I am an interpretive planner and visitor experience advisor. I work with museums, historic sites, zoos, aquariums, and parks helping them evaluate and improve their relevance, revenue, and attendance. In other words, you call someone like me when things aren’t going as well as they used to—or when you have a vision of how much better things could be. You call me when your visitation […]
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Covid and Museums: A Gentle Re-Opening
It seems that so many of us are working through some kind of COVID-19 reopening plan right now. I thought I would do a case study to see how a museum in my part of the world is dealing with the challenge. Here is an interview with Dr. Kelly Black, executive director at Point Ellice House in Victoria, BC. So what’s the plan? How will […]
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What is Experiential Interpretation?
In the fall of 2020, I will be offering a workshop in Experiential Interpretation. Thinking ahead to the course, I’ve been spending a fair bit of time researching and pondering what that actually means. Interpretation is experiential when the interpreter uses a recognizable activity as the structure of the program, and imposes passive listening on the audience less than 10% of the time. It uses […]
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Interpretive Planning: Spice Girls Edition
I’m an interpretive planner and visitor experience consultant, and when I start a new project with a client, we spend a fair bit of time identifying goals. We often start with a blank-slate, blue-sky approach: “So! What are we trying to achieve here?” But the more I do this goal-setting business, it occurs to me that in our line of work, there’s only so many […]
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Four Hard Questions
Before you start developing your visitor experience product Why here? The first question asks you to evaluate your product concept against your heritage destination’s essence of place. Why on earth should that program, exhibit, facility, viewpoint, whatever be here? How does it honour this place and bring it to life? We are in the business of connecting people to place. We are not in the […]
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Where is your strategic iconic photography?
Part of the work I do in visitor experience planning involves defining essence of place—those heritage values, tangible and intangible, that define your site. It’s a fun exercise but it can be a little bit abstract at first: what exactly is a tangible heritage value, anyway? A great place to start is simply by asking workshop participants to find six iconic images of their heritage […]
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Crafting a Visitor Journey
What is a visitor journey? A visitor journey is an interpretive planning tool that outlines what the visitor sees and does in your proposed visitor experience. It’s closely related to the ‘user story’ that software and app developers use: before you get into the nuts and bolts of coding (or in our case, writing and designing) you first make sure the product makes sense from […]
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What is a Visitor Experience Product?
In the tourism or visitor experience sector, the term “product” is used broadly. It refers to anything you offer to your public, in which they might invest money or time. Note that in this sense, we don’t differentiate between products and services, the way one might elsewhere in the business sector. Our products often are services, or a combination of a physical product and a […]
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Mission Creep, Turtles, and You
If your organization has been around for a while, you may discover that you have a few lines of business that don’t fit into your mission, or perhaps fit only in the broadest possible way. How does that happen? Mission creep is the slow and insidious process of taking on activities that don’t belong within your organization. In the non-profit world, these tend to sneak […]
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There are no meanings inherent in your resource.
Which is not to suggest that your resource is without meaning. I’ve been spending a lot of time lately putting together basic training for interpreters, and one of the first things we always try to do is define exactly what our profession is. You’d think that’d be easy; it ain’t. Every time I try to define interpretation, I come away less convinced than ever that […]
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