Willoughby Farm Master Plan draft presented to Collinsville City Council

Final_Design_draft: The plot of Willoughby Farms depicted with all of the sites within the property that could potentially receive updates as portrayed in the Master Plan presentation. (graphic courtesy of City of Collinsville)

By Ray Popkess • On Tuesday, April 14, Collinsville City Council was presented with a master plan draft for updates to Willoughby Farm. Jordan Wilkinson of Lawrence Group, an architecture firm based in St. Louis, presented council members with existing conditions of the farm to be addressed in the master plan, as well as some of the financial and operational figures needed to properly maintain the farm going forward.

Some of the main issues identified with the existing conditions of the farm include topographical erosion, insufficient parking, dead or dying trees creating falling limb hazards and faded signage along the trails. Structurally, the buildings are in sound, yet aging condition. Buildings on the property include the farmhouse, chicken coop, Bank Barn, Gindler Barn, Gamrel Barn, pavilion, machine shed and restrooms. 

A survey was conducted to collect opinions and feedback from community members, park staff and volunteers regarding what they would like to see done at the farm. Based on the answers of 50 respondents, the top voted desired improvements included the animal habitats, children’s play area, trail updates and ADA accessibility. 

The Master Plan Project was presented in five phases with budget figures to account for cost recovery and cost opinions. 

Phase one improvements included updates for accessibility to trails and buildings, widening of Willoughby Ln., a covered display for farm equipment, a gateway for the Willoughby Farm entrance and a covered picnic area as well as new playground equipment for the children’s play area. This phase of the project is intended as a short-term goal for the farm totaling an estimated $1,028,290. 

Phase two will address needs for an expanded parking lot as well as an additional lot, a paved trailhead, an expanded patio space, plaza and stormwater management display. These items were seen as critical and will be necessary for future phases of the project. They total $1,348,318, with the majority of the costs coming from paving, planting and electrical and sanitary upgrades. 

Phase three will focus on improving the Bank Barn with HVAC upgrades and a new kitchenette. However, the majority of the estimated cost in this phase will go towards a new, 7,800-square-foot multipurpose building. The total projected cost in this phase is $2,222,543 and was seen as a long-term goal for the farm. 

Phase four improvements include less immediate amenities within the core farmyard of the property. Relocation of the Kid’s Corral, construction of an outdoor theater and a children’s education zone are the intended long-term goals of this phase, totaling $112,364 in cost estimates. 

The final phase will be improvements that are less immediately critical to the operations of the farm according to Lawrence Group and include amenities such as improvements to trail signage, trail additions, a covered bridge, an orchard, a “selfie spot,” a Kugelbahn marble run, prairie restoration and a guided ropes course. The total cost of this phase is estimated at $309,706. 

Lawrence Group also identified several recommendations in their financial and operations summary. Some of the immediate recommendations they suggested are to develop a formal cost recovery goal and raise awareness of the farm through specific marketing campaigns through print, web and social media to align with budget cycles. Other recommendations mentioned were to find a mechanism to celebrate volunteer efforts and advertise community service opportunities on the farm. They also suggested that on top of developing a formal maintenance plan, the farm should consider the addition of a full-time maintenance position on staff. 

Currently, Willoughby Farm budget expenses, including full-time and part-time personnel as well as operational expenses, total $522,400. It was estimated that if the full build-out was chosen and completed, those total expenses would increase to $828,528, which include the three existing full-time positions at the farm plus a full-time maintenance position and a full-time programmer with the necessary certifications and training for the ropes course. The new figure also included a 75% increase to part-time staffing and significant increases in advertising, printing, training, utilities, operating supplies and program expenses, all assuming a similar level of involvement from the volunteer base. 

According to 2025 revenue figures, Willoughby Farm currently brings in $85,100, a 16.3% rate in project cost recovery. If the full-build out were selected and all five phases implemented and complete, Ballard*King, a recreation consulting firm, projects the farm to bring in $281,450, or 34% rate of projected cost recovery, on a yearly basis with increasing revenues generated from building rentals, programs and events, specialty camps and seasonal merchandise. 

The council will submit any comments and feedback to be incorporated into the master plan and will be presented more formally at a future council meeting.