Castell Henllys Interpretation Plan April 2013

Transcription

Castell Henllys
Interpretation Plan
Pembrokeshire Coast National Park Authority
Red Kite Environment
Touchstone Heritage Management Consultants
Anglezarke Dixon Associates
April 2013
Castell Henllys Interpretation Plan
______________________________________________
Pembrokeshire Coast National Park Authority
In association with
Pearcroft Pearcroft Road Stonehouse Gloucestershire GL10 2JY
Tel: 01453 822013 Fax: 01453 791969
Email: [email protected]
www.redkite-environment.co.uk
Contents
Contents .................................................................................................... i Foreword ..................................................................................................iii Executive summary .................................................................................. v 1 Introduction............................................................................................ 1 1.1 Background .................................................................................................................... 2 1.2 The ‘Origins’ project........................................................................................................ 3 2 Setting the Scene .................................................................................. 4 2.1 Historical contexts .......................................................................................................... 5 2.2 A prehistory hub ............................................................................................................. 6 3 Castell Henllys....................................................................................... 8 3.1 Site description ............................................................................................................... 9 3.2 Biodiversity ................................................................................................................... 10 3.3 The site today ............................................................................................................... 11 3.4 How the site is used ..................................................................................................... 11 4 Findings............................................................................................... 12 4.1 Consultation.................................................................................................................. 13 4.2 Other issues from consultation ..................................................................................... 15 4.3 Our impressions of the site........................................................................................... 17 4.4 Castell Henllys – a tool for sustainable heritage tourism?............................................ 18 5 Audiences and markets....................................................................... 24 5.1 Visitor survey ................................................................................................................ 25 5.2 The tourism market....................................................................................................... 25 5.3 Current audiences ........................................................................................................ 26 5.4 Target audiences.......................................................................................................... 27 5.5 Audience development ................................................................................................. 28 6 Objectives............................................................................................ 31 6.1 Management objectives................................................................................................ 32 6.2 Interpretive objectives................................................................................................... 33 6.3 Issues arising from the interpretive objectives.............................................................. 34 7 Topics, themes and storylines............................................................. 36 i
March 2013
7.1 Topics ........................................................................................................................... 37 7.2 Themes......................................................................................................................... 39 8 Delivering the visitor experience ......................................................... 41 8.1 Proposed visitor facilities .............................................................................................. 42 8.2 Marketing profile of Castell Henllys .............................................................................. 42 8.3 Component elements of the visitor experience ............................................................ 42 8.4 Options appraisal.......................................................................................................... 43 8.5 Use of the site as an interpretive hub ........................................................................... 47 8.6 Flow of visitors through the site – with optional routes ................................................. 48 9 The visitor experience in detail............................................................ 50 9.1 Pre-visit facilities / activities .......................................................................................... 51 9.2 Welcome facilities......................................................................................................... 52 9.3 Visitor Centre................................................................................................................ 53 9.4 Pay perimeter – introduction......................................................................................... 56 9.5 Pay perimeter – hillfort experience ............................................................................... 58 9.6 Other media / facilities .................................................................................................. 61 9.7 Preliminary interpretive design concepts...................................................................... 63 9.8 Delivering the tourism component ................................................................................ 74 10 Cost assumptions.............................................................................. 76 10.1 Costs table.................................................................................................................. 77 11 Monitoring and evaluation ................................................................. 80 11.1 The need for monitoring and evaluation ..................................................................... 81 11.2 Pre-testing .................................................................................................................. 81 11.3 Monitoring................................................................................................................... 82 11.4 Evaluation................................................................................................................... 82 Appendix 1 ............................................................................................. 84 Options appraisal................................................................................................................ 84 Appendix 2 ............................................................................................. 89 Consultees we contacted ................................................................................................... 89 Consultees who responded ................................................................................................ 89 Appendix 3 ............................................................................................. 91 Bibliography........................................................................................................................ 91 Appendix 4 ............................................................................................. 92 Relevant strategic documents ............................................................................................ 92 ii
March 2013
Foreword
Castell Henllys is a unique – and memorable – place. Its recreated Iron Age roundhouses
appeal immensely to visitors who are immediately drawn to discovering what is inside the
buildings. There is no other site in the UK where people can see so clearly and evocatively
the type of homes ‘their’ ancestors lived in two thousand years ago and enjoy the
surrounding landscape that provided the Iron Age community’s subsistence. The location of
the roundhouses on their original foundations adds considerably to the site’s attraction even
if this approach to reconstruction is now frowned upon by conservation bodies.
Castell Henllys helps everyone to understand the challenges and benefits, advantages and
disadvantages, of living in such a fashion. Most importantly it shows how similar Iron Age
people were to ourselves, rather than how different, and how their daily lives resembled our
own in surprisingly many ways.
This reality lies at the heart of the story which interpreters tell on-site and encompasses a
variety of topics. Some are related to the materials won from their surroundings by the Iron
Age community of Castell Henllys, some to the skills they developed and some to the houses
they built and the food they ate. Others relate to debating the family and wider social
structure they lived in and to the 10,000 year continuum of human occupation of south west
Wales, of which the Iron Age is an important part.
One key thread that runs through the whole narrative is how they embraced – both by design
and by necessity – a life that was at harmony with nature; they lived sustainably, with no
trade-offs and promises about tomorrow. Iron Age sustainability offers many lessons to
Digital Age dwellers. People may not always have been at peace with their neighbours and
invaders, but they had to be in harmony with their environment in order to survive.
Another and equally telling aspect of the Iron Age in general, as illustrated by Castell Henllys,
is the important transitional role played by that period of history. It forms the link between
what were in many ways (to modern eyes) relatively primitive people and the increasingly
sophisticated peoples most immediately exemplified by the Romans with their building,
writing, military and administrative skills. This is set out in rather more detail in the Cadw
interpretation plan, The Origins and Prehistory of Wales, which has provided a framework for
interpreting sites such as Castell Henllys and has acted, therefore, as a guide to our
preparation of this plan.
An essential part of the interpretation of Castell Henllys and of its Iron Age community is the
need to look back and to look forward, to set the site and its people in the chronological
context of earlier and later ages. The Stone, Bronze and Iron Ages form – broadly speaking –
an Era of Settlement by incoming peoples, none of whom left written records. They are
followed by a thousand years of an Era of Invasion when the arrival of Romans, Normans
and Flemings with writing, building and organisational skills, transformed the society and
landscape of Wales.
What followed, in an Era of Imposition, was the consolidation of central powers substantially
in the hands of the English monarchy and a largely complaisant English parliament, and this
forced what was a relatively disparate grouping of peoples to become, as far as Wales and
England were concerned, one state if not one nation. The story continues, of course, through
modern times until today and could be called an Era of Transition where power, if not
authority, has been wielded increasingly more widely and equitably across many different
aspects of society. This has led most recently to the people of Wales achieving a level of
iii
March 2013
self-determination that even the Princes of Gwynedd at their height could not accomplish. All
this contributes to introducing, developing and extending the story of Castell Henllys.
One further requirement, in telling the story of Castell Henllys, is to set it in its geographical
context to complement its historical setting. It is only one of many sites of considerable
archaeological significance in south west Wales, and in north Pembrokeshire in particular.
Some are of the same era as Castell Henllys (400 – 100BC) such as nearby Foel Drygarn
and Carn Ingli. Others predate it, notably Pentre Ifan from Neolithic times.
Setting the contexts and telling these stories is not simply for the purposes of widening
appreciation of prehistory; it also has a considerable value in tourism terms and in
demonstrating the role of Pembrokeshire Coast National Park Authority [PNCPA or the
Authority] as the primary guardian of the natural and cultural landscape of the area. In this
regard, Castell Henllys is well-placed to act as a hub for the ancient sites of north
Pembrokeshire and beyond, as proposed in Cadw’s The Origins and Prehistory of Wales
Interpretation Plan.
We have relied considerably, in preparing this report, on advice and information from many
people and on work done in developing the Origins theme from the Cadw report, and we
refer to this in greater detail in the plan. In particular, a detailed document prepared within
PCNPA has provided us with many answers, even more questions and considerable
guidance. A Sustainable Future for Castell Henllys anticipated much of what we have
considered in our work and provided a working agenda in many ways.
iv
March 2013
Executive summary
This Interpretation Plan is the result of a commission from Pembrokeshire Coast National
Park Authority to Red Kite Environment and its associated practices. It is part of a wider
project, funded by a grant from Cadw under its ‘Origins’ programme, to improve the
environment and facilities of Castell Henllys, an Iron Age hillfort within the National Park. The
plan takes a holistic view of the site and the experiences visitors have in accessing and
enjoying its features. It describes a route that a visitor might take from pre-visit awareness to
welcome through to orientation, on-site experience to departure. It also describes how
Castell Henllys can become an interpretive hub for other prehistory sites in north
Pembrokeshire.
The plan provides a brief overview of the historical contexts for Castell Henllys and other
sites in the area from the Palaeolithic (before 10,000BC) to the end of the Iron Age around
70BC with the expansion of the Roman Empire into Wales. It then summarises the origins,
features and artefacts of Castell Henllys and the lifestyles of the people who lived there as
far as we are able to understand them from the evidence.
The remarkable features of Castell Henllys are that excavations over a long period of time
have revealed many details of its history and use, and that it has been re-created as a
working, ‘living’ Iron Age settlement with a series of roundhouses built with wooden posts in
the original posthole locations. The site offers an experience of Iron Age life through its
costumed guides and buildings that is unique in Britain.
Consultation with stakeholders revealed that the site’s key features are perceived to be the
roundhouses, the live interpretation given by costumed guides and the hillfort’s location in a
beautiful landscape. Key stories to tell visitors are about the resourcefulness of the people
who lived there originally, their management of the land and that people in the Iron Age
would have had strong links with other communities along the coastline. The problems of the
site include its poor sense of arrival, the lack of coherence in visitor flow, the poor use of
space in the current education centre and shop. Other issues include the lack of clarity about
what visitors are offered at the site and a lack of connection with local communities.
However, the site is highly appreciated by visitors and offers a valuable experience of Iron
Age life for schools and colleges.
Castell Henllys, like many heritage sites, has seen a gradual decline in visitor numbers over
the last few years, due mainly to the current economic climate, the cost of travel and
competition from an increasing number of other heritage sites.
The tourism market is changing with an increasing proportion of people interested in heritage
sites and experiences, and visiting Wales for shorter active holidays, rather than sitting on
beaches. The internet is now the most popular source of information about places to stay,
visit and things to do and people are interested in a range of stimulating activities.
The plan provides an overall management aim:
To operate a viable and sustainable attraction that provides a rich and satisfying
experience for an increasing number of visitors.
and an overall interpretation aim:
v
March 2013
To help visitors to understand and enjoy the significance of Castell Henllys and its
surroundings in their own right and as part of the wider historical environment of
Pembrokeshire Coast National Park and of Wales.
It also provides a series of learning, emotional and behavioural objectives for both the site
and the wider environment.
The plan’s overall theme is:
Castell Henllys is a unique example of an Iron Age settlement with recreated
roundhouses, where visitors can see, hear and smell Iron Age life and understand its
place in the rich prehistory and history of the north Pembrokeshire landscape and its
relevance to the present day and the future.
Its detailed themes are:
1. Castell Henllys shows the way of life of Iron Age people, which was similar in
many ways to our own way of life today with people living in stable settlements,
and also travelling widely to other settlements and along the coastline
2. Iron Age people practised good land management, animal husbandry and use of
natural resources and lived sustainability in their environment
3. The Celtic people of the Iron Age were sophisticated in many ways and had
considerable craft skills in building roundhouses, making and using tools,
preparing and storing food and producing clothing and decorative materials
4. Castell Henllys represents an important transitional point on a continuum between
earlier prehistory and the development of society over the last two millennia
5. Castell Henllys is a place to learn about the history and people of the ancient
Pembrokeshire landscape and the work of the PCNPA and archaeologists in
helping us to understand the past
The key components of the improvements to the facilities at Castell Henllys, through its grant
aid from Cadw, are to:
•
•
•
•
Convert the existing education centre into a visitor centre with café and shop
Convert Pant Glas from a shop to another function
Convert the existing toilet block into a Learning Centre
Enhance the car parks, access roads, paths and other features
The plan presents a series of recommendations for the use of the spaces and for enhanced
interpretation and signage. The key features are:
•
•
•
Enhanced website with downloadable leaflet, other interpretation and a
downloadable app which might include an Augmented Reality application, a rebranding of the site, more effective marketing and the improvement of tourist brown
signs, signage and waymarking
Improved welcome facilities, including arrival signs, signage along the access lane,
enhancements to the car parks, an orientation point in the main car park and
development of walking routes
Development of the visitor centre to include an entrance lobby with introduction to
Castell Henllys and other sites, toilets with interpretation materials, a café with simple
vi
March 2013
•
•
•
•
•
interpretation and images of the hillfort and other prehistoric sites, a shop, an
admission point with wi-fi access to information and a downloadable app, leaflets and
guidebook, and an interpretive exhibition space
Conversion of Pant Glas to offices, a training and research space and storage
Development of a learning centre around the existing toilet block to include a
covered space, props storage and introductory orientation and interpretation for
education groups
Enhanced interpretation of the hillfort through provision of a timeline,
improvements to the herb garden, the removal of exisitng interpretation materials and
contemporary intrusions in the hillfort area and their replacement with enhanced live
interpretation
Development of an enhanced programme of events and activities including ‘try-it’
sessions, training sessions, evening programmes of talks and demonstrations, craft
skills, and guided walks
Development of better links with local communities to encourage participation of
voluntary activity
These proposals are nominally costed for a total budget of between £180,000 and £220,000.
The plan provides a mechanism and suggestions for pre-testing the interpretation materials
and then monitoring and evaluating their effectiveness.
vii
March 2013
viii
March 2013
1 Introduction
1
March 2013
1.1 Background
Castell Henllys is a 10-hectare site owned and managed by the Pembrokeshire Coast
National Park Authority (PCNPA). It consists of an Iron Age hillfort with a bank and ditch
enclosure, five recreated roundhouses, an education centre, shop, toilets and car park. The
site has been owned by the Authority since 1991 and is run as a visitor and education facility.
It is one of the Authority’s major visitor attractions and receives 30,000 visitors a year, 5000
of which are visiting school groups. It is open all year with more limited opening times during
winter.
Castell Henllys is a hillfort – a fortified settlement on an elevated site – with re-created
roundhouses perched on a prominent hill and set within a varied wooded landscape. The
roundhouses are recent, post 1980, constructions, set on the exact known sites of Iron Age
roundhouses, using similar building techniques to those used in the Iron Age. There are fine
views from the site. The landscape setting includes woodlands, grasslands and a river, with
many other prehistoric monuments and sites of biodiversity importance nearby. At the
riverside, below the hillfort, there is a nineteenth century farmhouse and a modern visitor
centre completed in the 1990s.
In January 2013 PCNPA let a contract to Red Kite Environment, in consortium with
Touchstone Heritage Management Consultants and Anglezarke Dixon Associates, to
prepare an Interpretation Plan for the site as part of a wider scheme to improve its
environment and facilities (see 1.2 The ‘Origins’ Project below). The brief required the
interpretation plan to be integrated with the Authority’s document ‘A Sustainable Future for
Castell Henllys and Cadw’s Interpretation Framework for the Origins and Prehistory of
Wales. It should take a holistic view of the site and the experiences visitors have in
accessing and enjoying its features, and take account of welcome, orientation, on-site
experience and departure. It should also recognise the potential the site has as an
interpretation hub’ for other sites of prehistoric interest in north Pembrokeshire. We believe
we have complied with the requirements of the brief and also that the recommendations of
this plan fall within the framework set by the Sustainable Future document above.
This Interpretation Plan is the output of the contract. It is our report to the PCNPA,
recommending options to enhance interpretation and the visitor experience at Castell
Henllys. It is not a report that has been agreed with the client, although our recommendations
have been discussed with the PCNPA and there is a high degree of consensus on our
analysis of the findings and our proposed approach to delivery.
It is important also to emphasise that this document concentrates on how best Castell
Henllys should be interpreted on and off-site. It is not a detailed plan for how spaces should
be used within the buildings – that is the role of an architect – and nor is it a marketing plan
that determines how Castell Henllys and the prehistory sites of north Pembrokeshire should
be promoted by the PCNPA. We stress, though, that marketing has a crucial role in
increasing visitor use of Castell Henllys and should be planned carefully to reflect and
accompany the delivery of interpretation.
We cannot confirm at this stage whether any of the recommendations in this interpretation
plan require planning consents or permissions.
2
March 2013
1.2 The ‘Origins’ project
In November 2012, PCNPA submitted an application to Cadw for funding under the ‘Origins’
funding programme within its Pan Wales Interpretation Plan. The programme aims to help
fund improvements to the site and to ensure its sustainable future. The key features of the
Cadw application are to:
1 Improve pre-visit development of the Castell Henllys offer – including website and
other publicity, events and activities, training, partnerships, improved road signage etc, all
designed to increase visitor spread and numbers, stay, management, enjoyment and
understanding.
2 Improve physical access to Castell Henllys – including roads, tracks, car and coach
parks, signage, walkways, bridges and vehicles.
3 Improve intellectual access to Castell Henllys – including interpretation using a range of
media appropriate to key audiences and in line the Cadw’s ‘Origins’ interpretation plan.
4 Improve facilities at Castell Henllys – including ticketing, toilets, reception, orientation,
retailing, catering and interpretation.
5 Improve linkages between Castell Henllys and other prehistoric sites – particularly
those in North Pembrokeshire.
The intended outcome of the project is to generate an additional 10,000 tourism visits per
year to prehistoric sites in North Pembrokeshire by the end of December 2014. It should
broaden the appeal of Castell Henllys through café facilities, good quality interpretation, other
site opportunities such as walks and wildlife discovery sessions, and Castell Henllys as a hub
for other prehistory sites in North Pembrokeshire. The lack of baseline data on visitor
numbers to many of the prehistoric sites, however, will hinder accurate measurement of
additional tourist visits.
This interpretation plan will inform the development of these management aspirations
providing essential guidance on the use of the site by visitors, and propose how
interpretation may be achieved through a range of media.
3
March 2013
2 Setting the Scene
4
March 2013
2.1 Historical contexts
There is a wealth of information about Castell Henllys and the Iron Age, much of it on
websites and already known by the PCNPA. We have presented a brief overview here to act
as context for the wider story of Castell Henllys in its historical and landscape setting.
The terms ‘Stone Age’, ‘Bronze Age’ and ‘Iron Age’ were created in the 19th century to help
understand the characteristics of the prehistoric period as defined in Western Europe. As
their titles suggest, stone, bronze and iron were the principal materials used in each age for
tools and other artefacts. The duration of these periods in Britain is generally accepted as:
• Stone Age – subdivided into:
• Palaeolithic: before 10,000BC
• Mesolithic: 10,000 – 4000BC
• Neolithic: 4000 – 2300BC
• Bronze Age: 2300 – 600BC
• Iron Age: 600BC – 70AD
The Stone Age, which lasted until around 4300 years ago, was a period when stone was the
principal material, in addition to timber, for making tools and other implements. The Bronze
Age was the start of the period when metals began to be extracted from rock – at this time
copper and tin. Each was extracted separately and then mixed to make the harder bronze
alloy. The Iron Age is characterised by the smelting of iron ore, although in west Wales it was
the lack of iron that better defined the period, and bronze was still used extensively. The Iron
Age is said to end – at least in England and Wales – with the conquest of southern Britain by
the Romans. These periods overlapped considerably and their length varied according to
geography.
Each of these periods is defined not just by the use of materials for tools and utensils but
also by their social and cultural characteristics as far as we are able to discern them from
archaeological evidence, such as types of graves, methods of burial, settlement patterns,
pottery and decorative motifs.
There is evidence in Wales, and more specifically in Pembrokeshire, from all these periods.
Nab Head, on the south west Pembrokeshire coast, was occupied around 9000 years ago as
revealed by artefacts such as worked flint, shells and decorative beads. Foel Eryr is a Bronze
Age settlement and hut circle dating from around 2000BC, while Crugiau Cemmaes is a
Bronze Age Barrow – one of a group of at least four – with a large defended enclosure. Foel
Drygarn on the Preseli Hills is a late Bronze Age / early Iron Age hillfort capped with three
Bronze Age round barrows. It also has numerous hut circles. A walk along the Preseli Hills
from Mynydd Carningli to Mynydd Melyn will reveal more than a dozen sites from 4000BC to
the Iron Age1.
The subject of this interpretation plan, Castell Henllys, is a hillfort and settlement that
originated during the Iron Age. It is one of many examples in Pembrokeshire of a settlement
whose earth fortifications and remains of building works date from this period. A map of Iron
Age hillforts and settlements shows a high concentration in the area compared with
elsewhere in Wales and some other parts of the British Isles.
1
Mynydd Carningli – Mynydd Melyn Prehistoric Trail, Pembrokeshire Coast National Park brochure
5
March 2013
Distribution map of defended and enclosed settlements in south-west Wales.
Filled squares – hillforts, open squares – possible hillforts, filled diamonds – promontory forts, open diamonds –
possible promontory forts, filled circles – defended enclosures, open circles – possible defended enclosures.2
2.2 A prehistory hub
The Pembrokeshire landscape is renowned for the archaeological evidence of prehistory
settlement. Cadw’s plan An Interpretive Framework for the Origins and Prehistory of Wales
recommends that Castell Henllys becomes a hub for the interpretation of seven other sites in
north Pembrokeshire that are of significant interest for prehistory. These sites, which include
Castell Henllys, are Crugiau Cemmaes Bronze Age barrow, Pentre Ifan burial chamber,
Carreg Coetan Arthur burial chamber, Carn Menyn, Gors Fawr stone circles and Foel
Drygarn hillfort. The plan shows this hub as a case study to demonstrate how the sites can
be included in a tour, and what people might encounter on a visit, for three different visitor
types.
2
From Iron Age Enclosed Settlements in West Wales, Murphy. K, and Mytum. H, Proceedings of the Prehistoric
Society 78, 2011.
6
March 2013
The Framework recommends that a hub should have:
•
•
•
•
•
•
•
•
Information points about Origins sites in their locality (staffed if possible)
Printed interpretation
Access to web based information
Information about visiting sites, including tours and itineraries – guided and self-guided
Events and activities
Information about events and activities at regional sites
Publications and maps
Guidance on National Origins sites
Castell Henllys is ideally located as the ‘gateway’ for this hub. The visitor centre can include
interpretation about the other sites, and recommendations can be made for walks and tours
to sample these sites.
7
March 2013
3 Castell Henllys
8
March 2013
3.1 Site description
Castell Henllys sits on a promontory about four miles (6km) from the coast. It is described as
an inland promontory fort3. It has steep scarp slopes on the west, south and east sides, while
on the north side there is a gently sloping link to the spine of the hills. Around the top of the
steep slopes the site is defended by a bank and a man-made terrace. To the north there are
major earthworks with a large inner bank, a ditch, a smaller bank and a further ditch. There is
a fortified entrance on the north side, together with an earlier chevaux-de-frise, a narrow
band of upright stones set firmly in the soil to deter attack on horseback. The defences
consisted of the raised banks around the perimeter with a gatehouse as an entrance. All are
now much lower than when they were first built, due to erosion of the banks and soil
accumulation in the ditches.
Castell Henllys was probably in use as a defended settlement between 400 and 100BC,
though the total time of occupation of the site may have been up to a millennium in length. It
was built probably as a show of power and status and as a defence against attack from other
neighbouring forts and possibly from invaders arriving by sea. Henllys would have been
located within a landscape of woodland and farmland with the community and its leaders
dependent on their sustainable use of the land. It is typical of many of the hillforts in the area
and it was probably a settled, stable, fortified settlement in the landscape.
By the end of the period of settlement in c.100BC the community had started to occupy the
‘annexe’, a piece of land outside the hillfort on the north side, although there may have been
a period of abandonment prior to this. During the centuries that Britain was part of the
Roman Empire (1st to 4th centuries AD) the annexe was the permanent settlement while the
hillfort may have become a sacred, or ancestral, place for the community. It is not known why
the village moved to the annexe, or why it stayed there in Roman times. By the fourth century
AD and the establishment of a new élite, possibly influenced by people from or events in
Ireland, power shifted away from Castell Henllys and the site was abandoned.
An interesting issue with Castell Henllys, as with other Iron Age sites in West Wales, is the
very small number of artefacts that have been found in excavations. These sites are
described as ‘aceramic’ – that is they used very few materials made of pottery – and
therefore very few ceramic fragments have been found. Pottery is a universal material and is
virtually indestructible, unless crushed, and reflects social and cultural development, trade
and economic activity. An accurate understanding of how people lived and at what time is
therefore difficult to assess at these Welsh sites with such little physical evidence.
Another significant issue is the scarcity of iron artefacts at Castell Henllys. Although it is
called the Iron Age, iron was quite scarce and a precious material. Other materials, such as
copper and bronze, were also used at the time and there is evidence of items made from
these materials rather than iron.
If Castell Henllys is unexceptional in its form and historical interest, though, it is remarkable
for its very long period of research excavation, and in its re-creation as a working, ‘living’ Iron
Age settlement. Its remarkable features are the recreated roundhouses inside the hillfort,
which are now used to demonstrate Iron Age living and are an important educational
resource for schools throughout south Wales and beyond.
3
Iron Age Enclosed Settlements in West Wales, Murphy. K, and Mytum. H, Proceedings of the Prehistoric
Society 78, 2011
9
March 2013
The site was bought by the late Hugh Foster in 1980 specifically to be developed as a tourist
attraction. He recreated a roundhouse on the site of an original building using the original
Iron Age post holes and after the PCNPA purchased the hillfort in 1992 further roundhouses
reconstructions were built, again in their original locations. The site is now a collection of
dwellings, a granary and other structures that re-create a prehistoric settlement and show
very clearly how people of the Iron Age lived and worked. All the roundhouses are built in
original locations – the only Iron Age site in Britain that has been recreated in this way. Part
of the site was descheduled – and its designation as a Scheduled Monument altered – to
allow this reconstruction to take place.
Castell Henllys has had seasonal archaeological excavations over many years. The first
were soon after Hugh Foster bought the site in 1981 when the original layout of the buildings
was discovered. It was through this work that the postholes were found and then used for the
subsequent reconstructions. Later excavations revealed the nature of the defensive
earthworks, the entrance area which changed significantly over time from a wooden structure
to an elaborate stone structure, the interior of the hillfort area, and a relatively small number
of finds which include occasional pottery fragments, a few copper alloy objects, a small
hunting spearhead and a sickle blade. A number of stone objects have also been found
including spindle whorls used to spin fleece into woollen thread, whetstones to sharpen tools
and flint flakes from napping flint tools.
The name of the site is not its original name (the original name is not known), but one that
has been used for some time. Ken Murphy of Dyfed Archaeological Trust considers it may be
quite an ancient name. Henllys (meaning old court) is the name of a field next to the site and
castell is a generic name for a fortification. The name ‘castell’ signifies a stone built castle to
English speakers, but Welsh speakers will be more familiar with its use for small earthwork
sites.
3.2 Biodiversity
The woodlands and wetlands of the Castell Henllys site are important habitats. The nearby
Pant-teg Wood SSSI and Pangelli Forest NNR are of national importance, and all are
included in the North Pembrokeshire Woodlands Special Area of Conservation because of
the presence of one of Britain’s rarest bats, the barbastelle. There are also dormice here
which benefit from the wealth of woodland and the connections of woodland blocks by
wooded valleys. Barbastelles travel up to ten miles (16km) a night and are likely to feed in
and around Castell Henllys, perhaps even roosting in some of the old oak trees. Both
dormice and barbastelle bats are protected species under the Wildlife and Countryside Act
1981 and subsequent legislation.
There is a new footpath connecting Henllys with Pengelli Forest, which is a reserve managed
by the Wildlife Trust of South and West Wales and which has good interpretation and
waymarking. The forest has trails and shelters around the site that allow for easy access and
picnicking. Nearby, the Preseli Hills and the Pembrokeshire coast offer different habitats as
well as further woodlands at Ty Canol and the Gwaun Valley.
Many of these woodlands have been coppiced for centuries, providing a continuous supply of
timber while also maintaining habitats that are favourable for dormice, many wildflowers,
birds and butterflies. The setting of Castell Henllys in its wider landscape is therefore a
diverse, and mutually beneficial, mix of historic and natural environments.
10
March 2013
3.3 The site today
The recreated roundhouses are the principal attraction for visitors to Castell Henllys. They
are its unique feature, its unique selling point in marketing terms, showing very clearly how
dwellings and other buildings were constructed in the Iron Age and how people lived in
prehistoric settlements. The person-to-person interpretation provided by costumed staff
literally brings the site alive by providing first-hand explanations and demonstrations of life
and work in an Iron Age community. Given that all other prehistory sites in the area are
unstaffed, and never likely to be staffed, live interpretation is a strong secondary selling point.
The use of Henllys by school groups is a vital part of its value as an historic site. This is the
only site in Wales that provides a vivid demonstration of Iron Age life in its original setting
and the first-hand experiences young people can get from a visit here can greatly enhance
learning at key stages in the National Curriculum for Wales.
3.4 How the site is used
People access Castell Henllys from the A487 between Cardigan / Aberteifi (8.5 miles /
13.6km away) and Fishguard / Abergwaun (11.7 miles / 18.7km away). There are two brown
signs on the main road at the entrance leading to the site that guide visitors from both
directions and direct them to the narrow track leading down to the coach park and beyond to
the visitor car park. In the car park itself there is currently no welcome sign, though there is
an old interpretive panel situated on the path leading from the car park to the visitor centre.
Waymarkers then lead visitors to the reception area, where they can buy tickets for the site.
Visitors can then proceed to the shop in Pant Glas, or walk straight to the hillfort along and
up the access track to the hilltop. There is a herb garden area beside the main access track
to the hillfort.
There are interpretation panels close to the hillfort. Some are old, and others are more
recent. They explain the hillfort and aspects of Iron Age life, and there are further panels near
the roundhouses, again providing explanation of the site. Visitors can enter each of the
roundhouses and learn from costumed interpreters how people might have lived in the Iron
Age. They can also walk around the site and enjoy its setting in the landscape. Retracing
their steps, they can return to the shop, walk directly back to the car park or enjoy a longer
walk round the site. Alternatively they can descend to the track using steps on the southern
edge of the hillfort to rejoin the main trackway on the north side of the river.
From May to October, costumed interpreters are on site at the hillfort at weekends and all
week during peak holiday periods. They explain the history and use of the site and give
demonstrations of spinning and weaving, wattle and daub making, basket making and other
crafts. Visitors are encouraged to ‘have a go’ and there are practical workshops available
during the summer season. During the summer months there are also some farm animals
kept in pens on site. These are examples of old breeds. This live interpretation is the site’s
great strength, animating the history in an original setting and giving people a first-hand
experience of aspects of life in an Iron Age settlement. Outside the May to October period,
pre-booked school parties can and do have live interpretation provided as required.
Off-site, there are numerous websites that provide information and limited interpretation of
Henllys. Some of these are listed in Section 4.2. These websites provide location information
and explain the nature of the site. They are intended to help visitors make decisions about
their destinations, but provide little explanation about Castell Henllys’s history, use or its
position in the wider spectrum of prehistory.
11
March 2013
4 Findings
12
March 2013
4.1 Consultation
During consultation for the preparation of this plan, we discussed opportunities for
interpretation and better visitor management with staff of PCNPA and contacted many key
individuals in partner and stakeholder organisations to elicit their views on the future of
Castell Henllys. The stakeholders contacted, and those who responded, are listed in
Appendix 2.
In consulting with the key partners, we asked seven questions about the site, its
interpretation and use. Their responses are summarised below under each question. We
have used these consultees’ comments to guide the development of objectives, themes and
delivery mechanisms in the next sections.
What are the most important features of Castell Henllys?
A summary of the key responses from the consultation programme includes:
By far the most frequent response from consultees about the unique features (and value) of
the site emphasised the collection of re-created roundhouses. As the only reconstruction of
an Iron Age settlement in its original location, it is unique in Britain. The hands-on
experience, and the live interpretation from costumed interpreters, are compelling selling
points.
The hillfort is situated in a beautiful landscape with fine views, which is probably quite similar
to the landscape of the Iron Age. It is easily accessible, relatively close to a main road, with
opportunities to walk to other sites and woodlands nearby.
What are the important messages to get over to visitors?
Although the Iron Age was over 2000 years ago, people from that age were as resourceful
and intelligent as we are today, if lacking our advanced technology. They lived in an
agricultural landscape that was farmed sustainably to get maximum long-term benefit from
the land, using coppicing, arable cropping, animal husbandry (and manure), gathering wild
fruits and nuts and taking a late haycrop. We can learn a lot from how they managed their
land sustainably. We can also appreciate that the Iron Age people here were part of the
extended cultural history of Wales and lived at an important stage of human development
over the ages.
Although life expectancy was a lot lower than it is for us now, living in the Iron Age was not
necessarily brutal and short. The roundhouses provided good accommodation and there is
evidence that people used sophisticated (for the time) techniques for many activities and
lived within a settled social structure.
There was almost certainly a strong oral tradition in the Iron Age (a feature of Celtic culture
throughout Europe), with travelling storytellers and bearers of news. At a time before writing
in the British Isles, the personal delivery of information, along with trade and commerce, was
a crucial contribution to society.
Castell Henllys represents a moment in time in the evolution of culture and identity, but it also
reflects previous ages and, very importantly, what happened after the site was abandoned.
There are many messages about the evolution of culture and society through the ages, and
about connections with how we live our lives now.
Castell Henllys can present important messages about the National Park, its conservation
and its enjoyment by visitors. The site can be part of an ‘explore the north’ day out to include
13
March 2013
Nevern, beaches, Pentre Ifan, Pengelli Woods, etc. It has the potential to help support the
economy and employment prospects of the Park, through tourism, and tourism’s support of
the agricultural economy and the services of the area.
What works well during a visit to Castell Henllys?
The things that work best for visitors to the site were considered to be the interaction
between visitors and the costumed interpreters and the relative authenticity of the site,
showing the exact space and layout of an Iron Age community. The educational programmes
work particularly well in giving young people a real sense of place, and space, with all the
sights and smells of the age. The site also has a tranquil atmosphere within its landscape.
What doesn’t work well and could be improved?
The main issues in people’s responses are the poor sense of arrival at Castell Henllys, the
lack of coherence in visitor flow, the cluttered approach to signage and interpretation and the
name of the site which says little about its interest or its features. The road signs are boring
and uninformative and the route down to the car park has no waymarkers to give confidence
that you are on the correct route. There is also no ‘entrance gateway’ into the car park to
show that you have arrived. Standing stones at the entrance, similar to those at the entrance
to the path leading to the education centre, would provide site reassurance and a sense of
arrival.
The visitor centre, as it is arranged now, demonstrates poor utilisation of the building, and
visitor flow around the building is also poor. The shop is poorly presented and overcrowded
with merchandise. There are no refreshments and the toilets are poorly maintained. The herb
garden, while worthy in its aims, is poorly presented and interpreted. The audio points are
missing and the panels in which they were mounted have lost their relevance for the site.
The spiral of stones is an important resource for school groups as a means of passing back
through time but its purpose is not explained to other visitors. The sculpture trail is obscure
and has poor relevance to the site.
The website for Castell Henllys, on the PCNPA website, is lacklustre and fails to demonstrate
how Castell Henllys can be a great place to visit and how it can be a hub of a visit to the
north part of the National Park.
What is not done that could be to specific or wider advantage?
There is lack of clarity about what is being offered to visitors at Castell Henllys. Is it an
educational experience or is it a fun day out? There is room for both but it needs to be
decided which one is the more important. The current educational approach has resulted in a
steady decline in visitor numbers. The ‘fun day out’ approach, with a strong educational
element, would require a change in how the site is marketed and presented, but without
compromising its historical integrity.
The roundhouses and life in the Iron Age are clear images but the activities offered by the
site are often unconnected and the themes are unclear. It can be particularly confusing when
different activities are being offered during summer periods on different days without any
clear notion of how they explain the overall story of the site. There needs to be much
coherence in the site’s interpretation, particularly through the live interpretation. The skill is to
take visitors from the world they know in the 21st Century back to the Iron Age and making it
an enjoyable and engaging experience.
14
March 2013
There are currently no clear links with local communities. There is no use of the site for
community activities or for other events such as music, cinema, community events, pagan
wedding blessings, etc. In part that relates to its physical and psychological location away
from local communities.
Improved retail and catering would help to improve dwell time. If both were handled well, they
could boost visitation and financial performance. It would also be advantageous to provide
interpretation in other languages, especially German, French and Spanish.
How could the site work as a ‘hub’ to explain the wider stories of prehistory in
Pembrokeshire?
There is potential to include within the interpretation centre marketing information and
interpretation about other prehistoric sites in Pembrokeshire, showing how life as depicted at
Castell Henllys also reflects life at these other sites. There is also potential to tell the story of
the Preseli Bluestones and their connection with Stonehenge. Interpretation at Castell
Henllys should enthuse visitors with the idea of exploring the wider prehistoric environment of
the area and encourage them to return to Henllys to ask questions or visit other websites to
find out more.
North Pembrokeshire has a relatively low visitation, compared with south Pembrokeshire and
other parts of the Wales coastline. It has significant heritage and landscape resources but
few ‘seaside’ facilities, which are more associated with the south Pembrokeshire coast.
Landscape and heritage are attractive to certain markets but are unlikely to have wide
appeal. They can be marketed better, however, especially as part of a wider ‘package’ that
would include other heritage and landscape sites, and other features of cultural interest.
The site could be included in an ancient Pembrokeshire trail, including Gaws Faur, Pentre
Ifan and Devil’s Quoit. It could also be linked with other sites and partners, such as
Stonehenge, Cadw, NT, to tell the story of man’s development from ancient to modern.
What is the unique contribution of the site to Pembrokeshire as a visitor
destination and place to live?
Castell Henllys is an active, rather than a passive, re-creation of a part of the extended
prehistory of Wales before the Roman and Anglo-Norman conquests. It acts as a
counterpoint to the story of Edward I’s castles that tend to define the history of Wales
particularly for visitors. The site highlights Pembrokeshire’s role as an important area in the
earliest history of Wales and is emblematic of the prehistoric sites in the Park that are of
national importance.
The site is well priced for a great day out and it is a great place from which other sites nearby
can be explored.
4.2 Other issues from consultation
Castell Henllys as a hub for other sites
Henllys is an important site in its own right but it is also an excellent ‘taster’ for other
prehistoric sites in Pembrokeshire and the National Park, where visitors can gain an
understanding of the lives of ancient peoples. Interpretation at Henllys should focus on the
15
March 2013
attributes of the site but should also include some of the stories of other sites in the region
that will amplify the prehistoric storylines. Some of the sites, such as those on the Preseli
Hills, are nearby and can be reached easily in a single day visit.
Surviving evidence of occupation by people since Palaeolithic times is particularly rich in
Pembrokeshire. Early evidence includes flint artefacts found at Hoyles Mouth Cave from
20,000 years ago and Mesolithic flint tools at Nab Head. The settlement at Clegyr Boia has
two Neolithic house foundations, while from the Bronze Age there are, for example, Foel
Drygarn cairns, Crugiau Cemmaes barrows and Foel Eryr Bronze Age barrow. Some of
these have later Iron Age defences and settlements.
Accessibility
The site has good – though complex - road connections with other sites in the area and can
be included in walks that would include woodlands and hills. There is an opportunity for the
inclusion of the site in health walks and to make it more accessible for disabled groups. It
needs clear signage and good visibility for interpretation to make it accessible for people with
a wide range of capabilities.
Accessibility for people with disabilities, or mobility issues, is challenging at the moment.
Although access from the car park to the education centre and shop along a flat path is
relatively easy, the route up to the hillfort is steep and uneven. There is an electric vehicle
available but it is not currently working.
Mobile phone and internet
Mobile phone coverage at Castell Henllys is poor for all networks, with no service in the
centre itself and limited service on the hillfort. This situation has been a constant for some
time and it is unlikely to change in the foreseeable future. There are initiatives to enhance
coverage in Pembrokeshire but these are unlikely to be available for the site in the
foreseeable future. The lack of coverage could be used as a selling point: a number of rural
communities now use freedom from coverage as a relaxation selling point. Here, lack of
coverage supports its re-creation of prehistory.
Internet connection is also poor at Castell Henllys. The main issue is the distance between
the site and the nearest broadband exchange. Broadband speed is in the region of 3Mb per
second which is too slow for efficient downloading of web-based material. Although PCNPA
is a member of the Public Sector Broadband Aggregation (PSBA), a Welsh Government
initiative aimed at improving access to internet-based services provided in the public sector,
it is unlikely that Castell Henllys, as a remote site, would benefit from any increase in
broadband speed. The alternative would be for PCNPA to enhance the service by installing
better cabling but the cost could be prohibitive.
Websites
The existing PCNPA website, and other sites that are relevant to tourism and heritage for the
area, provide basic information about Castell Henllys and other heritage sites in the national
park and the wider Pembrokeshire area. A sample of these sites includes:
PCNPA http://www.pembrokeshirecoast.org.uk/default.asp?PID=261
The page for Castell Henllys provides basic information about the site, with opening times
and entrance charges.
Dyfed Archaeological Trust www.dyfedarchaeology.org.uk
There is no information about Castell Henllys but plenty on a large number of other sites
within the national park and Pembrokeshire.
16
March 2013
Archwilio www.archwilio.org.uk
Created by the Welsh Archaeological Trusts, gives access to records of all known
archaeological sites in Wales.
National Parks – Britain’s Breathing Spaces http://www.nationalparks.gov.uk/pchistoricplace1
The website has a page for Castell Henllys with location information and history of the site.
University of Liverpool
http://www.liv.ac.uk/manxstudies/research/archaeology/castell_henllys/finds
This site includes more detailed information about the results of archaeological explorations
at the sites and the various finds.
The Megalithic Portal http://www.megalithic.co.uk/article.php?sid=5906
The portal provides information, photographs and a location map for Castell Henllys and lists
other prehistoric sites nearby that can be visited.
Visit Pembrokeshire http://www.visitpembrokeshire.com/content.asp?id=2340&nav=70
This is a tourism website for the county, containing a brief introduction to Castell Henllys
similar to the national park website.
Visit Mid Wales http://www.visitmidwales.co.uk/Crymych-Castell-Henllys-Iron-AgeFort/details/?dms=13&venue=1010669
Similar to Visit Pembrokeshire, this site provides tourism information for Castell Henllys,
including the trails up to the hillfort.
These websites are useful for providing basic information and location maps for Henllys and
other sites in the area. They have the information but very little interpretation for the site to
help explain its significance. The information is also repeated and there are few links
between them that might help to get more of an understanding of the site.
4.3 Our impressions of the site
Until we embarked on preparing this plan, we had not visited Castell Henllys, and it more
than met our expectations as a recreated hillfort site. The roundhouses and other buildings
are exceptional in their layout and presentation and as an educational and interpretational
resource for understanding prehistoric settlements the site is one of the finest in the country.
We visited the site on the day of a school visit when costumed interpreters were explaining
aspects of Iron Age life to a group of young people and the activities they were experiencing
seemed memorable and enjoyable. It was excellent interpretation in the guise of education.
High quality personal interpretation at a heritage site has potential to create a significant
lasting impression with visitors and is generally recognised as the best form of interpretation
when done well – as it is at Castell Henllys.
The experience at the roundhouses is powerful – the site and structures speak for
themselves and are greatly enhanced by the personal interpretation provided by the
costumed guides. However, we felt the presence of interpretive panels next to the houses
was intrusive and it detracted from, rather than added, to the experience. Interpretation
elsewhere on the site failed to provide a satisfying introduction to the hillfort that would build
up anticipation and set the site in its historical and geographical contexts. The dated
interpretation panels that line the route up to the hillfort are in poor repair and this sets a
17
March 2013
negative tone. The panels are of varied design. The first panels encountered on the
approach route from the present education centre to the hillfort rather confusingly do not
introduce the hillfort or the site but refer to nocturnal and river wildlife. The audio-posts no
longer carry the audio equipment but stand as empty and inexplicable structures and the
shop has very limited interpretation to introduce the site. We found no guidebook and the
introductory brochure is limited in its interpretation of the site. The self-guided tour brochure
is overly detailed in its presentation, complex and outdated.
We would agree with others that the arrival and welcome sequences at the site are poorly
presented. When we finally came across brown signs, we were at the site (our satnav
directions did work) and from the final signs on the A487 to the reception in the main building
(Llys Annwn) there is no real sense of arrival that matches the experience of visiting the
hillfort itself. There were no welcome signs and the route around the main building to the
reception is convoluted and off-putting. Llys Annwn itself, as a purpose-built education
centre, is an attractive building but is not accessible for most visitors because it is available
only to school groups, and its name is obscure to visitors who do see it. There are four
panels in the entrance lobby about North Pembrokeshire and the local National Park rangers
though it is not clear to which audiences these panels are addressed and they do not provide
a clear and arresting introduction to Castell Henllys.
The shop in Pant Glas, as a building detached from Llys Annwn, is reasonably attractively
presented but there is no compulsion or encouragement for visitors to enter it from the path
up to, or back from, the hillfort. Some of the merchandise on sale had little or no connection
with the Iron Age, prehistory, or Castell Henllys itself. There is a good selection of books,
however, and some local crafts and food products.
The route up to the hillfort alongside the river and through woodland is an attractive
introduction to the hill and sets the scene well for arrival at the roundhouses on the hilltop.
The panels along the route explaining the habitats and biodiversity of the river and woodland
– Night Life in the Woods and The Living Stream – are reasonably attractive and recent, but
they are poorly designed with no hierarchy in the text and no clear separation between
English and Welsh. More importantly, as noted above, despite the fact that they are the first
panels on the visitor route to the hillfort, they do not provide an introduction to the hillfort.
Overall, the impression is one of a spectacular recreated prehistoric site with excellent
person-to-person interpretation let down by its inadequate signage on approach routes, a
lack of welcome and orientation signage, poor introduction and follow-on non-personal
interpretive media and inadequate facilities. The experience at the hillfort is powerful and
meaningful and leaves a lasting impression of life in the Iron Age. The interpretation at the
entrance to the site, though, fails to introduce the site or build up anticipation for a visit. The
application of this interpretation plan and its delivery through the ‘Origins’ project will greatly
help to improve this situation, provide a much more fulfilling and satisfying experience for
visitors and also to encourage people to visit other prehistory sites in the area.
4.4 Castell Henllys – a tool for sustainable heritage tourism?
This section of the report examines Castell Henllys as a heritage tourism site at both the
macro level – the wider region and beyond – and the micro level – the site itself. It makes
that examination through two different but related lenses. It sees the site as part of the
growing global activity called heritage tourism, a complex but slowly growing niche market,
enabling travellers to move through time as well as through geographical space. It also views
the site as one, which – because of its location in a national park and because it is in a rural
area that is in many respects peripheral in economic terms – requires a sustainable tourism
18
March 2013
approach. That means both avoiding and managing the many kinds of environmental stress
that tourism can bring; it means avoiding socio-cultural negative impacts – but encouraging
positive effects. It means boosting the economy of the local region – using tourism as a tool
to support local people, local communities and local services. For most heritage sites it also
means using tourist revenues to assist in site conservation. And finally on a global basis any
proposals made here should seek to reduce or minimize carbon emissions, slowing global
warming.
The above aims are complex, and they are also linked to a very special requirement in this
case – that of increasing visitor numbers to the eight ‘must see’ north Pembrokeshire
prehistory sites from c. 24,000 per year to 34,000 per year by 2014. That number will be
very difficult to reach in one year, given that 2013’s marketing plans and materials have
already been made and given the likelihood of the economic recession lasting well into 2015.
It is also a rather simplistic number: numbers alone are not a very meaningful measure of
success. Length of stay might rise given interpretation improvements; spend levels might
increase; economic input into the local economy might increase. In all these cases visitor
numbers might remain unchanged, but benefits could rise dramatically. Much depends on a
range of product development measures over and above better heritage interpretation, on
creating better linkages with other visitor attractions and accommodation providers, and on a
better programme of marketing and branding for the locality as well as Castell Henllys.
There are a number of technical problems in assessing the fulfilment of the 10,000 extra
visitor target. Access to all, except Castell Henllys, is free and largely unmonitored.
Monitoring would be expensive, difficult and prone to inaccuracies because of their open
locations. There is also a lack of base line data. However, assuming that every visitor to
Castell Henllys is given an effective leaflet explaining the ease of, and advantages of, visiting
the other six sites, a proxy figure of 5,000 extra visits to Castell Henllys could be seen to
equal approximately 10,000 total visits.
Achieving an extra 5000 visits to Castel Henllys is feasible but only if the marketing and
product development measures to boost visitation outlined in this plan are implemented. Key
measures in descending order of importance would be:
• The development, funding and implementation of a strong marketing plan for Castell
Henllys and the other 6 prehistory sites in north Pembrokeshire.
• The creation of a themed cafe at Castell Henllys.
• The creation of a signed prehistory circuit around all seven sites, with cop-out
provisions, and with a quality explanatory guide.
• Familiarity visits by local accommodation providers, and by TIC staff.
• Use of targeted bedside browsers in all accommodation sites in the Newport area
together with the development of low/shoulder season heritage weekend breaks
developed with the Newport tourism providers. This could require the creation of a
Newport Sustainable Tourism working group with links to the National Park, an idea
worth pursuing in its own right (Europarc, 20114).
• Work to develop bus access as part of a Slow Travel System linked to bus and rail
services.
• Linking the opening of a revamped Castell Henllys with the reopening of Cardigan
Castle.
4
(Europarc, 2011, Sustainable Tourism in Enterprises, Parks and Protected Areas: available at
http://www.europarc.org/uploaded/documents/834.pdf )
19
March 2013
•
The eventual creation of a North Pembrokeshire Heritage Region.
Assuming that works to Castell Henllys are completed by the end of 2014, the additional
visitor numbers could be obtained by the end of 2015.
What is tourism?
The World Tourism Organization, and all national tourist boards, define tourists as persons
spending at least one night away from home. Day visitors are technically recreationalists.
Overnight stays bring much more revenue into an area than day visitors do – often up to
400% more per head. It is equally important to know that overnight visitors produce far fewer
transport related emissions than day visitors. Special attention is given in this report,
therefore, to attracting overnight visitors to the local region. But there is an important rider.
Only 17% of tourists to Pembrokeshire stay in north Pembrokeshire. However, many tourists
staying in other parts of Pembrokeshire can and do visit north Pembrokeshire as day visitors.
It is also important to understand several other key features of the tourism industry:
•
Tourism is a fashion industry – providing product is not enough – it must have flair,
and provide a fashionable product. Market information is, therefore, vital for success.
There is extremely little detailed and targeted market knowledge about why visitors
come to Castell Henllys, and crucially, why they do not come. The recent document
The Origins and Prehistory of Wales: a strategic approach to interpretation also
points out that there is only “limited quantitative data for (prehistoric) site / monument
visitation”5
•
Tourism is an assembly industry – it requires an assemblage of information,
transport, hospitality, and accommodation – a linked partnership approach. Castell
Henllys is not part of a local, rather than regional, tourism partnership. Most visitors to
small heritage sites are locals, typically from within about 20 miles of the site.
•
Tourism is an experience industry – visitors increasingly seek interesting and
satisfying experiences that they can relate to, enjoy and gain from. There is no Visitor
Experience Plan for the site or the locality.
•
Very few attractions are large enough to attract visitors solely because of their
existence – small attractions, like Castell Henllys, need support from neighbouring
businesses if they are to remain viable. There are currently no links to neighbouring
businesses. A recent EU Parliament research report highlights the need for such
links6.
•
Tourism is extremely competitive – the choice of destinations is now huge. Ongoing
attention must therefore be paid to product quality, new product development, and to
marketing. A one-off leap forward is not enough. There is no long-term, cohesive and
co-ordinated plan for Castell Henllys.
Heritage Tourism is a growth area, which has developed over the last 30 years. It is now a
powerful economic force and part of a long-running trend of increasing types of special
interest tourism, each with a number of niche markets. It owes its existence to a number of
changes in society recognised by all tourism organizations worldwide7. The publication
5
Lloyd Brown & Patrick, 2011, 21
www.europarl.europa.eu/committees/en/studiesdownload.html?languageDocument=EN&file=91297
7
See Hall & Weiler, 1992; EU report mentioned above, 2013
6
20
March 2013
Heritage and the UK Economy8, calculated the value of heritage tourism to the UK economy,
in 2009, £24.3 billion annually, and that heritage – in its widest sense - employs 270,000 fulltime equivalents and has a growth forecast of 2.6% between 2010 and 2018. But caveats are
needed because heritage includes artistic and cultural heritage of all kinds as well as
heritage buildings and sites. The forecasts are based on surveys of large heritage
attractions, mainly in well-populated areas and with professional staff. There are now tens of
thousands of small heritage attractions, and that number is growing annually. The Heritage
Lottery Fund has, since 1994, injected £5.3 billion into c. 35,000 heritage projects across the
UK. Partly as a result, there is now a surplus of heritage attractions leading to most
attractions, especially small ones outside large urban areas, each getting fewer visitors, even
though the total size of the heritage tourism market is growing.
One final part of the macro-jigsaw needs to be stated. The recent study of aspects of the
heritage tourism for the EU Parliament cited above noted that many heritage sites had few
effective links to the tourism industry, and that they were largely managed for conservation
by trained / dedicated conservators most of whom did not understand the art of tourism
management. When additional tourism development and management skills were employed,
though, financial results were much healthier, and conservation usually benefited as a result.
Equally that study found strong benefits when heritage sites worked together in partnership.
Castell Henllys as a tourism site
Castell Henllys has been open to the public as a visitor attraction for over 20 years. Its
unique selling point is primarily that it is a meaningful way for people to enter and experience
the world of Pembrokeshire’s prehistory and in particular the Iron Age, an era long before the
era of stone castles and the Anglo-Norman landscapes which characterises much of Wales.
Castell Henllys stands out from the other prehistoric sites in Pembrokeshire and the National
Park because:
• It is relatively easy to reach by car, and from the hourly Fishguard to Cardigan bus
route which provides free travel to residents of Wales over 60 years of age – but not,
of course, to those from elsewhere.
• It has free parking for up to 60-80 vehicles.
• It has a sheltered and attractive arrival area and – in contrast – a memorable hilltop
array of roundhouses.
• It has a unique assembly of re-created Iron Age buildings.
• It offers both static and live interpretation
• It has a shop and toilets.
• It is large enough to be a viable and satisfying experience of interest to a number of
market segments.
• It has a number of short circular walks.
Castell Henllys has a track record, a known name and skilled and knowledgeable staff.
Visitor numbers peaked in 2008 at about 28,000. As at many other similar sites, they have
gently declined to around 24,000 in 2012, although the wet summer of 2012 may well have
had a negative impact on visitor numbers along with rising transport costs and the continuing
economic recession.
8
Oxford Economics, 2010
21
March 2013
The site has a number of restrictions that will prevent it from ever becoming a major site, or
attracting more than 40,000 to 50,000 visitors a year.
These include:
• Its narrow and steep approach road, without passing bays, which does not allow twoway traffic and is challenging for coaches. The creation of passing bays would be
expensive given local topography and ground conditions. It would also reduce the
sense of deep seclusion, of travelling far from the modern world
• Its limited car park capacity at peak times with a surface which cannot be marked out
easily in bays. Car park capacity is reached on occasion in the peak season.
• Its environmental sensitivities – which means that hard-surfacing or extending its car
and coach parks would be contested in planning terms
• Its need to retain authenticity if it is to remain a viable prehistory site – prehistoric
Pembrokeshire was essentially a quiet zone, and a pedestrian zone.
• The roundhouses site has no power supply. Provision of a restricted power supply
could allow increased sympathetic use of the site, but would be expensive and likely
to be contested on planning and possibly archaeological grounds.
• Prehistory is and will probably remain a niche market – defensible, but small. The
Origins and Prehistory of Wales: a strategic approach to interpretation is enthusiastic
about the potential market for small historic sites, but no evidence is given for that
enthusiasm. There is no hard evidence available in the developed world of high levels
of market demand for such sites, though numerous ideas have been floated about
how to create demand. Most of the ideas require partnership working between sites,
between the public and private sector, and above all, a broker, driving partnership
working.9
Having pointed out the limitations of the site, it is important to outline its potential for limited
year-round growth, a potential that will be expanded upon later in this report:
•
•
•
Heritage interpretation can be expanded to include a stronger series of themes and
storylines, with new areas including food, crafts and music. Heritage interpretation
can become a product in its own right, increasing market share, dwell times,
reputation and visitor expenditure, if it is backed by targeted local marketing.
The heritage region concept, pioneered in the 1980s in Quebec, could make Castell
Henllys part of a wider heritage region, perhaps to become the Preseli Hills Heritage
Region. Heritage regions have a track record of encouraging partnership working,
product development, innovation, marketable brands and visitor awareness10.
Heritage regions are different from, but complimentary to, the heritage hub concept
proposed by Lloyd Brown and Patrick, 2011. Consultancy experience shows that
most visitors are interested in the broad span of history, rather than just the specific
segments covered by the prehistory heritage hub – and that they seek to understand,
enjoy and spend time and money in broader heritage landscapes and town/village
scapes. Those broader heritage regions can create place attachment, a powerful tool
for supporting National Park conservation policies and inducing repeat visits11
The slow tourism concept can be used in tandem with the heritage region concept to
gain profile and better use of, and aid retention of, public transport, linked to cycling
by way of a quiet lanes network and short circular walks. There are sufficient
9
See Bramwell & Lane, 2000
Brown, 1996
11
Ramkissoon et al, 2013
10
22
March 2013
•
•
12
prehistoric sites within a small area to make car-free heritage circuits possible. There
is sufficient other historic heritage to make an alternative repeat visit programme
possible. The Alpine Pearls project from Alpine Europe offers inspiration in
sustainable development12.
The nearby town of Newport, with accommodation, hospitality and speciality retailing,
makes the provision of shoulder- and low-season heritage breaks possible, based on
successful models used in Herefordshire, Austria and Italy.
If power were to be provided to the roundhouses site, overnight accommodation
based on Galloway’s Marthrown of Mabie’s experience, which would also allow
increased use of the site by local communities. Non-powered solutions may be
possible.
http://www.alpine-pearls.com/en/
23
March 2013
5 Audiences and markets
24
March 2013
5.1 Visitor survey
The 2011-2012 visitor survey undertaken for Pembrokeshire County Council identified some
key facts and figures about visitor use of the area. In summary these include:
•
•
•
•
•
•
Three-quarters of visitors are in the ABC1 sectors
There has been a slight increase in the proportion of older visitors
There has been a slight increase in the number of independent explorers
Repeat visitors are frequent, especially returning to previously enjoyed visits and
experiencing again the beauty of the natural landscape
38% of people visited historic, heritage and cultural sites
Historic sites had largely impressed visitors and several described how interpretation
and events had enhanced the quality of their visit
The problem with the above figures is that they are not specific figures for the Castell Henllys
area, north Pembrokeshire. They include the very different tourism areas of south and east
Pembrokeshire, with different markets and different products. Informed by the evidence of
visitor surveys for a variety of other small heritage sites in both England and Wales, very few
visitors to other parts of Pembrokeshire are likely to make the journey to north
Pembrokeshire. A 45-60 minute journey is typically the maximum that will be made. Given
rising fuel prices and a stagnant economy, the number of visitors making such journeys are
likely to decline.
5.2 The tourism market
Wales has a varied tourism market with the largest number of its 10 million annual visitors
coming from other parts of the United Kingdom and around one million from abroad. Most
British visitors to south Wales are from the English Midlands and most of these come to the
coast, where the majority of bed spaces are located. ‘Scenery’ and ‘heritage’ are the main
cited purposes of a visit here, and historic sites in general, along with countryside and coast,
are great attractions. In research undertaken for its visitors (but more widely applicable), the
North Wales Tourism Partnership found that of those people visiting tourism sites:
• 29% are ‘focused learners’ – they are well prepared for their visit, having researched their
destinations beforehand. They will have checked websites and read relevant information
beforehand or will research when they arrive. They will visit sites and attractions for a
purpose and be methodical with their itinerary. These visitors tend to be in an older age
range.
• 70% are unfocused ‘casual cultural tourists’ or ‘accidental cultural tourists’. Casual cultural
tourists visit sites for a general ‘rest and relaxation’ purpose with some cultural activity as
a bonus. The cultural context is important but so are the non-cultural factors. Accidental
cultural tourists have no specific cultural interests but will visit a cultural site if it is within
the area of their visit. Casual and accidental cultural tourists tend to be adults travelling as
couples or in groups, are aged 35+ with, or without children, and are in social groups A, B
and C1
The internet is now the most popular single source of information used by independent
travellers in the UK at c. 50%, but that source is largely used to find and assess the price of
accommodation, rather than attractions to visit.
25
March 2013
The nature of tourism in Wales generally is changing, with the volume markets and two-week
long holidays giving way to one-week holidays and short stays. More people are coming to
Wales – and to most other destinations in Europe - to visit places and involve themselves in
activities rather than to just sit on a beach. As noted earlier, special interest tourism is
growing. However, few people appear to be solely interested in just one special interest:
especially with couples and groups, multiple special interests are the norm. Even traditional
niche markets are broader with, for example, bird watchers wanting also to experience
heritage and landscape.
Castell Henllys, with its location in a beautiful landscape close to the sea, with its range of
heritage and wildlife attributes and its desired purpose to act as a hub for marketing other
sites in the region, is potentially well-placed to benefit from these changing tourism patterns.
But there is no hard evidence to assess that potential. There is no researched evidence of
the demand for archaeological tourism across Wales – or across the UK or Europe. There is
very little evidence for the size of the demand for archaeological tourism in north
Pembrokeshire. It is known that Pembrokeshire County received approximately 4.25 million
visitors in 2011. Of those, about 720,000 stayed in north Pembrokeshire and 38% expressed
an interest in Welsh Heritage. Using that figure at its broadest definition, therefore, there
could be a potential market of 270,000 for north Pembrokeshire. But because the “heritage”
question was so vague – including Norman, Victorian and even 20th century heritage, and not
excluding natural heritage, it is a problematic figure to use for prehistory heritage site
development. But there is clearly demand. The lack of evidence is not peculiar to Castell
Henllys – it is common across sites worldwide. Heritage sites tend to be managed by
administrators and conservators, not by trained tourism professionals.13
5.3 Current audiences
The majority of visitors to Castell Henllys appear to be families with younger children, based
on the evidence provided by ticket sales. During term time there are older couples and ‘preschooler’ and childless couples, and many people from other countries. Few of the visitors
are local people. The figures provided in the contract brief are c24,000 general visitors and
c6000 primary school children each year.
The visitor figures for the last five years are14:
Year
Adults
Concessions
Family
Free
Schools
Totals
2008
5583
4140
12555
571
6366
29,215
2009
5333
4231
12420
591
5888
28,463
2010
5016
4268
11915
645
5246
27,090
2011
4561
4136
13460
1011
4672
27,840
2012
4532
4300
8837
810
4948
23,427
The figures for the last five years show a gradual decline in visitors, with quite a significant
decline in the number of school visits (decline of 22%). This decline has been experienced by
13
14
Chhabra, 2009
The family ticket changed in 2012. Previously a family ticket comprised 2 adults + 3 concessions but last year
this changed to 2 adults + 2 children. The family figures for 2012 would have been 11,050 if it had remained the
same as previous years giving a total throughput of 25,640 for the year. Free entries include social inclusion
groups and National Park staff.
26
March 2013
many other heritage sites in the UK and is a result of several factors including the current
economic situation, the costs of transport, the increase in the number of heritage sites and
attractions and a greater choice for leisure activities. The low figure for 2012 can also be
attributed to the weather conditions throughout the summer together with the change in
ticketing.
A visitor survey undertaken during 2012 revealed that the majority of visitors to Castell
Henllys came as either on ‘family day out’ or to ‘learn more about history’. They enjoyed the
historic and cultural qualities of the site and many participated in, and enjoyed, a guided tour.
They used the tour guide leaflet and the interpretive panels and most stayed longer than an
hour. Most visitors were on a short break or longer holiday and were from ‘another part of the
UK’. Very few people were from the local area. There was a high degree of satisfaction from
visitors with comments for improvements including:
• Establishing a café
• Selling local produce
• More interpretation about the buildings – including the modern interpretation building as
well as the Iron Age buildings
• Better signage from the A487
• Better facilities for disabled
• More people in costume
5.4 Target audiences
Desk research undertaken for the preparation of The Origins and Prehistory of Wales for
Cadw identified the target audiences for the historic environment as:
•
•
•
•
•
•
•
•
•
Active explorers and leisure walkers
Local recreation walkers
Keen walkers / hikers / adventurers
Families and intergenerational groups
Older, active visitors
Visitors seeking authentic / different / unique experiences
Visitors seeking tranquillity / spiritual experiences
Formal learners
Special interest groups
Unfortunately, the list above is not based on any stated research evidence, and the
categories are vague. It is also not geographically specific, and it is not based on targeted
research into visitors to this area.
What does evidence from other sites and from other commercially confidential consultancies
tell us about the likely demand for an improved Castell Henllys? It tells us that families, older
couples and a small number of specialists seek interesting, semi-authentic experiences, and
that those experiences must relate to them and their personal interests. Very many visitors
seek heritage, and good views, and interesting walks in the same visit, on the same day.
That statement leads us into how audience development can be achieved for Castell Henllys.
27
March 2013
5.5 Audience development
The government of Wales seeks to support tourism development, and includes heritage
tourism within that remit. Tourism 2020: the Welsh Government Strategy for Tourism 20132020 notes that:
“the Welsh Government itself should play a leading role in articulating a vision for (tourism)
growth and creating an appropriate environment to stimulate and support that growth.”
It goes on to say that “Partnership, however, is at the heart of this strategy, for success
cannot be delivered without unity of purpose and a robust partnership approach from
Government, the private sector and other stakeholder organisations.”
The latter citation about Partnership is a central one for audience development at Castell
Henllys and the other seven sites in the interpretation hub. The strategy discusses heritage
tourism: it comes close to prehistory only once:
“Literally hundreds of historic buildings exist that have the potential to be exploited as highly
distinctive accommodation of very high quality.”
It concludes by stressing brand narrative and innovation, the need for product development,
destination management and the overriding need for sustainable tourism development.
The audience development proposals below follow these strategic lines. They support the
aims of the National Park to conserve nature, built and farmed landscapes and communities,
to assist local economies and to democratise heritage by making it available, understandable
and enjoyable by managed visitation.
Audience Development on-site
•
•
•
15
16
A new, more relevant and more effective interpretation programme is the first priority.
Interpretation is a key product item for heritage sites, and experience shows that live
and interactive welcome and interpretation is important. While virtual interpretation is
useful and prioritized by Lloyd Brown & Patrick (2011) there is no research evidence
that its existence has any impact at all on audience development.
The second audience development requirement is that for refreshments, and for
heritage refreshments serving “Iron Age” food as well as conventional food. There is
ample evidence of the success of heritage food from Lethra, Denmark’s leading iron
age visitor attraction15 and from the Roman site at Xanten in Germany16 A range of
simple and attractive foods could be made available, including soft cheeses, breads,
beers, spreads, soups, lamb / venison based meat dishes and deserts. Many of these
products can be made on site or made by local artisan producers – notably millers –
including the National Park’s own mill at Carew and the St.Dogmael’s Mill – cheese
makers – and micro brewery at Gwaun Valley. All of these producers offer synergy
marketing potential, and new additions to the Castell Henllys shop.
Consultancy work over the years at heritage sites, especially National Trust sites,
confirms the importance of having cafe provision, especially if it can add a new
unique selling point, that of heritage food. The cafe should be operated either under
franchise or by a local community linked cooperative: there are examples of both to
draw inspiration from.
http://www.sagnlandet.dk
http://www.apx.lvr.de/english/index.htm
28
March 2013
•
•
•
Special events and exhibitions are well known ways to attract new and repeat visitors.
Castell Henllys has a strong programme here already, but could extend it and work in
partnership with other sites to circulate visiting events and exhibitions. Iron Age music
productions form a possible speciality17.
Site opening in the shoulder seasons at weekend should be encouraged, linked
where possible to events and exhibitions and to packages linked to local
accommodation, see below.
Development of events, wedding and accommodation at the hut site. Recreated Iron
Age huts have proven to be a popular and profitable development in a number of
places in Europe, with the UK market leader being Marthrown of Mabie near Dumfries
in Scotland18. This type of development could be especially important in bringing
income into the site in May, June, September and October, periods when visitation is
low but the weather is relatively warm and dry. In addition to overnight
accommodation, developments include local community celebrations and weddings.
Toilet facilities will be available at the proposed new toilets at the visitor centre, as
could simple shower facilities, discreetly located away from the huts. LED – low
consumption - lighting could be provided on site and on route at low cost because of
its low power demands. The same development would allow the creation of evening
events, which are increasingly popular at heritage sites across Europe.
Audience Development off-site
A number of major off-site proposals would contribute to greater and more valuable audience
development.
•
•
•
17
18
The creation of perhaps two circuits of alternative Iron Age sites, using the seven
sites proposed by Lloyd Brown and Patrick (2011), would bring into play a special
form of synergy marketing, and help develop an increased interest in the Iron Age.
Twin circuits are proposed because each of the circuits would be enough for a 90-120
minute excursion – longer circuits would be likely to put off many non-specialists.
Further work is needed to decide upon the possible mix of cycles / walking / car use
and any parking / signage requirements.
A key issue here is the problem common across the world of mixing paid entry sites
and free sites. Discussions are needed with site owners despite the issues noted by
Lloyd Brown and Patrick (2011).
The central proposal for off-site development is a major one, drawing local tourism
businesses into working partnership with the National Park and with Castell Henllys.
There are 3 levels:
• An annual familiarity visit by accommodation providers and other tourism
businesses within 15 -20 miles and including Newport.
• The provision and regular restocking of bedside browsers featuring prehistory
sites at every bed within 20 miles of the site.
• The creation of shoulder season Heritage Weekend Breaks by hotels and other
accommodation providers in Newport, using the Country Village Weekend Break
model developed in Herefordshire and elsewhere in the 1990s. These breaks
feature 2 nights accommodation, a welcome talk, visits to two heritage sites – one
of which would be Castell Henllys – a farm visit and a guided nature walk.
Lunches would be spread across a rota of local pubs and Castell Henllys.
see www.ancientmusicireland
see http://www.marthrownofmabie.com/
29
March 2013
Longer term aims
There are many possibilities open:
•
•
•
•
•
Working with Richards Brothers buses to market Castell Henllys as a slow tourism
destination, stressing its low carbon attributes, the possibilities for Wales’ senior
residents to travel free, using a new disabled person vehicle and offering discounts to
those coming by bus.
Developing north Pembrokeshire as a slow tourism destination, using EU funding.
This would capitalise on the newly strengthened rail services to Fishguard.
Developing the Preseli Hills Heritage Region concept discussed earlier – again in
conjunction with the EU’s Transport and Tourism Committee.
Offering a range of low season offers.
Taking the costumed interpreters to other parts of South Wales including St.Fagans.
Marketing
This is not a marketing plan, nor does it provide – for reasons of costs and timing – a
researched and in-depth and targeted market analysis. The National Park has its own
marketing officers and its own marketing media, both virtual and print.
It is important, however, to record that there are two very distinctive types of market for
Castell Henllys:
•
•
The schools market is central to low season visitation. It requires a defensive
marketing strategy, keeping in regular touch with visiting schools to maintain the
market. Provision must keep abreast with the National Curriculum and be relevant to
it. Because of the location of Castell Henllys, there are a limited number of schools
with the 1-hour travel time that primary schools usually – but not always – seek.
Without additional programmes on offer, this market is unlikely to grow to any major
extent in the near future.
The adult market is currently a high season market. An attacking and positive
marketing approach is needed, especially in the shoulder seasons. This market could
grow with new product developments and with partnership arrangements with tourism
businesses, and other activities. This market will probably depend upon an active
policy of working directly with the mass media, and especially with the niche market
media.
30
March 2013
6 Objectives
31
March 2013
6.1 Management objectives
In this section we set out what we propose should be the overall aim, and key objectives for
PCNPA in its role as manager of Castell Henllys. These objectives are developed from
documentation provided and wide consultation.
Management aim
To operate a viable and sustainable attraction that provides a rich and
satisfying experience for an increasing number of visitors.
Management objectives
The management objectives listed below have been determined, largely, by issues that have
arisen over the years up to the present day and many are included in A Sustainable Future
for Castell Henllys and in the bid to Cadw for grant aid for the Castell Henllys project. Some
of these issues lie outside the remit for this report but all issues have at least some
implications for the visitor experience and are addressed by this interpretation plan.
The selection of these objectives has been guided by the analyses provided in the
Sustainable Futures document, the Origins application and the brief for this contract.
• Castell Henllys has a long-term future as both an operationally and a financially viable
visitor attraction, albeit in receipt of an agreed annual subsidy, and that its
management and operation is congruent with PCNPA objectives
• Visitors enjoy a really satisfying time at Castell Henllys whatever the weather and,
overall, get pleasure from a memorable experience that helps them understand the
prehistory of Pembrokeshire
• The prehistoric and contemporary fabric of the site, its biodiversity and landscape
setting, are maintained and conserved to the highest industry and professional
standards
• Visitor spend, numbers and dwell time are increased by increasing the use of the site
by visitors, including local people and schoolchildren, without prejudicing the fabric of
the site, the quality of the visitor experience or the level of visitor satisfaction
• The experience for visitors of all ages is of the highest standard and that the site is
regarded as a centre of excellence
• Interpretation of the site and the wider historic landscape is provided to the highest
standard, with Welsh language and culture being an inherent part of the story, and
maintained as a benchmark for other similar sites
• All services on site, whether physical or intellectual, meet or exceed the provisions of
the Equality Act 2010 (which subsumes the provisions of the Disability Discrimination
Acts)
• Visitors’ experience and enjoy the National Park as a whole and play an increasing
part in the economic and social well-being of the community
• The site is developed and maintained as an interpretive hub for other prehistoric and
historic sites in North Pembrokeshire in particular, the National Park and the whole
region.
32
March 2013
6.2 Interpretive objectives
We have set out what we propose should be the overall aim, and key objectives for PCNPA
in its role as interpreter of Castell Henllys. These objectives are developed from
documentation and consultation.
Interpretive aim
To help visitors to understand and enjoy the significance of Castell Henllys and its
surroundings in their own right and as part of the wider historical environment of
Pembrokeshire Coast National Park and of Wales.
Interpretive objectives
Interpretive objectives are presented under the headings learning, emotional and
behavioural. They are designed to describe the target purposes of interpretation and are
informed by the management objectives listed above which, in return, they are designed to
support. The objectives will help to achieve greater understanding about the site and the
wider historic environment of the area.
Interpretive learning objectives – for Castell Henllys as a site
•
•
•
•
•
Visitors understand the importance of Castell Henllys as a real Iron Age hillfort and
settlement and, through the recreated roundhouses, appreciate how people lived and
worked in harmony with the natural environment, and how the use of the hillfort
changed over time
Visitors understand that Castell Henllys is an archaeological site where excavation
and research have provided, and continue to provide, data about aspects of Iron Age
life
Visitors appreciate the strong similarities but also significant differences between the
lives of Iron Age people and ourselves
Visitors understand when and what the Iron Age was, and that it is a transitional
period between the life of relatively primitive people and that of increasingly
sophisticated peoples
Visitors understand the wider prehistoric and historic story to which Castell Henllys
contributes, that it is one of many similar sites in this area, and within the National
Park.
Interpretive learning objectives – for the wider environment
•
•
•
•
Visitors appreciate that Pembrokeshire has had settled farming communities for
several thousand years, and that they can visit sites representing many prehistoric
and historical periods in the surrounding area
Visitors understand the links between Castell Henllys and other hillfort sites along the
western seaboard of Europe and Britain
Visitors understand that the climate changed during prehistoric times and that the
climate experienced during the Iron Age was similar to that of today.
Visitors understand that the coastal landscape near Castell Henllys was different in
prehistoric times as the sea gradually encroached on the land
33
March 2013
•
•
Visitors discover, in historical terms, what happened at the end of the Iron Age, with
the arrival of the Romans and Christianity, the rise of the Welsh Princes and the
eventual conquest by the Normans
Visitors understand the location of Castell Henllys in the Pembrokeshire Coast
National Park, the important and diverse work undertaken by the PCNPA, that the
National Park includes historic landscapes inland, as well as on the coast, and that
long term environmental sustainability involves people living more in harmony with
nature.
Interpretive emotional objectives
•
•
•
•
•
Visitors feel drawn by the appeal of Castell Henllys and wish to return
Visitors enjoy the special and evocative atmosphere of the hillfort at Castell Henllys
Visitors develop a sense of empathy and connection with the Iron Age community of
Castell Henllys, and appreciate that that they lived stable and settled lives and that
they were very similar to us in appearance and aspects of their lifestyle
Visitors want to support efforts to maintain and sustain Castell Henllys
Visitors are sufficiently excited by Castell Henllys to want to find out more about the
historic and natural environments.
Interpretive behavioural objectives
•
•
•
•
•
Visitors make further visits to Castell Henllys and events on site
Visitors tell their friends and relatives about their experience at the site
Visitors visit other prehistoric and historical sites in the area
Visitors support the work of the PCNPA, and other conservation and similar
organisations at Castell Henllys and elsewhere
Visitors consider changing their behaviour to become more sustainable and less
wasteful.
6.3 Issues arising from the interpretive objectives
Meeting the interpretive objectives raises many issues, most of which were included in A
Sustainable Future for Castell Henllys. Key among them, in terms of the visitor experience,
are the following:
Integrity of the site and clarity of the message
The messages about the site are not consistent and clear, and fail to present a coherent set
of stories about the site and its location in the landscape. In our view Castell Henllys is an
outstanding representation of an Iron Age hillfort and settlement, where the roundhouses, as
representations of the original buildings, have integrity of their own. In order to achieve
interpretive objectives there needs to be absolute clarity about the story that is told – visitors
should come away from the site understanding precisely the significance that Castell Henllys
represents and its relationships with the wider historical contexts and with the landscape. In
our view this is not achieved at present but should be the priority in planning its future
interpretation.
Welsh language and Welsh culture
The Welsh language should always be used in the interpretation of Castell Henllys – it is
both a requirement and a desire. Even where presentations are given in English the
34
March 2013
importance of the Welsh language should always be an inherent part of interpretation, not
least because it is the modern version of the language that was used in Iron Age times.
There is opportunity for the Welsh language to be used as more than just a means of
communication but as an inherent part of the cultural history of the site. The meaning of
Welsh words and descriptions about the site can be explained, along with traditional Welsh
stories and legends. The language can then be associated strongly with the culture of the
area for all visitors.
In addition, other languages should be considered when preparing informational and
interpretive material and selected on the basis of the knowledge of the more numerous
groups for whom English (and Welsh) present a challenge.
The use of the terms prehistory and prehistoric
There is general acceptance that the term prehistory relates to the whole period of human
existence before the days of extant written records and is, therefore, a variable date,
depending upon the development of different civilisations. Prehistory in Egypt ended some
5,000 years ago, that in North America a mere 500 years ago. While the term may be
‘correct’ in its definition, it also carries a meaning of ‘primitive’ which is often used pejoratively
to imply a lack of development of intellectual and technical skills.
For many people, too, the knowledge of the boundaries of prehistory are not clearly defined,
at least in their understanding of the story of people living in British Isles. For them, the term
history is all-embracing even if it has a specific meaning for academics, historians and
archaeologist.
From all we know of Castell Henllys and the wider evidence related to the Iron Age, the
people were in no manner primitive intellectually or socially, even if their technology, by
today’s standards, seems extremely basic. For that reason, we recommend that the use of
prehistoric in connection with Castell Henllys, neighbouring sites and their people is used
sparingly and the more general and general history is employed – if nothing else than to
reinforce the sense of continuity to which the Iron Age contributes in no small measure. This
may not sit comfortably with the purists but it is visitors that we are primarily concerned with
in this context.
We understand that the common conservation term for sites, buildings and monuments of all
periods is now ‘historic asset’.
35
March 2013
7 Topics, themes and storylines
36
March 2013
7.1 Topics
Topics are subjects for interpretation and are not in themselves themes. There are many
topics that can give rise to themes at Castell Henllys, often in combination in order to make
relationships between them (and the audience) and to give context. Interpretation without
context is not good interpretation.
We have set out the following topics that can be considered as key elements of the Castell
Henllys story. They are listed in categories of key and supportive topics based on our
experience in assessing sites and their interpretive potential.
Key topics
Hillfort enclosure
The enclosure at Castell Henllys is its most prominent original feature. The bank and ditch,
and the more substantial earthworks on the north side, were massive constructions and
would have provided good protection, but their size may have had more to do with status.
The enclosure appears, though, to have been more for safety and to allow closure by gates
at night. It would also have provided some protection against the elements and controlling of
stock in this otherwise rather exposed site. More importantly, the enclosure was a symbol of
status and also a means of bringing the community together in a communal activity – a
prehistoric team-building and bonding exercise. Status – and where people live – continues
to interest people today.
The control of stock would also have been important at Castell Henllys. The enclosure could
have been used for keeping in stock, especially at night, though the limited space between
the houses would suggest that it may have had more use for keeping animals out. The thatch
on the roundhouses would have been a tasty source of fodder. A small herd of goats, for
example, could cause considerable damage to the roofs overnight. There is evidence from
other roundhouse sites that people were concerned about cleanliness. Keeping the house
interiors, and the space within the enclosure, free of manure, would have been a major
concern. That will be well understood – and lauded – by visitors.
Iron Age living
Archaeological research, together with excavation over a thirty-year period at Castell Henllys,
has produced data about aspects of the lifestyles of the people who lived in the Iron Age. We
know what they ate, what they wore, and how they stored their food, ground their corn and
spun their wool. We know they had tools and equipment for working the land and weapons to
defend their property. With this information credible stories are told about how people lived in
the Iron Age.
Archaeology
Archaeological excavations reveal many things about the history of the site. The original
enclosure for the village was a wooden palisade, which appears to have been replaced with
an earth bank within about 30 years. Castell Henllys was a smaller hillfort, compared with
some in the area but bigger than others, and excavations show it was deserted when the
settlement moved just a few metres to the north, to the annexe. There is evidence of
charcoal and fired clay that suggests that people cleaned up after themselves very effectively
and disposed of domestic waste carefully. Domestic waste heaps have been found on the
site, but these contained few artefacts. There is minimal evidence of the use of pottery at
Henllys, or any of the Iron Age sites in the area. People probably used other materials, such
as wood, rush and leather that decompose over time. A number of artefacts have been found
37
March 2013
on the site some of which are in the visitor centre and others held at the National Museum
Wales. The story of working archaeology holds much fascination for many visitors.
Settlement
Castle Henllys was evidently a stable settlement, continuously occupied for at least 300
years. It was likely to be home to around 100 people at any time, perhaps as an extended
family group or a tribe. During that time the inhabitants would have lived in the roundhouses
within the enclosure. The settlement would have looked much like it does today with the
roundhouses, the woods and fields around, and with animals grazing in and near the fort.
These facts and their similarities and differences with contemporary life are a key part of the
Castell Henllys story.
Food
People would have had mixed diets of meat and vegetables, with bread, or other grain-based
food as an important part of their diet. In many Iron Age sites in the area, spelt was the
dominant cereal, but people also used hulled barley, bread wheat, oats and emmer. Cereal
growing was certainly an important activity, providing essential food all year for both people
and animals. At Castell Henllys, the granary would have been one of the most important
buildings in the village. Food is a topic that generates unending interest, certainly in present
times.
Iron
Iron determines the name and age of this period and it was a precious resource. Iron was
most likely produced from bog ore, a large amount of which was needed to produce workable
iron in significant quantities. There is no evidence, however, of iron being produced at Castell
Henllys or at any of the Iron Age sites in the region, although there is some evidence of iron
forging. It is likely that iron tools were used carefully and then reworked into other tools when
needed. There is evidence of hearths where this re-working might have taken place. The
relative lack of iron during the Iron Age will be a point of interest to visitors and will surprise
many. Analogies with modern-day recycling will also be interesting stories to tell.
Supportive topics
Communication
People living close to the coast, as at Castell Henllys, are likely to have traded and
communicated by sea more than by land. Iron Age settlements along the western seaboard
of Europe had a close similarity in form and structure, which indicates that people
communicated well along the entire coastline from Spain to Scotland, carrying news, trading,
and sharing techniques and innovations. This has considerable resonance in today’s world. It
also demonstrates the sophistication within Iron Age lifestyles.
Disposal of the dead
There are no human burial sites at Castell Henllys or at any other sites in the local area from
this period. This is in contrast with the Bronze Age from which time burial mounds and
monuments survive at places such as Crugiau Cemmaes. It is not known why there is no
burial evidence at Iron Age sites – it may have been because bodies were cremated, or
because people practised a form of ‘excarnation’, where bodies were left out on platforms for
birds to eat and to decay naturally. This would fascinate – and possibly horrify – visitors!
Copper and bronze
Although it was the ‘Iron Age’, copper and bronze were still important materials for use as
tools and other artefacts. There is evidence of copper and bronze working at Henllys. The
characteristics and qualities of different metals will be of interest to many visitors.
38
March 2013
Iron Age woodland and farmland
The Iron Age residents of the village would have been expert managers of woodland and
farmland. They needed a supply of food, fuel and building materials throughout the year.
Effective woodland management, in particular, was crucial. People would have coppiced the
surrounding woodland to provide a constant supply of timber for creating and maintaining the
wooden palisade around the hillfort, for building work and for fuel for heating and cooking.
Coppicing was essential to retain a constant supply and not to diminish the woodland
resource. It required long-term thinking as re-growth of timber took around 25 years. Visitors
may not be familiar with the concept of perennial ‘cropping’ of timber in this way.
Climate change
The period between 1500 and 500BC saw a cooling of the climate in Britain by an average of
about 2°C from previous periods. In parts of the country, particularly the north and the west,
this would have resulted in increased rainfall, the development of blanket bog in uplands and
the shortening of the growing season by up to five weeks. In the west it may also have
resulted in certain crops, such as cereals, not ripening sufficiently during the growing season.
The impact of these changes is likely to have resulted in greater competition for agricultural
land and an increase in the number of defended hillforts. This is of particular relevance to
visitors in the midst of current debates and concerns about climate change.
Biodiversity
Castell Henllys has a rich biodiversity including rare barbastelle bats, dormice and otters.
The woodlands around Castell Henllys and the nearby Pengelli Forest are part of the North
Pembrokeshire Special Area for Conservation. The interpretation of the site’s biodiversity
should be linked to its history, for example, explaining that there has been woodland here for
thousands of years, that it has been managed by people, and that dormice and sycamore are
species that were introduced to Wales by the Romans.
Agriculture
During the Iron Age there was a gradual intensification of agriculture. Communities grew
more crops, working collectively to work the land and keep livestock. Iron tools were more
efficient and effective than wood or stone, and led to greater productivity. Surplus crops
could be traded, or converted to animal protein by feeding it to the livestock, making sure that
no food went to waste.
7.2 Themes
As we alluded above, themes are descriptive of elements of the story of a place and may
include more than one topic and offer aspects of context. We have set out the following
themes for the interpretation of Castell Henllys and supporting storylines that embrace the
topics identified above.
Overarching theme
Castell Henllys is a unique example of an Iron Age settlement with recreated
roundhouses, where visitors can see, hear and smell Iron Age life and understand its
place in the rich prehistory and history of the north Pembrokeshire landscape and its
relevance to the present day and the future.
39
March 2013
Interpretive themes
Interpretive themes are a helpful way of focussing the story of a site, as much for those
undertaking the preparation and presentation of interpretive media as for visitors. They
should be inherent in all interpretation but not necessarily articulated as such. We propose
five themes:
1. Castell Henllys shows the way of life of Iron Age people, which was similar in
many ways to our own way of life today with people living in stable settlements,
and also travelling widely to other settlements and along the coastline.
2. Iron Age people practised good land management, animal husbandry and use of
natural resources and lived sustainability in their environment.
3. The Celtic people of the Iron Age were sophisticated in many ways and had
considerable craft skills in building roundhouses, making and using tools,
preparing and storing food and producing clothing and decorative materials.
4. Castell Henllys represents an important transitional point on a continuum between
earlier prehistory and the development of society over the last two millennia.
5. Castell Henllys is a place to learn about the history and people of the ancient
Pembrokeshire landscape and the work of the PCNPA and archaeologists in
helping us to understand the past.
Interpretive storylines
The themes above provide an opportunity to develop many storylines that can be used in
interpreting Castell Henllys to visitors. Some examples include:
•
•
•
•
•
•
•
•
People at Castell Henllys slept in beds, washed and dressed, prepared meals, made
and mended their own clothes, not very differently from most of us today.
People at Castell Henllys kept cows, sheep, pigs, goats and hens, hunted deer,
caught fish, grew wheat and vegetables, and collected fruit from the woodlands.
People at Castell Henllys understood the importance of living in harmony with nature
in what we now call a sustainable relationship with the natural environment.
People at Castell Henllys used timber from local woodlands for building, fencing,
tools, furniture and equipment such as weaving looms.
People at Castell Henllys spun wool from the sheep and used leather from their cows
to make clothes.
People at Castell Henllys lived settled and stable lives in a self-supporting
community. There may have been times of friction between neighbouring
communities but these may been more ritualised that actual. Things changed when
the Romans arrived.
People at Castell Henllys managed their environment to ensure it continued to
provide them with all they needed for sustaining their lives. Today, the PCNPA
continues this sustainable approach to ensure the landscape and its natural
resources are available for future generations.
Castell Henllys is one of many prehistory sites in north Pembrokeshire and the
Pembrokeshire Coast National Park that, collectively, tell compelling stories about
people who left their mark on the landscape over thousands of years.
40
March 2013
8 Delivering the visitor experience
41
March 2013
8.1 Proposed visitor facilities
The PCNPA’s proposals for enhanced visitor facilities at Castell Henllys included making
better use of existing facilities and providing new buildings and features. The key
components of these facilities comprise:
• Conversion of the existing education centre – Llys Annwn – into a visitor centre
with a café and shop. Instead of walking along the access road to the reception office
at the far end of the building, visitors would enter the building at the front and pass
through the café, shop and a paypoint, before leaving through the current reception
door. The paypoint is the entrance to the pay perimeter, ie the boundary of the zone
where visitors are required to pay to experience the site.
• Conversion of Pant Glas, the current shop within the pay zone, to another function,
as an interpretation centre, offices or other function.
• Conversion of the current toilet block beyond Pant Glas into a learning centre with
expanded toilet facilities and a covered area as a congregation point for school
groups.
• A series of enhancements to the car parks, access roads, paths and other features
of the site
These upgraded facilities are intended to provide a better visitor experience and allow for
enhanced interpretation of the site.
8.2 Marketing profile of Castell Henllys
One of the findings during our phase of consultation was that there is some uncertainty about
the identity of Castell Henllys and how it should be marketed to visitors – is it a historic site or
is it a place for visitors to enjoy history? We are aware that, currently, visitors generally have
a great time when they visit Castell Henllys and enjoy the experience of the living history
approach to its interpretation. The issue has been how the site is marketed and what visitors
might expect to get when they visit.
We believe that most visitors want an ‘exciting day out’ and, at a site such as Castell Henllys,
enjoy a learning experience in a relaxed and informal setting. Visitors tend not to seek out or
enjoy a history lesson. Currently, the interpretation is pitched well at the informal learner
enjoying a day out, and this should continue to be developed. The marketing, promotion and
off-site interpretation of the site needs to reflect this ‘pitch’, using appropriate language,
attractive images and an overall style that will catch the attention of a broad, family-based
audience.
8.3 Component elements of the visitor experience
The following form the components of the visitor experience and each is described in detail in
the next chapter using the same numbering.
Pre-visit facilities / activities
1.
2.
3.
4.
Website
Site leaflet
Publicity and Marketing
Brown signs and postcode / satnav directions
42
March 2013
Welcome facilities
5.
6.
7.
8.
9.
Arrival signs / installations at road entrance
Access lane
Coach and car parks
Orientation point (at pedestrian exit from car park)
Free walks around the site (outside the pay perimeter)
Visitor centre
10.
11.
12.
13.
14.
Visitor centre – general (using main entrance)
Entrance lobby (introduction to Castle Henllys and some hub introductory interpretation)
Toilets (including site introductory interpretation)
Café (including site introductory interpretation)
Shop (including site introductory interpretation)
Pay perimeter – introduction
15.
16.
17.
18.
Admission point (combined with till for café and shop)
Interpretive exhibition in visitor centre
Pant Glas
Learning area (principally for school parties and activities / events)
Pay perimeter – hillfort experience
19.
20.
21.
22.
Path to the hillfort experience
Herb garden
Hillfort experience
Walks around the site (within the pay perimeter)
Other media / facilities
23.
24.
25.
26.
Activities and events
Meeting equality, health and wellbeing objectives
Post-visit experience
Volunteers and community support
8.4 Options appraisal
We selected the elements for the delivery of the visitor experience listed above as a result of
both intuitive and iterative options appraisals. We considered all options, including those we
‘felt’ were preferable, and scored them for their capacity to achieve the objectives for the
future management and interpretation of the site and for their appropriateness to its
character. The full options appraisal is shown in Appendix 1.
A number of issues arose during this appraisal that are critical to the success of delivering
enhanced interpretation and visitor experience. We discussed these issues with consultees
and with the Steering Group and drew on other research and discussion to guide the scoring
and subsequent decision-making. These issues are discussed below.
43
March 2013
The name of the site
We have already referred to the name of the site and its inaccuracy both in terminology and
location. We have given considerable thought to how it might be changed or replaced, with
the word caer used in place of castell, for example, as in Caer Henllys. However, the name
has been known since at least the 18th century and probably earlier and is well known among
archaeologists and historians, and other visitors to the site. More importantly it is well known
among local stakeholders and local government organisations as well as the tourist trade in
general. It also appears on maps, in records and in countless books and websites.
The word ‘Castell’ is easily understood by English speakers and readers as it is similar to the
English word ‘castle’. Wales is sometimes referred to as the ‘capital of castles’, and with 427
castles apparently has more castles per head than anywhere else in the world19. Visitors list
heritage as one of the key reasons for visiting Wales, and it could be argued that having
Castell in the site’s name will of itself, attract interest among potential visitors.
The fact that Castell Henllys is not an Norman or Edwardian castle can be usefully
interpreted, giving an opportunity to explain that the Welsh castles, particularly early castles,
are associated with kinship or clanship as well as with defensive structures, often
incorporating natural features of cliffs or rocky outcrops.
The word Henllys is potentially more difficult as visitors may be unsure of its pronunciation
and meaning. However the use of the double letter L is common in Welsh and one of the
language’s characteristics. The concept of the Llys as an high status administrative centre of
the various princes and local rulers of Wales, especially those in Deheubarth and Gwynedd,
also offers interpretive potential, explaining a part of Welsh history and culture.
We recommend, therefore, that – despite its reported shortcomings and potentially
misleading nature to which we referred – the name should remain exactly as it is but always
with an explanatory strapline such as Iron Age Village.
However, in determining a strapline, we have encountered conflicting opinions, particularly
regarding the word village. To some experts, Castell Henllys is at best a community but more
accurately described as a settlement; to others, the word village is acceptable as a generic
description of a small community or settlement and is in common parlance to describe such a
grouping of inhabitants – even if by today’s standards, it is a very small village indeed.
Names that we have considered, therefore, include:
• Castell Henllys –Celtic / Historic Fort
• Castell Henllys – Iron Age Fort
• Castell Henllys – Celtic / Historic Village
• Castell Henllys – Iron Age Village
• Castell Henllys – Iron Age Centre
• Castell Henllys – Celtic / Historic Settlement
• Castell Henllys – Iron Age Settlement
• Castell Henllys – Celtic / Historic Community
• Castell Henllys – Iron Age Community
• Castell Henllys – Celtic / Historic Roundhouses
• Castell Henllys – Iron Age Roundhouses
19
BBC Website – Wales history
44
March 2013
Of these, we recommend either, Castell Henllys – Iron Age Roundhouses, or Castell Henllys
– Iron Age Village for the following reasons:
• The term Celtic is, of course, accurate but is now widely used to mean many different
things and is increasingly used as a marketing name or promotional tool; it has
obvious connections with people in the past but it is an amorphous term and can
relate as much to people, or movements, or cultural and even business interests of
today.
• The word historic, as we have said above, lacks accuracy at least technically, is
implies a site where something dramatic has happened and it lacks any real
definition.
• The term Iron Age, with whatever shortcomings it may have (there is little evidence of
iron at Castell Henllys), is nevertheless familiar to many people as ‘a long time ago’
even if they cannot date or define it accurately.
• The word fort implies to most people, as does the word castle, an obviously fortified
site with built up defences. While Castell Henllys certainly does have clear evidence
of defences, these are not, either at the time of use nor today, its most dramatic and
telling feature.
• The word village is a popular word in ordinary usage. However its use is contentious,
at least among archaeologists and in any case implies a settlement perhaps larger
than what is evident on site.
• The word settlement is used widely to describe any community of houses and other
buildings, particularly nowadays in planning and related circles, and is not used by
the general public to describe what they would call a village.
• The word community is used widely by everyone but with a range of meanings, most
often to describe or imply a community of interest as much as a village, settlement or
part of a town or city.
• The word roundhouses, possibly the two words round houses, have the singular
quality of being accurate in describing what is on site and which, by general
agreement, is the most telling and memorable feature of Castell Henllys. They can be
pictured by most people, at least in terms of shape if not construction and materials.
However the term could be used for any other ‘round’ structures from other periods.
Ken Murphy, of Dyfed Archaeological Trust, has suggested the term ‘Celtic Village’. ‘Celtic’
is used by academics to popularise archaeological terms as they know it appeals to the
general public. It has strong associations with Wales, the Welsh, and other Celtic peoples
and is generally regarded in a positive and interesting light.
Location of interpretation exhibition
Our brief suggests that interpretation should be provided at three points on site:
• In the entrance lobby and toilets-café-shop area (the free admission area)
• In a new interpretive centre located in Pant Glas (principally by way of unstaffed
exhibition panels and other displays)
• At the hillfort experience (principally or wholly by way of live interpretation).
We have given considerable thought to the location of an interpretive exhibition area. The
advantages of using Pant Glas are obvious – it is an existing building, used currently for the
shop, it has adequate space for an exhibition and there is storage space available for
equipment and other interpretive exhibits.
45
March 2013
The disadvantage of using Pant Glas, however, is its separation from the main visitor centre
building. Visitors will experience introductory interpretation in the café and then may, or may
not, experience additional interpretation depending on whether they choose to visit Pant Glas
on their way to the hillfort. It is not possible to channel people compulsorily through Pant Glas
on the route and we believe that many will choose not to visit the building. The separation
also leads to staffing difficulties, especially during the low season, when it may not be
possible to staff Pant Glas at the same time as staffing the visitor centre.
The advantages of locating interpretation in the visitor centre, however, are numerous.
Visitors will experience the café, shop and interpretation in one building, and its management
can be achieved with minimal staff at quiet times. Interpretation can be delivered as one
integrated and connected flow of ‘explanation’ about the site and its location in north
Pembrokeshire with some delivered within the café area and some in a separate area. Other
interpretation can also be delivered in the shop and in the toilets. We believe this approach
would have greater capacity for increasing visitor numbers and visitor spend and would
provide a more satisfying experience that would facilitate greater understanding and
enjoyment of the site. We strongly recommend this option.
To achieve this, we also recommend that the visitor centre should be extended by one bay
(or its equivalent) to accommodate the interpretive exhibition, which should be within the pay
perimeter. We understand this is not necessarily a ‘low cost’ option but the benefits of more
efficient site management, an enhanced visitor experience and the freeing up of Pant Glas
for other uses (we say more about this later) could outweigh the costs. However, if the costs
for adding another ‘bay’ onto the visitor centre are high, then it would be better to invest in
interpretation rather than building work, and to redesign the existing space in the visitor
centre to provide an interpretation area.
Interpretation at the hillfort
The hillfort is the principal experience for visitors to Castell Henllys. The roundhouses feature
strongly in all publicity about the site and they are the key destinations for a visit.
Interpretation by the costumed guides provides a very personal insight into the history and
use of the hillfort leading visitors very successfully back in time.
Currently, there are a number of old interpretation panels near the roundhouses that provide
explanation about development and use of the hillfort. There is opportunity to update these
panels, or to remove them altogether. Updating would refresh the interpretation and provide
it with a more contemporary style, while removing the panels will keep the area free of
contemporary intrusion and enhance its historic atmosphere.
Our recommendation is to remove the panels and have no visible interpretation materials in
the vicinity of the roundhouses. We would also recommend having no static audio units or
other media that will intrude on the site. We would recommend, however, the use of
temporary interpretation sheets / panels on the looms and other artefacts inside the
roundhouses where these may help to explain the use of these features when there is no
costumed guide on site.
Using digital technologies
New digital technologies include ‘apps’ for smartphones and tablets that provide both visual
and audio interpretation, and ‘augmented reality’ (AR) that can provide layers of
interpretation with animations, other graphic forms and text displayed on enabled
smartphones and tablets, with accompanying audio. The AR animations can overlay
exhibition illustrations or photographs on the smartphone or tablet screen. They can recreate
46
March 2013
buildings and other features in the landscape and ‘people’ a site with authentic characters.
AR offers an exciting interface that is particularly appealing to younger visitors.
In a visitor centre, AR can provide exciting screen-based overlays and animations that can
bring alive some of the static exhibitions and displays. The centre would need wi-fi or a
mobile phone signal and the application can be downloaded ‘live’ as a user progresses
around the exhibition, or it can be downloaded as a complete package from a wi-fi hotspot.
Tablet computers can also be provided for hire, or by depositing keys or a credit card, for use
in the exhibition. In a situation such as the hillfort as Castell Henllys, again there would need
to be a mobile phone signal available, or the application would need to be downloaded
before the visit from either the website or from a wi-fi hotspot in the visitor centre.
Currently, there is no wi-fi available in the visitor centre and there is no consistent mobile
phone signal anywhere on the site. We have explained earlier that this situation is unlikely to
change in the near future without considerable investment by PCNPA. Wi-fi with open access
could be installed, though, in the visitor centre, and applications could be made available for
use within the interpretation area. Once downloaded, these applications could then be used
throughout the site if needed.
The key characteristic of the hillfort itself is a sense of authenticity. This is a re-created Iron
Age settlement with real (if modern) roundhouses and often with guides dressed in clothes
that represent the clothing likely to have been worn in the period. AR can offer benefits for
when the site is not staffed or provide interpretation in other languages, but that would need
to be balanced against its set-up costs and its impact on the successful current situation
where costumed guides offer bespoke personal interpretation across a variety of themes.
There is considerable scope, however, for AR applications to be used for the other hub sites.
Our recommendation below for a timeline or timepath on the access track to the hillfort would
encourage visitors to travel back in time, discarding the trappings of modern life and
‘entering’ the Iron Age. The use of digital technologies could help to bring the Iron Age story
alive but it could also detract from the authenticity of the site, with people holding and using
smartphones and tablet computers around the site and inside the roundhouses. Digital
technology could also act as a barrier between the visitor and the site, with visitors
interacting with their digital devices rather than with the historic site.
Digital technologies are changing rapidly. An application developed now is likely to be
superseded, and could begin to look outdated, within a short time. They are currently
expensive to create but that cost is likely to decrease in time as technologies are developed.
We recommend that PCNPA take advantage of these technologies wherever possible but to
use them with great care and only in appropriate situations.
8.5 Use of the site as an interpretive hub
The Cadw Interpretation Plan – Interpretation Framework for the Origins and Prehistory of
Wales – recommends that Castell Henllys becomes an interpretation hub for prehistory sites
in north Pembrokeshire. We support this recommendation. There is opportunity for the visitor
centre to provide information and interpretation about other prehistory and heritage sites in
the area, and for Castell Henllys to be a ‘first step’ to exploring these other sites. We have
included an objective for Castell Henllys to play this ‘hub’ role and some delivery options for
including interpretation about other sites at the visitor centre.
There is also opportunity for each of the sites within the hub group to carry reciprocal
information and interpretation about Castell Henllys and the other sites. This is the principle
47
March 2013
behind Cadw’s Follow the Story initiative where interpretation at each site leads the visitor to
other nearby sites and visitor attractions. So, for example, interpretation at the Neolithic
Pentre Ifan site should include an encouragement to visit the nearby Castell Henllys for an
Iron Age experience.
8.6 Flow of visitors through the site – with optional routes
The flow through the site reflects all the component elements with the exception of pre-visit
information and interpretation. There are four key decision points for visitors:
•
•
•
•
Road entrance – to visit or not to visit
Car park / orientation point – to visit or not to visit the site; if to visit, to use the walks
before or, if desired, after going to the visitor centre
Entrance lobby – to continue visit, to go elsewhere or to depart
Visitor centre – after using all or some of the facilities (toilets, café and shop), either
to depart or pay to visit the interpretive exhibition / interpretive centre and hillfort
experience
We have drawn up the following flow diagram to incorporate the various elements within the
visitor experience on site and the options, which may be exercised by visitors. For the
purpose of the diagram, we have included Pant Glas as an alternative to an interpretive
exhibition in the visitor centre. The blue route would be our preferred option. We have no
views regarding the use of the walks on site before or after using the visitor centre, or not at
all, other than that visitors should be informed about them and encouraged to enjoy them.
School flow
Our preferred route for school groups would be different from that for general visitors. Groups
would continue to arrive at the coach park and follow the path down towards the visitor
centre and then along the access track to the learning centre. Here, they would be given
cloaks, would conduct introductory activities to get ready to travel through time (including
using the time spiral), and would then go to the timeline or timepath along the access track to
the roundhouses. On their return, they would leave their cloaks in the learning centre and
then go back to the coach park through the interpretation centre and shop. In wet weather,
groups could participate in activities in the learning centre or in the proposed pavilion across
the river.
48
March 2013
Flow diagram of visitor movements and options on site
Arrival at road entrance
Decide not to visit
Decide to visit another time
Arrive at car park
Decide not to continue visit
Arrive at orientation point
Use free walks around site
Arrive at visitor centre
Visit hub interpretation
Pay admission
Use / pass toilets-café-shop
Visit interpretive exhibition
Visit PG interpretation centre
Visit hillfort experience
Join activities or events
‘Lost’ visitors
Use walks in pay perimeter
Revisit / pass interpretation
displays
Revisit PG interpretation centre
Use / pass toilets-café-shop
toilets
Use free walks around site
Return to car park
toilets
Depart
Note: The boxes in brown, relating to an interpretation centre in Pant Glas, would be part of
the route if our recommendation to incorporate an interpretive exhibition in the visitor centre
is not accepted.
49
March 2013
9 The visitor experience in detail
50
March 2013
9.1 Pre-visit facilities / activities
This will include the following elements whose numbering is also used on the cost
allowances table.
1 Website
•
•
•
•
•
•
•
There should be a dedicated series of pages for Castell Henllys on the PCNPA
website which should provide all necessary information for potential visitors including
practical details relating to access, opening hours, entry charges, facilities, activities,
events, learning centre and programmes, Castell Henllys as a hub for other
prehistoric sites etc.
There should also be an interpretive section explaining the story of the site, its Iron
Age and geographical contexts, the construction of the roundhouses and other
background information. The design of this new section of the website should be
developed to reflect the new interpretive ’branding’ of the site (see 3 below).
There should be links to other relevant websites and associated / complementary
attractions.
The principal contents of the website should be downloadable both as a promotional
tool and also, if carefully designed, as a simple site guide; all the contents should be
downloadable to personal digital equipment.
There should be a downloadable application for smartphones and other digital
equipment that could be used on site to augment the personal interpretation or to act
as the personal interpretation in the low season. The application could use a variety
of technologies, including Augmented Reality (AR), to enable visitors to see and hear
images and stories of the site and its wider contexts, including other interpretation
hub sites, preferably told in a personal way by ‘real’ characters telling their stories of
living in the Iron Age. The application needs also to be available by wi-fi at the
admission point in the visitor centre (see 16 below).
Castell Henllys should have its own Facebook and Twitter pages within the PCNPA
sites, which should be updated regularly by staff and users. People could show they
‘like’ Castell Henllys and find out what’s going on there. They could also follow Castell
Henllys’ Iron Age inhabitants on Twitter, with staff tweeting in character.
The website should interpret all five themes and provide visitor information including
directions to the site.
2 Site leaflet
•
•
•
There should be a site leaflet, regularly updated and available at all outlets serving
visitors including TICs, accommodation and catering establishments, other attractions
etc. The leaflet should be the same as the downloadable pdf to avoid any confusion.
It could also serve as a simple site guide as we suggested above. It should include a
QR code to take users directly to the Castell Henllys section of the PCNPA website.
The site leaflet should be a component of bedroom browsers available at all local
overnight accommodation providers.
The site leaflet should interpret themes 1 and 5 and provide visitor information
including directions to the site.
3 Publicity and marketing
•
In addition to the website and site leaflet, a publicity and marketing programme
should be planned and implemented to include general public relations for Castell
Henllys as well as familiarisation / welcome days for local accommodation and
catering providers, other attraction staff and tourist information staff.
51
March 2013
•
•
•
The programme should include a new branding for Castell Henllys that can be used
throughout its marketing, publicity and interpretation schemes. The branding should
include the name of the site with its strapline – Castell Henllys Iron Age Roundhouses
– and the existing logo. It is a strong image and evocative of the hillfort and its
roundhouses. There should be, however, redesign of the graphic presentation
throughout to reflect the theme and ambience of the site..
An essential requirement of the marketing and interpretation of Castell Henllys is a
consistency and continuity of approach through website, publications, exhibition and
other interpretive materials. The new design style should be used for all materials and
a continuity of messages adopted that helps to set the scene, build understanding
and anticipation and convey an attractive and accessible identity for the hillfort.
Publicity and marketing should include themes 1 and 5 and provide visitor
information including directions to the site.
4 Brown signs and postcode / satnav directions
•
•
•
The existing provision of brown signs should be reviewed and the number augmented
where possible within Pembrokeshire County Council (PCC) policy to provide
effective guidance from further afield than at present; this should take account of the
many minor roads in the area which can be used to reach Castell Henllys, particularly
when part of satnav routings. Other site delineations can also be used, such as
hedge trimming and verge cutting that make the entrance clearer while avoiding a
clutter of signs.
Reference was made earlier to the name of the site; this is a key issue when
considering the short form of names (in two languages) used on brown signs.
Efforts should be made to ensure that the postcode (and related information)
provided by the Post Office and used by satnav companies relates to the site
entrance off the A487 and no other access route.
9.2 Welcome facilities
5 Arrival signs / installations at road entrance
•
•
•
The existing directional sign at the site entrance on the A487 is quite inadequate and
should be replaced by a pair of more substantial illustrated signs (facing east and
west), which gives visitors a hint of what to expect as well as a sense of welcome to a
visitor attraction and not simply a prehistoric site. It should include café and toilet
symbols.
Alternatively, the directional sign should be replaced, or enhanced, by some form of
installation (evocative of the roundhouses), which would have the same function but
would give a much stronger indication of what was on site.
Reference was made earlier to the name of the site; this is also a key issue when
considering the signs at the site entrance.
6 Access lane
•
•
The access lane would benefit from small but evocative ‘signs’ or symbols, such as
two-dimensional silhouettes, at intervals to act as ‘teasers’ to visitors, helping to
confirm to them that they have made the right decision to come to Castell Henllys and
providing minimal introductory interpretation, setting the scene for a visit to the Iron
Age hillfort.
There should be improved, but minimal, signage on the access lane and particularly
at the coach and car park entrances.
52
March 2013
•
•
Access on the track would be greatly enhanced by the provision of a limited number
of passing bays
The totem pole, which is not explained in any way, could well be re-sited in a more
appropriate location where visitors will get a chance to see it rather than simply drive
past it.
7 Coach and car parks
•
•
•
The coach park should have a welcome and orientation sign, with a simple site map,
to help visitors to get a feel of the site and be reassured that the walk to the visitor
centre is a relatively short one. Any interpretation should be minimal at this point,
primarily setting the scene for a visit to the hillfort.
The car park’s overall layout and appearance should be substantially improved in
order to make it more welcoming and easier to use – markings on the surface would
make better use of the space. We do not favour surfacing the car park with
tarmacadam, though it is important that any surfacing should be appropriate for
wheelchair use.
There should be clear signposting within the car park giving clear guidance to visitors
on how to reach the walks and visitor centre by means of an orientation point.
8 Orientation point
•
•
•
•
•
There should be a substantial welcome and orientation point at the pedestrian exit
from the car park which would fulfil a number of introductory functions including a
brief description of the site and its attractions and facilities, a clear site map,
directions to the site walks outside the pay perimeter and directions to the visitor
centre and the learning centre.
It should have provision for current activities and events information, and any site
news, to be posted tidily but clearly.
It could be designed to reflect the shape and structure of a roundhouse and provide
shelter for those using it when it is raining.
It should be sited so that it is clearly visible in the car park and where there is no
danger to pedestrians from moving vehicles.
Interpretation at the orientation point should include theme 1 and set the scene for
the visit.
9 Free walks around the site (outside the pay perimeter)
•
•
•
The interpretive media along the walks outside the pay perimeter should also be
reviewed and updated to take account of any changes in terrain, flora and fauna and
also to present and coordinate the walks in style and approach with the interpretation
used in the interpretive exhibition and within the pay perimeter.
The panels should continue to interpret the natural heritage of the area, but making
clear reference where appropriate to links with the lives of Iron Age peoples – for
example in their management of woodland, use of plants as herbs and medicines etc.
Interpretation of the free walks should include themes 1 and 2.
9.3 Visitor Centre
10 Visitor centre – general
•
The approach to the visitor centre (the former ‘education centre’) should be greatly
improved to make it much more appealing. The route to it should be clearly
53
March 2013
•
•
•
•
•
delineated by clear signage to take visitors to the existing pair of entrance doors close
to the car park.
The visitor centre could be extended by one section, or its equivalent – as proposed
above – to provide space for an interpretive exhibition.
The visitor centre should be designed and laid out as a ‘loose fit’ series of spaces
with movable partitioning, furniture and sales fittings so that it can be arranged easily
in different forms for a variety of purposes. Exhibition materials should also be
movable and there should be appropriate storage space to pack them away when
necessary. Spaces within the centre can then be changed quickly and easily for
events and activities and for changing requirements through the seasons.
The centre should embrace sustainable building technology and low energy power
supplies to reduce its carbon footprint. This can be another educational tool for
visitors, particularly school groups.
We have suggested in 23 below the expansion of an events programme that would
include extending opening times to include or evening, and perhaps night-time,
activities; this will have implications for staff costs as well as for income.
The visitor centre should, therefore, provide for all visitor needs before they leave to
enjoy the hillfort experience.
11 Entrance lobby (including hub introductory interpretation)
•
•
•
•
•
The entrance lobby has two vital functions – to act as the final welcoming area (after
the signs on the A487, the interpretive media on the access lane, the car park and the
orientation point) and to be a strong visual introduction to Castle Henllys. It should
also provide a visual introduction to the area and its other historic sites.
It must be brightly lit with no installations / media blocking light from the windows. As
the lobby is a corridor that could be busy at times, with people walking in both
directions, there must be nothing here that greatly impedes the flow of people.
Castell Henllys’ role as the focal point of the hub must be clearly shown to emphasise
that it is the ‘must see’ site above all and the place where visitors can learn and
gather information about the other important sites nearby.
Alternatively, the entrance lobby could be extended to make a wider and more open
arrival area, more suitable as an exhibition area and also a gathering area for people
going on to other sites.
Interpretation in the entrance should include themes 1 and 5.
12 Toilets
•
•
•
•
The area given over to toilets for general visitors should be reduced from the present
area allocated to toilets for schoolchildren and refurbished completely to provide for
male and female visitors, those with disabilities and for baby-changing
The toilets should include entertaining interpretive ‘sidelights’ – perhaps on Iron Age
sanitary arrangements – to add a much-discussed aspect of the life of people in
history. They should also provide information about other sites to visit from Castell
Henllys.
The toilets may be an appropriate place to interpret some of the ‘green’ aspects of the
building, including water supply, sewage treatment, heating and lighting.
Interpretation in the toilets should include themes 1 and 5.
54
March 2013
13 Café
•
•
•
•
•
•
•
•
•
•
•
•
•
The café will be an important addition to the facilities at Castell Henllys and should
act as an attraction in its own right as an income-generator even if customers do not
pay to visit the site.
The café should be within the ‘free’ area but should also be located so that visitors
pass through it on the way out.
The café area provides an opportunity to weave in stories of Iron Age life in a number
of ways and to provide high impact, almost subliminal interpretation, such as images
of the hillfort, brief evocative texts about life in an Iron Age settlement and
photographs or illustrations of costumed activities at the roundhouses.
There should be graphics and hangings, including examples of woven materials and
other easily-displayed and maintained artefacts, clothes, tools and equipment of Iron
Age living.
There should be a video screen, or screens, showing a variety of short programmes,
including clips of the costumed interpreters with visitors, of activities and of events
from cooking to weaving, archaeologists at work, the surrounding landscape,
domestic animals and wild flora and fauna. Sound could be included, but not as
narrative. It should be aural images of people and work in the hillfort, ancient music,
etc.
Simple two-dimensional silhouette figures could be located at key points in the café to
help ‘people’ the café with an Iron Age presence. These could be figures created from
photographs of the live costumed interpreters.
Food and drink on sale should reflect Iron Age ingredients and items should be given
appealing names to add to the interpretation. One or two sculptural Iron Age people
could be seated at one of the café tables or in a stand alone area – to attract visitors
and to offer a photo opportunity.
Menus should include descriptions of food items likely to have been used in the Iron
Age and introductory interpretation to the hillfort experience. This could also be used
on table tops and napkins.
The café should have a children’s seating area with games and informal activities for
children to enjoy. The activities should include a ‘roundhouse doll’s house’ with
removable roof, simple fixed puzzles, dressing-up costumes, etc (see 16 Interpretive
exhibition in Visitor Centre).
The café could be run as a franchise and / or community enterprise, with local people
providing local products that are relevant to the site and the area. This model is
known to work well, with a good example being the café at Oriel y Parc. Another café
that appears to be successful is the Coach House, part of the Abbey Visitor Centre at
St Dogmaels.
There is opportunity to install a themed play area immediately outside the café with a
barrier to prevent access into the pay zone. The play area should bear reference to
its location, perhaps by construction as a mini-roundhouse with children’s seating.
There should also be seating and tables for families and activities that are relevant to
the site. Some of the wall space allocated to interpretation within the café should be
designed so that it can also be used for temporary exhibitions and displays. These
could include work by visiting schools, exhibition of visitors’ photographs, exhibitions
prepared by local groups such as a walking club, an art or photography group or local
naturalist and history societies.
The design and building materials of the visitor centre can also be interpreted to
visitors through a flipbook and/or graphic panel.
Interpretation in the café should include themes 1 and 5.
55
March 2013
14 Shop
•
•
•
•
•
•
•
The shop should be within the ‘free’ area but should be located so that visitors pass
through it on the way out. Access between shop and café should be unrestricted and
the introductory interpretive displays in the café should extend to the shop area. We
would expect the shop design and layout to minimise opportunities for theft.
The shop is clearly another income-generator but should select stock with care in
order to reflect the nature of the Castell Henllys site and of the Iron Age story, as well
as the wider National Park.
Ideally, a range of items should be site-specific and appropriate to the market, and
could include work by local craftspeople, for example items of clothing produced
using Iron Age weaving patterns, simple kitchen utensils in wood and so on.
Food and drink items, similar to those on sale in the café, should be available.
Replica artefacts should also be on sale in various forms.
Books and DVDs on a range of topics related to the site should be on sale and could
include DVDs of the costumed interpreters, activities and events.
Herbs, reflecting those in the herb garden and, ideally, produced locally and from the
herb garden, should be on sale.
If there is available wall space, interpretation in the shop should include themes 1
and 5.
9.4 Pay perimeter – introduction
15 Admission point (combined with till for café and shop)
•
•
•
•
•
The admission point should sell a new site guidebook as well as providing a free
leaflet about the site as part of the admission fee. That leaflet could, or should, be the
same at the downloadable pdf leaflet available on the website.
The guidebook should be highly interpretive, avoiding technical and other detail but
with a wide range of references for further reading, using websites, visiting other sites
etc. The style must be light and fully illustrated. The use of cartoons / caricatures
alongside conventional text would make it more appealing to families. The price
should be kept as low as possible while still providing a return on the investment
needed. The guidebook should be designed in harness with the interpretive exhibition
(see below).
A discovery pack for children, for sale, should be considered to help them and their
parents understand and discover aspects of the site itself and to encourage them to
try out activities related to Iron Age life. We do not counsel an activities pack that is
rented and returned, as this requires considerable staff time. The discovery pack
could be adapted for use with schoolchildren.
A downloadable application (described in 1 above) for visitors’ personal digital
equipment should be available from a wi-fi hotspot to complement the exhibition in
the interpretive exhibition (see 16 below). Tablet computers also be hired to visitors at
a modest charge with their secure return ensured by a deposit, lodging of car keys or
other means. The application could include content to explain features at the hillfort
itself though we would advise that this should be undertaken with great care, if at all,
in order to maintain the authentic character of the Iron Age site.
Interpretation for the guidebook, discovery pack and downloadable audio tour should
include all themes.
56
March 2013
16 Interpretive exhibition in visitor centre
•
•
•
•
•
•
•
The visitor profile for the National Park, and particularly for its northern area, suggests
that many visitors have more than a passing interest in the natural and cultural
heritage of the area and wish to learn more. For that reason, a well-researched,
structured and designed interpretive exhibition will help all visitors to learn,
understand and appreciate more about the Castell Henllys site and the wider Iron
Age story.
The interpretive exhibition should be within the pay perimeter as a valuable adjunct to
visiting the hillfort experience. It should be located in such a way that visitors return to
it – and to the shop, café and toilets – on their way out.
The exhibition should incorporate a variety of media but should not rely on graphic
panels with lengthy text; it should be designed in harness with the guidebook. It
should include attractive photographs or illustrations of the site, with some as oblique
aerial views, reconstruction illustrations of the site as it may have looked in Iron Age
times and minimal text explaining its history and use. There should be artefacts
(original and / or replica) on display with clear guidance as to their provenance,
manufacture and use, and opportunities for interactive experiences of different kinds.
Digital media will have their place, particularly for providing more detailed
interpretation than the exhibition, and could also incorporate the cartoon / caricature
approach of the guidebook to appeal to younger visitors and indeed all ages! Flip
books could be included.
The exhibition should have, as its focal point, a representation of an Iron Age hut as
the setting for a storytelling point where delivered in person or by video. During the
main season, when costumed interpreters are on site, this area could be used for
video programmes encouraging visitors to explore the site including the herb garden
and hillfort experience. During the low season, or on days when costumed
interpreters are not on site, the area should be used to show short films featuring the
costumed interpreters, as well as other short presentations on topics including the
construction of the Iron Age huts, the historic landscape of north Pembrokeshire,
wildlife of the area and the work of the PCNPA in protecting the landscape of the
national park. The area should have limited and simple seating which should be
easily moved and stored.
There is opportunity also to have a children’s corner in the interpretation space with
activities that build on those experienced in the café. The space could be part of the
storytelling point, or in a separate area, and include games, puzzles, try-on costumes
and other learning activities.
A tour of the exhibition could be accompanied by the smartphone / tablet application
described in 15 above.
Interpretation in the exhibition should include all themes.
17 Pant Glas
•
•
•
The extension to the farmhouse, currently the shop, should not become the
interpretive centre for a number of reasons – it will be separated from the other visitor
facilities, it is likely to be unstaffed (for financial reasons) and therefore visitors will not
have a chance to refer to staff easily, it is not an immediately attractive building
(although the farmhouse was a simple vernacular building) and is likely to be ‘missed’
by many visitors.
For largely similar reasons, it should not become the proposed café, which should be
incorporated – as we say above – as a key feature in the visitor centre.
By not using Pant Glas for an interpretive centre, it can be used to provide essential
area for a staff common room (in addition to existing minimal facilities) with adequate
57
March 2013
•
changing space, a storage area for ‘props’ for interpretation and an area for CPD
training and other similar purposes.
There would also be space to provide a small research area to house the existing
library, which could be used by staff in preparing interpretive programmes and could
be made available, on application, to students and others to use on an occasional
basis.
18 Learning centre
•
•
•
•
•
•
•
•
•
•
The development of the existing outdoor toilets to house a new facility for school
groups will provide greater flexibility for Castell Henllys staff and for teachers as well
as maintaining a separation of children from visitors, which is increasingly requested
for a variety of reasons.
The learning centre, as planned in outline, should also provide space for storing the
costumes used by children and for the temporary storage of any belongings while
they are on site.
The same space can be used by adult and / or family groups visiting for weekend and
holiday activities and events.
The toilets should be adequate in size with arrangements for both children and adults
and should include, like the toilets for general visitors, entertaining interpretive
‘sidelights’ – perhaps on Iron Age sanitary arrangements – to add a much-enjoyed
aspect of the life of people in history.
The learning centre should have a preparation area for props, activities etc; it is close
to the proposed location of storage of props and materials etc in Pant Glas.
The centre should have introductory orientation and interpretation media to help
children (and others) to understand the basic elements of the site and what to look
for, both in the hillfort experience and in the landscape around.
The learning centre is an ideal base for many types of learning activity, including
greenwood working, forest schools and bushcraft, woodland crafts and other history /
environment themes. This could be provided in association with other organisations
such as the Wildlife Trusts, local schools and colleges.
The proposed pavilion on the other side of the river could provide valuable ‘instructive
play’ facilities as well as space for letting off steam with a range of adventure
equipment. These facilities should be available for all children to use in holiday time.
The spiral ‘time-traveller’ currently located next to the education centre should be
replicated at the learning centre.
Interpretation at the Learning Centre should include all themes.
9.5 Pay perimeter – hillfort experience
19 Path to the hillfort experience
•
The path to the hillfort experience is, for some visitors, quite a strenuous walk,
particularly where young children have to be encouraged to keep going, or when
pushed in buggies. The path should be developed as a time path starting with the
present day at the visitor centre and moving back in time to the Iron Age. There
should be two seating areas on the route to enable people to rest and groups to regather, which can house interpretation. There should also be a series of small,
‘teaser’ interpretive points or installations that encourage visitors to move on to the
next point. This could be done by posing questions which are answered at the
following point, by entertaining graphics or by other means related, for example, to
‘going back in time’. They should be carefully planned to seed ideas rather than
58
March 2013
•
•
•
•
simply provide information. For example the interpretation could include facts about
general living conditions going back in time, as visitors move along the time line on
the way up to the hillfort. Stepping back to the 1800s would mean no electricity, digital
devices, cars, artificial fabrics – and so on.
The journey to the hillfort currently has interpretation about the biodiversity of the site.
This should be reviewed and revised to relate to displays in the interpretive exhibition
/ interpretive centre and to other wayside interpretation about the site’s history and
biodiversity.
Transportation for those physically challenged should continue to be provided using
appropriate, environmentally-friendly vehicles. We recommend purchase of a new
vehicle for providing access to the hillfort for wheelchair users and others for whom
the climb is not feasible. A short commentary could be provided either personally by
the interpreter / driver – the preferred option – or in recorded format.
To the left of the path to the hillfort, about half way along, there is a track to the left
leading to a field that is within the ownership of the PCNPA. The field has potential for
a variety of uses. Our recommendation would be to establish a demonstration
construction project aimed at re-creating a roundhouse over, say, a one to three-year
period. The project should involve community groups, volunteers, building
construction students and others with an interest in greenwood building as well as
those with a more academic interest. The project could be marketed as an ongoing
attraction with a series of well-planned activities extending over the three-year period.
It would work well as a long-term activity to run alongside a re-launch of the site as a
visitor attraction.
Interpretation along the path to the hillfort should include all themes.
20 Herb garden
•
•
•
•
•
•
•
There is a real opportunity to develop the herb garden into a much more appealing
attraction in its own right as well as relating it directly to the life of Iron Age people.
There is a case for suggesting to visitors they enjoy the garden on the way down from
the hillfort when the plants and their uses may be better understood. There may be
opportunities for an alternative route from the herb garden to the river and the Visitor
Centre to explain and interpret more of the natural history of the site.
The physical appearance of the garden should be considerably enhanced (even
allowing for seasonal variations) and good interpretive media provided to relate the
cooking and / or medicinal herbs to the story of Castell Henllys.
It will be essential to maintain the garden properly. This could be a project for the
local community (such as it is in a sparsely-populated area), a local college offering
land management courses to take on, a local nursery as a franchise or a group of
dedicated volunteers.
Cuttings and plants grown in the garden (or the same plants grown elsewhere, again
perhaps by the local community) could be sold in the shop, extending the present
very limited selection. This may not be viable, however, however desirable.
The picnic area in the herb garden could be extended to provide a larger area for
picnicking and enjoying the view of the hillfort.
If a suitable community-based management mechanism cannot be found for the herb
garden it would be more appropriate to convert the garden wholly into a picnic site.
Interpretation at the herb garden should include themes 1, 2 and 3.
21 Hillfort experience
•
Arriving at the hillfort is, for most visitors, the high point of their visit, which, even if
they have seen photographs or video of the site beforehand, still offers the ‘wow’
59
March 2013
•
•
•
•
•
•
•
•
•
factor that makes for a memorable experience. This should not be compromised in
any way by installing interpretive media of any kind that intrudes into the ‘suspension
of disbelief’ which the roundhouses generate. The present interpretive panels should
all be removed to enhance the integrity and atmosphere of the hillfort site.
The principal mechanism for interpretation throughout the main season should
continue to be the costumed interpretive guides who can bring the site to life in so
many ways through their narrative, demonstration of tools and skills and organising of
activities and events of many kinds. We referred to substitutes for this experience in
the section on the interpretive exhibition above. The costumed guides deliver ‘first
person interpretation’ when they are in character as an Iron Age person, and also
‘third person’ when they are in the present day and describe life in the Iron Age.
When in ‘third person’, guides can also talk about the wider contexts of the hillfort,
such as its location within the National Park and ways in which the Authority works to
protect and interpret the landscape.
There is also an important place for non-costumed guides to give guided tours, talks
and demonstrations, freeing up the costumed guides to lead hands-on workshops,
demonstrations and education activities.
There is scope, however, to augment the work of the interpretive guides by installing
one or more media in some or all of the houses. These could take the form of
‘atmospheric’ sounds and silhouette figures in the living houses, possibly some small
interpretive panels to explain artefacts and crafts or additional equipment such as
more weaving frames etc.
There is also scope for placing interpretive panels into items that enhance the
integrity of the site, such as wicker baskets or on to silhouette figures.
An important aspect of all interpretation on site, and particularly within the hillfort
experience, is to place it firmly in the context of its historical landscape and flora and
fauna.
The presence of farm animals should be maintained, as an important example of how
animals would be used by Iron Age people, and as an attraction for family groups and
children.
Visitors could use the digital application, downloadable from the website or from the
visitor centre. As we explained in 15 above, great care should be taken in developing
and using this application.
The costumed guides provide an evocative interpretation of the hillfort, but when they
are not on-site there is value in providing discrete background audio triggered by
footfall at the entrance to a roundhouse, with sounds of, for example, fire crackling,
children playing, a weaver’s loom in operation and animals. The audio should be
accompanied by other sensory experiences such as smell of wood smoke and farm
animals, and touching tools and other equipment.
Interpretation at the hillfort should include all themes.
22 Walks around the site within the pay perimeter
•
•
•
The interpretive media along the walks within the pay perimeter should be reviewed
and updated to take account of any changes in terrain, flora and fauna and also to
coordinate them in style and approach with the interpretive exhibition (and those
along the free walks). The walks should be themed and waymarked.
The panels should continue to interpret the natural heritage of the area, while making
reference where appropriate to links with the lives of Iron Age peoples – for example
in their management of woodland, use of plants as herbs and medicines etc.
All walks around the site should use existing paths and rights of way, including
footpaths, bridleways and any cycleways.
60
March 2013
•
•
There is an existing sculpture trail at Castell Henllys that is in a state of some
disrepair. We would recommend establishing a new arts trail around the site,
involving local communities, volunteers and school parties as a community arts
project. This project could operate alongside the re-creation of a roundhouse in the
lower field described in 19 above.
Interpretation on the walks should include themes 1, 2 and 5.
9.6 Other media / facilities
23 Activities and events
•
•
•
•
•
There are many opportunities to extend the programmes of activities and events and,
particularly, to plan them for times, days and periods when the site is less busy – for
example in the evenings, at weekends and during shoulder and low seasons. The
aim should be not only to attract more visitors but to attract those who would already
be coming, to visit at less busy times. This should have, therefore, a double benefit of
increasing visitor numbers overall and of spreading the visitor load which will, among
other things, reduce the pressure on the car park at busy times.
The potential range of activities is considerable but should always be linked to the
themes for interpretation. Activities should build upon the current programme to
include ‘try it’ sessions in Iron Age crafts, skills etc and more formal ‘training’ sessions
for people to develop skills such as cooking, weaving, stone walling etc. Such
activities, particularly the extended sessions, could make use of the learning centre
where appropriate and should bear a charge as there are considerable staff time and
materials costs and overheads involved. Many ideas for activities have already been
proposed by staff.
There is also an opportunity to develop the events programme, again linked to the
interpretive themes, and to make as many as possible participative, even if only at the
level of nominal dressing up. As with activities, events should normally bear an entry
charge to pay for staff time, materials if used and overheads. Many ideas for events
have already been proposed by staff. There are opportunities to develop an evening
programme of talks and demonstrations, offered with a catering element, such as
very early musical instrument demonstrations and performances along with a themed
supper.
The development of guided walks, cycle rides or vehicle-borne journeys linking
Castell Henllys in its role as a hub to other nearby sites should be considered. This
could involve volunteer guides from the community but may not be commercially
viable even if a charge is made.
Interpretation in the activities and events should include all themes.
24 Meeting equality, health and wellbeing objectives
•
•
It should be taken as read that all facilities, activities and events will be made
accessible, as far as possible and ‘reasonable’, to those with physical, intellectual,
social and financial impairments. Implementation should follow the provisions and
guidelines not only of the Equality Act but of the various organisations which have
issued advice on making provision for visitors with a variety of needs. Making the visit
and its components accessible to those with disabilities makes them even more
accessible to those without (or apparently without) particular needs. In this case, one
‘size’ should be made, as far as possible, to fit all.
Castell Henllys also has a real opportunity to contribute to the many initiatives related
to health and wellbeing, both physical and mental, and all activities and events should
be planned with this in mind as well as those programmes and facilities which are
61
March 2013
•
•
geared specifically to helping people to keep fit and well in body and mind. There is
already a considerable body of expertise available to advise on how to achieve this.
There are opportunities to attract more visitors to Castell Henllys through promoting
the opportunities the site offers for increasing health and wellbeing, through walking,
being outdoors, enjoying attractive countryside as well as opportunities for life long
learning, volunteering and social activities. The site should develop a range of short
walks that can be promoted as health walks through local GP surgeries and health
centres. These walks and related activities should also be promoted through the
PCNPA’s ‘Enjoy’ website, currently being refreshed in March 2013. Castell Henllys
should also be promoted as a venue for health and wellbeing activities through
established and emerging networks relating to health, wellbeing and community
development in the public, private and third sectors such as those within
Pembrokeshire Association of Voluntary Services and the Local Health Board (Hywel
Dda).
All the initiatives taken to promote Castell Henllys for health and wellbeing should
reflect the Position Statement on Social Inclusion produced by the National Parks of
Wales in 2012.
25 Post-visit experience
•
•
•
Visitors should take Castell Henllys home with them. They may leave the site
geographically at the gate, but their journey home and their time thereafter should be
infused with their experience at the site. This can take many forms from good
memories to telling stories of their visit to family friends, from reading books and
websites related to the site to enjoying seeing or using souvenirs bought on site, from
discovering more for themselves about Iron Age people to learning more about crafts
and skills used by them. This will happen if their experience is fulfilling, stimulating,
satisfying and memorable and will be judged against the criteria less of value for
money spent but value for time spent.
The website should include a ‘page’ where visitors can post their photographs of the
site and comments. This will need to be designed so that PCNPA staff can edit
unsuitable material. The photographs could form a temporary exhibition within the
café and if suitable may provide materials for a Castell Henllys calendar and postcard
/ greetings card collection.
Photographs, experiences and recommendations can be posted on the Facebook
and Twitter pages, and on Trip Adviser and other sites such as Flickr.
26 Volunteers and community support
•
•
Volunteers, as individuals or community groups, can play a part in the wider
management of Castell Henllys with practical assistance on a number of fronts – for
example, as we have suggested, in the maintenance of the herb garden and the
growing of plants, or leading guided walks / cycle rides to other sites. Local people
with particular skills could help with activities and events but a fine line must be drawn
being asking for help from volunteers and benefitting from professional help and
guidance that should be paid for. Often this is a matter of individual negotiation but
there are also implications for the role and status of paid staff, which must be
addressed before any volunteers are engaged to help on site.
There is a wide range of interest groups in north Pembrokeshire, from those involving
children to those working with older people, any or all of whom could be involved – to
mutual benefit and in different ways – with Castell Henllys.
Interpretation is a skill that some people can develop inherently but is usually one that
needs guidance and training in techniques, rather in the way that teachers may be
born, but they usually have to learn how best to practice their profession. Volunteers
62
March 2013
can play a part in the interpretation of Castell Henllys but they need a sufficient level
of proficiency to carry out their roles properly and to ensure they enhance, not tarnish,
the reputation of the site.
9.7 Preliminary interpretive design concepts
In the final section of this plan we present concept designs for sections of the visitor journey
at Castell Henllys. They demonstrate the ideas and principles proposed in the plan,
developing a people-centred approach to interpretation at the site. The designs use strong
graphic images and have limited amounts of easy-to-read text. These designs are
preliminary concepts, not fully developed artwork.
The designs include photographic images of the costumed interpreters, as a response to
visitor survey data for Castell Henllys, which indicates that visitors enjoy and appreciate the
costumed interpreters and consider them to be a unique feature of the site. Images of the
characters at the car park and approach routes set the scene for the hillfort experience;
banners and a frieze show how graphic images could be used in the café to interpret the
hillfort. A similar graphic frieze could be developed to interpret hub sites in the café. The
timepath graphics provide orientation and route reassurance, encouraging visitors to travel
back in time as they go up to the hillfort. Silhouette images and wicker panels indicate how
interpretive materials could be designed to fit in with the character of the site.
The map and images below show the locations and the concept designs for interpretation
along the visitor journey.
63
March 2013
Suggested location of interpretation at Castell Henllys
Castell Henllys - Origins
Not to scale
Offsite:
Website
Coast to Coast
Leaflets
Posters
Events leaflets
Social media etc.
10. Subtle interpretation
at roundhouses - audio/AR
points & ‘hidden’ panels
9. Rest/Interpretation
Points - seating &
interpretation
7. Visitor Centre
subtle interpretation in café.
Detailed interpretation in
main exhibition spaces.
8. TimePath
6. Path to Visitor Centre
figures, scenesetting &
direction
5. Welcome
& orientation
structure
4. Main Car Park
welcome & orientation
3b. Main Gate
signage
3a. Coach Park
welcome &
orientation
2. Approach Lane
2D figures
1. A487 junction
Brown tourist signs
& possible sculpture
© Crown copyright and database rights 2012 Ordnance Survey 100022534.
Template: J:\xgapps\Template\a4pc.wor
64
March 2013
Existing welcome at main car park
Proposed welcome and direction signage for main car park
65
March 2013
Welcome panel
Welcome and directional signage to visitor centre
66
March 2013
Directional signage to visitor centre
67
March 2013
Banner and frieze in café area
68
March 2013
Café banner and timepath interpretation
69
March 2013
Timepath interpretation on approach to hillfort
70
March 2013
Carved wooden figures with interpretation on reverse
71
March 2013
Carved wooden figures in site – location ideally within a roundhouse
72
March 2013
Wicker interpretive panel – subtle location required
73
March 2013
9.8 Delivering the tourism component
Three of the driving forces behind this project require close co-operation with tourism
interests of all kinds in the region and locally.
•
•
•
There is a requirement to increase visits to North Pembrokeshire’s prehistoric sites by
10,000 within two years.
To maintain the viability of the enlarged activity at Castell Henllys, there is an
unwritten but implicit requirement to increase paid use of the facilities there,
especially in an era when public sector revenue funding for heritage facilities is likely
to shrink.
The Pembrokeshire Coast National Park has a pro-sustainable tourism policy. That
implies that it should seek to use sustainable tourism as a tool for maintaining local
communities, local services, and providing satisfying, educational and low carbon
emission tourism experiences.
Together those three forces require a series of pro-active development developments to
achieve a successful future for Castell Henllys and the wider Pembrokeshire community.
This will require policy decisions, project work and interventions. In global terms, these
requirements are common to many National Parks where conservation work is increasingly
dependent on tourism-related funding. This should not be seen as a burden but as an
opportunity to build new links with the community, to gain recognition for a forward looking
and positive stance, and to develop a new partnership model capable of being used by other
UK and European National Parks.
Key delivery areas could include:
•
•
•
•
•
•
•
•
Working with local accommodation providers, transport operators and other heritage
owners to create a Sustainable Heritage Tourism Partnership within the Newport –
Castell Henllys area, to create a series of heritage tourism packages which will
encourage low and shoulder season visitation.
Develop links to local bus services and existing bus services, work with the rail
service providers into and out of Fishguard, create cycle hire opportunities and quiet
lane management – all designed to probe and test applied slow tourism concepts.
Link heritage food tourism to local artisan providers. Use Castell Henllys’s proposed
cafe as a hub for heritage food experiences. Work with local producers to test food /
tourism marketing synergies.
Join EU second generation rural tourism experiments in using new types of heritage
interpretation techniques and in evaluating visitor centre performance
Work with higher education providers to create better visitor market assessments.
Work towards a Heritage Region concept, valorizing heritage features, through
recognition and positive use, help conserve a range of forgotten and undervalued
heritage features including field boundaries, rights of way, buildings and aspects of
intangible folk heritage.
Encourage interest in prehistoric music and other intangible heritage experiences
through festival days – linking to similar developments in Connemara, Ireland.
Encourage the writing and testing of a Heritage Tourism Charter on the lines of the
Pembrokeshire Outdoor Charter to create a more sustainable form of heritage
tourism.
74
March 2013
There is one overall requirement: the appointment of a ‘driver’ to manage, coordinate and
troubleshoot product development, partnership creation and local marketing. That person
could be an existing National Park staff member, or a new appointment; it should not require
a full time appointment. Training and mentoring may be needed and budget will be required.
75
March 2013
10 Cost assumptions
76
March 2013
10.1 Costs table
The following table of costs relates only to work related to interpretation. We expect the client
to be responsible for assessing and costing all other elements of the development of Castell
Henllys.
All costs are allocations, not estimates or quotations, and based upon experience of other
schemes elsewhere.
We have not set any priorities or attempted any scheduling at this stage. It is our
recommendation that all proposals for new or improved interpretation facilities, media and
activities are equally important to re-establish Castell Henllys as a primary destination for
visitors.
Castell Henllys Interpretation – cost allowances
No
Item
Description
Cost
allowance
Pre-visit facilities / activities
1
Website
Development, downloadable pdf(s), apps
for mobile phones etc
Development of digital application including
Augmented Reality (AR), up to…
£10,000
£40,000
2
Site leaflet
Based on pdf on website, first print run
£2,000
3
Publicity and marketing
Public relations, familiarisation and
welcome days, branding, etc
£4,000
4
Brown signs
New and additional brown signs at decision
points on nearby routes
£2,500
Sub-total (ex AR
application)
£16,500
AR application
£40,000
Welcome facilities
5
Arrival signs
Design and installation of new signs at the
A487 / access lane junction
£3,000
6
Access lane
Interpretive signs / media at intervals,
directional signage etc
£1,500
7
Coach park and car park
Welcome and orientation signs, signposting
£3,000
8
Orientation point
Welcome, orientation and introductory
installation at exit from car park to visitor
centre
£6,000
9
Free walks
New wayside interpretation panels and
waymarkers
£4,000
Sub-total
£19,500
Visitor Centre
10
General [excluding all
Directional signage
£500
77
March 2013
No
Item
Description
Cost
allowance
building and refurbishment
costs]
11
Entrance lobby
Welcome, introduction and hub
interpretation displays
£5,000
12
Toilets
Interpretive media
£1,000
13
Café [excluding
development costs of food
and drink items etc]
Introductory interpretation using wall
hangings, banners etc
£2,500
Video programmes and projection –
production and delivery (part cost, shared
with storytelling centre)
£6,000
Special menu cards, table top and napkin
interpretive introduction etc
£1,000
14
Shop [excluding costs of
designing / commissioning
site-related items]
Sub-total
Pay perimeter – introduction
Introductory interpretation using wall
hangings, banners etc – included in café
costs
15
Writing and design of guide book, and
initial print run
£6,000
Devising and design of discovery pack, and
initial production run
£4,000
Downloadable app (included in costs for
website); on-site digital equipment and
pads for hiring
£2,500
Design and installation of installations,
graphics, flip books, digital equipment etc
for Castell Henllys and the hub sites
£80,000
16
Admission point
Interpretive exhibition
£0
£16,000
Storytelling centre including costs for video
programmes (part cost, shared with café)
£9,000
17
Pant Glas [excluding costs
of refurbishing etc]
Training and development outline material,
guidance to researchers etc, replica
artefacts, additional costumes etc
£2,000
18
Learning centre [excluding
all building and
refurbishment costs]
Introductory interpretation media
£2,500
Sub-total
£106,000
Pay perimeter – hillfort experience
19
Path to hillfort
Introductory ‘teaser’ interpretive media /
installations and seating
£3,500
78
March 2013
No
Item
Description
20
Herb garden [excluding all
refurbishment costs]
Low-key interpretive media
£1,500
21
Hillfort experience
Sound stores and evocative lighting etc
£5,000
Low-key interpretive explanations,
additional weaving etc equipment
£2,000
Renewed wayside interpretive panels
£6,000
22
Walks
Cost
allowance
Sub-total
£18,000
Other media / facilities
23
Materials, additional role play costumes,
replica artefacts, equipment and related
costs
24
Meeting equality, health
and wellbeing objectives
Incorporated in other costs
£0
25
Website etc included in earlier costs
£0
26
Volunteers and community
support
Associated costs such as travel,
subsistence as required – annual cost
Sub-total
£2,000
£1,000
£3,000
Total allowance (ex AR
application) (ex-VAT)
£180,000
Total allowance with AR
application
£220,000
79
March 2013
11 Monitoring and evaluation
80
March 2013
11.1 The need for monitoring and evaluation
Monitoring and evaluation are crucial parts of the process of planning and implementing
interpretation programmes. They are also the phases that tend to be given least resources in
funding and time. By designing a monitoring and evaluation programme at the start of the
programme with clear actions and outputs and then building in a feedback process that will
enhance interpretive provision the process becomes, at once, less onerous and more
effective.
As a precursor to monitoring and evaluation, it is important to set targets and performance
measures, not least to give yardsticks against which to judge performance. The number and
pattern of visitors to Castell Henllys is recorded, and has been for some time, in some detail.
Comparative figures should continue to be recorded formally as a constant base against
which to judge changes over a period. We would recommend that this is supplemented with
qualitative visitor data during summer 2013 to assess visitors’ experiences of the site before
any upgrading of the facilities takes place.
Mechanisms for judging the success of new interpretive initiatives will need to be put in place
and these are proposed below.
We recommend the following action:
• Pre-testing of new interpretive media
• Monitoring of the use of interpretive media (including use by different audiences and
those with accessibility challenges)
• Evaluation of media
• Evaluation of the interpretive approach as a whole
There are many methods that can be used to undertake each of these activities and we
identify a number of them below. The list is not exhaustive but indicates some of the methods
that can be employed to take stock of different elements of the interpretive approach.
Wherever possible, pre-change data should be obtained in order to provide for immediate
comparisons and to establish base lines of ‘graphs’ for continued monitoring and evaluation.
11.2 Pre-testing
Pre-testing is something that many organisations fail to do because ‘deadlines’ are cited as
the need to get things on the ground, or out in the public domain. On the principle of ‘getting
it right, rather than getting it now’, we advocate strongly that the PCNPA tests out new
media, from our proposals for printed material and panels to audio-guides and events, before
committing final expenditure and implementation work. A further benefit of this approach is in
ensuring that the local community is given a chance to feed into the development process
both by commenting and by participating.
In terms of printed and similar material, this process is now simpler and cheaper with the
availability of computer-derived artwork that can be produced inexpensively and circulated, if
testing printed material, or set up with suitable lamination if testing interpretive text and
graphic designs. Reactions can be sought from selected or random users / viewers, from
‘focus groups’ or otherwise chosen groups of people, or by other means that ensure wide
pre-implementation appraisal and approval.
81
March 2013
With any new video or audio tour, sample scripts or ‘sound bites’ should be tested by visitors
over a period to ensure, as far as possible, that they meet visitors’ expectations of a visit to
Castell Henllys and other sites as well as promoting the team’s aspirations.
11.3 Monitoring
Once media are in place, then monitoring their use and / or success can be done in a variety
of ways, often in conjunction with evaluation. For example, the following largely quantitative
checks could be instituted:
• Maintaining accurate checks of questions asked – and the type of questioners – as
well as of material issued and advice given at visitor centres where these are in place
• Maintaining accurate records of printed material distributed and replenished
• Maintaining accurate records of publications issued and / or sold, audio / video tours
issued and / or sold, and comments made (many audio / video units now incorporate
a comprehensive level of monitoring automatically, with feedback available on, for
example, length of time used and areas of particular interest)
• Maintaining records of contact with members of the public expressing an interest in
Castell Henllys and other sites, by origin and profile of visitor
• Making observation of visitors’ use, behaviour, time spent etc when viewing
interpretation.
• Making observation of visitors’ use of graphic and printed material.
• Maintaining records of numbers at selected times of visitors and issuing appraisal
sheets / questionnaires for completion.
• Maintaining records of number of visitors during special events.
• Making systematic counts of website hits.
• Monitoring and analysis of the use of Facebook and Twitter sites, and of comments
posted on Trip Adviser.
11.4 Evaluation
The more time-consuming and, therefore, costly, aspects of the work of appraising success
are those that involve qualitative research, which can include:
• Face-to-face interviewing of visitors (and non-visitors) using (or not) the visitor centre,
the external interpretation and / or attending events / activities or guided walks / tours
• Distribution of questionnaires for self-completion
• Use of focus groups, private and public meetings etc
• Analysis of questions asked and answered (or not) by visitors
• Analysis of unsolicited written communications by email, letter or otherwise
• Retention of visitor data for future marketing use.
In a commercial environment, such appraisal of the potential success, as well as actual
success, of a product would be undertaken as part of the overall marketing function. The
same should be done by any organisation responsible for spending substantial sums on
activities of public benefit. Where the principal benefit is in securing revenue as part of
overall economic viability, it will be important to evaluate the success of the results of new
interpretive initiatives.
Pre-testing, monitoring and evaluation provides essential data and anecdotal material that
informs the interpretive approach and guides it throughout its implementation over the years.
82
March 2013
It is particularly recommended that the PCNPA dedicates appropriate time and resources to
the evaluation process in order to determine those initiatives that are successful in
developing and maintaining the audience for interpretation as a whole. This will help to
ensure that resources can continue to be effectively targeted.
83
March 2013
Appendix 1
Options appraisal
Increased spend
Increased knowledge
& understanding
Cost efficient and
effective
Changed behaviours
Appropriateness
Score
Modify existing
1
1
2
2
2
2
10
N
Develop new with greater capacity
2
2
3
3
3
3
16
Y
Interpretive section
1
1
3
3
3
3
14
Y
Links to other websites
2
1
3
3
1
3
17
Y
Downloadable material
1
1
3
3
3
3
18
Y
Downloadable applications for
smartphones and tablets
1
1
3
1
3
3
16
P
Facebook and Twitter pages
2
1
2
3
2
3
13
Y
Downloadable pdf
3
3
3
3
3
3
18
Y
Printed leaflet
3
3
3
3
3
3
18
Y
Maintain existing level of promotion
1
1
1
2
1
1
7
N
Increase public relations and marketing
3
3
3
3
3
3
18
Y
Name of site
2
2
2
3
2
3
14
Y
Enhanced branding
2
1
2
3
2
3
13
Y
Continuity of style and messages
2
1
1
3
1
3
11
Y
Options
1
2
3
4
5
Accept / reject
Increased visitor
numbers
3 = High, 2 = Medium, 1 = Low
Y = Yes, accept P = Possible N = No, reject
Website
Site leaflet
Publicity and Marketing
Brown signs and postcode / satnav directions
Maintain existing number of signs
1
1
1
2
1
1
7
N
Review existing signs and augment
3
2
3
3
2
3
16
Y
Ensure post code is unique for site
3
2
2
3
2
3
16
Y
Arrival signs / installations at road entrance
Use existing arrival signs
1
1
1
2
1
1
7
N
Improved signage
2
2
2
2
2
3
11
P
84
March 2013
Increased spend
Increased knowledge
& understanding
Cost efficient and
effective
Changed behaviours
Appropriateness
Score
3
3
3
3
3
3
18
Y
Retain existing signage
1
1
1
1
2
1
1
N
Small signs at intervals
2
1
3
3
2
3
14
Y
Signs at coach and car parks
2
2
3
3
2
3
15
Y
Re-site totem pole
1
1
2
3
2
3
12
Y
Coach park welcome sign
2
1
3
3
2
3
14
Y
Enhance layout of car park
2
2
1
3
1
3
12
Y
Options
Installation – echoing roundhouse
6
7
8
9
10
11
12
Accept / reject
Increased visitor
numbers
Access lane
Coach and car parks
Orientation point (at pedestrian exit from car park)
Orientation point – exit from car park, or
below:
2
2
3
3
3
3
16
Y
Welcome panel
2
2
3
3
2
2
14
N
Free walks around the site (outside the pay perimeter)
No interpretation of walks
1
1
1
2
1
1
7
N
Media along walks – natural and cultural
heritage
2
1
3
3
3
3
15
Y
Visitor centre – general (using main entrance)
VC to provide for all visitor needs
3
3
3
3
3
3
18
Y
Clear signage to VC entrance
3
3
3
3
2
3
17
Y
Maintain VC at same size, or below:
2
3
2
3
3
2
15
P
Extend VC by at least one bay
3
3
3
3
3
3
18
Y
VC designed and laid out as ‘loose fit’
2
2
2
3
2
3
14
Y
Welcome and introduction
3
2
3
3
3
3
17
Y
Brightly lit with nothing blocking light
3
1
3
3
3
3
16
Y
Maintain lobby area as same size, or
below:
2
1
2
3
2
2
12
P
Extend lobby area
2
1
3
3
3
3
15
Y
Reduce size
1
1
1
3
1
3
10
Y
Install interpretation – Iron Age sanitation
1
1
3
3
3
3
14
Y
Entrance lobby
Toilets
Café
85
March 2013
Increased spend
Increased knowledge
& understanding
Cost efficient and
effective
Changed behaviours
Appropriateness
Score
Install café in visitor centre
3
3
3
3
2
3
17
Y
Install café in Pant Glas
2
2
1
1
1
2
9
N
Introductory interpretation of CH including
Iron Age figures
3
3
3
3
3
3
18
Y
Food and
ingredients
3
3
3
3
3
3
18
Y
Menus with interpretation
3
3
3
3
3
3
18
Y
Children’s corner
3
3
3
3
3
3
18
Y
Café run by PCNPA
3
3
1
2
1
2
12
P
3
3
1
3
1
3
14
Y
3
3
3
3
3
3
18
Y
No shop in visitor centre
1
1
1
2
1
1
7
N
Located within free area
3
3
3
3
3
3
18
Y
Stock reflects character of site, with crafts
and replica items
3
3
3
3
3
3
18
Y
Food, drink, herbs for sale
3
3
2
3
2
3
16
Y
Relevant books and DVDs
3
3
3
3
3
3
18
Y
Options
13
Café
Café run
enterprise
drink
as
reflecting
franchise
/
Iron
Age
community
Play area outside with barrier to pay zone
14
15
16
Accept / reject
Increased visitor
numbers
Shop in visitor centre
Admission point (combined with till for café and shop)
Sell new interpretive site guide
3
3
3
3
3
3
18
Y
Discovery pack for young people
3
3
3
3
3
3
18
Y
Downloadable app from in-house digital
store
3
2
3
3
3
3
17
P
Interpretive exhibition located in visitor
centre rather than Pant Glas
3
3
3
3
3
3
18
Y
Exhibition with graphic panels, digital
media, artefacts
3
2
3
3
3
3
17
Y
Representation of Iron Age roundhouse as
storytelling and film point
3
2
3
3
3
3
17
Y
Children’s corner
3
1
3
3
3
3
16
Y
Interpretive exhibition
Pant Glas
86
March 2013
Increased spend
Increased knowledge
& understanding
Cost efficient and
effective
Changed behaviours
Appropriateness
Score
Interpretive exhibition located in Pant Glas
1
1
2
1
2
1
8
N
Shop located in Pant Glas
1
1
2
1
1
1
7
N
Staff office / study / training
1
1
3
3
3
3
14
Y
Use existing toilets
1
1
1
2
1
1
7
N
Development of new learning centre with
storage and covered spaces
3
1
3
3
3
3
16
Y
Use of centre by adult / family groups
3
2
3
3
3
3
17
Y
Interpretation in toilets
1
1
3
3
3
3
14
Y
Preparation area for props
1
1
2
3
2
3
12
Y
Introductory interpretation and orientation
2
1
3
3
3
3
15
Y
Development of pavilion for instructive
play
2
1
3
3
3
3
15
Y
Re-locate ‘time traveller’ spiral
1
1
3
3
2
3
13
Y
Maintain existing interpretation
1
1
2
2
2
1
9
N
‘Teaser’ interpretive panels or installations
1
1
3
3
3
3
14
Y
Interpretation of biodiversity
1
1
3
3
3
3
14
Y
Transportation by electric buggy
2
1
3
3
3
3
15
Y
Recreated roundhouse in adjacent field
3
1
3
2
3
3
15
Y
Maintain existing herb garden
1
1
2
2
1
2
8
N
Enhance herb garden
2
1
3
3
2
3
14
Y
Interpretation of value of herbs
2
1
3
3
3
3
15
Y
Run as community project
2
1
3
3
3
3
15
Y
Cuttings and plants grown in nursery
2
2
3
3
3
3
16
Y
Interpretive media – on-site panels
3
2
2
2
2
1
12
N
Costumed interpretation
3
1
3
3
3
3
16
Y
Graphic media in houses
3
1
3
3
3
3
16
Y
Farm animals
3
1
3
3
3
3
16
Y
Options
17
18
19
20
21
Accept / reject
Increased visitor
numbers
Pant Glas
Learning centre
Path to the hillfort experience
Herb garden
Hillfort experience
87
March 2013
Increased spend
Increased knowledge
& understanding
Cost efficient and
effective
Changed behaviours
Appropriateness
Score
Use of on-site audio
3
2
3
3
3
1
15
N
Background audio
2
1
3
3
3
2
14
Y
Downloadable app
2
1
3
3
3
3
15
P
2
1
3
3
3
3
15
Y
Enhanced programme of events and
activities
3
3
3
3
3
3
18
Y
Guided walks programme to other sites
3
3
3
3
3
3
18
Y
Options
22
Walks around the site (within the pay perimeter)
Interpretive media
23
24
25
26
Accept / reject
Increased visitor
numbers
Meeting equality, health and wellbeing objectives
Enhanced access for people of all abilities
3
2
3
3
3
3
17
Y
Programme of activities for health and
wellbeing
3
2
3
3
3
3
17
Y
Website with dedicated feedback page
2
1
2
3
2
3
13
Y
Volunteers and community support
Involve volunteers in running activity
programmes
2
1
3
3
3
3
15
Y
88
March 2013
Appendix 2
Consultees we contacted
Phillip Roach
PCNPA
Jill Simpson
PCNPA
Rebecca West
PCNPA
Rhonwen Owen
PCNPA
Phil Bennett
PCNPA
James Parking
PCNPA
Liz Moore
PCNPA
Hannah Buck
PCNPA
Anna Mullarkey
PCNPA
Jan Waite
PCNPA
Graham Peake
PCNPA
Andrew Muskett
PCNPA
Paul Harries
PCNPA
Teresa Hogsflesh
PCNPA
Joh Worral
PCNPA
Mike James
PCNPA
Ken Murphy
Dyfed Archaeological Trust
Kate Lindley
Planed
Kenneth Brassil
National Museum Wales
Ceri Black
Mark Horner
Pembrokeshire County Council
Mark Thomas Pembrokeshire County Council
Mark Lewis
Tenby Museum
Maudie Hughes
Holiday Pembrokeshire
Pat Gregory
Mosaic
David Penberthy
Cadw
Polly Groom
Cadw
Rick Turner
Cadw
Mary Chadwick
Countryside Council for Wales
Harold Mytum
Liverpool University
Consultees who responded
Phillip Roach
Jill Simpson
Rebecca West
Rhonwen Owen
Phil Bennett
James Parking
Liz Moore
Hannah Buck
Anna Mullarkey
Jan Waite
Graham Peake
Andrew Muskett
Paul Harries
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
PCNPA
89
March 2013
Ken Murphy
Kate Lindley
Kenneth Brassil
Mark Horner
Pat Gregory
Rick Turner
Mary Chadwick
Dyfed Archaeological Trust
Planed
Pembrokeshire County Council
Mosaic
Cadw
Countryside Council for Wales
90
March 2013
Appendix 3
Bibliography
Bramwell, B. and Lane, B. (2000 & 2004). Tourism Collaboration and Partnerships: Politics,
Practice and Sustainability. Clevedon, Channel View Publications
Brown, V. (1996) Heritage, Tourism and Rural Regeneration: The Heritage Regions
Programme in Canada Journal of Sustainable Tourism 174-182
Chhabra, D. (2009) Proposing a sustainable marketing framework for heritage tourism
Journal of Sustainable Tourism 17, 3, 303-320
Cunliffe, Barry. Britain Begins, Oxford University Press, 2013
Cunliffe, Barry. Iron Age Communities in Britain, Fourth Edition, Routledge, 2011
Cunliffe, Barry. The Celts. A Very Short Introduction, Oxford University Press, 2003
Davies, John. The Making of Wales, The History Press, 1996
Dickinson, J.E.,& Lumsdon, L. (2010) Slow Travel and Tourism London, Earthscan
European Parliament (2013) Industrial Heritage and Agri/Rural Tourism in Europe. Brussels.
Available
at:
www.europarl.europa.eu/committees/en/studiesdownload.html?languageDocument=EN&file
=91297
Hall, C.M. & Weiler, B. (Eds.) (1992) Special Interest Tourism London, Belhaven Press
Hjalager, A-M & Johansen, P.H. (2013) Food tourism in protected areas – sustainability for
producers, the environment and tourism? Journal of Sustainable Tourism, 21 (3) 417-433
Lloyd Brown, C. & Patrick, D. (2011) The Origins and Prehistory of Wales: a strategic
approach to interpretation Cardiff, CADW
Murphy, K & Mytum, H. Iron Age Enclosed Settlements in West Wales, Proceedings of
Prehistoric Society 78, pp. 263-313, 2011
McKercher, B. & Du Cros, H. (2002) Cultural Tourism: The Partnership between Tourism and
Cultural Management New York, Haworth Hospitality Press
Oxford Economics (2010) Economic impact of the UK heritage tourism economy. Oxford,
Oxford Economics
Ramkissoon, H., Smith, L.D. & Weiler, B. (2013) Relationships between place attachment,
place satisfaction and pro-environmental behaviour in an Australian national park Journal of
Sustainable Tourism, 21(3) 434-457
Welsh Government (2013) Tourism 2020: the Welsh Government Strategy for Tourism 20132020 Cardiff
91
March 2013
Appendix 4
Relevant strategic documents
An Interpretation Framework for the Origins and Prehistory of Wales, Cadw 2011
A Sustainable Future for Castell Henllys, PCNPA
PCNPA Corporate Plan, PCNPA
Interpretation Strategy, Draft, PCNPA 2010
Education Action Plan 2008 – 13, PCNPA
Learning Strategy 2008 – 13, PCNPA
National Park Management Plan, PCNPA
92
March 2013
93
March 2013
Prepared for the Pembrokeshire Coast National Park Authority by
Red Kite Environment, Touchstone Heritage Management Consultants
and Anglezarke Dixon Associates

Castell Henllys Interpretation Plan April 2013

Transcription

Similar documents

Hiking - Senderos de la Provincia de Alicante

stepping out beside the usk

PEPECASTELL REPOR MARIDAJE EN LA FINCA PDF ENG OK

A4 November 2012 - Copy (3)

Champaner-Pavagadh Archaeological Park

Homage to - Castell d`Empordà

Castell 9000 - Faber

breakspear crematorium

Minorca - ArrivalGuides.com

The End