Potrero Group partnered with Save Ellis Island to develop a comprehensive strategic plan for one of America's most iconic immigration sites. While 3.8 million visitors pass through Ellis Island annually, the South Side—home to the historic hospital complex where America's modern public health system began—remained largely unknown and underutilized.
Through a nine-month strategic planning process, we helped SEI reimagine this 14-acre site as a vibrant hub for learning about the intertwined histories of immigration and healthcare. The resulting plan, "Reimagining the South Side," established a phased approach (Expand Access, Amplify the Story, Restore and Repurpose) with ambitious goals including engaging new visitors through innovative programming, completing major stabilization projects, increasing staffing capacity, and establishing sustainable funding models—all aimed at preserving this critical piece of American history and inspiring compassionate citizenship for generations to come.
Our Approach:
- On-site immersion and stakeholder engagement including a multi-day site visit to tour the hospital complex, participate in current programs, and present to key stakeholders (board, National Park Service partners, and funders)
- Extensive subjective and objective research conducting 15-20 interviews with stakeholders, organizational leadership, partners, funders, and leaders in the field, combined with a study of applicable models to identify key strategies and best practices
- Strategic positioning that linked two vital but previously separate narratives—immigration and healthcare—as the connective tissue for everything SEI does, culminating in new mission and vision statements
- Multi-phase strategy development creating short-term (1-3 years), medium-term (1-5 years), and long-term (5+ years) strategies that progressed from expanding access, to amplifying stories, to selective restoration and repurposing of buildings
- Focus area definition establishing three core domains (Activate the South Side, Improve Accessibility, Grow Operational Capacity) with specific goals, objectives, and measurable outcomes for each
- Professional document design creating a strategic plan and accompanying brochure with compelling visuals that communicates the organization's direction to staff, board, partners, funders, and potential supporters
- Implementation planning including a next steps workshop with leadership to discuss how to best utilize and communicate the plan both externally and internally
“[Testimonial…]”
—Janis Calella (President & CEO) at Save Ellis Island
