Field Museum of Natural History

Nearly a decade after Michael McCall first led the intensive strategic and creative planning for the Field Museum of Natural History's massive Ground Floor, Michael was invited back, under Strategic Leisure.

This time, the Strategic Design assignment was to focus on the strategic redevelopment of the 78 year old James Simpson Theatre.

Strategic Leisure worked with the staff from exhibits, education, special events, development, earned income, and finance departments. The goal was to develop a strategy for the redevelopment of the space which would further meet the needs of a wide array of users both internal and external to the Museum.

Beyond being just multipurpose, Strategic Leisure believed that such a rare and remarkable facility could be used strategically as an additional and dynamic attraction venue within the million square foot building.

Strategic Leisure's recommendation to the Field Museum included a creative concept and business plan for a unique attraction, that would not only allow, but enhance, the other uses of the facility.

"Since 1921, the
James Simpson Theatre
has served primarily as an elegant lecture facility,
bringing leaders in science, the arts and humanities to
The Field Museum.

Over the years,
events in the theater have diversified
to include movies, music recitals, high school and
college graduation ceremonies,
corporate annual meetings
and awards ceremonies." *

*Field Museum