The Importance of Authenticity

September 21, 2011 by Taylor Studios in Professional & Industry Tips

Today’s guest blogger is Shea Lewis. You might recognize his name from that little blog called . If you’re not familiar with it, check it out! No, wait, not right this second. Finish reading this first, then go check it out! More about Shea follows.

Two of the latest buzz words that you hear today related to marketing, advertising, and interpretation are authenticity and experience. (Two words you no longer hear are buzz and words.) The trend of visitors searching for immersive experiences at locations that offer something real is nothing new for interpretation or interpretive sites. In my experience, it seems that the most successful interpretive experiences are at sites that know why they exist, what stories and themes they should interpret, and their audience.

So, how do you determine that what you are offering is authentic?

Growing up in Memphis, Tennessee I was fairly (and by fairly I mean totally) filtered from elements that have made Memphis famous or infamous (well, besides the barbeque). That doesn’t mean I don’t know something about presenting the authenticity of Memphis (even though I was raised in suburb surrounded by many much more wealthy than my family). In my high school the type of car you had greatly improved the likelihood that you could land a date. I know this may be the case for most high schools based on my vast knowledge of Beverly Hills 90210 episodes. In my case, I was fortunate since I had a ‘Vette. I could begin conversations with chicks (that’s what guys with ‘Vettes call ladies) by saying, “Come on, let me take you for a ride in my ‘Vette.” The only problem is that I wasn’t driving a Corvette, I was driving a Chevette (1983, tan, four-door hatchback, for those who really care).

Let’s face it, my ‘Vette line was never effective at getting dates because I wasn’t being authentic. Also at fault were my husky body type, eyebrows that looked like one large caterpillar, and the fact that everyone already knew I drove a Chevette.

The problem with being authentic is that sometimes it is difficult and unpopular. Museums, parks, and nature centers (along with other sites) that don’t know why they exist or are not honest about why they exist struggle with this concept the most. It can be easier at times to offer certain products, programs, and media for the wrong reasons. Just because they are the most cost effective, may bring in an audience, can sell well, drive the most positive interest, or are easiest to produce are counterproductive if they go against mission. It has been my opinion that nonpersonal interpretive media should not become the interpretive site itself. The exhibits, website, and publications should all enhance and promote the intended experience.

Finding the right story or stories to tell can be challenging. This area can benefit from a set of critical eyes. We all have passions, personal interests, and biases about what should be presented and how it should be presented. These perspectives should be set to the side so the focus can be supporting the site’s mission. By developing themes based around that mission steps towards authenticity can be achieved. Some might say limiting options stifles creativity, but I would say it inspires creativity. Working with restraint will lead to better visitor understanding and satisfaction. At times, I have struggled with what the essential experiences of the sites where I have worked should be. After debate and consideration with staff and other key players, making changes to be mission driven make a difference.

We all need an audience, but interpretive sites can be guilty of thinking about them too much—or not enough. If you want to improve visitors’ experiences, you need to gain their perspectives. If you have ever been involved in a visitor satisfaction survey, you know that a view from the outside can be a valuable perspective. The only problem here is that even this involves its own level of biases. Knowing your audiences is no easy task when it comes to making decisions, especially if it involves financial decisions and getting the biggest bang for your buck on a piece of nonpersonal media, personal program supplies, or facility improvements. If the goal is to further you mission, that perspective may be the most important.

It would take me several years before I learned the lesson that it wasn’t what I had (or drove) that would lead to successfully getting a date. I’m glad to report today that I found a woman who married me 15 years ago, in spite of my car and unibrow (both of which she corrected; I’m still husky).

Of course I know now, she married me for my money.

Shea Lewis is the region 4 supervisor of Arkansas State Parks. He has worked as an interpreter, chief of interpretation, and park superintendent in Arkansas and Idaho since 1995. He is the co-author of Interpretation by Design and co-founder of the blog by the same name. Shea earned a master of education from the University of Arkansas at Little Rock in 1999 and a bachelor of science in education from the University of Memphis in 1996, and he is a Certified Heritage Interpreter and Certified Interpretive Manager. He received the 2006 Meritorious Service and 1998 Distinguished Young Professional Award from NAI Region 6. Seersucker is his suit of choice. Shea lives in Hot Springs, Arkansas, with his wife, Sebrena, and children Gracie, Anna, and William. Due to three incidents, Shea makes few decisions without consulting his wife. Contact Shea at .