Step 3: Prepare, Protect, and Manage

The third step in heritage tourism development is to consider plans for protection and management in order to achieve long-term results. Runaway success can destroy the very resources on which heritage tourism depends.                                                                        

The success of a heritage tourism site relies on the accurate and timely preservation of historic assets. These assets include all resources that capture a piece of the past, including historic properties such as buildings, structures, bridges, landscapes, and cemeteries. Historic properties may be a single structure or an entire district or community. However, historic resources also include artifacts such as photographs, textiles, and pottery. An important non-tangible resource lies within the stories passed down through generations. These stories are told through interpretation and represent a vital part of history. In heritage tourism development, it is crucial to prepare, protect and manage historic resources.

This involves producing tangible improvements to historic sites and structures, ensuring the protection of all assets and artifacts, and telling the story of place through interpretation.

Preservation and Restoration of Historic Properties 

Often the foundation of a community’s tourism efforts, historic properties represent our heritage and embody the memories of past generations. The preservation of these assets is essential to preserving the character of a community. Travelers will visit a site or structure that reveals a piece of a community’s past and offers an authentic experience. Historic buildings do not have to house a museum to attract tourists. Even buildings that are not open to visitors can create ambiance and contribute to a community’s sense of place. For assistance in developing a site, please contact the THC’s Architecture Division prior to beginning the project. 

Research

When working with a historic property, it is important to compile as much information as possible about the building’s history. This research will prove necessary when restoring the structure and interpreting it to visitors. For a complete guide to historical research, download the THC’s Remembering Texas: Guidelines for Historical Research.

The following is a general list of helpful tips:

• Contact the THC’s History Programs Division to determine if the property is listed in the National Register of Historic Places or is a Recorded Texas Historic Landmark. Ask for copies of the designation files.
• Study the former uses and ownership of the structure, as well as unique stories that communicate the building’s character.
• Consult primary sources, such as public records, newspaper accounts, old city directories, Sanborn Fire Insurance maps, and historical photographs. (See Remembering Texas.)
• Consult with local heritage organizations, such as the county historical commission.
• Talk with residents whose families are rooted in the community. Chances are their ancestors have been in stories and photographs of the town. Make sure to back up stories with factual evidence.
• Visit with a professional architect to learn about the building’s style.

Rehabilitation

The THC promotes the Secretary of the Interior’s Standards for Rehabilitation. Rehabilitation is defined as the process of returning a property to a state of utility, through repair or alteration, which makes efficient contemporary use possible while preserving portions and features of the property that are significant to its historic, architectural, and cultural value. The standards pertain to all types of historic buildings and address both exterior and interior issues. The standards also encompass related landscape features, the building’s site and environment, as well as attached, adjacent, or related new construction. The standards are to be applied to specific rehabilitation projects in a reasonable manner, taking into consideration economic and technical feasibility. Consult the Secretary of the Interior’s Standards for Rehabilitation for a list of standards.

Protection

It is crucial to not only preserve, but to protect historic properties from future alteration or demolition. Formal designation can serve as a protection method for many historic properties. The designation process also offers an invaluable opportunity to compile background information on the property. For more details on this process, please visit THC’s website or contact the specific THC division listed. 

Designation opportunities are as follows:

• Recorded Texas Historic Landmark (RTHL) designations honor historic properties more than 50 years old that merit preservation for their architectural and historical associations. Eligible properties include houses, commercial buildings, churches and synagogues, bridges, courthouses, schools, and other institutional facilities. RTHL designation is available only through participation in the THC’s Official Texas Historical Marker Program, and purchase of a marker is required. Once RTHLs are designated, THC staff review any proposed exterior alterations. Information regarding RTHL designation and application requirements may be requested from the THC’s History Programs Division.
• Historic Texas Cemetery designation is available for historic cemeteries more than 50 years old. Historical markers are not required for designated cemeteries but are available for purchase as an interpretive tool. Information regarding Historic Texas Cemetery designation and application requirements may be requested from the THC’s History Programs Division.
• State Archeological Landmarks are designated by the THC and receive legal protection under the Antiquities Code of Texas. This designation stipulates the property cannot be removed, altered, damaged, salvaged, or excavated without a permit from the THC. It encourages preservation and ensures that resources that cannot be preserved are at least properly documented. Listing in the National Register of Historic Places is a prerequisite for State Antiquities Landmark designation of a building. For more information, contact the THC’s Archeology Division or Division of Architecture.
• The National Register of Historic Places acknowledges properties significant in American history, architecture, and archeology. Buildings, structures, sites, objects, and historic districts are eligible for listing if local, state, or national level significance can be demonstrated. Like RTHLs, a property listed in the National Register must be at least 50 years old, retain its historic appearance with few alterations, and merit preservation for its historical and architectural associations. For more information, contact the THC’s History Programs Division.
• Local preservation ordinances often provide protection and financial benefits for historic properties. The Certified Local Government (CLG) program works with communities to set up ordinances that protect the historic fabric of a community for future generations. For more information on the CLG program, contact the THC’s Community Heritage Development Division.

Artifact Preservation

The primary mission of most history museums is to collect, preserve, exhibit, and interpret objects of historical significance. Over time, all objects will begin to deteriorate due to environmental conditions, use, natural decay, and other factors. To maintain the objects in such condition that they will survive for the enjoyment and education of future generations, it is vital that museums practice proper preservation measures.

Knowing the basics of artifact preservation can add a significant number of years to the life of a museum’s collections. Every museum should engage in the following essential preservation procedures:

1. Know how to handle artifacts appropriately and consider every artifact fragile. Know and respect the history of each artifact.
2. Provide a suitable museum environment, including controls for temperature, relative humidity, light, air quality, and pests. Maintain recommended environmental levels 24 hours a day, 365 days a year.
3. Store artifacts in preservation-quality containers, on appropriate shelving, and in a suitable location.
4. Exhibit artifacts using only preservation-quality materials and techniques and under strictly regulated environmental and security controls.
5. Clean artifact collections and the general museum environment only with approved products and methods.
6. Restrict access to collections and provide adequate security measures in both public and non-public areas of the museum.
7. Keep meticulous records and documentation on all aspects of the collection, including accessions, loans, catalog entries, inventories, and conditions reports. These forms should be included in the museum’s collection policy.

Following these fundamental preservation measures can help stabilize or at least slow the deterioration of an object. In general, museum staff and volunteers can successfully undertake most preservation practices. However, if an artifact requires repairs, major restoration, or a more thorough cleaning, or if basic preservation measures do not slow an artifact’s rate of deterioration, the museum should contact a professional conservator.

Proper care of museum artifacts is complex and cannot be fully explained in one or two pages. To obtain more detailed information about preservation practices in your museum, contact the THC’s History Programs Division. The Museum Services Program employs trained museum professionals to assist history museums with a variety of issues and offers technical assistance and advice free of charge to Texas’ small history museums.

For additional information, see “A Quick Guide to the Preservation of Artifacts.”

Interpretation

A community’s historic properties and a site’s historic artifacts are associated with unique stories. What sets a community or site apart from others is the story presented to visitors in order to provide them with a positive experience. Every place is unique and has something to share with visitors. Interpretation is the term used to describe “telling the story of place.”

What is Interpretation?

Interpretation has existed as long as humans have been trying to explain and understand the earth and its processes. Definitions of interpretation include:

• Interpretation is a communication process that forges emotional and intellectual connections between the interests of the audience and the inherent meaning in the resource. (National Association of Interpretation)
• Interpretation facilitates a connection between the interests of the visitor and the meanings of the resource. (National Park Service)
• Interpretation is an educational activity, which aims to reveal meanings and relationships using original objects, by firsthand experiences, and by illustrative media, rather than simply to communicate factual information. (Freeman Tilden)

Principles of Interpretation

Interpretation vs. information 

Information = Telling Facts 
Interpretation = Telling a Story

Effective interpretation must be:

• Pleasurable –– Fun and exciting
• Relevant –– Personal to the audience
• Organized –– Planned, thought out, prepared
• Thematic –– One main idea or concept

Source: Ham, Sam H.1992. Environmental Interpretation: A Practical Guide for People with Big Ideas and Small Budgets. Golden, Colorado: North American Press.

Put simply, interpretation is telling a story and why it is important.

Freeman Tilden is considered the father of the interpretation profession. After working as a newspaper reporter, playwright, and nonfiction author, Tilden worked with the National Park Service analyzing interpretation within various parks. He traveled for years observing ranger walks, talks, and other types of interpretation. In 1957, Tilden wrote Interpreting Our Heritage, the first book to define interpretation as a profession. The book focuses on effective methods of interpretation, including Tilden’s six principles of interpretation. Today, the book continues to serve as a guide for interpretation professionals.

Tilden’s Six Principles

In Interpreting Our Heritage, Tilden discusses six principles of interpretation that should be used to create a successful interpretive program.

1. Relate—Any interpretation that does not relate what is being displayed or described to something within the personality or experience of the visitor will be sterile.
2. Reveal—Interpretation is not information; it is revelation based on information.
3. Provoke—The aim of interpretation is not instruction, but provocation. Interpretation should motivate the visitor to do something.
4. Address the whole—Interpretation aims to present the whole rather than a part. Interpretation is conceptual and helps others understand relationships and processes.
5. Address different audiences—Interpretation of a topic will vary according to the age, background, and understanding of the visitor.
6. Interpretation is an art—Interpretation combines many arts and any art is to some degree teachable.

Effective interpretation should address the four learning styles:

1. Visual—seeing the information (like a chart)
2. Auditory—hearing the information
3. Kinesthetic—interacting with the information
4. Verbal—reading the information

Source: Brochu, Lisa and Tim Merriman. 2002. Certified Interpretive Guide Training Workbook. National Association of Interpretation.

Most visitors retain:

• 10 percent of what they hear
• 30 percent of what they read
• 50 percent of what they see
• 90 percent of what they do (interactive, hands-on activities)

Source: Veverka, John A. 1994. Interpretive Master Planning. Acorn Naturalists: Tustin, California.

Types of Interpretation

There are two main categories of interpretation: guided and self-guided. Within each type of interpretation, there are various forms called interpretive media. Listed are some examples of guided and self-guided interpretive media. Each of these is complex, and additional information and advice should be gathered before developing them.

Guided Interpretation

Guided interpretive services are those in which staff or docents are involved directly in personal communication with the visitor.

 Guided interpretive media examples include:

• Guided tours
• Talks
• Presentations
• Puppet shows

Self-Guided Interpretation 

• Slide shows
• Demonstrations
• Information kiosks

Self-guided interpretative services do not involve personal communication between the visitor and staff. Self-guided interpretation is also referred to as non-personal interpretation. The effectiveness of self-guided interpretative materials depends on the quality of their design, writing, and production.

Self-guided interpretive media examples include:

• After-hour displays
• Campground bulletin boards
• Exhibits
• Displays
• Wayside exhibits
• Interpretive signs
• QR codes
• Apps
• Unstaffed information stations
• Kiosks
• Brochures
• Self-guided trails
• Audio tours
• Videos

Getting to Know Your Audience

Effective interpretation must be relevant or personal to the audience. Therefore, it is important to know as much about the audience as possible. See the guidebook section “Assess the Potential” for information on conducting an in-depth audience analysis for a site or community. When conducting guided interpretation, spend some time quickly evaluating the audience before the tour or presentation (see On-the-Spot Audience Evaluation). Remember a personal connection is what can make good interpretation unforgettable interpretation.

Thematic Interpretation

Effective interpretation should be thematic with one main idea or concept.

What is a theme?

A theme is:

• The take-home message
• The big picture
• The central or key idea

Topics vs. themes

Topics may be used to develop themes, but standing alone, topics are not adequate for interpretation. Visitors will forget facts or topics, but they will remember a theme.

Themes should:

• Be stated as complete sentences.
• Contain one main idea.
• Reveal the overall purpose.
• Be stated in an interesting manner.
• Connect a tangible to an intangible.
• Use action verbs when possible.

To begin developing the theme of the site or community, think about what visitors should remember about the presentation, tour, exhibits, or other interpretive media. For example, fill in the blank in the following sentence:

After visitors spend the day hiking trails, attending programs, participating in tours, visiting museums, viewing exhibits, and taking part in all the site or community has to offer—and they only remember one thing about their day—that one thing they should remember is __________________!

Once the main idea is developed, use the following steps to develop a theme:

1. Select a general topic. (Use the “fill in the blank” sentence above.) “Generally, my presentation is about ____________.”
2. Narrow the topic by stating it in more specific terms. “Specifically, however, I want to tell my audience about ____________.”
3. Express the theme as a complete sentence. “After hearing my presentation, I want my audience to understand that ____________.”

Example:

1. General topic: The history of the Buffalo Soldiers, Native Americans, Mexicans, and frontier men and women in Texas.
2. Focused topic: Buffalo Soldiers’ contacts with Mexicans along the Texas border in the 1800s.
3. In the 1800s, Buffalo Soldiers often came in contact with friendly Mexicans along the Texas border, resulting in our shared cultural heritage.

After theme creation, develop sub-themes or supporting facts that strengthen the theme. Sub-themes should meet the same criteria as themes (see above). Up to five sub-themes can be developed to support the theme.

Researching the theme

To verify the theme and to find supporting sub-themes, research primary and secondary sources. Begin at the library. Consult primary sources, such as public planning records, newspaper accounts, old city directories, county tax rolls, Sanborn Fire Insurance maps, and historic and aerial photographs. Search through secondary data sources such as textbooks, reference books, and journals. Also talk to primary sources, such as local experts, for information about the theme and topic. Conduct interviews or collect oral histories to gather information about the theme. Public agencies, such as the THC, are also rich sources of information. Also visit the community historical society or museum to search for historical information.

Although everything learned from research may not be used in the interpretive presentation, this in-depth knowledge will give insight for theme development. When conducting research, keep copies of articles, photos, and other reference materials that could be used to enhance the interpretive presentation and add a personal touch.

Improving the Visitor Experience 

Heritage travelers need more than simply checking a box for each site they visit. They are increasingly seeking out ways to connect with the people and places they visit, and they want to participate in shaping their own experiences when they travel.

These travelers want to immerse themselves in the local culture. When a community develops experiences, it provides opportunities to engage the visitor on a deeper level by providing them with something unique and special.

What do heritage travelers want?

Heritage travelers are curious by nature and seek out unique experiences that create lasting memories that connect to their hearts and souls.

Some of the things heritage travelers are seeking out in a destination include the following:

• Authentic cultural experiences
• The ability to live like a local
• To immerse themselves in the destination with hands-on experiences
• To go behind the scenes or off the beaten path
• To make lasting emotional connections with the people and places they visit

Benefits of developing experiences

Creating experiences for travelers to participate in while visiting your destination has several benefits, both to the community and to the visitor.

• Creates a competitive advantage
• Helps communities exceed customer expectations
• Increases length of stay and visitor spending
• Drives repeat visitation
• Creates potential new revenue streams
• Uncovers new local partners for collaboration
• Creates opportunities for positive word of mouth
• Offers ways they can immerse themselves in the local culture

Tips for developing a new experience

When beginning to develop a new experience for heritage travelers, follow these important tips for success.

1. Know your goals: Consider what your community wants to achieve by creating this experience. This will help narrow the focus of your development efforts and create benchmarks and metrics that will help gauge your success. Common goals include:
   1. Increasing visitation or revenue during low times or off seasons
   2. Extending visitors’ stays
   3. Attracting a new visitor segment to your community
2. Focus on your visitors: It is important to craft experiences that appeal to the visitor segment you are trying to attract. 
3. Be authentic: How will your community’s experiences feature food, stories, activities, people, or places that they can’t find anywhere else?
4. Engage the senses: Look for experiences that engage the five senses—taste, touch, sight, smell, and sound. Sensory experiences are extremely powerful and can deeply engage visitors.
5. Consider exclusivity: Experiences that give visitors special access to a site, such as a behind-the-scenes tour can make the experience extra special.
6. Create immersive experiences: Opportunities that put the visitor in the middle of the action can be a very effective way to create a unique and hands-on experience. Consider options like local cooking classes, painting a mural, participating in a farm or ranch activity, etc.
7. Plan for local connections: Many heritage travelers want to experience your destination like a local would. Introduce them to someone who lives in your community who can share local history or provide a hands-on activity. The more they engage with local insiders, the deeper the emotional connection they will develop with your community.
8. Create the Wow Factor: Make your experiences unforgettable by including unexpected moments and surprises. This is easier than it seems. Maybe it’s having them sample local cuisine, or giving them VIP access to a special place or person. It could even be a memento or souvenir the visitor helps to make as a part of the experience. These are the things that visitors will share with their friends and family. Don’t forget that even ordinary or everyday things could be unique and meaningful to someone who is not from the area.

Putting the idea into practice

The last piece of the experience development puzzle is taking the idea and putting it into action. Fortunately, Tourism Nova Scotia has a template that can be used to walk through the process. Its Experience Development Canvas is inspired by the Lean Canvas created by Ash Maurya, author of Running Lean and founder of LEANSTACK. It was designed to keep creators focused, help them create an actionable plan, and in a short period of time. It is meant to be the first draft or a brainstorming tool to get your community started.

The Experience Development Canvas is shown below.

Image

Sources: Creating Experiences. A Toolkit for the Tourism Industry., Newfoundland & Labrador Tourism, Culture, Arts, and Recreation; Ham, Sam H. 1992. Environmental Interpretation: A Practical Guide for People with Big Ideas and Small Budgets. Golden, Colorado: North American Press; Kimmel, James. Lecture and class material. Geography 5319. Seminar in Nature and Heritage Tourism, Southwest Texas State University. Fall 2001; National Association of Interpretation; Nova Scotia Experience Toolkit | Tourism Nova Scotia; Discover Experience Design Learning Modules, Tourism & Events Queensland; Regnier, K., M. Gross, and R. Zimmerman. 1992. The Interpreter’s Guidebook: Techniques for Programs and Presentations. Interpreter’s Handbook Series. University of Wisconsin, Stevens Point, Wisconsin: UW-SP Foundation Press, Inc.; Tilden, F. 1977. Interpreting Our Heritage. 3rd edition. Chapel Hill: The University of North Carolina Press; Veverka, John A. 1994. Interpretive Master Planning. Acorn Naturalists: Tustin, California.