The Valleys that Changed the World. Ruth Taylor-Davies For ERIH October 2017

Transcription

1 The Valleys that Changed the World Ruth Taylor-Davies For ERIH October

2 Not the biggest industrial heritage sites, but some of the oldest and most influential in the world. 2

3 Where The Valleys that Changed the World began It started with you! ERIH South Wales route Key players John Rodger Jonathan Lloyd Kate Blewitt THE REGIONAL ERIH ROUTE WAS AT THE CORE OF THIS PROJECT- FROM THE OUTSET WE IN THE VALLEYS UNDERSTOOD THE BENEFITS IN BEING PART OF ERIH: European profile and exposure to potential European visitors Sites become part of a bigger European story. See ERIH International Story publication - Presence on ERIH website and social media. ERIH website attracts hits per day, and is increasing Opportunities for Europe-wide networking and sharing of good practice 3

4 The importance of ERIH to the project ERIH is the most important European network promoting Industrial Heritage tourism ERIH has also developed a number of Regional Routes throughout Europe of which one is the South Wales Route of Industrial Heritage, however ERIH recognised that this it was in need of reviving and re-presentation to appeal to the general visitor. Quote from partners bid to Visit Wales Image :Guardian, Six Bells 4

5 WHY There was strategic recognition from Central Government (Visit Wales) down to individual partner level of the importance and value of the ERIH route and how this can be a tool to further promote the Industrial Heritage of Wales. Image: Cyfarthfa Castle 5

6 All players understood the importance of the area s industrial heritage to tourism and the local economy. Image: Brynmawr Museum 6

7 TVTCTW built on/complimented other initiatives such as Herian, Valleys Regional Park & Valleys Marketing Campaign. Image: Aberdulais Tinplate Works and Falls 7

8 How it took shape The two John s gathered support from a number of agencies and found a willing and receptive lead council with strong officer support Torfaen. Image: Cefn Coed Colliery Museum 8

9 That led to a bid to Visit Wales which stated To further develop the story of Industrial Heritage in the region, it is proposed that we build on the work undertaken by ERIH to present an Industrial Heritage Journey of Wales. Image: Tredegar House 9

10 The funding created a short development phase (April 2015-March 2017) which built the network/put tools in place. Image: Parc Slip Nature Reserve Former Colliery 10

11 Project bid stated The project will complement the work undertaken by ERIH by presenting a clear journey through Wales, taking in Industrial Heritage, targeting UK Domestic, and overseas visitors. But the project needed to do more than just direct marketing, as we will see. Image: Blaenavon Ironworks (WHS) 11

12 We had to sell the benefits to potential partners Image: Transporter Bridge, Newport 12

13 We (TVTCTW partners) are stronger if we work together! Image: Tondu Ironworks 13

14 Our sites and organisations are all part of the story we changed the world! Image: Pontypool Museum/Japan Ware 14

15 This combined story is more exciting and therefore more attractive to visitors. Image: Nantyglo Round House Towers 15

16 Our combined marketing effort, if coordinated can reach more people than if we work in isolation. Image: Afan Argoed Colliery Museum 16

17 We are part of something big (critical mass) rather than a one-site wonder. Our links with ERIH mean we are able to promote and compete on an international scale. Image: Sultan the pit pony, Penallta former Colliery 17

18 So what do we do? Networking Regular meetings Series of familiarisation trips to improve partner knowledge (continuing) Engagement of local Ambassadors This is the heart of TVTCTW and the core legacy of the funding Image: Whitford Point Lighthouse - Iron 18

19 Sharing best practice/pooling ideas Each networking event had an update slot for partners to discuss ideas/project successes etc. Image: Neath Abbey 19C site of Iron making 19

20 Develop marketing collateral on and off line which I ll show you later Image: Ynyscedwyn ironworks Ystradgynlais Used the hot-blast method which allowed the local anthracite to be used successfully for iron smelting for the first time. This resulted in no fewer than thirty six iron furnaces being built in the anthracite coalfield. 20

21 Supports its partners Facilitation Image: Kidwelly Industrial Museum second oldest Tinplate works in the UK and the oldest surviving tinplate works in Europe. 21

22 Helped Swansea's University pull together the steering group for the Man Engine Tour. Images: Swansea Copperworks 22

23 Helped Aber Valley Heritage to make the connections it needed with Royal Commission on Ancient and Historic Monuments in Wales to create a local digital heritage trail. Image: National Mining Memorial, Senghenydd, near the colliery where in 1913, 439 miners were killed. The Senghenydd pit disaster was the most lethal and tragic mining disaster in British history. 23

24 Attend marketing events and other events such as this meeting, to spread the word. David Davies, Industrialist at Barry Docks 24

25 Matrix in development to match sites with their stories. Image: Former General Offices of RTB Steelworks, Ebbw Vale. 25

26 Is supported by its partners! Recent meeting hosted by Big Pit Part of meeting was a dedicated tour Image: Big Pit (WHS) 26

27 Next meeting is on a river boat which conducts heritage tours up the Tawe. Image: Copper Jack, Swansea Marina 27

28 Venues freely provided and diarised beyond Image: Rhondda Heritage Park 28

29 Some of our sites are ruinous Image: Clydach Ironworks 29

30 Some are picturesque... Image: Bedwellty House, Ironmaster s residence 30

31 Some have more obvious connections to industrial heritage than others. Bute- Scottish but all are part of the story Image: Castell Coch rebuilt and decorated by Bute using money made from building the docks in Cardiff on his land. 31

32 Sometimes we stretch people s understanding of what the Valleys are Image: Pierhead Building, Cardiff Bay (formerly the docks) 32

33 So who is taking TVTCTW forward? 79 sites, all with a link to our industrial story, but not all obvious candidates Various local heritage bodies who also want to be engaged and supportive In kind support from local government and national bodies such as National Museum Wales and Cadw 33

34 What have we made? On line PDF created to include all 79 partner sites On line bi-lingual marketing toolkit Created fun and innovative experiences linked to the years of Adventure and Legend as promoted by Visit Wales. Information events held with key Welsh Assembly Front of House Staff Commitment to ongoing networking Ongoing social media campaign Familiarisation visits Links to local Tourism Ambassadors 34

35 TVTCW/ERIH - interconnectivity and legacy The VTCTW project funding paid for 1 year's ERIH membership for 12 sites on the route to join the ERIH network. Since then nine of those sites have decided to continue as ERIH members, paying the membership fee themselves. South Wales Route regarded by the ERIH Board as an example of best practice for route development. 35

36 Web presence What is on there???? Aiming to make closer links with ERIH via our web site 36

37 The main map/guide 37

38 Interactive Map 38

39 Marketing Toolkit 39

40 Image Gallery 40

41 Trails tying in to Years of Experience Adventure Pioneers! 41

42 Trails tying in to Years of Experience Leginds 42

43 Social Media 43

44 What s next for The Valleys That Changed the World? Continued networking programme of venues set until 2020! Help build stronger links between attractions/venues and The Ambassadors across South Wales Presenting at events like this. Encourage the exploration of opportunities for developing links between the Valleys and the transport routes to the ports/coastal heritage attractions, in order to maximise the potential of Year of the Sea for TVTCTW partners. ICE approach! 44

45 Challenges Needs committed driving forces Need to sustain interest/momentum for partners How do we resource the development of more marketing collateral/activity? How do we support keeping the web site/social media resources updated? How do we repackage it to suit funding fashion? Was intended as a pilot for other Welsh routes but changing priorities within Welsh Assembly changes what Visit Wales will fund. 45

46 What s next for The Valleys That Changed the World? Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning. 46

47 Thank you for listening! For any other information contact Ruth Taylor-Davies

48 Workshop If you want to create ERIH Regional Routes for Scotland 1. What geographical areas would work? 2. What themes? 3. What sites? 4. Who would drive them and who are the key partners? 5. How could they be resourced? 48