tourism strategy and interpretation framework world heritage nomination proposal for grand pré...

TOURISM STRATEGY andINTERPRETATION FRAMEWORK

World Heritage Nomination Proposal for Grand Pré

Community MeetingJanuary 21, 2010

Community Meeting Tonight’s agenda: 7:00 – 9:00

Introductions - our team World Heritage - history Background This Project Tourism Management Plan Tourism Development Framework Interpretation Options Community Input Legacy Options Your Feedback


Our Team Four companies with years of experience

Hockin Cronin & Associates Inc. Broad Reach Strategies Ltd. Economic Growth Solutions Inc. SperryDesign Incorporated


World Heritage – History

The Purpose

“… to bring those with a connection to Grand Pré together to celebrate and steward the Outstanding Universal Value that makes this place special and worthy of sharing with the world…to submit a proposal for the nomination of Grand Pré as a World Heritage Site to UNESCO ”


World Heritage – History

Up to this point: 2004: Grand Pré is included on Canada’s

Tentative List of World Heritage Sites 2007: Stakeholders and community members

gather to discuss next steps 2008: Funding partners are solicited January – March 2009: Federal, provincial, and

municipal governments announce funding and resources for the project


Proposed UNESCO Site


The World Heritage List

All natural and cultural properties that the World Heritage Committee deem to be of outstanding universal value (OUV) to be protected for future generations to appreciate and enjoy.

Currently there are 15 World Heritage designated sites in Canada


Background Nomination proposals driven by local

communities committed to managing proposed property in a sustainable manner

To protect outstanding universal value for future generations

Work conducted over two years to complete the OUV statement for Grand Pré

Intent is to secure funding and produce a management plan


OUV Statement of Outstanding Universal Value

“Grand Pré is an enduring and inspirational cultural landscape, an outstanding example of a distinctive community-based approach to farming in 17th and 18th-century North America and through its 20th-century memorials an exceptional example of a place of tragedy that has become a symbol for all humanity of hope, perseverance and pride.”


Background The Advisory Board is working toward

completing and submitting a nomination dossier to the World Heritage Committee in February 2011

We have been asked to prepare a Tourism Strategy and Interpretation Framework for the World Heritage Nomination


What are these things? Tourism strategy and interpretation framework:

Framework for tourism management and development & recommendations for marketing and product development

An interpretation strategy for the area


This Project 1. Project start-up meeting

2. Comprehensive site visits

3. Literature review

4. Key informant interviews

5. Tourism management analysis

6. Tourism development framework

7. Interpretation framework


This Project 8. Legacy project options

9. Overall impact analysis

10.Public meeting - initial findings

11.Draft Report to steering committee

12.Prepare/submit Final Report

13.Public meeting - Final Report

14. Progress reports


Principles Guiding the Work Strategic tourism principles

Collaboration and partnerships Enhance existing resources and add

incrementally Community commitment Stewardship of, & support for, the integrity of the

OUV – an authentic, living, working, exceptional cultural landscape

Exceed customer and UNESCO expectations Tourism sustainability – environmental, socio-

economic and economic/financialWorld Heritage Nomination Proposal for Grand Pré

Resource Profile

Tourism and Heritage Resources Accommodation – number of properties available

in the area: ~ 43 Heritage organizations: 23 Visitor information centres: 6 Vineyards/wineries: 6 Farm markets: 17 Farmer’s markets: 5 U-picks: 21 Golf Courses: 6


SWOT

Strengths Authentic and storied area Active working area with focus: agriculture Traditionally high visitor awareness, primarily

around Acadian story/dykes and apples Indications that productivity of the land is

exemplary Community committed to heritage Tradition of collaboration in decision-making is

centuries old Within 60 minutes drive of Halifax (airport/port) Mature and knowledgeable tourism industry


SWOTWeaknesses

Tourism industry neighbors competing for customer “air time”

Limited information on First Nation/Planters’ stories of the area

Some community resistance to tourism development/growth

Declining visitation at NH Site Finite dollars available for tourism/ UNESCO

development


SWOTOpportunities

UNESCO - sustainable & non-invasive tourism opportunities for businesses in Grand Pre and area

Coordinate tourism around core theme of Dynamic Agriculture

Development of a view plane for the dykelands A central information source for visitors for trip

planning A “sense of arrival” to something special Legacy Project with benefits with or without

designationWorld Heritage Nomination Proposal for Grand Pré

SWOT

Threats Private land ownership could hamper tourism

efforts Fear of tourism development pressure Confusing “historic areas” Conflicting economic agendas: tourism/ agriculture Sale of house adjacent to view plane area Changing visitors’ patterns/demographic – need

staging area Cancellation of the CAT ferry from the US to

SWNS


Tourism Management Plan



Defines how visitors will move around the area

Within the area designated for World Heritage Status, what are the recommendations for Tourism Management that will build/offer/measure a quality visitor experience onsite?


Tourism Management Plan Describes the tourism management needs in the area Resources used in the assessment/analysis:

Draft Management Study Economic Impact Study (Acadia) Inventory of resources SWOT assessment Key informant interviews Discussion with other World Heritage Sites in

Nova ScotiaWorld Heritage Nomination Proposal for Grand Pré

Tourism Management Plan UNESCO designation will result in increased visitation and visitor spending

visitation by non-resident visitors to Nova Scotia (anyone from outside Nova Scotia) will amount to 6.2 % net increase in visitation per year

Source: UNESCO Economic Impact, Acadia University 2009

This is a conservative estimate. World Heritage Nomination Proposal for Grand Pré


The study does not factor into its estimates:Increased visitation by Nova Scotians for new experiences at the World Heritage Site

A 2006 study, In Province Travel by Nova Scotians, NS Tourism - Nova Scotians take 6.5 million trips/yr in province, 30 percent overnight trips

20 percent of 6.5 million trips make Annapolis Valley their destination and 40 percent of those trips to the valley are for pleasure


Tourism Management Plan increase in length of stay by resident or non-

resident visitors stimulated by designation Increase in spending by residents or non-

resident visitors stimulated by designation. The Joggins experience – visitation increased

by 18 percent from 2008 to 2009. Initial year of designation & visitor spending onsite - double estimates



UNESCO designation will attract motivated visitors

The visitor who chooses to visit UNESCO World Heritage Site is the visitor currently being targeted by Nova Scotia Tourism

Nova Scotia Tourism, in its 2010 Tourism Plan, specifically identifies visiting WH Sites, Bay of Fundy, and culinary tourism - among features of Kings County - as travel motivators and marketing features of the province.



UNESCO designation will result in prestigious, international awareness of Grand Pré & area and Kings County

Places the area in an elite group recognized as “exceptional in the world” by the prestigious, international UNESCO Brand

It is working for Joggins


Tourism Management Plan UNESCO designation will result in a menu of refreshed and enhanced tourism experiences

Experiences will leverage the UNESCO awareness and “harvest” tourism opportunities initially with season extension in mind



UNESCO designation will result in opportunities to better manage & protect dykelands

Protect the land as agricultural Manage visitors on private land and

dykelands Manage visitors to public sites


Tourism Management Plan Harness the Opportunities!

Effective and efficient Tourism Management includes a number of core elements:

Recognizing your tourism goals and objectives Understanding the visitor to the area Well developed and themed products and experiences Effective communication with stakeholders and visitors Relevant marketing and partnerships Project evaluation, measurement and adjustment as

required


Tourism Development Framework

What’s the difference between a plan and a framework?

Plan – specific recommendations and implementation components

Framework – general guidelines for many organizations working in collaboration



Tourism development framework will include products, services, experiences, partnerships and marketing initiatives. The “region” is from the Town of Windsor and Kings County.

Question: What growth initiatives will maximize potential of World Heritage status for the tourism industry and community?

Tourism Development Framework Outstanding tourism development is characterized by:

A comprehensive customer focus Well-themed experiences which are

authentic, emotional and memorable An experience “worth the trip”…that

encourages another trip! A commitment to exceed customer

expectations Communicated with relevant and

motivating marketingWorld Heritage Nomination Proposal for Grand Pré


The goal is to leverage benefits of World Heritage Designation in Grand Pré and area to encourage visitation throughout Kings County

Increasing visitors length of stay Offering opportunities to spend money

throughout the region Extending the traditional seasons


Overall Impact Analysis Will include:

Overall economic impacts Other positive social-cultural impacts Impacts of increased visitation Recommendations to mitigate negative

impacts


Interpretation Options

Interpretation framework:Our interpretive recommendations and concepts are intended to:

Complement the Tourism Management Plan and the Tourism Development Framework

Complement existing interpretive messages and applicable sites

Complement Parks Canada initiatives Minimize impact to the current way of life in Grand-Pré Be subject to all applicable local, municipal, provincial

and federal jurisdictional by-lawsWorld Heritage Nomination Proposal for Grand Pré


Interpretation framework:

The main overarching theme:

“Grand Pré is a living cultural landscape - an agricultural story that is still being written; the Acadian story is woven throughout.”



Area 1: National Historic Site:

unlimited access; the largest

interpretive concentration

Area 2: Horton Landing: smaller

site with controlled access.

Area 3: Dykelands: very controlled

access.



One recommendation is a look-off area at the upland portion of newly acquired land behind the Interpretive Centre. This are provides a iconic and panoramic view of the marshland, dykes, National Historic Site, etc.



Overriding challenge to successfully

balance welcome visitation and,

at the same time, restrict access to

private property.

It is recommended that all applicable

private roadways are designated

with restricted access signage and

if necessary, are gated.


Community Input so far Emerging themes from key informant interviews:

There is broad support among key stakeholders – community sees benefits

Respect for private land is important There are currently three heritage

designations in the area: Historic Rural District, Historic Hamlet of Grand Pré, Parks Canada National Historic Site

Partners in the project include local residents Agriculture goes hand in hand with tourism


Community Input so far This a working agricultural area – residents

and agriculture have lived in harmony for 300 years – no conflict issues that often occur in other agricultural areas

Natural history – important vistas, the beach, mud flats

The collective will is to protect the farmland – not develop

There must be designated areas for tourists Good signage is required


Community Input so far There needs to be a comprehensive plan by

the local groups so that they all support each other

There is an opportunity for the local players, i.e. Kings RDA, Destination South West Nova, Municipality to connect and carry out this plan

We need to promote the triad of World Heritage sites in Nova Scotia


Community Input so far There must be a place from which to direct

tourists – tell them what there is to see and do There must be a place from which to view the

dykelands The interpretation needs to be subtle and in

keeping with rural Nova Scotia values There is now interpretation for parts of the

story – it must be interpreted putting emphasis on the story of the landscape and how the people have interacted over time


Community Input so far If tourism numbers increase, they will use

local services/products The legacy project is for the community


Legacy Options Criteria filter for legacy project options

Filter 1: Appropriate (to heritage and site)• Project’s contribution to the principles of the Statement of

Outstanding Universal Value• Project makes a long-term contribution to describing the ongoing

story of this cultural/agricultural landscape with or without WH designation

• Project “honours” the community of Grand Pré and Area for its commitment to collaborating toward World Heritage Designation

Filter 2: Appropriate (to future development)• Project supports the strategic objectives outlined in the Tourism

Management Plan/Interpretative Framework/Tourism Development Plan for Grand Pré as a World Heritage Site


Legacy Options Criteria filter for legacy project

options

Filter 3: Financial feasibility• Project is achievable within the prescribed budget ($20,000)

Filter 4: Logistical feasibility• Land/resources/partners are available to achieve the project

Filter 5: Sustainable• Project can be maintained/sustained over time.


Legacy Options $20,000 fund in place

1. Panoramic viewing deck Above the corn field on Old Post Road –

recently purchased by Parks Canada Walk up from National Historic Site Incorporate Declaration of Shared Legacy

- a plaque or declaration panel to commemorate community’s commitment to shared stewardship

Built to last but reflect some of the traditional building methods


Legacy Options

Give the community something tangible – with or without designation

Could be done in stages/phases, may start out as a raised path or simple platform and evolve into a shelter area with seating, interpretation panels, binocular look-off stations, etc.

This idea may qualify for additional funding under the provincial product development program


Legacy Options 2. Kiosk or tour centre

A starting point for group tours, a staging area, where you park your car, go on a walking tour, horse and cart ride

Possibly at the old NHS site Could be a tent in the early stages Basis healthy concessions


Legacy Options 3. Shared Legacy Spirit Award

Given to a person, business or organization that has contributed – one a year

Well within budget Keeps the legacy alive and reinforces it

over time A “thank you” to the community


Legacy Options 4. Picnic area

Upgraded landscaping, gazebo, etc. to the left of the NHS centre entrance or in the kiosk/station area

5. Lighting project Areas lit up at night, i.e. NHS and Horton

Landing 6. Commemorative poster/cards series

Could be initiated as separate project with revenue potential


Legacy Options 7. Sound and lights evening show

Light up dyke area - for one week each year. Partner with Mermaid Theatre – a Grand-Pré Cirque du

Soleil - drums etc

8. Children’s book about Grand Pre Traces the stories of Acadian child, Planter child, Mi’kmaq

child - translated into 3 languages. Revenue potential

Public beach access World Heritage Nomination Proposal for Grand Pré

Legacy Options 9. Public beach access

All beach access to view tides is privately own

Purchase piece of land for public access Meaningful to the community

10. Walking trail Throughout the site on traditional roads


tourism strategy and interpretation framework world heritage nomination proposal for grand pré...

Documents

world heritage list

world heritage committee

unesco world heritage

nomination of grand

grand pr intent

tourism development

tourism management analysis6

interpretation strategy