In 2015, the economy hadn’t fully recovered from the Great Recession, charitable giving had tanked, and a two-year stalemate in Springfield was about to jeopardize state finances.
Meanwhile, World Population Review reported more than 20% of Illinoisans had low-literacy rates, and some 70% of Harrison and Taft residents seeking jobs were without a General Equivalency Diploma (GED), but funding seemed bleak. Giving had dropped to its “lowest level in recent history,” according to the Chronicle of Philanthropy, and even with modest growth, most came from individual donations, not foundation grants.
However, looking long-time, award-winning educator Hedy Elliott recognized the need. So she went to work.
Hedy Elliott
“Ten years ago, grant options were slim,” she says. “I wanted to find a way where I could teach more and fund-raise less. I researched different not-for-profits around the country and stumbled upon a few organizations that had a hybrid of a for-profit/not-for-profit model. The business raises money to support their services.”
The gift shop Moonlighting at Peoria International Airport was born. “We definitely started from scratch,” Eliott continues. “The airport was excited about the idea from the beginning. When we approached PIA it was shortly after they remodeled, and at that time they did not have a gift shop. (A previous gift shop operated from 1985-2013.) The airport instantly saw it as a win-win.
“The process had to be approved by the airport and the Peoria Park District board, but other than that it was fairly simple.”
Moonlight Coalition
Gift shop proceeds go to the Moonlight Coalition for Adult Learning, which is part of the Peoria Park District Foundation, a 501(c) 3 charity, says Elliott, who coordinates the program at Logan Recreation Center and Proctor Recreation Center.
Originally established in 1994, Moonlight Coalition offers free tutoring and supplies, and covers the $144 testing fee for all students, Elliott continues.
“Last year we had 201 students. The shop has given us an opportunity to have a nest egg in the event that we have a gap in grant funding. From month one, our gift shop has far exceeded our expectations. I estimate we make $30,000 a year profit to support adult literacy.”
Park District Executive Director Emily Cahill was key to the shop and program, and remains active, Elliott says, noting that improving adult literacy is a small field in central Illinois.
“Over the 30 years that I have been involved, there have only been a handful of programs in the area,” Elliott says. “The estimate for those in Peoria County who need a GED is about 20,000, so all of us combined barely make a dent. The Peoria Regional Office of Education Superintendent Beth Derry has been a fierce advocate for adult literacy programming. Her efforts helped to increase programming in the area.”
Gift ideas
The location of the shop was determined by the Gen. Wayne A. Downing Peoria International Airport, and the gift shop pays PIA rent. Gift shop staff are paid, and “we always try to have at least one GED graduate on staff,” Elliott says.
People in the gate area waiting for departure are the most common shoppers, although staff does more than just sell things.
“We listen to customers,” Elliott adds. “Often they give us ideas of different items that they would like to see in the shop. We try to use local vendors for gifts, etc. whenever possible. Customers, in general, are delighted to hear what their dollars support. Sometimes we get people who want to volunteer or know of someone in need of getting a GED.”
As solid as the endeavor has been, it’s not unchanging.
“Many adjustments had to be made within the first few years,” Elliott says. “When we started making a decent profit we focused our energy back on the GED program, which was always our original intention.”
But there’s no fixed status quo at Moonlight at PIA. Future plans include a possible spring-break pop-up shop on the land side of the airport to sell items to those who are not traveling.
It’s all a lot of work but rewarding Elliott says.
“As crazy as it sounds, I live and breathe education,” she adds. “I am 28 years into teaching GED and love every minute of it. The Moonlight for Adult Literacy gift shop is the icing on the cake. My hope is that the program and the shop will continue to support adult literacy in Peoria long after I’m involved.”