Towards new dimensions of staging cultural heritage as leisure and tourist attractions

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Muriel Skinner
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1 Overview Towards new dimensions of staging cultural heritage as leisure and tourist attractions reflecting the campaign "EnjoyingCulture in the Trier Area" Prof. Dr. Andreas Kagermeier and Dipl. Geogr. Jennifer Arleth 1) The origin of urban cultural tourism 2) Market trends in cultural urban tourism 3) Tendencies for innovative staging of cultural heritage 4) Staging the roman past in the Trier Area interactive involvement as a key factor University of Trier Department of Leisure and Tourism Geography Leisure Studies Association Conference 2007 Brighton, 3rd July 2007 The origin of urban cultural tourism: The Grand Tour Enhanced notion of culture in the 1990 s Young nobles Part of their education Accompanist Targets: Social contact Preparation for their regnancy Right to amuse themselves popular culture Source: Freyer 1998, S. 7 Source: Brilli 1997

2 Current trends (1990 s until today) consuming cultural urban spaces Enhanced notion of culture Boom of urban tourism and a flourishing demand for urban leisure activities Events as a growth market Lifestyle Tradition Heritage Design Fashion Experience as a general trend Quelle: eigene Darstellung in Anlehnung an DTV 2006, ETC/UNWTO 2005 consuming cultural urban spaces motives in urban tourism Shopping Lifestyle Tradition Heritage Culinary arts Design Fashion friends and relatives visit of a town Change of scene Culture on offer shopping recreation musicals events sporting events leisure parks 10,6% 8,9% 7,9% 7,7% 5,1% 4,8% 16,8% 25,5% 43% 31,9% complex bundle of activities and motives continual variety rise in expectations Quelle: eigene Darstellung in Anlehnung an DTV 2006, ETC/UNWTO 2005 Source: F.U.R. 2006

Trier: City of culture 80 Main associations with

63 17 27 36 26 19 20 30 21 42 25 8 12 Image:

0 Antikenfestspiele Moselfestwochen Brot und

Mind. > 20 % Römer/ Roman Römisches Empire/Romans

Historische Historic Baudenkmäler sites Wein/

Veranstaltungen Events (Theater, Kabarett,

Universitätsstandort EnjoyingCulture in the Trier

the reputation like university professors, and you

3 Trier: City of culture 80 Main associations with Trier Image: Romans & Roman Empire! 0 Antikenfestspiele Moselfestwochen Brot und Spiele Source: City of Trier 2006; own photos 2006 Mind. > 20 % Römer/ Roman Römisches Empire/Romans Reich Religionund Glauben/Kirche Karl Marx Historische Historic Baudenkmäler sites Wein/ Wine/Wine Weinproben tastings Kulturelle Cultural Veranstaltungen Events (Theater, Kabarett, Kleinkunst) Wissenschaft/ Science/university Universitätsstandort EnjoyingCulture in the Trier Area = heritage arts I really think museums have the reputation like university professors, and you expec them to show things which have the backing of scientific methods a young australian (Black 2005) = solid, but boring

4 Staging in tourism... Is the market-orientated realisation of themes relevant to tourism through divers institutions, organisers, partners and media based on a clear concept. STEINECKE 1997, S. 8 Actuel elements of staging in cultural urban tourism Established/Mainstream: Historical sites as settings High quality of the offer Branding... (refers to) generative processes, which conceptualise and realise to ideas that link the imaginary, the fictional, and the real (empirical) together in a specific way. SCHEURER 2003, S. 73 Staging as an instrument to profile the tourist supply Rules for the Stage Management Rules for the Stage Management Give the visitor an added value. Give him a non exchangeable adventure. Give him wow-effects as much as possible. Give the visitor an added value. Give him a non exchangeable adventure. Give him wow-effects as much as possible. Combine high tech with high touch. Use staff and people of your town as an attraction. Even if people cannot understand the historical background of your performances, they should enjoy the entertaining components. Combine high tech with high touch. Use staff and people of Use staff and people of your town your town as an as an attraction. attraction. Even if people cannot understand the historical background of your performances, they should enjoy the entertaining components. The visitor should fill a role. Illustrate the rooms by functions not by explications. Effect should be transmitted to the visitor immediately. Integrate ceremonies, rites and folklore in the city. Combine smells, music, eating and drinking with information. Invite people to a time travel at authentic places. The visitor should fill a The visitor should fill a role. role. Illustrate the rooms by functions not by explications. Effect should be transmitted to the visitor immediately. Integrate ceremonies, rites and folklore in the city. Combine smells, music, Combine smells, music, eating eating and drinking with and drinking with information. information. Invite people people to a time to a travel time at travel at authentic places. places. Integrate animals. Use unusual transport systems. Use information systems by ipod and Mobile. Integrate animals. Use unusual transport systems. Use information systems by ipod and Mobile. Give the buildings a chance to tell their stories themselves. Give visitors from other cultures the chance to understand the local history (of the past and the present). Give visitors a reason to stay overnight. Give the buildings a Give the buildings a chance to tell chance to tell their stories their stories themselves. themselves. Give visitors from other cultures the chance to understand the local history (of the past and the present). Give visitors a reason to stay overnight. Source: HODES 2006, p. 89 Source: HODES 2006, p. 89

5 Adresses to all spheres of experience Reception Erdachtes mag zu denken geben, doch nur Erlebtes wird beleben. Paul von Heyse Passive Participation Entertainment Education Active Participation To think may evoke further thought, but to experience something brings it alive. Aesthetics Flow Involvement / Immersion Source: Pine/Gilmore 1999, p. 32 Adresses to all spheres of experience Reception Entertainment Education Actuel elements of staging in cultural urban tourism Established/Mainstream: Historical sites a setting High quality of the offer Branding Passive Participation Active Participation Esthetics Escapist New: e.g. Event & Adventure performances, Events Involvement / Immersion Source: Pine/Gilmore 1999, p. 32 Performances in urban historic sites as new forms of cultural experience

Established/mainstream elements of staging High & Everyday Culture

performance: Betrayal in the Imperial Baths The story... It is AD 367.

The borders of the Roman Empire are constantly being threatened.

Uprisings and attempts to overthrow the Emperor occur frequently -

Emperor Valentinian delegates his veteran tribune Mallobaudes to a

For he knows that only a Frankish nobleman like Mallobaudes has the

When the secret mission is leaked, Mallobaudes is branded as a traitor

And that can be dangerous for the Emperor as well.

the tour through the Imperial Baths in which Trier moves into the

6 Established/mainstream elements of staging High & Everyday Culture EnjoyingCulture New/future ways of staging popular culture Event performance: Betrayal in the Imperial Baths The story... It is AD Uncertain times! The borders of the Roman Empire are constantly being threatened. The inner workings of the Empire are also in turmoil. Uprisings and attempts to overthrow the Emperor occur frequently - intrigues are the order of the day. Emperor Valentinian delegates his veteran tribune Mallobaudes to a secret mission to Trier. For he knows that only a Frankish nobleman like Mallobaudes has the influence to divert the conspirators from their plan. A suicide mission! When the secret mission is leaked, Mallobaudes is branded as a traitor by his enemies at court. And that can be dangerous for the Emperor as well.experience a fascinating epoch live with the Tribune Mallobaudes during the tour through the Imperial Baths in which Trier moves into the center of Roman global politics. It is a time of radical change and insecurity foreboding the approaching end of Roman power. Antikenfestspiele Moselfestwochen Adventure and Event performances Brot & Spiele; Burgenfest Manderscheid Mallobaudes will take us along on the thrilling journey into the past... Brot & Spiele own photos 2006

Fact sheet Brot & Spiele Roman Everyday life 1x /

Trier: Amphi theatre, Imperial baths (Kaiserthermen)

Gladiator show Soziodemographic characteristics: 18.

income groups and educational level, Esp.

involvement in urban cultural spaces absorption

educational passive participation active

participation esthetics immersion escapist Invite

Give the buildings a chance to tell their stories

esthetics Combine smells, music, eating and drinking

7 Fact sheet Brot & Spiele Roman Everyday life 1x / year; in August; since 2002 in historic sites of Trier: Amphi theatre, Imperial baths (Kaiserthermen) Roman Craftsmen market, Legionary encampment, Gladiator show Soziodemographic characteristics: guests (2006) On average 40 years, Middle to high income groups and educational level, Esp. families 67 % day trips, 33 % overnight stays Visitor involvement in urban cultural spaces absorption Visitor involvement in urban cultural spaces absorption entertainment educational entertainment educational passive participation active participation passive participation active participation esthetics immersion escapist Invite people to a time travel at authentic places. Give the buildings a chance to tell their stories themselves. esthetics Combine smells, music, eating and drinking with information. immersion escapist The visitor should fill a role. FLOW? Use staff and people of your town as an attraction.

Kulinarik (Genuss) Design Fashion Thanks

8 experiencing consuming cultural urban spaces Shopping Lifestyle Tradition Kulinarik (Genuss) Design Fashion Thanks for your attention Heritage we re looking forward to an active debate. The progression of Economic Value Tell me, and I will forget Show me, and I will remember Involve me, and I will understand Lao Tse Source: PINE/GILMORE 1999

Kultur(tourismus)raum Stadt Relevance of cultural offer in Trier area Shopping Lifestyle Tradition Kulinarik (Genuss) Design Fashion Burgenfest Manderscheid Brot und Spiele Heritage Moselfestwochen

9 Kultur(tourismus)raum Stadt Relevance of cultural offer in Trier area Shopping Lifestyle Tradition Kulinarik (Genuss) Design Fashion Burgenfest Manderscheid Brot und Spiele Heritage Moselfestwochen Antikenfestspiele 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% bereichert Significantly meinen enriches Aufenthalt in my der stay Region in deutlich the region ist Important ein wichtiger reason Grund für to meinen visit Besuch the region in der Region hat Doens t keinen Einfluss influence auf meine my Urlaubsplanung travel plans ist Doensn t mir egal matter Traditional definition of cultural tourism Study trips of the bourgeoisie journeys primarily motivated by the need/desire to inform and/or experience material or non materiel elements of a destination s High and Everyday Culture. Steinecke 2002 Century of enlightenment Fall of the feudal system (1789) Culture as central aim Coming-of-age novels Journeys as a mean of education Source: Prahl/Steinecke 1989

10 Growing importance of secondary urban tourism central tendencies of tourists behavior Cultural urban tourism ( primary urban tourism) Urban tourism with other motives ( secondary urban tourism) flexible and spontaenous/ last-minute rise in expectations Size of the town Multi-optionality Main motives - urban experience - sightseeing - artistic presentations - cultural facilities Main motives p. e. - Conventions - Shopping - Visiting friends and relatives - Eating & drinking - Events Sightseeing is only a secondary motive complex bundle of activities and motives Continual variety importance of quality-price relation competition of leisure parks Source: Own design according to dtv 2006 Leisure spaces or leisure and tourism spaces? Burgenfest Manderscheid Day trips Brot und Spiele Overnight stays Moselfestwochen Antikenfestspiele 0% 20% 40% 60% 80% 100% Tagesausflug von zu Hause Kurzurlaub Urlaub

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