Developing and Managing Visitor Attractions Use of Interpretation

Developing and Managing Visitor Attractions Use of Interpretation in Visitor Attractions – Telling the story Lesson 1 of 2 Stairheid Cludgie New Lanark Scran No. 000 -184 -162 -C © SCRAN / New Lanark Conservation Trust Mary Mitchell Interpretation 1

What is Interpretation? According to Freeman Tilden (1977) “Interpretation is 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’ Mary Mitchell Interpretation Blue Mountains in Australia © SCRAN / Mary Mitchell 2

What is Interpretation? ® a visitor 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 management tool ® presentation technique ® an aid to understanding ® a method of communicating information Interpretation 3

Benefits from good Interpretation ® Staff Involvement ® Visitor Involvement ® Helps control the way visitors use the site ® Increased visitor satisfaction Lochaber no more Scran No. 000 -182 -388 -C © SCRAN / Bridgeman Art Library Mitchell Interpretation 4

Activity 1 - Examples of Interpretation ® For this activity I would like you to think about the types of interpretation you have seen when visiting different visitor attractions. ® Give me 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. Mary Mitchell Interpretation 5

Activity 1 - Examples of Interpretation _______________________________________________________________ Mary Mitchell Interpretation 6

Consider the relevant stakeholders ® When planning interpretation Consider the stakeholders ® Who are the stakeholders? ® ® Public Sector / Callanish Visitor Centre © SCRAN / Mary Mitchell Private Sector ® Stones of Callanish problems Interpretation 7

Stones of Callanish Problems with the Stones of Callanish ® Large number of stakeholders ® Why did the developers need to work with stakeholders? ® Who were the stakeholders for Callanish? ® Callanish Standing Stones Scran No. 000 -025 -228 -C © SCRAN / Diego Meozzi & Paola Arosio Mary Mitchell Interpretation 8

Working with stakeholders ® ® ® Mary Mitchell Why work with local agencies? Why work with local community? 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 Interpretation 9

Activity 2 - Working with Stakeholders ® Working in fours, for this activity I would like you to think about the different stakeholders who could have been involved in the development of the Interpretation for the Visitor Centre for the Stones of Callanish in Lewis Mary Mitchell Interpretation 10

Activity 2 - Working with Stakeholders ___________________________________________________________ Mary Mitchell Interpretation 11

Need for Planning ® Large or small ® Principles are the same ® Interpretive Plan part of the bigger picture ® Various plans sit alongside each other ® Skara Barae in Orkney Scran No. 000 -004 -474 -C complementary Mitchell © SCRAN / Historic Scotland Interpretation 12

Importance of Planning ® *Annie Mac. Leod’s Experience, New Lanark Scran No. 000 -183 -532 -C © SCRAN / New Lanark Conservation Trust Mary Mitchell Plan should relate to: ® Resource development ® Resource management ® Marketing ® Retailing & catering ® Staff Development ® Operational and financial management Interpretation 13

Establishing the Objectives Before planning you need to esablish your objectives ® Objectives should be SMART ® Specific ® Measurable ® Achieveable ® Realistic ® Timescale ® Interpretation Panel at lower Funicular Station Cairngorms © SCRAN / Mary Mitchell Interpretation 14

Activity 3 - Setting the objectives 1. 2. 3. 4. 5. For this activity I would like you to give me one appropriate interpretation objective for each of the following types of visitor attractions: A marked local wildlife walking trail, with visitor centre A visitor centre telling the story about forest life A visitor centre showing crafts men and women at work An important Scottish historic castle Mary Mitchell Interpretation 15

Activity 3 - Setting the objectives ________________________________________________________________________________ Mary Mitchell Interpretation 16

Summary What have we learned today ® What Interpretation is. ® Benefits from interpretation ® Who we need to consider when planning interpretation ® Important to set objectives and plan towards achieving them Mary Mitchell Interpretation 17