The Sderot Heritage Center
A Communit y of Coura ge
American Friends of Sderot
‫בס”ד‬
We are proud to present our plans for the establishment of the Sderot Heritage Center.
The city of Sderot, from the time it was founded and even more so in recent years, has become an icon of
Zionist pioneering, fortitude and courage. We are convinced that Sderot has a stirring and vital story to tell of
great national significance and has carved out a unique niche in the pantheon of Israel’s miraculous stories of
renewal and redemption.
From the day it was founded the “Lapid” Association has made social involvement its motto, focusing on the
strengthening of Sderot and stressing unity and co-existence within the various sectors of Israeli society.
We have no doubt that the center will serve as a common ground for Sderot’s diverse communities with
specific and comprehensive objectives:

Bringing together religious, traditional and secular Jews;

eepening the connection and respect for new immigrants from the former Soviet Union and
D
Ethiopia and for their legendary self-sacrifice in making aliyah to Israel;

losing the generation gap by bolstering the pride of young people in their parents and
C
grandparents, the founding generations of Sderot;

niting the Gaza Strip border communities - who have been bravely facing ongoing attack for a
U
long time - with each other and with the soldiers of the Israel Defense Forces who protect them.
What binds us all together? It is the common narrative of the authentic devotion and straightforward
Jewish self-sacrifice of the people of Israel to each other and to the land of Israel. This will be the central
theme of ”The Sderot Heritage Center – A Community of Courage”.
We have spent the last few months vigorously pursuing our dream of planning and implementing
this program. A steering committee was established, headed by Mr. Mordechai “Suli” Eliav, DirectorGeneral of the Western Wall Heritage Foundation; Mr. Reuven Pinsky, Director of the Prime Minister’s
Heritage sites development program and Sderot Mayor David Bouskila, who together with Sderot
educators, residents and professionals, have had many brainstorming sessions, tirelessly working
to develop the detailed plans that will turn our dreams into reality.
A Community
of Courage
The Lapid Association and its U.S. affiliate - American Friends of Sderot have an unparalleled
record of achievement in Sderot. Our towering, beautiful institutions and tireless involvement
in so many of Sdeort’s educational and social needs make us the natural choice to spearhead
this amazing project which will have great significance and educational value for generations
to come and will bolster the image of Sderot in the eyes of one and all.
We are excited about the opportunity to share with you the special honor of becoming
partners in this special dream of community and courage.
Respectfully yours,
Rabbi David Fendel
Dean, Lapid Association Institutions
Yossi Baumol
Director, American Friends of Sderot
Amutat Lapid-Afikei Daat  PO Box 52 Sderot  Tel. 08-6611360 Fax.08-6610814 Amuta No. 58-031484-7  [email protected]
American Friends of Sderot  49 Dakota St. Passaic NJ 07055  718-673-4945  [email protected]  www.sderot.org
2
3
Introduction
Sderot – A Community of Courage
4
5
Introduction
Sderot – A Community of Courage
8
Courage Personified – Miriam Peretz
10
Themes of Courage
12
Historical Overview
Sderot - Pioneers and Heroes – Dr. Aaron Cohen
14
Target Audiences & Goals
16
Interpretive Exhibits and Creative Concept
18
The Sderot Heritage Center Serving Sderot’s Residents & Visitors
20
Architectual Spaces and Functions:
Schematic division of spaces and visitor flow
23
Business Plan: Projected Operating Revenues
25
28
30
Business Plan: Projected Operating Expenses
Sderot, originally established as a Jewish refugee camp near
the Gaza strip over 60 years ago, has become one of the most
significant national symbols of Israel’s resurrection. Sderot’s
brave determination in the face of continuous Palestinian
terror has revealed to the Israeli public and the entire world,
a model of courage that has almost disappeared from the
Israeli scene:
 Obstinate Jewish/Israeli self-sacrifice;
 Stubborn commitment to values and faith;
 Brotherly love and camaraderie in the face of great danger
and difficulty;
 Shouldering pioneering Zionism’s greatest challenges –
making the desert bloom, absorbing new immigrants and
standing up to Israel’s enemies.
Project Schedule & Timetables
Development Budget & Dedication Opportunities
Already today, thousands of visitors come to Sderot each
year without being members of organized groups or being
drawn to a specific tourist attraction. They come in order to
tap into the special spirit which flows through the streets of
the city, to commune with the quiet and natural courage of
the residents and to rediscover these same strengths within
themselves while facing the challenges of the future – both
personal and national.
Sderot personifies many different expressions of valor
including:
 The determination of the original residents of the Sderot
Refugee camp who built a city in the wasteland;
 The fortitude of the Ethiopian immigrants who experienced
extreme hardship and suffering on their way to the Land
of Israel;
 The heritage of the Caucasian Mountain Jews whose story
played such a major role in the annals of Zionism, aliya,
settlement and defense in the “Hashomer” movement;
The daily courage of today’s residents of Sderot who with
their bodies and souls defend the borders of the Land of
Israel and with the courage of their hearts set the tone of
our collective stamina as a nation.
5
Courage
W E DECL A R E
No other place is more suitable than
Sderot as the home of a major tourist and
heritage center dedicated to the theme of
courage and community, an educational
center which will teach the values of
courage and heroism to residents and
visitors alike, a place which will inspire us
to live a life filled with meaning and valor.
W E BELIEV E
That this center will become a lodestone
for tourists from Israel and abroad and will
be a positive and important landmark on
the map of tourism in the Western Negev.
W E K NOW
That the Sderot Heritage Center will be a
tremendous local resource and will serve
as a source of pride and empowerment for
the people of Sderot as a whole.
“I brought six ch
Courage Personified
A special message from steering committee
member Miriam Peretz,
Widow and bereaved mother of First Lieutenant
Uriel Peretz and Major Eliraz Peretz
May they rest in peace
8
ildren into the
world, four boys
, all combat so
ldiers in the Isra
d Elyasaf, they al
el Defense Forc
l
se
rv
ed
in
the Golani Com
were also conn
es - Uriel,
mando Unit. M
ected to the Gol
y
two girls, Hadas
ani Unit.
and Bat-el
I didn’t raise th
em to die. It’s no
t normal for a
mother to bury
Mount Herzl in
two of her sons
Jerusalem. How
in the very sam
ca
n
I
face the same di
and think once
e plot on
lemma, time af
again, which so
te
r time? Every tim
n should I visit
e I have to stop
first? Should I go
who was just bu
ried? Who will
to my oldest so
be the first to re
n,
or to the younge
ceive a hug from
such choices.
r one
mom? No mot
her should have
to make
My sons did no
t like war, they
were not happ
y to be in battle
people, they di
, but when they
d not hesitate were called to
they said “it’s ou
defend our
r turn now, Mom
always leaders,
because that w
”.
Th
ey
al
ways stood in fr
as how you shou
ont, they were
ld be, that was
what you shou
As members of
ld
do.
an already bere
aved family, m
however they sa
y sons were no
t obligated to
w serving in a co
become comba
mbat unit as a
t soldiers,
commanding offi
great privilege
and honor. Aft
cer suggested he
er
U
rie
no
l
fe
t
do
ll
in
his army servic
battle, Eliraz’s
wanted to be a
e in the same ba
combat officer
ttalion. But Elira
and lead other
z refused - he
soldiers.
When I signed
the waiver form
allowing them
trepidation, with
to become com
tears in my eyes
bat soldiers, I
,
bu
signed with fe
t with joy in my
cried – but still
ar and
he
ar
t.
I prayed to G-d
I was happy. I w
, lit candles, ga
as happy becaus
ve
ch
an important ro
arity and
e of the great pr
ivilege I had be
le in the rebuild
en afforded - to
ing of our land
play such
and nation.
For so many Sh
abbatot, I was
left at home al
one while they
Samaria and el
were fighting si
sewhere. Durin
de by side - in Le
g every war or
campaign, I hu
banon, in
Happy Tidings”
ng a large sign
. When they ca
on my door, “H
me home, I wou
ome of only
clothesline so al
ld wash their un
l the world wou
iforms and hang
ld know: Once
them outside on
again, my boys
the
have returned sa
I would pull the
fe
ly!
thorns out of th
eir hands and fe
bodies. I knew
et, bandage th
that anyone w
em and thank
ho lives in this
G-d for every th
land must know
orn in their
with love. I did
how to accept
not have the pr
every thorn an
ivilege of being
d every pain
Jerusalem, whi
born in Israel, bu
ch my parents
t I did have the
could only drea
pr
iv
ile
ge of returning
m about – back
the source of ju
to
to our national
stice and light.
heart and the so
I had the privile
ge
ul
resume living a
, back to
to see my natio
life of freedom
n rise up from th
and power. I ha
e
as
he
s
an
d
the dust to
d the privilege
Wall. I saw my
to see Uriel and
children march
ing in formatio
El
ira
z
pr
ay
at
the Western
n, proudly wea
ring the uniform
And then…I sa
of the Israel Def
w them both, ea
ense Forces.
ch in turn, wra
to their final re
pped in their pr
sting places. N
ay
er shawl and th
evertheless, at
e flag of Israel,
the same time,
returning and
carried
I
co
awakening in us
uld feel the stirr
all. Standing be
in
g
of
the spirit of Isra
and cried out: “A
side the coffins
el
m Yisrael Cha
of my sons, I ca
i” – the nation
st my eyes heav
of Israel lives on
enward
!
Eliraz, Avichai an
Themes of Courage
The Sderot Heritage Center
Will be a hands-on tourist experience as well as a place
for the in-depth study and research of the role of courage
in our lives;
A place where the banner of heroism will be held aloft
- both as the central motif of the story of Sderot as well
as a universal/ Jewish/Israeli value which is the basis for
our continued existence as a nation and a people.
10
We See Courage Everywhere…
We Need Courage Everywhere…
In settling the land, in defense, in aliyah and on every
frontline against every challenge that the Jewish nation
has faced. The courage of individuals is what comprises
our common fortitude as a nation, a nation which fought
to be reborn against all odds, a nation which continues
to astonish the entire world with the inner powers it has
revealed.
In standing up against evil, immorality and corruption; in
clinging to values; in school, in the army and at work.
Courage makes us better people and gives us the strength
to take action for a better world. Courage is the legacy of
Judaism, of Zionism, of the people who live today in the
Negev. It is part of our heritage which is being written day
by day by the residents of Sderot in the annals of the State
of Israel.
11
A Historical Overview of Sderot
Pioneers and Heroes
By Dr. Aaron Cohen, resident historian and steering committee member
From the day it was founded, the
residents and leaders of the city of
Sderot have had to deal with many
varied challenges.
In the early years of Sderot, which recently celebrated its
60th anniversary, it served as a “Maabarah” or refugee camp
called “Gabot-Dorot”, founded on Passover eve, April, 1951.
The camp was built on an empty hill, without any water,
plumbing, electricity or infrastructure to speak of. Two
12
hundred Jewish refugees from Middle Eastern countries
came as pioneers to this camp. The original intention of
founding this camp was that the residents would work
as farmers in the surrounding kibbutzim. Soon enough,
it became clear that there was not enough work in
agriculture and instead they worked at projects that the
residents initiated themselves, such as planting trees
along the roads, preparing the infrastructure for the pipes
which would bring water to the Negev and building
the infrastructure for other settlements in the northern
Negev.
The immigrants in the camp faced many hardships - a
high rate of unemployment, an insufficient supply of
food, water pipes bursting, not enough teachers for the
school and a lack of religious services, doctors and nurses,
sanitary conditions, an ambulance and more. On top of
all these difficulties, even back then there were security
problems, Arabs (then known as “fedayeen”) sneaking in
from Gaza, who laid down mines and stole property.
The residents of the camp, who saw living in the Holy
Land as the beginning of the redemption and were
willing to live with all these hardships, set the foundation for
the unique spirit which has characterized them and Sderot
throughout the years. Despite the many difficulties and
challenges, the residents of Sderot focus on the love of their
fellow human beings, mutual help and support, love of Zion
and courage as the highest value.
After the original residents, new immigrants arrived from
North Africa, immigrating to Israel as part of the “From Boat
to Village” campaign in the years 1954-56. Together with
the original residents of the camp, they founded the city of
Sderot. They too suffered from the same hardships and like
the original residents, they lived in tiny, crowded temporary
houses without any infrastructure, without religious
services, employment or educational frameworks for their
children. Together, the residents fought to get the most
basic services. For most of the residents, who were religious
and traditional, the biggest struggle was to receive religious
services, to open religious schools, to build a mikva (ritual
bath) and to establish a local cemetery. Although both the
inner and outer struggles were difficult, the special spirit of
Sderot was always felt by the residents. They did not leave
or abandon the city; instead they coped together with the
challenges, difficulties and dangers that faced them. These
residents took a desolate desert area and changed it into a
thriving big city of 26,000 people.
Sderot residents in the last few decades have also had to
cope with increased danger coming from the direction
of Gaza. More than ten thousand missiles have fallen on
Sderot. Residents have been injured and killed. The biggest
damage, a damage not discerned by the naked eye, is the
psychological condition of the residents who are in an
emotional state which is known as “post-traumatic stress”.
Despite all the dangers, the residents of Sderot continue to
act with the sense of valor they are known for – they are not
leaving the city. Actually, the opposite is true. More people
want to move to Sderot and you can barely find a house to
rent or buy in the city.
The strength and determination of the people of Sderot has
influenced others from outside of Sderot to come and live
in the city. Despite the continuing threats to their security,
Sderot residents hold on to their homes and their city,
continuing to live their everyday lives with courage and
dignity.
13
Target Audiences & Goals
The Sderot Heritage Center will serve as a center and anchor for a wide
variety of educational, cultural and community oriented activities in a
series of ever widening circles.
:‫ק ה ל י י ע ד ו י ע ד י ם‬
The first and immediate target audience is comprised
of the residents of Sderot and the area. Local schoolchildren,
new army recruits and adults are the first important group
which the Center will appeal to, imbuing them with a
powerful message of heroism and optimism while stressing
high ideals, culture and “esprit-de-corps” all geared to raise
the spirits of local residents.
The second circle is Israeli society at large, with an emphasis
on schoolchildren, soldiers and visitors from around the
country, who will, for the first time, be able to combine a visit
in the Western Negev with an inspiring in-depth encounter
with the spirit of fortitude which characterizes the Jewish
people and Israel’s legacy. The Center will host a rich and
diverse array of programs which will include field trips and
seminars in Sderot and the surrounding area, providing
the topical, informative and emotional focal point of these
programs.
14
The third circle is internal tourism. From a geo-tourism
perspective, Sderot is part of the region which includes
Ashkelon, the Ashkelon coast and the Sha’ar Hanegev
regional council. The tourist attractions in the area will be
listed seperately.
The fourth circle is foreign tourism - both Jewish and nonJewish. Many groups have been knocking on our doors for
years such as JNF, ZOA, AFSI, Emunah, Amit, Birthright, Taglit,
Masa, Christian Zionist groups and others who identify with
the challenges Sderot faces. The Sderot Heritage Center will
provide them with a sorely needed meeting place, where
they can enrich and expand their appreciation of Sderot’s
heroic legacy.
The fifth circle is comprised of diplomats and foreign
journalists, who will come to us on an every day basis, in
order to get the inside story on the bravery and fortitude
of Israel’s people. In addition, G-d forbid, during times of
emergency and military stress the center will be used as a
frontline control center for Israeli “hasbara” PR efforts.
Tour Options And Itineraries
The Sderot Heritage Center will
meet a wide range of needs
suiting varied populations with
different objectives.
 Individuals and brief tourist stops – about an hour
long, serving as a “teaser” for a more in-depth tour - suitable
for VIPS as well.
 A deeper look at the themes and messages of the
Sderot Heritage Center on various levels according to
the needs or requests of the visitor – visits to specific areas
of the museum and/or use of seminar rooms or classrooms.
 As a meeting point or a place of departure - providing
the necessary facilities at the start or end of a tour of Sderot
and the Western Negev.
 A warm and well- appointed venue for various events
– conferences, seminars, concerts, “town hall” meetings and
other types of gatherings as befits a multi-faceted regional
cultural center, with a priority on encouraging and promoting
events relating to the deeper values the Center is built on.
15
Interpretive Exhibits And
Creative Concept
The Sderot Heritage Center will serve as the focal point of a wide ranging encounter with the city of Sderot
- its legacy and legends, history and heroes, broader implications and impossible situations.
The Center will confront its audience with the challenge of Sderot by first inviting them to contemplate and
grapple with the dilemmas of life on the frontline firsthand, then move and inspire them as they go on to
experience the actual true stories of valor and finally enrich and deepen their understanding of the different
aspects of the value of courage through stimulating educational activities. Towards this end, the center will
employ cutting-edge multi-media methods and tools as well as a conference and research center.
Ground Floor Auditorium:
The Source of Inspiration
Guests will them proceed to the second stage of the Sderot
Experience which will take place in the auditorium using
360o, multi-layered screens. Our guests will be introduced
to the real people behind the “theoretical” dilemmas which
they dealt with around the round tables. The moving film
will portray true moments of valor, weave a chain of real-life
heroes – one by one, each one in his own world and style –
who together will create an inspirational story.
Technology to be employed: Our guests will be surrounded
by a huge, synchronized, projected presentation combining
seamless projections on three walls of the auditorium,
complimented by transparent projections on and through
the glass elements at the front of the hall, employing
the existing windows. This way, certain elements of the
presentation (such as numbers or statistics) can be portrayed
three-dimensionally – without the need for special glasses.
Ground Floor Lobby and Reception Area:
Part I – The Dilemma
The Sderot Experience will begin with our guests being
invited to join a “round table” discussion. The tables –
interactive “smart tables” – will flood the people sitting
around them with moral dilemmas which deal with issues of
courage versus self interest.
I stay on?
Should I set out on my danger-filled way to the Land of
Israel – or should I stay in Ethiopia? Should I allow my son
to serve in a combat unit after having already lost another
son in battle? Do I relocate from a town under attack or do
Technology to be employed: The tables will be based
on an advanced technology known as “Multi-Touch” tables;
which allows for complex interactive multimedia activity by
a number of participants at any one time.
16
These real, personal situations will challenge each visitor to
make a personal decision, followed by a group decision which will lead to a serious discussion until the group can
come to a joint decision.
17
The Sderot Heritage Center
Serving Sderot’s
Residents & Visitors
Second and Third Floor: Event Hall, Info-Cafeteria, Resource Library & Classrooms
The Cultural Center Serving Residents of Sderot and the Surrounding Area
Education and Research
Regional Tourist Information Center
The Sderot Heritage Center will be a center for dialogue on all topics relating to life in Sderot, with a
particular focus on encouraging and applauding altruism, public service and selflessness. This will be
carried out not only by experiencing our unique audiovisual displays, but also by providing a much needed
venue for seminars and conferences requiring auditoriums, classrooms, study halls, event spaces, audiovisual and computer equipment, etc. The Sderot Heritage Center will initiate cooperative efforts with the
school system, the IDF and a plethora of other organizations (some enumerated earlier) to organize and
host these seminars and conferences dealing with the different characteristics of valor throughout history
and in the Jewish and Israeli world today.
After the edifying and emotional experience visitors will experience on the first floor, they will be able to
ascend to the upper floors, where they will can continue by taking part in a wide variety of pre-packaged
educational programs. These activities will take place in the “smart classrooms”, planned to be educationally
synchronized with tours of Sderot and the area.
The touch screens will offer visitors to The Sderot Heritage
Center updated tourist information for the continuation and
enrichment of their tour of the Western Negev.
The Central Tourist Depot and Visitors Information Center
The third part of the Sderot Experience will be a closer, more
in-depth look at the stories of the pioneering days of Sderot,
about Sderot’s human mosaic of ethnic backgrounds and
legacies, about development towns in general and about
Sderot in particular.
Interactive touch displays in the cafeteria and on the hallway
and classroom walls will invite the visitors to learn more
about the different stories of valor. The digital display will
be coordinated with the museum exhibit and comprise
physical and artistic elements reflecting the heroic spirit and
historical content of the Sderot Heritage Center.
The Center is adjacent to a large forest planted by the Keren Kayemeth LeIsrael
(Jewish National Fund). We would like to develop the following elements in this
part of the forest in cooperation with KKL:
icnic tables and shaded areas.
•• P“Path
of the Fallen” – a path to commemorate those who were killed in
terrorist attacks in Sderot and the surrounding area.
Departure point for tours – including walking tours in Sderot, as well as
•vehicular
tours towards the Nir Am and Nebi Mari region, possibly using “ATV’”s
“dirt-bikes”, “segways”, etc.
Optional Tour Routes:
he ‘Kassam Trail” – a tour of places and sites where Kassam missiles have
• Tfallen
and caused damage, houses which were reconstructed, points of
mourning - ending with a visit to the memorial site in honor of the fallen.
astes and Scents of Sderot – an ethnographic tour which will include visiting “open houses” of Sderot residents
• Tfrom
different ethnic backgrounds - North Africa, the former Soviet Union, Ethiopia, Yemen, and others. In addition,
Fourth Floor: Rooftop Observation Deck
An observation deck, with a beautiful view, will be utilized for
a view of Sderot and the surrounding area. The observation
deck will also have an exhibit of Kassam missiles, which tell
the story of Sderot in recent years.
a chance to taste or have a meal comprising dishes from the different ethnic styles.
round Sderot – a tour on foot or bicycle through the neighborhoods of Sderot, learning about a development
•Atown
and its natural surroundings. The tour should visit the following neighborhoods: Ben Gurion – Sderot’s first
residents and immigrants from Caucasus and Bukhara,
18
Neot Eshkol – a lively, established neighborhood of one-family homes where some of Sderot’s original residents live,
•Neot
– an immigrant neighborhood,
•Neot Hadekel
Neot Hanasi, Neot Aviv – immigrants from the former Soviet Union
• NeotHameyasdim,
• Rabin – the younger generation of Sderot.
19
Thi rd f l o o r
1
1 Study Hall, Classrooms
Architectual Spaces and Functions
Schematic organization for spaces and circulation
The Sderot Heritage Center will provoke an uplifting experience of ascent.
From the ground floor where we lay the groundwork for the national values
we are trying to impart, up to the higher levels where in-depth study and
research take place in “smart classrooms” and study halls.
1
Fi r s t f l o or
1
1 Entrance Via Lobby and The Hall Of Dilemmas
2
2
2 Multi-Purpose Auditorium And Main Audio Visual Program
3 Research and Content Development
20
2
Planning and Circulation
As already mentioned, The Sderot Heritage Center will serve
as both a comprehensive and flexible venue for a widerange of activities in the center itself as well as the technical,
informative and emotional focal point for a variety of tours
throughout the area.
A fundamental part of planning the building is the drafting of
varied tour scenarios for a visit to The Sderot Heritage Center
and providing a solution for each one of them ranging from
just a visit to the interactive experience on the first floor as
a “stand alone” tourist attraction for an hour or less, or as
the ”first course” of an in-depth full day or half day program
including catering.
The architect’s plan provides for a hierarchy of alternative
tracks of circulation within the building, in accordance with
the various types of programs. The deeper the experience,
the higher one will rise among the structure’s different levels.
This solution allows for smooth circulation, preventing the
different groups from colliding with each other as they move
through the building.
On every level, the planning of the various programs will
include providing for the proper combination of commercial
considerations with the aspects of the content provided. By
charging for the provision of a variety of attractive services,
we will ensure fostering the Center’s long-term financial
stability and independence.
3 Exit, Shops
3
BASIC TOUR OPTION OUTLINES
SCHEMATIC SKETCHES OF AUDIENCE
CIRCULATION:
S eco n d flo o r
Br ief To u r
Brief Tour
Sketch of a short and “to the point” visit to the center as part
of a tour in the area.
1
1 Entrance Via Lobby and The Hall Of Dilemmas
1 Info-Cafeteria
2 Multi-Purpose Event Space
3
2 Research and content development
2 Multi-Purpose Auditorium And Main Audio Visual Program
2
1
2
3
3 Exit, Shops
3
21
Business Plan
In Depth Tour Option Outlines
Specially tailored experience according to the Center’s various exhibits, displays and resources:
This business plan was prepared taking into account revenues from tour guiding and providing educational activities in both
the Center itself as well as in Sderot and its environs. We provide herein the worksheets containing these calculations.
Stage 1 – Begin with the intense ground floor experience and associated tour
Stage 2a – Ascend to the second floor for lectures, seminars and interactive workshop programs
Stage 2b – Ascend to the third floor for class study, studying with partners or individual research.
A. PROJECTED OPERATING REVENUES
Entry Fees:
In Depth
St a g e 1
The entry fees are based on research we did into various Visitor’s Centers and other similar types of tourist attractions. In total, the
estimated income for the second year of operation is 1,470,000 NIS, or an average of approximately 26 NIS per guest (table #1).
1
PROJECTED DISTRIBUTION OF ENTRY FEE REVENUES (NIS) YEAR 2 OF OPERATION
1 Entrance Via Lobby and The Hall Of Dilemmas
2 Multi-Purpose Auditorium And Main Audio Visual Program
2
Audience Sector
3 Exit, Shops
3
In Depth
St a g e 2a
In D epth
Stag e 2b
1
1
2
22
groups/families
Individuals per
group
Total admissions
Payment per
head
Total
Schoolchildren and
soldiers
300
40
12000
20
240,000
Senior Citizens
75
40
3000
28
84,000
Internal tour groups,
unions
200
40
8000
30
240,000
Families
2500
5
12500
25
312,500
Foreign Tourists
300
40
12000
35
420,000
4000
35
140,000
2000
12
24,000
Individuals
3
1 Info-Cafeteria 2 Multi-Purpose Event Space
3 Research and Content Development
(TABLE #1):
2
1 Study Hall, Classrooms
2 Research and content development
Sderot & Gaza Border
Residents
Total Income
400
5
53500
1,460,500
23
PROJECTED CAFETERIA REVENUES (NIS) YEAR 2 OF OPERATION
B. PROJECTED OPERATING EXPENSES
(TABLE #2)
As follows in Tables 3-5.
Audience Sector
Total admissions
Per Capita
Revenue
Cost of Labor &
Materials
Net Profit Per
Capita
Total Profit
be approximately 325,000 NIS.
Schoolchildren and
soldiers
12000
6
3.6
2.4
28,800
Senior Citizens
3000
12
7.2
4.8
14,400
Internal tour groups ,
unions
8000
14
8.4
5.6
44,800
Families
12500
17
10.2
6.8
85,000
Foreign Tourists
General Operating Expenses were calculated based on a percentage of the projected revenues and will
These expenses include electricity, water, marketing and advertising, and other general operating expenditures.
General Expenses (Table #3)
Percentage
Electricity, water
12000
17
10.2
6.8
Total
4000
14
8.4
5.6
53500
Cost
2%
of the revenue
29,210
10%
of the revenue
146,050
In absolute terms
150,000
81,600
General
Individuals
Description
22,400
Marketing and advertising
277,000
325,260
Total - expenses
Projected cafeteria profits in the second year of operation were calculated based on study of other similar sites.
From the projected revenues, direct expenses, such as materials and labor, were subtracted based on a value-added rate of 40%.
Projected cafeteria net profit during the second year of operation is estimated at 277,000 NIS.
Cafeteria Expenses
(Table #4)
Cost of Materials
40%
Cost of Work
20%
Total
60%
(These expenses were deducted from revenue in table # 2)
24
25
Projected Balance Sheet (NIS) - second year of operations (Table #6)
Guiding Expenses
The cost of guiding depends on the number of hours each guide will work, according to two main categories – guiding
groups and guiding families and will be calculated as part of the tour group package.
Entry Fee Revenues 1,460,000
Cafeteria Revenues 277,000
Total operating revenues
1,737,500
Manpower & Administrative Expenses
Manpower expenses include a full-time director who will also be involved in marketing, a secretary and a custodian/
maintenance man. The main portion of the manpower expenses are projected to be incurred by the instructors and lecturers.
Manpower & Administrative expenses are estimated to be close to 970,000 NIS for the second year of operation
Annual Projected Manpower & Administrative Expenses
Director / marketing
General expenses325,260
Manpower & Administrative expenses
970,000
Total operating expenses
1,295,260
Operating Surplus
442,240
Depreciation and upkeep
250,000
Net Annual Surplus
192,240
(NIS) (Table #5)
180,000
Pedagogical director100,000
Lectures and seminars
80,000
Secretary 50,000
Cleaning & Maintenance
100,000
Receptionist 60,000
Total Expenses: Manpower & Administrative
970,000 NIS
Projected Operating Surplus - The projected results show an expected operating surplus of close to 450,000 NIS.
In the second year of operations, after deducting the depreciation & upkeep of the building and equipment, the projected
operating surplus should be close to 200,000 NIS.
This business plan was prepared in good faith and after consultation with various experts in the field. Nevertheless, the
possibility of miscalculations or unforeseen developments affecting the area cannot be denied. This is just one more reason
why the successful team of non-profits - the Lapid Association and the American Friends of Sderot - are the perfect combination
to retain financial responsibility for the Center’s ongoing fiscal health.
26
27
Project Schedule & Timetables
Construction:
Content & Multi-Media Production, Installation of Infrastructure & Systems:
The detailed architect’s plans are finished, subject to slight changes which may be suggested by our content professionals
The structure’s skeleton is presently in an advanced
stage of completion, with the top floor to be finished:
by Dec. 30, 2011
Outer stone work, plastering, floor tiles, etc.
by Feb. 30, 2012
Completion of building
by June 30, 2012
Infrastructure, landscaping, paths and access driveways
by Jan. 30, 2013
Content Production including:
Designing a graphic line, photography days, offline, post production, online, narration,
interactive sound programming, graphics and printing
Installation of Infrastructure and Systems Including:
Purchase of equipment, construction of designing décor (including mock-ups) and on-site
installation
by March 13, 2003
Pilot Testing and Dry Run of Staff & Systems
Content:
Ongoing Content Development
Staff Training
The steering committee and think tank have been working on content develop ment
since September 2011
An external company has been chosen for development of the general and
specific concepts.
The resulting proposed theme has been assessed and approved by the steering
committee and is included in this proposal
Educational teams have been set up for the purpose of finalizing the content for the
various spaces within the building.
Technical Support of operating and run-up of all systems
The dry run period should end
Next Stages of Content Development
Detailed Content Proposal – will be devised with the content development company
by January. 30, 2011
General Planning – within three months from the time the detailed content proposal
is authorized; a general plan for every area in the building will be submitted, including
content, décor, technology, design and multi-media
by April 30, 2012
Detailed Planning – Detailed planning of the different systems including décor,
lighting, technology, multi-media sketches, etc.
by July 30, 2012
by April 30, 2013
PROJECTED OPENING DAY: May 1, 2013
28
29
Projected Budget: Development
The Sderot Heritage Center is a four-story building with an area close
to 16,000 square feet. The following is a table displaying the required
investment, broken down by floor in US dollars:
Floor
Main Purpose
Area
(square
feet)
Construction
cost per
square foot
Cost of
content
development,
A-V, interior
design
per sq. foot
Total cost
per sq. foot
Total Cost
4700
2nd
Cafeteria, main
multi-purpose
hall, research
4400
$168
$172
$340
$1,500,000
3rd
Classrooms,
research
3200
$168
$169
$337
$1,070,000
roof
Total
30
Observatory
3200
15,500
$168
$28
$310
$28
We have been working intensely to obtain partial government funding for this project. We are hopeful that we will be able
to receive up to $2 Million from various Israeli government sources, however, we will need to raise the additional $3,000,000
from private donors and foundations. The following is the suggested dedications schedule for private donors:
Sderot Heritage Center Dedication Opportunities
Lobby, A-V,
Auditorium
Shops
ground
PARTNERS IN COURAGE!
$478
$56
$2,250,000
$180,000
$5,000,000
Donation in Dollars
Dedication Opportunity
Location
1,000,000
Main Building dedication
1st floor
720,000
Main Auditorium and Audio Visual Program
1st floor
600,000
Lobby – Hall of Dilemmas
1st floor
500,000
Main Event Hall
2nd floor
360,000
Info – Cafeteria
2nd floor
360,000
Research/Resource center
3rd floor
180,000
Rooftop Observatory
roof
36,000-100,000
Research/Resource center Classrooms & Offices
floors 2&3
31