The Scottish Crannog Centre: sustainability in a self-funded archaeological open-air museum -...

The Scottish Crannog Centre:Sustainability in a Self-funded AOAM

EXARC – OpenArch ‘Managing Archaeological Open-Air Museums’

Cardiff May 2015

Barrie Andrian May 26, 2015

The Scottish Crannog Centre Kenmore, Loch Tay, Perthshire

• Iron Age life on the loch• Based on 2,500 year old

remains• Built as experiment 1994-

96• 5* heritage centre • Only AOAM in Scotland

The Scottish Crannog Centre

Facilities: Exhibition/museum; Crannog tours; Activities & Experimental Arch.; Giftshop; Outdoor picnic area

The Scottish Crannog Centre

Facilities

Common Challenges & IssuesBalance between

Archaeology, Tourism & Education

The Scottish Crannog Centre

• Location• Maintenance• Seasonality

• Marketing• Management• Funding

Some Survival Strategies• Management• PR & Marketing• Events & Outreach

• Networking• Private Bookings• Innovation & more…

Future Options…..

The Scottish Crannog Centre

Location

The Good• Tourist Area• Stunning Rural Scenery• 18 ancient crannogs

The Bad• 16 miles (26km) to

main trunk road • 6 miles (10km) to

nearest town• Signage• Poor public transport

• Small population pool• Staff travel distances• Too far & costly for most

schools• Weather!

The Scottish Crannog Centre

Location1997

2015

And the Ugly!

Building works ongoing2011 – 2015+

The Scottish Crannog Centre

Maintenance

Damage from Neighbours

1998 pontoons hit Crannog1999 boat damage2000 single pontoon damage

The Scottish Crannog Centre

MaintenanceExtreme Weather!

The Scottish Crannog Centre

Natural degradation: rot; air-water interface; fungi

Maintenance

The Scottish Crannog Centre

MaintenanceResources & Skills Major rebuild

2008-9

Crannog Crew

Archeo-Serwis from Poland

The Scottish Crannog Centre

Seasonality• SCC Open 1st April to 31st Oct• Weather affects tourists• Staff retention: nearly everyone needs at least

1 other job to cover our winter closure• 7 months does not generate enough profit!

The Scottish Crannog Centre

Marketing

• Decreasing visitor numbers/rising fees• Not enough profit so small budget

• PR – need to generate news & events• Limited leaflet distribution due to cost• Target audiences. Low-income excluded• Visitor feedback on paper • www.crannog.co.uk New site needed

• Most done in-house by non-specialists • ADVERTS too expensive• Need to focus on ‘free’ promotion eg.

online marketing, social media

The Scottish Crannog Centre

Management

• Founders/Director(s) 24/7• Too few staff• No one person with

overview except MD• Skills & experience of staff;

too many part time• Multi-tasking needed

• Insurance!• No time/money for strategic

planning or development unless in own time

• No volunteers – no accomm.• Succession!

The Scottish Crannog Centre

Funding

• Totally independent

SCC is trading company for the parent charity STUA. Profits supposed to go to the Trust.

• No subsidies from local, regional or national govt

• Rely wholly on ticket entry, shop sales, café window, and donations & grants

• No growth possible without project funding

• Economic downturn + adjacent building site = fewer visitors

The Scottish Crannog Centre

Coping Strategies: What keeps us afloat??Personnel – Management

• Potential opportunities with new development next door.

• PASSION & enthusiasm• ‘Lifestyle job’ so accept low salary & long hours• Watch cashflow carefully• Good hourly wages – low recruitment• Dedicated core team: encourage research in own time

• Skills- learn on job, in own time, some external training

• Promotion from within to mgt team• Few volunteers but 1-2 students annually

The Scottish Crannog Centre

PR • Tv & celebs • Events Partnerships• Piggyback marketing • Online and social media free• Free community magazines • Radio• Working on new website

The Scottish Crannog Centre

Events on site

The Scottish Crannog Centre

The Scottish Crannog Centre

Outreach Events

The Scottish Crannog Centre

NetworksEXARC, PKHT, ArchScotASVA, AIM, MGS, FSB etc.

Private Bookings

The Scottish Crannog Centre

Innovative & Targeted Projects

Event Catalogue

Off-season events

Woodland Management

The Scottish Crannog Centre

• Awards for credibility and publicity

2006

• General Fundraising – Donations, FOC, • Project & event grants

• Community Involvement

• Stronger, more involved STUA Board(no more ‘us and them’)

The Scottish Crannog Centre

Now & Short term Future

• Seeking Museum Accreditation

• Develop retail: in shop & online

• Find grant(s) for rebuilding shelters on site

• Plan for 20th Anniversary – 2017!!

• Monitor political situation: Impacts of Team 56, EU Referendum

The Scottish Crannog Centre

Future Options – long term

Development Proposals

The Scottish Crannog Centre

We look forward to welcoming you!www.crannog.co.uk