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 Secondary Theme: The natural and cultural landscape of Hadrian's Wall HADRIAN’S WALL COUNTRY Interpretation Framework Frontiers of the Roman Empire World Heritage Site Hadrian’s Wall Interpretation Framework Secondary Theme: The natural and cultural landscape of Hadrian's Wall Martin Hulse, Bryan Scott, Jo Scott, Helen Smith Cover image Sewingshields Crags © Northern Horizons i Interpretation Framework Published by Hadrian’s Wall Heritage Limited East Peterel Field Dipton Mill Road Hexham Northumberland NE46 2JT © Hadrian’s Wall Heritage Limited 2011 First published 2011 ISBN 978-0-9547342-5-1 Printed and bound in Great Britain by Farquhar and Son Ltd Perth PH2 8HY ii Interpretation Framework Foreword iv 1. An Interpretation Framework for the natural and cultural landscape 7. The opportunities and objectives of Hadrian’s Wall 7.1 Identifying opportunities 21 7.2 Objectives for interpretation and related provision 21 1.1 Hadrian's Wall World Heritage Site 2 1.2 Outstanding Universal Value 2 1.3 Raising awareness of landscape 2 8. The Interpretation Framework - themes and messages 1.4 Defining the "natural and cultural landscape of Hadrian's Wall" 3 8.1 What do we want our audiences to know? 25 2. What is an Interpretation Framework? 8.2 Delivering the central theme 27 8.3 Delivering theme 1: Managing the Landscape 28 8.4 Delivering theme 2: The Influence of the Landscape 28 2.1 An exciting opportunity 6 8.5 Delivering theme 3: Reading the Landscape 30 2.2 The benefits of an Interpretation Framework for the "natural and cultural landscape of Hadrian's Wall" 7 8.6 Delivering theme 4: A Living Landscape 30 2.3 The vision and objectives of the Interpretation Framework 7 8.7 Interpretation projects 31 8.8 Priority visitor infrastructure projects 47 3. The landscapes of Hadrian’s Wall 8.9 Using the key themes 51 3.1 Understanding the Hadrian's Wall landscapes 9 3.2 The National Character Areas along Hadrian's Wall 9 9. Delivering the Interpretation Framework 3.3 A natural and cultural frontier 10 9.1 Engaging stakeholders and progressing partnerships 53 3.4 UNESCO and World Heritage Sites 10 9.2 Building on current successes 53 9.3 Funding 53 4. The strategic context for the Interpretation Framework 9.4 Priorities 54 9.5 Review and evaluation 55 4.1 Understanding the strategic context 12 4.2 Key strategies and plans that have informed the Interpretation Framework 12 4.3 Integrating the Interpretation Framework with other strategies 14 5. The role of interpretation 5.1 What is interpretation? 16 5.2 Who is the interpretation for? 16 5.3 How can interpretation contribute? 17 6. How the Interpretation Framework has been developed 6.1 Responding to issues and opportunities 19 6.2 Tasks undertaken 19 iii Foreword Foreword This document sets out an interpretation framework for the "natural and cultural landscape of Hadrian’s Wall” – the secondary interpretive theme associated with the Hadrian’s Wall element of the Frontiers of the Roman Empire World Heritage Site (WHS). A complementary document sets out a similar framework for the “north-west frontier of the Roman Empire” – the primary theme for the Hadrian’s Wall WHS. These themes are summarised and brought together in a third linking Overview and Summary document that sets out a vision to co-ordinate interpretation and audience development across the 150 miles of urban and rural landscape that constitute the Hadrian’s Wall WHS. The Interpretation Framework has been developed by Hadrian’s Wall Heritage Limited (HWHL) with the support of two steering groups1. It has involved extensive stakeholder consultation, site visits, review of existing interpretation and exploration of interpretive principles, themes and techniques that aim to broaden the potential of the WHS to engage with existing and new audiences. As is explained in the document, the term “framework” is used very deliberately to describe a flexible approach that sets out guidelines to inform interpretation and audience development. The Interpretation Framework develops an overarching thematic plan supported by practical guidelines. These guidelines are not prescriptive; instead, they are intended to help the many different organisations with an interest in Hadrian’s Wall, from local authorities and national agencies to community groups and private landowners, develop approaches to interpreting the WHS and its landscape in coherent, complementary and differentiated ways that will enhance and deepen the visitor experience of Hadrian’s Wall for a wide range of audiences. The Interpretation Framework is an advocacy and guidance document which draws on extensive audience research, on best practice and on extensive consultation with stakeholders. The primary objective of the Interpretation Framework is to encourage adoption of the highest quality interpretation designed to meet audience needs across the WHS. High quality interpretation underpins the development of a world- class, differentiated, complementary and cohesive visitor offer along Hadrian’s Wall. This in turn will improve connectivity between sites, encourage multi-site visiting, increase dwell time and improve ticket sales and income generation for all. As a guidance document, formal endorsement by the various partners and stakeholders across the WHS is not anticipated. HWHL understand that some of the research results and subsequent recommendations in the Interpretation Framework may generate areas for discussion. The findings and recommendations are however research-led and provide an invaluable resource for use by all partners in working together to transform visitor understanding and appreciation of the WHS over the short, medium and long term. 1 Steering Groups: Theme 1 – north-west frontier of the Roman Empire: Professor Peter Stone – University of Newcastle, Bill Griffiths – Manager, north-east museums hub, Nigel Mills – HWHL, Linda Tuttiett HWHL. Theme 2 – natural and cultural landscape of Hadrian’s Wall: Elaine Rigg – NNPA, Andrew Poad – National Trust, Brian Irving – Solway AONB, Bryan Scott - HWHL, Nigel Mills – HWHL. iv 1 An Interpretation Framework for the natural and cultural landscape of Hadrian’s Wall The natural and cultural landscape of Roman Vindolanda © Graeme Peacock Interpretation Framework 1 An Interpretation Framework for the natural and cultural landscape of the Hadrian’s Wall The natural and cultural landscape of Roman Vindolanda © Graeme Peacock 1.1 Hadrian’s Wall World Heritage Site 1.3 Raising awareness of landscape Hadrian’s Wall was originally inscribed as a World Heritage Site (WHS) by the United Nations Definition: Landscape – The European Landscape Convention defines a landscape as an area, as perceived Educational, Scientific and Cultural Organisation (UNESCO) in 1987, as the most complex and best by people, whose character is the result of the interaction of natural and/or cultural forces. This preserved of the frontiers of the Roman Empire. Today, Hadrian’s Wall is arguably the most celebrated recognises the fundamental relationship between people and their environment. element of the transnational Frontiers of the Roman Empire WHS inscribed in 2005 and currently comprising Hadrian’s Wall, the German Limes and the Antonine Wall. The Hadrian’s Wall element This Interpretation Framework has been developed in the light of the 2007 European Landscape extends over 118km and includes the Wall itself with directly associated features, the frontier defences Convention (ELC). This is the first international convention dedicated exclusively to the protection, extending down the Cumbrian coast and several outpost forts to the north. management and planning of all landscapes in Europe. One of the convention’s specific measures is to raise awareness of the value of landscapes among all sectors of society, and of society’s role in shaping 1.2 Outstanding Universal Value them. The UK is already putting many of the principles of the ELC into practice. Natural England, Defra and A UNESCO World Heritage Site is a place that is inscribed by UNESCO as having outstanding universal English Heritage have produced a first framework for implementing the ELC in England. This recognises value (OUV) and each site has its own statement explaining this OUV. The OUV for the Frontiers of that our distinctive landscapes contribute to our identity and reflect local cultural influences as well the Roman Empire and Hadrian’s Wall derives exclusively from the scope, scale, technological, and as ecological diversity, which is reflected in the National Character Area (NCAs) map of England, a organisational achievement of the Romans represented by the Frontiers, reflecting the unifying impact of fundamental tool in the development of this Interpretation Framework. their Empire on the wider Mediterranean world. Although the wider cultural and natural environment does not contribute to the World Heritage Site’s OUV, it is an important part of the interpretation offer for visitors. The cultural and natural environment therefore forms a part of an overarching Interpretation Framework for the Hadrian’s Wall WHS, and is recognised in this secondary natural and cultural landscape Interpretation Framework document. 2 1 An Interpretation Framework for the natural and cultural landscape of theInterpretation Hadrian’s Wall Framework World Heritage Site 1.4 Defining the "natural and cultural landscape of Hadrian’s Wall"