Jamestown-Yorktown Foundation (JYF), an educational institution of the Commonwealth of Virginia, shall foster through its living history museums – Jamestown Settlement and the American Revolution Museum at Yorktown – awareness and understanding of the early history, settlement, and development of the United States through the convergence of American Indian, European, and African cultures and the enduring legacies bequeathed to the nation.

We envision the Jamestown-Yorktown Foundation as an impactful institution that is engaging while exploring more complex elements of our shared history. We will build diverse and highly skilled teams that work diligently to serve our community-both locally and nationally- with relevant history.

• Inclusivity and Accessibility


• Relevance


• Integrity


• Creativity and Innovation 


• Excellent Resource Stewardship


• Fairness

Incorporating these values into our work, we achieve the mission in thoughtful and engaging ways which moves us closer to making the vision reality.

Our strategic plan focuses work on three strategic pillars: People, Program and Communications

• People: Recruit, develop and support employees in an Inclusive environment


• Programs: Better reflect the convergence of cultures and legacies bequeathed to the nation as mission-defined


• Communications: Provide dynamic, precise and informative communications to all stakeholders and audiences

Accredited by the American Alliance of Museums (AAM), the Jamestown-Yorktown Foundation (JYF) administers the Jamestown Settlement (JS) and the American Revolution Museum at Yorktown (ARM-Y) museums that tell the story of America's beginnings through engaging films, gallery exhibits and historical interpretation in outdoor re-created settings. The 1607 ship replicas at JS have been designated by the General Assembly as the “Official Fleet of the Commonwealth.”

JYF is governed by a Board of Trustees, consisting of the Governor, the Lieutenant Governor, the Attorney General, the Secretary of Education, General Assembly members, appointed citizens, the private affiliate president, and those elected by the Board of Trustees. The Jamestown-Yorktown Foundation, Inc., a 501(c)3 private affiliate, coordinates private fund development and endowments in support of JYF programs. The Jamestown-Yorktown Education Trust, Inc., a 501(c)3 private affiliate, supports JYF’s enterprise operations.

JYF supports Virginia Commemorations, Inc. (VCI) which serves as the fiduciary of raised funds for appropriate state-wide historical commemorations. In 2013, the General Assembly designated JYF as the official Executive Branch agency to assist the Commonwealth for the 2019 commemoration of the 400th anniversary of landmark events in Virginia's history. In 2020, the General Assembly designated JYF to serve in similar capacities for Virginia’s American Revolution 250th commemoration. JYF entered into a MOU with VA250 who manages VCI currently.

Annually, more than a half-million paid visitors (64 percent individuals, 36 percent groups) come to the museums and overwhelmingly rate (95+%) their museum experiences as “good” or “excellent.” Almost 77 percent of individual visitors come from out of state and museum visitors spend more than $107 million in the Williamsburg (Historic Triangle) area contributing to Commonwealth initiatives to create jobs and stimulate economic growth

JYF continues to navigate a rapidly changing education landscape and provide content and programmatic support to Virginia and national educators through our outreach, virtual, and on-site programming. As Virginia has emerged from the pandemic, we’ve seen steady growth and students returning to Jamestown Settlement and the American Revolution Museum at Yorktown.  Post- pandemic, JYF is returning to a robust volume of student groups, outreach, and number or schools served.

The Virginia Standards of Learning (SOL) for History and Social Science were revised in 2023. JYF’s education programs and offerings have been adapted to meet the benchmarks outlined in the revised SOLs. Additionally, the master teacher program and teacher institute provide a conduit to improve resources and offerings to meet the needs of classroom teachers. Throughout the next two years, JYF’s Learning team will continue developing and implementing outreach, virtual, and on-site programs that center historical thinking, critical thinking, and inquiry as outlined in the skills standards in the K-12 Virginia SOLs. Education programs have been recognized by the American Association for State and Local History and outreach efforts have been endorsed by the National Council for Social Studies.

The foundation, established in 1957 as the Jamestown Festival Park, commemorated the 350th anniversary of the permanent English settlement. In the 1980s, the Board of Trustees redefined the mission to become distinctly educational in purpose. In 1987, the museum was accredited by the American Alliance of Museums. In 1990, the name was officially changed to Jamestown Settlement in conjunction with new galleries. The museum also served as a stage for America's 400th Anniversary in 2007. The gallery space at JS underwent a major refresh in preparation for the 2019 Commemoration. Yorktown Victory Center (YVC) opened in 1976 as one of three American Revolution Bicentennial centers. The YVC was replaced by the American Revolution Museum at Yorktown in 2015. The new museum had its grand opening in the spring of 2017 to strong reviews and visitor feedback.

Initiatives in FY 2024-26: implementing the Interpretive Plan adopted in November 2023 across all programs and visitor experiences; provide engaging special exhibitions at both museums that advance audience development goals; planning for and development of a master site plan for Jamestown Settlement; implementation of the Religion and Early America initiative; sustain the growth of our Indigenous Peoples Program and embark on NAGPRA compliance measures; reimagine and grow school learning experiences delivered at museum sites and through outreach; creation of high-quality teacher professional development programming; adequately maintain facilities and technology; meet state compliance objectives; sustain critical non general fund revenue streams; and maximize plans for the impact of the 250th Commemoration.

JYF continues to explore visitor planning tools and digital resources on www.jyfmuseums.org, including videos, online interactives and learning resources, and will make substantial technology improvements to ticketing and reservations systems and gift shop point-of-sale and inventory software.

JYF continues to cost-effectively engage new customers and identify niche markets to increase ticket sales, online gift shop sales and donor contributions; continue to seek out marketing arrangements with local, regional and state tourism partners to leverage revenues and generate tourism to region and JYF museums.

JYF assists the sub-agency, Virginia Commemorations, Inc. (VCI), with planning for Virginia’s American Revolution 250th Commemoration ensuring a rich and diverse history filled with landmark events and iconic figures is shared across the state drawing visitors from around the country and world.

JYF’s mission is powered through information technology at all levels. The ability to effectively deploy technology for innovation and everyday tasks impact JYF’s appeal to its target audiences. In addition, effective technology has the potential to enable JYF to maximize its limited financial resources, to advance its reach and appeal to broader audiences.

Investments in Information Technology enable JYF to engage and immerse customers by enhancing products and experiences, improving customer service, and increasing accessibility, while managing service costs and enhancing administrative support.

A small and dedicated team of three IT professionals are primarily responsible for JYF’s technology service delivery, infrastructure, information security, wireless telecommunications and applications software. A 2023 VITA information security audit mandated the seperation of information security functions from JYF’s IT department. JYF has fulfilled this mandate, however, funding was not appropriated to meet this need.

One full time AV Integration Manager, two full time AV technicians and one part time AV technician work within JYF’s Digital Media Services department to support audio-visual needs and exhibit technology throughout the agency. This includes AV support for events and programs, exhibition media components, and experiential theaters and auditoriums with films, audio and lighting programs and special effects in both of JYF’s museums, open 362 days a year

The agency’s website is managed by one full time professional, and an outsourced website hosting service. A new website was introduced in December 2022, and it has exceeded all projections and expectations.

A strategic and comprehensive approach is underway to transform, update and modernize majority of JYF’s technology applications and software. The vision is to continue to incorporate emerging technology applications, to create dynamic exhibitions and programs, engage audiences and improve work processes. Many legacy software applications have been in place for decades.  Significant VITA restrictions and arduous approval processes pose a threat and challenge to JYF’s relevance, viability and vibrance.

There are multiple issues with VITA’s capacity to meet JYF’s business requirements for technologies. These issues are grouped under the broad categories of costs, restrictions, capacity for business technologies, and information security. JYF is exploring an alternative to VITA governance for its business technologies. An effective IT governance model is imperative to the successful and efficient delivery of JYF’s mission.

JYF’s largest anticipated technology expenses in the FY2024-26 biennium are in the areas of new equipment and equipment replacements, software replacements, staffing, and building robust broadband capacities to accommodate technology innovations. Software replacements include: the visitor ticketing and reservations software (RTP) and the museum shops sales and inventory software (Celerant). At present, many of our software applications have exceeded their life expectancies and they do not interface with each other.

Major ongoing IT costs support network infrastructure, connectivity and telecommunications, agency applications and software, AV maintenance and support, website hosting, virtual servers, data storage, public and COV wireless access, network bandwidth and VITA desktop services.

Throughout the museum galleries, technology is seamlessly integrated into exhibits to engage visitors and personalize their experiences. The dynamic digital interactives, experiential theaters with special effects, and gallery films all require ongoing maintenance support and renewed investment to remain operational 362 days a year for guests.

Public wireless access in the museum galleries and living history areas are imperative to allow visitors to utilize mobile applications to engage with JYF. The agency has made incremental increases to wireless access capacities, however, the dynamic nature of emerging technologies demand ongoing improvements, to accommodate innovation and emerging needs.

The agency desires to implement nimble technology applications, including augmented reality and AI, to enable onsite and online visitors to engage with web-based content and social media and to experience JYF live streams, and other technology enabled experiences. There is a significant need to improve the technology infrastructures that power JYF’s enterprise operations – the museum’s electronic store and fundraising.

JYF's authorized MEL is 176 (113 GF classified; 63 NGF classified/exempt) with part-time wage positions varying seasonally. Positions are in six management divisions: Museum Operations & Education; Marketing & Public Relations; Development; Human Resources & Professional Development; Executive Office; and Administration.

Unlike many state agencies, JYF utilizes part-time wage staff to work many frontline jobs in education, visitor services, interpretation, and to support management divisions. In FY 2024, approximately 141 part-time wage staff worked 108,261 hours (78 FTE positions) and comprised approximately 47 percent of total paid staff. JYF has a strong volunteer program; with 1,300 volunteers providing 53,000 service hours in FY 2024.

JYF tracks workforce retirement eligibility to ensure replacement or consistency of essential museum knowledge, skills and abilities. Currently, 2 individuals in critical museum roles are eligible to retire, and an additional 14 in other museum roles are eligible to retire. Existing staffing levels leave JYF with little depth and the loss of key management could stifle the operations of the Foundation.

Current challenges include recruitment, compression, leadership training, and expanding diversity. Maintaining volunteer programs presents similar challenges. Further, as resource levels change, JYF re-evaluates workloads, programs, organizational structure and processes to determine new strategies to achieve its goals and mission.

JYF’s physical plant comprise 96.8 acres across three campuses: Jamestown Settlement Museum (46.2 acres); American Revolution Museum at Yorktown (21.5 acres); and the Emerson Central Support Complex (29.1 acres). The Jamestown and Yorktown Museums power the agency’s visitor experiences, while the Emerson Central Support Complex (ECSC) house support services, including facility operations, finance, IT, HR, Outreach, Digital Media and Retail warehouse operations.

The ECSC has 50,000 square feet of building space and was constructed in 2004.

Construction for the American Revolution Museum at Yorktown (ARM-Y) was completed in 2015, and the museum opened to the public in 2017. The building has 80,000 sq. ft of space, with an additional 9,000 sq. feet that is waiting to be developed.

The Jamestown Settlement Museum was constructed in multiple phases: Education Wing - 2000; Visitor Services Wing – 2001; Theater and Special Exhibition Hall – 2004 & 2005; and Permanent Exhibits Gallery Phase IV - 2005.

The newest JYF building, the American Revolution Museum at Yorktown, is exactly 10 years old. Both the Jamestown Settlement Museum, and the Emerson Central Support Complex, are over 20 years old. As such, maintenance and replacement needs are forcing significant investments in the agency’s infrastructure.

A six-year capital improvement plan is in place to guide JYF’s strategic investments in infrastructure renewal. The plan is reviewed and updated every two years, to accommodate funding availability and emerging needs.

In the last two years, a new roof was installed on the Rotunda section of the Jamestown Settlement Museum, and the bathrooms were renovated in the Great Hall area, also at the Jamestown Settlement Museum. An Energy Savings Contract (ESCO) project replaced air handling units at the Jamestown Settlement Museum, Maintenance Building, and the Emerson Central Support Complex.

Multiple projects are in different stages of planning, development, design and approvals from the Department of Energy and Buildings. These projects are funded from capital, maintenance reserve and private funds. These projects include roof replacements (funded at $7.5 million from FY25 capital funds); outdoor lighting and walkways (funded at $1.9 million from FY25 capital funds); and the restoration of the Susan Constant maritime vessel (funded at $4.7 million from FY25 capital funds).

Maintenance Reserve funding support replacements and the restoration of JYF’s infrastructure and equipment investments. Maintenance Reserve projects scheduled for the FY2024-26 biennium include ADA upgrades, lobby to cafe flooring replacement and structural enhancements at the Jamestown Settlement location, bathroom renovations, equipment replacement, and facility repairs.

Additionally, JYF has been successful in recruiting private funding to support innovative infrastructure improvements. A recent matching grant will support the construction of a state-of-the-art Digital Media Studio at the Emerson Central Support Complex. The match for this sizeable grant is expected to be funded by JYF and additional fundraising initiatives.

JYF’s ability to attract visitors depend in-part on the vitality and vibrance of the agency’s physical infrastructure. For example, the café space at the Jamestown Settlement Museum, has not been refreshed in over 20 years. Majority of the equipment that power JYF museum experiences have outlasted their life span and are failing. Further, the introduction of energy efficient windows and lighting has significant potential to reduce annual utility bills, which have increased by up to 20% in the last three years. Clearly, investments in JYF’s physical infrastructure, is an investment in effective delivery of JYF’s mission.

Personnel: In FY 2024, 10 percent of full-time employees (16) are eligible for retirement. Some of these eligible are upper level management including our Director of Maritime Operations, Director of Visitor Experience, and museum operational staff. In the next five years, 25 percent (39) of full-time employees will be eligible for full retirement. Current staffing levels leave JYF with gaps and no depth. Staffing costs comprised 72% of the FY24 budget. Compensation rates fall short of market values, leaving JYF vulnerable to talent loss.

Revenues:  Tourism levels to the Historic Triangle and Virgnia directly impact visitation to JYF museums. For this reason, strengthening partnerships with local tourism and travel organizations help mitigate the risk of declines in visitation. Nonetheless, the region is sensitive to inflationary increases, declines in discretionary income and market conditions that limit visitors’ ability to travel or limit time spent in the destination. The competition to secure a spot on visitors' itineraries has evolved over the years. JYF is longer just competing with other local attractions; travelers now seek diverse experiences, including outdoor adventures and meaningful activities.

Programming: JYF must ensure programming at both museums and online meets visitor expectations, which continue to change based on advances in technology, new understandings of history, and media consumption. We work to provide fulfilling exhibition and living history experiences, innovative media, and robust online content that further the institution’s mission and engage audiences. Looking forward, gallery refreshes continue to be warranted at Jamestown Settlement and the American Revolution Museum at Yorktown to ensure that we are providing up to date, accurate, and relevant historical content that aligns with JYF's mission to tell inclusive history.  Uncertainty in options for external donor funding in providing education opportunities to Title I and schools with limited capacity has impacted our ability to provide programming for Virginia students, but student onsite numbers continue to recover approaching pre-pandemic levels. Despite this, JYF strives to maintain its position as a key provider of museum education programs in Virginia by developing new programs for self-guided experiences, interdisciplinary programs, and virtual learning to support delivery of core educational goals. JYF teacher professional development program offerings and learning resources have expanded in program topics and delivery platforms. We recognize that changing transportation costs, SOL requirements, and private donation levels also impact participation in education programs for school districts.

Advertising:  JYF museums visitation is directly correlated to the hotel occupancy and visitation levels of the Historic Triangle and Virginia. The museums benefit significantly from the advertising power of the area's Destination Marketing Organizations (DMOs). Visit Williamsburg, the area’s primary DMO, is in the process of selecting new advertising and public relations agencies to enhance the market profile of the region and attract more visitors. While JYF's own advertising investment is significant, it is the combined efforts with the destination's broader marketing initiatives that truly expand the museums’ reach and awareness.

Physical Plant: The cyclical renewal of our physical infrastructure is imperative to good museum experiences.  Limited capital and maintenance reserve budgets and staffing inhibit the scope and urgency of addressing much needed infrastructure improvements.  A major energy savings project was recently implemented to replace some of JYF’s heating and cooling infrastructure and systems, however, funding did not allow for the complete overhaul of all the agency’s systems, most of which have exceeded their useful life span.  Due to the age of the agency’s physical infrastructure, the volume of much needed capital and maintenance reserve projects far exceeds the funding that is available to address the many infrastructure needs.

JYF funding of the base budget comes from general funds (57.7 percent) and non-general fund sources including admissions revenue (42.3 percent).

JYF received operational support through admissions revenue. FY2024 combined paid admission revenues totaled $5,757,047.  Miscellaneous revenue includes reimbursement of private affiliate operational expenses, private affiliate endowment and annual fund support, and gift shop net revenues. Other revenue sources are private grants, fees for outreach, distance learning and summer history-camp programs and private event rentals.

Additional education and sales programs have been explored to generate new revenue, including expanding programs for homeschool and niche markets, developing paid programming, and promoting after-hours event rentals. The private affiliate, Jamestown- Yorktown Foundation, Inc., raises private funds to support artifact acquisitions, special exhibitions, and educational programming.

Key facts regarding JYF:

Challenges faced by the tourism industry, both locally and in heritage tourism locations as a whole, will have an impact on JYF operations over time. Destination and major area marketing and attraction efforts in the past provided umbrella positioning and messaging under which JYF could then work in tandem and in partnership to leverage opportunities and capture market share. When additional money is invested in the "destination sell" effort, JYF will attract more visitors to our nationally accredited museums. Per capita ticket pricing and management strategies help JYF protect non-general revenue generation as much as possible.

The number of Virginia school districts is relatively stable while student population growth continues to fall as private and homeschool populations increase following the pandemic. JYF is making strides increasing educational services to private schools, home-schooled children, and out-of-state school districts, while stretching our reach to secondary schools and early learning centers. The creation of new teacher professional development offerings continues to grow educator audiences. Through the use of existing and emerging technology, JYF has greater opportunity to extend products and services to a wide customer base.

The pool of potential contributors remains relatively constant. There is a risk that potential donors may be drawn to other programs and JYF could lose crucial support.

JYF works closely with regional and state-wide museums, attractions and other cultural/business partners to better help deliver our mission through programmatic partnerships, training and shared expertise. Among the organizations that JYF collaborates with include all state agency museums, Virginia Museum of History and Culture, Colonial Williamsburg Foundation, National Park Service and Jamestown Rediscovery.

JYF is open daily year-round, except Thanksgiving, Christmas and New Year's Day. Normal operating hours are from 9 a.m. to 5 p.m. The museums feature films, gallery exhibits, hands-on activities and historical interpretation. Immersive living history areas include Paspahegh Town, representing an Indigenous town site, three 1607 replica ships, and a 1610-1614 re-created fort at Jamestown Settlement, as well as a Continental Army encampment and 1780s farm at the American Revolution Museum at Yorktown. JYF features a distinctive collection of more than 210,931 17th- and 18th-century artifacts and continues to acquire new artifacts for exhibit at both museums in support of its educational mission. 

JYF served 211,431 students through programs in FY 2024, including 164,143 at our museums and 47,288 through outreach and virtual programs in 112 of Virginia's 134 school districts. Seven on-site programs for students and seven outreach programs explore topics from the Powhatan Indian World to Revolutionary Virginia. Summer programs include sixteen different children's history camps. Teacher Professional Development programs served 146 teachers during FY 2024. JYF introduced a secondary teacher institute and ten virtual teacher professional development programs that were accessible for homeschool parents as well. Online resources for teachers and students, including curriculum materials, videos, interactives and essays are available on www.jyf.museums.org. These resources will be a major focus for the coming year as staff works with our team of Master Teachers to develop resources for today’s classrooms.

The Maritime Program provides outreach opportunities in the Chesapeake Bay area with the Jamestown Settlement ships to conduct education programs, create awareness for fundraising, and promote tourism and museum visitation.  In 2024, the sailing program includes five events:  a Godspeed Jamestown Day sail, a Godspeed guest sail used as a fundraiser, the Susan Constant voyage to Mystic Seaport Museum Shipyard for a major repair project, and a Godspeed fall voyage to Urbanna and Yorktown. The crew conducts special hands-on programs at ports of call.  In 2023, 4,265 guests and students were welcomed aboard at Norfolk Harborfest and during the Fall Voyage. Godspeed is occasionally used for revenue producing visitor sail program and in 2023 the vessel earned $2,000 in income from sails at two ports of call. Beginning in June 2024, Susan Constant is undergoing a two-year hull restoration project at Mystic Seaport Museum Shipyard. During Susan Constant’s absence, additional programming will be offered on the Ship’s Pier at Jamestown Settlement to supplement interpretive programming aboard Godspeed and Discovery.

Special exhibitions and public programs generate repeat visitation and foster donor support from awareness through media coverage.  Special exhibitions in the coming years will feature wide ranging interests, from Chinese porcelain at Jamestown Settlement to contemporary artists reflecting on the American Revolution in advance of the 250th anniversary of the signing of the Declaration of Independence in 2026 at the American Revolution Museum at Yorktown. Special programs and community engagement activities will continue the momentum of these exhibitions through their life cycles.

Customer Satisfaction: FY 2024 customer survey results indicated 99.5 percent “Good” or “Excellent” ratings regarding their visit and experience with JYF programs and facilities.

Return on Advertising Investment: The FY 2024 ratio of admissions revenue to direct media advertising was $4.46:$1, based on $5.7 million in revenues and $1.2 million in direct media expenditures.

Outreach Education Programs: Served 47,288 students in FY 2024 in 15 Virginia school districts in distance learning, and 10 additional states outside of the Commonwealth, and 109 school divisions with in-classroom outreach programs.

On-site Education Programs: Served 164,143 participants in FY 2024, 10% over the previous year’s total and approaching pre-pandemic levels.

Visitor Complaints: In FY 2024, fewer than 2.77 percent of customer surveys included complaints about facility operation or maintenance

Educational and public programs, visitor experiences, exhibitions, and digital media promote an understanding and awareness of early American history through the convergence of Indigenous, European and African cultures and the shared legacies today.

Provide museum experiences that result in visitors indicating that they felt connections to the past or others in the present based on learning about the convergence of cultures through visitor evaluation.

• Develop an interpretive plan centered on providing a more complete historic narrative reflecting Virginia Indian, West Central African and Anglo-European cultures.

• Implement a comprehensive review of all program plans, living history demonstrations, and resources at each museum to ensure accuracy and inclusiveness per our mission statement.

• Create or reimagine programs to make essential the stories of African Americans, Indigenous people, women and other underrepresented cultures.

• Design and implement methods of evaluation that help document existing audience understanding and provide evidence of shifts in understanding subject matter as a result of programs and visitor experiences.

• Conduct historical research that will serve as the basis for all programs utilizing staff, interns, volunteers, and outside scholars as available.

• Coordinate and assess learning goals of education programs in relation to the Commonwealth's Standards of Learning.

• Ensure programming accommodations for diverse audiences (e.g., family, adult, special needs, educators, and other professionals).

• Manage and care for more than 67,000 square feet of existing gallery exhibits and 5 outdoor living-history exhibit areas at Jamestown Settlement and the American Revolution Museum at Yorktown.

• Offer dynamic and engaging multi-year on-site gallery exhibit programs and outdoor living-history programs to visitors that advance the goals of empathy and diverse perspectives.

• Plan and fabricate changing exhibits at Jamestown Settlement and the American Revolution Museum at Yorktown that center mission and audience impact.

• Extend teacher professional development programming to serve teachers in Virginia and outside the Commonwealth with professional development programming delivered in person and virtually.

• Re-establish the Museums & Programs Advisory Council (MPAC) in its review and evaluation of JYF education programming, changing exhibition plans, gallery planning process, and living-history area improvements.

• Incorporate the three strategic pillars of People, Program and communication in daily operations.

Reimagine and grow school learning experiences delivered at museum sites and through outreach with a focus on making the convergence of cultures in early America relevant to youth today.

• Review existing school programs to ensure standards align with State requirements while also promoting empathy and relevance for students.

• Reimagine the on-site school experience to support growing the number of self-guided visits, interdisciplinary connections, and inquiry-based learning.

• Implement outreach programming in school districts both in person and virtually.

• Secure private contributions to support rising program costs.

• Create opportunities for youth engagement, including volunteerism and internships that foster interest in the fields of history and museums.

• Use social and digital media across multiple platforms to make relevant connections through history and museum collections in a dialogue-driven format.

• Develop opportunities for youth to be contributors and co-producers of content, programs, and exhibitions.

• Extend youth civic engagement programs inspired by the legacy aspects of our collections and exhibitions through programs and digital content.

• Incorporate the three strategic pillars of People, Program and communication in daily operations.

Increase the number of community partnerships and creation of programs that expand our audiences.

• Identify organizations and opportunities to engage with our community and develop a plan for outreach programming that works to be intentionally inclusive and maximize new opportunities for using Foundation resources.

• Design new program opportunities with specific generational audiences in mind that are currently underrepresented at JYF, including Gen Z and Millennials.

• Create opportunities to be in service to the local community, both at community sites and as a location to host community-based events.

• Expand communication with regional and national museums to further meaningful partnerships for projects and audience development.

• Examine the needs of lifelong learners and expand programming and resources tailored to adult learners.

• Develop programs and digital content that address trending topics for the public that highlight the relevance of historical events and connect them with events that are shaping today’s world.

• Implement JYF’s Indigenous Peoples Initiative, including cultivating reciprocal tribal relationships and programming.

• Obtain private contributions to offset rising program costs.

• Incorporate the three strategic pillars of People, Program and communication in daily operations.

Growing the collection is central to our mission of exploring early Virginia and American history through the lens of a convergence of cultures and their legacies in our world today. As history interpretation continues to evolve, our collection must grow in order to provide relevant, engaging, accurate, and empathetic narratives to our visitors and stakeholders.

Manage and care for the collections, and for borrowed artifacts according to collection guidelines, American Alliance of Museums (AAM) standards and artifact loan agreements.

• Review and revise master and annual acquisitions plans (as guided by the JYF Collections Policy) to grow an artifact collection that tells diverse stories of early Virginia and the American Revolution, and continues to center the Commonwealth’s collection on an international stage.

• Conduct historical research and make preparations for new special exhibits and planned gallery refreshes that drive new audiences and foster comprehensive and more complete narratives of our past.

• Monitor and record temperature and humidity in the galleries, assess collections management facility needs in accordance with guidelines and procedures, and integrate requirements into the JYF master planning process.

• Monitor and review collections storage conditions to ensure compliance with best practices standards, regularly update information cataloged in Vernon Collections Management system or its equivalent, review artifacts for conservation on a regular basis.

• Facilitate accessibility of the collections through digitization efforts (3D scanning and high res photography).

• Present lectures, staff training programs, and respond to research requests from public, donors, and various federal and state agencies to advance the visibility of JYF’s collection and grow the Foundation’s intellectual and academic capacity and credibility.

• Facilitate reasonable access to collections for the purpose of staff research projects as it benefits JYF’s interpretive goals.

• Develop and implement a special exhibition for the American Revolution Museum at Yorktown to commemorate America’s 250th anniversary.

• Review all aspects of collections management and policy to maintain AAM accreditation.

• Review display cases, lighting and HVAC systems to ensure safety for both artifacts and the public.

• Work effectively with major national and international lenders to ensure loaned exhibits and artifacts are stored in appropriate conditions, artifact mounting meets or exceeds standards and all curatorial issues are addressed and resolved without adverse impact on the exhibition schedule.

• Incorporate the three strategic pillars of People, Program and communication in daily operations.

As a result of its success in fulfilling its mission, JYF visitors spent an estimated $107 million in the Historic Triangle in 2023 - on lodging, meals and other commodities, and visiting other attractions during their visit.

Increase admissions by implementing a strategic and impactful marketing program that effectively engages and attracts paid visitation and increases revenue.

• Develop and implement multi-channel marketing campaigns to reach target audiences and reinforce key messages about the mission, events and programming.

• Enhance the Foundation’s visibility to increase brand awareness, visitation and increase ticket sales.

• Create compelling content that highlights the unique aspects of the living-history areas, galleries, educational programs and events.

• Actively manage admission rate pricing strategy and develop ticket products.

• Expand group sales and packages tour groups.

• Maximize online and off-site museum admission ticket sales.

• Foster partnerships with local and regional tourism and travel organizations, hotels, and other attractions and institutes to cross-promote offerings that attract more visitors.

• Operate in-house advertising agency and media placements.

• Promote sales for combination and co-op tickets to encourage visitation at both museums.

• Effectively utilize web-based marketing and digital communication strategies, including www.jyfmuseums.org, social media and digital advertising.

• Promote facility rentals as a revenue source.

• Incorporate the three strategic pillars for People, Program and Communication in daily operations.

• Promote the landmark events for the VA250 Commemoration.

JYF’s Facilities department maintains over 300,000 sq. feet of building space, across three campuses that span 97 acres. Alongside the agency’s capital improvements division, facilities operations work to ensure that building spaces, infrastructure and related services are effective and efficient in the delivery of JYF’s mission.

The primary goal of Facilities operations is to create and maintain an environment that supports and enhances the museum experiences of JYF’s visitors and staff. We recognize that ambiance and environment are major factors in the positive experiences of visitors and guests. To that end, we strive to design and maintain attractive, well-designed facilities that adequately handle visitation demands, meet rigorous museum standards for the protection of the artifact collections, and ensure the comfort and safety of staff, visitors and museum collections.

Maintain lean, but functional facilities and grounds operations, in order to provide positive visitor experiences.

• Maintain buildings and expanded grounds efficiently in accordance with the highest standards.

• Maintain strict humidity and temperature levels in galleries according to mandated museum standards.

• Ensure that buildings and grounds are safe and secure for the enjoyment of visitors and staff.

• Create and maintain comfortable indoor and outdoor spaces for visitor and staff.

• Ensure regulatory compliance at all levels.

• Prioritize energy efficiencies and environmental sustainability.

• Provide exemplary landscaping maintenance and improvements.

• Increase focus on preventative maintenance and Streamline facility maintenance processes.

• Improve space utilization.

• Maintain Asset Service Histories.

• Invest in upgrading and replacing legacy systems and equipment.

• Provide ongoing engineering/project supervision services in order to identify facilities issues, design improvements, develop detailed project costs, and ensure quality workmanship.

• Incorporate the three strategic pillars of People, Program and communication in daily operations.

• Strategize and plan for the future.

In order to fulfill its mission with available resources, JYF must operate under sound business principles and satisfy the Commonwealth of Virginia's state compliance requirements

Ensure resources are used efficiently and programs are managed effectively, and in a manner consistent with applicable state and federal requirements.

• Annually review/assess internal tools such as bylaws, statements of purpose, board criteria, board responsibilities, annual goals, and related external materials to ensure/establish protocol for JYF and its affiliates.

• Attract and retain qualified paid and volunteer staff.

• Construct necessary facility improvements to ensure the agency’s continued ability to attract visitation and generate non-general fund revenue.

• Continue evaluation of JYF's management and operation systems.

• Ensure effective board and committee meetings.

• Implement the agency’s capital improvement plan in conjunction with the provisions of the Commonwealth of Virginia Construction and Professional Services Manual.

• Incorporate the Governor’s initiatives as they relate to JYF in agency planning whenever feasible.

• Maintain an active membership roster for The Council consisting of former board members, to enlist members’ assistance as long-term ambassadors of JYF and private affiliate organizations

• Maintain contact with central state agencies and federal and local agencies to maintain awareness of agency needs.

• Maintain memberships in professional organizations, attend professional conferences and meetings, and subscribe to professional publications in order to keep abreast of the innovations and news within the education and museum communities and within state government.

• Maintain sufficient staffing and resources to meet compliance and service levels.

• Maximize non-general fund income from museum shops and café commissions.

• Maintain board meetings per VA Code and boards' bylaws and/or schedule similar forums and convene such forums as needed.

• Coordinate with sub agencies to support commemorative events in an efficient and effective manner.

• Promote adequate state government support for operating, capital and maintenance expenses.

• Promote dynamic working relationship between JYF Board of Trustees, the boards of its private affiliates and business leaders to utilize the leadership and vision of top museum, business and governmental leaders to best fulfill the agency’s mission.

• Provide sufficient security to safeguard artifacts and provide staff and public safety.

• Provide the fiscal, personnel and organizational resources, and structure necessary to support activities planned and implemented.

• Provide timely and relevant financial reporting to effectively manage JYF and private affiliate resources.

• Pursue technology investments and strategies that provide sufficient flexibility and support for marketing, retail, and private affiliate operations, while maximizing the efficiencies and security provided by the VITA network and policies.

• Sustain current compliance levels with all state policies and regulations (e.g., financial, procurement, human resources, and capital outlay).

• Sustain current staff/board communications and working relationships.

• Sustain ongoing cooperation and explore future promotional and working opportunities with other agencies.

• Use agency assessment, performance, and budgeting data to evaluate agency resources.

• Utilize technology to communicate with the public and to operate in a more effective and efficient manner.

• Work with board committees to communicate agency resource and personnel needs and provide accurate and timely information concerning JYF and private affiliate resource requirements.

• Incorporate the three strategic pillars of People, Program and communication in daily operations.

Non-general funds are essential for the operation of the JYF museums and effective marketing initiatives are required to generate admissions revenue so that the mission can be implemented.

Increase admissions by implementing a strategic and impactful marketing program that effectively engages and attracts paid visitation and increases revenue.

• Develop and implement multi-channel marketing campaigns to reach target audiences and reinforce key messages about the mission, events and programming.

• Enhance the Foundation’s visibility to increase brand awareness, visitation and increase ticket sales.

• Create compelling content that highlights the unique aspects of the living-history areas, galleries, educational programs and events.

• Actively manage admission rate pricing strategy and develop ticket products.

• Expand group sales and packages tour groups.

• Maximize online and off-site museum admission ticket sales.

• Foster partnerships with local and regional tourism and travel organizations, hotels, and other attractions and institutes to cross-promote offerings that attract more visitors.

• Operate in-house advertising agency and media placements.

• Promote sales for combination and co-op tickets to encourage visitation at both museums.

• Effectively utilize web-based marketing and digital communication strategies, including www.jyfmuseums.org, social media and digital advertising.

• Promote facility rentals as a revenue source.

• Incorporate the three strategic pillars for People, Program and Communication in daily operations.

• Promote the landmark events for the VA250 Commemoration.

Financial support from a variety of sources is required in order to implement JYF's mission.

Financial support from a variety of sources is required in order to implement Jamestown-Yorktown Foundation's mission. Donations assist in this implementation.

• Expand funding program while continuing to cultivate and steward existing donors.

• Increase opportunities for private sector funding support for the expansion of educational programs and projects.


• Conduct an effective annual giving program, using direct mail, social media, and other methods to reach the widest possible audience.

• Solicit major gifts from individuals, corporations, foundations, and public sources.

• Promote planned giving through the Mathews Society.

• Incorporate the three strategic pillars of People, Program and communication in daily operations.

This service area acquires and provides excellent stewardship for the broad collection that provides museum visitors with tangible connections to the past. Artifacts, material culture, and other historic and contemporary materials provide a lens through which visitors can explore historical themes and their legacies in the JYF museum galleries. 

By using artifacts to impactful and engaging stories about the past, growing, researching, and maintaining the Foundation’s artifact collection directly supports JYF’s educational mission to explore how a convergence of many cultures impacted the evolution of Virginia from the founding of Jamestown to the Siege of Yorktown and beyond. 

Authority: Title 23, Chapter 23, Code of Virginia.

This service area provides period artifacts that are maintained according to stringent standards. It identifies potential artifact loans, implements loan agreements, and creates accurate, engaging historical exhibit themes and research-based content for the permanent and changing exhibits. Jamestown Settlement has 30,000 square feet of permanent galleries plus 5,400 square feet of changing exhibit space. The permanent gallery at the American Revolution Museum at Yorktown has 25,500 square feet with 4,000 square feet of changing gallery space.

Permanent galleries typically are replaced every 10-15 years, while a changing gallery typically is open for a period of 3 to 12 months. The information presented in the gallery must be well researched, clearly organized and well written, and artifacts must be purchased (through JYF's private affiliate), borrowed, and, in all cases, cared for according to American Alliance of Museums (AAM) and artifact loan agreement standards to ensure that artifacts are preserved for future generations to see. Temperature, humidity and light levels must be closely monitored and actions taken to protect the artifacts if building systems are unable to meet standards.

Funding for Collections and Curatorial Services comes from general funds (36.4 percent) and from nongeneral funds (63.6 percent) - largely admissions revenue. Nongeneral funds from the agency's private affiliate, the JYF, Inc. and donors, are used to purchase and conserve artifacts on behalf of the state agency. Other artifacts are conserved utilizing maintenance reserve funds. After the artifact has been acquired, ownership of the artifact is transferred to state government and placed under the state's self-insurance program. Additionally, public and private grants (both restricted and unrestricted) supplement nongeneral funds.

Education and Extension Services includes nine areas:

1. Visitor Services provides on-site ticket sales and customer service to visitors at two museums.


2. Visitor Experience provides costumed historical interpretation for visitors at two museums and oversees customer research, gallery and docent programming, and living history events.


3. Student Programming provides guided and self-guided educational experiences and hands-on educational classroom programs to school groups visiting the museums, as well as summer children's programs, adult groups, VIPs, and special interest groups. It also provides classroom outreach in the form of in person and virtual presentations.


4. Maritime Services provides the maintenance for three replica ships (Discovery, Godspeed, and Susan Constant) and oversees the sailing of the ships for educational outreach programs.


5. Exhibit Services designs, fabricates and maintains exhibit displays for the museum galleries and outdoor interpretive areas. This area also manages exhibit audio visual technology.


6. Teacher Programming provides synchronous professional development for educators through onsite and virtual programming, teacher resources delivered through programming and digital resources, and learning opportunities that highlight JYF museums and partner organizations.


7. Group Reservations manages reservations for student and special programs.


8. Community Engagement conceives and creates public and cultural programming designed to engage diverse audiences, including visitors, community groups and other organizations and institutions.


9. Digital Media Services produces in-house and/or manages outsourced production of digital media products and provides audio-visual support for events, programs and exhibits

Education and Extension Services provides all programming, visitor experiences, and customer service for Jamestown Settlement and American Revolution Museum at Yorktown. The educational mission includes fostering an understanding and awareness of the development of the United States through the convergence of the American Indian, European and African cultures and the resulting legacies. Education and Extension Services directly provides the educational product for JYF’s audiences, both on-site and virtually; sells tickets to and assists visitors so they fully can experience the museums; and maintains ships and provides maritime outreach programs. This unit also provides student programs at our two museums and in classrooms physically and virtually throughout Virginia (including not only public schools, but private schools, home-schoolers, and out-of-state teachers and students), carrying JYF's mission to them during the entire academic year. Many students would not be able to experience JYF’s offerings without these outreach programs.

Authority: Title 23, Chapter 23, Code of Virginia.

Museum Galleries and Living History Sites: Serve as dynamic experiences for tours and programs for individuals, families, and groups, including tour companies and Virginia schools as well as school groups outside of the Commonwealth. Museum exhibits, film viewing and special events can be accessed at both museums.

Visitor Services: Provide advance and on-site ticket sales to both museums as well as combination tickets with community partners' attractions.

Outreach education programs: Instructors with reproduction artifacts traveling to classrooms throughout the state, utilizing museum programming in their teaching objectives. Virtual learning opportunities with educators streaming live into classrooms with reproduction artifacts and supports.

Education: Provide meaningful experiences for school groups through museum educators and specialists using material culture, galleries, living history sites, and museum collections.

Teacher workshops and institutes: Conduct teacher institutes and workshops on state and national basis so that teachers may better utilize the museum experiences and techniques within their own classroom to better teach to Virginia and national learning standards.

Community engagement: provide public programming and events aligned with the JYF mission and interpretive plan to meet the needs of families, lifelong learners, focused on local Tidewater residents

Customer research: Analyzes visitor surveys, program evaluation forms and visitor comment cards and online comments. Calculates JYF’s economic impact and assists with visitation projections.

Digital Media Services:  Produces films/videos, gallery interactives, online interactives, audio programs and provides photography services for events and programs, exhibition spaces, living history areas, and JYF's website.

Funding for Education and Extension Services come from general funds (69.1 percent) and from nongeneral funds (30.9 percent)-largely admissions revenue.

Operational and Support Services includes the following areas: Finance, Human Resources, Safety and Security, Marketing and Retail Operations, Development, Facilities and Maintenance and the Deputy Executive and Executive offices.

Operational and Support Services supports the JYF mission, as well as the statewide goal of being recognized as the best managed state in the nation, by providing the executive leadership and day-to-day critical services to the museums and its operation.

Authority: Title 23, Chapter 23, Code of Virginia.

Finance Department: Maintains accurate accounts payable and receivables. Provides other accounting functions including payroll, budget preparation and analysis and procurement. Prepares background information and recommendations for budget amendments. Prepares monthly financial reporting for state agency and two private affiliates that clearly delineates each entity's financial support. Prepares accurate, timely financial reporting for grants and restricted gift donations.

Facilities and Maintenance: Provides the management and delivery of JYF's capital program and maintenance of its facilities and equipment.

Marketing and Public Relations: Designs and implements marketing programs, including advertising, media relations services, sales and promotions, on-site advertising agency and graphic design and the www.jyfmuseums.org website, to generate paid admissions to Jamestown Settlement and the American Revolution Museum at Yorktown.

Retail Operations: Provides the opportunity for visitors to purchase items that provide meaningful connections to their visit while generating revenue to support key Jamestown-Yorktown Foundation operations and programming, and cultural engagement for the community.

Café Operations: Provides visitor amenities which enhance the visitor experience while generating revenue that supports JYET operations and assists in fulfilling JYET’s objectives of providing financial support to the Jamestown-Yorktown Foundation.  

Development: The Development Office provides fundraising support to JYF.

Human Resources and Professional Development: Provides human resource support to internal and external customers. Enforces state employment regulations, lists new positions, processes newly hired employees, advises on employee benefits, and records management. Provides professional development opportunities for staff at all levels that includes internal, state-wide and external sources.

Security and Safety Services: Provides a safe environment for visitors and staff; protects the collections, facilities and other physical assets of JYF against loss from fire, theft and willful destruction.

Executive and Deputy Executive Offices: Provides strategic leadership and management of JYF.

Information Technology: Supports the critical business objectives of JYF through hardware and software applications specific to the agency and oversees network and desktop service provided by VITA.

Funding for Operational and Support Services comes from general funds (48.0 percent) and from nongeneral funds (52.0 percent)-largely admissions revenue.