Making an impact is a big deal to Dr. Clement W. Hamilton.
The president and CEO believes a newly announced master brand name, Holden Forests and Gardens, is reenergizing the two organizations it represents: Holden Arboretum and Cleveland Botanical Garden.
The new name has been anticipated since the nonprofits merged in 2014. It is the final step in integrating the two living nature museums into one unique organization. Both campuses will now operate under one board of directors as well.
Hamilton, who headed Holden Arboretum in Kirtland since 2008, took on responsibility for the Cleveland Botanical Garden when the two merged. Now, he expects increased community impact and participation for both organizations under the new relationship.
“It’s all about making the world a better place,” he says. He is looking to engage current members, as well as new audiences in the museum’s updated mission of “advancing and inspiring a deeper understanding of plants to enhance life.”
So far, the merger is helping make that goal a reality. Holden Forests and Gardens reported a record-breaking combined attendance of nearly 400,000 visitors in its past fiscal year.
While both campuses retain the original names for which they are best known, the new master brand integrates two diverse environments: the manicured landscape of the Botanical Garden on 10 acres in urban University Circle with the winding 3,600-acre Holden Arboretum in bucolic Kirtland.
“The beauty of our new master brand is that the phrase ‘forests and gardens’ encompasses the breadth of what we do — from horticulture to conservation — and where we grow plants, from urban centers to home gardens to parks to natural forests,” says Hamilton.
“We also wanted a master brand name that evokes both organizations’ names, histories and deep community support. ‘Holden’ also memorializes the family whose generosity over a century ago is fundamental to our success into the future,” he adds.
Hamilton credits last year’s boost in visitors to the new relationship. Members of both organizations get free admission to both campuses, which has introduced new opportunities.
“We are seeing people come to one or both campuses who have never been to either before,” says Hamilton. “I also have seen more teenagers and young families.”
Two new attractions at Holden Arboretum are helping to boost attendance, as well. The new 120-foot Kalberer Family Emergent Tower gives guests a one-of-a-kind view high atop the forest. As visitors make the 202-step climb, they emerge from the shaded forest floor into the sunlight above. (Yes, there are plenty of spots to stop and catch your breath, if needed.) From there, one looks down upon the tallest trees in the forest from the wooden observation deck. On a clear day, Lake Erie can be seen about nine miles away.
The other recent addition also gives guests a unique perspective on forest life. The Judith and Maynard H. Murch IV Canopy Walk is a 500-foot-long elevated walkway suspended 65 feet above the forest floor. It is a favorite of bird-watchers, nature-lovers and explorers of all kinds.
While these visitor favorites are well-known, Holden Forests and Gardens may be making its greatest impact beyond the boundaries of its two campuses through many educational and research programs. Here are just a few: