In the case of interpretive trails, interpretation trail product moves from being a supporting secondary element to a headline proposition seeking to define the experience on offer.
The brand promise being made is that in following the interpretive trail, a visitor will gain layered insights and appreciations of a place's natural and cultural heritage over and above that which may otherwise be provided by stand alone interpretive interventions.
This sets a threshold level against which the decision to elevate a product to the status of an interpretive trail should be measured.
Providing multiple points of connection for the visitor along the interpretation trail is important. This relates both in terms of geographic access and also in the choice of media available to them to enquire more deeply into matters of interest to them.
Geology is by its very nature a supporting medium - a foundation upon which other narratives stand. Elevating this to centre stage as the essential brand proposition of the interpretive trail visitor experience requires carefully planned and fully integrated product delivery.
In the case of the Furneaux Geotrail project on Tasmania's Flinders Island in Bass Strait, the essential element underpinning the project proposal was an outstanding geological story to tell. This then needed to be assessed against the array of the existing publicly accessible locations that people could visit so as to piece together for themselves an appreciation of the stories written in the landscape.
The crucial feature here lay in recognising that the new product's chances of success are increased if it coincides with and complements existing visitor flow patterns. Creating genuinely new visitor flows to places previously little known or thought of lies outside the realistic ambitions of most projects.
The additional advantage of aligning the new product alongside familiar visitor pathways is that it provides multiple entry points for casual engagement with the product. While some visitors may indeed take up the brand offer to follow the trail proposition from one venue to another around the island, others may simply find in it a familiar presence that embellishes their other activities.
This approach accords with the notion of providing multiple points of access to the trail experience. Not only can people access it from a variety of geographic points of entry, but similarly the variety of interpretive media on offer also provides multiple points of access for the visitor.
At one level the interpretive signage at each location invites visitors to explore the landscape though the prism of its geological narrative.
Alongside this the supporting location specific digital content ensures that if visitors are interested in finding out more about how the location fits into the overall story of the island's formation, they can do so quickly and easily at a time and place of their choosing.
This process is assisted by the fact that there is internet coverage across Flinders Island such that the web app content can be quickly and simply translated on the fly into the preferred language of choice for the visitor.
Were the trail to need to access remote area locations, the product could still be provided via local area network wi fi hubs powered by a solar powered Raspberry Pi server. In this instance however, on the fly translation is not possible. The product will hence need to invest in the pre production manual translation of content if a multi-lingual platform is deemed essential.
Alongside this model, there also exists a more common approach whereby a discrete, relatively contained track section is supported by a consistent interpretive narrative that unfolds as visitors move along the route. Here the interpretive trail does not attempt to define or brand the experience on offer, rather it simply exists to help the user attribute positive values and meanings to the heritage setting they are visiting.
The themed walk around the Stringybark Creek Historic Reserve in Victoria is an interesting example of this secondary approach to interpretive trail development. It features some defining characteristics of this conceptual positoning.
Firstly the walk itself is contained, being a 1.4 km stroll taking around 30 minutes to complete. This provides a "bookended" experience that gives it a stand alone quality separate to the suite of other walk / ride experiences that may be on offer in the locale.
Secondly it recognises that careful landscape interventions are crucial to the successful delivery of the trail experience. Landscaping provides a means of connecting at an emotive and intuitive level with an experience long before a single word of any sign is encountered.
The precinct speaks to a setting that is valued over and above the ordinary park access track. By including points of repose and inviting the user to step aside from their journey to consider the material on offer it immediately invites an emotional and intuitive response.
This is of particular value to thise who need to "get a feel" for a place before beginning to learn about its particular story narratives.
Landscape trails are defined by their focus on engaging not just with the rational and sensory components of the interpretive experience, but also with the underlying emotive and intuitive elements that can influence the values people ascribe to this encounter.