Audience research reportFor

Guildford Museum

Lemon Drizzleheritage consultants

Christina Brookssustainableheritage@gmail.comtel. 07958921522

Table of Contents

Introduction......................................................................3Focus group findings..........................................................4Awareness of Museum & visibility..............................................................4General appetite for heritage / museums....................................................5Transport & Access.....................................................................................5Opinions on the current Museum................................................................6Access.........................................................................................................8Activities to encourage future use...............................................................8Opinions on HLF project & the future..........................................................9Online Survey Results......................................................12Conclusions.....................................................................19

Appendix 1 – Young Families focus group transcript.................................20Appendix 2 – Older people focus group transcript.....................................39Appendix 3 – Online survey, open-ended responses.................................53

IntroductionJulia Holberry Associates, in partnership with Lemon Drizzle Heritage Consultants have been appointed by Guildford Museum to carry out a series of audience research activities in order to deepen their understanding of the needs of key target audience as well as the local population more generally. This insight is required for a resubmission to the Heritage Lottery Fund in June 2014.

The Guildford Heart of Heritage project seeks to ‘enliven the museum and develop it and the castle as a united tourist attraction and community venue’. Key elements of the development project include:

Improving physical access to the adjacent historic castle site and museum

Reconfiguring the museum to create a new entrance into the castle gardens

Interpreting the castle site within the castle gardens Creating new customer service facilities (including café and

accessible toilets) to serve the castle, castle gardens and museum Redisplaying the museum Developing the education offer and creating an education suite Integrating the museum into the life of the town and raising its

profile through community events.

In order to map demand and test these ideas, public opinion and insight has been sought from the following audiences, in two key ways:

Young families from the local area, low income – tour of site and presentation of plans for HLF project followed by a focus group. (YF)

People aged over 55yrs from the local area, low income - tour of site and presentation of plans for HLF project followed by a focus group. (OP)

General public – online survey hosted on Guildford Council website.

This report provides a summery of key findings from these activities.

Focus group findings

Awareness of Museum & visibilityAcross both focus groups visibility was generally regarded as low, however the over 55’s group exhibited a higher level of awareness of the museum – most likely due to their long term residence in Guildford. All attendees of the over 55’s group had visited the Museum, whilst conversely, only one member of the younger family group had.

Didn’t know there was one [museum]. I don’t even think my kids have been either. (YF)

It's not very [visible] at all. (OP)

If you didn't know it was there, you could just walk along and think, where is it. (OP)

I’ve driven past it about, gosh, 20/30 times. And not up the road but coming down the side from the castle on my way out, and I have to say, I think signposting could be addressed. (YF)

Although it does tell you in like the castle grounds, like where it is. But if you walk along...it's not very well signposted. (OP)

I’ve mean I’ve got a 19, 16 and 13 year old and I don’t know any of them that have been here. (YF)

There was also lack of awareness and some confusion regarding the Castle:

Do you have to pay to go into that ground level now? ‘Cause the last time I didn’t pay. This last time when I came about two weeks ago … (YF)

It said no admittance without paying, I thought that’s a bit strange. I would like to be able to walk in, wander around it then they should also direct you down to here. (YF)

I don’t know any of the history of it. (YF)Yeah, I don’t know any history of it either. Even though I've been there with the school, I still don’t know any of the history, I probably weren’t listening but … (YF)

Awareness of the Museum away from the site was also highlighted as an issue, especially in terms of marketing and advertising:

Yeah, it's not, you know, the coverage of it is not there. You know, if you pick up the Guildford newspaper, there's not much about it in there, it needs to have a higher profile of some sort. Maybe it could start, maybe somehow with this challenge that they're gonna go through. But it does need to have a higher profile, and you'd get a lot more people coming. (OP)

When asked what avenues for publicity they thought would be best, the following were given:

Guildford Times. (OP)

Should have a media partnership with the local radio, Eagle, that must be so easy to get a media partnership with them. (OP)

I must say, I always use Eagle 'cause it tells you all about everywhere. (OP)

And I think you’d have to go through the schools to let the parents know if you went through a school. Like went in and had a chat, or something. (YF)

General appetite for heritage / museumsNone of the young family focus group had visited any heritage attractions either locally or wider afield before that day’s tour. Locally, the over 55’s group had not visited any other museums or attractions, however some had visited whilst on holiday in other parts of the country. Namely, Chichester, Winchester Cathedral and Hendon RAF Museum.

No. I don’t know there is any, to be honest, I don’t. (YF)

It’s just the thought of going puts me off. (YF)

None of the younger families group seemed aware of heritage attractions locally or in the region, and appetite for such appeared to be low. Members of the over 55 group however seemed open to the idea of visiting heritage sites or museums whether locally or further afield with mentions being made of Jorvik in York and the Lightbox in Woking.

Transport & AccessAttendees of both groups said they found access to the Museum fairly easy, with most either walking, catching the bus or driving. Parking was deemed as being expensive, but some either had disabled badges, got lifts, or used the Park and Ride:

But you've got Park and Ride haven't you, so it's not so bad if you've...that's good access. (OP)

One attendee recalled a visit to a garden in Midhurst where a local bus was provide and suggested a similar set up for the Museum:

So if they said, we've got a special community bus going to a Park and Ride, bringing you in so you can drop off, and then perhaps pick you up a couple of hours later and go back to the Park and Ride. (OP)

Opinions on the current Museum

All attendees were asked their views on the Museum as they found it on the tour:

I thought it was a bit drab, you need more lighting and new designs on the lighting to give it more effect. (OP)

Yeah, I think it’s boring. To be fair, yeah. (YF)

Not for me, it’s something other people are interested in. (YF)

With me it’s getting me there. I think, no, no, but once I'm there I find it interesting. (YF)

I think it’s boring but I have found things quite fascinating today that I've seen. (YF)

And regarding the displays specifically:

I like the way the rooms have things like where Lewis Carroll was and things like that (OP)

I found it interesting. (OP)

They’re just normal, aren’t they? (YF)

That’s how they should be. (YF)

I wasn’t quite sure which period we were moving into from one to the next.It’s confusing. (YF)

Yeah, something was a thousand years and it’s next to each other…A bit like Back to the Future. (YF)

Those ceramic finds, those bronzes that were really in essence the draw card for the museum, your coup de grace, that should have been for me more prominently displayed. (YF)

Almost all attendees agreed that visitors would benefit from a more interactive and immersive experience:

It could do with some sort of, a little bit more interactive, sort of, presence of some sort, that type of thing. Because we've moved on in time now, everything's evolved a lot more, and museums are still sort of dated in their own way, aren't they, but it does need to be a bit more interactive. (OP)

Jill was brilliant…If you'd had her just on a recording or something, or if you had a sensor when you walk into an area, it tells you all about it rather than people having to read it, I think. (OP)

It [interactives] just engages you more a bit deeper doesn't it? (OP)

But if somebody’s talking to you and it’s a bit more fun, and yeah, like dressing up, especially for the younger kids. (YF)

‘Cause I would have liked someone dressed up. (YF)

If I brought my little girl here I think she would be a bit upset and start wanting to play up because … Maisie loves it, my mum can bring her all through the summer and she loves coming to have lunch, to look at the castle, to go up. She’s a bit of a geek. (YF)

The over 55’s group also raised the point that the current museum appeared to lack in telling the story of Guildford itself:

I think there are two bits of Guildford that appear to be lost in time. Basically the friary, the brewery, used to be the telephone exchange. And on various days the smells, and the cattle market down...its past and its history, but it is part of time. And the other one was Dennis has played a huge part in Guildford in terms of lawnmowers, in terms of the various vehicles that they used to create and make, and I think that this is an area that has been lost and it's a shame. Because unless you lived back in the '50s, '60s, youngsters now would not have any appreciation of the foundation of Guildford. (OP)

Yes, 'cause when the brewery was active and alive, the activity, the people, the smells, it was quite a thing of Guildford. (OP)

One identified barrier to visiting the museum was the idea of it not changing since the last visit:

Well it's a sort of one or two times a lifetime really. So once you've been... (OP)

See I actually forgot all about it. (OP)

It needs new life put into it with different, maybe small events, or something like it. (OP)

In terms of visiting the museum as it is now, some thought that the pull of shopping and dining out in Guildford was very strong and could be taken advantage of, and that Guildford residents automatically think of days out as something that happens away from the area:

If you know the residents in Guildford, Guildford is a destination for working people. You hear them talking, I'm going to Guildford this week and if you’re there during the week… This is a definite attraction for people that aren’t living or residing in Guildford. (YF)

So you the minute you reside in Guildford you almost want to find another attraction to go to. (YF)

AccessAll focus group attendees noted the difficult access around the building. With many commenting on the stairs being a particular issue. This was

deemed especially important for visitors with mobility issues as well as parents with small children and/or buggies:

I could see a problem with people with walking, elderly people. (OP)

On that point, you could have very easily installed, an interactive system that shows you round the areas that you can't get to, that they have the military museum in Kent. You can do it on the website as well, you can actually have a quick look round to see what it is before you were gonna come and view it. (OP)

Even like toddlers coming up and down them stairs, it’s not brilliant. (YF)

Annoying, hate stairs. (YF)

Activities to encourage future useThe theme of interactives and creating memorable experiences through creative displays was returned to time and again during the discussions with many ideas being voiced for future development:

When you're in different environments, say, in the train area, you know, there's got to be a smell that's related to a train, or a pushbike smell or whatever, grit. (OP)

In York Museum, they've got smells in York, and they could actually do this. You said the brewery smell, I could smell it in my nostrils then, it just came to me. (OP)

How about a thing with the food and the teas and coffees, whatever, they drank in those years. Something based around that as a kind of a them environment, it's a possibility. (OP)

Possibly have more evening kind of tours or something like that. (OP)

Or a model Lewis Carroll walking around, hello! That sort of brings more fun, interactive into it. (OP)

When she said that, [evening learning activities] I was a bit surprised, 'cause I thought well that's nice, 'cause you go to National Trusts and it's all aimed at children, but it's never aimed at the older ones. And I thought, well if they brought in some nice things, I wouldn't mind coming out in an evening. (OP)

Music of the time maybe, you know, sort of odd, random, mandolin playing, a special for one evening a week or something, that sort of thing. (OP)

One issue which the younger family group raised was the engagement of children of all ages and abilities and addressing their needs:

…I've got a three year old and I think that coming here for her it would be like a proper dressing up, books, toys to play and if there

was a train track that would …My youngest would be fascinated by that. (YF)

But you could cater for that age like toys can be made like what they did play with, you know that they can touch. (YF)

Yeah, they can play with, the dressing up again, the stuff like that. (YF)

Give the kids a big sandpit with stuff buried in it they can dig up. (YF)

And it’s also great for the parents you get a bit of time out, you can have a cup of coffee while they’re actually [over speaking]. (YF)

You’re playing and you learn it as well, don’t you? (YF)

Like the school holidays and stuff, you need like places to go where it’s not going to cost to go. So it’s the perfect place to bring kids if there was more. (YF)

Opinions on HLF project & the futureIn general terms, the ideas for the proposed HLF project were positively received, with some even saying that they would be happy to pay an entrance fee once the new and improved attraction was up and running. Conversely, members of the young family group expressed concern that the new project would bring entrance fees along with it.

I think it sounds really good. (OP)

Yeah 'cause it's gonna make use, it's not just gonna be crumbling away is it. (OP)

I think you should pay, once they've got this up and running, it should be some sort of monetised to keep all the artefacts. (OP)

It's very good. I think if they're gonna have a higher traffic there, they're gonna need to have it publicised where to go to park. Because it's expensive to park. (OP)

Yeah, this is a really good idea but if that fails and then we all going to get charged X amount no way would I bring the kids once a year ‘cause I probably couldn’t be able to afford to. (YF)

I think that sometimes you have to have a little bit of change to bring a lot of positivity. And it’s not like they’re going to knock anything down, you take into consideration the existing walls, you’re going to build … you’re not building a café within the ruins of the café, you’re building a museum within the ruins of the castle and in essence a museum is a historical site in its own right. (YF)

Regarding the new entrance and exhibition spaces the development would bring, the reaction was positive with the perceived benefits being better access and visibility as well as creating room for changing exhibits which in turn create return visits:

Brilliant! (OP)

It’s all there, everything you want, you come through it and it’s all there. You haven’t got to come in, go round there and then go round the street. And also walking with kids all round there is not good. (YF)

But I think having that new space upstairs will allow you to have a real showpiece attraction and rotating on a regular basis will bring in people. (YF)

Of all the proposals, the introduction of a café proved the most popular. Although Guildford appears to have a surfeit of eateries, there seemed to be the appetite for a café which is competitively priced, family friendly and which has a relaxed and picturesque outside space. The location of the gardens being were a key positive factor.

I was gonna say, you can bring dogs into the castle grounds can you, 'cause if you can come in with your dog, 'cause a lot of the cafes you can't. (OP)

Yeah, I definitely think the café bit would draw in more attention, like people on their lunch. (YF)

But then you've got to think about as well, is like, it’s all good that’s going to be built there but how much are the prices going to be? Because if they know it’s drawing people in and you’re paying about £5 for a drink, like ridiculous, something like that … (YF)

I've got four kids … You can spend 100 quid and you've just stepped out the door. (YF)

You want to get more buy in I suppose and ultimately the money that you’re going to generate from whether it’s renting or subleasing the rights to sell food there, the money that you would generate would it go back into restoring and maintaining the castle and other historical good around grounds. (YF)

Interestingly, a couple of members of the younger family group felt strongly that the castle ruins should be left to naturally decay, and feared that carrying on building work around them would cause undue damage:

It’s stood here for all these years, don’t touch it leave it and if it falls down it falls down but it’s still history, know what I mean. (YF)

And to be honest let’s see the deterioration … (YF)

I can't see how they’re going to preserve it though if they’re actually building inside it because you’re going to have to, to make it weather proof and all that lot, you’re going to have to put foundations in and brick walls and everything else like that. They’re going to have to do something to try, otherwise … so they are building there really even though they might not touch the outside wall. (YF)

Conversely, members of the over 55’s group did not express any of these concerns, which can probably be attributed to them being specifically informed that the works would not be causing damage to the castle ruins. Once assuaged of this, all members of this group felt the changes and improvements to be beneficial, and when asked all agreed ‘Yes’ the project developments were a positive thing.

Online Survey Results

In order to capture opinions from the general public an online survey was posted on the Guildford Council website. There were 98 responses to this survey, the results of which are detailed below. The survey was designed to gauge general appetite for museums and measure likelihood of visiting in conjunction with testing ideas and allowing respondents to provide their own feedback and opinions on the proposals.

In terms of profile, respondents are an even male / female split (48% / 52%), with a good spread of ages, dominated by the 60+ (54%) and 26-59 (38%) age groups. 90% described themselves as ‘white’ ethnic origin, with 93% declaring themselves as not disabled. Most respondents state a GU postcode as their residence.

A large proportion of respondents appear to be people who visit museums or heritage sites, with the majority in the South East, indicating that potential audiences for Guildford Museum are in the area.

Encouragingly, the vast majority had heard of Guildford Museum (over 92%) with a small proportion (14%) having never visited. Of those who had visited, 32% had done so over a year ago.

Of those who had visited, their responses regarding how much they enjoyed their last visit was somewhat mixed, with the majority (55%) stating their last visit as ‘good’.

In order to find out why people were not making repeat or more frequent visits, the survey asked what elements prevented visiting.

Key:

The response with the largest number of results was ‘nothing will have changed’ which may indicate either a lack of awareness of new activities OR they have in the past made repeat visits and found the offer to be the same. This perception of nothing having changed was also indicated in the

focus group findings. Encouragingly, no-one responded that ‘they weren’t very interested in heritage, museums or art galleries’ which reflects the high user rates in Q1.

In light of the proposed development project, respondents were asked what changes would be likely to encourage them to visit. Interestingly the four most popular options included ‘Displays telling the story of Guildford’ (69%), ‘A café…’ (59%), closely followed by ‘changing exhibitions about local history’ (58%) and ‘free admittance’ (53%). Although the museum is already free, this high response rate shows that this continues to be important to people and will need to be communicated effectively should the proposed developments take place.

Key:

People who answered this question were also invited to offer their own suggestions for improvements – as can be expected these are as varied as the general public are, but themes that crop us include local history to include Surrey as opposed to Guildford alone and archaeology. This strong indication of a preference for archaeology could partly be attributed to the number of Surrey Archaeological Society members who have completed this survey.1

As another open-ended question, respondents were asked what other events or activities Guildford Museum should be doing. Again here, themes of local history and archaeology were prominent along with introducing more events and interactive interpretation:

Holding events with participation of local schools.

Guildford Museum should emphasise its role as the county museum and display the history of the whole county, with Guildford as the county town. The history of Guildford cannot be properly understood without a knowledge of the county.

Promoting archaeology of Surrey. The Museum had its origins in the Collection of artefacts from the Surrey Archaeological Society but this seems to have been sidelined. This is of County-wide interest and could raise the profile of the Museum nationally, since some of the items are of national significance.

Historical plays / films

Living history/live interpretation and historical re-enactment events to bring the castle ruins to life.

Re-enactments, special events - bringing the history to life and not just static displays. Constantly changing things around. Be engaging, positive and welcoming.

In order to plan for the future in terms of communicating to the general public, respondents were asked what would be the best way of sharing information with them. Unsurprisingly, as they were already on the website in order to complete the survey, ‘Museum website’ rated highly

1 The full list of open-ended responses from the online survey can be found in the Appendix.

(80%), followed by ‘adverts / articles in your local paper’ (60%) and ‘social media’ (50%):

When asked for their general comments, respondents were complimentary of the current staff and ideas for the future, as well as reiterating suggestions for renewed displays and featuring local history:

I am sure you will succeed in your venture and I wish you good look

In the past few years the presentation of the temporary displays has become very poor: spelling mistakes in labelling, lack of knowledge of subject, amateurish mounting of labels and graphic material, poor content of labels.

The idea of an easy access route through the castle grounds was inspired.

Never hear anything about the museum in the press so not inspired to visit

In view of the limited space and finance available the Museum staff are to be congratulated.

I think extending into a cafe is less important than the museum content. There are enough cafes and eateries in Guildford (and everywhere!) already that all sell the same thing, and the castle gardens are nice to relax in (with or without refreshment) and get quite crowded in nice weather as it is, without extra space taken up.

The impact of other areas around Guildford should be considered. e.g.Woking Palace, Newark Priory

The museum is vital to maintain the cultural aspect of Guildford rather than its being promoted as a retail opportunity!

Presentation of displays needs updating with, perhaps, more interactive features. Also need for changing exhibitions to encourage re-visits

The museum could benefit from a coat of paint and fresh display in some areas. It might make more of it's own history, coming from SAS. There are real, unique strengths in the artefacts it already displays which should be enhanced

Conclusions

In summary, we believe the research shows that locally, goodwill exists for the project and museum as it stands and that there is demand for an engaging offer which: changes regularly, is dynamic, provides safe family and learning spaces and activities, is accessible and importantly is visible and people know about it. The demand also exists for more stories to be told of the local area and the unique histories which belong to Guildford and more widely, Surrey.

Present day barriers appear to primarily stem from a lack of awareness or knowledge combined with low visibility and the perception of the museum being static and unchanging. This is not helped by its limited access and lack of enticing café / facilities which seem to abound in Guildford – competition is high. However, should the project proceed, the new and enlivened museum could provide a unique offer in Guildford in a highly significant and attractive setting of the castle gardens. Linking the two sites together could also create a greater heritage and learning offer, whilst in a space which is already in heavy public use.

In terms of communicating the project should it continue, the research carried out via the focus groups show that communicating the conservation benefits of the works to the castle ruins will be very important and key in creating support and public goodwill. The continuing message of free entrance and easy access will also be key as will letting families know that they are welcome with their children and that a visit to the gardens and café is an economic outing.

Appendix 1 – Young Families focus group transcript

Wednesday 16th AprilYoung local families, low income – GuildfordInterviewed by Christina Brooks

I: InterviewerS1: Speaker oneS2: Speaker twoS3: Speaker threeS4: Speaker fourS5: Speaker fiveS6: Speaker sixs.l. = sounds like

I: How many of you have never been to the museum before? About four of you.

S1: Didn’t know there was one. I don’t even think my kids have been either.

I: Okay, because a lot of schools they’ve had here but I guess not all of them.

S2: We were just saying that normally you do like a project about Guildford at school. The school (multiple speakers)

S1: They used to in the high street where we used to go, underground, wasn't it, yeah?

S3: So glad you said that because I thought I was going mad today.

S1: It was underneath, but I've never come here?

I: Is that Guildford House, that place?

S4: It’s top of the avenue.

S2: You go down stairs, don’t you?

S1: Yeah.

S2: Yeah, that's what I thought.

S1: It’s weird ‘cause you wouldn’t notice it and it’s not there anymore. Like it’s not, like a museum or whatever no more but I don’t know –

S3: What it is, no I don’t know. Glad you said that ‘cause I thought I was going a bid mad today.

I: Did any more of you not know the museum was here? Okay.

S5: I’ve driven past it about, gosh, 20/30 times. And not up the road but coming down the side from the castle on my way out, and I have to say, I think signposting could be addressed.

(General agreement).

S5: I’ve been to the castle at least 20/30 times as well and it is literally 50 metres walk to get to the museum. It’s actually much easier because you can park at the parking lot, or park on the street. And you can just nip down here and it’s free entrance and there's a whole load of pluses.

(General agreement).

S5: And, yeah, I think if we just knew it was that simple to get to.

I: So it’s not very visible, is it?

(General agreement).

S5: No, visibility is poor.

I: How did you all get here today, and was it …?

Bus x 3

Walk.

Car

I: Parking is quite expensive in Guildford isn’t it?

S3: I got dropped off.

S1: I parked at my uncle’s.

I: Have any of you visited any other galleries or museums in Guildford or the local area.

S1: No. I don’t know there is any, to be honest, I don’t.

(Generally no).

S1: I’ve mean I’ve got a 19, 16 and 13 year old and I don’t know any of them that have been here.

S3: You don’t look old enough. [Laughter]. No, but I don’t know any of them that have been here.

I: Okay, that's interesting.

S1: Probably they go to the same school so I don’t know whether it’s something to do with the school but …

S3: Mine go to different schools than yours and my eldest is 15 and none of them have done it either. And you said your kids hadn’t.

S2: No.

S3: So I don’t know whether it’s something that’s not on the curriculum anymore that we had to do because I remember …

S1: Yeah, I had to do it and I think it might have stopped.

S3: Yeah, I think it has.

(General agreement).

S4: They go up to London for a couple of days, don’t they? They go London.

S1: But I think that they should come.

[Over speaking].

S1: I do think that the school should come in because it’s our history, Guildford is our history.

(General agreement).

S4: When we were in school in Guildford we came here as kids.

S1: Yeah.

I: Your kids went to London, where else do your kids go on field trips and that sort of thing?

[Over speaking].

S2: Well my youngest went to London about three times in the last year.

S3: Really?

[Over speaking].

S1: Yeah, Brooklands, that’s the … yeah.

S5: Are we talking day trippers?

S2: Yeah, my youngest daughter, she’s just come back from London, they went to a museum there. Do yours go there?

S5: If you know the residents in Guildford, Guildford is a [over speaking] destination for working [over speaking]. You hear them talking, I'm going to Guildford this week and if you’re there during the week.

This is a definite attraction for people that aren’t living or residing in Guildford.

I: Is it about shopping and meeting …?

S5: So you the minute you reside in Guildford you almost want to find another attraction to go to.

I: Oh, I see.

S5: It’s a similar thing, why should I learn to speak English when I can speak English. Kids are quite resistant to learning the English language because [unclear 0:03:55.9] my kids were, here the school teaching system is quite different, they are actually enjoying English for a change.

I: Do you think people who live outside of Guildford mainly come here for shopping and eating out?

(Yeah, general agreement).

S1: Shopping.

S5: It’s a big draw card, yeah.

I: When you think about, I know we joked that the two of you or some of you, it’s a bit like being at school but when you think about going to museums, what words do you associate with it? Be completely honest!

S1: Yeah, I think it’s boring. To be fair, yeah.

S3: Not for me, it’s something other people are interested in, what is it?

S1: With me it’s getting me there. I think, no, no, but once I'm there I find it interesting.

(General agreement).

I: Okay.

S1: It’s just the thought of going puts me off.

S2: I think boring but I have found things quite fascinating today that I've seen.

S1: If you just had a woman talking like that, and they made it all … I don’t know they all dressed up and had …

(General agreement).

S1: Then it would be better. But when that one was just droning on, you’re like …

S3: A bit more interactive sort of thing, yeah.

S1: Yeah.

S2: But if somebody’s talking to you and it’s a bit more fun, and yeah, like dressing up, especially for the younger kids.

S3: You can imagine what it was actually like if they’re …

S1: Yeah, just take it right back …

S2: ‘Cause I would have liked someone dressed up.

I: Yeah, okay. Your kids, are they all quite varied in age? You've got 19 and younger, are you all …?

S3: I’ve got 18, 12, six and four.

S5: Mine are ten and 13.

S2: Mine are seven and two.

I: Okay.

S4: Eight, ten and 17.

I: What do you think, as parents, would encourage you to come here for your kids?

S1: My mum brings my granddaughter to the castle and she hasn’t brought her to the museum so I'm not sure that she … [over speaking]. My mum’s coming this afternoon.

S2: If I brought my little girl here I think she would be a bit upset and start wanting to play up because … Maisie loves it, my mum can bring her all through the summer and she loves coming to have lunch, to look at the castle, to go up. She’s a bit of a geek.

I: So do you think your kids get bored?

S3: My little girl would.

I: How old is she?

S3: Three, she’ll be four so …

S2: Exactly, I've got a three year old and I think that coming here for her it would be like a proper dressing up, books, toys to play and if there was a train track that would …

S3: My youngest would be fascinated by that.

S2: But not damageable, not special …

S3: Bored with anything else I think. And my daughter’s got learning disabilities so it would just go over head. But my eldest girl, I think she'd be quite …

S1: But you could cater for that age like toys can be made like what they did play with, you know that …

S2: That they can touch.

S1: Yeah, they can play with, the dressing up again, the stuff like that.

S3: Yeah.

S1: ‘Cause catering for each age group is …

I: …it’s possible.

S1: Yeah, it can be done and it can be done cheaply as well, it doesn’t have to be …

S2: [Unclear 0:07:07.7] that they can get on.

S3: Yeah, see how it works and yeah.

S4: Give the kids a big sandpit with stuff buried in it they can dig up.

S1: Yeah.

I: Like pretend archaeology.

(Yeah, general agreement).

S5: Yeah, that’s nice, they do that in a couple of places I've been to.

I: Oh, do they?

S1: Yeah.

S5: I’ve only been to a couple.

S5: Definitely more things that kids can get involved in rather than …

S5: Kids love that, if you find a little nugget of something.

S1: Making like those clay pot things.

S5: And it’s also great for the parents you get a bit of time out, you can have a cup of coffee while they’re actually [over speaking].

S2: You’re playing and you learn it as well, don’t you?

S1: Yeah.

S3: Take it in more, don’t they.

I: You just mentioned the café, what did you guys think about that idea?

S2: I think that's a really good idea because that will … [over speaking] I don’t think they should touch it [over speaking] …

S3: … somewhere else I think it would attract back but I [over speaking] …

S2: Because if it’s being used more it’s going to get damaged, isn’t it, that’s what I think?

S1: Yeah [over speaking] history that is …

Should be touched

I don’t think it will get [over speaking] going to laugh it right out of there to be honest.

I: Do you think …

S4: [Over speaking] quite easily because in the process of putting a roof above it, you’re protecting it from [over speaking].

S2: But then people are going to be inside, aren’t they, in it …

S3: When they’re working around it to get the roof up, scaffolding …

S5: Sounds like planning is a bit of a killer in this place. Health and safety.

S3: Well, it depends if you know the right people.

I: Okay, what if I said to you that the work they were going to do on the castle in fact wouldn’t damage it but would actually protect it more? Because at the moment it’s exposed to the rain and so it’s all weathering away. Now, does your mind change at all …

S2: In years to come that's all going to be gone. So if something is not done…

S1: That’s how we should do in … its’ stood here for all these years, don’t touch it leave it and if it falls down it falls down but it’s still history, know what I mean.

S3: And to be honest let’s see the deterioration …

S1: Stop fiddling about with things.

S3: Yes, there has been deterioration but it isn’t going to … oh, we’ve had a bit of rain, it’s got on … look how long it’s been stood there as it is. I think I …

S1: I couldn’t imagine them camping in there. Or maybe it could be put somewhere else. It doesn’t have to be put onto the roof.

S5: If there is going to be a café inside there, it’s going to be a café that’s [unclear 0:09:28.8] surrounding …

I: Yes, the café is going to be on the outside of it but on that inside bit that's going to be the new temporary exhibition gallery. Going back to the café, all right, let’s pretend the café is not going to be in the old part of the ruins, what about just a café, a better café.

S2: Yeah, I definitely think the café bit would draw in more attention, like people on their lunch.

Yeah, (general agreement).

I: And I know that sometimes if we’re going a bit stir crazy at home you might just pop out with the young ones just to get a coffee or a juice or something like that, would you come with your kids, do you think, to be outdoors in the gardens there and have a …

S1: But then you've got to think about as well, is like, it’s all good that’s going to be built there but how much are the prices going to be? Because if they know it’s drawing people in and you’re paying about £5 for a drink, like ridiculous, something like that …

S2: Yeah.

S1: So who’s going to want to bring their child when … it’s got to be a reasonable thing for everyone to be able to come and enjoy it.

S3: Especially I've got four kids [over speaking]. You can spend 100 quid and you've just stepped out the door.

S5: And that's four juices, yeah. Is it going to be independently operated, or is it going to be …?

I: That’s undecided yet.

S5: Okay, because ultimately if you …

S1: An outside one might cost more something like that.

S5: You want to get more buy in I suppose and ultimately the money that you’re going to generate from whether it’s renting or subleasing the rights to sell food there, the money that you would generate would it go back into restoring and maintaining the castle and other historical good around grounds et? But what I keep thinking is this is the castle and in essence it’s not really because people view things literally. So the castle is the castle, the grounds are the grounds and the signposts even says castle grounds. So it’s kind of ... you come to the castle grounds to view the castle and the museum and have a bite and all of those things too. Sorry I was detracting a little bit there.

I: No, that's okay, so the you’re saying is at the moment it’s not really clear that that's the castle, keep looks like the castle and the message is unclear. Is that what you’re saying?

S5: Pretty much so, yeah. We just refer to it, I suppose, as the castle because that is the central point.

Yeah, (general agreement).

S5: It’s visible it’s … miles away and …

S3: I thought it was the castle.

S1: Yeah, I did.

S5: Yeah, let’s call a spade a spade, it’s a castle, yeah.

I: Yeah, I understand. What do you think about having the new entrance round that way?

S5: Brilliant.

I: Okay, so we talked about visibility earlier from the street, that street is kind of quiet.

S2: We couldn’t find it, we walked down the road [over speaking].

S1: It’s all there, everything you want, you come through it and it’s all there. You haven’t got to come in, go round there and then go round the street. And also walking with kids all round there is not good.

S3: Yeah, it’s not good. And if it’s really gone you can walk up, there's like a back way off the high street, isn’t there and you can walk through that way, can’t you?

S4: Cut through different ways.

S5: Yeah.

I: Right okay. Having a think about the displays that we saw in the museum, in the first part of the tour, what words come to mind, what do you think when you think about those displays?

S1: They’re just normal, aren’t they?

S2: That’s how they should be.

S1: It’s just history, you’re looking, you can't say …

I: Okay, do you think they were interesting or engaging?

S4: Hmm.

S1: Well, they’re just old.

S5: I think for me it was a case of each room had a … and it’s a difficult thing because you’re in a building that is architecturally, you are

bound by what’s the defined space that you have. So if you've got one space and it can take X square metres of items you’re going to focus on what you've got a small amount of items put in that space, the next space … I wasn’t quite sure which period we were moving into from one to the next.

Yeah, (general agreement).

S5: And for me there was a …

S2: It’s confusing.

S5: Those ceramic finds, those bronzes that were really in essence the draw card for the museum, your coup de grace, that should have been for me more prominently displayed. But it’s difficult because once again, you’re in a building where you can't knock down a Victorian built in piece and put a modern Tate museum glass panelling sort of subtle lighting, that kind of thing. So you've got to balance the history of the building that it’s in versus the exhibition that you want to highlight. But I think having that new space upstairs will allow you to have a real showpiece attraction and rotating on a regular basis will bring in people … I've been to the castle, how many sandwiches can I have there? There's an abundance of restaurants in Guildford itself. So I think that would allow you to showcase certain pieces, the temporary exhibitions and … I quite loved it but for me it’s the first time I was in there. My children maybe would have a very different perspective.

I: Yeah, but how different would it be next time, probably not very so …

S5: I don’t think it would be very different, that's exactly it. I think it would be exactly the same in this town and sadly if there was something that was different I fear I might miss it. Because the space is a bit confined.

I: So when we were walking round, you said it was kind of unclear what time ages …

S3: What era you’re bringing …

I: Do you think it would help if the rooms were arranged by age like going forward

Yeah, (general agreement).

S3: Definitely.

S1: ‘Cause otherwise you’re like, what …?

S2: Yeah, something was a thousand years and it’s next to each other.

S5: A bit like Back to the Future.

S2: Yea.

S4: Start at the beginning and work your way up through time.

S6: I prefer to go back through time.

I: What did you think about moving around the museum? You might have noticed there were steps here and there.

S2: Annoying, hate stairs.

I: It’s not very pushchair friendly is it?

No (general agreement).

S2: Even like toddlers coming up and down them stairs, it’s not brilliant.

I: One of the ideas for the new bit where the lifts are going to be is to try and create as much level access throughout the museum as possible. And a lot of the displays you saw would be re-done and modernised as well, so there would be more interactives for young people and there would be more rotating and changing exhibits. Do you think if that was the case it might encourage you to visit, say once a year or something? Do something different with the kids, I don’t know …

S1: Like the school holidays and stuff, you need like places to go where it’s not going to cost to go. So it’s the perfect place to bring kids if there was more.

I: I think also because that new entrance here is going to be a new educational wing, I think in the holidays they’ll have a lot of activities for young kids. Now, at the moment I don’t know if you knew but entrance to the museum is actually free. So it doesn’t cost to come here. But there may be a small charge for some of the holiday activities. Is there already an abundance of free activities in Guildford, like would there be any scope for holiday activities? Are there many of them already?

S1: I don’t think there is.

S2: There’s nothing free in Guildford.

S5: Sporting activities, or there seems to be …

S1: And I think you’d have to go through the schools to let the parents know if you went through a school. Like went in and had a chat, or something.

S2: Thing is, if they’re doing all this work are they going to start charging for the museum?

I: No. Because it’s going to be …

S2: How are they funding it?

I: Part funded by the Heritage Lottery Fund, you know when you buy a lottery ticket, some of that money is used to fund museums and heritage sites around the country. And part of it might come from local government, but for the most part it will be lottery money. So you’re not going to have to be …

S2: Have they secured that funding then?

I: No.

S2: Because the planning that's nothing seems secure about that. The funding, that's not too secure, so how far away in the process are we with that then?

S1: [Unclear 0:17:30.8]

S2: It’s a good idea if it’s going to be lottery funded.

S3: Yeah, this is a really good idea but if that fails and then we all going to get charged X amount no way would I bring the kids once a year ‘cause I probably couldn’t be able to afford to.

I: If it was to fail for the Heritage Lottery Fund it very likely wouldn’t happen.

S1: [unclear 0:18:10.9] petition to see if people want it to be done.

I: Sorry?

S1: Do you reckon they’ll do a petition to see if people actually want the castle changed?

I: Yes, I think that is a possibility.

S1: ‘Cause I reckon most of the people would say, no. Even if they don’t come here, they look at it that's history and it should never be touched.

S2: They remember it from when they were kids.

S1: I reckon it will be a few percent yes and then … Even though it’s a good idea but everyone just feels the same as like, you shouldn’t touch that, it’s really old like …

S2: Stop messing with it, you’re going to ruin it.

I: Are there any other historic sites around Guildford like that, or is it quite unique in Guildford?

S2: St Katherine’s.

S4: An old church.

S2: Yeah.

I: Where’s that then?

S2: Top of the …

S4: [Unclear 0:19:02.2].

S2: Yeah.

S4: Off the Portsmouth Road.

S2: There’s that little bit of ruin up there, isn’t there?

S4: And the sand pits that go down …

S2: Yeah.

S3: Never been there.

S2: Haven’t you?

S3: No.

S4: Then you’ve got the gunpowder factory is our Chilwell …

S2: There's nothing really in Guildford.

S3: Just the high street and cobbled road.

S2: That might be why people are so protective of that, I don’t know if we had loads of it around it might be like, whatever.

S1: Take it.

S2: Yea, but …

S5: Would there be a high level of resistance from people that are in essence in closer proximity to the castle grounds itself because this is the prime real estate in Guildford?

S4: Very likely because we are surrounded by houses which are quite, you know, and people living there …

S1: Yeah, all them people, if they say no.

S2: Yeah.

S1: ‘Cause then it would start knocking down prices.

S5: I don’t think it would knock down the price but I think it would increase a bit of a noise level.

Yeah, (general agreement).

I: So you think there might be more local opposition.

S5: I’d give my eye teeth to have a house right by the castle. Screw the amount of people that are coming. I think that sometimes you have to have a little bit of change to bring a lot of positivity. And it’s not like they’re going to knock anything down, you take into consideration the existing walls, you’re going to build … you’re not building a café within the ruins of the café, you’re building a museum within the ruins of the castle and in essence a museum is a historical site in its own right. So it just comes down to that question about preservation seems to be the way to go if you want to get something passed, or allowed or permitted. And that will allow you to preserve history and create history moving forward.

I: I think that's a good point and it’s quite in juxtaposition to yours, isn’t it? ‘Cause you’re talking about observing decay as a historic process. But the planning officers and English Heritage would absolutely say, yeah, you can do that if it’s going to be better for the castle ruins. Generally it’s not government policy to say, yeah, let’s just watch it decay.

S3: I can't see how they’re going to preserve it though if they’re actually building inside it because you’re going to have to, to make it weather proof and all that lot, you’re going to have to put foundations in and brick walls and everything else like that. They’re going to have to do something to try, otherwise … so they are building there really even though they might not touch the outside wall. They’ve still got to do …

S2: When they start going down for the foundations.

S1: Yeah.

S3: Yeah, they’ve still got to dig and stuff like that otherwise it …

S1: Damage it.

S3: Otherwise it’s not going to be weather proof and all that lot, is it? It’s not going to preserve it.

I: So, actually what might be the case is whatever building work they do, might just cause a bit of damage so it’s not worth it. Possibly. Is that what you’re …?

[Over speaking].

S1: … for all these hundreds …

S2: And leave it alone.

S1: Don’t touch it.

S5: I think to be devil’s advocate, you can see the castle but you know the castle, they did some reservations about a decade ago up the side wall and if that wasn’t done would that castle still be standing there? What would there be to look at in essence? Ultimately you have to invest a little and I agree with you.

[Unclear 0:22:31.2].

S3: Renovation, to preserve that’s different but actually building a room for an exhibition inside it, you’re still building and it’s still in too close proximity to the actual wall, do you know what I mean? ‘Cause you've got to dig down to make a foundation. And if they’re digging down then they can disrupt all the stuff that's underneath that’s already there. If that makes sense?

I: Makes perfect sense. Around the castle gardens, when we were walking around, there is the odd panel describing the castle. We also said visibility wasn’t great. And the story of the castle is quite unclear. Do you think it will be a good idea to have more information and stories about the castle and what is the actual castle and the history of it in the gardens, would that be interesting?

S1: Yeah.

S2: I don’t know any of the history of it.

S1: Yeah, I don’t know any history of it either. Even though I've been there with the school, I still don’t know any of the history, I probably weren’t listening but … [over speaking].

S5: When you go in, there is a little bit of information about the castle itself at ground level, do you have to pay to go into that ground level now? ‘Cause the last time I didn’t pay. This last time when I came about two weeks ago …

S2: It said no admittance without paying, I thought that’s a bit strange. I would like to be able to walk in, wander around it then they should also direct you down to here.

Yeah (general agreement).

S5: You’re a captive audience there. Another 50 metres walk and you’re at the museum. And it’s literally, I can just point you, go out there, walk left, it’s there. And it’s free.

I: That’s what I was also going to ask. What free activities are there in Guildford to do with kids?

S2: Nothing.

S3: There’s nothing.

S2: Guildford Skate Park, that’s it.

S4: Swimming in the river.

S2: Stoke Park is the only little swimming pool but it don’t get water in there until about …

S3: May isn’t it?

S2: Summer.

S1: A week before summer is over.

S4: That’s bank holiday May, isn’t it?

S5: In the Guildford … yeah, yesterday, it was in the paper, they said, for the holidays if your kids are into sport you can contact them and I think it’s a lot more sports geared to getting more female participants. And netball, girls’ football etc. But you can phone, you can get your kids to do that. It’s free.

I: Is that council?

S5: It’s coaching. It is council related, there's coaching. And you can represent Guildford if you’re good enough too, possibly.

S6: Is that the one Fulham Football Club’s doing?

S5: No, I don’t think it’s associated with one of the football clubs, no.

S6: Fulham Football Club over at the one near the hospital.

S4: Sports Park.

S6: Next week and the week after if you ring up and …

S5: Across the road from the Surrey Hospital.

S6: Yeah.

S4: Yeah.

S6: If you ring up and sign up for it they’re doing free mountain climbing and all the different sports.

S5: See that’s fantastic.

S2: What’s this number, I need to sign my boy up to this.

S3: Yeah, definitely.

S2: Where is that sport park?

S6: They’re not telling anybody sort of thing.

S5: I suppose you don’t want to get too many people to be interested.

S6: I found out by accident.

I: How did you find out?

S6: Woman that works at the council she’s just started a new job there.

I: Right.

S6: Well, she’s just started there and she rang up and told us it was going on.

S5: My son went there a few weeks ago for Guildford Grove they had complementary training sessions, if you wanted to go and play. You could go there for two sessions and have a look and he didn’t quite enjoy it because he felt it wasn’t kind of what he had in mind. But irrespective you could go there. And they told the school about that. So there’s schools literally across the road.

I: So going through schools is quite an important communication isn’t it?

S2: Yeah, I think so.

I: ‘Cause we mentioned it this right at the beginning, didn’t we? Some of your kids didn’t do it through school anymore. And some of you did go through school. But people seem to go into London which is a shame. ‘Cause that probably cost a lot more.

S1: £11.50 it cost.

S2: 20 something pound wasn’t it, the last trip …?

S5: Yeah, but if you go on your own that’s quite a train ride, yeah.

I: So what do you do with the kids in the holidays?

S2: Stoke Park.

I: What’s Stoke Park, is that just a public park with …

S2: Paddling pools, got a park, can take a picnic down there.

S3: Yeah, got a lot of grounds, hasn’t it?

I: That relies on good weather, doesn’t it?

S3: Like [unclear 0:26:47.5] park, can’t afford that ‘cause I’ve got four. By the time you pay it ‘aint got no money left.

S2: And the other thing as well when you said your daughter’s got special needs, my eldest son has and we were laughing upstairs at the train track but we went to Lego Land and he’s got ASD, he had to touch that thing and we nearly got kicked out the park ‘cause he hopped over the barrier to get it and they were, Get out! Like some massive shut down. I was oh no. But that's another thing that I think is important and needs to be looked into when you've got kids that … like my girls would love all that dolls stuff, love it, but how do I keep my son engaged when we’re looking at that? It’s trying to balance it out for all the kids.

I: In terms of taking kids out, kids with any sort of special and different needs. What can you do with them in Guildford, is there anything that's geared up for.

S2: James has been kicked out of every, and I mean every, play scheme, fish chips, you name it, could you [over speaking]. You name it, anyone, they cannot cope, they haven’t got the support, they haven’t got the special needs people there to help deal with his things. Every single club, whether it’s been funded or not, I've paid for it myself, on of them I think it was over £200 for the week, he made it through to Tuesday. It’s not easy. No I didn’t get my money back.

S1: They should have people there who …

S3: If they’re charging that amount.

S2: Yeah, it’s not good, I’ve tried everything because when he’s at home he’s upsetting the other kids.

I: Thinking about what we’ve done, we’ve talked about the kids, and getting here and price of getting in and the café, what other ideas do you think could improve this place?

S5: First and foremost tell people it’s here.

S3: Yeah, definitely.

S5: Simple, it’s not expensive to do. That’s just my two cents’ worth.

S3: Communication.

S2: It’s hard though because you don’t really want to change much of it, because it’s old as well, but …

S1: Maybe you could invite schools and stuff.

S3: Yeah, that’s an idea. Someone needs to find out why they’re not because as a parent I want them to learn.

S5: And because it’s free it’s also …

Yeah, (general agreement).

S5: An absolute gem.

I: Yes, it is a gem! Thank you all for being here I’ve really enjoyed talking with you.

Appendix 2 – Older people focus group transcript

Wednesday 16th AprilOlder local residents, low income – GuildfordInterviewed by Christina Brooks

Key: I = InterviewerS1 = Speaker 1S2 = Speaker 2S3 = Speaker 3S4 = Speaker 4S5 = Speaker 5s.l. = sounds like

S1: Can we just start by asking who’s paying for all this?

I: That's a very good question.

S1: Obviously you're talking a lot of money.

I: Have any of you heard of the Heritage Lottery Fund?

S2: Yeah.

I: So when you buy a lottery ticket, unfortunately we don't all win and that money all goes somewhere. Now heritage sites, museums and art galleries, those kinds of places can bid to the lottery fund for projects like this. So that's what's happening here. In order for the bid to be successful, it has to appeal to local residents and be useful for schools and the local community. But also it has to help preserve the heritage, so it has to be a positive thing for the castle and the ruins. Because at the moment they are vulnerable and they are deteriorating, and what some of these ideas will do in terms of the freestanding cover, et cetera, will actually preserve them. Does that answer your question?

S1: Is there a figure that is banded in terms of what is required?

I: No, not at this stage, no.

S1: Because somebody had this vision of, you know, obviously you've been going around saying ideas and items, and I just wondered if there was any figure.

I: There may be between the architects and the QS but not at this time. If I can just start then by asking any of you if you've been to the museum before today?

S1: Yes.

S3: I've been.

I: Okay, so when was that?

S3: It was in the World War One section but they've removed it now, just turning over the stock I suppose. It'll be back there again in, I think, September.

I: Okay. And what reason did you all come here before...was it a family day out or just to kill a bit of time, what was it?

S2: Just to bring the kids round.

I: Bring the kids round, yeah? Okay. And do any of you visit any other museums, heritage sites, or galleries in the area?

S2: No.

S4: No.

I: Anywhere else at all regionally or wider afield?

S4: Chichester, Winchester, Bognor, I've been to those museums.

I: Okay, and is that when you're on holiday, is that day trips?

S4: Winchester, it was a day trip. On holiday, Bognor, on holiday, Chichester.

I: Okay. Any others that have been to other museums or anything?

S3: Hendon. Anything to do with the military, that's been involved with, I find that interesting.

I: Alright. Where any of you not aware that the museum was here, or had you all heard of it, you all knew it was here...okay. Are you all long term Guildford residents?

All: Yeah.

I: Okay. How easy did you find it getting here this afternoon?

S2: Just a bus ride.

S1: Fairly easy.

I: So in terms of getting into town, it's all quite easy for you is it?

All: Uh-huh.

I: Okay. And did any of you drive to get here?

S5: I did, 'cause I live in Ash now, I don't live in Guildford anymore.

I: Okay. Parking is quite expensive in Guildford isn't it?

S5: My husband's disabled so I've got the sticker!

I: Yeah, I found it really expensive.

S2: Not as expensive as Brighton.

S3: £25 it costs for a day.

I: No!

S3: n? But you've got Park and Ride haven't you, so it's not so bad if you've...that's good access.

I: How many Park and Ride stations are there, is it just the one?

S2: Four.

I: Okay, oh well that's good. Thinking about Jill's tour around the museum, let's start right at the beginning. So you've come into the museum, you've done the tour of the inside. How would you describe it, what words would you use to describe the museum as you saw it today? Please be completely honest.

S3: I thought it was a bit drab, you need more lighting and new designs on the lighting to give it more effect.

I: Okay, good. More like that, anything else, any thoughts?

S2: I like the way the rooms have things like where Lewis Carroll was and things like that.

I: Okay. So for you, having like separate subjects in the displays, that's a good thing, is it?

S2: Uh-huh.

I: Okay. Were any of you aware of the Lewis Carroll connection before?

All: Yes.

I: I think some of the younger ones today weren't aware of that, it's probably just 'cause you've all been in the area a bit longer, you know this.

S2: Yeah.

I: In terms of the displays also, was it, did any of it engage you in any way, or find it interesting?

S5: I found it interesting.

S4: Yeah.

I: You found it interesting, okay. Were there any areas that you found particularly engaging?

S3: No, not really, not very strongly. It could do with some sort of, a little bit more interactive, sort of, presence of some sort, that type of thing. Because we've moved on in time now, everything's evolved a lot more, and museums are still sort of dated in their own way, aren't they, but it does need to be a bit more interactive. She...what was the lady's name?

I: Jill?

S3: Jill was brilliant.

S5: Yeah.

S3: If you'd had her just on a recording or something, or if you had a sensor when you walk into an area, it tells you all about it rather than people having to read it, I think.

I: So do you think something like more interactive displays, things like video panels, or costumed interpreters, or guides, is that the kind of thing that would make it more alive to you?

S4: Yeah.

S3: More interesting, yeah.

S2: Yeah.

I: A lot of people said that this morning as well about the kids also, because for a child now to come here...

S2: I don't think they like it do they...like, we remember. Whereas they would probably go, they wouldn't even know what it was for.

I: Exactly. So some this morning were also talking about interactives, actually to try and make it appeal to all sorts of people.

S3: It just engages you more a bit deeper doesn't it?

I: Exactly. Because otherwise, you have to make the effort don't you, to read all the text, and sometimes it's just a bit more fun if there's another way of getting that information.

S4: Yeah.

S1: I think there are two bits of Guildford that appear to be lost in time. Basically the friary, the brewery, used to be the telephone exchange. And on various days the smells, and the cattle market down...its past and its history, but it is part of time. And the other one was Dennis has played a huge part in Guildford in terms of lawnmowers, in terms of the various vehicles that they used to create and make, and I think that this is an area that has been lost and it's a shame. Because unless you lived back in the '50s, '60s, youngsters now would not have any appreciation of the foundation of Guildford. I think, that's what I'm trying to get to. But if it gets brought into a museum environment, even be it a video of historical...

S3: A brief on the area.

S1: Yes, 'cause when the brewery was active and alive, the activity, the people, the smells, it was quite a thing of Guildford.

S3: That's a good thing you say about the smells. When you're in different environments, say, in the train area, you know, there's got to be a smell that's related to a train, or a pushbike smell or whatever, grit.

I: Yeah, so that's a lot about Guildford local history isn't it, and making it alive for people. Do you all think telling the story of Guildford is quite important for the museum as it is?

All: Yes.

S4: In York Museum, they've got smells in York, and they could actually do this. You said the brewery smell, I could smell it in my nostrils then, it just came to me.

S3: Power of suggestion!

S1: The other thing, when the old telephone exchange was built, I believe various things came up out of the foundations from that. There was prehistoric teeth or something from various creatures.

I: Wow!

S1: I thought that would be in the museum but I don't know where it went.

I: I don't know either.

S1: It was quite a thing in its time, when they were doing the excavation and came across these pieces.

I: Talking about the bigger picture then, when we went round and talked about the new entrance and the castle gardens and the cafe, how did all of that strike you?

S2: I think it sounds really good.

S3: Yeah.

S5: We were talking about that, the cafe, before you said it was gonna happen.

I: Really?

S5: Like it could do with like a little cafe.

S1: Because it used to be the castle butlery wasn't it? You used to be able to go and get ice creams and they had a cafe there that you could buy food and stuff. And you'd be able to sit in the grounds with the flowers, and on the weekends you had the bandstand at the back, with music. And the whole site has been used for different shows, hasn't it, if I remember rightly...concerts, and I think they've had Shakespearian.

S4: Midsummer Night's Dream, and things like that, haven't they?

S1: Using the castle grounds and everything as a backdrop, and it does lend itself to it.

S4: Yeah and it would bring more people in.

S3: Will that be the main...that's gonna be the main entrance?

I: Yeah that would be the entrance.

S3: So a stream of income as well there, or monetised of some sort.

I: And what do you think about the access to the museum? So today, obviously, you came along Quarry Street, and I don't know how visible you thought the entrance to the museum was...

S2: It's not, it's not very at all.

S5: If you didn't know it was there, you could just walk along and think, where is it.

S1: Yeah.

S2: It's not visible at all.

S1: I was just realising it was down along Quarry Street.

S4: It's only 'cause I knew where it was.

I: Yeah, that's interesting.

S4: Although it does tell you in like the castle grounds, like where it is. But if you walk along...

S3: Is there anything at the station, or on bus routes, that show where it is?

S2: It's not very well signposted.

I: Not that I'm aware of.

S2: The sign is very small anyway, isn't it?

I: And do you think having the entrance in the castle gardens will be easier for people from the High Street? So if there's signage starting right from the station and the High Street, to kind of guide you through.

All: Yes.

I: Because Quarry Street's a bit quiet, there's not a lot going on there, so you don't get a lot of passing foot.

S3: No.

S4: No.

I: Okay. Thinking about the castle ruins that are going to be used for the new entrance, do you think that's a nice idea, is that appealing to you?

S2: Yeah, 'cause it's history isn't it.

S5: Yeah 'cause it's gonna make use, it's not just gonna be crumbling away is it.

S2: No.

I: Yeah, so you think it will be nice to make it kind of useful and then more people will be able to see it and learn a bit more about it, yeah.

S3: Possibly have more evening kind of tours or something like that.

I: Yeah that's a nice idea.

S3: Different effects around the area, maybe.

I: With the lighting.

S3: That sort of thing.

I: And returning quickly...I forgot to ask you...when we were walking round the inside of the museum earlier, what did you think about access and ease of getting around the rooms, any thoughts on that?

S1: I could see a problem with people with walking, elderly people.

S2: Yeah if they're not good with the stairs, or the right height, anything like that.

S1: Yeah it's not good.

I: No, a lot of the rooms are on a different level as well, aren't they?

All: Yeah.

I: So, obviously by having this new lift block...not all of the rooms are gonna be accessible for people with wheelchairs but the majority of them will be. So obviously, that's a good thing, is it?

All: Yeah.

S3: On that point, you could have very easily installed, an interactive system that shows you round the areas that you can't get to, that they have the military museum in Kent. You can do it on the website as well, you can actually have a quick look round to see what it is before you were gonna come and view it.

I: Yes, so if somebody, perhaps, who has limited access can go no further, there might be something like a video screen showing them exactly what's in the rooms, then nobody misses out.

S3: Uh-huh.

I: What do you think stops you from visiting more frequently...if you know it's here now?

S3: Well it's a sort of one or two times a lifetime really. So once you've been...

S5: See I actually forgot all about it.

S3: Yeah, it's not, you know, the coverage of it is not there. You know, if you pick up the Guildford newspaper, there's not much about it in there, it needs to have a higher profile of some sort. Maybe it could start, maybe somehow with this challenge that they're gonna go through. But it does need to have a higher profile, and you'd get a lot more people coming.

I: Do you all agree with that?

All: Yes.

S3: But to what end though...would it be to monetise it, create some income, or just the foot traffic?

I: It's supposed to be for the community, and for school kids, and for local residents, and visitors to Guildford as well. And to preserve the collections and the archaeology, that's why it's here, it's not here to make cash, basically. Do you think keeping it free, entrance, is important to you, or would you be willing to pay a small amount?

S3: I think you should pay, once they've got this up and running, it should be some sort of monetised to keep all the artefacts.

S2: Even if it's only a small fee, like £1 or something.

S5: Yeah, or like a contribution thing.

S4: Well they've got that anyway, but it's always behind the door. If the door's open then you can see it, but it's behind the door.

I: Yeah, it's not very visible, okay.

S3: Or a model Lewis Carroll walking around, hello! That sort of brings more fun, interactive into it.

S2: The children would love to put a few pennies in, wouldn't they, things like that.

S3: Yeah.

I: And the idea of the cafe, was that generally thought by you to be a good idea?

All: Yes.

S1: It brings people in.

I: Absolutely. Now, obviously on the High Street, you've got tons of cafes in Guildford haven't you.

S1: Uh-huh.

I: What's gonna make this one any different, why would people...?

S2: Well they've got the grounds.

I: Yeah, so the setting.

S2: Especially if it's a nice day.

S3: And that old...sorry.

S2: I was gonna say, you can bring dogs into the castle grounds can you, 'cause if you can come in with your dog, 'cause a lot of the cafes you can't.

I: That's a good point actually.

S2: Because I mean, we've got a dog, and we have to think of where we can take him.

I: Yeah, absolutely, that's a really good point.

S3: How about a thing with the food and the teas and coffees, whatever, they drank in those years. Something based around that as a kind of a them environment, it's a possibility.

I: Okay. That also might help it stand out from the crowd, yeah.

S3: Something like that, yeah.

S5: Like medieval.

S3: Yeah, who knows, like what did they eat, probably not much different to what we eat now, I don't think English food has changed that much over the years.

I: Yeah that's an interesting idea. And what about pricing in the cafe? Presumably it's got to be competitive with what's on the High Street.

S3: Yeah.

I: When you think about popping onto the High Street for a coffee, do you think it's a bit pricey in Guildford?

S1: Yes.

S3: Yeah Guildford's a bit pricey anyway.

S4: Guildford's always been expensive hasn't it?

I: Has it?

All: Yeah.

I: I was having a stroll around, yeah. It's lovely, it's beautiful. What other ways do you think local people could be made aware about the museum?

S2: They could put fliers in the local free paper.

I: Okay.

S2: I noticed they've got the all the various things going on down by the door, what's on...'cause we tend to go to the Lightbox a lot, if there's things going on there.

I: Do you, that's lovely isn't it, the Lightbox.

S2: So if you know what's coming on, you know to pick up a flier.

S4: Is it on the website?

I: It's on the Guildford Council website.

S4: Is it?

S3: You need something that puts traffic that way.

S2: And then if you know what's coming.

S2: Yeah, there's nothing is there.

I: Do you think...what are the local press that you guys read? There's something called the Guildford Dragon, is there something?

S1: I've never heard of that.

I: No? It might just be a website.

S4: Guildford Times.

S3: Should have a media partnership with the local radio, Eagle, that must be so easy to get a media partnership with them.

S2: I must say, I always use Eagle 'cause it tells you all about everywhere.

S3: Yeah it's very good.

I: Really?

S3: Yeah, very good.

I: Interesting. And I asked you earlier, and I think not all of you answered, but what else stops you from coming more frequently? So it's like, not awareness, you forget it's here, nothing had changed.

S3: It needs new life put into it with different, maybe small events, or something like it.

S2: If they've got an exhibition coming out that's special, or something.

I: Yeah. And what do you think about changing exhibitions featuring local arts and crafts as well? Not just historical stuff, but current things, is that appropriate here?

S3: If you get the information about it, yeah, if you're aware of it, I suppose, yeah it is.

I: Okay. And finally, is there anything else on top of what Jill talked you through, that you think the museum ought to be doing, could be doing, or should do as part of the new development? Is there anything you would have thought, oh yeah, I would go if they did X, Y, Z. Is there anything else? What about any sort of, I don't know, evening groups, adult education or activities, do any of you do...any members of any groups or anything?

S2: Well I used to do adult education, but there doesn't seem to be much on offer these days.

I: Is that right?

S2: When she said that, I was a bit surprised, 'cause I thought well that's nice, 'cause you go to National Trusts and it's all aimed at children, but it's never aimed at the older ones. And I thought, well if they brought in some nice things, I wouldn't mind coming out in an evening.

S3: I think it just needs a high profile, more coverage, to get it out there a little bit more.

I: Yeah.

S3: Because good word spreads well, doesn't it?

I: Absolutely, it really does, it really does. Okay, let me just think if there's anything else. We've covered all of my questions, was there anything else that struck you about Jill's tour, any issues or problems, you think, with the development ideas? Or do you think it's generally a good thing?

S3: It's very good. I think if they're gonna have a higher traffic there, they're gonna need to have it publicised where to go to park. Because it's expensive to park.

I: Yeah, it's an issue, isn't it?

S3: It is, and it's a long journey to come out of town, or wherever, to come in on the Pay as you Go, or the Park and Ride.

I: Yeah, the Park and Ride, yeah.

S2: Unless it's been done...when I've been out to Midhurst, they do, there's a couple of gardens over there that you can only do by booking.

I: Oh yeah.

S2: So what you have to do is you have to park in the Grange Road at Midhurst, and then you get a community bus that takes you down to...I've forgotten what it is, I can't remember. So if they said, we've got a special community bus going to a Park and Ride, bringing you in so you can drop off, and then perhaps pick you up a couple of hours later and go back to the Park and Ride.

I: Yeah.

S2: Just a thought.

S3: Music of the time maybe, you know, sort of odd, random, mandolin playing, a special for one evening a week or something, that sort of thing.

I: Yeah, I know what you mean, special events and whatnot.

S3: Yeah, in the castle grounds or something.

I: Yeah, yeah.

S3: And then that could be, I suppose, monetised, if they got the cafe open, it would be lovely surroundings.

I: I mean, do you think, thinking of the really bigger picture, that Guildford could do with something like this?

S3: Definitely.

S4: Yes.

S5: Oh yeah.

S3: It's got the potential.

I: Okay. Alright everyone, well that's all of my questions. You've been lovely and very helpful, thank you so much. Now, what I'm going to do is...well I can stop this now. What I'd like you to do is just...

[End of transcription]

Appendix 3 – Online survey, open-ended responses

Q5. What stops you visiting or visiting more frequently?

Its a rubbish building. A conglomerate of detached rooms in a lost part of Guildford.Lack of publicityBusy life but glad it is there, for visitors also.I visit frequently and always to see a new exhibitionLack of timeNot enough about the county of Surrey given its the county townLack of timeLack of time!DREARYEnjoy the special football theme events etcMore parking for staff and visitors is neededYour salaried staff do not have the raw talent, respect or skills necessary to bring the vitality needed. You have the best 'stuff' in archives, hidden away and not catalogues in an easy to use form. Just go and visit Godalming Museum or Haslemere Museum. Their 'exhibits' change on a daily basis in some cases.The museum now has a lot more open space than formerly, rather than displays showing the archaeology and history of Surrey. The rich collections of the Surrey Archaeological Society, which the museum currently houses, could be used to far greater effectThe museum needs more space and the opportunity to tell the story of Surrey as its status as the county town demandsLack of significant temporary exhibitions and links in interpretation to tangent themes.Lack of profile and poor reputation/marketing compared to othersPoor displays

Q6. Guildford Museum is currently planning for some changes to improve the Museum for local residents and visitors. Would any of the following developments encourage you to visit: OTHER, please specify:

More archaeological items from SurreyChange opening times to 10am to 4pm Change exhibitions in line with school topics (WWII)Displays about the archaeology of Surrey.Information about the NEEDLEWORK collection, which is a delightful and important archive and could be updated.Top quality display explaining the multi-period archaeology of Surrey with all the star finds on display.

Better facilities for meetings or other eventsWide Surrey general and archaeological informationFurther development of fascinating needlework collection and perhaps work on cloth trade. Clear presentation of medieval archaeology and history of SurreyChanging exhibitions on the archaeology of Guildford and surrounding areaGive visitors information on the medieval archaeology of Guildford and Surrey - these could be temporary exhibitions but should also be able to sit alongside some good permanent displays.Items of Archaeology most importantDisplays telling the story of SurreyFriendly and informed volunteersGuildford in a Surrey contextBring the archaeology displays up to something resembling modern standardsA broad range of exhibitionsGreater emphasis on the place of Guildford as the county town of Surrey and its importance to the local economyArchaeology of Surreycomplete modernisationMore Surrey historyThe use of more interpretative techniquesMore parkingI would like permanent and temporary exhibitions about the archaeology of Guildford and Surrey and am interested in the needlework collection.Where is archaeology? Guildford is not Disneyland - it is located in the heart of Surrey. Watts Gallery may have changing exhibitions, a good teashop, fantastic sell out lectures, but I go at least every month because of the people. The gallery has over 200 volunteers. Volunteers actually want to be there and be part of the team. At Guildford Museum you have Archaeology. It just seems quite inconceivable that no-one has noticed or picked up on the 'love' public has for archaeology. Now if it is packaged as Channel 4 production then the message might get across.Better use of on-site space exclusively for exhibits & updatingGuildford has too many coffee shops, I doubt that a Museum cafe would break even , let alone make a profitThese questions seem to be focussing on the museum as a museum for Guildford, rather than for the whole county - since Guildford is the county town, its museum should be covering the archaeology and history of Surrey as a wholeAgain, the aim should be to tell the story of Surrey and Guildford's part in that. It is time to lose the small town mentalityA new archive facility to free up exhibition space.Clear displays on Guildford area archaeological history.

Q7. What other events or activities do you think Guildford Museum should be doing?

Having open days and special events linked to local history.Organize local digs with colleges or the UniversityInvolvement in an arts festivalHolding events with participation of local schools.The above list seems quite comprehensive.Guildford Museum should emphasise its role as the county museum and display the history of the whole county, with Guildford as the county town. The history of Guildford cannot be properly understood without a knowledge of the county.Promoting archaeology of Surrey. The Museum had its origins in the collection of artefacts from the Surrey Archaeological Society but this seems to have been sidelined. This is of County-wide interest and could raise the profile of the Museum nationally, since some of the items are of national significance.Historical plays / filmsLiving history/live interpretation and historical re-enactment events to bring the castle ruins to life.Re-enactments, special events - bringing the history to life and not just static displays. Constantly changing things around. Be engaging, positive and welcoming.Regular temporary exhibitions of archaeology and historyMore emphasis on local archaeologyNot sure this is a museum's job but I really like the idea of an interactive map showing Guildford and its surrounding area over the years so we can see when the districts took shape and houses were built. Old maps, photographs, letters, newspaper cuttings and similar ephemera are fascinating. Maybe some natural history given the location among the Surrey Hills with the river running through it. (Sorry if some of this is already on show - I haven't visited for two and a half years!) Or quirky stories about local characters/legends (from any era), those are always good.Workshops for young peopleMaking more of it's potential, as de facto county town, on the archaeology of Surrey, with Guildford providing the anchor pointArchaeological displays showcasing many of the finds in storeMore talks on archaeological topics, especially during the dayIn the past Guildford Museum has covered a much wider area than just Guildford and should continue to do this.Guildford is the county town and this should be highlighted to visitors as it is not obvious.

Do not reduce the display space in re-developing the building.If all he above are done, it will be a first class Museum, one which an old historic town such as Guildford deserves.Tie-in with other heritage sites i.e. Clandon ParkMore emphasis on Guildford's early history

More education on military and agriculture.Guildford is Surrey's county town, so should not restrict its Museum to Guildford but should extend its coverage wider than just the borough. Presumably you would like people other than Guildfordians to visit.It should also act as a regional museum and provide an overview of the archaeology and history of the county of Surrey.Activity days for children. Talks for adults.Information about the history of other parts of Surrey which could be seen.Use castle gardens for showsI understand that there is a wealth of archaeological artefacts which could be displayed. Archaeology forms an important part of the history of Surrey, including Guildford's. As County Town Guildford should reflect this in its museum. We lost the contents of the Muniment room to Woking. Guildford should be proud to display the archaeological story. Wasn't it the Surrey Archaeological Society that founded the Museum in the first place? Better get some archaeological expertise on board!More lectures & courses on Guildford & Surrey history.Family packs to take round the galleries (e.g. backpacks), allowing visitors to take photos of the things they find interesting, better online presenceMore on working class lifeHelping Guildford people identify objects found or dug up locally.regular free eventsMore about local history and possibly even display information about future developments planned for the town (if any!)It should be more active in the local community, has to improve its image and general PR, staff need to have a basic awareness of Guildford's history, staff and management need to be more people friendly.More like the Lightbox. workshops and activitiesJoin in with interactive events round "Heritage Guildford" in alliance with other groups and organisations - stop seeming to be an isolated island of archaeologists in a stuffy building that's inconvenient rather than quirky - eg join in with theatre in Castle Grounds, initiate cooperative displays events with The Spike & similar, a Guildford Week of free history walks, celebrations of Guildford's 20th century industrial history, architecture in & around the town, what City money changed when the train brought businessmen & artists to the area, the influence of geology on the local townscape, Green Belt initiatives and changes since 1890, National Trust ditto,Should have some Sunday and evening openings during the year.More space for archaeology and local history, and Guildford's importance in Surrey.Guildford Museum should be thinking Guildford Museum first. Other 'events' will come out of getting the actual museum operational.

The term throwing the baby out with the bath water comes to mind. Guildford Museum has been donated items for centuries - really important items. First discovered this museum whilst researching the evolution of the meat mincing machine/food processor. It had the 1851 Nye & Co [very rare].

I have been researching Blackheath in more recent years and I am saddened not to be able to see items donated by the villagers over the centuries such as archaeological items and needlework. Where are they now? Why is it I can purchase an old postcard of 100 years ago showing such items as displayed at Guildford Museum and now they are? Go to Haslemere and they still have their 'mummy'. Go to Godalming Museum and they have the woolly mammoth tooth on display. Both museums have invested in computers so you can search their archives, see images of what they actually hold and get a print out to take away or look at over a cup of tea.Fund-raising targeted at local businesses to sponsor new showcases: purchases: archaeological digs ....... Guildford is full of wealthy companies who'd be delighted to be associated with such objectsCombine with drama, arts and music groups, town guides for " living history" presentations in the High Street and castle groundsGuildford Museum should be making the people of Guildford and Surrey more aware of their history and heritage, through both permanent and changing exhibitions. Archaeology in particular is not mentioned in any of the above points for commentChanging exhibitions about aspects of Surrey's important archaeology and history. We have things to be proud of even at an international level that are consistently undersoldNetworking with other museums to generate substantial projects.Walking tours of Guildford are good: would it be possible to put these on video for people to see in the museum, especially for those unable to do the walking toursHands-on activities for children AND Adults.

Things related to Guildford. eg spinning and dying wool.It would be interesting to have exhibitions, not necessarily on local history, but like you have a large lace collected, couldn't there be a pop up exhibition about lace with contemporary textiles too. Maybe university or college students could help curate itGuildford has a complicated and surprising history (e.g. the royal connections, changes in the town)over the years) and a clearer historical view over the centuries would be goodBetter publicity on talks on heritage.

Open for meetings of local societiesModern shows for the schools / young adultsWhen I was younger had a historical event showing process of making historical blue wool and local arts and crafts. Thought this

was amazing at11, now 43 and still remember the day! Interactive eventsLocal historical tours around Guildford's attractions such as St Mary's Church, George Abbot Hospital, the Castle, Holy Trinity Church, the Undercroft etc

Q8. What would be the best way to tell the local community and yourself about what's going on at Guildford Museum? OTHER, please specify:

Library display board, Guildford House notice board.BBC TV & radio for the SEPamphlets at TIC, Museum, etcA sustained publicity campaign would use all of the above methodsDetails supplied to Surrey Archaeological Society and Council for British Archaeology South-East newsletters/websitesArticles in VantagePoint free monthly magazineEffective communications officerGet Surrey websitePhoto opportunities - get a publicist with professional media experienceBetter signage to the museumA Guildford Museum newsletter for friends who pay to be a member, Membership of the Guildford Museum then brings added benefits such as exclusive events or special privileges such as being able to look at the archives at certain times without being made to feel that you are taking up too much time. The Museum archives hold vital records that are not fully appreciated. History Matters and it can hold the key to future development in many ways. The Surrey Archaeological Society is based at the museum and has been connected for over a century.- going social media will happen whether you like it or not.Pamphlets posted to businesses detailing opportunities for financial partnering with the museumHow will you publicise Guildford to tourists and visitors from outside of town ?Feed in through collaborative events.All of the aboveThis Is Our Town Guildford website