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...adjacent Piedmont Park, most heavily used public park in the City. The Garden encompasses 15 acres of well-respected cultivated gardens, 15 acres of old growth woods and two acres for the Children's Healthcare of Atlanta Children's Garden (1999), along with the Dorothy Chapman Fuqua Conservatory (1989), the new Fuqua Orchid Center (2002), Gardenhouse (1985), the administrative center, and Exhibit Hall (2002) that houses the Children's Learning Center. The Garden was organized by a grassroots group of citizens in the mid-1970s without benefit of a bequest or estate grounds, and is privately funded under the leadership of Mary Pat Matheson, executive director. Responsiveness to the surrounding community has always been its touchstone. Because of its proximity to downtown, the Garden is well situated and hosts a wide variety of public and private events. But the true nature of its audience arises from its mission statement, which is carried into every aspect of the Garden's operations.
Mission Statement
The Mission of the Atlanta Botanical Garden is to develop and maintain plant collections for display, education, research, conservation and enjoyment.
[FIGURE 1 OMITTED]
By examining each facet of the mission by turn, it becomes easy to identify the Garden's audience.
Display
The beautiful grounds of the Garden, its plant collections, container plantings, demonstration gardens, hardscaping and water features provide a natural invitation to commercial landscapers, landscape architects, garden designers and design/build groups, an important professional component of the audience. For example, the Garden frequently extends "Southern hospitality" to the Southern Nursery Association (SNA), inviting them to put the Garden on its tour schedule for their annual conference participants. The Metro-Atlanta Landscape and Turf Association (MALTA) is invited to hold its monthly dinner meetings in the exhibition space known as Day Hall at no charge. Freelance garden writers and photographers who want to visit the Garden on a story, or to observe new introductions and...
NOTE: All illustrations and photos
have been removed from this article.
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