Wirral Museums Service Heritage Trail
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Wirral Museums Service & Heritage Trail Business Plan December 2001 Education & Cultural Services Department CONTENTS Page 1.0 Mission statement …………………………………………………. 2 2.0 Corporate Objectives of the Council and Strategic Aims for the Birkenhead Heritage Trail ……………………………………….. 3 3.0 Brief History of the Heritage Trail………………………………. 4 4.0 Description of Venues and Attractions………………………….. 5 5.0 The Collections …………………………………………..………… 9 6.0 SWOT Analysis ……………………………………………………. 10 7.0 Critical Success Factors ………………………………………….. 11 8.0 Development of Venues and Collections ………………………. 14 9.0 Current Objectives ………………………………………………... 15 10.0 Site specific Development Proposals ………………………….. 20 11.0 Financial Overview ………………………………………………. 29 12.0 Opening Hours …………………………………………………… 37 Appendix 1 Situation Review 39 Appendix 2 Staffing Structure 40 Appendix 3 Collection Management Policy - Williamson Art Gallery and Museum Service 41 Appendix 4 Collections Policy and Development Plan Birkenhead Heritage Transport Centre - Taylor Street 54 Appendix 5 Marketing Strategy 62 Appendix 6 Museum Registration Process Additional Operational Information 70 1 MISSION STATEMENT To make the exploration of Wirral’s Life and History an interesting and entertaining experience, accessible to all sections of society. f:\select\08_01_02\cullei020108rep6a.doc 2 2.0 CORPORATE OBJECTIVES OF THE COUNCIL AND STRATEGIC AIMS FOR THE BIRKENHEAD HERITAGE TRAIL 2.1 The Metropolitan Borough of Wirral has identified the following corporate objectives: q Protecting and improving the environment. q Encouraging employment and business opportunities. q Supporting lifelong learning and cultural opportunities. q Helping improve the overall health of Wirral people. q Helping to make Wirral a safer place to live and work. q Ensuring that everyone has decent housing. q Helping support and protect vulnerable people. q Ensuring an efficient and accessible transport system. q Ensuring the delivery of effective and efficient services. The Heritage Trail contributes directly or indirectly to all of the above and will continue to do so. The strategic aims have been developed to ensure the on- going contribution to the achievement of the corporate objectives. 2.2 STRATEGIC AIMS q To collect items of local, regional, national and international importance to reflect Wirral’s life and history, and to place that in a meaningful context. q To ensure that the museum service delivers Best Value. q To encourage and enable access to museums and archives collections by all sections of society. q To collect, preserve and provide access to the documentary heritage of Wirral. q To ensure the on-going development of the learning opportunities within the Heritage Trail. q To continue to develop the sites and venues of the Heritage Trail through an on-going capital investment programme and to secure external investment. q To attract visitors and tourists to the Borough through the promotion of the Museum Service, particularly the Heritage Trail. f:\select\08_01_02\cullei020108rep6a.doc 3 3.0 BRIEF HISTORY 3.1 The Heritage Trail is currently operated by the Museums Service, part of the Education and Cultural Services Department of the Metropolitan Borough of Wirral. For many years the Museums Service operated only two venues: Birkenhead Priory and the Williamson Art Gallery and Museum. 3.2 An analysis of the service provision in 1979 led to the creation of a professionally based staff structure and radical improvements to collection records, storage and conservation. During the 1980s there was major capital investment in both Birkenhead Priory and the Williamson Art Gallery and Museum. 3.3 In 1987 the Council saw the potential of developing more visitor attractions based on the heritage theme around the Woodside area of Birkenhead. One idea which was pursued concerned turning Birkenhead Town Hall into Wirral Museum. 3.4 The building had ceased to be used as a Town Hall in 1974 following the formation of Wirral Metropolitan Borough Council. As the new Council decided to use the larger Wallasey Town Hall as its administrative base, This left Birkenhead Town Hall in its prestigious Hamilton Square setting, looking for a new use. After some 13 years as Council offices, it became largely vacant in 1987, and the idea to convert it into Wirral Museum was born. 3.5 In 1988, the former Merseyside Development Corporation’s boundary was enlarged to encompass the Hamilton Square/Woodside area of Birkenhead (now referred to as the Hamilton Quarter). As a result, funds became available to develop leisure attractions, as part of the regeneration of this historic and locationally significant area on the ‘left bank’ of the River Mersey. 3.6 This marked the beginning of the development of the Birkenhead Heritage Trail. Funds were put into: o developing the Birkenhead Tramway, o converting the old Pacific Road Transit Sheds into a museum, o assisting the conversion of part of the Woodside Ferry building into a café and Tourist Information Centre, o converting the old Shore Road Pumping Station and its ‘Giant Grasshopper’ pumping engine into a visitor attraction, o further restoration work at the Priory and St Mary’s Church tower, o developing the visitor potential of Egerton Bridge, and o a number of other ventures aimed at stimulating the tourist potential of the Woodside/Hamilton Square area. 3.7 Continuing, and where possible completing, the development of these sites has fallen to the Hamilton Quarter partnership. In the seven years of its existence from 1995 to 2002, considerable progress has been made and there now exists the fascinating and unique collection of heritage venues and attractions that constitute the Birkenhead Heritage Trail. f:\select\08_01_02\cullei020108rep6a.doc 4 4.0 DESCRIPTION OF VENUES AND ATTRACTIONS 4.1 Williamson Art Gallery and Museum The purpose built gallery was opened in 1928 to house the collections of the former Birkenhead Borough Council, which have been enlarged with the creation of Wirral Council in 1974. The Gallery has standing collections and a changing exhibition programme. The rooms are available for hire for meetings and performances. The Gallery is registered under the Museums and Galleries registration scheme. The Gallery has an active ‘Friends’ society, which also has interests in the whole Museums Service. 4.2 Wirral Museum Housed in Birkenhead Town Hall, which was decommissioned as a Town Hall in 1974, Wirral Museum provides a focus for the Borough’s local history. The museum also houses The Wirral Archive Service and a public access archive search room. The museum has conference room and theatre spaces that are available for hire. The theatre is also finally equipped for the showing of films and video images. 4.3 Wirral Archives Service The service collects and provides access to all types of archives relating to the Borough, with documents dating from 1474 to the present day. Wirral Archives Service also holds the Cammell Laird archive. The documents are used by the public to research subjects including family and local history, by schoolchildren and students completing projects and by researchers from across the world. f:\select\08_01_02\cullei020108rep6a.doc 5 4.4 Birkenhead Priory Birkenhead Priory includes the oldest standing building on Merseyside dating from 1150. There are a number of attractions on the site including the Cloister, the Chapter House, the Undercroft and the Refectory and the Tower. There are exhibitions relating to the history of the site and its surroundings and to the history of the Priory. From the top of the Tower there are panoramic views of Liverpool and the river. The Refectory can be hired for functions and events. The Priory Parish uses the Chapter House as a chapel and the Scriptorium is dedicated to HMS Conway as a chapel. 4.5 Pacific Road Arts and Exhibition Centre A multipurpose venue presenting a diverse programme of shows and events together with an exhibition centre that operates as a museum site throughout the year. The acquisition and development of the venue was funded by the Hamilton Quarter Project. The centre also has the potential to be the ‘home’ of a small number of creative industries. The site provides an ideal opportunity to display large objects, particularly selections from the historic bus and tram collection. There is also the capability of using both elements to accommodate events such as bridal fairs or conferences. The performance area has proved to be extremely popular with the public which has resulted in a major change in policy and a greater emphasis on the Performing Arts, particularly in unit 2 of the Centre. Plans for the future reflect the success of the new strategy with programmes of events arranged for the coming year. There is also a tram stop at this site. f:\select\08_01_02\cullei020108rep6a.doc 6 4.6 Taylor Street Tram and Bus Depot A working depot housing the trams, historic bus collection and working bus fleet purchased and converted by the Hamilton Quarter. Hamilton Quarter also funded the acquisition of the 'Routemaster' bus used extensively for bringing school children to museum sites. As part of the Taylor Street development Hamilton Quarter has also purchased bus 105 and has part ownership of an open top bus. Funding has also been made available for the restoration of a number of other heritage buses and two trams "Birkenhead 20" and Liverpool 762". There is limited public access as there is often restoration and maintenance work being carried out. The site is currently the ‘home’ of the Merseyside Tramway Preservation Society (formally constituted) and The 201 Bus Group; volunteer organisations committed to the restorations of historic trams and buses respectively. The site would benefit from additional capital investment to improve its capability of becoming a key visitor attraction on the Heritage Trail. 4.7 Shore Road Pumping Station Built in the 1870s the Pumping Station houses The Grasshopper Engine, which originally pumped the river water from the railway tunnels under the Mersey. The Grasshopper Engine has been restored and its action is demonstrated, although the tunnels are now kept water-free with electric turbines.