABLE ATTRACTIONS - SAN FRANCISCO


                                            CATEGORY/FACILITY                                      EXPLORATORIUM                                   CALIFORNIA ACADEMY OF
                                                                                                                                                    SCIENCE (STEINHART)


                                                Theme                                     Individual Learning Through                          Convection:"Understanding                                                                                           Direct Personal Experience                                 Pro
															Direct Personal Experience					     Prompt Respect."
                                           Annual Attendance                                     1991-660,000                                  1.5 Million 1/3 nonpaid (Outreach)

                                           Origin of Visitors                            1992: 52% Bay Area; 21% CA                                      40% Bay Area
                                                                                         18 Out of State;9% Foreign						     60% Other

                                             Seasonality                                       July, August Peak                                          Summer Peak

                                                                                          Adults $8.00 - Seniors $6.00                         Adults $7.00-Seniors $4.00
                                             Admission                                         Ages 6-17 $4.00                              Ages 6-11 $1.50- Ages 12-17 $4.00
                                                                                            College Students $6.00                                    Under 5 $0.00

                                               Size                                           104,000 square feet                                   175,000 square feet


                                            Exhibitry                                            All Interactive -					        Planetarium
                                                                                                    Made on site                                Large Number Quality Aquariums

                                         Length of Stay                                              2.5 Hours								2.5 Hours


                                      Annual Operating Budget                                  1993-$11,200,000                                          1990-$12,000,000
                                                                                               1992-$8,953,000

                                           Staffing                                         231 FTE; 175 Volunteers                                   200 Full-Time Employees


                                      Cost of Development                                        Not Available                                        N/A Built in 19th Century


                                      Sources of Support                                 50% Donations;50% Earned Revenue,                          Admissions, Grants, Foundations 


                                           Setting                                          Urban; San Francisco Bay                                      Golden Gate Park







              and the Wattis Hall   of Man. In addition, there are halls devoted to animals, plants, gems,
              fossils, and space debris. Attendance at the museum is quite high due to the scale of the
              museum and the diversity of exhibits. Currently about 1.5 million visitors attend the museum
              annually. Museum officials indicated.that approximately 60 percent of the visitors are non-
              resident. Admission is $8 for adults, $4 for students 6 through 17 and seniors, and college
              students are $6.


              Marine World Foundation, Vallejo, California


                     In addition to its more obvious entertainment orientation, Marine World Africa USA
              which is operated by , the Marine World Foundation, encourages research and education.
              Extensive educational facilities are available. The Chevron aquarium features microscopes,
              environmental habitat replicas, audiovisual resources and more for use by the general public
              and school groups.      Over 200,000 school children and adults participate in one of the
              foundations educational programs annually.        These programs are described in Table 6.
              Research programs related to the bottlenose dolphin communication and killer whale
              vocalization are ongoing in cooperation with various universities.          The Marine World
              Foundation is also continuing its involvement with marine mammal rescue and rehabilitation,
              as well as species survival programs.


              NATIONAL VVILDLEFE REFUGES



                     A recent ERA survey of National Wildlife Refuges reveal that 24 of the more popular
              refuges throughout the country attracted an average of 267,750 persons per year (see Table
              7). Considering the remote locations of many of them, this achievement is viewed as a
              strong testimony of the public interest in the wildlife and wildlife environments of the country.
              Accordingly, it is our feeling that a fish and wildlife-oriented center in San Francisco, with
              its large potential markets should likewise generate a strong public following.







                                                              7












                              Table a


                              THE MARINE WORLD FOUNDATION
                              1993/1194 Calendar of Youth and Senior Events
                                      Education Program                 Period Offered                            Cost                           Actual an of 10/93						1994
                                      Self-Guided Visit              Wednesday-Friday                       $7.50 - 8.50/person                        105,030						     110,000	
                                                                     September - June


                                                                                                             $250/Group AM
                                       Closer Look                   Monday - Tuesday                        $200/Group PM                             6,560						     	5,000
                                                                     October - April                       Group - 35 or lose
                                                                                                         (Maximum group size 40)


                                     Discovery Tours                Wednesday - Friday                      $10.50/person                              2,577							2,000
                                                                     October - April


                                     Classroom Study                Wednesday - Friday             $110-$230/Group depending on                     36 programs
                                                                      October - May                   number of programs and                      January-October
                                                                                                          time of year						  1,000							


                                                                                                         $325/1 at Assembly                         300 programs
                                 School Assembly Safari            September - June                $125/each additional assembly                 January - October
                                                                                                      at same school on same day                       79,000


                                Marine World's On Wheels            Monday - Friday                  $250/program (Includes four                        7,000
                                   Preschool Program                  Year-round                        separate 1/2 hour visits)


                                Individual Education Programs,         Ongoing                              Varying Costs                               1,995							3,000
                                 Including Summer Safari                                                                                                3,141


                                     Living Science                During school year               Free to Vallejo 5th graders,                         881
                                                                                                         paid for by grants


                                Teachers/Principal Days           November - January                Free to California Educators


                                       TOTAL                                                                                                           120,184						     120,000	








                  Table 7
                  COMPARISON OF VISITOR CENTER COUNTS WITH TOTAL VISITS TO SELECTED
                  NATIONAL WILDLIFE REFUGE

                                                                             Interpretive/Visitor                Number of
                                                                             Contact Center                      Visitor


                    ransas                                                   53,623 IC                                72,603

                  jLaguna Atascosa                                           16,626 IC                                78,183

                  Santa Ana                                                  87.952 IC                                260,132

                  Bitter Lake                                                IZ170 VCS                                43,814

                  Bosque Del Apache                                          20,299 IC                                84,434

                  Seney                                                      20,670 IC                                62,127

                  Tamarac                                                    9,063 IC                                 50,691

                  DeSoto                                                     185,853 IC                               446,027

                  Mingo                                                      13,895 IC                                121,118

                  'Dingo Darling                                             158,775 VCS                            -854,248

                  Loxahatchee                                                5ZS96 IC                                 370,518

                  Okeefenoke                                                 36,092 IC                                351,152

                  St. Marks                                                  18,876 IC                                194,001

                  Wheeler                                                    32,916 IC                                604,038

                  Blackwater                                                 42,600 IC                                150,415

                  Bombay Hook                                                15,213 VCS                               79,042

                  ChIncoteaque                                               125,240 VCS                            1,491,008

                  Brigantine                                                 49,383 VCS                               195,117

                  Montezuma                                                  47,471 VCS                               164,681

                  National Bison Ranges                                      48,794 IC                                122,372

                  Nation Elk Reserve                                         175,105 VCS                              532,274

                   aft Niobrara                                              6,900 VCS                                34,717

                  Kodiak                                                     9,624 IC                                 20,192
                  @
                   stlin                                                     10,675 IC                                28,801

                      TAL                                                    1,083,400                              6,411.705
                   0

                      rage Number of Visitors                                                   267,750


                  Source: 1987 Refuge Management Information systems - Public Use Reports; compiled by ERA









                 CONCLUDING OBSERVATION


                        The visitation recorded at the various environmentally related attractions discussed above
                 indicate a strong and growing interest in what's happening to Planet Earth. This suggests that
                 an excellent Marine Science Center developed at Fort Mason should have a receptive audience
                 from which to attract visitors.



                 MARKET ANALYSIS


                        Length of stay has a profound influence on the distance the general public will travel
                 strictly for the purpose of visiting museums, visitors centers, and other types of attractions.
                 Obviously, as length of stay increases so does the distance people will travel to Visit it. By
                 and large, it is rare that more than five to ten percent of a facility's visitors will be generated
                 from locations outside the regional catchment area whose boundaries is defted in terms of
                 travel time equal to the average time spent in an attraction. In the case of the MLC, we
                 estimate that the scope of visitor attractions will be sufficient to retain visitors on the average
                 of about one and a half hours. Based on this expectation, a resident market catchment basin
                 coinciding with the nine-county region surrounding San Francisco Bay, plus maybe Sacramento
                 County, would appear to be a realistic definition of the market area from which the MLC
                 could generate attendees. Obviously, this does not apply to people who will travel to the
                 San Francisco Bay. Area for other purposes and then visit the MLC.


                       The market available to attend the, MLC includes approximately six million residents
                 within the greater Bay Area (nine counties, Table 8). For the purpose of conservative
                 estimating, Sacramento was not included.Also included are 8.5 million (Table 9) tourists from
                 other regions. These two groups comprise an available market of some 14.5 million persons.
                  Both residents and/or tourists to San Francisco have economic characteristics well above the
                 national average.


                 ESTIMATED ATTENDANCE


                       EPA's projection of attendance at    the MLC is predicated on the following' assumptions:

                                                                 8












                                                       TABLE - 8


                                                 RESIDENT MARKET
                               1990 POPULATIONS OF NINE BAY AREA COUNTIES



                           Counjy                                             Population

                           Santa Clara                                        1,497,577
                           San Francisco                                        723,959
                           San Mateo                                            649,623
                           Alameda                                            1,279,182
                           Napa                                                 110,765
                           Marin                                                230,096
                           Contra Costa                                         803,732
                           Solano                                               340,421
                           Sonoma                                               388,222


                           TOTAL                                              6,023,577




                      Source:    California Department of Finance










                                                       TABLE - 9


                                       SAN FRANCISCO'S TOURIST MARKET


                            Source

                            Visitors staying in San Francisco Hotels           3,025,000
                            Visitors staying elsewhere in San Francisco        1,310,000
                            Visitors staying elsewhere in the Bay Area         4,200,000

                            Total Visitors from Outside the Bay Area           8,535,000






                      Source:    Economics Research Associates









                       1.    The average length of stay will be one and a half hours.
                       2.    The cost to develop the MLC will be about $20,000,000. This equates to
                             approximately $400 per square foot reflecting a facility and exhibit program of
                             superior quality.
                       3.    The entire building will be utilized according to-Scheme "B" and the area utilized
                             for exhibitry will approximate 19,000 square feet.
                       4.    The NILC will be entertaining as well as educational and feature a "high impact"
                             film and many interactive exhibits with broad age appeal.
                       5.    The MLC will be aggressively marketed including cross promotions with the
                             Exploratorium, California Academy of Sciences and other science-oriented
                             attractions in the San Francisco Bay region.
                       6.    Public trarL%mrtation will be available to transport approximately half of the
                             visitors to the MLC.
                       7.    Adequate onsite parking will be available during peak attendance periods.
                       8.    Tte NU@C will have various educational programs for school groups.
                       9.    Admission fee will reflect those shown in this report.


                       Given the above assumptions, the following projection of attendance is deemed
               attainable - a capture rate of five percent of the six million residents yielding 300,000 visitors
               and a capture rate of 3.5 percent of the 8.5 million tourists, for an additional 297,000
               attendees. Ibis produces a yearly attendance of 597,500 and compares favorably with 660,000
               visitors annually attracted to the nearby Exploratorium.


               ESTEWATED REVENUES



               Admissions


                       Assuming 50 percent of the annual visitation is tourists and 50 percent is residents of
               the Bay Area (Experience at Exploratorium), we arrive at the revenue projections derived from
               admissions as indicated in Table 10, which shows the estimated visitor mix and recommended
               admission prices. As indicated annual admission revenues are estimated to total $2.1 million.

                                                               9











                                                                      TABLE - 10


                                                               ADMISSION REVENUES


                                                                             RECOMMENDED
                                                   ESTIMATED                 ADMISSION PRICES                  ADMISSION
               MA                                  VISITORS                  PRICES                            REVENUES

               Residents

               Adults             17.5             104,563                   $4.50                             $470,533
               Children            7.5               44,812                  $ 3.00                             134,436
               Student Groups     25.0             149,375                   $ 1.50                             224,062


               Tourim

               Adults            45                268,875                   $4.50                             $1,209,938
               Children           5                  29,875                  $ 3.00                                89,625

                      TOTAL       100              597,500                                                     $2,128,594










               Source: tconomics Re@search Associates











                Restaurant


                       The restaurant proposed under Scheme "B" is approximately 5,300 square feet. We are
                assuming annual sales of $400 per square foot producing annual gross receipts of $2,120,000.
                We are further assuming a concession payment of six percent of gross revenues which yields
                $127,200 to the MLC. (One hundred thousand dollars annual base rent w ould seem reasonable
                in lieu of six percent annual sales.)


                Gift Shop Revenue


                       As indicated in Table 11, ERA estimates that a professionally organized and operated
                gift store at the MLC could generate $1.15 million in sales and net about $230 thousand
                annually.


                       The cost of goods is estimated to be 45 percent of total sales. The opemting* cost are
                estimated to be 35 percent of total sales.


                       The gift shop included in "Program Options" Scheme "B" is assigned 1,080 square feet.
                ERA feels this is too small and a more realistic size would be closer to 3,000 square fee

                L



                Additional Revenues


                       Rental of the facility for special occasions such as weddings and office parties after
                hours can contribute to the annual income of the NILC. Assuming a fee of five hundred
                dollars for the rental of the facility and 100 bookings per year (an additional $50,000/year)
                should be attainable given a strong marketing strategy. There is potential for other money to
                accrue to the NILC through memberships and special programs.- These, however, are not
                estimated in this analysis.




                                                               10












                                                       TABLE - 11
                                        GEFT SHOP VISITOR EXPENDITURES
                                                   AND NET INCOME



                                  ESTIMATED         ESTIMATED EXPENDITURE ESTIMATED
               MARKETS            VISITORS          BY INDWIDUAL MARKETS REVENUES


               Residents

               Adults             104,563                 $ 2.00                       $209,126
               Children           44,812                  $ 0.75                           33,609
               Students           149,375                 $0.50                            74,687

               Tourists

               Adults             268,875                 $ 3.00                       $ 806,625
               Children           29,875                  $ 1.00                           29,875

                      TOTAL       597,500                                              $1,153,922


               Cost of Goods Sold                         45%                          $ 519,265
               Operating Expenses                         35%                            403,873

               Net Income from Gift Store                .20%                          $230,784








               Source: Economics Research Associates









               TOTAL REVENUES


                     The total annual revenues potentially generated by the MLC is as follows:
                            Source                              $ million

                            Admissions                          2.13
                            Gift Shop                           0.23
                            Restaurant                          0.13
                            Facility Rental
                                  TOTAL                         $2.54


               ANNUAL OPERATING EXPENSE (Exclusive of Occupancy Cost)


                     Annual operating expenses are estimated using cost per square foot of building minus
               the restaurant. We have assumed a facility with about 43.4 thousand square feet and have
               used a cost per square foot factor of $46.38.
                     Total square footage         48,710
                     - Restaurant                  5,290
                                                  43,420 square feet
                     43,420 sq. ft. x $46.38*     $2,013,819.6 estimated annual operating expense



                     *See Table 12.

                     Son=: Association of Science Technolop Centers



               PARKING CALCULATION



               Given:Annual Attendance = 597,500
                     Peak month     14% of annual of annual attendance     83,650
                     Peak Week     83,650    4.428 = 18,891
                     Peak Day = 0.17 x Peak Week = 3,211
                     In Facility @ 0.25 x 3,211 = 803
                     50% in facility arrived by car, or 402 people, and each car carries 2.6 people then
                     available parking should be [1551 spaces.










               .STUDY CONCLUSIONS


                      The following conclusions can be made about the feasibility of the marine learning
               center at Pier 1:



                            Centers focusing on marine and terrestrial environments and their plants and
                            ammals are attracting increasing public, interests.
                      ï¿½     The MLC should increase the awareness and appreciation for the nearby marine
                            sanctuaries through its proposed entertainment as well as educational prograrns.
                      ï¿½     Annual attendance is estimated at nearly 600,000 visitors.
                      ï¿½     Ile MLC as depicted in "Scheme B" should comfortably be able to accommodate
                            peak "in-facility" crowds approximating 800 persons.
                      ï¿½     Project generated revenues are expected to approximate 2.54 million annually;
                            operating expenses about $2 million annually producing a potential operating
                            surplus of about $500,000.
                            Given the size of Fort Mason, it appears reasonable to expect that this facility
                            should be able to accommodate the parking demands generated by       the MLC -
                            155 autos.
                            The location of the MLC      on one  of the world's most dynamic estuaries is
                            inherently sensible.

















                                                            12

















                                                          Table 12


                              AVERAGE OPERATING EXPENSES PER SQUARE FOOT OF
                                        EXHIBIT BUILDING BY SIZE OF FACILITY


                                                                                                 Operating
                                                  Total                  Operating              Expenses/
                                                   Feet                  Expenses               Square Ft
                     Small Centers                      9,500               $617,000                 $64.95

                     ium Centers                      120,000             $4,812,000                  $40.1
                        enters                       370,000             $11,473,000                 $31.




          Source:           Association of Science-Technology Centers, 1987 Survey
                 @
                     S ly


                 Medium                                                                                   0
                Larg, C                                                                                  01



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