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
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?

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
a visitor
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. 000-000-182-388-C
© SCRAN / Bridgeman Art Library
Mary 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
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Mary Mitchell
Interpretation
6
Consider the relevant
stakeholders

When planning
interpretation


Consider the
stakeholders
Who are the
stakeholders?

Callanish Visitor Centre
© SCRAN / Mary Mitchell
Mary Mitchell
Public Sector /
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. 000-000-025-228-C
© SCRAN / Diego Meozzi & Paola Arosio
Mary Mitchell
Interpretation
8
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
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
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______________________________
______________________________
______________________________
______________________________
______________________________
______________________________
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. 000-000-004-474-C
complementary
Mary Mitchell
© SCRAN / Historic Scotland
Interpretation
12
Importance of Planning

*Annie MacLeod’s Experience, New Lanark
Scran No. 000-000-183-532-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


Interpretation Panel at lower Funicular Station Cairngorms
© SCRAN / Mary Mitchell
Mary Mitchell
Before planning you
need to esablish your
objectives
Objectives should be
SMART
 Specific
 Measurable
 Achieveable
 Realistic
 Timescale
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
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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