Delivery Partner Guide to the - Rusland Horizons › docs › How to use the AD and IP v3.pdfDelivery Partner Guide to the Rusland Horizons Audience Development & Interpretation Plans

Delivery Partner Guide to the

Rusland Horizons

Audience Development & Interpretation Plans

Prepared in support of the Rusland Horizons second round submission

to Heritage Lottery Fund under the Landscape Partnerships scheme

Prepared by shirley muir associates ltd

February 2015

1

1. Introduction: What are Audience Development and Interpretation Plans?

The Rusland Horizons Audience Development and Interpretation Plans were commissioned to help

the staff, steering group and delivery partners to plan their projects.

An Audience Development Plan identifies both the current and potential audiences for the

Landscape Partnership scheme. It should also describe, in HLF terms, an ‘ambition’ to increase the

commitment and engagement of existing audiences through more frequent and active involvement,

to attract new and wider audiences and to develop more enriching experiences for that audience.

An Interpretation Plan sets out to explore and recommend ways that the scheme can inform,

enthuse, engage and involve those existing and potential audiences.

The Rusland Horizons Audience Development Plan identified different types of audiences and this

fed into the preparation of the Interpretation Plan, so it makes sense to read the Audience

Development Plan first. However, the Interpretation Plan should not be seen as the method for

implementing the Audience Development Plan. Rather, both should inform the way that projects –

and the programme – are developed.

The Rusland Horizons Audience Development and Interpretation Plans were produced as separate

documents but are linked, particularly in their reference to current and potential audiences. The

research, surveys and consultation for both documents was carried out in parallel and shared. It

looked at who visits the area, what they do, what they value, what they want to learn about and

whether they want to be actively involved. A separate report summarising the findings was also

provided.

The three documents are:

Rusland Horizons Report on Surveys, Wingspan Consulting (December 2014)

Rusland Horizons Audience Development Plan, Wingspan Consulting (February 2015)

Rusland Horizons Interpretation Plan, Minerva Heritage (February 2015)

The following sections explain what each plan covers and it include key extracts from the Plans for

easy reference. This is intended to assist delivery partners, not as a substitute for referring to the full

documents.

It provides information to help partners review their project plans in the light of the

recommendations in the Rusland Horizons Audience Development and Interpretation Plans,

particularly sections on beneficiaries, communication, project buy-in and outputs.

2

2. Rusland Horizons Audience Development Plan

The plan begins by explaining what audience development means and about barriers to access.

Section 2 briefly explains how the plan was prepared and the research that was done to inform it.

Section 3 establishes the current users of the area and some of their characteristics.

2.1 Current Audiences

Details of existing audiences are given in section 3 of the plan (pages 15-24). The findings of the

surveys that were carried out are presented in 3.4 along with the implications for the scheme. These

implications, such as the high popularity of existing visitor attractions and the importance of a strong

web presence, feed into both the Audience Development and Interpretation Plans.

2.2 Existing Channels for Audience Development

Existing Channels for Audience Development are described in section 4. This is important because it

is the best way to develop audiences without dramatically increasing their number – one of the key

principles of the scheme. This section summarises the discussions held between the consultants and

organisations and provides a useful starting point for Rusland Horizons staff and partners to develop

mutually beneficial relationships. The following organisations are included:

Schools Penny Bridge CE Academy and Leven Valley CE Primary School

Outdoor Centres YMCA at Lakeside and Water Park Estate at Nibthwaite

Project Partners Lake District National Park Authority, Cumbria Woodlands, Forestry Commission, Natural England, Local Community Groups and Steering Group members

Third Sector Organisations Mind in Furness, Age UK, The National Trust Base Camp at Wray, The Prince’s Trust, Kepplewray Trust and the Mosaic project

Visitor Attractions Grizedale, Lakeside, Brantwood , Stott Park Bobbin Mill, Lakeland Motor Museum and Old Hall Farm

Festivals Cycling Festival, Walking Festival and Society of Artists

The Rusland Horizons Development Officer and partners can develop links with those organisations

during the development stage and plan projects in partnership for the delivery stage. Contacts

within each organisation and additional notes are provided in Appendix 1 of the Audience

Development Plan.

3

2.3 Key Principles for Audience Development

Section 5 of the Audience Development Plan is the key chapter for delivery partners to refer to when

considering how to engage audiences in their projects.

It begins by setting out the principles that underlie the Audience Development proposals. The first of

these is to focus primarily on increasing the dwell time of people who visit the project area and to

deepen their engagement with the area’s heritage. There is also a commitment to social inclusion so

that there is likely to be some increase in the number of people who visit the area from under-

represented groups.

The commitment to partnership and sustainability is important because it means engaging with people who can take ownership of projects once the current funding comes to an end, and also working with partners to use existing resources. This re-iterates the need for Rusland Horizons staff and partners to work with organisations as noted above to plan projects in detail and deliver them on the ground and to use existing channels of communication with target groups.

2.4 Key Audiences

Section 5 goes on to identify key audiences:

1) Local people: including people who live or work in the scheme area or very close to it, and with a particular emphasis on land managers

2) People in Ulverston 3) Visitors: especially those who visit the ‘biggest’ attractions and those already themed in

close alignment with interpretative themes, including Grizedale, Lakeside, Brantwood and Stott Park Bobbin Mill

4) Underrepresented groups: a) Children and young people b) Older adults c) People with disabilities d) People with drug and alcohol addictions e) People with mental health problems

5) Existing conservation volunteers The table below appears on pages 40-43 of the Plan. It shows the primary audience development objectives for each of these audiences, as well as the recommended approach for engaging with each and the partners who should be involved.

This information should assist Rusland Horizons staff and partners to consider how best to engage with the target audiences.

4

Audience Objectives Approach Partners

Local people To raise awareness and deepen understanding of the local heritage

To become volunteers

To visit project sites

To take part in project events and activities

For land managers, to engage with the project

A process to issue regular press releases / coverage in local print and broadcast media

Regular articles in newsletters produced by parish councils and other local organisations

A programme of presentations to parish council meetings and meetings of other local organisations, and in particular to land managers in the area (for instance through Young Farmers, NFU meetings, Country Landowners etc)

Leaflets disseminated via village halls, shops, community centres, cafes, pubs, etc

Exhibitions at local shows, festivals and other events

Training programmes for land managers, including for staff of agencies who manage considerable areas of land

Parish Councils

Women’s Institute

Local clubs and societies

People in

Ulverston To raise awareness and

deepen understanding of the local heritage




General publicity – as for local people (see above)

Work with Ulverston festival coordinators to identify ways in which projects could be promoted via their festivals, events and other activities

Provide small grants to these organisations for things like photocopying

Walking Festival

Ulverston a l’ancienne (cycling)

Society of Artists’ Spring/Summer Exhibition

Visitors To raise awareness and deepen understanding of the local heritage

To use the Greenwood Trail

Leaflets, panels etc at these ‘hub sites’

Way-marked routes from hub sites to other nearby project sites (eg as part of the Greenwood Trail)

Events using volunteers and others to guide walks or run ‘courses’ or demonstrations from these locations

Grizedale

Windermere Lake Cruisers

Lakes Aquarium

The Lakeside and Haverthwaite Railway

Brantwood

Stott Park Bobbin Mill

5


Young Children To raise awareness and deepen understanding of the local heritage




Work with local primary schools to identify which projects young children could engage with and develop an action plan for doing so

Leven Valley CE primary Schools

Penny Bridge CE Academy

Other local primary schools (eg Hawkshead Esthwaite Primary School)

Older Children

and Young

people

To raise awareness and deepen understanding of the local heritage




Work with youth organisations and local secondary schools to identify which projects older children and young people could engage with and develop an action plan for doing so

Use the John Muir Award as a vehicle for this

Engage with MOSAIC project to build on their success – identifying champions from Barrow and Kendal who will work on the project, and carry messages back to their peers

Involve MOSAIC champions (and other partners) in detailed project planning during the development phase

Mosaic Project

YMCA Lakeside

The Prince’s Trust

John Ruskin School

Ulverston Victoria High School

Water Park

6


People with

disabilities To raise awareness and

deepen understanding of the local heritage




Work with the Kepplewray Outdoor Centre and the National Trust at High Wray on detailed project planning during the development phase to identify which projects people with disabilities could engage with and develop an action plan for doing so

Identify, as part of this work, a budget to enable these groups to engage successfully, including provision for transport and for training for the staff/volunteers who will be working with the group

Identify areas of woodland or other landscape which are accessible to these groups on which they might work during the scheme delivery phase (which might include NT land near the shores of Coniston Water)

Kepplewray Outdoor Centre

National Trust

People with

mental health

problems





Work with Mind in Furness and the National Trust at High Wray on detailed project planning during the development phase to identify which projects people with mental health problems could engage with and develop an action plan for doing so



Mind in Furness

National Trust

7


People with

drug and

alcohol

addictions





Work with the National Trust at High Wray on detailed project planning during the development phase to identify which projects people with drug and alcohol addictions could engage with and develop an action plan for doing so



National Trust

Older people To raise awareness and deepen understanding of the local heritage




Work with Age UK on detailed project planning during the development phase to identify which projects older people could engage with and develop an action plan for doing so



Age UK South Lakeland

National Trust

8


Existing

volunteers

To involve people who are already conservation volunteers in volunteering opportunities with Rusland Horizons

Work with organisations that already have conservation volunteers to identify ways in which their volunteers could get involved in Rusland Horizons projects

Butterfly Conservation

Cumbria Wildlife Trust

Lake District National Park Authority (general volunteers and archaeology volunteers)

National Trust

Royal Society for the Protection of Birds

Westmoreland Red Squirrel Society

Windermere Reflections Landscape Partnership1

1 As part of the legacy for this HLF-funded scheme, many of the volunteers transferred to become regular volunteers for other conservation organisations. Now that the Windermere Reflections scheme has ended, there are no longer any Windermere Reflections volunteers per se.

Section 5.4 of the Audience Development Plan (page 44) provides a table of recommendations on how to tackle barriers to engagement. The overall responsibility for implementing and co-ordinating those would lie with the Rusland Horizons staff, but delivery partners should also be aware of these when planning projects.

Section 5.5 recommends a long lead-in time for the Partnership to work with Third Sector organisations. This highlights the need to make contact and build relationships during the development phase.

Section 5.6 recommends the inclusion of a small grants scheme. This would allow significant flexibility to engage with local groups and audiences, and could provide vital seed funding to enable their involvement.

Finally, the table in section 5.7 (page 50) lists all of the projects that comprise the Rusland Horizons

scheme and, for each one, identifies the likely audiences (partners, beneficiaries, volunteers and

learners). It also contains notes and, where appropriate, recommendations on developing the

audiences for each project. It identifies existing and potential partners and is set out so that each

partner involved in developing specific projects can see the recommendations for that project. It is

reproduced in full here.

Note: The project titles and codes in the first column of the table are as stated when the Audience

Development Plan was commissioned. Partners should note that titles or codes may have changed in

the meantime as a result of project development.

1

PROJECT Existing/ Potential

partners

Target audiences

engaged by the

project

Other stakeholders Notes

HS01: Government

Apprenticeships

National Park Authority (lead)

Forestry Commission

Newton Rigg College

Landowners and managers

Timber contractors

Local people 9 apprentices (young people) as learners

Visitor centres with woodland

Based on model established by Fell Futures Apprenticeships Scheme

Apprentices recruited by NPA

We would always recommend that any work on the ground is accompanied by information for people who will come across the work – such as A boards explaining what the work is and why it is being done

HS02: Bill Hogarth

Memorial

Apprenticeships Trust

(BHMAT) Apprentices

Bill Hogarth Memorial Apprenticeships Trust (lead)

Stott Park Bobbin Mill

Coppice Association North West

Forestry Commission

Cumbria Woodlands

Local people (especially woodland managers)

Visitors

2 apprentices Based on existing BHMAT model

Apprentices recruited by BHMAT

Stott Park Bobbin Mill interested in having apprentice work there

2


partners

Target audiences

engaged by the

project


HS03: Short Courses Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project

Visitor attractions (as locations)

Cumbria Woodlands

Graham Thomas

Excluded groups

Local people

Project delivery staff and volunteers – to enable them to engage more effectively with these groups

Visitor centres as venues

Not clear if project will go ahead (due to a lack of budget)

Might be integrated included with events programme

We recommend: o Disability awareness training – for all staff,

contractors, volunteers and apprentices who might deliver projects and activities involving people with disabilities. Could be delivered by The Kepplewray Centre.

o Mental health awareness training – for all people (eg staff, contractors, volunteers and apprentices) who might deliver projects and activities involving people with mental health problems. Could be delivered by Mind in Furness.

3


partners

Target audiences

engaged by the

project


HS04: Long courses Cumbria Woodlands (lead)

Cumbria Fells and Dales Local Action Group

Local people (woodland manager and others)

People who already work in traditional rural industries

People who would like to work in traditional rural industries

Not clear if project will go ahead (due to a lack of budget)

Could consist of qualification-based vocational course (eg for using chainsaws)

We recommend: o Creating long list of potential courses o Consulting organisations with experience of

commissioning delivering such courses on likely demand, delivery model, costs etc (eg Cumbria Fells and Dales Local Action Group2)

o Agreeing short list of courses to be included in project

2In the past CFD carried out a training needs analysis for people working in farming and forestry, and offered grants for training.

4


partners

Target audiences

engaged by the

project


HS05: Award Scheme

Development and

Accreditation Network

(ASDAN)

Ulverston Victoria High School

Young people

Had been hoped to run project in partnership with Ulverston Victoria High School, but UVHS is now winding down ASDAN programme, ASDAN coordinator has left school and school does not see any opportunities for engaging with scheme at present

We recommend: o Exploring opportunities for developing

project with another partner3 o Re-allocating resources from this project to

the John Muir Award project (HS06 – see below), unless a new partner can be found

3Opportunities for this appear to be limited. For example: Young Cumbria and the Grange Soroptimist Group are running an ASDAN programme called Staying Safe, but this focuses on issues such as cyber safety, substance abuse and bullying; Millom School run an ASDAN programme, but the school is a long way from the scheme area

5


partners

Target audiences

engaged by the

project


HS06: John Muir

Award

John Muir Award (project support)

John Ruskin School (Award provider)

Leven Valley CE Primary School



Mosaic Project

Mind in Furness

Prince’s Trust

Excluded groups

Children and Young people

Graham Watson could contribute a few days of his time to this project as match funding (@ £350/day)

We recommend: o Training Rusland Horizons staff member as

‘Award Leader’4 o Inviting local organisations to become

‘provider organisations’ o Training one or more cohorts of ‘provider

organisations’ on being a provider5 o Including the Award in the programme

followed by the Government and BHMAT apprentices (projects HS01 and HS02)6

4Likely to cost at least £180/person by start of scheme for two days, including food & accommodation, but excluding travel and other expenses 5Graham would normally charge a fee of £350 plus expenses for a one day course. Alternatively, Rusland Horizons could pay for teachers to attend a training day at Brockhole (£40/person) 6 Apprentices on the NPA’s Fell Futures Apprenticeships programme were meant to do the Award but, in the end, didn’t do so. However, there is no inherent reason why it can’t be done.

6


partners

Target audiences

engaged by the

project


WW01: Woodland

Coppice Restoration

Cumbria Woodlands

National Park Authority

Forestry Commission

Natural England

National Trust

Butterfly Conservation

Netted Carpet Moth Steering Group

Mind in Furness


Age UK

Prince’s Trust

MOSAIC project

Local people (volunteers)

Excluded groups

Young people

Apprentices and contractors

Visitor centres with land

Work to be carried out by Government and BHMAT apprentices, volunteers and contractors

Local volunteers to be trained through programmes in woodland management and silviculture led by Cumbria Woodlands

We recommend: o Using existing NPA and NT volunteers o Recruiting new volunteers from the local

population via communication channels listed elsewhere in this report

o Liaison with third sector organisations to recruit a group of service users as volunteers

7


partners

Target audiences

engaged by the

project


WW02: Community

Woodland Scheme

Cumbria Woodlands


Forestry Commission

Natural England

Woodmatters



Colton Parish Council

Young people

Local people

We recommend: o Using Gareth Thomas (Woodmatters) as

consultant and/or coordinator – and allocating fund for that in project budget

o Liaising with Ken Dean (Colton Parish Council) on development of scheme in Bouth7

o Liaising with both primary schools to agree details of their involvement

7 The model used here could be based on the woodshare scheme Gareth runs near Kendal.

8


partners

Target audiences

engaged by the

project


WW03: Hazel

Dormouse

Natural England



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project


Local people

Visitors

Young people

Excluded groups

We recommend: o Using existing NPA volunteers o Recruiting new volunteers from the local


o Liaising with third sector organisations to recruit a group of service users as volunteers


9


partners

Target audiences

engaged by the

project


WW04: Nest Boxes

Woodland Birds

Natural England

RSPB

Forestry Commission



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project

Local people

Visitors

Young people

Excluded groups

RSPB volunteers

Visitor centres with land

We recommend: o Using existing RSPB volunteers o Recruiting new volunteers from the local




10


partners

Target audiences

engaged by the

project


WW05: Butterflies Butterfly Conservation (lead)

Natural England

Forestry Commission



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project


Local people

Visitors

Young people

Excluded groups

Butterfly Conservation volunteers

Visitor centres

We recommend: o Using existing BC volunteers o Recruiting new volunteers from the local


o Liaising with Butterfly Conservation or other groups to recruit a group of service users as volunteers


11


partners

Target audiences

engaged by the

project


WW06: Netted Carpet

Moth

National Trust (lead)

Natural England

Forestry Commission

Netted Carpet Moth Steering Group



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project


Local people

Visitors

Young people

Excluded groups

We recommend: o Using existing NT volunteers o Recruiting new volunteers from the local




12


partners

Target audiences

engaged by the

project


WW07: Hedgerow

Project

Cumbria Wildlife Trust (lead)

Natural England



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project


Local people

Visitors

Young people

Excluded groups

We recommend: o Using existing CWT and NPA volunteers o Recruiting new volunteers from the local




13


partners

Target audiences

engaged by the

project


WW08: Red Squirrels Westmorland Red Squirrel Society (lead)

Natural England

Forestry Commission



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project

Local people

Visitors

Young people

Excluded groups

WRSS volunteers

Visitor centres

We recommend: o Using existing WRSS volunteers o Recruiting new volunteers from the local




14


partners

Target audiences

engaged by the

project


WW09: Haymeadows Cumbria Wildlife Trust (lead)

Natural England



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project

Local people (esp. landowners)

Visitors

Young people

Excluded groups

CWT volunteers

We recommend: o Using existing CWT volunteers o Recruiting new volunteers from the local




15


partners

Target audiences

engaged by the

project


WW10: Integrated

Action - habitats and

species


Local Nature Partnership

Cumbria Biodiversity Data Centre

Natural England

Cumbria Wildlife Trust

Local Recorder groups



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project

Local people (esp. landowners)

Visitors

Young people

Excluded groups

Existing volunteers

We recommend: o Using existing NPA volunteers o Recruiting new volunteers from the local




16


partners

Target audiences

engaged by the

project


HH01: Archaeology

Programme


Natural England



Local people

Visitors

Lake District Archaeology Volunteer Network

Bethacer Commoners Association

We recommend: o Using existing NPA archaeology volunteers o Recruiting new volunteers from the local



HH02: Landscape

Features


Local people NPA volunteers

We recommend: o Using Government Apprentices and existing

NPA volunteers o Recruiting new volunteers from the local



17


partners

Target audiences

engaged by the

project


HH03: Oral and

Mapped History

Lancaster University (lead)

Age UK South Lakeland:



Colton Parish Council

Satterthwaite Parish Council

Local people

Visitors

Young People

Older adults

We recommend: o Liaising with Age UK and local parish councils

to explore ways of engaging older people (especially as research subjects)

o Liaising with local primary schools to explore ways of involve pupils (as researchers and research subjects - capturing present day experiences)

GT01: Improving

Access (trail and

interpretation)


Natural England

Local people

Visitors

Excluded groups

Young People

NPA volunteers

Disability awareness and access groups

We recommend: o Liaising with The Kepplewray Centre to agree

how best to improve access (especially for people with disabilities) to key sections of the Greenwood Trail – based on the approach developed for the NPA’s Miles without Stiles project

18


partners

Target audiences

engaged by the

project


GT02: Celebrating our

project / Learning &

Engagement

Programme

Organisers of the various festivals based in Ulverston: o Walking festival o Cycling festival o Society of

Artists’ Spring/Summer Exhibition

Visitor attractions



Mind in Furness


Age UK

National Trust

Prince’s Trust

MOSAIC project

Parish councils

Project delivery partners

Local people

People in Ulverston

Visitors

Excluded groups

Young People

Visitor attractions We recommend: o Issuing regular press releases to local media o Publishing regular articles in newsletters

produced by parish councils and other local organisations

o A programme of presentations to parish council meetings and meetings of other local organisations, and in particular to land managers in the area (for instance through Young Farmers, NFU meetings, Country Landowners etc)

o Leaflets disseminated via village halls, shops, community centres, cafes, pubs, etc

o Exhibitions at local shows, festivals and other events

o Working with Ulverston festival coordinators to identify ways in which projects could be promoted via their festivals, events and other activities

o Publicising the small grant scheme to local organisations to enable them to bid for funds to help them engage with the scheme

o Regular liaison with third sector organisations to encourage involvement

o Organisation of events and activities via existing visitor attractions to maximise impact

19

3. Rusland Horizons Interpretation Plan

The Interpretation Plan is set out in three main parts. Part 1 assesses the ‘Background and Research’

and draws out implications for interpretation, which feed into Part 2, the Interpretive Framework.

This establishes goals, objectives and themes for interpretation and identifies the most appropriate

media to deliver it. Part 3, the Implementation Plan, is a practical guide to its delivery.

3.1 Implications from Background and Research

In Part 1, the findings of the background research and consultation are assessed. Each separate

element of research leads to a series of implications for interpretation, as detailed in each of the

following sections of the plan:

2. Scheme Vision and Aims – the vision for the partnership and the aims of the scheme

3. Strategic Context – a review of relevant strategies and policies

4. Competitor and Comparator Review – a review of projects and initiatives in the area

5. Audiences – drawing on the Audience Development Plan to identify current and potential

audiences.

6. Visitor Experience – an audit of visitor experience of the area (the full audit is included at

Appendix 5 of the Interpretation Plan)

7. Message – the key natural and cultural heritage assets of the area were divided under

different groupings according to the Rusland Valley and Fells Landscape Character

Assessment. When the surveys and other consultation were carried out, these groupings

were used to gather more information and inform the way that interpretation is provided.

8. Media – an audit of existing interpretive media which features interpretive information

about the natural and cultural heritage of the Rusland Horizons scheme area (the full audit is

included at Appendix 4 of the Interpretation Plan)

The implications for each are highlighted in blue boxes at the end of each section in the report and

feed into the development of the Interpretation Framework and Implementation Plan. Rusland

Horizons delivery partners may not, therefore, need to be aware of all of the details in each of the

blue boxes or the research that went on to produce those implications, but it does provide useful

reference.

3.2 Interpretive Framework

The Interpretive Framework in Part 2 incorporates the implications for interpretation from the

research carried out in Part 1. The interpretive goals and objectives for the scheme are established in

Section 9. Delivery partners should treat the following goals as a checklist for developing

interpretation in the scheme area. Interpretation should:

20

Influence behaviour

Encourage visitors to the key attractions e.g. Grizedale Visitor Centre and Lakeside to explore the scheme area;

Encourage environmentally-friendly behaviour and use of sustainable transport methods to reduce carbon foot-print;

Encourage people to value and respect natural and cultural heritage;

Encourage conservation of the natural and cultural heritage; and

Encourage local communities, landowners and businesses to understand the value of natural and cultural heritage; leading to improved management.

Promote learning and enjoyment by local and visiting audiences

Engage people with the natural and cultural heritage of the area;

Be relevant to the audience;

Provide a hierarchy of opportunities, i.e. something for people encountering heritage for the first time (entry level) as well as something for visitors with a heritage interest (in depth);

Help people to identify natural and cultural heritage;

Increase knowledge and awareness of the special qualities of the area through its natural and cultural heritage; and

Increase understanding of the links between people and the natural and cultural landscape. Improve access through providing a quality visitor experience

Be thematically presented in terms of message and design;

Provide physical and intellectual access to natural and cultural heritage;

Provide a ‘direct experience’ of the natural and cultural heritage;

Increase dwell time in the area;

Be well-maintained to present a positive image;

Be accessible through a range of media;

Utilise existing gateways/hubs/clusters/attractions as starting points for exploration;

Assist wayfinding and orientation around the scheme area;

Be non-intrusive and sensitively designed in order to be ‘on-message’;

Maintain the intimacy and tranquillity of the area; and

Foster a feeling of ‘sense of place’. Support community development

Be developed in partnership with the local community (businesses, landowners, residents, schools and groups) and account for their needs;

Promote a sense of identity, ownership and pride;

Promote the natural and cultural heritage as valuable assets that deliver community and wider benefits;

Celebrate land management success stories; and

Communicate the past, present and future of this managed landscape. Be sustainable

Be low maintenance and developed with ongoing management and maintenance agreements;

Foster partnerships with organisations both within and outside the scheme area; and

Tie in with existing projects/initiatives (Drive less, See More, Treasures of Cumbria, etc.) and avoid duplication with others.

21

Interpretive objectives are also set out in Section 9 (page 33), which are key to evaluating the effectiveness of the interpretation. They are set out under the headings emotional, behavioural and learning objectives. During the development stage, the development officer has a key role to play in co-ordinating interpretation proposals to meet the interpretive objectives. Section 10 (pages 34 - 40) shows how planning for interpretation can build on and add to audience

development activities identified in the Audience Development Plan. Crucially, it recommends that

the different target audiences identified in the Plan are directly involved in the development of

interpretation – something that all delivery partners should work towards.

Using all of the above information, the following themes are identified for the scheme in Section 11

(pages 40-42):

Central theme – The long-lasting working relationship between people and nature is essential to

the long-term sustainability of the tranquil, Rusland Horizons scheme area.

Sub-themes allow further development of the central theme to provide a means by which to deliver

storylines. Storylines can be told at specific places, in specific media or in a specific project. Each of

the sub-themes below is presented with examples of the ‘stories’ that can be told within that theme.

Sub-theme 1 - The biodiversity and beauty of the area depends on people managing the landscape

• Restoring and sustaining habitats increases biodiversity • Neglected, un-managed land contributes to loss of species and may contribute to climate

change • The habitats that exist influence the numbers and types of species that are found • Understanding the biodiversity of the landscape and raising awareness of it is crucial to its

future Sub-theme 2 - The local community is strongly linked to the natural resources of the area, which

reflects and shapes who they are and what they do

• Some members of the local community earn a living from the land – there is an economic value to land management

• The local community has to nurture and support the passing-on of specialist skills and expertise that relate to the management and understanding of the landscape

• Involvement in land management has direct benefit for the community e.g. well-being, shared values, better quality of life

• The land is managed in different ways; the need for management provides a common purpose for the local community

• There is artistic (including literary) appreciation of the landscape Sub-theme 3 - The variety of ways the landscape has been managed over time has created a

‘mosaic landscape’, which continues to change over time

• The area’s industrial past has left behind an archaeological legacy which is preserved today • The heritage attractions of the area reflect the way the land has been managed • The way that the landscape has been worked and changed can be seen in the maps and the

field names

22

• Routes have changed their way and purpose to move people through the area e.g. packhorse routes through to Rights of Way

• The landscape changes with the seasons, providing something new to explore at any stage of the year

In section 12 (pages 47 - 52), some guidance is given on Interpretive Design. It is not intended to

provide recommendations, but highlights the main issues that the Partnership should consider when

developing interpretation: imagery, colour palette, font, photography and the use of symbols

Different media options are considered in Section 13 (pages 54-57) and a comprehensive media option appraisal was undertaken. Based on the appraisal, it is recommended that that the following media take priority in order to effectively deliver the project goals:

• Website

• Temporary exhibitions and panels

• Printed leaflets/booklets (with an option to download and upload to App)

• On-site panels

The ways in which these media should be delivered and how they meet project aims are presented

in Part 3.

3.3 Implementation Plan

Part 3 is the implementation plan – a practical guide designed to facilitate the delivery of scheme

interpretation. Each Implementation Table presents:

• The link with the projects outlined in the Audience Development Plan54; • A summary of how the interpretive media will deliver scheme interpretation; • The link with interpretive themes; • The relationship with audiences (beneficiaries as well as those involved in interpretation

development); • The interpretive objective that the media should aim to deliver; • An illustration of the budget required to implement; and • An indicative timescale for implementation.

A final table showing ‘Media costings at a glance’ is provided in the report on page 75.

The Implementation Plan tables are reproduced in full here.

Note: The project codes referred to in the second row of the tables, ‘project link’, relate to the

project codes and titles provided when the Interpretation Plan was commissioned as shown on the

following page.

23

Rusland Horizons List of Projects

Heritage Skills

Code Working Title

HS01 Government Apprenticeships

HS02 BHMAT Apprentices

HS03 Short Courses

HS04 Long Courses

HS05 ASDAN

HS06 John Muir Award

Woodlands & Wildlife

Code Working Title

WW01 Woodland Coppice Restoration

WW02 Community Woodfuel Scheme

WW03 Hazel Dormouse

WW04 Woodland Birds

WW05 Butterflies

WW06 Netted Carpet Moth

WW07 Hedgerow Project

WW08 Red Squirrels

WW09 Haymeadows

WW10 Integrated Action - habitats and species

Hidden Heritage

Code Working Title

HH01 Archaeology Programme

HH02 Landscape Features

HH03 Oral and Mapped History

Greenwood Trail

Code Working Title

GT01 Improving Access (trail and interp)

GT02 Celebrating our project Learning & Engagement Programme

24

Implementation Plan Tables

Interpretive media Scheme website

Project link All projects –

HS01, HS02, HS05 – provide case study/blog

HS03, HS04 – details on website and subsequent case studies

HS06 – develop interpretation e.g. heritage spotters guides as part of the John Muir Award

WW01, WW02, WW03, WW04, WW05, WW06, WW07, WW08, WW09, WW10 – provide case studies from volunteers and other audiences taking part and showcase results from the projects through an interactive map and associated information

HH01, HH02, HH03 – provide case studies from volunteers and other audiences taking part and showcase results from the projects through an interactive map and associated information

GT01, GT02 – present trail routes (as downloadable pdfs) and to celebrate project

Summary The website will be a key vehicle for communicating the work of the whole scheme. It will provide access to entry-level and in-depth information.

It should be viewed as a priority for the scheme; especially as a way to maintain communication with local people. It should feature information about the small grants scheme and provide case studies from those groups who have been awarded grant funding.

The website should provide visitors with a portal for finding out how they can access the scheme area. It should host the Rusland Horizons area visitor guide (containing trails) and allow for its contents to be downloadable (with device-compatible pdfs). It should also provide visitors with links to website attractions as well as opportunities to find out more.

The website should feature strong imagery i.e. photography that delivers the scheme central theme.

The website content should appear active at all times, using active language and showing scheme activity. The ‘working landscape’ idea should be echoed through the web presence.

The website should present an opportunity for links to a Rusland Horizons scheme YouTube or Vimeo channel where videos illustrating different scheme elements could be presented. Tablet devices could be used to record interviews with

25

apprentices, volunteers and young people involved in and working on the scheme. There is also an opportunity to host footage taken by the Red Squirrel camera.

The website should also present guides to ‘species spotting’ in the Rusland Valley and Fells area with a particular focus on wildlife spotting and have a mapping facility to encourage people to report what they have found and where.

Ensure that the website is compliant with Equality Act 20108 recommendations.

Interpretive theme The website should deliver the scheme central theme as well as sub-themes 1, 2 and 3

Beneficiaries – target audiences

Local people

People in Ulverston

All visitor types

All under-represented groups

Existing volunteers

Audience input Apprentices

Volunteers taking part in the projects contributing film/photos/quotes/blogs to the website to demonstrate their input into the project

People with disabilities, mental health problems and drug and alcohol addictions and/or older adults to participate in focus groups and/or workshops to develop and advise on the inclusivity of the website design and content

Young children undertaking the John Muir Award – developing the ‘species-spotting’ guides

Older children and young people developing content

It is assumed that the Community Engagement Officer will be responsible for collating the website content and liaising with designers

Meets interpretive objectives

E1, E2, B1, B2, L1, L2, L3, L4 and L5

Timescale Development of website framework and initial content by the end of year 1

Launch at the beginning of year 2 to enable the scheme’s work to be communicated as soon as possible

Ongoing content management undertaken by the Partnership

8 Great Britain Parliament (2010) Equality Act 2010. London: Stationery Office

26

Interpretive media Temporary exhibition

Project link Mainly -

HS01, HS02 – provide case studies

HS06 – develop content (designed to help young people achieve the John Muir Award)

WW01, WW02, WW03, WW04, WW05, WW06, WW07, WW08, WW09, WW10 – provide overview of projects

HH01, HH02, HH03 – provide overview of findings

GT02 – as a celebration of the project

Summary The exhibition should focus on delivering the scheme central theme – showing the importance of the relationship between people and nature through working the land.

The exhibition should be modular, i.e. consist of separate graphic and interactive displays that can be shown together or broken up to display at different locations e.g. agricultural shows, festivals, village halls, museums.

The exhibition structure should be made by a business local to the scheme area, making use of (where possible) sustainably sourced woodland resources – to reinforce the scheme theme. The structure should be designed to be robust but lightweight and easily stored/movable.

The exhibition should feature strong imagery – photography – that delivers the central theme of the scheme.

The Heritage Skills project should feed into the exhibition by providing case studies and images of apprentices working the landscape today but should make reference to apprenticeships in the past and the passing on of skills.

The Woodland and Wildlife project should feed into the exhibition by providing examples of how people support biodiversity in the scheme area. It should provide information on the nature of work that is carried out and the importance of it for the future. It should help people to recognise tree and wildlife species and the interdependence between the way the landscape is managed and the habitats that are created. An interactive might involve audiences linking habitats to species.

The Hidden Heritage project should provide information that helps people to understand the way the landscape has changed over time and demonstrate this through clear, strong images, e.g. illustrated maps. A low-tech interactive puzzle to help people understand how the landscape has developed over time as well as a high tech interactive enabling people to hear excerpts from the oral histories that are generated.

27

Interpretive theme As the temporary exhibition is scheme-wide, it should aim to deliver the scheme central theme as well as sub-themes 1, 2 and 3


Local people

People in Ulverston

All visitor types


Existing volunteers

Audience input Apprentices

Volunteers

People with disabilities, mental health problems and drug and alcohol addictions and/or older adults to participate in focus groups and/or workshops to develop and advise on the exhibition design and content

The Community Engagement Officer, as project manager of the exhibition-making process, should receive disability awareness training (as advised in the Audience Development Plan) to ensure that the exhibition is guided by best-practice in terms of inclusiveness.

Meets interpretive objective

E1, E2, B1, B2, L1, L2, L3, L4 and L5

Timescale Content plan – Year 1 (to inform working groups what is required)

Draft content – Year 2

Launch at Grizedale Visitor Centre temporary exhibition space – Year 3

Ongoing tour to locations such as Lakeside and at other festivals and local shows

Interpretive media Temporary panels

Project link Mainly –

HS01, HS02, HS05, HS06 – provide explanation of the project and work being carried out

WW01, WW02, WW03, WW04, WW05, WW06, WW07, WW08, WW09, WW10 – provide explanation of the project and work being carried out

28

HH01, HH02, HH03 – provide explanation of the project and the work being carried out

Summary Temporary panels should be employed throughout the duration of the scheme to inform passers-by of activity taking place. They can also be utilised for displaying at workshops/events/ meetings/festivals to encourage awareness of the Rusland Horizons scheme by participants/attendees.

Temporary, weather-proof panels should communicate the aims of the scheme, the scheme central theme and the appropriate sub-theme and storyline according to the work that is being carried out, e.g. where there are species audits being carried out the temporary panel should aim to convey Sub-theme 1 – ‘The biodiversity and beauty of the area depends on people managing the landscape’ and the storyline - Understanding the biodiversity of the landscape and raising awareness of it is crucial to its future.

Temporary panels help to communicate the nature of the work that is being carried out and tie it back in to the scheme central theme.

Interpretive theme As the panels are scheme-wide they should aim to deliver the scheme central theme as well as sub-themes 1, 2 and 3 where appropriate


Local people

People in Ulverston

Visitors (especially Enrichment Seekers and Experience Seekers)


Audience input All project participants


E1, E2, E3, B1, B2, B3, L1, L2, L3, L4 and L5

Timescale Content plan and draft content for panels at least three months prior to requirement

Print panels as required by the scheme

Interpretive media Rusland Valley and Fells Visitor Guide (x 16 page A5 booklet)

Project link Mainly GT01 but relies on information provided by all projects

Summary The booklet should be an introduction to the Rusland Valley and Fells area and contain around 4 x entry-level guided walks through the area.

29

Trails featured should begin at attractions and/or include places where public transport can be accessed or where there is opportunity for developing audiences further (as identified in the Audience Development Plan) to encourage wider use of the scheme area by those who are currently under-represented. Trails might include: o A trail that starts and finishes at Grizedale Visitor Centre – history and management of coniferous woodland and its

wildlife o A trail that starts and finishes at Lakeside – Stott Park Bobbin Mill, High Dam, etc. o A trail that starts and finishes at Brantwood – Ruskin, traditional woodland skills, woodland habitats and wildlife o A trail that starts from Old Hall Farm – farming the Rusland landscape

The booklet should contain a clear map of the Rusland Valley and Fells area and individual maps showing trail walks.

Trails featured should reinforce the scheme’s central theme and communicate the sub-themes.

Trails in the booklet should help people to identify and ‘spot’ natural and cultural heritage assets so should follow routes along which to find good examples of these assets.

The booklet, where possible, should be printed by a local company and on sustainably sourced paper stock to reinforce the principles of the scheme.

The booklet should be available in village halls, shops, community centres and at local businesses (especially B&Bs and pubs/cafes/restaurants), local attractions and visitor information outlets.

The booklet’s trails should be supported by waymarker roundels ‘on the ground’ to aid orientation.

The booklet should feature strong imagery, i.e. photography that delivers the central theme of the scheme.

The booklet should be available to download from the website and trails presented as device-compatible pdfs to ensure that trails contained within are separately downloadable.

Trail content should be re-purposed and uploaded to the Cumbrian Heritage Trails and/or Drive Less, See More app.

There should be a large-print version of the booklet available on request.

Interpretive theme The booklet should deliver the scheme central theme as well as sub-themes 1, 2 and 3


Local people

People in Ulverston

All visitor types but especially Affirmation Seekers and Comfort Zoners

Under-represented audiences

Audience input Local residents (through consultation on routes)

People with disabilities, mental health problems and drug and alcohol addictions and/or older adults to participate in focus groups and/or workshops to develop and advise on the accessibility and content of the trails

30

Schools undertaking the John Muir Award

The Community Engagement Officer will be responsible for collating audience input and providing this to the designer.


E1, E2, E3, B1, B2, B3, L1, L2, L3, L4 and L5

Timescale Content plan and trail development – Year 1

Draft content – Year 2

Print and make available on App - beginning of Year 3

Re-print at end of Year 3

Interpretive media Scheme wide booklet

Project link Mainly:

WW01, WW02, WW03, WW04, WW05, WW06, WW07, WW08, WW09, WW10 – to provide content

HH01, HH02, HH03 – to provide content

GT02 – as a celebration of the project

Summary 1 x booklet to feature content aligned to the scheme’s central theme and each of the scheme’s sub-themes

The booklet should be an in-depth focus on the different ways people and nature interact within the scheme area. In particular highlight the different landscape types and how they have changed and developed over time – to tie in with the Landscape Character Assessment

The booklet should be available in village halls, shops, community centres and at local businesses (especially B&Bs and pubs/cafes/restaurants), local attractions and visitor information outlets

The booklet should highlight the importance of the relationship between people and landscape and how it has been managed – celebrating success stories from each of the projects and demonstrating the area as an example of best practice

The booklet should be split up into chapters which introduce the different landscape and/or habitat types and explaining its characteristics. Each landscape/habitat should then be explained through (a) its natural heritage (both flora and fauna) that can be found there (by using information from the Woodland and Wildlife projects) and (b) its cultural heritage by presenting the archaeological resource and the oral and mapped histories to demonstrate the management and maintenance of these

31

habitats over time. The booklet should include a chapter about the future of the area and explain the need for ongoing management and sustainability.

The booklet should feature images which communicate the scheme’s central theme

Interpretive theme The booklet should deliver the scheme central theme and in particular sub-theme 3


Local people, especially land managers

People in Ulverston

Visitors, in particular Enrichment Seekers

Audience input Local residents

Volunteers who have been involved in the scheme

People with disabilities, mental health problems and drug and alcohol addictions and/or older adults to participate in focus groups and/or workshops to develop and advise on the booklet design and content

The Community Engagement Officer will be responsible for collating the booklet content with the project leads and liaising with designers


E1, E2, B1, B2, L1, L2, L3, L4 and L5

Timescale Content plan – middle of Year 1

Draft content through involving audiences – end of Year 2

Print – end of Year 3

Interpretive media On-site panel at Cunsey Bloomery Forge9

Project link HH01

Summary The panel will be located at Cunsey Bloomery Forge – one of the sites designated for survey and conservation during the project

9 More on-site panels have not been recommended due to consultation indicating that management and maintenance of panels at sites could not be guaranteed beyond the life of the project. Existing panels which are in need of replacing/reconditioning demonstrate the need for ongoing maintenance and management. If management and maintenance agreements can be put in place to support development of panels then producing more should be considered an option. Allow at least £5,500 per panel (based on A0 panel with steel frame, using external providers for content development and production).

32

The panel should introduce the site within the context of the scheme central theme and Sub-themes 2 and 3.

The panel frame should be made of locally-sourced materials, where possible, to reinforce the scheme’s central theme

The panel should contain a hierarchy of interpretive text (no more than 500 words) with heading, sub-headings, first and second level text

Images that reinforce the scheme central theme should be used instead of text, where possible, in order to engage a wider audience and to be inclusive

The panel content should be supported by research from the Hidden Heritage – Oral and Mapped History project

Interpretive theme The panel should deliver the scheme central theme as well as sub-themes 2 and 3


Local people

People in Ulverston

Visitors, especially Enrichment Seekers and Experience Seekers

Under-represented groups

Audience input Volunteers who have been involved in the Cunsey survey and conservation

Local residents

Currently under-represented groups – to participate in focus groups and/or workshops to develop and advise on the physical and intellectual accessibility of the website design and content

The Community Engagement Officer will be responsible for collating the website content and liaising with designers.


E2, E3, B1, B2, B3, L1, L2, L3, L4 and L5

Timescale Content plan – middle of Year 1

Draft content through involving audiences – end of Year 1

Implementation – start of Year 2

Documents

Delivery Partner Guide to the - Rusland Horizons › docs › How to use the AD and IP v3.pdfDelivery Partner Guide to the Rusland Horizons Audience Development & Interpretation Plans