Deborah Boden, Cornish Mining World Heritage Site Co-ordinator

1. Deborah Boden, Cornish Mining World Heritage Site Co-ordinator

2. 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”

3. 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

4. Extraordinary suite of minerals • over 400 species • 115 type specimens Eg discovery of Botallackite [Cu2Cl(OH)3], Botallack Mine, West Penwith, 1865

5. 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

6. 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. Alloys for machine parts 1810 first tin plated cans

7. 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

8. Improvements in beam engine efficiency Enabled mining at greater depths

9. Technological step changes - Trevithick’s high pressure steam goes “mobile” First Steam railway locomotive 1804 World’s first steam road locomotive 1801

10. Associated industries - Harvey’s and Perran Foundries – the biggest steam pumping engines ever produced The 144 inch cylinder for the Cruquius Pumping engine, Haarlemmermeer

11. William Bickford Smith invented the safety fuse 1831

12. World wide transfer - currently 175 international sites identified with Cornish connection

13. Australia Ireland Spain Wales Mexico New Zealand Virgin Gorda South Africa World-wide replication of the Cornish Mining Landscape

14. Transfer of cultural traditions

15. The cultural landscape - 7 landscape components Mine Sites Wheal Coates

16. Transport Morwellham Quay Luxulyan Valley viaduct

17. Associated Industries Bickford Smith’s Fuseworks, Camborne –global centre of safety fuse manufacture Harvey’s Foundry, Hayle – manufacturers of the world’s largest steam engine cyclinders

18. Settlements & Social Infrastructure Gwennap Pit St Agnes Miners & Mechanics Institute

19. Great Houses & Gardens Godolphin House Trevarno Garden

20. Miner’s Smallholdings Miners’ Smallholdings

21. 19,800 hectares, = multiple ownership and management interests Across 10 areas

22. So how can we use the status to support tourism ?

23. 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

24. 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.” Caring for the Asset -Management Plan 2005-2010

25. Protection – strategic planning policy, statutory protection Conservation and enhancement – heritage led regeneration, sustainable development, Presentation– physical and intellectual access, interpretation, education, tourismand socio-economic outputs “Transmit” - Outreach and community involvement, celebrating cultural distinctiveness, and international exchange World Heritage Convention obligations

26. 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…

27. 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.

28. 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

29. Conservation investment in the WHS Capital projects completed 1998 – 2003: £22,960,000 Capital projects in progress or recently completed: Mineral Tramways Project £6,000,000 East Cornwall Regeneration £2,200,000 Geevor Mine £3,500,000 Tamar Valley Mining Heritage Project £5,000,000 Caradon Hill Heritage Project £2,000,000 Heartlands, Pool £35,000,000 £53,700,000 Total Capital projects 1998 – 2010:£70,660,000 All creating tourism infrastructure…

30. Presentation and Marketing • Economic Issues • Multiple venues/ attractions (30+) • Viability • Quality • Sustainability • Public awareness/ perception • Initiatives • WHS Marketing Strategy approach • = a new destination “offer”

31. Interpretation Framework – Co-ordinatingattractions & clusters 3 “Key Centres” 10 Area Centres and related infrastructure

32. Linked to the core product - world class landscape destination…

33. 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

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

35. Building “brand” - WHS display hoardings at Paddington Station £30k Objective One funding via Cornwall Arts Marketing 32 million footfall

36. Brand communication “Mine & Yours” Campaign £38k WHS Activity Guide Events & PR 3.6m media exposure £270,000 PR value

37. “Mine and Yours” events programme

38. Cornish Mining Attractions Marketing Association = Brand quality assurance

39. Trademarked logo Brand Identity Guidelines Authorised use in line with WHS principles Latest UNESCO World Heritage logo

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

41. Local audiences • Education • WHS Learning Strategy • Create capacity & raise funds to; • develop materials • offer training (sites and schools) • lead exemplar projects

42. Community Outreach Portreath Tramway Bicentenary 2009 Helping people celebrate their heritage

43. Outreach - Cultural Events • Celebrate - increase appreciation • & awareness • Interpret - increase understanding • of OUV • Propagate - encourage contemporary • work that responds to cultural inheritance

44. Outreach – cultural events • Telling stories • Supporting cultural • traditions

45. 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

46. 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

47. 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

48. Cornish Mining website www.cornishmining.org.uk