Developing and Managing Visitor Attractions
DEVELOPING AND MANAGING VISITOR ATTRACTIONS Use of Interpretation in Visitor Attractions – Telling the story Introduction: Interpretation is about special places, it is about helping people appreciate something that you feel is special. It explains the significance of things (as well as the things themselves). Good interpretation should reveal to visitors why and how a place, a building, an artefact or a topic is important and doesn’t just simply tell them that it is. It provokes people into thinking about the subject, to finding out more for themselves, and into ‘making the connections’ with their own, general experience. It adds enjoyment and satisfaction to their visit and can enhance both natural and man-made attractions. 1.    What is Interpretation?   Interpretation is, according to Freeman Tilden (1977), ‘..the work of revealing, to such visitors as desire the service, something of the beauty and wonder, the inspiration and spiritual meaning that lies behind what the visitor can with his senses perceive’ (sourced in: A Sense of Place: Tourism & the Environment Initiative 1997) Through the use of examples  interpretation will be explained. We will look at how it is used as: · a visitor management tool · presentation technique · an aid to understanding · a method of communicating information Benefits from good Interpretation: · Staff Involvement, which leads to: -    greater sense of pride of place in staff -    higher staff motivation -    improves staffing arrangements · Visitor Involvement, which leads to: -    longer stays -    higher spending -    improved returns -    improved image · Helps control the way visitors use the site, which in turn: -    helps manage visitor flows · -    reduces site wear and tear -    better use of resources -    conservation benefits -    cuts running costs and maintenance bills · Increased visitor satisfaction, which in turn leads to: -    greater visitor understanding -    improved return visits Activity 1    -    Examples of Interpretation For this activity I would like you to think about the types of interpretation that you have seen when you have visited different visitor attractions. Give me three examples of different types of medium used to interpret, describe them, tell me whether the interpretation did or did not 'work for you' personally.  Give reasons for your answers. Post these examples onto the discussion board. 2.    Considering the relevant stakeholders When planning interpretation for your attraction it is very important that the needs and wants of all the stakeholders are considered. The stakeholders involved depending of course on the aims and ownership of the attraction.  For example a privately owned attraction may only take account of the owners/shareholders and the visitors whom they are interpreting for? On the other hand a public sector or joint private/public sector run attraction may need to consider a large number of stakeholders and their aims. For example when the Standing Stones of Callanish Visitor Centre was proposed there were a large number of stakeholders involved in the planning of the development and interpretation of the centre These stakeholders represented: local agencies with statutory remits i.e. SNH, Historic Scotland voluntary groups and societies  representatives of the local communities in the area individuals i.e. landowners, experts, local business people The fact that this site held a real spiritual meaning for a large number of people and in particular the local residents, it made it all the more important that a consensus was achieved.  According to a former founder of the Callanish Standing Stones Trust (verbatim) "getting consensus for the design and development of the interpretation centre for the stones was extremely difficult, due to the sensitive nature of the stones, however it was worth the wait as consensus was essential for the success of the project". Activity 1 Why not have a virtual tour of the Standing Stones of Callanish by visiting the following website: http://www.stonepages.com/tour/callanishqtvr.html Courtesy Paola Arosio/Diego Meozzi - Stone Pages  (http://www.stonepages.com) Why work with the local community? Working with the local community to obtain consensus and agreement for local interpretation projects ensures: collective ownership of the plan support rather than opposition more sustainable, ensuring the project continues plan benefits from good local skills and knowledge  creates a greater sense of 'pride of place' for the locals Remember if you want your written interpretation to be accepted by the local community, it needs to sound as if it has been written locally. Of course there are no guarantees that you will get total acceptance and consensus, but if total consensus is not possible as near to it as can be is desirable. Why work with agencies with statutory remits? It is important to work alongside the relevant agencies because: you may need to seek approval for the project in any case you can obtain the expertise and knowledge required for the success of the project you may receive some vital funding for the project you are better working with them as against them Activity 2    -    Who will you work with? For this activity I would like you to consider who you need to work with  for putting together the Interpretation Plan for your Visitor Attraction. Post your answers on the discussion board, giving a reason for your choices. 3.    Need for Planning Interpretative planning can range from a single display in a small visitor attraction, an important archaeological  site like Skara Brae in Orkney, to a full scale Interpretation Plan for a National Park like the one proposed in the Cairngorms.  However regardless of the size the principles are basically the same. Interpretation Planning Think interpretation from the beginning, according to Scottish Natural Heritage ‘The interpretation plan is part of a much bigger picture; various plans sit alongside each other so a site management plan will include interpretation as one very important element’. Plan should relate to: Resource development Resource management Marketing Retailing & catering Staff Development Operational and financial management Establishing the Objectives Before you can start planning you first of all need to set out your objectives.   Objectives should be SMART: Specific Measurable Achievable Realistic Timescale For example, an appropriate objective for interpretation at the Mountain Exhibition on the Cairngorm could be: '70% of all visitors to the Mountain Exhibition will leave with a greater understanding of how the mountain evolved, and how wildlife and man have adapted to survive in such extreme conditions.' Activity 3    -    Setting the objectives for Interpretation For this activity I would like you to give me one appropriate interpretation objective for each of the following types of visitor attractions: 1. A marked local wildlife walking trail, with visitor centre 2. A visitor centre telling the story about forest life 3. A visitor centre showing crafts men and women at work 4. An important Scottish historic castle Post your answers on the discussion board, giving the reasons for your choices. 4.   Putting together your plan According to the Philosopher Friedrich Nietzsche (1844 -1900)  " There are no facts, only interpretations" (source: The Journal for Scotland's Interpreters: Interpret Scotland, issue 3, Spring 2001, p6)  Focus of the Interpretation The design of the site is extremely important, especially if it has outside elements.  It should be designed in such a way as to protect its resources, avoiding increased risk through extra visitations.  Determining the full significance of the site may take some considerable time, and may need to be updated in light of future information.  It is vital to recognise the uniqueness of the site, making the site stand out from the competition. Before planning your Interpretation you should ask yourself a number of questions. This will ensure all important considerations are taken into account. The questions you need to ask yourself are: WHO are your visitors and audience? WHO are the main characters involved in the story/event? WHAT should be interpreted? WHAT happened? WHERE should the story be interpreted? WHERE did the event happen? WHICH items should be used to illustrate the story / event? WHICH items were involved in the story / event? WHEN should the event be interpreted? WHEN did the event occur? HOW should the story / event be interpreted? HOW did the story / event happen? WHY interpret the story? WHY did the event happen? What must always be remembered is that Interpretation is not an attraction in itself on it’s own, it should only be based on a resource, natural or man-made and should be based on an authentic story or event . WHO are our visitors and audience? The interpretation should be appropriate to the audience.  Get to know your visitors and provide them with interpretation that is right for them.  For examples as the illustration on the right shows the New Lanark Visitor Centre actively engages the young people through their interpretation.   It is important that you engage with your visitors through your interpretation method, stimulating their imagination.  Different market segments need different interpretation designs and methods.  For example you should adopt a totally different writing style for 9-12 year olds than for adults.  Consideration should also be given to special interest groups i.e. school groups, non-native speakers and very importantly to visitors with special needs i.e. blind, deaf, wheelchair users etc. i.e. The Disability Discrimination Act (1995) Assume your visitors know very little about what your are interpreting, though it is important on the other hand that you do not insult their intelligence. WHAT or WHO should be interpreted? Evidence can be taken from the following: landscape wildlife (see illustration on right) buildings artefacts themes from relevant historic sites and periods famous people look for clues to identify the uniqueness myths and legends of the place - find the 'story' find the 'sense of place' WHERE should we interpret the story? Where you should interpret depends very much on the type of attraction, if it is i.e. a walking trail it would be appropriate to interpret perhaps at the beginning and end of the trail as well as alongside the trail itself.  You also will need to consider where the 'story' or 'event' occurred, i.e. for instance for a 'battle' the interpretation should ideally be placed  where the audience can view as much of the battlefield as possible.  If this is not available, next best place is to be as near to the battlefield as possible or appropriate depending on the fragility of the site. If it is a built attraction, and if funding allows, you could interpret inside and outside.  However it is important to identify areas where the visitors should not go i.e. for health and safety reasons or fragile conservation areas.  Interpretation can be used as a visitor management tool, enabling visitors to see the attraction without damaging or disturbing. It is important to use interpretation where it will give maximum impact.  However you may need to seek planning permission especially if you intend using interpretation in the outside environment. Activity 4    -  Considering health and safety issues For this activity I would like you to think about the important  health and safety factors, relevant to your own particular attraction, that should be considered when planning your interpretation. Post your ideas onto the discussion board please. 5.    What type of media will you use for your interpretation? You have a number of different methods available for interpreting your attraction. The following are a few examples: Leaflets and Publications Graphic Panels Audio Tours Audio listening posts Message Repeaters Conducted Tours / Guided Walks Audio Visual Films Artefacts and Exhibits Interactive Media - technology led Re-enactments - brings history to life Each of these examples have advantages and disadvantages i.e. leaflets  advantage - can be used on or off site and disadvantage - is liable to be discarded as litter. Written & Illustrative Style There are a few simple rules to consider when writing and illustrating your interpretation: consider your audience, and aim at their level.  Latest report states the average attention space of the reading public is now down to 200 words write in short sentences and paragraphs and marry up words and pictures 90% of story can be illustrations remember a picture can speak a volume of words.  This can be seen from the interpretation panel painted onto the walls of this gents toilet in the Australian Outback (see above).  The aim of this interpretation being to show the significance of sheep (and shearing) to the Australian Outback, my husband enjoyed interacting with this panel. avoid jargon, clichés and technical terms that your audience may not understand use only one idea for each sentence  vary the length of your sentences check your punctuation avoid bias use the first person if possible and use active rather than passive verbs talk too your audience in simple clear terms try and use some humour ensure sign is large enough for the illustration finally read and rewrite, read and rewrite, reducing your words if possible Implementing and Managing the Interpretation Plan You will need to consider whether you will implement the plan 'in-house' or 'contract' the work out.  Unless you have the skills within your workforce, to write and design to a high standard, you should choose to contract out this work.  Maintaining the Interpretation Interpretation needs to be maintained, there is nothing worse than trying to read an interpretation panel that has faded to the point of illegibility.   Below is a few examples of maintenance jobs: clearing weeds and vegetation from around panels and outdoor exhibits touching up the paintwork replacing lights and fittings ensuring all computer exhibits are functioning correctly replacing when necessary Activity 5    -    Finding the theme to interpret For this activity I would like you to think of how you are going to interpret the stories / events that you intend using for the interpretation of your visitor attraction. Now think of WHICH items were involved in the stories / events and WHICH items you intend to use to illustrate these stories / events?  Give me the reasons why you have chosen these particular items. Send your ideas to your tutor before next week.  6.    Evaluation of your plan Why do we need to evaluate? We need to evaluate in order to determine whether the objectives have been achieved.  With interpretation you should have four types of objectives these are: behavioural objectives - visitor management tool educational objectives - what do you want them to learn about the attraction emotional objectives - what do you want them to feel about the attraction image objectives - how do you want them to perceive your attraction When do we evaluate? Evaluation is usually done at four different times: Front-end evaluation Formative evaluation Remedial evaluation Summative evaluation Front-end evaluation: This stage is undertaken when you are developing your objectives.  This stage requires you to get to know your audience and their levels of understanding. You then tailor your interpretation to your visitors knowledge levels. This evaluation can be done through the use of focus groups or questionnaires. Formative evaluation: This stage tests the reaction of your visitors to your proof versions of the interpretation.  This allows for changes if necessary. This evaluation can be done through the use of observation and simple interview questions. Remedial evaluation: Checks the management of the interpretation i.e. lightening is correct, visitor flows appropriate. This evaluation can be done through the use of observation and simple interview questions. Summative evaluation: This is the stage when you check whether the interpretation is meeting the objectives set for it. This evaluation can be done through the use of observation and questionnaires, as well as a full critical analysis. For further reading on this subject read: http://www.snh.org.uk/wwo/interpretation/pdf/evaluation.pdf Activity 6    -    Evaluation methodologies For this activity I would like you to discuss on the discussion board the advantages and disadvantages of  using Qualitative and Quantitative research methods. Then tell me which method you intend using for your evaluation of your own interpretation plan. Summary As we said at the beginning, interpretation is a tool that makes your attraction a special place.  It brings the story or event to life for the visitors and helps instil a sense of pride of place to the attraction's staff.  Throughout these lessons we have discussed what interpretation is, where it can be used, how it can be applied, and the benefits that can be derived from it.  We have also identified the methods that you can use to evaluate how effect your interpretation planning is.	Town Trail Interpretation Panel in Pitlochry © SCRAN / Mary Mitchell An example of an Interpretation Panel depicting Australia’s past in the Outback making the use of an old goods wagon on an old track © SCRAN / Mary Mitchell Another example of an Interpretation Panel depicting Australia’s past in the Outback making the use of an old goods wagon on an old track © SCRAN / Mary Mitchell Another example of an Interpretation Panel depicting Australia’s past in the Outback making the use of an old goods wagon on an old track © SCRAN / Mary Mitchell A picture can speak volumes The Highland Clearances Lochaber no more Scran No. 000-000-182-388-C © SCRAN / Bridgeman Art Library Callanish Standing Stones Scran No. 000-000-025-228-C © SCRAN / Diego Meozzi & Paola Arosio Visitors walking among the standing stones of Callanish Scran No. 000-000-123-969-C © SCRAN / Scottish Media Group Bonawe Iron Furnace Scran No. 000-000-004 –116-C © SCRAN / Historic Scotland Skara Barae in Orkney Scran No. 000-000-004-474-C © SCRAN / Historic Scotland *Annie MacLeod’s Experience, New Lanark Scran No. 000-000-183-532-C © SCRAN / New Lanark Conservation Trust *"Annie McLeod" was a "Ghost". She described her life in Robert Owen's village of 1820, and the ride was enhanced by special audio-visual effects. The ride proved to be a very successful way of interpreting the history of New Lanark for visitors of all ages and backgrounds.” Interpretation Panel at lower Funicular Station Cairngorms © SCRAN / Mary Mitchell Internal view of Groam House Museum Scran No. 000-000-025-513-C © SCRAN / Jon Bailey / Susan Seright Humour adds interest to exhibitions "Stairheid Cludgie" in Mill Workers House Exhibition New Lanark, 1994 Scran No. 000-000-184-162-C © SCRAN / New Lanark Conservation Trust It was someone’s innovative idea was to use a fridge to help interpret the Artic Hare’s lifestyle in the Cairngorm Mountain Exhibition © SCRAN / Mary Mitchell Re-enactments can bring history to life in the place it happened Historic Re-enactment © SCRAN / Historic Scotland Perth College Tourism Students interacting with an exhibition at Edinburgh Dungeon. This can help bring interpretation to life © SCRAN / Mary Mitchell An innovative idea for interpretation on a public toilet wall in Australia’s Outback, this can be a good alternative to screening © SCRAN / Mary Mitchell Care should be taken when choosing material for outside Interpretive use Powhatan Indian Village, Virginia © SCRAN / Mary Mitchell Children can evaluate the effectiveness of interpretative exhibitions 1820s Shop Exhibition, New Lanark, February 1997 Scran No. 000-000-184-091-C © SCRAN / New Lanark Conservation Trust 1820s Shop Exhibition, New Lanark, February 1997 Scran No. 000-000-184-090-R © SCRAN / New Lanark Conservation Trust
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