Signage and Interpretation Plan Wales Coast Path, Monmouthshire prepared for Monmouthshire County Council Countryside Service Final 4th March 2013 Written by: – Ivor Coleman Photography by: – Phil Rutt and Ivor Coleman Illustrations by: – Phil Rutt Ivor Coleman Phil Rutt Hi-Clarity Communications ARC Creative Design Ltd 23 Lockstile Way The Studio Goring 69 Tontine Street Reading Folkestone RG8 0AL CT20 1JR Tel: 01491 875385 01303 250170 Email: [email protected] [email protected] Website: www.hi-clarity.co.uk www.arccreativedesign.com Wales Coast Path, Monmouthshire – Signage and Interpretation Plan 1 Contents Section Page 1. Introduction 3 2. Executive Summary 4 3. Situation Analysis 5 4. Objectives 6 4.1 Signage 4.2 Interpretation 5. Audiences 8 6. Signage Plan 9 6.1 Directions to Start/Finish 6.2 Waymarking 6.3 Divergences 6.4 Dog Control Orders 6.5 Cycling 6.6 Linked Routes 7. Interpretation Plan 17 7.1 Vision 7.2 Themes and Stories 7.3 Initiatives 7.4 Standards 8. Implementation 40 8.1 Priorities 8.2 Timetable 9. Resources 43 9.1 Budget 9.2 Team Wales Coast Path, Monmouthshire – Signage and Interpretation Plan 2 1. Introduction Hi-Clarity Communications and ARC Creative Design Ltd have been commissioned by Monmouthshire County Council Countryside Service to audit, plan and deliver signage and interpretation for the Monmouthshire section of the Wales Coast Path. The project owner is Helen Howlett, Coastal Access Improvement Officer, Monmouthshire Countryside Service. The plans set out herein are based on the findings of the WCP Monmouthshire Signage and Interpretation Audit, undertaken on 15/16 October 2012. This document should therefore be read in conjunction with the audit report, published in November 2012. Implementation of Phase 1 of this plan is scheduled for completion by March 2013. In terms of target audience for implementation, the plan takes the perspective of a typical pedestrian user of the Wales Coast Path, keen to follow the route on the ground and interested in the stories behind it, but not an expert in local heritage. For brevity and ease of reading, “Wales Coast Path” is often referred to as “WCP” within this document. Wales Coast Path, Monmouthshire – Signage and Interpretation Plan 3 2. Executive Summary This plan defines objectives and implementation for enhancements to signage and interpretation along the Wales Coast Path in Monmouthshire. It builds on the findings of an audit of the route undertaken by the authors of this plan in October 2012. For Signage, the plan concentrates on the following requirements: . Enhancement of existing waymarking where necessary, identifying both high priority and less urgent actions. Identification and explanation of sections of WCP that diverge from the coastal margin. Implementation of statutory dog control orders within a general requirement for users to be mindful of conservation concerns along the route. Route linkage of WCP with local centres of population and other maintained trails. Improvements to the visibility of the WCP start/finish point in Chepstow. For Interpretation, the plan aims to fully reflect the storytelling potential of Monmouthshire’s coastal zone. It structures this into a series of main themes that enable more concerted interpretation, and also better position the coastline within Monmouthshire’s overall tourism offering. The Severn Crossing is perhaps the most pivotal entry point to Wales. Accordingly, “Threshold of Wales” is suggested as a phrase to capture the “spirit of place” along Monmouthshire’s coastline. Key interpretation initiatives defined within this plan comprise: . Assembling all the elements of the coastal story into clearly structured core materials, especially digital, that link directly to interpretation on the ground. Better explaining the significance of the WCP start/finish point in Chepstow. Replacing interpretation at Black Rock with more compelling storytelling. Embracing separately managed interpretation along the route. Bringing to life untold aspects of the coastal story with artefacts/art forms en route. The Monmouthshire Coast is a tourism asset which is currently understated in marketing of the county as a visitor destination. Enhanced signage and interpretation will play an important role in strengthening the visitor proposition of this special place. Wales Coast Path, Monmouthshire – Signage and Interpretation Plan 4 3. Situation Analysis The current situation for both signage and interpretation along the WCP in Monmouthshire has been extensively reviewed in the signage and interpretation audit, commissioned as a complementary part of this project. The findings of the audit are documented in the audit report that accompanies this plan. Whilst it is recommended that the report is read in full, the audit’s conclusions are summarised as follows. The Wales Coast Path in Monmouthshire is a well defined and clearly signposted route. However there are some requirements for small improvements in waymarking. A number of divergences from the river Wye and the coastal margin should be more clearly highlighted and better explained to walkers, especially the Rogiet detour, where a right of way along the coast proper exists. Proposed dog control orders are not currently visible and will need careful communication if their obligations are to be heeded. Interpretation along the coastal route is limited, variable in quality and only partially representative of the rich storytelling potential. The stunning statue of Tewdrig Sant in Mathern is demonstrative of the opportunity to highlight hidden stories less by interpretive panels and more by artefacts and art forms. The mobile phone signal along WCP Monmouthshire is believed to be strong, suggesting that digital media, accessible en route, could make a valuable interpretive contribution. The Monmouthshire Coast is a tourism asset which is currently understated in marketing of the county as a visitor destination. Enhanced signage and interpretation can play a role in strengthening the visitor proposition of the coast. Wales Coast Path, Monmouthshire – Signage and Interpretation Plan 5 4. Objectives This section sets the scene for what we aim to achieve by improving signage and interpretation along WCP Monmouthshire. 4.1 Signage objectives . Enhance existing waymarking where necessary to ensure that users can accurately find their way along this section of the path, travelling in either direction. Clearly identify and explain the background to sections of the route that diverge from the coast and the banks of the river Wye. Implement new statutory dog control orders so that they are clearly identified, the reasons behind them explained, and users are given positive encouragement to adhere to them. Signpost access to WCP from Portskewett, Caldicot and Magor, also routes back to those places from the path itself. Raise the profile of WCP in Chepstow by improving directional information to the start/finish point. Wherever appropriate, treat signage as an adjunct to interpretation, so that it helps reinforce the heritage stories that lie along the route. Avoid spoiling the ambience of the route, especially in its wilder sections, through undue clutter or inappropriate design – combine multiple signage requirements wherever appropriate. Wales Coast Path, Monmouthshire – Signage and Interpretation Plan 6 4.2 Interpretation objectives 4.1.1 Emotional objectives (how we would like people to feel) . Inspire users to enjoy and appreciate the special qualities of this stretch of coastline, by offering them a sense of its heritage and spirit. Give users confidence that WCP Monmouthshire is a safe and well-managed environment for all-comers. Maintain a sense of wildness in the more remote parts of the route by avoiding inappropriate interpretive provision. Impress on visitors to Monmouthshire that the coastline is an essential part of their experience of the county. 4.1.2 Learning objectives (what we would like people to know) . Ensure all users are aware that the habitats of the Severn Estuary and Gwent Levels are very special places for birdlife, requiring careful management and conservation. Introduce visitors to the special stories that lie along this route – such as historic crossing points, habitats and birdlife, drainage and protection from the sea, geological heritage, history, agriculture and industry – in a manner that is accessible, engaging and memorable 4.1.3 Behavioural objectives (how we would like people to act) . Encourage exploration of both the route itself and nearby places of interest, with consequent benefits to physical health and emotional well-being. Explain the importance of conservation in this fragile environment, so users enjoy their visits in ways that maintain the special nature of this place, such as adhering to route divergences and dog control orders. Promote personal involvement in management and conservation of the route through opportunities to volunteer with Monmouthshire Countryside Service. Wales Coast Path, Monmouthshire – Signage and Interpretation Plan 7 5. Audiences The intended audiences for the WCP Monmouthshire Signage and Interpretation project, comprise: . “Intentional” users of the Wales Coast Path, both visitors and local people. Casual visitors who may wish to visit the coast and/or utilise the path. Businesses, tourism accommodation providers and others who can benefit from the active promotion of the Wales Coast Path and its links. The signage and interpretation identified in this plan will be aimed at all those