Resilience in the Midst of Crisis

Mount Vernon Responds to the Pandemic

On March 14, the Mount Vernon Ladies’ Association (MVLA) made the unprecedented decision to close the gates to George Washington’s estate in response to the COVID-19 pandemic, marking the start of the longest closure in the estate’s 160-year history. Fortunately, donors’ investment in Mount Vernon’s content development over the last five years paid off, enabling a swift and agile response. And with a steadfast commitment to the MVLA’s mission and vision, staff transitioned to a new way of operating.

Recognizing that teachers, students, and parents-turned-educators would be in need of high-quality digital resources, staff created a digital resources hub (mountvernon.org/digital) highlighting Mount Vernon’s award-winning content, such as its robust virtual tour, animated digital presentations, and hundreds of teacher-created lesson plans. To further boost engagement and build connections with fans and followers, the staff launched a lineup of daily livestreams (mountvernon.org/livestream) broadcast on Facebook, YouTube, and Twitter. These popular presentations featured topics ranging from expert-guided tours of interesting locations on the estate to scholarly discussions on Washington’s life and legacy and hands-on and family-friendly craft activities.

From mid-March through late May, more than 300,000 website visitors accessed the virtual tour, while some 36,000 played Be Washington, the interactive decision-making game. The livestreams led to an increase in followers on all social media platforms and garnered more than 500,000 views on Facebook and YouTube.

The closure also prompted Mount Vernon to modify its spring lineup of programs and events, including popular May traditions like Revolutionary War Weekend and the Spring Wine Festival, both of which were canceled. For symposia, book talks, and lectures, guests were invited to participate virtually. The annual Historic Plant & Garden Sale and the Mount Vernon Inn’s Easter and Mother’s Day brunches took on hybrid formats, with customers placing orders online for curbside, contactless pick-up. Spurred by the success of its online holiday brunches, the Mount Vernon Inn also started regular dining-to-go and delivery service, while the Shops took advantage of changes in legislation to offer online sales and shipping for distilled spirits.

Mount Vernon’s education team also adjusted its plans to better serve the needs of teachers, parents, and learners who found themselves suddenly transitioning to online-heavy environments. Instead of holding its residential programs on the estate, the George Washington Teacher Institute set up a series of virtual, scholar-led professional development classes. The educational team established distance learning programming for displaced classrooms, including discussions led by Mount Vernon’s character interpreters. The team also hosted weekly livestreams on YouTube and Facebook, providing tips and insights on using digital resources to teach history in the classroom.

Although most of Mount Vernon’s employees shifted to telework, essential staff members continued to report to the estate, ensuring that the Mansion, collections, and other historical resources were well cared for during the closure. The livestock team worked around the clock to welcome spring’s newest arrivals as lambing season reached its peak, while the horticulture team kept up with necessary seasonal tasks, such as planting, weeding, and watering. On the preservation front, it was even a time for innovation. Preservation Mason Kevin Jones took advantage of the time away from the estate to build a lime kiln at home to determine how the team could begin making lime on-site once the estate reopened.

While Mount Vernon’s quick actions had the positive result of driving high interest and engagement and connecting with new audiences, the lengthy closure—unfortunately timed to coincide with typically the busiest season of the year for visitation and events—dealt a serious financial blow to the estate. More than 200,000 guests were forced to cancel their admissions reservations, representing more than $3 million in lost ticketing revenue alone, plus millions more in shopping and dining income. Total estimated losses are between $12–$14 million.

Even with these daunting financial challenges, Mount Vernon looked for ways to support the community. The estate donated its supply of N95 medical-grade masks to local health authorities, while the Mount Vernon Inn developed a program, supported by donors, to deliver individually wrapped snacks and beverages to hospital workers and first responders.

While navigating the uncertainties of the virus response, the Mount Vernon team also turned its attention to reopening and rebuilding. A cross-departmental team gathered to make recommendations on best practices and to formulate new ways of doing business. Visitor services and interpretive staff re-envisioned the guest experience to allow for greater social distancing and expanded outdoor programming. The operations and maintenance team expanded its cleaning and sanitation practices. At the same time, the financial challenges forced the estate’s leadership to make difficult choices, including furloughing staff, eliminating programs, and postponing preservation projects.

As Mount Vernon rebuilds its admissions-related revenue streams, fundraising has taken on an even greater level of importance. In the midst of the pandemic, the estate launched a fundraising campaign encouraging supporters to “Help Fill Mount Vernon’s War Chest,” to close the unforeseen revenue gap and ensure that the mission continues.

Although the long-term recovery path is uncertain—as is the future track of the virus—staff, members, and supporters eagerly returned to the estate when doors reopened on June 21. While visitation looked different as guests sported masks and politely adhered to social distancing norms, the joy and delight in returning to George Washington’s beloved home was palpable.

“Mount Vernon has always been a place where guests have been welcomed and warmly received, and we have dearly missed seeing visitors here at the estate this spring,” said Mount Vernon President Doug Bradburn. “It’s thrilling to welcome people back, and we are so appreciative of the support we’ve received during this closure. It’s a testament to how much Mount Vernon means to the community and to the nation.”

To further support Mount Vernon through recovery, visit mountvernon.org/donate.