As public gardens become increasingly focused on visitor experience, the story they tell about themselves—and the way gardens use this story to engage their stakeholders—is more important than ever. Participants will hear from five professionals at organizations with diverse sizes, locations, organizational structures, missions, and budgets. Presenters will relate lessons learned from their experiences with interpretive master planning. Attendees will understand the opportunities of interpretive master planning and learn how other organizations have applied the process to clarify and improve their garden’s messaging. Participants will be able to thoughtfully assess organizational readiness for interpretive master planning, evaluate its possible value to their organizations, and consider available planning options based on other gardens’ experiences.