Defining Place Authenticity: My Heritage Can Beat Up Your History

Alan A. Lew, Ph.D. Northern Arizona University

http: //AlanLew .com

http: //AlanALew .com

North of Lake Tahoe, California

“ My History Can Beat Up Your Politics” podcast

http://myhistorycanbeatupyourpolitics.blogspot.com/

The Postmodern Tourism Past

Authenticity is Negotiable

Culture is Continually Invented

Multiple Layers of Place Identity

Heritage & Culture are (Re)-Interpreted

for Economic Development

Commodification

for Nationalism

“ The Past is a Foreign County”

We Cannot Know the Past

Except through the Values of the Present

Also true of Interpreting Cultures

Nostalgia Explosion

Reaction Against Postmodern Uncertainty

Requires

Linear sense of Time

Apprehension over limitations/deficiencies of the Present

Social Change is detectable over one’s lifetime

Evidence of the past exists

artefacts, images & text

“ If the Past is a Foreign Country, Nostalgia has made it “the foreign country with the healthiest tourist trade of all”

Lowenthal, 1985: 4

Defining / Fixing Heritage Authenticity

Heritage Success =

1 - Semblance of Authenticity

Believability

Credibility

2 - Acceptance by its Audiences

Fixing of Heritage Tradition

to establish or stabilize cultural identities

to legitimate institutions; and

to socialize people in(to) particular contexts

The traditional and the new are not mutually exclusive states

Approaches to Authenticity

Authenticity as a Product Feature vs. Authenticity as Experience

Stakeholders and Negotiation in Authenticity

Primordial vs Situational Authenticity

Simulations and Dissimulations

Objective, Constructive & Existential Authenticity

Revitalization of Older Retail Districts

Four Oregon Case Studies

Sisters (#19)

Junction City (#9)

Oakland (#13)

Florence (#7)

Case Study #1 – Sisters, Oregon - Western Facade

On Eastern Slopes of Cascade Mountains

3 Major Highways converge just before Sisters

Formerly known for gas stations and restaurants only

Sisters Rodeo was already well established

Junior Chamber of Commerce in early 1970s

Converted two small buildings into Cowboy Theme

One at each end of town

By 1977 – 1880s Cowboy Western Façade was made mandatory for entire retail district

Design guidelines written into local ordinances & building code

Strong community support for Western Theme

Makes Community more Interesting

Increases Shopping variety and Opportunities

Sisters is #19

Sisters Yesterday and Today 4 th of July, 1946

Sisters Booms

Named after the Three Sisters Mountain Peaks

Population of about 600 in town in 1990

Retirement and Recreation Region

Large Second Home Subdivisions near Sisters

Developers Funded Architectural Sketches to Show Businesses how they could be “Westernized”

Saw Sisters as an “Attraction” for recreation subdivisions

Other Amenities

Mount Bachelor Ski Area to north

Hunting and Fishing in Cascades

High Plateau climate

High Level of Retail Organization

100% Retail Membership in Chamber of Commerce !

Sisters, Oregon The Cascades: Snowcapped Volcanoes, Lava Flows and Pine Trees SistersCity Hall Hotel Sisters – the only truly Historic building in town

The New West in Sisters, Oregon An Award is given each year to the Best (most authentic ) Western Theme Building - a past winner (right) >>

Issues of Authenticity The Sno-Cap Drive Inn – A Sisters Tradition Front Porch of a New Retail Store Which of these is more Authentic? More ‘Disney’? Which is gives a Real ‘Sense of Place’?

Case Study #2 – Junction City, OR

Junction City, Oregon

settled by ethnic Danish migrants from the Midwest

joined late by other ethnic Scandinavian migrants

Bypassed by Interstate 5 in the late 1950s

major economic downtown

Initiated the Scandinavian Festival in early 1960s

to boost community pride

Suggested by a local M.D. & supported by the Chamber of Commerce

Draws over 200,000 visitors yearly over 4 days

Focus on Non-profit organization

Schools, Social organization – including the Danish Sisterhood and Sons of Norway

Emphasis on Authenticity of Booths and Display

Authenticity is checked before and during the festival

Junction City is #9

Junction City Scandinavian Festival

The Scandinavian Festival is ranked by Sunset Magazine as one of the best in the U.S. – due to its emphasis on authenticity.

Planning for the festival is a year-round activity

The Junction City High School is opened for RV trailer parking and use of the schools showers and restrooms.

Landscape Impacts of the Scandinavian Festival Festival Hall & Flower Boxes A Junction City Travel Agency

The Festival Hall is used for the Art Show and Dances

It is the only permanent festival building

The higher end of Authenticity?

Retail Efforts to Encompass the Scandinavian Theme

Downtown Junction City (above) and the Viking Inn (right)

Impacts on ‘For Profit’ community has been minimal

these are resented by the festival’s ‘non-profit’ organizers

Do Shingles (especially Red ones) signify Scandinavia?

Scandinavia along US Highway 99 More Shingles plus Painted Tulips on a gas station sign Attracting the passing traffic

Case Study #3 – Oakland, Oregon Historic District

1890s brick and stone architecture

First designated Historic District in Oregon

High level of Architectural Authenticity

Both in Retail District and adjacent Residential Area

Early 1960s –Oakland Lumber Mill Closed

Historic Preservation effort initiated

To raise community spirits & Revitalize downtown Oakland

But – final Historic District Zone – only for Retail Area

Did not include Residential Area

Businesses accused of trying to create a “Tourist Trap”

Residents rejected Historic Preservation – never implemented

Early 1970s – State mandated comprehensive planning

New Historic District boundaries drawn to include Residential

Oakland is #13

Oakland, Oregon Bank Building in Downtown Historic Home Old School Building The total population of Oakland in 1990 was about 900

Downtown Oakland, Oregon 1928 “Turkey Capital of the World”

Who’s Downtown is it?

New 1970s Historic District encompassed residential areas

More acceptable to citizens

Lion’s Club began some initial promotional efforts

But - New Economy of Oakland had made it a Bedroom Community for the much larger Roseburg, OR

Residents opposed ‘Disneyfication’ of downtown

‘ Visitors’ are OK, but Not ‘Tourists’

Continuing Distrust of Downtown Retailer Motives

1980s Gradual moves by retailers to expand market

Information sign in Interstate 5 Rest Area

Signage of Oakland, Oregon ` Lion’s Club 1970s sign 1980s Interstate 5 Rest Area information sign

Case Study #4 - Florence, Oregon – Waterfront Theme

Old Town Florence

Bypassed by new bridge over the Siuslaw River

Revitalization of Old Town started by tourists from California in early 1970s

Combination of Historic Preservation & Waterfront

High Seasonality – closed in winter months

Regional Resources

Oregon Coast – most popular destination in OR

Sport Fishing

Oregon Dunes National Recreation Area

Regional Marketing

Florence is #7

Oregon Coast Regional Resources Oregon Dunes & the Coast A Variety of Tourist ‘Traps’

Florence, Oregon – Old town The large white building is historic, none of the others are

Florence, OR Fishing boats in the Siuslaw River New Tourist Shops in Old Town

Florence, OR Good Signage indicates a well organized retail community

Thematic Singapore ? Thematic Asia

How Are Themes Used in Retail Districts in

Singapore ?

Asia ?

List

Places

Themes

Symbols / Examples

Sisters, OR (western)

Junction City, OR (Nordic)

Oakland, OR (historic buildings)

Florence, OR (waterfront)

Approaches to Authenticity

Objective, Constructive & Existential Authenticity

1. Heritage Authenticity as a Product Feature vs. Consumed Experience

Authenticity takes multiple forms and thus we can only unpack its meaning by analyzing the context and the specific instance it is used each time (Bruner 1994)

Product Authenticity Features - 5 types:

Object-related, Factual, Locational, Personage, and Environmental

Hampton (2006) – Gettysburg, PA Battlefield

All five Product types [of product authenticity] gave value to the heritage experience by helping visitors achieve a temporary but profoundly intense imaginary flight in the past…. Perceived authenticity of the product can, therefore, trigger consumers imagination and transport them through narrative worlds.

Consumed Authentic Experiences

‘ Constructive Authenticity’, ‘Symbolic Authenticity’, and others

Tourist Types:

Recreational, Diversionary, Experiential, Existential, …

1. Experience

1. Experience

Oakland, OR (historic buildings)

1. Product-Factual

1. Product-Locational + Experience

2. Stakeholders and Negotiation in Heritage Authenticity

Perspectives of authenticity as seen by different stakeholders

Authenticity is Negotiable - depending upon

State Regulations

Tourist / Visitor Expectations

Tourism Industry / Business Goals

Host community Knowledge and Belief in their ‘own’ past

Each creates a Subjective Framework of what constitutes the authentic aspects of heritage

Permutations/Changes of authenticity that have taken place in the ongoing discourse

Authenticity as a Dynamic Process

1. Experience – 2. Tourism Industry

1. Experience – 2. Host Community

Oakland, OR (historic)

1. Product-Factual – 2. State Regulation

1. Product-Locational + Experience – 2. Tourism Industry

3. Primordial vs Situational Heritage Identity

Cultural Identity as

an ongoing process, politically contested and historically unfinished, and as

always mixed, relational and inventive

Primordial Heritage

Processes by which heritage identities and boundaries were originally created, modified and maintained.

Geographic and historic isolation resulting in cultural differences

Situational Heritage

Regards heritage as ‘a set of processes and social relations, which may be invoked according to circumstances’ (Hitchcock, 1999: 21).

e.g.: Tourism turns culture into a commodity and heritage is modified to accommodate the visitors and the locals

Situational Heritage ALWAYS Dominates Primordial Authenticity in defining heritage identity (Hitchcock 1999)

1. Experience – 2. Tourism Industry – 3. Situational

1. Experience – 2. Host Community – 3. Premordial

1. Product-Factual – 2. State Regulation – 3. Premordial

1. Product-Locational + Experience – 2. Tourism Industry - 3. Primordial+Situational

4. Simulations and Dissimulations

Baudrillard (1995)

Dissimulation = the masking of reality by presupposing its absolute existence

= the inauthenticity of Product Authenticity

Product Authenticity can never be absolutely confirmed

Simulation = ‘devours’ reality, leaving nothing except signs which merely refer to each other

‘ Reality’ created and supported by mass media

Disneyland as a Virtual Reality

Film & Movie Tourism

But also - Ethnic Histories / Traditions / Identities

= Social inventions and the recycling of myths

Similar to: Situational Authenticity

1. Experience – 2. Tourism Industry – 3. Situational – 4. Simulation

1. Experience – 2. Host Community – 3. Premordial – 4. Dissimulation

1. Product-Factual – 2. State Regulation – 3. Premordial – 4. Dissimulation

1. Product-Locational + Experience – 2. Tourism Industry - 3. Primordial+Situational – 4. Simulation

5. Objective, Constructive & Existential Authenticity (Ning Wang 1999)

Objective Authenticity

Authenticity of objects; “Objective” measures

Constructive Authenticity

Socially constructed authenticity

Believability based on points of view, beliefs, perspectives, or power elites

Relative, negotiable, contextually determined, and even ideological

Ex istential Authenticity

Personal subjective feelings of authenticity

Can be unrelated to Objective or Constructive authenticity

4 Types: Bodily feelings, Self-making, Family ties, Touristic communitas

1. Experience – 2. Tourism Industry – 3. Situational – 4. Simulation – 5. Constructive

1. Experience – 2. Host Community – 3. Premordial – 4. Dissimulation – 5. Existential

1. Product-Factual – 2. State Regulation – 3. Premordial – 4. Dissimulation – 5. Objective

1. Product-Locational + Experience – 2. Tourism Industry - 3. Primordial+Situational– 5. Existential (body feelings?)

Scales of Authenticity in Theme Towns

Spontaneous Retail Districts

Developed unselfconsciously over a long period of time

Higher Object Authenticity - Lower Existential Authenticity

Renovation Programs

Usually part of a historic preservation effort

An attempt to preserve the past in an authentic manner

False Facades

Placed over existing store fronts

These include many Western and European theme towns

Recreated Downtowns

Newly created shopping centers emulating images of a specific theme;

the Postmodern “Simulcra” and the “Fantasy City”

“ Main Street” in Disneyland; Las Vegas Casinos

Lower Object Authenticity - Higher Experiential Authenticity

Theme Town Formation Revisited

Original Factors Influencing Theme Town Formation

Economic Restructuring – pushing change

Mass Images – framing change

Architectural Resources – level of ‘authenticity’

Location / Access – resource & visitor markets

Cultural Heritage / History – a human resource

Other Factors – as seen through the Case Studies

Local Agency

Identifiable Individuals often serve as spark of change

Local Politics

Multiple interpretations of themes is common

One usually predominates + guides development

Negotiation of Authenticity, Meaning and Significance

Multiple interpretations of ‘Success’ and ‘Quality’

economic, cultural, social, design, others?…

My Heritage Can Beat Up Your History

History is:

A Product Feature

Government & Hosts

Primordial

A Simulation

Objective

Heritage is:

Experiential

Tourist Industry & Tourist

Situational

A Dissimulation

Constructed and Existential

Sources

Athinodoros Chronis and Ronald D. Hampton, University of Nebraska-Lincoln, Authenticity at Gettysburg. Advances in Consumer Research - V33, 2006 – pp.367-368

Philip Feifan Xie, A Life Cycle Model for Aboriginal Arts Performance in Tourism: Perspectives on Authenticity, J of Sustainable Tourism, V.14, N.6, 2006, pp.545-561 and