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 2 Stairheid Cludgie New Lanark Scran No. 000-000-184-162-C © SCRAN / New Lanark Conservation Trust

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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

Mary Mitchell Interpretation 2

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

Mary Mitchell Interpretation 3

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

Mary Mitchell Interpretation 4

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

Mary Mitchell Interpretation 5

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 6

Activity 1 - Examples of Interpretation

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Mary Mitchell Interpretation 7

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

Mary Mitchell Interpretation 10

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 11

Activity 2 - Working with Stakeholders

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Mary Mitchell Interpretation 12

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

Mary Mitchell Interpretation 13

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

Mary Mitchell Interpretation 14

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

Mary Mitchell Interpretation 15

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

Mary Mitchell Interpretation 16

Activity 3 - Setting the objectives

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Mary Mitchell Interpretation 17

Summary

What have we learned todayWhat Interpretation is.Benefits from interpretationWho we need to consider when

planning interpretation Important to set objectives and plan

towards achieving them