The Dallas Arboretum plans a five-year strategy to enhance visitor experiences under new CEO Sabina Carr.
DALLAS — Dallas Blooms at the Dallas Arboretum kicks off Feb. 22 but it’s not just the flowers making big changes.
Under new leadership, the Arboretum and Botanical Gardens has a bold five-year plan to elevate visitors’ experience, ushered in by new President and CEO Sabina Carr, who shared her ambitious vision to make this beloved destination more unforgettable than ever.
“It’s beautiful and it magnifies the city of Dallas, it’s very formal, it’s a showcase, we dazzle you with color and the flowers,” Carr said.
Carr told WFAA that creating bursts of beauty is at the heart of their mission. A nature lover, Carr said she believes this career found her.
“Atlanta Botanical Gardens at the time, I kind of slid in from being a volunteer to being full time and that was 22 years ago,” Carr said.
Her volunteer work led to an impressive track record, including becoming San Antonio Botanical Garden’s first female leader. Carr said she took the role in Dallas because she saw an opportunity for growth.
“We have dreams, Kara, we have dreams.”
Watch the full interview here:
In her first year, Carr rebuilt the Arboretum’s senior team — now with three decades of public gardens experience — and their big dreams start with a five-year strategic plan.
“It has four major pillars on that plan, environment, of course, excellence, engagement and experience,” Carr said. “We could dream about having one of the largest conservatories in the world. Why not? If our stakeholders agree and our board agrees and we can raise the money for it, should we do that? And have this beautiful, tropical wonder under glass. A lot of major cities, American cities, and around the world have that too.”
Another focus is revitalizing older gardens by transforming their horticulture campus — the behind-the-scenes heart of the Arboretum.
“Wouldn’t it be great if the public could also see what we call the horticulture campus or for lack of a better word, back of house; where mission is made, where things are grown and everything happens? We could do classes back there; we could do tours,” Carr told WFAA.
Trying to combat rising costs, Carr said new tours, programs and events — like an orchid festival — are ways to increase revenue and attendance.
“We’re really a complex industry, I don’t think people realize how complex public gardens are,” Carr said.
While change is in the air, your favorite holiday traditions are staying including a fresh take on Holiday at the Arboretum.
“Those 12 days of Christmas gazebos, as lovely as they are, they’re at the end of their lifespan so, my job, and why this job is so creative, is strategically how do we get more audiences to come with some newly reimagined holiday,” Carr said.
Carr said the Arboretum is poised to grow not just plants, but possibilities for everyone who walks through its gates.
Under Carr’s leadership, the Arboretum is aiming to become one of the best places to work in Dallas. With 250 employees, Carr said she’s fostering a culture where kindness fuels success.
