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Agenda

Bringing the Roman times to live:
i i
h
i
li
Options for an experience orientated staging of
the cultural heritage
Prof. Dr. Andreas Kagermeier
g p y,
Leisure and Tourism Geography,
University of Trier (Germany)

ATLAS annual conference 2009
Experiencing difference.
Changing tourism and tourism experiences
Aalborg, Denmark May 27-29, 2009
g,
y
,

1) Introduction
2) Experience-oriented staging as an instrument to differentiate/
p
profile the tourist offer
3) Experience orientated staging through events
4) Presentation of the case study: actual experience orientated
staging of the Roman past in the city of Trier
5) The e pe ience o ientated p inciple
experience orientated principle
6) Future options for an intensification of the personalized
experience orientation
i
i t ti
7) Conclusion
2

=
heritage
arts

Introduction
1) Cultural tourism an important segment in shaping leisure
and tourism products

„I really think museums have the reputation like
I
university professors, and you expect them to show
things which have the backing of scientific methods“
g
g
a young australian
(
(Black 2005)
)
=
solid, but boring
lid b t b i

2) Experience-orientation of the 90ies
=> implications on the expectations of the potential customers
3) Expanding offer of festivals and events with an
historical core
4) Market success
• Target group orientated
p
• Experience-orientated
=> The way of staging is the relevant key success factor

4
Core components of successful staging
Imagination

Staging as a key instrument to profile
the tourist
th t i t supply
l

Illusion and staged facades as authentic as possible.
Imagination is related to setting or dramaturgy.

Attraction

Special attractions, feeling of uniqueness and extraordinary.
Surprising and unpredictable.
unpredictable

Perfection

High level of perfection. No mistakes allo ed
le el pe fection
allowed.

Identification

Feeling f t
F li of togetherness/common id tit
th
/
identity
(Romeiss-Stracke 2006)

6

Staging through Events
Events as an adequate instrument of staging to profile
a destination in the mature tourism market.
• Trend towards short trips & experience orientation
p
p
• Media presence leads to cumulative effects
• Experience can be associated with the destination in the long
run
(Fontanari/Partale 2006)

“only new ideas (offers) or historically or regionally

based events still achieve impacts”

(Steingrube 2003)

Events must have a distinct profile, which is goal
goaloriented and possesses a professional concept and
(Romeiss-Stracke 2006)
organisation

Criteria for successful events
Quality of organisation and staging
Oriented towards the customer
Give positive impressions, experiences and emotions,
Additional benefit on top of the basic event content
content,
Diversity of events, media and perceptions,
Activation of the participants
Actual experience orientated staging of the Roman past
in th it f T i
i the city of Trier

Positive development of tourist arrivals
450.000
400.000
350.000
350 000

Total

300.000
250.000
200.000
150.000
100.000
100 000

Foreign guests

50.000
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

www.trier.de
www trier de

Source: Tourist Info Trier

9

Established / Mainstream approaches of staging

Tourism as a dream factory: spectacle guidance

Moselfestwochen &
Antikenfestspiele
g
Historical sites as settings
High quality of the offer
Branding

www.trier.de
Spectacle guidance / Event performance:
Secrets of the Porta Nigra

Roman games in Trier – the Event “Bread and Circuses“
Bread
Circuses

The story ...
A centurion – i the splendor of his parade armament – will abduct us
t i
in th
l d
f hi
d
t
ill bd t
into a time when Rome ruled the world – and the Emperor in Trier
decided the fate of the Empire. Suddenly the audience is standing
in th
i the midst of that eventful time – and not just as passive
id t f th t
tf l ti
d tj t
i
observers!
In his thrilling, entertaining, and humorous manner, the centurion takes
us on an eventful journey back in time. He wrests the many different
secrets from the walls of the Porta Nigra: priceless and puzzling,
delightful and dismal. Suddenly, all those people come to life who
have gone in and out through this gate: Emperor and warrior,
bishops and barbarians, those walled up alive, and devilish demons. And
little by little, the suspicion arises that not only does the Porta Nigra have
a great surprising secret – so does the centurion ...
You will be delighted with this eventful journey through the
centuries: sometimes haunting, often pleasurable – and always thrilling.

Roman games in Trier – the Event “Bread and Circuses“
Bread
Circuses

Photos:
J.
J Arleth

Photos:
Medienwerkstatt

„Castle festival“ in Manderscheid
festival

Photos: A. Kagermeier
Further options for using the historical
monuments as settings
t
tti

Adress younger target groups

Burgenfest
Manderscheid

Weddings
Crime Diner
Roman Bath
.....

Innovative staging

Brot und Spiele

Moselfestwochen

Traditional staging
g g
Antikenfestspiele
0%

Less than 18 years

20%

40%

19-40 years

60%

41- 65 years

80%

100%

More than 65 years
Source: own survey
18

Rules for the Stage Management

Show me, and I will remember
me
Involve me, and I will understand
l
d
ill
d
d

Lao Tse

Give the visitor an added value.

Give him a non exchangeable
adventure.

Give him wow-effects as much as
possible.

Combine high tech with high
touch.
touch

Use staff and people of your town
as an attraction.
attraction

Even if people cannot understand
the historical background of your
performances,
performances they should enjoy
the entertaining components.

The visitor should fill a role.
role

Effect should be transmitted to
the visitor immediately.

Combine smells, music, eating
,
,
g
and drinking with information.

Illustrate the rooms by functions
not by explications.

Tell me and I will forget
me,

Integrate ceremonies, rites and
folklore in the city.

Invite people to a time travel at
authentic places.

Integrate animals.

Use unusual transport systems.

Use information systems by iPod
and Mobile.

Give the buildings a chance to tell
their stories themselves.

Give visitors from other cultures
the chance to understand the
local history (of the past and the
present).

Give visitors a reason to stay
overnight.
Source: HODES 2006, p. 89
Rules for the Stage Management

Adresses to all spheres of experience

Give the visitor an added value.

Give him a non
exchangeable adventure.

Combine high tech with high
touch.
touch

Use staff and people of your town
as an attraction.
attraction

Even if people cannot understand
the historical background of your
performances,
performances they should enjoy
the entertaining components.

The visitor should fill a
The visitor should fill a role.
role
role.

Effect should be transmitted to
the visitor immediately.

Combine smells, music,
Combine smells, music, eating
,
,
g
eating and with information.
drinking with
and drinking
information.

Illustrate the rooms by functions
not by explications.

Integrate ceremonies, rites and
folklore in the city.

Invite people to travel at
Invite people to a timea time
authentic places.
travel at authentic places.
places

Integrate animals.

Use unusual transport systems.

Use information systems by iPod
and Mobile.

Give the buildings a
Give the buildings a chance to tell
chance to tellthemselves.
their stories
their stories
themselves.

Give visitors from other cultures
the chance to understand the
local history (of the past and the
present).

Reception

Give him wow-effects as much as
possible.

Give visitors a reason to stay
overnight.

Edutainment
Entertainment
Passive
Participation

Active
Participation

Esthetics

Escapist
Source:
Pine/Gilmore
1999, p. 32

Involvement / Immersion

Source: HODES 2006, p. 89

Adresses to all spheres of experience

Education

Adresses to all spheres of experience

Reception

Reception

Edutainment

Edutainment

Entertainment

Education

Passive
Participation

Entertainment
Active
Participation

Education

Passive
Participation

Active
Participation

Invite people to a
time travel at
authentic places.

Esthetics

Escapist

Involvement / Immersion

The visitor should fill
a role.

Esthetics
Source:
Pine/Gilmore
1999, p. 32

Give the buildings a
chance to tell their
stories themselves.
themselves

Combine smells, music,
eating and drinking with
information.

Escapist

Involvement / Immersion

FLOW ?
O

Give him a non
exchangeable
adventure.
Source:
Pine/Gilmore
1999, p. 32
Bringing the Roman times to live

Future options for an intensification of the
personalized experience orientation
Living History ( Historical re-enactment)
(“Historical re enactment)

Living History: Reconstruction of a Roman Wine Ship

Photo:Neumagen-Drohn

Living History: Carnutum (Austria)

Photos: A. Kagermeier
personalizing of the cultural heritage

Living History

Source photos: Tim Mack 2009

Future options for an intensification of the
personalized experience orientation
Living History ( Historical re-enactment)
(“Historical re enactment)
Live Action Role Playing (LARP)
Role-Playing
“A live action role playing game (LARP) is a form of roleA
role-playing
role
playing game where the participants physically act out
their characters’ actions.
The players pursue their characters’ goals within a fictional
setting represented by the real world, while interaction with
one another in character .
character”
(en.wikipedia.org)

« interactive » experience
LARP as some kind of Fantasy
Fantasy motivated
Reference to mythologie
(heroes, the gods, mythical
, y
)
creatures, mythical creatures)
Historical sites as setting
main target group 18-35

reinvention of tourism as a dream factory
High l
Hi h level of service quality to create a perfect imagination
l f
i
li
f
i
i i
Let them live unique experiences
q
p
To answer this demand it is necessary:
• Rediscover and reinvent the existing tourist attractions
• Repositioning as "icons" in the market

The destination has to be presented as an unique experience

Source photos: Tim Mack 2009

reinvention of tourism as a dream factory
Challenge for the tourism industry to offer products which
respond to this new tendencies based on genuine
experiences

Thanks for your
attention …

Modern potential management has to reinterpret the
cultural monuments and the events
Give a new value to traditional touristic resources
Stereotypes and images as a starting point
Usage of theatric techniques

… and I`m looking
forward to a lively
discussion

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Kagermeier Atlas Revive Roman Times Tourism RSA 28_05_2009

  • 1. Agenda Bringing the Roman times to live: i i h i li Options for an experience orientated staging of the cultural heritage Prof. Dr. Andreas Kagermeier g p y, Leisure and Tourism Geography, University of Trier (Germany) ATLAS annual conference 2009 Experiencing difference. Changing tourism and tourism experiences Aalborg, Denmark May 27-29, 2009 g, y , 1) Introduction 2) Experience-oriented staging as an instrument to differentiate/ p profile the tourist offer 3) Experience orientated staging through events 4) Presentation of the case study: actual experience orientated staging of the Roman past in the city of Trier 5) The e pe ience o ientated p inciple experience orientated principle 6) Future options for an intensification of the personalized experience orientation i i t ti 7) Conclusion 2 = heritage arts Introduction 1) Cultural tourism an important segment in shaping leisure and tourism products „I really think museums have the reputation like I university professors, and you expect them to show things which have the backing of scientific methods“ g g a young australian ( (Black 2005) ) = solid, but boring lid b t b i 2) Experience-orientation of the 90ies => implications on the expectations of the potential customers 3) Expanding offer of festivals and events with an historical core 4) Market success • Target group orientated p • Experience-orientated => The way of staging is the relevant key success factor 4
  • 2. Core components of successful staging Imagination Staging as a key instrument to profile the tourist th t i t supply l Illusion and staged facades as authentic as possible. Imagination is related to setting or dramaturgy. Attraction Special attractions, feeling of uniqueness and extraordinary. Surprising and unpredictable. unpredictable Perfection High level of perfection. No mistakes allo ed le el pe fection allowed. Identification Feeling f t F li of togetherness/common id tit th / identity (Romeiss-Stracke 2006) 6 Staging through Events Events as an adequate instrument of staging to profile a destination in the mature tourism market. • Trend towards short trips & experience orientation p p • Media presence leads to cumulative effects • Experience can be associated with the destination in the long run (Fontanari/Partale 2006) “only new ideas (offers) or historically or regionally based events still achieve impacts” (Steingrube 2003) Events must have a distinct profile, which is goal goaloriented and possesses a professional concept and (Romeiss-Stracke 2006) organisation Criteria for successful events Quality of organisation and staging Oriented towards the customer Give positive impressions, experiences and emotions, Additional benefit on top of the basic event content content, Diversity of events, media and perceptions, Activation of the participants
  • 3. Actual experience orientated staging of the Roman past in th it f T i i the city of Trier Positive development of tourist arrivals 450.000 400.000 350.000 350 000 Total 300.000 250.000 200.000 150.000 100.000 100 000 Foreign guests 50.000 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 www.trier.de www trier de Source: Tourist Info Trier 9 Established / Mainstream approaches of staging Tourism as a dream factory: spectacle guidance Moselfestwochen & Antikenfestspiele g Historical sites as settings High quality of the offer Branding www.trier.de
  • 4. Spectacle guidance / Event performance: Secrets of the Porta Nigra Roman games in Trier – the Event “Bread and Circuses“ Bread Circuses The story ... A centurion – i the splendor of his parade armament – will abduct us t i in th l d f hi d t ill bd t into a time when Rome ruled the world – and the Emperor in Trier decided the fate of the Empire. Suddenly the audience is standing in th i the midst of that eventful time – and not just as passive id t f th t tf l ti d tj t i observers! In his thrilling, entertaining, and humorous manner, the centurion takes us on an eventful journey back in time. He wrests the many different secrets from the walls of the Porta Nigra: priceless and puzzling, delightful and dismal. Suddenly, all those people come to life who have gone in and out through this gate: Emperor and warrior, bishops and barbarians, those walled up alive, and devilish demons. And little by little, the suspicion arises that not only does the Porta Nigra have a great surprising secret – so does the centurion ... You will be delighted with this eventful journey through the centuries: sometimes haunting, often pleasurable – and always thrilling. Roman games in Trier – the Event “Bread and Circuses“ Bread Circuses Photos: J. J Arleth Photos: Medienwerkstatt „Castle festival“ in Manderscheid festival Photos: A. Kagermeier
  • 5. Further options for using the historical monuments as settings t tti Adress younger target groups Burgenfest Manderscheid Weddings Crime Diner Roman Bath ..... Innovative staging Brot und Spiele Moselfestwochen Traditional staging g g Antikenfestspiele 0% Less than 18 years 20% 40% 19-40 years 60% 41- 65 years 80% 100% More than 65 years Source: own survey 18 Rules for the Stage Management Show me, and I will remember me Involve me, and I will understand l d ill d d Lao Tse Give the visitor an added value. Give him a non exchangeable adventure. Give him wow-effects as much as possible. Combine high tech with high touch. touch Use staff and people of your town as an attraction. attraction Even if people cannot understand the historical background of your performances, performances they should enjoy the entertaining components. The visitor should fill a role. role Effect should be transmitted to the visitor immediately. Combine smells, music, eating , , g and drinking with information. Illustrate the rooms by functions not by explications. Tell me and I will forget me, Integrate ceremonies, rites and folklore in the city. Invite people to a time travel at authentic places. Integrate animals. Use unusual transport systems. Use information systems by iPod and Mobile. Give the buildings a chance to tell their stories themselves. Give visitors from other cultures the chance to understand the local history (of the past and the present). Give visitors a reason to stay overnight. Source: HODES 2006, p. 89
  • 6. Rules for the Stage Management Adresses to all spheres of experience Give the visitor an added value. Give him a non exchangeable adventure. Combine high tech with high touch. touch Use staff and people of your town as an attraction. attraction Even if people cannot understand the historical background of your performances, performances they should enjoy the entertaining components. The visitor should fill a The visitor should fill a role. role role. Effect should be transmitted to the visitor immediately. Combine smells, music, Combine smells, music, eating , , g eating and with information. drinking with and drinking information. Illustrate the rooms by functions not by explications. Integrate ceremonies, rites and folklore in the city. Invite people to travel at Invite people to a timea time authentic places. travel at authentic places. places Integrate animals. Use unusual transport systems. Use information systems by iPod and Mobile. Give the buildings a Give the buildings a chance to tell chance to tellthemselves. their stories their stories themselves. Give visitors from other cultures the chance to understand the local history (of the past and the present). Reception Give him wow-effects as much as possible. Give visitors a reason to stay overnight. Edutainment Entertainment Passive Participation Active Participation Esthetics Escapist Source: Pine/Gilmore 1999, p. 32 Involvement / Immersion Source: HODES 2006, p. 89 Adresses to all spheres of experience Education Adresses to all spheres of experience Reception Reception Edutainment Edutainment Entertainment Education Passive Participation Entertainment Active Participation Education Passive Participation Active Participation Invite people to a time travel at authentic places. Esthetics Escapist Involvement / Immersion The visitor should fill a role. Esthetics Source: Pine/Gilmore 1999, p. 32 Give the buildings a chance to tell their stories themselves. themselves Combine smells, music, eating and drinking with information. Escapist Involvement / Immersion FLOW ? O Give him a non exchangeable adventure. Source: Pine/Gilmore 1999, p. 32
  • 7. Bringing the Roman times to live Future options for an intensification of the personalized experience orientation Living History ( Historical re-enactment) (“Historical re enactment) Living History: Reconstruction of a Roman Wine Ship Photo:Neumagen-Drohn Living History: Carnutum (Austria) Photos: A. Kagermeier
  • 8. personalizing of the cultural heritage Living History Source photos: Tim Mack 2009 Future options for an intensification of the personalized experience orientation Living History ( Historical re-enactment) (“Historical re enactment) Live Action Role Playing (LARP) Role-Playing “A live action role playing game (LARP) is a form of roleA role-playing role playing game where the participants physically act out their characters’ actions. The players pursue their characters’ goals within a fictional setting represented by the real world, while interaction with one another in character . character” (en.wikipedia.org) « interactive » experience
  • 9. LARP as some kind of Fantasy Fantasy motivated Reference to mythologie (heroes, the gods, mythical , y ) creatures, mythical creatures) Historical sites as setting main target group 18-35 reinvention of tourism as a dream factory High l Hi h level of service quality to create a perfect imagination l f i li f i i i Let them live unique experiences q p To answer this demand it is necessary: • Rediscover and reinvent the existing tourist attractions • Repositioning as "icons" in the market The destination has to be presented as an unique experience Source photos: Tim Mack 2009 reinvention of tourism as a dream factory Challenge for the tourism industry to offer products which respond to this new tendencies based on genuine experiences Thanks for your attention … Modern potential management has to reinterpret the cultural monuments and the events Give a new value to traditional touristic resources Stereotypes and images as a starting point Usage of theatric techniques … and I`m looking forward to a lively discussion