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REPORT

Interpretation Strategy for Morecambe Bay

for Headlands to HeadspaceMorecambe Bay’s Landscape Partnership Scheme

in association with

ContentsThis interpretation strategy 3The bigger picture 5Experiencing Morecambe Bay 7Priority audiences 9Secondary audiences 10What’s the message? 11Telling stories 12What makes a key site? 15Entry points 17Primary sites 19Secondary sites 21Interpretive media options 23Priority media options 24Secondary media options 27Relevant case studies 28Guiding principles 30Bibliography 31Lead consultant company details 32

This interpretation strategy

The backgroundIn April 2016 the Morecambe Bay Partnership/Cumbria County Council appointed Minerva Heritage Ltd, working with TellTale, to develop an Interpretation Strategy for Morecambe Bay.

This work is funded by Headlands to Headspace, Morecambe Bay Partnership’s Heritage Lottery Landscape Partnership Scheme.

How was it developed?The strategy was developed from April-August 2016.

• 19 April 2016 - meeting with the Headlands to Headspace Board• 4 May 2016 - workshop for partners, stakeholders and

supporters in Ulverston• 5 May 2016 - workshop for partners, stakeholders and

supporters in Morecambe• 30 May - 5 June - site visits, including an interpretation audit• 5 July 2016 - workshop with Morecambe Bay Brand Group and

stakeholders• 22 July 2016 - progress review meeting

We also invited partners and stakeholders to contribute to the process and implemented an e-survey.

AcknowledgementsHuge thanks go to everyone who provided input and insights.

Alan Smith, Sunderland Point Residents Association; Andy Mortimer, Bayscapes; Ann Wilson; Annabel Rushton, RSPB Northern England Region; Annabelle Kennedy, Morecambe Bay Partnership; Bart Donato, Natural England; Beth Pipe, Learning & Development Specialist; Bill Shannon, CWAAS; Calum Booth, RSPB; Catherine Taylor, Cumbria Tourism; Chris Lumb, Natural England; Christine Stebbing, Morecambe Town Team; Cllr Helen Wall, Cumbria County Council; Craig McCoy, National Trust; David Clarke, Overton Parish Council; Debbie Yare, Debbie Yare Fine Art and Photography; Ella Howes, Natural England; Emma Franks, National Trust; Emma McColm, Morecambe Bay Partnership; Floris Tomasini, Wellcome Trust; Helen Ake, Natural England; Jan Shorrock, Morecambe Bay Partnership; Janet Barton, Morecambe Bay Partnership; Joanna Greenway, Councillor, Grange over Sands; John Fox, Dead Good Guides; John O’Neill, Lancaster District Chamber of Commerce; John Owen, Furness Line; John Regan, Lancaster and District Chamber of Commerce; John Regan, Lancaster District Chamber of Commerce; Joseph Moulton, NW IFCA; June Ashworth, Lancaster City Councillor; Karen Lloyd; Kerry Powell, Lake District National Park Authority; Lindsay Gibson; Louise Martin, Morecambe Bay Partnership; Louise Smail, Marine Conservation Society; Lucy Barron, Arnside and Silverdale AONB; Maddi Nicholson, Art Gene; Margaret Carter, Friends of Kents Bank Station & Foreshore; Marilyn Hale, Craft Studio Glass Works; Mark Mctigue, Lancaster City Council; Michelle Cooper, Morecambe Bay Partnership; Mike Turner, TreeTopTrek; Nancy Burditt; Neil Forbes, National Trust; Owen Chapman, Sound map of Morecambe; Paula Ross-Clasper, Guest house owner; Penny McMullen, Morecambe Bay Partnership; Peter Yates, Lancaster City Council; Phil Keenan, Resident and local food champion; Pin Dhillon-Downey, Natural England; Prof Mark E Smith, Lancaster University; Rick Crawley, Morecambe Bay Partnership; Sarah Howard, Historic England; Shona Legaspi, PhD on Morecambe; Sophie Cringle, Morecambe Bay Partnership; Stephen Read, Levens History Society; Steven Pipe, Cumbrian Rambler; Sue Gill, Dead Good Guides; Susan Benson, Cumbria Local Records Office (Barrow); Susannah Bleakley, Morecambe Bay Partnership; Tricia Heath, Morecambe Town Council; Vic Brown

This interpretation strategy

What is interpretation?

Interpretation is primarily a communication process that helps people make sense of, and understand more about, your site, collection or event

Association of Heritage Interpretation www.ahi.org.uk

Interpretation is a mission-based communication process that forges emotional and intellectual connections between the interests of the audience and the meanings inherent in the resource

National Association of Interpretation www.interpnet.com

When delivered well, interpretation can help people to learn about and understand heritage. It can help to provide an enjoyable, memorable experience at heritage sites, and engage a wider range of people.

Interpretation interrupts people on their journey. It encourages discovery. It encourages people to stop, look, listen and remember.

What is the aim of this interpretation strategy?

In order to create meaningful and relevant interpretation, that really delivers, it has to be developed within a framework. This interpretation strategy provides that framework.

The purpose of this interpretation strategy for Morecambe Bay is to:• Guide the development of comprehensive, cohesive

interpretation across Morecambe Bay; to secure better results and prevent duplication of effort

• Provide strategic interpretive aims and objectives• Present target audiences for interpretation• Present a central theme, sub-themes and storylines to guide

and inform the storytelling of Morecambe Bay’s heritage• Present key sites for interpretation development• Recommend interpretive media for development and delivery• Present relevant best practice case studies for comparison and

learning• Present guidelines for developing great interpretation

The bigger pictureWe examined the strategic environment and relevant documentation to identify the common aims and assess the implications for this interpretation strategy.

Strategic interpretive aims

All interpretation developed for Morecambe Bay should:

• Encourage more people to engage with and appreciate the heritage of Morecambe Bay

• Enhance the visitor experience of Morecambe Bay to promote appreciation and enjoyment of the heritage

• Use heritage as a vehicle to promote Morecambe Bay as a destination – linking the Bay together

• Improve intellectual and physical access to the heritage• Encourage safe behaviour at heritage sites• Promote sustainable visits to the heritage that help to promote

and support the conservation of heritage• Help local communities to engage with, value and promote the

heritage• Celebrate Morecambe Bay by enhancing its integrity, essence

and character• Be developed in a cohesive and collaborative fashion, involving

and including partners and stakeholders from around the Bay

Image: Humphrey Head

The bigger picture cont...Interpretation for Morecambe Bay should work towards delivering the strategic interpretive aims. To that end interpretive objectives have been developed to help guide the development of interpretation. Objectives are essential for evaluating the interpretation.

Learning objectivesAfter engaging with interpretation audiences will understand that:

• Morecambe Bay’s landscape, people and wildlife have been shaped by natural tidal forces

• Morecambe Bay has a rich, diverse history that is influenced by the tide

• Many of Morecambe Bay’s heritage resources are sensitive• Morecambe Bay is a vast naturally-occurring feature

Behavioural objectivesAfter engaging with interpretation audiences will:

• Explore at least one more heritage site• Be encouraged to adopt sustainable behaviour • Promote heritage sites to friends and family• Be encouraged to behave safely at heritage sites

Emotional objectivesAfter engaging with interpretation audiences will:

• Value the heritage of Morecambe Bay• Be amazed by this special place with unique features• Feel that Morecambe Bay is ‘theirs’ to enjoy and explore

Image: BAE Systems, Barrow

Experiencing Morecambe BayWhy are people here and what are they doing?

Exploring the current engagement and experience of Morecambe Bay’s heritage helps to identify where further interpretive interventions are required.

By examining existing data and carrying out consultation, site visits and an experience audit, it was revealed that:

• The views and landscape are the principal reason to visit the Bay area

• Visitors don’t know they have ‘arrived’ at Morecambe Bay• Natural heritage is immediate and everywhere, but in-depth

engagement is limited• Cultural heritage is in the background. Engagement is not easy

beyond very specific sites and locations• There is a strong desire to see or interact with wildlife• Local people and visitors tend to frequent the same places time

after time. These include car parks where there is access to the beach

• Coastal towns and villages play a large part in the visitor offer, offering food and facilities

• Heritage is incidental. Audiences are motivated by the quiet recreation, walking, relaxing

Image: Sunset from Red Bank, Hest Bank

Experiencing Morecambe BayExisting interpretation

An interpretive audit found that existing interpretation includes:• Artistic interventions • Digital engagement - mainly through social media• Themed events programmes• Heritage trails / maps (print and digital)• Interpretive leaflets• Interpretive panels• Museum displays – Dock Museum, Maritime Museum• Historic attractions – Furness Abbey, Lancaster Castle, Holker

Hall etc• Visitor centres – Cumbria Wildlife Trust, RSPB• Heritage centres – Morecambe, Heysham• Websites

What does existing interpretation reveal?

• There is little or no co-ordination across the Bay• There is a variety of organisations, hosts and providers

delivering interpretation. This results in ‘top-down’ delivery that varies in style and content

• There are currently no ‘entry points’ where audiences are introduced to Morecambe Bay’s heritage

• Media delivers very site-specific messages and stories rather than Bay-wide message

• There is a bias towards interpretation for visitors and recreational users as opposed to local audiences

• There is a perceived over-use of panels• Much of the interpretive media, in particular panels, is dated

and requires maintenance. This gives a poor impression of the area

• Events are well-attended• Museums / visitor centres have low footfall relative to overall

visitor numbers• No formal evaluation of the interpretation is undertaken

Image: Interpretation Panel at South Walney Nature Reserve

Priority audiencesAny interpretation that does not somehow relate what is being displayed or described to something within the personality or experience of the visitor will be sterile

Freeman Tilden, 1957

Interpretation must be developed for and with target audiences in order to afford the greatest physical and intellectual access and to ensure a great, memorable experience.

Priority and secondary audiences were developed through examination of existing data and documentation, observation during site visits, and a branding workshop.

Priority audiences have been identified as crucial to engage in order to meet the strategic interpretive aims.

1. Active local families

Key characteristics include:• Inter-generational groups that include at least one child• Living in or within an hour of Morecambe Bay• Will recommend places to go to friends and family

Motivations include:• Have high expectations• Looking for new family-friendly activities, events and

destinations• The opportunity to learn together • Want a memorable experience that adds value to a day out or

visit• Value for money is important• Looking for destinations close to food and facilities

2. Visiting mature explorers

Key characteristics include:• 45- 64, no longer with children living at home• Often repeat visitors to the Morecambe Bay area• Healthy and have time and money

Motivations include:• Having a choice of places to go - new places to explore• A quality experience• A learning experience. They are often already engaged with

heritage and are looking to find out more

3. Visiting families from urban areas

Key characteristics include:• Inter-generational groups that include at least one child• Living within 2-3 hours of Morecambe Bay• Repeat visitors to the area

Motivations include:• Going to well-known, trusted sites and attractions• Want to socialise with their children. They appreciate it when

the whole family can participate in activities• Having a relaxing, stress free time • Looking for value for money• Something that will slot in to their existing plans or activities• Looking for destinations close to food and facilities

Secondary audiencesSecondary audiences have been identified as important to the Morecambe Bay area. They require very specific, targeted interpretive media to suit their needs and interests. Issues and challenges specific to Morecambe Bay will also require appropriate interpretation that targets these secondary audiences.

Everyday users, especially dog walkers

Key characteristics include:• Tend to be adults• Frequent countryside visitors

Motivations include:• Creatures of habit, using well-known and trusted routes• Being out at a certain time of day• The daily walk, not looking for an experience over and above• The health and social benefits of being out walking • Pleasing the dog, if the dog is happy then they are happy

Specialist interest

Key characteristics include:• Tend to be adults• Can be lone visitors or part of a group• Already engaged with cultural and/or natural heritage sites• Healthy and have time and money to invest in their interest

Motivations include:• Looking to find out and explore more• Looking for in-depth experiences• Find out places to visit through specialist publications or

newsletters about their interest

Action seekers

Key characteristics include:• Tend to be adults• Are engaged with their surroundings but engagement is limited,

e.g. cyclists enjoying the scenery

Motivations include:• Their chosen activity - anything that adds value to that is an

added bonus• Finding the best places to undertake their activity

What’s the message?When our communication isn’t thematic, it seems unorganized, difficult to follow, and less meaningful to our audiences

Ham, 1992

Messages or ‘themes’ help relate a story to a key idea or central message. A central theme is the one thing that visitors should remember after engaging with interpretation.

Interpretive themes are essential for large areas such as Morecambe Bay. Themes help to strengthen links between places and provide a framework for people to explore further. These are ‘big ideas’ that help bring together a wide and varied landscape. Nature and culture are considered together, rather than reinforcing the idea that they are somehow separate.

Central themeMorecambe Bay is made, and re-made, by tides

Morecambe Bay’s landscape, built environment, people and wildlife are formed and characterised by the tide. The tide influences the look and feel of the landscape. The tide dictates where and how buildings are constructed and where people live and work. The tide contributes to the creation of habitats that make feeding grounds and homes for wildlife. The tide keeps the Bay grounded, it provides a day-by-day, month-by-month reality check. Morecambe Bay is made, and re-made, by tides.

Sub-themesMorecambe Bay…1. Sustains both people and wildlife 2. Continues to provide connections between land and sea and with

the wider world3. Is ever-changing, reflecting the forces of nature Image: Local produce advertising at Canal Foot, Ulverston

Telling storiesSub-theme 1Morecambe Bay…Sustains both people and wildlife

ExplanationThe tides that define Morecambe Bay provide food and shelter, raw materials and opportunities to build homes and communities. They provide resources and energy to power industries and shape the landscape. Throughout history the tide has been instrumental in sustaining the lives of people and wildlife around the Bay.

Storylines:a. there is an exceptional variety of sensitive marine and coastal

habitats, which offer homes to both common and rare speciesb. much of the landscape along the coasts today is made up

of farmland; fields carved out from pristine wilderness over hundreds of years

c. the Bay has long supported its fishing communities which have deep understanding of the landscape

d. rich mineral and energy resources gave birth to an industrial landscape populated by historic buildings and working communities with special skills

e. people come to the Bay today to enjoy wide open spaces and a high-quality environment, qualities which attracted the spiritual communities who left their mark

Image: Nesting Gulls at South Walney Nature Reserve

Telling stories cont...Sub-theme 2Morecambe Bay… Continues to provide connections between land and sea and with the wider world

ExplanationThe Bay’s tidal rivers have provided routes deep into the landscape throughout history. The same rivers flow out to destinations far across the high seas. People have exploited and negotiated these natural pathways to expand industries, construct buildings, harbours, railways and roads. The tide continues to provide connections between land and sea and with the wider world.

Storylines:a. the Bay is strategically important , offering long-distance

viewpoints and connections across land and sea b. the Bay has long been an attraction to all kinds of people

including travellers, investors, prospectors, holidaymakersc. the Bay is a stopping point on long-distance migration routes,

offering homes to outstanding populations of migratory birdsd. historic routes across the Bay are still in use today, in the

company of the official Cross-Bay guides e. the coast is connected by railways, canals, roads and shipping

routes that only exist because of mineral and energy wealth

Image: Grave slab at Priory Church of St. Mary and St. Michael, Cartmel

Telling stories cont...Sub-theme 3Morecambe Bay… Is ever-changing, reflecting the forces of nature

ExplanationThe Bay changes from day to day. It follows its own path. Natural forces drive this daily change; tides constantly replace and shift the sands. These natural forces have carved out a landscape that helps us to appreciate the natural world on a grand scale. The landscape around the Bay that we see today is the result of constant change over thousands of years. It is ever-changing, reflecting the forces of nature.

Storylines:a. the Bay constantly changes, following natural rhythms that

renew and shift its constituents and appearance b. the Bay is elemental; a place to connect with nature c. the natural amphitheatre of Morecambe Bay provides incredible

views that combine sun, sea, sand, mountains and skyd. has a huge inter-tidal range making it home to tidal sands and

tidal eventse. the shifting sands represent considerable dangers that can only

be negotiated by skilled and experienced people

Image: Visitor interactive at South Walney Nature Reserve

What makes a key site?Key sites comprise specific locations at which the development and implementation of interpretation will help to deliver the Bay-wide themes and create a cohesive, coordinated, quality and meaningful audience experience.

Key sites are those where Bay-wide interpretation will help to deliver strategic aims, especially that of ‘encouraging more people to engage’ and provide the most effective results in return for the effort expended

Assessment criteria were devised to objectively measure the suitability of sites for future development of interpretation. Criteria were devised from the consultation, research and site visits.

• Primary sites were selected on the basis that they perform very well against assessment criteria. Primary sites are considered to be those sites which have Bay-wide relevance, deliver strongly on the central theme, they currently attract primary audiences and have the greatest potential for helping people to explore the Bay’s heritage further.

• Secondary sites are presented on the basis that they currently perform well against the assessment criteria but that either they attract fewer people or they communicate a more site-specific message than the primary sites.

Image: View across the Bay from Birkrigg Stone Circle

What makes a key site?1. Access• The site is physically accessible• The site is easily accessible by public transport

2. Capacity• The site is able to accommodate priority audience footfall

without compromising the experience of the site or the integrity of the heritage resource

• The site offers food and facilities nearby - though not a deal breaker, it is often a concern for priority audiences

3. Relevance to sub-themes and storylines• The site can deliver the central theme• The site can deliver strongly on a sub-theme and at least one

storyline• The site has a big, interesting story to tell

4. Audience appeal• The site chimes with the interests and motivations of priority

audiences• The heritage is visible; priority audiences are able to see and

engage with the nature and culture easily

5. Links to other key sites• The site is physically linked to other key sites; you walk, cycle or

get public transport to other key sites• The site is thematically linked to other key sites with a related

story to tell

Image: Furness Abbey, Dalton-in-Furness

Entry pointsDuring the process of identifying key sites for interpretation, ‘entry points’ were identified.

These entry or access points are often the first port-of-call for priority audiences on Morecambe Bay.

Entry points include:• Train stations• Popular and well-used car parks• Lancaster and Barrow city centres• Ulverston, Grange-over-Sands, Carnforth town centres• Villages that have a big story to tell but whose heritage needs

revealing and connecting to the wider Bay area, e.g. Bardsea, Flookburgh, Greenodd, Kents Bank, Warton and Hest Bank

• Existing museums and small heritage/visitor centres, e.g. Morecambe Heritage Centre, Heysham Heritage Centre, Foulshaw Moss Nature Reserve

• Arnside and Silverdale AONB• Caravan sites, camp sites and holiday parks

Through complementary, well-planned and -placed interpretive media at these entry points, target audiences can be introduced and sign-posted to the key heritage sites.

Image: Walkway towards Foulshaw Moss Nature Reserve

Entry points

Key

Train stations, ferry-ports

Lancaster / Barrow city centres; Ulverston, Grange, Carnforth town centres

Villages with a big story to tell

Arnside and Silverdale AONB

The following are not exhaustive

Popular / well-used car parks

Caravan sites, camp sites and holiday parks

Existing museums / small heritage or visitor centres

Reproduced with the permission of the Controller of Her Majesty’s Stationery Office: Licence No 100048087

Primary sitesAccess Capacity Suggested relevance to central theme

(Morecambe Bay is made, and re-made, by tides)

Relevance to sub-themes and storylines

Priority audience

appeal

Links to other key sites

1. Furness Abbey ✓ ✓ ✓ ✓ ✓ Monastic communities around the Bay were able to support themselves on significant swathes of farmland reclaimed from the sea at low tide, and

on tidal fish-traps that you can still see today

1 - b, c, d, e 2 - b, d, e

All Primary - 2Secondary - 2, 3, 6, 9, 10, 11

2. Cartmel Priory ✓ ✓ ✓ ✓ ✓ Monastic communities around the Bay were able to support themselves on significant swathes of farmland reclaimed from the sea at low tide, and

on tidal fish-traps that you can still see today

1 - b, c, e2 - b, d

1, 2 Primary - 1Secondary - 2, 3, 6, 9, 10, 11

3. Leighton Moss ✓ ✓ ✓ ✓ ✓ The Bay’s tides support important populations of wildlife and give rise to rare landforms

1 - a, b, c2 - c, e

3 - a, b, d

All Primary - 4Secondary - 1, 2, 3, 5, 7, 8, 9

4. Morecambe Promenade

✓ ✓ ✓ ✓ ✓ ✓ The views and environment around the Bay are inherited from its tidal geography and this has given birth to its distinctive tourist industry

1 - c2 - b, d, e

3 - a, b, c, d, e

All Primary - 3Secondary - 2, 3, 6, 9, 11

5. Lancaster Castle ✓ ✓ ✓ ✓ ✓ ✓ Castle Hill overlooks the whole of the Bay’s tidal range and because of this it has been a key stronghold for centuries

1 - c, d, e2 - a, b, e

3 - c

All Primary - 1, 2Secondary - 2, 3, 4, 6, 8, 9, 10, 11

Key✓ = good✓ ✓ = very good✓ ✓ ✓ = exceptional

Primary sites

1. Furness Abbey2. Cartmel Priory3. Leighton Moss4. Morecambe Promenade 5. Lancaster Castle


1

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4

5

Secondary sitesAccess Capacity Suggested relevance to central theme

(Morecambe Bay is made, and re-made, by tides)Relevance to sub-

themes and storylinesPriority

audienceLinks to other key sites

1. South Walney Nature Reserve

✓ ✓ ✓ The Bay’s tides support important populations of wildlife and give rise to rare landforms

1 - a,b2 - c

3 - a, b, d

All Primary - 3Secondary - 5, 7, 8, 9

2. Piel Castle ✓ ✓ The Bay’s tides have created islands that have played an important part in history

1 - c, d2 - a, b, d

3 - e

1, 2 Primary - 1, 2, 5Secondary - 9, 10

3. Birkrigg Stone Circle ✓ ✓ The Bay’s tides have supported important animal populations used as food-sources for millenia

1 - b, c, e2 - a, b3 - b, c

1, 2 Primary - 1, 2Secondary - 6, 9, 10

4. Canal Foot, Ulverston ✓ ✓ ✓ ✓ The tides have caused railways, canals and harbours to be built for moving materials out of the Bay area

1 - c, d2 - a, b, d, e

3 - d, e

All Primary - 4Secondary - 2, 11

5. Humphrey Head ✓ ✓ The Bay’s tides support important populations of wildlife and give rise to rare landforms

1 - a2 - a

3 - a, b, c, d, e

All Primary - 3Secondary - 1, 7, 8, 9

6. Hampsfell Hospice ✓ ✓ ✓ Views and environment around the Bay are inherited from its tidal geography and this has given birth to its distinctive tourist industry

1 - e2 - a, b3 - b, c

1, 2 Primary - AllSecondary - 2, 3, 9, 10

7. Foulshaw Moss ✓ ✓ ✓ The Bay’s tides support important populations of wildlife and give rise to rare landforms

1 - a, b, c2 - c

3 - a, b, d

1, 2 Primary - 3Secondary - 1, 5, 8, 9

8. Arnside Knott ✓ ✓ ✓ ✓ Views and environment around the Bay are inherited from its tidal geography and this has given birth to its distinctive tourist industry

1 - a2 - a, b3 - b, c

All Primary - 3Secondary - 1, 5, 9

9. Warton Crag ✓ ✓ ✓ ✓ Warton Crag overlooks the Bay’s tidal range and because of this the hillfort was a key stronghold

1 - a, e2 - a, b3 - b, c

All Primary - 3, 5Secondary - 1, 2, 3, 8, 10

10. St Patrick’s Chapel, Heysham ✓ ✓ ✓ ✓ As well as fish and birds the tides bring in other new populations, including peoples and ideas

1 - d, e2 - a, b, 3 - b, e

All Primary - 1, 2, 5Secondary - 2, 3, 6, 9, 11

11. Glasson Dock ✓ ✓ ✓ ✓ ✓ The tides have caused railways, canals and harbours to be built for moving materials out of the Bay area

1 - c, d2 - b, e

All Primary - 4, 5Secondary - 4, 10

Key✓ = good✓ ✓ = very good✓ ✓ ✓ = exceptional

Secondary sites

1. South Walney Nature Reserve2. Piel Castle3. Birkrigg Stone Circle4. Canal Foot, Ulverston 5. Humphrey Head 6. Hampsfell Hospice7. Foulshaw Moss8. Arnside Knott9. Warton Crag10. St Patrick’s Chapel, Heysham11. Glasson Dock


12

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4

5

6

7

8

9

10

11

Interpretive media optionsMedia selection and design are so dependent on the individual situation

Brochu 2003

The options for interpretive media are suggested through consultation, research and site visits.

The choice for interpretive media is entirely dependent on the key site/s in question. An interpretive plan should be developed for each key site in order to determine which media is most appropriate. Media selected should be very ‘personal’ to each key site.

The priority media options presented here are considered to deliver most effectively the strategic aims. Secondary media options are still effective, but these are considered to be either costly or high maintenance.

Priority media options

• Interpretive wayfinding• Business-located interpretation• Print/digital heritage trails• Interpretive events• Interpretive content on the web

Secondary media options

• Interpretive panels• Interpretive bench/sculpture• A new museum or visitor centre

Image: Wayfinding Bollard on Red Trail, South Walney Nature Reserve

Priority media optionsInterpretive wayfinding

Benefits:• Can help to orientate and reassure audiences at key sites• Can be used at entry points• Helps to reinforce the Morecambe Bay brand and destination• Helps to reinforce the ‘you are here at Morecambe Bay’ message• Can be designed to have minimal visual impact• Can help users to access the heritage offer • Signposts users to key heritage sites• Can be developed with local community input

Things to think about:• Planning permission will be required• Large budget required for development and delivery • Requires collaboration between numerous authorities, partners,

stakeholders and organisations• Ongoing cost will be relatively minimal though they will need

ongoing/long term maintenance. Agreements should be in place so that each one is ‘owned’ by one organisation

Business-located interpretation

Benefits:• Can reinforce the connection of a place such as an ‘entry point’

with Morecambe Bay• Helps local businesses, especially those at ‘entry points’, to

engage with and reinforce interpretive themes and stories• Can be used to raise awareness of the heritage across the Bay

area • Can help to reinforce the Morecambe Bay brand and destination

if designed according to the Morecambe Bay brand guidance• Visible to visitors and recreational users who do not visit

heritage sites at some point during their trip/activity• Creates community advocates for the heritage• Ensures that local distinctiveness and voice comes through in

the landscape-wide interpretation

Things to think about:• Needs consultation, business involvement and training• Any interpretation development must be integral to the

business and the location of the business. In the process of development it would be necessary to ensure that the Bay-wide messages and branding don’t get lost

Priority media optionsPrint / digital heritage trails

Benefits:• Signpost audiences to the primary and secondary sites from

entry points• Can be on a certain topic, e.g. ‘the sunset trail’, ‘the transport

trail’• Can be designed according to the Morecambe Bay brand

guidance• Help a greater number of people understand and access the

heritage offer • Can be provided digitally for download• Can be tailored to audiences e.g. digital trails can be created to

facilitate interactivity at and with heritage sites• Can be developed with the local community• Audiences can take away and read at their leisure

Things to think about:• Print trails need continual print-runs to keep up with demand• Distribution and monitoring of supply is required• Storage for print-runs is required• Need to be updated• Can be very ineffective if content is not delivered or designed

well• Bespoke App/digital trails require huge marketing budgets and

ongoing commitment if they are going to be used in the long-term

Interpretive events

Benefits:• Already work well across the Bay• Help audiences to understand and access the heritage offer • Can be tailored very specifically to audiences• Help all audiences, including secondary audiences, to have in-

depth, direct engagement with a particular theme/storyline• Can involve local people e.g. volunteers and local experts in

their delivery• Can be delivered within existing festivals and events

Things to think about:• Require management, training and support for effective delivery• Must deliver strongly on themes and storylines to be effective• Must be delivered for the priority audiences if they are to be

successful

Priority media optionsInterpretive content on the web

Benefits:• Signposts audiences to primary and secondary sites• Most accessible format for priority audiences• More cost-effective in the long-term than other media options• Easily updated• Enables reciprocal links to be made to the individuals and partners

involved• Can encourage people to add content and share their own

perspectives on the Bay’s heritage - through film, audio, photographs, blogs, etc.

• Content can be easily shared using social media

Things to think about:• It is just a stage on the visitor experience - pre- and post-visit - a

vehicle for helping people to experience the heritage proper• Requires dedicated time to ensure it remains high-quality and

dynamic• Requires moderation of community content• Ongoing cost relates to staff time and hosting

Secondary media optionsInterpretive panels

Benefits:• Can be installed at entry points• Can be installed at primary and secondary key sites (replacing dated

panels at these locations)• Can be designed according to the Morecambe Bay brand guidance• Can be designed sympathetically and have minimal visual impact • Help users understand and access the heritage offer • Signpost users to key heritage sites• Help users locate web-based information• Can be developed with local community/artist input

Things to think about:• There is already an over-reliance on interpretive panels around

Morecambe Bay, many are looking tired and unloved• Planning permission will be required• Large budget required for development and delivery • Requires collaboration between numerous authorities, partners,

stakeholders and organisations• Ongoing cost will be relatively minimal though they will need

ongoing/long term maintenance. Agreements should be in place so that each one is ‘owned’ by one organisation

Interpretive bench/sculpture

Benefits:• Can be installed at entry points• Help users understand and access the heritage offer • Signpost users to key heritage sites• Can be designed according to the Morecambe Bay brand guidance• Help to reinforce the ‘you are here at Morecambe Bay’ message• Good for encouraging reflection and appreciation, especially for

audiences who do not want to read• Can be developed with local community/artist input• Enrich the visitor experience through audio/oral history/ wildlife

sounds (provided through integrated solar-powered systems)

Things to think about:• Planning permission will be required• Large budget required for development and delivery • Liaison with numerous authorities, partners, stakeholders and

organisations• Ongoing cost will be relatively minimal though they will need long

term maintenance. Agreements should be in place so that each one is ‘owned’ by one organisation

A new museum or visitor centre?

Benefits:• A ‘new development on Morecambe Seafront’ has been mooted by a

2016 Lancaster Museums Study• Can help to reinforce Morecambe Bay as a destination• Can help to signpost and drive audiences to key sites• Can be the first port-of-call for visitors • Helps users understand and access the heritage offer • Helps to reinforce the ‘you are here at Morecambe Bay’ message• Can be developed with local community input• Provides a venue for events

Things to think about:• Would need to encourage people to explore the rest of the Bay area• Huge cost• Requires support from local authority• Much wider support required• Is it sustainable in the long-term?

Relevant case studies‘Windows on Penrith’

An innovative project on a budget of only £8,000 seeking to reward shoppers who had followed new interpretive signage (from its out-of-town supermarkets) to explore the historic town centre on foot, while building on Penrith’s literary legacy and engaging the community.

The key principle: putting interpretation where the people are, displaying intriguing historic objects in town centre shop windows, supported by snippets of interpretation and new creative writing, developed by the host community. The Chamber of Trade & Commerce, who had recently set up a new ambassadors’ scheme for the town’s shopkeepers, supported the initiative. Instead of using museum loan items, about 20 objects were purchased of historic significance to Penrith online and in town, including local pottery, old postcards, bottles and military badges for £100.

The shopkeepers took ownership of their objects with great enthusiasm, and the displays created new physical and intellectual links. The ‘treasures’ added value and inspiration for local and visiting shoppers, and the project helped cement links between the community, its shops, its historic buildings and its heritage.

Evaluation feedback from Jo Scott, interpretive planner: • Low cost, simple project produced high value• Project got lots of publicity • Enjoyed by locals and visitors • A great way to engage commercial community • Value added would require a project champion / coordinator to refresh

and change objects and move around different retailers• Scheme works best in a small area of town so focusing visitors’

attention and intrigue • Could be supported by online interpretation and information • Could be supported by a trail or by guided walk • Ambassadors a great support and also added value to overall

approach• Regret that it did not continue beyond the initial project phase

From Jo Scott Heritage http://www.joscott-heritage.co.uk

Durham Heritage Coast wayfinding

Imposing concrete and wood waymarkers built for the Durham Heritage Coast paths.

The key principle: to provide new signs and waymarkers that provide a focus for the thousands of people who visit the Durham Heritage Coast each year.

Local artist Jac Howard saw her work used for new welcome signs and waymarkers installed in her hometown near Durham, UK. The signs, made from concrete and wood, were placed at points along the Durham Heritage Coast between Seaham and Hartlepool which are popular with arriving visitors.

Howard, through East Durham Artists Network, provided the signs’ artistic interpretation, which included modelling from initial sketches which were then remoulded in latex before casting.

From http://www.outputmagazine.com/manufacturing/projects/local-artist-proud-to-see-artwork-for-durham-heritage-coast-welcome-signs

Image: Wayfinding, Durham Heritage Coast © Output Magazine 2016

Relevant case studiesMarsden heritage trails

Two heritage trails were created as part of the multi-award winning South Pennines Watershed Landscape Project.

The key principle: to encourage visiting audiences to Marsden to explore the cross-Pennine transport and trade route heritage in the village and the surrounding moorland landscape The trails were developed as ‘podscrolls’ (a series of jpegs) so that the trails were compatible with a range of mobile devices.

Instead of producing a generic trail of Marsden’s history, the Passage to the Pennines podscroll trail focussed on interpreting the current and historic evidence for transport routes through Marsden. The 2km trail was designed to be entry-level and universally accessible.

Evaluation of the Passage to the Pennines trail with the public revealed:• Although targeted at visitors to Marsden the trail was also appealing

for local residents. Local people taking part in the evaluation were surprised to find out new things and engaged more fully with the heritage of their local place. ‘I’ve been coming here for years and I didn’t know this was here’.

• Complications with downloading trails onto devices led to frustration and prevented users from using the trails

• That needing to look at mobile devices got in the way of enjoying the surrounding landscape and heritage sites

• ‘I loved the thematic approach, you could have told me anything about Marsden but the fact you concentrated on the history of transport which can be reflected in Marsden’s buildings and infrastructure made it really interesting and memorable...It was the right amount of information; I was not overloaded by information which you can be on some other walks... I’ll definitely go home and download some more’.

Evaluation feedback from Minerva Heritage, interpretive planner:• The format and content of the trails was a ‘top-down’ decision; there

could and should have been much more community involvement in the trail development

• There was no marketing budget available to promote the trails• The trails are still available online, providing a legacy for the project

Guiding principlesDelivering the strategy• For a large landscape area such as Morecambe Bay it is important

to ensure buy-in to the Interpretation Strategy. A Bay-wide interpretation delivery group consisting of local authorities, land-owners and stakeholders will help to raise awareness and support the aims of the strategy and its delivery

Planning• Before embarking on the development of interpretation at entry

points or key sites a site-specific Interpretation Plan should be developed

• Remember the strategic interpretive aims and objectives in this Strategy. Understand the reasons for developing interpretation before you proceed to development

• Consult with the key decision makers, find out what they want to achieve and how they can contribute

• Good interpretation arises from collaboration. Think about who the partners, stakeholders, land owners, supporters, local residents and businesses in the Morecambe Bay area are and involve them in the planning.

• Manage collaboration through a Bay-wide steering group that is responsible for seeing that the strategy is delivered.

• Take an audience-focussed approach. Planning interpretation that suits the needs and interests of audiences, in particular priority audiences in this Strategy will result in greater success

• Determine how interpretation will contribute to the awareness of theme and sub-themes in this Strategy

• Identify appropriate and accurate source material. Reports, books, archives and local people are good places to start

• Understand the current experience at each entry point or key heritage site in this Strategy to help inform the planning. Be sure to help promote safe behaviour and sustainable visits

Delivery• Chose the interpretive media wisely once the planning is complete.

Reflect on the findings about existing interpretation and the priority media options in this Strategy to help inform your decision-making

• Producing good content requires skill and understanding of the chosen media. Seek help from a professional to make sure your interpretation is successful

• Involve local residents and businesses in the delivery of content. Their voice is powerful and will help to facilitate connections with priority and secondary audiences

• Ensure that interpretive media is designed according to the Morecambe Bay brand guidance. Design holds together the interpretive media, indicating that it is part of a family or suite of media that is associated with a single over arching scheme

• Ensure that the content is developed to deliver the theme, sub-themes and storylines in this Strategy

• Delivering successful interpretive media requires good coordination and management skills. Get a good understanding of the process before embarking on delivery

Evaluation• Engage priority and secondary audiences in the development of

interpretive outputs through baseline and formative evaluation• Evaluate the interpretation against the strategic interpretive

aims and objectives to see whether it has worked. Review what can be adjusted

Bibliography

• Arnside & Silverdale AONB (2014) Arnside & Silverdale Area of Outstanding Natural Beauty Statutory Management Plan 2014 – 2019

• Arnside and Silverdale Area of Outstanding Natural Beauty et al (2014) Morecambe Bay Sense of Place Toolkit

• Bleakley (2013a) 700 Days to Transform the Bay, Morecambe Bay’s Coastal Communities Scheme Business plan

• Bleakley (2013b) Landscape and Conservation Action Plan for Headlands to Headspace, Morecambe Bay’s Landscape Partnership Scheme

• Bleakley (2014) Destination Morecambe Bay, a Business Plan for Morecambe Bay

• Brochu, L. (2003) Interpretive Planning: The 5-M Model for successful Planning Projects. Fort Collins: InterpPress.

• Carter and Masters (2002) Interpretation & Marketing Strategy for Morecambe Bay: Strategic review & proposals

• Cumbria Tourism (October 2014) Morecambe Bay Visitor Economy Research

• Edwards, V. and Knight, S. (2006) Understanding the Psychology of Walkers with Dogs: new approaches to better management. University of Portsmouth

• English Heritage (n.d.) Market Segmentation.• Footprint Ecology (2015) Morecambe Bay Recreational Disturbance

Study• Greenlane Archaeology (2013a) Conservation of Built Heritage,

Feasibility Study and Delivery Plan for Headlands to Headspace: Phase 1 Report

• Greenlane Archaeology (2013b) Conservation of Built Heritage, Feasibility Study and Delivery Plan for Headlands to Headspace: Phase 2 Report

• Ham, S. (1992) Environmental Interpretation: A practical guide for people with big ideas and small budgets. Colorado: Fulcrum Publishing.

• Heritage Lottery Fund (2012) Using digital technology in heritage projects: Good practice guidance.

• Lancaster City Council (2015) Lancaster City Council Corporate Plan 2015 – 2018

• Marsh et al (2012) Morecambe Bay Wader Roost Study• Marketing Lancashire and Cumbria Tourism (2014) Morecambe Bay

Brand Guidelines• Morecambe Bay Partnership (2016) Headlands to Headspace

Website, accessed 1 April 2016 http://www.morecambebaynature.org.uk/headlands-headspace

• Morris Hargreaves McIntyre (2013) Culture Segments• PS Business Matters (2012) Morecambe Bay Baseline Visitor Study

Purcell (2015) Phase 1 Conservation Statement for Cockerham Sands Observation Tower

• Purcell (2015) Phase 1 Conservation Statement for Hampsfell Hospice• Purcell (2015) Phase 1 Conservation Statement for Jenny Brown’s

Point• Purcell (2015) Phase 1 Conservation Statement for Kirkhead Summer

House• Purcell (2015) Phase 1 Conservation Statement for Walney Island• Robert Aitken Museum Design and Prince+Pearce Ltd (AP+P) (2016)

Lancaster Museums Study - Future scope and benefits: June 2016• Tilden, F. (1957) Interpreting our heritage. Fourth edition. University

of North Carolina: University of North Carolina Press

Lead Consultant Company Details

Contact Name Lisa Keys, Director

Contact Details E: [email protected]: 07761441025T: 01524 65206 W: www.minervaheritage.com

Registered Office14 Briery StreetLancasterLA1 5RD

Company InformationRegistered Company Number: 06440760VAT Registration Number: GB164078013 Company Registration Date: 29/11/2007

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