Deborah Boden, Cornish Mining World Heritage Site Co-ordinator.
Post on 18-Dec-2015
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What Is a World Heritage Site?
UNESCO’s Convention concerning the Protection of World Cultural and Natural Heritage, 1972
“cultural and natural heritage around the world considered to be of outstanding value to humanity”
Cornish Mining WHS Outstanding Universal Value - Why World Heritage?
Extraordinary suite of minerals
Principal producer of tin and copper
Revolution in steam & mining technology
World-wide transfer of technology, culture and its impacts
Extraordinary suite of minerals
• over 400 species
•115 type specimens
Eg discovery of Botallackite [Cu2Cl(OH)3], Botallack Mine, West Penwith, 1865
BY 1840 THE REGION WAS PRODUCING OVER HALF OF THE WORLD’S COPPER AND UNTIL THE 1870s WAS THE WORLD’S MOST IMPORTANT PRODUCER OF TIN
Principal producer of tin and copper
1780 - HMS Victory’s hull below the waterline was sheathed with 3,923 sheets of copper to protect her against ship worm.
1810 first tin plated cans
Alloys for machine parts
Engineering Innovation
Driven by need to solve 3 key problems;
• Depth – eg Dolcoath William’s shaft 3000 feet by 1917, New Cook’s at South Crofty over 3,000 feet
• Water – improving pumping technology
• Hard rock – removing huge quantities of ground
Technological step changes - Trevithick’s high pressure steam goes “mobile”
First Steam railway locomotive 1804
World’s first steam road locomotive 1801
Associated industries - Harvey’s and Perran Foundries – the biggest steam pumping engines ever produced
The 144 inch cylinder for the Cruquius Pumping engine, Haarlemmermeer
World-wide replication of the Cornish Mining Landscape
Spain
Australia
MexicoWales
South Africa New Zealand
Ireland
Virgin Gorda
Associated Industries
Harvey’s Foundry, Hayle – manufacturers of the world’s largest steam engine cyclinders
Bickford Smith’s Fuseworks, Camborne –global centre ofsafety fuse manufacture
UNESCO’s aims for World Heritage
Required = Preservation of OUV:
• Protection• Conservation
Encouraged = Social benefit
• Public awareness• Local community participation• International co-operation –
including cultural tourism
Caring for the Asset -Management Plan 2005-2010
The Vision
“We believe that by protecting, conserving and enhancing the Outstanding Universal Value of the Cornwall and West Devon Mining Landscape it will reinforce cultural distinctiveness, and become a significant driver for economic regeneration and social inclusion.”
World Heritage Convention obligations
• Protection – strategic planning policy, statutory protection
• Conservation and enhancement – heritage led regeneration,
sustainable development,
• Presentation– physical and intellectual access, interpretation,
education, tourism and socio-economic outputs
• “Transmit” - Outreach and community involvement, celebrating
cultural distinctiveness, and international exchange
UNESCO’s other core obligations for World Heritage
Protect, Conserve and enhance, and transmit
Also relate to tourism
Conservation and heritage led regeneration aims to improve the overall environment, which is as much a part of the tourist’s experience as the conserved mine site. As are local communities…
Cornish Mining World Heritage tourism – an holistic approach
WHS tourism incorporates the preservation, enhancement and presentation of the wider mining legacy of
▪“natural” landscapes ▪ built environments ▪ cultural traditions
It is the combination of all of these that creates the tourism product that the visitor and residents experience.
Cornish Mining World Heritage Destination Marketing
key factors:
• A Sense of Place – a unique conserved environment
• Cultural distinctiveness – stories about people and their experiences
• Global significance – an international family sharing this experience
Capital projects completed 1998 – 2003: £22,960,000
Capital projects in progress or recently completed:
Mineral Tramways Project £6,000,000East Cornwall Regeneration £2,200,000Geevor Mine £3,500,000Tamar Valley Mining Heritage Project £5,000,000Caradon Hill Heritage Project £2,000,000Heartlands, Pool £35,000,000
£53,700,000
Total Capital projects 1998 – 2010: £70,660,000
All creating tourism infrastructure…
Conservation investment in the WHS
Presentation and Marketing
Economic Issues
• Multiple venues/ attractions (30+)• Viability• Quality• Sustainability • Public awareness/ perception
Initiatives
WHS Marketing Strategy approach = a new destination “offer”
Interpretation Framework – Co-ordinating attractions & clusters
3 “Key Centres”10 Area Centresand related infrastructure
Building a tourism destination - Branding
Brand Values – the WHS principles, or what we are about:
• Innovation
• Entrepreneurship
• Authenticity & cultural distinctiveness
• Sustaining (the environment and economy)
• Partnership
• Broadening horizons internationally
Building “brand” - WHS display hoardings at Paddington Station £30k Objective One funding viaCornwall Arts Marketing
32 million footfall
Brand communication“Mine & Yours”Campaign£38k
WHS Activity Guide
Events & PR
3.6m media exposure
£270,000 PR value
Trademarked logo
Brand Identity Guidelines
Authorised use in line with WHS principles
Latest UNESCO World Heritage logo
Brand Awareness Tourism industry familiarisation events - ensuring local businesses understand the offer
Local audiences
Education
WHS Learning StrategyCreate capacity & raise funds to;
• develop materials
• offer training (sites and schools)
• lead exemplar projects
Outreach - Cultural Events
• Celebrate - increase appreciation & awareness
• Interpret - increase understanding of OUV
• Propagate - encourage contemporary work that responds to cultural inheritance
Raising profile
Telling authentic stories
Supporting cultural traditions
Supporting Cornwall’s creative economy – for every £1 invested by WHS, £4 generated in external and earned income. In total over £400,000 income raised in last 5 years
These activities created intellectual and cultural capital to demonstrate to the Regional Development Agency the potential WHS destination offer; “Our mining culture shaped your world” - a brand identity campaign, which
articulates the characteristics and values of the WHS
An interpretation strategy which defines the “story of Cornish Mining”
Conservation works and improvements to access and visitor facilities at WHS Key Sites and at several ‘ungated’ sites, such as the Mineral Tramways network
The Cornish Mining Attractions Marketing Association (CMAMA), a quality assurance and networking organisation of 18 members, which is pursuing WHS marketing strategy goals
Collaborative projects with local tourism accommodation associations and tour guides to ensure awareness of and access to the opportunities presented by WHS status
Discover the Extraordinary – £2.4m EU investment, consolidating the new destination offer in an integrated programme over 3+ years (2010-2013), linking;
• product improvement (interpretation strategy aims, orientation & facilities)
• training & tourism industry engagement – local businesses
• promotional campaigns
Targeted at out of region visitor markets, using new technologies
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