This document provides guidance on creating and sharing a story about cultural heritage in three parts: a beginning, middle, and end. The beginning should excite and intrigue visitors through their first experiences. The middle brings the story to life using interactive exhibits, sounds, smells, and characters. The end is important for leaving a memorable impact and explaining the story's continued relevance today. It suggests surprising visitors at the conclusion and linking any gift shops or cafes back to the story through authentic items.

1. Tool 5:
Create Your
Story and
Share It!
This project has been funded with support from the European Commission. Thispublication reflects
the views only of the author, and the Commission cannot be held responsible for anyuse which may
be made of the information contained therein

2. Tool 5: Create Your Story and Share It!
All storieshave abeginning,amiddle andanend. Yourstory MUST start witha STRONG beginning
whichentice andenthuse people aboutthe experiencetheyare aboutto have – you needtobuild
EXCITEMENT andSUSPENSE.
How can you excite visitorson arrival, so they want to learnand findout more about your
cultural heritage story?
Is there an opportunityto excite or intrigue themon arrival, in the car park or whilstbuying
theirtickets so their experience hasalready started?
Do you have an opportunityto intrigue or surprise them right from the start?
What is (couldbe) their firstexperience after buyingtheirentrance ticket?
How do you or how can you start to tell your story?
How can you engage visitorsby making your exhibitsand communicationsmore interactive?
How do you bringyour story to life … through exhibits,signs,booklets,videos,animations or
people or interactive displays?

3. The middle of yourstory is where you bringyourstory to life andtriggeryourvisitor’scuriosity,
enjoymentandinterest.
Can you use experiences,aromas,soundsand ‘stage props’to transport visitors back in time?
Can you use smells,noisesandsensations and tap into the five senses:sight,touch, taste,
hearingand smell?
Can you use animateddisplays,case studiesor people dressedinperiodcostume to tell your
story? Do you have photographs of characters from the time or of the buildingsas theywere –
what can you do to bring the experience tolife?
Is there a character from the past that you can use in the tellingof your story? Whatmyths and
legendsare there that you can share?
The end of your storyis VERY IMPORTANT – happy,satisfiedcustomersshare andtell othersof their
experience –they SPREAD the WORD! Rememberpeople wanttolearn,feelpartof the experience
and connectwithyourstory.
What is the significance of your story? How did it change inhistory? Whywas it important and
how can you make it memorable?
Are any aspects of today’s customs, traditionsand locality still influencedoraffectedby what
happened?
Explainhow your story is still relevantto today and what happenedto the people involvedin
your story – did theyinvent something,die a heroicdeath, leave a legacy?
How can you endyour story and your cultural heritage experience inaway that is memorable
and exciting?Is there a surprise or a discoverythat you couldinclude at the end of the visit?
If your experience endswitha gift shop or a café,how do you use the opportunity to build
your story such as using authenticrecipesfor disheson your menu or sellingunusual
ingredientsormementos?