Agenda in progress. Check back for updates.
Agenda | Tuesday, November 17
4-6pm | Registration and Welcome Reception
Location: The Westin Richmond, Shenandoah Junior Ballroom BC
Check in and pick up your Conference materials before joining an informal welcome reception featuring opening remarks from David Duncan, President, American Battlefield Trust. Connect and network with fellow attendees as you kick off the Conference.
Dinner on Your Own
The hotel's on-site restaurant is a convenient option, or explore Richmond's dining scene. We will provide a curated list of local restaurant recommendations. Participants are welcome to carpool or grab an Uber to venture out.
Agenda | Wednesday, November 18
7-7:45am | Registration and Breakfast
Location: The Westin Richmond, Shenandoah Junior Ballroom
Register and join us for continental breakfast.
7:45-8am | Opening Remarks
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Gain an overview of the Conference goals, key themes, and what to expect throughout the program, followed by brief introductions of the presenters and panelists.
Presenter | Tom Hand, Creator and Publisher, Americana Corner
8-8:50am | Charting the Course
Location: The Westin Richmond, Blue Ridge Ballroom CDE
A strategic plan serves as a roadmap for an organization, guiding decision-making and resource allocation to ensure sustained growth and success. In this session, Mary Manges, Executive Director of Fort Ligonier, and Matthew Wedd, Executive Director of Conococheague Institute, will share case studies on how their organizations developed and implemented strategic plans to strengthen operations, focus resources, and position themselves for sustainable growth. The presentations will be followed by an interactive Q&A.
Presenters:
Mary Manges, Executive Director, Fort Ligonier
Matthew Wedd, Executive Director, The Conococheague Institute
9-9:50am | Building a Thriving Volunteer Program
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Volunteers are often the backbone of a historic site's daily operations — and its future leadership pipeline. This session explores best practices for recruiting, engaging, and retaining volunteers, and for empowering talented volunteers to grow into leadership roles within your organization. This session opens with a case study led by Jennifer Martin, Executive Director of Friends of Washington Crossing Park, PA, followed by a panel discussion.
Presenter | Jennifer Martin, Executive Director, Friends of Washington Crossing Park, PA
Panelists:
Bess M. Averett, Executive Director, Friends of Vicksburg National Military Park and Campaign
Chuck Laudner, Strategic Consultant, American Battlefield Trust
Jennifer Martin, Executive Director, Friends of Washington Crossing Park, PA
Moderated by Tom Hand, Americana Corner
10-10:50am | Marketing Historic Sites in a Digital Age
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Your site has a story worth telling; the question is whether the right people are hearing it — and whether they recognize your voice when they do. Larry Swiader, Chief Digital Officer at the American Battlefield Trust, walks through the digital marketing fundamentals that drive both visitation and donor engagement, including website strategy, social media, email, and content development, with an emphasis on building a consistent brand identity across every channel.
Presenter | Larry Swiader, Chief Digital Officer, American Battlefield Trust
11am -1:20pm | Preservation Field Trip and Lunch
Location: Patrick Henry’s Scotchtown
Presenter | Will Glasco, Chief Executive Officer, Preservation Virginia
1:30-2:20pm | Diversifying Revenue: Grants, Sponsorships, Events, and Beyond
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Relying on a single revenue stream is a risk no historic site can afford. This panel explores how to build diversified funding portfolios, from foundation grants to corporate sponsorships, membership programs to earned income, and event-based revenue. Panelists discuss what it takes to pursue each source effectively and how to balance the time investment against the return.
Panelists:
Jennifer Martin, Executive Director, Friends of Washington Crossing Park, PA
Nick Redding, President and CEO, Preservation Maryland
Matthew Wedd, Executive Director, Conococheague Institute
Moderated by Tom Hand, Americana Corner
2:30pm – 3:20pm | Building and Sustaining Your Team: Leadership and Board Development
Location: The Westin Richmond, Blue Ridge Ballroom CDE
A board that shows up, and steps up, doesn't happen by accident. This session explores how to identify, recruit, and retain board members who bring both passion and practical value to your organization. It’ll also cover strategies for cultivating an effective leadership team and creating a thoughtful transition process that allows your organization to build on its successes long after current leadership has moved on.
Panelists:
David Duncan, President, American Battlefield Trust
Rob Havers, President and CEO, The American Civil War Museum
Mary Manges, Executive Director, Fort Ligonier
Moderated by Tom Hand, Americana Corner
3:30-5pm | Breakout Groups
Location: The Westin Richmond, Blue Ridge Ballroom CDE, Shenandoah Junior Ballroom
Recap the day’s discussion with your peers and get assistance from group leaders to develop your plan of action
6-8:30pm | Reception, Dinner and Keynote
Location: The Westin Richmond, Shenandoah Junior Ballroom
Join us for a cocktail reception from 6-7pm followed by dinner and an opportunity to connect with peers, presenters, and Conference staff. The evening will conclude with a keynote presentation.
Agenda | Thursday, November 19
7-8am | Breakfast
Location: The Westin Richmond, Shenandoah Junior Ballroom
Join us for continental breakfast.
8-8:50am | Relationship Building: Local Businesses, Civic Groups, and Regional Historic Sites
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Historic sites don't exist in a vacuum — they thrive when they're woven into the fabric of their communities and connected to a wider network of peers. This session covers two levels of relationship-building. First, forming authentic, mutually beneficial relationships close to home: with local businesses, chambers of commerce, tourism boards, and civic organizations. Then, expanding outward to coalition-building with nearby heritage sites: structuring collaborative relationships, sharing resources without losing your own identity, and amplifying each other's visibility with visitors, media, and funders.
Panelists:
Chuck Laudner, Strategic Consultant, American Battlefield Trust
Jennifer Martin, Executive Director, Friends of Washington Crossing Park, PA
Nick Redding, President and CEO, Preservation Maryland
Moderated by Tom Hand, Americana Corner
9-9:50am | Advocacy Strategies for Local and Federal Government
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Strategies and best practices for advocating effectively with local and federal governments, cultivating relationships with elected officials and relevant government agencies, and influencing policy and funding decisions that support preservation efforts. Following a case study presentation by Mary Manges, Executive Director of Fort Ligonier, panelists will share how to build a compelling case for public investment, navigate the legislative and appropriations process, and sustain long-term engagement with government stakeholders at every level.
Presenter | Mary Manges, Executive Director, Fort Ligonier
Panelists:
Bess M. Averett, Executive Director, Friends of Vicksburg National Military Park and Campaign
Jim Lighthizer, President Emeritus, American Battlefield Trust
Mary Manges, Executive Director, Fort Ligonier
Moderated by Tom Hand, Americana Corner
10-10:50am | From Story to Experience: Programming That Builds Audiences
Location: The Westin Richmond, Blue Ridge Ballroom CDE
The most powerful offering a historic site can make is a program, tour, or event that leaves visitors wanting more. This session explores how thoughtfully designed educational programming, living history experiences, and community events can deepen visitor connection, drive repeat visitation, and cultivate the kind of engagement that turns first-time guests into long-term donors and advocates.
Panelists:
Jennifer Martin, Executive Director, Friends of Washington Crossing Park, PA
Larry Swiader, Chief Marketing Officer, American Battlefield Trust
Matthew Wedd, Executive Director, Conococheague Institute
Moderated by Tom Hand, Americana Corner
11am-12pm | Breakout Groups
Location: The Westin Richmond, Blue Ridge Ballroom CDE, Shenandoah Junior Ballroom
Pursuing excellence in fundraising; recap the day’s discussion with your peers and get assistance from group leaders to develop your plan of action
12-12:50pm | Lunch and Breakout Group Presentations
Location: The Westin Richmond, Blue Ridge Ballroom CDE, Shenandoah Junior Ballroom
Pursuing excellence in fundraising; recap the day’s discussion with your peers and get assistance from group leaders to develop your plan of action
1-1:50pm | Marketing on a Shoestring Budget
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Great marketing is not about having the largest budget –– it’s about making the most of the resources you have. Designed specifically for organizations with small staffs and limited marketing budgets, this session focuses on practical strategies that can be implemented immediately. Learn how to create a manageable marketing calendar, develop content from everyday activities, repurpose materials across multiple platforms, leverage volunteers, collaborate with community partners, and use inexpensive paid advertising effectively. Participants will also learn which marketing activities provide the greatest return on investment, and which can be safely deprioritized.
Panelists:
Bess M. Averett, Executive Director, Friends of Vicksburg National Military Park and Campaign
Chuck Laudner, Strategic Consultant, American Battlefield Trust
Matthew Wedd, Executive Director, Conococheague Institute
Moderated by Tom Hand, Americana Corner
2-2:50pm | Teaching History in the 21st Century
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Discover strategies for connecting with students and educators in today's changing academic landscape, from building relationships with teachers and hosting field trips to designing curriculum-relevant content that resonates in the classroom. Learn how to extend your reach beyond your site through school visits, civic presentations, and public programs that make history relevant to new generations.
Panelists:
Will Glasco, Chief Executive Officer, Preservation Virginia
Rob Havers, President and CEO, The American Civil War Museum
Stephen Wilson, Executive Director, St. John’s Church Foundation
Moderated by Tom Hand, Americana Corner
3-3:50pm | Fundraising: From Small Donors to Capital Campaigns
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Fundraising isn't one-size-fits-all, but certain principles hold true whether you're asking for $25 or $250,000. Bess Averett, Executive Director of the Friends of Vicksburg National Military Park, will open with a case study on fundraising strategies at a small friends organization, followed by a panel discussion covering first-time donor cultivation, building a recurring giving base, making the case for major gifts, and planning and executing a capital campaign.
Presenter | Bess M. Averett, Executive Director, Friends of Vicksburg National Military Park and Campaign
Panelists:
Bess M. Averett, Executive Director, Friends of Vicksburg National Military Park and Campaign
David Duncan, President, American Battlefield Trust
Jim Lighthizer, President Emeritus, Trustee, American Battlefield Trust
Moderated by Tom Hand, Americana Corner
4-4:50pm | Preserving America Grant and Awardee Spotlight
Location: The Westin Richmond, Blue Ridge Ballroom CDE
An overview of the Preserving America Grant Program — its mission, eligibility requirements, application process, and the types of projects it supports. This session features organizations that have received Preserving America grants — what they applied for, how they put the funding to work, and what they learned along the way. It offers both inspiration and practical guidance for prospective applicants, with time for questions.
Presenters:
Tom Hand, Creator and Publisher, Americana Corner
Stephen Wilson, Executive Director, St. John’s Church Foundation
Mary Manges, Executive Director, Fort Ligonier
4:50-5pm | Closing Remarks
Location: The Westin Richmond, Blue Ridge Ballroom CDE
Explore the ongoing support available after the Conference, including peer networking, professional development, virtual learning opportunities, and resources designed to help you turn ideas into action and continue your organization's growth.
Presenter | Tom Hand, Creator and Publisher, Americana Corner
5-6pm | Social Hour
Location: The Westin Richmond, Shenandoah Junior Ballroom or Courtyard (weather permitting)
Connect with peers, presenters, and Conference organizers.
