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Archive for January, 2010

Social Media: Gadgets

25 Jan

Heidi_headshotBy Heidi Bailey

“The fact with which I deal is that, in the field of Interpretation, the gadget has come to stay, and will be used to a much greater extent than is now the case. There will never be a device of telecommunication as satisfactory as the direct contact not merely with the voice, but with the hand, the eye, the casual and meaningful ad lib, and with that something which flows out of the very constitution of the individual in his physical self.

“While I think nobody disagrees upon this, we all know that there will not be enough of those individuals to make the direct contact…. So whether one likes it or not, we are going to have more—and I should hope, better—mechanical devices aimed at multiplying the interpretive effort.”

—Freeman Tilden, Interpreting Our Heritage

I don’t think Freeman Tilden had in mind widgets and wikis when he wrote these words 43 years ago. Yet his words sound like they could have been written yesterday. Social media tools are among the newest gadgets available to interpreters. I believe they are here to stay. Why?

Because of one important reason—social media gadgets give people a voice. These tools are not just a new way for interpreters to talk to the public. Social media is a new way to listen. Interpreters try to influence the way visitors think and behave. Social media is the visitor’s chance to influence the way we think and behave.

Social media is also more than just Facebook and Flickr; it’s an entire suite of gadgets that can be used to multiply the interpretive effort. This article introduces some of these gadgets and offers suggestions on how to use them.

NAI maintains five blogs, including the NAI blog, pictured here.

NAI maintains five blogs, including the NAI blog, pictured here.

Blogs
Blog is short for “Web log.”  People use blogs to write comments about subjects that interest them. Others read these posts and add their own comments. The versatility of blogs has made them wildly popular. Professionals, businesses, and even politicians have entered the “blogosphere.”

Another version of a blog is a microblog, which allows users to communicate through super-short blog posts. The most popular microblog site is Twitter. Many users add posts to microblogs using the text message feature on their cell phone.

Blogs are probably the best social media tools you can use to listen to your audience. Blogs are searchable like any other Web page. You can search for key words related to your work and find out what topics interest the public and what issues concern them. Try blogsearch.google.com.

Microblog sites like Twitter also offer an avenue for conducting market research using online focus groups. Businesses can solicit consumer opinion through product surveys. Twitter is also becoming a tool for monitoring real-time events, such as natural disasters. In both of these cases, listening to what people say can influence management and decision-making processes.

Google Trends
If you want to know what is on people’s minds at any given moment, you can track search engine trends. Google keeps a tally of every search on its site. You can find out what the most popular search term or phrase is for a particular city. This data might give you an idea for a new exhibit or program. Visit www.google.com/trends.

Wikis
A wiki is software that allows multiple authors to build a Web page or online document. The most popular application is Wikipedia, an online encyclopedia that is created and edited by users. Anyone can add text, illustrations, maps, tables, and links to other sites.
Wikis are great collaboration tools. Designing a new exhibit? Invite professionals, special-interest groups, and members of the public to help using a wiki. Think of the viewpoints you can incorporate, the mistakes you can avoid, and the ineffective material you can revamp before the exhibit goes to press. Try www.wikispaces.com.

Metaverse
This term refers to the digital universe that exists in virtual worlds like Second Life. Users create online alter egos known as avatars that allow them to interact over the Internet. Some universities have purchased virtual land inside Second Life to use for teaching, study sessions, and group projects. Visit www.sl-educationblog.org.

Video Sharing
Anyone can be a film producer these days. Sites like YouTube provide a venue for premiering amateur movies. Many agencies create videos, hoping to gain publicity on YouTube. The key to success is creating something that grabs people’s attention so fully that they can’t help but tell other people about it. People want to watch fun films, not advertisements or educational videos.

Some organizations have succeeded in this arena by hosting competitions to see who can create the most entertaining and engaging video about a subject. This is generally more effective than posting agency-produced videos on sites like YouTube.

Social Bookmarking
Chances are, you have a list of bookmarks or favorites on your work computer. You probably have another list on your home computer. Sites like Delicious.com allow you to create your list of favorites online. You can access it from any computer and share it with other people.

The interpretive themes at your site are likely related to topics that people research every day for papers and presentations. Set up a social bookmarking site to guide people on their quest for knowledge. Create a list of favorites that links to websites related to your interpretive story.

Social bookmarking sites also offer a way for people to promote interesting articles. Members of sites like Digg vote on articles as a way of filtering online content. Try posting an article online and submitting it to Digg. Members of this site will then have an opportunity to vote on your article. If enough people promote it, your article could find its way to the “front page.”

Find creative ways to make your story rise to the top: Share an off-beat or little-known fact, relate your site to a current event, or write a story with humor or shock value. Digg says, “We’re committed to giving every piece of content on the web an equal shot at being the next big thing.”

Widgets and Apps
Take a look around your desk. Perhaps you have a calendar from a store or a pen from a bank. The object is useful and it reminds you that you need to stop by the store or bank on the way home. A widget is a computerized version of a freebie that a company gives away as advertising. Widgets can be downloaded to your computer desktop, Web page, or blog.

An app (application) is a little program that offers a fun and interactive way to share your interests with others. An app might be a quiz that identifies your favorite movies or a tool that allows you to calculate your carbon footprint.

Can you think of a widget or app that could be created for your interpretive site? Perhaps a widget that continuously updates your visitors on the weather at your site or an app that allows users to identify their favorite outdoor recreation activities.

RSS Reader
RSS is an acronym for Really Simple Syndication. Most blogs put out notices or “feeds” that alert you when a message is posted about a topic that interests you. This is an efficient way to stay current on blogs that you want to follow.

When you find a blog or website you like, see if it gives you an option to subscribe to a feed. You can use a tool like Google Reader to monitor multiple feeds. Certain sites, such as Technorati, are search engines that monitor blogs. These sites allow you to subscribe to a RSS feed of a specific search term.

Social Media Toolbar
Viral marketing occurs when people spread a message for you. Any content you offer online must be so interesting and easy to share that people can’t help but tell their friends about it. Be sure that people can spread your online content by embedding it in their websites, emailing it instantaneously, or posting it on their blog.

You can do this by creating a social media toolbar that allows users to click and share. Most social media sites offer a button or badge for this purpose.

Social Media Newsroom
Some interpretive sites offer an online newsroom or press page that allows reporters and other interested people to download press releases and photos. A social media newsroom expands this idea to include other types of media. You can offer podcasts, blogs, RSS feeds, widgets, links, embeddable files, photos, and other media. Be sure to display a Creative Commons license that allows users to use, adapt, and share your content (http://creativecommons.org).

Heidi Bailey is the author of the first electronic book published by NAI’s InterpPress, Putting Interpretation on the Map: An Interpretive Approach to Geography. She holds a bachelor of science degree in geography from New Mexico State University and a master of science degree in recreation, parks, and tourism from West Virginia University. Contact her at geointerpretation@yahoo.com.

 
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Developing a Sense of Place in Non-Traditional Spaces

19 Jan

by Robert D. Hinkle

In today’s atmosphere of broken connections with nature, it has become critical for park districts to create those connections for visitors they serve. Linkages can be physical, such as trails connecting neighborhoods with parks, they can be intellectual, connecting visitors with park districts’ missions and the information deemed important to learn, and they can be emotional, the kind of connections that build constituencies. All three are essential to ensuring the success of parks and the heritage interpretation that makes those linkages work.

Photo by Casey Batule

Photo by Casey Batule

In a focus group study conducted by Cleveland Metroparks NatureTracks Outreach staff, a group of non-park users answered a simple but important question: “Why don’t you use the parks?” Their answer was simple and pointed: “Because we don’t know what to do when we get there.” It is the role of interpretation to make the emotional and intellectual connections between the interests of the visitors and the meanings inherent in the resource.

We have long recognized that good interpretation engages all the senses. I would suggest that our list of senses needs to be expanded. Today’s audience for interpretive experiences comes to us seeking three more senses—a sense of security, a sense of belonging, and a sense of place. These new sensory components of interpretive programming, if properly developed, create new attachments between the visitor and the resource, and build linkages from the heart and mind directly to the conservation, education, and outdoor recreation needs of the surrounding communities.

Cleveland Metroparks is a large regional park agency founded in 1917, currently holding more than 21,000 acres of parkland, over 80 percent of which persists in an undeveloped state. It is not a part of the city of Cleveland; rather, it is a separate political subdivision of the state of Ohio, much like a town or village. It encircles Cuyahoga County in a series of parkways and reservations called “The Emerald Necklace.” Its over 100 miles of parkways traverse more than 50 municipalities, each a partner in upholding the mission of Cleveland Metroparks.

Five of Cleveland Metroparks’s six nature and visitor centers are destination-driven—visitors must drive or walk long distances or negotiate circuitous routes of public transportation to arrive there. Over 80 miles of paved “All Purpose Trail” (APT) largely follow parkways through the reservations and sometimes make connections between reservations. Until the Lake to Lake Trail (L2L) was conceived, no APT trail system within Cleveland Metroparks ventured away from parkways. L2L embodies a new direction in visitor experience and interpretation.

Cuyahoga County is largely “built-out,” with little land still available in natural areas other than existing parklands. Lake Isaac, a well-known regional waterfowl sanctuary, sits in the town of Middleburg Heights, about 13 miles southwest of downtown Cleveland. It is one of only two glacial pothole lakes still remaining in the county, and lies in Big Creek Reservation. Through a series of land donations by nearby Baldwin-Wallace College, the other remaining glacial lake, Lake Abram, became available to Cleveland Metroparks in 1994. Park planners and heritage interpreters conceived a potential trail linkage between the two lakes, but no land was then available for purchase. It took almost 10 years to create a series of partnerships between Cleveland Metroparks and agencies and individuals within and adjoining the proposed trail corridor to create the landmass necessary for L2L.

The “Prehistoric Play Pit,” designed by Cleveland Metroparks’s visual communications division, stands where these extinct animals once roamed. Photo by Casey Batule.

The “Prehistoric Play Pit,” designed by Cleveland Metroparks’s visual communications division, stands where these extinct animals once roamed. Photo by Casey Batule.

The Lake to Lake Trail makes connections not just through but into the heart of hidden histories and natural places that before the trail’s realization were simply academic fact. Along the L2L corridor lies the largest remaining wetland in the county, formerly hidden to any but adjacent landowners. Just north of the wetland the trail passes within 200 feet of one of the largest regional hospitals in the county, then travels farther north past an extended care facility that was formerly landlocked by roads and inaccessible woodlots. The trail continues winding from the care facility into a second-growth woodlot and on to the shore of the second-largest cattail marsh remaining in the county, on the southern end of Lake Abram. There, an 840-foot boardwalk crosses the marsh and takes visitors west to a second trailhead and parking area, where their journey ends or they turn and retrace their steps southward.

The trail was designed to be more than just a place for wellness walking, however. In keeping with Cleveland Metroparks’s mission of “conservation, education, and recreation,” a series of trail additions and interpretive components was planned to create the senses of security, belonging, and place that visitors seek. Naturalist and Certified Interpretive Planner Debra Shankland acted as interpretive project manager throughout the 18-month development of the trail. Using the 5M model outlined in the book Interpretive Planning by Lisa Brochu, Debra carefully researched potential user groups and their needs, demographics within walking distance of the area, and the cultural and natural histories of the lands through which L2L meanders. Developed as a 2.4-mile walk through time, the interpretive components serve to connect users with a fascinating human history that few would otherwise know, and further develop their sense of belonging to the place where they live. Additionally, the natural history of the lands traversed by their walk was also developed as a story in time, with a few “wow” surprises added for good measure.

Spotting scopes and flipbooks add distance viewing and easy identification to the observation deck. Photo by Sharon Hosko.

Spotting scopes and flipbooks add distance viewing and easy identification to the observation deck. Photo by Sharon Hosko.

The trail begins to the south at Lake Isaac, where waterfowl interpretation answers the questions, “What’s that duck?” and “Where did it come from?” The migration story explains how black ducks nesting from Quebec to Manitoba appear at this one small lake within four days at the same time every year. A short walk northward takes visitors through a new tunnel under an active railroad track, where they discover that both they and the feeder stream for the watershed to the north now weave through the same small passage.

Another few hundred feet takes them past Polaris Career Center to an elevated boardwalk on the shore of Fowles Marsh, the last remaining large cattail marsh in the county. A covered shelter holds two spotting scopes and laser-cut silhouettes of six of the common species of waterfowl likely to be seen there. Additionally, sturdy flipbooks identify and interpret the most common birds, amphibians, reptiles, and marsh plants likely to be visible from the deck.

Walk the trail at noon, and from this spot north many of the hikers will be wearing colorful surgical scrubs, as the trail passes alongside Southwest General Health Center. Wellness walking coupled with fun learning and a safe, peaceful place to commune with nature are provided by the trail. Another quarter mile and the trail crosses a major five-lane road, where visitors learn that the place where they stand was itself a cattail marsh not long ago, and the land was drained to become one of the world’s largest centers of commercial onion farming. Geography is destiny, and the marsh that made the soil brought their ancestors to farm it.

Another quarter mile takes the trail past a well-groomed and well-interpreted cemetery, the final resting place of the first landowners of this area. The dates show the centuries that have passed since they first set foot here, and the interpretive panels tell the story of the land as settlement gave way to suburbs.

Crossing a modest access road takes hikers to an open meadow. A connector from the extended care facility just 75 feet off the trail brings wheelchair-bound residents out into nature and reminds them of their youth, when they played in the fields and forests of this community. Interpretive panels along the way, placed at an easily accessible height, continue the interpretive journey into the forest and back in time when the First People lived here. The forest and marsh and lake beyond provided for them, just as the drained marsh areas provided for the settlers and the agriculture that followed.

Traveling through the forest takes visitors to the edge of an 840-foot boardwalk that crosses over the south edge of Lake Abram and its cattail wetland complex. Traveling the boardwalk, visitors find themselves surrounded by cattails nearly as tall as they, until they reach the elevated platform in the center, which raises them over 10 feet, commanding a panoramic view of the marsh and the open water of the lake beyond. Plans for the platform were vetted with two local birding groups, both now enthusiastic partners. The platform holds yet another viewing scope and benches facing outward, enabling visitors to sit and observe the wetlands surrounding them. Overhead, another set of laser-cut icons accurately portrays several of the common dragonflies of the marsh below. Flipbooks at two locations there offer not just identification, but also a brief natural history of each common plant or creature likely to be seen.

The final hundred feet of the boardwalk spill out on solid ground again, at a place with more surprises. Post-Ice Age mammals once roamed this very place, and mastodon remains are not an infrequent find in similar pothole lakes and bogs in northeastern Ohio. Here, the “Prehistoric Play Pit” holds a life-sized replica of a mastodon skeleton emerging from the ground for children (and adults, we’ve found) to play on. The size of the creature is inspiring enough, but nearby interpretive panels elaborate on the life and times of these creatures, which once could be found here on this very spot. Only 50 feet away, a dragonfly dipping pond and circling boardwalk offer opportunities to explore, play, or “just mess around” with the water. A short walk west takes visitors to a picnic rest area and ultimately to a parking lot and trailhead kiosk, at the trail’s northern terminus.

In addition to the kinesthetic, verbal, and visual components of the interpretive process, a podcast offers a downloadable trail overview. Other vod- and podcasts to enhance trail exploration through each season are under development.

Local studies show us that visitors seek more recreational components as part of their interpretive experience. While each of the six centers of Cleveland Metroparks has already shifted some types of programming to meet that need, L2L is the first Cleveland Metroparks APT trail that achieves the goal of connecting communities off parkway roads through a self-paced recreational experience that connects a sense of self to a sense of place through direct, community-driven interpretive elements.

Robert D. Hinkle, Ph.D., CIP, CIT, is the chief of Cleveland Metroparks’s division of outdoor education. Reach him at rdh@clevelandmetroparks.com.

 

Sugar and Salt

13 Jan

kirk-monaby Kirk Carter Mona

“Can I use this sugar?”

I looked up from playing with my son as my mother-in-law poked her head through the dark, wood-framed doorway to the kitchen in my 1925-vintage home. She was holding a handmade stoneware container that had been a gift from my grandmother. It was the morning of Thanksgiving and she needed a large amount of sugar to sweeten the pumpkin pie.

I contemplated the container in her hands for a few seconds before I replied. It was a beautiful brown-glazed piece of pottery with a large cork stopper in the top. My grandmother bought it from her favorite potter Ken Olson back in the 1970s. It was roughly as old as I was. The potter had sculpted it with his caring hands and it had sat on my grandmother’s kitchen counter in her 100-plus-year-old farm house for years. It came into my hands when my grandmother finally moved out of her home this year and into an assisted living community where she no longer has to do her own cooking.
I wasn’t sure what its purpose was when I first saw it. It isn’t all that big—about the volume of a grapefruit—and it holds only about two cups. My mom explained it was to set next to the stove for when you need a pinch of the contents to add a little flavor to the cooking. I do most of the cooking around the house and I feel free to create or improvise recipes as I go, so the little family heirloom fits perfectly next to my stove where my mother-in-law found it.

The opening is just the right size to stick your fingers in and get a pinch. I think my mother-in-law was looking to add more than just a pinch of the white granular powder to her pie. I told her she was free to use as much as she wanted, but she might want to reconsider, as the container is used for holding salt.

This made me think of a dinner party at a friend’s house years ago when I was starting out in the field of interpretive natural history. No one at the dinner knew anyone else, so we went around and introduced ourselves saying what we do. I said I was an interpretive naturalist, and that seemed to immediately raise the ire of one of the guests. “Why do I need someone to interpret nature?” she asked.  She seemed offended that I would dare to mediate her direct experience of the natural world. Of course, this isn’t always a fair description of what we do, but sometimes it is. We do mediate people’s experience of the resource and that can be an overwhelmingly positive thing. People mistake salt for sugar. People mistake oak trees for maples. People mistake poison ivy for toilet paper. People bring all kinds of misconceptions with them and, as a person who studies the natural world more than the average person, it’s my job to know as much as possible about the true nature of the resource so I can help the visitor more fully understand and appreciate it.

There is surely something to be said for direct, uninterpreted experience of a resource, but if that’s the only true way to experience nature, as the woman insisted, then we might as well throw away all the field guides. People cannot learn from them as they are interpretation. People can’t learn anything from their elders either, that’s interpretation. People really can’t even trust what their eyes show them, their ears tell them, or their fingers feel because, after all, their brains are merely interpreting the data. Most of all, they certainly cannot trust their sense of taste to tell them what is salty and what is sweet. Their tongue is merely interpreting flavor and getting in the way of their direct experience of the molecular structure of sodium or sucrose. This is clearly going too far, but so is thinking that there is no room for the interpretation of nature.

People are almost always free to experience nature or any other resource on their own terms. Sometimes they want our input, sometimes they do not. Sometimes, all we can do is sit back and wait for them to come to us wondering why their pumpkin pie tastes overwhelmingly salty.

Kirk Mona is the outreach coordinator for the Lee and Rose Warner Nature Center in Marine on St. Croix, Minnesota. He has been an NAI member since 1996. Kirk welcomes your comments at kmona@smm.org.

 
 

Why Tourism Needs the Public

07 Jan

by Dan Shilling

I often say civic tourism begins with the story of your place. Of course, more than a few other travel and tourism programs say something similar, among them cultural tourism, heritage tourism, agritourism, ecotourism, geotourism, and a handful of other approaches to place-based hospitality that have recently emerged. Don’t get me wrong—people have always traveled to experience scenery and culture, but it’s only been within the last few years that we’ve seen books, university courses, consultants, and hospitality bureaus advocating one or another form of place-based tourism. The granddaddy of them all, “ecotourism,” was only coined in 1983, so this is still new stuff. We’re still learning how to do it, and we shouldn’t be disillusioned by the occasional setback.

Renovation of the La Posada Hotel in Winslow, Arizona, which began in 1997, has spurred tourism and economic development. La Posada closed in 1957 and sat unused for 40 years, vulnerable to the wrecking ball. Today the popular hotel also serves as an art gallery and museum, reflecting Winslow’s heritage.

Renovation of the La Posada Hotel in Winslow, Arizona, which began in 1997, has spurred tourism and economic development. La Posada closed in 1957 and sat unused for 40 years, vulnerable to the wrecking ball. Today the popular hotel also serves as an art gallery and museum, reflecting Winslow’s heritage.

In the early 1990s, when I was director of the Arizona Humanities Council, we began to dabble in cultural heritage tourism, and all of the research seemed to bolster our belief that it was a good idea in a state whose tourism was largely defined by our magnificent natural and cultural landscapes. Years of studies clearly showed that if we invested in Arizona’s cultural infrastructure, this new breed of traveler—often Boomers looking for unique experiences—would stay longer and spend more. It seemed like a win-win idea that served both the cultural and business sectors, and I was among its loudest cheerleaders.

So, what happened? What went wrong?

By “wrong” I don’t mean there aren’t fantastic place-based tourism projects across the nation. There are—from heritage tours in Harlem to heritage trails in Arizona. However, most of these are isolated and episodic projects dependent on the hard work and vision of a few dedicated individuals, rather than a cog in the wheel of an ongoing state or regional initiative, which is the possibility some of us imagined.

The historic streetscape in Baraboo, Wisconsin, provides a unique and attractive setting upon which to design a tourism program. Situated near the International Crane Foundation and the Aldo Leopold Legacy Center, the Baraboo experience demonstrates how the built environment and natural environment work together to create a distinctive sense of place.

The historic streetscape in Baraboo, Wisconsin, provides a unique and attractive setting upon which to design a tourism program. Situated near the International Crane Foundation and the Aldo Leopold Legacy Center, the Baraboo experience demonstrates how the built environment and natural environment work together to create a distinctive sense of place.

By “wrong” I mean: If place-based tourism is so commonsense and potentially beneficial—if, as economic guru Richard Florida says, “Place is becoming the central organizing unit of our economy and society”—then why is “place” disappearing from so many communities? Anyone who has studied Tourism 101 knows that differentiation is the key, so why are many tourism towns starting to resemble James Howard Kunstler’s “geography of nowhere,” where standardization has replaced uniqueness? And why are tourism bureaus often managed by the same growth machines responsible for the standardization, such as chambers of commerce? If your town’s tourism product is its historic downtown streetscape, why isn’t the tourism program directed by the historical society or preservation association? (Just askin’.)

By “wrong” I also mean: If sense of place is so important to tourism specifically, and economic development in general, why are the organizations that identify, preserve, and enhance place so under-funded—or even being abolished? Across the country, arts agencies, preservation groups, historical societies, heritage centers, and similar guardians of place have seen their budgets slashed and their political standing undercut. Sure, there are wonderful exceptions, but one wishes they were the norm; for the most part, federal and state budget crises have been used as excuses to purge too many cultural, educational, and environmental agencies. Tourism budgets have not fared much better.

In my own state, the governor’s proposed budget for 2010 phased out the Arizona Historical Society over five years, an agency that has existed since 1864, nearly a half century older than the state itself. Like many other regions, Arizona’s tourism is dependent on its history and heritage; just look at any magazine ad or website: cowboys, Native Americans, Hispanic culture. And while the governor’s plans were thankfully thwarted, at least for now, it’s distressing to think that the one statewide institution responsible for archiving and telling our stories was nearly eliminated two years before Arizona celebrates its centennial in 2012. One wonders where or how that celebration would take place. Sadly, our story is not unique.

Many historic towns like Medora, North Dakota, near Theodore Roosevelt National Park, offer walking tours. The tours not only help visitors understand regional history; they often involve local citizens, who share their homes, businesses, and stories. An added benefit is that tours tend to keep visitors in town longer, meaning they spend more money.

Many historic towns like Medora, North Dakota, near Theodore Roosevelt National Park, offer walking tours. The tours not only help visitors understand regional history; they often involve local citizens, who share their homes, businesses, and stories. An added benefit is that tours tend to keep visitors in town longer, meaning they spend more money.

So what went wrong, or at least not remarkably right, given the potential? If place is so important why is it disappearing, along with the organizations responsible for its preservation? One reason, I’d argue, is that we’ve done a good job with the research but not with the implementation. That’s why we refer to civic tourism as “the poetry and politics of place.” Most of us know what the poetry is: our place’s history, its environment, its heritage, the things that make our story special. Politically, however, we’ve dropped the ball, in part because place-based tourism advocates have limited the conversation to the two most likely audiences: the tourism industry and the cultural sector. We’ve not successfully engaged the people who often know more about, and care more about, their place than any other group: the general public. Simply put, we need to become better grassroots activists, which should not be difficult, given that we’re talking about the places where people live, not an abstract political equation.

In 2004, when we began the research that resulted in civic tourism, we asked residents what they knew about the tourism industry in their town. Not surprisingly, very few people know who is responsible for product development, funding, marketing, and other roles. If they have impressions at all, most citizens consider tourism a low-wage industry run by the chamber of commerce. Tourism means motels, gift shops, and fast-food outlets—all aimed at satisfying strangers. When I asked tourism bureau directors how this situation benefits them, suggesting they might want to reach out to residents, I was surprised that some said they didn’t want locals anywhere near the tourism conversation, because all they would do is gripe.

Well, maybe they have reason. Visit your nearest “tourism trap” and ask anyone who’s lived there 10 years what they think of the hospitality industry—and step back, because you’ll get an earful! How can it be healthy for tourism agencies, which usually depend on public funds, to alienate and keep at arm’s length their neighbors—the people who are often the most affected by the industry’s decisions? Civic tourism flips the frame, privileging the needs of residents, not visitors, asking how we can use the industry to enhance the things people love about their place, rather than how we can use place to increase the industry’s bottom line.

Admittedly, other approaches to place-based tourism advocate community involvement. Open any book about cultural tourism or ecotourism, for example, and you’ll probably read something like: “No tourism product should be developed or marketed without the involvement and support of the local residents” (David Edgell, Managing Sustainable Tourism). Great, it’s good to see that sentiment making inroads. But it’s one thing to say “involve the public” and quite another to do it, which we discovered during many community forums.

Predictably at these meetings, pro-tourism cheerleaders explain that the industry provides jobs, generates taxes that pay for much-needed services, and attracts restaurants and other amenities, which residents would otherwise not have. On the other side of the room, the anti-tourism voices complain that tourism ruined their town, causes crime and congestion, and, besides, you can keep your fancy restaurants—we never eat there anyway!

That’s the missing part: How do we have a dialogue about tourism and not a debate? How do we identify common ground toward agreed-upon ends, rather than short-term political victories? How do we embrace residents’ knowledge of their community, so they become ambassadors of place? Unfortunately, when local tourism offices do undertake a “public engagement” program, it generally means a speakers bureau of hotel managers and other usual suspects who meet with civic groups to tell residents what a wonderful industry tourism is. I did it too, and we all had the “for every $1 invested $8 is returned” speech memorized. And then one day a legislator asked me, “Dan, everybody makes the economic argument. What else you got?”

Well, we “got” something pretty special—an industry that, if we care for it correctly, will continue to provide jobs and generate taxes; I certainly don’t dismiss the economic argument. Beyond that, tourism can help us protect historic structures, save our cultural heritage, preserve the natural environment, and serve and engage residents. Rather than an industry that divides communities, tourism can be a congealing force.

With civic tourism, then, we’re focused on developing the skills and tactics that produce constructive involvement. We have years of research on designing and implementing community forums on explosive social and political issues—everything from immigration in the Southwest to logging in Montana. Organizations such as the Forest Stewardship Council, for example, bring together environmentalists, the timber industry, and citizens to design plans that provide for both sustainable forests and sustainable lumber economies.

Given that travel and tourism is also about “working the landscape,” the same techniques can and should be applied to tourism—the largest industry in many states, one of the fastest growing industries in the world, and an industry that has tremendous potential to change our natural, cultural, and built environments. With the public’s involvement, it’s more likely that change will be for the better.

Dan Shilling was a keynote speaker at the 2008 NAI National Workshop in Portland. He worked at the Arizona Humanities Council from 1984 until 2003, the last 14 years as director. He guided Arizona’s early research on heritage tourism, editing three publications and earning several awards, including the Arizona Office of Tourism “Person of the Year Award” and the Museum Association of Arizona “Distinguished Service Award.” Dan recently directed a three-year project on place-based tourism, resulting in the book Civic Tourism. He recently received an Arizona State University fellowship to research the connections between Aldo Leopold’s Land Ethic and sustainability.

 

The NAI Community

01 Jan

Legacy-21-1The front cover of Legacy includes the slogan, “The magazine of the National Association for Interpretation.” It’s sometimes too easy for me, sitting at my desk at our national headquarters in Colorado, to lose myself in the everyday details of deadlines, page layout, and editorial responsibilities. Several times a year, though, when I attend NAI workshops or conferences, I am reminded that this magazine is a reflection of a larger community.

Sure, as a member of NAI’s staff, I spend most of my time at these events performing the mundane tasks associated with running a workshop or conference—hauling boxes, pushing carts, setting up audiovisual equipment, fielding questions, etc. But I get a charge out of attending these events because my days are punctuated by short conversations with NAI members. Sometimes someone I have never met has an idea for a Legacy article and wants to run it by me. Sometimes someone I have known for years wants to talk about what the Phillies should do with the back end of their bullpen. Regardless of the topic, these conversations remind me that the magazine I help put together represents the collective knowledge and experiences of this diverse NAI community.

At the most recent such event, the 2009 NAI National Workshop in Hartford, Connecticut, I had the privelege of announcing the recipients of NAI’s 2008 magazine awards, as determined by volunteer judges from within the NAI community:

  • Outstanding Cover Photo: Kelly Farrell, “How and Why a Regular Person Like Me Attended NAI’s First International Conference,” The Interpreter, Jan./Feb. 2008
  • Outstanding Feature, Legacy: John C.F. Luzader, “What Conflicts We Orators Have,” May/June 2008
  • Outstanding Feature, The Interpreter: Doug Capra, “Seven More Words Interpreters Should Know,” Sep./Oct. 2008
  • Outstanding Column, The Interpreter: Kirk Carter Mona, “A Lifetime of Memories,” Nov./Dec. 2008

This issue of Legacy addresses community-based interpretation. As I have come to expect with each issue, members of NAI’s community found thought-provoking and diverse ways to address the topic. I hope you will consider checking out upcoming themes (online at www.interpnet.com, under “Publications”) and contributing your own knowledge and experiences to this community.