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

Frontiers of the Roman Empire World Heritage Site Hadrian’s Wall Interpretation Framework Overview and summary

© TTWMSWMWMMSS

HADRIAN’S WALL COUNTRY Interpretation Framework

Frontiers of the Roman Empire World Heritage Site Hadrian’s Wall Interpretation Framework Overview and summary

Genevieve Adkins and Nigel Mills

Cover images Sewingshields Crags © Northern Horizons Event at Segedunum @Tyne & Wear Archives & Museums

i Interpretation Framework

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

© Hadrian’s Wall Heritage Limited 2011 First published 2011 ISBN 978-0-9547342-2-0

Typeset by Printed and bound in Great Britain by Campbell & Co Farquhar and Son Ltd Edinburgh Perth EH9 1NR PH2 8HY

ii Interpretation Framework

Contents

1 An Interpretation Framework for Hadrian’s Wall 1

2 The potential of the World Heritage Site 2

3 The need for an Interpretation Framework 4

4 The audiences for Hadrian’s Wall 7

5 Interpretation Framework principles - making change 9 happen

6 Interpretation Framework themes - the themes of 10 Hadrian’s Wall and its natural and cultural landscape

7 Bringing the World Heritage Site to life 13

8 Infrastructure – more than interpretation needs to 16 change

9 Using the Interpretation Framework to deliver change 19 on the ground

10 Next steps 23

iii Interpretation Framework

1 An Interpretation Framework for Hadrian’s Wall Event at Arbeia © Tyne & Wear Archives & Museums

For the past four years, Hadrian’s Wall Heritage Limited (HWHL) The Interpretation Framework for the natural and cultural has been committed to a unique vision to realise the full social, landscape of Hadrian’s Wall focuses on engagement with place, economic, learning and cultural heritage potential of Hadrian’s landscape, nature and culture – aspects that are less tangible Wall. and more dispersed than the material culture of Hadrian’s Wall, and which are often associated with grass roots, community-led At the heart of this vision is the adoption of a Wall-wide approach initiatives. The focus is on small-scale, distributed projects and to audience development through collaborative partnership effort activities, although the need for a major centre to interpret the and the creation of an Interpretation Framework for Hadrian’s Wall. natural and cultural landscape of Hadrian’s Wall is identified.

This vision has been taken forward in the creation of two A key difference between the two documents is that availability Interpretation Framework documents. Each focuses on a separate of funding and the need to prioritise understanding of audiences overarching interpretive theme identified for Hadrian’s Wall: and interpretation approaches in relation to the archaeology of Hadrian’s Wall, enabled an in-depth programme of audience Ǧ—Ž’†—ž™Š’ŠƿŠ“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Š research to be undertaken for the primary theme - north-west ‹—”“™ŽŠ—”‹™Š”’†“’•Ž—ŠǀŽ˜Ž“›”‘›Š‰‡”™–š†‘Ž™†™Ž›Š†“‰ ǦŠˆ”“‰†—ž™Š’ŠƿŠ“†™š—†‘†“‰ˆš‘™š—†‘‘†“‰˜ˆ†•Š”‹ †‰—Ž†“Ǐ˜ quantitative research including focus groups, telephone surveys Wall and community consultation. Quotations from the focus group research are used to illustrate key points and recommendations in The term ‘framework’ has been used very deliberately to describe this Overview and summary document. a flexible approach which sets out guidelines to inform audience development and interpretation along Hadrian’s Wall. Each The Interpretation Framework has been developed by Hadrian’s document presents an overall thematic structure complemented Wall Heritage Limited with the support of two steering by practical guidelines. Œ—”š•˜ɽǀ—Š•†—†™Ž”“”‹‡”™‰”ˆš’Š“™˜†˜Ž“›”‘›Š‰Š™Š“˜Ž›Š consultation with partners and stakeholders along Hadrian’s These guidelines are not prescriptive; instead, they are intended to Wall. The resulting Interpretation Framework is an advocacy and help the many different organisations with an interest in Hadrian’s guidance document. The primary objective of the Interpretation Wall, from local authorities and national agencies to community Framework is to encourage adoption of the highest quality groups and private landowners, develop approaches to interpreting Ž“™Š—•—Š™†™Ž”“‰Š˜ŽŒ“Š‰™”’ŠŠ™†š‰ŽŠ“ˆŠ“ŠŠ‰˜†ˆ—”˜˜™Š ǀ ™Š”—‘‰ Š—Ž™†ŒŠŽ™Šǩ Ǫ†“‰Ž™˜‘†“‰˜ˆ†•ŠŽ“†ˆ”Š—Š“™ƽ High quality interpretation underpins the development of a complementary and differentiated way that will enhance and world-class, differentiated, complementary and cohesive visitor deepen the visitor experience of Hadrian’s Wall for a wide range of offer along Hadrian’s Wall. This in turn will improve connectivity audiences. between sites, encourage multi-site visiting, increase dwell time and improve ticket sales and income generation for all. Although the two documents have the same purpose, the differences in their guidance and proposals reflect the contexts in As a guidance document, formal endorsement by the various which they have been created. •†—™“Š—˜†“‰˜™†Š”‘‰Š—˜†ˆ—”˜˜™Š Ž˜“”™†“™ŽˆŽ•†™Š‰ǀ HWHL understand that some of the research results and The Interpretation Framework for the north-west frontier of the subsequent recommendations in the Interpretation Framework ”’†“’•Ž—Š—ŠʭŠˆ™˜™Š˜Ž™š†™Ž”“™†™•š‡‘Žˆ•—Š˜Š“™†™Ž”“”‹ may generate discussion. The findings and recommendations ™Š†—ˆ†Š”‘”Œž”‹”’†“˜Ž™Š˜†‘”“Œ †‰—Ž†“Ǐ˜†‘‘Ž˜—””™Š‰Ž“ are, however, research-led and provide an invaluable resource conservation management planning, in academic research and in for use by all partners in working together to transform visitor displaying the material culture associated with Hadrian’s Wall. š“‰Š—˜™†“‰Ž“Œ†“‰†••—ŠˆŽ†™Ž”“”‹™Š ”›Š—™Š˜”—™ƽ Given the number of key archaeological sites and museums that medium and long term. span the length of Hadrian’s Wall, the initial focus for development is on major capital interventions at these sites.

1™ŠŠ—Ž“Œ —”š•˜ƿ—Ž’†—žŠ’ŠǢ“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Šƿ—”‹Š˜˜”—Š™Š—™”“ŠǢ“Ž›Š—˜Ž™ž”‹ Newcastle, Bill Griffiths – Manager, north-east museums hub, Nigel Mills – HWHL, Linda Tuttiett HWHL. Šˆ”“‰†—žŠ’ŠǢ“†™š—†‘†“‰ˆš‘™š—†‘‘†“‰˜ˆ†•Š”‹ †‰—Ž†“Ǐ˜†‘‘ƿ‘†Ž“ŠŽŒŒǢ“‰—Šœ”†‰Ǣ†™Ž”“†‘—š˜™ƽ 1 —Ž†“ —›Ž“ŒǢ”‘œ†žƽ—ž†“ˆ”™™Ǣ  ƽŽŒŠ‘Ž‘‘˜Ǣ  ǀ Interpretation Framework

ȝŠ•”™Š“™Ž†‘”‹™Š”—‘‰ Š—Ž™†ŒŠŽ™Š

†‰—Ž†“Ǐ˜†‘‘†™—†Œ”šŒ‹—”’™ŠŠ‘ŽŒŒƽ”—™š’‡Š—‘†“‰Ȋ —†Š’ŠŠ†ˆ”ˆ

Hadrian’s Wall was originally inscribed as a World Heritage Ǧ“Œ†ŒŠ†“‰Ž“™Š—Š˜™›Ž˜Ž™”—˜Ž“™Šˆš‘™š—†‘›†‘šŠ˜”‹™Š Ž™Š‡ž™Š“Ž™Š‰†™Ž”“˜‰šˆ†™Ž”“†‘ƽˆŽŠ“™Žʬˆ†“‰š‘™š—†‘ north-west frontier story in contemporary society – going beyond —Œ†“Ž˜†™Ž”“ǩǪŽ“ȜȤȣȢƽ†˜™Š’”˜™ˆ”’•‘Š†“‰‡Š˜™ an appreciation of archaeology to fostering understanding of •—Š˜Š—›Š‰”‹™Š‹—”“™ŽŠ—˜”‹™Š”’†“’•Ž—Šǀ”‰†žƽ †‰—Ž†“Ǐ˜ ™Š‹—”“™ŽŠ—ƽ”‹—Ž™†Ž“†˜†”’†“ˆ”‘”“žƽ”‹’”‰Š—“‹—”“™ŽŠ—˜ƽ Wall is arguably the most celebrated element of the transnational walls and barriers and of issues of citizenship, identity and —”“™ŽŠ—˜”‹™Š”’†“’•Ž—Š ƽŽ“˜ˆ—Ž‡Š‰Ž“ȝțțȠ†“‰ multiculturalism currently comprising Hadrian’s Wall, the German Limes and the “™”“Ž“Š†‘‘ǀŠ †‰—Ž†“Ǐ˜†‘‘Š‘Š’Š“™Š™Š“‰˜”›Š—ȜȜȣ Ǧ—”†‰Š“™Š˜ˆ”•Š”‹™ŠŽ“™Š—•—Š™†™Ž”“™”™†ŠŽ“™Š“†™š—†‘†“‰ km and includes the Wall itself with directly associated features, cultural landscape of Hadrian’s Wall and thus explore the role of ™Š‹—”“™ŽŠ—‰Š‹Š“ˆŠ˜Š™Š“‰Ž“Œ‰”œ“™Šš’‡—Ž†“ˆ”†˜™†“‰ landscape in its creation and legacy several outpost forts to the north. Its location has given rise to the identification of Hadrian’s Wall as “the north-west frontier of the The Interpretation Framework is directed at realising these ”’†“’•Ž—ŠǓǢ†™Š—’ˆ†——ŽŠ‰‹”—œ†—‰Ž“™Š—Ž’†—ž™Š’Š”‹ opportunities, which will, in turn, deliver wider benefits: the Interpretation Framework. Ǧ“†“ˆŠ™Š›Ž˜Ž™”—Š•Š—ŽŠ“ˆŠ†“‰›Ž˜Ž™”—Š“”ž’Š“™‹”—™Š The recognition of Hadrian’s Wall as “the north-west frontier of the widest possible audiences ”’†“’•Ž—ŠǓ”‹‹Š—˜š“•†—†‘‘Š‘Š‰”••”—™š“Ž™ŽŠ˜™”ƿ Ǧ “ˆ—Š†˜Š›Ž˜Ž™”—“š’‡Š—˜†“‰ƽ’”—ŠŽ’•”—™†“™‘žƽŠ“ˆ”š—†ŒŠ Ǧ—”†‰Š“™Š™Š’Š˜†“‰’Š˜˜†ŒŠ˜†“‰†••Š†‘”‹™Š ˜” visitors to stay longer and to visit more sites that its true composition, context, nature and significance can be better communicated and understood Ǧ ’•—”›Š†œ†—Š“Š˜˜†“‰š“‰Š—˜™†“‰Ž“Œ”‹™Š ƽŽ™˜ significance and the need to conserve and protect it, thus Ǧ•‘”—Š™Šǒ‡ŽŒŒŠ—•Žˆ™š—ŠǓ‡ž˜Š™™Ž“Œ †‰—Ž†“Ǐ˜†‘‘Ž“™Š ˜š••”—™Ž“Œ™Š”‡Šˆ™Ž›Š˜”‹™Š †“†ŒŠ’Š“™‘†“2 ˆ”“™Š™”‹”’ŠǏ˜”ˆˆš•†™Ž”“”‹—Ž™†Ž“†“‰™ŠœŽ‰Š—”’†“ Empire Ǧ—”’”™ŠǏ˜ ›†‘šŠ˜œŽˆ˜ŠŠ™”˜†—Š™Š heritage and experience of people around the world to foster Ǧ˜Š™Š’†“ž˜Ž™Š˜†“‰™ŠŠ“›Ž—”“’Š“™”‹ †‰—Ž†“Ǐ˜†‘‘ understanding, respect, tolerance, co-operation and peace. In the to communicate the various aspects of this story in unique, ˜Šˆ”“‰‰Šˆ†‰Š”‹™ŠȝȜ˜™ˆŠ“™š—žœŽ™Œ‘”‡†‘Ž˜†™Ž”“ƽ’ŽŒ—†™Ž”“ƽ individual and complementary ways economic turbulence and war as ever-present concerns, these values offer an unparalleled opportunity for reflection and understanding

š™˜™†“‰Ž“Œ“Ž›Š—˜†‘†‘šŠ

”—‘‰ Š—Ž™†ŒŠŽ™ŠŽ˜†•‘†ˆŠ™†™Ž˜Ž“˜ˆ—Ž‡Š‰‡ž †˜†›Ž“Œǎ”š™˜™†“‰Ž“Œš“Ž›Š—˜†‘›†‘šŠǏǩǪ†“‰ Š†ˆ˜Ž™Š†˜Ž™˜”œ“˜™†™Š’Š“™Š•‘†Ž“Ž“Œ™Ž˜ǀŠ ‹”—™Š —”“™ŽŠ—˜”‹™Š”’†“’•Ž—Š†“‰ †‰—Ž†“Ǐ˜†‘‘‰Š—Ž›Š˜ exclusively from the scope, scale, technological, and organisational †ˆŽŠ›Š’Š“™”‹™Š”’†“˜—Š•—Š˜Š“™Š‰‡ž™Š —”“™ŽŠ—˜ƽ—ŠʭŠˆ™Ž“Œ the unifying impact of their Empire on the wider Mediterranean world.

Although the wider cultural and natural environment does not ˆ”“™—Ž‡š™Š™”™Š”—‘‰ Š—Ž™†ŒŠŽ™ŠǏ˜ƽŽ™Ž˜†“Ž’•”—™†“™ part of the interpretation offer for visitors. The cultural and natural environment therefore forms a part of an overarching “™Š—•—Š™†™Ž”“ —†’Šœ”—‹”—™Š †‰—Ž†“Ǐ˜†‘‘ ƽ†“‰Ž˜ —Šˆ”Œ“Ž˜Š‰Ž“™Š˜Šˆ”“‰†—ž†™š—†‘†“‰š‘™š—†‘†“‰˜ˆ†•Š Interpretation Framework document.

2 The Frontiers of the Roman Empire World Heritage Site - Hadrian’s Wall Management Plan 2008 - 14 ȝ ȝŠ•”™Š“™Ž†‘”‹™Š”—‘‰ Š—Ž™†ŒŠŽ™Š

3 Interpretation Framework

3 The need for an Interpretation Framework Ž˜Ž™”—˜—Š†‰Ž“Œ†“Ž“™Š—•—Š™Ž›Š•†“Š‘†™†œ‹ŽŠ‘‰˜Ȋ”—™Š—“ ”—ŽŸ”“˜

“•—Ž‘ȝțțȢƽ”‰†žœ—”™Šƿǒǀǀǀ †‰—Ž†“Ǐ˜†‘‘Ž˜“Œ‘†“‰Ǐ˜™”• ǦFor those who live locally, their knowledge of Hadrian’s Wall is †“ˆŽŠ“™’”“š’Š“™Ǔǀ largely based on school trips, with the belief that little was likely to have changed since then, or be relevant to them Yet for the past three decades visitor numbers to three of the main sites in the central section of Hadrian’s Wall have fallen by an “The last time I went to Hadrian’s Wall was with school. †›Š—†ŒŠ”‹†••—”Ž’†™Š‘žȜǀȡȠ•Š—ˆŠ“™Š†ˆžŠ†—3. Many years ago - we didn’t walk it though” A full review of available audience research identified possible reasons for this decline, confirmed by a programme of public “It was all so long ago. Battles and armies and not the Š“Œ†ŒŠ’Š“™š“‰Š—™†Š“‰š—Ž“ŒȝțțȤǂȜțǀ people. I don’t think knowing about the Romans tells you much about life today” Ǧ”™Š“™Ž†‘›Ž˜Ž™”—˜†›Š‘Ž’Ž™Š‰“”œ‘Š‰ŒŠ”‹ †‰—Ž†“Ǐ˜†‘‘†“‰ its significance. A common perception is that it is simply ‘a wall’ ǦFor previous visitors, Hadrian’s Wall was thought to consist of a without any particular attractions. A visit to Hadrian’s Wall was ˆ”‘‘Šˆ™Ž”“”‹”’†“˜Ž™Š˜œŽ™‘Ž™™‘Š™”š“Ž‹ž™Š’Ž“™”†ˆ”Š˜Ž›Š expected to be ‘hard work’ because the experience would depend visitor experience. The lack of differentiation between sites, and on ‘what you make of it yourself’. As a result of these expectations the limited awareness of attractions along its length, means there and perceptions, a trip to Hadrian’s Wall was felt to be too risky to was a perception that visiting one part of Hadrian’s Wall was the commit precious leisure time to same as visiting any other

“Look at it compared to all the other places... It doesn’t “I just thought it was a wall and a bit boring, I didn’t really match up to the others does it? There’s nothing realise there were different places to go, I thought it was there!” all the same”

“I imagine I will get there and there will just be a bit of “We tend to get a bit bored after about an hour and a wall - after driving 100 miles. I don’t know how you will half. There’s just lines of bricks. It’s OK for adults. You go and see it. Where do you park?” couldn’t keep children occupied there for a full day”

“Where does it run from? What did it look like? I am ashamed to say that I don’t even know the basics about Hadrian’s Wall”

“I think before you go you need to read up, because there’s too much information, especially for children”

Hadrian’s Wall is arguably the most celebrated element of the ǦŠ —š“˜‹—”’†›Š“Œ‘†˜˜™”™Š”‘œ†ž Ž—™†“‰†ˆ—”˜˜™” ™—†“˜“†™Ž”“†‘ —”“™ŽŠ—˜”‹™Š”’†“’•Ž—Š”—‘‰ Š—Ž™†ŒŠŽ™Š ™Š”—™Š††™”š™ŽŠ‘‰˜ Ž“˜ˆ—Ž‡Š‰Ž“ȝțțȠƽœŽˆˆš——Š“™‘žˆ”’•—Ž˜Š˜ †‰—Ž†“Ǐ˜†‘‘ƽ™Š German Limes and the Antonine Wall. Ǧ †‰—Ž†“Ǐ˜†‘‘Ž™˜Š‘‹Š™Š“‰˜”›Š—ȜȜȣ’‹—”’™Š‘”œŠ—ž“Š™” ”œ“Š˜˜”“”‘œ†ž

ǦŠ˜Ž™Š˜•†“˜Ȝț‘”ˆ†‘†š™”—Ž™ž†—Š†˜†“‰”›Š—Ȣț•†—Ž˜ˆ”š“ˆŽ‘˜ †“‰Ž“ˆ‘š‰Š˜’”—Š™†“ȜȠțŽ“‰Ž›Ž‰š†‘‘ž˜ˆŠ‰š‘Š‰†“ˆŽŠ“™ monuments. These include Hadrian’s Wall itself with directly associated features, the frontier defences extending down the š’‡—Ž†“ˆ”†˜™ƽ†“‰˜Š›Š—†‘”š™•”˜™‹”—™˜™”™Š“”—™

3ˆ”“”’Žˆ˜Š˜Š†—ˆ˜˜”ˆŽ†™Š˜ȝțțȟThe Hadrian’s Wall Major Study Report 4 3 The need for an Interpretation Framework

Ǧ Interpretation was generally regarded as not particularly good. This was the case for individual sites, of the linking of sites What is interpretation and how can it help? along Hadrian’s Wall, and for the Wall itself. Difficulty accessing information about Hadrian’s Wall was given as a key barrier to Interpretation is often associated with storytelling traditions. attracting new visitors, together with the perception that the But it is more than storytelling. Interpretation is about fostering large number of signs pointing in different directions to Hadrian’s understanding – enabling people to move beyond the acquisition Wall meant that no single location would be sufficient to make a of information and knowledge to a position in which they wish to visit worthwhile engage and to find out more.

“It just worries me that I don’t know what’s there. I don’t Interpretation seeks to engage people in the meaning of things want to turn up and there be nothing there. I have visions and in doing so relate that meaning to their own lives such that the of it being really rainy and bleak and nothing there” place, object or people being interpreted are better understood and respected. It uses evidence, facts and our most up-to-date knowledge and understanding as the basis to explore the known “A website with all the information about the area as a and unknown, inspiring people’s imaginations, evoking emotions, whole would be great; with all the info about pubs and sparking ideas and prompting reflection that help inform people’s restaurants” beliefs, values, attitudes and behaviours.

ǦŠ˜•”“‰Š“™˜ŒŠ“Š—†‘‘ž‹Š‘™™†™™Šž˜”š‘‰›Ž˜Ž™ †‰—Ž†“Ǐ˜ Interpretation can engender meaningful relationships between Wall for educational or health and fitness reasons, making it ™Š˜š‡Šˆ™”—•‘†ˆŠ‡ŠŽ“ŒŽ“™Š—•—Š™Š‰†“‰™Š›Ž˜Ž™”—ǀšˆ †‰š™ž›Ž˜Ž™—†™Š—™†“†•‘Š†˜š—Šǀ˜š†‘‘žƽ†Šž’”™Ž›†™”— relationships can be associated with loyalty and active support – for leisure visits is a recommendation from a friend or relative. characteristics that are valuable to both managers and marketers. Few respondents, however, stated that a recommendation had Š˜Š†—ˆ—Š›Š†‘˜™†™™Š’”—Š†š™Š“™Žˆ†“‰—Š†‘†˜Ž™Š”— influenced their trip to Hadrian’s Wall, indicating that it currently experience, and the more engaging and stimulating the themes ‘†ˆ˜†ǒœ”œǓ‹†ˆ™”— explored and approaches used, the greater the attachment that can be forged. And this loyalty and support can translate directly into visits, membership and advocacy - behaviours that enable managers to achieve their aims.

Because interpretation can be targeted at particular audiences, it plays an influential role in audience development strategies, by fostering new audiences or further developing existing ones. It is for such powerful purposes that interpretation is increasingly used to deliver benefits to society, particularly in the heritage, environmental and cultural sectors.

—Š†™Ž“Œ›Ž˜Ž™”—Š•Š—ŽŠ“ˆŠ˜

Interpretation helps to create visitor experiences. It helps organisations plan how a site is presented and interpreted. It helps organisations manage visitors to sites. It helps organisations deliver visitor experiences through various interpretive approaches and Ž˜Ž™”—˜†™†‘‘™”œ“—†Œ˜š——Š™ȟȠ†Ȋ —†Š’ŠŠ†ˆ”ˆ media. Interpretation plays a key role in the entire visitor experience and These findings highlight a series of important issues that need to be visitor communication cycle, alongside wider pre-visit information, addressed if Hadrian’s Wall is to better realise its social, economic, site welcome and orientation, and end of visit information cultural and educational potential. activities, all of which take key messages from the interpretation.

Given their importance to the whole visitor experience of Hadrian’s Wall, this Interpretation Framework will cover such aspects where appropriate.

Ƞ 3 The need for an Interpretation Framework

The benefits of good interpretation The Interpretation Framework aims to:

Good interpretation is a powerful tool. It can make the visitor Ǧ—Š†™Š†“”›Š—†—ˆŽ“Œ‹—†’Šœ”—‹”—™ŠŽ“™Š—•—Š™†™Ž”“”‹ experience engaging, fun and memorable. It can help promote Hadrian’s Wall and associated sites that pulls together existing Hadrian’s Wall as a destination for tourists, bringing greater plans and will inform future site presentation, events, public economic benefits to local businesses and communities. It can programmes, volunteering and so on attract and engage more people in the historic environment. But it has the potential to do much more. Ǧ—”›Ž‰Š™ŠŽ“™Š‘‘Šˆ™š†‘‘”ŒŽˆ‹”—™Ž“Ž“Œ†‡”š™ †‰—Ž†“Ǐ˜†‘‘†˜ more than a monument but rather as “the north-west frontier of Good interpretation can forge links between individuals, ™Š”’†“’•Ž—ŠǓ communities and shared heritage, engendering pride in Hadrian’s Wall as a place of both local and international significance. It can Ǧš••”—™™Š‰Š›Š‘”•’Š“™”‹†“”›Š—†‘‘ †‰—Ž†“Ǐ˜†‘‘›Ž˜Ž™”—”‹‹Š— break down barriers that often exclude particular social, cultural that has resonance with local people, visitors and stakeholders and ethnic groups. It can be used to develop existing and new audiences by providing experiences that meet their needs and Ǧ“†‡‘Š™Šˆ—Š†™Ž”“†“‰’†—Š™Ž“Œ”‹ˆ‘Š†—‘ž‰Ž‹‹Š—Š“™Ž†™Š‰›Ž˜Ž™”— make them feel welcome, secure and valued and which, in turn, experiences that contribute to the overall Hadrian’s Wall visitor fosters the development of these audiences. offer and appeals to a variety of audiences

Good interpretation can encourage a sense of stewardship of Ǧ—”†‰Š“™Š†••Š†‘”‹ †‰—Ž†“Ǐ˜†‘‘™”™ŠœŽ‰Š˜™•”˜˜Ž‡‘Š sites themselves and contribute to the management of visitors to audiences by diversifying the offer. For example, the schools minimize their impact on the heritage. It can foster understanding offer should be developed to appeal to wider subject areas rather and respect amongst visitors for a place, site and the people who ™†“˜Ž’•‘žǎŽ˜™”—žǏ”—ǎ™Š”’†“˜Ǐǩ˜”ǎ’š‘™Žˆš‘™š—†‘Ž˜’Ǐ†“‰ work and live there. It can be a focus for education, from formal ǎŽ‰Š“™Ž™žǏ™Š’Š˜ˆ”š‘‰‡Š‘Ž“Š‰™”Ž™ŽŸŠ“˜Ž•†“‰Š—˜”“†‘ƽ school trips to informal lifelong learning. It can enrich the cultural ”ˆŽ†‘†“‰ Š†‘™‰šˆ†™Ž”“œŽ™Ž“™Š†™Ž”“†‘š——Žˆš‘š’ƽ lives of visitors and local communities, revealing common qualities while tourism and heritage management themes would interest that connect human cultures. If the interpretation of a site or geography, economics and travel and tourism students) groups of sites works well, there are many potential benefits that can be realized. Ǧ—”›Ž‰Š˜š••”—™™”˜Ž™Š˜†™†’†ˆ—”‘Š›Š‘™”ˆ—Š†™Š‰Ž˜™Ž“ˆ™Ž›Š visitor experiences, in terms of both themes and presentation, that complement rather than duplicate existing provision, thus Interpretation can be a force for change. encouraging multi-site, cross-visiting

Ǧ Š‘•’†Ž’Ž˜Š™Šˆ”“™—Ž‡š™Ž”“”‹ †‰—Ž†“Ǐ˜†‘‘™”™Š‘”ˆ†‘ economy

6 Interpretation Framework

4 The audiences forHadrian’s Wall

‹†’Ž‘ž›Ž˜Ž™˜ŠŒŠ‰š“š’Ȋž“ŠʮŠ†——ˆŽ›Š˜ʮš˜Šš’˜

The existing audiences The potential audiences The existing audiences for Hadrian’s Wall are declining. There Š•””‘”‹•”™Š“™Ž†‘›Ž˜Ž™”—˜‹”— †‰—Ž†“Ǐ˜†‘‘Ž˜‘†—ŒŠǀŠ are many reasons for this, including the affordability of overseas ˜™š‰ž‹”š“‰™†™ȝǀȟ’Ž‘‘Ž”“•Š”•‘Š‘Ž›ŠœŽ™Ž“ȟț’Ž‘Š˜”—†“ ™—†›Š‘ƽŽ“ˆ—Š†˜Š‰ˆ”’•Š™Ž™Ž”“œŽ™Ž“™Š†“‰Œ—Š†™Š—‰Š’†“‰˜ ”š—Ǐ˜‰—Ž›Š”‹ †‰—Ž†“Ǐ˜†‘‘ƽȣȠ•Š—ˆŠ“™”‹œ”’†—ŠŽ“™Š on leisure time. This situation means that Hadrian’s Wall must be “”—™Š†˜™ǀ‹š—™Š—ȜǀȤ’Ž‘‘Ž”“‘Ž›ŠœŽ™Ž“ȣț’Ž‘Š˜ƽˆ”“˜™Ž™š™Ž“Œ more competitive, presenting a compelling leisure destination in †˜Šˆ”“‰†—ž—Š˜Ž‰Š“™Ž†‘’†—Š™ǀ š—™Š—’”—Šƽ˜”’ŠȠ’Ž‘‘Ž”“ the north of England. ™”š—Ž˜™˜Ǣȟǀȟ’Ž‘‘Ž”“‰”’Š˜™ŽˆǢ˜™†žœŽ™Ž“ȟț’Ž‘Š˜”‹ †‰—Ž†“Ǐ˜ Wall each year. Yet despite being less than hour’s drive away, the ˜™š‰ž‡žˆ”“”’Žˆ˜Š˜Š†—ˆ˜˜”ˆŽ†™Š˜ǩǪ4 estimated that ’†”—Ž™ž”‹™Š˜Š•”™Š“™Ž†‘›Ž˜Ž™”—˜ˆ””˜Š™”›Ž˜Ž™š’‡—Ž†”— Ž“ȝțțȞƽȢȢȡƽțțț•Š”•‘Š›Ž˜Ž™Š‰ †‰—Ž†“Ǐ˜†‘‘ƽ”‹œ”’ȟȠȣƽțțț Newcastle instead. ›Ž˜Ž™Š‰™Š’š˜Šš’˜†“‰’†Ž“˜Ž™Š˜ƽȝȣȢƽțțțœŠ—ŠŒŠ“Š—†‘™”š—Ž˜™˜ œ”‰Ž‰“”™›Ž˜Ž™’š˜Šš’˜”—˜Ž™Š˜†“‰ȞȜƽțțțœŠ—Šœ†‘Š—˜œ” It is this pool of missing visitors - locals and tourists - that needs likewise did not visit the sites. The study found that: to be persuaded to explore the outstanding heritage on their doorstep. ǦForty nine per cent of visitors were from the North of England, 41 •Š—ˆŠ“™‹—”’Š‘˜ŠœŠ—ŠŽ“™Š†“‰Ȝț•Š—ˆŠ“™‹—”’”›Š—˜Š†˜ ”“˜š‘™†™Ž”“œŽ™˜™†Š”‘‰Š—˜Ž‰Š“™ŽʬŠ‰˜Š›Š“•—Ž”—Ž™ž’†—Š™ segments. These include: ǦŽ˜Ž™”—˜™Š“‰Š‰™”‡Š”‘‰Š—™†“™Š•”•š‘†™Ž”“†›Š—†ŒŠƽœŽ™ȝȢ •Š—ˆŠ“™†ŒŠ‰ȠȠʑ ǦȜ˜ƽ•—Š‰”’Ž“†“™‘ž”›Š—ȟȠžŠ†—˜”‘‰œŽ™“”‰Š•Š“‰Š“™ children and living within three hours of Hadrian’s Wall ǦJust under a third of visitors were accompanied by children ǦNorth Americans and northern Europeans, with a similar Ǧ About two thirds of visitors were staying overnight away from ‰Š’”Œ—†•Žˆ•—”ʬ‘Š™”™ŠȜ˜ home ǦFamilies with children Ǧ š˜™”›Š—ȟț•Š—ˆŠ“™”‹›Ž˜Ž™”—˜œŠ—Š”“™ŠŽ—ʬ—˜™›Ž˜Ž™™”™Š†—Š† Ǧ•ŠˆŽ†‘Ž˜™†š‰ŽŠ“ˆŠ˜ƽœŽ™™Š˜†’Š•—”ʬ‘Š†˜Ȝ˜‡š™œŽ™ ǦA quarter of visitors had made more than five previous visits to an active interest in heritage, walking or cycling the area ǦNew visitors who are in part attracted to Hadrian’s Wall by its  ˜™†™š˜

Ǧˆ””‘†“‰”™Š—Š‰šˆ†™Ž”“†‘›Ž˜Ž™”—˜

ǦŠ”•‘Š›Ž˜Ž™Ž“Œ‹—ŽŠ“‰˜†“‰—Š‘†™Ž›Š˜Ž“‘”ˆ†‘ˆ”’’š“Ž™ŽŠ˜

4ˆ”“”’Žˆ˜Š˜Š†—ˆ˜˜”ˆŽ†™Š˜ȝțțȟThe Hadrian’s Wall Major Study Report Ȣ †—™ȟŠ†š‰ŽŠ“ˆŠ˜‹”— †‰—Ž†“Ǐ˜†‘‘

š™™Ž“Œ†š‰ŽŠ“ˆŠ‰Š›Š‘”•’Š“™†™™ŠŠ†—™ “I think sometimes, if you have someone there talking of Hadrian’s Wall about the place who knows all about it, if they have a personal interest and they’re telling you lots of things Š“™—†‘™”™Š “™Š—•—Š™†™Ž”“ —†’Šœ”—‹”— †‰—Ž†“Ǐ˜†‘‘Ž˜ you’ve never heard before, that just makes it really a commitment to audience development and to improving the visitor experience as a means to achieve this. This recognises interesting” the need to broaden the appeal of Hadrian’s Wall to the widest possible audiences for whom it may have meaning, resonance “There’s nothing worse than displays in glass cases” †“‰›†‘šŠƽŽ“ˆ‘š‰Ž“Œƿ‘”ˆ†‘•Š”•‘Šƽ›Ž˜Ž™”—˜ǩ†“‰”›Š—˜Š†˜Ǫ†“‰ stakeholders. The Interpretation Framework puts audience needs and the visitor experience at the heart of decision making and “Keeping the children occupied is key. There needs to be recognises that a dynamic and responsive approach is required to things to do to stop them getting bored” engage all audiences and encourage repeat visitors. “I think it helps put things in context” To achieve these aims both Interpretation Framework documents are underpinned by the following audience development principles:

Ǧ‡Š‘ŽŠ‹™†™”š—ˆš‘™š—†‘†“‰“†™š—†‘Š—Ž™†ŒŠ˜”š‘‰‡Š†ˆˆŠ˜˜Ž‡‘Š and inviting and that interpretation is key to achieving this

Ǧ“š“‰Š—˜™†“‰Ž“Œ”‹™Š‡†——ŽŠ—˜™”•†—™ŽˆŽ•†™Ž”“‹”—‰Ž‹‹Š—Š“™ audiences and an understanding of the factors that drive participation

Ǧ“š“‰Š—˜™†“‰Ž“Œ”‹™Š“ŠŠ‰˜”‹‰Ž‹‹Š—Š“™†š‰ŽŠ“ˆŠ˜†“‰† commitment to meeting these needs

Ǧ“†œ†—Š“Š˜˜™†™™Š˜™”—ŽŠ˜”‹™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹ ™Š”’†“’•Ž—ŠƽŽ™˜“†™š—†‘†“‰ˆš‘™š—†‘‘†“‰˜ˆ†•Š†“‰™Š people connected to it can be motivating for audiences and can encourage participation if presented in appropriate ways ›Š“™†™ŠŒŠ‰š“š’Ȋž“ŠʮŠ†——ˆŽ›Š˜ʮš˜Šš’˜ ǦŠ‰Š˜Ž—Š™”’†Š•Š”•‘Š‹ŠŠ‘œŠ‘ˆ”’Š†“‰‡šŽ‘‰—Š‘†™Ž”“˜Ž•˜ with visitors

Ǧ“Œ”Ž“Œˆ”“˜š‘™†™Ž”“†“‰Š›†‘š†™Ž”“

ȣ Interpretation Framework

Ƞ “™Š—•—Š™†™Ž”“ —†’Šœ”—•—Ž“ˆŽ•‘Š˜ǂ making change happen A small boy meets the standard bearer at Housesteads © Northern Horizons

To help make change happen along Hadrian’s Wall, a series of “I like things to be quite thought provoking and make me interpretation principles have been developed to inform future think” interpretation and projects. These have been informed by consultation, good practice guidelines, interpretation research and the findings of the audience research. “My children are more interested if there’s a story behind it, people’s experiences; it really captures their imagination, something to relate to. The story of Ȝǀ”’’Ž™™”Ž“™Š—•—Š™†™Ž”“™†™Ž˜‰ž“†’Žˆ†“‰•Š”•‘Š”—ŽŠ“™Š‰ƽ someone’s life would be great” relevant (though potentially challenging) to their views, understanding and interest in the world around them – providing interpretation that is exciting, challenging, engaging, fascinating, “To me the size of the empire is really interesting and the participative, enjoyable and fun. idea of different walls around the world now is brilliant”

ȝǀŠˆ”Œ“Ž˜Š”••”—™š“Ž™ŽŠ˜™”Ž‰Š“™Ž‹žˆ”“™Š’•”—†—ž—Š˜”“†“ˆŠ˜ as a key means to engage visitor interest, foster understanding “I think this is a really good idea to make you think of the †“‰•—”’”™ŠǏ˜‡—”†‰Š—›†‘šŠ˜Ž“—Š‘†™Ž”“™”™Š wall as part of a bigger picture”  ǀ ”—Š†’•‘Šƽ’”‰Š—“‹—”“™ŽŠ—˜ˆ†“Ž‘‘š˜™—†™Š˜”’Š”‹ the tensions and realities of life along Hadrian’s Wall – it can “The idea that things are still ongoing is really act as a metaphor through which to explore contemporary interesting; it goes against the idea that a wall is a wall. issues, contributing relevance, meaning and value to the visitor experience. It’s a process that’s still going on”

3. Appreciate that Hadrian’s Wall is itself an object that illustrates “...it’s really good to hear about people and how they ™Š”›Š—†—ˆŽ“Œ™Š’Š”‹™Š”’†“’•Ž—ŠǏ˜“”—™ǂœŠ˜™ lived” frontier, but is not, on its own, the whole story.

ȟǀ“†‡‘Š›Ž˜Ž™”—˜™”Œ—†˜•™Šǒ‡ŽŒŒŠ—•Žˆ™š—ŠǓ†“‰™”š“‰Š—˜™†“‰ that each site tells a different part of the story or presents the story in a different way appropriate to different audiences.

ȠǀŽ‹‹Š—Š“™Ž†™ŠŠ†ˆ˜Ž™Š†‘”“Œ †‰—Ž†“Ǐ˜†‘‘˜”™†™Š†ˆ”“ŠŽ˜ an attraction in its own right and makes a unique contribution to the overall visitor offer and experience.

ȡǀ“‰Š—˜™†“‰™†™Ž“”—‰Š—™”Š“Œ†ŒŠ’”—ŠŠ‹‹Šˆ™Ž›Š‘žœŽ™ existing and new audiences, interpretation needs to be underpinned by sound academic research and that objects and sites should focus on communicating themes within an overall H Murus map © Tyne & Wear Archives & Museums “†——†™Ž›Š˜™—šˆ™š—Š‹”—™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“ Empire.

Ȥ Interpretation Framework

6 Interpretation Framework themes - the themes of Hadrian’s Wall and its natural and cultural landscape ”š˜Š˜™Š†‰˜ƽ †‰—Ž†“Ǐ˜†‘‘ƽ”—™š’‡Š—‘†“‰Ȋ —†Š’ŠŠ†ˆ”ˆ

The primary overarching theme of the Interpretation Framework is 3. Edge of Empire – Hadrian’s Wall became the centre of the ™Š˜™”—ž”‹™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Š‹—”’™Š “”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Šƽ†ŠžŠ‘Š’Š“™Ž“™Š first to the fifth century – a dynamic story as the frontier changes, frontier ring created by Emperor Hadrian. As such, it symbolises Š›”‘›Š˜†“‰†‰†•™˜”›Š—ȟțțžŠ†—˜ǀ the military power of the Empire and the imposition of military ”ˆˆš•†™Ž”“”“”’ŠǏ˜™Š——Ž™”—ŽŠ˜ǀ The secondary overarching theme is the story of the natural and cultural landscape through which Hadrian’s Wall passes. 4. Britain Ǣ†”’†“—”›Ž“ˆŠ – Britain was part of a vast empire with long-range social and commercial links. The area —Ž’†—žŠ’ŠƿŠ“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“ around Hadrian’s Wall reflects this story and reveals many Empire aspects of life in the provinces, including exploitation of mineral resources, commerce, citizenship, politics and relations between ŠˆŠ“™—†‘Ž“™Š—•—Š™Ž›Šˆ”“ˆŠ•™•—”•”˜Š‰‹”—™Š”’†“ ”’†“˜†“‰‘”ˆ†‘•Š”•‘Šǀ Frontier is: ȠǀŠ”’†“—’žǢ™Š”’†“—’žœ†˜™ŠŠžŽ“˜™—š’Š“™ Hadrian’s Wall is at the centre of the dynamic story Ž“Š˜™†‡‘Ž˜Ž“Œ†“‰’†Ž“™†Ž“Ž“Œ™Š”’†“’•Ž—Šǀ ™”•Š—†™Š‰ as an effective and mighty military machine and its multicultural ”‹™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—ŠǀŽ˜ soldiers were also administrators, engineers, a police force and frontier evolved from the first to the fifth centuries loyal citizens in retirement. AD in response to changing political, social, economic †“‰‰Š’”Œ—†•Žˆ‹”—ˆŠ˜œŽ™Ž“™Š”’†“’•Ž—Šƽ†“‰ 6. Before and After Ǣ‡Š‹”—Šƽ‰š—Ž“Œ†“‰†‹™Š—™Š”’†“ the changing status and role of Britain as an Imperial occupation of the north-west frontier, local people occupied the —”›Ž“ˆŠǀŠŠ†›Ž‘ž’Ž‘Ž™†—Ž˜Š‰‹—”“™ŽŠ—Ÿ”“Š†˜‘Š‹™† area. Through archaeological excavation we are learning more †‡”š™™Š˜Š•Š”•‘Šƽ†‡”š™”’ŠǏ˜‘ŠŒ†ˆž”“•Š”•‘Šƽˆš‘™š—Š†“‰ rich physical and cultural legacy through which we can environment, and ties to our European neighbours. The frontiers explore its story and understand its resonance with the ”‹™Š”’†“’•Ž—Š‹”—’‡”™™†“ŒŽ‡‘Š†“‰Ž“™†“ŒŽ‡‘Š‘Ž“˜ modern world. between the many countries once within the Empire, and those outside the Empire. This concept has been mapped into a series of themes which will be the focus of interpretation at sites along Hadrian’s Wall. These Ȣǀ”œŠ—†“‰”“™—”‘– empires are often synonymous with draw on the interpretive potential of the sites gleaned from aspects conflict, struggle and barriers, but also with stability, economic including landscape character, archaeology, collections, historical prosperity, trade and commerce. Once a great divide, the records and so on. ‹—”“™ŽŠ—˜”‹™Š”’†“’•Ž—Š•—”›Ž‰Š†š“Ž‹žŽ“ŒŠ‘Š’Š“™Ž“™Š modern world and offer opportunities to explore and understand ȜǀŠ”•‘Š”‹™Š’•Ž—ŠǢ™Š”’†“’•Ž—Šœ†˜’š‘™Žˆš‘™š—†‘ contemporary struggles and barriers, and share universal values and as concerned with issues of citizenship, identity and ™†™—Š˜”“†™ŠœŽ™™Š•š—•”˜Š˜”‹ ˜™†™š˜ǀ belonging as we are today. Modern parallels can be drawn with the archaeological and historical record to inspire reflection and ȣǀŠ —”“™ŽŠ—†“‰Ž™˜“›Ž—”“’Š“™– the landscape, its †“Šœš“‰Š—˜™†“‰Ž“Œ”‹™Ž˜†˜•Šˆ™”‹”’ŠǏ˜‘ŠŒ†ˆžǀ geology and its flora and fauna helped shape the frontier and the “†™š—Š”‹ †‰—Ž†“Ǐ˜†‘‘ǀŠ”’†“˜Š•‘”Ž™Š‰ƽ†‰†•™Š‰™”†“‰ ȝǀ —”“™ŽŠ—Ž›Š˜ – we can become personally involved in the left their mark on the environment of Hadrian’s Wall. ‰†Ž‘ž‘Ž›Š˜ƽŠ’”™Ž”“˜†“‰ˆ†—Š˜”‹Ž“‰Ž›Ž‰š†‘”’†“ˆŽ™ŽŸŠ“˜ though the compelling personal stories revealed in the writing ™†‡‘Š™˜‹—”’Ž“‰”‘†“‰††“‰†—‘Ž˜‘Š†“‰™—”šŒ™ŠœŠ†‘™”‹ inscriptions found across Hadrian’s Wall.

Ȝț 6 Interpretation Framework Themes

Ȥǀ•‘”—†™Ž”“ƽŽ˜ˆ”›Š—ž†“‰†‘šŠ˜ – the archaeological Šˆ”“‰†—žŠ’ŠƿŠ“†™š—†‘†“‰ˆš‘™š—†‘‘†“‰˜ˆ†•Š and historical evidence that enables us to explore the story of Hadrian’s Wall of the north-west frontier is revealed through antiquarians researchers, archaeologists, workmen and volunteers. This The central interpretive concept proposed for the natural and is a dynamic process with which we can actively engage and cultural landscape of Hadrian’s Wall is: contribute our own interpretations. It is also a process through which we come to understand and value the legacy of the past. †‰—Ž†“Ǐ˜†‘‘”š“™—žƿŠ™—†”—‰Ž“†—ž‘†“‰˜ˆ†•Š˜ š“Ž™Š‰‡ž™ŠŽ—”’†“Š—Ž™†ŒŠǀŠ˜Š‰Ž›Š—˜Š†‡Ž™†™˜ – from coastal plains, rivers, rocky crags and remote bogs to farmland and urban centres – surround and overlook the line of this historic frontier.

˜œŽ™™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Šƽ™Ž˜ˆ”“ˆŠ•™ has been mapped into a series of themes which will be the focus of interpretation at sites along Hadrian’s Wall. These draw on the interpretive potential of the landscapes gleaned from aspects including landscape character, archaeology, collections, historical record and so on.

1. Managing the LandscapeǢ †‰—Ž†“Ǐ˜†‘‘”š“™—žŽ˜ 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 Š—‘Ž“†‘‘†˜™˜Ž‰Š †‘‘Š—žƽŠ—‘Ž“ƽ Š—’†“žȊ ’†ŒŠ”š—ˆŠ balance the needs of wildlife and people.

ȝǀŠ “ʭšŠ“ˆŠ”‹™Š†“‰˜ˆ†•Š – The different parts of †‰—Ž†“Ǐ˜†‘‘”š“™—ž†›Š‰Ž˜™Ž“ˆ™Ž›ŠŽ‰Š“™Ž™ŽŠ˜†“‰ˆš‘™š—†‘ 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.

ȞǀŠ†‰Ž“Œ™Š†“‰˜ˆ†•ŠǢ †‰—Ž†“Ǐ˜†‘‘”š“™—ž†˜ endured a turbulent history, evidence of which can be read in the 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.

4. A Living LandscapeǢ †‰—Ž†“Ǐ˜†‘‘”š“™—žŽ˜†•‘†ˆŠ for people. It is a dynamic landscape with a rich history that welcomes you to explore and enjoy a wealth of natural riches and cultural activity.

The themes identified in this section illustrate how the primary and secondary overarching themes of the Interpretation Framework can be delivered. It is important to highlight that these are not prescriptive. It is hoped that site and project teams will further develop and refine these as they explore how to improve the visitor experience of Hadrian’s Wall.

11 6 Interpretation Framework Themes

Making connections Natural and cultural frontiers The project consultation process has identified two subsidiary Many physical and human aspects of the landscape between what themes which link the two Interpretation Framework documents †—Š“”œˆ”™‘†“‰†“‰“Œ‘†“‰—ŠʭŠˆ™†ǎ‹—”“™ŽŠ—Ǐ™Š’Šƽ‹—”’ and provide further scope to broaden the interpretive offer for geological times to the present day. Included within this ancient visitors: ‹—”“™ŽŠ—Ÿ”“Š†—Š“”™”“‘ž™Š—Š’†Ž“˜”‹™Š”’†“‹—”“™ŽŠ—ƽ but also remnants of major ecological upheavals as land masses Ǧ†“‰”—‘‰ Š—Ž™†ŒŠŽ™Š˜ collided millions of years ago; the traces and scars of climate change and the related ebb and flow of human settlement in ǦNatural and cultural frontiers marginal areas; the castles and fortified farmhouses that reflect ™Š•”‘Ž™Žˆ†‘•—”ˆŠ˜˜†“‰Ž˜™”—ž”‹™Š†—Š†‹—”’”’†“™Ž’Š˜ †“‰”—‘‰ Š—Ž™†ŒŠŽ™Š˜ to the recent past; and the buildings and monuments that reflect ”—‘‰ Š—Ž™†ŒŠŽ™Š˜†—Š•‘†ˆŠ˜Ž“˜ˆ—Ž‡Š‰‡ž†˜†›Ž“Œ ™ŠŠ†—‘ž—Ž˜™Ž†“˜™”—žœŠ“™Š†—Š†œ†˜†“Ž’•”—™†“™—Š‘ŽŒŽ”š˜ cultural and/or natural heritage which is so exceptional as to frontier. transcend national boundaries and to be of common importance for present and future generations of all humanity. This is usually Ž˜ǎ‹—”“™ŽŠ—Ǐ™Š’Š•—”›Ž‰Š˜‹š—™Š—‘Ž“˜‡Š™œŠŠ“™Š”’†“ referred to as a place having ‘outstanding universal value’ to all ‹—”“™ŽŠ—†“‰™Š’”‰Š—“œ”—‘‰†“‰‡Š™œŠŠ“™Š”’†“‹—”“™ŽŠ— š’†“Ž“‰ǀ‰”Š˜“”™‰Šʬ“Š•—ŠˆŽ˜Š‘žœ†™Ž™’Š†“˜ and the landscape in which it is set. This linking theme is reflected ‡ž”š™˜™†“‰Ž“Œš“Ž›Š—˜†‘›†‘šŠ‡š™Š†ˆ”—‘‰ Š—Ž™†ŒŠŽ™Š†˜ Ž“™Š†™š—†‘†“‰š‘™š—†‘†“‰˜ˆ†•Š‰”ˆš’Š“™ǀ its own statement of significance that places its value within the ˆ”“™Š™”‹™Š”“›Š“™Ž”“†“‰†˜Š—ŽŠ˜”‹–š†‘Ž‹žŽ“Œˆ—Ž™Š—Ž†ǀ ”—™Š —”“™ŽŠ—˜”‹™Š”’†“’•Ž—Š†“‰ †‰—Ž†“Ǐ˜†‘‘™Š”š™˜™†“‰Ž“Œ universal value is seen within the scope, scale and technological and organisational achievement represented by the frontiers, —ŠʭŠˆ™Ž“Œ™Šš“Ž‹žŽ“ŒŽ’•†ˆ™”‹™Š”’†“’•Ž—Š”“™ŠœŽ‰Š— Mediterranean world.

“•—”’”™Ž“Œ™Šˆ”“ˆŠ•™”‹”—‘‰ Š—Ž™†ŒŠƽ†˜†œŽ‰Š— agenda and objective which is to promote peaceful co-existence and partnership between the nations of the world through respect, understanding, tolerance and co-operation. These broader values †—Š’”˜™Š‹‹Šˆ™Ž›Š‘žŠ•—Š˜˜Š‰™—”šŒ™Šǎ”—‘‰ Heritage in Young Hands’ learning programme.

™Ž˜Ž’•”—™†“™™†™™ŠŽ“™Š—•—Š™†™Ž”“”‹”—‘‰ Š—Ž™†ŒŠŽ™Š˜†“‰ their use and presentation to the public as a resource for learning Š“ˆ”’•†˜˜Š˜™Ž˜œŽ‰Š—†ŒŠ“‰†ǀ“Šœ†ž”‹‰”Ž“Œ™Ž˜Ž˜ ŠŽ“Ž‘‘ǂŽŠœ†˜™‹—”’”ˆ’”š“™ Ž‘‘™”œ†—‰˜†œ‹ŽŠ‘‰˜ to ensure that the ‘World Heritage in Young Hands’ programme is Ȋ —†Š’ŠŠ†ˆ”ˆ adopted as an integral part of the learning strategy for any World Š—Ž™†ŒŠŽ™Šǀ

˜Šˆ”“‰œ†ž”‹†‰‰—Š˜˜Ž“ŒǏ˜œŽ‰Š—”‡Šˆ™Ž›ŠŽ˜™” identify aspects or elements of the outstanding universal value of a particular site that resonate with the modern world. Hadrian’s †‘‘ƽ†“‰™Š —”“™ŽŠ—˜”‹™Š”’†“’•Ž—Š †˜†œ”‘Šƽ†˜ Š“”—’”š˜•”™Š“™Ž†‘‹”—•—”’”™Ž“Œ™Š˜ŠœŽ‰Š—›†‘šŠ˜ since issues of identity, tolerance, respect and co-operation lie at ™ŠŠ†—™”‹š“‰Š—˜™†“‰Ž“Œ™Š‹š“ˆ™Ž”“Ž“Œ”‹‡”™”’†“†“‰ modern frontiers. This is reflected in the thematic structure of the •—Ž’†—ž”’†“ —”“™ŽŠ—™Š’Šǀ

Ȝȝ Interpretation Framework

Ȣ—Ž“ŒŽ“Œ™Š”—‘‰ Š—Ž™†ŒŠŽ™Š™”‘Ž‹Š ˆ†›†™Ž”“˜†™”’†“Ž“‰”‘†“‰†ȊŠŽ“‰”‘†“‰†—š˜™

The two Interpretation Framework documents propose a series of Š“Šœ”’†“ —”“™ŽŠ—Œ†‘‘Š—ž†™š‘‘ŽŠ ”š˜Šš˜Šš’ƽˆš——Š“™‘ž projects along Hadrian’s Wall. The following section summarises under construction, focuses on communicating the wider story the main and most relevant projects at this time. ”‹™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹ ’•Š—Ž†‘”’Š†“‰™Š•”˜Ž™Ž”“”‹ Britain as a military province within the Empire. The main focus of Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Š the gallery will be the people of the Empire and Imperial power and control, enabling exploration of ideas of colonialism, citizenship and identity as well as highlighting contemporary resonances in The Interpretation Framework for the north-west frontier of modern experiences of frontiers and identity. ™Š”’†“’•Ž—Š†˜‡”™Ž“‹”—’Š‰†“‰‡ŠŠ“Ž“‹”—’Š‰‡ž major developments currently being brought forward along Hadrian’s Wall. The major developments proposed or in process of realisation are: the Great North Museum, Tullie House Museum, ”’†“Ž“‰”‘†“‰†, the ”’†“—’žš˜Šš’, Housesteads5 and Maryport. These are the focal points of the Interpretation —†’Šœ”—‹”—™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—ŠœŽˆ concentrates on creating the differentiated but complementary offers essential to a cohesive Wall-wide visitor experience and to realising the social, cultural and economic vision for Hadrian’s Wall.

The Great North Museum and Tullie House Museum, with their large museum collections representing many different parts of the frontier zone, will act as east and west ‘gateways’ and orientation •”Ž“™˜™” †‰—Ž†“Ǐ˜†‘‘†“‰™” †‰—Ž†“Ǐ˜†‘‘”š“™—žǀŠŽ— Š˜ŽŒ“›Ž˜š†‘”’†“ —”“™ŽŠ— †‘‘Š—ž purpose is to provide both a physical and conceptual overview © Tullie House Museum and Art Gallery of Hadrian’s Wall and the story of the north-west frontier of the ”’†“’•Ž—ŠŽ“ˆ”“™—†˜™™”˜Ž™Šǂ‡†˜Š‰Ž“™Š—•—Š™†™Ž”“œŽˆœŽ‘‘ ™”’†“Ž“‰”‘†“‰†ƽš˜™ˆ”’•‘Š™Š‰ƽ›Ž˜Ž™”—˜†—Š†‡‘Š™”Š“Œ†ŒŠ focus on more specific themes and stories. and empathise with the real people, real events and daily military †“‰‰”’Š˜™Žˆ‘Ž‹Š”“™Š‹—”“™ŽŠ—ȝƽțțțžŠ†—˜†Œ”†˜—Š›Š†‘Š‰ The Great North Museum whose Hadrian’s Wall Gallery is ™—”šŒ™ŠŽ“‰”‘†“‰†œ—Ž™Ž“Œ™†‡‘Š™˜†“‰™Š”“Œ”Ž“Œ•—”ˆŠ˜˜”‹ completed, focuses on Hadrian’s Wall itself and features a scale archaeological investigation and research at the site. model of its full length. This centrepiece is supported by collections rich displays which are brought to life through the voices of individuals identified from the world–class collection of stone inscriptions.

Š˜™Š—”‘’š˜Šš’ƽ”’†“Ž“‰”‘†“‰†ȊŠŽ“‰”‘†“‰†—š˜™

”’†“ †‘‘Š—žƽ —Š†™”—™š˜Šš’ƽŠœˆ†˜™‘Š © Tyne & Wear Archives & Museums

5Ž™Š“†’Š˜š˜Š‰™—”šŒ”š™™Š “™Š—•—Š™†™Ž”“ —†’Šœ”—‰”ˆš’Š“™˜—ŠʭŠˆ™™”˜Šš˜Š‰Ž“•š‡‘Žˆˆ”’’š“Žˆ†™Ž”“˜†“‰˜ŽŒ“†ŒŠ†“‰“”™˜Ž™Š‰Š˜ˆ—Ž•™Ž›Š™Š—’˜ŠǀŒǀ ”š˜Š˜™Š†‰˜”’†“ ”—™ 13 Ȣ—Ž“ŒŽ“Œ™Š”—‘‰ Š—Ž™†ŒŠŽ™Š™”‘Ž‹Š

™™Š”’†“—’žš˜Šš’ƽ†‘˜”š˜™ˆ”’•‘Š™Š‰ƽ™Š ™”’†“†—ž•”—™ƽ†•—”Šˆ™Ž˜‡ŠŽ“Œ•‘†““Š‰™†™œŽ‘‘‹”ˆš˜”“ Ž“™Š—•—Š™†™Ž”“‡—Ž“Œ˜™Š”’†“—’ž™”‘Ž‹ŠƽŠ•‘”—Ž“Œ™Š’Š˜ communicating the relationship between a fort, its garrison and of the army and the Empire, military tactics and training, and the the wider Empire by exploring the journeys and career paths of diverse roles and functions of the army as an occupying force, as Ž™˜•Š”•‘Š†“‰˜”‘‰ŽŠ—˜†˜—Š›Š†‘Š‰‡ž™Š†‘™†—˜Ž“™ŠŠ“”š˜Š engineers, as architects, as administrators and as multicultural ˆ”‘‘Šˆ™Ž”“ǀ™™ŠŠŽŒ™”‹Ž™˜•”œŠ—†“‰Ž“ʭšŠ“ˆŠ”’ŠǏ˜’•Ž—Š ”’†“ˆŽ™ŽŸŠ“˜ǀ ™†‘˜”ƽœŠ—Š•”˜˜Ž‡‘Šƽ‰—†œ˜ˆ”“™Š’•”—†—ž ˜™—Š™ˆŠ‰†ˆ—”˜˜Ȟȝˆ”š“™—ŽŠ˜ƽ†‹Š†™™†™’Š†“™Ž™˜ˆŽ™ŽŸŠ“˜†“‰ parallels with the modern military. Given the broad and popular soldiers had to make both physical and personal journeys by land appeal of the subject, the visitor experience is more family focused and sea to remote outposts such as the north-west frontier. The and maximises the opportunity for this facility to be a much new museum displays will be enlivened by an on-going programme needed wet weather attraction along Hadrian’s Wall. of excavation that will enable visitors to engage with the on-going process of excavation and archaeological research.

—™Ž˜™˜Ž’•—Š˜˜Ž”“”‹•—”•”˜Š‰•—”Šˆ™†™”’†“†—ž•”—™Ȋ  

”’†“—’žš˜Šš’ȊŠŽ“‰”‘†“‰†—š˜™ These major developments will be supported by a rolling programme of small-scale improvements and developments at At Housesteads, English Heritage and the National Trust are other sites and locations to complement and enrich the Hadrian’s planning a project that will enable visitors to explore and Wall visitor offer and to spread the benefits of association with the understand life within one of the best preserved and most easily ”—‘‰ Š—Ž™†ŒŠŽ™Š’”—ŠœŽ‰Š‘žǀ ›Ž˜Ž‡‘Š‹”—™ˆ”’•‘ŠŠ˜Ž“™Š”’†“’•Ž—Š™†™Ž“ˆ‘š‰Š˜™Š entire complex of fort, Wall, vallum, garrison settlement, temples, •†—†‰ŠŒ—”š“‰ƽˆš‘™Ž›†™Š‰‘†“‰†“‰—”†‰˜ǀŽ˜Ž™”—˜œŽ‘‘‡Š†‡‘Š™” explore the fort, Hadrian’s Wall and its dramatic landscape setting †“‰™—”šŒˆ”’•†—Ž˜”“˜œŽ™”™Š—”’†“‹—”“™ŽŠ—˜†“‰‹”—™˜ƽ will develop an appreciation of what it must have been like for an ”ˆˆš•žŽ“Œ‹”—ˆŠ™”‘Ž›Š†™™ŠŠ‰ŒŠ”‹™Š”’†“’•Ž—Šǀ

”š˜Š˜™Š†‰˜Ȋ —†Š’ŠŠ†ˆ”ˆ

14 Ȣ—Ž“ŒŽ“Œ™Š”—‘‰ Š—Ž™†ŒŠŽ™Š™”‘Ž‹Š

The natural and cultural landscape Traditional skills in action This project aims to map traditional skills employed across Hadrian’s Wall and encourage their promotion, interpretation In contrast to the major projects proposed above, many of the and opportunities for participation. Building on Northumberland proposals for the natural and cultural landscape theme are smaller †™Ž”“†‘†—Ǐ˜ Ž‰‰Š“ Ž˜™”—ŽŠ˜•—”Šˆ™ƽ†˜Š—ŽŠ˜”‹‡šŽ‘‰Ž“Œ˜ in scale. However, an opportunity for a significant development across Hadrian’s Wall could be chosen to illustrate the diverse in the central section of Hadrian’s Wall has been identified. This range of local materials and skills used to protect and enhance would provide the opportunity to celebrate the landscapes of their condition. †‰—Ž†“Ǐ˜†‘‘”š“™—ž†“‰ˆ”š‘‰‡ŠŽ“™ŠŒ—†™Š‰œŽ™™Š•—”•”˜Š‰ ”—™š’‡Š—‘†“‰†™Ž”“†‘†—‰Š›Š‘”•’Š“™†™“ˆŠ—ŠœŠ‰ǀ There is also an opportunity to mark the western end of Hadrian’s A disputed land Wall at Bowness in a way that complements the development of This project aims to interpret the area’s troubled past. The Border ŠŒŠ‰š“š’†™†‘‘˜Š“‰‡š™‹”ˆš˜Ž“ŒŽ“˜™Š†‰”“™Š‘†“‰˜ˆ†•Š”‹ ŠŽ›Š—‘Ž“˜†›Š˜ŽŒ“Žʬˆ†“™•”™Š“™Ž†‘‹”—™”š—Ž˜’™—”šŒ™Š ™Š”‘œ†ž†—Š††“‰•—”›Ž‰Ž“Œ†‘Ž“™”™Šš’‡—Ž†“ˆ”†˜™ǀ Ž“™Š—“†™Ž”“†‘‰Ž˜•Š—˜†‘”‹ŠŽ›Š—‹†’Ž‘ž“†’Š˜ǀˆ”ǂ”—‰Ž“†™Š‰ †••—”†ˆ™”™Š‘‘Ž“Œ™ŠŠŽ›Š—˜™”—ž†ˆ—”˜˜ †‰—Ž†“Ǐ˜†‘‘”š“™—ž The projects below are examples of the range of ideas to interpret is needed, including a network of community-based interpretation the natural and cultural landscape theme. They need to be trails and key sites. ‰Ž˜ˆš˜˜Š‰ƽ•—Ž”—Ž™Ž˜Š‰†“‰‰Š›Š‘”•Š‰œŽ™•†—™“Š—˜†ˆ—”˜˜™Š ǀ Lumps and bumps events A landscape interpretation centre for Hadrian’s Wall This proposal for a series of events and activities focuses on ”š“™—ž helping local people and visitors understand the significance of the many lumps and bumps in the landscape of Hadrian’s Wall The development of a site in the central section of Hadrian’s Wall ”š“™—žǀŽ˜ˆ”š‘‰—†“ŒŠ‹—”’Ž“™Š—•—Š™Ž“Œ™ŠŠ†—‘ŽŠ˜™ŒŠ”‘”ŒŽˆ†‘ ™”Ž“™Š—•—Š™™Š‘†“‰˜ˆ†•Š”‹™Š”’†“‹—”“™ŽŠ—ǀŽ˜œ”š‘‰ʬ‘‘† features and archaeological remains, to overgrown boundary walls, major gap in landscape interpretation and provide the opportunity industrial heritage and evidence of climate change, erosion and to develop links north and south as well as east and west. changing farming practices. Individual ways in which this project could be delivered include: Top Ten Lumps and Bumps; guided Top ten things to see and do leaflets walks and talks for general visitors and/or specialists that might Highlights based on landscape themes and activities. Hadrian’s feature industrial heritage, geology, archaeology, climate change, †‘‘”š“™—ž˜™—Š™ˆŠ˜”›Š—Ȝțț’Ž‘Š˜†“‰•†˜˜Š˜™—”šŒ conservation and other key topics; family-friendly activity days; “š’Š—”š˜†™Ž”“†‘†—†ˆ™Š——Š†˜ǀŠ—ŠŽ˜˜”’šˆ™”˜ŠŠ and, at key locations, the creation of new lumps as temporary and do that visitors struggle to read all the literature available to features/arts installations that tell exciting stories about the past. identify locations appropriate to their interests and needs. A series of easily updatable ‘Top Ten’ leaflets could be developed to meet the needs of specific audiences. †‰—Ž†“Ǐ˜†‘‘”š“™—ž•Š”•‘Š This initiative aims to celebrate well-known and ordinary people ‹—”’ †‰—Ž†“Ǐ˜†‘‘”š“™—žœ”†—Š†“Ž“™ŠŒ—†‘•†—™”‹™Š Hadrian’s Wall landscape seasonal highlights history and community of the area. It could showcase people who programme †—Šˆ‘”˜Š‘žŽ“›”‘›Š‰œŽ™™Š‘†“‰˜ˆ†•Šƽ‹—”’”’†“˜™””’†“ The development and promotion of a seasonal highlights historians, Iron Age farmers to today’s land managers, famous programme, integrating the highlights of the Hadrian’s Wall visitors, scientists, artists and mythical creatures. Material could ”š“™—žžŠ†—œŽ™ˆ”“˜Š—›†™Ž”“†“‰‡Š†›Ž”š—†‘’Š˜˜†ŒŠ˜ƽ ‡Š‰Š›Š‘”•Š‰‹”—›Š“šŠ˜†ˆ—”˜˜ †‰—Ž†“Ǐ˜†‘‘”š“™—žƽ˜š••”—™Š‰ for example, why to avoid certain places at nesting time, why by temporary, rotating exhibitions at gateway venues, as well to walk the National Trail in summer and so on. This has the as on-line resources. It would be an effective way of developing additional benefit of spreading visitor load throughout the year and community-based interpretation and could be linked to existing encouraging new and repeat visits. resources on key local people, for example, the John Martin trail at Haydon Bridge. Making hay while the sun shines partnership This project aims to celebrate the special habitat of traditional †‰—Ž†“Ǐ˜†‘‘”š“™—ž‘†“‰˜ˆ†•Š‹†ˆ™ˆ†—‰˜ hay meadows as part of the Managing the Landscape theme, and Ž˜Ž“Ž™Ž†™Ž›Š†Ž’˜™”•—”‰šˆŠ †ˆ™†—‰˜ˆ”“™†Ž“Ž“ŒŠž to promote the early summer spectacle of wildflowers in bloom. information about the local landscapes that can be distributed Three Interpretation Framework stakeholders (Northumberland free of charge to local people and businesses as part of the †™Ž”“†‘†—ƽ”‘œ†ž—Š†”‹š™˜™†“‰Ž“Œ†™š—†‘Š†š™ž ˆš——Š“™“”œ”š— †‰—Ž†“Ǐ˜†‘‘•—”Šˆ™ǀŠ˜Šœ”š‘‰Ž“ˆ‘š‰Š †“‰”—™Š““Ž“Š˜—Š†”‹š™˜™†“‰Ž“Œ†™š—†‘Š†š™žǪ†›Š key messages that people can share with confidence in general undertaken work to promote traditional hay meadows and conversation with visitors. increase wildflowers in their areas. Each has developed a plant spotting guide and worked with farmers to ensure the delivery of the project. A simple next step would be for these organisations to work together in order to exchange best practice, to encourage ›Ž˜Ž™˜™”‰Ž‹‹Š—Š“™†ž’Š†‰”œ˜†ˆ—”˜˜ †‰—Ž†“Ǐ˜†‘‘”š“™—žƽ†“‰ compare the wildflowers protected by the scheme, and to reduce costs through joint marketing.

ȜȠ Interpretation Framework

ȣ “‹—†˜™—šˆ™š—ŠǢ more than interpretation needs to change Ž˜Ž™”—˜˜™”•†™Ž•Š—ŽŠš——Š™ȇ —†Š’ŠŠ†ˆ”ˆ

Š˜Š†—ˆˆ†——ŽŠ‰”š™‰š—Ž“Œ‰Š›Š‘”•’Š“™”‹™Š “™Š—•—Š™†™Ž”“ The website should be structured around the online journeys that Framework has highlighted that it is not only interpretation that people wish to make. Background information that might appeal needs to change. A series of related activities and provision also ™”›Ž˜Ž™”—˜ƽ˜šˆ†˜™Š†—ˆ†Š”‘”Œž”—‡—”†‰Š—”’†“ˆ”“™Š™ƽˆ†“ needs to change if the benefits of improved interpretation are to be be provided as appropriate along the way. This should include links realised. to websites for other sites on Hadrian’s Wall where there are clear connections, both thematically and geographically, so the physical Imagery journey can be developed. The website should also be aware of The imagery used to position and promote Hadrian’s Wall and its place in the broader digital landscape, integrating social media its sites needs to better reflect the variety of visitor experiences such as the image-sharing website Flickr and the social networking that are available. New images should focus on communicating site Facebook. the differences between sites across Hadrian’s Wall and avoid ˆ”“›ŠžŽ“Œ†’Š˜˜†ŒŠ™†™˜Ž™Š˜†—Š˜Ž’Ž‘†—ǀŠž™”™Ž˜†—ŠŽ’†ŒŠ˜ This approach can emphasise the richness of Hadrian’s Wall that depict not only the sites themselves, but also the exhibitions, ”š“™—žƽ™Š•”™Š“™Ž†‘‹”—‰Ž‹‹Š—Š“™›Ž˜Ž™”—”‹‹Š—˜†“‰Š“ˆŠ facilities and staff within them. Also key are images that show encourage longer and repeat visits as well as the possibility of people visiting, interacting with and enjoying sites, in all weathers. the experience extending before and after the visit itself. It can The focus of imagery on scenic landscapes, empty of people, has also place sites in their broader context and encourage a deeper clearly had an impact on audience perceptions and motivations to š“‰Š—˜™†“‰Ž“Œ”‹ †‰—Ž†“Ǐ˜†‘‘ƽ™Š †“‰ˆ”““Šˆ™Ž”“˜™” visit and this should be addressed as a priority. New images should ”™Š—’”“š’Š“™˜˜šˆ†˜™Š —Š†™†‘‘”‹Ž“†ǀ †‘˜”—Š‹‘Šˆ™™Š“†™š—†‘‰Ž›Š—˜Ž™ž”‹ †‰—Ž†“Ǐ˜†‘‘”š“™—žƽ‹—”’ remote upland areas to coastal bays and industrial heartlands. —Ž“™Š‰Ž˜Ž™”— “‹”—’†™Ž”“†“‰ šŽ‰Š˜ It is understandable that each organisation responsible for running By adopting an artistic brief that focuses on conveying the breadth, attractions will wish to produce its own site guides for sale to diversity and ease of access to Hadrian’s Wall, perceptions that it is visitors. However, it is essential that visitors also have access to ‘hard work’ and ‘all the same’ can be addressed. †˜šŽ™Š”‹‘Ž™Š—†™š—Š™†™•—Š˜Š“™˜™Šœ”‘Š”‹™Š †˜†“ integrated visitor destination, and which highlights the different yet complementary attractions and experiences available. The †‰—Ž†“Ǐ˜†‘‘”š“™—ž’†•ƽ†ˆˆ”’’”‰†™Ž”“ŒšŽ‰Š†“‰‡š˜ guides do this job effectively. They need to be complemented by some basic Wall-wide interpretive guides that provide accessible introductions to the themes of the Interpretation Framework.

ŽŒ“†ŒŠ Š˜Š†—ˆ†˜ŽŒ‘ŽŒ™Š‰™†™ŠŽ˜™Ž“Œ˜ŽŒ“†ŒŠ‹”— †‰—Ž†“Ǐ˜†‘‘ compounds audience perceptions that Hadrian’s Wall is “all the ˜†’ŠǓ†“‰Ž˜ǒ†—‰œ”—Ǔǀ “•†—™Žˆš‘†—ƽ™Š˜ŽŒ“†ŒŠ†‘”“Œ™Š ȡȤ™†™˜ŽŒ“˜ǒ †‰—Ž†“Ǐ˜†‘‘Ǔ†™’š‘™Ž•‘Š•”Ž“™˜œ†˜ˆŽ™Š‰†˜ problematic. A new signage scheme is needed that helps visitors orient and navigate their way along Hadrian’s Wall and to its Ž˜Ž™”—˜†™—‡ŠŽ†Ȋ”—™Š—“ ”—ŽŸ”“˜ different sites. This should be aimed at helping visitors who are Website travelling by car, foot or bicycle. There needs to be one central website portal for Hadrian’s Wall ”š“™—ž™†™’š˜™‡Š›Ž˜Ž™”—‹†ˆŽ“ŒƽœŽ™ˆ”“™Š“™‡†˜Š‰”“˜Š—›Ž“Œ Wherever possible, the use of physical signage should be weighed identified visitor needs and inspiring people to visit. Website against the use of other methods to mark sites to mitigate visitor development should start from consideration of the reasons why and visual impact in more sensitive locations. people will choose to visit the website in the first place, such as ˜ŠŠŽ“ŒŽ“˜•Ž—†™Ž”“‹”—”—•‘†““Ž“Œ†›Ž˜Ž™™” †‰—Ž†“Ǐ˜†‘‘”š“™—ž or accessing educational resources. The homepage should enable all of these audiences to continue their online journeys through appropriate links that are clearly signposted.

16 ȣ “‹—†˜™—šˆ™š—Š

—”˜˜ǂ˜Ž™Š—Š‹Š——†‘†“‰”—ŽŠ“™†™Ž”“ “Œ†ŒŽ“ŒœŽ™™Š †‰—Ž†“Ǐ˜†‘‘”š“™—ž‡—†“‰ While it is important to emphasise the rich variety of experiences To complement the existing branding material, a user-friendly ™†™ †‰—Ž†“Ǐ˜†‘‘”š“™—ž”‹‹Š—˜ƽŽ™Ž˜Š–š†‘‘žŽ’•”—™†“™™†™ †‰—Ž†“Ǐ˜†‘‘”š“™—ž‡—†“‰Ž“ŒŒšŽ‰Š‹”—‘”ˆ†‘‡š˜Ž“Š˜˜Š˜†“‰ all sites associated with Hadrian’s Wall are perceived as part of organisations should be produced with guidance on how to use a single destination and clearly relate to each other. This will †“‰‡Š“Š‹Ž™‹—”’™Š ‡—†“‰Ž“ŒǀŠŒšŽ‰Šˆ”š‘‰Ž“ˆ‘š‰Š help to reassure, orientate and empower audiences to explore ™Š“”œ”š— †‰—Ž†“Ǐ˜†‘‘”š“™—žǩ Ǫˆ—Ž‡ˆ†—‰ǀ Hadrian’s Wall and its many sites. This, in turn, will foster increased Workshops should be offered to local communities, businesses and awareness and understanding of Hadrian’s Wall, the various ”—Œ†“Ž˜†™Ž”“˜™—”šŒ™Š •—”Šˆ™™”•—”›Ž‰Š†‰‰Ž™Ž”“†‘ Interpretation Framework themes that are explored in different guidance on the opportunities, benefits and practicalities of ways at different locations, and engagement with the universal œ”—Ž“ŒœŽ™™Š †‰—Ž†“Ǐ˜†‘‘”š“™—žˆ”“ˆŠ•™†“‰‡—†“‰™” ›†‘šŠ˜”‹™Š ǀŽ˜ƽŽ“™š—“ƽœŽ‘‘Š“ˆ”š—†ŒŠ—Š™š—“›Ž˜Ž™˜™”˜Ž™Š˜ best effect. and the area as audiences become familiar with the richness of the Š•Š—ŽŠ“ˆŠ™†™ †‰—Ž†“Ǐ˜†‘‘”š“™—ž•—”›Ž‰Š˜ǀ Facilities The public engagement exercise clearly identified that good The most overt type of orientation is through the provision facilities and amenities were key characteristics of the most of leaflets. Hadrian’s Wall Heritage introduced an orientation popular sites. Good and reasonably priced catering and clean and ‘Š†‹‘Š™Ž“ȝțțȢ†“‰™Ž˜Ž˜‰Ž˜™—Ž‡š™Š‰‹—ŠŠ”‹ˆ†—ŒŠ™—”šŒ‘”ˆ†‘ well maintained toilets were identified as underpinning a positive accommodation providers, shops, tourist information centres and visitor experience. These facilities should therefore be improved as travel stations. part of any development plans along Hadrian’s Wall.

This leaflet is supported by a series of orientation and cross-site “All most people want is toilets and a cafe” referral panels at key sites along Hadrian’s Wall and which need to be updated in line with site developments, imagery, website and signage. Marketing †“ŒŠ˜™”™ŠŽ“™Š—•—Š™†™Ž”“ƽŽ“‹”—’†™Ž”“ƽ”—ŽŠ“™†™Ž”“†“‰ †‰—Ž†“Ǐ˜†‘‘”š“™—žǢ†”‘Ž˜™Žˆ›Ž˜Ž™”—Š•Š—ŽŠ“ˆŠ directional signage for Hadrian’s Wall will help create a holistic ”’’š“Ž™ŽŠ˜†“‰‡š˜Ž“Š˜˜†ˆ—”˜˜ †‰—Ž†“Ǐ˜†‘‘†—Š›Ž™†‘™” visitor experience and better realise its benefits to the local communicating the variety of experiences available to visitors. To economy. However, the adoption of this co-ordinated approach maximise their contribution to visitors’ experience of Hadrian’s has clear implications for the marketing of Hadrian’s Wall. Wall, opportunities should be provided to better engage them with ™Š†˜˜Š™˜†“‰”••”—™š“Ž™ŽŠ˜”‹™Š”—‘‰ Š—Ž™†ŒŠŽ™Š†“‰™” It is important to recognise that neither “the north-west frontier promote collaboration. ”‹™Š”’†“’•Ž—ŠǓ“”—ǒ™Š“†™š—†‘†“‰ˆš‘™š—†‘‘†“‰˜ˆ†•Š ”‹ †‰—Ž†“Ǐ˜†‘‘Ǔ†—ŠŽ“™Š“‰Š‰†˜’†—Š™Ž“Œ•—”•”˜Ž™Ž”“˜ǀŠž Š“”œ”š— †‰—Ž†“Ǐ˜†‘‘”š“™—ž™—†Ž“Ž“Œ•—”Œ—†’’Š†“‰ †—Šˆ”“ˆŠ•™˜œŽˆ—Š‹‘Šˆ™™Š ‰Š˜ŽŒ“†™Ž”“†“‰”•Š“š• business network is an effective way of engaging businesses opportunities for enhanced interpretation. Their use and the †“‰ˆ”’’š“Ž™ŽŠ˜†ˆ—”˜˜™Š ǀŠ•—”Œ—†’’Š“ŠŠ‰˜™”‡Š implications for marketing need to be considered more fully along continued and developed and to embrace the new interpretative with other proposals in this section. This is one of the actions offer currently being developed. Ž‰Š“™Ž‹ŽŠ‰Ž“˜Šˆ™Ž”“ȜțǂŠ™˜™Š•˜ǀ

Ticketing Š˜Š†—ˆŽ“‰Žˆ†™Š‰™†™›†‘šŠ‹”—’”“Šž•‘†ž˜†Šž—”‘ŠŽ“ influencing a decision to visit. Although what exactly constitutes value for money varies according to each visitor or group, all focus group participants identified the multiple ticketing of sites and car parking charges as barriers to visiting when factored on top of distance/time and travel costs and incidental expenses such as drinks, food and souvenirs.

“I wonder about the cost of it ...do you have to pay to go to each different site individually, or can you get a special ”’†“Ž“‰”‘†“‰†›Ž˜Ž™”——ŠˆŠ•™Ž”“‡šŽ‘‰Ž“ŒȊŽˆ†Š‘Š†—˜”“ƽ ticket that you can use in all the sites? Because otherwise ‘Š›†™Š‰ŽŒŽ™†‘š—›Šž˜ it would end up being quite expensive”

“I think if you’ve got a year pass to somewhere, you’re much more inclined to go and visit. Paying individually works out very expensive”

There is a clear need and demand for a multisite ticket for Hadrian’s Wall.

ȜȢ ȣ “‹—†˜™—šˆ™š—Š

Bellingham GLASGOW, THE NORTH N LANGHOLM, A7 TOURIST B6318 KIELDER WATER & FOREST PARK DUMFRIES ROUTE TO EDINBURGH Catlowdy Wark Roman Army Housesteads Chesters Bewcastle Museum Northumberland Roman Fort B6320 Roman Fort A68 National Park Centre, EDINBURGH, Birdoswald Once Brewed THE NORTH A1 Roman Fort A7 12 A75 A74(M) P NEWCASTLE Whitley Bay P A696 Netherby Segedunum North Sea Chollerford UPON TYNE SCOTLAND NORTHUMBERLAND P Roman Fort, P B6318 Baths & Museum NATIONAL PARK Wall The Great Longtown 13 (Military Road) Tynemouth 24 P P P North Museum B6318 A6079 Gilsland A68 P Gretna Green P P P 16 Heddon-on P A7 A6071 -the-Wall Wallsend South Haydon Bridge A69 Shields Greenhead Wylam Corbridge 19 P A69 Bardon Mill 22 23 A74 10 HEXHAM A695 P Prudhoe 18 UMUISEN (AMSTERD HALTWHISTLE 11 Blaydon 21 14 15 17 Metro Dunston Centre Arbeia Roman Fort Bowness Riding GATESHEAD & Museum -on-Solway Mill Solway A689 Stocksfield 44 A689 Roman Vindolanda SOLWAY COAST AREA OF BRAMPTON Firth OUTSTANDING NATURAL BEAUTY B6295 A68 SUNDERLAND A69 Corbridge Roman Town A1 B5307 8 9 A69 43 43 CARLISLE Rive Allendale

CARLISLE r Sou 42 7 Wetheral th

Tyn Tullie House P A686 R e Silloth Museum & Art Gallery iver E d 42 e M6 n CHESTER-LE-STREET The Rheged A686 Centre 41 A19 40 A66 Penrith A1 (M) M6 B5300 Wigton P A596 6 A595 Keswick Alston LAKE DISTRICT Southwaite NATIONAL PARK NORTH PENNINES AREA OF MANCHESTER & LIVERPOOL, OUTSTANDING NATURAL BEAUTY DURHAM THE SOUTH

Aspatria

Durham Tees Valley Airport P 20 miles

20 YORK & LEEDS, THE SOUTH Maryport

Senhouse Roman Museum Cockermouth Workington

Harrington

5 4 Whitehaven

St Bees Egremont LAKE DISTRICT NATIONAL PARK

Braystones

Seascale 3

Irish Sea 2 1 Ravenglass

Ravenglass Roman Bath

Ȝȣ House

†‰—Ž†“Ǐ˜†‘‘”š“™—ž’†•Ȋ   Interpretation Framework

Ȥ˜Ž“Œ™Š “™Š—•—Š™†™Ž”“ —†’Šœ”— to deliver change on the ground ‘‘š’Ž“†™Ž“Œ †‰—Ž†“Ǐ˜†‘‘ȝțȜțȊ™š†—™ Š—‡Š—™

”‹†—™Ž˜˜š’’†—ž†˜•—Š˜Š“™Š‰™Š†—Œš’Š“™‹”—ˆ†“ŒŠ†“‰ Identifying themes and stories – based on the asset review, provided the principles and thematic framework through which the themes and stories for communication should be identified and issues identified with Hadrian’s Wall can be addressed. This section mapped onto the Interpretation Framework themes. This process provides guidance on how these changes can be implemented on should include development of a concept or central theme the ground. statement that draws together all key themes to provide a clear identity and message which can be communicated and promoted This guidance is underpinned by the knowledge that organisations simply. will need to undertake detailed interpretive planning for the sites and landscapes in their care. This interpretive planning process will be informed by organisational practices and procedures but should be iterative and comprise the following elements devised to reflect the particular circumstances and issues of Hadrian’s Wall:

Identifying the assets – review of a site/collections/features/ natural history/cultural history to identify opportunities for enhanced presentation and interpretation with a view to broadening audiences to Hadrian’s Wall.

These assets should be mapped to the key themes of the Š•Ž‰Ž“†‡Ž—™‰†ž•†—™žŽ“›Ž™†™Ž”“ȊŠŽ“‰”‘†“‰†—š˜™ Interpretation Framework to help demonstrate how the physical assets of Hadrian’s Wall can sit within the intellectual logic of the Identifying audiences – review of existing audience data to Interpretation Framework, and how it can be delivered on the highlight visitor and non-visitor groups, both of whom should be ground. the target for enhanced interpretation.

Identifying access opportunities – access to the sites along Identifying opportunities for differentiated Hadrian’s Wall is extremely variable and is therefore a primary interpretation – the focus group research undertaken for the consideration within any strategy that seeks to develop audiences “”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Š™Š’ŠŽŒ‘ŽŒ™Š‰ through enhanced interpretation. Alongside the asset review, an that responses to themes are inextricably linked to how themes access review should be undertaken, identifying opportunities for are delivered. Therefore, the final element of the interpretation on- and off-site interpretation. planning process is to identify ways in which the identified themes and stories can be delivered that are different, yet complementary, to adjacent and more distant sites.

This requires an assessment of the widest possible interpretive ’Š™”‰˜†“‰’Š‰Ž†ǀ•ŠˆŽ†‘ˆ”“˜Ž‰Š—†™Ž”“˜”š‘‰‡ŠŒŽ›Š“™” approaches that enable the greatest levels of active participation and engagement and response to audience questions, as well as the conservation and management needs of sites.

ȜȤ Ȥ˜Ž“Œ™Š “™Š—•—Š™†™Ž”“ —†’Šœ”—

Meeting audience needs The landscape provides not only a visible influence on and Effective interpretation of Hadrian’s Wall depends on shifting the context for Hadrian’s Wall but also has appeal in its own right, focus from the resource to the audience; on creating experiences ‹—”’‘”œ‘†“‰ˆ”š“™—ž˜Ž‰Š†“‰š•‘†“‰ˆ—†Œ˜™”™ŠŒ—Š†™”‘œ†ž that balance audience needs with resource considerations. Š˜™š†—ž†“‰™Šš—‡†“˜•—†œ‘”‹†—‘Ž˜‘Š†“‰ž“Š˜Ž‰Šǀ “™Š—•—Š™Ž“Œ ™Š‘†“‰˜ˆ†•Š˜š——”š“‰Ž“Œ™Š Ǐ˜˜Ž™Š˜ˆ†“Š‘•›Ž˜Ž™”—˜‘”” This has clear implications for the interpretive methods used. A beyond a few individual monuments to explore more of the area. focus on encouraging community learning in an urban area, for instance, will require a vibrant, interactive and constantly changing ™†‹‹†™˜Ž™Š˜†‘”“Œ †‰—Ž†“Ǐ˜†‘‘†“‰œ”‘Ž›Š†“‰œ”—Ž“™Š offer to meet the needs of repeat visitors. On the other hand, a site ˆ”š“™—ž˜Ž‰Š†—”š“‰™Š ˆ”“˜™Ž™š™Š•Š—†•˜™Š‡Š˜™—Š˜”š—ˆŠ that is popular with coach-tour operators and older visitors would for communicating with visitors. They provide a human face to the demand a different solution.  ƽœŠ‘ˆ”’Ž“Œ›Ž˜Ž™”—˜†“‰Š‘•Ž“Œ™Š’’†Š™Šˆ”““Šˆ™Ž”“˜ to Hadrian’s Wall and its sites. Their daily interaction with visitors “”œŽ“Œž”š—™†—ŒŠ™†š‰ŽŠ“ˆŠŽ˜ˆ—Ž™Žˆ†‘™”ˆ—Š†™Ž“ŒŠ‹‹Šˆ™Ž›Š†“‰ means that these individuals probably know most about visitors to successful interpretation. Hadrian’s Wall – what they want and where they go – and can be an invaluable tool in the ongoing evaluation and development of the visitor experience.

”‘š“™ŠŠ—˜ˆ†“†‰‰™”™Š˜™†‹‹—Š˜”š—ˆŠ†“‰•—”›Ž‰ŠŠ˜˜Š“™Ž†‘ support to the work of organisations and sites, from guiding and managing visitors to participating in archaeological investigations, landscape and wildlife conservation and research. Their active engagement with sites and landscapes presents a remarkable learning opportunity as well as the chance to learn new skills. ”‘š“™ŠŠ—Ž“Œ”••”—™š“Ž™ŽŠ˜ˆ†“˜™—Š“Œ™Š“ˆ”’’š“Ž™ž‘Ž“˜ through the recruitment of local people. Their enthusiasm and knowledge makes them effective goodwill ambassadors for the site and powerful communicators for visitors.

A key principle of this Interpretation Framework is the need to work in partnership. This includes joint initiatives and arrangements between different parties with a direct interest in the interpretation A young girl plays with an interactive display at Arbeia of Hadrian’s Wall. It might also include other bodies, such as © Tyne & Wear Archives & Museums community groups, local authorities, educational establishments, Making better use of the assets and resources available national cultural and natural heritage organisations, museums, funding bodies and businesses. —Ž™Žˆ†‘™”‰Š‘Ž›Š—Ž“Œˆ†“ŒŠ”“™ŠŒ—”š“‰Ž˜™Š‡Š™™Š—š˜Š”‹†‘‘ ™Š†›†Ž‘†‡‘Š—Š˜”š—ˆŠ˜ǀš——Š“™Ž“™Š—•—Š™†™Ž”“†‘”“Œ †‰—Ž†“Ǐ˜†‘‘ draws on four key assets – archaeology, collections, landscape and By working together, a greater pool of expertise and resource can people. be brought to bear to provide better visitor experiences.

The archaeological assets – the curtain wall and associated ˜™—šˆ™š—Š˜Ǣ†—Š™Š•—Ž“ˆŽ•†‘‹”ˆš˜”‹Ž“™Š—•—Š™†™Ž”“Ž“™Š  at present. This reliance on archaeology is particularly true of the central sector, where the upland terrain has preserved more remains than in the heavily cultivated lowland areas. The approach understandably tends to be accompanied by an emphasis on conservation rather than the needs and interests of visitors. By contrast, there is much less visible archaeology in the š—‡†“†—Š†˜”‹†—‘Ž˜‘Š†“‰ž“Š˜Ž‰Šƽ†“‰˜”‰Ž‹‹Š—Š“™†••—”†ˆŠ˜ to interpretation are more common, including the use of reconstructions and outreach.

In future, there needs to be a greater balance in the use of archaeology with other resources and interpretive methods that can animate the visitor experience. This is critical in creating an offer that engages visitors and potential visitors and in providing variety. †‰—Ž†“Ǐ˜†‘‘”š“™—ž”‘š“™ŠŠ— Š—Ž™†ŒŠ šŽ‰Š˜Ȋ  

Greater and more varied use can be made of collections to convey the story of the north-west frontier and in enhancing visitors’ experience of Hadrian’s Wall. As well as archaeology, collections also include archives and documents, pictures and photographs, ˜”š“‰—Šˆ”—‰Ž“Œ˜†“‰˜””“ǀ˜Š‰†••—”•—Ž†™Š‘žƽ™Š˜Š†š™Š“™Žˆ and often familiar objects that provide personal insights into the people who built Hadrian’s Wall and lived in its shadow can help audiences empathise and connect with the past.

ȝț Ȥ˜Ž“Œ™Š “™Š—•—Š™†™Ž”“ —†’Šœ”—

Methods and media Events and public programmes There are many methods and media that can be used to deliver Events and public programmes are regularly used to attract new interpretive messages along Hadrian’s Wall. While research tells audiences to sites and give repeat visitors new perspectives and us that some of the most effective experiences are those created experiences. They can also be used to spread visitor numbers by personal interpretation, this method is simply not always throughout the year, particularly outside of the peak season, which appropriate, practical or affordable. Therefore, other methods and is a particular issue in the central sector of Hadrian’s Wall. media need to be used.

Whatever method is used, research has identified that maintenance and cleanliness are key factors that effect perception, value and visitation along Hadrian’s Wall.

Š—˜”“†‘Ž“™Š—•—Š™†™Ž”“ Š—˜”“†‘Ž“™Š—•—Š™†™Ž”“ƽ”—‘Ž›ŠŽ“™Š—•—Š™†™Ž”“ƽŠ“ˆ”’•†˜˜Š˜†—†“ŒŠ of activities that involve someone talking to visitors. It includes guided tours, demonstrations, costumed interpretation, re- enactments, performances and storytelling. It can also encompass interpretive conversation delivered by front of house employees and volunteers.

Š”•‘Šˆ†“‰Š‘Ž›Š—˜”’Š”‹™Š’”˜™Š‹‹Šˆ™Ž›ŠŽ“™Š—•—Š™†™Ž”“ƽ making personal connections with visitors that help them empathise with past lives and experiences and make their own meanings. They can deliver authentic, dynamic experiences Living Frontier event at Housesteads © Northern Horizons that can respond flexibly to the challenges and requirements of each visitor or group, and they can prompt repeat visits. On the š‡‘Žˆ•—”Œ—†’’Š˜ˆ†“†‘˜”‡Š‹”ˆš˜Š‰†—”š“‰•†—™Žˆš‘†—™ž•Š˜ downside, personal interpretation requires quality-controlled of activity in order to attract audiences who are not prompted training to impart the required skills to ensure quality and to visit through existing presentation or interpretive approaches. consistency and can be a drain on stretched operational budgets. For example, by putting on theatrical performances, by hosting In spite of this, visitor research consistently highlights the value storytelling events, by providing arts-based activities, the appeal of visitors place on personal interpretation. Hadrian’s Wall can be broadened beyond the interests and needs of existing audiences. Moreover, personal interpretation can provide clear community benefits. It offers employment to local people and it gives people English Heritage already runs a very successful events programme the opportunity to volunteer. There is no better advocate for a at its Hadrian’s Wall sites. Historically, these were largely re- local area than the people who live and work there and whose enactment spectacles. However, more recently there has been pride in the area can be communicated through their interaction greater use of living history and experimental archaeology with visitors. As cultural ambassadors, they can convey not only displays. Further development of this engaging programme would an understanding of the place but also a deep understanding of encourage family visits and develop new audiences. the value of the place, cultural capital that can be spread by their contact with others. Furthermore, if volunteers receive training In addition, a move towards more widespread public programming there may be opportunities for employment or to develop the that would provide a more diverse range of activities, such as commercial potential of their new skills and knowledge and re- music, dance, theatre, storytelling and opportunities for audiences invest it in the local economy. to participate and get involved whatever their age, is required. This would complement and add value to the existing re-enactment Š™”šŒ™˜”‹”‘š“™ŠŠ— Š—Ž™†ŒŠ šŽ‰Š˜‹”— †‰—Ž†“Ǐ˜†‘‘ŒŽ›Š programme. a clear insight into the opportunity: Ž™˜šˆ†›†—ŽŠ™ž”‹˜Ž™Š˜†“‰‘†“‰˜ˆ†•Š˜†ˆ—”˜˜™Š ƽ™Š—Š “ I personally feel that I am going from strength to is enormous potential to work in partnership to use events and public programmes as a key strategy for audience development. strength. I consider myself to be a fairly shy person but this wonderful experience is definitely bringing me out of my shell. Just the other day I was able to guide 40+ visitors around Vindolanda and talk them through the delights of a complicated site in a beautiful setting”. ǩ†™Š—Ž“Š †—›Ž˜ƽ †‰—Ž†“Ǐ˜†‘‘”š“™—ž”‘š“™ŠŠ— Š—Ž™†ŒŠ Guide, central cluster sites)

The benefits that can be derived from personal interpretation mean that it provides an important method through which the issues associated with Hadrian’s Wall can begin to be addressed.

ȝȜ Ȥ˜Ž“Œ™Š “™Š—•—Š™†™Ž”“ —†’Šœ”—

Outreach Interpretive methods to support site presentation ‘”˜Š‘ž†˜˜”ˆŽ†™Š‰œŽ™•š‡‘Žˆ•—”Œ—†’’Ž“ŒƽŽ˜”š™—Š†ˆǀš™—Š†ˆ While much of the investment in interpretation along Hadrian’s can engage communities and school audiences in Hadrian’s †‘‘™”‰†™Š†˜‡ŠŠ“ˆ”“ˆŠ“™—†™Š‰”“š˜™Ȝȝ’†”—˜Ž™Š˜ƽ™Š Wall. It can bring heritage to audiences that might not otherwise great swathe of sites and landscapes in between have much encounter it, or who perceive it as irrelevant. It not only enables potential for visitors. policy objectives to be met but can also encourage future visits and nurture community ownership, pride, engagement and support š‰ŽŠ“ˆŠ—Š˜Š†—ˆ‹”—™Š“”—™ǂœŠ˜™‹—”“™ŽŠ—”‹™Š”’†“’•Ž—Š in the site. The public engagement exercise highlighted a lack of theme investigated audience responses to a series of interpretive community interest and ownership in Hadrian’s Wall that was methods for Hadrian’s Wall. expressed through the difficulty in recruiting participants to on-site visits and focus groups. Outreach activities are an important way through which to explore this issue further and break down barriers ‡Š™œŠŠ“‘”ˆ†‘•Š”•‘Š†“‰™Š ǀ”‘š“™ŠŠ—•—”Œ—†’’Š˜†—Š another effective means of breaking down these barriers and creating links between people and place.

These results are interesting in that responses reflect the media principally used to interpret historic and archaeological sites and ‡Š‘ŽŠ˜™Š•”•š‘†—Ž™ž”‹—Šˆ”“˜™—šˆ™Ž”“˜†™˜Ž™Š˜˜šˆ†˜Ž“‰”‘†“‰†ƽ —‡ŠŽ††“‰ŠŒŠ‰š“š’ǀŠ—Š‹”—ŠƽŽ™†••Š†—˜™†™‹†’Ž‘Ž†—Ž™žœŽ™ various media may have had an influence on responses, and that responses therefore cannot be taken as definitive guidance on introducing new media to interpret Hadrian’s Wall. More focused research may help inform the design and introduction of such media. ˆ””‘”š™—Š†ˆ”“™Š”’†“˜†“‰’š‘™Žˆš‘™š—†‘Ž˜’ © Tullie House Museum and Art Gallery However, the research makes clear that audience’s value Exhibitions and displays interpretation panels, although existing panels need updating and should be more accessible. The research also makes clear that The display of archaeology, artefacts and collections should be opportunities to enliven the visitor experience through personal determined by visitor needs, interests and perspectives. It should interpretation should be maximized. The recent introduction of the therefore be strongly influenced by the identified target audiences. At the same time, these audiences should help to determine the †‰—Ž†“Ǐ˜†‘‘”‘š“™ŠŠ— Š—Ž™†ŒŠ šŽ‰Š˜Ž˜†“Ž’•”—™†“™˜™Š•Ž“ this direction, as is suggested by visitor feedback: themes and stories presented, to interpret evidence and to engage with uncertainty. They should also be offering fun experiences that can support learning where appropriate. Having fun is particularly “He was an excellent guide, giving factual detail in a important for children and hence families as visits undertaken in friendly and interesting way” early years of childhood can help foster family capital that is drawn on in later years. With imagination, play can be effectively mixed with interpretation. “What a wonderfully enthusiastic guide whose knowledge didn’t feel like a history lecture” It is also important that displays and exhibitions are regularly refreshed. More needs to be made of the opportunities for Furthermore, in light of the research that concluded that visitors partnership working to create temporary touring exhibitions. These find it difficult to comprehend Hadrian’s Wall and its various sites, can be used to illustrate and explore Interpretation Framework the introduction of a guidebook that covers the entire Wall is ™Š’Š˜ǀŠˆŠ“™Š•Š—ŽŠ“ˆŠ”‹™Š †‰—Ž†“Ǐ˜ Š†‰†“‰†Œ‘Š˜ †›Š urgently required. This should contain information on all publically Landed touring exhibitions demonstrates these are effective in †ˆˆŠ˜˜Ž‡‘Š˜Ž™Š˜†“‰—Š•—Š˜Š“™™Šǎ‹ʬˆŽ†‘”š›Š“Ž— šŽ‰ŠǏ”‹† attracting additional and new visitors. visit to Hadrian’s Wall, being accessible at all sites and associated facilities to better enable visitors to plan and learn from a visit to Hadrian’s Wall. This needs to be supported by complementary information on the natural and cultural landscape offers.

ȝȝ Interpretation Framework

ȜțŠ™˜™Š•˜

ž”š“ŒŒŽ—‘•†—™ŽˆŽ•†™Š˜Ž“†‘Ž›Ž“ŒŽ˜™”—žŠ›Š“™†™†‘‘™”œ“—†Œ˜Ȋ —†Š’ŠŠ†ˆ”ˆ

The Interpretation Framework sets out a Wall-wide vision for interpretation and supporting visitor information and signage along Hadrian’s Wall. This vision focuses on developing existing and new audiences for Hadrian’s Wall through the adoption of a series of audience development and interpretation principles, a thematic approach to interpretation and the co-ordination of interpretation with wider communications provision.

“š’‡Š—”‹†ˆ™Ž”“˜†—Š“ŠŠ‰Š‰™”—Š†‘Ž˜Š™Ž˜›Ž˜Ž”“ǀ”’Š”‹ these actions are already in progress through the major new exhibitions that have recently opened or are about to open along Hadrian’s Wall, and which will transform the visitor experience. Other actions are planned or in development and will be co- ordinated through a project-based action planning approach engaging with partner interests along Hadrian’s Wall.

This action planning approach is being adopted to enable ongoing project planning and development to take place in a collaborative manner, engaging all interests along Hadrian’s Wall and avoids the need for further overarching strategy and plan documents. Given the history of planning along Hadrian’s Wall and a perceived lack of change, a project-based action planning approach is more likely to deliver the vision and will also ensure efficient use of resources – both financial and time – whilst also maximising the involvement of local communities and businesses. The approach to implementation in the Interpretation Framework is one of engagement and inclusivity.

”—Ž“Œˆ”‘‘†‡”—†™Ž›Š‘žœŽ™™ŠŠž˜™†Š”‘‰Š—˜†‘”“Œ™Š ƽ Hadrian’s Wall Heritage Ltd will have a key role in co-ordinating and initiating many of the actions needed to realise the vision set out in the Interpretation Framework documents. HWHL will support interpretation developments initiated by the many partner ”—Œ†“Ž˜†™Ž”“˜†‘”“Œ™Š ˆ”——Ž‰”—†“‰œŽ‘‘Š“‰”—˜Š‹š“‰Ž“Œ applications where they demonstrate adoption of the principles and approaches advocated in the Interpretation Framework – increasing the chance of success. The research undertaken œŽ™•”™Š“™Ž†‘†š‰ŽŠ“ˆŠ˜‹”—™Š †˜Ž“‰Žˆ†™Š‰˜™—”“Œ‘ž the approaches and themes most likely to engage visitors and Š“ˆ”š—†ŒŠŒ—Š†™Š—š“‰Š—˜™†“‰Ž“Œ”‹™Š ǀ ™Ž˜Ž’•”—™†“™™†™ all new interpretation takes advantage of this knowledge.

ȝȞ ȜțŠ™˜™Š•˜

Šž†ˆ™Ž”“˜ƿ Ƞǀ“Œ†ŒŠ’Š“™œŽ™‘”ˆ†‘—Š˜Ž‰Š“™†“‰‡š˜Ž“Š˜˜ˆ”’’š“Ž™ŽŠ˜ǀ

1. Launch and public dissemination of the Interpretation Local resident and business communities are a key part of the Framework. visitor experience and can make significant contributions to the interpretive offer alongside the major sites and museums. ȝǀ ’•—”›Š‰ˆ”’’š“Žˆ†™Ž”“˜†“‰“Š™œ”—Ž“Œ‡Š™œŠŠ“ —”Šˆ™˜˜šˆ†˜“”œ”š— †‰—Ž†“Ǐ˜†‘‘”š“™—ž†“‰›”‘š“™ŠŠ— stakeholders in the areas of audience engagement and heritage guides are examples of projects that engage local interpretation. communities with improved interpretation. The Interpretation Framework provides the basis for a programme of community- ŠŠŽ˜™Ž“ŒŽ™Š†“†ŒŠ—˜Ǐ’ŠŠ™Ž“Œ˜†“‰™Š‰šˆ†™Ž”“ based interpretation projects exploring local landscapes and their Forum provide potential vehicles through which improved ˆ”““Šˆ™Ž”“˜œŽ™™Š ǀ”ˆ†‘•Š”•‘Š•—”š‰”‹™ŠŽ—Š—Ž™†ŒŠ communications and networking can be realised. The Education and its international significance will add greatly to the growth in Forum has recently initiated an annual practitioners’ workshop for œ”—‘‰ǂœŽ‰Šš“‰Š—˜™†“‰Ž“Œ”‹™Š ™—”šŒ™ŠŽ—Ž“™Š—†ˆ™Ž”“ Š‰šˆ†™Ž”“˜™†‹‹†ˆ—”˜˜™Š ǀŽ˜’”‰Š‘ˆ”š‘‰‡Š†••‘ŽŠ‰™” with friends, family and visitors. the establishment of an equivalent mechanism associated with the Ž™Š†“†ŒŠ—˜Ǐ’ŠŠ™Ž“Œ‡š™Ž“ˆ‘š‰Ž“ŒœŽ‰Š—˜Ž™Š˜™†‹‹ƽŠ—Ž™†ŒŠ†“‰ 6. Establishment of a Wall-wide marketing and promotions group interpretation professionals and volunteers involved strategic and to work collaboratively on priority projects. frontline engagement with visitors. Whatever method is ultimately chosen, links to the Education Forum would be beneficial as The audience research clearly demonstrates the need for improved there is significant overlap between interpretation for visitors and co-ordination of marketing and promotion for domestic and interpretation for education audiences. international markets focused on the destination and the provision of clear, accessible and holistic information about the overall visitor This mechanism would help facilitate actions 3 and 4 below. offer. There is a need to build on existing world-wide knowledge of the destination to enrich and deepen understanding of the depth, 3. Development of a Wall-wide understanding and agreement on breadth and richness of the offer as this develops through delivery interpretation principles and good practice based on evidence ”‹ “™Š—•—Š™†™Ž”“ —†’Šœ”—•—Ž“ˆŽ•‘Š˜†“‰†••—”†ˆŠ˜ǀŠž†—Š†˜ and research. for co-ordination and co-operation include:

Interpretation practices within organisations operating across - market segmentation (discussion of adoption of common Hadrian’s Wall vary significantly. In order to work better together, approach and terminology; joint market research and data they need to develop a shared understanding of good practice collection; sharing of research and data) relevant to each organisation. Effective mechanisms for this could include facilitated workshops involving partners from - single destination development (brand values, promotional different organisations in reviewing and considering best practice identity) in interpretation; adoption of a common understanding and shared language for interpretation by all interests operating along - joint marketing and promotion activities and materials Hadrian’s Wall; adoption of a common interpretive planning approach; a programme of interpretation training days and Ȣǀ“ǂŒ”Ž“ŒŠ›†‘š†™Ž”“”‹†ˆ™Ž”“•—”Šˆ™˜ǀ workshops including interpretive planning, interpretive methods and media and so on. Evaluation should be an integral part of each project, enabling both projects and the Interpretation Framework to be reviewed and 4. Development of joint interpretation initiatives. lessons learned. Any future evaluation should:

One of the easiest and most cost effective ways in which - Evaluate projects against project objectives and  targets communications, networking and interpretation delivery could be pecific, Measurable, Achievable, ealistic, Timed improved along Hadrian’s Wall is through the development of joint interpretation projects. This would enable underlying development - Evaluate projects against the objectives of the Interpretation issues to be addressed at the same time as delivering organisational Framework which has informed and been informed by such plans and projects. The Hadrian’s Head and Eagles Have Landed projects touring exhibitions are examples of joint interpretation projects that have explored new interpretive and audience engagement - Gather feedback from existing and new audiences as well as non- approaches and led to significantly increased visitor numbers visitors. †™•†—™ŽˆŽ•†™Ž“Œ˜Ž™Š˜ǀŠ†‘‘ǂœŽ‰Š”‘š“™ŠŠ— Š—Ž™†ŒŠ šŽ‰Š˜ project is another example of a Wall-wide partnership-based •—”Šˆ™™†™Ž˜‰Š‘Ž›Š—Ž“Œ˜ŽŒ“Žʬˆ†“™‡Š“Šʬ™™”™Š ƽ™”›Ž˜Ž™”—˜ƽ to local people and to participating organisations. Further joint developments with national museums such as the British Museum and international colleagues offer the potential to embed greater š“‰Š—˜™†“‰Ž“Œ”‹™Š —”“™ŽŠ—˜”‹™Š”’†“’•Ž—Š ‘”ˆ†‘‘žƽ nationally and internationally. This approach will have a significant effect on audience development and visitor numbers over time.

ȝȟ Hadrian’s Wall Heritage Ltd †˜™Š™Š—Š‘ ŽŠ‘‰ƽŽ•™”“Ž‘‘”†‰ Š†’ƽ”—™š’‡Š—‘†“‰ƽȟȡȝ  țȜȟȞȟȡțȤȢțț ˆ”’’˜ȇ†‰—Ž†“˜œ†‘‘Š—Ž™†ŒŠǀˆ”ǀš W hadrians-wall.org —”‰šˆŠ‰‡ž †‰—Ž†“Ǐ˜†‘‘ Š—Ž™†ŒŠ™‰ š••”—™Š‰‡ž™Š Š—Ž™†ŒŠ”™™Š—ž š“‰ƽ”—™œŠ˜™ ŠŒŽ”“†‘Š›Š‘”•’Š“™ŒŠ“ˆž†“‰†™š—†‘“Œ‘†“‰ Š›Š‘”•Š‰‡žŠ“™—Š‹”— “™Š—•—Š™†™Ž”“™š‰ŽŠ˜ƽŠ‡—† –š†—Šƽ †Ž—š—˜™ƽ —Ž™ʮŠ†—‘†“‰ ”ˆ”™™

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