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16th Annual Meeting
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ACRA 16th Annual Conference

September 23 - 25, 2010
Madison Monona Terrace Community & Convention Center
Madison, Wisconsin



Thursday, September 23, 2010

8:30-5:00ACRA Board Meeting

Workshop: Marketing for Managers: Successful Strategies for Landing and Retaining the Most Profitable Clients

Presented by Christopher D. Dore, Ph.D., M.B.A., RPA, a management/marketing consultant for engineering, environmental, and professional service firms.

Heritage consultants are expected to be highly billable yet simultaneously bring work into their firms. Business owners are reluctant to invest in marketing efforts because they are viewed as being expensive and not providing a return on their investment. Given these constraints, how do managers succeed in attracting and retaining the most desirable clients? Successful business-to-business marketing of heritage services can be done effectively by managers for little cost and time by learning and applying marketing principles and techniques. This one-day workshop will give managers, senior staff, and company owners the tools needed to increase profits and firm value. Participants will learn marketing concepts and techniques that will be explained in terms of their application and relevance to the heritage industry. Not only will workshop participants learn key principles, the workshop will include hands-on exercises to develop custom marketing plans and materials that can be brought back to their firms and immediately implemented. Attendance will be limited to maximize the quality of interaction and discussion.


Tour: Historic Downtown Madison Architecture Tour, Madison Trust for Historic Preservation

The Madison Trust will lead a tour that explores the development of the earliest neighborhood and commercial development in downtown Madison. You will see some of the city's oldest homes as well as the Mansion Hill East, the first historic district. Mansion Hill has some of the finest sandstone and brick homes which have changed over time and are a beautiful aspect to the city. The Madison Trust's interactive tours are given by experienced and enthusiastic docents. The tour includes transportation to and from tour locations.


Tour: Historic Campus Tour, University of Wisconsin, Madison


A cultural landscape tour exploring the beautiful University of Wisconsin campus. The campus was established in 1849 and includes a range of historic resources.The tour will discuss the history of the campus, with a focus on buildings, landscapes, and effigy mounds. The tour will be conducted by Daniel Einstein of the University of Wisconsin. The tour includes transportation to and from tour locations.

To view an interactive map that allows you to learn about the natural, historic, and cultural resources along the Lake Mendota lakeshore of the University's campus, click here.

For an audio version of the tour, follow this link.

University of Wisconsin, Madison is home to many historical and cultural buildings and landscapes. To see images of their beautiful campus, click here.

6:00-9:00Welcome Reception

Friday, September 24, 2010

7:30-8:30Lakeside Breakfast Buffet
8:30-9:15Welcome: Lucy Wayne, ACRA President, & Conference Hosts

Opening Remarks: Reid Nelson, ACHP


Branding and Differentiating with Effective Communication
Speaker: Andy Wallman, President/Executive Creative Director, Knupp & Watson & Wallman
Moderator: Chad Moffett, Mead & Hunt

This session explored the benefits of developing a brand and how to effectively differentiate your firm through various communication media. Andy Wallman regularly works with firms to offer comprehensive brand strategy and development, strategic planning, marketing strategy, media strategy, and overall communications planning and development. Knupp & Watson & Wallman is a communications company headquartered in Madison with over 30 years serving clients throughout in the Midwest.


The Application of Environmental Conflict Resolution to Section 106 Compliance
Speakers: Deborah Osborne, Director, Dispute Resolution Service, Federal Energy Regulatory Commission & Milton Bluehouse, Jr., Program Manager for the U.S. Institute for Environmental Conflict Resolution's Native American / Alaska Native Program
Moderator: Jon Berkin, Natural Resource Group

The U.S. Institute for Environmental Conflict Resolution, an independent and impartial federal program, has a mission and history of helping people find workable solutions to tough environmental conflicts anywhere in the United States. The U.S. Institute provides a range of services to help parties prevent, manage and resolve environmental conflicts involving the federal government. This session will present an introduction to the principles of Environmental Conflict Resolution (ECR) and overview of the work of the U. S. Institute with a focus on cases involving Section 106 and tribal consultation issues. The session will also feature a discussion about the Federal Energy Regulatory Commission’s Dispute Resolution Service, a unit devoted to the prevention and resolution of energy and environmental and historic preservation conflicts employing Alternative Dispute Resolution and ECR tools. The session also will include a moderated discussion regarding potential applications of ECR to the cultural resources management industry.

[12:00-1:30] Lunch on Your Own

Army Civil Works Historic Preservation Program
Speaker: Chip Smith, U.S. Army Corps of Engineers

Charles R. "Chip" Smith has policy oversight responsibility for Army Civil Works activities across the country for waters and wetlands protection (Regulatory), environmental restoration and protection project development, Indian Affairs, historic preservation, and water resources planning. He is also responsible for executive leadership, policy development, strategic planning and dispute resolution, and is a liaison with senior officials from other agencies, organizations, and Congress.


Ranch Dressing: A Great Taste of Post War Housing
Speakers: James Draeger, Wisconsin Deputy SHPO & Daina Penkiunas, Wisconsin Historical Society
Moderator: Elaine Robinson, CCRG

The period following World War II brought sweeping changes to Wisconsin communities. Faced with crushing housing shortfalls and economic turmoil as the country transitioned from wartime build up to a civilian economy, the development of new middle class housing became a national obsession. Postwar houses reflected shifting government priorities and policies, technology transfer from war industries, changing postwar lifestyles, and a reordering of the landscape of our cities. As government programs became more established and some of the immediate need for housing had been met, builder promotions, such as Madison’s "Parade of Homes”, showcased the evolving tastes and expectations of the middle class.


GSA Schedules: Making It Work for You
Panelists: Kathryn L. Bowers, SPHR, Charissa W. Durst, AIA, LEED AP BD+C, Heidi Roberts, MA, J.W. (Joe) Joseph, PhD,
RPA Moderator: Terry Majewski, Statistical Research, Inc.

Obtaining a GSA schedule is one way companies can establish a presence in federal contracting, but many firms are wary of the difficulties and expense associated with the process of becoming a GSA contractor as well as with what happens once they are! Why do GSA contracts work for some companies and not for others? How does a company decide whether or not to pursue this type of contracting vehicle? This panel session will provide a brief overview of GSA schedules followed by an interactive discussion by four panelists from different-sized companies around the United States who will answer a series of questions posed by the moderator about their experiences as GSA contractors. You will also have time to ask a few questions of your own.

[6:30-7:30]Lakeside Formal Reception

Saturday, September 25, 2010


Burial Sites Preservation and Forensic Archaeology: Are They One and the Same?
Speaker: Leslie E. Eisenberg, Ph.D., RPA, D-ABFA, Burial Sites Archaeologist for the Wisconsin Historical Society

Since the passage of Wisconsin’s Burial Sites Preservation law in 1987, the Wisconsin Historical Society has taken the lead in recognizing the importance and unique nature of each burial site in the state by creating a program to identify, document and protect from disturbance both marked and unmarked historic and prehistoric cemeteries and Native American mounds on the landscape. The first half of this presentation will examine the law and its application over the past 23 years in light of more recent federal legislation, newer technology, and the collaborative working relationships that archaeologists have cultivated with contracting agencies, state historic preservation offices and descendant communities. The remainder of the session introduces the field of forensic archaeology to traditional archaeological practitioners and explores the pros and cons of including archaeologists in disaster scenarios.

[10:00-11:00]ACRA Business Meeting
[11:00-11:30]ACRA Board of Directors Meeting

Government Affairs Luncheon
with Nellie Longsworth & Jeanne Ward, ACRA Vice President, Government Affairs

Featured Guest Speakers: Reid Nelson, ACHP and TBD speaker to discuss Section 106

An executive summary of the study has recommended a "Back to Basics" approach including with seven main points: 1) "Federal agencies must endorse and compel compliance with Section 106; 2) Federal agencies need to ensure earlier and broader integration of preservation values in their planning processes.; 3) the ACHP should vigorously reassert Section 106 as its core mission; 4) Improvements are needed to increase consulting party access and public involvement in the Section 106 process; 5) State and tribal Section 106 programs should be supported by fees and full appropriation of proceeds in the national Historic Preservation Fund account; 6) Prior to further federal agency use of alternative approaches to comply with Section 106, the ACHP should establish standards to promote accountability for implementing these "program alternatives.”; and 7) Section 106 stakeholders should pursue new way of using technology, while improving and expanding existing uses.


Ethnographic Studies & Cultural Resources Management
Speakers: Dennis Gilpin, M.A., RPA, Michael Lerch, MA, RPA & Larry Nesper, Ph.D.
Moderator: Patti Trocki, Natural Resource Group

People with traditional connections to ethnographic resources such as archaeological sites, structures, natural resources, and landscapes often associate their cultural identity and cultural continuity with these resources. Assessing impacts to ethnographic resources on federal undertakings is an important part of the environmental decision making process. This session will present an overview of ethnography and how such a study is accomplished with an emphasis on the cultural resources management (CRM) industry. The session also will include a moderated discussion regarding ethnographic strategies and issues in CRM.


Contract ethnography is mandated by a various laws, addresses a wide range of topics, and faces a number of unique challenges. Section 106 of the National Historic Preservation Act requires that Native American groups be consulted in identifying and evaluating historic properties, and in mitigating adverse effects of undertakings on historic properties. The Native American Graves Protection and Repatriation Act has led to studies of cultural affiliation. Examples of contract ethnography from the Southwest illustrate the different requirements of different types of legislation, the various types of studies done by contract ethnographers, and the diverse challenges for contract ethnographers.


Ethnographic studies as practiced within the business context of CRM must consider the relationships among ethnography, ethnohistory, and Native American consultation. We will review the legal and regulatory basis for each of these, in order to comply with the NHPA, NEPA, NAGPRA, AIRFA, and CEQA and SB-18 in California. Finding an ethnographer with the experience and background needed for a particular project can be challenge. Many ethnographers work independently, and must be found through word of mouth. The nature of their work environment may mean that the CRM company must provide editing and production support. Ethnography as practiced in a CRM environment is quite different from traditional academic participant observation, yet there is still a need to establish and maintain rapport with Native American consultants. In California, we often work within a context of factionalism among and even within both non-recognized and federally recognized tribes. Depending on the type of project and the area, ethnography can range from documenting traditional land use and beliefs with knowledgeable elders to compiling the equivalent of a political opinion poll. I will examine these and other topics based on my experience doing consultation on archaeological testing and data recovery projects in southern California, NAGPRA cultural affiliation studies in northern California, and traditional cultural places studies in Nevada.


Protecting Our Own History: The Archival Role in Cultural Resources Management
Speakers: Frank McManamon, Executive Director, Digital Antiquity & Doris Hambacher, Global Records Manager, Accenture
Moderator: Mike Polk, Sagebrush Consultants

Cultural resources management is a relatively new field. In fact, many of the firms still in existence are owned and operated by the pioneers of the field. However, these "pioneers" are beginning to reach the end of their careers and the lifespans of many companies may not even extend beyond the end of those careers. So, what happens to all of the records kept by these companies? Not site forms and reports which will likely continue their lives in agency files, but administrative records, decades of collected research information, maps, photographs, marketing materials, organizational materials. Most professionals have been too busy making a living to think much about this, but collectively, this material represents the history of CRM in this country. Could the local university or library take it? Probably not. Would a curation facility take it - no. Unfortunately, most of this material will end up in a storage unit and, eventually, in the local landfill.

So, what options are there for company owners and managers to protect the legacy of their company as well as to provide protection, life and access to their records so that others can know about and have access to this information 10, 20, 50 or even 100 years in the future? While there may be a number of ways of dealing with this "record crisis", this symposium will posit two ways that this may be possible. One, will be a discussion of the latest methods of document preservation, retention and storage. A second, will be a discussion of digital storage through a facility known as Digital Antiquity. Two speakers provide some answers to the perplexing questions about what to do with one's records after CRM.
6:30-7:00President's Reception
7:30-10:00ACRA Awards Banquet

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