INDUSTRY OPINION
Catherine Franche Executive director, Ecsite
“S
ociety has changed, so the role of science cen- tres and museums have also changed. Issues such as climate
change, nanotechnology, biodiversity, energy and genetically modifi ed prod- ucts and organisms are now much more present in the public sphere through newspapers, the Internet and political discourse. Science centres and museums are
responding actively and consciously to demographic changes by reaching out to minorities, integrating art and science for new audiences, developing
Members of the public are beginning to recognise their ability to competently discuss science on an equal footing with scientists
This has led science centres and muse- ums to change the way they work by, for example, co-developing exhibitions and activities with citizens and organi- sations or integrating social media into exhibitions. By doing so, science cen- tres and museums enhance their role as information hubs that can connect diverse groups to scientifi c and techno- logical issues.
Franche has been executive director since 2006
programmes for our ageing population, and actively contributing to the cohe- sion of their own communities. Also, partnerships with local authori-
ties and universities are abundant and these are becoming even more power- ful and effi cient. Social media and the reach of the
internet continue to change the sci- ence communication landscape. There are now more varied and accessible sources of information, but, perhaps more importantly, the power balance of knowledge has changed. Members of the public are beginning to recognise their ability to competently discuss sci- ence on equal footing with scientists or science communication professionals.
ECSITE’S CHANGES In 2005, Ecsite participated in fi ve European projects; by 2010 this number had doubled. Ecsite has suc- cessfully gained recognition among policy makers, notably from the Euro- pean Commission. For example, our position on public inclusion in science- related mat ters was written into the recent European Biodiversity Research Strategy 2010-2020, which was adopted by the European Platform for Biodiversity Research Strategy at its meet ing in Palma de Mallorca in 2010. With its di verse membership, crea-
tive energy and motivated spirit, Ecsite’s future is as exciting as the fi eld of science itself. Ecsite’s strengths are the power of the network’s diverse expertise, combined with the focus and professional leadership of its execu- tive offi ce and board. Ecsite is now regarded as a defi nitive European voice in science engagement.” (See p48 for details of the Ecsite 2012 conference)
Terry Stevens Founder and managing director, Stevens & Associates
“T 28
he greatest changes in the past 15 years have been: the impressive emergence of Merlin Entertainment as a UK company that
is a genuine global player; the post- Millennium grant bonanza realisation that successful projects must have a market, a genius, a rationale and a compelling story – egos don’t produce sustainable attractions; and the fl awed, misguided political dogma that has created free access to public museums and art galleries in the UK. This is dis- torting the marketplace and creating a false, uneven playing fi eld. As a result, the private sector is highly focused on market-led development and innova-
tion while public sector attractions have a false sense of security resulting in complacency and mediocre service. Worldwide, the introduction of social media is a great tool to give attractions new ways of interacting with their tar- get groups while consumer-uploaded content prevents any hiding place. In the future there will be a greater emphasis on the consumer being part of creating their experience – from consumer to prosumer – allowing customised, unique and individual experiences to prevail. This will mean attractions becoming a means to an end rather than being the experience. Looking to the future, I’m concerned about the lack of real innovation in
Read Attractions Management online
attractionsmanagement.com/digital
Stevens has been a tourism consultant for 25 years
our industry. We’re in danger of ‘serial reproduction’ of ideas. What we need is for fresh creative talent to join the attractions industry.”
AM 2 2012 ©cybertrek 2012
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