When within a philanthropic effort, Warner Brothers Music decided that the story of the Little Bighorn Battlefield had not been told from the Native American perspective, which was very different from the traditional version of “Custer’s Last Stand,” the effort to do so included (1) development of a conceptual plan for a living history experience, (2) detailed research of the story that occurred before, during and after the battle, (3) identification of the locations where Native American information indicated events actually occurred, (4) sketching out a living history environment to reveal the story from both perspectives, (5) development of a marketing plan focused on the theme “Listen to the Silence,” and (6) development of 25-year financial projections to build on the 400,000 visitors already visiting the National Monument each year at that point in time.