InterpretiveMaster Planfor Arnold Arboretum Visitors

Summer, 2008

Interpretive Master Plan for Arnold Arboretum Visitors

Summary

In 2008 the Arnold Arboretum of Harvard University created an Interpretive Master Plan,

the most comprehensive effort in the Arboretum’s history to enhance the experience of

visitors. Interpretation plays a vital role as a form of communication between visitors, the

Arboretum, and by extension, Harvard. By thoughtfully engaging visitors in fun and

personally meaningful interpretation that is in alignment with our institutional mission, we

hope to gain visitors interested in sustaining our institution—and the larger environment—

for the long term.

What is interpretation?

The planning team used a definition of interpretation developed by Mary Kay Cunningham,

interpretive specialist (Cunningham, Mary Kay. The Interpreters Training Manual for

Museums. Washington, DC: American Association of Museums, 2004):

“Interpretation is conversation, guided interaction, or any communication that

enriches the visitor experience, by making meaningful connections between the

messages and collections of our institution and the intellectual and emotional world

of the visitor.”

What’s our vision?

Using the above definition of interpretation and information from a comprehensive visitor

study conducted in 2007, the planning team envisioned how we hope visitors will experience

the Arboretum:

Visitors will come to the Arnold Arboretum again and again, building on past

experiences, sharing with family and friends, feeling refreshed and relaxed by the

visit, and becoming more personally connected to the Arboretum over time. As

visitors develop a love for this place they will feel comfortable and open to new

experiences, and they will be personally motivated to explore our rich history,

discover our rare, unique, global plant collection and realize that plants are amazing

organisms. As visitors dig deeper—and see that science happens here and is

fascinating, fun, and part of our lives—they will be inspired to protect the

Arboretum and advocate for plants in the larger environment.

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Interpretive Master Plan Outline

The Plan consists of eight chapters and is 38 pages long. It was created by an

interdepartmental team of eight Arboretum staff members who met regularly for six months.

1. Background and Project Context

A brief history of the history of interpretation in the Arboretum. Explanation of how this plan fits

into the overall Arboretum vision, including how it relates to the Education Strategic Plan, the

2002/3 Informal Education Plan, and the 2007 visitor study.

2. Vision, Outcomes, and Major Recommendations

A vision for the visitor experience. Description of outcomes for the plan and for new interpretation.

Overall major recommendations for interpretation in the Arboretum.

3. Visitor Analysis

Summary of audience segments, subjects of interest to visitors, interpretive methods preferred by

visitors, visitor demographics.

4. Thematic Framework

Exploration of five organizing themes.

5. Media and Methods

Describes preferences and design directions for interpretive media and methods. Includes guidelines

and recommendations for the appropriate use of permanent interpretation, temporary interpretation,

personal interpretation, graphics/signage, and a vision for the Visitor Center.

6. Review of Interpretive Opportunities

Connects physical locations in need of interpretation with the themes explored in Chapter 4, and

assigns levels of “intensity of interpretation.”

7. Implementation Priorities and Timeline

Describe specific priorities for interpretive implementation in the Arboretum from 2008-2013.

Provide a general phasing plan covering all actions recommended in the Interpretive Master Plan.

8. Operational Implications

Operational and staffing implications of proposed interpretive initiatives. General estimate of

anticipated expenditures required for implementation of the proposed interpretive initiatives.

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What are the intended outcomes for new interpretation?

Outcomes for interpretation can be summed up as what visitors will feel, know, and do as a

result of interpretation—feelings, behaviors, and experiences we want to encourage when

visiting the Arboretum. As a result of new interpretation we want visitors to have an

enhanced experience of the Arboretum, by:

1. Deepening their appreciation for plants, the Arboretum, and the natural world

2. Developing botanical literacy

3. Developing science literacy

4. Becoming engaged with some of the Arboretum story

These outcomes are a balance between the needs and mission of the institution and the

needs and desires of our visitors. As we develop new interpretation, we will conduct in-

house evaluation using concrete, observable indicators to measure the degree to which these

outcomes have been achieved.

Themes, Media, and Methods

With the above outcomes as the foundation, the planning team built a framework of five

themes and several related sub-themes. This framework is an internal construct, the skeleton

of ideas upon which all interpretation will be built.

Influenced by the results of the visitor study, we aim to interpret the landscape by calling

attention to areas, collections, and observations that best communicate the following

themes:

Looking closely reveals extraordinary wonders Plants are fascinating organisms and your life will be richer when you notice them It would be enough to be a beautiful landscape, but the Arboretum is more—it is a

living museum with amazing plants, deliberately designed as a place to discover and learn

Once you observe environmental change at the Arboretum, you will notice it all around you

The Arboretum landscape reads like a history book, full of remarkable stories about people and plants

To communicate these themes, the plan recommends improving improve our existing

offerings of self-guided experiences and formal tours and developing new projects such as:

permanent signs

temporary signs (on display for as little as a week to as long as a season)

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a new type of volunteer category tentatively called “interpreters” who will be trained

to have casual, visitor-driven conversations in the landscape, one-on-one or in small

groups

a variety of self-guided experiences including the use of tours on visitor-provided

devices like cell phones and mp3 players

a renovated Visitor Center

Implementation

The plan includes a five year schedule for implementation. Below is a list of interpretation

projects planned for fiscal year 2009:

Visitor Center: Conduct research for renovation

Bradley Rosaceous Collection: Create interpretation plan

Volunteers: Develop new corps of volunteers, tentatively titled, “Arboretum

Interpreters”

Family activities: Evaluate 08 programs; plan for 09 programs; run parent focus

group.

Publications: Create new paper map and guide; evaluate paper self-guided tours

Hemlock Hill: Remove outdated signage; update website; create interpretation plan

More information, questions, or comments:

Please contact Julie Warsowe, Manager of Visitor Education, at 617-384-5253 or

julie_warsowe@harvard.edu.