Section B Audience and Access Development Plan Upper Derwent Valley Audience Development and Access Plan 03/11/2006 2 TellTale Upper Derwent Valley Audience Development and Access Plan UPPER DERWENT VALLEY WOODLANDS: AUDIENCE DEVELOPMENT AND ACCESS PLAN EXECUTIVE SUMMARY ......................................................................................7 1.0 INTRODUCTION ..........................................................................................10 1.1 BACKGROUND ............................................................................................10 1.1.1 Why audience and access development?..................................................10 1.1.2 What this means for the Upper Derwent Valley .........................................11 1.1.3 Consultation ...............................................................................................11 1.2 LEGISLATIVE & POLICY FRAMEWORK.....................................................12 1.2.1 Barriers and opportunities..........................................................................12 1.2.2 National legislation.....................................................................................12 1.2.2.1 The Disability Discrimination Act ..................................................12 1.2.2.2 The Race Relations (Amendment) Act 2000 ................................13 1.2.3 Government bodies....................................................................................14 1.2.3.1 The Heritage Lottery Fund ...........................................................14 1.2.3.2 The Countryside Agency ..............................................................14 1.2.4 UDV managing agencies ...........................................................................15 1.2.4.1 Severn Trent Water......................................................................15 1.2.4.2 The National Trust........................................................................15 1.2.4.3 Forestry Commission ...................................................................16 1.2.4.4 Peak District National Park Authority............................................17 2.0 SITE ASSESSMENT ....................................................................................18 2.1 SIGNIFICANCE OF THE SITE .....................................................................18 2.2 PEOPLE AND WOODLANDS.......................................................................18 2.3 CONSTRAINTS ............................................................................................20 3.0 AUDIENCE DEVELOPMENT .......................................................................21 3.1 INTRODUCTION ..........................................................................................21 3.2 UNDERSTANDING CURRENT AUDIENCES ..............................................21 3.2.1 Consultations with local people..................................................................21 3.2.2 Sources of data on current audiences .......................................................21 3.2.3 The UDV audience profile..........................................................................21 3.2.4 Activities, motivation and communication...................................................21 3.3 ENGAGING WITH CURRENT AUDIENCES ................................................21 3.3.1 Potential of main audience sectors ............................................................21 3.3.2 Recommended provision ...........................................................................21 3.3.3 Costs: Audience development projects (current audiences) ......................21 3.4 POTENTIAL NEW AUDIENCES...................................................................21 3.4.1 Long term illness, health problem or disability ...........................................21 3.4.2 Ethnic minorities.........................................................................................21 3.4.3 Young people.............................................................................................21 03/11/2006 3 TellTale Upper Derwent Valley Audience Development and Access Plan 3.4.4 Low-income families ..................................................................................21 3.5 ENGAGING WITH NEW AUDIENCES .........................................................21 3.5.1 People with disabilities...............................................................................21 3.5.2 Ethnic minorities.........................................................................................21 3.5.3 Young people.............................................................................................21 3.5.4 Low-income families ..................................................................................21 3.5.5 Recommended provision ...........................................................................21 3.5.6 Costs: Audience development projects (new audiences)...........................21 3.6 OTHER KEY ISSUES ...................................................................................21 3.6.1 Improvements to on-site facilities and provision.........................................21 3.6.2 Closer co-ordination among and within managing agencies......................21 3.6.3 Resource implications................................................................................21 3.7 SUMMARY OF OUTCOMES & OUTPUTS...................................................21 3.7.1 Audience development outcomes ..............................................................21 3.7.2 Audience development outputs..................................................................21 4.0 ORGANISATIONAL, CULTURAL & INTELLECTUAL ACCESS ................21 4.1 POTENTIAL BARRIERS TO ACCESS .........................................................21 4.2 AUDIT OF NON-PHYSICAL ACCESS..........................................................21 4.2.1 Pre-visit information ...................................................................................21 4.2.2 On-site information & interpretation ...........................................................21 4.2.3 Activities and events ..................................................................................21 4.3 AUDIT METHODOLOGY..............................................................................21 4.3.1 Overview of provision.................................................................................21 4.3.2 Formal critical appraisal .............................................................................21 4.3.3 Visitor survey data .....................................................................................21 4.3.4 Consultations with site users and interest groups ......................................21 4.3.5 Take-up and participation data...................................................................21 4.4 FINDINGS..................................................................................................21 4.4.1 Pre-visit information ...................................................................................21 4.4.1.1 Publications and the media ..........................................................21 4.4.1.2 Visitor and information centres.....................................................21 4.4.1.3 The internet ..................................................................................21 4.4.2 On-site information and interpretation........................................................21 4.4.2.1 Signage, notices and panels ........................................................21 4.4.2.2 Formal appraisal of interpretive panels ........................................21 4.4.2.3 Upper Derwent Information Centre...............................................21 4.4.2.4 Publications..................................................................................21 4.4.3 Guided walks and events...........................................................................21 4.4.3.1 Types of event..............................................................................21 4.4.3.2 Diversifying the programme .........................................................21 4.4.3.3 Monitoring and evaluation ............................................................21 4.5 BARRIERS TO ACCESS AND GAPS IN PROVISION .................................21 4.5.1 Lack of pre-visit information .......................................................................21 4.5.2 Shortcomings in on-site provision ..............................................................21 4.5.3 Traditional approach to activities and events .............................................21 03/11/2006 4 TellTale Upper Derwent Valley Audience Development and Access Plan 4.6 DEVELOPING BETTER ACCESS................................................................21 4.6.1 Key objectives............................................................................................21 4.6.2 Recommended actions ..............................................................................21 4.6.3 Costs: “Non physical” access projects ......................................................21 4.7 EDUCATIONAL PROVISION IN THE VALLEY ............................................21 4.7.1 Current usage ............................................................................................21 4.7.2 Recommendations .....................................................................................21 4.8 SUMMARY OF OUTCOMES