John Veverka & Associates Interpretive Consultants Provoke, Relate, Reveal and more! For the Cutting edge in Heritage Interpretation Interpretive Planning, Training, Evaluation and more! World Wide 5010 Delray Dr. Lansing, Michigan 48910 (517) 899-4548 (we've gone mobile) jvainterp@aol.com SKYPE: jvainterp
From interpretive planning for castles in Wales for the National Trust and bird sanctuaries in Michigan for the Kellogg Biological Station, to interpretive training in Alabama for the US Army Corps of Engineers, and museum exhibit evaluation in Wisconsin - (bottom row) and critiquing ancient temples interpretation on Malta for Malta Heritage, prehistoric archaeological site interpretation in Utah for Nine Mile Canyon/BLM, and docent/interpretive staff training for the National Museum of Wales in Cardiff, we do that - and more! Heritage Interpretation: Interpretive Planning, Training and Consultation Services Serving Parks, Museums, Historic Sites, Zoos & Botanical Gardens, Heritage Tourism Sites and Facilities, Commercial Tourism Attractions, and related interpretive sites and facilities -
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Is Your Scenic Byway Interpretation Sustainable?
John A. Veverka Certified Interpretive Planner
Is your scenic byway interpretation in trouble? The project is done, the scenic byway is completed, the interpretive plan done, and all of the thousands of dollars spent on interpretation media to bring the byway story alive to your visitors are in place. You are finally all done? NO! You have really just begun. The problem with a lot of byway interpretation is that it was not planned to be sustainable. Often done by contractors who are not trained interpretive planners, byway interpretation tends to be lots of information, not inspiration/interpretation and tend to be answers to questions that no one is asking! The interpretation was done to simply "complete the project", and never tested or evaluated to see if the interpretation actually worked successfully transmitted any messages to visitors - before the final panels or other media were completed. It was not planned to be a living, on-going interpretive system in need of monitoring and yearly updating. Most of the interpretation media are final! Once the panels are up, or the booklets printed, its all done! Everyone goes home. And thats the problem. Now a year or so has passed, and most of the residents/visitors have seen the panels, or done the booklet directed drive. Once you have done it youve done it. So if the byway group is monitoring the byway tourism draw, they will probably see a drop in interest from locals and many visitors over time. The story and presentation are "old news" and the scenic byway slowly returns to being what it always was a scenic road.
Is your byway interpretation going to be sustainable? By sustainable I mean that your byway will function for many years in successfully being a tourism draw, as well as a community educational experience and resource, rather than have high interest at the start, and then less and less interest as the years pass. Here are some questions to help you think about your byway sustainability.
Seen it, done it whats next? The fact is that byway interpretation, like any other interpretation, can get boring after a while, and in need of freshening up! And if the interpretation was boring to start with, this becomes critical in the long-range interpretation sustainability and marketing plan. Quite simply, byway interpretation has to be updated in some cases seasonally, and in many cases yearly or at least every two years or so. So who is going to do this, and with what funding? With out this freshening up, it is hard for byways to maximize their tourism draw potential and be sustainable as a tourism generator for communities and regions more than a few years after their initial development.
Here are some ideas that might help:
The sustainable interpretation planning basics. In planning for sustainable byway interpretation and related media, here are some basic interpretive planning steps to consider. This should be a part of ANY byway interpretive master plan.
Summary Scenic byways are generally a huge investment in time and money. While most of the effort goes to all of the up-front and start-up costs of the byway development, including developing and installing interpretive media, little equal effort seems to go to the long term sustainability planning of byways as a interpretive heritage tourism asset. Without this kind of sustainability planning for updating interpretive materials and interpretive experiences, and developing a wide range of interpretive options for different market groups, the true potential of byways for providing long term heritage tourism benefits to communities and regions can be easily lost. As much effort needs to be placed on the interpretive planning for AFTER the byway is competed and maintaining newness and freshness to the byway interpretive experiences - as was provided for the initial interpretive start-up. Otherwise seeing a long term profit or benefit from the initial byway investment will be hard to find and visitor interest in the byway interpretive story will fall as it become old and outdated.
John A. Veverka
Certified Interpretive Planner John Veverka & Associates PO Box 189 Laingsburg, MI 48848
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