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Ulster Business School Department of Hospitality and Tourism Management Decade of Commemorations Leveraging the Past to Impact on the PresentA dissertation submitted to the Department of Hospitality and Tourism Management, University of Ulster in partial fulfilment of the requirements for the degree of Master of Science This dissertation is an original and authentic piece of work carried out by myself. I have fully acknowledged and referenced all secondary sources of information. It has not been presented in whole or in part for assessment elsewhere. I have read the regulations and the statement on plagiarism in the course handbook and am fully aware of the potential consequences of any breach of them. I understand that supervisor approval does not necessarily contribute to a pass mark. Signed: Pauline LavinDate: Contents List of Tables, Figures and Illustrations………………………………………………Executive Summary………………………………………………………………………Chapter 1: Introduction Research statement Research problem Overall aim Specific objecitves Philosophical approach Structure of Thesis Chapter 2: Methodology Chapter 3: Context to the cultural and political rising 1912 – 19233.1 Introduction 3.2 Political and cultural risings 3.3. Music & commemoration3.4 Conclusion and summaryChapter 4: Leveraging built heritage for marketing during Decade of Commemorations 4.1 Introduction4.2 Leveraging built heritage as a performance space and rural tourism hub 4.3 Applying for WHS Status and cross border cooperation opportunities4.4 Conclusion and summaryChapter 5: Intangible and dissonant heritage – The challenge on the island of Ireland 5.1 Introduction 5.2 Dissonant heritage – The challenge on the island 5.3 Shared heritage, identifying commonalities and the effects of disinheritance 5.4 Select commemorations 5.5 Market segmentation and attracting military interest tourists5.6 Case Study – Leveraging built heritage to showcase intangible heritage from the Island of Ireland – Monreagh Heritage Centre, Donegal, Ireland 5.7 Conclusion and summaryChapter 6: Potential event trends and themes for Decade of Commemorations - Creating commercial opportunities 6.1 Introduction 6.2 Commercial opportunity or respectful commemoration?6.3 Drawing on myths and cultural legends to bring a city to life 6.4 Reaching out to Generation Y with DOC events 6.5 Using the city as a canvas for cultural connections and trails6.6 Case Study: Edinburgh festival city – Marketing a city under one Banner/one canvas 6.7 Events models and trends 6.8 Using digital technology to promote DOC conferences and events6.9 Sponsorship and Income – Developing a DOC brand that can be capitalised and leveraged 6.10 (1) Merchandising and ephemera6.10 (2) In-kind arrangements 6.10 (3) Broadcast rights 6.10 (4) Grants 6.10 (5) Ticket sales 6.10 (6) Fundraising6.10 (7) Sponsorship6.11 Case Study Tall Ships Royal Greenwich 2014 – Sponsorship of a large civic event 6.12 Economic and cultural aspects6.13 Conclusion and summaryChapter 7 Engaging the Diaspora – Research at Luton Irish Forum 7.1 Introduction 7.2 The Irish in Britain 7.3 Workshop methodology and context 7.4 Research findings 7.4 (1) Commemoration or celebration – Mood as to how a state reflects on the legacy of 1916 7.4 (2) Leveraging DOC to generate tourism and enticing migrants to visit or return home 7.4 (3) International perceptions of the 1916 Rising and reaching out across the globe with 2016 events 7.4 (4) Engaging the international community 7.4 (5) Relatives only or all welcome to commemorate? 7.4 (6) Irish commemorations in the UK7.4 (7) Connecting DOC stories from Ireland to the UK 7.4 (8) Examining the British side to the 1916 events 7.4 (9) Legacy of events 7.4 (10) Engaging Unionists and British nationals in 2016 Commemorations 7.4 (11) Accessible records 7.5 Conclusion and summary Chapter 8 Developing stakeholder cooperation between GB/ROI/NI8.1 Introduction8.2 Existing stakeholder cooperation between NI/ROI/GB 8.3 Cooperation opportunities, where they are and realising the potential 8.2 Methodology 8.3 Existing stakeholder cooperation between NI/ROI/GB8.3 (1) Distance of time between DOC events and governments setting the ‘tone’8.3 (2) Crossing divides and creating inclusive communities through DOC engagement 8.3 (3) Engaging the Diaspora & attracting GB Tourists to Ireland with DOC events 8.3 (4) Cross border cooperation and joint education Initiatives 8.3 (5) Potential tourism projects. 8.3 (6) Single identity venues and single identity events 8.3 (7) Including Unionist perspectives in 1916 commemorations without creating false or bogus symmetry 8.4 Conclusion and summaryChapter 9: Conclusion and recommendations 9.1 Cooperation opportunities, where they are and realising the potential, recommendations for joint workChapter 10: Literature Review Acknowledgements The author is especially grateful to the politicians, diplomats, civil and public servants and representatives from the unionist and nationalist community namely Aengus O’Snodaigh Sinn Fein party Ireland, Unidentified source Department of Transport, Tourism and Sport, Ireland, Paddy Mathews Failte Ireland, Sean Sherwin, Fianna Fail party Ireland, Mark Durkan, SDLP, Northern Ireland, H.E. Mr. Dominick Chilcott British Ambassador to Ireland, Niall O’Donnchu Department of Arts Heritage and Gaeltacht Ireland, Kate Beggs, Northern Ireland Office, Northern Ireland Timothy Cairns, DUP party, Northern Ireland, Mark Daly, Fianna Fail party, Ireland, Michael Conaghan, Labour Party Ireland, H.E Mr. Daniel Mulhall, Irish Ambassador to Britain, Stephen Mc Gowan, Department of Culture, Arts and Leisure Northern Ireland, Unidentified Source Unionist Community Northern Ireland, Professor Stephen Boyd University of Ulster and all the community and staff at Luton Irish Forum who inputted and provided valuable research and background contextual information for the formation of this thesis. I also wish to thank anyone I may have forgot. AbbreviationsDTTAS – Department of Tourism Transport and Sport AHG – Department of Arts, Heritage and Gaeltacht NIO – Northern Ireland Office DOC – Decade of Commemorations NI – Northern Ireland ROI – Republic of Ireland EU – European UnionDUP – Democratic Unionist PartySDLP – Social Democratic Labour Party VFR – Visting Family and Relatives IFI – International Fund for Ireland DCAL NI – Department of Culture, Arts and Leisure Northern Ireland GB – Great Britain PUP – Progressive Unionist PartyUVF – Ulster Volunteers Force UDA – Ulster Defence Association UFF – Ulster Freedom Fighters UDP - UDA – Ulster Defence Association TUV – Traditional Unionist VoiceUUP – Ulster Unionist Party FG – Fine Gael GAA – Gaelic Athletic Association ABOD – Apprentice Boys of Derry IP – Intellectual Property WW1 – World War 1 CHAPTER 1 – INTRODUCTIONResearch StatementEvents have emerged as important for destinations, not only in terms of their economic benefits but also with regard to legacy development and building community cohesion (Quinn 2013, Allen, O’Toole, Harris, Mc Donell & Foley 2011) and have become a key leisure experience of the new millenium. Within an Irish context, this dissertation sets out to evaluate the potential themes under which events could be developed during the Decade of Commemorations period (2012-2023) which could impact on peace building, generate commercial revenue, engage the Irish and British diaspora in Britain and Ireland (Northern Ireland/Republic of Ireland) and provide opportunities for stakeholder collaboration.Research ProblemThe Decade of Commemorations, a 10 year period from 2012 – 2023, marks the 100th anniversary of a number of significant events in Irish, British, European and global history. Potential exists to develop inclusive commemorative events that examine the period 1912 – 1923 and attract audiences of both unionist and nationalist persuasion. Tourism bodies in Ireland have evaluated potential tourism impact and largely concluded it is limited. A particular type of niche tourist (military or political) will engage with the dates rather than holidaymakers which may have deliberately targeted visiting for these events or be a serendipitous tourist visiting at the time events take place. The research problem is how to promote large civic events towards both domestic and international tourists as well as those who have a sense of awareness about their national identity. Identity issues are strongly evident amongst citizens across the European Union at present. There is a growth in pseudo nationalism, a juxtaposition which contradicts the wider EU ‘mobility’ ethos. This social activism is based on political and ethical ethos and nationals aiming to create ‘separate’ heritage. This growth, is largely due to recession and the impact of austerity in the British and Irish isles. The EU however is trying to preserve core principles such as mobility and freedom of movement and integrate its citizens. As salient issues remain in present day Ireland (north and south) that originate from the partition of Ireland in 1922 the potential exists for these key dates to aggravate community tensions.1.3 Overall AimUndertake research to examine potential events that could be delivered during the Decade of Commemorations period in Ireland with specific focus on Irish involvement in Gallipoli, The Somme and the Easter 1916 Rising. This would involve:Development of an events proposal document around key dates during 2015/2016 Assess event trends such as “festivalisation” of cities to gauge if a trend could apply to DOC events that may be politically charged or community focused but have potential to be styled as festivals that could capture a neutral tourist Assess potential impact the dates could have on peace building and community relations/cohesion Ascertain how a city could be a “canvas” for a calendar of events and ways to build cross border relations to connect the cities of Dublin, Belfast and Derry Assessment of commercial opportunities that may arise from events that would be delivered around the key datesAnalysis of Irish/Northern Irish Diaspora in Britain wish to engage in DOC eventsAssess and identify potential collaboration opportunities between British, Northern Irish and Irish stakeholdersSpecific objectivesThe overall aim of the dissertation is to examine potential for tourism events connected to the decade of commemorations. The main objectives within this aim are; To identify ways to use traditional intangible and built heritage that will neutralise events so that all communities feel comfortable to engage To discuss trends that could lead to capitalisation of tourism events connected to key commemorative dates – exploring the types of events that could be run and examining commercial potential within that scopeTo explore ways to reach out to Irish Diaspora in Britain and connect them to DOC eventsTo identify ways to build relations/cooperation between stakeholders from different regions so that marketing objectives in a commemoration context can be metPhilosophical ApproachGiven the nature of this research and type of information/data to be collected, the philosophical position adopted by this researcher is one of interpretivism. The type of information sought involves discussion with a range of actors/stakeholders. The focus is on specific useful information to result over the generating of precise laws, and so understanding the social world around us (in this case the development of a specific events strategy). This requires the researcher to interpret knowledge that will arise from stakeholders that will form opinions and decision-makers. This philosophical approach is also informed given the mix of methods that comprise the methodology; presented here in synopsis form but to be discussed in more depth in a later chapter.Structure of the thesisFollowing this short introduction chapter, a review of methodology is presented in chapter 2. Chapter 3 sets the past and present context for cultural and political commemoration in Ireland, Chapter 4 discusses built heritage examples that could be leveraged for commemoration purpose in Ireland. Chapter 5 discusses dissonant heritage in an island of Ireland context. Chapter 6 sets out commercial models that could be applied to events followed by Chapter 7 which discusses the results of research undertaken with Diaspora in Britain. A final 8th chapter discusses the findings of one to one interviews and feelings communicated by respondents interviewed, a 9th chapter draws conclusions and makes recommendations on opportunities and a 10th chapter provides a literature review.CHAPTER 2: Methodology The methodology applied is one of qualitative multi-method consisting within of positivism in interpretation of empirical observations and constructivism/interpretism, as constructionists ‘rather than supressing personal feelings”…”might explicitly and deliberately include them in the analysis’ (Marvasti, A. P.5, 2004). The researcher wished to make direct contact with the social subjects/world to interpret and analyse responses. The study location was London, Dublin and Belfast/Derry. A number of one to one interviews in the form of qualitative research took place via the telephone, email and in person with tourism experts, politicians, civil servants, Diplomats and other knowledgeable individuals who made a valuable contribution by setting the context and are part of the planning of commemorative events. Questionnaires were drafted by researching government and tourism bodies’ publications on Decade of Commemorations and existing information on heritage leveraging in Ireland. The researcher collated this material however “The process of research is one of dialogue, but this does not mean that cultural studies researchers should assume that knowledge simply derives from experience (the position of empiricism) or that experience simply validates what is said (the position of self-authenticating standpoint theories)” (Pickering, 2008, P.20) rather the methodology was to collate all viewpoints and therein leverage this feedback and opinion to find commonalities between potential stakeholders and therein to ultimately develop ‘grounded theory’ to generate recommendations and frameworks for possible joint working opportunities. To some extent this has been done to the point that this study is now at but stakeholder interviews will need to be examined further as ultimately the objective is to back up the empirical findings with academic support and a series of recommendations and a possible framework for work plans. Interviews were undertaken in March/April 2014 in Ireland and September 2014 to April 2015 in Britain. All interviewees were asked a number of questions from the body of questions drafted. The methodology was to leverage ‘stories’ as they “are central to the ways in which people make sense of their experience and interpret the social world. In everyday life and popular culture, we are continually engaged in narratives of one kind or another” (Pickering, 2008, P. 7) and ‘experience’ as this “has been drawn on as concrete material for many of the issues which cultural studies has pursued. It has also become a recognised dimension of research practice itself. Its value has nevertheless been con- tested, both as a form of research data and as an analytical concept” (Pickering 2008, P.18). It is the researcher’s objective to begin to analyse and develop quantitive methods which can be integrated into the study at a later point however some attempts at quantifying the numbers in the study are evident in tables included in chapter 3. These interviews included key tourism experts in Britain and Ireland, politicians from each political party who gave party perspective. Key parties in ROI were represented, one unionist party in NI (Democratic Unionist Party), one nationalist party in NI (Social Democratic Labour Party) and 1 party who represented all island (Sinn Fein). Interviews were also undertaken with Ambassadors to Britain and Ireland. These interviews are all ‘real world’ based and therefore support the academic literature that is also referenced throughout the study thus giving a greater balance of comprehension from both real world and academic through the study.A lecture and workshop was held with the Ambassador of Ireland to Great Britain Daniel Mulhall and an audience of 80 people (Diaspora) in Luton Irish Forum on November 4th 2014 where qualitative research was undertaken in the form of a response based questionnaire which allowed for a ‘democratisation of opinion’ (Marvasti, A, 2004, P.15). It was deemed appropriate to use this research method as a way to “make space for otherwise silent or marginalised voices to be heard, and to present the narratives of their experience directly in their own words” (Pickering 2008, P. 20). These voices tend to be at ground level and have been removed from a fast moving minority of monarchy, political players, civil servants and diplomats who have pushed forward a peace process which has been interpreted by some at ground level of ‘disconnect’ from communities in recent times. This is in effect, disconnect and to ensure that the hierarchy move at the same pace at the lower echelons of society it was important to talk directly to ordinary people who are a target group for engagement in the 2016 events. The Luton Irish Forum was chosen due to its affinity to Ireland and being a support structure for the Irish in Luton and North London and the target group being a demographic for which DOC events would appeal to as tourists or VFR (Visiting Family and Relatives) tourists.Chapter 3CONTEXT TO THE CULTURAL AND POLITICAL RISING 1912 – 1923IntroductionThis chapter provides the reader with a historical narrative of past events between 1912 and 1923 and the cultural and political context behind those events. It aims to discuss the appeal of all island cultural projects to feature as commemoration events, having significance for national identity, community pride and cohesion as well as providing commercial opportunities as tourist engagement events. The chapter aims to address ways to use traditional intangible heritage that will neutralise events so that all communities feel comfortable to engage and to discuss commercial opportunities around intangible events thus meeting objectives A and B of the study. 3.2 Political and Cultural Risings In the 19th century a number of factors combined in Ireland which led to the 1916 Easter Rising, within which cultural nationalism emerged as a predominant force. A movement in the 1830s of historical scholars and poets led by George Petrie were evaluating their place in the new union (Act of Union 1801) which led to national introspection taking place after the Famine and death of Parnell. The intelligentsia of Ireland “turned away in disappointment and disgust and began to think on national destiny in the realm of the imagination” (Githens Mazer, 2006, P.31). This cultural phase honed in on rural Ireland while a ‘collective memory’ of “evocative and ethno symbolic events such as the Famine” created a ‘sense of nationalism’ which generated “Oral histories, rumours, gestures or cultural styles in addition to literature and institutionalised practices”. As a divided identity emerged on the island cultural nationalism rooted itself in “Myths and memories of the Anglo protestant other” and were“kept alive in newspapers and ballad books and on book covers” (Githens - Mazer 2006, P. 90). Cultural nationalism allowed the nation to find a common identity by a “myth, memory or symbol” being “resonant when it strikes a common chord in the nation…for members of the nation” (Githens-Mazer 2006, P.88). This led to the emergence of a group of folklorists at the end of the 19th century which attempted to “unite the disparate and divided religious communities in Ireland by projecting a past Gaelic civilisation on to the island’s contemporary inhabitants in order to bring about the amalgamation and moral regeneration of a secular and artistic Irish nation” (Githens – Mazer 2006, P.88 citing Hutchinson). Whilst this literary movement started with Standish O’Grady and The All Ireland review in the mid 19th c artists such as Yeats, Lady Gregory and The Irish Literary Theatre continued the trend and modernised and cultivated versions of Irish folklore and myths such as Cuchulainn of Muirthemne.The folk movement which arose in Ireland was part of a general European movement of romanticism that “encouraged regional literature, folklore and fairy tales” (Githens Mazer 2006, P. 32). Further to this a revival of the Irish language through mediums such as The Gaelic League took place which impacted on the development of cultural nationalism. These myths and folklore were then disseminated to the Irish nation to become a predominant factor that impacted on the national conscience. Pearse and other leaders tapped into this “rich vein of potent nationalist symbolism” and drove forward a romantic nationalism steeped in folklore, influenced by Cuchulainn in whom he saw “the supreme glorification of violence when sanctified by a nobel cause” (Githens Mazer 2006, P. 25) which incited the armed rebellion of 1916. Therefore as a political Rising took place, a parallel cultural Rising emerged coinciding with the events of 1912 – 1923. Cultural nationalism though associated with political nationalism is independent. It “reinforces the role of historical memory in defining the community of the nation” (Githens Mazer 2006 P.86). Githens-Mazer further states that the cultural movement which coincided with the nationalist movement of the early 20th century in Ireland was part of a form of ‘nationalist movements’ which were “cultural and political, instrumental and romantic, differing in form and content, aims and means”. In a cultural context “these variations sought to give legitimacy and recognition to the nation’s cultural wealth” (Githens-Mazer 2006 P. 4). This romantic movement of nationalism found credence in rural Ireland and amongst “the masses of the Irish nation” and through the Catholic Church (Githens Mazer, 2006, P.6). “Each of these (religious and cultural nationalism) sought to advance the nation through the pursuit of the Irish language, Irish cultural expression and the fundamental regeneration of a ‘corrupted’ and ‘tainted’ contemporary Irish nation, thereby restoring it to a mythical ‘pre english’ golden age” (Githens Mazer 2006, P.84).3.3. Music & Commemoration In the context of music, as political Rising took hold in 1916 the parallel cultural Rising saw songs such as “Who fears to speak of ‘98” re-emerge as “Who fears to speak of Easter week”. Irwin Thompson (1967) stated that “broadsides and ballads circulated among the politically awakening masses” and these songs once again re-emerged in folk songs in 1967 through the advent of The Troubles (Dowling, M. Arts Council NI, 2009). During the 20th c. music was deeply rooted in church and Protestantism in the north of Ireland and folk and Gaelic tradition in the south which saw traditional organisations such as Comhaltas Ceoltorai Na Heireann emerge (BBC, 2015). Songbooks associated to both traditions such as “The Orange Order Songbook”, “Poems and Songs of Easter Week No. 1” 1916 (Unknown, ca 1916) and “The 1916 song book” (Irish book bureau, 1916) served as ‘barometers of political tension, giving voice to the agitated, the mournful and the vengeful” (Dowling, M. Arts Council NI, 2009) Songs, poems and ballads acted as chronicles of the events of the day and as a way to remember the dead patriots of both traditions on the island. While there is a need for a cultural programme to run parallel to the political events commemorating the 1916 Rising, the 2016 programme should hone in closely on a legacy of “intangible heritage” (Unidentified Source, DTTAS, Mar 2014) existing on the island which could be presented across the globe through appropriate marketing channels against a visual backdrop of a rich array of built heritage. Intangible cultural heritage is recognised of importance by UNESCO who state “While fragile, intangible cultural heritage is an important factor in maintaining cultural diversity in the face of growing globalization. An understanding of the intangible cultural heritage of different communities helps with intercultural dialogue, and encourages mutual respect for other ways of life” (UNESCO, 2015). However, “the challenge in tourism terms is how to commercialise that” (Unidentified Source DTTAS Mar 2014) and turn it into a viable proposition. What may be necessary is to invest firstly in a marketing campaign that showcases intangible cultural heritage in a modern light by juxtaposing it on large scale performance platforms alongside mainstream artists. Reward could be sought by marketing impact boosting tourism numbers through increasing visibility and raising awareness of Ireland’s cultural and built heritage wealth.In 2015 heritage from the island of Ireland is defined by The Department of Arts, Heritage and Gaeltacht as having both ‘cultural’ and ‘natural’ aspects’ and that National heritage includes “heritage objects such as art and including works, documents and genealogical records” (AHG, 2015). Traditional arts such as music identifiable and predominantly aligned to the Protestant communities in the North of Ireland and both communities in the South can be considered as a ‘heritage art’. The Irish government approach at moment appears not to deal with examining culture from both traditions and fostering joint works. Though studies have been developed around marching bands in the north but actions have largely not been implemented as the sector is perceived as having ‘negative issues’ (DCAL NI, 2011). In the south a lack of policy could be due to the brevity of responsibility this would entail as Cooke outlines (2003, P.11) “The resulting danger is that ‘the State’s role in relation to heritage could constitute an almost bottomless pit in terms of its potential to consume State resources in conserving, protecting and presenting the national heritage in its widest interpretation”. The approach appears to be to quietly ignore the fringe elements of the culture until it disappears or can be contained. However an argument exists that developing resources for the islands heritage arts could be beneficial for tourism development and sustainable tourism Swarbrooke (2009, P.308) states “Much of the world at the moment is seeing widespread nostalgia in all aspects of its cultural life, for a variety of reasons. We are consciously trying to preserve or bring back old cultures and values”. Community based traditional music on the island of Ireland though divided remains a ‘quiet contagion’, melodies common to both communities created and creates tension when contentious and seditious lyrics are applied. However, the music alone has also crossed divides throughout the last 100 years and allowed musicians to work in cooperation with each other in cultural affinity through projects such as IFI Culture Cavan (2012) in which Ulster Scots and Irish traditional musicians worked together and the Fleadh Cheoil Na Heireann in Derry~Londonderry in which loyalists bands performed in 2013. Chhabra, D. (2011, P.1702) states “It is being increasingly recognised that the foundations of a healthy, socially inclusive, and harmonious society rest on the ability of the public institutions to reconcile dominant cultural heritage perspectives with existing socio cultural values of the local community”. A comprehensive approach to jointly examining historical musical works and “drawing parallels” (Unidentified Source Unionist Community, Mar 2015) between cultural materials, political figures and their comparable counterparts of the DOC period that are aligned to both traditions on the island remains absent in policy and practice by both governments on the island. A structured examination of shared mythology, music and heritage materials resulting in ground level applicable outputs though contested, could be generated from the research and would allow crossover and commonalities to emerge between communities. Timothy & Boyd & (2003, P.264 quoting Charlesworth 1994, Graham 1996, Mc Bryde 1995, Olsen 2000 Tunbridge and Ashworth 1996) state “As conservation and interpretation involve the presentation of messages, sometimes dissonance or contestation is created between groups who share the same heritage”. A shared heritage/shared memories and equal narratives approach will allow a shared sense of identity to emerge on the island but only if cultivated through practice and delivery at ground level rather than purely being policy and buried under reams of un-implementable reports and bureaucracy. Efforts have been made to reach out and engage politically, such as the invitation to Peter Robinson to deliver a Department of Foreign Affairs talk on Edward Carson (DFA, 2012) a parallel equivalent figure has not been drawn to allow reciprocal exchange take place in Northern Ireland. In this respect, consideration should be given to devising policy to review eminent figures of the period and draw comparisons with their opposites. However, Durkan, M. (SDLP, Mar 2014) highlights that “bogus symmetry” should not be applied to Decade of Commemorations and drawing a comparable unless they are historically accurate. Peter Robinson delivering the Edward Carson Lecture Iveagh House 2012In the cultural context an opportunity exists to examine shared heritage, revise it to a modern context and entwine aspects of same in new compositional pieces, culminating in public performance. Reinterpreting and modernising old pieces of culture associated with heritage and identity has previously been undertaken through projects such as “Arts Across Borders” Arts Across Borders Soundcloud Audio April 2011 and Arts Across Borders YouTube Promo April 2011 which fused old traditional pieces of musical heritage such as Eamonn An Chnoic and snippets from songs in The Orange Order Songbook around a more modern body to create new compositions that contained key instruments aligned to the identities on the island. Arts Across Borders Ensemble, Derry Walls, April 2011These ‘revised’ materials could be combined as one entity, become a joint resource and thus create a sense of collective ownership of the heritage. Githens Mazer (2006, P.12) reinforces this philosophy when he states “The purpose of collective memory is therefore to ensure that knowledge – the content of culture as practised in the transference of memory and ritual – is transmitted across time and built upon by successive generations of the nation”. Though consideration must be made that this culture is largely part of a wider political tourism offering which is “niche” (Unidentified Source, DTTAS, Mar 2014) and government particularly in the north is cautious about developing it as it is deemed to be “toxic” (Cairns, T. DUP Mar 2014). Education of participants and communities involved about the history of music identifiable to ‘traditions’ and cross community talks/events which bring differing identities into direct engagement with each other could also be delivered. Professional development and career opportunity for artists could take place in projects by way of teaching, composition, and devisal and development opportunities. The potential is also there to bring a concept project like this into schools and as a framework methodology to communities across the country north and south and to tour it as a performance and education project. Witherow’s study1 data revealed that of the 700 bands in Northern Ireland, the vast majority (633), 90% were Protestant in contrast to (54) 8% Catholic, with a remaining (13) 2% of bands describing themselves as ‘non-denominational’Band Type ProtestantCatholic None Total Flute 32720 0347Pipe 14493156Accordion117220139Brass45310586335413700This clearly demonstrates the dominant position of the Protestant community in the parading scene of Northern Ireland. On average each band has 47 members; if this is multiplied by 633, the number of Protestant bands recorded a figure of 29,751 participants is reached. 1 Figure 1: Denominational Breakdown of Parading Bands in Northern Ireland (Witherow, 2011, P.12) 2 Figure 2; Breakdown of Band Types in Northern Ireland (includes Protestant/Catholic/Other) (Witherow, 2011, P.12) Flute Pipe Accordion Silver/Brass Total 347156138 58700A lack of creative development opportunities based around musical arts stemming from tradition and identity are evident in Ireland north and south. Single identity groups must be supported through policy and structured opportunities to teach receptive opposite groups the music related to their tradition such as military/marching traditions and Sean Nos singing etc. Education around musical and cultural heritage and talks such as the social, economic and cultural history of the Irish harp and Ulster parading tradition must feature in events that are delivered during Decade of Commemorations. Orange Order, ABOD and Ulster Scots Speakers Arts Across Borders Public Performance April 2011In line with UNESCO’s statement in 2005 (Leask & Fyall, 2006 P.38) “Memory is vital to creativity: that holds true for individuals and for peoples, who find in their heritage – natural and cultural, tangible and intangible – the key to their identity and the source of their inspiration”. Young composers and poets must jointly tackle (and be supported by both governments) and examine the rich heritage of songs and lyrics that exist in both identities and explore ways to fuse and modernise those songs to encourage cross community collaboration and engagement. Exploring language from both Irish and Ulster Scots traditions to develop new artistic work in the form of short stories or plays should also be considered but once again rationale must be applied to not create an un-necessary ‘bogus symmetry’ (Durkan, M. SDLP Mar 2014) if there is no justification for same as has happened with the enforcement of a language equilibrium in the creation of institutions related to the Good Friday Agreement. If there is not a rational demand or requirement for it by the larger demographic it must be examined as to whether it can create a positive and cost effective legacy. In terms of civic engagement education talks related to British/Irish identity which explore emerging forms of identity such as ‘Northern Irish’ in 21st century Ireland and the history of cultural traditions in the island should also be considered. Rather than embracing Ireland’s rich ground level community music culture and engage contentious, marginalised communities both north and south and allow it to flourish, governments north and south remain fearful of musical heritage aligned to traditions which are performed for political purpose. Government aims to ‘tow the line’ (Unidentified Source, DTTAS, 2014) when approaching “shared heritage and stories” (Mathews, P. Failte Ireland 2014). This na?ve and neglectful strategy will only allow tradition to remain in a singular perspective and unless properly tackled by policy and strategy and implementation of joint learning could become an acerbated problem if conflict arose again. Thompson (1967) states “sectarianism and the link between culture and religious identity that manifested itself in various nationalist movements, meant that in practice a latent separation existed in the minds of the members of the Irish nation, between themselves and the Anglo protestant other”. Whilst conditions existed that separated political identities on the basis of nationalist and unionist in the 19th and 20th century an opportunity exists that if “cultivated in the correct way, collective memory can form the basis for a collective identity” (Githens - Mazer 2006, P. 12). Structured festivals that bring both traditions together could be the resulting performance outlet for dissonant groups to deliver the outputs of their collaboration. Quinn states that “Communitarian theory values participatory leisure activities such as the arts, very highly because of the social networks and ‘shared meanings’ they create (Quinn, B. 2013 P. 129) and argues that In the face of globalisation cultural festivals can help maintain a regions cultural identity. However, implementation of joint work could be an issue at community level as bands from Protestant cultural traditions such as Londonderry band forum state that they approach it from an outreach rather than cultural integration perspective and try to “Encourage bands to reach beyond their own communities to engage with other cultural groups and bodies”. They identify mainstream traditional and classical genres as being separated from their cultural heritage and marching band tradition. This, approach is in essence fostering separate-ism and polarising the heritage. Praise is ‘heaped upon’ these genres and members of marching bands are treated with suspicion in their schools and communities whilst “classrooms have musical instruments that are classical or trad” without focusing on other instruments more akin to marching traditions. A lack of political policy, strategy and government funding for marching bands has left them with a “reliance on political or loyal order representatives” and “vulnerable to negative interpretations when there are parading issues” (Moore, D. Londonderry Bands Forum, Sinn Fein Ard Fheis Derry March 2015). Within loyalist and unionist bands there is a strong ethos on identity and community cooperation albeit within a majority Protestant context which remains an issue for fostering integration. Quinn, B. (2013, P.122) states that “Closely aligned to the notion of identity are concepts such as pride in place, kinship and community, all of which are connected to social capital” all of which are evident in the kinsman-ship of community music flourishing across the island. In 2011 DCAL NI commissioned a study that found there was around 700 active community music bands working with in the north and border (DCAL NI, 2011) of which 633 were Protestant affiliated groups (Witherow, 2011, Figure1). Heritage like this is fed by “bequest demand” as defined by Timothy & Boyd (2003, P. 63) “a desire to be able to pass on to future generations the heritage acquired from preceding generations” community music and tradition and passing on the culture to others in the community is rich across Ireland. The problem is this rich community heritage is not prominent in the hierarchal chain of heritage importance and the features that Irish tourism wish to market to overseas audiences. Swarbrooke (1999, P. 311) argues that “the needs of the tourism industry can also lose to a loss of authenticity” and Mathews P. (Failte Ireland Mar 2014) points out that “There is certainly plenty of opportunity” but this type of music often is “unscheduled and it can happen late in the evening” which means that tourism bodies find it difficult to market as most tourists will be going to bed at that time and that “On the Northern side, within the orange community that sort of expression of culture tends to happen within the community”. Tourism bodies acknowledge that it would take a lot of work to get the marketing around this put in place but are fearful of the impact that politicised music could have on their marketing which could cause tourists to feel unsafe “The culturally curious want to know about a place, so they are there the ones who might be desperate for Irish music in a pub. They will want to engage with the story of a place but equally they won’t want to feel there is any kind of danger or edge” (Unidentified Source, DTTAS Mar 2014). Performance of new work developed during this period should be paramount at key events that Irish and Northern Irish governments are planning to host during Decade of Commemorations. A two or three-day festival of heritage and culture that rotates north/south or around the island(s) could be a joint initiative of Fleadh bands, Maiden city bands and Loyalist marching bands but a proper stakeholder engagement process brokered between these orgs to steer them effectively into a shared heritage project would need to be put in place firstly. Swarbrooke (1999, P.312) states that “Future cultural tourism will depend on us recognising and promoting emerging modern cultures, rather than simply continuing to promote long established cultural resources which have become the icons of modern tourism”. Within this the populous must be willing to embrace low brow culture rather than just highbrow cultural attractions and activities. A structured event which showcases low level community heritage would support this approach. The challenge could be how to encourage the demographic to support and attend low level arts events that do not have the marketing appeal or ‘star’ draw of mainstream high level arts and popular culture. A laboratory possibly, could be established in the year prior to a major event in which local bands could rehearse on a scheduled basis and major stars could ‘dip in’ and ‘dip out’ of rehearsals which is when marketing collateral for YouTube promos, images and press articles and snippets of the songs could be developed to build anticipation towards the main event. This would help build awareness, generate a ‘timeline’ for marketing in the build-up period and generate a ‘buzz’ around an event. Further to this Foley, Mc Gillivray and Mc Pherson (2012, P.76) states that cities as part of their ‘wider destination branding strategies’ are preferring ‘manufactured’ events in favour of ‘indigenous’ ones as they ‘fail to portray the desired aesthetic or represent the ubiquitous cosmopolitan ethos being sought in city place promotion’ and that “the manipulation or exploitation of more or less ‘authentic’ cultural expressions causes conflict and tension once in the hands of place marketers’ as their job is to create ‘desire for the city’ and not make it a ‘socially rewarding environment to live in’ (2012, P.79). Tourism agencies in Ireland will have to grapple with this issue due to music and culture being key components of commemoration and the approach should be to embrace and understand rather than deny and reject which may leave a more positive legacy. In the context of leveraging built heritage for cross border cooperation; If a location such as Grianan Aileach hosted an event showcasing the outputs of work developed by community bands the site is rural enough for an indigenous eco-friendly event to take place in its environs but close enough to a city that it would not interfere with the cosmopolitan image that Derry city wishes to radiate. Quinn (2013, P.120) argues that social capital indicators include “community identity, community pride, social cohesion and enhanced community image” which could all be realised if an effective strategy and policy was put in place towards community heritage arts development with outcomes at the end including a festival of performance of new work developed. ‘The Flight of The Earls’ commemorations in Donegal & Tyrone in 2007 theme was ‘Shared Heritage, Shared Identity’. The heritage, legacy and place of certain musical instruments in Republican and Unionist identities throughout the history of the island should be examined and where possible fused in new musical works. Instruments that could be used include; Unionist The Fife Flute/The Piccolo Flute/Lambeg Drum/Scottish Bagpipes/Silver Bands and Silver Flute Bands Nationalist The Accordion/The Fiddle/The Irish Harp/Uileann Pipes 3.4 Conclusion and summaryThis chapter has set the broad context in which this research was based. The focus of the chapter was to provide a narrative of past commemorative events but at the same time demonstrate the potential of music as the medium to use toward present day commemoration of political and cultural events related to the past. The next chapter explores heritage, both built and intangible and its potential to be used toward commemoration events.Further Examination: Myths from Unionist/Loyalist Traditions to find comparable ‘equals’ e.g. The Somme etc. Research to identify music common to both traditions 18th, 19th, 20th century.Chapter 4Leveraging Built Heritage for Marketing Events during Decade of Commemorations4.1 IntroductionThis chapter provides the reader with examples of built heritage in Ireland that could be leveraged for marketing DOC events overseas and enable cross border stakeholder cooperation with specific social impact purpose. Built heritage has been leveraged in cities such as Edinburgh to provide strong scenic backdrops for large scale cultural events which heavily influence the marketing of a destination. The case is made to apply for WHS status for Grianan Aileach in Donegal to assist the development of built heritage that could be used for events during Decade of Commemorations thus meeting objective B of the study. Image 1: Grianan Aileach, Inishowen, Donegal, Ireland Leveraging Built Heritage as a Performance Space and Rural Tourism Hub The Grianan Aileach is an ancient military site associated with the Ui Neill clan and a national monument that sits 8 miles outside of Derry, Northern Ireland. A cooperation project to submit application to UNESCO for World Heritage Site status could allow government and community stakeholders from both sides of the border in the north west of Ireland to work together and develop access, transport infrastructure, signage and community engagement. Leask & Fyall (2006, P.38/39) stated “The Focus of responsibilities concerning the protection and conservation of World Heritage is shifting from a forum of conservation experts and national and local government representatives to a partnership approach” and “These new stakeholders include private sector businesses, developers, owners, NGO’s and community groups. The World Heritage committee acknowledges that there must be a link between universal and local values for a WHS to have a sustainable future”. Leveraging spectacular built heritage such as Grianan Aileach as a performance backdrop where modern mainstream consumer orientated arts and community arts could be performed would greatly utilise and animate Ireland’s natural and built assets. Quinn discusses the impact events can have on development of social capital and tourism appeal as “those which generate social cohesion by creating shared motives for celebration and shaping internal networks” and “those which foster links with external networks thereby strengthening the events external visibility and tourism appeal” (Quinn B, 2013, P. 121). An event staged at a location such as Grianan Aileach could be marketed to overseas destinations through social, online and other digital media thus bringing the assets to the attention of younger audiences such as Generation Y. As McGowan, S (DCAL NI Apr 2015) stated “Urban and rural generation is not just about providing a facelift on physical infrastructure. It is also about stimulating and building momentum around social connections and cohesion – within and between communities. More creative/artistic use of such buildings connected to heritage or events of 100 years ago (through plays, digital storytelling through apps etc) can help to bring historical insight to life in a more engaging and relevant way to community life today”. A parallel could be drawn with destinations such as Edinburgh who now market all their festival assets under one umbrella and through one website against the heritage of their city. Images of the castle feature prominently in marketing (Quinn, B. 2013, P. 87) and Edinburgh is recognised as a “festival city” which offers creativity as well as heritage. Grianan Aileach could be leveraged as a visual backdrop for part of a wider festival that could take place in Derry. Leask and Fyall argue that “Many destination management organisations have capitalised on using the brand as the means to sell the experience of that particular area” (Leask & Fyall, 2006, P. 58). Cross border tourism bodies in cooperation could jointly market Grianan Aileach which would entail visiting Derry and Inishowen and possibly the wider North West region of Ireland as periphery access and scenic hubs. Tunbridge (1996, P.8) states that “it is not the physical components of heritage that are actually traded such as fantasy, nostalgia, pleasure, pride and the like, which are communicated through the interpretation of physical elements. When historical sites or artefacts are ‘sold’ the physical product is rarely exchanged but an experience is”. Therefore the case for an experiential experience to be developed at Grianan Aileach exists. This could include the development of an innovation hub / rural tourism / social enterprise centre in close proximity to the site in which the ‘experience’ could be delivered whilst also impacting on rural development. It should not be just a stand-alone ‘signature project/visitor centre’ as due to the political issues around the close proximity of an international border to the site, it is important that community stakeholders are engaged and the local community development needs supported. However managing heritage presents a paradox. Leask quoting Hall and McArthur (1999, P.233) ask “How do we allow people to visit and experience heritage without heritage becoming so degraded that it loses its value and attraction?” If Grianan Aileach was to be developed and consequently awarded WHS recognition the opening up of world heritage sites to concerts and social events could have detrimental environmental impact on the site. There is a balance between implementing a management plan whilst mitigating tourism impact and sustaining site significance (Landorf, 2009) but for a visitor to truly have an ‘experiential’ visit they must ‘engage’ with the site.4.3 Applying for WHS Status and Cross Border Cooperation OpportunityAn argument exists that Grianan Aileach has a potential to be a Boyne Valley and Newgrange of the North West and application made for World Heritage Status for the building and its environs. Therein what could be evaluated is the ‘experience’ visitors would expect at a world heritage site. An impact assessment could examine what personnel, financial or environmental pressure would be placed on the Grianan Aileach if it was awarded WHS status. Timothy & Boyd (2003) argue that the “Marketing of heritage places should not necessarily entail attempts to increase visitor numbers through advertising” and thus to foster local stakeholder cooperation and build domestic tourism, more rooted ground level marketing methods could apply such as building a viral campaign via social media, building a word of mouth campaign and leveraging the built heritage to showcase exceptional arts from the region such as the community music heritage across the north and border areas of Ireland. Further to this Leask and Fyall argue that “Promoting awareness of newly established sites through an advertising campaign, or targeting specific market segments as a way of bringing more money into the local region” (2006, P.63) could assist with building regional awareness and domestic tourism. Establishing a signature project at Grianan Aileach would greatly assist in the development of a ‘hub’ tourism project in the North West would could impact on economic development. Quinn states (2013, P.87) that “While sometimes it can be a question of existing festive practice being recreated or repackaged as tourist attractions, it can equally involve the establishment of new festivals with the specific intention of furthering tourism goals”. Developing a ‘stage’ or performance space in the environs of Grianan Aileach could assist with tourism goals for the North West region but only if a structured and timely project management plan is applied. Grianan Aileach’s close proximity of 8 miles to Derry city is a key strength that could be capitalised on and leveraged for cross border cooperation. Stevens (2003) suggests that future trends in visitor attractions are ‘destination style attractions where visitors can experience shopping, eating and other aspects of leisure in one location” and any development of a signature project at Grianan Aileach could take this into consideration and connect the city with the rural as a way to shuttle visitors between Derry city as a shopping hub and the rural idyllic beauty that awaits one at the top of Grianan Aileach, marrying the best of two worlds together, a spectacular location in close proximity to a city. H.E. Mr Dominick Chilcott (British Ambassador to Ireland Mar 2014) stated he believed a market opportunity exists within the GB tourism audience for excursions, tours and activities “where you have things to see on large scale or in a spectacular location” and “where you can include those as part of an offer you make”. The argument that the Irish government should place Grianan Aileach on a WHS proposal list is evident. The site needs further development and a packaged tourism offering but also “more innovative approaches to the development of World Heritage trails, cross border initiatives and collaboration with other destination stakeholders need to be developed to maximise the benefits to be derived from tourism” (Leask and Fyall, 2006 P.173). So the question is how do you develop a WHS for ‘management or commercial use’ (Leask & Fyall, 2006, P.233) whilst conserving a heritage site to stop visitor vandalism or impacts? How do you develop ‘public programmes and community accesses that will bring in all stakeholders whilst conserving the site? Leask & Fyall suggests that organisations should apply SMART objectives S – SPECIFIC, M – Manageable, A – Achievable, R – realistic, T- time bound and that ”each element has actionable status to ensure stakeholders appreciate their role and how their efforts contribute to the dedicated thrust of the organisation’s mission” (Leask & Fyall, 2006, P.235). The effect of inadequate project, time-plan management and stakeholder development could be seen recently in City of Culture Derry~Londonderry. The event left largely a positive legacy with venues such as Ebrington being developed on time but some smaller venues of cultural infrastructure were lacking, needed refurbishment and upgrading and missed out on programming opportunities as capital infrastructure works were not completed in time. ?3 million was invested in Cultural Capital Refurbishment Projects for venues across the city (Derry City Council, 2013) but works on a key venue the Apprentice Boys Hall and museum development did not commence until 2014 and it received funding under EU peace monies the year after the City of Culture year was complete (Derry City Council, 2014). Swarbrooke (1999, P. 310) argues that “leisure activity however could result in damage to buildings and landscapes and create a poor experience for the visitor”. Therefore a national cross border management plan would need to be implemented to ensure any damage caused by tourism and creation of a social innovation hub at Grianan Aileach was minimal in environmental impact.In studies such as tourism impact on Giants Causeway de-marketing appears to be needed so that more sustainable forms of tourism can be developed with less environmental impact. “In an ideal world, sites that face extreme pressure from high levels of visitation at peak times would benefit from de-marketing, if only to alleviate concerns over the loss of ecological and cultural integrity within the site itself and in this case one approach to de-marketing would be selectively to market sites for niche markets appealing to those that would be special interest travellers over those akin to mass tourists with a passing interest in heritage and culture” (Leask and Fyall, 2006, P. 60). Regional strategies to encourage tourists to visit periphery locations over hub cities etc. would assist with the marketing of Grianan Aileach and bring city tourists into periphery rural locations that cultural heritage could be showcased at. If the attractions are so important and famous there must be awareness developed around the core periphery locations to the attractions that could act as overspill for the tourists to venture onto. Destination marketing agencies should examine flight connectivity into the north west and West of Ireland so that any rural tourism hubs built around a key signature project such Grianan Aileach could effectively be promoted to inbound tourists and the ‘community’ stakeholders involved become the marketers for the project (Leask & Fyall, 2006, P.51) stated “At both natural and cultural world heritage sites local people are often the tour guides and interpretors. At others they are the guardians and purveyors of the intangible heritage in the form of priests, musicians, dancers, story tellers, the quality of the tourism experience is greatly enhanced if members of the local community are engaged as key stakeholders and encouraged to welcome visitors”. Further to this place marketing strategies around the West and North West of Ireland to encourage visitors who are already on the island to ‘move’ with the attraction (though this is the concept idea behind Wild Atlantic Way) should be considered as “Geographic segmentation has traditionally been dominated by a classification based on where the tourists live”…”this can be misleading, as many people do not travel directly from their home environments to heritage properties. Instead they might be travelling from other places they are visiting on holiday or from the homes of friends and relatives. Thus marketers ‘may have to target people not where they live but in the place where they are staying” (Swarbrooke 1995, P.65). Strategy consideration may be necessary to connect the midlands and rest of the island into an overall strategy around this idea. Finally, development of Grianan Aileach could prove a sustainable and environmental development opportunity. At present (May 2015) an Interreg call is open for projects that work cross border, foster innovation, environmental considerations and social impact into their ethos. This funding can cover 60% of a project costs with the remaining 40% that can be delivered as a cash match or in kind contribution. A project that could integrate innovation and create a social and innovation hub/centre in close proximity to Grianan Aileach as part of its tourism offering would be applicable for this funding.4.4 Conclusion and summaryThis chapter has discussed development of signature projects during Decade of Commemorations such as An Grianan Aileach as a platform for hosting events, marketing regions and developing cross border cooperation. The focus of the chapter was to provide an example cross border cooperation project and leveraging that as a marketing tool for destination marketing strategies. The next chapter explores intangible and dissonant heritage and its potential to be used as a marketing tool for tourism purposes and commemoration events.Further Examination;How can Irish bodies examine ‘silent’ British built heritage without feeling threatened? Examine W035 British Military Files Kew Archives Audit of all Spaces with British Heritage across Ireland Single Identity Venues and Contested Spaces and Ways to Open them through Creative Programming Chapter 5Intangible and Dissonant Heritage – The challenge on the island of Ireland5.1 Introduction This chapter provides the reader with an outline discussion around the challenge of dissonant heritage on the island of Ireland. Commemorations with a dissonant approach by groups and leveraging intangible heritage as a marketing tool for tourism promotion from the island that will attract military interest tourists are discussed. The chapter seeks to address objective B on ways to deal with intangible and dissonant heritage from the island of Ireland. 5.2 Dissonant Heritage – The challenge on the island There are a number of heritages on the island of Ireland that exist, why they exist is a form of ethnic affinity or ethno grouping. In a political context most have arisen from religious identity that was aligned to political ideology and more recently to a nationalist identity akin to the ‘state’ that the ethno group affiliates with. Boyd and Allen (2003, P.267) state “Since there is no single culture common to all members of society who reside within a territory of the state, nationalism is always an artificial construct, a myth or ideology created by state intellectuals” further to this Tunbridge (1996, P.58) states “heritage can be used to support political entities” and “to define quite different and conflicting political identities within it”. Discourse between historic narratives on the island has not allowed a national heritage to emerge that can be universally owned by all, therefore policy must be developed to stimulate a national heritage owned by all on the island through establishment of a board of history and exploration of commonalities between traditions on a north/south basis with input from east/west. Dialogue must be brokered between communities and consultations taken place to involve all heritages linked to the main political divisions on the island.In a wider European context what appears to be happening in societies at present is integration is failing from ethno groupings to migrant strategies. Assimilation where migrants or ethnic groups ‘blend in’ is taking place but not integration, where they become one with the host identity’s beliefs, ethos, outlook etc. The reason for this is dissonant groups and migrants assimilate for “harmony” reasons but do not integrate as identity is part of ones DNA, it is impossible to erode and goes back millennia to the evolution of man. Beyond this some sections of society are using ‘integrate, populate, control’ strategies to leverage power in society. A recent example of this was a marginal section of Muslims who infiltrated Birmingham city council and attempted to introduce Sharia law into 4 schools in Birmingham (Mackie, P. BBC News, 2014). Though this was largely ‘scare-mongered’ and enlarged through the media who were capitalising on ‘anxieties’ in the population (Aughey, A. 2010). Multiculturalism strategies also only work when there is a constant state of flux in a city or area and economic stability and jobs. For example, London is multicultural as its economy is largely resilient and in areas where ethnic groups dissipated or were displaced a new group has filled the vacuum. Where there is little economic activity ethno groups and emigrants co-exist rather then integrate and polarise and retreat into identity when they feel threatened by changes in their societal conditions such as was evident in the NI Flags Crisis in 2012. Further to this “Regardless of the origins of the nation, collective senses of injustice occur when an ‘opponent’ is perceived as holding back the development of the ethnie into nation or their nation into a state. In such cases, the intelligentsia of an ethnie or nation often seeks to turn to a virile political form of nationalism in order to strongly stake out the autonomy of their community in the contemporary inner state and international order, thereby providing legitimacy and authenticity to the various cultural and political claims of their nation” (Tunbridge 1996, P.9). This was particularly evidenced during the Flags Crisis of 2012 in NI when Loyalists/Unionists reinforced their ethnic and state identity by protests at its ‘erosion’. Ethno groups leverage politics and the past to reinforce their status and identity as Boyd & Allen stated “The relationship between the conversation of the past and politics is, however strong, permenant, intimate and quite unavoidable” (2003, P.46). Remedies to deal with the impact of economic decline or inactivity on integration could be delivering outreach work which facilitates ongoing learning and thus builds capacity of insecure individuals or communities and setting up neutral spaces or community ‘cafes’ where communities can meet, participate and discuss key issues. Civic forums could also be utilised to keep communities engaged and allow platforms for discussion and thus trust building, in times of recession and austerity as this allows a dissonant a voice. In the context of Ireland. The main groups that the researcher wishes to discuss are; Orange Versus Nationalist traditions consisting of 4 main groupings; Loyalists, Nationalists, Unionists, Republicans. Loyalism; Tend to be an ethno grouping not an identity, largely working class based, loyal to a crown, ruler and/or political ideology. Conventionally aligned with militarisation but moved towards peace agreements in 1980s/1990s (Shirlow, P. & Monaghan, R. 2011). Ideology is akin with ‘turf politics’ (Long, S. 20xx) and tribalism towards local communities and places. Tends to looks inwards rather than outwards, ‘new’ loyalism has tended to be insular and polarised into identity evident in the Flags Crisis, NI 2012. In relation to heritage and assets associated with thus, Boyd and Allen (2003, P.258) state heritage “is political because the process of heritage designation, protection and interpretation must involve empowerment and participation where people understand and are able to control facets of their own heritage” and “public central heritage images need to mirror the views of the communities within which they are situated” (Chhabra, D. 2012 P.1702) which summarises the desires of ‘recognition’ of the ethos associated with Loyalism by its man actors. Traditionally represented by PUP (aligned to UVF/UDA/UFF) and UDP (Now defunct - Aligned to UDA) in NI and associate with mythical connotations in subject matter such as The Somme (1916).Republicanism: Loyal to a Republic and believe in destiny through ‘self-determination’, not loyal to a monarchy. In the context of ROI/NI was associated with ‘militarism’ (Spencer, 2004) but shifted away from this ethos with advent of peace agreements. Can be both working, middle and upper class represented. Traditionally represented by Fianna Fail, Sinn Fein in ROI/NI. Represent through mythical connotations across national culture and Gaelic language and associate with political subject matter such as 1798 Rebellion and Easter Rising 1916. Nationalism; Nationals loyal to a nation, political ideology, can be identity driven and rooted. Believe in right to self-determination and independence (Graham, B. & Mc Dowell, S. 2007). Cultural nationalism weighs heritage as a core attribute in its ethos and as such “The relationship between nationalism and national heritage is obviously intimate” and “A national heritage depends upon the prior acceptance of a national history” (20xx, P. 46). Irish nationalism is focused on disengagement of British interests in NI and achieving Irish unity by harmonisation through cultural, social, political and economic factors across the island. Largely middle and upper class constituents and traditionally represented by SDLP/Sinn Fein in NI and FF/Fine Gael/Labour/Sinn Fein parties in ROI. Unionism; Loyal to a Union not an identity but in NI/ROI context has largely been aligned to British identity. A political and constitutional ideology tend to be an ‘allegiance’ (Aughey, A. 2010). Largely middle and upper class based. All nations in a union need to be “constitutionally agreeable” to each other and “the dominant partner” even if there are disagreements within the union (Aughey, A. 2010). In the context of NI manifested through Act of Union (1801) and is maintained by ‘legal, political, electoral, and administrative integration’ (Spencer, 2004) of the 6 counties in the union after partition of Ireland in 1922. Tend to ‘maintain position’ in relation to union with Britain rather then consider political progress unless absolutely necessary. Traditionally represented by DUP, TUV, UUP in NI, and FG in ROI. Represent through mythical association with WW1, The Somme etc.5.3 Shared Heritage, Identifying Commonalities and the Effects of DisinheritanceThe shared commonalities such as culture, history, heritage, language etc. amongst these groups exist but due to dissonance and hundreds of years of ‘single identity’ on the island communal societies have been separated. Large bodies of materials from the past that constitute as ‘heritage’ need to be re-examined to find the common materials within. Ethno affinity groups such as Loyalists and Nationalists base the intangible heritage they identify with in non-physical ideologies such as pride, nostalgia, romanticism. A nationalism which is an affinity to the state or allegiance their political, social or religious beliefs marries with. Further to this these groups tend to have romantic connotations with myths and an insular look at the nation they affiliate towards. Republicanism in the context of Ireland relates to the ‘Republic’ as the political system the state operates upon, this is separate to Ireland as the ‘country’ but still connected. Whilst unionism is based on belief in a political union with the rest of the UK. Heritage propaganda can be used to create nationalism and place image (Boyd & Allen). Tunbridge (1996 P.21) states that “It is important to evaluate the consequences of what we are doing with increased abandon in the creation of heritages. There needs to be at least foreknowledge of the potential effects and costs of disinheritance so that at best decisions can be made as to who inherits and who does not in particular cases, in pursuit of realistically pragmatic policies for overall and long term balance between different segments of society”. In this context it is particularly apparent that adequate policy must be put in place by the Irish and Northern Irish governments in relation to DOC outputs to ensure that heritage products they develop do not disinherit the many heritage groupings on the island and that balance is applied so that this promotes social equity and harmony as “Tensions arise through a failure to appreciate the existence of a segmented market, failure to target its diverse segments or more usually a failure of the targeting strategies themselves to penetrate their intended markets” (Tunbridge 1996, P. 23). In this case loyalist and unionist narratives should be integrated into interpretation delivered at Irish and Northern Irish funded capital projects in DOC programme as “Choice from a wide range of pasts implies that some pasts are not selected, as history is to a greater or lesser extent hijacked by one group or another for one purpose or another” Tunbridge (1996, P.30)5.4 Select Commemorations One of the main issues that will arise during the Decade of Commemorations is the likelihood of select commemorations taking place across the island by single identity groups who have a particularly perspective on history. Some of these groups will have a dissonant approach to commemorations which can be seen as choosing from a “wide range of pasts” (Tunbridge 1996, P. 30). In the south there appears to be a consensus of approach to select commemoration and to dealing with dissonant factions by individuals from both Republican and Unionist political identity. O’Snodaigh, A. (Sinn Fein March 2014) stated that the Irish state should entitle all people to commemorate as long as they “comply with the rules, regulations” whilst, Daly, M. (Fianna Fail Mar 2014) stated “If people want to celebrate certain events in a certain way outside of acting illegally they can do it but they should not be given public space against which to advance an agenda that is against the principles of the proclamation”. Identities aligned to unionism stated that “In a free society if people want to commemorate things with the like-minded then we shouldn’t be stopping them from doing it unless they are doing it to promote hatred or violence” (H.E Chilcott, D. British Ambassador to Ireland Mar 2014). However northern voices were more nuanced and strained all at once Cairns, T. (DUP Mar 2014) stated “We have to take it on an event by event basis. If it’s like last Summer where we see events that are glorifying terrorism (Ref: Castlederg commemoration 2013) we’re not going to sit back and not call them out” and that he has no qualms about “calling out any UVF commemorations” that are “glorifying terrorism” and “to take responsibility for our own community and call them out when their doing things wrong. That’s political leadership”. Durkan, M. (SDLP, Mar 2014) stated “Government can’t say this is a list of things we’re doing and everything else is semi-outlawed or frowned upon because by the nature of these things many of these events are going to manage and organise themselves” and “broadly, all the parties have said we want to approach this in a responsible manner, we want to respect the seriousness of history but we also want to respect the sensitivities that are around that. Yes we want to debate and acknowledge the relevance and the significance of a lot of these events but we also want to be careful because we don’t want to do anything that is misinterpreted or misrepresented in the modern day/modern context”. Tunbridge (1996, P.30) further states that “A society composed of different social groups is fully capable of encompassing a number of different but exclusive heritages without these leading to conflict. There are three main ways in which this may occur: it can be based upon mutual indifference, tolerant acceptance as of necessity, or a mutuality of esteem leading to mutual association and participation”. A strategy could be devised which would focus on the last point highlighted which would enable community heritage groups to mutually engage and participate and associate with each other but a structured implementation plan with sign up from all stakeholders needs undertaken first. This could be drafted in consultation with cultural and religious groups such as Comhaltas Ceoltorai Na Heireann, The Orange Order, The GAA (to represent the SCOR programme), Apprentice Boys of Derry and Confederation of Ulster bands. Heritage is universally owned by all but dissonant heritage can be defined as disinheriting someone “completely or partially, actively or potentially” (Tunbridge 1996, P.21) of that heritage intentionally or unintentionally. As complex histories are largely condensed to a ‘set of easily recognisable characteristics” to suit a tourist schedule “the heritage product must be rapidly assimilated into the existing experience” and to meet “expectations and historical understanding of a visitor with limited local knowledge and quite definite expectation of what this heritage product should contain” (Tunbridge quoting Cohen 1979, P. 22). Therefore contested local histories and histories that run parallel cause issues unless brokerage takes place between communities and stakeholders to develop an agreeable version of history that “all sides are comfortable with” (Sherwin, S. Fianna Fail 2014). In this respect a board of history should be considered for the island and where necessary on a cross border/cross island basis. Tourism bodies can also develop unique products that are based upon regional and local heritage stories/histories which will support and acknowledge “place identities” as the “uniqueness of the specific historical experience will be stressed in the attempt to differentiate it from other” and “this attempt is commonly a consequence of rival national, regional or local identities and therefore has sensitive political implications” (Tunbridge, 1996, P.22) So, therefore tourism bodies can approach sensitive local and regional contested histories and develop unique product experiences around these but ultimately they should fit into an over-arching macro national narrative to show cohesion of dialogues so that ‘identity crisis’ (Donegal Democrat, 2010) is not the perspective an international visitor concludes from their experience on the island. This national history need not be uniform and homogenous: it can accommodate differences so long as “National history postulates the existence of a collective subject – the nation” (Tunbridge quoting Wright 1985 P.146) and further states “National heritage need not contradict the heritage of sub national groups but it must subsume the micro heritage of localities, social and racial minorities within an overarching macro heritage of the nation” (Tunbridge, 1996 P.47). One of the key challenges in development of events that connect to Decade of Commemorations themes will be dealing with dissonant heritage approaches by groups and governments from both ROI/NI and GB. An approach to potential events that could be developed which tackle dissonant heritage is discussed by Foley, Mc Gillivray and Mc Pherson (2012. P.2) who stated “Events can transform ‘national and international ideas of cultural citizenship’ and ‘collective identity’ and have the potential to culminate in ‘increased inbound tourism to the host destination in both short and long term”. When creating mass or mega events a government can encourage ‘collective identity’ as the impact of events with central themes such as the arts can cross borders. Developing the Northern Decade of Commemorations stories could tie into a national story which could satisfy both regional and national tourism interests this could then connect by trails or narratives around key individuals, local heroes or villains, elusive figures and their stories. An island wide trail could then be developed to connect all these stories and heritage. Whilst Ireland has many identity factions within it national and all island tourism bodies need to be sensitive to developing and programming regional heritage that can then fit into a national narrative as Tunbridge (1996, P.23) highlights “A homogenous heritage satisfies a homogenous market but disinherits excluded social, ethnic and regional groups creating dissonances”. Tourism bodies may also approach developing regional narratives around contested identities by being aware that “the tourist may be categorised as being knowledgeable or contain little knowledge of the destination and therefore “a simple national or local identity can be shaped through a few selected stereotyped qualities, representative personalities and supporting mythologies” which can be ideal for foreign markets and visitors who have “a weakly developed consciousness of the destination” (Tunbridge, 1996, P.22). However dissonant heritage approaches by contested identities can be mediated by creating different products for different markets or by applying the following methods;By targeting either market and ignoring and thus failing to satisfy, the otherAttempting to satisfy both with the same compromised product and thus risking satisfying neitherProducing products in the same place with sharply different characteristics for is hoped can be widely segmented markets with little connection between them which risks conflict and dissonance (Tunbridge 1996, P.22) 5.5 Market segmentation and attracting military interest touristsIn the case of the island of Ireland point 3 appears to be happening with the creation of NITB and Failte Ireland but both are aiming to capture the same markets. Whilst the market for political tourism and military tourists may be “niche” (H.E. Mr. Chilcott, D. British Ambassador to Ireland Mar 2014) & (Unidentified Source, DTTAS, Mar 2014) Tunbridge highlights that market segmentation and specific targeting are potential areas that could be zoned in for growth as he discusses “Increasingly differentiated products are needed to seek out new market niches among the growing range of possibilities of an increasingly competitive, fragmented and demanding market. The result is likely to be an increasingly heterogeneous heritage tourism product, within which ethnic and cultural variety as well as regional and local differences play a larger role. This may or may not harmonise with the development of the other markets for heritage, and in particular those of political and social identities of state building” (Tunbridge, 1996, P.23). The challenge it seems in Ireland is the political one where 2 states co-exist in one country and island and where duplication but also market differentiation appears to be taking place as Mathews, P. (Failte Ireland Mar 2014) stated “In an ideal world there wouldn’t be three there would be one” in terms of tourism bodies. This approach of ‘One’ entity could be more effective in terms of delivering a greater cohesion and marketing of the island as a whole. Tunbridge further states (1996, P.46) that “A national heritage depends upon the prior acceptance of a national history”. In this respect peace building in Ireland will never be finalised and the process fully delivered until an island wide approach to history and shared heritage is embraced by all institutions even by those who marginalise in fear that they will become an ethnic minority in a greater mass. Tunbridge further states “secondly heritage is a used a political resource in the creation or support of states at various spatial jurisdictional scales and the legitimation of their own governments and governing ideologies” (1996, P.34) this is evidenced by political and social groups who are using culture as a tool to reinforce identity formation in Northern Ireland such as the UVF and DUP and Ulster Scots.In the context of Decade of Commemorations and in particular the Easter 1916 Rising, Somme and Gallipoli commemorations Tunbridge (1996, P.xx) states “Such social separation with separate heritages depends not upon a mutual understanding no mutual participation neither of which is required but upon mutual acceptance of the necessity for an equal contribution to be made by each group to wider society”. In contrast to this sentiment an Unidentified Source (DTTAS, Mar 2014) stated “Obviously there would be an anxiety here equal narratives can be difficult as a particular event may tend to have more one story then the other” but then he states “So then it’s about how do you tell as many stories as possible, you can have an Easter 1916 story but you can also have a Gallipoli story” and that separate narratives such as a community solely discussing only a British or Irish story “are narratives that come from communities themselves”. An Unidentified Source from the Unionist Community (Apr 2015) stated “I think it’s difficult to engage loyalists about Easter 1916 because they are very focused by the First World War there isn’t much room in their narrative for the other event” but that he also believes “the nationalist community has a much greater space of understanding of the First World War. There were 42,000 Irish men on the western front, loyalists trying to understand the action of 1700 people in Dublin when many more people can trace contact through the First World War then the Rising” and that “The first world war there is a much bigger question for nationalists as to why was Grandad in the Western front and not Dublin”. Overall he emphasises that mutual understanding and acceptance by each group around the Somme, Gallipoli and Easter 1916 could have a positive impact at ground level in communities. Githens-Mazer (2006, p.2). states “senses of injustice and perceptions of agency, which are necessary for a social movement to occur, emanate from the Irish nation’s repertoire of myths, memories and symbols” Whilst a number of conditions combined to realise the Easter Rising of 1916 it could be considered that those conditions have re-appeared since the economic recession and introduction of austerity measures in 2010 that have resulted in a social movement. The myth of the Irish being ‘oppressed’ by the ‘agency’ in this case British has been replaced by the IMF/bond holders and rising against this agency in the south and the British government in Northern Ireland. The sense of injustice in the south has been created by the development of Irish Water which a section of the Irish people are against and Welfare reform in the north which a section of society in NI are against. What is apparent is that this has coincided with the contentious Decade of Commemorations period which could reawaken the Irish people’s conscious with the 1916 Rising, the cultural movement of the time and the events that took place after 1916 which led to partition of Ireland. A delicate approach must be taken to deal with the combination of these factors by development of joint initiatives which foster cooperation and take a neutral approach to reflection so that extremes in a social movement cannot latch on and opportunistically capitalise and nobody can “blame the state for the absence of proper commemoration and nobody else could take that as a vacuum they could occupy” (Durkan, M. SDLP 2014). The Irish governments approach to the 90th commemorations which will continue through to the 100th is to dissipate dissonant heritage strategies to commemorations so “that the space is populated by the state” (O’Donnchu, N. AHG, Mar 2014). This approach will fill any vacuums before it is occupied by elements with ill intentions and could entail experiential approaches to examining, exploring and reimagining shared heritage and culture aligned to both traditions on the island of Ireland. Githens- Mazer (2006, P.7) reinforces “Some nations reach back to these ‘myths’ and memories of the collective from a pre modern era in order to (re)- construct (re)invigorate or transform this community into the modern phenomenon of the nation In this way” and “through a process that requires extensive processes of (re) discovery, (re) appropriation, (re) affirmation and (re) imagination in order to complete their transformation into a nation”. What is contradictory to peace building and hindering a joint community across the island is that Githens - Mazer states “The value of national myths, memories and symbols comes from their being ‘founded on living traditions of the people (or segments thereof) which serve to unite and to differentiate them from their neighbours’. So the question is how to ensure national myths allow living traditions to unite rather than differentiate people from their neighbours. The approach to the commemorations during 1916 could be styled “myths, memories and symbols” as they are “constantly being recast and invoked by the nation either as a project of the nationalist elites or through grassroots movements” (Githens-Mazer 2006, P.8). To be inclusive to unionist perspectives a parallel discussion around myths from The Somme and WW1 could take place in the same space as Easter 1916 dialogue. A tourism marketing campaign could also be developed around mythologies from the early 20th c from the island this could be themed around ‘Inion Na Heireann’ and comparable ‘Sons of Ulster’ both myths associated with 1916 and The Somme. This could aim to connect haemorrhaged families who have been affected since the recession by emigration and motivators to visit Ireland could be sons and daughters of the island reconnecting with their 'family'. As heritage site visits are associated with nostalgia and based on a ‘yearning to return home’ (Timothy & Boyd quoting Belk 2003, P.71) and a strong marketing campaign could ‘invoke longing’. Associations with the past could be delivered through projects at Grianan Aileach, The GPO or Somme Centre in Newtownards. Quinn (2013, P.51) states “Festivals and events constitute a vehicle for forging identities; collective identities with particular groups of people; and identity with a place” and within any events that may arise around Decade of Commemorations the question must be asked whether dissonant actors will take ownership and try to forge separate identity around an event. This has become somewhat evident in the hi-jacking of the Decade of Commemorations by a fringe group of unionists in Northern Ireland () rebranded the theme ‘Decade of Unionist Centenaries’ within which they are trying to assault and divide communities on the basis of political ethos rather than realising that the events of the decade affected all walks of life, all religions and all political ethos across the globe. They also have mistaken that DOC is a Unionist commemoration only and have not accepted that “DOC is not Ireland’s DOC but Europe’s” and its brevity stretches further across the globe due to WW1. (Unidentified Source, DTTAS Mar 2014) Unionist Centenaries Propaganda flyer from May 20155.6 Case Study – Leveraging Built Heritage to Showcase Intangible Heritage from the Island of Ireland – Monreagh Heritage Centre, Donegal, Ireland Monreagh Ulster Scots Heritage & Education Centre opened in May 2009 and seeks to promote an understanding of Ulster-Scots and Scots Irish history, culture and heritage. It is committed to the Ulster Scots Community raising awareness of its cultural diversity throughout the Island of Ireland and supporting the peace process and Good Friday Agreement. The Centre aims to celebrate and record this heritage for posterity and to assist in economic development based on cultural and educational tourism and also to raise the profile of linguistic and cultural development within the Ulster-Scots community. The building is located in rural Donegal in the border corridor so to market and attract visitors it has heritage signage on a number of local roads which lead into the centre from the Derry, Letterkenny, Lifford & Raphoe?routes.?The centre attracts 3000 – 3500 visitors per annum with quietest time November to the end of March. Visitors are attracted as more people are wishing to obtain an insight and clarity on 17th century Irish history. The Centre’s success is evident by interest shown regionally, nationally and internationally and delivering an enriching visitor experience. Visitors can experience four themed exhibition rooms, each dedicated to a particular period of history. The Living History Garden contains exhibits to remind of the architecture and agricultural industries of the past: a round house, plantation cottage, forge and flax patch. The centre connects with tourism operators and bodies in the area by leafleting all Tourist Information Centres, hotels and visitor attractions and taking an active part in the Donegal Diaspora with Gathering Events. They have built relationships with private tour operators, both international and domestic but this is still in its infancy. In 2014/2015 they held the McFarlane Worldwide Irish gathering and this year will hold the Moore family gathering and have made efforts to connect with overseas tour operators building links with organisations in America which have resulted in trips from East Tennessee State University, lecturers from Pittsburgh, Scots Irish Historians and Clan gatherings but state ‘there is still a long way to go’. The centre is currently using social media such as Facebook and SMS marketing to build presence and awareness at home and overseas with Diaspora. The Facebook is linked to Twitter and they have recently set up a Google + page. They also use Mail chimp to publicise forthcoming events. A challenge for the centre is scheduling events around flight connectivity and transport connections accordingly. Transport links in the area are not very good and the nearest flights come into Derry with public transport into the city. Visitors from abroad are a mix of travellers using airports in the north plus Dublin in the Republic. Travellers from abroad mainly turn up at the centre in hire cars and larger groups (both tourist and local community) hire coaches when on organised tours. The centre does not generate revenue and sustains itself on grants, nearly all is from the Ulster Scots Agency. They are regularly exploring other income streams from both private and public sources. The future plan is to have a genealogy history resource within the centre where people can research their family with or without the help of a genealogist at a cost. Lowenthal describes that people’s nostalgia for the past is the search for their roots and identity as well as the increased appreciation of community culture and family legacy (Lowenthall, D. 1979, P.549 – 559) and they see a market opportunity in servicing visitors through the family history resource offer as so many are on ancestor hunts within the local area. In terms of engaging local community heritage they leverage poetry, music, dance and events are all based on the local heritage and culture for the area. The Blue Blossom Festival celebrated the history of the Flax industry in the Laggan area and included the centre growing a small area of flax so people could experience blue blossoms. They also demonstrate other local trades such as a blacksmith & cooking scones on the open fire in the plantation house. This is complemented with tradition music and Highland dancing. As well as entertaining visitors it is very important that the culture of the area is leveraged to enhance the visitor experience. Music poetry & dance are as important as the rest of the history of the Laggan as they tell the stories of the people that worked the flax, the linen, the blacksmith the fishermen and what their lives where like. Story telling is a very important part of keeping heritage & culture alive. Though situated in a border corridor and former conflict area the local community tend to see the activities in the centre as their heritage and culture rather than a community divide. It also shows their common identity. When the centre was opened it was seen as a place which would only welcome one part of the community but work done in the last 6 years has resulted in the local community now seeing the centre as a local resource with its doors open to all.?They have tried to impact on peace building and engage people outside of Ulster Scots ethnicity or lineage and openly encourage engagement with all parts of the community and have run a programme under PEACE III called “Conversation Across Walls & Borders”. This engaged all parts of the local community and into Northern Ireland in the form of family history classes, cultural bus tours of the area, heritage events such as a 4th of July festival and visits to the centre. In the last 3 years they have built a data base of all the visitors and community groups that they have engaged with and through PEACE III. Question of ethnicity was a requirement in monitoring and evaluation which gave a true picture of participants. The limitations/barriers that are hindering the centres development at present include finance to allow the centre to develop its true potential and become a great resource for the region. They are aware they cannot rely on grants forever and are exploring developing tourism services such as genealogy as future income streams. References: Leask, A, Yeoman I, (1999) Heritage Visitor Attractions an Operations Management Perspective, Publisher Cassell Lowenthal, D (1979) “Environmental perception: preserving the past” Progress in Human Geography Vol 3, P. 549 – 5595.7 Conclusion and summary This chapter has set the broad context in which this research was based. The focus of the chapter was to provide a narrative of the different traditions on the island of Ireland and forms of dissonance but at the same time demonstrate how commemorations could impact on peace building and community cohesion and explores possible leveraging tools such as mythology that could be marketed as a tourism tool during DOC. The next chapter explores the different categories of events that DOC could deliver and the commercial potential contained within that area. Chapter 6Potential Event Trends and Themes for Decade of Commemorations - Creating Commercial Opportunities6.1 IntroductionThis chapter provides the reader with a range of potential themes and categories that events delivered through Decade of Commemorations could fit into. This chapter will discuss speculative events that could be developed that reflect upon the period 1915 and 1916 and potential event models that could be utilised around the key commemorations of The Somme, Gallipoli and Easter Rising. This can assist with assessing the type of tourist that potential events could be marketed to. The chapter aims to assess objective b and the commercial potential for events. 6.2 Commercial Opportunity or Respectful Commemoration?Decade of Commemorations will encapsulate a ten year period from 1912 – 1923. Events that will take place across the decade will discuss the historical events of the time, reflect upon and evaluate the impact and legacy the events of 1912 – 1923 have had on our current society. Whilst Northern Ireland has developed an events strategy (NITB, ca 2013) within its tourism policy its approach to Ireland and GB has been to market itself onwards. Ireland has been behind large events initiatives such as The Gathering 2013 and has a festival and events funding programme for national events through Failte Ireland and a tourism policy (Failte Ireland, 2014) which contains a visitor experience type ‘Living Historical Stories’ and a market segment ‘Culturally Curious’ which living cultural heritage on the island of Ireland could be categorised into and capitalised through. Further, this policy document stresses that ‘There will be an examination of additional opportunities to present Ireland’s cultural and sporting heritage to visitors’ (Failte Ireland, 2014 P.25). The argument for adequate policy to be further developed jointly by both governments on the island of Ireland around all island tourism events can be reinforced when Foley, Mc Gillivray and Mc Pherson stated “Events and festivals are, in economic terms, considered to be net generators of tourism producing both additional visitation and revenue to a destination” and “A link has been established between an increase in tourist arrivals in East Asia and the Pacific and the middle east” and ‘strategic changes in bidding for events and marketing in these regions” Foley, McGillivray & McPherson (2012 P.33/34). Further to this NITB (ca 2013, P.7) state “All aspects of culture, heritage and activities play a vital role in event experiences” and that tourists are now seeking ‘experiential tourism’ (ca 2013, P.9) in which they “encounter something different not necessarily a destination or a product but an ‘experience” and that the NITB objective is to create a culture where citizen and tourist can experience and attend a whole calendar of events. An opportunity exists to develop the cultural heritage within which music is at the forefront in communities on the island. In particular around the border area and north of Ireland. This tourism tool has potential to be developed and connected particularly to ‘culturally curious’ tourists and ‘living heritage’ which is embodied by community musicians across the island.6.3 Drawing on myths and cultural legends to bring a city to life To engage citizens and tourists as potential attendees the ‘experience’ must be evaluated and designed for Decade of Commemorations events. Zherdev (2014) states that cities are trying to attract ‘mobile citizens’ by ‘transforming cities and cultural spaces into experience spaces’ and a variety of activities and festival atmosphere can be the most important aspect to a participant’s attendance at an event. Zherdov further states that the cultural component and enticement and development of a creative class can assist in the festivalisation of a city. Empowering the creative class to take ownership of DOC as a theme could stimulate content for DOC events. Thus, allowing culture to be the force rather than politics and political agendas that citizens and tourists who ‘happen’ upon events engage with. Within the period a comparable could be drawn culturally on themes such as ‘Inion Na Heireann’ and ‘Sons of Ulster’ which could discuss these movements but also the romantic connotations contained within them such as the study of Gaelic, Irish literature, history, music and art. Further exploration could examine the creativity in the generation of tableaux vivants and ‘Bean Na hEireann’ magazine and the masculine blood soaked militaristic Ulster ideology generated under the Sons of Ulster pseudonym. Drawing a comparable and equivalents in the symmetry of the decade is key to ensuring inclusive engagement. An unidentified Unionist source stated “What the Sinn Fein strategy won’t tell you is about 2015 or 2016 is how we are moving and how culturally we are a very different country and different people today, the population split of the time is completely different, for example there are only small numbers of protestants in the RoI population. Britain will be discussed across the world apart from in Ireland. You will not get cultural connectivity until the imbalances in the narratives are addressed” and “I think the nature and complexity that was alive in Ireland during DOC is interesting and attractive to a big range of people not just because of local issues. It’s a microcosm of change that swept through Europe at the time and symbology that is still alive today, it’s not a museum piece. Most of the places have relevance today”. Themes that explore ‘gender’ and societal experience to compare modern and historical experiences should also be explored in the event themes. The recognition of the role mothers played in holding families together or who sent sons to war in 1914/1915/1916 as recruiting posters in Ireland encouraged women to push their men into battle needs to be examined. A 1915 poster from the Department of Recruiting for Ireland. (Image: Alex. Thom & Co., Ltd., Dublin/Library of Congress Prints and Photographs Division Washington, D.C.)The role of prominent women such as Countess Markievicz, Mary Mc Swiney and Mrs. Pearse and issues such as “gender equality (universal male and limited female suffrage at that time); societal approaches to issues such as disability (Re: the high number of people returning from war with severe disfigurements and disabilities); ethnicity (the role and treatment of soldiers “from the colonies” etc.); and sexual orientation which allow an examination of how far we have come, or how far we still have to go, in terms of equality and recognition/tolerance/promotion of tolerance and good relations etc.” Stephen McGowan (DCAL NI Apr 2015) must also be examined in event themes. Quinn, B (2013, P.43) stated “The key to a successful festival is to find ways to create space for social interaction and facilitates visitors ability to have personal experiences” and “the ‘festival itself becomes a destination rather than simply an attraction of place – based destinations”. In this respect the destination becomes secondary to the festival and examples of large scale civic events that have become synonmous for travellers to visit alongside the destination include ADE (Amsterdam), Timewarp festival (Mannheim) and IMS Conference and Festival (Ibiza). Particularly in generation Y, tribes form with a primary purpose (sometimes firstly on social media) to follow these place branded festivals and re-visit the destinations on a year on year basis to attend an umbrella of events that take place under the festival banner across a city or region. 6.4 Reaching out to Generation Y with DOC events One of the difficulties of DOC will be reaching out to Generation Y and making dull listless history come to life and relevant for them. Strategies to engage them could include developing youth debates and conferences which exam P.H. Pearse motives and the role children such as the ‘St Enda’s Boys’ played in his campaign (Mac Lochalainn, P. 1990). Conferences could further examine the role of youth in social activism in the past and how that is mirrored in the present with the rise of nationalism across the islands and strong engagement of young people in campaigns (Scotland’s Moment, Irish Times 2014, LGBT Yes Campaign Ireland May 2015). The lives of young teens such as Kevin Barry (Cronin, 1965) who became martyred and played a key role in turning public sentiment during the decade and the general sentiment amongst Ireland’s youth as to the events of the time could be evaluated and discussed. Cultural civic events could be cross pollinated and contain DOC themes to incite thought, reflection and debate amongst Ireland’s young. For instance a seminar tent could be contained within a festival site of large cultural spaces such as NYE concert Dublin, Fleadh Cheoil Na hEireann and Maiden City Festival Derry. The role of seditious and free speech could be examined as how it was leveraged as a propaganda tool by both Britain and Ireland during the decade and movements such as the ‘Irish War News’ and ‘Mosquito Press’ (Gallagher, 1953) could be examined and discussed in their role in communicating to and inciting the young Irelander’s into the Easter Rising and War of Independence. Newspaper articles of the day could be examined and their sentiments of which records are contained in Kew Archives (Kew Archives, Apr 2015) and the current role of propaganda in news journalism and how things have changed from the past to present in terms of social activism amongst the young. 6.5 Using the city as a canvas for cultural connections and trails. The city as a canvas model could see a flagship event take over a city with events also taking place in nearby periphery locations and this model rotating around the cities on the island. Whether that has to focus solely around Decade of Commemorations or could be broadened out to be a civic engagement and social festival is also debatable. Though this model has been applied somewhat to the ‘City of Culture’ model and the recent ‘Road to the Rising’ (Mar 2015) which were rolled out in Limerick, Derry and Dublin recently. Certainly a DOC theme would allow for conference content etc. and the whole remaining 7 year DOC period could be carved up into 6 month slots and cities assigned accordingly to act as a plan. IP, marketing and concept rights could be owned jointly by the two governments and then the cities could do the same event just in a different location every 6 months with different programming. This could possibly be a festival that could rotate around the islands which would build destination awareness and would strengthen cross border/cross island cooperation but it would have more impact being developed firstly to work north/south.?However transport connectivity is an issue across the island that could impact on the development of a model such as this. 6.6 Case Study: Edinburgh Festival City – Marketing a City Under One Banner/One Canvas Edinburgh Festival City was created in 2007 as an umbrella company to market 12 major festivals and Edinburgh as a ‘festival city’. The 12 festivals have come together to create a ‘joint strategic direction and maintain their global competitive edge’. Within this, Festivals Edinburgh also has an innovation ‘festivalslab’ which discusses how the cultural sector engages with new technology. Festival Edinburgh has one ticketing system, marketing campaign and website through which they operate an ‘Application Programming Interface’ which is a technology that allows one data source to be used by all festival promoters for listings. The API services 2 client bases – press/media who can access all marketing materials and publicity for listings for use in their own channels and developers who use the listings for onward promotion in their apps and services. The approach is one of a collective. An ambition for Decade of Commemorations events in Ireland could be the development of historic trails that lead people to key sites and locations where elusive and little known figures stem from across the island. This could be developed as a county by county resource (O’ Snodaigh A, Mar 2014) and then connected into a macro national narrative which could then be leveraged for tourism marketing purposes. A resource that could be used to research this is W035 a file that contains all the records on Ireland from the 17th C to 1922 in Kew Archives, London. Create a trail that leads people/tourists around the island to the key figures and stories of 1915 and 1916 which were possibly the main years of interest to Irish story in WW1 and Easter 1916 which will appeal to both unionists and nationalists. This can be done by researchers bringing together the figures of the story and connecting them and then placing the micro regional stories into an over-arching macro national narrative (Tunbridge, 1996) Through this research a number of people from across the island from Mayo to Donegal to Dublin to Belfast to Cork that were involved in Easter 1916 have been identified which indicates that a range of people of different persuasion at that time could be found in the Somme and Gallipoli events. The ethos must be about connecting those stories and finding ‘comparable equivalent figures’ (Unidentified Unionist Source, Apr 2015) and then connecting the narratives to feed into tourism marketing. A model could be assigned and created on a similar basis to that of Edinburgh Festivals by creating a connection between all venues and communities in a city or a trail of cities around the a city or the island by connecting cities. The strategy could be to develop programmes that interconnect and compliment venues. Thus for example 10 key venues around the island could be assigned with a year from DOC period to examine and a trail could be created between venues see what happened year on year such as assigning 1913 to The Mac, 1914 to The Abbey Theatre and 1915 to The Playhouse etc. Each venue must become identifiable with a strand or part of history that DOC connects to, thus the marketing that is created could relate to the venue and the year designated assigned to research, create new work around and foster collaborations within but also connect the story onwards to the next venue/year as referrals. To ensure that modernity is also examined in the context of the examination of the DOC year, parallels could be drawn between the past and present of each year e.g. 1913/2013. A strategy to engage locals through consultation and dialogue and experiential opportunities to engage could be put in place. The strategy could also engage tourists and affect both domestic and international tourism. To move people outside the cities and around the island “attract and disperse” marketing strategies could be developed. Place marketing/destination marketing of other regions and secondary cities could be done across key cities which have key transport hubs. Quinn (P.17 2013) describes that festivals are “socially and culturally important phenomena involved in the construction of place and community identity (as distinct from image identity)”. This provides a rationale as to why community and human capital should be engaged to assist with place or destination awareness building. It is the people who make a place and the place who make the people therefore human capital must be engaged to give a visitor an experience when delivering festivals during Decade of Commemorations. 6.7 Events Models and Trends A number of event models and trends have emerged that could be leveraged during Decade of Commemorations. These include;Mega Events were defined by Roche (2000) and are “events that are short duration but produce long term impacts” (Foley, McGillivray & McPherson 2012, P. 2) and “major one-time or recurring events of limited duration, developed primarily to enhance the awareness, appeal and profitability of a tourism destination in the short and/or long term” (Quinn, B. 2013, P.15). Quinn quoting Getz describes mega events as those ‘by way of their size and significance” that “yield extraordinary high levels of tourism, media coverage, prestige or economic impact for the host community or destination” (Quinn, B. 2013, P.15). The mega event definition is based on minimum 1 million visits, capital costs of minimum €750 million and the psychology of it being a ‘must see event’. The profile, impact, investment and spatial reach must reach across national and international boundaries to focus awareness on the destination and should also have government involvement and domestic/international broadcast media support. Whilst in some cases visitor numbers have dropped during the year of a mega event, there is also evidence that in following years there is growth in visitors to the region. These events can change the perception of cities or nations, generate economic development and investment, catalyse physical and social regeneration and allow opportunities for ‘celebration of local and national identities’ (Foley, McGillivray & McPherson P. 2, 2012). Though it is unlikely that the 1916 commemorations will be large enough to be considered a Mega Event there is a case to make Dublin the showcase hub for 1916 commemoration events and therein longer term projects be cultivated which could continue the legacy of an event and stretch across the regions and islands. The events also could be a catalyst for re-awakening and invigorating a nation that is currently emerging from a period of economic recession and depression amongst it communities. Large scale civic events could allow the peoples of the island to develop new strategies around what they wish their country to resemble in the future and invoke civic and community pride. Hallmark events: These could be major fairs, festivals, expositions and cultural and one off sporting events which are held on regular or one off basis. These events are generally inseparable to the place where they are held e.g. Rio carnival (Foley, McGillivray & McPherson, 2012), Oktoberfest in Munich and Chelsea Flower Show in Britain (Allen, O’Toole, Harris, McDonnell, 2011) and ‘such events, which are identified with the very character of these places and citizens, bring huge tourist dollars, a strong sense of local pride and international recognition’ (Allen, O’Toole, Harris, McDonnell, 2011 P. 13). In terms of Decade of Commemorations Dublin could be branded the ‘City of Insurrection’ for 2016. Though tourism bodies might not wish to align their identity strategies with this theme especially given that the country may wish to project a positive image of emerging from recession rather than one beset and engrained in political histories and ideologies. The potential however is that this could inspire other global cities and nations and therefore assist with brand development, destination awareness development and generate increased international tourism. In terms of Belfast this city could be branded the ‘City of Resistance’ and within this framework, analysis and discussions undertaken through conferences or hallmark events that examine the role that resistance played in keeping Belfast and Northern Ireland in the Union. Derry could be described as the ‘City of Defiance’ where Nationalists fought back against Unionist agendas and so on. Other cities and counties that played a role during the events of 1916 such as Galway, Cork, Mayo and Wexford could also be ‘themed’. Themes like these could be applied during the 2016 year and bespoke events could take place across a city such as conferences, seminars and lectures. What is important is that equal visibility is applied in terms of destination marketing. Therefore the strategy should not be just applied to one city but to a number of cities across the island throughout 2016 and equal brevity applied in all marketing. Festivalisation and Eventification of Cities In the context of festivalisation a signature event could be scheduled to rotate through the cities on the islands every 6 – 12 months over the remaining 7 year DOC period as a peace building, cooperation and joint islands/cross border marketing initiative. Underneath this over-arching macro event a hive of smaller festivals (eventification) could take place. Pratt (2009b) notes that “creative and cultural industries policy in the UK, as elsewhere, has seized upon the idea of ‘creativity’ as a primary source of competitive advantage in post-industrial city economies” and “most policy intervention has either prioritised city based cultural-creative clusters or hubs where culture is on display and consumed as part of tourism, entertainment or experience economies. Elsewhere cultural activity has been leveraged in attempts to solve (or more accurately salve) deeply embedded social problems” Foord quoting Pratt (2009). As destinations are now secondary around key event concepts and ‘tribes’ are following event models such as these, the rotating of an event could create a trail for a tourist to follow on a year on year basis. Further to this development of human capital that has cultural connections can only enrich and impact on economic development in Ireland. The creative economy and arts led regeneration are key components of ‘festivalisation of cities’ and urban development concepts. Zherdov states “The creativity approach brings about prioritisation of human capital. The so called creative class which is supposed to enliven economic and cultural life of a city or quarter’ and the ‘creative city, usually comes down to two strategies (in many cases combined) namely creating cultural and knowledge clusters, and organising either mega and (or) numerous small cultural festivals” (Zherdov, 2014, P. 11). An event such as the ‘Web Summit’ has done this effectively by introducing ‘Fringe Summit’ which spans across Dublin city and is open to the public and ‘Music Summit’ which hones in on technology applications in the music sector to its programme. The technology community has largely replaced the creative community. All creatives must now be technology literate to be modern and relevant. Connecting the technology community with the arts/creative community to generate new concepts, events and products that theme upon DOC themes could be a fruitful exercise that would also engage Generation Y. Also leveraging technology would allow large scale sponsors with Irish offices such as Google, Facebook etc. to develop platforms for new work that is drafted in older arts forms such as the songbooks and cultural materials from the decade. This could be delivered through creative competitions, collaborations between cultural houses and technology firms and this could result in generating sponsorship. Further to this there is no reason why a concept similar to that of ‘Web Summit’ could not be developed with commemoration themes at its core and act as a web to attract groups such as the 700 cultural groups (DCAL NI, 2011) active in Northern Ireland for commemorative purpose. Analysis needs to be undertaken to assess how many comparative groups exist in ROI to ensure peace building would be enacted munity Festivals To invoke a sense of civic pride and ownership and to assist with peace building and community cohesion the Decade of Commemorations could style a number of events as community festivals. These could include street twinnings between north and south Ireland. Town twinning’s are a common phenomenon but street twinning’s are not common and lesser used. Joint parties or festivals could be delivered and co-promoted particularly in border corridor areas where there is a legacy of under investment and decline due to the Troubles (PEACE III). Quinn, B. (P.9, 2013) states “Community festivals are those that emerge from within a place-based community to celebrate some aspect of its identity. The key objectives are to celebrate both group and place identity” and Allen, O’Toole, Harris and McDonnell (P.14, 2011) state these events engender pride in the community, strengthen a feeling of belonging, and create a sense of place which encourage ‘tolerance and diversity’. These festivals can assist with urban and rural regeneration, promote development of cultural and physical infrastructure, enable access to periphery locations and build awareness of a location. In the context of Decade of Commemorations they could exist to commemorate whilst also meet a local need in building community cohesion which could leave legacy impact. They can assist with developing social cohesion and trust amongst a community by strengthening ties across all identities whilst also being economic generators for the region. This is defined by Quinn quoting Moscardo’s term ‘regional community development’ this labelled event impact under social, capital, community capacity and community well-being which are enhanced by community involvement in events he states that ‘If it does not generate community involvement it is unlikely to contribute much to regional development’ (Quinn, B. 2013, P. 108). Whilst the impact of PEACE funding in Northern Ireland has assisted with the development of community events there appears to be a disconnect in southern Ireland as to how to engage and broker with communities to develop events from ground level up. This could be due to a higher concentration of rural areas and smaller population demographics in the border and north of Ireland where PEACE monies have been delivered. In urban areas such as Dublin there is a wider sprawl of ‘community’ and larger population which is therefore more difficult to collectively and cohesively bind. However, Quinn. B (2011, P.11) states that “Community festivals embody the kind of authentic cultural experience so sought after by tourists” and ‘alienation of the local community has been linked to festival failure”. It is very important due to the nature of Decade of Commemorations and its political undercurrents which are sensitive and relevant to Irish society north and south in present day that all work to develop events is brokered from ground level up (communities/citizen led etc.) rather than from top level down (government, tourism bodies, politicians led etc.). There are many community involvement methods that could be leveraged during DOC these include involving schools, creating volunteering opportunities, giving citizens participation in decision making and committee roles, engaging civic and social organisations, engaging member led societal organisations which represent key demographic components within society such as Age Action and National Youth Council of Ireland and engaging business cooperation through organisations such as IBEC. Thus, this will create accessibility of the programme for society and also build awareness. “Gursoy and Kendall (2006) argue that hallmark decision making/political planning is gradually being abandoned as key decision makers realise the value of local involvement and support” (Quinn, B. 2012, P. 93).MICE – Meetings, incentives, conventions and exhibitions A key component for the Decade of Commemorations events will be conferences, seminars and lectures that are developed for both domestic and international tourists. Both NITB and Failte Ireland have assessed visitor motivations and found that visitors are seeking more ‘experiential’ experiences when they visit destinations and Quinn (2013, P.87) states that “In post-production economies consumption around leisure, entertainment and tourism underpin an ‘experience economy’. The real question that conferences and seminars and lectures around DOC themes could evaluate is what if society in 2015 wasn’t about consumption what if ‘experience’ was more deeply rooted into social identity, sense of identity and a sense of place which aligns with the current political climate and topic of ‘identity’ being centre stage for citizens this could co-relate to the dialogue around DOC events and a comparable could be drawn between 100 years ago and present day. Failte Ireland and NITB have also broken the market segmentation down and ‘Culturally Curious’ feature as a component of the findings of the research (Failte Ireland Report 2014/NITB Report ca2013). Well-developed conferences, lectures and seminars that tap into the rich resource of materials that are available in recently released archives and records available through Kew Archives and the Military Archives in Ireland for scholars and enthusiasts to access could provide an abundance of material for discussion at these conferences. Quinn (2013, P.77) outlines that “Successful promotion depends on effective segmentation” and in this context specifically honing in and developing conferences, seminars or lectures for a niche military or political tourism interest tourist is what could be developed in terms of tourism. A hypothetical conference layout is included in the appendices of this document which shows brevity of areas that could be examined and discussed at one such event. Another possibility for a conference that would reach out globally and also impact on peace building would be for a global conference delivered at the convention centre (as it could be considered a neutral and big enough space to allow communities to congregate peacefully and to accommodate the number of travellers) for the global memberships of the GAA, Orange Order and Ancient Order of the Hibernians. This would take a lot of consultation, negotiation, brokerage and preparation but to get all these memberships into one space and commence joint dialogue would create a powerful impact and positive legacy for peace building. Other possible meetings that could take place during DOC are ones which allow exchange of stories, life histories, photographs and other memorabilia to allow linkages to grow. These could be Gathering style events for the public to share knowledge with one another and exchange or discuss ‘ephemera’ from the period that they may be in possession of. 6.8 Using digital technology to promote DOC conferences and events There is an increased use of digital technologies and social media in conferences, lectures and seminars such as interactive media (Allen, O’Toole, Harris, and Mc Donnell 2011) such as Twitter walls that users can interact with, post comments and input information in real time. In support of this Addis and Holbrook (2001) state “Providers of commercial experiences can boost engagement by adding the element of interactivity or co-creation to the experience and by ensuring that the experience is deemed personally relevant by consumers. It is deep engagement with the experience that helps make it memorable”. Live streams and webcasts of lectures could also be streamed from conferences. Facebook posts pre and post event can assist with promotion to ‘communities’ and promo videos are a must have promotional tool on the fast growing medium “YouTube” and the most leveraged social marketing tool in 2014. A YouTube channel could be set up for all the material generated at event lectures and seminars to be marketed onwards for video streaming across Android and I Phones to databases of members of organisations such as the GAA, Orange Order ABOD, Macra Na Feirme etc via SMS text messaging. Old heritage such as silent archive film footage that is being promoted on YouTube of the decade of 1912 -1923 could also be built upon by fusing this with new heritage by adding audio from sites such as Arts Across Borders Promoters should also examine having material specially commissioned for ‘mobile tv’. All this material will need to be seeded to effectively work as a marketing tool. This could be done by building a database of global newspapers, websites, blogs and relevant networks who might be interested in DOC. Editors and journalists could be emailed with a link to the audio, a press piece, a video file and could embed this into their websites. Direct emails which could be in the form of newsletters through Mailchimp or other forms are also useful for the demographic that might want to engage with DOC. The Centenaries Ireland website could be more interactive and allow for comments on the posts, and more invigorating copy posted on it, it doesn't have to be perfect copy it just has to spark debates and conversations and it could cross link into the work of writers/historians such as Diarmuid Ferriter’s posts in the Irish Times. Another area that could be developed for YouTube promo videos etc. is celebrity endorsement videos for UK markets including key British personalities with Irish lineage such as Steve Coogan, Noel and Liam Gallagher, Pixie Geldof, Danny Boyle and Dermot O’Leary. A large scale civic concert could be developed and these celebrities could be ‘positioned’ within the marketing to create images that resonate with modern Ireland. A theme could be developed such as ‘Come Home Children and Bring Your Friends Too, Everyone is Welcome in Ireland”. Steve Coogan has a large following and a line from one of his films is particularly quipped by his followers “There’s more to Ireland then this” which Tourism Bodies could associate brand Ireland with and leverage as a marketing tool towards ‘Middle’ and conservative England. Though this might be a broader tourism tool then just for Ireland 2016 as there may be some sensitivity by British citizens with Irish lineage to their image being leveraged to promote DOC events. However to really have effect these mediums need to be ‘seeded’ to foster promo’s going ‘viral’ which could increase attention that sponsors will give to your social media sites. To encourage social seeding promoters should:Create shareable content that users want to share which is creative, insightful and educating all at onceGamification methods such as ‘daring’ users or ‘compelling’ users to like a page in solidarity or support etc.Running social competitions that contain unique prizes or creating unique messages which could encourage users to ‘like’ your Facebook page Motivate conversation and debate by facilitating users with reactionary statements or creative copy and speaking or responding to them to draw, attract and expand on opinions within the posts which can attract more users to the posts who are curious about the conversation. Ask questions to get people to respond to your posts. Elicit opinions to increase reactions. Post at appropriate times during the day when users are most online such as 7am – 9am (People checking emails/social media etc. on way to work) around 1pm for most people sharing (on their lunch break) or 4pm – 6pm (People checking on way home from work) and define your user as B2B (Weekdays users) or B2C (Weekend users). Also Facebook attracts more users towards the end of the week. In terms of Twitter 12pm is the optimal time to tweet with most re-shares between 5pm – 6pm. Technology applications can also engage a demographic of smart phone owners, according to Bolan (2013) “64% of internet users have a smart phone” that multimedia (video and audio) and personalised conference information can be delivered to. Web based personalisation tools allow for promoters to reach out to attendees prior to and during events with online media and tools such as walking maps and personalised agendas can enhance the experience and create ease for the attendee. Other opportunities that exist for event promoters to reach out through mobile phones include the fact that 1/2 billion of Facebook users are ‘mobile only’ () and consideration needs to be made by event promoters as to how their promotional content displays on smaller screens. Consideration should also be given to develop a mobile phone app themed “Ireland 2016” that is interactive with events, content, research etc. for people to read. Online streaming and digitised production of conference content such as webinars and webcasts and digital feeds of live cultural events developed as BBC/RTE co-productions could connect into the internet channels of BBC/RTE this would be a very positive way to reach out to Diaspora and global audiences and build cross border/cross island stakeholder cooperation. In the context of engaging a domestic community in Ireland where there are issues with rural broadband and social media marketing might not reach, SME text messaging could be leveraged to promote events by partnering with organisations such as the GAA and Macra Na Feirme amongst others. Marketing could be disseminated about the events to their database of members directly via text message.Gamification/Virtual Tools could also bring the period to life by development of specialists apps that give a tourist a ‘virtual’ experience of 1916 on their phone and on the trails. Social media competitions could also be run for online marketing drive only to connect with generation Y. A competition could be run to have ‘guest of honour’ at all 1916 events with unique prizes of things that ordinary tourists cannot access such as ‘experiences’ such as have a specialist genealogist analyse your families connection to 2016, stand beside the president at commemorative events or sleep a night in Aras an Uachtarain and have tea with the president, be a special guest of honour in the Dail for 2016 events, be the first visitor to the new interpretative centre, be the first person to walk the Dubline, be the first visitor to Richmond Barracks and Teach An Piarsaigh etc. Hoist the Irish flag over the GPO on the day of the Easter 2016 commemorations, Lay a wreath on behalf of the Irish or global diaspora during Easter 2016 commemorations. This in effect would make the commemorations more human and less about 'statehood'.Image: Number of phones that are connected to the internet which in 2013 was 43%.6.9 Sponsorship and Income – Developing a DOC brand that can be capitalised and leveraged Sponsorship defines as “the right to associate with the profile and image of an event and to exploit this association for commercial ends” this can include corporate social responsibility (Quinn, B. 2013, P. 131) which may be a leverage for DOC events and ‘as a cash and/or in kind fee paid to a property (typically a sports, entertainment, event, or organisation) in return for the exploitable commercial potential associated with that property’ (Allen, O’Toole, Harris and Mc Donnell 2011, P. 328). More recent models of sponsorship that have emerged include companies such as Red Bull and Diageo using events as a core component of their marketing strategy and moving away from being event sponsors to organising events themselves this aligns with Allen, O’Toole, Harris and Mc Donnell’s (2011 P. 328) sentiment that “the emphasis is now on ‘connecting’ with ‘rather’ then ‘talking at’ the marketplace” and that the engagement with the brand is based on ‘active participation’ with ‘intense social interaction’ (Quinn 2013, P.69). Further to this UK mobile phone companies who are large sponsors or cultural events have moved to sponsoring events that are modelled around a ‘happening’ in large public spaces in recent years. Research needs to be undertaken to ask if sponsors consider holding an event that they would deliver but that could discuss DOC and civic engagement and/or social activism themes to appeal to Generation Y6.10 (1) Merchandising and EphemeraA large amount of materials are available in archives in both Kew in London, Imperial War Museum London and the National Library in Ireland which ephemera and merchandising resources could be developed upon. The Imperial War Museum for instance has archive materials such as song books and photos. Kew archives contains posters and other ephemera. Whilst organisations like Sinn Fein have for many years been selling merchandising such as branded clothing and have branded merchandise for 1916 (Sinn Fein Ard Fheis Mar 2015), efforts could be made by the Irish and British governments to IP protect these materials in the form of a community cooperative/interest company and thus generate a revenue source that could be disseminated back into communities at ground level for projects they may wish to run out of the legacy of the decade’s events. The balance does need to be struck though as the sale of goods could enhance the theme of the event or degenerate it if the merchandise is kitsch and inferior. Resources such as DVDs, compilations with collections of music associated with the period, books, clothing, posters and photos could be leveraged and developed as an income stream for government. 6.10 (2) In Kind arrangements There may be opportunities within events for in kind contributions. This could be leveraged for example through media competitions where free tickets to events are given away through the press and having key media sponsorship/partners in place which would allow the event to attract other sponsors due to the free publicity an event may receive. Bartering to exchange ‘supplies’ and ‘services’ could also be examined as a possible in kind arrangement for an event. 6.10 (3) Broadcast Rights Broadcast rights for events, conferences, performances of music etc are a possible income stream for DOC event. However, image broadcasts over the internet can be limited by bandwidth. Podcasts could be placed on the event website or social media feed to which (Allen 2011 P. 208) states “podcasts of literary discussions and debates at festivals have been used to generate interest in the next event”. Co-production partnerships with organisations like the BBC would assist in opening global broadcast channels that Ireland as a small island might not be able to access. 6.10 (4) Grants Grants are most likely to be an important source of funding for local, regional and national events that are delivered through DOC. Department of Arts, Heritage and Gaeltacht has suggested a figure of €35 million will be available for DOC related events and capital resources. Around €31 million of this however will be allocated to capital infrastructure projects. Heritage Lottery Funding of ?50 million will be available to projects across the UK and in Northern Ireland. Projects that have an all island ‘Ireland’ remit will be considered for funding from Heritage Lottery monies if they are generating ‘oral history’ from the period as a resource that museums such as The Imperial War Museum in London wish to build a repertoire of. The researcher recommends that a special fund that is a 50/50 split between AHG and Heritage Lottery funding is set up for all island projects also to project a ‘cohesive’ approach to the decade. 6.10 (5) Ticket sales Ticket sales for civic and private concerts, plays and other cultural art forms are also a potential income stream that could be leveraged for DOC events. 6.10 (6) FundraisingCrowd funding could be examined as an income stream for events delivered through DOC period. 6.10 (7) Sponsorship2016 themed events in particular could also attract sponsors who have a very Irish identity in their brands such as Jameson, Bushmills, Guinness, Kerrygold etc. and wish to engage with global Diaspora. However sponsors may fear that division may be prevalent around DOC events due to the political nature of the topics and that this would alienate market segments within audiences and segregate or divide them and thus their brand could be associated with a narrative that is conflictual and divisive rather than supporting community cohesion and peace building. This could be overcome by festivals having equal themes that look at both British and Irish narratives in their content. Public sponsors could counterbalance the aspect of this in this context and could be PEACE programme, British Council, Department of Arts, Heritage and Gaeltacht and DCAL etc. but this funding would be viewed as grants rather than sponsorship unless it was brokered into funding agreements that a working partnership which would aim to deliver on the objectives of these organisations was factored into their deliverable content of the events 6.11 Case Study Tall Ships Royal Greenwich 2014 – Sponsorship of a large civic event The Royal Greenwich Tall Ships Regatta 2014 was a free maritime and family festival that took place over four sites in Greenwich borough London from 5 to 9 September 2014. The festival organisers estimated that up to a million people would visit but attracted 1.17million visitors. Over 1000 broadcast, print and online media covered the event which equated to €4,833,197 worth of free advertising (Sail Training International 2014). To secure commercial sponsorship a number of options were explored varying from sponsors being named on all publicity, editorial and adverts in newspapers and adverts and editorial of partners such as London Live TV station, Evening Standard and smaller regional magazines. A special sponsor’s package in which the team spoke to key partners and depending on levels of financial commitment, provided gold, silver, bronze packages. Naming rights were available on all advertising and editorial, websites, branding was undertaken on the council lamp posts and covers on the audience barriers. The other commercial avenue that was developed was merchandising. Greenwich council went to tender and secured a company called “Business Incentive Group” with exclusive rights to produce merchandise. The idea was that the event would bring people who would buy and then a profit split was applied to merchandise sale. The company produced at their own risk all the t-shirts, magazines, pens, brochures. This was unsuccessful largely due to the pricing that was applied to merchandise. A map was also suggested to be produced in which businesses would sponsor ads around the edges of but this didn’t go ahead due to time limits and the compromise of a magazine offering the same product being produced by the commercial company who won the merchandise tender. Another avenue was explored to charge companies for stands and if companies wanted a stall at a prime site they paid a fee. This went to tender and one company managed all the external vendors and there was a profit split in the contract negotiations. The revenue assessed for profit split consisted of the stand fee (a daily fee) and a % of turnover. Some consideration was given to charging a company if they wanted tables and chairs but it was deemed politically sensitive to charge a company for the benefit of having tables and chairs. The event wasn’t ticketed so no revenue was generated this way. The event will return in 2015 but will remain a ticket free event. What was ticketed was cruises on the ships which was a revenue stream for the boats people boarded a ship were provided with hospitality and sailed up to Tower Bridge. The boats weren’t charged for coming as they were the attraction. In exploring potential revenue streams new trends were evaluated such as setting up a website via Visit Greenwich which would provide opportunities for advertising. There was also suggestions to use geotags and mobile marketing for where people would walk by a shop, receive a text about offers the shop was running and using QR codes to allow a person to point their phone at a shop window to get a discount in the shop but none of these were realised due to limitations of expertise by the providers of the website. Outside of the council third party vendors such as The O2 capitalised from the event who were within the events geographic territory by providing opportunities to the public to walk over the O2 Millennium dome during the festival as it was a vantage viewing point for The River Thames during the final parade of sail. Emirates airline cable car also allowed people to sit in a cabin over the river and view the parade of sale with a bottle of champagne, a lot of restaurants and pubs had events during parade of sail and generated income from food sales and the markets stayed open late. 6.12 Economics and Cultural Aspects of DOC EventsThe 2016 Rising programme has been capitalised upon by political stakeholders who are asserting their ideologies what is thus to be realised and capitalised upon is that “assertions of local or national identity, global cultural connectedness, recognition and emerging civic pride” (Foley. McGillivray & Mc Pherson 2012, P.35) can materialise through large scale events especially evocative commemorations which resonate with the national and global psyche and reinforce a sense of identity. A Keynesian multiplier model could be undertaken and evaluate to the investment of €35 million into the commemorations programme. Foley, McGillivray & McPherson states that “In terms of cultural events it is difficult to evaluate if the impact is due to the artist or social one” (2012, P. 36). A cultural event that takes place with community artists from north and south Ireland could fail to have the required impact if a large enough ‘draw’ is not evident in the artistic programming that would entice the public to attend. However, leveraging the social capital in Decade of Commemoration and particularly in Ireland’s context the period 1915/1916 could instil civic pride and a sense of collective memory in the events of the period in the people from the island which could encourage their engagement in community events that will be delivered across the island. The argument for a strong cultural programme to be put in place for 1916 commemorations is evident when Foley, McGillivray & McPherson further state “it is likely that non-locals are visiting a city because of a sporting or cultural festival but equally it is at least possible that they are visiting not to see the actual event, but for the social and cultural festivities that surround the event, thus making the city a more attractive place to visit, a place to be at the time of a global focus upon that region” (P.37 2012) and that a “National policy of boosterism” (Foley, McGillivray & McPherson 2012 P.45) can be evident in the people when countries are in the spotlight through events that attract global attention. If carefully managed this could assist with negating Ireland’s negative image since the economic crash of 2008 as one of a country that is re-emerging with its people taking pride in its historic foundations and the evaluating the legacy that has been left by its patriots. As a way to tackle the multiple identity issues that exist across the island of Ireland “Events have the potential to create a conversations and reviews of national identity and history” and “Events can be used to internationally alter perceptions of a nation” (Foley, McGillivray & McPherson 2012 P.xx) Political and celebrity endorsement of the events that will take place in 2016 in Ireland can be assist with status of the event as Foley, McGillivray and McPherson states “The status of the city and nation winning the event is now associated with the politicians and celebrities that have backed the event” (Foley. McGillivray & McPherson, 2012, P. 46) Further Examination: ‘Festival of American folklore’ ‘annual exhibition of living cultural heritage from across the united states and around the world’ key impetus was to’ stimulate a sense of ownership and identification with the national patrimony’‘Scottish Highland Games’ – an event not only held in Scotland but also around the world where its diaspora are found which allows their migrants to retain aspects of their identity such as ‘music, dance and other distinctly Scottish cultural traditions’. Evaluate capital investment in DOC events – For how many years could the impact of DOC investment be felt. Assess what the benefits of DOC events could be social, cultural, peace building etc. Trails development around events and characters of decade of commemorations 6.13 Conclusion and summaryThis chapter has set the broad context in which this research was based. The focus of the chapter was to provide an overview of commercial and sponsorship opportunities that could be leveraged during DOC and utilising digital technology and social media as a marketing tool which could impact on revenue and publicity generated. The next chapter explores Diaspora and its potential to be engaged in commemoration events.Chapter 7 Engaging the Diaspora – Research at Luton Irish Forum7.1 IntroductionThis chapter provides the reader with an insight into ground level responses from Irish, Northern Irish and British Diaspora in Luton, UK on their feelings about Decade of Commemorations and discusses ways to engage the Diaspora in events.7.2 The Irish in BritainThe Irish in Britain are an ethnic identity consisting of 870,000 Irish born nationals and diaspora of 1 in 10 (6 million) who claim at least 25% Irish ancestry (ONS Census, 2011). Tunbridge argues that ‘heritage is indigenous versus colonial” which relates to “two different groups with parelell heritages” which can lead to “development of an atmosphere where cultural and racial diversity and multicultural sensitivities are high” (Tunbridge 1998b Quoted by Boyd & Allen 2003, P.265). Whilst Irish emigration has been inward to Britain the ethnic group remained insular due to colonial past and the ethnicity being interpreted as having an uncomfortable association with paramilitary activism throughout the 20th century in the form of the IRA which led to tensions. Irish collective identity in Britain though established has not been as forthright in demanding equality or equal visibility as ethnic groups such as the Black community who hold a ‘Black history month’ to commemorate their past. The movement towards equality and recognition of intellect amongst British society is somewhat evidenced however in areas such as the 54,000 Irish who are now directors on company boards (). Identity assertion in Britain is subtle through ongoing in this ethnic grouping and capacity building remains core to retaining identity and heritage links. The Irish Decade of Commemorations events in 2016 will seek to engage Diaspora in two ways with a programme in both Ireland and Britain. Diaspora from Britain may wish to return to Ireland to commemorate the key events such as Easter 1916 and The Somme which may allow these individuals and groups to connect with their heritage. According to Daly, M. (Fianna Fail, Mar 2014) 150,000 direct descendants of the 1916 Rising exist but only 400 are contained on a database held by government which could hinder a direct invitation process. A programme of events is central to inviting people back to Ireland but Diaspora probably need at least 12 months to plan a trip. Timothy (2011, P.407) states that “Many diasporic groups maintain strong ties to their homelands, including people of later generations who never visited the mother country before” and “Travelling to places associated with one’s own personal past is said to help people feel more grounded in their lives, helping them to reaffirm their fluid identities and overcome the angst associated with hyper modernity” (2011, P.406) which may allow Diaspora from Britain to enjoy a holiday where they connect in with the political heritage of the country but also disconnect from the hyper modern life in Britain 7.3 Workshop Methodology and ContextThe methodology for undertaking research with Diaspora in the UK involved designing the theme of a workshop that was delivered in Luton Irish Forum on the 4th November 2014 and undertaking evaluation based research with the audience. This workshop theme engaged 2 specialist speakers; Irish Ambassador to Britain Dan Mulhall and Dr. Ivan Gibbons Programme Director of Irish Studies at St Mary's University Twickenham who discussed the context and legacy of the 1916 Easter Rising. Image: Flyer for 1916 workshop Luton Irish Forum November 2014 Dr. Gibbons discussed the period and its political context and why 100 years on the events still attract controversy. The centenary commemoration of 1916 is now more controversial then the 50th anniversary in 1966 as this event was viewed in “reverential terms”. The period was also influenced by (as it was close to) the outbreak of the troubles in Northern Ireland. Ambassador Dan Mulhall highlighted his personal links to 1916, family members from his grandparents’ generation who were active during the war of Independence and the overlap between the history of Britain and Irish people who fought in large numbers and died on the Western front and Gallipoli. Highlighting that the Decade of Commemorations will allow people to commemorate other significant dates beyond 1916, he stated Irish people should not “be embarrassed” to commemorate these dates. Dispute was evident among the audience on the actual date that should be commemorated and celebrated with 1916, 1922, 1937 and 1948 being raised as dates of the foundation of Ireland in its modern and present form. Voices stated that we should ‘remember events faithful to the historical context’ and ‘the reasons and intentions of the leaders to have a free and independent Ireland’. Whilst the Irish government plans for 2016 were not discussed in entirety at the event, what was communicated is the aim for inclusivity within the community on the island which will accommodate differing views that exist and those that do not belong to one part or any grouping. The government is allocating €23 million in funding and €7.8 million will go towards a dedicated heritage centre at the GPO which will be an ambitious attempt to present The Rising in all of its complex facets to future generations of Irish people. The Irish embassy London will also have an extensive programme during 2016.7.4 Research Findings A total of 34 responses were received from the audience. 9 stated relation to persons involved in events that occurred during the decade 1912 – 1923 such as WW1, The Rising and Civil War and 26 stated no relations involved in the events or none that they were aware of. A genealogy week as an extension of Heritage Week in Ireland and making records accessible through roadshows to teach family history from possibly a reverse perspective could be delivered in Britain as part of the commemorative events. Ethnic Origins 1 – Declared no identity1 – Declared as Northern Irish 21 – Declared as Irish10 - Declared as British 1 - Declared as British and Irish 1 - Declared as Irish and Northern Irish7.4 (1) Commemoration or celebration? Mood as to how a state reflects on the legacy of 1916 Contentiously the commemoration events of 1916 will be viewed by some as a celebration of the founding of the Irish state and by others as a commemoration of 16 men who were martyred in the name of the country. Therefore to commemorate or celebrate the events can be divisive. Respondents were asked if there should be a ‘commemoration or celebration’. 28 of 34 who returned surveys stated they wished to commemorate the event. 2 said both commemoration and celebration, 3 said celebration and 1 unanswered. When asked how as a nation Ireland should remember the events of 1916 and what core themes should run through a commemoration or celebration some stated political, sacrifice in 1916, independence in 1921 and remembrance themes should be central whilst also symbolism must be evident. Others stated there was “Unfinished business – the Free State which is the 26 counties has left behind 6 counties in the north of Ireland known as Northern Ireland” and Irish dead in the First World War should be remembered. Others felt that large civic events should be ‘historical if possible’ and individuals could commemorate ‘as they wish’ whilst some were cautious about the date and stated it should be commemorated ‘carefully’. Others suggested that ‘we should celebrate becoming a nation it’s not complicated really we can celebrate becoming a nation without emphasising ‘winners and losers’ (Reference to Dan Mulhall talk) and they were ‘proud to be Irish and would like to see a respectful and joyful celebration at the birth of our nation’. Others stated that historical accuracy should be central stating ‘remembering events faithful to their historical context’. Others stated a ‘sense of community’ should be a core theme for the events, whilst wider themes that discussed Irish achievements across the last 100 years which would place past alongside present such as ‘independence, survival, economic successes, literature and culture’. Others sought an impartial ‘balanced view on the reasons for the Rising, what was good and what was not so good under British rule’ and to ‘celebrate the foundation of Ireland as it is today’.7.4 (2) Leveraging DOC to generate tourism and entice migrants to visit or return home The 1916 commemorations will entice a number of citizens and international visitors to visit Ireland during April 2016 and possibly onwards across the year. Respondents were asked about their connection to Ireland and what events or activities would motivate them to travel to Ireland during the period. 10 supplied no answer to the question, 5 responded and stated ‘none’ or ‘none specifically’ and that they would rather see ‘care for the children of the nation’ and ‘I would feel that I could celebrate it here (GB) if it is going to be an international event’. In terms of attracting people to Ireland for the ceremonies audience members stated ‘I believe that lots is already being done to attract people to go to Ireland. Most Irish people go anyway’ and they ‘would not be motivated to travel to Ireland’ as they expect local activities in Britain to take place. Several stated that they believed ‘lots is already being done to attract people to go to Ireland. Many Irish people go anyway’. Timothy states (2011, P.408) that “Return visit trips are temporary trips to an immigrants original homeland or to another area where he/she has strong social connections” such as “visiting friends, family and relatives (VFR) tourism as it tends to entail more of a social network function than simply a day to day touristic activity”. Respondents had basic motivators which did not connect to DOC objectives but were grounded in family connections such as ‘To see family and to enjoy time in the country” and ‘My late husband’s family heritage’. They also stated they wished for events to be centred on ‘Peace and Reconciliation’. Therefore it may be better value for the government to incorporate the 1916 commemoration events into existing marketing programmes rather than develop a new standalone programme for the events during 2016. The opening of visitor centres and a cultural programme proved a draw for the respondents and 18 stated they would return for events such as the opening of ‘a new interpretive centre on birth of Irish state’, or for ‘a significant celebration’ which included dignitaries such as the Taoiseach and British Prime Minister on Easter Monday outside the GPO and for events which contained ‘Irish traditional music and culture’ and ‘Food festivals with Irish music, dance, pageants’. Others stated cultural, educational aspects should be core to the programme to ‘commemorate Irish poets, writers, playwrights etc.’ and deliver ‘tours of key sites with good visual displays’ and ‘photographic displays, lectures, discussions’ would entice them home. However, they also stated that ‘the cost of travel/accommodation needs to be controlled’ and ‘I would like to be treated decently and get a good exchange’. Others suggested that a national day of commemoration with time for silence could be observed and that an area for the public to visit with a visual aid/statue or building should be erected as a place to visit as a memorial and others suggested a national interpretive centre at the GPO be established. The possible action that might be realised upon this is capital development of a large scale civic memorial with reflection space.7.4 (3) International perceptions of the 1916 Rising and reaching out across the globe with 2016 events The 1916 Rising influenced small nations around the globe that independence from empire was possible. With the advent of time however, its relevance today on a global scale has to be determined. Respondents were asked “From outside the island of Ireland what is the overall perception of events during 1912 – 1923? Do you believe an event such as 1916 has an international reach? Why if so, why not if not?” A large number answered that Irish Diaspora and nationals living around the globe and those in Commonwealth countries who also had paths to independence would be interested in the events in Ireland in 2016 but also that the over-arching stories of WW1 and these connections would need to be discussed to put the Rising in context as “People outside have little knowledge or interest in these events”. Others stated that the event may be ‘romanticised to some extent due to media and community narratives’ and unlike the World Wars ‘Only those with specific interest will have any knowledge” due to the media exposure and the wider audience reach given to WW1 and WW2. Some stated that ‘The events of 1912 – 1923 can seem complicated to follow’ and ‘I don’t know anyone who speaks about it’. Others stated ‘I don’t believe an event such as 1916 has international reach because Ireland was a very small country and did not have much influence’ and that it is only relevant to the ‘Irish’. That ‘self-government was the aim of the Irish volunteers and they showed the world their determination’ whilst others stated ‘yes particularly in Britain and the USA’ but that the ‘younger generation don’t know much about it’.7.4 (4) Engaging the international communityWhen asked ‘if it is relevant to the international community how do you believe we should reach out to the international community through the commemoration of the period?’ respondents replied that the wider narrative of WW1 should be discussed. Others suggested to reach the Irish organisations and hold ‘commemorations at Irish centres and consulates’. Media leveraging was suggested as a way to broadcast the story to the world by producing documentaries, lectures and ‘a film/TV series and books with a balanced viewpoint and put into the context of the history of the period’ with a viewpoint that is ‘bipartisan and non-sectarian’. Others suggested the government should disseminate information to all countries and by developing tourism, particularly in Dublin ‘in terms of exhibitions etc.’ Others suggested more dramatic action ‘through revolution’ and through contact with ‘history clubs of countries like America, Spain, any other European country, New Zealand, Canada etc.’ whilst others were nuanced and said ‘I feel this would be an empty political effort but remain open minded’. Other voices stated that ‘the events of 1912 – 1923 can seem complicated to follow’. Other voices suggested Ireland should reach out to countries such as Russia and Spain who also had significant historic events take place during the 1912 – 1922 period and other countries who had ‘similar movements’. A possible action may be to simplify the history through animation or other light story board mediums that can be easy to follow and gel to which could be disseminated to households across the island and across Irish centres and communities in Britain, US, Canada, Australia etc. 7.4 (5) Relatives Only or All Welcome to Commemorate? When asked ‘Should only the relatives be able to reflect upon this period of should all people who want to commemorate this period be enabled to?’ The vast proportion of respondents replied that it should not just be relatives and that ‘all who wish to reflect should be allowed to’. Others stated some political groups may wish to capitalise on 2016. Some respondents suggested ‘every Irish person’ and relatives ‘surviving’ and ‘all people’ and ‘especially people interested in Irish history’. Others stated ‘the relatives do deserve to be at the heart of the events’ and ‘of course all peoples should be enabled to understand and commemorate the period’. 7.4 (6) Irish commemorations in the UKIf responses from the research group are believed historical commemoration with an Irish angle has been largely non-existent in mainland Britain. Some said they had seen ‘None’ and ‘I haven’t seen any’ and ‘very few unfortunately’ and ‘I can’t think of any that have been commemorated – only seeing the first lady and president inaugurated’. Commemorations in 2016 will provide a rich opportunity for Irish connected groups to deliver cultural, social and education activities in British towns and cities that are themed upon the Rising. Whether this will cause community friction is unclear. The researcher asked ‘what has been your experience of living in the UK and commemorating Irish historical events from the 20th century?’ respondents replied ‘none commemorated to my knowledge, unless you count WW1 but not perceived as specifically Irish’ and a ‘visit to London Irish groups for a talk? Small scale.’ Others communicated that they considered themselves ‘British’ and not ‘a patriot’ and were only ‘interested in the best for all’. Others suggested that the interest in 1916 was only from Irish nationals and not from British nationals. Generational knowledge was also affected as some said ‘Being 2nd generation I know very little. I feel sad about this really. I should know more this would give me a better understanding of what my family dealt with’. Others acknowledged commemorating Irish events in Britain was ‘Very good. It is now easier to celebrate Irish-ness in the wider community’ but that there was a ‘lack of information about events in schools’’ What was evident in the group was that Irish interest in history remains strong albeit from an older generation. This is partly due to seminars delivered at local Irish community forums such as Luton which allowed the respondents to learn facts about history. Another respondent stated that they had ‘mainly a positive experience of living in the UK but recognising a great degree of ignorance of Irish historical events even by the Irish living in the UK’. British voices in the audience expressed an interest in all sides of the events during Decade of Commemorations to be understood and that ‘politics are shared’ and political groups with common ideologies could collaborate to examine and discuss the period. A possible action for this could be a cross island conference on the decade for political parties from IRL and GB with an audience generated from the communities of Irish in Britain. Others stated that fair minded commemoration and celebration was fine in their opinion but only if it did not provoke and that the story needs a ‘balanced view’. When asked ‘Do you think it is appropriate to celebrate 1916 at a local level in the UK? If yes what do you think can be delivered to commemorate 1916? Are there any particular events that you think would be suitable to commemorate 1916 in your local area?’ Respondents replied they wanted local Irish cultural centres to play a role and deliver events such as ‘information events, films, debates etc.’ literature, exhibitions and plays. Others felt the historical aspect should be celebrated in GB and that ‘we should celebrate Irish independence – not sure that Easter 1916 is the right date to choose’. Others felt that ‘stirring up tension, being easily mis-understood, might not be wise” but that “fair minded commemoration/celebration is fine” as long as it is “not in some-ones face to provoke”. Others felt that cultural celebrations around 1916 should be “Linked to St Patrick’s day” and areas such as Luton where there are high demographics of Irish should be a focal point for events. Others felt that it should not be a “celebration, commemorate with talks and films” whilst others stated ‘Easter Sunday is generally celebrated by older Irishmen’. Some voices expressed that ‘it should be commemorated in Ireland’ and ‘not at a local level in the UK’. Whilst others stated ‘The poets of that time their lives and how 1916 put a stop to the leaders of the rising writing more of their poetry and pamphlets for example P. Pearse’ should be examined. Locally they stated they would like to see Irish community hubs and forums deliver events and cultural evenings such as a short play, documentary or film connected to the decade. They also stated they would like more talks and dialogue events around the decade to take place in local Irish centres and consulates. Several voices stated that they have had ‘little experience’ of commemorating Irish historical events from the 20th century in Britain whilst others stated ‘We Irish in Britain like to keep connected to our history’ and that Irish historical commemorations numbered ‘very few unfortunately’ in Britain and that ‘different versions of history are taught in schools in Britain vs. Ireland and therefore giving the British people more information about our mutual history would be helpful’. Possible action – Joint board of history between the islands and north/south which could jointly develop school curriculum materials and programme of events to be delivered and organised at local level across UK. 7.4 (7) Connecting DOC stories from Ireland to the UK This question ‘how best do you think stories relating to Ireland and the 1912 – 1923 period could be communicated and connected to nationals from the UK? What events could stimulate interest and why?’ evaluated how people in Britain wanted the stories of 1916 shared with them. Respondents replied that they would like to see ‘personal stories’ on film and TV in the form of documentaries, biopics, docu-dramas’ and archive footage and films from the DOC time period. The respondents expressed they would like broadcast collaborations such as a ‘BBC/ITV’ and the internet. and ‘films, dramas, literary festivals should be available’ ” and ‘Books, TV/Radio programmes, exhibitions in museums and public places’ and ‘a drama or TV or play that events of the time side by side from an English persons perspective and an Irish persons perspective’ and ‘non-sectarian DVD production and distribution’ and ‘TV is always a good way of showing people history’ They also expressed that they would like ‘music events’ and events that engage ‘school children in projects would work well too’. Some suggested that schools should have an Irish history week “they have it for many cultures” and it “could include literature, books, poems” of the period. Oral history projects were suggested as a project possibility as they are ‘Humanising both sides of the issue being historically accurate’ and ‘by families handing down stories’. Some asked that the Irish government ‘Take note of WW1 events currently taking place such as the poppies at the tower of London and numerous documentaries”. Others wanted access to archives and said “make records freely available and ‘perhaps trace stories back through family tree – produce a documentary’’. Whilst others want ‘Irish history being taught in schools’ and ‘review of history as is’ and ‘different events not on fence but history documentaries’ and ‘local engagement talks of local significance’ and ‘schools, colleges’ and ‘ talks with Q&A exhibitions’ and ‘by reading some of the vast collection of books on the subject’ and ‘lectures in universities. Talks in Irish clubs like the Irish forum in Luton etc.’ and ‘ They should be communicated orally and made accessible via the internet’ and ‘a short easy to read bullet point type document outlining the period of 1912 – 1923’. 7.4 (8) Examining the British side to the 1916 events Within every conflict there are 2 sides. The narratives around 1916 contain a British story as the Island was part of the United Kingdom of Great Britain and Ireland at the time. Due to this the involvement of British citizens in the Rising was extensive. The researcher broached the question ‘Do you believe the British side of the story of this decade in Ireland should be examined in greater detail? Why if so, why not it not? What way do you see potential collaboration between Britain and Ireland?’ Most respondents replied that all sides should be presented to be unbiased and ‘need a balanced view’. Some answered that they were unsure there was interest in Britain apart from ‘intellectuals and historians’ around the events but that “motives and actions and reactions through the birth of the state’ should be examined. Others acknowledged ‘politics is shared internationally as people shared progressive grassroots parties/groups’ and that “The two countries are so closely linked, whether or not it is liked. So many Irish have come to England to prosper, when Ireland could not provide for them’ and that the history of the 2 is interlinked. Others felt looking back could be detrimental to current relations stating ‘I don’t feel that going backward now will help how far forward relations have come’ and that people should ‘move on’ and that ‘there is already very good collaboration on all levels’. Other respondents felt the education system should be doing more to educate British nationals about Irish history and stated ‘I believe a different version of history is taught in schools in Britain vs Ireland (ROI) and therefore giving the British people more information about our mutual history would be helpful’ and to ‘compare histories re-examine facts and stories for ‘parallels between Ireland and Britain’. Other voices were more divided and stated ‘No I don’t believe their side! All wars produce their own lies and propaganda. Once British administration is removed then we can be mutually friendly’ and ‘the retention of a land by occupying force is a less compelling story then the birth of independence but it needs to be heard in the interests of objectivity’ and ‘it should be as an indication of how British politicians played a very British divide and conquer role’. Others stated ‘yes they should be invited – they can present their forebears perspective on the events’. Possible actions that could be developed to communicate the story to nationals of the UK could be by producing a drama or TV programme that reruns events of the time side by side from an English and Irish person’s perspective. This could be styled upon ‘Roots’ which told the story of the slave and its impact on nations and was watched by millions particularly in US and in schools. Could also support academic institutions on both sides to examine the period jointly by twinning of universities and developing joint academic conferences.7.4 (9) Legacy of Events When respondents were asked ‘what do you believe should be the legacy of commemorating the 1916 period – should there be a legacy?’ Respondents replied ‘Greater knowledge and engagement with Irish history’ and ‘yes a historical permanent exhibition on the Easter Rising preferably at GPO’ and ‘surely the country ‘state’ is the legacy’ and ‘yes the beginning of Ireland as we know it’ and ‘Remembrance to all that died’ and ‘Enhanced understanding’ and ‘of course there should be a legacy after all this was a hugely effected era and it should be known and respected’ and ‘Greater understanding of the story of the country and the wonderful people that hail from Ireland’ and ‘by any standard we are a relatively young and successful nation’ and ‘more inclusivity include Irish soldiers from WW1’ and ‘Better understanding of the history of UK and Ireland’ and ‘we got a free state’ and ‘remember as it was’ and ‘yes commemoration’ and ‘the Irish free state/Republic of Ireland is the legacy, and all Irish political parties in the southern state’ and ‘yes but in what form I don’t know’ and ‘the legacy is that it was the start of a staggered and messy business. There is a mythical grace in that it was never matched by other big events up to the present day’ and ‘Maybe the 1st and 2nd generation Irish children would learn more of the history of Ireland – this has sadly been neglected in the education system in the UK’ and ‘Educating all peoples not least the Irish on the Irish in Britain to a real understanding of the 1916 period’. Others suggested physical events that could be delivered such as ‘dedicate a day with a time for a minutes silence’ and an ‘area to visit as a visual aid – statue/building’. Others were cynical in their sentiments and stated ‘I think they should be remembered with pride but they wouldn’t be too happy with the cowboys that have been running it since’. 7.4 (10) Engaging Unionists and British Nationals in 2016 Commemorations The 2016 commemoration events will be viewed in some quarters as a nationalist commemoration. Though extensive peace building and reconciliation has taken place in the last decade and beyond whether Northern Irish and Irish unionists will engage in the events is yet to be publicly announced. To assess community temperature at ground level respondents were asked ‘Do you believe Unionists and British nationals should be invited to participate in the 2016 commemorations in what some may perceive to be a nationalist commemoration? Why, if so, why not if not?” Replies to this question were amongst the most contentious and included ‘They should be invited – they can present their forebears perspective on events’ and ‘all will see it as a nationalist commemoration but that does not mean they should not be invited they may wish to participate’ and ‘No they are not part of state’ and ‘most definitely if only to show how much things have moved forward, and that dialogue and communication is key’ and ‘yes we are all friends now’ and ‘yes to prove old wounds have healed and we can live in a tolerant society’ and ‘try- carefully!’ and ‘if they participate in a civilised manner then why not? Things change for the better’ and ‘yes it should be an inclusive event as both were affected in history’ and ‘yes we are trying to move forward and all should join in’ and ‘cooperation’ and “British have moved on – there is now more of a coming together than ever before’ and ‘In keeping with the ‘Good Friday Agreement’ and that spirit yes they should be invited even if the unionists refuse’. Respondents also stated that ‘they should but whether they come or not is another thing!’Northern voices were present and argued that the 6 counties still remained an issue and they identified as being from Ireland, whilst other Northern voices stated they identified as being from Northern Ireland. Audience members said they would attend if a large parade took place with guest speakers such as the Taoiseach and Prime minister of UK. 7.4 (11) Accessible Records Accessible records and media which can be disseminated and available to the public will be a key resource in the DOC period. Respondents were asked ‘Materials pertaining to the period will be made available through databases, websites and public records for example. How best would you like to access information on the events of this period? Books, films, documentaries, public records or other? Please outline’ A vast number of respondents stated ‘documentaries’ to be leveraged as the key communication tool. Others stated ‘Online, TV, film, debates/public events, concerts maybe’ and ‘Via the Luton Irish forum and forums throughout’ and ‘documentaries, mixed media (Text/Video, Unlimited length) books’ and ‘Sites similar to the 1901/1911 census are a good example’ and ‘a drama as a build up to the event” and ‘websites’ and ‘public records’ and ‘online’ and ‘internet’ and exhibitions. and ‘documentaries, but well-advertised in newspapers etc.’ and ‘via the internet in a proper online audio library’ and ‘by any means possibly particularly in our secondary schools and by regular meetings as already being held in Luton Irish Forum’. Whilst schools and colleges could run an Irish history week/month and teaching around such could be delivered to school children. It was also suggested literature and poetry could be explored from the period. Others felt mediums should be leveraged to assist with the reach of the events such as ‘education in history’, ‘seminars’, ‘exhibitions’, ‘TV/Social Media’ and ‘genealogy’ should be central and ‘the reasons and intentions of the leaders to have a free and independence Ireland’ should be discussed. On how to record the history of the decade audience members suggested families hand down stories and trace the history of the time through the families of present day. A possible deliverable action for this could be large oral history projects across the UK and Ireland in which to collect materials and research styled upon Stephen Spielberg’s database of Holocaust survivors. An Irish story could do something similar with 3 narratives, unionist, nationalist, and dissenter and give a balanced perspective and viewpoint on history. A database of relatives could be established during decade of commemorations period and a call out globally for submissions of stories via a portal and this could then act as an archive. Others suggested photographic displays of the period, lectures, discussions and dialogue and a ‘short easy to read bullet point type document outlining the period of 1912 – 1923’ which could be distributed to homes. Finally respondents also stated ‘I’d like all to reflect and remember the effort – I’d like to hear words of and from non-zealots’ which sums up as to how government should approach this and be inclusive to all voices dissonant and unheard also. 7.5 Conclusion and summaryThis chapter has set the broad context in which this research was based. The focus of the chapter was to evaluate community and ground level responses to a number of questions that were drafted with government commemoration documents as a background resource. The questions were also drafted with support from Failte Ireland as to key questions and motivators that they ask when they undertaking research with a target group. The questions discuss community feeling and ground level feeling towards commemorations and aspects connected to thus and overall find that ground level response to commemorative events is largely positive but there is some contention in terms of engaging British nationals and unionists in events. Chapter 8Stakeholder Cooperation between GB/ROI/NI – Drawing Narratives and Finding Commonalities to Deliver a Joint Work Programme8.1 IntroductionThis chapter provides the reader with an insight into perspectives on commemorations. Voices from across the civil service, diplomatic and political spheres put forward their thoughts on how cross border cooperation and international engagement can be enabled, potential tourism projects could be developed and how other initiatives built around aspects such as education could be leveraged. 8.2 Methodology The methodology behind this chapter was to interview a number of politicians (NI/ROI/GB), representatives from political parties, diplomats, civil and public servants from tourism bodies and arts bodies and representatives from the unionist and nationalist community as part of the author’s research. The approach was to ask similar questions to the group to identify areas of common consensus, ideas for new approaches and areas that are contested or need debate. Within this, questions were asked around ways to develop stakeholder cooperation at both ground and government level. The final version of the document will be shared with all those interviewed to identify crossovers in thinking amongst the group and also evaluate potential ways to move forward and develop joint work plans.8.3 Existing stakeholder cooperation between NI/ROI/GBThe main bodies which stakeholder cooperation on a north/south/east/west basis takes place have been developed out of the Good Friday Agreement (1998). These bodies include 6 north/south cross border implementation bodies that were set up around areas such as; Waterways, Language, Food, EU programmes for border and north and Trade/commerce. A further 6 areas of cooperation were identified in the GFA such as; Environment, Education, Agriculture, Health, Transport and Tourism but are supported by staff in each jurisdiction. A North/South Ministerial Council was also established, holds regular meetings and is supported by a joint secretariat in Armagh. A British – Irish council whose aim is to “promote the harmonious and mutually beneficial development of the totality of relationships among the peoples of these islands” is based in Edinburgh, Scotland and its membership is made up of the 8 jurisdictions in the islands of Ireland and Britain incl. offshore islands. Stakeholder cooperation throughout the Decade of Commemorations will most likely cross Arts, Tourism, Community, Education and Heritage areas and there are extensive areas that could be developed in terms of cooperation. In terms of event development and festival devisal for DOC Yaghmour and Scott point out each stakeholder is “influenced by different objectives, complicating goal alignment and cohesion in festival planning and implementation” (Quinn, B 2013, P. 140). Due to the brevity of stakeholders involved on a north/south/east/west basis it could be challenging to reach consensus amongst a number of issues including event devisal and delivery that cross territories. 8.3 (1) Distance of time between DOC events and governments setting the ‘tone’The approach by those interviewed was largely that ‘inclusivity’ is the key to the way their organisations will approach the decade. Respondents advised that the last major landmark of the 1916 Rising was in 1966 for the 50th anniversary. At the time government in power was Fianna Fail a nationalist, republican political party that was largely born out of the ashes of the 1922 partition of Ireland. In 1966 the tone for events was deemed largely ‘one sided’ and ‘opposition’ in the Dail was ‘not included’1 The programme delivered was entitled ‘Cuimhneachain’ (Gaelic for Commemoration/Remembrance). Since the 50th anniversary the Good Friday Agreement has been signed and living memory has been eroded as most of the citizens involved in the 50th anniversary have passed away. Sherwin. S (Fianna Fail, Mar 2014) highlighted “The 100th anniversaries calls on the need to be balanced and factual. All sides of the Irish community on the island of Ireland need guidance to embrace the delicate nature of the current peace process and realise the need to tailor any statement, event, commemoration, celebration, conference, media event, publication etc. to avoid any damage to or undermining of the Belfast/Good Friday agreement”. ________________________________________________________________________________ 1 Sherwin, Sean. Fianna Fail interviewed Apr 2014 The British and Irish governments are also working very closely and cooperating in the European Union bilaterally and both governments wish to commemorate the events of DOC together as friends. This entails recognising and not trying to change or set out a government approved version of the past and showing whatever position you were on for events of 100 years ago that was then, but today for mutual benefit the islands are working very closely together.2In Northern Ireland the approach to the Decade of Commemorations has been much more controlled due to contention that may arise in society around issues that are still salient. DOC has been referred to directly in the ‘Together Building a United Community’ (OFMDFM NI, 2013) strategy which states ‘Decade of Commemorations presents an opportunity to celebrate our shared differences in a way which will position Northern Ireland as a powerful example in conflict resolution and transformation on the world stage. The legacy of the ensuing 10 years should be such that we attract even greater positive worldwide interest, increased visitors and further stimulate the economy. Within the context of an inclusive, tolerant and respectful community, we believe that exploring our past can be enormously helpful in building a better future. We know that we still live today with the history we learned within the school and home environment but often we have not had wider exposure to other interpretations or understandings”. Further to this there has been cross party support to a series of principles drafted to deal with the way anniversaries are marked (advocated by the CRC and HLF) which will to be seen in the context of an?‘inclusive and accepting society’3. These are; 1)?????Start from the historical?facts; 2)????? Recognise the?implications?and?consequences?of what happened; 3)????? Understand that different?perceptions?and?interpretations?exist; and 4)??????Show how events and activities can deepen?understanding?of the period.H.E Mr. Dominick Chilcott British Ambassador to Ireland interviewed Apr 2014 in person Mc Gowan, Stephen, Department of Culture, Arts and Leisure, Northern Ireland interviewed Apr 2015 via email Sensitivities exist to interpretations, triumphalism being leveraged on either side and applications of such in present day however as Durkan, M. stated “I think the effort has to go into trying to make sure that it’s a matter of historical reflection rather than political celebration. It’s about trying to remember the totality of history, the totality of the events in the context of their time and also reflecting on them in the context of now and the experience since”3 whilst a source in the unionist community felt that Ireland (ROI) being a “less militaristic” society in recent times has helped relations and peace in the north and “has helped to move people away from a bi-partisan view of our history.”4 The Northern Ireland Office has also approached the Decade of Commemorations with an inclusive mind-set; they are working with the Irish government (Department of Foreign Affairs), British Embassy in Ireland whilst also communicating back to Whitehall to a steering board and state “It’s very important for us that we avoid conflicting narratives and we firmly believe that a joint approach from the British and Irish governments will set a tone which is appropriate for local commemoration events” and want communities to make “the most of the opportunities that are presented by the centenaries for better understanding of history and commemorating in a way which is a contribution to a shared future” 5 Irish government officials concurred with the approach to engage communities by stating “The perspective is too broaden way out beyond military style commemoration or a commemoration that is focused on a military parade, to capture in a sense that The Rising was part of a cultural revolution against the backdrop of what was happening in Europe and globally” and “a strong cultural component” and “a strong international component” will be delivered in their programme that will engage “all the communities that were affected by it” 6 Respondents from Unionist parties related “education” and educational aspects as being key to how commemorations should be delivered rather than advocating “triumphalism” and stated “there is no difficulty in terms of history whatever you are commemorating to educate this generation about what happened in the past and to draw on that” 7________________________________________________________________________________3 Durkan, Mark *SDLP, Northern Ireland interviewed in person Apr 2014 Unidentified Source in Unionist Community interviewed in person Apr 2015 (Contact available for further info if requested)Beggs, Kate, Northern Ireland Office interviewed in person Apr 2014 O’Donnchu, Niall Department of Arts, Heritage and Gaeltacht interviewed in person Mar 2014 Cairns, Timothy. DUP, Northern Ireland interviewed in person Apr 2014 However Republican politicians in Ireland stated that due to unionist non-involvement in centenary committees in the south that identifying ways to commemorate events “in terms of a shared space is quite difficult because there is no engagement with the unionist community as such and while they might be invited to some events, they may attend on a tokenism basis” and that their involvement will be non-existant in 1916 commemorations.8 Further to this it is difficult to identify crossover other than events related to World War 1 “which they feel they have ownership of” and the foundation of organisations such as Cumann Na Mban and the Irish volunteers “do not bear any significance” for the Unionist community. The reality to Senator Daly’s point however is that rather than trying to make these orgs ‘significant’ to the other, parelell narratives should be drawn to ensure equilibrium and peace building is maintained. The foundation of the Ulster Volunteers was counteracted by the foundation of the Irish Volunteers and Cumann Na Mban, a parallel could be drawn with the Association of Loyal Orangewomen of Ireland which was revived in 1911 or that Cumann Na Mban was a 32 county organisation. A general approach of an overarching theme of the involvement of ‘women’ in both these orgs could be the neutral attractant. The past should reflect but not be a statement or testament of the present and dominant figures should not be capitalised upon and set against halo-esque light to suggest this is what we aspire to or who we are today as Durkan, M. stated “I think we sometimes have to be careful about how far we mark history as though we’re trying to provide sermons for today. Whether it’s in relation to culture, identity, politics or class or whatever there is a danger of trying to look back at events a 100 years ago and say that particular voice or figure then that’s the us of now, that’s the them of now, that’s that particular group”9. Senator Daly, Mark, Fianna Fail, Apr 2014 interviewed in personDurkan, Mark, SDLP, Interviewed in person Mar 2014 8.3 (2) Crossing Divides and Creating Inclusive Communities with DOC engagement In the last 50 years the 1916 Rising commemorations have tended to have a military aspect as a central theme with Irish military playing a key part. To soften this community and historical organisations right across the country could be part of a parade and the specific role that some of the leaders had (teachers, members of GAA, Cumann Na Gael etc.) could be represented by those organisations being invited to participate in civic commemorations. Further to this modern day bodies such as An Garda Siochana, Trade Union movement, Writers Museum etc could also be invited to participate. O’Snodaigh, A (Sinn Fein, Mar 2014) stated “the proclamation was a unifying document that socialists, communists, republicans, nationalists and people of no political opinion united around and this could be a central component that could bring communities and individuals together for commemoration purpose and a St Patrick’s parade could have DOC theme ‘Remembering Our Dead’ which would run closely to ‘The Somme’ this could be a whole period of remembrance” 10However equal narratives can be difficult to discuss as there can be ‘anxiety’ as a particular event “may tend to have more one story then the other” and “narratives generally come from communities themselves”. Therefore the approach is more about how do you tell as many stories as possible “you can have an Easter 1916 story but you can also have a Gallipoli story. The key thing to stop narratives being hijacked is it has to be quite controlled. A professional approach. Certainly down here it’s less of an issue because people are coming at it from what’s a good event, how do we attract tourists, how do we tackle history professionally, up north it’s different because everything gets contested”11 whilst Durkan, M. (SDLP, Mar 2014) stated “So far some of the particular events have been marked in their own way and some people have done them very much in their own colours”.12 O’Snodaigh, Aengus, Sinn Fein, Apr 2014 interviewed in person Unidentified source Department of Transport, Tourism and Sport, Apr 2014 interviewed in person Durkan, Mark, SDLP, Apr 2014 interviewed in personTo find commonalities amongst communities Sherwin, S (Fianna Fail, Mar 2014) suggested “Arbour hill and Bodenstown are celebrated by all communities. The juxtaposing of that has to be the civil rights movement from Derry to Belfast” and that “in every constituency, in every county in Ireland there is a person to be commemorated”13 which could feed into an over-arching national dialogue. However, Sherwin states that there may be some difficulties in dissonant voices wanting the 1916 Rising and Somme commemorations to remain ‘pure’ and that “People who feel they have the clear interest to celebrate 1916, don’t want to get diluted and wrapped up in the British army’s experience of 1916. Unionists in the north they will abhor and continue to abhor the rebellion that took place in 1916. They will never accept it but all we want them to do is accept that it happened”14. Ways to counteract this could include examining Colonel Hallie of the Irish army and his account of the mistakes of both sides during the 1916 rebellion and British army records could be brought in for examination from files such as W035 in Kew Archives, London. Further to this the 1916 Rising commemorations should not suffocate or marginalise the Northern Irish community who do not relate to it as he stated “The Northern Ireland community is mixed and we should not in any way impede their British-ness and their Irish-ness” ________________________________________________________________________________13, 14 Sherwin, Sean, Fianna Fail (Apr 2014) interviewed in person Society north and south may also wish to move from being prisoners of the past to one which commemorates whilst celebrating and thus ‘depoliticise’ a situation by moving from one perspective to another and events that could be delivered could encapsulate or project a ‘commemorating whilst celebrating’ theme “It has been said by others that commemoration is often not so much a case of remembering the past but making a political point about the present. Therefore ‘depoliticising’ issues is challenging. Moving from one perspective to another actually might not necessarily depoliticise things but more so emphasise that different political and cultural perspectives and interpretations of these events that exist. But that’s not a bad thing. It is not asking people to agree or buy into the interpretation of the ‘other side’ – merely helps to builds openness to and perhaps understanding of the views of others” and “the ‘celebration’ part of the theme could therefore be a consequence of inclusive approaches to commemoration – i.e. that such approaches promote tolerance and inclusivity and an acceptance of difference. This is more so an implicit ‘celebration’ of diversity in a modern context rather than a celebration of an actual anniversary. Many people could find the concept of ‘celebrating’ events such as WW1 and Civil War etc. (and the loss of life etc) as a difficult and off-putting concept. If dissonant groups want to display force or put their particular view up a flagpole there is very little that can be done to stop that and it’s probably futile even trying but what we can do is take every effort to present a shared story and shared approach where that can be organised” 14 H.E. Chilcott D. (British Ambassador to Ireland Apr 2014) concurs with this and stated that the British embassy Ireland wishes “to be part of an approach to commemorations which allows people to express themselves in the way they want to but in a context where doing that isn’t seen by other groups as being hostile” 15. 14 Mc Gowan, Stephen, Department of Culture, Arts and Leisure Northern Ireland (Apr 2015) Interviewed via email 15 Chilcott, Dominick Mr. HE British Ambassador to Ireland (Apr 2014) Interviewed in Person 8.3 (3) Engaging the Diaspora & Attracting GB Tourists to Ireland with DOC events The key remit of tourism bodies is to encourage international tourists to visit Ireland. Almost 50% of international tourists who visit Ireland are from the GB market (Tourism Ireland, 2014) representing the largest market for Ireland. Therefore identifying whether DOC would be a motivator to visit Ireland is important to tourism bodies looking to develop experiences tourists wish to have in Ireland. More recently the tourism bodies have been examining ‘motivators’ based on why they visited Ireland. Largely they found that the motivations were ‘broad based’, around ‘connecting with one another’ and consisted of ‘couples or small families getting away from a hectic working life’16. Primarily they were coming first and foremost to relax and reconnect and secondary was the place they were in. A sector called culturally curious would be interested Decade of Commemorations as Mathews, P. (Failte Ireland, Apr 2014) stated “It’s not going after them within their niches it’s going after them because they want to be intellectually stimulated and they want to learn more”. Further to this DOC interest may be ‘limited’ and may appeal more to nationals and domestic tourists as “There was a lot of work done around The Lockout. From a commercial view it wasn’t that successful because it was very limited”.17Irish emigrants are not all from a nationalist persuasion and might identify with an approach which commemorates both the Somme and 1916 Rising in the same brevity. This would assist with marketing events into global destinations and around Britain and Europe. O’Snodaigh. A. (Sinn Fein, Mar 2014) stated “you could start to say what was our contribution to the Battle of the Somme, what was our contribution to 1916” thus creating equilibrium in the narratives. In terms of tourism cooperation the Edinburgh approach discussed earlier in the document could be leveraged to create a user friendly website for all organisations organising events on the island of Ireland or if needed across the islands of Britain and Ireland. This could be managed by Tourism Ireland and be a cooperation project with Visit Britain if needed. Mathews, Paddy, Failte Ireland (Apr 2014) Interviewed in personMathews, Paddy, Failte Ireland (Apr 2014) Interviewed in person O’Snodaigh, A, Sinn Fein ( Apr 2014) intereviewed in personAnother area that could be examined is the international involvement in the events of the DOC period in Ireland. For instance Australians who were working for the British Army were deployed to resist and hold out the Trinity College garrison and The Sherwood Foresters of Britain also had a prominent role to play in the 1916 Rising. Heritage is a very important part of the tourism proposition but identifying how much of the attractive heritage links to the commemorations is difficult. The question must be asked how much of 1916 is cultural heritage rather than political heritage? Events that occur around DOC will help to enrich the tapestry of experience in Ireland. Though there is a re-focus with the British market taking place at the moment and motivations have been developed such as ‘culturally curious’ which is where intangible heritage such as music could fit into other commentators state “We’re trying to explore the ongoing niche interest in military history. If there is a way without investing too much resources we can mobilise that interest to get them to come over here and visit here and without having somebody explore a British military history concept is very difficult. Spike Island is a good example as 3 narratives will be developed in it; prison, transportation hub and British military base. So you have threads of the British military history which can be wrapped up into the overall proposition that we can offer”18 and physical heritage is the best way to leverage this. People will come and see something and elements that become part of the overall story as “it’s all about making the visit to Ireland culturally richer by developing something there would be a very small niche in British military history trips to Ireland”19. It’s about enriching the experience for the standard tourist. Potential events could be developed for markets overseas such as the American Irish diaspora and there might be micro niche opportunities around Gallipoli which could attract Australians. Though “The numbers will be hundreds or thousands though and not big. Engaging stories, the policy is very much opportunistic but not really worth putting the effort in in terms of money or time or resources” 19. 17, 18, 19 Unidentified Source, Department of Transport, Tourism and Sport (Apr 2014) Interviewed in Person The approach in NI as to the potential tourism benefits of DOC is more optimistic. The 2012 Executive statement stated “Many of the commemorative anniversaries throughout the decade have international as well as local significance and will inevitably attract higher numbers of visitors to the region” and Mc Gowan, S. (DCAL NI, Apr 2015) stated “I agree with the local and international significance but not fully bought into the ‘inevitably’ remarks. That said, I do believe there can and should be links to tourism strategies. I think these can be best facilitated by links to genealogy and the Diaspora – resources such as PRONI and local libraries already provide significant support to tourists in exploring their family trees and geographic ‘origins’ etc. There is scope to harness DOC events and this period to ‘attract’ interest among the Diaspora in finding out more about their relatives/ancestors in Ireland who lived through these times”20. Whilst Durkan, M (SDLP, Mar 2014) stated “Maybe there is a possible danger that a lot of this ends up being seen as an Irish decade of centenaries and the British end isn’t full engaged or examined. I find in London the embassy is doing a series of events and lectures but it’s very much being done from an historical perspective. One of the things that I think is absolutely important in this is that people should not see any contrivance around how the decade is approached” 21.Across Ireland there is also a silent history of physical (built) heritage that is linked to a colonial past such as former British ports and war graves, Anglo Irish houses and Orange halls which may be of interest to the GB tourist. In terms of DOC however the GB tourist is more interested in visiting “destinations outside the UK and Ireland cos that’s where the battles were fought” 22 but “where there could be a lot of interest. Is where you have things to see on large scale or in a spectacular location. Where you can include those as part of an offer you make. So for example down in Cobh they are doing up Spike Island to make it a tourism and cultural centre and I think it’s very special because it’s in a very special location in the harbour and they have these wonderful old 19th century and earlier military and prison buildings and you know proper heavy artillery ordinance which they are doing up” 2320 Mc Gowan, Stephen, Department of Culture, Arts and Leisure (Apr 2015) Interviewed in Person 21 Durkan, Mark SDLP (Mar 2014) Interviewed in Person 22, 23 Chilcott, D. H.E. British Ambassador to Ireland (Mar 2014) Interviewed in Person Local communities can also take ownerships of heritage projects and renovate and rediscover physical heritage which might be worthwhile developing policy around so that capacity in communities is built to enable this. However the tourist numbers who would primarily visit for those sites would be small therefore as Chilcott, D. highlights above the package would have to be part of a bigger offering. A recommendation by the researcher is that a county by county audit of all British military and police or substantial buildings to be undertaken across island. Further research could be done by examining W035 Files in Kew Archives which has aa details of all files related to Ireland from the 17th century to 1922 and also contains files on all the former British military sites across Ireland. A possible funding stream to develop capital infrastructure in Ireland that is formerly British infrastructure could be to identify if the Heritage Lottery and Irish government could co fund renovation and restoration projects for equity stake in tourism revenue or if this could reflow back into communities for local development projects. Another way to connect DOC to key markets such as US/GB market could be to communicate and connect stories to nationals from these countries told by prominent key figures of today. Stories of sports men who were First World War soldiers could be connected to Irish sportsmen with large US following such as Rory Mc Ilroy. Relating Doc to the international community in Ireland can also be delivered by the project that will see the 1916 proclamation being “translated into all the languages of the world”24 and communicating to nationals of other countries in events at embassies and consulates that “what the leaders of 1916 were seeking to attain which was equal rights, equal opportunities regardless of religion or gender”25 which are ideals that all countries can strive to uphold. What is contested however could be the involvement of British military in events or re-enactments as this is deemed to be not appropriate at the moment or too sensitive. O’Snodaigh, A. (Sinn Fein, Mar 2014) stated “Diplomats may represent their countries and all diplomats of all countries that 1916 touched should be invited”.2624, 25 Senator Mark Daly, Fianna Fail (Mar 2014) Interviewed in person 26 O’Snodaigh, Aengus, Sinn Fein (Mar 2014) Interviewed in person 8.3 (4) Cross Border Cooperation and Joint Education Initiatives Timothy & Boyd (P. 259, 2003) state “Through education dominant institutions can based on their ideological goals, reveal only what is congenial and disregard what is inconvenient or what opposes what they want the public to know” Therefore an argument exists for a Board of History to be established for the island and joint education materials to be developed for the schools of the island the content of which should be in consensus by all stakeholders. Further to this “One of the primary methods used to exclude certain pasts is through education and official curricula” therefore it is important that education materials such as materials related to both traditions; Orange Order Songbook, old Irish ballad books, 1916 song books, Ulster Scots folk books etc. are examined and revised to be jointly taught in schools and community bands. In the north of Ireland Protestants from the Woodvale area of Belfast were mobilised for the 1916 events that took place in Belfast 27 Ironically this area is now predominantly seen as a ‘UDA’ stronghold and an interesting discussion could take place with the community based there around the role of the tenants in that area in 1916 in Belfast. The role of the Irish language could also be discussed as this cultural medium crossed both identities in the past. Other ways to engage communities and schools in particular could be essay competitions with just the title ‘1916’ therefore different viewpoints could be evident.27 The national broadcaster could also play a role in allowing neutral panels be represented by all viewpoints and debate the key historic points from both a unionist and nationalist perspective which could assess how their communities view the Rising today or how their ancestors viewed the Rising. The setting up of a ‘joint fund’ that allows cooperation by both identities would also enable alternative perspectives to be equally represented.28 ________________________________________________________________________________________________________________________26 ,27, 28 O’Snodaigh, Aengus, Sinn Fein ( Mar 2014) Interviewed in Person Other events that could join the narratives cross border include holding a conference on The Rising with the view from the north of that Rising reflected in that narrative “So far we have had that discourse the process of the 3rd home rule bill and the parallel process of the solemn league and covenant, you have one, you have the other. Equally the formation of the UVF and the formation of the Irish volunteers, they were balancing out each other effectively. You do it by parity of acknowledgement”29. There is potential to model the 1916 year events on The Gathering model but the issue is that events could be politically charged and could antagonise relations rather than further enrich them. However, for value for money it may be necessary to utilise existing festivals and events and ‘theme’ them around 1916 as stated by one respondent “I think we will find there will be a lot of events that normally punctuate the year and are programmed in, redesigned or remoulded a little bit to aim at a particular market with an interest around whatever commemorative event it is” 30. However an unidentified source Unionist community stated events are not necessarily the driver and that topic content and debate is more important “The bigger issue that is waiting to be met head on isn’t designing events about participation and history it’s about asking what does it mean today, so far no one has elucidated to what the Easter rising of 1916 should mean to northerners either Protestant or Catholic and the same must be said of the Somme of its relevance to today to people from the Republic”31 and that there is “a need for parallels in a whole 32 county context that was part of a big commonwealth. For example who were the parallel politicians etc.?”32 In terms of education a user friendly publication of the original agreement (GFA) including all what has occurred since could be made available to the public as a foundation to show progression “The events of the north should have their own integrity and not cancel each other out. It must be backed up by written pamphlets and books, I would like to see a boxset and little books that could be elaborated on later and materials for the schools, community groups etc. the whole country has to be educated. The emphasis should be on that it is “not their history or our history but our shared history”33 ________________________________________________________________________________ 29 O’Donnchu, Niall, Department of Arts, Heritage and Gaeltacht (Mar 2014) Interviewed in Person 30 Mathews, Paddy, Failte Ireland (Mar 2014) Interviewed in Person 31,32 Unidentified Unionist Source (Apr 2015) Interviewed in Person 33 Sherwin, Sean Fianna Fail (Apr 2014) Interviewed in Person An unidentified Source in DTTAS stated “In terms of cross border linkages between the cities I don’t think there is a natural connection. The Wild Atlantic way connects into The Causeway coast so Derry’s place is already on the route. Belfast/Dublin axis certainly there is a potential there. The big thing in the north is that Titanic is getting the interest from Dublin. There might be enough Belfast and Dublin crossovers but at that stage they had different stories”. Whilst Mathews, P. (Failte Ireland, Mar 2014) stated “we’re looking at various ways of making better linkages between the two sides of the border. If we’re to affect any difference at community level it starts with the economic opportunities that are there. It’s about creating economic opportunities for businesses and communities to work together in collaboration”. Tourism projects around common themes, allowing creation of trails and fostering joint marketing cooperation could start with something as simple as whiskey. Black Bush, Cork, Bushmills on Causeway Coast, Dublin’s iconic whisky distillery Jameson’s. Trails could be created to bring tourists around the island to these venues. A tourism project could be based on the success of getting together everything to do with the decade and as each year goes passes, commemorations, festivals and various other things that are tourism related could grow from that. “The detail is authorised by the different people who would have written their chapters. One chapter by the neutral people how they felt how they were destroyed by everything, one by the loyalists, one by the nationalists etc. Each of those narratives, each of those stories accounts have been approved over the years we are now living through have been approved as the authentic best description of that period. Based on facts”34Another tool that will be leveraged as a neutral medium throughout DOC is culture and the creative resources. Culture can transcend borders but has been used in the north of Ireland in particular to divide communities and Irish government officials stated “When one gets into identity politics one is inviting trouble. We recognise culture as something that is very amorphous. In the expression of any culture you have the coal-essence of many cultures. In today’s environment where we are all so connected the notion that you can box any particular culture for cultural reasons is simply laughable. As an expression of identity absolutely I understand that, our job is not to make the boxes but to ensure that there is that dialogue between the traditions and that we draw as many communities in as possible. One can’t expect 100% engagement but at least as somebody trying to put a programme together, that you’re very conscious of not creating those pigeonholes”35 8.3 (5) Potential Tourism Projects DOC has been examined by Tourism Ireland and Failte Ireland to determine if tourism potential exists. Largely they have concluded that there is ‘little or no potential’36. This is due to that outside the island the events do not have much meaning ‘except as part of the overall Irish story’37. Secondly it could alienate the largest tourism market for Ireland, GB and thirdly it is not Ireland’s DOC but Europe’s and there will be more distinguishable locations to be such as Moscow in 2017, Flanders in August 2014. Irelands minor events do not compare to these large stories the sources states “Obviously where there are events that are developed that will engage people in terms of what our tourism proposition is we can take the opportunity and some particular niche ones”38. In terms of tourism and focusing on the key areas that can achieve commercial potential the approach by the tourism bodies is “to take as ruthless an attitude”39 as possible. The key aim is to bring tourists into the country who will stay a long period and spend and political tourism in that context is ‘very, very marginal’40. Within political tourism there are tourists “who are interested in the political story as they are interested in other aspects of the culture”41 but that does not justify investing money or resources. The tourism bodies also have to evaluate the problems that could arise with this strand of tourism and tourist as it could generate trouble. It is also questionable whether political tourists will ‘come to Ireland where you got thrown out and you didn’t fight any major battles or you go where millions of British people were killed in Flanders’42 _________________________________________________________________________________34 Sherwin, Sean, Fianna Fail (Mar 2014) Interviewed in Person 35 O’Donnchu, Niall Department of Arts, Heritage and Gaeltacht (Mar 2014) Interviewed in Person36, 37, 38, 39, 40, 41, 42 Unidentified source Department of Transport, Tourism and Sport (Mar 2014) Interviewed in Person In terms of ‘intangible heritage’ such as community music it is important to hone in on what engages the potential visitor. Tourism generally is based around what people are ‘familiar with’43 in Ireland this could be leprechauns and sheep and it is important to ‘keep a focus on what people recognise you for’44. The aim of the tourism bodies is to ‘capture attention’ of potential tourists in Berlin or Denver or elsewhere that might stimulate an interest in visiting Ireland. The question is how do you turn intangible heritage (community music) into a commercial proposition that could impact on tourism? Tourists also want to feel safe in a destination. Another way to develop a destination is by creating an ‘iconic attraction (Cultural)’46 which is composed of ‘a series’47of attractions. This why the Wild Atlantic Way concept emerged. In terms of cross border tourism development Sherwin S. (Fianna Fail, Apr 2014) stated “If you were to ask any 10 people in Dublin how many times have they have gone and visited the north you might get 1 or 2 out of 10 and if they did visit it was for shopping. We saw first-hand the twenty foot 30 foot high peace walls and you say to yourself how can this be rectified? We had no answers. On the other hand if we were able to meet on a return let’s say our community is a microcosm of any community in Dublin. If there was a group of people from the north to come and meet people in Dublin and that type of two way dialogue that would begin a process of people going and people coming. A tourism project is not just and shouldn’t be just people in the south going north for a weekend or a day trip. I’m in an active retirement group and we have done 2 trips but we didn’t go up a meet anyone cos who were you to meet?” The focus therefore should really be on the development of adequate tourism products that can deliver that longer stay and bring people into communities not just tourism hotspots”48_________________________________________________________________________________43,44,45,46,47 Unidentified Source Department of Transport, Tourism and Sport (Mar 2014) Interviewed in Person 48 Sherwin, Sean Fianna Fail (Apr 2014) Interviewed in Person 8.3 (5) Single Identity Venues and Single Identity Events Single identity venues and the creation of ‘shared spaces’ remains one of the challenges to peace building in Northern Ireland and the border counties. There is potential for DOC to deliver events at these spaces to assist with breaking down pre-conceptions and existing connotations. Associations could be made in a religious context such the Colmcille/Iona connection which predates the Troubles and Plantation of Ulster. Spaces that could be opened to events could include Derry and the city walls (predominantly seen as Protestant space until recently), Belfast City Cemetery (Predominantly seen as a Catholic space as it is in CNR ‘territory’ but more prominent unionists and commonwealth soldiers from early 20th century are buried there), Stormont (Predominantly seen as a Protestant space in which the CNR community do not recognise as being a shared space). Prominent sites that are associated with the political heritage of 100 years ago can also be utilised for events during Decade of Commemorations in Ireland and a number of significant restoration projects are underway such as the GPO, Kilmainham jail, Richmond Barracks, Kilmainham Jail and Courthouse, Teach an Piarsaigh and Sean Mc Dermott’s house. Archive projects are also under development around the military history archives, the military services pensions. Unfortunately unless a wide approach is taken to the interpretation for these sites they could run the risk of becoming solely identifiable as ‘nationalist’ commemorative sites. Consultations have taken place with local historical and community groups49 but how extensively the unionist and British community in Ireland have been consulted in undeterminable thus far in this research. Further to this it is questionable whether event delivery should be applied in a neutral way which promotes mutual understanding and reconciliation or whether single identity events should go ahead and this affect the overall community and “It is not possible or indeed desirable to set an edict on how all events ‘must’ be delivered. An inclusive tone and leadership can be set but some groups/communities will develop events to commemorate anniversaries in their own way or preferences…regardless of what government or other organisations advocate. Some single identity events (perhaps an outcome in practice if not by design) may well still adhere to inclusive principles – e.g. highlighting that different interpretations exist etc.” 5049 Mathews, Paddy Failte Ireland (Apr 2014) Interviewed in Person 50 Mc Gowan, Stephen Department of Culture, Arts and Leisure (Apr 2015) Interviewed via email Governments role to oversee commemorations appears to be limited and more of acting from a distance whilst ensuring that state commemorations are done in the correct fashion as Durkan, M (Mar 2014) stated “The government has taken a higher approach but it’s been careful to take responsibility for saying right we’re having a select list of events and all other events don’t count. That would be completely the wrong thing”51 which is being both inclusive to those who wish to commemorate in a single identity fashion and those who wish to commemorate with all the community in town. The government therefore in NI does not want to condone those who celebrate in a dissonant manner or those who do not. They wish to allow all groups the space to commemorate rather than ‘regulate’ DOC themed events “because by the nature of these things many of these events are going to manage and organise themselves”52 and “the important thing about decade of commemorations it’s not that ministers have said this or ministers have said that, it’s that broadly that all the parties have said we want to approach this in a responsible manner, we want to respect the seriousness of history but we also want to respect the sensitivities that are around that”53.The tourism bodies approach appears to be that they have learnt from the past through projects such as the Battle of the Boyne centre and where there is a particular narrative, thread through the various minefields that are contained within that even though these events or interpretations will be seen to be a single identity story by a large number of the community on the island “It’s about getting the story that is acceptable to everybody, the shared story, without neutralising its interest”54. At ground level there may also need to be a ‘will’ to enable commemorations to become tourism and community focused events and actions undertaken to deliver this. An unidentified source in the Unionist community stated “I think this will be one of the big challenges throughout the period I do wonder if we will be left asking the question do they need to be community focused? If the will is not there why do it? Why try to create a false environment it would be so dilute…It can only be done by building confidence between and within communities”55.51, 52, 53 Durkan, Mark SDLP (Mar 2014) Interviewed in Person 54 Mathews, Paddy Failte Ireland (Mar 2014) Interviewed in Person 55 Unidentified Source Unionist Community (Apr 2015) Interviewed in Person Therefore confidence and capacity building remains tantamount to ensuring the legacy that is left after DOC is positive but this should also be brokered and managed carefully to ensure that capacity building does not strengthen or further polarise identities into their own ‘corner’. Inclusivity appears to be the answer from the authorities as to how to bridge divides and the Irish governments approach is to ensure a balanced programme “Your dealing in the same period with the signing of the solemn league of covenant so what we were very keen to do was to engage with the entirety of the communities. This will run right through the programme that there is an Ulster voice that one can hear throughout the programme whatever that Ulster voice is saying and equally there is a Southern voice and an English voice and a European voice”56. The unidentified source in Unionist community communicated that people in the south appear to be more reciprocal to engaging people in the north in ROI commemorations and stated “It is quite interesting the open-ness of people involved in commemorative events so far in the Republic to people from the unionist tradition to coming down and joining in. I think we’re already seeing evidence of an inclusive approach I’m sure that is the answer. The answer is making everybody feel involved not excluding anybody or generating resentment or making people feel somehow they are less valid members of society because they see things through a different lens”57. Combined with this is the multicultural element that has emerged in Ireland in the last 10 years. Reaching out to the new communities who have settled in the island of Ireland in the last decade is also a challenge. These communities will find DOC events mystifying and spectacular possibly all at once but will not understand the divide caused by history between the traditions on the island. A way of reaching new communities could be explore what narratives were happening with those communities in Ireland at the time and examining the 1916 Rising in the wider context of WW1 and all the global communities involved in those events some of whose descendants may now be resident on the island of Ireland. 56 O’Donnchu, Niall Department of Arts, Heritage and Gaeltacht (Mar 2014) Interviewed in Person 57 Unidentified Source in the Unionist Community (Apr 2015) Interviewed in Person 8.3 (7) Including Unionist perspectives in 1916 commemorations without Creating False or Bogus Symmetry Whilst a challenge exists to ensure that the 2016 commemorations represent all denominations, traditions, heritages and political viewpoints on the island of Ireland it is most likely that the event will largely be viewed as a nationalist/republican commemoration. To counteract this work is needed to engage the unionist community in the events and bring dissonant narratives into the course of dialogue as one unionist stated “I think it’s difficult to engage loyalists about Easter 1916 because they are very focused by the First World War there isn’t much room in their narrative for the other event”58 but that opportunities to open up the dialogue around WW1 and nationalist involvement in this exist “the nationalist community has a much greater space of understanding of the First World War. There were 42,000 Irish men on the Western front, loyalists trying to understand the action of 1700 people in Dublin when many more people can trace contact through the First World War then The Rising. There is a much bigger question for nationalists as to why Grandad was in the Western front and not Dublin”59. However creating parallels could be perceived by some to be creating false or bogus symmetry but the source from the Unionist community stated “It puts the Republican perspective into context. A lot of the symbology and emotion that follows on from these events have got wrapped in emotion and has lost its context. Redmond disappears, only by doing that can you explain to loyalists in Belfast. You mustn’t allow small minorities to dictate what the commemorations can mean for a big country. What are we commemorating needs to be asked. How much do people want to own the glory and heroism of 1916? We also have to allow for the dissenters and liberal middle to discuss”60. 58, 59, 60 Unidentified Source from Unionist Community (Apr 2015) Interviewed in Person This view is juxtaposed by Durkan, M (Mar 2014) who states the opposite approach should be applied and that lessons have been learnt from peace building and building credibility with the public to date and that “you can’t have something that looks at something with a nationalist angle unless you also balance it with some other event that also has a unionist angle. We can’t get into the false symmetry like we have with the Irish language and Ulster Scots language cos people just don’t believe that”61 and Daly, M. (Fianna Fail Mar 2014) stated “I’m not too sure whether an event that should be celebrated should be neutral. You cannot be neutral on whether you were for or against the 1916 rising, it’s not like this is an event let’s just talk about it. You either celebrate it or you don’t and if you celebrate something you are therefore not neutral about it”62. Further to this unionists may view the formation of Northern Ireland as the cornerstone of the Decade of Commemorations period and in reference to Nelson Mc Causland’s speech in 2010 the voice stated “Unionism has every right to view through a narrow lens the centenary of Northern Ireland that is after all the notion of what they fought for in the world war, it’s what they won through the settlement and it’s what they protected ever since and they have to take the opportunity to reflect upon that for what it might mean for the 2nd century but equally nationalism has to reflect on what that might mean for them to as to what it means for not being part of an all-Ireland”63. Daly, M. (Fianna Fail Mar 2014) suggests that learning should be brought to the attention of Unionists in that “We weren’t against Unionism or the British empire we were for equal rights, equal opportunities, that’s what we are celebrating in the 1916 proclamation” and Durkan, M. (SDLP Apr 2014) suggests that to include Unionist perspectives in 1916 and retell ‘lost stories’ that “it’s a matter of reflecting what were the perceptions and reactions within unionism in Ireland at that time and what were the feelings. Rather than trying from now trying to project something else back onto that time or trying to project more of a direct unionist involvement in or engagement with Easter 1916 then maybe had been there” without it being contrived or false. 61 Durkan, Mark SDLP (Mar 2014) Interviewed in Person 62 Daly, Mark Senator (Mar 2014) Interviewed in Person 63 Unidentified Unionist Source (Mar 2014) Interviewed in person There are also a number of committees that have been formed at parliamentary level to discuss the history of the Decade of Commemorations but even though the Northern parties have been given the right of hearing in them there has been a limited involvement from the unionist community in the DOC committee in Southern Ireland. However the remit of the committees should not in the opinion of Durkan, M. (Apr 2014) a ‘politbureau for history where people are sitting down and saying right this is the received history. We’re allowing you that event if you allow us this event. It’s not forcing anybody else to acknowledge any aspect of history they don’t particularly want to acknowledge”64. Another contentious point is examining stories around the RIC “many of whom members were Catholics” 65 and British military involvement in 1916 to which Durkan, M. (Mar 2014) states “that is all part of the mix and reality and complexity of what went on. In some cases there might not be a lot of material around that as people might want there to be. I don’t think we should get bogged down in any one thing and say we haven’t dealt with this unless we have looked fully at that”66 but that “the important thing is to make sure that those things that are particular constituencies to look at don’t have this sense of contest and rivalry around how they find their space now”67. Other stakeholder opportunities for cross island/cross border development in the context of heritage could include partnership opportunities such as cross promoting each islands heritage cards such as English Heritage/OPW Heritage Card/local authority’s heritage cards to tourists who are travelling to each island. A joint marketing initiative could be established and a bundle could be created available at a discounted rate for international tourists. Building brand awareness overseas could also be developed as an innovative partnership. Cross marketing to audiences outside of the islands could be jointly delivered through Destination Marketing Offices outside of the British and Irish islands. Summing up stakeholder cooperation however as long as a border remains on the island the people will remain divided psychologically and physically. Foley, McGillivray & Mc Pherson (2012 P.12) stated “When the needs of the nation change, or the perceived needs of the nation diverge, the collective memory adjusts or the nation splits” therefore the emphasis must be on trying to find commonalities and initiatives that can foster cooperation to reunify people across island. 64, 65, 66. 67 Durkan, Mark SDLP (Mar 2014) Interviewed in Person Foley, Mc Gillivray & Mc Pherson further stated (2012 P.13) “For a society to exist, not only must it possess unity in outlook but these memories and ideas must be constantly repeated and re-enacted, so that they retain their meaning” so if symbols and memories and ideas are built upon in separate jurisdictions the emphasis must be on finding the commonalities and shared emphasis in those symbols so that the whole of society on the island can take joint ownership of its cultural and historic and social capital.8.4 Conclusion and summaryThis chapter has set the broad context in which this research was based. The focus of the chapter was to provide the reader with an insight into the thinking and voices of those mostly closely linked to commemorations and the ground level delivery in Ireland (north and south). The next chapter draws conclusions and drafts recommendations.Chapter 9 9.1 Conclusion and Recommendations The research finds that opportunities exist at both ground level and in government for cooperation and collaboration around themes stemming from the Decade of Commemorations. Intangible cultural heritage at ground level leveraged largely by marching bands has potential to impact on community cohesion if commonalities are identified in historical heritage resources common to both traditions and are leveraged to create shared works and projects. The outputs could then be showcased against a backdrop of built heritage from the island and could act as a resource for schools and groups across the island and performance opportunities could be generated. Frameworks and policies need to be put in place by both governments on ways to bring communities into shared spaces using these shared historical resources. In terms of objective 1 leveraging intangible and built heritage for DOC events, capital investment is needed to realise this opportunity but development of ‘experiential’ tourism offerings in the form of rural tourism hubs, innovation centres with a performance space at Grianan Aileach have potential to further cross border cooperation, build destination awareness of the north west region and social and community cohesion in a border corridor. A case can also be made to develop an application for World Heritage Status around the Grianan Aileach site. In terms of military and niche political tourists and attracting same to Ireland, market opportunities exist to develop tourism offerings around silent and under developed built heritage on the island that exist in spectacular locations particularly for the GB market. Further examination is necessary in respect of single identity venues and venues that stem from British heritage across the island of Ireland and ways to engage and leverage communities and these built heritage assets. The researcher recommends a county by county audit of all British military and police or substantial buildings be undertaken across the island which could be assisted by examining the W035 Files in Kew Archives which have details of all files related to Ireland from the 17th century to 1922. These files also contain details of all the former British military sites and infrastructure across Ireland. A possible funding stream to develop capital infrastructure in Ireland that is formerly British lineage could be a Heritage Lottery and Irish government co-operated fund for renovation and restoration projects. Government could then take an equity stake in tourism revenue or if a cooperative model could be established with communities in ownership and income could reflow back into communities for local development projects. Dissonant heritage has the potential to create havoc due to select commemorations being delivered during Decade of Commemorations. Approaches by government to deal with this could include generation of policy that aims to develop a shared heritage and identifying commonalities in historical heritage materials and mythologies that are associated with the events of the DOC period. This could be assisted by the development of a board of history for the island or cross islands. Outreach work must be a strong component as a way to deliver and develop outputs and build capacity amongst communities. Outreach could take place through community cafes and civic forums which allow dissonant voices a platform. Contested histories have the potential to be developed as local level tourism resources which could therein fit into a macro national narrative to generate cohesion and avoid ‘identity crisis’ perceptions being generated which could affect the international image of the country. Trails and narratives around key individuals such as heroes and villains stemming from the DOC period could be developed at county and local level and therein connected into a macro national narrative. The commemorations during 1916 could be styled as “myths, memories and symbols” and an analysis and examination of common heritage be undertaken to generate shared resources. Myths such as ‘Inion Na Heireann’ and ‘Sons of Ulster’ could be married and jointly discussed and used as a marketing tool by tourism agencies to encourage daughters and sons to return home during the commemoration period. In terms of objective B trends that could be leveraged for DOC events include hallmark events and community events. Festivalisation of cities should also be considered as a theme as should a ‘city as a canvas’ to develop events that will have a commercial impact through DOC period. Community events such as ‘twinning’s’ could also be leveraged to assist with community cohesion and building links on a cross border basis. Conferences, seminars and lectures that examine past against present and carry themes such as ‘identity’ and sense of place which are contentious subject matter to society at present. Gathering style events that allow ephemera to be presented by the public also present potential event content. Digital technology should be leveraged to engage Generation Y extensively and connections could be developed with the arts and technology community to generate new ideas and concepts that use DOC themes as a foundation. Social media such as YouTube present opportunities for platforms where conference, seminar and lecture content could be broadcast through but effective seeding campaigns would need to be undertaken to ensure the promotion is effective. Promotional content must also be developed to be compatible with Smart phones to leverage the exponential growth in this medium and a promotional app developed for DOC events such as the 2016 commemorations could assist with reaching generation x and y. Online streaming of events and co-production of events and drama or documentary content between the BBC and RTE could present opportunities to market 2016 into the GB market. Technology SMEs in Ireland could also be encouraged to act as sponsors by providing high profile platforms where revised and modernised historic materials could be showcased through. Other promotion could be developed by engaging celebrities with connections to Ireland as endorsers of the DOC events and campaigns which bring the world home for Ireland’s heritage.In terms of meeting objective c and engaging the Irish Diaspora in Britain the researcher recommends government incorporate the 1916 commemoration events into existing marketing programmes rather than develop a new standalone programme for the Diaspora at events during 2016 as Diaspora express that they wish to commemorate ‘locally’ in Britain rather then return home. Further to this the researcher recommends development of a ‘Genealogy Week’ with roadshows in Britain as part of ‘Heritage Month’. In some cases it may be worthwhile undertaking reverse genealogy and connecting prominent or hidden characters from the period to their relatives of today. A recommendation is also made for capital development of a large scale civic memorial with reflection space for Diaspora and domestic tourists to visit. Diaspora also expressed that history be simplified and the researcher recommends generation of an easy to follow publication which is animation or other light story board mediums based which could be disseminated to households across the island and across Irish centres and communities in Britain, US, Canada, Australia etc. The researcher also recommends holding a cross island conference on the decade with representatives of political parties from IRL and GB with an audience generated from the communities of Irish in Britain in London. Development of an Irish History month similar to Black history month should also be run across schools and civic and community forums. The researcher recommends a joint board of history between the islands and north/south which could jointly develop school curriculum materials and a programme of events to be delivered and organised at local level across UK. The development of a drama or TV programme that re-runs events of the time side by side from an English and Irish person’s perspective should also be considered for balance. Academic institutions on both sides could also examine the period jointly by twinning of universities and developing joint academic conferences. The researcher also recommends large oral history projects to be initiated across the UK and Ireland styled upon Stephen Spielberg’s database of Holocaust survivors. An Irish story with 3 narratives, unionist, nationalist, and dissenter could give a balanced perspective and viewpoint on history. Further to this a database of relatives could be established during decade of commemorations period and a call put out globally for submissions of stories via a portal and this could then act as an archive. In terms of meeting objective d building stakeholder cooperation the researcher has included the research conducted to date in the thesis governments can cooperate cross border or cross island in a range of areas such as education, community development and furthering peace building, sharing knowledge and resources to revise or modernise historical works separated by tradition, tourism initiatives and in particular joint events, built heritage and development of signature tourism projects in border region on the island of Ireland, sharing resources and archives, developing documentaries and media outputs on a cross island/cross border co production basis, cross marketing each region in the respective opposite regions to help place marketing, undertaking analysis of the size of military tourists in GB that might wish to visit key sites in Ireland. Also examining the silent history of physical (built) heritage that is linked to a colonial past such as former British ports and war graves, Anglo Irish houses and Orange halls which may be of interest to the GB tourist. In light of recent terrorist attacks in Tunisia GB tour operators and marketers may also wish to highlight destinations along the west coast of Ireland which have similar quality of beaches and which would be safer for their citizens then some areas of the world at present. Failte/Tourism Ireland could also develop a package with NITB and, Visit Scotland/Visit Britain to bring tourists from the islands to other destinations in the island groupings. Cross Island wide trails around neutral mediums such as whiskey/breweries etc. could also be developed and marketed overseas. The governments could also establish a cooperation fund for community initiatives which restore silent or dilapidated physical and built heritage. The researcher wishes to thank all those who helped her to compile this document. It is by no means complete and further work at developing more in depth event proposals and frameworks will continue onwards. Chapter 10: Literature ReviewThe core themes that I am conducting research underPolitics and history of events such as Easter 1916, The Somme and Gallipoli in the 1915/1916 period to provide a context and background to the decade of commemorations and explore and formulate content for events such as conferences that could be delivered. This includes analysis of academic literature, private papers of soldiers from the period and cultural materials from the period. Events management and sponsorship theme which will review academic literature, articles, sponsorships proposals and marketing templates. This will assist me in examining case studies and emerging models/trends in the event field. Current best practice will be examined to assist with the devisal of an events strategy and proposal for events that could be delivered. This will also assist me in identifying potential funding streams for eventDiaspora and heritage arts theme which will explore academic literature, articles and cultural materials related to identity and heritage from the island of Ireland and Britain. I will also develop case studies within this theme to support research and argument. This will also allow me to build knowledge of heritage arts that could be utilised as content for commemoration events. I may also examine commemoration as part of heritage supply and demand but evidence thus far is suggesting that without a strong marketing programme to invigorate and engage the public, commemoration is not at the forefront of themes that encourage the public to attend civic events. Government Publications and Documents theme. This will assist me in examining the British and Irish governments approach to commemorations and how this could influence or impact on stakeholder relations between the islands on a north/south/east/west basis. Community relations and peace building theme which will review academic and industry literature to give a context to peace building and where current practice stands on key issues such as the flags crisis which could impact on commemorative events taking place without friction in communities. Literature Reference list: Background and Context to Easter 1916, Somme 1916, Gallipoli 1915 Author (Anon. ca 1916) “Sinn Fein Rebellion Handbook Easter 1916” Publisher Weekly Irish Times Author (Anon.) “Poems and Songs of Easter Week No. 1” (1916) Publisher; UnknownAuthor (Anon) “The 1916 song book” (1916) Publisher: Irish book bureau Cronin Sean “Kevin Barry” (1965) Publisher: The National Publications Committee, Cork & Clo Saoirse – Irish Freedom Press (2001)Gallagher, Frank “The Four Glorious Years” (2005) Publisher: Blackwater Press Githens Mazer Johnathan (2006) “Myths and memories of the Easter Rising cultural and political nationalism in Ireland” Publisher: Irish Academic Press Jeffrey, Keith (2006) “The GPO and the Easter Rising” Publisher: Irish Academic Press Mac Lochlainn Piaras F “Last Words” (1990) Publisher: The Office of Public Works Thompson Irwin William (1967) “The imagination of an insurrection Dublin, Easter 1916 a study of an ideological movement” Publisher: Oxford University Press Event Management & Sponsorship ResearchAllen, Johnny, O’Toole, William, Harris, Robert, Mc Donnell Iain “Festival & Special Event Management” (2011) Publisher John Wiley & Sons Australia Bolan, P., Kearney, M. and Smyth, I. “The impact of Social Media on Tourism Events: Exploring and harnessing the Web 2.0 landscape to maximise success” (2012) International Conference on Tourism and Events: Opportunities, Impact and Change, Europa Hotel, Belfast. 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(2010) “National identity, allegiance and constitutional change in the United Kingdom” Nations and Nationalism 16 (2), 2010, 335 - 353 Aughey, Arthur (2010) “Anxiety and Injustice: the anatomy of contemporary English Nationalism” Nations and Nationalism 16 (3), 506 - 524BBC “The History of Irish rock” 10pm, Mar 19th, 2015BBC News “Islamic Takeover Plot” (7th March 2014) Accessed: 15th May 2015 , Deepak (2012) “A present centred Dissonant Heritage Management Model” Annal of Tourism Research Vol 39 No, 3 P. 1701 – 1705, 2012 Cooke, Pat “The containment of heritage setting limits to the growth of heritage in Ireland” (2003) The Policy Institute Trinity College, Dublin Derry City Council “Siege Museum a Step Closer as Construction Work Begins” 20/10/2014 Accessed 7th May , B & Mc Dowell, S “Meaning in the Maze: the heritage of Long Kesh” Cultural Geographies 2007 14 (3) 343:368Leask, Anna; Fyall, Alan (2006) “Managing world heritage sites” Publisher: Elsevier BH Leask A, Yeoman I (1999) “Heritage Visitor Attractions An Operations Management Perspective” Publisher CassellLong, Sophie “Inconvenient Inequalities: New Unionism, Loyalism and the Battle for Belfast” Conference Paper Lowenthall D (1979) “Environmental perception: preserving the past” Progress in Human Geography 3, 549 – 559Spencer, Graham (2004) “Constructing Loyalism: politics, communications and peace in Northern Ireland”, Contemporary politics, 10:1, 37-55 Publisher: Routledge Timothy, J Dallen and Boyd, Stephen (2003) “Heritage tourism” Publisher; Pearson Education Timothy J Dallen, (2011) “Cultural heritage and tourism: an introduction” Publisher: Channel View Tunbridge, J. E; Ashworth, G. J. (Gregory John) (1996) “Dissonant heritage: the management of the past as a resource in conflict” Publisher; Chichester: Wiley “Scotland’s Moment the story of the referendum” 2014, Mark Hennessey, Patryck Smyth, Martin Mansergh, Arthur Aughey, Gerry Hassan, Chris Johns, Arthur Beesley, Dorcha Lee, Peter Geoghegan, Alex Massie, Eamonn McCann, Paul Gillespie, Gerry Moriarty, Colm Keena, Chris Johns, Fintan O’Toole, Paddy Woodworth, Sarah Gilmartin, Suzanne Lynch, Mary Minihan and Diarmaid Ferriter.Published by: The Irish Times Limited (Irish Times Books) 2014 Witherow DCAL NI study Government Publications Arts Council Ireland (2013) “Culture Connects” National Culture Programme Ireland’s Presidency of the Council of the European Union January to June 2013 Published by Arts Council Ireland Accessed 3rd March 2014 Arts Council Ireland (2012) “Cultural Tourism: A how to guide” Arts Audiences Building Your Audience 2011 Annette Nugent January 2012 Accessed 4th March 2014 City Council. (2006) “An integrated Cultural Strategy for Belfast” Accessed March 2014 PARLIAMENTARY ASSEMBLY/TION?L PARLAIMINTEACH NA BREATAINE AGUS NA H?IREANN (2012) “Committee A: Sovereign Matters Decade of Commemorations” October 2012 Document Number 191 Accessed March 2014 Department of Foreign Affairs and Trade (2012) “Comoradh – Issue 1 Sept 2012 A newsletter for the Irish abroad in The Decade of Commemorations” Accessed 5th March 2014 of Foreign Affairs and Trade “Comoradh – Issue 2 July 2014 A newsletter for the Irish abroad in The Decade of Commemorations” Accessed 5th March 2014 City Council Draft Legacy Plan 2013 – 2023 Accessed 8th May 2015 Failte Ireland (2014) “People, Place and Policy Growing Tourism to 2025” Accessed April 1st 2015 Galway County Council (2013) Commemorative Strategy for the County of Galway ‘Decade of Commemorations 2013 – 2023” Prepared by the Galway County Council Decade of Commemorations Working Group October 2013Accessed 7th March 2014 Institute for British-Irish Studies Annual Conference University College Dublin (2010) Speech by Nelson McCausland MLA, Minister for Culture Arts and Leisure “A Decade of Centenaries: Commemorating Shared History” Thursday 20th?June 2010, Accessed Mar 2014 Institute for British-Irish Studies University College Dublin (2010) “A DECADE OF CENTENARIES: COMMEMORATING SHARED HISTORY” Opening Address Sir George Quigley/ Brian Cowan TD Working Papers in British-Irish Studies No. 108, 2011 Accessed 3rd March 2014 County Council (2013) “Mayo Commemoration Strategy 2013 – 2023” Prepared by the Mayo Commemoration Strategy Committee Accessed 7th March 2014 Ireland Assembly Official Report. (2008, February 19) Accessed March 2014 Ireland Tourist Board (ca 2013) “Events Strategic Vision to 2020” Accessed April 1st 2015 Northern Ireland Tourist Board “Planning Our Route to Success” Corporate Plan 2008 - 2011 Accessed March 2014 NI (2013) “Together Building a United Community” Strategy Accessed Mar 2014 (2012) “Workshop Report Summary - A Decade of Commemorations 26th April 2012”, CRC Offices, Dungannon Accessed 8th March 2014 The Gathering Ireland (2013) “Final Report” Accessed March 2014 for ReferenceAinsworth, Paul (April 14, 2012) Belfast Media Group “UDA will be Suited and Booted at Ormeau Event” Accessed March 2014://uda%E2%80%88will-be-suited-and-booted-at-ormeau-event/Ainsworth, Paul (April 5th 2012) Belfast Media Group “Concerns over feeder parades to Ormeau Park event” Accessed March 2014 News (28th Sept 2013) “Thousands Take Part in UVF Belfast Commemoration Parade” Accessed March 2014 Bennett, S (2015) “What are the Best Times to Post on #Facebook, #Twitter and #Instagram?” Accessed 8th May 2015 , Nicholas (2011) Image: Sponsorship as a 3 Way Relationship “Beyond awareness and recall: rethinking sponsorship measurement” accessed 10th May 2015 (2011) “What is Social Seeding” Accessed April 2015 accessed 8th May 2015 Dail Debates (30th Jan 2013) “Priority Questions” Accessed March 2014 of Arts, Heritage and Gaeltacht (2015) “Heritage Council” Accessed March 2014 Dorney, John (19th July 2012) “A Decade of Commemorations” Accessed March 2014 of Oireachtas (2012) “Decade of Commemorations” Statement Accessed March 2014 , J (2012) The new boomtown? Creative city to Tech City in east London. J. Cities (2012), j.cities.2012.08.009”Irish History Compressed (2013) “Ireland’s Decade of Commemoration: A List of?Anniversaries” Accessed March 2014 Republican News (April 13th 2012) “Redmond recalled as Dublin launches decade of commemorations” Accessed March 2014 Journal (Feb 22nd 2015) “A 1915 poster from the Department of Recruiting for Ireland. (Image: Alex. Thom & Co., Ltd., Dublin/Library of Congress Prints and Photographs Division Washington, D.C.)” Accessed June 24th 2015 Mitchell, Aengus (2011) “Remembering and forgetting 1916: commemoration and conflict in post-Peace Process Ireland” Accessed March 2014 Hibernia Review (2013) “Ireland’s Decade of Commemorations: A Roundtable” Accessed March 2014 “Genealogy and Roots Tourism” (2011) Accessed March 2014 Sail Training International (2014) “The 2014 Tall Ships Races and Regattas: by numbers” Accessed April 2015 Ireland (2014) “Great Britain Market” Accessed 10th June 2015 Centenaries (2015) “March past Belfast City Hall” Accessed May 2015 - Programme – Sub Event Decade of Commemorations Conference Programme A Lingering Unfinished Legacy or a Provocative Forgotten Past?How the events of 1912 – 1923 are shaping the Decade of Commemorations08:30am – Registration and Tea/coffee 09:15am – Official opening of conference – Joint opening speech British Ambassador to Ireland and Irish Ambassador to Great Britain Theme and Topic: “Decade of Commemorations; The common history amongst our islands and moving on from the GFA – implementation and adherence – Our shared heritage, resources, records and narratives - Case studies of projects that are ongoing between our islands. Speakers; H.E Irish Ambassador to Britain Dan Mulhall, H.E British Ambassador to Ireland Dominic Chilcott 10:00am: Theme and Topic: The Irish in WW1 – The 10th, 16th and 36th Divisions of the British army – Their role in the Battle of the Somme and Gallipoli.Regiments such as the 16th and 36th divisions comprised of republican nationalists who showed a valour that is waiting to be remembered. This talk will discuss Irish men who were fighting for home rule and the Thiepval presence that stemmed from Ireland. The involvement of the 10th division at Gallipoli will also be discussed and how more Irish people were killed at Gallipoli then Australians. Speakers; Dr. Timothy Bowman, Queens University Belfast or Terence DenmanQ&A time 10:45am – 11am 11am – 11:15am – Tea/Coffee Break11:15am – 12:00pm: Theme and Topic: 1916 – The rising was part of a cultural revolution and the proclamation generated ideas such as equal rights, equal opportunities regardless of religion or gender. Who were the key women in the 1916 events and has the republic become detached from these ideologies or have women of future generations been empowered by the proclamation. Speakers: Fionnuala Walsh Trinity College Dublin - Fionnuala?Walsh?is pursuing a PHD in Trinity College Dublin on Irish women in the First World War What impact did the Irish uprising have on the rest of the world and how is it relevant to the 100 different nationalities that live in our multicultural society today? The topic will also examine the fundamental influence Irelands exit had on the composition of the British realm and how far countries have moved in terms of freedom of small nations and what the wider implications were globally of the Irish example which allowed countries to pursue their own freedom agenda. Case studies; The influence of the rising and individuals such as Terence Mc Swiney and Dan Breen on India and the inspiration the rising created in Africa.Speaker: Ambassador Dan Mulhall Q&A time – 12pm – 12.15pm 12.15pm; Theme and Topic – Unionist perspectives of the rising. The view from pro-British and the north why did the Irish community not connect with the unionist community in Ireland? An examination of the British community left behind in Ireland after partition describes their marginalization and ‘silencing’ by retrenchment into a singular community. What caused these divisions and gaps after the rising? How did figures such as Carson emerge? How does all this relate to the modern day unionist outlook and what future for unionists in 2014 when the union is under scrutiny, what impact would dissolution of the union have on Ireland – can cultural and intangible heritage that is aligned to these communities unite us?Speakers: David Scott & Dr. David Hume, The Orange Order & Dr. Tomas Irish, Trinity College Dublin Q &A Time - 13:00pm – 13:15pm 13:15pm – 14:00pm – Lunch 14:00pm – 14:45pm: Theme and Topic – The British and Global stories within the Regiments fighting in the Rising and Irish war of Independence. Eight Irish regiments fought in WW1 but in 1922 after the foundation of the Irish state 6 were disbanded. This topic will discuss The Irish Regiments in the First World War 1914 namely; The Royal Irish Regiment (Depot Clonmel), Royal Inniskilling Fusiliers (Depot Omagh), Royal Irish Rifles (Depot Belfast), Royal Irish Fusiliers (Depot Armagh), Connaught Rangers (Depot Galway), Leinster Regiment (Depot Birr), Royal Munster Fusiliers (Depot Tralee), Royal Dublin Fusiliers (Depot Naas).The role of the Sherwood Foresters and the battle of Mount St Bridge, attack of Portobello barracks which brought 200 casualties to the British and Trinity College ‘the Garrison that held out’ and the 14 soldiers from South Africa, Canada, New Zealand and Australia who fought defending it will also be discussed. Speaker; Paul O’Brien Author of “Battle of Mount St Bridge” Profile: Key British military figures such as General Sir John G Maxwell, Brigadier and General W.H.M. Lowe who were behind the executions of Irish leaders and the notorious Captain Percival who fought during the War of Independence. Speaker: Adrian Hardiman Author of “Shot in Cold Blood; Military law and Irish perceptions in the suppression of the 1916 Rebellion, in "1916, The Long Revolution”Profile: Tom Kettle MP for East Tyrone and Tom Barry – Irish men who fought in WW1. Emmet Dalton who went onto fight in Irish war of Independence and Micheal Collins right hand man. Speaker: Anthony B. Quinn ‘Author of ‘Wigs and Guns, Irish Barristers and the Great War’14:45pm – 15:00pm Q&A time 15:00pm – 15:15pm – Tea/Coffee Break15:15pm – Theme and Topic - Tourism Opportunities in Doc – Untapped potential for tourism or sectarian vehicle that could be turned into a dissonant heritage narrative by communities? What work is being done to examine intangible heritage stemming from cultural identities such as the Scots Irish and political heritage that is a legacy of Britain’s involvement in Ireland such as war graves, Ex-British ports and distinct physical heritage such as buildings that are silent at the moment? How best can this be brought back to life? What are the potential tourism development opportunities and how best can we mobilize those who are interested in British military history to visit Ireland? How can we make the commemorations be viewed as a distinct part of Irish and British heritage which families can connect their children into and how best can we attract the Diaspora to visit Ireland and the UK during the Decade of Commemorations period. Case Study – ‘Independence Dubline Trail’ – Developing the Dubline trail, capitalizing on living history and determining the factors of how much of 1916 is cultural heritage rather than political heritage. Speaker: Paddy Mathews, Failte IrelandCase study: Inchicore/Kilmainham Heritage Group - Regeneration of Richmond Barracks and the missing chapters of 1916. The barracks were where court Martials were held after 1916. This topic will also examine how to open up spaces that are identifiable as ‘single identity’ venues by communities. Speaker: Chairperson Inchicore/Kilmainham Heritage GroupCase Study: Spike Island regeneration project. Speaker: To Be Identified 16:00pm – 16:15pm Q&A16:15pm – 16:45pm identifying the common history between the islands James Connolly and Jim Larkin originated from Edinburgh and Liverpool and worked in Belfast organizing people. Irish volunteers such as Bob O ‘Flanagan from Derry~Londonderry were part of the group who ambushed British military at Monks Bakery which led to Kevin Barry’s arrest, key instigators of the IRB and Irish volunteers such as Bulmer Hobson and Eoin Mac Neill were born in Antrim and Belfast and Tomas Kettle was an Irish MP who attended Westminster. This topic seeks to examine how best we can identify natural connections between the cities on the islands under the Decade of Commemorations theme and ways we can develop and connect emerging research into tourism offerings. Speaker: To Be Identified 16:45pm 17:30pm - Branding Decade of Commemorations and dealing with Dissonant Narratives. Lessons that could be learnt from ‘The Gathering’ and single identity events such as the Castlederg and UVF marches. John Concannon was the key instigator behind the brand development and selling of ‘The Gathering’ concept. Deirdre Mc Bride is the Director of Cultural Diversity in the Community Relations Council Northern Ireland. As political commemorations remain sensitive but an important narrative which tourists want to explore this topic will discuss the potential for branding of Decade of Commemorations events and how best to approach and entwine dissonant heritage and narratives and foster community relations and community engagement. How to identify funding streams from new models that are emerging such as crowd funding and specialist funds being developed for DOC themed events. How to develop strategies to engage Irish and Scots Irish Diaspora without it being perceived as an ‘identity crisis’ and ways to create a cohesive identity and brand between the islands for tourism benefit as political dynamics continue to emerge on the islands creating a space which needs to be populated by the state to ensure commemorations pass off peacefully and what lessons have been learnt from commemoration events that took place in Castlederg and the UVF march in Belfast. This topic will also discuss the potential for joint events and possible themes that could arise for festivals and community events based on the shared stories from the period 1912 – 1923 between Britain/Ireland.Speaker: John Concannon, Director of Market Development Failte Ireland & Deirdre Mc Bride Director of Cultural Diversity, Community Relations Council Northern Ireland 19:30pm/20:00pm - Gala networking dinner for Irish/British relationsEvent Proposal Number 2 – Civic Concert “A Celebration of Commemoration”Musical collaborations in 2016 – examine (Madeline O’Connor ?) and perform music from 1910’s/1920s – have modern key artists (stars) perform those works in a large civic concert with community musicians as the support orchestra.BBC Artistic Director Guy Freeman, BBC1 Radio 1 Head of Music George Ergatoudis, BBC Head of Events Phil Dolling (?) ................
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