Sunset, Strait of Georgia

How to Craft a Vision Statement

There’s no sense telling your staff and public that you will be the top heritage attraction in the nation if you can’t craft a strategic plan (and budget) that will get you there. In my previous article, I outlined what I hope will be a fairly simple way to craft a relevant, realistic mission statement. The problem …

Mission Statement Checkup: How’s Yours?

Mission statements should avoid vague and lofty turns of phrase like “transforms lives” or “provides hope” or “empowers wise choices”. All planning starts with a mission. From your mission flow your vision, your strategic goals, your management plan, interpretive plan, marketing plan… and all of the magical visitor experiences you live to facilitate. Without a …

two rowers

It’s Finally Time to STFU.

Start to think of yourself as narrator, stage manager, and prop assistant. Recently, I’ve been thinking a lot about the future of interpretation in the rapidly-expanding world of experiential tourism. What is experiential tourism? It’s the future. Actually, it’s the present—the world of tourism began moving to an experiential model at least fifteen years ago. Where …

What makes an experience memorable?

It’s a fairly simple formula, actually. Take a moment to think back to one of your most cherished travel experiences—something that goes back, say, more than five years. Close your eyes and let the images and feelings of that trip surround you. It’s a nice feeling, isn’t it? What were the images and feelings that …

girl in crowd

Interpretive Capital and the VE Cycle

How are you spending yours? I just spent a week working with interpreters at three different national historic sites in Alberta, and what a blast it was. Is there anything more energizing than workshopping programs with passionate, engaged people? I would like to share an insight I had while working through a script about the history …

gull in flight

Do you need a new interpretive plan?

If you’re a manager at a park, historic site or other heritage attraction, I’m guessing you know where your old interpretive plans are. Almost every site has them, gathering dust in a cabinet or stacked up on a shelf like geological strata going back decades. Is it time to get a new one done? Here are a few …

Slug crawling down wildlife sign

Branding Your Attraction: It Ain’t About The Logo

There’s no such thing as not having a brand. You have one, even as you read this. Branding is a vague and distasteful term. Particularly in the ecotourism and heritage sectors: nobody really wants to think of your cherished resource as a brand. So I’d like to establish what I mean by branding from the …

mute swan

The World’s Worst Interpretive Themes

Writing great interpretive themes is not rocket science. Why do we make it so hard? In the world of interpretation, we refer to messages as themes. The word ‘theme’ has different connotations and meanings. Sometimes I wish we didn’t use the term at all; it’s confusing, and this is one area that we really need …

Learning And The New Visitor Experience Paradigm

Let us talk less about learning, and more about connecting with essence of place, about the forging of links, the fostering of emotions and the long-term making of meaning. This is the conclusion of my series on the Visitor Experience (VE) Revolution. You might want to start with the first chapter, here. I consider myself both …