The main aim of the project was to establish joint processes involving 24 cultural assets in both cities as a driver for cross-border collaboration and dissemination and the starting point for a Cultural Heritage Economy best practice network. The project tied together 24 North European heritage sites with the aim of developing a coherent destination product to yield significant benefits from cultural tourism visitors and to benefit local companies. SHAPING 24 aimed to democratise heritage by unifying and making accessible disparate cultural offers in the cities of Norwich and Gent. The project would achieve this aim by;
- utilising the skills of local suppliers and associate partners in the 24 sites in achieving greater access and interpretation of these buildings
- Piloting the use of a range of innovative ICT techniques to make cultural heritage more accessible and appealing to local people and visitors.
- Increasing the incidence of volunteer engagements.
- Working with educational specialists and learning institutions to ensure that the buildings and their stories support and develop national curriculum and other education strands
- Working with new technology to develop new and unique ways to interpret and promote the set.
- Evaluating the benefit of the project activity to establish a better understanding of the tangible social and economic benefits of cultural heritage.
- Creating a transferable model, applicable in other situations
- supporting jobs in tourist related industries and sites

Three main activity strands embodied the actions and outputs for the project:

1) SCOPE – this activity involved undertaking joint and shared research on the culture and heritage of the area which was essential research to inform the Project Teams about the best ways to collaborate, share best practice, and how the 24 sites can be linked and promoted. Regular Project Board meetings and visits were undertaken by the project teams to each City. The project developed of a series of joint lectures in both cities by specialist academics in 2012 and produced a publication on our Shared History - in English, French and Dutch.

2) ACCESS –this involved the development of an ‘access’ strategy to enable full public participation in the SHAPING 24 vision to ensure people visit more than one heritage site and are aware of the historical links of the two cities, maximising their enjoyment and ensuring that as many audiences as possible are reached. The “Norwich 12” model was migrated as good practice to its Flemish partner. A Framework of standards was developed to be applied to the set of 12 buildings in each City. Ghent used specialist contractors to carry out a full audit of their buildings whilst HEART used internal staff, working with the N12 buildings to jointly assess the building against the standards. Work on community educational and engagement projects such as the Dragon Festivals in each City and the medieval weekend in the Castle involved specialist personnel being hired to go cross border for the event. Visits, events and dinners in Norwich and Ghent were held for these exchange visits. Both cities developed a set of signage for their 12 buildings. HEART developed and delivered the Ambassador training sessions. Norwich supported development of a new Cycle map and ran a series of guided tours from 2010-2012 0- in summer months. Gent also ran summer guided tours.

3) DIGITAL – this activity revolved around developing a strategy which ensures that the interpretation and display of the 24 cultural heritage assets make the most of innovative technology and introduces audiences to new media platforms where they can compare and contrast the history of the two cities and use the 24 buildings to explore and discover more about their own heritage. Both cities ran a series of educational and engagement activities and events throughout the life of the project. Both cities have developed innovative digital material, including games and apps with online data bases and displays in specific buildings. A joint Digital Conference was held in Norwich early in 2011. In 2012 the project held the “Culture Matters” dissemination event.

Communication tools.

Research and strategy: 2 signage strategies implemented and installed at all the buildings. In Ghent over 200,000 units of promotional literature have been distributed. Norwich HEART staff carried out baseline audits on their 12 sites and commissioned a series of Conservation Management Plans to meet English Heritage standards for this work (where none existed already- 9 in all). Ghent commissioned consultants to audit 8 of 12 buildings (4 already produced). A report was produced for their set of 12. Joint Digital Conference was delivered in Norwich early in 2011, and a Digital Strategy was developed.

New products/services developed: development of a new Cycle maps, a series of guided tours from 2010-2012 in summer months, Ghent developed a new Passport scheme, Norwich HEART supported access based projects; Museums at Night and Medieval events at the Castle, Digital Destinations project with the Forum, a new guide book for St James Mill, Both cities had specialist Dragon events.

In Norwich 4 building improvements in the Guildhall, 2 in the Assembly house. In addition 7 of the buildings had plasma screens to support display improvements. The Conservation Management plans supported additional spending on repair/ conservation in at least 4 of the buildings. Free “Apps developed in Norwich.

Good Practice: In 2012 the research was bought together into one booklet published in both languages. Through a Customer service training programme in Norwich (Ambassadors) 250 have been trained including staff and volunteers at the 12 who were given free places. This was replicated in Ghent. Basic 3D models have been created for all the N12 building, a complex visualisation for St Bavos abbey has been produced. 10 avatar films have been created. 2 free Digital Education packs have been created- NEXplore and City Game.

The project enabled the “Norwich 12” model to migrate good practice to its Flemish partner. It also enabled the development of new and imaginative collaboration techniques of mutual benefit of both cities. Each City worked up detailed plans to meet their own local needs in the context of the overall plan.The two principal organisations and their 24 site partners have all concluded that the project has been hugely successful in terms of project delivery and outcomes. The project has helped in sustaining the cultural heritage treasures; allowing people to find and understand them; making them accessible once they are found; promoting them effectively; making them part of their communities; using them as learning tools and making them economic drivers.

Better promotion of the set of 12 in each territory, making them more accessible and improving the quality of the visitor experience. Learning and well being of the local populations promoted through better understanding and valuing of our local heritage and common heritage across the territories. Better experiences for local and cross border tourists through training, new facilities, guidance and literature and digital interpretations. Increased visitor numbers to the 2 cities and the buildings in the sets by targeted events and activities. Benefits for the custodians of the buildings through participation in events, funding provision and purchase of equipment, signage, artworks etc. The project also facilitated transnational co-operation from a range of bodies such as universities, in particular in relation to Culture Matters.The partnership between Norwich and Ghent was enriching for beneficiaries in each City. Highlighting the common heritage in many of the themed events has also helped to educate people and break down parochial views.

Cross border work takes time to plan and deliver so do not underestimate the resource required, however this is an innovative and exciting approach and well worth it. Some sub projects were longer and more complex to deliver but the cross border results were particularly rewarding. Learning from innovative practical experience elsewhere, collaboration cross-culturally to find new ways of problem solving, opportunities to work ‘out of the box’ and engagement in new networks are all really valuable aspects of cross-border working.

During Culture Matters a Shaping 24 stand was in the Forum building and promotional material was available for one week . The area of the Forum is on the way to the most frequented public library building in the UK. Ghent have used specialist prss confrences for the inauguration of new Art works . Both cities have used all the media and communication tools possible and appropriate to each stage and activity. At the Chamber concerts in the 12 buildings the presenters talked about the project to the audience before the music started! Generally both cities have targeted the project to a wide range of groups of local people and tourists, as well as professional networks and educational establishments. The Seamedia project chose Shaping24 as a subject for a student film, now available of their web site. The Project Officer from Ghent also presented at an event for the TSE an Interreg 1VA social Inclusion project. Norwich HEART and Dragon Hall staff attended the TSE project final event. Attendance at EU member state and cross border events has also helped us to build up networks and contacts from other projects. Michael Loveday presented at the 2Seas annual event in Bournemouth.

We believe we have successully engaged the citizens of the cities of Norwich and Ghent in a cultural and collaborative experience. The main lesson learnt is that working cross border brings huge benefits. Professional designers were used at all stages of the project, for printed and digital media, so as to ensure the design was appropriate for the target audiences. For products geared to particular target groups’ appropriate designs were commissioned and distribution channels organised to find the relevant target audiences. When producing products in different languages you need to employ good quality translators and editors. Plan ahead and leave time for good quality translation. Use specialist translators if needed. Ensure your cross border partner sees the translated products before they go out to the public as there may be nuances in the language which are lost or out of date in the expression used by the translator.

Regular face to face meetings help to establish these good relationships and the need to work closely and communicate regularly with your project partner team is vital.

Both Cities will be retaining the concept of the 12 and the web site, promotional material, digital material and booklets and books will continue to be used, displayed and distibuted. There have inevitably been reductions in staffing levels following project closure but the residual project staff are in place to keep the concept going. T he project has provided new horizons for tourism, embracing diversity, whilst celebrating our common heritage. It has bound together the educational, enterprise and cultural ambitions of the region, thereby offering many opportunities for sustainability well beyond the lifetime of the project - certainly for many years to come. The partners have, for example, installed signage and art works, and created digital heritage material which will be a lasting legacy.

The development of an environmentally sustainable initiative was integral to this project. The project has woven together the rich tapestry of heritage assets in Norwich and Ghent. We have nurtured an entrepreneurial spirit across the two cities coupled with a sense of cultural ecology in action. The cluster process under the 2 Seas programme does not lend itself to a short term project with Ghent and Norwich but partners have already discussed other potential EU funding streams for longer term plans. Norwich HEART and Ghent have worked together before this project and hope to again in the future. SHAPING 24 provides a transferable exemplar of sustainable cutting edge tourism for the historic cities of the 2 Seas Region, weaving together the rich tapestry of heritage assets that are dispersed across the cities.

In Norwich a further promotional project event will be held in the Forum in April 2013 as well as seeking cluster partners to take key learning aspects of the project forward in a cluster group application or applications.