Transcript Unifying Communities around Central Themes

Put the HEART Back in Your
Community
Unifying diverse interests around
a central theme
Tim Merriman & Lisa Brochu
Convergent Evolution in
Community Planning
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Civic Tourism
Scenic Byways
Experience Economy
Sustainable Communities
CivicTourism.org - Reframing
Tourism
• Rethink Economics
• Connecting to the Public
• Invest in the Story
Scenic Byways
• Intermodal Surface Transportation
Efficiency Act (1991)
• Corridor Management Plans
• 2005
– 8 All-American Roads
– 125 Scenic Byways in 44 states
– 175 Million Dollars in grants
Pine & Gilmore’s Experience
Economy Theory
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Agriculture economy
Manufacturing economy
Service economy
Experience economy
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Theme the experience
Harmonize impressions
Eliminate negative cues
Mix in memorabilia
Engage all five senses
Sustainability Definitions
• Brundtland Report - Our Common
Future (1987)
• “Development which meets the needs of
the present without endangering the
ability of future generations to meet their
own needs.”
Sustainable Seattle (1991)
• Triple bottom line planning
• Collaborative planning
• Indicators of sustainability
Sustainability Indicators
Sustainability Indicators
Definition of Interpretation
A mission-based
communication process
that forges emotional and
intellectual connections
between the interests of
the audience and the
meanings inherent in the
resource.
The care of rivers is not a
question of rivers but of the
human heart.
Stewardship
Tanaka Shozo
Care for
Care about
Understanding
Awareness
Curiosity
Dragged Along
Social Marketing - The Interpretive Continuum
Definition of Interpretive
Planning
A thoughtful decision making process
that blends management needs and
resource considerations with visitor
desires and ability to pay to determine
the most effective way to communicate
a message to targeted markets in
support of the agency’s mission.
Lisa Brochu
5-M Interpretive Planning
Model
Management
Message
Media
Markets
Mechanics
Management
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mission, goals, objectives (logic models)
policies & regulations
key issues
revision and update strategies
operational resources
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staffing
budget
facilities & equipment
maintenance
Markets
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product - what you have to offer
price - perceived value
place - relationship to what’s around
promotion - how do people know about
you
• publics - market segmentation
– users & support
– existing & potential
Message
Resource
• Why is this site significant?
• What interests visitors?
• What is management most
interested in communicating?
Management
Markets
Mechanics
Large Scale Design Balance
– Site or landscape features
– Facilities and buildings
– Interpretive stories
Mechanics
Smaller scale
– Functional relationships
– Accessibility
– Space programming
– Placement
– Physical opportunities &
constraints
– Maslow’s Hierarchy
Media
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Publications
Signs
Exhibits
Souvenirs
Food items
Visitor centers
Auto tours
Guided tours
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Products for children
Demonstrations
Living history
Audio tours
Landscape features
Art & sculpture
Playscapes
Promotional materials
Interpretive Planning Fills in
the Blanks
• Community-Wide Involvement
• Visitor Experience Design based on
Logic Models
• Interpretive Guide and Host Training
Sphere of Influence
Interpretive planning works for:
– Individual sites or programs
– Community wide thematic approaches
– Regional or Corridor approaches
Put the HEART Back in Your Community
• Holistic
• Emotional
• Appropriate
• Rewarding
• Thematic
Civic Engagement Strategies
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Public input meetings
Public hearings
Focus groups
Community Coalitions
• Holistic (mechanics) (TM)
Holistic
• Community experience plans (CEP)
• Considers community mechanics
• Respects local traditions
Visitor Experience Model
Decision
Entry
Connections
Exit
Commitment
Emotional
through media
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Process worksheets (what is the thing you have at home and what’s the story behind it)
• Making connections
• Advertising approaches
• Keepsakes
Appropriate
• Authenticity
• Audience-oriented
Rewarding
Determine rewards
- stakeholders
- community
- residents
• Rewarding (management) (LB)
- visitors
rewards for stakeholders, community at large, visitors
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logic model objectives (measuring reward for community and visitors) LB
process worksheets
Logic Models
- outputs (what we do)
- outcomes (behavior changes or what happens as
a result)
- impacts (benefits to the community or community
resources)
Thematic
• Research-based
– Ausubel (1960)
– Thorndyke (1979)
– Miller (1954)
– Cowan (2000)
Traits of a Theme
• Complete Sentence - idea or message
• Answers “So what?”
• Connects tangibles to intangibles
(universals)
• Specific and interesting
Getting Started
• Whose project is it?
• What results are desired?
– Benefits (impacts) to the community or resources?
– Visitor behavior (outcomes) that will support
benefits?
• How do we achieve those results?
– What media (outputs) to use?
For More Information
• Put the HEART back in your Community
(heartfeltpublications.com)
• Interpretive Planning: The 5-M Model for
Successful Planning Projects
(www.interpnet.com)
• National Association for Interpretation
(www.interpnet.com)
• Tim Merriman and Lisa Brochu
([email protected], [email protected])