The Public Interface of Heritage Sites in Rochester

The Public Interface of Heritage Sites in Rochester, NY A multi-site, qualitative study of preservation entities Adele Anderson Ann Pearlman Wesley Mills State University of New York

Local preservation groups occupy multiple resource ecologies simultaneously. • • They represent consumption alternatives They are part of a larger media ecology They compete for space, places & events They seek attention and support for public issues of resource allocation, and bid for • Time that people allocate to non-paid activity

Heritage places and preservation groups compete for resources • Audience awareness amid flashy, large, and well known, well funded attractions. • Advocacy for their missions to audiences; alternate uses could preempt their locations and activities otherwise • Public exposure and support—but the wrong strategies to achieve this can also jeopardize local sponsorship, meaning, and authenticity.

Appreciative Inquiry Research After initial description, asks questions rather than posing recommendations, regarding cultural and communications issues

Cultural questions about preservation 1. What are the subject and object of preservation and representation? 2. Who are the producers/hosts/representers and how do they establish the authenticity and authority of their mission? (collectivism and relativism of authenticity) 3. Who are the audiences and who the cultural insiders? 4. What knowledge and networks connnect #2 and #3? 5. If the engagement is mediated, how does it represent the mission and organization? (all communicated information is a representation)

Attracting the Support of Audiences in Rochester: Three Preservation Entities

Landmark Society http: //www. landmarksociety. org/ “discover, protect, and revitalize the architectural and related cultural heritage of the Rochester region, and to educate and inform our community about that heritage. ”

Landmark Society Profile • Nonprofit corporation affiliated with other historic, architectural, and preservation entities • Audiences: Many older, affluent, may be conservative in outlook, relatively well educated; yet some events are also geared for children and the general public • Experts and insiders: Founders, managerial staff, educators, curators, other consultants, trained docents and volunteers; partner associations.

Landmark Places and Events • Historic house museums, private gardens, churches and public sites • Trips, tours, shows, and talks • Offices: library and gift shop, catalog • Classes and conferences on and offsite • Children’s day camp at historic house site • “Ghost walk, ” historical Halloween theme • “Walk the Walk” period actors recount abolition for public and school in local concert hall space

Landmark Society knowledge network (partial list) Rochester Preservation & Zoning Board NY State & Rochester Arts Councils region historical societies University at Buffalo National Trust Western NY for Historic State historic regional Preservation preservation information League of NY office network Preservation Rochester City Living State Action-national Resource Center

Rochester Public Market http: //www. ci. rochester. ny. us/PRHS/Public. Market/index. cfm “a unique experience that transports you across 150 years of local commerce to the sights, sounds, smells and tastes of other days”

Rochester Public Market Profile • Overseen by a city department with services from several other city departments, director is member of an international public markets association • Audiences: Peoples with customary ties to open air markets (substantial numbers of recent immigrants), local residents with lower income; recently, young audiences from nearby college and cultural districts, for special events • Experts: Vendors, part time market staff; local historians and researchers; market associations.

Public Market Places and Events • One market site central to the city, surrounded by poor neighborhood, some warehouse areas • Centennial celebration 2005 on site • Holiday events, TV spots • Popular concerts on off hours at market site (e. g. , Bands on the Bricks) • Garage sale days • Chefs’ market days • Non-market events at market location • Festivals and fairs

Public Market knowledge network (partial list) Rochester City Communications Bureau Area colleges, university, researchers City Parks & Rec. Dept. Other area tourism and visitor bureaus Other area farmers’ markets International conference of public markets Local historians and supporters

Braddock Bay Raptor Research http: //www. bbrr. org/ “Braddock Bay Raptor Research was formed to ensure continued study of the hawk migration at Braddock Bay”

Braddock Bay Raptor Research Profile • Nonprofit organization of founders, local residents, educators, and a small core of conservation experts • Audience: School aged children, families, the public, some college students, outdoor enthusiasts, occasional birders • Experts: Several persons of intermediate or greater birding expertise; ties to colleges, universities, national organizations

Braddock Bay Places and Events • Braddock Bay (state environmental department-owned land), nearby town park • Monthly education presentations at lodge • Joint banding and migration outdoor events in March, April, May, June with other organizations • Museum, school, and nature center presentations offsite

Braddock Bay Presentation Venues • • Nursing homes Canal festival days Groundhog festival Science museum Radio spots Town Park lodge International Migratory Bird Day

Braddock Bay knowledge network (partial list) Braddock Bay fish & wildlife Committee Cornell ornithology observatory Genesee Country museum NYS DEC Community Environmental college Education and conservation Audobon Society Conservation Global Bird. COR (Rochester bird coalition) Greece Town recreation department Montezumaa wildlife refuge (NY State)

What does a preservation group do? • Presentation of one or more physical sites and subjects/objects to the public • Events onsite and offsite (conferences, public presentations) • Web presence: Emailing, interactions • TV, Radio spots, Moving media • Surface mail, newsletters and publications • Library and bookstore publications • Links to other organizations to participate in a wider network

Using cultural features: Know who you are, what larger ecology you are a part of, and whose support you want.

How does the organization solve its communication challenges? • Mission and audience communicated clearly on brochure, fliers, Web site, presentations, etc. • Contacts and information clear and available to make the contacts (public relations) • Linkage to partnership or consultative relationships clearly indicated • Real time events announced in advance, current • Knowledge of its different audience segments— including newcomer access, insider enrichment access, and any special audience interest groups

Strategic Positioning Features ENTITY: Landmark Society Braddock Bay Public Market (Comparative) focus of goals Focused and differentiated Focused but generalized Diffuse and implicit Expertise, lifestyle/stage Lifestyle, locality (Comparative) member focus Prestige, lifestyle/stage, expertise Outreach modes Events, tours, conferences, FAQs, referrals (multiple sites) Visibility of Linkages on Web site Events, talks, demonstration (on site and many off site) Main ones Many, but not visible on web many on web site-established site-emerging Attraction, transactions (one site, invite outsiders) Few; few listed on web sitedeveloping

Emphasized Features Entity: Landmark Society Braddock Bay Public Market People as focus Members, Founders, of volunteers, staff consultants, communication members City, vendors, customers, advocates Product(s) or Objects, Places Museums, historical sites Birds, the migration area Market site, products for sale Service and Relation-ships Educate, preserve, consult, advocate Educate, band, maintain 7 “educ. birds” Provide products; entertain

Comparative positioning • Landmark Society: Highly developed, updating communications • Braddock Bay: Developing, moving into more participatory communications but still a way to go • Public Market: Developing, moving more slowly in communications, but moving

Web site features • • Access and platform friendliness (PC, Mac) Load time, ease of reading, navigation Visual representation of identity, mission Links or rings to an interest group network Interactivity, e-mail, retail, member outreach Moving media, sense-appeal, learning styles Update ability for current announcements

Landmark Society Web Site • Identifiable logo • Easy to load • Hierarchy to subgroups’ interests • Many links to partners • Database format so multiple staff can update regularly

Landmark: Current Directions • Move to databased Web site with increased updating capacity • Online membership and optional e-mail alerts • Diversified sections by interest area

Public Market Web Site • Hard to find access (listed under City Recreation with a webmaster) • Events updated • Webmaster system takes longer to change • Harder to find out about volunteer group • Site map does not include street directions to find within the City; refers to other sources

Public Market: Current Directions • Hosting international public market conference with survey results from a local anthropology department • Updating Web site • Building “Friends of” volunteer group

Braddock Bay Web Site • Old site, and new site under construction • Both speak to “insiders” first • New site has discussion posting area but it is not very easy or clear how to get posting status • More membership information on new site; incomplete • Some network partners listed

Braddock Bay: Current Directions • Redesign of new Web site underway • Addition of visible membership opportunity, discussion area on Web • Expansion of annual event calendar and publicity • Joint educational projects with area and national partners with appropriate expertise