TRUST FOR THE NATIONAL MALL LAUNCHES “VIRTUAL MONUMENT” WEBSITE AHEAD OF LANDMARK MUSIC FESTIVAL Visitors can pay Tribute to Loved Ones and Learn About History through Content Powered by National Geographic

Press Contact:
MacKenzie Babb


SEPTEMBER 25, 2015  WASHINGTON, D.C.   In advance of the first-ever Landmark Music Festival for the National Mall, the Trust for the National Mall is launching a new grassroots website, The site lets participants build virtual monuments as part of an effort to raise awareness and funds to restore the home of the real monuments – the National Mall. Users can create and share written or video tributes to everyday heroes who embody the values of the Mall or to social causes that stir their passions and deserve recognition on the site’s virtual civic green.

"The virtual National Mall gives voice to every American,” said Trust for the National Mall VP Marketing and Communications Kristine Fitton. “Whomever your hero or whatever your cause, you can now join history and make your mark on our country's common ground."

The website will be featured as part of the Trust’s onsite activity at this weekend’s Landmark Music Festival in West Potomac Park, which features 40 bands, including headliners Drake and The Strokes, performing over two days. The website and the concert are part of the Trust’s new Landmark Campaign, which aims to build stewardship of the National Mall, particularly among young adults, by engaging them in the history and significance of the park.

It’s been nearly 40 years since the National Mall’s last major renovation, and persistent environmental erosion and disrepair have presented an urgent need to fix the parkland’s failed ecology and crumbling historic landmarks, including the Jefferson Memorial. 

Videos created in partnership with National Geographic Studios in association with PBS will be featured on both the new website and at the festival, and will encourage viewers to build their own virtual monuments.  One video highlights the history of protests on the Mall and asks participants to share what they’d march for today. Another highlights how monuments have been built in the park over time and asks participants for whom they’d build a monument on the Mall.  Additional educational video content highlighting the National Mall’s rich history was taken from The National Parks: America’s Best Idea, a film by Ken Burns, and provided courtesy of PBS.

Landmark Music Festival will feature other cause-focused activities, such as contests from the National Park Foundation’s Find Your Park centennial campaign, and volunteer registration and kids’ activities from the National Mall and Memorial Parks.  As part of an effort to celebrate the democratic nature of the National Mall, Rock the Vote and Headcount will help interested festivalgoers register to vote.

The website was conceived by GSD&M, a leading brand agency based in Austin, TX, and designed and developed by Threespot, an interactive agency in Washington, D.C.  Beyond the website, the Trust received extensive pro-bono support for its broader launch of the Landmark Campaign for the National Mall from GSD&M. The Trust’s onsite activation tent at the Landmark Music Festival, called Make Your Mark, is an experience produced by Linder Global Events and made possible thanks to the generosity of Altria Group and the Bernstein Family Foundation.


The Trust for the National Mall is an official partner of the National Park Service dedicated to sustainably restoring and improving the National Mall.  The National Mall – the iconic grounds stretching from the U.S Capitol to the Lincoln Memorial that hosts 29 million visits each year – is facing a backlog of well more than $400 million in deferred repairs and $350 million in needed upgrades.  The Trust split the cost of restoring the earthquake-damaged Washington Monument with the federal government and is extending this public-private partnership model to other high-impact projects designed to preserve the grounds and structures that honor America’s history, heroes and hope. For more information on the Trust for the National Mall, please visit And to stay up to date on news from the Trust, check out