“From Historical Society to History Center”
By Michael Todd Landis, Ph.D.
For decades, the Saratoga County Historical Society at Brookside Museum was a community association primarily concerned with the maintenance of Brookside Museum, an iconic mansion built in 1792. Focused on the local population of Ballston Spa, the SCHS also offered periodic events and educational programming. While the organization enjoyed impressive longevity, and was beloved by its neighbors, membership fluctuated and revenue was a perpetual problem.
By the fall of 2019, the SCHC was in dire financial straits and on the verge of closing Brookside Museum, selling the collections, and ceasing operations. An emergency “Save Brookside” fundraising campaign yielded $90,000, but that sum was not sufficient to ensure survival.
Eager for new ideas and renewed energy, the trustees voted to expand the board and welcome outside assistance. The new trustees immediately assessed the situation and strategized about how to save both Brookside and the Historical Society. In March 2020, however, disaster struck in the form of the Covid-19 pandemic. NY State went into lock-down, and Brookside Museum was shuttered, ending any hopes for increased revenue from in-person events and exhibits.
Rather than accept defeat, the new board saw an opportunity to transform the historical society and create a plan for long-term success and solvency. To generate immediate revenue and incentivize membership, trustees crafted a slate of online events and programming, including the “Experts Next Door” virtual speaker series, wherein regional and national experts would address an online audience on a variety of topics, from beer-tasting to gardening to professional historical scholarship.
These exciting, yet small, steps in new directions gave trustees reason to hope, but the financial crisis continued. By the summer of 2020, it was clear that the old historical society, with its dependence on local donations and small-scale events, could no longer pay the bills. Museum Director Dr. Michelle Arthur and her staff were placed on prolonged furlough, and the organization became entirely dependent on volunteers. The Saratoga County Historical Society at Brookside Museum would have to become something more dynamic and more relevant to communities beyond Ballston Spa.
After several strategy meetings, and after consultation with public history professionals, a plan was approved in August 2020 to rebrand and relaunch as the Saratoga County History Center. The new History Center would seek to serve all the communities of Saratoga County, rather than just Ballston Spa and its environs. Moreover, the Center would coordinate with town historical societies and public history sites to create a true scholarly headquarters for the county. When it came time to reopen Brookside, the museum would be just one aspect of the History Center, rather than its primary focus.
Critical to success would be an energetic marketing and communications strategy. Social media accounts were created, a YouTube channel was established, the website underwent a complete overhaul, and formal press releases would be issued to keep the public informed.
“As Saratoga County’s History Center,” explained the August 26, 2020 press release announcing the rebranding, “Brookside will act as the nerve center, clearinghouse, and repository for use throughout the county. It will be a resource not only for local historians, libraries, and governments, but also for those around the globe seeking information about Saratoga County and its environs. It will also be a member-driven organization, reliant upon member dues, donations, and participation. Memberships are being sought throughout the county and beyond. A sizable membership will create a dependable revenue stream and identify stakeholders regardless of location.” Furthermore, a new mission statement was unveiled: “The mission of the Saratoga County History Center is to serve as a repository for local and regional histories, to provide innovative educational and public programming, and to instill in our communities a deeper understanding of how the past informs and impacts our present and future.”
In short, the new History Center is a far more ambitious undertaking than the original historical society. Thus far, the new identity and new energy has been successful beyond expectations. SCHC programming now enjoys international patronage, membership is on the rise, finances are good, and many exciting and innovative exhibits, publications, and programs are in the works.
