Mary MitchellInterpretation1 Developing and Managing Visitor Attractions Use of Interpretation in Visitor Attractions – Telling the story Lesson 1 of 2 Stairheid Cludgie New Lanark Scran No C © SCRAN / New Lanark Conservation Trust

Mary MitchellInterpretation2 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 MitchellInterpretation3 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 MitchellInterpretation4 Benefits from good Interpretation  Staff Involvement  Visitor Involvement  Helps control the way visitors use the site  Increased visitor satisfaction Lochaber no more Scran No C © SCRAN / Bridgeman Art Library

Mary MitchellInterpretation5 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 MitchellInterpretation6 Activity 1 - Examples of Interpretation ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________ ________________________________

Mary MitchellInterpretation7 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 MitchellInterpretation8 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 C © SCRAN / Diego Meozzi & Paola Arosio

Mary MitchellInterpretation9 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 MitchellInterpretation10 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 MitchellInterpretation11 Activity 2 - Working with Stakeholders ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________ ______________________________

Mary MitchellInterpretation12 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 C © SCRAN / Historic Scotland

Mary MitchellInterpretation13 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 C © SCRAN / New Lanark Conservation Trust

Mary MitchellInterpretation14 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 MitchellInterpretation15 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 MitchellInterpretation16 Activity 3 - Setting the objectives _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________

Mary MitchellInterpretation17 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