Facilitating an Inclusive & Imaginative Strategic Planning Process for Oakland’s Unique Storybook-Themed Happy Place Preparing for its 75th Birthday
Since 1950, generations of children and families have called Children’s Fairyland their happy place. Through their adventures in storytelling, puppet shows, attractions, animals, gardens, special events, and so much more, guests from across the Bay Area and beyond have made lasting memories, creating a beacon of pure joy on the shores of Oakland’s Lake Merritt. As the nation’s first storybook theme park, Children’s Fairyland even served as inspiration for the likes of Walt Disney who visited and incorporated ideas from the park into his vision for a “magic kingdom.” Children’s Fairyland continues to hold fast to its founding vision — to be a magical fantasy world where young children can create, imagine, play, and learn. Early in her leadership tenure, entrepreneurial, strategic, and equity-centered Executive Director Kymberly Miller made it a priority to find a consulting partner that could lead their Board, staff, and stakeholders in a comprehensive strategic planning process to ensure Children’s Fairyland delights even more visitors for decades to come.
In January 2020, Children’s Fairyland enlisted Walker & Associates Consulting, with a team including partner Cathy Schreiber of Cathy Schreiber & Associates, to embark upon a comprehensive process focused on sustainability, accessibility, and vibrance. Stakeholder engagement was interrupted by the onset of the pandemic, but we were undeterred.
“Walker & Associates Consulting led Children’s Fairyland through a strategic planning process that was flexible, insightful, and transformational! They were supportive during the pandemic, adjusting our timing and scope so that we could prioritize safety and compassion for staff, volunteers, and community as the Fairy Gates were forced to close. Once we reopened, they reinvigorated and helped build the capacity of our team observing park operations; surveying staff, Board, volunteers, and visitors; facilitating focus groups with our children and families; interviewing community partners and funders; and leading interactive staff and Board retreats.”
~Kymberly Miller, Executive Director, Children’s Fairyland
What we heard is a deep appreciation for what makes Fairyland unique and specific ways that it can be even more relevant to and inclusive for all. Known for enchanting children through famous storybook sets, Fairyland needed enhancements across infrastructure, visibility, relationships, revenue, programs, appeal, and accessibility.
“We think big here at Children’s Fairyland but Walker & Associates pushed us to think even bigger and make sure our magical ideas were as imaginative as they could be as we plotted the path toward our 75th Birthday. Our collective efforts sparked a successful launch of revitalization of attractions and facilities; an even more inclusive set of storytellers and partners; and a critical capital campaign that will help draw more visitors, performers, and collaborators to the park. We were named Non-Profit of the Year by California Assemblymember Mia Bonta and are excited to continue reaching new heights on the path to our 75th Birthday!”
~Kymberly Miller, Executive Director, Children’s Fairyland
