For Heritage Site Management

1

Communication Pathways

For Heritage Site Management

September 2003

Table of Contents

1. Executive Summary 4

2. Introduction 5

3. Objectives 6

4. Methodology 7

5. Regional Overview 9

6. Communication Strategy10

6.1 Key audience10

6.2 Secondary audience11

6.3 Key messages13

6.4 Banner message13

6.5 Primary message14

6.6 Secondary messages14

7. Communication Tools16

7.1 Screensaver16

7.2 Themes and Themed Trails17

7.3 The website19

7.4 Education package22

7.5 Images of custodianship23

7.6 Tourism network23

7.7 Photo Library24

7.8 Media25

8. Soft Infrastructure25

8.1 Maps25

8.2 Booklets26

8.3 Logo26

9. Hard Infrastructure26

9.1 Directional Signage26

9.2 Interpretive Signage29

9.2.1 The Gateways29

9.2.2 Regional Signs30

9.2.3 Local Signs31

9.2.4 Remote Markers 31

10. Northern Peninsula Area32

11. Implementation Plan33

Maps & Tables

Method of Transport 7

Visitor Flow 8

Source Markets 9

Household Income10

Age10

Coen Information & Inspection Centre Visitor sites12

Cape York Peninsula Interpretation15

Comparisons of Visitor Imagery16

Themes & Categories17

People who used a computer or the internet at home19

World War II Inventory Sites20

Settlement Inventory Sites21

Tips for a Media Plan23

Main Roads Sample Directional Signs28

Gateway Interpretive Themes29

Regional Interpretive Themes30

Regional & Local Interpretive Themes31

Implementation Plan34

Ownership of intellectual property in project material and sharing of benefits arising from the commercialisation of intellectual property arising from activities undertaken by a regional body will vest in the regional body. Activity Agreements between the State and the Regional Body include provisions to grant the State and Commonwealth a permanent, irrevocable, royalty-free, worldwide, non-exclusive license (including a right of sub-license) to use, reproduce, adapt and exploit the project material.

PROBE Tourism Design, Planning & Management P/L
P.O. Box 41
RAVENSHOE, Q. 4888

Email

/
Telephone / 07 4097 6752
Facsimile / 07 4097 7133

ABN

/ 14 093 015 304

1

1. Executive Summary

This Communications Plan is aimed at using the themes of Cape York based on its wonderful composition of natural and cultural elements to deliver the concept of sustainable use.

The tools to undertake this challenge, using the sites identified in the inventory of assets, vary from the digital utilisation of the world wide web, through to hard and soft infrastructure, signage and print material.

There are three elements to the proposed electronic tools. A basic screensaver designed as a flyover of Cape York, landing at chosen locations where a selective rotary of high quality photographs demonstrate the natural and cultural ambience of that location. The screensaver then continues on its journey around Cape York. This process is continuous and carries a message of care and respect.

The second element is a website based on the animated flyover and will be the basis to deliver the researched information that delivers photographs, stories and services of Cape York. The final component is an education package that uses the website and its assorted data, modified for use with other material that is suitable to primary school students. Again the message of sustainability will be woven through it.

The next component in the communications tool kit is soft infrastructure. It is suggested a series of themed routes be devised for inclusion as elements of the website and other productions such as maps, signs and publications.

The final tool that needs to be produced is the hard infrastructure. Designed to either direct visitors to sites of importance, or interpret such sites, is a rollout of signage for Cape York that falls into five classifications. The segment of directional signs will be consistent with the Main Roads traffic control device manual and would be incorporated into the stock of road signage already on Cape York, directing visitors to sites of significance.

The other four categories are designed for interpretation, and arranged from gateway signs at one extremity and etched remote markers at specific sites at the other. The other two classifications are regional and local signs, which present all the areas of Cape York with linkages to heritage sites on the regional level and local signs to demonstrate places of origin.

Finally, there are organizational elements that suggest that Cape York should become proactive in persistently insisting any use of the Peninsula to promote tourism in Australia, Queensland and Tropical North Queensland should be demonstrated by quality photographic material. The desired message must be to present Cape York as a special place and that its future as a wild place is in our hands. It is suggested Cape York should establish a process to manage requests from the media and tourist industry generally to conduct familiarisations on Cape York so as to, where possible, present the style of sustainable tourist industry the community wishes to adopt.

2. Introduction

Cape York is a land mass of some 192,000 square kilometres. Its vegetation type generally is wooded savannah grasslands, however, at the southern extremity the most northern portion of the World Heritage listed rainforests extends into the region. The region contains one quarter of Australia’s frog species, one quarter of its reptiles, one half of its birds and one third of its mammals” (CYPLUS, 1995 Thematic Report 1 of 3 Natural Resources and Ecology p.111). There are one fifth of Australia’s rainforests on the Peninsula. Of significance is IronRange which has one of the most diverse habitats in Australia for ants, butterflies, fruit-flies, ferns, orchids and palms; and the Lockerbie Scrub at the tip of Cape York (CYPLUS, 1995 Thematic Report 1 of 3 Natural Resources and Ecology)

In the main, Cape York is flat with the slightly elevated remains of the Great Dividing Range extending along the east coast. To the west of this geological skeleton, vast, flat plains extend out to the Gulf of Carpentaria and the Arafura Sea. South, the sandstone escarpments around Laura protect a wealth of ancient rock art, while the white silica sands of the Northern Peninsula Area and the north east coast nurture the vegetation of the wet desert - flytraps and grevillea.

It is a region of big, wild rivers. From the historically rich EndeavourRiver to possibly the last pristine river catchment in Australia, the Jardine. Parallel and close to the coast of Cape York lies one of the natural wonders of the world, the Great Barrier Reef, another World Heritage listing that adds to the vast diversity of assets.

Overlaying this rich environment are the dealings of humans. Firstly, the culture of the indigenous Aboriginal people, who view this landscape through thousands of years of finely honed traditions, technologies and living experience. At around the time Caesar, the Roman invaded the British Isles an intensive migration occurred down the Fly River, fanning out to populate the islands of the Torres Strait. A different people had arrived.

Since the Europeans discovered their liking for exotic spices found in the islands of Indonesia infrequent visitation gradually escalated through to the 1770 repair by Captain James Cook of his vessel the Endeavour, and the eventual establishment of Cooktown as a European settlement, followed by the failed settlement of Somerset.

Within the past two hundred odd years, Cape York has seen much in the way of human enterprise. All manner of global financial endeavours have visited the Cape – pearling, pastoral occupation, mining, the installations and devices of World War and the economic benefits of tourism. In latter yearsCapeYork has continued to change.

Access is easier; as the Cape York Development Road improves tourism has increasingly presented itself as a high potential and major leg of the region’s economy. The wild environments and the depth of Aboriginal community that exists on Cape York underlie the recorded history since the arrival of the Europeans in the Spice Islands.

Globally, the destruction of wilderness is sadly rampant. Within the foreseeable future the wealth of the Cape York community could, in fact, be its relatively intact environment.

The need to conserve this major community asset, while at the same time achieve a regional economy from the visitors who wishes to visit this diminishing wild resource, is the basis of this report.

It is the challenge of communicating with the traveller regarding the responsibility that rests upon them while visiting this increasingly rare environment. Canadian research into environmental communications shows the public responds most favourably to environmental messages that demonstrate shared responsibility for action.

Our objective in Cape York is to transmit the concept of respect - respect for the environment, respect for the indigenous culture, respect for the historic sites and the infrastructure of the current Cape York society.

This Communication Plan is about using the exotic natural and cultural elements to tell the Cape York story and, within the multitude of fascinating images, deliver a message of care and respect.

3. Objectives

Cape York Peninsula Development Association received funding from the National Heritage Trust to manage and present natural and cultural heritage sites in Cape York.

• Develop a strategic overview identifying linkages and the convergence of thematic landscapes with visitor facilities and community opportunities.
• Develop an interpretive framework identifying focus, market sectors, messages and delivery techniques.
• Research linkage themes to present the interaction between the cultural and natural landscapes of Cape York.
• The human interaction with the environment is the predominant theme.

The short term objectives of the National Heritage Trust are to increase awareness and understanding of heritage site values and contribute to a “sense of place”.

Their long term objectives are a sense of identity and continuity as a community, realise value and interpret stories of the relationships between residents and the land as well as develop heritage protection strategies.

Method of Transport for Cape York visitors[1](n = number of survey respondents)

Transport Used / 2002
Total
n=366 / Over
seas
n=25 / Inter
state
n=163 / Qld
n=117

Own car/ 4WD

/ 84% / 52% / 86% / 88%
Friends/ relatives car/ 4WD / 4% / 8% / 2% / 4%
Hire car/4WD / 5% / 36% / 2% / 3%
Motor home/ campervan / 3% / 4% / 4% / 3%
Commercial tour / 4% / .. / 5% / 3%
Air transport / 5% / 8% / 6% / 2%
Bus/coach / 1% / .. / 1%
Boat / 3% / .. / 5% / 1%

4. Methodology

In the preparation of this Communications Plan the consultants have researched Cape York extensively including accessing JamesCookUniversity’s libraries. We also utilised past work done for the Cape York Peninsula Development Association and the Cape York Peninsula Land Use Strategy; the Cape York Tourism Strategy and the Inventory of Tourism Assets.

In the preparation of this Communications Plan Cape York Peninsula is defined as that area encompassing Cook Shire and the Northern Peninsula Area. It includes coastal Aboriginal communities such as Aurukun, Pormpuraaw, LockhartRiver and Mapoon as well as areas around Cooktown such as Hope Vale, Lion’s Den, Rossville, Ayton and Wujal Wujal.

We have also been fortunate that Cape York visitor surveys were conducted in 2001 & 2002 on behalf of Tourism Queensland and the Cape York Peninsula Tourism Development Association. The 2002 surveys were conducted in two sessions in late June/July and August to October so as to ameliorate visitation patterns.

Tourism Queensland had also commissioned focus group research and supplied copies of both reports. ACNielson Research P/L’s Explore Non Visitor’s Perceptions of Cape York covering groups from Cairns, Townsville, Sydney, Melbourne and Brisbane to provide consistency with the Marketing & Communications Research ‘s Cape York PeninsulaQualitative Research Report, September 2002.

In early April the consultants also attended a Savannah Guide school held in Cooktown, where the town and its tourist industry is developing tourism opportunities. Willie Gordon, Les Gibson and Alberta Hornsby addressed the school, giving their viewpoints on Hope Vale’s tourism opportunities and linkages to Cooktown. Spoke to a Savannah Guide resident in Cooktown establishing a tourism guiding and tour business.

The consultants examined the styles of interpretive signs and public art along the Esplanade in Cooktown, and up Grassy Hill. Discussed the development of tourism and new business energy in Cooktown with the Mayor, Cr Bob Sullivan.

To utilise the knowledge of the tourist industry, commercial tour operators were engaged in discussion as to the ideal method of delivering the eventual interpretation. The consultants also spoke to a number of Tourism Queensland personnel connected to media and familiarisations, special interest niche markets, ecotourism and sustainable tourism. Also consulted with were Tourism Tropical Northern Queensland staff with regards to regional tourism and marketing issues.

Additionally, the consultants have met with other project officers regarding the desirability of uniformity in Cape York sign design so Natural Heritage Trust is linked through all its projects with the destination sign style.

Visitor flow

During the Visitor Survey[2] the following locations were identified as locations, n = the number of visitors who stopped.

Highlighted are the places that attracted more than 50% of visitors.

Location / 2002
Total
n=380 / Over
seas
n=26 / Inter
state
n=169 / Qld
n=126
Mt Carbine n=19 / 5% / 4% / 4% / 8%
PalmerRiver n=29 / 8% / 8% / 5% / 10%
Lakeland n=130 / 34% / 15% / 34% / 44%
Laura n=110 / 29% / 27% / 29% / 32%
HannRiver n=84 / 22% / 4% / 22% / 28%
Musgrave Roadhouse n=204 / 54% / 62% / 60% / 50%
Coen n=225 / 59% / 65% / 67% / 51%
ArcherRiver n=252 / 66% / 62% / 72% / 67%
Weipa n=247 / 65% / 46% / 68% / 68%
Moreton Telegraph Station n=132 / 35% / 31% / 42% / 27%
Heathlands n=47 / 12% / 4% / 12% / 13%
Bamaga n=217 / 57% / 42% / 61% / 58%
Injinoo n=15 / 4% / .. / 4% / 4%
Seisia n=243 / 64% / 54% / 67% / 64%
Umagico n=15 / 4% / .. / 2% / 8%
PunsandBay n=162 / 43% / 23% / 48% / 37%
Pajinka n=29 / 8% / 4% / 9% / 8%
Cooktown n=239 / 63% / 62% / 69% / 57%
LockhartRiver n=44 / 12% / 12% / 9% / 12%
Aurukun n=2 / 1% / .. / 1% / ..
Pormpuraaw n=3 / 1% / .. / 1% / ..
Other n=38 / 10% / 8% / 8% / 13%

We were also able to calculate an annual visitor number when we accessed the Department of Primary Industries’ data from their Coen Information & Inspection Centre.

The consultants travelled to some Cape York locations with Jeff Madsen, Department of Main Roads, Cairns and discussed directional sign options.

During a field trip in Junethe consultants visited LockhartRiver and Weipa. Unfortunately David Claudie was in Darwin and Vaughan Prosser was in Brisbane. However, they had several informative discussions with John and Julie Hardaker at LockhartRiver and Weipa residents including the caravan park manager and Doris Prewitt from the Western Cape Cultural Centre, which acts as a regional information centre.

The consultants have also had meetings with those involved in the Laura rock art QHTN project, which included Gary Rees, State Development and Rob McAllister, terra firma, and members of their design team.

Relevant recipients of CYPDA’s Heritage Site Management funding have expressed a willingness to use a common sign theme, therefore, the consultants have devised a draft Style Manual, attached.

With a view to eventually presenting a distinctly Cape York design we have assembled a creative team comprising of:

• Anna Eglitis, TAFEFacility of Aboriginal & Torres Strait Islander Studies, Principal Teacher Visual Arts.
• Semah Heinemann, TAFEAboriginal & IslanderArtGallery
• Kerry Trapnell,internationally recognised photographer of Cape Yorkand its people.
• Marie Martin,graphic designer, Two Can MultiMedia Design Studio
• Colin Martin,web page designer, Two Can MultiMedia Design Studio
• Fay Falco, JCU Tourism lecturer, researcher, visitor profiling.FocusOnResearch
• Melody Nixon,researcher, visitor expectations, niche markets, marketing tools, PROBE
• John Courtenay,creative director, project manager, PROBE

The objective of the Team was, from the beginning of the process, to mine what techniques would be best suited to deliver the desired message and how that message might be most positively presented. Most importantly, address how to make it specifically Cape York. During this process a number of Aboriginal and Torres Strait artists were included in the discussion.

Source Markets[3]

Location / 2002
n=395 / 2001
n=174

Sydney metropolitan

/ 5% / 10%
Other New South Wales / 11% / 13%
Melbourne metropolitan / 11% / 12%
Other Victoria / 8% / 7%
South Australia / 2% / 7%
Western Australia / 4% / 3%
Minor states and territories / 3% / 3%
Total Interstate / 43% / 55%
Far north Queensland
(Cairns and surrounds) / 7% / 10%

Other Queensland

/ 8% / 14%

South East Queensland

/ 17% / 14%
Total Queensland / 32% / 37%
Total Overseas / 7% / 5%
Not stated / 18% / 3%

5. Regional Overview

In the lexicon of place names of Australia, Cape York Peninsula holds a fascination with those who wish to experience Australia in the spirit of adventure and challenge. As best as can be evaluated some 25,000 peopletravel the Peninsula Development Road during the winter months, between the end and the beginning of the annual monsoonal event. In the main, “the Tip” is the destination. It is the icon for Cape York that seems to be ingrained into the Australian psychic.

Initially visitor access across impassable roads in the 1970s was the domain of commercial safari operators, who in essence sold seats on a vehicle custom built, that guaranteed adventure. With the arrival and the affordability of personal 4WD units Cape York became the location to test this new technology.

Currently, the condition of roads is far superior to their surface ten years ago. The Department of Mains Roads will have competed sealing the access road to Cooktown, from Cairns via the ByerstownRange, within the next few years. Already Cooktown’s demography is changing, its business community is experiencing a new wave of interest and the attitude of the community is optimistic. Generally, it is felt, that when the road is completely sealed Cooktown will become a new destination.

Another important piece of access infrastructure was building the bridge over the WenlockRiver, which extended seasonal road access to the Northern Peninsula Area. However, the road from Stone’s Crossing through Bertie Haugh has been lost, as the lessee has closed it to through traffic.

Over the past few years a number of visitor facilities have been established on Cape York, funded by State and Federal governments. Others such as Laura’s Cultural Centre are still in the process of construction. These new heritage facilities include:

• Nature’s Powerhouse in the Cooktown Botanical Gardens
• Cape York Heritage House in Coen
• Western Cape Cultural Centre, Weipa
• Heritage Interpretive Centre, Bamaga
• A Torres Strait cultural centre in Thursday Island, off the tip of Cape York.

Sadly, Pajinka, the resort owned by the Injinoo Aboriginal community has ceased operation. The Lotus Bird Lodge, which has not been operating for some time, is reported to be about to reopen repositioning itself in the marketplace, price wise. Bamaga Resort is a recently built accommodation facility. The mining town of Weipa has a new motel and an upgraded caravan park offering cabins and budget lodging.