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Land of the Fanns Landscape Partnership Scheme

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Land of the Fanns Landscape Partnership Scheme LAND OF THE FANNS LANDSCAPE PARTNERSHIP SCHEME HLF AUDIENCE DEVELOPMENT PLAN JANUARY 2016 LAND OF THE FANNS 1 TABLE OF CONTENTS INTRODUCTION ..................................................................................................................................................................................................................................................... 3 EXECUTIVE SUMMARY ........................................................................................................................................................................................................................................ 4 VISION AND PRIORITIES .................................................................................................................................................................................................................................... 6 GEOGRAPHIC CONTEXT ................................................................................................................................................................................................................................. 8 PUBLIC ENGAGEMENT WITH THE NATURAL ENVIRONMENT ...................................................................................................................................... 11 DEMOGRAPHIC CONTEXT ......................................................................................................................................................................................................................... 13 LOCAL ATTRACTIONS ................................................................................................................................................................................................................................... 18 ENGAGEMENT ....................................................................................................................................................................................................................................................... 34 TARGET AUDIENCES ........................................................................................................................................................................................................................................ 37 BARRIERS ..................................................................................................................................................................................................................................................................... 43 MEETING HLF PROGRAMME OUTCOMES ....................................................................................................................................................................................... 46 EMERGING PROJECTS ....................................................................................................................................................................................................................................... 48 PROMOTION AND MARKETING ............................................................................................................................................................................................................. 51 MONITORING AND EVALUATION ....................................................................................................................................................................................................... 52 APPENDIX I: ENGAGEMENT LIST ............................................................................................................................................................................................................. 54 APPENDIX II: QUESTIONNAIRE ................................................................................................................................................................................................................ 56 APPENDIX III: EMERGING PROJECTS ..................................................................................................................................................................................................... 57 LAND OF THE FANNS 2 Cover page: View of Chafford Gorges © Barker Langham INTRODUCTION The Land of the Fanns Landscape Partnership Scheme is based on the east London The Landscape Partnership Scheme Area and west Essex border covering parts of four Local Authority areas: The surviving London ‘fanns’ extending from the Essex Plateau to the Thames is a7 • London Borough of Havering unique landscape of fens, forest and farmland. Despite fragmentation, damage by • London Borough of Barking and Dagenham human settlement and mineral extraction it is a landscape exceptionally rich in its • Thurrock Council geological, natural and cultural heritage. • Brentwood Council ‘The Land of the Fanns’ Landscape Partnership will deliver an unprecedented The partnership includes the four local authorities, along with Thames Chase Trust, programme of individual projects that will provide a coherent and structured the Forestry Commission and Essex County Council. approach to restoring the landscape, educating communities and providing opportunities for local people to learn new skills and appreciate and reconnect The Land of the Fanns Landscape Partnership Scheme aims to improve, protect with the heritage around them. It will provide a lasting legacy for heritage, people and enhance the natural and historic landscape within the area, and engage people and communities. to enjoy and celebrate its special character. The landscape is dynamic and will continue to change. A strong partnership as the Understanding the evolution, value and importance of the landscape to local backbone of this initiative will enable that change to be more positive, help to raise people is a vital first step in the development of the Landscape Partnership the area’s profile as one of the region’s most fascinating landscapes and promote Scheme. To achieve this, the partnership commissioned an Audience Development the locality as a visitor destination. Plan, which will also be complemented by a Landscape Character Assessment and a Skills and Training Audit. This suite of documents will provide vital evidence, background and a framework to develop projects and engagement programmes to be included in the Landscape Conservation Action Plan (LCAP). The LCAP will be developed to become the ‘manifesto’ for the Land of the Fanns Landscape Partnership, and will be submitted to the Heritage Lottery Fund as part of the Second Round application in September 2016. If approved, the LCAP will be the foundation for the subsequent delivery phase of the Landscape Partnership Scheme during 2016-2021. View of the Docklands from Bedfords Park © National Education Network LAND OF THE FANNS 3 EXECUTIVE SUMMARY The Brief Barker Langham were commissioned to prepare the Audience Development Plan Round application to the HLF, two key groups were identified as priority for the Land of the Fanns Landscape Partnership, a Heritage Lottery Fund- audiences: White Working Class Residents in Deprived Areas and New Black and supported scheme to revive and regenerate an area covering the edge of east Minority Ethnic Residents. We confirmed these First Round proposed audiences as London and Essex. This area, which has suffered from loss of inter-connectivity due well as refined the target audiences to include family groups, schools, elderly to physical fragmentation and lack of awareness from the wider public, has the people and people with disabilities. opportunity to positively impact people and communities, by connecting them to the landscape in a meaningful way, and if negative environmental impacts of the We engaged with a range of groups, including heritage and environmental past and present can be reversed. organisations, potential partners who could develop and deliver activities as part of the scheme, schools and the public. The aim of this Audience Development Plan is to identify and prioritise the audiences that the scheme will need to reach, any participation barriers to We undertook public engagement in the form of: online and physical surveys, overcome and the potential themes and opportunities to be developed and that reaching 90 people; meetings with a residents association; interview with a youth will entice people to the area. group; informal conversations with parents outside a local Dagenham school; a schools survey completed by 18 schools; telephone interviews, as well as We identified some key priorities, including the need for a strong brand and interviews with advocacy and service organisations. promotional approach across the landscape. We also identified key opportunities, such as enhancing volunteer involvement, fostering close work with local partners, Challenges enhancing marketing, increasing use of the landscape by wider audiences, creating more prospects to engage young people and responding to issues of With a complex project such as this, that involves a wide geographic area, it was a fragmentation. challenge to initially engage with project partners, as they were based over a number of different local authority areas, and had no shared methodology for user Audience Engagement data collection. To inform the Audience Development Plan, we first undertook a detailed SWOT Similarly, given the scheme area is a newly constructed entity, it proved challenging analysis of nine different visitor attractions within
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