Interpretive planning uses themes to unify content, an overarching context through which all interpretation is organized and delivered. The central message and themes are neither an official declaration of a site’s values nor are they the topics or content. Topics or content are the “atoms” of interpretation, whereas themes are the unifying matter holding the visitor experience together. Themes carry the “big idea” being communicated to visitors throughout a site. The central message must answer the question, “what aspect of the visit to Fort Anne NHS do you want to resonate with visitors?” The concept of the central message and themes is akin to brand marketing—both develop and propagate strategic messages.
Revitalized Officers’ Quarters exhibiton space
Due to operational constraints, all our recommendations assume self-guided operations. The primary means to increase visitation is by updating the existing visitor experience, which is primarily within the Officers’ Quarters at present. Our plan presented three plan, and associated financial implications, visitation expectations, and revenue generation opportunities.
Meeting goals and objectives
An alternate proposal recommended wholesale changes to exsiting spaces and infrastructure, including suggestions from minor to major changes to their exisitng administrative facilities.
Fort Anne’s value proposition
Fort Anne’s Commemorative integrity Statement details why the site is important according to the Historic Sites and Monuments Act. However, this statement was not written with a consumer market in mind. Therefore, for promotional purposes, Fort Anne needs a clearly articulated value proposition. A value proposition describes the defining characteristic that distinguishes one attraction from another. Our plan recommended a new, central interpretive message for Fort Anne—one that emphasizes the uniqueness of the site as being one of the most fought-over tracts of land during the colonization of North America. This message also serves as Fort Anne’s value proposition. We recommend that this message be consistently used in all advertising and promotions.