mary mitchellinterpretation1 developing and managing visitor attractions use of interpretation in...
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Mary Mitchell Interpretation 1
Developing and Managing Visitor Attractions
Use of Interpretation in Visitor Attractions – Telling the story
Lesson 1 of 2Stairheid Cludgie New Lanark
Scran No. 000-000-184-162-C
© SCRAN / New Lanark Conservation Trust
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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’
Blue Mountains in Australia
© SCRAN / Mary Mitchell
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What is Interpretation? a visitor
management tool presentation
technique an aid to
understanding a method of
communicating information
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
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Benefits from good Interpretation
Staff Involvement Visitor Involvement Helps control the way
visitors use the site Increased visitor
satisfaction
Lochaber no more
Scran No. 000-000-182-388-C
© SCRAN / Bridgeman Art Library
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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.
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Activity 1 - Examples of Interpretation
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Consider the relevant stakeholders
When planning interpretation Consider the
stakeholders Who are the
stakeholders?
Public Sector / Private Sector
Stones of Callanish problems
Callanish Visitor Centre
© SCRAN / Mary Mitchell
Mary Mitchell Interpretation 8
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. 000-000-025-228-C
© SCRAN / Diego Meozzi & Paola Arosio
Mary Mitchell Interpretation 9
Working with stakeholders 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
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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
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Activity 2 - Working with Stakeholders
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Need for Planning
Large or small Principles are the
same Interpretive Plan
part of the bigger picture
Various plans sit alongside each other complementary
Skara Barae in Orkney
Scran No. 000-000-004-474-C
© SCRAN / Historic Scotland
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Importance of Planning Plan should relate to:
Resource development
Resource management
Marketing Retailing & catering Staff Development Operational and
financial management
*Annie MacLeod’s Experience, New Lanark
Scran No. 000-000-183-532-C
© SCRAN / New Lanark Conservation Trust
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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
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Activity 3 - Setting the objectives
1. For this activity I would like you to give me one appropriate interpretation objective for each of the following types of visitor attractions:
2. A marked local wildlife walking trail, with visitor centre
3. A visitor centre telling the story about forest life 4. A visitor centre showing crafts men and women
at work 5. An important Scottish historic castle
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Activity 3 - Setting the objectives
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