Frontiers of the Roman Empire inscribed on the World Heritage List in 2005

Frontiers of the Roman Empire World Heritage Site ’s Wall Interpretation Framework Secondary Theme: The natural and cultural landscape of Hadrian's Wall

HADRIAN’S WALL COUNTRY Interpretation Framework

Frontiers of the Roman Empire World Heritage Site Hadrian’s Wall Interpretation Framework Secondary Theme: The natural and cultural landscape of Hadrian's Wall

Martin Hulse, Bryan Scott, Jo Scott, Helen Smith

Cover image Sewingshields Crags © Northern Horizons

i Interpretation Framework

Published by Hadrian’s Wall Heritage Limited East Peterel Field Dipton Mill Road Hexham NE46 2JT

© Hadrian’s Wall Heritage Limited 2011 First published 2011 ISBN 978-0-9547342-5-1

Printed and bound in Great Britain by Farquhar and Son Ltd Perth PH2 8HY

ii Interpretation Framework

Foreword iv

1. An Interpretation Framework for the natural and cultural landscape 7. The opportunities and objectives of Hadrian’s Wall 7.1 Identifying opportunities 21 7.2 Objectives for interpretation and related provision 21 1.1 Hadrian's Wall World Heritage Site 2 1.2 Outstanding Universal Value 2 1.3 Raising awareness of landscape 2 8. The Interpretation Framework - themes and messages 1.4 Defining the "natural and cultural landscape of Hadrian's Wall" 3 8.1 What do we want our audiences to know? 25 2. What is an Interpretation Framework? 8.2 Delivering the central theme 27 8.3 Delivering theme 1: Managing the Landscape 28 8.4 Delivering theme 2: The Influence of the Landscape 28 2.1 An exciting opportunity 6 8.5 Delivering theme 3: Reading the Landscape 30 2.2 The benefits of an Interpretation Framework for the "natural and cultural landscape of Hadrian's Wall" 7 8.6 Delivering theme 4: A Living Landscape 30 2.3 The vision and objectives of the Interpretation Framework 7 8.7 Interpretation projects 31 8.8 Priority visitor infrastructure projects 47 3. The landscapes of Hadrian’s Wall 8.9 Using the key themes 51

3.1 Understanding the Hadrian's Wall landscapes 9 3.2 The National Character Areas along Hadrian's Wall 9 9. Delivering the Interpretation Framework 3.3 A natural and cultural frontier 10 9.1 Engaging stakeholders and progressing partnerships 53 3.4 UNESCO and World Heritage Sites 10 9.2 Building on current successes 53 9.3 Funding 53 4. The strategic context for the Interpretation Framework 9.4 Priorities 54 9.5 Review and evaluation 55 4.1 Understanding the strategic context 12 4.2 Key strategies and plans that have informed the Interpretation Framework 12 4.3 Integrating the Interpretation Framework with other strategies 14

5. The role of interpretation

5.1 What is interpretation? 16 5.2 Who is the interpretation for? 16 5.3 How can interpretation contribute? 17

6. How the Interpretation Framework has been developed

6.1 Responding to issues and opportunities 19 6.2 Tasks undertaken 19

iii Foreword

Foreword

This document sets out an interpretation framework for the "natural and cultural landscape of Hadrian’s Wall” – the secondary interpretive theme associated with the Hadrian’s Wall element of the Frontiers of the Roman Empire World Heritage Site (WHS). A complementary document sets out a similar framework for the “north-west frontier of the Roman Empire” – the primary theme for the Hadrian’s Wall WHS. These themes are summarised and brought together in a third linking Overview and Summary document that sets out a vision to co-ordinate interpretation and audience development across the 150 miles of urban and rural landscape that constitute the Hadrian’s Wall WHS.

The Interpretation Framework has been developed by Hadrian’s Wall Heritage Limited (HWHL) with the support of two steering groups1. It has involved extensive stakeholder consultation, site visits, review of existing interpretation and exploration of interpretive principles, themes and techniques that aim to broaden the potential of the WHS to engage with existing and new audiences.

As is explained in the document, the term “framework” is used very deliberately to describe a flexible approach that sets out guidelines to inform interpretation and audience development. The Interpretation Framework develops an overarching thematic plan supported by practical guidelines. These guidelines are not prescriptive; instead, they are intended to help the many different organisations with an interest in Hadrian’s Wall, from local authorities and national agencies to community groups and private landowners, develop approaches to interpreting the WHS and its landscape in coherent, complementary and differentiated ways that will enhance and deepen the visitor experience of Hadrian’s Wall for a wide range of audiences.

The Interpretation Framework is an advocacy and guidance document which draws on extensive audience research, on best practice and on extensive consultation with stakeholders. The primary objective of the Interpretation Framework is to encourage adoption of the highest quality interpretation designed to meet audience needs across the WHS. High quality interpretation underpins the development of a world- class, differentiated, complementary and cohesive visitor offer along Hadrian’s Wall. This in turn will improve connectivity between sites, encourage multi-site visiting, increase dwell time and improve ticket sales and income generation for all.

As a guidance document, formal endorsement by the various partners and stakeholders across the WHS is not anticipated. HWHL understand that some of the research results and subsequent recommendations in the Interpretation Framework may generate areas for discussion. The findings and recommendations are however research-led and provide an invaluable resource for use by all partners in working together to transform visitor understanding and appreciation of the WHS over the short, medium and long term.

1 Steering Groups: Theme 1 – north-west frontier of the Roman Empire: Professor Peter Stone – University of Newcastle, Bill Griffiths – Manager, north-east museums hub, Nigel Mills – HWHL, Linda Tuttiett HWHL. Theme 2 – natural and cultural landscape of Hadrian’s Wall: Elaine Rigg – NNPA, Andrew Poad – National Trust, Brian Irving – Solway AONB, Bryan Scott - HWHL, Nigel Mills – HWHL. iv 1

An Interpretation Framework for the natural and cultural landscape of Hadrian’s Wall

The natural and cultural landscape of Roman © Graeme Peacock Interpretation Framework

1 An Interpretation Framework for the natural and cultural landscape

of the Hadrian’s Wall The natural and cultural landscape of Roman Vindolanda © Graeme Peacock

1.1 Hadrian’s Wall World Heritage Site 1.3 Raising awareness of landscape

Hadrian’s Wall was originally inscribed as a World Heritage Site (WHS) by the United Nations Definition: Landscape – The European Landscape Convention defines a landscape as an area, as perceived Educational, Scientific and Cultural Organisation (UNESCO) in 1987, as the most complex and best by people, whose character is the result of the interaction of natural and/or cultural forces. This preserved of the frontiers of the Roman Empire. Today, Hadrian’s Wall is arguably the most celebrated recognises the fundamental relationship between people and their environment. element of the transnational Frontiers of the Roman Empire WHS inscribed in 2005 and currently comprising Hadrian’s Wall, the German and the . The Hadrian’s Wall element This Interpretation Framework has been developed in the light of the 2007 European Landscape extends over 118km and includes the Wall itself with directly associated features, the frontier defences Convention (ELC). This is the first international convention dedicated exclusively to the protection, extending down the Cumbrian coast and several outpost forts to the north. management and planning of all landscapes in Europe. One of the convention’s specific measures is to raise awareness of the value of landscapes among all sectors of society, and of society’s role in shaping 1.2 Outstanding Universal Value them. The UK is already putting many of the principles of the ELC into practice. Natural , Defra and A UNESCO World Heritage Site is a place that is inscribed by UNESCO as having outstanding universal English Heritage have produced a first framework for implementing the ELC in England. This recognises value (OUV) and each site has its own statement explaining this OUV. The OUV for the Frontiers of that our distinctive landscapes contribute to our identity and reflect local cultural influences as well the Roman Empire and Hadrian’s Wall derives exclusively from the scope, scale, technological, and as ecological diversity, which is reflected in the National Character Area (NCAs) map of England, a organisational achievement of the Romans represented by the Frontiers, reflecting the unifying impact of fundamental tool in the development of this Interpretation Framework. their Empire on the wider Mediterranean world.

Although the wider cultural and natural environment does not contribute to the World Heritage Site’s OUV, it is an important part of the interpretation offer for visitors. The cultural and natural environment therefore forms a part of an overarching Interpretation Framework for the Hadrian’s Wall WHS, and is recognised in this secondary natural and cultural landscape Interpretation Framework document.

2 1 An Interpretation Framework for the natural and cultural landscape of theInterpretation Hadrian’s Wall Framework World Heritage Site

1.4 Defining the "natural and cultural landscape of Hadrian’s Wall" Definitions: RAMSAR– these are sites designated for the protection of wetlands of international importance, especially as a waterfowl habitat. There are three RAMSAR Sites in Hadrian’s Wall WHS: The From the outset, the “natural and cultural landscape of Hadrian’s Wall” was defined as encompassing: Upper Solway Flats and Marshes, Irthing Mires and Northumbria Coast. Special Protection Areas – SPAs contain internationally significant assemblages of birds. The two SPAs in • Natural landscape: geodiversity, landscape and landforms, climate, ecology, wildlife Hadrian’s Wall WHS are The Upper Solway Flats and Marshes and Northumbria Coast. • Cultural landscape: past and present systems of land management (including modern agri- Special Areas Of Conservation – SACs contain good examples of habitat types and species that are rare or environment schemes) and their tangible and intangible impacts and legacies in the landscape threatened in a European context. There are six SACs in Hadrian’s Wall WHS, including the Roman Wall (farming practice, other land-based craft and industrial activity, settlement, field systems, loughs and the Solway mosses. communications, vernacular buildings, communities and lifestyles etc)

Definition: Geodiversity – the variety of rocks, fossils, minerals, landforms and soils along with the Understanding and identifying the significance of Hadrian’s Wall Country and its component parts has natural processes that shape the landscape2. been essential to this study, in order to guide the interpretive themes and help visitors appreciate the value of the landscape they are looking at, exploring and enjoying. While visitors can make personal judgements of the quality of a view or the taste of a locally brewed ale by comparing it with others they The physical area covered by this definition includes: have experienced, a greater understanding of landscape significance can enhance the experience.

• The WHS and its buffer zones. Hadrian’s Wall crosses England from in Newcastle-upon- The significance and implications of Hadrian’s Wall’s status as a World Heritage Site will be clear to some Tyne to Bowness, and the WHS then extends down the Cumbrian coast as far as Maryport - see plan – but not all – audiences. Those who understand, appreciate and are attracted by other designations, on page 4. In rural areas, the buffer zones extend up to 6 km from Hadrian's Wall, depending on like a RAMSAR site, SAC or SPA, are likely to be even more modest in number. However, using the right topology, while the zone is a narrow band in the urban stretches. There are then a series of isolated interpretive approaches and techniques, the associated conservation issues and opportunities can be forts and signalling stations both north and south of Hadrian's Wall and a series of forts along the presented to engage audiences of all ages and interests and to encourage responsible use and other Cumbrian coast that are within the WHS positive actions. This needs to be carefully balanced with the potential issue of raising awareness, • Hadrian’s Wall Country. Primarily used for promotional purposes, this is loosely based on a corridor increasing visits and thus potentially threatening the resource itself. All these issues have been borne in that stretches ten miles either side of Hadrian's Wall plus the Cumbrian coastal strip mind during the development of this document. • Hadrian’s Wall Landscape. As this framework has developed, we have increasingly considered a freer definition based upon visual reference. This comprises the landscapes that you can see from Hadrian's Wall and, conversely, those points from where you can see Hadrian's Wall or its key features (such as the series of distinctive crags in the central section). We have also increasingly included those outlying natural and cultural landscape features that are indelibly linked to Hadrian’s Wall by the network of and which help us to understand and appreciate its significance and stories

The landscapes through which the remains of Hadrian’s Wall run are varied, and include two National Parks and an Area of Outstanding Natural Beauty (AONB), two of the UK’s highest landscape designations. The WHS and its landscape setting contain habitats and species that are of national and international importance, many of which are protected by national and European legislation, while others are distinctive locally. Some of these habitats and species are secure, while increasing numbers face a complex range of issues.

Across Hadrian’s Wall Country there are also Sites of Special Scientific Interest (SSSIs), National Nature Reserves (NNRs), Sites of Nature Conservation Importance (SNCIs) and Regionally Important Geological And Geomorphological Sites (RIGs), as well as the many designations for ancient monuments, archaeological sites, listed buildings and so on. Today, Hadrian’s Wall and its setting is one of the most protected landscapes in the UK.

2 ODPM 2006 Planning Policy Statement 9: Biodiversity and Geological Conservation - A Guide to Good Practice Allen Banks © Northern Horizons

3 Interpretation Framework

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E RICHMONDSHIRE Majesty's Stationery Office. © Crown Copyright. Unauthorised d

e reproduction infringes Crown Copyright and may lead to

ENGLISH HERITAGE SOUTH n prosecution or civil proceedings. English Heritage 100019088 Produced by the GIS & Mapping Team LAKELAND © English Heritage (2008) Ravenglas s National Monuments Record, Swindon, SN2 2GZ Historic OS Mapping: © and database right Crown Copyright and Yorkshire Dales Landmark Information Group Ltd (All rights reserved). Ravenglass www.english-heritage.org.uk National Park Licence numbers 000394 and TP0024.

Hadrian’s Wall WHS Overview map © English Heritage 4 2

What is an Interpretation Framework?

Illuminating Hadrian's Wall 2010 © Roger Clegg Interpretation Framework

2 What is an Interpretation Framework? Illuminating Hadrian's Wall 2010 © Roger Clegg

2.1 An exciting opportunity

"Interpretation is the work of revealing, to such visitors as desire the service, something of the beauty and wonder, the inspiration and spiritual meaning that lie beneath what the visitor can with his senses perceiveǀ"

Freeman Tilden 1957 Interpreting Our Heritage

This is an exciting and timely development for HWHL and its partners and stakeholders. This Interpretation Framework opens up many opportunities for all those involved in the conservation and presentation of the sites and attractions that make up Hadrian’s Wall Country, and for the people who live, work and visit here.

A wide variety of sites and attractions already interpret Hadrain's Wall and the area’s Roman history. This is being increasingly well co-ordinated to ensure the stories are comprehensive and complementary, and to enable visitors and local people to get a clear overview of the area’s Roman history and to find out more about the aspects that particularly interest them. There is also a range of locations where the distinctive landscapes of Hadrian’s Wall Country are presented and interpreted, with key organisations and individuals keen to highlight the habitats and wildlife of the area. However, the landscape stories are less well co-ordinated and it is difficult for visitors to understand and appreciate the chain of distinctive landscapes and their natural and cultural qualities.

The purpose of the document is to aid all those involved – from agencies and attractions to service providers and communities – to work together to communicate the special landscape qualities of Hadrian’s Wall Country and engage more effectively with visitors and local people. There are many opportunities to develop the story of the landscapes linked by Hadrian's Wall and there are many topics that will be of interest to a wide variety of visitors and local people.

The key lies in providing layers of interpretation of these significant landscapes, alongside and interwoven with the stories of the north-west frontier of the Roman Empire, so that users can discover those stories and threads that are of particular interest to them. These range as widely as the mythology of King Arthur, the Christian heritage of Britain, the geology of the region, internationally recognised habitats, significant wildlife, local food and climate change.

Children at the Solway Coast Discovery Centre, Silloth Greenlee Lough © Northern Horizons © Andrew Heptinstall 6 2 What is an Interpretation Framework?

2.2 The benefits of an Interpretation rameworkF for the "natural and 2.3 The vision and objectives of the Interpretation Framework

cultural landscape of Hadrian'sWall" "There is something lovely to look at and you start to sow seeds in people’s minds." We want everyone to have the opportunity to engage with, understand and be inspired by the natural environment. Interviewee, Visit Britain’s Hadrian’s Wall Country & Enjoy England Campaign

Natural England 2009 Inspiring People to Value and Conserve the Natural Environment The vision for Hadrian’s Wall Country is a network of connected but distinctive interpretation offers, including non-managed countryside, managed sites and museums and village/community centres. These will help to position Hadrian’s Wall Country as a multi-faceted destination in which the outstanding It is envisaged that the Interpretation Framework will be used to add value to the visitor experience natural and cultural landscape contributes significantly to the visitor experience and understanding within Hadrian’s Wall Country by helping to develop more accessible and engaging interpretation of the of the World Heritage Site, and which establishes a desire in visitors and local people to visit multiple natural and cultural landscape of Hadrian's Wall. This co-ordinated approach to planning and delivering locations and to make repeat visits. new and enhanced interpretation initiatives will help Hadrian’s Wall to become a must-see destination that makes a vital contribution to the economic and social well-being of local communities and ensures To achieve this vision, the key objectives of the Interpretation Framework are to: that the World Heritage Site contributes significantly to the cultural life and identity of local, regional and national communities within Britain and to the wider global community beyond. • Develop and improve the visitor experience for existing and new audiences and markets by creating accessible and engaging interpretation of the natural and cultural landscape throughout Hadrian’s The Interpretation Framework does not set out rigid interpretive "rules" for partner organisations and Wall Country sites, nor does it set out to override the existing interpretive priorities of those organisations and sites. • Guide interpretation proposals for the many individual sites, locations and elements that make up Instead, the Interpretation Framework identifies exciting opportunities for partners and stakeholders to the visitor’s experience of the Hadrian’s Wall Country, ensuring that interpretation is differentiated work together to: with regard to sites, themes and levels of understanding • Form a basis for the co-ordination of funding decisions for new and revised interpretation projects • Widen the interpretive influence of Hadrian’s Wall beyond the line of the monument concerned with the natural and cultural landscape along Hadrian's Wall and within Hadrian’s Wall • Complement the interpretation of "the north-west frontier of the Roman Empire" Country • Add value to the visitor experience • Inspire visitors to explore more widely, stay longer in the area and return • Encourage communities to engage with and promote their local landscape • And, ultimately, for all visitors and users to appreciate and behave more positively in these diverse habitats

The Interpretation Framework is a mechanism that the partners can "buy into", and use to help identify opportunities and create and enhance links between their sites and special qualities, those of Hadrian's Wall and the Hadrian’s Wall Country’s themes and messages.

North reservoir at Whittle Dene Nature Reserve, Northumberland © Roger Clegg 7 3

The landscapes of Hadrian’s Wall

Alston © Northern Horizons Interpretation Framework

3 The landscapes of Hadrian’s Wall Alston © Northern Horizons

3.1 Understanding the Hadrian's Wall landscapes The central area of Hadrian’s Wall runs through the Tyne Gap and Hadrian’s Wall, which stretches from Heddon-on-the-Wall to Brampton. The key characteristics include: As noted in the introduction, the development work for this Interpretation Framework has led the study team to define the parameters of the study area loosely around the landscapes that can be seen from • A narrow but distinct corridor running east-west through a low-lying gap between the uplands of the Hadrian’s Wall and from which Hadrian's Wall can be seen. The boundaries have also been stretched Pennines visible to north and south further, where appropriate, to follow the course of the various Roman roads in the area in order to • Farmland, pastoral in the west, merging to mixed and arable in the east, along the Tyne valley, with establish physical and interpretive links with other key natural and cultural landscape features. rough grazing on elevated land, loughs and rushy pastures north of the Whin Sill, contrasting with the more fertile floodplains of the South Tyne and the intimate wooded valley of the North Tyne This study has also been informed by the National Character Areas through which Hadrian’s Wall passes. • Very evident remains of Hadrian's Wall, forts and associated archaeological features on the Whin Sill A review of these character areas helps identify the key attributes, special qualities and distinctive scarp and main settlements located strategically along the valley with scattered large farmsteads, nature of these landscapes, reminding us of the remarkable variety of landscapes that are present along castles and fortified structures, including bastles and pele towers Hadrian's Wall. Each character area has its own "sense of place", reflected in the buildings, wildlife, people and activities there, and it is essential that the interpretation reflects and reinforces these On the west side of the country, Hadrian’s Wall travels through the Solway Basin. This character area qualities whilst also recognising that the landscape can be considered as a single entity. includes Brampton, Carlisle and the north-west coast to Maryport in the south. The key characteristics include: Definition: National Character Area – these provide a context to local planning, action and development. There are 159 areas in England that are unique in terms of a combination of physiographic, land use, • Raised beaches, dunes, pebble beaches and sandy shores along the Irish Sea coast historical and cultural attributes. • Estuarine intertidal mudflats and salt marshes, with wintering and migrating waders and wildfowl, on the fringes of the Solway Firth • Fragmented areas of relatively intact raised peat bogs, or lowland raised mires, of high nature 3.2 The National Character Areas along Hadrain's Wall conservation value

All Landscape Character Assessments can be accessed via the Natural England web site From Maryport, Hadrian’s Wall Country continues south along the west coastline to Ravenglass within www.naturalengland.gov.uk Character Area 7, West Cumbria Coastal Plain. The key characteristics include:

Hadrian’s Wall passes through four National Character Areas listed below: • Strong industrial history associated formerly with the mining of coal and iron ore and, more recently, the chemical industry, power generation and nuclear reprocessing • Lowlands (Character Area 14) • Varied open coastline of mudflats, shingle and pebble beaches with localised sections of dunes, sandy • Tyne Gap and Hadrian’s Wall (Character Area 11) beaches and sandstone cliffs • Solway Basin (Character Area 6) • Lowland river valleys with limited semi-natural ancient woodland and lowland raised mires • West Cumbria Coastal Plain (Character Area 7) • Expansive estuarine landscapes with a range of intertidal habitats

The Tyne and Wear Lowlands includes the north-east coast and the conurbation of Tyneside to Heddon- on-the-Wall further west. The key characteristics of this character area include:

• An undulating landform incised by the rivers Tyne and Wear and their tributaries, dominated by widespread urban and industrial development and a dense network of major road and rail links • A landscape of considerable recent change, with a long history of • Historic riverside cities of Newcastle-upon-Tyne and Durham, strategically located at bridging points of the rivers Tyne and Wear 9 3 The landscapes of Hadrian’s Wall

Other National Character Areas within close proximity of Hadrian’s Wall and thus forming part of In Anglo-Saxon times the area was part of the vast kingdom of Northumbria that extended from the Hadrian’s Wall Country include: Humber to the Clyde, transcending previous and modern frontier territory. More recently, the numerous fortified farmhouses, tower houses and castles reflect the story of the changing social, economic and • Mid Northumberland (Character Area 12) political frontier of the last thousand years, and the legacy of military manoeuvring remains evident • North Pennines (Character Area 10) today with Spadeadam and Otterburn Ranges. The more recent landscape of farms and dry-stone field • Border Moors and Forests (Character Area 5) walls reflects agricultural improvement and of the seventeenth, eighteenth and nineteenth • South-East Northumberland Coastal Plain (Character Area 13) centuries. Other features illustrate the developing interest of antiquarians to conserve, enhance and • Eden Valley (Character Area 9) display Hadrian's Wall and its landscape. • Cumbria High Fells (Character Area 8) • Durham Coalfield Pennine Fringe (Character Area 16) 3.4 UNESCO and World Heritage Sites It is important that the interpretation across the Hadrian’s Wall landscape reflects, reinforces and World Heritage Site status is a second linking topic uniting the different landscapes along the Wall and celebrates the unique qualities of each of these character areas. This can be achieved at the simplest also making a worldwide connection. Along with this international recognition of significance comes an level by, for example, using appropriate local materials to create any new interpretive installations, and implication of international quality – not just for the historic resources themselves but for the associated by drawing visitors’ and local people’s attention to representative viewpoints, distinctive vernacular infrastructure and visitor facilities. This reminds us that there is a need for a strategic co-ordinated buildings, local flora and fauna, traditional products, industry and foodstuffs. This can also be achieved approach to welcoming and communicating with visitors along the corridor that identifies, develops and by encouraging them to explore the area and discover the striking contrasts between the different promotes best practice. landscapes that are linked by their Roman heritage. The Interpretation Framework helps to identify opportunities, to fill in gaps and refresh existing provision. 3.3 A natural and cultural frontier It also provides a series of objectives for interpretation, supported by examples of relevant best practice from within and outside the area. The study team have also borne in mind a key cross-cutting topic that connects many of these character areas within this Interpretation Framework: they form a frontier – and not just because this once marked the northernmost edge of the Roman Empire.

Deep in the earth’s crust beneath Hadrian’s Wall lies a much older boundary – a zone in the rocks that marks where two continents collided over four hundred million years ago. Scotland and England once lay thousands of miles apart on different continents, separated by a wide ocean. When the plates collided, they closed the ocean and pushed up a mighty mountain range. Today the great seam in the rocks that knits Britain together is deeply buried beneath younger rock just to the north of the Wall, between the Solway Firth and Berwick upon Tweed.

The distinctive pattern can be read in the landscape today – the rippling series of east/west running ridges and valleys in the central section of Hadrian’s Wall is the result of geological upheavals a million years later, when molten rock was forced up from deep within the Earth, tilting the horizontal layers of sedimentary rock and being squeezed between them. This molten rock eventually cooled and formed great sheets of black dolerite. Millions of years of erosion have exposed these different layers of rock, the most distinctive being the dark, formidable dolerite crags of the Whin Sill. This seam of ‘whinstone’ can be traced across the region from Teesdale in the North Pennines to the Farne Islands.

The northerly location and upland nature of parts of the Hadrian’s Wall landscape have left a legacy as a climatic frontier, with the ebb and flow of prehistoric, Roman, Medieval and post-Medieval settlement in marginal agricultural areas in part reflecting fluctuations of climate over the last 4,000 years.

Cuddy's Crags © Northern Horizons

10 4

The strategic context for the Interpretation Framework

Edward I Monument, Burgh-by-Sands © Roger Clegg Interpretation Framework

4 The strategic context for the Interpretation Framework Edward I Monument, Burgh-by-Sands © Roger Clegg

We need to be as adept at encouraging and facilitating use of the natural environment as we have been The Solway Coast Area of Outstanding Natural Beauty (AONB) Management Plan 2009-2014 at conserving and managing it. This document highlights the unique range of landscape elements that contribute to its character and the Natural England 2009 Inspiring People to Value and Conserve the Natural Environment shared responsibility required to manage this complex area. The Solway Coast AONB is a narrow, linear strip running along the Solway Firth coastline with a range of landscape types, including open marshes, 4.1 Understanding the strategic context wetlands and dune areas. The numerous designations within the AONB, such as the RAMSARs, SSSIs and Special Protection Areas, highlight the international and national importance of this area. As noted in the Hadrian’s Wall World Heritage Site Management Plan, the size and complexity of the Hadrian’s Wall WHS means that the number of organisations and individuals with an interest in it is very Issues highlighted within the Management Plan that interpretation can potentially help to highlight large. Some have statutory, official or other promotional and economic links with Hadrian's Wall. Those and/or address include, coastal landscape damage from unauthorized access points, changes in farming with an interest can be public or private individuals or organisations, operating at national, regional and techniques resulting in the loss of hedgerows and the traditional style of hedge laying, local levels. It is important to understand how these various interests are involved with the WHS and the living field boundaries and traditional stone faced kests, and loss of important habitats, including raised wider Hadrian’s Wall Country, and how the remits of these organisations and individuals influences and mires, sand dunes, seasonal wet meadows, open freshwater and small woodlands. The Management impacts upon the Interpretation Framework. Plan identifies education at the heart of its aims. This includes new leaflets about walking, cycling, bird- watching, wildflower identification, village interpretation, and projects such as “Peatlands for People”, During the development of the Interpretation Framework, we have considered a wide variety of relevant providing information to the public about the raised mires of the Solway Wetlands. strategies and plans and consulted widely. It is helpful here to note some of the key points arising from Northumberland National Park Management Plan 2009-2014 the most relevant documents. This focuses on four "action areas" within the National Park based on a mix of geographical and social factors, a key one of which is Hadrian’s Wall and South Tyne. The Management Plan highlights "special 4.2 Key strategies and plans that have informed the Interpretation qualities", such as distinctive landscape character, a landscape rich in biodiversity and geodiversity, a rich Framework cultural heritage and a true sense of tranquillity that contribute to the natural and cultural qualities of the National Park. The Frontiers of the Roman Empire: Hadrian’s Wall World Heritage Site Management Plan 2008-2014 The Management Plan has five strategic aims to help guide the National Park and its communities This detailed and comprehensive document has been a key source of reference for this document. towards a sustainable future. Of particular relevance for the interpretation framework are: Informed by in-depth stakeholder consultation, the Management Plan provides background information about the WHS and its landscape setting, its values and significance, management structures and • A Welcoming Park – putting people and their connections with the landscape at the heart of the Park. context, as well as identifying the management issues likely to effect Hadrian’s Wall WHS over the next To achieve this, the Management Plan aims to increase physical visits to the National Park through six years. In particular, the Management Plan notes the following in relation to interpretation across the new routes for walking and cycling, to increase visits from currently under-represented groups by WHS: overcoming barriers to information and for people with disabilities and to improve information and infrastructure with more sites in the National Park • The Management Plan is a significant step in ensuring that Hadrian's Wall will benefit from the • A Distinctive Place – to manage, conserve and enhance the distinctive natural and cultural qualities. highest standards of care and interpretation and maximise the appreciation and understanding of This focuses on the varied landscape of the National Park highlighting the escarpment landscape with these exceptional landscapes the Whin Sill, and loughs and bogs in the hollows, of the Hadrian’s Wall Corridor. One objective of • The quality and variety of interpretation and visitor facilities need to be upgraded particular note is to develop further understanding of the cultural heritage through the improvement • Greater Wall-wide coordination of activities is needed for more efficient use of resources, and for of baseline research by co-ordinating programmes based on the National Park and Hadrian’s Wall the development and delivery of effective action, particularly with regard to the understanding, research frameworks. Another objective highlights the need to retain vibrant living traditions of the conservation, interpretation and promotion of the WHS National Park, which will be achieved through supporting activities that promote cultural traditions and develop links with the wider region 12 4 The strategic context for the Interpretation Framework

HWHL is one of the key partners working with the Northumberland National Park Authority to take an active role in the achievement of the objectives detailed in the Management Plan. This relationship will help co-ordinate and link Hadrian’s Wall Country with the National Park.

North Pennines AONB Management Plan 2009-2014 This Management Plan highlights the special qualities and enduring significance of the AONB and the importance of its landscape features, and identifies those that are vulnerable to change. It presents an integrated vision for the future of the AONB as a whole, sets out agreed objectives to help secure that vision and identifies what needs to be done, by whom and when. In particular, it aims to stimulate action to help people to discover, enjoy and understand the local landscape and its natural and cultural features, and identifies actions that will support those economic and social activities that contribute to the conservation and enhancement of natural beauty.

While the Management Plan naturally focuses very closely on the AONB itself, there are several objectives to which the Interpretation Framework for Hadrian’s Wall landscapes can potentially contribute (to the benefit of both), or where the work of HWHL and its partners is complementary, including:

• EU6 To encourage new and more diverse audiences to understand the special qualities of the area • EB2 To market and promote the North Pennines, its special qualities and its potential as a green tourism destination • EB3 To increase opportunities for visitors and local people to maximise their use of sustainable transport • EB4 To establish new (and support existing) high-quality tourism development, infrastructure, products, services, signage, and marketing in (and about) the AONB which reflects the area’s high quality environment and landscape and is in keeping with its setting and/or the area’s special qualities • EB6 To support the development of new and existing ambassadors for the North Pennines who also use the area’s special qualities in their marketing literature, websites and offers • EB7 To support the development of packages which link visitors with natural beauty, local businesses and local products • EB11 To support and encourage development, production and use of local food and other products, especially those linked to natural beauty • CC3 To encourage and support local communities to help interpret the special qualities of the area. • CC7 To ensure that local communities, networks and individuals can give expression to what their landscape and their ‘place’ means to them

Northumberland National Park boundary stone © Graeme Peacock

13 4 The strategic context for the Interpretation Framework

Scoping and Recommendations for Nature-Based Tourism in 4.3 Integrating the Interpretation Framework with other strategies (2009) Bowles Green Ltd (for One North East) One NorthEast and partners commissioned this scoping study in order to investigate the economic This Interpretation Framework builds on and takes forward many of the recommendations that are potential of the nature-based tourism sector in the region and to determine whether or not intervention in place in these and other relevant strategies. In the first instance, much can be achieved by more would represent value for money. effective cross-border working and asking stakeholders to work in partnership, which this Interpretation Framework strongly advocates. The success of this Interpretation Framework will also lie in ensuring National data suggests that the region is under performing, with only 6.8% of trips including nature that the recommendations in these policy documents are taken forward through worthwhile and viable compared to 8.1% for England as a whole, and that increasing the proportion of trips in north-east projects, and that these are evaluated as a matter of course to ensure that future work builds on its England to the national average level would generate an additional £123m of spending by visitors. successes and helps address the challenges identified.

The report notes that, with some exceptions, there are few spectacular and well-managed nature watching experiences; that signage, information and interpretation are of limited and variable quality and marketing is weak; and that there is little joint working. It does conclude, however, that nature in North East England is attractive enough to draw visitors from outside of the region providing these weaknesses are addressed.

A development "framework" is proposed, which focuses around the nature highlights or "anchor sites" in each cluster, linked to supporting sites and facilities. Kielder and Northumberland National Park is one of seven nature tourism clusters identified, and the report makes the following high priority recommendations:

• A highlight experience of seeing winter waders at Greenlee Lough, requiring improved visitor facilities at Greenlee Lough National Nature Reserve (NNR) and off-season bird watching packages around Hadrian’s Wall to be developed. This should be led by Northumberland National Park Authority and HWHL • A highlight experience of the geology at the Whin Sill on Hadrian’s Wall, requiring improved interpretation of geology at the National Park Centre, Once Brewed. This should be led by Northumberland National Park Authority

Natural England Strategic Direction 2008-2013 This document describes the outcomes Natural England wants to achieve for the natural environment over this period, and defines a framework for action through 12 new objectives. Of particular relevance Greenlee Lough hide © Northern Horizons to this Interpretation Framework is Outcome 2, where "people are inspired to value and conserve the natural environment". The three objectives to achieve this outcome are that:

1. People fully understand and value the contribution of the natural environment to our quality of life. 2. People increasingly take action to conserve and enhance the natural environment. 3. People have places to access and enjoy a high quality natural environment.

Clearly, interpretation can play a significant role in engaging people with their natural environment and can also be used to stimulate interest in and support for landscapes and wildlife, with the aim of inspiring responsible behaviour and positive action.

14 5

The role of interpretation

Visitors reading an interpretive panel at Cawfields © Northern Horizons Interpretation Framework

5 The role of interpretation Visitors reading an interpretive panel at Cawfields © Northern Horizons

5.1 What is interpretation? That said, we can be fairly confident about who the majority of the audience engaging with the attractions and interpretation along the Hadrian’s Wall are likely to be by taking an overview of the "I really did think it was a wall with nothing else around it. A huge surprise." information that is available. They are most likely to be: Interviewee, Visit Britain’s Hadrian’s Wall Country & Enjoy England Campaign • In the highest social groups, largely ABC1 • Older people, usually with relatively high levels of disposable income Interpretation is a way of imparting messages to visitors in a memorable way. It should improve • Couples, probably without children in the party visitors’ understanding and enjoyment through provoking interest, relating to experience and revealing • On a repeat visit to the North East, or a first time visit to Cumbria something new. It is a means to an end, not an end in itself. • If from overseas, probably from Australia, New Zealand or America • Sightseeing but also looking for a heritage/cultural experience, visiting the countryside or looking for Interpretation is essentially about telling stories. It should help visitors to engage with a place by a short walk sparking their imagination and stimulating their senses rather than feeding them facts. It should relate a site’s heritage and significance to the visitor’s own experiences, offering thought-provoking insights and making unexpected links in a creative and enjoyable way. Good interpretation is not dry or overly ‘educational’. The best interpretation uses a light touch and a sense of humour.

Most importantly, interpretation is not just graphic panels. Guided walks, leaflets, performance, sculpture, tactile trails, smells, poetry, re-enactment, audio tours, computer games, replica artefacts, costumes to try on, things to make, songs and symbols can all offer exciting and engaging opportunities for interpreting a special place.

The key lies in knowing exactly what you want to say and who you want to say it to; then you can decide how best to say it.

Definition: Interpretation – an educational activity that aims to reveal meanings and relationships through the use of original objects, by first-hand experience and by illustrative media, rather than simply to communicate factual information.

5.2 Who is the interpretation for?

There is a good amount of information about visitors to the North East and Cumbria, as well as individual places and attractions within Hadrian’s Wall Country, and an understanding of who is coming to landscape areas like Northumberland National Park and the North Pennines AONB and why. However, the picture of exactly who does or doesn’t visit Hadrian’s Wall Country specifically, and their various motivations, expectations, interests and satisfaction level, is less clear. It would also be helpful to know Roman crafts at Birdoswald © Andrew Heptinstall more about the extent to which local communities are providers and/or consumers of interpretation about their landscapes.

16 5 The role of interpretation

While these visitors are fairly well catered for, there is an accepted need to improve the facilities on offer to this segment. There are also a number of key audiences that our site visits and discussion with consultees have confirmed are not well catered for across some or all of Hadrian’s Wall Country. These include:

• Families and children • Young couples • Cosmopolitans and discoverers • The education market (well catered for at some key locations, but awareness seems low) • Visitors with disabilities

The tourism sector overall also identifies a growing trend in visitors becoming more sophisticated, and have growing expectations of quality of services and facilities and engagement with the heritage³. Significantly, it would appear that visitors are also increasingly looking for authentic, unique and individual (rather than group) experiences, and value for time as well as money.

5.3 How can interpretation contribute?

In the light of this, interpretation can be used within Hadrian’s Wall Country to help to meet the needs of visitors and local people by:

• Helping to create unique and personal experiences that are different on every visit River North Tyne at Chesters Fort © Northern Horizons • Aiding people to plan their visit more effectively before they come and on arrival, and to find out what interests them • Encouraging people to engage emotionally with places, people and stories • Promoting discovery and learning, and equipping people to manage their own learning experiences • Offering inspiration and insights – creating spiritually uplifting experiences that are memorable and life-changing • Enhancing access and promoting choice, responding to individual needs • Interpretation can also be used to help site owners, service providers and organisations by acting as a useful site and visitor management tool. It can help, for example, by:

o Actively guiding users towards sustainable sites and species and away from vulnerable ones o Spreading the load by extending the season e.g. through seasonal highlights o Encouraging positive behaviours on site and after a visit through understanding and appreciation o Engaging local people with their place so they can appreciate and enjoy it themselves and also be effective ambassadors for the area. Interpretation is not just for visitors, and people are the best interpreters

³ Rob Robinson Heritage Consulting 2008 Future Trends for Growth in the Historic Properties Sector

17 6

How the Interpretation Framework has been developed

Steel Rigg, Hadrian's Wall © Roger Clegg Interpretation Framework

6 How the Interpretation Framework has been developed Steel Rigg, Hadrian's Wall © Roger Clegg

6.1 Responding to issues and opportunities • The interpretive themes and messages that should be conveyed to the target audiences. These have been developed through an understanding of the strengths and special qualities of the natural and The Interpretation Framework presents a series of objectives and projects that will help to develop the cultural landscape of Hadrian’s Wall and reflect the unique topics, stories and insights it embodies visitor experience of the Hadrian’s Wall landscape and complement the existing Roman experience and • And, ultimately, the range of the projects (and media) that can be used to address the issues and projects currently being delivered. deliver the themes and messages, while effectively meeting (and hopefully exceeding) the needs and expectations of current and anticipated audiences. The Interpretation Framework takes a primarily issues-led approach. This means that objectives and projects have been identified by understanding the issues – and the resulting opportunities – that surround the Hadrian’s Wall landscape visitor experience, interpretation and management. This is not intended as a purely critical process; the aim is to ensure that any developments help solve issues and respond to opportunities rather than adding to the challenges facing HWHL, its partners and stakeholders. That said, objectives and projects have also been established in response to the themes and messages, strengths and special qualities, and these have all benefited from being guided by the objectives and opportunities.

6.2 Tasks undertaken

A number of tasks were undertaken during the development of the Interpretation Framework, including an audit of the sites and attractions across Hadrian’s Wall Country, consultations, meetings, a review of relevant strategies and plenty of research (details of which can be found in the appendices). These teased out site issues, opportunities, audiences and messages and, in turn, led to the identification of a range of interpretive projects.

The following sections therefore explore:

• The opportunities for interpretation across Hadrian’s Wall landscapes, established in response to the key issues identified and which might be addressed through interpretation and related initiatives. From these opportunities, specific objectives have been identified that have been – and should continue to be – used to guide the development of the interpretive projects Visitors at River Irthing Bridge, Willowford © The Countryside Agency • The objectives that should underpin interpretive projects relating to the landscapes along Hadrian's Wall, from which some key projects are identified

19 7

The opportunities and objectives

Castle Nick © Roger Clegg Interpretation Framework

7 The opportunities and objectives Castle Nick © Roger Clegg

7.1 Identifying opportunities 7.2 Objectives for interpretation and related provision

The preparation for the Interpretation Framework has drawn together a whole series of issues and The nine main opportunities are presented below, along with the audiences affected by each. From these, challenges arising from a mix of discussions with the project team, consultations, site visits and visitor we propose key objectives for interpretation and related provision. Later in this document, where we feedback. These relate to Hadrian’s Wall Country as a whole, are not just about interpretation, and present a series of projects in response to the themes and messages we want to convey, we also include a consider everything from the individual experience at particular sites to site and visitor management and number of projects that respond directly to these opportunities and address the recommendations. practical and resourcing issues. 1. Enhanced partnership working. These are challenges that interpretation and related provision can help to address. They have therefore The opportunity to work together more often and more effectively should help to avoid duplication been used to identify the opportunities out of which the vision grows and to develop objectives that will and gaps in provision. collectively form the basis of the Interpretation Framework. These opportunities and objectives can be used to guide the development of interpretive projects for Hadrian’s Wall Country and to provide targets Audiences affected: Coordinated working should have a positive impact on the partners and against which each project can be evaluated. stakeholders and, as a result, on all users, including visitors and local people.

Objective 1: Interpretation should be used by partners and stakeholders to present a high quality, coordinated and complementary series of insights into why Hadrian’s Wall Country and its component landscapes are special, and to provide links for how to find out more across the site and elsewhere in the region.

Recommendation 1: Plan to work across boundaries and undertake joint projects for promotion, information, interpretation and education.

2. Consistent marketing and promotion of Hadrian’s Wall Country Some local people, visitors and stakeholders are currently unaware of or do not make use of the Hadrian’s Wall Country brand or benefit from association with it.

Audiences affected: Again this affects partners and stakeholders in terms of delivering promotional and marketing initiatives, as well as visitors (particularly those coming for the first time).

Objective 2: Interpretation should be used to help raise the profile of Hadrian’s Wall Country and its landscapes at regional, local and international levels, and to complement its marketing as a series of distinctive and accessible destinations that are linked by – but are also much more than – their Roman heritage.

Recommendation 2: Develop the Hadrian’s Wall Country brand, physically promote the concept on the ground and provide local businesses and organisations with the tools to benefit from using it. © Graeme Peacock

21 7 The opportunities and objectives

3. Effective pre-visit information. Recommendation 5: Work with partner organisations and attractions, outdoor activity and event It can be hard to find general information about what is on offer within Hadrian’s Wall Country, or to providers to identify opportunities for integrating interpretation, for example, by developing routes know where to look for specific activities or events. or events that are themed.

Audiences affected: First-time visitors, overseas visitors, those with particular needs, education. 6. Meeting the needs of a wide range of audiences. While some sites offer a wide range of provision for visitors with different interests and abilities, Objective 3: Interpretation should be used to help users make informed choices in advance of their there are some audiences that are not well-catered for or are unaware of the attractions that would visit by demonstrating the significance of the landscapes associated with the area’s Roman legacy appeal to them. The interpretation that is on offer is not always accessible to all, or indeed even to and the variety of activities and attractions on offer. the area’s target audiences, and more consideration needs to be given to meeting access criteria in the broadest sense, from physical to intellectual and cultural. Recommendation 3: HWHL to develop its role as a central hub for gathering and disseminating visitor information, encouraging partners and stakeholders to provide material about their sites and Audiences affected: Overseas visitors, families, visitors with disabilities, repeat visitors, local people, regular updates on activities, events, seasonal highlights etc. education.

4. Easy-to-access welcome and orientation for visitors to Hadrian’s Wall Country on arrival. Objective 6: Interpretation should be used to deliver an accessible, engaging and inclusive experience Many visitors are still unaware that they have arrived in Hadrian’s Wall Country or know where to go for all users across Hadrian’s Wall Country, as well as meeting the needs of specific audiences to discover the range of sites, activities and events that are on offer. wherever appropriate.

Audiences affected: First-time visitors, overseas visitors, repeat visitors, education. Recommendation 6: Work together to map the provision and understand gaps in the offer.

Objective 4: Information should be available to help orientate visitors on arrival and enable informed choice by clearly highlighting the uniqueness and special qualities of the landscapes that surround Hadrian’s Wall and their component parts.

Recommendation 4: A signage strategy is required for Hadrian’s Wall Country that recognises the current provision and introduces a rolling programme of replacements and upgrades. For this to succeed, partners need to work together to agree key locations across Hadrian’s Wall Country that can provide welcome and orientation information on the ground.

5. More visitors appreciate the landscape context of their visit or activity. Many visitors do not consider that they are coming to the Hadrian’s Wall area for a landscape experience; they are drawn by Hadrian's Wall, museums, country shows, long distance walks, good cycling, its towns and villages etc. without really considering the context for their visit or activity, or come to ‘use’ the landscape without considering its interest or significance. Thus, there is a need for interpretation to open their eyes to the extraordinary landscapes that are an inherent part of the Hadrian’s Wall Country experience, and for it to complement and add value to the attractions, indoor and outdoor activities, events and other facilities on offer.

Audiences affected: Outdoor activity seekers, museum and event visitors, attraction visitors, urban visitors, people visiting the area for work, local people, education.

Objective 5: Interpretation should be used to add value to users’ visits by raising awareness of the significance of the landscapes that form the context and backdrop of the sites, attractions and Bowness-on-Solway © The Countryside Agency activities on offer across Hadrian’s Wall Country.

22 7 The opportunities and objectives

7. Provide consistent interpretation that embraces the wider landscape story where appropriate. 9. A comprehensive understanding about who visits Hadrian’s Wall Country. Some of the landscape interpretation along Hadrian's Wall is excellent, but some is tired and More in-depth and co-ordinated information about who visits, what they are looking for and how outdated and there are gaps in provision. The wider landscape story is often underplayed in favour of they enjoy it would be of tremendous benefit in identifying priorities for interpretation. Through Roman themes. research and evaluation, resources can be targeted much more effectively to meet the needs and expectations of current and potential audiences. Audiences affected: All visitors and users. Audiences affected: Partners and stakeholders in the first instance, but all users as a result of the lack Objective 7: Interpretation should be used to deliver clear and consistent messages about the of knowledge and understanding. Hadrian’s Wall landscapes that are informed by the Interpretation Framework to complement and add value to the Roman frontier interpretation. Objective 9: Research and evaluation should be used to identify existing audiences across the whole of Hadrian’s Wall Country, to understand their needs and to provide baseline data for measuring Recommendation 7: Use the Interpretation Framework to provide a structure for the interpretation of visitor number growth and profile changes. This in turn will inform interpretation. the landscape, and encourage all stakeholders to see the benefits of working with the key messages and topics within the Interpretation Framework. Recommendation 9: A co-ordinated and ongoing programme of research and evaluation.

8. Information and encouragement to explore Hadrian’s Wall Country sustainably and responsibly is The next stage is to look at the themes and messages that should underpin the interpretation, and the consistent and co-ordinated. kind of projects that can be used to deliver them in the light of these objectives and recommendations. Currently, many visitors are not encouraged or given the tools to explore beyond Hadrian's Wall or to appreciate the value and vulnerability of the landscape habitats in which it sits.

Audiences affected: Visitors, local people, education.

Objective 8: Interpretation should be used to encourage visitors of all abilities to explore the landscapes around Hadrian’s Wall in different ways, and convey positive behavioural messages to ensure that all users appreciate the significance, scale and nature of these landscapes and are encouraged to act responsibly, safely and considerately.

Recommendation 8: Work together in order to integrate sustainability messages and deliver complementary behavioural messages.

Milefortlet 21, Cumbria coast © Andrew Heptinstall

23 8

The Interpretation Framework – themes and messages

Crag Lough © The Countryside Agency 8 The Interpretation Framework – themes and messages Interpretation Framework

8 The Interpretation Framework –

themes and messages Crag Lough © The Countryside Agency

8.1 What do we want our audiences to know? Theme 3: Reading the Landscape Message: Hadrian’s Wall Country has endured a turbulent history, evidence of which can be read in the "The chief aim of interpretation is not instruction, but provocationǀ" landscape. Along this ancient frontier are remnants of great geological upheavals, the scars of centuries of weather and industry, and the remains of countless battles and modern military manoeuvres. Freeman Tilden 1957 Interpreting Our Heritage Theme 4: A Living Landscape Message: Hadrian’s Wall Country is a place for people. It is a dynamic landscape with a rich history that Based on research, discussion, identification of the landscapes’ special qualities and unique stories, welcomes you to explore and enjoy a wealth of natural riches and cultural activity. the following central theme for the Interpretation Framework is proposed: The overall thematic structure is captured in the diagram overleaf, which shows how all the four themes Hadrian’s Wall Country: extraordinary landscapes united by their Roman heritage and messages are linked to the central theme.

This should be delivered as a consistent message for all visitors, from local people to tourists, staff, volunteers and site workers, as:

These diverse habitats – from coastal plains, rivers, rocky crags and remote bogs to farmland and urban centres – surround and overlook the line of this historic frontier.

Supporting the communication of this central theme are four key interpretive themes and messages, presented below, along with a number of supporting topics illustrated in the diagram on the next page. The following pages explain how these themes and messages can be delivered by partners and stakeholders, supported by a series of case studies and examples of best practice.

Theme 1: Managing the Landscape Message: Hadrian’s Wall Country is significant for its variety of landscapes as well as its unique history. These are a mix of working landscapes and fragile environments, all of which must be carefully managed to balance the needs of wildlife and people.

Theme 2: The Influence of the Landscape Message: The different parts of Hadrian’s Wall Country have distinctive identities and cultural traditions. These unique characteristics have been shaped by the landscape, and by the ways in which people make use of and adapt the natural resources here, over thousands of years.

25 8 The Interpretation Framework – themes and messages

Building Flora & habitats & Landscape Agriculture & Industry & biodiversity designations droving materials & Innovation fauna traditions

Conservation The lie of Natural The Influence of A Managed Landscape the land resources the Landscape Hadrian's Wall Country is a mix The area's diverse identities and cultural of working landscapes and fragile traditions have been shaped by the Land environments, which must be landscape, and by the ways in which Life, work management carefully managed to balance people make use of and adapt the & play the needs of wildlife natural resources here and people

Sustainability Discover an Boundaries & extraordinary variety of frontiers diverse landscapes united by their Roman heritage Passionate Geo-diversity Hadrian's Wall passes through a range of habitats - people Access & from coastal plains, rivers, rocky crags and remote Archeology enjoyment bogs to farmland and urban centres - which surround an overlook the line of historic frontier

Myths and A Living Reading legends Land Landscape the Landscape use Hadrian's Wall Country is a place for You can read this ancient frontier's people. It is a dynamic landscape with a turbulent history in the landscape, from rich history that welcomes you to explore A disputed great geological upheavals, weather and Food & and enjoy a wealth of natural riches and frontier industry, to countless battles and Farming & drink cultural activity modern military manoeuvres industry

Events & festivals Climate Art & A spiritual Thriving Science & Rivers & Weather change inspiration place communities technology watercourses

Key Subject Key Message Topic

26 8 The Interpretation Framework – themes and messages

8.2 Delivering the central theme Case Study: Presenting distinctive information and interpretation. Challenge: Using branding effectively for landscapes Central theme: Hadrian’s Wall Country: extraordinary landscapes united by their Roman heritage Loch Lomond & The Trossachs National Park signage and interpretation is co-ordinated using a distinctive overarching ‘brand’ and presentation, based on diamonds and a colour palette that were informed by its Message: interpretation strategy. The National Park has been divided into four key landscape areas, each with its These habitats – from coastal plains, rivers, rocky crags and remote bogs to farmland and urban own colour, and these are reflected across all interpretation. Even the supporting infrastructure makes centres – surround and overlook the line of this historic frontier. use of the diamond design, including panel supports, rubbish bins and cycle racks. See www.lochlomond- While each of the landscape areas within Hadrian’s Wall Country is different and distinctive, they are trossachs.org linked by their unique Roman history. While this legacy may provide the draw to the area for many visitors, their experience will be inextricably linked to the diverse landscapes in which Hadrian's Wall Case Study: Thinking laterally to work in partnership for landscape interpretation. and associated forts sit. It is anticipated that interpretation inspired by this central theme and message, Challenge: Changing typical perceptions of a place through partnership working and delivered by the four key themes below, will help visitors and local people to appreciate, enjoy and explore the area and its many highlights. Pembrokeshire Coast National Park Authority has recently teamed up with National Museum of Wales to create a unique new gallery, visitor and education centre in St David’s that is dedicated to the exploration To encourage visitors to explore and discover the variety of landscapes, the interpretation should focus of landscape. The stunning ‘green’ building houses a visitor centre and TIC, an interactive discovery on a number of important topics that demonstrate diversity, contrast and change and which are picked room, a cafe and the gallery, which showcases treasures from the Welsh national collections as well as up and emphasised in the support themes, including: work by local artists. The aim is to ‘make the link between people and the landscape by exhibiting many different artists’ interpretations of the natural environment, and uses the collections to inspire people to • Seasonal highlights, such as flowering hay meadows, autumn colours and bird migrations appreciate and discover the Pembrokeshire Coast National Park’. See www.orielyparc.co.uk • Landscape highlights, showcasing aspects of the different landscape character, from crags to coastline, rural villages to urban centres, from upland mires to lowland mosses • Geodiversity, with a particular focus on the Whin Sill • Biodiversity and the range of habitats • Conservation • Leisure pursuits and outdoor activities • Views and viewpoints

Case Study: Changing people’s perceptions of a familiar destination Challenge: Many visitors will think of a visit to Hadrian’s Wall as being a ‘Roman Experience’, but there is much more to see and do here – from enjoying the landscape and seeing wildlife to walking, cycling, discovering the Reivers’ story and learning how to build a drystone wall!

The ‘Friends of the Ionian’ have been working hard to change the perception of their part of western Greece, a popular destination that traditionally attracts huge numbers of visitors in the summer for its ‘sun, sea, sand’ experience. The Friends are concerned with sustainable tourism and raising awareness of the Ionian’s many special qualities beyond the standard visitor perceptions. They are helping to achieve this by offering a wealth of material through their website, along with a series of digital download explorer packs and DVDs, which include island guides, a range of walks, wildlife publications and a children’s guide.

Importantly, these are reaching out to distinct audiences who are looking for something more and different and want to add value to their experience (primarily independent, older, caring, outdoor, active people with an interest in heritage, culture and the natural environment – a target audience for Hadrian’s Wall Country too.) See http://kefalonia.foi.org.uk/digital_pack Walkers on the Hadrian’s Wall National Trail enjoying the view at Cawfields Quarry © Graeme Peacock

27 8 The Interpretation Framework – themes and messages

8.3 Delivering theme 1: Managing the Landscape 8.4 Delivering theme 2 – The Influence of the Landscape

Managing the Landscape The Influence of the Landscape Hadrian’s Wall Country is significant for its variety of landscapes as well as its unique history. These are a The different parts of Hadrian’s Wall Country have distinctive identities and cultural traditions. These mix of working landscapes and fragile environments, all of which must be carefully managed to balance unique characteristics have been shaped by the landscape, and by the ways in which people make use of the needs of wildlife and people. and adapt the natural resources here, over thousands of years.

This theme reminds us all that this area is remarkable and valuable for much more than its Roman This theme, celebrating the special qualities of each landscape along the corridor, can be supported by history, and that access and conservation need to be carefully balanced to protect resources and enable drawing attention to local materials, building and farming practices, traditions and the presence of water. people to live, work and visit here. Topics and stories that can be used to support this theme include This could include highlighting the change from stone to turf along Hadrian's Wall; the reasons behind landscape designations (with particular focus on the two AONBs), species and habitats of international the reuse of sites and materials for forts, castles, bastles and homes; local materials for boundaries such and national importance, work of the National Trust and other conservation bodies, access and, as hedging and dry stone walls, different materials for thatching such as reed and heather; how the importantly, managing the land for farming, forestry, tourism and wildlife. landscape and natural resources are used variously for, sheep farming, dairy herds, crops, fishing, forestry, quarrying and mining. The Interpretation Framework aims to restore a better balance between the presentation and promotion of historic and natural resources, which involves ensuring that visitors are informed more effectively This theme asks people to question what makes this place different and what is special about the about landscape and wildlife activities and locations within Hadrian’s Wall Country. The wealth of particular area. Visitors need to be able to decipher the messages within the landscape and look for resources means we can take them to a vast array of splendid locations in engaging, unexpected and further clues as part of their experience. This doesn’t have to be complicated and may be as simple as the sustainable ways. way the cheese is matured or the beer is brewed (introduce people to local produce and explain to them the differences between their brew and a neighbouring area; rather than just stocking one type, look for a Associated topics: range of produce that help to tell the local story). As with all these themes it helps to begin with a Roman story. Hadrian’s Wall is remembered as a stone • Landscape designations wall; however in the west turf was initially used due to the shortage of stone and mortar. This story can • Species and habitats still be seen in the landscape today with the variety of boundary walls that can be found. In Solway, the • Conservation issues hedge is commonly used while in Northumberland the stone wall is dominant. • Farming There is a strong community focus within this theme and a need to consider and celebrate the diversity • Access that can be found within Hadrian’s Wall Country. The key recommendation is that partners work together • Seasonal and other changes in the landscapes, such as the farming year and wildlife highlights to compare and contrast the differences within the distinct areas of Hadrian’s Wall Country and show that these break through the Roman frontier and cross other boundaries. Case Study: Engaging children and families with landscapes and wildlife Challenge: Families are identified as one of the key audiences for which provision is fairly limited across The cultural identity of an area is best witnessed live, maybe through storytelling, song or performance. Hadrian’s Wall Country. How can we engage children and families with landscapes and wildlife and help A working blacksmith has as much to offer as a historic exhibition, live poetry reading can provide a address broader issues like obesity and sedentary lifestyles? greater understanding of the conflict than a leaflet. To be successful the traditions have to be celebrated and re-enacted, and the value of the gatherings in Northumberland and local community and agricultural A series of family-friendly cycle routes has been introduced in the forest around Loch Ard by Forestry fairs must be recognised. Commission Scotland. There are five trails, suitable for cyclists of all abilities, ranging from two to Associated topics: ten miles long. Easy-to-spot signposts have been placed at all junctions along the main cycle routes, and there is a picnic place to rest and enjoy the view. Along the routes are sound-posts, featuring the • Building materials and traditions calls of local wildlife along with narrative recorded by local primary school pupils, a wildlife hide and • Industry and innovation unusual seats and shelters incorporating messages, symbols and listening tubes. A supporting trail map • Farming practices and leaflet, specially designed for children, gives a quiz trail about ‘Living in the Forest’ and forest food • Traditions chains, and there are striking animal-themed artworks to discover along the way. See www.forestry. • Reuse of sites and materials gov.uk/forestry/INFD-7FGJAP for the trail information and find out more about the sensitive wildlife • Using the landscape / the lie of the land artworks on the website of the artist www.robmulholland.moonfruit.com/#/loch-ard-trail/4528655932 • Life, work and play • Exploiting natural resources • Boundaries and frontiers • Geodiversity 28 8 The Interpretation Framework – themes and messages

Case study: Building on existing resources: Heritage Skills Initiative Initiated by the North East Heritage Environment Forum and hosted by North of England Civic Trust, the Heritage Skills Initiative (HSI) has identified how severe the traditional crafts skills shortage is in the region. It has determined ways of stemming the this increasing shortage by examining opportunities, raising awareness and creating the training and partnership opportunities needed to address the shortages in those trades required to restore and maintain the historic environment.

During 2009 and 2010 HSI ran a series of taster days and training courses which include dry stone walling, use of lime and blacksmithing. Skill demonstrations could become part of the offer at key venues. Partners are also running events at and Bede’s World.

Within Hadrian’s Wall Country there are many opportunities for action. Fort has a static display on the skills used by Romans while Bellingham Heritage Centre has a historic blacksmithing forge as part of its display. Both would be transformed by using live skills events to show the work of different professions.

Audiences: Local people and visitors (particularly families, education visits and repeats)

Case Study: Hysterical Fashion, Bassenthwaite Reflections

The Challenge: Finding exciting and creative ways to engage new audiences with the landscape.

Bassenthwaite Reflections is a Heritage Lottery Fund initiative that included a series of events and surveys that celebrate the cultural landscape of the Bassenthwaite Lake watershed in the Lake District National Park. ‘Fashion from the Landscape’ was a programme of work that used fashion and art as a means of involving young people in exciting outdoor activity in the catchment of Bassenthwaite Lake.

They gathered local materials, learned about Local Agenda 21 and the principles of "localness" and reduced environmental impact. While learning these lessons, which are critical to the healthy future of the lake, the young people designed and showcased fashion, thereby adding their own element to the cultural identity and landscape of the catchment.

Audiences: The local community, particularly young people directly and visitors (particularly repeats) as a result.

Irthing Valley © Graeme Peacock

29 8 The Interpretation Framework – themes and messages

8.5 Delivering theme 3 – Reading the Landscape 8.6 Delivering theme 4 - A Living Landscape

Reading the Landscape A Living Landscape Hadrian’s Wall Country has endured a turbulent history, evidence of which can be read in the landscape. Hadrian’s Wall Country is a place for people. It is a dynamic landscape with a rich history that welcomes Along this ancient frontier are remnants of great geological upheavals, the scars of centuries of weather you to explore and enjoy a wealth of natural riches and cultural activity. and industry, and the remains of countless battles and modern military manoeuvres. The story of this landscape has always been inextricably linked with that of the people who live, work and This theme looks at the landscape over a vast span of time, beyond the more obvious Roman history, to visit here. Importantly, this as a living landscape not a historic resource frozen in time and this theme can include geology, geodiversity, weather and climate changes, the legacy of land use and human conflict be supported by stories and opportunities to engage with the people of Hadrian’s Wall Country both from from early settlement to Romans, Reivers and border disputes. Local highlights and stories can be used the past and who are making a difference here today. It also provides an opportunity to complement to help people look out for and understand the many clues in the landscape that make this area unique. Roman attractions and events with activities and events grounded in the communities and working landscapes Although peace has predominated over the last 300 years, the remote nature of the countryside has There is already a wide range of activities and attractions on offer throughout the corridor with led to it being utilised by the military for testing and training manoeuvres. The remains of a Blue Streak broad appeal; the aim is to capitalise on these and co-ordinate information and opportunities more rocket facility is an important remnant from the Cold War that can be found in Spadeadam Forest, and effectively. Type Hadrian’s Wall Country into You-Tube and a new world opens up that shows how the World War II airfield at Silloth and the lines of pillboxes across the landscape also tell a story of people experience the area and the exploits they enjoy, from singing to climbing, impromptu theatre recent conflicts. to canoeing. Interpretation can be used to add value to these activities, and ensure that visitors have a The exciting component of Hadrian’s Wall Country is that history has never been completely wiped clean unique and personal experience of the place, enjoying its wildness, touching history, seeing local industry from the landscape. Although the majority of Hadrian's Wall has been removed, the visible evidence that and farming, tasting local produce, having a go at local skills, enjoying traditional events and festivals and remains helps us to visualise the scale and impact of the intervention. Similar incursions such as Scots engaging with the people who make it all happen. This is also a significant spiritual landscape, whether Dike and the canal between Carlisle and Port Carlisle also help us to see how the landscape has been people come here to commune with nature or to follow in the footsteps of saints. used and changed over time. This landscape is also mysterious and inspiring, attracting artists, writers and poets, and engendering myths, legends and traditions that make it distinctive. From a cultural perspective, there appears to be a There has also been a tendency across different periods to utilise similar sites due to their elevation or reluctance to promote these myths and legends or to use stories as a means of conveying messages. For proximity to a water supply or other important resources like stone quarries and woodland. There are example, the strong connections to King Arthur are not utilised as a means of providing a romantic view now layers of history in one location that provides a timeline of history. of the Border area, and the existence of Heavenfield is not celebrated because the exact location of the battle cannot be determined. However all of these stories are part of the cultural identity of Hadrian’s "I sit writing this letter in the camp on top of a great hill overlooking the Northumbria moors and dales, Wall Country and could be used to engage new audiences and add value to the existing experience and with views of the mighty Roman Wall, an old grey castle where Moss Troopers used to fight. What a interpretation. country for fighting and romance we are in." Associated topics: Letter from Baden Powell 1908 • The people who live, work and visit here Associated topics: • Thriving communities • A spiritual place • Landscape over a vast span of time • Art and inspiration • Boundaries and frontiers • Events and festivals • Archaeology • Food and drink • Farming and industry • Myths and legends • Climate change • A disputed land • Geology and geodiversity • Science and technology • Weather Based on the themes a series of projects has been proposed. • Rivers and watercourses • Legacy of land use • Human conflict from early settlement to Romans, Reivers and border disputes • Military training • Science and technology

30 8 The Interpretation Framework – themes and messages

8.7 Interpretation projects Project 1: Top ten things to see and do A number of projects are proposed below which would create the basic interpretive infrastructure of A series of highlights based on various landscape themes and on a variety of activities. Hadrian’s Wall the Interpretation Framework and help to deliver its central theme and four supporting themes. These Country stretches over 100 miles and passes through numerous National Character Areas. There is projects have been identified from the opportunities and objectives outlined above, and aim to awaken so much to do that you can easily struggle to read all the leaflets and digest where the "must see" visitors and local people to the extraordinary landscapes of Hadrian’s Wall Country and enhance their locations are. Potential visitors might think they’ve already done the key attractions and want to find experience with insights that lead them far beyond its Roman significance. Further opportunities are also something different to do, or are looking for something that meets their specific needs or interests. outlined in less detail to stimulate discussion. We recommend that a variety of Top Tens are developed to meet the needs of different particular These projects are proposals and need to be prioritised and worked up in partnership with appropriate audiences, which can be added to and updated over time. In the first instance, we recommend the stakeholders. The projects are grouped according to the interpretive themes. following Top Ten themes, along with suggestions for locations and attractions to include. These are likely to be contentious and everyone will have their own views – this should be regarded as an Central theme - Hadrian’s Wall Country: extraordinary landscapes united by their Roman opportunity and, over time, there could be polls on line to select favourites and/or blogs and tweets featuring My Top Ten, enabling local people and visitors to share their special places across Hadrian’s heritage Wall Country.

Project 1: top ten things to see and do • Top ten views. These must-see views could direct people to certain locations and help tell the A series of highlights based on various landscape themes and on a variety of activities. Hadrian’s Wall story of each area. This could be linked by a scenic drive, the Hadrian’s Wall Bus route and/or cycle Country stretches over 100 miles and passes through numerous National Character Areas. There is so trails so that people are helped to link these locations together. These best views should be broad much to do that you can easily struggle to read all the leaflets and digest where the ‘must see’ locations in range and, ideally, would also change to reflect the seasons. Our initial thoughts on what these are. Potential visitors might think they’ve already done the key attractions and want to find something might include are: different to do, or are looking for something that meets their specific needs or interests. o The steps of the Lit & Phil in Newcastle and/or the view over the castle mound and We recommend that a variety of Top Tens are developed to meet the needs of different particular site from Gateshead e.g. outside the Sage or Baltic, to reflect the urban environment audiences, which can be added to and updated over time. In the first instance, we recommend the o Steel Rigg car park and/or Housesteads, to appreciate the central section of Hadrian's Wall and following Top Ten themes, along with suggestions for locations and attractions to include. These the Whin Sill are likely to be contentious and everyone will have their own views – this should be regarded as an o Hard Knott Pass overlooking the fort and/or view from the fort, to reveal the extent of the opportunity and, over time, there could be polls on line to select favourites and/or blogs and tweets Roman presence and the changes in the landscape since then featuring ‘My Top Ten’, enabling local people and visitors to share their special places across Hadrian’s o Summit of Cold Fell, to appreciate views of the Whin Sill, Tyne Gap and the Vale of Eden Wall Country. o Birdoswald overlooking the River Irving or looking north to the signal station and/or overlooking the castle and church at Bewcastle, to get a grand view of the Cumbrian landscape • Top ten views. These must-see views could direct people to certain locations and help tell the story stretching away to the sea as well as the reuse of the Roman infrastructure in the area’s more of each area. This could be linked by a scenic drive, Hadrian’s Wall Bus route and/or cycle trails so recent and turbulent past that people are helped to link these locations together. These best views should be broad in range o Rockcliffe NNR and, ideally, would also change to reflect the seasons. Our initial thoughts on where these might include: o The steps of the Lit & Phil in Newcastle and/or the view over the castle mound and Pons Aelius site from Gateshead e.g. outside the Sage or Baltic, to reflect the urban environment Thirlwall o SteelCastle Rigg© The car Countryside park and/or Agency Housesteads, to apprVisitorseciate enjoy the centralthe landscape section near of Housesteads the Wall and the Whin Sill © Northern Horizons o Hard Knott Pass overlooking the fort and/or view from the fort, to reveal the extent of the Roman presence and the changes in the landscape since then o Summit of Cold Fell, to appreciate views of the Whin Sill, Tyne Gap and the Vale of Eden.

31 8 The Interpretation Framework – themes and messages

• Top ten family visits. The best places across Hadrian’s Wall Country to discover its landscape Project 2: Hadrian’s Wall Country interpretive viewpoints highlights with your children. This might include: The design and provision of a series of sensitively sited interpretation points to help visitors understand o Walby Farm Park and appreciate key landscape views across Hadrian’s Wall Country. o Walltown Quarry o the redeveloped Once Brewed (see below for more on this site) The concept behind this proposal is that partners should work with key views from and around Hadrian's o Wall. Some of these views may already be well known, such as that from the seat at Birdoswald, while o Muncaster Castle others might have to be created or enhanced through the removal of trees or by providing high-level o Bank Mill Visitor Centre viewing points. From these vantage points, visitors need assistance to read the landscape. • Top ten wildlife experiences. This is the ideal opportunity to promote the amazing wildlife and The basic sign at St Oswald’s Church, Heavenfield, assists people by pointing out the key features significant habitats across Hadrian’s Wall Country. In the short term, this could include existing that can be seen from here; however, it doesn’t interpret the landscape beyond this basic information. wildlife watching highlights, with the aim of developing this to include the various wildlife projects It is recommended that a more creative approach be taken to interpreting these views and, where proposed in the Interpretation Framework. Ultimately, this list could therefore include opportunities appropriate, to consider alternatives to traditional graphic panels. For example, interpretation could for seeing an otter playground; have a go on a red squirrel assault course; watch winter bird include: migrations from the loughs; spot toads and newts in the salt-marshes; watch for roe deer, badgers, stoats on the mosses; and look for butterflies in the hay meadows • A panel with a panorama photograph with interpretive labelling and supporting imagery or a • Top ten wet weather landscape experiences. To encourage visitors to come to Hadrian’s Wall Country reconstruction illustration showing the landscape at a different period of history – how it would have and enjoy its landscapes even on a wet day, this list might include Slackhouse Farm (see cheese being looked from here in e.g. medieval times made and then taste it in the cafe); the redeveloped Once Brewed site and Walby Farm Park. Forests • Exterior quality topographical models to enable visitors to literally ‘feel’ the landscape can also be exciting venues on wet days with the trees providing an element of cover. Activities such • A viewpoint marker, such as a frame to look through, a telescope viewer or two points to align, to as canoeing can be undertaken in all weathers. draw visitors’ attention to a particular view or feature • Top ten places to walk your dog. As part of the push to ensure responsible dog walking, with respect • Bluetooth downloads at key points, whereby visitors can hear an explanation of the view with for local farmers, , wildlife etc. This list could reflect seasonal changes (nesting birds, minimal physical intrusion lambing) as well as safe, fun places to enjoy the landscape with your pet • A top ten views leaflet and/or MP3 trail to download (see above) that provides a map and interpretation for the best Hadrian’s Wall Country viewpoints This project: • A destination viewpoint using a tower or other construction to enable visitors to get a birds-eye view of the landscape • Meets objective and recommendation 3 on providing effective pre-visit information Suggested locations and potential partners for these interpretive viewpoints include: • Addresses these key audiences: all users but particularly first-time and special-interest visitors, and those with specific needs • Barrasford Quarry in partnership with Tarmac • Spadeadam in partnership with the Forestry Commission • Allanbanks in partnership with the National Trust • in partnership with Mencap

Please note that we are not advocating a plethora of graphic panels across the landscape, but recommend a small number of appropriate sites be identified for these key welcome and landscape orientation points and that alternative media is used, where appropriate, to offer surprising and engaging ways to enjoy key views.

This project:

• Meets objective and recommendation 4 on easy-to-access welcome and orientation • Addresses these key audiences: all users but particularly first-time visitors and outdoor enthusiasts

32 8 The Interpretation Framework – themes and messages

Case Study: Sensitive viewpoint installations for special landscape Project 3: Accessible landscapes provision Challenge: Creating iconic installations that are sensitive to their location To build upon existing provision and to develop appropriate infrastructure across Hadrian’s Wall Country to meet the needs of under-represented audiences, including families and visitors with disabilities. Culbin Tower can be found in the heart of Culbin Forest on the Moray Firth. This remarkable new structure provides a viewpoint over the forest to the sea and hills beyond, and has been carefully While it is strongly recommended that all sites and attractions consider how they can make their offer designed to reduce its impact on Culbin as a whole. The structure is light and airy and climbing to the top more appealing to and accessible for visitors of all ages and abilities, we recommend some key sites be provides a memorable experience of an extraordinary place. The technical challenges of building a 20m developed in particular. high viewpoint tower on a sand dune were great, requiring a form of construction that was both simple It is proposed in the first instance that: to transport into such a fragile environment and would have as little impact on the site as possible. The result aims to be unobtrusive and yet provides a strong, safe and long-lasting structure for visitors to • Walltown continues to be developed and promoted as an access and family friendly site, to include enjoy well into the future. e.g. family cycling trails and a Have a Go at Cycling event (see later); interpreted routes suitable for wheel and pushchairs; a varied education programme suited for formal and informal learning. This Importantly, the viewpoint trail has been designed as accessible for walkers of all ages and abilities, and could be achieved by badging the attraction as a Country Park, ensuring events continue to have the tower is accessible to wheelchair users up to its mid-point, which still allows fine views out into the a family theme, the provision of family amenities and the upgrading of the wet weather facilities. forest and beyond. See www.forestry.gov.uk/forestry/INFD-76QJQK The provision of electric ‘Tramper’ type buggy vehicle to enable those with a disability to be more confident and adventurous. We strongly recommend work begins with a Management Plan and Interpretation Plan for the site, to ensure a coherent vision and purpose for the attraction • Cumbria Wildlife Trust’s Gosling Sike Farm, an organic farm just outside Carlisle, continues to be developed and promoted as an engaging ‘breath of fresh air’ venue, offering events for families and educational activities. Its offer links many of the themes within the Interpretation Framework, with a particular focus on the educational aspects • The education centres across Hadrian’s Wall Country, such as Talkin Tarn, Solway Coast Discovery Centre and Chopwell Woods, should be reviewed to ensure they meet best practice in inclusive access for all • Family-friendly woodland walks be developed and promoted at Miltonrigg and Gelt Wood • Housesteads continues to include opportunities for engaging with families in its development proposals for the Roman site and landscape context This project:

• Meets objective and recommendation 6 – meeting the needs of key audiences • Addresses these key audiences: families, disabled visitors, older people, education groups

Crag Lough © The Countryside Agency

33 8 The Interpretation Framework – themes and messages

Project 4: A landscapes interpretation centre for Hadrian’s Wall Country Project 5: Rolling programme of temporary Landscapes on Loan exhibitions The establishment or development of a site in a central location to interpret the landscape context of A series of surprising and inspiring temporary exhibitions, offered on a rotating basis, that bring different Hadrian's Wall. This would fill a gap in landscape interpretation provision in this key central section and landscapes from across Hadrian’s Wall Country to other parts of the area. offer the opportunity to develop landscape links north and south as well as east to west. These would largely be exterior displays, with an emphasis on managing sensitive habitats and working Once Brewed seems ideally placed to fulfil this role, not least because of the potential to develop the landscapes, linking seasonal and wildlife stories, local materials and traditional crafts (with an emphasis cluster of attractions here and add value to the contrasting Roman experiences at Housesteads and on contrasting landscapes and raising awareness of vulnerabilities, sustainability, responsible behaviour, Vindolanda. Northumberland National Park Authority owns and manages the Once Brewed Centre and climate change etc). has the remit to ‘promote understanding and enjoyment of the special qualities’ of the National Park landscape. These exterior displays, designed to emphasise contrast, might include:

While this should not be the only place to tell the beyond the Romans’ story, Once Brewed is key to • Sand dunes the landscape context story because of its proximity to Hadrian's Wall, several significant Roman sites • Dry stone walls and laid hedges and key geological features that can easily be read in the landscape. The site has operated for 30 years • Hay meadows and it also falls at a natural crossroads, with links along the Whin Sill escarpment to the North Pennines • Bogs and mosses AONB and to the Northumberland coast. It would also complement the interpretation of the geology • An urban streetscape at sites like Walltown Quarry and in the nearby AONB. Suggested locations for these exhibitions include:

• The open area in front of the new Great North Museum • Stagshaw roundabout at the junction of the A68 and the Military Road • Brampton village green • Haltwhistle train station • Outside the Wave Centre in Maryport • On the green area above the beach at St Bees

This project:

• Meets objective and recommendation 7 – interpretation beyond the Romans • Addresses these key audiences: all visitors, particularly first-time visitors, families, education groups

Painter at Sycamore Gap © The Countryside Agency 34 8 The Interpretation Framework – themes and messages

Project 6: Hadrian’s Wall landscapes seasonal highlights programme Initial key tasks will be to: The development and promotion of a seasonal highlights programme, integrating the highlights of the Hadrian’s Wall Country year with conservation and behavioural messages e.g. why to avoid certain places • Map the seasons month by month and engage stakeholders to identify the potential key attractions at nesting time, why to walk the National Trail in summer. This has the additional benefit of spreading • Begin drawing together existing seasonal highlights that can be promoted straight away, including visitor load throughout the year and encouraging new and repeat visits. e.g. the various hay meadows projects, bluebell woods, winter bird migrations • Ensure the proposed new Hadrian’s Wall Country website (proposed above) can be used effectively as The changing seasons – from blooming flora to migrating wildlife, weather phenomena and traditional a resource to enable access to this information (and that regular, changing information from project farming practices – provide us with one of the greatest natural resources for Hadrian’s Wall Country, partners can be managed and presented) the potential of which has yet to be realised. At present the special nature of the area appears to be a guarded secret and partners need to help visitors enjoy the changing nature of different sites. There is This project: always an inherent belief that historical attractions represent a snapshot in time and provide the same experience whenever they are visited; this is the opportunity to prove this wrong. • Meets objective and recommendation 8 – positive messages and responsible behaviour • Addresses these key audiences: virtual visitors, older people, repeat visitors, wildlife watchers Seasons help to portray the dynamic nature of the countryside and allow partners to direct visitors to the most appropriate locations for that particular time of year. The Alnwick Garden provides an excellent Case Study: Discover New England (and not just in the Fall!) local example of how to consider gaps in the offer and capitalise on this, using their cherry tree orchard Challenge: To map, interpret and promote seasonal highlights effectively to encourage year-round, project to provide a particular focus on a time of year where the colour of the gardens is at a low point. sustainable visiting.

Hadrian’s Wall Country should begin actively directing people to woodland in October, to the loughs One of the best known straplines for a destination is ‘New England in the Fall’. Unfortunately, the focus in May and the Whin Sill grass in June. There is a role for Hadrian’s Wall Heritage to co-ordinate this on this glorious aspect of the region has been a mixed blessing, with a plethora of visitors in autumn and action, being an organisation that can work across boundaries. The web provides an excellent resource less interest during other seasons. The web site ‘Discover New England’ tackles this presumption head from which to direct people to special natural events such as a carpet of bluebells or birds migrating to on by providing information on the four distinct seasons, each with its own character, each with its own the Arctic; with careful management and plenty of contributions from partners, this can be a lively and appeal. The objective is to make New England a true all-year-round destination for tourists. They urge dynamic resource, updated on a monthly or weekly basis, and reflecting the variety of natural highlights visitors to go in winter for snow and crisp sunny days, for skiing and snowboarding in the mountains, city across the area. Importantly, these seasonal highlights can also be supported by key conservation breaks with great shopping, theatre and museums. To celebrate the end of winter, the recommendation messages, encouraging visitors to behave responsibly and/or encouraging them away from vulnerable is to check out the maple sugar festivals, followed by daffodil festivals, dogwood and lilacs. Since sites. New England is on the same latitude as , springs are warm and summers are plain hot, so it is recommended to hit the beaches from Connecticut to Maine; cool off on lakes and in forests; go sailing, To achieve this, we recommend that HWHL (or the Hadrian’s Wall Landscape Partnership) co-ordinates canoeing and fishing; go camping, stay in a log cabin and picnic at an outdoor concert. a programme of well-promoted seasonal activities and events. A core part of this work should be to See http://www.discovernewengland.org/ highlight opportunities to partners and stakeholders, and demonstrate to them how the seasons can be used as a resource to encourage longer stays, attract new and repeat visitors year-round and direct people to different locations in a sustainable manner.

It is suggested that the resulting programme catalogues, develops and promotes a mix of:

• Web-based information on seasonal highlights, what to see where and when • The promotion of seasonal interest at sites and attractions (from a simple blackboard noting what’s in flower or wildlife spotted today to changing seasonal interpretation) • Events celebrating the changing seasons, e.g. bluebell wood walks, bird-spotting talks, Harvest Festival, haymaking, off-season bird watching packages around Hadrian’s Wall • Celebrating local produce in season and promoting the farming calendar • Wildlife viewing points with interpretation, e.g. enhanced visitor facilities at Greenlee Lough NNR to enable visitors to enjoy the winter waders

Haltwhistle Dene in autumn © Graeme Peacock

35 8 The Interpretation Framework – themes and messages

Theme 1: Managing the Landscape Project 8: Benefitting from partnerships – making hay while the sun shines This partnership project aims to celebrate the special habitat of the traditional hay meadow as part of Project 7: A Roman menagerie – family-friendly trails to discover the wildlife of the Roman era both the managed landscape theme and to promote the seasonal spectacular of seeing wildflowers in These proposed family walking and/or cycling trails around key habitats would celebrate the animals bloom in early summer. that would have been here in the landscape in Roman times and those species that were introduced by them. It is important to help visitors to understand the changes in habitats, climate, flora and fauna This action is required to examine how good interpretation can provide a greater impact and what that have taken place over the last 2,000 years, how the habitats are managed for wildlife today and the benefits can be achieved through co-ordinated working, presentation and promotion. Links should possible reintroduction of species. also be made with the key views project above to ensure the locations of hay meadows can be made compatible with accessible viewpoints and that interpretation can be provided at relevant locations. When the Romans occupied this area, wild boar, wolf and beaver would have been in existence and possibly animals such as elk and lynx; they also introduced rabbits, hare and pheasant into the country. Three framework stakeholders (Northumberland National Park, Solway AONB and North Pennines The trail(s) could visit different habitats and provide information and interpretation on the animals that AONB) have undertaken work to promote the traditional hay meadow and increase the wildflower would have lived there (and what has happened to them since). It could be based on a leaflet and/or provision within their area. Each developed their own plant-spotting guide and worked with farmers to downloadable onto phones, and information provided by Bluetooth at certain locations. There is also ensure the delivery of the project. A simple next step would be for these agencies to work together to potential to develop this as an arts project that recreates the lost creatures and today’s key species in exchange best practice, encourage visitors to go to different hay meadows across Hadrian’s Wall Country the landscape. Suggested locations for this include Talkin Tarn, Walltown Quarry and Muncaster Castle. to compare and contrast the wildflowers protected by the scheme and to reduce costs through joint marketing. This project: The partners’ hay meadows work could be celebrated collectively through the new Hadrian’s Wall • Meets objective and recommendation 6 – meeting the needs of key audiences Country website recommended here and links could be made with, for example, local suppliers who sell • Addresses these key audiences: families wildflower seeds. Other activities and events linked to the hay meadows across the area could include:

• Walks and talks about meadow management and species • Family-friendly storytelling activities surrounding the myths and science of meadow flora and the upland farming story • Mini-beast hunts and eye-spy species challenges

We also recommend that this partnership project is used as an exemplar for this Interpretation Framework and lessons learnt from this joint project development be shared and promoted through the Hadrian’s Wall Landscape Partnership.

This project:

• Meets objective and recommendation 1 – enhanced partnership working • Addresses these key audiences: families, education groups, special-interest visitors, outdoor enthusiasts, repeat visitors

Wylam Waggonway © The Countryside Agency

36 8 The Interpretation Framework – themes and messages

Project 9: Farming along the Wall Farming helps maintain the current landscape. However, many visitors do not understand the farming To ensure the conservation message is strongly integrated into the experience, the interpretation should year and what is involved. Hadrian’s Wall Country includes different farming practices from upland beef feature positive behavioural messages and opportunities to help make a difference. This might include: and sheep farms to lowland dairy and arable farms. Information either on-line or in other formats should be developed to enable visitors to gain insight into the methods employed in maintaining the varied • Well-promoted links to local wildlife trusts for more information on otters and other species at risk landscapes. across Hadrian’s Wall Country • Opportunities to share otter-spotting experiences with others. This might include real and virtual Hadrian’s Wall Landscape Partnership to work with Natural England to identify opportunities for farms otter diaries, plus links to otter sighting sites like http://www.ottersite.btinternet.co.uk/ottersite.htm across the area to benefit from encouraging interest in and support for farming and local produce. This • Guided walks and talks for families and specialists could be achieved by: • Information on the Top Ten Hadrian’s Wall Country species, as described above, but also including general interpretation plus educational material for schools and groups on these species at relevant • Encouraging farms across the area to get involved with Countryside and Environmental Stewardship sites schemes, particularly where these can be developed to offer educational and family-friendly elements as part of the Hadrian’s Wall Country portfolio. This could be achieved by featuring Potential partners for this project include English Heritage, Natural England, Northumberland Wildlife workshops on Natural England’s schemes through the Know Your Hadrian’s Wall programme, such Trust, Northumberland National Park, International Otter Survival Fund (www.otter.org) as how to get involved, what opportunities and benefits are there, where do I go from here; a co- ordinated programme of visits to farms already involved in the scheme for inspiration and insight; This project: information on how farms can get involved in the One Million Children Outdoors campaign • Providing help and support for those farms interested in facilitating access and offering key facilities • Meets objective and recommendation 7 – interpretation beyond the Romans for visitors, particularly where these can be linked to special local qualities and produce. Slackhouse • Addresses these key audiences: wildlife spotters, school groups, visitors with disabilities Farm is an excellent example of providing a service (tea room, accommodation) while adding value to a visit (see cheese being made) • Providing opportunities for selected farms to participate in an internet-based programme of seasonal blogs, giving personalised information about the farming year

This project:

• Meets objective and recommendation 5 - appreciating the landscape context of Hadrian's Wall • Addresses these key audiences: families, education groups, special-interest visitors, outdoor enthusiasts, repeat visitors

Project 10: Playgrounds for people and animals Children’s adventure playground at Talkin Tarn. We propose an adventure playground at Talkin Tarn for children that is based on the assault course they have created there for squirrels. The squirrel playground is a great example of how to bring an animal to the close attention of visitors; the next step is to challenge children to see if they can be as clever and agile as the squirrels.

Otter playground at Birdoswald. Although the otter never completely disappeared from Northumberland, as it did in Cumbria, numbers in both counties are thankfully on the rise now rivers are cleaner and habitats restored. Rather than simply improving their habitat, there could be a great deal of fun in designing a play park for otters based on the Squirrel Assault Course at Talkin Tarn. This could be a schools-based exercise where children learn about the habits of the otter and how it lives. A good location for this would be the River Irthing, with the project based at Birdoswald. Lambs on Hadrian's Wall, near © Fairhurst

The animals’ play park could be linked into an otter trail for people to follow that leads to an interpretive hide. Given that otters can be notoriously shy and difficult to spot, even with a great new fun park to play in, this could incorporate webcam coverage of the animals. 37 8 The Interpretation Framework – themes and messages

Other opportunities and actions for the Managing the Landscape theme 4. Encourage those audiences visiting the area to attend special events or for a particular activity to engage more with the landscape context: 1. Highlight the national and international significanceof a number of natural designations a. HWHL and/or Hadrian’s Wall Landscape Partnership representatives to attend events such as alongside the WHS. This could be achieved by: the Northumberland County Show and Solfest to deliver the message about the diversity of a. Creating a top ten list of habitats and species that are significant and/or exciting and unusual offer in Hadrian’s Wall Country. (as part of the Top Tens project noted above). This particular Top Ten should be presented b. Run an architectural competition to design an eye-catching temporary Hadrian’s Wall Country alongside clear messages about how to take positive action to protect fragile environments exhibition stand that can be erected in a number of internal and external environments. This and species. could be used at these various county shows and, over the winter, to tour schools, farmers’ b. Raising awareness of the different landscapes and habitats along Hadrian's Wall corridor markets, supermarkets etc to engage with local people. by comparing and contrasting them. Commission a set of Top Trumps/Pub Beer Mats to c. Develop a Welcome to Hadrian’s Wall Country postcard/e-card or leaflet that can be encourage visitors and local people to consider and compare different habitats by using distributed among local outdoor centres, holiday businesses and service providers for those a game based on key facts. High scoring landscapes would be those with international walking, cycling, climbing, canoeing etc in or through Hadrian’s Wall Country (e.g. cycling designations and rare species. The Top Trumps could be attractively packaged and sold, holiday companies, walking tour providers, outdoor activity centres). This can be sent to encouraging key audiences of children and families, schools and other groups, local people visitors in advance, e.g. with booking paperwork, and used to highlight the special qualities and staying visitors to reconsider the diversity of landscapes, flora and fauna and their of the landscape, its designations, what else to look out for in the area and how to visit significances. sustainably.

2. Work with partners to enhance provision for nature-based tourism within Hadrian’s Wall Country, 5. Encourage the provision of allotments throughout Hadrian’s Wall Country and promote the based on the actions proposed in the report commissioned by One North East. In addition to the introduction of community orchards. There is no better way to learn about local produce, the otter playground recommended above, we suggest: seasons and the weather than to actually manage your own allotment or orchard and grow food a. Enhancing the interpretation of red squirrels and promoting spotting locations within Kielder to eat: Forests close to Spadeadam (with physical and interpretive links to the proposed red squirrel a. An initial project would be to work with the National Trust to provide space for the assault course at Talkin Tarn). community at and transfer the knowledge gained at Gibside. b. Continuing to examine the feasibility of reintroducing beavers to the area. b. A fascinating angle to this project is to learn how many vegetables were introduced to this c. Use the experience of promoting and conserving red squirrels to do the same for other country by the Romans, some of which are grown at Arbeia. The list includes garlic, onions, vulnerable species in the area. For example, water vole and white clawed crayfish4 are shallots, leeks, cabbages, peas, celery, turnips, radishes, and asparagus, as well as many herbs endangered species that require co-ordinated action for interpretation and/or conservation. that they introduced to Britain such as rosemary, thyme, bay, basil and savoury mint. These Interpretation can be used to promote important conservation messages and responsible could be grown and sold at, for example, Bewcastle. enjoyment of these vulnerable species. c. Heritage Seeds could be sold at all attractions to make the connection between the Romans 3. Promote volunteering as a means of engaging people with the area’s rich natural resources. This and the current day. would include: 6. Work with villages and towns to enable them to sign up to the Hadrian’s Wall Country concept a. Continuing to deliver the HWHL Volunteer Strategy. and develop their ownership, understanding and appreciation of their special landscapes. b. Continuing to facilitate and promote the work of partners such as the National Trust, British Hadrian’s Wall Country needs the support of the local communities in order to support the Trust for Conservation Volunteers and Northumberland National Park and provide links from concept. This is the next step beyond the Know Your Hadrian's Wall Country initiative and the Hadrian’s Wall Country website. requires support on branding, maps and information. Projects described in the Interpretation c. Work with partners to explore opportunities for volunteer exchange programmes, enabling Framework that will help with this include: Hadrian’s Wall Volunteer Heritage Guides working in the central section of Hadrian's Wall to a. The Hadrian’s Wall Country brand manual. work on a project on the Solway. b. Continuing with the Know Your Hadrian’s Wall Country initiative and including courses on d. Consider opportunities for the Hadrian’s Wall Landscape Partnership to facilitate engaging landscape within the activities. family groups in volunteering and conservation through the Muckin4life campaign c. Developing crib cards on key topics and producing interpretation (e.g. on-line material, www.direct.gov.uk/muckin4life. leaflets) on landscape interpretation.

7. Ensure that the passionate people who are conservationists, land managers, wardens, volunteers etc are highlighted as part of the Hadrian’s Wall Country people project (Project 18).

4 There are a number of well-recognised species in the area that feature on the red list of endangered animals at an international and national level. For instance, the future of the white clawed crayfish is classed as globally threatened by IUCN/WCMC. It is protected under Schedule 5 of the WCA in respect of taking from the wild and sale, but can be found within close proximity to Hadrian’s Wall. 38 88 TheThe InterpretationInterpretation FFrameworkramework –– themesthemes andand messagesmessages

Theme 2: The Influence of the Landscape

Project 11: Traditional skills in action Project 12: Focus on place names – community research projects In the first instance, the objective of this project would be to map the traditional skills that exist within The history of Hadrian’s Wall Country is literally written in the landscape and tracing the origins of its Hadrian’s Wall Country and encourage their promotion and interpretation, as well as opportunities for place names can reveal many layers and aspects of its history and links with the landscapes. participation. Initially, this project could be organised as a series of community research projects, based around the • Ensure new or redeveloped visitor attraction buildings, walkers’ shelters etc incorporate local key settlements in each of the landscape areas, to examine the layers of history revealed by current and materials and traditional skills; for example, heather at Housesteads and/or the redeveloped Once former place names. This could begin by focusing on the old Roman names for forts and settlements Brewed site and reed at Senhouse. Build opportunities into these development programmes for open whose original names often provide a fascinating link to the countryside. For example, (the days and skills workshops, enabling visitors and volunteers to see traditional skills in action and, if orchard) is now Brough by Sands5, and Bremenium (the place on the roaring stream) is now High possible, to have a go. Include guided walks from the sites to see the materials in situ (e.g. heather Rochester. When did these changes of names take place, why, and what do the later names tell us about growing, limestone quarrying) place and people? Many local names reflect other cultures and settlers before and after the Romans, as • Support the work of partners to deliver a clay dabbins programme, celebrating the Solway Plain’s well as reflecting land ownership and land use (such as the many shielings in Northumberland that were traditional clay houses used for summer grazing). The research could be used in the following ways: • Building from NNPA’s Hidden Histories project, select a series of buildings across Hadrian’s Wall Country that illustrate the diverse range of local materials and traditional skills and work to protect • Sections within the new Hadrian’s Wall Country website for the communities to celebrate their local and enhance their condition. Include them in, for example, a Top Ten Traditional Buildings list, on names circular walks from key landscape viewpoints, and in visitor information • The web site could feature, for example, a Name of the Month project, where particular sites are • Encourage charcoal burning to manage woodland and use by-product celebrated and further details provided to visitors • Continue the training days already established by partners such as the NNPA’s Traditional Boundaries, • The map of Hadrian’s Wall Country recommended above could be made interactive (on-line and/or Traditional Skills project at key visitor centres) to feature these different names and shifting boundaries over different periods, enabling people to reveal with a single click a different layer of the area’s history This project: • Interpretation at local attractions and visitor service points in the various settlements could celebrate • Meets objective and recommendation 5 – appreciating the landscape context of Hadrian's Wall the meanings of local names • Addresses these key audiences: local people, repeat visitors, education groups • Eye-catching signage in two languages, such as found in Wales and Gaelic-speaking areas of Scotland, could be introduced at key points to remind people of the change of name and the different meanings • The communities could draw their own interpretive maps – perhaps as part of a village trail project – to include the most interesting local names and their meanings • To stimulate creative writing projects, perhaps generating village booklets or online resources that capture local stories; story-telling events based on old and new legends; community plays about people and place This project:

• Meets objective and recommendation 5 – appreciating the landscape context of Hadrian's Wall • Addresses these key audiences: local communities, schools and special-interest visitors

What’s in a Name? Some people have suggested that the Border folk were largely descended from Norse-Viking warriors. However, there is very little evidence of Viking settlement in Northumberland, where both local place names and local dialect are of a highly Anglo-Saxon (Old Germanic) nature. In Cumbria, by contrast, the local dialect is noticeably different and many place names are of Norse origin. Many place names with typically Norse-Viking endings like ‘-thwaite’ (meadow) and ‘-by’ (village) are extremely common in Cumbria and yet virtually absent from Northumberland. Some features in Traditional Boundaries Traditional Skills project, Northumberland National Park © Genevieve Adkins Cumbria also have completely different names to those of Northumberland. For example, shepherd’s huts in Cumbria were called ‘scales’, streams are ‘becks’ and waterfalls are ‘forces’, all of which are of Viking origin. In Northumberland, the equivalent names – shiels, burns and linns – are Anglo-Saxon (old Northumbrian). 5 Burgh-by-Sands appears to stem from the Old English burh, meaning or stronghold, and thus referring to the location of the old Roman fort among the sandy dunes of the Solway estuary. See http://www.roman-britain.org/places/aballava.htm 39 8 The Interpretation Framework – themes and messages

Project 13: The lie of the land – gaming on Hadrian's Wall This project, inspired by the topics of the lie of the land and geodiversity (and also linked to the theme of Reading the Landscape), is a key opportunity to engage the challenging teenage audience with the landscape of Hadrian’s Wall Country.

We propose an annual landscape-based gaming event over several days or as a residential session, which could be run from Birdoswald (to make use of its strategic location and accommodation resources). This would involve bringing together groups, particularly young people and teenagers (with the support of their parents), to create the landscape of Hadrian’s Wall Country based on Ordinance Survey mapping and basic materials. The ensuing gaming events would use this handmade landscape as the basis for strategic games of armies in combat.

These strategy games could be developed and/or led by, for example, Games Workshop, an international company that already runs regular workshops to build landscapes and paint armies and hosts a national convention in Birmingham each year. They would be designed to be as accessible as possible and could also, ultimately, be played virtually.

Hadrian’s Wall Country could become a regular venue for these events, with the focus on creating the landscape each year by understanding the mapping and even interpreting the underlying geology to reveal why it looks as it does today. The strategic gaming events that use this landscape could involve real or mythical battles or even pitch armies from different periods, using different weaponry and skills, in this frontier zone. They could include recreating the battle of Heavenfield, exploring a clash between the Romans and the Reivers or the creation of new mythical armies. Living Frontier event at Housesteads © Northern Horizons

Key audiences for this project would include teenagers and young people, families, schools and other groups, visitors with disabilities and special-interest visitors.

An associated project, which is also likely appeal to teenagers and young people, would be a graphic novel/comic book that explores the story of this landscape and the conflicts it has seen. However, we recommend that the success of the graphic novel being developed to support the Civil War in Newcastle, led by Tyne & Wear Museums, be monitored first to see if it does indeed attract teenagers.

This project:

• Meets objective and recommendation 5 – appreciating the landscape context of Hadrian's Wall • Addresses these key audiences: teenagers and young people, special-interest and repeat visitors, education and other groups

40 8 The Interpretation Framework – themes and messages

Other opportunities and actions for the Influence of the Landscape theme

1. Resurrect/replace the Northumberland National Park interpretation of the reuse of Roman stone in the construction of .

2. Consider the future role of Brigantium as an outdoor interpretation centre for Hadrian’s Wall Country as it is located at a key gateway into Hadrian’s Wall Country and has the ability to interpret the layers of history that exist within the area.

3. Water along the Wall. Celebrate the provision of water to the major settlements through a programme of artist residences based at Northumbrian Water at Horsley. The focus of the work would be on the provision of water from the existence of springs that can be linked to the location of early settlements and then the current provision of water through reservoirs and the underground distribution from Kielder to the rivers Tyne, Wear and Tees.

4. Working the Wall. Consider a Horrid Histories type project, perhaps in association with Newcastle’s Seven Stories centre and local universities, to celebrate industry and innovation across Hadrian’s Wall Country, from the earliest settlers and Roman wall-builders through to modern weapons testing and climate-change recording technology. This industry and innovation approach would also be closely linked to an understanding of the geology of the area and the natural resources of the landscape (key theme three). This project could result in a combination of: a. A child-friendly history/science book based on Hadrian’s Wall Country. b. Associated science and technology teachers’ packs, with links to key sites and other education Steel Rigg © The Countryside Agency resources along Hadrian's Wall. c. On-line discovery resources, science games and experiments to try, all available through the Hadrian’s Wall Country website. d. A series of activities and events, such as science workshops, family-friendly geology walks and hands-on skills days.

5. Consider a long-term project to identify opportunities for celebrating the use of natural resources across Hadrian’s Wall Country, in association with museum and other artefact collections in the area (drawing together both the themes of The Influence of the Landscape and Reading the Landscape). This might comprise a series of exhibitions at key locations and/or travelling exhibitions, to focus on key industries of farming, quarrying, mining, fishing, forestry, shipbuilding, leisure etc, with a key underpinning message about the importance of balancing the use of the landscapes, waterways and coast of Hadrian's Wall Country productively while also preserving the historic resource and encouraging access and enjoyment. One of the key aspects of this will be to celebrate the area’s collections of tools, equipment, costume etc, to compare and contrast with the better-known Roman collections – demonstrating comparisons and contrasts with the skills and technology of the Romans with that of local people before and after their occupation. This would, by necessity, need to be a major partnership project and could be a challenge to develop and implement; however, it has the potential to increase access to a variety of collections and knowledge, lost skills and overlooked industries that would add many new layers to visitors’ understanding and appreciation of these landscapes and the resources they provide.

41 8 The Interpretation Framework – themes and messages

Theme 3: Reading the Landscape Project 15: Lumps and bumps days A series of events and activities focused around helping local people and visitors to understand the Project 14: A disputed land significance of the many lumps and bumps across the landscape of Hadrian’s Wall Country. This would This project highlights opportunities for interpreting the various aspects of this area’s troubled past. The range from interpreting the earliest geological upheavals and oldest archaeological remains to overgrown Reiver links in particular have significant potential for tourism through the international spread of Reiver boundary walls, industrial heritage and evidence of climate change, erosion and changing farming family names. There are a number of ways in which this might be achieved, encouraging people to think practices. Strands of this project could include: about the different conflicts that have been fought here: a. Develop a co-ordinated approach to telling the Reiver story across Hadrian’s Wall Country including • Top ten lumps and bumps – the most curious mounds in the landscape that reveal the rich and diverse a network of community-based interpretation centres, trails and key sites. history of this landscape (presented as a web list and potential download for discovering them; they b. Offer easy-to-access information on public access through the Spadeadam area, in line with the could also be part of a geocaching trail) work recently undertaken at Otterburn Ranges (a mix of on-line information, welcome points and • Guided walks and talks for general visitors and/or specialists, featuring industrial heritage, geology, leaflets). archaeology, climate change, conservation and other key issues that are revealed through the lumps c. Promote storytelling as a means of conveying the history of the area, which could be particularly and bumps of the landscape potent when associated with battles at different periods of history. Enable enhanced access to the • Family-friendly activity days to investigate lumps and bumps and, at key locations, create new lumps Reiver ballads through events, activities and on-line material, and commission new poetry to tell the as temporary features / arts installations that tell exciting stories about the past story to a wider audience. d. Work with Tyne and Wear Museums to help facilitate their current project about the Civil War in This project: Newcastle, and work with them and Tullie House to facilitate a complementary exhibition and/ or joint events on the Civil War across Hadrian’s Wall Country (this could include Carlisle, Norham • Meets objective and recommendation 6 – meeting the needs of key audiences Castle, battlefield walks). One opportunity could be to do a schools exchange between Carlisle and • Addresses these key audiences: families, special-interest and repeat visitors, education and other Newcastle to ‘fight’ the war from different viewpoints (inspired by the earlier World War II costumed groups evacuation project between Newcastle and Carlisle). e. Facilitate local historians, special interest groups, archaeologists, local communities and schools to map the World War I and World War II impacts on the landscape (and people). The resulting research could be used to produce a detailed guide to inform visitors, be the basis of a travelling temporary exhibition and/or be used on the web.

This project:

• Meets objective and recommendation 5 – adding value by raising awareness of the significance and interest of the landscapes around the WHS • Addresses these key audiences - families, special-interest and repeat visitors, education and other groups

Carlisle Castle © Graeme Peacock

42 8 The Interpretation Framework – themes and messages

Project 16: The Whin Sill Way Consider a partnership project that promotes the dominance and unique geology of the area by looking specifically at the impact of the Whin Sill across the breadth of the country. This might, in the first instance, be a mapping project for schools or a mapping event held as part of e.g. the North Pennines AONB Northern Rocks festival. This could be used to explain the creation of the Whin Sill and include key features and destinations such as High Force, Housesteads and Lindisfarne.

Ultimately, this could become the basis of a new, long-distance driving, walking, cycling or -riding route that would encourage visitors to explore from coast to coast. It could be linked to interpretive displays and events at key locations along the route, schools and web-based projects, plus the generation of visual arts and literary material.

This project:

• Meets objective and recommendation 7 – interpretation beyond the Romans • Addresses these key audiences: local people, visitors, outdoor enthusiasts, schools and other groups, virtual visitors

Project 17: As far as the eye can see – markers in the landscape The Whin Sill - View east from Cockmount Hill towards Cawfields © Graeme Peacock At all visitor locations, the boundary of the sphere of influence should be expanded to draw in and consider clues to the history in the area. One way this could be achieved is by looking at how far you can see.

When you stand at key viewpoints along Hadrian’s Wall Country and look at the landscape, you marvel at the distant horizon or specific features away in the distance; at some locations this view can stretch as far as the Lake District, north into Scotland or out over the Solway. What visitors often fail to appreciate is the extensive landscape between themselves and this key distant view.

We therefore propose an arts-based project to place installations within the landscape at regular intervals, inspired by the mileposts on Roman roads and and fortlets along Hadrian's Wall. The aim is to provide a series of destinations within the different landscapes that explore how far we can see and what is in between, and to interpret these contemporary landscapes while echoing back to their Roman history. There are already a number of structures in the landscape such as historic chimneys, specimen trees and houses which could be used but there is a strong desire to reflect on the dominance of the Roman mile in the design of Hadrian’s Wall.

This project:

• Meets objective and recommendation 5 – appreciating the landscape context of Hadrian's Wall • Addresses these key audiences: families, first-time visitors, special-interest and outdoor enthusiasts and, if undertaken as a series of community arts projects, would have a particular interest for local people

43 8 The Interpretation Framework – themes and messages

Other opportunities and actions for the Reading the Landscape theme 4. Christian heritage - Promote understanding of early Christian Heritage across Hadrian’s Wall Country, from the regional origins of Christianity in the late Roman period to the world of Bede in 1. Charting climate change – there are examples across Hadrian’s Wall Country that demonstrate the 7th/8th centuries. Many sites across Hadrian’s Wall Country have important contributions the impact of climate change in vivid and easily understood ways, from the overlaid terracing at to make to this story, including many of the Roman sites, Birdoswald with its connections to St Housesteads to the summer sheilings and abandoned settlements in upper Redesdale. In order to Patrick, Celtic christianity, early pilgrimage sites in the Borders and Hexham Abbey founded by interpret climate change, we suggest a number of initiatives, such as: Wilfrid, Bishop of in the 7th century. The political, economic and landscape aspects of early a. An education programme from Gosling Sike Farm to interpret the impact of climate change and Christian heritage are potentially of great interest but are rarely presented in an integrated and variations in weather on farming techniques. holistic way. b. Climate charts and weather windows, perhaps delivered primarily through the new website but available at appropriate locations on the ground as well, showing weather patterns across the area in the past with snapshots in history to compare with today e.g. the severe winters of the medieval period, fine weather for vineyards in the Roman period. c. Climate change workshops could be offered as part of the Know Your Hadrian’s Wall project, with practical ideas for local businesses and service providers to be ‘greener’ and encourage visitors and customers to visit sustainably. d. Positive behavioural messages about visiting responsibly and sustainable living to be integrated, wherever possible, into new interpretive material.

2. Whatever the weather – devote a section of the new Hadrian’s Wall Country website to the weather across the area. This could comprise a series of weather stations at key attractions, such as the Great North Museum, Once Brewed, Birdoswald, Silloth Discovery Centre and Ravenglass, which visitors can look at on site and which would feed back information and weather pictures to the web and the other stations. This could be linked to recommendations for attractions, viewpoints and places of interest best suited to particular weather conditions (indoor activities for wet days, best views for clear days, when not to walk the Hadrian’s Wall Trail etc), all of which would help people plan their visits more effectively and promote good choices. We strongly suggest that this is also linked to the previous Climate Change project, which would enable people to appreciate and understand how the climate has changed over decades, centuries and millennia along Hadrian's Wall and the differences this has made to the way people live, work, eat etc.

3. Borders and boundaries – Promote an understanding of the physical changes in boundary between England and Scotland and the contraction of Northumbria from its earlier size. a. Examine the role of Scots Dike in the proposed exhibition at Housesteads. b. Enhance the marketing of the Reivers Cycle Route as a key initiative to understand the troubled Hexham Abbey © Graeme Peacock Vicar's Pele Tower, Carbridge, © Graeme Peacock of the border region. c. Help visitors to consider whether they are standing in Cumbria, Northumberland or Scotland. These are three distinct and familiar areas today, but people are probably not aware that the border was moved so many times that it does not define reality. It might be fascinating, for example, to identify a number of points across the corridor that were particularly heavily disputed and to create distinctive installations that reflect this fluidity. For example, real or virtual fingerposts could be created that feature several layers of pointers to countries and counties from different dates (to be part of the interactive map and/or implemented on the ground as appropriate). The uppermost arrows might show today’s counties and indicate Scotland a certain number of miles away; the set below it could show that this point was actually in Scotland during medieval times, with the historic counties and/or marches indicated; below that might be a Roman-styled sign indicating only the Empire and the untamed lands to the north.

44 8 The Interpretation Framework – themes and messages

Theme 4: A Living Landscape Project 20: Sewingshields Castle sound installation Best known for its views of Hadrian’s Wall, Sewingshields Crags also once had its own castle. Legend Project 18: Hadrian’s Wall Country people says that this was one of King Arthur’s many homes around the country and that, hidden in the We recommend developing interpretation that celebrates well-known and ordinary folk from across cavernous vaults below the castle, still lie King Arthur, Queen Guinevere and his band of warrior Hadrian’s Wall Country who are an important part of the history and community. This should knights, sleeping soundly until the British nation calls on their help. Beside them, on a table, sit a horn, showcase people past and present who are intimately involved with the landscape, from Romans a sheathed sword and a garter. To awaken the great king, it is said one must draw the sword, cut the to Roman historians, Iron Age farmers to today’s land managers, famous visitors past and present, garter and blow the horn. To install a system where the sound of the horn can be amplified over the scientists and artists, historical figures and mythical beings. This material could be developed for crags would certainly stir interest in this fantastic legend. venues within Hadrian’s Wall Country and supported by temporary, rotating exhibitions at gateway venues and on line resources. These should be linked to existing resources on key local folk e.g. the This project can be expanded to examine how all myths and legends can be brought to life for different John Martin trail at Haydon Bridge, the Birleys at Vindolanda, Abel Chapman at Wark. audiences. For young people we would propose to use comic strip animation to give access to these This project: weird and sometimes spooky stories of gallant knights, heroes and villains.

• Meets objective and recommendation 7 – interpretation beyond the Romans This project: • Addresses these key audiences: local communities, first-time visitors, special-interest, schools and other groups • Meets objective and recommendation 7 – interpretation beyond the Romans • Addresses these key audiences: families, young people

Project 19: Know your Hadrian’s Wall Country landscape crib cards We strongly recommend the production of ‘crib cards’ containing key information about the local Project 21: A view with a room landscapes that can be distributed free to local people and businesses as part of the current Know Your A series of walkers’ and cyclists’ bothies or shelters to celebrate the long distance walks and their Hadrian’s Wall project. These would include a number of key facts, with simple explanations, that connections. There are already a number of long distance and circular walks that cross the line of the people can share with confidence in general conversation with visitors (along with information on the path, which include the Pennine Way, St Oswald’s Way and the Cumbrian Coastal Path. The Reiver best places to go to find out more). Cycle Route is another useful method of introducing people to the landscape. Therefore, there does not seem a great need for further routes, but these routes need to be made more meaningful and the This project: relationship with Hadrian’s Wall Country more accessible. • Meets objective and recommendation 5 – appreciating the landscape context of Hadrian's Wall A method of providing some linkage would be to design a series a walkers bothies or shelters which • Addresses these key audiences: primarily local people, but will ultimately benefit all visitors could provide mini destinations as part of the attraction. These could use local materials or crafts or could work with stories and legends associated with the area. A further option would be to place these shelters at the intersections of these long distance walks such as where the Pennine Way meets the Hadrian’s Wall National Trail.

This project: • Meets objective and recommendation 5 – appreciating the landscape context of Hadrian's Wall • Addresses these key audiences - outdoor enthusiasts

45 8 The Interpretation Framework – themes and messages

Other opportunities and actions for the A Living Landscape theme Case Study: Celebrating local food and traditional skills 1. Celebrating Scout Camps. Promote a series of scout camps in the deserted villages of Northumberland. This project recognises that the first ever camp for serving Scouts to be led by Slackhouse Farm coffee shop and accessible farm, close to Birdoswald, forms part of the Natural England Baden-Powell was held in Hadrian’s Wall Country in 1908, at Humshaugh. The site, which is known agri-environment scheme. It offers interpretation through demonstrating cheese-making to cafe visitors as Look Wide, is now marked by a cairn commemorating the event. Rather than simply recreating the and as part of their education programme. Local foods, many produced at the farm and made on site, are event, we suggest that camps could be organised at deserted villages around Hadrian’s Wall Country available on the menu and to buy; there are even Roman-themed meals to savour. so that participants can learn about the history of the area. These camps could also be linked to the Natural England-sponsored Naturalist Activity badge6.

2. Identify new opportunities to capitalise on the Christian heritage of Hadrian’s Wall Country. This could include: a. Examining the feasibility of using this as a theme for a major collaborative exhibition at key venues across Hadrian’s Wall Country. b. Identifying a possible pilgrimage route between the significant crosses inthe area, inspired by the Santiago de Compostela experience. Key crosses include Heavenfield, Longtown, Cummings Cross and Bewcastle. c. Assess the potential of extending the St Cuthbert’s Way long distance trail.

3. Promote outdoor activities with a strong local theme and integrated interpretation. These activities might include: a. Continuing to promote Haltwhistle as a centre for cycling, and developing a cycling festival with a focus on themed family cycling routes. b. Promote canoeing along the Tyne. This could be linked to a series of wild camps and be strongly associated with responsible camping. c. An art trail viewable via canoe that promotes the mythology and legends associated with Arthur and the Knights of the Round Table, using best practice from the Great Glen Interpretive canoe trail . d. Review indoor and outdoor play facilities, including consideration of a temporary/permanent climbing wall on the Solway Coast. e. Monitor YouTube to find out what is of interest to that particular audience and then showcase outdoor activities and local people.

4. Festivals and Fairs. This could include testing the feasibility of a country fair at Silloth in line with Harvest time near Corbridge © Graeme Peacock the recommendations of the Solway Coast AONB Management Plan, and engaging with the captive non-traditional audiences at events such as the Maryport Blues Festival, Northumberland County Show and Solfest (for example, by introducing temporary exhibitions as described elsewhere in this document).

5. Continue to promote local produce and emphasise the link between food, the landscape and natural resources. This could include a Fruitful Hadrian’s Wall Country project that maps food production in the past and present across the area, including the existing and lost orchards across Hadrian’s Wall Country. As a feature of this project, Hadrian’s Wall Landscape Partnership could facilitate work with the National Trust and local communities to build from their community orchard project, making links with the role of the Romans who introduced the cultivation of apples and pears to the country. This project could be used to help promote and interpret the ‘Locally Produced’ scheme and should be used to ensure cafes and producers integrate interpretation into product leaflets, menus, labels, table mats etc.

6 See http://scouts.org.uk/sponsors/28/natural-england-cub-and-scout-naturalist-activity-badge 46 8 The Interpretation Framework – themes and messages

8.8 Priority visitor infrastructure projects

Research has highlighted that it is not simply interpretation that needs to change along Hadrian’s Wall. A series of related activities and provision will also need to change if the benefits of improved interpretation are to be realised. Key projects are identified below.

Project 1: A dedicated Hadrian’s Wall Country website Develop the Hadrian’s Wall Country website so that it is an effectively publicised and well-linked ‘one- stop-shop’ for information about visiting Hadrian’s Wall Country. This should enable visitors from across the UK and overseas to plan a day trip or longer stay in the area, find out the best things to see and do that are suited to their needs and interests, find out more about the aspects that interest them and what to do at different times of the year or in different weather. It should emphasise how to travel sustainably, encourage healthy activity and promote responsible behaviour – as well as being a fun and engaging online resource.

This project:

• Meets objective and recommendation 3 on pre-visit information • Addresses these key audiences: all users but particularly first-time and virtual visitors

Project 2: Hadrian’s Wall Country interactive map The design of an attractive, easy-to-use multi-purpose map of the whole Hadrian’s Wall Country area (with enlarged insets of key areas as required) suitable for use in all print and graphic material. Newcastle Quayside © The Countryside Agency This should feature the key settlements, attractions and routes, with optional overlays for additional features, such as viewpoints, walking trails, bike routes and wildlife facilities. This should be designed in conjunction with disability groups to ensure optimum access, and consideration should be given to the design of a tactile version for use where required. The graphic map should be included within the branding guidelines package (see above), and be available to all partners and stakeholders (with clear parameters for use). The new map recently produced for Kielder Water & Forest Park is a good example of a clear, easy-to-use map designed to be suitable for a variety of media.

This map could then lead to the review of the brown tourist signs throughout the landscape and promote the provision of a tourist/scenic route through Hadrian’s Wall Country (Hadrian’s Wall Landscape Partnership to co-ordinate this)

This project:

• Meets objective and recommendation 4 on easy-to-access welcome and orientation • Addresses these key audiences: all users but first-time visitors in particular

47 8 The Interpretation Framework – themes and messages

Project 3: Hadrian’s Wall Country signage and orientation Project 4: Hadrian’s Wall landscape gateway sites The design and provision of strategic signage associated with a series of eye-catching ‘welcome and Many visitors will be drawn to Hadrian’s Wall by its Roman heritage, and we can add value to their orientation points’ for Hadrian’s Wall Country at key entry points. visit by helping them appreciate and engage with its landscape context. Other visitors will be coming to the area without realising they are within or close to Hadrian’s Wall Country. To address this, it is The idea of providing signage and creating welcome points for Hadrian’s Wall Country is to flag up to recommended that key attractions at key points across the area include and/or develop landscape visitors that they have entered a significant area and to ensure they are aware of the diversity of the offer interpretation to complement their existing interpretive provision, creating an enticing gateway into available. We propose that these are exterior installations on key road, rail and long-distance trail routes, Hadrian’s Wall Country. which are available to visitors whatever the time of day or season they arrive here. The most appropriate locations for signage and orientation points need to be identified, to ensure they attract and inform the It is recommended that these landscape gateways be developed at: optimum number of new and repeat visitors in suitable and sustainable locations. A signage strategy is required, supported by identification of suitable locations for orientation points. An initial survey • – provide an overview of the variety of landscapes that exist along Hadrian’s Wall in order suggests the following locations might be appropriate as orientation points: to target people preparing to complete the National Trail and to inform school children visiting the site as part of an education trip. This could be achieved by integrating landscape stories across the • Rochester village A68 (please see the High Rochester case study for more information) or the existing museum provision (both inside and out) and/or the development of a dedicated gallery on Brigantium/Camien Cafe facility landscapes, perhaps using an interactive video wall or interactive map • Heddon on the Wall, to link into a new scenic tourist route for visitors along with Greenhead at the • Senhouse – use interpretation at Senhouse to promote an understanding of the Cumbrian coast and western end of the route its range of habitats alongside an appreciation of its Roman significance. The current map in the • Bardon Mill A69 at the garage or Little Chef reception area is a good start to show how the forts linked together along the coast and web cams • Haydon Bridge e.g. outside the proposed community library/Tourist Information Centre (TIC) or at could be used to show visitors local landscape and wildlife sites, thus encouraging them to stay the station longer and explore the area • Stagshaw roundabout on the junction of the A68 and the Military Road • The Great North Museum – this hugely popular new resource for the region includes a gallery • Silloth, to provide visitors to the caravan sites an opportunity to link into the wider landscape dedicated to Hadrian’s Wall and many displays on the history, geology and biodiversity of the region. • A suitable place on the east side of Carlisle city, e.g. the picnic site with toilets on the A69 There are opportunities to enhance the museum’s role as a gateway to the landscape by including, • near , to link visitors to the Lake District into the landscapes of the Cumbrian for example, the interactive map described above in the longer term, plus simple quick wins like coast leaflet dispensers for Hadrian’s Wall and specific attractions, plus the Wall Bus timetable, close to key • Existing sites at Maryport (Senhouse), Whitehaven (The Beacon), Newcastle (Segedunum) and displays Brampton (Miltonrigg Wood) could also be included and exhibit similar exterior interpretation points • Rheged – the facilities at Rheged are already of a high standard for visitors and provide opportunities to show video, link exhibits to the web for further information and use 3d models to show the shape It is recommended that orentiation points are designed to reflect the brand of Hadrian’s Wall Country of the landscape and include an excellent map (see below), helpful orientation information (including where to find e.g. • Tullie House – the role of this key attraction is similar to Great North Museum where links between TICs for more detailed information), inspiring images, lively text and, where appropriate and easy to exhibitions such as the Bewcastle Cross and the actual location need to be established through the maintain, leaflet dispensers. provision of appropriate travel information. The focus on the Reivers’ Story and the installation of the Cursing Stone helps to provide a modern interpretation of a period in history but this facility needs to It is strongly recommended that the information at these welcome and orientation points is direct them to further locations to delve into this particular story supplemented, particularly for first time visitors, with: • Once Brewed Visitor Centre - The facilities at this key point in the central section interpret the landscape of the National Park to an adequate standard. However, as a key location close to • Themed displays and additional material at Tourist Information Centres, attractions, libraries, Hadrian's Wall, the site could provide much more extensive information and act as a focus for supermarkets and other public venues as appropriate landscape interpretation • Interpretive welcome packs available at local B&Bs, cafes, bike-hire centres etc within and on the periphery of Hadrian’s Wall Country

This project:

• Meets objective and recommendation 4 on easy-to-access welcome and orientation • Addresses these key audiences: all users but first-time visitors in particular

48 8 The Interpretation Framework – themes and messages

Project 5: Roman roads mapping and access Project 6: Hadrian’s Wall Country access network The Interpretation Framework looks at the landscape as a single entity and aims to expand people’s To provide, promote and maintain a network of walking and cycling routes accessible wherever possible perception beyond the influence of the Romans. It will help to extend the popular understanding by public transport and adapted to different audiences. These routes will provide an essential access of Hadrian’s Wall Country as the land that can be seen from Hadrian's Wall and associated forts by infrastructure to underpin interpretation and enable a wide range of different audiences to explore the celebrating the network of Roman roads that criss-cross the countryside and follow the coastal strip from landscapes of Hadrian’s Wall Country. The Hadrian’s Wall Path National Trail and major promoted routes Maryport to Ravenglass. such as the Roman Ring provide a basic walking infrastructure on which to build a simplified network of routes that introduce visitors to different aspects of Hadrian’s Wall Country, based on the Interpretation The roads are an excellent but underused resource to lead people to and away from Hadrian's Framework themes. Wall, both physically and intellectually. The principal route of introduces you to the This project: landscapes of Durham (in particular the woods at Chopwell and the crossing of a number of rivers) and Northumberland (including Border Reiver strongholds through Redesdale and the windswept high moors • Meets objective and recommendation 8 - providing information and encouragement for visitors to this side of the Scottish border). The North Pennines AONB can be visited via Maiden’s Way while the explore the landscapes of Hadrian’s Wall Country Cumbrian Fells are discovered via the road from Carlisle to Maryport through Papcastle. • Addresses these key audiences: all users

This project aims to make better use of the Roman roads to link Hadrian’s Wall to the landscapes beyond the WHS. This could be achieved by:

• Developing and promoting a map of the Roman road network to be used by stakeholders (this could form part of the brief for the new Hadrian’s Wall Country map proposed above, and should highlight settlements, landscape features and along these roads that developed as a legacy of the Roman infrastructure) • Including the key Roman roads in all maps relating to all attractions and walking routes (which can be achieved if the proposed new Hadrian’s Wall Country base map becomes common currency amongst partners and stakeholders) • Assessing the access situation to the Roman roads and planning to work with partners to increase and promote access to these historic routes where appropriate • Considering extending the Hadrian’s Wall National Trail to include appropriate sections of the Cumbrian Coastal Walk (led by Hadrian’s Wall National Trail officer)

This project:

• Meets objective and recommendation 5 – appreciating the landscape context of Hadrian's Wall • Addresses these key audiences: all users, but stakeholders, outdoor enthusiasts, special-interest and repeat visitors in particular

Hadrian's Wall Path signage © The Countryside Agency

49 8 The Interpretation Framework – themes and messages

Project 7: Hadrian’s Wall Country brand manual and workshops Project 9: A co-ordinated Hadrian’s Wall Country visitor research programme To complement the existing branding material, produce a user-friendly Hadrian’s Wall Country branding For the Hadrian’s Wall Landscape Partnership to develop a co-ordinated research programme amongst guide for local businesses and organisations on how to use and benefit from the HWC branding. We partners and service providers to gather benchmarking data for Hadrian’s Wall Country. This will enable strongly recommend using the Northumberland National Park Brand Manual as an example of good visitor motivations and satisfaction, existing and under-represented audiences, gaps in provision etc to be practice for this. This should be promoted as part of the Know Your Hadrian’s Wall project, and the identified with much greater certainty and for future resources to be targeted far more effectively. manual should include the Know Your Hadrian’s Wall Country landscape crib card (Interpretive Project 19). This project:

It is also recommended that a series of workshops be offered to local communities, businesses and • Meets objective and recommendation 9 – understanding visitors organisations through the Know Your Hadrian's Wall project to provide additional guidance on the • Addresses these key audiences: stakeholders opportunities, benefits and practicalities of ‘buying into’ the Hadrian’s Wall Country brand and how best to use it. This project:

• Meets objective and recommendation 2 on consistent marketing and promotion • Addresses these key audiences: all stakeholders, particularly local businesses, service providers, groups and organisations

Project 8: Hadrian’s Wall Landscape Partnership To continue to develop and sustain the Hadrian’s Wall Landscape Partnership, in order to facilitate effective joint working for marketing, orientation, interpretation and education. To ensure the Interpretation Framework is at the heart of the Partnership’s vision, with its aim being to deliver effective partnership projects that help visitors and local people to discover an extraordinary variety of landscapes united by their Roman heritage.

This initiative promotes working across boundaries (in particular the Northumberland/Cumbria border) to promote a common approach to the provision of information and delivery of projects. This project:

• Meets objective and recommendation 1 on effective partnership working • Addresses these key audiences: all stakeholders in the first instance and ultimately all visitors and local people

Footpath near Banks, Cumbria © Graeme Peacock

50 8 The Interpretation Framework – themes and messages

8.9 Using the key themes These key themes and messages should be integrated into the interpretation for that particular site or feature, highlighting how the unique qualities or characteristics of the feature itself also tell us something Good interpretation is about revealing each site’s special qualities and adding value to the experience of valuable about the story of Hadrian’s Wall Country. being there. After a visit to this particular site or feature, visitors should have the ability to not only appreciate When any of the stakeholder sites or organisations looks for opportunities to develop interpretation why it is special in itself but also have a greater understanding of the local landscapes as whole. If the across Hadrian’s Wall Country, it is strongly recommended that they make use of the key themes and interpretation is really effective, visitors should also be inspired to explore, find out more and take an messages presented here. This will ensure that all new interpretation across the area is complementary active part in protecting these landscapes, habitats and resources for the future. and adds value to the existing experience and interpretive provision. It is important to understand that using this planned approach is not intended to be slavish, repetitive It is important to remember that it is not possible, practical nor desirable to tell visitors everything or constraining. The object of using the Interpretation Framework is simply to guide the interpretive about Hadrian’s Wall Country – there must be something left for visitors to discover for themselves. process, to ensure that all elements contribute to delivering the overall central theme, key themes However, using the thematic structure will enable everyone involved in interpreting Hadrian's Wall and messages identified and agreed here, and to avoid the scattergun effect of unfocussed, non- and surrounding landscapes to determine those elements and stories of a certain feature or topic (for complementary or duplicated interpretation. Importantly, it should guide and inspire the development example, a view, walking trail, archaeological site, intangible heritage or species) that are the most of a rolling programme of interpretative initiatives and events across the area. important to convey in this particular place at this particular point in time. 8 The Interpretation Framework – themes and messages To decide how best to use these key themes and messages, it is important to assess the significance of the particular part of the Hadrian’s Wall landscape, its stories and its features and interpretive potential. This helps to relate them to the key themes and messages we wish to convey through the Interpretation

Framework, and should be based upon what each place or feature can contribute that is special, unique Building Flora & habitats & Landscape Agriculture & Industry & biodiversity designations droving materials & Innovation to Hadrian’s Wall Country, unusual or interesting to visitors. fauna traditions

To achieve this, it is helpful to begin by identifying the ‘essence’ of the place, then distilling this down to Conservation The lie of Natural The Influence of A Managed Landscape the land one sentence that answers the question, ‘What is it that we would like visitors to discover when they visit resources the Landscape Hadrian's Wall Country is a mix The area's diverse identities and cultural this place?’ of working landscapes and fragile traditions have been shaped by the Land environments, which must be landscape, and by the ways in which Life, work management carefully managed to balance people make use of and adapt the & play This is not necessarily a bald fact. It might be: the needs of wildlife natural resources here and people

• A sensory quality (the call of migrating bird or the feel of Roman carved stone built into a drystone Sustainability Discover an Boundaries & extraordinary variety of frontiers wall) diverse landscapes united by their Roman heritage Passionate Geo-diversity • An association with a particular person (Abel Chapman was inspired by this landscape to get involved Hadrian's Wall passes through a range of habitats - people Access & from coastal plains, rivers, rocky crags and remote Archeology with conservation; Thomas Bewick captured the wildlife of this area in his engravings) enjoyment bogs to farmland and urban centres - which surround • A link to a local legend (King Arthur and his knights are asleep beneath Sewingshields Crags; the an overlook the line of historic frontier

Myths and valuable golden table that was hidden down a well during a border raid at Thirlwall Castle has not yet A Living Reading legends Land been found). Landscape the Landscape use Hadrian's Wall Country is a place for You can read this ancient frontier's people. It is a dynamic landscape with a turbulent history in the landscape, from rich history that welcomes you to explore A disputed great geological upheavals, weather and Food & This may also be a response to an issue or behavioural objective, which is also often a response to a site’s and enjoy a wealth of natural riches and frontier industry, to countless battles and Farming & drink special qualities: cultural activity modern military manoeuvres industry

Events & • This area is vulnerable (riding your bike here will damage the historic fabric; walking your dog here in festivals Climate Art & A spiritual Thriving Science & Rivers & Weather change spring will disturb breeding birds) inspiration place communities technology watercourses

This essence can then be associated with the key themes, messages and topics identified in the diagram to see where this part of the Hadrian’s Wall landscape story fits. Key Subject Key Message Topic

26 By thinking laterally and creatively – never forgetting that interpretation is a creative and engaging process – it will become clear that the key quality or story might fit into one or more of the topics identified in blue. By using the diagram, these topics lead back to one or more of the key themes and messages.

51 9

Delivering the Interpretation Framework

Banks East , Hadrian’s Wall © Roger Clegg Interpretation FrameworkFramework

9 Delivering the Interpretation Framework Banks East Turret, Hadrian’s Wall © Roger Clegg

9.1 Engaging stakeholders and progressing partnerships The limited and unco-ordinated interpretation of the area’s landscapes is unquestionably a major opportunity. As a result, many of the projects proposed in this document are for bread and butter The key to the successful implementation of the Interpretation Framework is partnership. The model provision – the first priority must be for the basic provision of welcome and orientation information and a that is currently being developed is the Landscape Partnership organised by HWHL, the inaugural first phase of awareness-raising interpretation – and many recommendations are not overly complex due meeting of which was held in summer 2009. It will be crucial for the enhanced co-ordinated to the complete lack of interpretation in some areas. interpretation of the Hadrian’s Wall Country landscapes for the team to continue to develop and sustain the Hadrian’s Wall Landscape Partnership, in order to facilitate effective joint working for marketing, 9.3 Funding orientation, interpretation and education. There has to be recognition that funding is crucial in order to make an impression with the range This group must take ownership of the Interpretation Framework, ensure it is at the heart of the of projects proposed. A number of large capital projects are already being proposed at Camp Farm Partnership’s vision, with its aim being to deliver effective partnership projects that help visitors and local (Maryport), Vindolanda and the Museum, Housesteads and Once Brewed. Although this people to ‘discover an extraordinary variety of landscapes united by their Roman heritage’. document does not provide specific recommendations for all of these projects, it is important that the partners respond to the themes and opportunities within it. 9.2 Building on current successes This requires the delivery team to consider how the facility integrates with the local environment and It is essential to understand that elements of the Interpretation Framework are already being delivered to identify the opportunities that exist to diversify the offer, engage with the community and interpret by different sites, organisations and individuals across Hadrian’s Wall Country, and that there are elements that may not have a Roman focus. At Housesteads, it is important to consider the wider estate already opportunities for visitors to add considerable value to their experience and understanding of the beyond the fort; at the Roman Army Museum, it is crucial to link with the facilities at Walltown; and at landscapes if they can be made more aware of these sites and activities. Camp Farm, the coast and its associated wildlife is a key resource. As ever, the philosophy should be to use the Roman story as a hook to draw people in and then to act as a springboard for engaging them with For example, there is a series of private sector initiatives at Muncaster Castle, Walby Farm Park, the wider cultural and natural heritage of the place and area. Slackhouse and Brocksbush Farms where the owners have diversified their offer and have begun to focus more on the natural landscape and improve their offer for under-represented audiences through It is an imperative, when any of the stakeholder sites or organisations look for opportunities to develop projects such as the Maize Maze, Owl Sanctuary, Indoor Play Areas and school visits to examine cheese interpretation across Hadrian’s Wall Country, that they make use of the themes and messages presented production. here. This will ensure that all new interpretation across the area is complementary and adds value to the existing experience and interpretive provision. There is a series of public sector initiatives that are being undertaken in areas such as Hay Meadows, Traditional Skills and habitat restoration. The third sector is also undertaking work to promote the Natural England is seen as a key partner in helping the delivery of the Interpretation Framework. The conservation of the Red Squirrels, the enhancement of the role of clay dabbins, the introduction of purpose of Natural England is to protect and improve England’s natural environment and encourage allotments at Gibside and the conservation of bogs. people to enjoy and get involved in their surroundings. Natural England currently targets landholdings along the entire length of the Hadrian’s WHS through the higher level stewardship (HLS) scheme The scoping work undertaken during this project has highlighted these and other inspiring projects and recognising the unique qualities of landscape and heritage along the corridor. The scheme funds a variety identified opportunities to build on them and offer benefits for all through partnerships and enhanced of programmes targeting biodiversity and heritage and can also contribute to interpretation of particular linkages. These projects would benefit from co-ordinated and targeted promotion and, in many cases, sites. Educational projects can be funded as part of the agreement . HLS is funded through the Rural would be enhanced through the provision of interpretation. Development Programme for England (RDPE) which currently runs to 2013.

53 9 Delivering the Interpretation Framework

9.4 Priorities Infrastructure projects • A dedicated Hadrian’s Wall Country website (Project 1) – developing the HWC website to become a All the projects within this report are considered to be priority projects. However, it is recognised that one-stop shop for information about visiting Hadrian’s Wall Country some will be considered as easy or fit with existing funding, current aspirations and organisational remits. Some will be championed by certain partners, while others may be considered too difficult or left for • Hadrian’s Wall Country interactive map (Project 2) - an attractive, easy-to-use multi-purpose map of another day. Therefore the relative impact of each project must be considered and there are some the whole Hadrian’s Wall Country area suitable for use in all print and graphic material must-do initiatives. The following projects are suggested as immediate priorities based on their strategic importance and/or their potential for quick delivery. The projects are grouped according to themes and • Hadrian’s Wall Country signage and orientation (Project 3) – providing clear signage and information issues. for visitors that they have arrived in Hadrian’s Wall Country, and that this is somewhere special

Interpretation projects • Hadrian’s Wall landscape gateway sites (Project 4) – developing the role of key sites to serve as gateways to the landscape of Hadrian’s Wall Country. • Top ten things to see and do (Interpretation Project 1) – a series of activity highlights adapted to themes and audiences • Hadrian’s Wall Country access network (Project 6) - provide, promote and maintain a network of walking and cycling routes accessible, wherever possible, by public transport and adapted to different • A landscapes interpretation centre for Hadrian’s Wall Country (Interpretation Project 4) – providing a audiences. focus for interpreting the landscapes of Hadrian’s Wall

• Seasonal highlights programme (Interpretation Project 6) - celebrating the changing seasons and helping spread the visitor load

• Making hay while the sun shines (Interpretation Project 8) – celebrating the traditional hay meadows that are an important feature of the protected landscapes of Hadrian’s Wall Country

• Farming along Hadrian's Wall (Interpretation Project 9) – raising awareness of the role of farming in managing the landscape and contributing to the economy and to local distinctiveness

• Tradtional skills in action (Interpretation Project 11) – celebrating and raising awareness of tradtional skills

• A disputed land (Interpretation Project 14) – exploring the Reiver story and border castles

• Lumps and bumps days (Interpretation Project 15) – events focused on exploring landscape history on the ground

• Hadrian’s Wall Country people (Interpretation Project 18) – celebrating well-known and ordinary folk from across Hadrian’s Wall Country

• Hadrian’s Wall Country landscape crib cards – (Interpretation Project 19) – key information about local landscapes available through local businesses and information centres

Interpretation panel, Willowford abutment © The Countryside Agency

54 9 Delivering the Interpretation Framework

9.5 Review and evaluation

It is acknowledged that this document must be continually evaluated and reviewed. It is essential for the success of the Interpretation Framework to recognise and make use of the strength of the Roman offer along Hadrian Wall brand, which requires a close and ongoing relationship to be developed between the two key themes of the Interpretation Framework for Hadrian’s Wall.

Walkers in Carlisle © The Countryside Agency

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