World Heritage Nomination
Proposal for Grand Pré
Community Meeting
January 21, 2010

Community Meeting
Tonight’s agenda: 7:00 – 9:00
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Introductions - our team
World Heritage - history
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Background
This Project
Tourism Management Plan
Tourism Development Framework
Interpretation Options
Community Input
Legacy Options
Your Feedback
World Heritage Nomination
Proposal for Grand Pré

Our Team
Four companies with years of experience
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Hockin Cronin & Associates Inc.
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Broad Reach Strategies Ltd.
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Economic Growth Solutions Inc.
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SperryDesign Incorporated
World Heritage Nomination
Proposal for Grand Pré

World Heritage – History
The Purpose
“… to bring those with a connection to
Grand Pré together to celebrate and steward the Outstanding Universal Value that makes this place special and worthy of sharing with the world…to submit a proposal for the nomination of Grand Pré as a World
Heritage Site to UNESCO ”
World Heritage Nomination
Proposal for Grand Pré

World Heritage – History
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2004: Grand Pré is included on Canada’s
Tentative List of World Heritage Sites
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2007: Stakeholders and community members gather to discuss next steps
2008: Funding partners are solicited
January – March 2009: Federal, provincial, and municipal governments announce funding and resources for the project
World Heritage Nomination
Proposal for Grand Pré

Proposed UNESCO Site
World Heritage Nomination
Proposal for Grand Pré

The World Heritage List
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All natural and cultural properties that the
World Heritage Committee deem to be of
outstanding universal value (OUV) to be protected for future generations to appreciate and enjoy.
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Currently there are 15 World Heritage designated sites in Canada
World Heritage Nomination
Proposal for Grand Pré

Background
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Nomination proposals driven by local communities committed to managing proposed property in a sustainable manner
To protect outstanding universal value for future generations
Work conducted over two years to complete the OUV statement for Grand
Pré
Intent is to secure funding and produce a management plan
World Heritage Nomination
Proposal for Grand Pré

OUV
Statement of Outstanding Universal Value
“Grand Pré is an enduring and inspirational cultural landscape, an outstanding example of a distinctive community-based approach to farming in 17th and 18thcentury North America and through its 20th-century memorials an exceptional example of a place of tragedy that has become a symbol for all humanity of hope, perseverance and pride.”
World Heritage Nomination
Proposal for Grand Pré

Background
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The Advisory Board is working toward completing and submitting a nomination dossier to the World Heritage Committee in February 2011
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We have been asked to prepare a Tourism
Strategy and Interpretation Framework for the World Heritage Nomination
World Heritage Nomination
Proposal for Grand Pré

What are these things?
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Framework for tourism management and development & recommendations for marketing and product development
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An interpretation strategy for the area
World Heritage Nomination
Proposal for Grand Pré

This Project
1. Project start-up meeting
2. Comprehensive site visits
3. Literature review
4. Key informant interviews
5. Tourism management analysis
6. Tourism development framework
7. Interpretation framework
World Heritage Nomination
Proposal for Grand Pré

This Project
8. Legacy project options
9. Overall impact analysis
10.Public meeting - initial findings
11.Draft Report to steering committee
12.Prepare/submit Final Report
13.Public meeting - Final Report
14. Progress reports
World Heritage Nomination
Proposal for Grand Pré

Principles Guiding the Work
Strategic tourism principles
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Collaboration and partnerships
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Enhance existing resources and add incrementally
Community commitment
Stewardship of, & support for, the integrity of the
OUV – an authentic, living, working, exceptional cultural landscape
Exceed customer and UNESCO expectations
Tourism sustainability – environmental, socioeconomic and economic/financial
World Heritage Nomination
Proposal for Grand Pré

Resource Profile
Tourism and Heritage Resources
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Accommodation – number of properties available in the area: ~ 43
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Heritage organizations: 23
Visitor information centres: 6
Vineyards/wineries: 6
Farm markets: 17
Farmer’s markets: 5
U-picks: 21
Golf Courses: 6
World Heritage Nomination
Proposal for Grand Pré

SWOT
Strengths
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Authentic and storied area
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Active working area with focus: agriculture
Traditionally high visitor awareness, primarily around Acadian story/dykes and apples
Indications that productivity of the land is exemplary
Community committed to heritage
Tradition of collaboration in decision-making is centuries old
Within 60 minutes drive of Halifax (airport/port)
Mature and knowledgeable tourism industry
World Heritage Nomination
Proposal for Grand Pré

SWOT
Weaknesses
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Tourism industry neighbors competing for customer “air time”
Limited information on First Nation/Planters’ stories of the area
Some community resistance to tourism development/growth
Declining visitation at NH Site
Finite dollars available for tourism/ UNESCO development
World Heritage Nomination
Proposal for Grand Pré

SWOT
Opportunities
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UNESCO - sustainable & non-invasive tourism opportunities for businesses in Grand Pre and area
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Coordinate tourism around core theme of
Dynamic Agriculture
Development of a view plane for the dykelands
A central information source for visitors for trip planning
A “sense of arrival” to something special
Legacy Project with benefits with or without designation
World Heritage Nomination
Proposal for Grand Pré

SWOT
Threats
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Private land ownership could hamper tourism efforts
Fear of tourism development pressure
Confusing “historic areas”
Conflicting economic agendas: tourism/ agriculture
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Sale of house adjacent to view plane area
Changing visitors’ patterns/demographic – need staging area
Cancellation of the CAT ferry from the US to
SWNS
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
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Within the area designated for World
Heritage Status, what are the recommendations for Tourism
Management that will build/offer/measure a quality visitor experience onsite?
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
Resources used in the assessment/analysis:
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Draft Management Study
Economic Impact Study (Acadia)
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Inventory of resources
SWOT assessment
Key informant interviews
Discussion with other World Heritage Sites in
Nova Scotia
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
 visitation by non-resident visitors to Nova
Scotia (anyone from outside Nova Scotia) will amount to 6.2 % net increase in visitation per year
Source: UNESCO Economic Impact, Acadia University
2009
This is a conservative estimate.
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
Increased visitation by Nova Scotians for new experiences at the World Heritage Site
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A 2006 study, In Province Travel by Nova
Scotians , NS Tourism - Nova Scotians take
6.5 million trips/yr in province, 30 percent overnight trips
20 percent of 6.5 million trips make Annapolis
Valley their destination and 40 percent of those trips to the valley are for pleasure
World Heritage Nomination
Proposal for Grand Pré

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Tourism Management Plan increase in length of stay by resident or nonresident visitors stimulated by designation
Increase in spending by residents or nonresident visitors stimulated by designation.
The Joggins experience – visitation increased by 18 percent from 2008 to 2009. Initial year of designation & visitor spending onsite double estimates
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
UNESCO designation will attract motivated visitors
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The visitor who chooses to visit UNESCO
World Heritage Site is the visitor currently being targeted by Nova Scotia Tourism
Nova Scotia Tourism, in its 2010 Tourism Plan , specifically identifies visiting WH Sites, Bay of
Fundy, and culinary tourism - among features of
Kings County - as travel motivators and marketing features of the province.
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
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Places the area in an elite group recognized as “exceptional in the world” by the prestigious, international UNESCO
Brand
It is working for Joggins
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
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Experiences will leverage the UNESCO awareness and “harvest” tourism opportunities initially with season extension in mind
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
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Protect the land as agricultural
Manage visitors on private land and dykelands
Manage visitors to public sites
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
Harness the Opportunities!
Effective and efficient Tourism Management includes a number of core elements:
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Recognizing your tourism goals and objectives
Understanding the visitor to the area
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Well developed and themed products and experiences
Effective communication with stakeholders and visitors
Relevant marketing and partnerships
Project evaluation, measurement and adjustment as required
World Heritage Nomination
Proposal for Grand Pré

Tourism Management Plan
World Heritage Nomination
Proposal for Grand Pré

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Plan – specific recommendations and implementation components
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Framework – general guidelines for many organizations working in collaboration
World Heritage Nomination
Proposal for Grand Pré

Tourism development framework will include products, services, experiences,
partnerships and marketing initiatives. The
“region” is from the Town of Windsor and
Kings County.
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Question : What growth initiatives will maximize potential of World Heritage status for the tourism industry and community?

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A comprehensive customer focus
Well-themed experiences which are authentic, emotional and memorable
An experience “worth the trip”…that encourages another trip!
A commitment to exceed customer expectations
Communicated with relevant and motivating marketing
World Heritage Nomination
Proposal for Grand Pré

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Increasing visitors length of stay
Offering opportunities to spend money throughout the region
Extending the traditional seasons
World Heritage Nomination
Proposal for Grand Pré

Overall Impact Analysis
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Overall economic impacts
Other positive social-cultural impacts
Impacts of increased visitation
Recommendations to mitigate negative impacts
World Heritage Nomination
Proposal for Grand Pré

Interpretation Options
Interpretation framework:
Our interpretive recommendations and concepts are intended to:
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Complement the Tourism Management Plan and the
Tourism Development Framework
Complement existing interpretive messages and applicable sites
Complement Parks Canada initiatives
Minimize impact to the current way of life in GrandPré
Be subject to all applicable local, municipal, provincial and federal jurisdictional by-laws
World Heritage Nomination
Proposal for Grand Pré

Interpretation Options
The main overarching theme:
“Grand Pré is a living cultural landscape - an agricultural story that is still being written; the
Acadian story is woven throughout.”
World Heritage Nomination
Proposal for Grand Pré

Interpretation Options
Area 1: National Historic Site: unlimited access; the largest interpretive concentration
Area 2: Horton Landing: smaller site with controlled access.
Area 3: Dykelands: very controlled access.
World Heritage Nomination
Proposal for Grand Pré

Interpretation Options
One recommendation is a look-off area at the upland portion of newly acquired land behind the Interpretive Centre. This are provides a iconic and panoramic view of the marshland, dykes, National Historic Site, etc.
World Heritage Nomination
Proposal for Grand Pré

Interpretation Options
Overriding challenge to successfully balance welcome visitation and, at the same time, restrict access to private property.
It is recommended that all applicable private roadways are designated with restricted access signage and if necessary, are gated.
World Heritage Nomination
Proposal for Grand Pré

Community Input so far
Emerging themes from key informant interviews:
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There is broad support among key stakeholders – community sees benefits
Respect for private land is important
There are currently three heritage designations in the area: Historic Rural
District, Historic Hamlet of Grand Pré, Parks
Canada National Historic Site
Partners in the project include local residents
Agriculture goes hand in hand with tourism
World Heritage Nomination
Proposal for Grand Pré

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Community Input so far
This a working agricultural area – residents and agriculture have lived in harmony for 300 years – no conflict issues that often occur in other agricultural areas
Natural history – important vistas, the beach, mud flats
The collective will is to protect the farmland – not develop
There must be designated areas for tourists
Good signage is required
World Heritage Nomination
Proposal for Grand Pré

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Community Input so far
There needs to be a comprehensive plan by the local groups so that they all support each other
There is an opportunity for the local players, i.e. Kings RDA, Destination South West Nova,
Municipality to connect and carry out this plan
We need to promote the triad of World
Heritage sites in Nova Scotia
World Heritage Nomination
Proposal for Grand Pré

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Community Input so far
There must be a place from which to direct tourists – tell them what there is to see and do
There must be a place from which to view the dykelands
The interpretation needs to be subtle and in keeping with rural Nova Scotia values
There is now interpretation for parts of the story – it must be interpreted putting emphasis on the story of the landscape and how the people have interacted over time
World Heritage Nomination
Proposal for Grand Pré

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Community Input so far
If tourism numbers increase, they will use local services/products
The legacy project is for the community
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
Criteria filter for legacy project options
Filter 1: Appropriate (to heritage and site)
• Project’s contribution to the principles of the Statement of
Outstanding Universal Value
• Project makes a long-term contribution to describing the ongoing story of this cultural/agricultural landscape with or without WH designation
• Project “honours” the community of Grand Pré and Area for its commitment to collaborating toward World Heritage Designation
Filter 2: Appropriate (to future development)
• Project supports the strategic objectives outlined in the Tourism
Management Plan/Interpretative Framework/Tourism
Development Plan for Grand Pré as a World Heritage Site
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
Filter 3: Financial feasibility
• Project is achievable within the prescribed budget ($20,000)
Filter 4: Logistical feasibility
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Land/resources/partners are available to achieve the project
Filter 5: Sustainable
• Project can be maintained/sustained over time.
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
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Above the corn field on Old Post Road – recently purchased by Parks Canada
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Walk up from National Historic Site
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Incorporate Declaration of Shared Legacy
a plaque or declaration panel to commemorate community’s commitment to shared stewardship
Built to last but reflect some of the traditional building methods
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
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Give the community something tangible – with or without designation
Could be done in stages/phases, may start out as a raised path or simple platform and evolve into a shelter area with seating, interpretation panels, binocular look-off stations, etc.
This idea may qualify for additional funding under the provincial product development program
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
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A starting point for group tours, a staging area, where you park your car, go on a walking tour, horse and cart ride
Possibly at the old NHS site
Could be a tent in the early stages
Basis healthy concessions
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
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 Given to a person, business or organization that has contributed – one a year
 Well within budget
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Keeps the legacy alive and reinforces it over time
A “thank you” to the community
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
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Upgraded landscaping, gazebo, etc. to the left of the NHS centre entrance or in the kiosk/station area
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Areas lit up at night, i.e. NHS and Horton
Landing
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Could be initiated as separate project with revenue potential
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
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Light up dyke area - for one week each year.
Partner with Mermaid Theatre – a Grand-Pré
Cirque du Soleil - drums etc
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Traces the stories of Acadian child, Planter child, Mi’kmaq child - translated into 3 languages.
Revenue potential
World Heritage Nomination
Proposal for Grand Pré

Legacy Options
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All beach access to view tides is privately own
Purchase piece of land for public access
Meaningful to the community
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Throughout the site on traditional roads
World Heritage Nomination
Proposal for Grand Pré