In the December 2008 issue of Parks and Recreation magazine, Doug Knapp wrote an interesting article about how parks can better connect with their visitors and will likely lead to repeat visitations!
In this current article, Knapp specifically looks at the impact of interpretative programs, and their effectiveness, in promoting the history and resources of particular parks. Many parks provide multiple resources and landmarks that will attract visitors (Civilian Conservation Corps relics, a lake, hiking trails, museums, etc.). While offering many opportunities can diversify who travels to your park and why, it is also important to brand a park in a way that relates it to many of the park visitors. Creating a brand for a park markets specific resources, opportunities, or other attractions that are coveted by the majority of users. Once in the park, the visitors might discover other aspects that are enjoyable.
To find a park brand, it becomes very necessary to conduct a park evaluation and/or visitor needs assessment. What is this park doing well? What attracts you to come back? What can we work on? Finding the urban-reminders (Lewicka, 2008), those physical aspects that hold significance to the visitor (due to familiarity with, or similarity to) can increase repeat visitation and a sense of ownership in the visitor.
One way to promote this sense of attachment is to provide interpretative opportunities that allow the visitors to connect to the park. Knapp (2008) has multiple suggestions. One such suggestion is to connect better with children. In Knapp's research, adults connected better to a park through their children rather than directly connecting to the adult. Also, try a constructivist approach to interpretation. Try to connect individually with each visitor in some way and relate your content to something they know. And then again, as Knapp puts it, "find the hook;" or more to the point, find the brand that continually brings the visitor back!
Working with Dr. Caneday has given me a great opportunity to witness what you discussed here. Many state parks in Oklahoma are struggling to make ends meet, and as a result are falling to a derelict state. It's interesting that you mention CCC relics as an attraction, one thing I have noticed is that the parks constructed by the CCC do better than those created otherwise. Is it a result of those features being on site, or just good park planning?
ReplyDeleteI agree that "adults connect better through their children..". Personally I don't go to any of the parks in the Stillwater area. Unless my kid wants to go to one. My wife and I have friends who are the same way. They only attend the area parks to take their children to the playgrounds or to just run around. Other than going to Boomer Lake for a few things, I don't use parks like I did when I was a child. So for me, the hook is my kid.
ReplyDeleteI do agree that parks need a "hook" to keep people coming back. Minneapolis, MN is an awesome example of this. Their park system is considered one of the prime examples in the nation, not only for its features, but for its connectivity. A canoe trail runs through most of the system and allows visitors to get off at any point and recreate with their family. I think having an iconic symbol such as the one in Minneapolis would help to "brand" a park and make it a destination for people rather than just a big green space where you can have a picnic.
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