The Exchange District A National Historic Site Heritage Interpretation Strategy All roads lead to Winnipeg. It is the focal point of the three transcontinental lines of Canada, and nobody, neither manufacturer, capitalist, farmer, mechanic, lawyer, doctor, merchant, priest, or labourer, can pass from one part of Canada to another without going through Winnipeg. It is a gateway through which all the commerce of the east and the west and the north and the south must flow. No city, in America at least, has such an absolute and complete command over the wholesale trade of so vast an area. It is destined to become one of the greatest distributing commercial centres of the continent as well as a manufacturing community of great importance. (Curtis, W.E. Chicago Record Herald, September 1911.) The Exchange District A National Historic Site Heritage Interpretation Strategy July 1999 The Exchange District Heritage Partnership Prepared by Shelley Bruce, Project Coordinator Table of Contents Table of Contents vii TABLE OF CONTENTS xi Acknowledgements xvii Executive Summary 1 Chapter 1: Introduction 3 Purpose of this Strategy 5 The Exchange District Heritage Partnership 7 Goals and Objectives of the Strategy 9 Chapter 2: Background 11 Contemporary Context 15 The Need for an Interpretation Strategy 19 Planning Process The Planning Team Historical Themes Resource Analysis Targeted Consultation Local Heritage Models Public Consultation Workshop 29 Marketing Strategy Process Downtown Visitors Summary In-Person Interviews Conclusion 39 Chapter 3: Designation of The Exchange District 41 The Conservation Movement in Winnipeg 43 The Historic Sites and Monuments Board of Canada 47 The National Designation 51 Historic Sites and Monuments Board of Canada Plaque The Exchange District Heritage Interpretation Strategy viii Table of Contents 53 Chapter 4: Historical Themes 55 Thematic Organisation and Descriptions 57 Primary Themes Grain Trade Finance Wholesale/Manufacturing Architecture Civic Development Labour 63 Supporting Themes 67 Chapter 5: Existing Resources 69 Existing Interpretive Initiatives Interpretive Centre Interpretive Panels Walking Tours Installations Publications/Multimedia Special Events/Programmes 89 Existing Interpretive Media by Primary Theme Grain Trade Finance Wholesale/Manufacturing Architecture Civic Development Labour 103 Chapter 6: Strategy Management 105 Organisational Framework 107 Organisational Models The Exchange District Heritage Interpretation Strategy Table of Contents ix 111 Chapter 7: Recommendations 113 Proposed Interpretive Media Interpretive Centre Interpretive Panels Walking Tours Installations Publications/Multimedia Special Events/Programmes 139 Proposed Interpretive Media and Partnerships by Primary Theme Grain Trade Finance Wholesale/Manufacturing Architecture Civic Development Labour 147 Chapter 8: Implementation Strategy 149 Strategy and Timeline Short Term: Development Strategy Short Term: Awareness and Ownership Strategy Medium Term: Expansion of Programming Long Term: Interpretive Centre and Expansion of Programming 155 Estimated Budgets 157 Evaluation of the Programmes 161 References 165 Appendices 167 In-Person Interviews 175 The City of Winnipeg and Heritage Conservation 181 Buildings Conservation List Entries for the Exchange District The Exchange District Heritage Interpretation Strategy x Table of Contents The Exchange District Heritage Interpretation Strategy Table of Contents xi The Exchange District Heritage Interpretation Strategy Acknowledgements Acknowledgements xiii ACKNOWLEDGEMENTS This Heritage Interpretation Strategy for the Exchange District National Historic Site was completed by the Exchange District Heritage Partnership. Its membership includes: Wayne Copet Partnership Chair/Exchange District BIZ Shelley Bruce Project Coordinator Susan Algie Parks Canada Giles Bugailiskis City of Winnipeg Bob Coutts Parks Canada Doug Dealey Dealey Photographic Service/Exchange District BIZ Bruce Donaldson Manitoba Culture, Heritage and Citizenship Neil Einarson Manitoba Culture, Heritage and Citizenship Barb Ford The Forks National Historic Site, Parks Canada Greg Thomas Parks Canada Susan Turner Heritage Winnipeg This project was made possible through the generous financial support of: • Gail Parvin Hammerquist Fund, City of Winnipeg • Heritage Grants Programme, Department of Culture, Heritage and Citizenship, Province of Manitoba • Winnipeg Development Agreement Programme 13B - Cultural Landscapes • Human Resources Development Canada • Young Canada Works, Heritage Canada The Exchange District Heritage Interpretation Strategy xiv Acknowledgements Countless individuals locally and across the country provided advice, direction, and background information for several portions of this Heritage Interpretation Strategy. In particular, The Exchange District Heritage Partnership would like to thank the following for their time and input into the development of the historical themes outlined in this Heritage Interpretation Strategy: Jim Blanchard, University of Manitoba David Firman, Manitoba Culture, Heritage and Citizenship Dr. Alan Levine, St. John’s Ravenscourt School Doug Panting, Pioneer Grain Murray Peterson, City of Winnipeg Nolan Reilly, University of Winnipeg Bob Rhoele, Canadian Wheat Board The marketing strategy and audience profile was developed and completed by: Dave McVetty, Western Canada Service Centre, Parks Canada, and Dennis McKnight, Denis McKnight 2051 Inc. In February 1999, letters of invitation were sent to individuals and organisations asking for a volunteer to review the second draft of this Interpretation Strategy. A month later, eighty copies of the second draft were sent to a broad range of key organisations and to those who volunteered their time and expertise. Copies were sent to organisations such as the Museum of Man and Nature, the North Main Task Force, City Council, Manitoba Labour Education Centre, CUPE, Exchange District BIZ, Economic Development Winnipeg, Heritage Canada, Manitoba Historical Society, Heritage Winnipeg, Association of Manitoba Museums, CentrePlan, and a variety of departments of the three levels of government. The Exchange District Heritage Interpretation Strategy Acknowledgements xv The Partnership would like to acknowledge the receipt of comments and input from the following individuals and organisations: Jim Blanchard, University of Manitoba/Manitoba Historical Society Dawn Bronson, Manitoba Field Unit, Parks Canada Toby Chase, The Forks North Portage Partnership Loretta Clark, Assistant Deputy Minister Industry Trade and Tourism Dr. Ray England, Toad Hall Toys/Exchange District BIZ Denis Fletcher, City of Winnipeg Brad Hughes, Where Magazine/CentrePlan Dr. Stuart Kaye, University of Manitoba Leslie Kelly, Volantis Flying Fish/Exchange District BIZ Penny McMillan, Tourism Winnipeg His Worship Mayor Glen Murray Murray Peterson, City of Winnipeg Myroslava Pidhirnyj, Urban Affairs Cindy Sciberras, Heritage Winnipeg Linda Seyers, The Forks National Historic Site Donna Strike, Artspace The Honourable Rosemary Vodrey, Minister of Culture, Heritage and Citizenship Bernie Wolfe, Heritage Winnipeg The Exchange District Heritage Interpretation Strategy xvi Acknowledgements The Exchange District Heritage Interpretation Strategy Executive Summary Executive Summary xix EXECUTIVE SUMMARY Introduction In September 1997, Winnipeg’s Exchange District became a National Historic Site. This recognition was granted because the area vividly illustrates the opening of the Canadian west as well as the role the City of Winnipeg played in the development of the Western Canadian economy. The Exchange District Heritage Partnership was created to develop a Heritage Interpretation Strategy for the Exchange District National Historic Site in January 1998. Development of this work was focused on achieving three goals: Goal 1: To achieve preservation/conservation awareness of the Exchange District National Historic Site through an improved visitor The Exchange District National experience. Historic Site highlighted within downtown Winnipeg. Goal 2: To create a framework in the Exchange District for historic resource interpretation by a stakeholder structure. Goal 3: To create economic opportunities for the local business community. This Strategy provides a comprehensive framework for interpreting the history of the District. In the end, it will achieve conservation awareness and resource stewardship as visitors gain a greater understanding and appreciation of the National Historic Site. Themes “Through interpretation, Work began with a review of the architectural and understanding; historical research completed by the federal designating through understanding, body, the Historic Sites and Monuments Board of appreciation; Canada. From this material, the Partnership extracted six through appreciation, protection.” (Tilden 1977, 38) primary historical themes associated with the history of The Exchange District Heritage Interpretation Strategy xx Executive Summary the National Historic Site: 1. Grain Trade, 2. Finance, 3. Wholesale/Manufacturing, 4. Architecture, 5. Civic Development, and 6. Labour. Recommendations in this Strategy deal specifically with interpreting these six themes. Marketing Strategy While the Interpretation Strategy was underway, a marketing strategy and audience profile was completed by Dennis McKnight 2051 Inc. Data from that report has been incorporated within this Strategy. It is bound under separate cover and should be used as a supporting resource to