A growing honesty in relation to the subject of
slavery has led to some attractions revising their
policies and approach. Jon Young from BVA
BDRC looks at visitor opinions on this shift
Chartwell, Winston Churchill’s former home, was flagged for its links to colonialism / National Trust / Chartwell
In September 2020, the UK’s National Trust published an interim report on historic slavery and colonialism links to the places it cares for. There were a number of complaints after the report came out, with claims the group had acted outside its charitable purposes by drawing attention to links between, for example, Winston Churchill’s former home at Chartwell and colonialism.
The UK Charity Commission found no grounds for regulatory action against the National Trust, commenting that it was “satisfied that the trustees recognised and carefully considered the potential negative reaction that could result from the publication of the report”.
In a blog post, National Trust director-general Hilary McGrady said: “There is so much to be proud of in our history. The wonderful collection of places the Trust cares for, that have been cherished for generations before us, is a testament to that. However, history can also be challenging and contentious. It is surely a sign of confidence, integrity and pride that while we can celebrate and enjoy history, we can also explore and acknowledge all aspects of it. The National Trust is at its best when we capture this complexity – when we present facts and material evidence in ways that inspire curiosity, inquiry, learning and sharing.
“We’re developing a programme of rounded interpretation at properties,” said McGrady, “Balance and integration will be at the heart of this programme. Our curatorial teams continue doing vital work with properties to make sure we have the highest standards of presentation and interpretation at these places. We are here for all of history – for everyone, for ever.”
An industry-wide issue Although the National Trust received much of the attention on this subject, a number of other operators have also sought to re-evaluate how they talk about this subject area.
A key concern is the impact any reinterpretation will have on attraction visitor numbers.
Some worry that by drawing attention to the negative side of history, the ‘idealistic Downton Abbey traditionalist’ may decide not to visit, but others argue that following the events of 2020, the public’s understanding of how historic sites relate to slavery has shifted. There is an expectation that interpretation conveys the full history of a venue (‘warts and all’) and by doing nothing, they’ll be providing a sanitised version of what happened, which will lead to a less fulfilling visitor experience. It could also mean people will decide not to visit.
As individuals, our team at BVA BDRC has well developed opinions on the subject – the Story of our Times podcast on Penrhyn Castle will give you a clue as to mine – but as consultants who work in the sector, we also seek to understand the objective truth, so we put the question to the general public, asking a nationally representative UK sample (1,750) the following question:
“In the last couple of years, organisations such as The National Trust have started to examine the links their properties have with colonialism and historic slavery.
In cases where slavery has played a large role in the site’s history, how much do you agree or disagree these organisations should include information about their links to slavery as part of their on-site interpretation?”
Key findings The key finding was that the majority of the population (55 per cent) supported information about links to slavery being included in the interpretation. Perhaps more importantly, only a small minority of 15 per cent opposed it, while 30 per cent had no firm opinion either way.
Notably, although support for this sort of interpretation falls as people get older, it remains significantly higher than ‘opposition’ in every single age group, meaning that the argument that there is a huge cultural divide by age are largely unfounded.
Perhaps unsurprisingly, there’s majority support across all ethnic groups, with agreement increasing to 7 in 10 in UK residents of black ethnicity. For sites that champion an inclusive agenda, this figure may be enough motivation to update interpretation in itself.
We tried in vain to find an audience that is more likely to oppose, but such was the support for the suggestion, we were unsuccessful. The closest we came was among ‘anti-vaxxers’. But even among this ‘counter- cultural’ audience, support was higher than opposition – 39 per cent to 27 per cent.
A few words about the minority This is a complex subject with many layers and nuances, and we don’t expect this one question to provide meaningful recommendations. But we hope it demonstrates that – despite what some tabloids may say – opposition to including links to slavery is only held among a minority of the general public.
However, we mustn’t forget this minority either and although 15 per cent is a relatively small number, no venue would want to lose or upset this amount of visitors. With any additional interpretation on slavery, this minority will want to be reassured that their ‘traditional visit’ is protected and that extra interpretation adds depth rather than taking anything away.
Our ‘Brand Purpose’ report suggests that one possible objection from these detractors is that places are responding to a ‘woke’ political agenda.
It found that although there was significant support for the inclusion of marketing on race, gender and sexuality, many felt that brands were jumping on a bandwagon.
To avoid the accusation of ‘wokery’, it’s really important that historic visitor attractions separate themselves from big brands that appear to be jumping on a bandwagon. This shouldn’t be too difficult – a centuries old country house is likely to have more of an authentic story to tell than a brand of rice (for example!). One way of achieving this separation is by ensuring any references to slavery are supported by robust source material, and that the stories they tell are intrinsically linked to the site’s history.
Venues should also be inclusive in their inclusivity – that is, rather than focusing on just one under-represented audience, drawing attention to all the groups that may be linked to the site. Attractions may also want to think about avoiding perceptions of tokenism and integrating this interpretation into the site’s story, as opposed to box-ticking with a standalone exhibition.
"Despite what some tabloids
may say, opposition to
including links to slavery is
only found among a minority" – Jon Young, BVA
BDRC
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
Editor's letter: Supersensory
With our growing insight into how to engage visitors’ more complex senses, it’s time for a new approach, says Magali Robathan
Immersive experiences: Joseph Wisne
Truly ambitious attractions providers need to push the boundaries of immersive design by engaging visitors’ senses of pain, danger, balance, justice and more, argues Roto’s CEO
Interview: Esther Dugdale
As the Burrell Collection relaunches and Eden Qingdao takes shape, Event’s creative director shares her tips for creating experiences that spark joy and curiosity
The arts: Room to grow
Could the space age, ultra flexible design of the new Taipei Performing Arts Center provide a model for future attractions spaces?
Museums: Ones to watch
From an AI museum built by robots to the long-awaited Grand Egyptian Museum, we take a look at some exciting 2022 openings
Research: All of history
As demand for growing honesty in relation to links to slavery and colonialism grows, should attractions be open about their history? Jon Young investigates
Opinion: Vince Kadlubek
Art engages and delights visitors. Kadlubek argues that attractions should embrace and support artists and look for shared initiatives
Waterparks: Waves of change
As The Wave inland surf lake announces plans to open six more sites, we go along for a surf and a sit down with CEO Craig Stoddart
Experience economy: Joe Pine
Experience platforms represent one of the biggest growth opportunities in today’s experience economy, argues Joe Pine. Here’s how to get them right
Interview: Cale Heit
With new themed coasters open at Motiongate Dubai and some intruiging projects underway, Forrec is making the most of the pent up demand for shared experiences. CEO Cale Heit tells us more
The controversial renoval of the Colston statue in Bristol triggered a debate about slave links / shutterstock/Ian Luck
Organisations should include information about their links to slavery as part of their on-site interpretation
The owners of Stowe House benefitted from the slave trade. The richest family in England, they later became the ‘greatest debtors in the world’ / shutterstock/Pajor Pawel
The National Trust’s Lacock Abbey – owned by slave traders and the location for corridor scenes in the Harry Potter films / shutterstock/ tviolet
The National Trust’s Lacock Abbey – owned by slave traders and the location for corridor scenes in the Harry Potter films / shutterstock/Michael Warwick
The National Trust’s Penrhyn Castle – built with proceeds from the slave trade and owned by anti-abolitionists / National Trust Images / Paul Harris
A growing honesty in relation to the subject of
slavery has led to some attractions revising their
policies and approach. Jon Young from BVA
BDRC looks at visitor opinions on this shift
Chartwell, Winston Churchill’s former home, was flagged for its links to colonialism / National Trust / Chartwell
In September 2020, the UK’s National Trust published an interim report on historic slavery and colonialism links to the places it cares for. There were a number of complaints after the report came out, with claims the group had acted outside its charitable purposes by drawing attention to links between, for example, Winston Churchill’s former home at Chartwell and colonialism.
The UK Charity Commission found no grounds for regulatory action against the National Trust, commenting that it was “satisfied that the trustees recognised and carefully considered the potential negative reaction that could result from the publication of the report”.
In a blog post, National Trust director-general Hilary McGrady said: “There is so much to be proud of in our history. The wonderful collection of places the Trust cares for, that have been cherished for generations before us, is a testament to that. However, history can also be challenging and contentious. It is surely a sign of confidence, integrity and pride that while we can celebrate and enjoy history, we can also explore and acknowledge all aspects of it. The National Trust is at its best when we capture this complexity – when we present facts and material evidence in ways that inspire curiosity, inquiry, learning and sharing.
“We’re developing a programme of rounded interpretation at properties,” said McGrady, “Balance and integration will be at the heart of this programme. Our curatorial teams continue doing vital work with properties to make sure we have the highest standards of presentation and interpretation at these places. We are here for all of history – for everyone, for ever.”
An industry-wide issue Although the National Trust received much of the attention on this subject, a number of other operators have also sought to re-evaluate how they talk about this subject area.
A key concern is the impact any reinterpretation will have on attraction visitor numbers.
Some worry that by drawing attention to the negative side of history, the ‘idealistic Downton Abbey traditionalist’ may decide not to visit, but others argue that following the events of 2020, the public’s understanding of how historic sites relate to slavery has shifted. There is an expectation that interpretation conveys the full history of a venue (‘warts and all’) and by doing nothing, they’ll be providing a sanitised version of what happened, which will lead to a less fulfilling visitor experience. It could also mean people will decide not to visit.
As individuals, our team at BVA BDRC has well developed opinions on the subject – the Story of our Times podcast on Penrhyn Castle will give you a clue as to mine – but as consultants who work in the sector, we also seek to understand the objective truth, so we put the question to the general public, asking a nationally representative UK sample (1,750) the following question:
“In the last couple of years, organisations such as The National Trust have started to examine the links their properties have with colonialism and historic slavery.
In cases where slavery has played a large role in the site’s history, how much do you agree or disagree these organisations should include information about their links to slavery as part of their on-site interpretation?”
Key findings The key finding was that the majority of the population (55 per cent) supported information about links to slavery being included in the interpretation. Perhaps more importantly, only a small minority of 15 per cent opposed it, while 30 per cent had no firm opinion either way.
Notably, although support for this sort of interpretation falls as people get older, it remains significantly higher than ‘opposition’ in every single age group, meaning that the argument that there is a huge cultural divide by age are largely unfounded.
Perhaps unsurprisingly, there’s majority support across all ethnic groups, with agreement increasing to 7 in 10 in UK residents of black ethnicity. For sites that champion an inclusive agenda, this figure may be enough motivation to update interpretation in itself.
We tried in vain to find an audience that is more likely to oppose, but such was the support for the suggestion, we were unsuccessful. The closest we came was among ‘anti-vaxxers’. But even among this ‘counter- cultural’ audience, support was higher than opposition – 39 per cent to 27 per cent.
A few words about the minority This is a complex subject with many layers and nuances, and we don’t expect this one question to provide meaningful recommendations. But we hope it demonstrates that – despite what some tabloids may say – opposition to including links to slavery is only held among a minority of the general public.
However, we mustn’t forget this minority either and although 15 per cent is a relatively small number, no venue would want to lose or upset this amount of visitors. With any additional interpretation on slavery, this minority will want to be reassured that their ‘traditional visit’ is protected and that extra interpretation adds depth rather than taking anything away.
Our ‘Brand Purpose’ report suggests that one possible objection from these detractors is that places are responding to a ‘woke’ political agenda.
It found that although there was significant support for the inclusion of marketing on race, gender and sexuality, many felt that brands were jumping on a bandwagon.
To avoid the accusation of ‘wokery’, it’s really important that historic visitor attractions separate themselves from big brands that appear to be jumping on a bandwagon. This shouldn’t be too difficult – a centuries old country house is likely to have more of an authentic story to tell than a brand of rice (for example!). One way of achieving this separation is by ensuring any references to slavery are supported by robust source material, and that the stories they tell are intrinsically linked to the site’s history.
Venues should also be inclusive in their inclusivity – that is, rather than focusing on just one under-represented audience, drawing attention to all the groups that may be linked to the site. Attractions may also want to think about avoiding perceptions of tokenism and integrating this interpretation into the site’s story, as opposed to box-ticking with a standalone exhibition.
"Despite what some tabloids
may say, opposition to
including links to slavery is
only found among a minority" – Jon Young, BVA
BDRC
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
Editor's letter: Supersensory
With our growing insight into how to engage visitors’ more complex senses, it’s time for a new approach, says Magali Robathan
Immersive experiences: Joseph Wisne
Truly ambitious attractions providers need to push the boundaries of immersive design by engaging visitors’ senses of pain, danger, balance, justice and more, argues Roto’s CEO
Interview: Esther Dugdale
As the Burrell Collection relaunches and Eden Qingdao takes shape, Event’s creative director shares her tips for creating experiences that spark joy and curiosity
The arts: Room to grow
Could the space age, ultra flexible design of the new Taipei Performing Arts Center provide a model for future attractions spaces?
Museums: Ones to watch
From an AI museum built by robots to the long-awaited Grand Egyptian Museum, we take a look at some exciting 2022 openings
Research: All of history
As demand for growing honesty in relation to links to slavery and colonialism grows, should attractions be open about their history? Jon Young investigates
Opinion: Vince Kadlubek
Art engages and delights visitors. Kadlubek argues that attractions should embrace and support artists and look for shared initiatives
Waterparks: Waves of change
As The Wave inland surf lake announces plans to open six more sites, we go along for a surf and a sit down with CEO Craig Stoddart
Experience economy: Joe Pine
Experience platforms represent one of the biggest growth opportunities in today’s experience economy, argues Joe Pine. Here’s how to get them right
Interview: Cale Heit
With new themed coasters open at Motiongate Dubai and some intruiging projects underway, Forrec is making the most of the pent up demand for shared experiences. CEO Cale Heit tells us more
The controversial renoval of the Colston statue in Bristol triggered a debate about slave links / shutterstock/Ian Luck
Organisations should include information about their links to slavery as part of their on-site interpretation
The owners of Stowe House benefitted from the slave trade. The richest family in England, they later became the ‘greatest debtors in the world’ / shutterstock/Pajor Pawel
The National Trust’s Lacock Abbey – owned by slave traders and the location for corridor scenes in the Harry Potter films / shutterstock/ tviolet
The National Trust’s Lacock Abbey – owned by slave traders and the location for corridor scenes in the Harry Potter films / shutterstock/Michael Warwick
The National Trust’s Penrhyn Castle – built with proceeds from the slave trade and owned by anti-abolitionists / National Trust Images / Paul Harris
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
