Friends of Hollywood Cemetery
412 S. Cherry Street
Richmond VA 23220
Mission Statement

Hollywood Cemetery is owned and operated by Hollywood Cemetery Company, Inc. Several years ago, Hollywood’s Board of Directors approved the formation of Friends of Hollywood Cemetery, a separate 501(c)3 organization. The mission of the Friends of Hollywood Cemetery is to keep Hollywood Cemetery a relevant and vital part of the Richmond community through conservation, preservation and education. Friends was established in 2007 and took a year to organize and become operational. In 2008, Friends became “active”, focusing on raising funds from Hollywood’s lot owners and working to expand its donor base of individuals, foundations, and corporations.

Leadership
CEO/Executive Director Mrs. Kelly Jones Wilbanks
Board Chair Mr. Edward M. Farley IV
Board Chair Company Affiliation Executive
Contact Information
Address 412 S. Cherry Street
Richmond, VA 23220
Telephone 804 648-8501
Fax 804 644-7345
E-mail info@hollywoodcemetery.org
History and Background
Year of Incorporation 2008
Financial Summary
Revenue vs Expense Bar Graph - All Years
Expense Breakdown Bar Chart - All Years
 
 
Projected Revenue $444,354.00
Projected Expenses $430,450.00
Statements
Mission

Hollywood Cemetery is owned and operated by Hollywood Cemetery Company, Inc. Several years ago, Hollywood’s Board of Directors approved the formation of Friends of Hollywood Cemetery, a separate 501(c)3 organization. The mission of the Friends of Hollywood Cemetery is to keep Hollywood Cemetery a relevant and vital part of the Richmond community through conservation, preservation and education. Friends was established in 2007 and took a year to organize and become operational. In 2008, Friends became “active”, focusing on raising funds from Hollywood’s lot owners and working to expand its donor base of individuals, foundations, and corporations.

Impact

The primary goal of the Friends of Hollywood Cemetery is to ensure that we preserve one of Richmond's most distinctive treasures by raising funds, interest and the profile of Hollywood Cemetery. Our top accomplishments include: 1) complete the most comprehensive assessment ever of the Cemetery's capital needs and developed a plan to address those needs in a responsible, phased-in manner; 2) complete Phase I (Presidents Circle, the most visited site in the Cemetery, and surrounding areas). It was during this process that we established a thriving internship program with VCU graduate students that have increased the speed at which projects are completed and lowered significantly the final costs; 3) Complete Phase II in 2015 which include the oldest and most damaged areas of the Cemetery, including the Harvie Family gravesites. It is from the Harvies that the land for the Cemetery was purchased. 4) FHC has raised more than $1 million from local foundations, corporations and individuals in the past five years. 5) For 2015, FHC is focused on continuing to expand the base of financial support for the Cemetery and continue the excellent restoration work now taking place on the grounds of Hollywood. We are also focused on a digitization project of all the Cemetery records for genealogical and related research purposes. In 2015, we will also revise our master plan for the space.

Needs
In 2007, Hollywood embarked on a process to identify and rank monuments and ornamentation in need of restoration and repair.  A comprehensive study was conducted by conservation consultant, Mosko Cemetery Company whose staff spent weeks going through the Cemetery section by section, evaluating the condition of all statuary, obelisks and grave markers. Each was then cataloged according to degree of urgency for repair and has been cross-cataloged by section of the Cemetery. The report has been enormously useful for us in making our plans for capital expenditures. The management has relied on other professionals for the expert assessment and strategy for restoration of iron fences and other structures which add to the overall beauty of this historic Cemetery. While the Cemetery itself has in recent years begun to address some of its restoration needs as its annual operating budget allowed, the Board realized the budget was not sufficient and created Friends. Through our fund raising activities, we provide the Cemetery with capital to address these needs.
 
We are currently in Phase II of the capital initiatives which has a total budget of $1,926,855. The sections included in this Phase are the oldest and most damaged and contain many of the most beloved and "destination" markers here.
Background
Hollywood Cemetery has been one of Richmond’s crown jewels since 1849.  Much more than just a cemetery, Hollywood is a gracious and bucolic setting in the midst of a bustling urban locale.  With stunning views, Hollywood overlooks the James River near the site where Captain Christopher Newport planted a wooden cross a few weeks after founding Jamestown.  It recalls Virginians of bygone years whose lives shaped and influenced our own.  Hollywood serves as the final resting place of two American presidents (only two other cemeteries in the Unites States can make this claim), six Virginia governors, two US Supreme Court justices, 22 Confederate generals, and thousands of Confederate soldiers. 
 
Hollywood Cemetery’s status on the National Register of Historic Places recognizes its importance as one of the nation’s most historic cemeteries; its “rural” style has always set it apart as distinctive. Hollywood is also the burial site for a host of men, women and children from all walks of life. Together, their lives represent the story of our community. Hollywood is situated on 135 acres of land. Footpaths and roads wind over hills, through valleys and beneath stately trees to yield a place of natural beauty and tranquility. The architectural beauty of monuments, statues, buildings, fences and tombs enhances the serene and pastoral landscape. Time has taken its toll on many of the historic monuments, memorials and decorative ironwork as well as the natural landscape throughout Hollywood. Current income and endowment do not cover the care and conservation of all that needs attention. Indeed, descendants of many of the original families who developed and are buried in Hollywood no longer exist to care for their own family monuments, not even those considered of great historical significance.  Friends of Hollywood Cemetery was created to address this need. In so doing, we remind the Richmond community of this remarkable and distinctive asset in our midst.
CEO Statement Hollywood Cemetery is an integral part of Richmond's storied history. It is so much more than just a cemetery.  It is a reflection of and a walk through Richmond's history since 1849. The monuments, headstones, fencing and gravesites are literally art. They reflect the many styles of honoring loved ones who have passed on, and any visitor can marvel at how these traditions have evolved over the decades.  Located in the heart of Oregon Hill with spectacular views of the James River, Hollywood has thousands of visitors each year. Presidents Circle is the most visited site in the Cemetery which is why we have selected that section of the Cemetery for the initial restoration and repair work. One of the distinctive features of Hollywood that we wish to point out is the treasure trove of genealogical information maintained here. All of the burial information is found on our website, and a large number of visitors every year come here on a quest to further their knowledge of their family's history. There is nothing else like Hollywood Cemetery in Richmond and it is my pleasure to serve as the Executive Director of this local, state and national treasure.
Board Chair Statement

Since Friends of Hollywood Cemetery was created in 2007 (and made official by the IRS in 2008), it has been my honor and privilege to serve as its first Board Chair. Our charge was to raise the profile of this national treasure not only in Richmond but throughout the Commonwealth and for any visitor who was considering a visit to the historic places here, and also to raise the funds to repair and restore the damage created after a series of storms in the early 2000s. Time has taken its toll on many of the historic monuments, memorials and decorative ironwork as well as the natural landscape throughout Hollywood. Current income and endowment do not cover the care and conservation of all that needs attention. Indeed, descendants of many of the original families who developed and are buried in Hollywood no longer exist to care for their own family monuments, not even those considered of great historical significance.  Friends of Hollywood Cemetery was created to address this need. In so doing, we remind the Richmond community of this remarkable and distinctive asset in our midst. Our challenge is to attract funding for this restoration project and we have successfully attained grant funding and increased the level of funding from individuals over the past several years. Come and see Hollywood -- it's an amazing treasure right here in our backyard!

Areas of Service
Areas Served
Area
Metro Richmond
Hollywood is located in the Oregon Hill section of the City of Richmond.
Board Chair
Board Chair Mr. Edward M. Farley IV
Company Affiliation Executive
Term Jan 2017 to Dec 2018
Email emfarley4@verizon.net
Board of Directors
Board Members
NameAffiliation
Mary Lynn Bayliss PhDCommunity Volunteer
Mr. William R. Claiborne Lowe Brockenbrough
Ms. Elizabeth R. Cronly Community Volunteer
Mr. Edward M. Farley IVCNA Management Company, LC
Mr. Joseph R. Herbert Retired
Mr. E. Bryson Powell East-West Partners
Ms. Elizabeth Wilkins Talley Community Volunteer
Mr. Peter C. Toms Retired
Board Demographics - Ethnicity
African American/Black 0
Asian American/Pacific Islander 0
Caucasian 8
Hispanic/Latino 0
Native American/American Indian 0
Board Demographics - Gender
Male 5
Female 3
Governance
Board Term Lengths 2
Board Term Limits 3
Board Meeting Attendance % 100
Written Board Selection Criteria? Under Development
Written Conflict of Interest Policy? Yes
Percentage Making Monetary Contributions 100
Percentage Making In-Kind Contributions 50
Number of Full Board Meetings Annually 9
Standing Committees
Executive
Other Boards
The tables below contain information about other groups that advise this nonprofit on operations and projects.
Executive Director
Executive Director Mrs. Kelly Jones Wilbanks
Experience
Kelly started at Friends of Hollywood as a part-time development director. Her expertise and savvy caught the attention of the Board which asked her to serve in the first-ever Executive Director role, currently a part-time position. Kelly had previously served as an Admissions Director at St. Catherine's School in Richmond.   
Former CEOs
NameTerm
Mr. David Gilliam Jan 2008 - Dec
Staff
Full Time Staff 0
Part Time Staff 2
Volunteers 0
Contractors 1
Retention Rate 100
Plans
Organization has a Fundraising Plan? Yes
Organization has a Strategic Plan? Under Development
Management Succession Plan? No
Organization Policy and Procedures No
Nondiscrimination Policy Under Development
Whistleblower Policy Yes
Document Destruction Policy Yes
Directors and Officers Insurance Policy Yes
Collaborations
Friends of Hollywood Cemetery was established solely to support Hollywood Cemetery Corporation through fundraising, education and public outreach. Hollywood Cemetery and Friends of Hollywood Cemetery have a formal collaboration with the Valentine History Center to provide walking and bus tours through the Cemetery from April through October annually.
In the course of our restoration and repair work, we have formed a fabulous collaborative internship program with VCU graduates students who are supervised by Robert Mosko, one of the premier historic cemetery preservationists in the nation today. We are creating a pipeline of individuals capable of performing this tedious and important work. 
Programs
Description In conjunction with The Valentine History Center, we offer walking tours of the Cemetery on a regular basis.
Population Served General/Unspecified
CEO/ED/Board Comments

Hollywood Cemetery has been one of Richmond’s crown jewels since 1849. Much more than just a cemetery, Hollywood is a gracious and bucolic setting in the midst of a bustling urban locale. With stunning views, Hollywood overlooks the James River near the site where Captain Christopher Newport planted a wooden cross a few weeks after the founding of Jamestown. It recalls Virginians of bygone years whose lives shaped and influenced our own. Hollywood serves as the final resting place of two American presidents, six Virginia governors, two US Supreme Court justices, Confederate President Jefferson Davis, 22 Confederate generals, and 18,000 Confederate soldiers.

Hollywood is open to the public 365 days a year, annually attracting more than 100,000 visitors. The readers of Richmond Magazine repeatedly vote Hollywood the “Best Historic Site” in the City and place it second for “Best Scenic View”, solidifying its legacy as one of Richmond’s crown jewels. It is listed on the National Register of Historic Places, recognizing its importance as one of the nation’s most historic cemeteries and highlighting its “rural” style which has always set it apart. In addition to those attending funerals, Hollywood attracts national and international tourists, students of history and landscape design, trolley, bus and school tours, Segway of Richmond and Valentine History Center tours, VCU students and local residents, dog walkers, artists and many others. Hollywood is supported by a number of church groups, garden clubs, fraternities and sororities and other volunteer groups to clean up and beautify the space. Though Hollywood has been integral to the fabric of Richmond’s rich history for more than 165 years, it is still an active cemetery and will be burying for at least 100 more years, meaning that families and friends will continue to visit for many more generations.

Fiscal Year
Projected Revenue $444,354.00
Projected Expenses $430,450.00
Form 990s
IRS Letter of Exemption
Detailed Financials
Expense Allocation
Fiscal Year201520142013
Program Expense$300,000$225,000$225,000
Administration Expense$7,301$6,695$15,642
Fundraising Expense$40,774$37,998$25,736
Payments to Affiliates------
Total Revenue/Total Expenses2.381.480.82
Program Expense/Total Expenses86%83%84%
Fundraising Expense/Contributed Revenue5%10%12%
Assets and Liabilities
Fiscal Year201520142013
Total Assets$812,295$331,954$211,096
Current Assets$812,295$331,954$211,096
Long-Term Liabilities$0----
Current Liabilities$0--$9,052
Total Net Assets$812,295$331,954$202,044
Short Term Solvency
Fiscal Year201520142013
Current Ratio: Current Assets/Current Liabilities----23.32
Long Term Solvency
Fiscal Year201520142013
Long-Term Liabilities/Total Assets0%0%0%
Capital Campaign
Currently in a Capital Campaign? Yes
Campaign Purpose Restore and repair monuments, gravesites, fencing, curbs and surrounding spaces through a multi-phased campaign. Friends of Hollywood has completed Phase I and Phase II of this multi-phased process and launched Phase III in 2016. In the process we have: • Fully restored Presidents Circle, the most visited site in Hollywood • Restored and repaired more than 1,000 monuments and 90 fences • Established an internship program with VCU that provides hands-on training for historic restoration and repair, thereby creating the next generation of craftsmen and women with this specialized talent. • Reduced the estimated cost of Phase I by 40% because of the internship program. • Completed restoration of the historically significant Palmer Fence near Presidents Circle • Completed restoration of the ornate, gothic Nace Monument near Presidents Circle • Completed 15 of the 44 sections of the Cemetery
Goal $3,700,000.00
Dates June 2009 to Dec 2019
Amount Raised To Date $2,400,000.00
Capital Campaign Anticipated in Next 5 Years? Yes
State Charitable Solicitaions Permit
Solicitations Permit
Solicitations Permit Application 5/2015View
Comments
Organization Comments Friends of Hollywood is now being audited as a separate entity. We had previously been included in the audit of Hollywood Cemetery Company.
Foundation Comments

 

  • Form 990 and audit prepared by Harris, Hardy & Johnstone, P.C.
  • Financial information provided by audit.