Betty Brennan is the dedicated entrepreneur behind Taylor Studios and this week she took a few moments to answer my questions about how her ideas and interests have grown into a very effective business that works in the field of interpretation. Taylor Studios is an interpretive planning, design and fabrication business in Rantoul, Illinois, doing $4 million in projects each year with a talented and growing staff of 38.
The staff at Taylor Studios work in two buildings. One office building is home to all project management, project design, and interpretive planning. The other is a former Wal-Mart store that is now devoted to the fabrication of exhibits and models of anything you might imagine for a nature center, museum or interpretive center.
I asked Betty questions and she gave very thoughtful, direct answers:
Tim: How did you get started in business?
Betty: I grew up in a business – my family’s farm. I was my Dad’s helper, so I was outside all the time, and loved nature. Finding artifacts outdoors led me to fall in love with archaeology and history.
During college at Southern Illinois University, I excelled in business and marketing. I knew early on I was an entrepreneur. At 19, I set a goal to be on the INC 500 list and achieved that goal after 10 years in business. I have been on the INC 5,000 list as well.
Joe Taylor was my partner in the early years. He was the artist and I was the business person. Joe worked for a taxidermist and that led to making trees for a nature center. Then we discovered this was an industry, making museum exhibits for a living. How cool is that?! I went off to grad school to get an MBA. Joe went to work with Chase Studios. Later we did contract work for Brees Studios. We are friendly competitors with Gary Brees now.
It wasn’t easy in the early years. We built the business from the ground up, starting Taylor Studios in our small town home’s garage, barn loft, and renovated chicken coop. Joe left to pursue other business interests, and I stayed on with Taylor Studios and expanded it.
Tim: Why did you get into interpretive projects?
Betty: We almost immediately were asked by fabrication clients to do design work because many of the designs we got from others were “floating in air”— not functional or something that could realistically be built.
A children’s museum in Decatur introduced us to interpretation in 1996, while doing a project about health for kids. I started doing drawings, and we have been working on interpretive projects ever since. We wrote copy to tell Mark Twain’s story at the Mark Twain Museum in Hannibal. We knew you had to engage the visitor with writing; you couldn’t just hit them with a lot of facts. Interpretation is the best way to do that.
Around eleven years ago, one of our interpretive planners, Pete Salmon, started getting involved with NAI and took the interpretive planning course. Pete went on to earn the CHI and CIP credentials, and Katie VanMetre earned the CIP in 2009.
Tim: What interpretive projects have you done recently?
Betty: Right now, we have several really exciting projects because the clients are allowing some risk-taking in design. Linn County, Iowa, is expanding their nature center. We did their original exhibits 10 years ago. The nature center is getting a whimsical, kid-friendly twist, using a custom children’s storybook to tell the story. It’s a non-traditional approach in teaching children about nature. We have often told the wetlands and woodlands story, but this is a very exciting new way to tell it.
We are also working with the Lincoln Heritage Museum in Lincoln, Illinois to tell Abraham Lincoln’s story in a different way. Here in Illinois, there are so many exhibits about Lincoln – Taylor Studios is taking a theatrical approach, telling the story through Lincoln’s remarkable values. In the exhibit, Lincoln reflects on his life in very creative ways and we use video, lighting and varied media. We want people to reflect on their own lives throughout this exhibit.
Our Prairie Grove exhibits in Arkansas won a Region 6 NAI award and we will submit it for a national award. Other projects are going on with Turkey Run State Park in Indiana, Rend Lake Visitor Center in Illinois, the Lewis and Clark Interpretive Center in Washburn, North Dakota, and the Nevada State Railroad Museum. We keep about twenty projects going at any one time.
Tim: How has certification with NAI played a role in your staff’s professional development and Taylor’s business development?
Betty: I think our certification of staff members as CIPs give us credibility, a common language and a support system. I think it helps differentiate us from competitors. We try to be first to market on this kind of thing.
Tim: What trends to you see in the business?
Betty: We’re happy to see more open-mindedness in design. The industry is getting more open to creative design approaches. They know they have to compete with lots of other leisure time media. They need a compelling way to tell their stories.
Planning seems to be a new trend instead of just jumping in with exhibits. When you ask what’s your story, why do you want to do this, they see a reason to plan it first. If we can help a client spend their dollars better and more sustainably, that’s good.
Tim: Thanks, Betty. I appreciate your time in sharing your business story with us. All the best with your projects.
- Tim Merriman
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