Advanced Interpretive Planning

“Most ‘interpretation’ is not interpretation at all. It’s just information. it may look attractive, but it fails to deliver the message.” - John Veverka.

Advanced Interpretive Planning: Essential Concepts and Strategies for Today’s Interpretive Planners is based on author John Veverka’s experience of consulting and training on interpretation throughout the world. The key issues it addresses, the in-depth experience it shares, and the powerful learning it provides, reflect the real-world practical needs of interpreters, educators and planners. Insight on many of the topics addressed is unavailable elsewhere. 

Advanced Interpretive Planning will inspire and enable you to:

  1. Provide visitors with genuinely memorable experiences. 
  2. Help visitors appreciate the significance of your organisation.
  3. Provide added value to your visitors’ experiences.
  4. Enhance visitors’ choices about how they experience your site and your stories.
  5. Truly connect with your audiences in new and cost-effective ways.

Introducing exciting new concepts, and refining existing tried-and-tested methodologies, this book will help guarantee that your visitors receive the best possible - and most enjoyable - learning experiences. 

Advanced Interpretive Planning will be of relevance and value to: interpreters, educators, curators, designers, planners, architects and landscape architects, tourism professionals, and universities and colleges training in interpretation and tourism. 

Introduction: When is “interpretation” not interpretation?

1. A Model for Interpretive Planning
Creating an Inventory of Resources
Implementation and Operation
Outline of an Interpretive Plan
The Benefits of Interpretive Planning

2. Informal Visitor Contact and Outreach
Developing Policies
Guidelines for Approaching Visitors
Outreach Programs
Working with Volunteers
Useful Forms and Checklists

3. Financial Planning for Interpretive Planning
What is Financial Success?
Feasibility Analysis for New Facilities
Visitor Analysis for New Facilities
Overhead and Operations Costs for New Facilities

4. Planning for Experiences and Markets of One
Visitor Experience and Outcomes
The Types of Visitor Experience
Mass Customization and Interpretive Planning
The Quest for Outcomes

5. Regional Interpretive Systems Planning
What is a Systems Approach?
Preparing an Interpretive Systems Plan
Media Inventory and Analysis
Developing New Products and Services

6. The Landscape - The Museum Without Walls
What is a Landscape Museum?
The Museum, the Galleries, and the Exhibits
Planning a Landscape Museum

7. Creating Effective Interpretive Writing
The Principles of Interpretive Writing
Tangibles, Intangibles and Universal Concepts
Writing for Feeling and Imagination
Ten Tips for Hiring an Interpretive Writer

8. Marketing Plans and Interpretive Planning Strategies
Marketing and the Visitor
Understanding your Audience
Generating New Market Groups
Marketing Planning for Heritage Attractions

9. Training and Coaching Interpretive Staff
Planning for Training
Course and Session Objectives and Outcomes
Critiquing and Coaching Interpreters
Nineteen Steps to Successful Critiquing

10. Evaluating Interpretive Programs and Services
Methods of Evaluation
Case Study Summary
Self-Evaluation Survey
Assumptive Evaluation Form
Visitor Center Assessment Form
Individual Exhibit Design Critique Form

John Veverka is the internationally renowned author of Interpretive Master Planning, and one of the world’s leading experts on heritage interpretation. He is in demand as a consultant, teacher and speaker on interpretation throughout the world. John holds BSc and MSc degrees in Interpretive Services from Ohio State University and spent five years in the Interpretive Services PhD program at Michigan State University, teaching Introductory and Advanced Interpretation Courses.

His many clients have included the Eden Project, National Forest Service (Korea), National Museum Wales, National Park Service, Natural England, Norfolk Tourism, Nova Scotia Museums, Santa Fe de Antioquia (Columbia), Texas Historical Commission and the US Army Corps of Engineers. 

John Veverka's depth of knowledge and his ability to communicate and generously share ideas has always impressed me. Advanced Interpretive Planning is an extension of the key messages he communicates in his courses. It will serve both as a text book to accompany his lesson plans and as a valuable resource to help anyone navigate the interpretive planning process. It will become a must-read and classic in the field.  
J. Patrick Barry, Certified Interpretive Trainer and Visitor Center Manager, Vancouver, Canada.

John Veverka has done it again! His insight and extensive experience with all facets of interpretive planning at all levels is an excellent pre-requisite to creating the much-needed text on Advanced Interpretive Planning. If you wish to have a more thorough and extensive understanding of the interpretive planning process and its critical importance to site interpretation, then look no further! This text will become the gold standard for interpretive planning now and in the future!
Professor Alan Capelle, Marian University, Wisconsin, USA.

Advanced Interpretive Planning provides a "big picture" look at developing interpretive strategies for very large heritage areas and landscapes - a new and exciting concept that will work extremely well for developing regional heritage tourism within Korea and for the Asian market."
Dr. Ju-hee Lee, Department Chair, Tourism Planning and Development, Daegu University, South Korea.

This is the long-awaited companion to Veverka’s classic books on interpretive planning. It addresses very current issues, extending his proven methodology. And it does it with a clear and very enjoyable style. A must-read, especially in Latin America, where interpretation is rapidly growing and there is a need for a solid, updated methodology. It goes straight into the reading lists of our interpretation courses in Mexico.
Professor Dr. Manuel Gándara, Graduate Program on Museology, National School of Museology, National Institute of Anthropology and History, Mexico City.


Title: Advanced Interpretive Planning: Essential Concepts and Strategies for Today’s Interpretive Planners
Pages: 220
Illustrations: 53
Size: 216 x 140 mm
Date: 2014
Editions: £39 [paperback] | £69 [hardback] 

ISBN: 978-1-910144-37-4 [paperback]
ISBN: 978-1-910144-38-1 [hardback]

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We offer all our readers an unconditional guarantee: if, at any time, you decide this book’s not for you, simply return it to us for a full and prompt refund. 

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