1. Deborah Boden, Cornish Mining World Heritage Site Co-ordinator

2. What Is a World Heritage Site?
UNESCO’s Convention concerning the Protection of World Cultural and Natural Heritage, 1972
“cultural and natural heritage around the world considered to be of outstanding value to humanity” 2

3. Cornish Mining WHS Outstanding Universal Value - Why World Heritage?
Extraordinary suite of minerals
Principal producer of tin and copper
Revolution in steam & mining technology
World-wide transfer of technology, culture and its impacts

4. Extraordinary suite of minerals
over 400 species
115 type specimens
Eg discovery of Botallackite [Cu2Cl(OH)3], Botallack Mine, West Penwith, 1865

5. BY 1840 THE REGION WAS PRODUCING OVER HALF OF THE WORLD’S COPPER AND UNTIL THE 1870s WAS THE WORLD’S MOST IMPORTANT PRODUCER OF TIN

6. Principal producer of tin and copper
HMS Victory’s hull below the waterline was sheathed with 3,923 sheets of copper to protect her against ship worm.
Alloys for machine parts
1810 first tin plated cans

7. Engineering Innovation
Driven by need to solve 3 key problems;
Depth – eg Dolcoath William’s shaft 3000 feet by 1917, New Cook’s at South Crofty over 3,000 feet
Water – improving pumping technology
Hard rock – removing huge quantities of ground

8. Improvements in beam engine efficiency
Enabled mining at greater depths

9. First Steam railway locomotive 1804
Technological step changes - Trevithick’s high pressure steam goes “mobile”
First Steam railway locomotive 1804
World’s first steam road locomotive 1801

10. Associated industries - Harvey’s and Perran Foundries – the biggest steam pumping engines ever produced
The 144 inch cylinder for the Cruquius Pumping engine, Haarlemmermeer

11. William Bickford Smith invented the safety fuse 1831

12. World wide transfer - currently 175 international sites identified
with Cornish connection

13. World-wide replication of the Cornish Mining Landscape
Ireland
Australia
Spain
Wales
Mexico
New Zealand
Virgin Gorda
South Africa

14. Transfer of cultural traditions

15. The cultural landscape - 7 landscape components
Mine Sites
Wheal Coates

16. Transport
Morwellham Quay
Luxulyan Valley viaduct

17. Associated Industries
Bickford Smith’s Fuseworks,
Camborne –global centre of
safety fuse manufacture
Harvey’s Foundry, Hayle –
manufacturers of the world’s largest steam engine cyclinders

18. Social Infrastructure
Settlements
&
Social Infrastructure
Gwennap Pit
St Agnes
Miners & Mechanics Institute

19. Great Houses &
Gardens
Godolphin House
Trevarno Garden

20. Miners’ Smallholdings

21. Across 10 areas 19,800 hectares, = multiple ownership
and management interests
Across 10 areas

22. So how can we use the status
to support tourism ?

23. UNESCO’s aims for World Heritage
Required = Preservation of OUV:
Protection
Conservation
Encouraged = Social benefit
Public awareness
Local community participation
International co-operation – including cultural tourism

24. Caring for the Asset - Management Plan 2005-2010
The Vision
“We believe that by protecting, conserving and enhancing the Outstanding Universal Value of the Cornwall and West Devon Mining Landscape it will reinforce cultural distinctiveness, and become a significant driver for economic regeneration and social inclusion.”

25. World Heritage Convention obligations
Protection – strategic planning policy, statutory protection
Conservation and enhancement – heritage led regeneration, sustainable development,
Presentation– physical and intellectual access, interpretation, education, tourism and socio-economic outputs
“Transmit” - Outreach and community involvement, celebrating cultural distinctiveness, and international exchange

26. UNESCO’s other core obligations for World Heritage
Protect, Conserve and enhance, and transmit
Also relate to tourism
Conservation and heritage led regeneration aims to improve the overall environment, which is as much a part of the tourist’s experience as the conserved mine site. As are local communities…

27. Cornish Mining World Heritage tourism – an holistic approach
WHS tourism incorporates the preservation, enhancement and presentation of the wider mining legacy of
▪“natural” landscapes ▪ built environments ▪ cultural traditions
It is the combination of all of these that creates the tourism product that the visitor and residents experience.

28. Cornish Mining World Heritage Destination Marketing
key factors:
A Sense of Place – a unique conserved environment
Cultural distinctiveness – stories about people and their experiences
Global significance – an international family sharing this experience

29. Conservation investment in the WHS
Capital projects completed – 2003: £22,960,000
Capital projects in progress or recently completed:
Mineral Tramways Project £6,000,000
East Cornwall Regeneration £2,200,000
Geevor Mine £3,500,000
Tamar Valley Mining Heritage Project £5,000,000
Caradon Hill Heritage Project £2,000,000
Heartlands, Pool £35,000,000
£53,700,000
Total Capital projects 1998 – 2010: £70,660,000
All creating tourism infrastructure…

30. Presentation and Marketing
Economic Issues
Multiple venues/ attractions (30+)
Viability
Quality
Sustainability
Public awareness/ perception
Initiatives
WHS Marketing Strategy approach
= a new destination “offer”

31. Interpretation Framework – Co-ordinating attractions & clusters
3 “Key Centres”
10 Area Centres
and related infrastructure

32. Linked to the core product - world class landscape destination…

33. Building a tourism destination - Branding
Brand Values – the WHS principles, or what we are about:
Innovation
Entrepreneurship
Authenticity & cultural distinctiveness
Sustaining (the environment and economy)
Partnership
Broadening horizons internationally

34. Building “brand”- WHS hoardings at Paddington Station, Platform 8

35. Building “brand” - WHS display hoardings at Paddington Station
£30k Objective One funding via
Cornwall Arts Marketing
32 million footfall

36. Brand communication
“Mine & Yours”
Campaign
£38k
WHS Activity
Guide
Events & PR
3.6m media
exposure
£270,000
PR value

37. “Mine and Yours” events programme

38. Cornish Mining Attractions Marketing Association
= Brand quality assurance

39. Latest UNESCO World Heritage logo
Trademarked logo
Brand Identity Guidelines
Authorised use in line with WHS principles
Latest UNESCO World Heritage logo

40. Brand Awareness
Tourism industry familiarisation events - ensuring local businesses understand the offer

41. Local audiences
Education
WHS Learning Strategy
Create capacity & raise funds to;
develop materials
offer training (sites and schools)
lead exemplar projects

42. Community Outreach Portreath Tramway Bicentenary 2009 Helping people
celebrate
their heritage

43. Outreach - Cultural Events Celebrate - increase appreciation
& awareness
Interpret - increase understanding
of OUV
Propagate - encourage contemporary
work that responds to cultural inheritance

44. Outreach – cultural events
Telling stories
Supporting cultural
traditions

45. Raising profile
Telling authentic stories
Supporting cultural traditions
Supporting Cornwall’s creative economy – for every £1 invested by WHS, £4 generated in external and earned income. In total over £400,000 income raised in last 5 years

46. the Regional Development Agency the potential WHS destination offer;
These activities created intellectual and cultural capital to demonstrate to
the Regional Development Agency the potential WHS destination offer;
“Our mining culture shaped your world” - a brand identity campaign, which articulates the characteristics and values of the WHS
An interpretation strategy which defines the “story of Cornish Mining”
Conservation works and improvements to access and visitor facilities at WHS Key Sites and at several ‘ungated’ sites, such as the Mineral Tramways network
The Cornish Mining Attractions Marketing Association (CMAMA), a quality assurance and networking organisation of 18 members, which is pursuing WHS marketing strategy goals
Collaborative projects with local tourism accommodation associations and tour guides to ensure awareness of and access to the opportunities presented by WHS status

47. training & tourism industry engagement – local businesses
Discover the Extraordinary – £2.4m EU investment, consolidating the new destination offer in an integrated programme over 3+ years ( ), linking;
product improvement (interpretation strategy aims, orientation & facilities)
training & tourism industry engagement – local businesses
promotional campaigns
Targeted at out of region visitor markets, using new technologies 47

48. Cornish Mining website