NAI Blog

There was a time in my life when I thought I might be a researcher. Experience with earning a Master’s and Ph.D. cured that. I realized at some point that I was more interested in working with people directly and I’ve had the good fortune to do that for 40 years. I do enjoy reading summaries of research that helps us see the trends in our profession. Sometimes those trends are just interesting and some are a little disturbing.

A new Nielsen Research Report indicates, American children aged 2-11 are watching more and more television than they have in years. New findings from The Nielsen Company show kids aged 2-5 now spend more than 32 hours a week on average in front of a TV screen. The older segment of that group (ages 6-11) spend a little less time, about 28 hours per week watching TV, due in part that they are more likely to be attending school for longer hours.

That’s not a huge surprise, but it does worry me. I’m one of those who believe that our mind and body connection with nature was created over tens of thousands of years and is still vital. I believe the real contact with nature has learning benefits not equaled by the passive and somewhat interactive experiences with a TV and computer. The No Child Left Inside movement is encouraging and trends toward more government investment in environmental education are helpful. I hope it’s enough. According to Jim Motavalli a 2001 Roper Starch Poll indicated that 95% of parents want environmental education in the formal classroom. That interest has grown with the environmental movement from the 1970s onward but still isn’t happening in a widespread way.

Studies on childhood obesity offer some interesting insight. Research reported by Jennifer Wolch, supported by the Robert Wood Johnson Foundation and NCI USC TREC, is a longitudinal study of childhood obesity in California and the relationship with adjacent space to play outdoors. This involved many M.D.s and Ph.D.s as investigators. The results generally indicated that children with parks and recreation areas close by are less likely to be obese. That’s good news and matches my beliefs. We have to be have places for kids to play near all neighborhoods, not just the upscale ones. The challenge is how to use this and similar studies to leverage the acquisition of more open space and recreation programs.

As heritage interpreters we serve as facilitators in getting kids outdoors. Hopefully we provide that spark of inspiration that helps them connect and spend more time out there. Clearly we have some challenges suggested by these research activities. How do we get more open space adjacent to urban children? How do we get them away from TV and the Internet to have real experiences? How do we use these new technologies as a bridge to real experiences in the outdoors that help children become better critical thinkers, healthier and stewards of the environment?

I don’t know the answers to all of these questions, but the research is interesting and helpful, if a bit disturbing. What are you reading about in the world of surveys and research that makes you think?

-Tim Merriman

“One touch of nature makes the whole world kin.”
—John Muir, 1901

By now I hope you’ve had an opportunity to watch the remarkable documentary TV series from Ken Burns titled The National Parks: America’s Best Idea. We had a special preview of this series at last year’s NAI National Workshop in Portland, and I’ve waited nearly a year to view the full series. It was well worth the wait. It rekindled a lifelong love affair I’ve had with our national parks that goes back to my earliest memories.

As I watched the series, I started to think about why this production resonated so deeply with me. It dawned on me that this wasn’t just the story of the parks, it was really the story of the people that created this magnificent park system. What Ken Burns did was assemble some of the most articulate interpreters—rangers, historians, writers, and passionate visitors—and let them tell their own stories of the parks. Whether it’s ranger Shelton Johnson talking about Yosemite or Yellowstone, or actor Lee Stetson quoting John Muir, their passion for the parks seeps into your heart.

To the founders of the early national parks, moving a mountain was easy—the challenge was to save the mountains. John Muir, Enos Mills, George Bird Grinnell, and Theodore Roosevelt were all accomplished naturalists, but the words that moved a nation toward conservation, the words that we remember most, were the words that expressed their feelings, their passion for nature, heritage, and country. They appealed not as much to intellect, but to our deeper emotional connections to life, nature, family, and country. They spoke of the beneficial effects the park experience provided for health, heart, and soul. Without these generations of interpreters who inspired the parks movement, I’m not sure the nation would have the system of parks we enjoy today.

Our national parks, monuments, historic sites, battlefields, and other areas operated by the National Park Service are a critical part of our identity as a culture and a nation.  These sites represent the most striking tangible resources we possess as a people. However, it is the interpreter who makes these places relevant to each generation of Americans and gives them meaning. Beyond the American audience, NPS interpreters also help a growing global audience understand and celebrate our heritage and our values. Our national parks are undoubtedly our best accomplishment. Interpretation launched this as a truly American phenomenon. Interpretation made it America’s best idea.

- Jim Covel

Recently Mandala Research conducted a tourism study that suggests the powerful economic influence of heritage tourism. Their October 19 News Release begins with, “A recent research study reveals that 78% of all U.S. leisure travelers participate in cultural and/or heritage activities while traveling, translating to 118.3 million adults each year. With cultural and heritage travelers spending an average of $994 per trip, they contribute more than $192 billion annually to the U.S. economy.” The study was funded in conjunction with the U.S. Department of Commerce and Heritage Travel, Inc., a subsidiary of the National Trust for Historic Preservation. Diverse other interests supported and participated in the research.

Like the earlier MIRP and EQ market segmentation I wrote about a few weeks ago, this study segmented the audiences in five unique categories: Passionate, well-rounded,  aspirational, self-guided and keeping it light. You can get more information about this study at this site. I don’t find the segmentation as useful, but it is always interesting to see a different take on that.

This research has some similarity in what it reveals to the Cultural Heritage Tourism Study of 2004 funded by the Arizona Humanities Council. That publication suggests the many things that can be done to improve the connection between the natural and cultural history sites and the hospitality industry. It also stresses the importance of packaging. Helping people do a variety of things that work well together is good for all of the partners in a community, including governmental, commercial and non-profit organizations.

Dan Shilling has pointed out in his book, Civic Tourism: The Poetry and Politics of Place, the importance of investment in the natural and cultural heritage sites that attract these tourists. Often the tourism organizations in states and communities make a big investment in advertising the destination without concern for the quality of the experience when people get there. He also emphasizes the need for civic engagement so that the core values and lifestyle of the communities are protected. Do we want heritage tourism that change our communities so much that we no longer wish to live there?

Interpretation is a key piece of all of this. Interpretive planning helps sites and communities plan the experiences, tell unique stories and package diverse components that will bring in heritage tourists and get them to stay longer. Interpretive training prepares local guides and hosts for being more effective in helping tourists make an emotional connection with the experience that is likely to be lasting. National Association for Interpretation (NAI) provides these planning and training workshops throughout North America and internationally each year. You can bring a workshop to your community or site by contacting NAI’s Associate Director, Lisa Brochu, at naiprograms@aol.com.

The compelling news of the economic power of heritage tourism is great, but the quality of experiences must be high for tourism communities to be sustainable while protecting their local resources. Researchers, site managers, community leaders, planners and trainers will meet at the Civic Tourism III meeting from August 11-14 2010, in Fort Collins, Colorado, to discuss this topic. NAI is host of this third biennial event that has grown from Dan Shilling’s lectures, training and writing on Civic Tourism. The meeting will include a symposium for researchers in the field. If you would like to participate in the symposium or present at the meeting, be sure to get your application in before the January 15 deadline. The theme of the event is, “Helping diverse interests work towards a common community goal.”

Check out this interesting new research on the economic power of heritage tourism. If you have questions about Civic Tourism III, give us a call toll-free at 888-900-8283.

- Tim Merriman

This week the Monterey Bay Aquarium released the only great white shark that was on exhibit anywhere on the planet.  The young shark had begun displaying aggressive behavior toward other sharks that shared its million-gallon Outer Bay Exhibit, so the decision was made to release it before any of the other sharks were seriously injured.  In a little over two months the shark was with us, over a third of a million people came to see her.

That white shark is an incredibly valuable specimen.  The value for scientists to make detailed daily observations of behavior, food consumption and growth is beyond estimation.  The opportunity for any visitor to meet this legendary species up close and personal is equally invaluable.  As a conservation organization, the Monterey Bay Aquarium has the opportunity to contribute both to our scientific knowledge of white sharks and to improve the public’s image of this animal.  It just doesn’t get any better than that.

So then, why would we ever turn loose such a dream? It all comes down to ethics and responsibility.  As important as the white shark is to us, we’re also responsible for the well-being of the other animals in that exhibit.  If the white shark shows clear signs that it’s a threat to the other animals, we have to intervene—which in this case means releasing the shark.

The idea of releasing animals back into the wild is important in another sense—it reminds us all of the importance of maintaining suitable wild homes and habitats for these creatures.  Modern zoos and aquariums do a great job with recreating wild habitats and providing for the needs of the animals they exhibit.  Just as the staff of a zoo or aquarium feels a deep sense of responsibility for the creatures in their care, we humans as a species should share that same sense of stewardship for the wild places and wild creatures entrusted to our care.  Zoos and aquariums are a great place to build that ethic among all our visitors.  As interpreters and educators, we should always look for the opportunity to tie both wild and domestic animals back to that larger stewardship message.

So while I’ll miss our white shark, I’m glad to know there’s a good home for her in the ocean off California.  And like all good friends, she’s going to stay in touch with us after her brief visit.  Our shark is wearing a satellite tag that will send data that lets us know what she’s up to.  If you’d like to follow the movements of this shark and dozens of other tagged white sharks, check out the TOPP (Tagging of Pacific Predators) web site: http://www.topp.org/species/white_shark.

Trainers class in Volcanoes National Park in December, 2007.

I recently reviewed an online curriculum for interpretation that had an activity for students inviting them to write their own definition for interpretation. I was being asked for advice, so I gave the following: “Please give your students the NAI definition (also the generally accepted definition from the multiple agencies and organizations who participated in the Definitions Project). Do not invite them to reinvent their own definition.”

On the face of it it seems harmless enough to ask someone “What is your personal definition of interpretation?” It might be useful to provoke a conversation about one’s personal feelings about the accepted definition, but why is it important to have a definition and why should NAI’s definition prevail? I can explain that, but could not have done so a dozen years ago. In the late 90s you could have called the NAI office and asked our definition and we would have quoted two or three, Tilden’s being prominent among them. None were the ACCEPTED DEFINITION of the profession.

When we began teaching certification courses in 2000, it became clear that we couldn’t talk about the profession with multiple definitions. It doesn’t work to tell professionals in a certification course that we have no ACCEPTED DEFINITION for what we do – that it can be defined by anyone at all and be anything they decide matters to them individually. Our definition of the profession is the Polaris of our profession, the North Star. It tells us what we should be doing and how we differ from the broader field of communication or related fields like environmental education. NAI’s definition is: Interpretation is a mission-based communication process that forges emotional and intellectual connections between the interests of the audience and meanings inherent in the resource.

Initially we reviewed all available definitions and adapted one from the U.S. National Park Service’s three tenets of interpretation that matched our beliefs most closely. The NAI Board of Directors reviewed it, tweaked it  with the input of members and then voted to accept it as our official NAI definition in 2001. In 2006 NAI obtained a U.S.E.P.A. grant in collaboration with the U.S. Fish & Wildlife Service and Institute for Learning Innovations that sponsored a year-long discussion of definitions among educators and communicators in two dozen non-formal learning associations and federal agencies. This Definitions Project led to the publication of 138 terms unique to our broader field that all of us could embrace to varying degrees.

NAI’s definition was largely accepted by Definitions Project participants with the addition of the phrase, “mission-based.” That addition recognized that professionals in this field work within the mission of an organization. We are not performing artists doing our own thing, though you may sometimes meet an interpreter who seems to be doing just that. If you are doing “art” for art’s sake, we would not necessarily consider you a heritage interpreter. You’re an artist. That’s a noble endeavor but not what interpretive professionals do. Our performances are about helping our agencies and organizations to accomplish their missions (often related to stewardship of natural and cultural resources), not about us as individuals or our art. Some interpreters are certainly artists in how they deliver their professional messages, but their work serves a purpose and fits within our definition.

When you declare that your profession has a stated definition, it creates clarity in training and professional development.  If we each have our own personal definition of the field, what can an employer expect when hiring an interpreter? Is this a profession if we cannot unite behind a clear definition?

There are 150 colleges and universities in the U.S. who teach at least one interpretation course. About 40 of them teach the Certified Interpretive Guide (CIG) course as part of their curriculums. The number of schools doing this increases by five or so each year. The NAI definition is basic to teaching the course. Almost 500 professionals currently hold the Certified Interpreter Trainer credential along with the rights to teach the CIG course. They also use this NAI definition.

Though any program, university or trainer may choose to use a different definition of interpretation, I believe that doing so misses the opportunity to bring all of us in the profession closer together with a consistent guiding principle or North Star. We need to be clear about who we are, who we serve and where we are headed as a profession.

- Tim Merriman

I’ve always wanted to visit Hartford, Connecticut.  Samuel Clemens (aka Mark Twain) built a beautiful home there, and inside, there’s a large fireplace with a mantel lined with carved faces from one end to the other.  I heard the story years ago that at night, Clemens would snuggle with his three young daughters into the couch in front of the fire.  He would make up a story using each face, along with other items sitting on the mantel.  It was a different story every time.  I’ve always been a fan of Mark Twain, and ever since I heard that story about the fireplace, I’ve wanted to see the house for myself.

Of course the NAI National Workshop is the main attraction in Hartford.  I’m looking forward to the workshop in a similar way.  It’s a chance to get together with the NAI family, and we always come away with some great new stories.  Too bad Sam Clemens isn’t with us—I’m sure he’d be a great interpreter today.

I may be a bit old fashioned but as much as we’ve worked on adding more online communications with blogs, e-newsletters and more, there’s still nothing quite as rewarding as talking to folks face-to-face.  The presentations and sessions are informative, but it’s the informal conversations between sessions, in the exhibits hall and over meals that round out the experience.

You can look at interpretation as an evolving story—like the ones that Mark Twain created each evening with his daughters.  Each year we come together, some regulars and some new faces, each with another year’s accumulation of wisdom and experiences.  In a few short days, we add another increment to the evolving story of interpretation and add more interpreters to help tell that story.  In that way, perhaps we’ve combined story and history in the best sense of each.

Sometimes I wonder what our story would be like without NAI.  Undoubtedly there would be regional groups or agency-based groups of interpreters that develop their own culture and their own story.  But I’m not sure we would have this exchange of communications on a national or international basis, and our story of interpretation would be limited in that way.  Personally, I would miss the kinship of great storytellers from around the country and around the world.  NAI has become the keeper of our stories and the convener of our gatherings to share new stories.

So in addition to making a pilgrimage to Mark Twain’s home, I’m looking forward to joining our great circle of storytellers at the workshop and hearing the latest tales.  I hope to hear your voice among our storytellers this year and for many years to come.

-Jim Covel

Dr. Chris Mayer, a good friend and colleague, shared a story with me that Mike Whatley at National Park Service shared with him. I thought it worthy of passing on to you.

An old man walking down the road came across a man with a hammer and chisel in his hands and asked him what he was doing. Somewhat annoyed, the man looked up and said he was chipping stone. The old man asked if he liked his work, to which the man replied, “It’s a paycheck.”  The old man thanked him and continued down the road.

He came across another man doing the same work—chipping stone. He asked the man what he was doing to which he replied that he was making bricks. The old man asked if he like his work and the man replied, “It’s not bad. I’m getting pretty good at it.” The old man thanked him and continued down the road.

He came across a third man doing the same work—chipping stone. He asked the man what he was doing. The man looked up and smiled. He said, “Me? I’m building cathedrals.”

When we describe what we do, we have an opportunity to help people understand the bigger picture. We may just seem to talk to folks, tell stories, lead hikes, build exhibits, distribute literature and answer questions. Tilden made the point in his fifth principle that we need to tell the “whole story.” The details matter. Some of us are chipping stones, answering questions, building trails, or designing exhibits, but the real job is much bigger. We want folks to slow down and think about the commitment we each have as stewards of our cultural and natural heritage.

NAI’s mission is to “inspire leadership and excellence to advance heritage interpretation as a profession.” Hopefully we keep that in mind as we do the little things, as we “chip stones.” It all adds up and might make a difference for our profession and for the world.

—Tim Merriman

Be the change you want to see in the world. —M. Ghandi

Nearly 20 years ago I spent the month of October in east Africa, primarily Kenya and Tanzania.  I realized our group of 12 would be there for Halloween, so I brought along a few extra items in case we wanted to celebrate the holiday.  It turned out to be one of the most fun Halloweens of my life.

We always brought items to trade or give away on these trips.  In most villages the children have to provide all their own school supplies, so pencils, erasers and writing tablets were always popular.  Chewing gum, batteries and watches were also in big demand.  Typically, we would trade or barter with adults for beautiful carvings, jewelry or items, but we always gave school supplies to the kids.

This particular Halloween, we were traveling between parks, through an area around Mt. Kenya with a number of small villages.  We decided that we would do a little “reverse trick or treating” through the villages.  We applied a little face paint—nothing scary or threatening, mostly smiles, rainbows, stars and other fun designs.  When we drove into a village we’d jump out of the land rovers and start yelling TRICK OR TREAT and tossing candy, pencils and pens to the kids.  Soon a cautious but curious crowd would gather at this peculiar sight, and we’d explain the whole trick or treat custom to everyone.  Soon the kids would start yelling “trick or treat!” and we’d hand them more pencils and paper.  As we’d leave each village, we’d see lots of smiles and puzzled looks.  Then we’d move on to the next village and do it all again.

In addition to being great fun, this was also a good lesson in cross-cultural interpretation.  Holidays often embody key elements of a culture, and one of the finest ways to share your culture with someone else is to share those traditions and celebrations.  In this particular case, experiencing Dia de los Muertos in Mexico, is very different than Halloween in the US and different from All Saints Day in France—yet all these holidays have similar origins.  Although these holidays share a similar origin, different cultures have developed distinctive ways to celebrate them.  The universal here is the phenomenon of celebration and spontaneous expression of joy, combined with elements of heritage, tradition and spirituality.  What a great foundation for interpretation!

My wife and I belong to an historic dance group, the Alta California Dance Company.  We perform dances that were popular in California in the 1820-1830 era when California was part of Spain, and later, Mexico.  We stage fandangos (basically a dance party), at historic sites of that period, and use dance and music to interpret the culture of the times.  What better even to re-enact than a party!  Everyone understands celebration, and everyone enjoys dance and music.  And while they’re enjoying the fandango, the audience happens to learn about the life and times of the Californios.  It’s the most fun I’ve ever had with cultural interpretation.

So if you’re looking for ways to interpret other cultures, think about using celebration as an element of that interpretation.  It’s always a sure hit!  And if by any chance you find yourself travelling toward Isiolo, Kenya on Halloween, bring some extra pencils and gum, and don’t look surprised if folks run up to you yelling “trick or treat!”