THE LAST STAND AT THE ALAMO REIMAGINING THE ALAMO FOR TEXANS AND TOURISTS By: Vincent Jacot Esterofilia Heritage
San Antonio De Valero Mission
The Battle of the Alamo
The Daughter of the Republic of Texas (DRT)
The Alamo Site circa 1905 1800s 1900s
How the DRT Mythologized the Battle of the Alamo • Fabricated events • Utilized religiously loaded language • Expunged the positive role ethnic minorities • Emphasized the negative actions of minorities
Turning San Antonio de Valero into “The Alamo” • Placed significant events inside the property they owned • Ignored centuries of the site’s heritage • Secularized the church • Used the loaded language from their historical writings in the sites narrative
The Alamo as Tourist Attraction
Alamo Tourist Experience: The Church
Alamo Tourist Experience: The Church
Alamo Tourist Experience: The Courtyard
Alamo Tourist Experience: Long Barracks Museum
Alamo Tourist Experience: Alamo Plaza
Alamo Tourist Experience: Alamo Plaza
Reimagining the Alamo Details of the Reimagine the Alamo Project • Overseen by the Texas General Land Office (GLO) • Completion goal of 2024 • $450 million- dollar project • Commenced in 2015 • First two moves: • Purchase of Alamo Plaza buildings • Designate the site as a UNESCO Heritage site along with sister missions
Reimagining the Alamo Three Competing Factions Traditionalists Ensure that the site remains a place of memory solely for the battle Revisionists Seize the opportunity to correct historical inaccuracies Economic Stakeholders Modernity and Efficiency
Reimagine the Alamo: Master Plan Table 2: “Reimagine the Alamo” Master Plan Key Concepts Attraction Component Key Concepts The Church & Preserve the structures as they are today Long Barracks Expand and modernize the on-site museums Move the Cenotaph out of plaza Build museum dedicated to Alamo/Texas Revolution o The Alamo Plaza Replacing the entertainment attractions Close Alamo Street to create walkable plaza o Glass wall in footprint of old mission Other Free speech zone behind Alamo
Project Update: By late 2017 the GLO has capitulated to traditionalist elements: • Glass wall removed from plan • Development team reshuffled • Began using charged terms • Focus on battle, not entire history of the site
Suggestions for Reimagining the Alamo Use Attractions Narrative And Location To Re-establish Significance Of The Site
Turning A Neglected Heritage Site Into A Place Of Memory Suggestions 1. Move The Cenotaph And Replace It With A New Memorial 2. Bring Back The Remains Of The Defenders 3. Use The Church To Tell The Stories Of The Defenders
Improving the Tourist Experience Suggestions 1. Remove The Rules Of Reverence 2. Remove DRT Memorials 3. Use Supplemental Attractions To Deepen The Narrative And Experience 4. Improve Museum Store Products and Experience
Balancing Commemoration And Commercialization VS.
Balancing Commemoration And Commercialization
Utilizing A Heritage Based Brand To Attract Tourists
Incorporating Dissonant Heritage In An Established Attraction
Incorporating Dissonant Heritage In An Established Attraction
Incorporating Dissonant Heritage In An Established Attraction
In Conclusion
Work Cited 1. www.tshaonline.org/handbook/online/articles/qea02. (2010). Battle of the Alamo. [online] [Accessed Oct 17, 2017] 2. Flores, R. (2003) Remembering the Alamo: memory, modernity, and the master symbol . University of Texas Press. 3. www.texasobserver.org/san-antonio-reimagines-the-alamo/. (2014). San Antonio Reimagines the Alamo. [online] [Accessed Oct 17, 2017] 4. Phillips, Davis Personal Interview Oct 7 2015 5. www.savethealamo.us/ . (2017) “Say "NO!" to Reimagine the Alamo. *online+ *Accessed Oct 17, 2017 ] 6. medium.com/@txglo/a-plan-to-save-the-alamo-3194b1ae636e/ . (2017) “A Plan to Save The Alamo – Texas General Land Office – Medium [online] [Accessed Oct 17, 2017] 7. Latham, Ryan Personal Interview April 16, 2017 8. Range, Rick Personal Interview Oct 24, 2017
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