Is poor interpretation letting your heritage site down?

Look for the warning signs!

Here are a few indicators that your heritage site could be in desperate need of new or improved heritage interpretation:

Visitor numbers have decreased, flat-lined or not significantly increased over the past 2 or 3 years.

Visitor numbers are below expected numbers in relation to site location (population bases) or compared to visitor numbers at other sites in the area.

Visitor dwell time (the average length of visit to the site) has decreased over the past 2-3 years.

Number of complaints from visitors increasing.

Site has to reduce hours of operation due to poor attendance.

Low staff moral.

Site has to reduce staff hours or lay-off staff due to poor attendance.

Staff leave or move on to other sites.

Gate income has decreased, flat-lined or not significantly increased over the past 2-3 years.

Catering income has decreased, flat-lined or not significantly increased over the past 2-3 years.

Retail (shop) income has decreased, flat-lined or not significantly increased over the past 2-3 years.

Donations have decreased, flat-lined or not significantly increased over the past 2-3 years.

Membership has decreased, flat-lined or not significantly increased over the past 2-3 years.

Site management problems are increasing or remain unresolved (littering, graffiti, damage, etc.)

Site has poor public image or reputation

Site has poor name and mission recognition

Site lacks community attendance, support or involvement

Site finds it difficult to keep guides or volunteers

Site experiencing reductions in grant aid support from past years

Visitors do not leave the site truly understanding the story or mission of the site

Memberships to your organization are flat or declining

Site lacks sparkle, excitement, fun, experiences, and BENEFITS to visitors

Promotional collateral such as brochures aren’t working

On a Saturday afternoon in the summer your site looks “empty”!

If your site suffers from one or more of these problems, chances are your interpretation is letting you down!

Don’t worry, help is at hand! Contact us to find out how we can help you get your site back on track!

Go To: "What are the benefits of interpretation?">>>

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