The Royal Parks · The Royal Parks Brompton Cemetery Interpretation Plan September 2015 Author: The...

The Royal ParksBrompton CemeteryInterpretation Plan

September 2015

Author:The Royal Parks/Aaron Lawton Associates

BCCP-101

Brompton Cemetery Interpretation Strategy

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1. Background 11.1 History and significance 11.2 Existing access and interpretation 21.3 Brompton Cemetery Conservation Project 21.4 Policy context 31.5 This strategy 5

2. Interpretation 72.1 Introduction 72.2 Aims 82.3 Audiences 82.4 Stories 92.5 Resources 152.6 Delivery 162.7 Maintenance 17

3. Interpretive media 193.1 Smartphone 203.2 Guide book 223.3 Guide leaflets 223.4 Outdoor exhibits 233.5 North Lodge visitor centre 243.6 Guided tours 253.7 Overarching projects 253.8 Budget costs 26

4. Appendices 274.1 Appendix 1 – Interpretation examples: 28 Maps 28 Illustrations 29 Interpretation panels 30 Panel supports 3 1 Feature markers 32 Smartphone service 33 Café interpretation 344.2 Appendix 2 – Guiding principles 354.3 Appendix 3 – Audience 374.4 Appendix 4 – Maintenance 434.5 Appendix 5 – Media specifications 44

Contents

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1.1 History and significance

Brompton Cemetery is one of Britain’s oldest and most distinguished garden cemeteries covering over 16ha (39 acres) of Central London on the edges of the Royal Borough of Kensington and Chelsea and the London Borough of Hammersmith and Fulham. Brompton is a working cemetery managed by The Royal Parks (TRP) on behalf of the nation, and is the only cemetery owned by the Crown.

Brompton is one of the Magnificent Seven cemeteries established in the suburbs of London during the mid 19th century to cater for the needs of a rapidly growing city. Designed by Benjamin Baud in the neo classical style, it was intended to be a ‘garden cemetery’ for public recreation as well as a place of burial. With around 700,000 visits a year, the cemetery’s natural environments and historic structures still provide valuable open space in a densely populated area with few other green spaces. It is used extensively by local people, other Londoners, people from the whole of the UK, and visitors from further afield.

Brompton Cemetery is a heritage landscape of national significance designated Grade I on the English Heritage Register of Parks and Gardens of Historic Importance. It contains and forms the setting for Grade II* and Grade II Listed Buildings, including the Chapel, Central Colonnades and Central Catacombs, the North Lodge and both entrances. The cemetery is also a Site of Nature Conservation Importance.

Approximately 205,000 people from all walks of life are buried in Brompton Cemetery and there are around 35,000 monuments of which 28 are listed. Amongst the fascinating stories of the people buried here are those of the suffragette Emmeline Pankhurst, Dr John Snow who discovered of the causes of cholera, Sir Henry Cole who invented Christmas cards and was a founder of institutions such as the V&A Museum, along with notable politicians, activists, academics, service men and women, engineers, inventors, artists, writers, actors, musicians, horticulturalists, sports men and women, and many others from all walks of life.

Also see Activity Plan Section 2.1 Description of Site.

1. Background


1.2 Existing access and interpretation

Brompton Cemetery is currently in a poor state of repair with limited public access to key features and limited interpretation of its cultural and natural heritage or of its fascinating human stories for the casual visitor, although the Friends of Brompton Cemetery (FoBC) have been providing guided walks, lectures, a booklet and a newsletter.

Public access to the cemetery’s buildings is currently limited. The North Lodge is used for accommodation and as a workers mess room. Enquires can be made to the Chapel office but the Chapel itself is only open to those attending burial services and for occasional events run by Friendsof Brompton Cemetery. The South Lodge is mainly used by FoBC who also field some enquiries from the public. Part of the central catacombs is occasionally opened for tours led by FoBC, while the remaining catacombs are closed. The police box near the South Lodge is used as a tool store.There are no public toilets or catering facilities on site.

A substantial number of grave monuments are inaccessible due to vegetation growth, and the path network requires significant maintenance and re-surfacing work. Many people who responded to the visitor surveys in 2013 and 2014 mention the lack of on site interpretation material and the need for more information about the cemetery’s history. There are currently no interpretation panels of any kind in the cemetery. The FoBC notice board is the most up to date source of information showing current events and providing basic information. Existing TRP notice boards mainly deal with byelaws and other regulatory notices.

The vast majority of Brompton Cemetery’s interpretation has been provided by FoBC since its inception in 1986. This ranges from events such as guided tours, lectures and the annual Open Day, to published literature that includes a website, guide book, and introductory and walking trailleaflets. FoBC have also published a newsletter for the last 16 years. Both TRP and the Royal Park Foundation (RPF) have summary information about the cemetery online and on Facebook.

Also see Activity Plan Section 2.2 Recent Activity.

1.3 Brompton Cemetery Conservation Project

The Brompton Cemetery Conservation Project will deliver an ambitious multi-million pound refurbishment of Brompton Cemetery aimed at conserving and enhancing this national treasure and securing its future for the benefit of everybody. It will do this by:

• Conserving and enhancing the natural and cultural heritage.

• Improving maintenance of the natural and historic environments, including providing better physical access for visitors.

• Creating new visitor facilities, including a visitor centre with heritage interpretation, presentation facilities, a meeting space, a cafe and toilets.

• Increasing intellectual access to the cemetery, including attracting new audiences and a greater diversity of visitors.

• Encouraging community participation, including consultation, volunteering and other forms of meaningful local engagement.

• Promoting Brompton as one of London’s Magnificent Seven cemeteries, and sharing knowledge and resources with the other members.

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• Ensuring long term sustainability by generating income from burials and other services. Providing enhanced visitor facilities and interpretation of the cemetery’s significance alongside inclusion of fascinating stories will play a key role in achieving the objectives of the conservation project. Heritage interpretation will seek to improve awareness and understanding among visitors, and encourage them to enjoy, value and care for the cemetery. This should result in outcomes such as increased sense of connection with the place, understanding of its significance, support for its future conservation, care for its natural and historic environments, more volunteering and other forms of involvement, and increased donations to help manage the cemetery.

Also see Activity Plan Section 3 The Royal Parks Objectives.

1.4 Policy context

This project fits within a wider policy context for conserving our natural and cultural heritage and for encouraging people to engage more fully with it.

The Royal Borough of Kensington and Chelsea’s objectives for the Brompton Cemetery Conservation Area include the following of relevance to this project:

• To preserve or enhance the cemetery’s buildings and structures as part of the borough’s stock of items of architectural or historic importance, particularly those listed as of special architectural or historic interest.

• To preserve or enhance the character and appearance of the cemetery as a conservation area, as the setting of listed buildings and as a registered park and garden of special historic interest.

• To preserve or enhance the townscape importance and setting of the cemetery’s frontages.

• To preserve or enhance, and to promote access to and the interpretation of, the graves, tombs, monuments and mausoleums in the cemetery as the record of people of national or international importance, of people who helped shape this part of the metropolis and of ordinary citizens of what is now Kensington and Chelsea, as cultural evidence contemporary with the development of the majority of the borough.

• To preserve or enhance the cemetery as metropolitan open land and as a site of nature conservation importance.

The Royal Parks corporate objectives and key performance targets for 2014/15 include the following of relevance to this project:

• To conserve and enhance sustainably, for the enjoyment of this and future generations, our world class natural and built historic environment and our biodiversity.

• To engage with our visitors, stakeholders and partner organisations and understand their views. This includes implementing The Royal Parks Stakeholder Engagement Strategy, which has the vision ‘to maintain and enhance the trust and confidence of the public and to build understanding and support for the delivery of our objectives’. Interpretation also forms part of our aim to inform stakeholders, currently described as ‘providing information around the parks, on notice boards and signage’.

Also see Activity Plan Section 3 The Royal Parks Objectives.

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1.5 This strategy

This strategic level plan for interpretation of Brompton Cemetery has been prepared by TRP staff with specialist input from Aaron Lawton Associates.

The interpretation plan is intended to inform the landscape and building design team and to form part of the stage two lottery application for the Brompton Cemetery Conservation Project. It should be read in conjunction with the associated Activity and Action Plan which has been produced separately.

The interpretation plan focuses on physical outputs (included in capital works cost plan), while the activity plan deals with engagement and education programmes, including events and other activity-based outputs (funded from revenue budgets).

In addition to specifying these activity-based outputs, the activity plan also outlines overall project objectives and the conclusions of user consultations and other research carried out during the project development phase. This interpretation plan refers to information contained in the activity plan where appropriate.

Apart from providing a brief overview of Brompton Cemetery’s key stories, the strategy focuses on specifying and costing the interpretive media selected to deliver these stories to the cemetery’s key audiences.

A more detailed plan for the themes, objectives and storylines to be used in the interpretation will be prepared as the first part of the implementation phase.

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2.1 Introduction

Brompton Cemetery aims to become a charismatic attraction that people will relish visiting, and staff and stakeholders will be proud to be associated with.

Cemeteries can be challenging places tointerpret due to their diverse uses and potentially sensitive issues, and this project aims to break new ground in exploring innovative and exciting possibilities for cemetery interpretation.

Information and fascinating insights into the cemetery’s stories will be presented in an accessible and engaging manner via a carefully selected range of interpretive media. This will be designed to appeal to existing audiences but also to attract currently under-represented audiences such as younger age groups and ethnic minorities. The interpretation will have sufficient variety, depth and layers of information to encourage people to return and find out more each time they visit. Above all, the interpretation will attempt to reflect the magic, beauty and significance of Brompton Cemetery, and instil a sense of wonder, discovery and excitement.

The main attraction at Brompton is and always will be the cemetery itself, including its natural and historic environments, buildings, monuments and people, past and present. With this in mind, but with the possible exception of interpretation aimed at people who are unable to visit the site in person, it will not attempt to be a substitute for the real experience, but will instead equip and encourage visitors to explore and experience the place at first hand.

Visitors will be able to gain an overview of the cemetery’s key stories through a small number of permanent and temporary exhibits at the North Lodge, where they can also enjoy refreshments and use toilet facilities. They will be provided with a variety of traditional and digital resources and encouraged to explore the cemetery by following routes tailored to their particular interests, or just wandering the paths making chance discoveries. Visitors will also be able to take advantage of arange of guided activities, including walking tours of the cemetery and catacombs, and lectures on general and specialist subjects(also see Activity Plan Section 8.4a and Action Plan Section Heritage C Guided Walks & Illustrated Talks).

By enhancing people’s understanding and enjoyment of the cemetery we hope that, in addition to building connections with the place and with ideas that might influence their own lives, visitors might also be encouraged to value the cemetery more highly, care about its future and how it is conserved, and perhaps even to volunteer or participate in decision making about its future.

2. Interpretation


2.2 Aims

The interpretation and other visitor information is intended to help:

• Orientate visitors and encourage them to explore the cemetery.

• Raise awareness of the range of facilities, attractions, activities and other opportunities on offer, and make it easy for people to locate and participate in them.

• Increase understanding and appreciation of the cemetery’s people, history, buildings, monuments, habitats and wildlife.

• Bring alive the personal stories of those buried at the cemetery in a way that relates to diverse audiences, including members of the local community and visitors from further afield.

• Be accessible and appeal to the majority of visitors, whatever their ethnic, religious or cultural background, or their physical or intellectual ability.

• Improve the quality of the visitor experience by upgrading visitor facilities, including providing toilets and the opportunity to purchase refreshments, in addition to supplying information.

• Encourage visitors to value the cemetery, feel more attached to it, look after it, and perhaps be inspired to volunteer or provide financial support.

2.3 Audiences

Brompton Cemetery currently receives around 700,000 visits each year from a diverse range of people. Significant audiences and other recognisable groupings include:

• In terms of origin, local residents who visit regularly form the majority of the cemetery’s users, while non-local visitors who visit infrequently or only once form a significant minority.

• In terms of age, adults over 25 form the vast majority of the cemetery’s users and are overrepresented compared with the local area, while young people under 25 and potentially older people over 75 form very small minorities and are under-represented.

• Families form a small minority of the cemetery’s users, and are under-represented compared with the local area.

• People from black, Asian and minority ethnic (BAME) cultures form a small minority of the cemetery’s users, and are under-represented compared with the local area.

• People with a limiting long-term illness form a very small minority of the cemetery’s users, and are under-represented compared with the local area.

• Lesbian, gay, bisexual and transgender (LGBT) people form a very small minority of the cemetery’s users, and are under-represented compared with the local area.

• People suffering from material and social deprivation and homeless people form a very small minority of the cemetery’s users, and are under-represented compared with the local area.

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• People with a special interest (e.g. working, volunteering, genealogy, conservation, photography, history, military, cemeteries, etc) form a small minority of the cemetery’s users.

• Bereaved people visiting the grave of a friend or relative form a significant minority of the cemetery’s users.

• The employees and customers of local businesses form a small minority of the cemetery’s users.

Analysis of the cemetery’s existing audience allows us to identify groups who are currently underrepresented when compared to the local area. In the case of Brompton cemetery, we have identified young people under 25, older people over 75, families with children, people from BAME cultures, people with a limiting long-term illness, people from LGBT communities, people suffering from material and social deprivation and homeless people as being under-represented. Coordinated efforts will be made through the interpretation, activities and communications programmes toengage, attract and cater for these audiences. Interpretation will cater to the media preferences of both existing and under-represented audiences.

To this end, both traditional media (e.g. leaflets, panels, exhibits and guided tours) and digital media (e.g. web, audio-visual and smartphone service) will be deployed. For example, digital media will dovetail well with the way many young people choose to learn about the world. Temporary exhibitions and events will help maintain the interest of local residents who visit regularly.

The messages carried by a broad range of media will also be tailored to the needs of different age groups and backgrounds. For example, slightly ghoulish and grisly stories are likely to appeal to children and young people, whereas stories that help people access long-forgotten memories oftimes gone by may interest older people.

Subjects that engage people of different ages and promote inter-generational discussion and learning will be highly appropriate for families.

Further audience insight and analysis can be found in Appendix 3 Audience (also see Activity Plan Sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

2.4 Stories

Brompton Cemetery is unusually well endowed with captivating stories ranging across social history, politics, religion, science, commerce, art and design, engineering, medicine, sport, exploration, recreation, empire, immigration, urbanisation, warfare, horticulture and nature, amongst others.

These provide a rich source of material for learning about the cemetery itself and for exploring far reaching universal themes linked to Brompton’s people, places and nature.

In addition to selecting stories of universal interest, particular care will be taken to include those that help make the cemetery relevant and appealing to under-represented audiences, including young people under 25, older people over 75, families with children, people from BAME cultures, people with a limiting long-term illness, people from LGBT communities, people suffering from material and social deprivation, and homeless people (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).


For stories to appeal to particular audiences, they have to relate strongly to an individual’s core sense of identity or their experience of everyday life. Furthermore, for the story to be of real benefit to a person, it must have the potential to help them expand their understanding of the world or their way of dealing with it. For example, providing insights into the British Empire or the history of immigration could be of real interest and value to people from BAME cultures, as this may resonate with both their identity and lived experience. Similarly, the history of social conditions and their effect on disease and death, including life expectancy and child mortality, might be of interest to parents who are naturally concerned about the wellbeing of their offspring. Some initial ideas for stories that might resonates strongly with under-represented audiences are outlined below.

We recognise the challenging and occasionally controversial nature of some of the stories evident at Brompton Cemetery, including those related to empire, slavery, immigration, discrimination, social class and death. These are important stories and, despite the challenges, it is not our intention to shirk our responsibility for telling them. Instead, we intend to deal with challenging and controversial issues in a well-rounded, even-handed and non-didactic way that presents information from different viewpoints and allows visitors to make up their own minds.

We also recognise that both the subject matter and the form of its presentation within a working cemetery creates additional sensitivities. While wanting to entertain and enlighten visitors in an enjoyable way, we also have to respect other users of the cemetery such as burial parties and people coming to pay their respects to departed loved ones. To this end, we will endeavour to steer an appropriate course between the humorous, the dramatic and the macabre on one hand, and the feelings of the bereaved on the other.

In accordance with best practice for thematic interpretation, the content for interpretive displays at Brompton Cemetery will be organised around key themes representing the messages and underlying issues around which we can raise awareness and inspire meaningful thought. These detailed themes and their accompanying aims and storylines will be formulated during the delivery phase of the project based on a number of overarching subject areas, which include:

The people of Brompton Cemetery

The 205,000 people buried in Brompton Cemetery form a cross-section of society and provide fascinating insights into the social history of the UK and the British Empire since Victorian times.

Every person buried in the cemetery was somebody’s mother, father, daughter, son, brother, employer, employee or good friend. Each has a list of public or private accomplishments to their name, and a unique and enlightening life story to tell. In addition to many people whose stories are not yet generally known, the cemetery contains the remains of a host of notable politicians, activists, academics, service men and women, engineers, inventors, artists, writers, actors, musicians, horticulturalists, sports men and women, and many others from all walks of life.

The interpretation will reveal fascinating stories of ordinary and extraordinary people and will explore the feats individuals can achieve in their professional and personal lives through courage, conviction and good fortune, sometimes in the face of adversity.

The stories of people buried at Brompton Cemetery are of general interest but are also likely to appeal to some of Brompton’s under-represented audiences, including young people under 25, older people over 75, families with children, people from BAME cultures, and people suffering from material and social deprivation. These are just a few of the people buried at the cemetery that we already know a little about:

• Sir Henry Barkly, Governor of British Guiana, Jamaica, Australia, Mauritius & the Cape (potential BAME interest).

• Joseph Bonomi, an English sculptor, artist, Egyptologist and museum curator whose first four children all died in the same week from whooping cough (potential family interest).

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• George Henry Borrow, a traveller, linguist and author who spent time with and wrote about the Romany community (potential BAME interest).

• Princess Victoria Gouramma Campbell, an Indian Princess who refused a marriage arranged by Queen Victoria in favour of a love-match that went wrong (potential BAME interest).

• Louis Alexis Chamerovzow, an author, journalist and anti-slavery campaigner (potential BAME interest).

• Sir Henry Cole, who inspired the Great Exhibition of 1851 and was a founder of the Public Records Office, Royal Albert Hall, Royal College of Music and V&A Museum. He also invented Christmas cards and designed children’s tea sets (potential family interest).

• Sir Samuel Cunard, who’s successful whaling business developed into the Cunard Line and who spoke out against slavery, against his own business interests (potential BAME interest).

• Admiral Robert Fitzroy, who captained Darwin’s ship HMS Beagle and wrote extensively about their exploits (potential family interest).

• Robert Fortune, the botanist and plant hunter who introduced Chinese tea to India and brought many new, exotic and beautiful plants back to the UK (potential BAME interest).

• Sir George Dashwood Taubman Goldie, president of the Royal Geographic Society and founder of Nigeria (potential BAME interest).

• Sir James Shaw Hay, governor of Governor of Sierra Leone & Barbados (potential BAME interest).

• George Alfred Henty, who was a prolific author of swashbuckling children’s books and short stories for publication such as The Boy’s Own paper (potential young people interest).

• Rev Elias Huelin, the cemetery chaplain who was brutally murdered and whose body was transported in a packing case dripping with blood (potential young people interest).

• John ‘Gentleman’ Jackson, the wood engraver and bare-knuckle prize-fighter who established a well known self-defence school in Bond Street patronised by the nobility.

• Kit Lambert, manager of The Who pop group (potential young people interest).

• Percy Lambert, the first person to cover 100 miles in under one hour (potential young people interest).

• Elizabeth Le Blond, a pioneering mountaineer and photographer in a time when it was almost unheard of for woman to climb mountains (potential young people interest).

• Sir Henry Wylie Norman, Governor of Jamaica & Queensland (potential BAME interest).

• Emmeline Pankhurst, who organised the Women’s Social and Political Union and lived just long enough to see equal suffrage for men and women (potential older people interest).

• Percy Pilcher, who patented the world’s first practical powered aeroplane seven years before the Wright Brothers. Unfortunately, he died testing it (potential young people interest).

• Sir Hercules George Robert Robinson, Governor of Hong King, Ceylon, New S. Wales,New Zealand & Cape (potential BAME interest).


• Emma Shaw, the first person to be buried at the cemetery. She died in childbirth at the age of 20 but we know little more about her (potential family interest).

• Sir Francis Pettit Smith, who invented the screw propeller that transformed naval warfare and sea travel (potential older people interest).

• Dr John Snow, who discovered of the causes of cholera and was a pioneering anaesthetist who administered chloroform to Queen Victoria during childbirth (potential family interest).

• Samuel Leigh Sotheby, who is credited with transforming the family book auction business into the global auctioneers we know today.

• General James Thomas Walker, Surveyor General of India and superintendent of the Great Trigonometrical Survey of India (potential BAME interest).

• Chief Long Wolf, an American Sioux chief who toured Europe with Buffalo Bill’s Wild West Show. His body was eventually returned home in accordance with Native American traditions (potential BAME interest and young people).

Amongst other thought-provoking themes, the interpretation of Brompton Cemetery will explore the following subjects that arise from the stories of the people buried here:

• The diversity of origins – from an Indian princess to a Polish chess master (potential BAME interest).

• The British empire and its effect on the people of the colonised countries, both past and present (potential BAME interest).

• The changing face of immigration in the UK through history (potential BAME interest).

• The diversity of backgrounds – from paupers to peers (potential interest for people suffering from material and social deprivation).

• Changing attitudes to death and funeral practice through time (potential older people interest).

• Changing attitudes to death and funeral practice across cultures (potential BAME interest).

• Social conditions and their effect on disease and death, including life expectancy and child mortality (potential family and older people interest).

• What enables and drives some people to achieve remarkable things, and what part equality plays in this (potential young people and BAME interest).

• The rise in interest in genealogy and research into family origins (potential family interest).

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The history and architecture of Brompton Cemetery

Brompton is one of London’s Magnificent Seven cemeteries created in response to the capital’s 19th century population explosion. The cemetery’s unique character and legacy is shaped by its formal landscapes and extravagant buildings which were thought necessary by its creators to transform a flat and unremarkable site into an attractive place to be buried. The buildings are now listedstructures, and 35,000 monuments have been added over time, of which 28 are also listed.

The story of how Brompton Cemetery came into existence, and the many twists and turns on its journey to the present day, touch on our approach to business, politics, health, religion, the arts andmany other aspects of society. The cemetery’s build heritage provides a visceral link to these fascinating stories.

History and architecture are likely to appeal to some under-represented audiences, including young people under 25, older people over 75, families with children, people from BAME cultures, people from LGBT communities, as outlined below.

Amongst other thought-provoking themes, the interpretation of Brompton Cemetery will explore the following subjects that arise from its history and built structures:

• The rise of London as the commercial capital of the world in the 19th century.

• Changing attitudes to burial practice across cultures (potential BAME interest).

• Changing attitudes to burial practice through time (potential older people interest).

• The expansion of cities and the pressure this puts on essential services and land.

• Symbolism of grave monuments such as broken columns, skulls, angels and wreaths (potential family interest).

• The historic role of public / private partnerships in the provision of public services.

• Changing fashions in the style and design of buildings and monuments (potential older people interest).

• Use of materials in building and monuments, and their conservation over time.

• Brompton’s use as film location for Mission Impossible, James Bond, Dr Who and Sherlock Homes, amongst other well-known films and shows (potential young people interest).

• Caring for and managing the cemetery, including grave digging and volunteer work.

• Brompton’s use for a wide range of activities, including visiting graves, commuting, dog walking, relaxing, sleeping, meeting people and research amongst many others (potential LGBT interest).

The nature of Brompton Cemetery

Brompton was established as a Garden Cemetery intended, in the words of the landscape consultant J.C. Loudon, ‘as much for the enjoyment of the living as the repose of the dead’. To this end, it offers a natural environment to rival its built environment in importance, and provides a haven for wildlife in a part of London with relatively little green space. The cemetery is carpeted with grasses, ferns, ivy, flowers, shrubs and trees, and it teems with bats, birds, butterflies, bees, squirrels, foxes and other wildlife.

Animals and plants are likely to appeal to some under-represented audiences, including older people, families with children and people with a limiting long-term illness, as outlined below.

Amongst other thought-provoking themes, the interpretation of Brompton Cemetery will explore the following subjects that arise from its natural environments:

• The sensory pleasure and revitalising effect of being in contact with nature (potential family, longterm illness and older people interest).

• The value of biodiversity in cities (potential family interest).

• The importance of public open space for exercise, recreation and spiritual revitalisation.

• The mechanisms animals use to adapt to urban living (potential family interest).

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• The lifespan and lifecycle of various animals compared to humans (potential family interest).

• The story of the plant hunters who brought new, exotic and beautiful plants to the UK.

• The importance of good horticulture in urban settings.

• Beatrix Potter’s likely source of inspiration for Mr McGregor’s walled garden (potential family interest).

The three overarching subject areas for interpretation stories – People, History and Nature – are separate but related to the four themes identified for community engagement activities (see Activity Plan section 8.3 Activity Themes) as follows:

People History Nature

Heritage – includes built and social heritage.

X X

Environment – includes gardening, nature and wildlife.

X X

Arts and tradition – includes arts, photography, music etc.

X X

Death and burial – includes attitudes, practices and symbolism.

X X

2.5 Resources

The primary resource available to this project is the cemetery itself, including the environments, buildings and monuments conserved and upgraded as part of the conservation project. These will form the foundation of the visitor experience in the future.

The Royal Parks owns and maintains the cemetery and many of its resources will be available to the project, including its proven experience in land management, communications and project delivery.

The Friends of Brompton Cemetery are a long-standing group of volunteers who deploy significant experience and resources in the service of the cemetery. FoBC has carried out much of the research into the history of the cemetery and will continue with this vital role. They maintain a vital database of research into approximately 850 notable graves.

Additional research is also being carried out as part of the conservation project, including architectural and ecological surveys, conservation statements and a variety of community activities. Research into documents held at The National Archives and other repositories may also form the basis of further volunteer research projects.

A Partnership and Community Engagement Officer, in place for the duration of the project, will produce and implement the Activity Plan and ensure that community groups and volunteers are fully involved with the work.

Extensive learning materials for teachers were developed by TRP in 2005 which were linked to the national curriculum and covered topics such as symbolism, influential Victorians buried in thecemetery, analysis of burial records, and changes through time. TRP also has outdoor learning resources which can inform the interpretation.


2.6 Delivery

We recognise that effective delivery of the project will be crucial to its eventual success in terms of the benefits it brings to the cemetery’s users, and its operational efficiency and sustainability. To this end, tried and tested systems and processes will be put in place to reduce risk and to maximise the potential for a highly successful outcome.

Community and volunteer work will also contribute to the project’s delivery, with the learning and involvement it produces being an outcome in itself. The physical manifestations of the project will beproduced to exceptionally high standards, generally using professional methods of production.

The delivery and production processes are included in the costs provided and will include:

• A small working group of stakeholders, subject experts and people experienced with visitors and communications will oversee and maintain editorial control of the process on behalf of TRP and its partners. An experienced internal project manager will administer the day to day work.

• Volunteers and members of the local community, including representatives of under-represented audiences, will be engaged through a variety of activities and other outreach work, and will be fully involved in consultations, research, knowledge gathering, steering and delivering the project. (also see Action Plan sections Heritage C, Arts & Tradition A and C, and Death & Burial A).

• Learning opportunities and partnerships with other organisations such as the Magnificent Seven cemeteries, Museum of London, Victorian Society, Chelsea Football Club, V&A Museum, Transport for London, Royal Horticultural Society, local boroughs, schools and community groups will be sought where these can be of benefit (also see Action Plan section Heritage A).

• Text will be professionally written by experienced interpretive writers based on the information and insights researched and provided by knowledgeable subject experts. It will be engaging and entertaining, and will designed to reveal underlying insights in addition to communicating facts.

• Pre-existing illustrative material such as maps, drawings and photographs will be reproduced from originals in high definition.

• New illustrations such as orientation maps and historic reconstruction drawings will be produced to book publication standards by experienced professional artists. They will bring people, places and events from the past to life in a powerful and persuasive way.

• Graphic design for panels, print publications and AV presentations will be carried out by experienced professional graphic designers familiar with interpretive principles. Layouts will be visually attractive while communicating information and insights with great clarity.

• Three-dimensional design for physical interventions will be carried out by experienced professional product designers familiar with working in sensitive historic settings. Structures will be durable and will complement the historic environment without being historic pastiches.

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• Audio and video will be professionally produced to high production values and will be designed to create a lasting emotional impact. We will employ talented and community-minded local residents for acting and voice-overs – Susan Hampshire, Diana Rigg, Evan Davis and John Barrowman are all local residents (also see Action Plan sections Heritage C, Arts & Tradition A, and Death & Burial A).

• Development of the smartphone service will be carried out by experienced software developers familiar with cultural and heritage projects. The service will be designed to be easy to use and to surprise and delight, as well as educate and entertain its users.

• Crucial to the success of the project will be the quality and consistency of creative direction across all interpretive interventions. This will be provided by an experienced creative project manager with extensive experience of heritage interpretation, content creation, graphic and three-dimensional design, audio/visual and digital development, manufacture and installation.

Development of Brompton Cemetery’s visitor experience and heritage interpretation will not end with the HLF funded work. It is TRP’s intention to learn from this round of development and to raise further funds from other sources for future complimentary projects.

2.7 Maintenance

We recognise that regular maintenance and updating of the interpretation media will be vital to its on-going effectiveness. In terms of visitor experience, there are few worse things than dirty, broken or obviously missing interpretation. For this reason, reliable systems and processes will be put in place to ensure that the interpretive provision is maintained to a high standard.

These will include preventative maintenance, scheduled inspections and emergency procedures which are included in staff job descriptions or service agreements with specialist contractors.

The maintenance and updating programme is outlined in Appendix 4.

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Heritage interpretation will offer fascinating and meaningful insights into the stories behind Brompton Cemetery. It will be designed to be entertaining and enjoyable, to relate in some way to the visitors’ own lives, and to provoke them into meaningful thought about these relationships. Exhibits will include factual information where this helps to illustrate these insights although, in accordance with best practice in heritage interpretation, learning and remembering these facts will not be an important end in itself.

Additional layers of interpretation and methods of communication will be used to appeal to new audiences that are currently under-represented at the cemetery, including younger age-groups and ethnic minorities.

Interpretive installations will have built in flexibility to allow multiple current and future uses of the site and its buildings.

We intend to prioritise the quality of interpretation over its quantity for the following reasons:

• Affective impact – We would prefer to have a significant impact on a smaller number of people than a superficial or negligible impact on a larger number. We believe it is far better to provide one excellent intervention that captures the attention of a lot of people and really makes them think, than two or three average interventions for the same price, that most people are likely to ignore and that makes little or no lasting impression on those who do interact with it.

• Stakeholder preference – Whilst asking for more on-site interpretation of the cemetery’s heritage, its stakeholders have also communicated a clear preference for minimal physical interventions to the cemetery’s historic environment. This suggests we should introduce the absolute minimum number of high quality artefacts needed to provide good physical and intellectual access to the cemetery for the majority of its users.

• Longevity and maintenance – We wish to maximise the life-span and minimise the future maintenance burden and environmental impact of the interpretation provision. This suggests we should employ timeless, flexible and thoughtful designs that have a long design-life, and use high quality materials that are long-lasting, durable, vandal resistant, and that age gracefully.

Consequently, we intend to develop all interpretation using exceptionally high standards of planning, content creation, design, material selection, production and management, even though the cost of doing this will obviously be significantly higher than that of average quality interventions.

We believe this is fully justified by the additional benefits for Brompton Cemetery’s users, both through the greatly enhanced effectiveness of each interaction, and the significantly increased number of interactions over the extended period of time the interpretation will be in place.

3. Interpretive media


3.1 Smartphone

Smartphone-based services, including apps and adaptive mobile-friendly websites, are fast taking the place of many traditional forms of heritage interpretation. This is because they offer many of the advantages of panels, leaflets and audio tours, along with unique benefits all of their own. These include being highly portable and personal, being aware of the user’s location, being easy and cheap to update, being connected to sources of further information, and being ideal for two-way conversations with the attraction and with the user’s social networks.

Not everybody has the ability or is comfortable using a smartphone to access information, so other forms of interpretation are still needed if access is to be granted to a wide range of people. However, smartphones can provide a highly media-rich experience for those who do use this technology. In particular, younger people increasingly obtain the vast majority of their information and insights using connected portable devices and other screen-based media, so a smartphone-based service is almost a prerequisite for interacting with this highly technologically-literate audience.

At Brompton Cemetery, a highly advanced smartphone service will facilitate media-rich intellectual access to its cultural and natural heritage by offering tailored self-guided multi-media tours of the cemetery. Using GPS and location enabled maps, a highlights tour will accurately guide visitors to the best places to experience a mixture of notable people, beautiful buildings, memorable memorials and fascinating wildlife. Keen visitors can choose to personalise their tour and be guided to many more individual sites linked to their personal interests, such as grave markings, famous people, fine carvings and war graves, amongst other possibilities.

Visitors will also be able to explore the cemetery without a plan in mind, using their smartphone to alert them to nearby places of interest.

Having arrived at an interesting feature, in addition to being able to access facts and illustrations giving key insights into it, where appropriate a visitor’s smartphone will be used to transport them through time or space to provide powerful experiences they could not get in any other way. For example, visitors will be able to:

• Gain privileged perspectives on the cemetery using interactive 360o video panoramas. This ‘teleport’ feature might include an atmospheric tour of the catacombs, or looking down on the cemetery from the chapel dome, spinning around through 360o and zooming in on interesting features.

• Experience notable people recounting fascinating stories from beyond the grave using living history audio re-enactments. These might include Emmeline Pankhurst giving her famous Freedom or Death speech, Henry Cole having his eureka moment about the Great Exhibition of 1851, Admiral Robert Fitzroy trying to make sense of Darwin’s crazy idea that we are all descended from fish, or Chief Long Wolf’s musings on the eccentricities of the British population.

• Step back through time using geo-referenced historic maps. This ‘time machine’ feature will allow people to explore the green fields of Brompton before the cemetery was built, appreciate the extent of its buildings before the western catacombs were destroyed, witness the structures that were never constructed due to lack of funds and gain insights into other key moments in its history.

Not only will visitors be able to receive valuable information, insights and rich-media experiences, the smartphone service will also make full use of social media to encourage them to contribute to discussions and to share their experiences with new and existing friends on Facebook, Twitter, Instagram, Pinterest and other social networks.

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Visitors wishing to pay their respects to relatives who died recently or in the distant past will be able to identify the exact location where they are buried and will be guided straight to the plot using GPS and location enabled maps on their smartphone. Not only will this revolutionary and forward looking service provide an exceptional level of customer care for these cemetery users, it will also save time for staff and volunteers who currently provide this information laboriously by hand.

Children and young people will be able to play a variety of unique and innovative games on their smartphones that transform walking and learning outdoors into a fun activity. An I-Spy type game will encourage children to explore every corner of the cemetery in order to find and photograph an example of a memorial symbols such as an angel, anchor, broken column, butterfly, palm branch and serpent. A Scavenger Hunt type game will challenge children to locate a specific structure, headstone or tree using GPS, and answer a multiple-choice question to demonstrate they’ve found it.

Participants will automatically be sent digital prizes if they complete the tasks. These could be an automated Pinterest upload or email to a loved one featuring the images they took at the cemetery. The games will be designed to ‘gamify’ the learning experience by encouraging children and young people to explore the cemetery and learn about the things they encounter, whilst having fun and interacting constructively with other youngsters and any accompanying adults, who are likely to learn as much from this as they do.

The smartphone service will be designed to provide an effective way of engaging with young people under 25 and families with young children, who form important underrepresented target audiences (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

The smartphone service will be updatable with new tours, locations, texts, images, videos and sound clips by TRP staff through a comprehensive and easy-to-use content management system. This will ensure the content stays up to date with the latest discoveries, there is always something new for regular visitors to do, and the service evolves and improves over time at minimal cost.

Overall, our firm intention is develop significant innovations and make genuine advances in the quality, relevance, effectiveness and enjoyability of smartphone-based heritage information services. To help with this we will learn from other relevant projects, including those already funded by HLF such as the Life and Death in Hampstead sound trail, the Hackney Hear app and the Loch LevenHeritage Trail app, amongst others.

Many heritage smartphone services are developed using pre-existing templated structures and repurposed content. This keeps development costs down but results in similar functionality with few site- specific or innovative features. In contrast, Brompton Cemetery will have a bespoke service that is closely tailored to the needs of the place and its audiences. We believe the additional cost of this approach is amply justified by the increased impact the interpretation will have on its users.


3.2 Guide book

A well conceived guide book provides a valuable tool for exploring an outdoor site and for reliving the experience back at home. While a smartphone can provide all the functionality of a guide book and much more, it seems likely there will be a place for guide books for the foreseeable future, as there are still many people who are unable or unwilling to use digital technology for this purpose.

At Brompton Cemetery, the existing guide book will be substantially updated to include the latest discoveries about the people buried here, to accommodate changes in management practices and to be more engaging in its writing style and illustrations. One of the main stumbling blocks of the guide book lies in identifying the precise location of the featured tombs, memorials and trees from the small-scale maps provided. To solve this for the guide book and at the same time provide a similar benefit for users of guide leaflets and smartphones, unobtrusive numbered markers will be installed on the ground at each of the featured locations.

While not being targeted at any specific under-represented audiences, the guide book provides a key point of reference that is likely to appeal to a relatively wide range of visitors (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

3.3 Guide leaflets

Guide leaflets provide an economical way of exploring and gaining insights into a site for those people unable or unwilling to use a smartphone or to purchase a more expensive guide book. As with the guide book, whilst a smartphone can provide all the functionality of guide leaflets and much more, it seems likely there will be a place for leaflets for the foreseeable future.

At Brompton Cemetery, a small series of carefully selected and well written guide leaflets will be produced and distributed at low cost. Subjects are likely to include grave markings, famous people, fine carvings and military graves.

The guide leaflets will be attractive to a wide range of visitors, including under-represented audiences such as young people under 25, older people over 75, families with children, people from BAME cultures, people with a limiting long-term illness, people from LGBT communities, especially if individual leaflets are specifically themed to appeal to them (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

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3.4 Outdoor exhibits

Whereas a smartphone service is accessible only to those with the appropriate technology and the will to use it, guide books and leaflets are available only by those with the wherewithal and opportunity to obtain them, and indoor exhibits are available only when the facility is open – outdoor exhibits benefit from being accessible to the widest range of visitors for the maximum amount of time. However, outdoor exhibits can have a negative impact on the quality of a historic environment, so their form, location and the extent of their use must be carefully considered.

At Brompton Cemetery, outdoor exhibits will be used to provide essential information and insights that are easily accessible to the vast majority of visitors. These exhibits will provide:

• A comprehensive orientation to the site through panels featuring bird’s eye view illustrated maps located near each entrance.

• A brief introduction to the cemetery and an overview of its key themes and stories through introductory panels located near each entrance.

• An exploration of the cemetery’s overall design and its key structures such as the Anglican Chapel, Great Circle, Arcades, Catacombs and Ceremonial Drive through interpretation panels located near the key views and structures.

• Clear identification of the most interesting features through small unobtrusive numbered markers located in front of them.

Outdoor exhibits will be accessible to a wide range of visitors, including under-represented audiences such as people from BAME communities, young people under 25, people from LGBT communities, people with a limiting long-term illness, people suffering from material and social deprivation, families with children, older people and homeless people, who may be less likely to visit the formal visitor centre or engage with guided activities (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

Panel-based exhibits will take the form of exceptionally high quality exterior panels mounted on metal supports. The overall appearance of the structures will be very carefully designed to be small, simple and unobtrusive, and to complement the historic setting without being a pastiche of Victorian styles. The grave markers will take the form of raised-relief cast bronze discs set flush into the path surfaces to minimise intrusion. All outdoor structures will have a design life of at least 10 years.

Many interpretation panels are produced using pre-existing illustrations, text written by subject experts as opposed to professional writers, standardised support structures and relatively low performance materials. This keeps costs down but often results in lackluster communication, inappropriate appearance and a relatively short life-span. In contrast, Brompton Cemetery will have high quality bespoke content and designs that are closely tailored to the needs of the place and its audiences. We believe the additional cost of this approach is amply justified by the increased impact the interpretation will have on its users.


3.5 North Lodge visitor centre

Whilst by far the most powerful and affective experiences of an outdoor site are to be gained from interacting directly with its people, environments and built structures, indoor exhibits also have their uses. Some visitors value an introduction and orientation to a site to give them confidence before venturing into it. Many seek places to shelter in poor weather, and looking at indoor exhibits makes this time more interesting and productive. Some also desire a multi-faceted visitor experience including a visit to a cafe, so placing interpretation within this environment provides additional opportunities for entertaining and enlightening visitors.

The North Lodge will provide visitors with a warm welcome to Brompton Cemetery, important facilities such as shelter, toilets and refreshments, a general introduction to the cemetery, and all the resources they need to explore it for themselves.

Exhibit room

A flexible multi-purpose space will be provided as part of the new visitor centre. This will function as meet and greet point for school groups, walking tours and other guided activities, and as a presentation space for an audio-visual (AV) presentation, small-scale temporary exhibitions and lectures. The room will also be generally available for anyone to drop-in and learn more about the cemetery (also see Activity Plan section 8.4a Guided Walks and Illustrated Talks).

The exhibit room is located next to the FoBC offices and they will provide volunteers to welcome visitors, especially during busy periods. The volunteers will answer general enquiries and will also have access to the graves database, smartphone service and other digital resources on laptops and tablets for more specialist queries (also see Action Plan section Heritage C Information Centre Volunteers).

The room will be minimally and robustly fitted-out to leave space for groups and so it can potentially be left unsupervised when necessary. In addition to providing a permanent home for some impressive stone sculptures and being stocked with activity sheets and other resources for children, the permanent exhibits will include:

• Interpretive wall panels providing an orientation and brief introduction to the cemetery, along with interactive areas for visitors to leave messages and comments.

• An evocative AV presentation that uses a rich patchwork of projected images, ambient sound, music and voiceover to provide a powerful and highly moving introduction to the cemetery (some images and audio provided by community – see Action Plan section Heritage B Social History).

We believe the additional cost of developing such a highly creative presentation over a more prosaic run-of-the-mill one is amply justified by the increased impact it will have on its viewers. Similar to the guide book and leaflets, while not being targeted at any specific under-represented audiences, the visitor centre provides a key resource for understanding the cemetery that is likely to appeal to a relatively wide range of visitors (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

Café

A café and public toilets will form part of the new visitor centre complex. Many people eating and drinking in the café will have time on their hands to interact with interpretive messages. Text and images on wall panels and table surfaces will inspire people to think about the cemetery’s historic and natural environments in new ways, and hopefully encourage them to explore the cemetery if they weren’t already planning to do so. The text and imagery will have a strong artistic element and, in addition to its interpretive function, will help provide a distinct identity for the café. Images and other materials used in these exhibits will be carefully selected so as not to risk upsetting people while they eat their food. Exhibits will include:

• Café wall panels showing some of the cemetery’s most attractive and dramatic features, such as building details, statues, trees or animals, accompanied by short inspirational quotes.

• Interpretive materials integrated into café table-tops telling fascinating short stories about the cemetery or posing questions such as ‘why do we wear black at funerals?’. Some of these may be specifically designed for children.

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The informal café environment is likely to be attractive to a wide range of visitors, including some under-represented audiences such as people from BAME communities, young people under 25, people from LGBT communities, people with a limiting long-term illness, families with children and older people, who may be less likely to engage with overt interpretation such as the exhibit room, outdoor exhibits and guided activities (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

The quality of the interpretation on wall panels and tables will match that of the outdoor panels described above. Again, we believe the additional cost of developing high quality bespoke content and designs is amply justified by the increased impact it will have on its users.

3.6 Guided tours

Personal interpretation is often a highly effective and affective method of communicating with visitors, as the subject matter and level of detail can be tailored to the needs of the particular group and the individuals within it.

The Friends of Brompton Cemetery already provide popular and well-regarded guided tours of the cemetery. They will continue to provide this valuable personal service to visitors alongside the new non-personal interpretation materials, which are likely to cater for a largely distinct audience (also see Activity Plan section 8.4a and Action Plan section Heritage C Guided Walks & Illustrated Talks).

Guided tours will be attractive to a wide range of visitors, including under-represented audiences such as people from BAME communities, families with children and older people, especially if they are specifically themed to appeal to them and the publicity is appropriately targeted (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

3.7 Overarching projects

Some essential planning, content creation and management work is required as a prerequisite to, or an integral part of, the interpretive interventions outlined above. These overarching projects include:

• Detailed interpretive planning will be carried out to define the overall interpretive themes, objectives and storylines to be communicated across all interpretive interventions. Community engagement with under-represented audiences will feed into the process (also see Activity Plan sections 4 Who Uses Brompton Cemetery and 7 Research Analysis & Target Audiences).

• Illustrated bird’s eye view maps of the cemetery will be produced for use on the orientation panels, smartphone services and guide book. These illustrated maps will be far easier for most people to understand and use than conventional flat maps.

• High quality photographs of key cemetery features will be taken for use on interpretation panels,exhibitions, smartphone services and guide book


3.8 Budget costs

The following estimated costs are intended for budgeting purposes. They assume that all work is produced by contracted professionals to exceptionally high standards of innovation and quality.

Item Cost £

Smartphone service 86,000

Guide book 13,000

Guide leaflets (3) 15,000

Outdoor exhibits• Orientation panels at 13,000 main entrances (2)• Introduction panels at 12,000 main entrances (2)• Interpretation panels (4) 31,000• Grave markers (100) 12,000

North Lodge exhibit room• Interpretation wall panels (3) 12,000• Temporary exhibition structure 4,000• Audio visual presentation 70,000

North Lodge café• Photographic wall panels (6) 7,000• Interpretation tables (7) 36,000

• Guided tours 0

Overarching projects• Detailed interpretive planning 14,000• Bird’s eye view orientation maps (2) 8,000• Photography 4,000

Total 338,000

Notes

• Costs include allowances for planning, content creation, design, management production and

installation, as appropriate.

• The smartphone service cost excludes audio production and integration of graves database, which are included in other project budgets.

• The North Lodge exhibit room cost excludes built in and freestanding furniture, artefact displays and audio visual equipment, which are included in other project budgets.

• All costs exclude VAT.

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4. Appendices

These appendices are not intended to be definitive or prescriptive, but are instead a gathering of information and ideas to inform detailed planning and implementation during the delivery phase. These are a work in progress and will be updated and added to as the project progresses.

Appendix 1 Interpretation examples

Appendix 2 Guiding principles

Appendix 3 Audience

Appendix 4 Maintenance

Appendix 5 Media applications


4.1 Appendix 1 – Interpretation examples

The following examples of interpretation from other places and projects are intended to provide a flavour of the quality of provision that Brompton cemetery aspires to, although they obviously do not represent the actual media, design or content that will be used, as this will be developed specifically for the project.

Maps

Burghley House aerial-view map (illustration by Stephen Conlin)

Bird’s-eye view orientation maps of the cemetery will allow visitors, the vast majority of whom are likely to have little experience in map-reading, to understand what the cemetery has to offer, to orientate themselves within the space, and to navigate to the features they are interested in.

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Illustrations

Charlestown Limekilns (interpretation by Aaron Lawton Associates, illustration by Richard Bonson)

Illustrations used in the booklet, leaflets, interpretation panels and smartphone service will be of book publication standard. They will be used to help bring people, places and events from the past to life in a powerful and persuasive way.


Interpretation panels

Big Tree Country panel (interpretation by Aaron Lawton Associates, illustrations by Richard Bonson)

Indoor and outdoor interpretation panels will use arresting titles, high quality images, intelligent writing and clever design to engage visitors and provide them with valuable insights into the cemetery’s fascinating stories and their underlying meanings.

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Panel supports

Skipness Castle handrail (project by Historic Scotland, photo by Aaron Lawton)

Physical interventions such as interpretation panel supports will use durable high quality materials and will be designed to complement the historic environment of the cemetery without being an unimaginative pastiche of past architectural styles.


Feature markers

The Queen’s Walkway markers (project by The Outdoor Trust, photo by ThamesWeb)

Discreet metal plaques set into the paths will help visitors identify important graves and monuments in a subtle way that does not intrude unduly on the cemetery’s historic environment.

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Smartphone service

Loch Leven Heritage Trail app (interpretation and design by Aaron Lawton Associates / Dogfish Mobile)

A location-enabled smartphone service will use state-of-the-art technology to provide highly personalised self-guided tours of the cemetery. Using a variety of media including video, sound, still images and text, it will give access to people, places and times that are otherwise unavailable.


Café interpretation

Glen Coe Visitor Centre café (design by StudioArc, photo by Aaron Lawton)

Visitors will be able to gain fascinating insights into the cemetery while they enjoy eating and drinking in the café. Artist designed information appropriate for both adults and children will be provided on the walls and table-tops, which will also create a distinctive atmosphere and identity for the space.

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4.2 Appendix 2 – Guiding principles

Interpretation

Interpretation for the Brompton Cemetery Conservation Project will follow current good practice as outlined by Larry Beck and Ted Cable (2002) Interpretation for the 21st Century: Fifteen Guiding Principles for Interpreting Nature and Culture:

• To spark interest, interpreters must relate the subject to the lives of visitors.

• The purpose of interpretation goes beyond providing information to reveal deeper meaning and truth.

• The interpretive presentation – as a work of art – should be designed as a story that informs, entertains and enlightens.

• The purpose of an interpretive story is to inspire and provoke people to broaden their horizons.

• Interpretation should present a complete theme or thesis and address the whole person.

• Interpretation for children; teenagers and seniors – when these comprise uniform groups – should follow fundamentally different approaches.

• Every place has a history. Interpreters can bring the past alive to make the present more enjoyable and the future more meaningful.

• High technology can reveal the world in exciting new ways. However, incorporating this technology into the interpretive programme must be done with foresight and care.

• Interpreters must concern themselves with the quantity and quality of information presented.

• Before applying the arts in interpretation, the interpreter must be familiar with basic communication techniques.

• Interpretive writing should address what readers would like to know, with the authority and wisdom and the humility and care that accompany it.

• The overall interpretive programme must be capable of attracting support.

• Interpretation should instil in people the ability, and the desire, to sense the beauty in their surroundings.

• Interpreters can promote optimal experiences through intentional and thoughtful program and facility design.

• Passion is the essential element for powerful and effective interpretation.

Access

The principles of Universal Design will be adopted for all interpretive installations, which will be made accessible in an integrated way to those of varying intellectual, sensory and physical abilities. In addition to physical access provisions, the reading heights of displays and other installations, the clarity and contrast of colours and typefaces, and the size of lettering and other elements will be given due consideration in order to comply with the requirements of the Equality Act and recognised specialist guidelines.

Interpretive designs will take a range of different learning styles into account by providing layered presentation of information, including clear headlines, short introductory paragraphs, snippets of information and extended picture captions. This approach enables people to access the level of information they feel most comfortable with and reduces the possibility of ‘information overload’.

Environment

The project is committed to protecting the environment through seeking opportunities to reduce environmental impacts and minimising resource use, waste and pollution. Current best practice in environmental sustainability will be applied to the design and specification of all installations. This will include:

• Considering the environmental impacts of all activities, and working to reduce negative impacts and increase positive impacts where possible.

• Promoting awareness of environmental impacts among its partners and suppliers, and


encourage them to reduce negative impacts and increase positive impacts where possible.

• Promoting efficient use of resources such as power, water and raw materials, particularly those that are non-renewable.

• Reducing waste through reduced use, re-use and recycling, and by purchasing refurbished, recycled or recyclable products and materials where possible.

• Avoiding unnecessary use of pollutant materials and taking all reasonable steps to protect the environment if such materials must be used.

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4.3 Appendix 3 – Audience

Brompton Cemetery currently receives around 700,000 visits each year from a diverse range of people. Significant audiences and other recognisable groupings are outlined in the table below. The groups are not mutually exclusive and many individual visitors will belong to more than one. See the separate Activities Plan and Communications Plan for more detailed information on activities and communications media.

Audience Group

Key characteristics Key aims Key media

All visitors The full spectrum of existing andpotential cemetery users.

Ensure all responsible visitors feel welcome.

Make visitors awareof the facilities andattractions available,and how to find them.

Provide relevant,engaging, entertaining and thought-provokingexperiences.

Encourage respectfulbehaviour towardsthe cemetery andother visitors.

All interpretation,activities andcommunicationsmedia.

Localresidents

85% of cemetery users travel lessthan 30 minutes, with 87% arrivingon foot or by bike, and 62% comingonce a month or more (2014 visitorsurvey).

The majority of visitors are localresidents who visit regularly.Common reasons for visiting include relaxing, exercising, commuting, visiting graves of loved ones, dogwalking and wildlife-watching.

A small number indulge in anti-social behavior (staff observation).

Help people experience or learnsomething new eachtime they visit.

Foster pride in theirlocal attraction soresidents bring friends and family to visit and consider volunteering.

Encourage commuters to see it as a destination in its own right.

Interpretation (mediawith changing content):• Smartphone service• Temporary exhibits

Activities:• Engagement & consultation• Skills training• Events

Communications:• Newsletter• Smartphone service• Website


Audience Group


Non-localvisitors

15% of cemetery users travel morethan 30 minutes, with 13% arrivingby powered transport, and 38%coming less than once a month (2014 visitor survey).

People who visit BromptonCemetery once or only occasionally range from casual passers-by to foreign and domestic tourists in search of London’s unique heritage, and those on a mission to visit the grave of a notable person.

Ensure the visitorexperience justifiesefforts made to visit.

Highlight mainattractions and helplocate specific graves.

Make links to otherMagnificent Sevencemeteries.

Interpretation (mediaavailable on-site):• Smartphone service• Guide book & leaflets• Outdoor exhibits• Indoor exhibits• Temporary exhibits• AV presentation

Communications:• Smartphone service• Website• Social media• Special print media• National print and broadcast media

Adults Adults over 25 represent 95% ofcemetery users compared with 73%of people living within 1km (2014visitor survey / 2011 census).

Within this, 25-34 year olds aresignificantly under-represented at15% of users vs 26% locally, andthose over 50 years old aresignificantly over-represented with53% of users vs 24% locally (2014visitor survey / 2011 census). It isalso believed that those over 75years old may be under-represented (staff observation).

Common reasons for visiting include relaxing, exercising, commuting, visiting graves of loved ones, heritage, dog-walking, seeing notable graves and wildlife-watching.

The cemetery’s image and offeringare very attractive to mature adults.

Ensure the visitorexperience remainsattractive to overrepresented35-74 year olds.

Provide facilities andexperiences relevantand attractive to under-represented younger and older adults.

Reposition TRP andBrompton Cemeterybrand identities toappeal to youngeradults.

Interpretation (mediaappealing to matureadults):

• Guide book & leaflets• Outdoor exhibits• Indoor exhibits• Temporary exhibits• AV presentation• Guided tours

Activities:• Engagement & consultation• Skills training• Events

Communications:• Brand• Newsletter• Website• Local print media• Special print media• National print and broadcast media

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Audience Group


Young People

Young people under the age of 25 represent 5% of cemetery userscompared with 27% of people livingwithin 1km (2014 visitor survey /2011 census).

Young people visit on their own,with friends or with schools andyouth groups.

Common reasons for visiting include relaxing, heritage, seeing notable graves and wildlife-watching.

The cemetery’s image and offeringmay not be very attractive to youngpeople, although it may be possibleto improve this.

Ensure young people feel welcome.

Provide entertainingexperiences thatpromote exploration,enjoyment and learning throughinteraction withaccompanying adultsand friends.

Provide resourcesfor structured learning activities,including suitable spaces and explicit links with national curriculum.

Reposition TRP andBrompton Cemeterybrand identities toappeal to youngpeople.

Interpretation (media with content aimedat young people):• Smartphone service• Guide leaflets• Indoor exhibits• Temporary exhibits• AV presentation

Activities:• Engagement &

consultation• Skills training• Events• Education resources

Communications:• Brand• Smartphone service• Website• Social media

Families Children and family are observedusing the cemetery for leisure/recreation. Children are oftenseen scooting, cycling or beingpushed in buggies through thecemetery.

Common reasons for visiting include relaxing, exercising and wildlife watching.

The cemetery’s image and offeringmay seem limited to families,although it may be possible toimprove this.

Ensure families feelwelcome.

Provide entertainingexperiences thatpromote exploration,enjoyment and learning throughinteraction withaccompanying adultsand siblings.

Interpretation (mediawith content aimedat families withchildren):• Smartphone service• Guide leaflets• Indoor exhibits• Temporary exhibits


consultation• Events• Education resources

Communications:• Newsletter• Smartphone service• Website• Social media• Local print media


Audience Group


BAME People from black, Asian andminority ethnic cultures (BAME)represent 8% of cemetery userscompared with 29% of people livingwithin 1km (2014 visitor survey /2011 census).

The cemetery’s image and offeringmay not be very attractive to BAMEpeople, although it may be possibleto improve this.

Ensure BAME peoplefeel welcome.

Provide experiencesrelevant and attractive to BAME people.

Reposition TRP andBrompton Cemeterybrand identities toappeal to BAMEpeople.

Interpretation (mediawith content aimedat BAME people):• Smartphone service• Guide leaflets• Outdoor exhibits• Indoor exhibits• Temporary exhibits• AV presentation• Guided tours


consultation• Awareness raising• Events

Communications:• Brand• Newsletter• Smartphone service• Website• Social media• Local print media• Special print media

Limitinglong-termillness

People with a limiting long-termillness represent 5% of cemeteryusers compared with 12% of peopleliving within 1km (2014 visitor survey/ 2011)

The cemetery’s offering may not bevery attractive to people withdisabilities, although it may simply be that their impairments make it more difficult for them to visit.

Ensure people with alimiting long-termillness feel welcome.

Provide experiencesrelevant and attractive to people with physical,sensory and intellectualdisabilities.

Ensure facilities arefully accessible.

Interpretation (mediawith physical andsensory aspectsappealing to peoplewith disabilities):• Smartphone service• Guide leaflets• Outdoor exhibits• Indoor exhibits• AV presentation• Guided tours


consultation• Awareness raising

Communications:• Newsletter• Smartphone service• Website • Social media• Local print media• Special print media

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Audience Group


LGBT The Cemetery has been observed as a meeting place for some gay,bisexual and transgender people.

Representatives from this community have taken part in stakeholder engagement to discuss and constructively address issuessurrounding antisocial behaviour and experiences of homo/bi/transphobia in the area.

Because of this and other reasons,the site may not currently appeal tothe whole LGBT community butways to improve this will be explored.

Ensure LGBT peoplefeel welcome.

Reposition TRP andBrompton Cemeterybrand identities toappeal to LGBTpeople.

Interpretation (allmedia):• Smartphone service• Guide book & leaflets• Outdoor exhibits• Indoor exhibits• Temporary exhibits• AV presentation• Guided tours


consultation

Awareness raising• Events Communications:• Brand• Newsletter• Smartphone service• Website• Social media• Local print media• Special print media

Deprived &homeless

Although difficult to verifyempirically, we believe that peoplesubject to material and socialdeprivation and those without homes may be under-represented amongst users (staff observation).

The cemetery’s image may not bevery attractive to people subject tomaterial and social deprivation andthose without homes, although itseems likely they have more pressing concerns and it may therefore be difficult to engage them.

Ensure peoplesubject to materialand social deprivation and those without homes feel welcome.

Reposition TRP andBrompton Cemeterybrand identities toappeal to peoplesubject to materialand social deprivation and those withouthomes.

Interpretation (mediaavailable at no cost):• Outdoor exhibits• Indoor exhibits• Temporary exhibits• AV presentation

Activities:• Engagement & consultation• Awareness raising• Skills training

Communications:• Newsletter• Brand• Local print media


Audience Group


Special Interest

Although difficult to verify empirically, we believe that relatively small numbers of people visit because of particular niche interests that include working (TRP), volunteering (FoBC), genealogy, wildlife and conservation,photography, history, military,cemeteries and others (staffobservation).

Highlight niche attractions and pointinterested people tosources of detailedinformation.

Help people engagewith wider aspects ofthe cemetery.

Encourage volunteering,including photography and research.

Interpretation (media with content aimedat niche interests):• Smartphone service• Guide leaflets• Temporary exhibits• Guided tours

Activities:• Engagement & consultation• Skills training• Events• Education resources

Communications:• Newsletter• Website• Social media• Special print media

Bereaved 15% of the cemetery’s visitors cometo visit the grave of a friend orrelative (2014 visitor survey).

Whether visiting weekly, annually or occasionally, the families and friends of people buried in the cemetery are likely to be most interested in the areas of new graves and the memorial garden, and may be concerned that any new developments are respectful.

Highlight availabilityof new facilities suchas the café and toilets.

Ensure interpretation isdiscreet and sensitiveto the needs andfeelings of grievingrelatives and friends.

Communications:• I dentification and direction signs

Businesses The cemetery is a community assetof benefit to the staff and customers of local businesses.

Explore opportunities for volunteering,sponsorship and other business partnerships.

Activities:• Engagement & consultation

Communications:• Newsletter• Website• Social media• Local print media• Special print media

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Item Action Frequency Responsibility during project

Responsibility after project

Smartphone service

Update news, events and other topical content

1 week or as needed

Project staff TRP staff

Review, optimise, edit, add and delete permanent content

3 month Project staff TRP staff

Check and repair links, SEO and other user-facing technical

3 month TRP staff / Contractor

TRP staff / Contractor

Check and repair scripts, directories and other back-end technical

6 month TRP staff / Contractor

TRP staff / Contractor

Outdoor exhibits

Check for deterioration or damage and repair as necessary

1 week or as passing

Project staff TRP staff

Clean surfaces 3 month Project staff TRP staff

Guide book Check stock, update and reprint as required

3 month FoBC / Project staff

FoBC / TRP staff

Guide leaflets

Check stock, update and reprint as required

3 month FoBC / Project staff

FoBC / TRP staff

North Lodge exhibits

Clean building and exhibits 1 day Contractor Contractor

Check exhibits for damage and repair as necessary

1 day or as passing

FoBC / Project staff

FoBC / TRP staff

Check lighting / heating for malfunction and repair as necessary

1 day or as passing

FoBC / TRP staff FoBC / TRP staff

Check building for deterioration / damage and repair as necessary

3 month FoBC / TRP staff FoBC / TRP staff

North Lodge AV presentation

Check exhibits for malfunction / damage and repair as necessary

1 day or as passing

FoBC / Project staff

FoBC / TRP staff

Guided tours Check the frequency and subject titles/content for guided tour. Check attendance numbers and make up of groups – are we reaching target audiences? Review timetable and length of tours.

6 months – FoBC / Project staff

– FoBC / TRP staff

Talks and lectures

Check the frequency and subject titles/content for lectures/talks. Check attendance numbers and make up of groups – are we reaching target audiences? Review timetable and length of talks.

6 months – FoBC / Project staff

– FoBC / TRP staff

4.4 Appendix 4 – Maintenance

Brompton Cemetery will implement a robust maintenance schedule for all interpretation provision,the key elements of which are:


4.5 Appendix 5 – Media specifications

The following outline specifications for interpretation media provide a guide to the key criteria to be applied during development. These descriptions will form the basis of briefs to be drawn up during the implementation phase, although some aspects may be revised in the light of fresh insights gained through the detailed interpretation planning process.

All interpretation mediaAll interpretation media will be produced to exceptionally high standards of quality and creativity in relation to content creation, design and production. An experienced creative project manager will commission and manage talented creative people and experienced manufacturers to produce all interpretation media.

Content and structures will follow current best practice guidelines for visitor experience and heritage interpretation, including those relating to physical and intellectual access.

Smartphone serviceAn advanced smartphone service provides visitors with media-rich intellectual access to the cemetery’s cultural and natural heritage by offering tailored self-guided multi-media tours and games using GPS and location enabled maps. Local subject experts will carry out first-hand research and provide summary information on the tangible and intangible heritage features. Based on information provided, an experienced interpretive writer will produce engaging and inspiring text that reveals the significance of the features and promotes interaction and meaningful thought in visitors.

Text will be combined with audio visual material (including illustrations, photographs, video and sound recordings) that powerfully bring the subject matter to life. Smartphone content will be laid out by a digital graphic designer to provide attractive, clear and well-structured communication with a contemporary yet timeless appearance. An end-user interface will be developed to be intuitive and easy to learn without the need for instructions. A staff interface to a content management system will be developed to provide an easy-to-use and comprehensive facility for updating smartphone content.

Guide book A guide book provides visitors with an overview of the cemetery’s key stories and significances while on site, and allows them to relive the experience and share it with friends back at home. Local subject experts will carry out first-hand research and provide summary information on the tangible and intangible heritage features. Based on information provided, an experienced interpretive writer will produce engaging and inspiring text that reveals the significance of the features and promotes interaction and meaningful thought in visitors.

Text will be combined with visual illustrations that powerfully bring the subject matter to life, whether these are existing visual materials or bespoke illustrations produced by talented illustrators. Leaflet content will be laid out by an interpretive graphic designer to provide attractive, clear and well-structured communication with a contemporary yet timeless appearance. Designs will be printed in full-colour on quality matt paper stock.

Guide leafletsGuide leaflets themed around particular subjects and interests provide an economical way of exploring the cemetery and gaining deeper insights into specific stories. Local subject experts will carry out first-hand research and provide summary information on the tangible and intangible heritage features. Based on information provided, an experienced interpretive writer will produce engaging and inspiring text that reveals the significance of the features and promotes interaction and meaningful thought in visitors.

Text will be combined with visual illustrations that powerfully bring the subject matter to life, whether these are existing visual materials or bespoke illustrations produced by talented illustrators. Leaflet content will be laid out by an interpretive graphic designer to provide attractive, clear and well-structured communication with a contemporary yet timeless appearance. Designs will be printed in full-colour on quality matt paper stock.

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Outdoor orientation panelsOrientation panels at the main entrances help visitors discover what there is to see and do in the cemetery and orientate themselves to the environment. An experienced visitor experience writer will produce engaging and informative text describing the range of leisure and learning opportunities available in the cemetery. A detailed bird’s eye view map showing the landscape and features in three-dimensions will be drawn to help map-readers and non map-readers alike to orientate themselves to the site.

Panel content will be laid out by an interpretive graphic designer to provide attractive, clear and well-structured communication with a contemporary yet timeless appearance. Designs will be printed in full-colour and high-resolution to form durable non-reflective outdoor panels with a guaranteed 10 year life. Panel supports will be designed to complement the historic environment without being historic pastiches, and will be made from high quality and long-lasting materials.

Outdoor introduction and interpretation panelsIntroduction and interpretation panels allow all visitors to gain an overview of the cemetery’s key stories and significances. Local subject experts will carry out first-hand research and provide summary information on the tangible and intangible heritage features. Based on information provided, an experienced interpretive writer will produce engaging and inspiring text that reveals the significance of the features and promotes interaction and meaningful thought in visitors.

Text will be combined with visual illustrations that powerfully bring the subject matter to life, whether these are existing visual materials or bespoke illustrations produced by talented illustrators. Panel content will be laid out by an interpretive graphic designer to provide attractive, clear and well-structured communication with a contemporary yet timeless appearance. Designs will be printed in full-colour and high-resolution to form durable non-reflective outdoor panels with a guaranteed 10 year life. Panel supports will be designed to complement the historic environment without being historic pastiches, and will be made from high quality and long-lasting materials.

Outdoor grave markersGrave markers identify the most important graves and help users of the guide book, leaflets and smartphone service to locate them. Local subject experts will advise on appropriate graves to mark. Marker content will be laid out by a graphic designer to provide attractive and clear communication with a contemporary yet timeless appearance. Designs will be cast in bronze to form durable raised-relief marker plaques. Marker plaques will be set into the path in front of the relevant grave using a secure ground fixing method.

Exhibit room interpretation wall panelsInterpretation panels allow all visitors to gain an overview of the cemetery’s key stories and significances. Local subject experts will carry out first-hand research and provide summary information on the tangible and intangible heritage features. Based on information provided, an experienced interpretive writer will produce engaging and inspiring text that reveals the significance of the features and promotes interaction and meaningful thought in visitors.

Text will be combined with visual illustrations that powerfully bring the subject matter to life, whether these are existing visual materials or bespoke illustrations produced by talented illustrators. Panel content will be laid out by an interpretive graphic designer to provide attractive, clear and well-structured communication with a contemporary yet timeless appearance. Designs will be printed in full-colour and high-resolution to form durable non-reflective indoor panels. Panels will be fixed to the walls using a secure wall fixing method.

Exhibit room temporary exhibition structureTemporary exhibitions themed around particular subjects and interests provide deeper insights into specific stories, and are particular important for regular visitors who benefit from the changing content. The exhibition structure will be selected for its attractive appearance, flexibility of its assembled size and configuration, compactness in its disassembled state, ease of assembly and disassembly, and durability.


Exhibit room audio visual presentationAn AV presentation using a rich patchwork of projected images, ambient sound, music and voiceover will provide a powerfully evocative and moving introduction to the cemetery. The purpose of the presentation will be to inspire people to explore the environment and to seek out additional information and insights for themselves, as opposed to providing a mainly factual introduction. An arts-bias filmmaker will work with a small team to develop a creative concept, storyboard and script the project, and will shoot, record and edit the presentation. The presentation will be presented on a projection screen or large-format screen.

Café photographic wall panelsPhotographic panels will showcase the cemetery’s most attractive and dramatic historic and natural features, and encourage people to explore the environment for themselves, as well as creating a distinctive identity for the café. A creative writer will produce inspirational and thought-provoking short texts to annotate high quality images highlighting different aspects of the cemetery. Panel content will be laid out by an interpretive graphic designer to provide attractive and powerful communication with a contemporary yet timeless appearance. Designs will be printed in full-colour and high-resolution to form durable non-reflective indoor panels. Panels will be fixed to the walls using a secure wall fixing method.

Café interpretation tablesInterpretation tables will tell fascinating short stories and pose intriguing questions that provoke people to think about the cemetery in new ways, and hopefully encourage them to explore it for themselves. Local subject experts will carry out first-hand research and provide summary information on the tangible and intangible heritage features. Based on information provided, an experienced interpretive writer will produce engaging and inspiring text that promotes interaction and meaningful thought in visitors.

Text will be combined with visual illustrations that powerfully bring the subject matter to life, whether these are existing visual materials or bespoke illustrations produced by talented illustrators. Table content will be laid out by an interpretive graphic designer to provide attractive, clear and well-structured communication with a contemporary yet timeless appearance. Designs will be printed in full-colour and high-resolution to form durable table surfaces.

Detailed interpretation planningA detailed interpretation plan will be developed to identify the full range of potential stories, to select the most interesting ones, to give them structure, and to identify where and how they will be told. An experienced interpretation planner will review the cemetery’s existing contexts, characteristics, communications and visitor experiences, along with the characteristics of its current and potential future audiences. Local subject experts will carry out first-hand research and provide summary information on the tangible and intangible heritage features. The project officer will engage with local communities and under-represented audiences to seek their views. The interpretation planner will identify common threads and linkages, and will structure the stories into overarching interpretation themes, objectives and storylines, which will be mapped onto appropriate media and locations.

Bird’s eye view orientation mapsA detailed bird’s eye view map showing the landscape and features in three-dimensions will help map-readers and non map-readers alike to discover what there is to see and do in the cemetery and to orientate themselves to the site. The maps will provide an accurate planimetric representation of size, distance and direction, with three-dimensional features providing pictorial references. Oblique projection aerial view three-dimensional base maps will be hand drawn by an experienced illustrator to show all significant landscape and navigational features. A clear and well structured digital overlay of text and symbols will be added to the base maps to create a comprehensive orientation to the cemetery.

PhotographyHigh quality photographs of key cemetery features will be indispensible for use on interpretation panels, exhibitions, smartphone services, guide books and other publications. A talented photographer will produce high quality images of key features including buildings, monuments, habitats, wildlife and people. Photographs will be taken over a period of a year to capture the changing character of the cemetery through the seasons. TRP will be assigned full rights in perpetuity to use the images for any purpose.


The Royal Parks/Aaron Lawton AssociatesThe Old Police House

Hyde ParkLondon W2 2UH

T: 0300 061 2000E: [email protected]

August 2015

The Royal Parks · The Royal Parks Brompton Cemetery Interpretation Plan September 2015 Author: The...

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