STRATEGIC PLANNING AND COMPREHENSIVE MANAGEMENT MODEL OF CULTURAL HERITAGE IMPLEMENTATION IN TERRITORY MUSEUMS Authors Jorge Hermosilla Pla Director Mónica Fernández Villarejo Ghaleb Fansa Sandra Mayordomo Maya Miguel Antequera Fernández Esther Haro Carrasco Roberto Escrivá Almiñana Technical team Esther Alba Pagán Catherine Andrés Langa Miguel Antequera Fernández José Vicente Aparicio Vayà Roberto Escrivá Almiñana Esther Haro Carrasco Emilio Iranzo García José Luis Jiménez Salvador Joan Carles Membrado Tena Carme Piqueras Sanchis Project carried out by ESTEPA. Estudios del Territorio, Paisaje y Patrimonio Departament de Geografia. Universitat de València Collaborators Anna García Museo de la Universitat de València de Historia Natural
Ernesto Manzanedo Museo de Cerámica de Paterna
Eva Sanz Museu de la Rajoleria de Paiporta
Francesc Martínez Museu del Palmito d’Aldaia
Javier Martí y Laura Torres Museu d’Història de València
Mari Carmen Barcos Museu de L’Horta d’Almàssera
Clara Pérez Museu Comarcal de L’Horta Sud (Torrent)
Carlos Barberà Castillo Palacio de Alaquàs
Sara Blanes y Ana García Museu de Cerámica de Manises
Design Begoña Broseta
© edition: Universitat de València, 2020 © texts: the authors © pictures: the authors © TIRANT HUMANIDADES EDITA: TIRANT HUMANIDADES C/ Artes Gráficas, 14 - 46010 - Valencia TELFS.: 96/361 00 48 - 50 FAX: 96/369 41 51 Email: tlb@tirant.com www.tirant.com Online bookshop: www.tirant.es ISBN: 978-84-1606-241-6
STRATEGIC PLANNING AND COMPREHENSIVE MANAGEMENT MODEL OF CULTURAL HERITAGE IMPLEMENTATION IN TERRITORY MUSEUMS
PREFACE Dr. Karen Brown
School of Art History, Director, Museums, Galleries and Collections Institute, University of St Andrews, Scotland Co-ordinator, EU-LAC-MUSEUMS Horizon2020 project
The EU-LAC-MUSEUMS project (2016-2020) was explicitly designed in response to the Horizon2020 Work Programme call INT 12 (2015), the cultural, scientific and social dimension of EU-LAC relations, to study ‘close connections between Europe and Latin America and the Caribbean’ in the world of community museology.1 Museums and cultural heritage hold an unequalled responsibility to communicate the ‘shared history’ and ‘cultural, political and economic ties’ between Europe, Latin America and the Caribbean. Museums have enormous capacity to reach all levels of community, from towns to remote villages, and can be neutral spaces for building social cohesion and reconciliation in a varie1 The EU-LAC-MUSEUMS project is funded by the European Union Horizon2020 programme under Grant Agreement number 693669. The consortium consists of: The University of St Andrews (Scotland) (Coordinator), The University of Valencia (Spain), The National Museum of Archaeology, Lisbon (Portugal), the International Council of Museums (based in France), The Pontifical Catholic University of Peru (Peru), The University of Austral (Chile), the National Museum of Costa Rica (Costa Rica), and the University of the West Indies (Jamaica).
4
Preface
Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums PREFACE
‘Heritage constitutes a source of identity and cohesion for communities disrupted by bewildering change and economic instability. Creativity contributes to building open, inclusive and pluralistic societies. Both heritage and creativity lay the foundations for vibrant, innovative and prosperous knowledge societies.’ (UNESCO, ‘Protecting our heritage and fostering creativity’, 2015)
ty of contexts. Together, our research teams are determining ‘synergies and cross-fertilization, as well as identifying asymmetries in bi-lateral and bi-regional relations’ at the level of museum practice, theory, and policy. The project partner research team ESTEPA in the University of Valencia has run a Work Package entitled ‘Innovation and Entrepreneurship for Sustainable Museums’, bringing a common concern to share academic knowledge and research into cultural heritage beyond the academy, and to witness the real benefits of their research for society through the application of their research and methodologies in heritage territories. By focusing on the theme of Museums and Community: Concepts, Experiences, and Sustainability in Europe, Latin America and the Caribbean, all partners in the EU-LAC-MUSEUMS project are creating a common vision for sustainable, small to
medium-sized local and regional museums and their communities, and reinforcing mutual understanding and cooperation between regions. This vision is being built to last beyond the lifespan of our project, as we aspire towards future interaction and cooperation in the field of cultural and natural heritage management. The outcomes of the Valencia group’s research have led to two publications: on the one hand, Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums; and on the other, Evaluation of Cultural Heritage, Geographic Information System and Territory Museum. Tools for Sustainable Management. The first publication focuses on the theory of territorial planning for heritage and sustainable development, while the second turns Preface
5
to the methodologies used by the ESTEPA team, notably the deployment of design and implementation of a Cultural Heritage Evaluation Method, and a Geographic Information System. Both methodologies have been implemented first in Valencia and then in Perú. As the first manual elucidates, ‘territory’ as a term has special significance in the world of museums and heritage, including a long history dating back to the late 1960s and early 1970s when the concept of the ‘integral museum’ was born in Latin America and subsequently brought back to Europe and shared with the world. In 1972 a Round Table on the role of museums in relation to the social and economic needs of modern-day Latin America was held in Santiago de Chile, bringing together museologists from Central and South America, and representatives from UNESCO and ICOM as well as local representatives including farmers. The resulting Declaration, published by UNESCO in 1973, presents the conviction that museums have the responsibility to address the needs of their communities. There must be a paradigm shift from a museum focused on traditional values of custodianship, preservation and interpretation, to one where the needs of the community are located at its core. In Europe, we seek to learn from the LAC region’s innovative approaches to community museums developed since the 1970s including their territory museums, so-called ‘integral museums’, while also sharing concepts and experiences of related European initiatives such as social inclusion policies, the development of ecomuseums and territory museums in a European context. Building 6
Preface
an EU-LAC knowledge area in museums and community has the potential to impact upon policy for future actions in social inclusion and sustainability in museums. In exploring these concepts and experiences, EU-LAC-MUSEUMS ultimately seeks to inform future research into regional museums and the communities they serve. Sustainability is a word used frequently in today’s policy agendas and publicity, but often ill defined. And yet, ‘sustainability’ has proven to be the single most pressing issue for our local museums and heritage sites. Returning to the 1972 Round Table of Santiago, key discussions which took place then still have resonance today: how can museums and heritage initiatives play a role in economic development? How can they contribute to regeneration and development of territories geographically isolated, or living in poverty? To answer these questions, our research needs to function at a range of levels – from community-level, to regional and national policy. All of these levels are present in the research approach taken by the ESTEPA team from Valencia. There are a number of novel applications and approaches within the EU-LAC-MUSEUMS project destined to impact upon our immediate consortium communities in each region, and which are being implemented beyond the lifespan of the project. Not least of these initiatives are the ESTEPA team publicly-accessible innovation actions into the themes of investment, entrepreneurship, and sustainability. Building on years of successful programmes in cultural heritage and climate change, ESTEPA is producing plans
Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums PREFACE
and arrangements for designing new, altered, or improved products and processes for sustainable museums including a model of Participatory Strategic Planning (PSP) for sustainable museums, and the Integral Management Model (IMM), and Method of Evaluation of Cultural Heritage (MECH) described in these two publications. Valencia’s research thereby works to combat ineffective management in small museums, which are often constrained in their endeavours by lack of funding and support, through the efforts of ‘territory museums’. Planned to re-energise museums through novel and robust management systems, these models are being recognised by the relevant official institutions. Decision makers working at different levels (municipal, regional and state) continue to be the recipients of Valencia’s research proposals and outputs, and through this official recognition, in addition to the project and academic outputs, the dissemination of these scientific achievements is being guaranteed. These systems have been applied locally to the Huerta de València, and the huerta de Cortes de Pallás. Furthermore, building on these innovations developed and tested in the region of Valencia, ESTEPA is creating models and methods capable of being applied in both Europe and LAC. In particular, the M.E.C.H and the design and application of the Geographic Information System, G.I.S., as an instrument of management of cultural heritage, can be applied to any territory, and the impact of the implementation of these models will ultimately be economic. Fostering investment and entrepreneurship for sustainable museums will affect the local economy and GDP, making them stronger and more competitive.
This publication, Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums is an example of the close relationship between basic and applied research. From the perspective of economic, environmental, cultural and social sustainability, and taking into account the link between community, local and integral museums with their respective territories (social constructions), this manual gathers the value of Strategic Planning as well as a Comprehensive Museum Management model, which is materialized through the “Territory Museum” concept, in the management of the museums themselves. The works carried out by ESTEPA have been implemented in Valencian water heritage landscapes, the Huerta de Valencia and the huerta de Cortes de Pallás; they were discussed in the Peru-Spain bilateral meetings and finally, they have been validated by the teams from Chile and Peru.
The ramifications of our collective shared research are therefore designed to have impact on a number of levels, national, regional and international, as outlined above. Ultimately, our goal is to reinforce the point amongst policy makers that small to medium-sized regional territory museums are not just important, but essential for fostering peaceful and sustainable societies. I trust that the reader will enjoy these substantial publications issuing from ESTEPA’s EU-LAC-MUSEUMS research since 2016, and be inspired about ways in which these theories and methods can be applied to their own territories as well. Preface
7
INDEX
CHAPTER I THE PARTICIPATORY STRATEGIC PLANNING AND CULTURAL HERITAGE INTRODUCTION...................................................................................................................14 A. PART ONE: MUSEUMS AND STRATEGIC PLANNING.................................................21 Authors: Jorge Hermosilla and Mónica Fernández I . Museums. Considerations on their definitions..............................................................23 A. Definitions of museums, a recurring argument........................................................23 B. The sustainability principle and museums..............................................................26 II. Strategic planning and Museums.................................................................................28 A. What do we mean by strategic planning and strategic plan?.................................28 B. Strategic Planning, cultural heritage and tourism...................................................30 III. Strategic planning and museums. Benefits and characteristics.................................30 IV. A Museum Strategic Plan: Content, structure and appearance....................................33 1. A Museum’s vision...................................................................................................33 2. A Museum’s mission................................................................................................34 3. Diagnosis, analysis and formulation of strategic options.........................................34 4. Strategic Plans. The evaluation of the strategy........................................................39 5. Product creation: Museum territory.........................................................................40 6. The strategic objectives for a Territorial Museum...................................................41 7. Strategic Plan structure. A territorial Museum’s strategic guidelines and programmes.....................................................................................................45 8.The value of participation in territorial development: The Museum Territory and the work of local society. Experience in the Huerta de Valencia.......................47 9. Monitoring of a Territorial Museum’s strategic Plan................................................49
8
Index
Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums
I
INDEX
PART TWO: SUSTAINABLE OPEN SPACES AS MUSEUMS: THE MUSEUM TERRITORY.................................................................................................53 Authors: Jorge Hermosilla and Mónica Fernández
I. Cultural Heritage and Territorial Development..............................................................55
II. Territory and local development...................................................................................58
III. Ecomuseum, Museum Territory, Open Museum.........................................................64
IV. Heritage representation areas: The Museum Territory................................................69
V. Value enhancement strategy and Museum Territory....................................................70
VI. Interpretation: The essence of the Museum Territory....................................................74
PART THREE: LA HUERTA DE VALENCIA AND THE HISTORIC IRRIGATION LAND OF CORTES DE PALLÁS. PRACTICAL CASES......................................................79 Authors: Jorge Hermosilla, Mónica Fernández, Miguel Antequera and Roberto Escrivá
I. Proposal for the Cultural Park of la Huerta de València...............................................80
II. The “Museum Territory” of the historical irrigation land of Cortes de Pallás. A puzzle in the valley of la Barbulla - San Vicente......................................................87
APPENDICES.........................................................................................................................97 I. Questionnaire, summary of answers and conclusions..................................................98 II. Proposed Plan of participation of partners of the project EULAC-MUSEUMS.............................................................................112
BIBLIOGRAPHY...................................................................................................................115
Index
9
CHAPTER II INTEGRATED MODEL OF CULTURAL HERITAGE MANAGEMENT INTRODUCTION..................................................................................................................122 PART ONE: CULTURAL HERITAGE MANAGEMENT.......................................................125 Authors: Jorge Hermosilla, Mรณnica Fernรกndez and Sandra Mayordomo
I . An integrated model of cultural heritage management..............................................127
II. Territory, cultural heritage and sustainable development...........................................146
III. Sustainable management of heritage.......................................................................152
IV. Heritage and local development...............................................................................154
V. Cultural tourism and economic development. Cultural heritage as a tourist resource.......................................................................158
VI. Social economy and cultural heritage......................................................................161 Author: Esther Haro
PART TWO. MUSEUM MANAGEMENT..............................................................................181 Authors: Jorge Hermosilla, Mรณnica Fernรกndez and Ghaleb Fansa
10 Index
I. Purposes of museum management: missions and tasks............................................183
II. Museum management models and forms of financing..............................................191
III. Creative management of cultural landscapes..........................................................194
IV. Territory museum management. A cultural project...................................................195
V. Evaluation of the results of planning/management....................................................196
VI. Conclusions..............................................................................................................197
Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums
I
INDEX
PART THREE. PRACTICAL CASE STUDIES....................................................................199 Authors: Miguel Antequera and Roberto Escrivá I. The Natural History Museum of the Universitat de València......................................201
II. The network of museums of the province of Valencia. La “Xarxa de Museus”..........209
PART FOUR. APPLICATION OF THE INTEGRATED MANAGEMENT MODEL IN CULTURAL LANDSCAPES. THE CONFIGURATION OF “TERRITORY MUSEUMS”............................................................................................225 Authors: Jorge Hermosilla, Mónica Fernández, Miguel Antequera and Roberto Escrivá
I . The Cultural Heritage Management Model. Initial considerations.............................226
II. The Territory Museums in the works. A practical strategy in the medium term............227
III. The creation of the product: the Territory Museums in The Huerta of Valencia, The Albufera of Valencia and The Huerta of Cortes de Pallás.................................231
3.1. Idenfitication of the elements of heritage of the historical irrigation....................232 3.2. Selection process of heritage touchstones......................................................261 3.3. Design of the Territorial Museums...................................................................272
PART FIVE. PROCESS OF VALIDATION OF THE DOCUMENT BY PARTNERS OF THE EULAC-MUSEUMS PROJECT....................................................277 Author: Mónica Fernández
Plan of participation of the partners of the project EULAC-MUSEUMS........................278
BIBLIOGRAPHY...................................................................................................................281
Index
11
I
CHAPTER I THE PARTICIPATORY STRATEGIC PLANNING AND CULTURAL HERITAGE
INTRODUCTION
In this book the University of Valencia (UV) introduces a Participatory Strategic Planning model for the management of sustainable museums. Our document includes a structure based on a detailed diagnosis, the design of the plan (including a system of indicators), as well as an account of the work required to execute the plan. The second part of this book, will deal with the Integral Management of Museums, whose reference will be the social role of museums – or Integrated Museum - proposed in The Round Table of Santiago de Chile (1972), so creating a bridge to the work of our colleagues in Chile. The proposed planning model will allow us to organize activities and actions within an established time period, by setting priorities, concentrating on key objectives and channelling participation. Our strategic planning proposal is an innovative formula that facilitates analysis and conservation of the territory that here is considered as a museum. The concepts of the ecomuseum and the integral museum are brought together in order to present a platform committed to social development and sustainable communities. This multidisciplinary project, led by the University of Valencia, aims to create a Territory Museum in the geographical area that is the focus of our research, namely La Huerta de Valencia and the municipality of Cortes de 14 Introduction
Pallás. The study of both spaces has been carried out by consulting works made by the research group ESTEPA (Studies of the Territory, Landscape and Heritage) as well as through meetings with the political and social representatives of both territories. In the case of the Huerta de Valencia, meetings took place with the directors of museums belonging to the Network of Museums (Xarxa de Museus), those museums sited in the study area. Questionnaires (Appendix 1) were completed by the museum staff related to the planning of their museums and their relationship with their communities. Farmers are an essential collective that will determine the creation of the territory-museum in the huertas of Valencia and Cortes de Pallás. As the main users of the land, they determine the conservation of the landscape, and their knowledge of the territory and its traditions, make them the principal actors in our project. Our research has studied the problems that characterize agriculture today, particularly the generational change that results in the progressive abandonment of their lands. The work developed by the research group is applied in two areas: the Huerta of Valencia, which encompasses 40 municipalities, and the Historical Irrigation of the municipality of Cortes de Pallás. In both cases, individuals and organisations responsible for different
Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums
I
INTRODUCTION
public administrations have shown interest and involvement in the project, for various reasons. The input of the following organizations has been crucial: the Valencian Government through the General Direction of Cultural Heritage and the Valencian Tourism Agency; the area of museums of the Provincial Government of Valencia; Hydrographic Confederation of the river Júcar, dependent of the Ministry for the Ecological Transition (previously Ministry of Energy, Tourism and Digital Agenda); the City Councils of Valencia and Cortes de Pallás and the Tribunal de las Aguas de Valencia (Water Court – an organ of historic water management. In 2009 the Tribunal was listed as an element of Intangible Cultural Heritage of Humanity by UNESCO.
Collaborator Institutions from different public administrations
The process of incorporating official institutions into the EULAC-MUSEUMS project will encourage their recognition of the participatory planning model, which will facilitate the intervention of local and regional authorities with competence in heritage management, including the Spanish Agency for International Cooperation and Development. The set of actions aimed to guarantee the participation of local specialists and citizens is also an essential element since this document was developed with the opinions and aid of the main actors of the community. In the same way, it is fundamental for
the achievement of the objectives of the EULAC-MUSEUMS project that the planning model is valued, analysed and corrected by our partners in Scotland, Chile and Peru. The result is a very timely instrument for the development of the EULAC-MUSEUMS project. Introduction
15
CHARACTERIZATION OF THE TERRITORIES STUDIED BY EULAC-MUSEUMS-VALENCIA As an introduction to the features that characterize the two selected territories, we conducted a review of the aspects that allow the contextualisation of the socio-economic situation of the Huerta de Valencia and Cortes de Pallรกs.
A. Huerta de Valencia It is a historical region of the Valencian Community, where its capital is located, as well as about 40 municipalities of its metropolitan area. It is located on the coastal plain, in the final reaches of the Turia River, whose waters have allowed it to be a very fertile area. Since medieval times, hydraulic structures hves been built based on the eight general canals that irrigate a good part of this terriIrrigation of the Huerta de Valencia
16 Introduction
tory. The use and management of irrigation water has been characterized by the adoption of a series of unwritten standards ( a form of intangible heritage) that ultimately materialized in the creation of the Tribunal de las Aguas de la Vega in Valencia. The space traditionally irrigated by these hydraulic systems, based on the traditional azud-acequia -diversion dam-canalsscheme, has changed significantly during the last decades by demographic concentration and urban growth. In 1950 about 12,000 hectares were irrigated, today only 8,000. In this same time period the population of Valencia and its metropolitan area has continued to grow until reaching 1.5 million inhabitants. In spite of the existence of a network of local museums that focus on aspects related to the Huerta de Valencia (nature, ethnography, education, etc.) there has not been an initiative that highlights the whole of the Huerta and its cultural, social and patrimonial values.
I
Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums INTRODUCTION
B. Cortes de Pallás The municipality of Cortes de Pallás, is located in the mountainous interior of the Valencian territory. Cortes de Pallás is located 80 km southwest of Valencia on the River Júcar at the foot of the Cortes de Pallás mountains. It is an area defined by mountain ranges and narrow valleys. The population of Cortes de Pallás is less than 1,000 inhabitants; it is a small municipality that suffers the processes of rural exodus and depopulation, so is characterized by an ageing population. Its economy is based on traditional agricultural activities (olives and sheep) and the production of hydroelectric energy, the municipality’s main source of income. Tourism is still an activity to devolope satisfactorily. The historic town of Cortes de Pallás is surrounded by the Huerta, which extends through one of the narrow valleys that cha-
racterize its geography (Barranco de San Vicente). The irrigation system – still largely functional - is based on the collection of water from various sources, whose water is distributed by canals that run through the terraced landscape of its huerta. It is a Moorish landscape from the medieval period that has remained virtually intact for centuries. The population of Cortes is aware of the heritage value of its landscape. However, the Huerta of Cortes is experiencing an accelerated process of degradation, motivated by the ageing process of the farmers, the reduction of the cultivated area due to abandonment and the lack of a common, social project that valorises the landscape. Currently, the cultivated area is less than 100 ha. In conclusion, both the Huerta of Valencia (macro-irrigation) and Cortes de Pallás (micro-irrigation) are characterized by cultural, historical landscapes generated by Irrigation land of Cortes de Pallás
Introduction
17
Locations of irrigation lands of the Huerta de València and Cortes de Pallås within the Province of Valencia
18 Introduction
Strategic Planning and Comprehensive Management Model of Cultural Heritage. Implementation in Territory Museums
I
INTRODUCTION
the traditional use of water, and threatened by social and economic processes. Both landscapes require an initiative capable of restoring value. These initiatives require social movements, with the participation of farmers, local museums and the support of public administrations (municipal and regional governments).
aimed to design, accompany and verify the
The EULAC-MUSEUMS project in Valencia has the task of addressing different actions
to La Huerta de Valencia and the historic irri-
enhancement of these cultural landscapes.
The following documents will be delivered: Strategic Planning; Comprehensive Cultural Museum-Landscape Management System;
Cultural Heritage Assessment System; Design of a Geographical Information System;
and the drafting of the master plans applied gation landscape of Cortes de Pallรกs.
Introduction
19