Deborah Boden, Cornish Mining World Heritage Site Co-ordinator

What Is a World Heritage Site?

UNESCO’s Convention concerning the Protection of World Cultural and Natural Heritage, 1972

“cultural and natural heritage around the world considered to be of outstanding value to humanity”

Cornish Mining WHS Outstanding Universal Value - Why World Heritage?

Extraordinary suite of minerals

Principal producer of tin and copper

Revolution in steam & mining technology

World-wide transfer of technology, culture and its impacts

Extraordinary suite of minerals

• over 400 species

•115 type specimens

Eg discovery of Botallackite [Cu2Cl(OH)3], Botallack Mine, West Penwith, 1865

BY 1840 THE REGION WAS PRODUCING OVER HALF OF THE WORLD’S COPPER AND UNTIL THE 1870s WAS THE WORLD’S MOST IMPORTANT PRODUCER OF TIN

Principal producer of tin and copper

1780 - HMS Victory’s hull below the waterline was sheathed with 3,923 sheets of copper to protect her against ship worm.

1810 first tin plated cans

Alloys for machine parts

Engineering Innovation

Driven by need to solve 3 key problems;

• Depth – eg Dolcoath William’s shaft 3000 feet by 1917, New Cook’s at South Crofty over 3,000 feet

• Water – improving pumping technology

• Hard rock – removing huge quantities of ground

Improvements in beam engine efficiency Enabled mining at greater depths

Technological step changes - Trevithick’s high pressure steam goes “mobile”

First Steam railway locomotive 1804

World’s first steam road locomotive 1801

Associated industries - Harvey’s and Perran Foundries – the biggest steam pumping engines ever produced

The 144 inch cylinder for the Cruquius Pumping engine, Haarlemmermeer

William Bickford Smith invented the safety fuse 1831

World wide transfer - currently 175 international sites identified

with Cornish connection

World-wide replication of the Cornish Mining Landscape

Spain

Australia

MexicoWales

South Africa New Zealand

Ireland

Virgin Gorda

Transfer of cultural traditions

Mine Sites

Wheal Coates

The cultural landscape - 7 landscape components

Transport

Morwellham Quay

Luxulyan Valley viaduct

Associated Industries

Harvey’s Foundry, Hayle – manufacturers of the world’s largest steam engine cyclinders

Bickford Smith’s Fuseworks, Camborne –global centre ofsafety fuse manufacture

Settlements

& Social Infrastructure

Gwennap Pit

St Agnes Miners & Mechanics Institute

Great Houses & Gardens

Godolphin House

Trevarno Garden

Miner’s Smallholdings

Miners’ Smallholdings

Across 10 areas

19,800 hectares, = multiple ownership and management interests

So how can we use the statusto support tourism ?

UNESCO’s aims for World Heritage

Required = Preservation of OUV:

• Protection• Conservation

Encouraged = Social benefit

• Public awareness• Local community participation• International co-operation –

including cultural tourism

Caring for the Asset -Management Plan 2005-2010

The Vision

“We believe that by protecting, conserving and enhancing the Outstanding Universal Value of the Cornwall and West Devon Mining Landscape it will reinforce cultural distinctiveness, and become a significant driver for economic regeneration and social inclusion.”

World Heritage Convention obligations

• Protection – strategic planning policy, statutory protection

• Conservation and enhancement – heritage led regeneration,

sustainable development,

• Presentation– physical and intellectual access, interpretation,

education, tourism and socio-economic outputs

• “Transmit” - Outreach and community involvement, celebrating

cultural distinctiveness, and international exchange

UNESCO’s other core obligations for World Heritage

Protect, Conserve and enhance, and transmit

Also relate to tourism

Conservation and heritage led regeneration aims to improve the overall environment, which is as much a part of the tourist’s experience as the conserved mine site. As are local communities…

Cornish Mining World Heritage tourism – an holistic approach

WHS tourism incorporates the preservation, enhancement and presentation of the wider mining legacy of

▪“natural” landscapes ▪ built environments ▪ cultural traditions

It is the combination of all of these that creates the tourism product that the visitor and residents experience.

Cornish Mining World Heritage Destination Marketing

key factors:

• A Sense of Place – a unique conserved environment

• Cultural distinctiveness – stories about people and their experiences

• Global significance – an international family sharing this experience

Capital projects completed 1998 – 2003: £22,960,000

Capital projects in progress or recently completed:

Mineral Tramways Project £6,000,000East Cornwall Regeneration £2,200,000Geevor Mine £3,500,000Tamar Valley Mining Heritage Project £5,000,000Caradon Hill Heritage Project £2,000,000Heartlands, Pool £35,000,000

£53,700,000

Total Capital projects 1998 – 2010: £70,660,000

All creating tourism infrastructure…

Conservation investment in the WHS

Presentation and Marketing

Economic Issues

• Multiple venues/ attractions (30+)• Viability• Quality• Sustainability • Public awareness/ perception

Initiatives

WHS Marketing Strategy approach = a new destination “offer”

Interpretation Framework – Co-ordinating attractions & clusters

3 “Key Centres”10 Area Centresand related infrastructure

Linked to the core product - world class landscape destination…

Building a tourism destination - Branding

Brand Values – the WHS principles, or what we are about:

• Innovation

• Entrepreneurship

• Authenticity & cultural distinctiveness

• Sustaining (the environment and economy)

• Partnership

• Broadening horizons internationally

Building “brand”- WHS hoardings at Paddington Station, Platform 8

Building “brand” - WHS display hoardings at Paddington Station £30k Objective One funding viaCornwall Arts Marketing

32 million footfall

Brand communication“Mine & Yours”Campaign£38k

WHS Activity Guide

Events & PR

3.6m media exposure

£270,000 PR value

“Mine and Yours” events programme

Cornish Mining Attractions Marketing Association = Brand quality assurance

Trademarked logo

Brand Identity Guidelines

Authorised use in line with WHS principles

Latest UNESCO World Heritage logo

Brand Awareness Tourism industry familiarisation events - ensuring local businesses understand the offer

Local audiences

Education

WHS Learning StrategyCreate capacity & raise funds to;

• develop materials

• offer training (sites and schools)

• lead exemplar projects

Community Outreach

Portreath Tramway

Bicentenary2009

Helpingpeople

celebratetheir heritage

Outreach - Cultural Events

• Celebrate - increase appreciation & awareness

• Interpret - increase understanding of OUV

• Propagate - encourage contemporary work that responds to cultural inheritance

Outreach – cultural events

• Telling stories

• Supporting cultural traditions

Raising profile

Telling authentic stories

Supporting cultural traditions

Supporting Cornwall’s creative economy – for every £1 invested by WHS, £4 generated in external and earned income. In total over £400,000 income raised in last 5 years

These activities created intellectual and cultural capital to demonstrate to the Regional Development Agency the potential WHS destination offer; “Our mining culture shaped your world” - a brand identity campaign, which

articulates the characteristics and values of the WHS

An interpretation strategy which defines the “story of Cornish Mining”

Conservation works and improvements to access and visitor facilities at WHS Key Sites and at several ‘ungated’ sites, such as the Mineral Tramways network

The Cornish Mining Attractions Marketing Association (CMAMA), a quality assurance and networking organisation of 18 members, which is pursuing WHS marketing strategy goals

Collaborative projects with local tourism accommodation associations and tour guides to ensure awareness of and access to the opportunities presented by WHS status

Discover the Extraordinary – £2.4m EU investment, consolidating the new destination offer in an integrated programme over 3+ years (2010-2013), linking;

• product improvement (interpretation strategy aims, orientation & facilities)

• training & tourism industry engagement – local businesses

• promotional campaigns

Targeted at out of region visitor markets, using new technologies

www.cornishmining.org.uk

Cornish Mining website