Sustainable Heritage Tourism

Model For Falmouth, Jamaica:

Towards Cultural & Heritage
Preservation

Historic Preservation Planning and

Management Frameworks
 It is clear [from]...the origins and development of the
tourist-historic city as a formal-functional entity in the
city that it is a phenomenon that has been created and
shaped by a series of intervention decisions, whether
made consciously with this end in mind or not. It has in
no sense emerged through time as the end result of a
series of abstract random and uncontrollable processes,
rather its existence is the clear result of planning and its
maintenance depends upon management, whether such
intervention occurs from the public or private sectors
and whether in pursuit of collective or individual goals.
(Ashworth and Tunbridge 1990:125)[emphasis added]
 Economic development in rural communities
like Falmouth hinges on the revitalization of
local economies by adopting a heritage
approach.
 Such an approach seeks to capitalize “upon local
resources, skills, knowledge, traditions and the
natural environment of the region...that make up
local heritage” (Dalibard 1994:4).
 The employment strategies developed will have
to emphasize community-based, bottom-up,
environmentally-sustainable economic
approaches.
 However, for this concept to work in reviving
the local economy, it will require a change in
local attitudes.
 Changing local attitudes means lowering
expectations, rethinking what is meant by
quality of life, making sacrifices and
reconsidering aspects of a subsistence economy
(Dalibard 1994).
A change in attitude also involves collaboration;
 “...the secret of the heritage approach is that it is about
people working together. If we want to start new
enterprises, collaboration is essential: not only
communities acting together with neighboring
communities, but also all levels of government, all
associations and all existing businesses, working in
partnership.... From collaboration comes empowerment,
more confidence, and a more integrated approach to
the use of material resources.... Local (people) have to
think in such terms as diversification, new and
accessible markets, innovative products and secondary
processing” (Dalibard 1994:5) [emphasis added].
 Successful planning efforts can also have important
impacts on community attitudes.
 It follows that the plan will fail if the residents affected
are not involved or have no interest in it. Rosenow and
Pulsipher (1979) comment on this aspect;
 “...the best of plan will not do the job if the people
affected are not involved in the entire planning
process....The people who must live with the planning
decisions should be involved in their
formulation....Provisions can be made in the planning
process to provide the opportunity for input, review and
feed back by both decision makers and citizens”
(Rosenow and Pulsipher 1979:81) [emphasis added].
 The importance of residents’ interest and
involvement in community economic
development planning is also recognized by
Heritage Canada in their Heritage Region
programs; they specify this as a prerequisite to
entering a region (HC 1994).
 Tourism Action Plan Limited (TAP) through its
subsidiary Jamaica Heritage Trails Limited
(JHT) has initiated several programs aimed at
changing community attitudes in Falmouth
(Survey 1995).
 Based on citizens response to the programs,
TAP has recognized the existence of a critical
interested mass in Falmouth that want to see
tourism development.
 The citizens would like to see a type of tourism
development in which they can participate
(sustainable) and their interests range from individual
economic gains to community pride.
 The Trelawny Chamber of Commerce and Industry
(TCCI) and Trelawny Environmental Protection
Agency (TEPA) have confirmed this notion of
community interest in tourism development.
 According to TAP, the citizens in Falmouth are eager
to see tangible evidence of development and they
consider TAP as moving too slowly in implementing
programs.
 6.2 Coordinating Structure
 The choice of organizational form and governing
structure of coordinating agencies will be influenced by
the need to build appropriate broad-based support
within and outside the communities.
 Irrespective of what organizational form is chosen there
are important choices to be made here regarding how
the represented constituencies should be defined and
grouped and what their role should be in the
organization (Alfrey and Putnam 1992).
 It is helpful to include statements about resources and
uses in an outline of objectives in order to help define
constituencies to be represented.
Balanced representation of stake holders is of fundamental
importance.
 Often, boards may include too many representatives of
the same constituency - too many from the same
industry, locality, group of workers, ‘friends’, nominees
of the same governmental agency.
 To prevent this from occurring, a broadly representative
sampling of a particular constituency is best established
by a special advisory group.
 It is worth a good deal of persuading to get the
commitment of people who occupy key positions in
organizations representing different kinds of essential
support.
 It is common practice to offer representation to those
who command resources - property, political clout,
money, knowledge and expertise - likely to be useful to
the project.
 Indeed, it may well be a condition of sponsorship or
support to have a representative of some kind in the
running of an organization.
 It is also important to get representatives from among
the workers of the project itself, those who have been
involved in running related kinds of projects, as well as
representatives of potential users ‘whose heritage’ is
being conserved and represented.
 Broad representation on steering committee in
itself at times invites disagreement.
 However, this is where a facilitator such as the
state can play a leading role.
 In the Heritage Region programs across Canada,
Heritage Canada acts as facilitator in helping
parties reach agreement and make mutual
commitments to collaborate when difficulties
arise.
In the initial stage of the formation of any
organization to manage cultural-heritage
resource establishing a successful working
agreement is important. Alfrey and Putnam
(1992) specify the following guidelines to arrive
at such an agreement:
 clear definitions of power, responsibility and
objectives;
 provisional statement of objectives, which
should serve as a point of reference;
 name of group or project;
 who are the members or constituents;
 who holds property on behalf of the group and
on what terms;
 who has agreed to contribute what income and
services, lending of facilities, etc.;
 who is responsible for the financial control and
monitoring;
 who has responsibility for any liabilities;
 who is responsible for different activities
undertaken;
 who has agreed to perform what duties and with
what recompense, if any;
 who is entitled to speak as representing the
group;
 how policy decisions are taken;
 who co-ordinates.
Similar ideas were also expressed by Wilma Wood,
former project manager for the Cowichan and
Chemainus Valleys Ecomuseum. She urges:
 “Ensure that a contract or charter committing the
financial and activity involvement of all levels of
government, organizations, associations and
individuals is signed. It must define the territory, the
organizational structure, financial resources and
commitment and include a profile of the area. Build on
existing resources rather than create new businesses or
opportunities” (HC 1994:7) [emphasis added].
 From the above, we have seen the importance
of creating steering committee from
community organizations, but the continuing
alliance will depend on the charter of
agreement establishing it.
 Historic Preservation Planning
and Management Framework
 Coordination of Organizations in Falmouth
 Falmouth’s Distinctive Features
 Falmouth’s Critical Zones
 Use-Objectives in Critical Zones: Falmouth
 Formulation of Action Programs: Falmouth
 Coordination of Organizations in
Falmouth
 The process will start with public meetings and surveys
for citizens to express their views and expectations, and
to voice their concerns regarding social and economic
conditions in the region.
 These meetings are also expected to determine the
orientation of development and produce an inventory of
heritage resources through ‘heritage night’ where
residents draw-up lists of heritage resources.
 There will also be ‘heritage discovery’ programs, “...a
facilitated discussion of a community’s special heritage
qualities” (HC 1994:9), as well as additional research to
create an inventory of heritage resources.
 The inventory of resources will eventually be
catalogued, so that, later, it can be used to lobby for
legislation for preservations and heritage designation of
the town.
 Falmouth already has a number of existing
organizations that can participate in this initial
discussion (Survey 1995).
 Jamaica Heritage Trails Limited (JHT), with the aid of
United Nation Children’s Fund (UNICEF), has already
started discussions with the view of sensitizing the
general public and potential investors to the
implications of tourism.
 Work is also being done along this line by the Trelawny
Environmental Protection Agency (TEPA) and the
Trelawny Chamber of Commerce and Industry (TCCI)
through a number of activities they have organized in
the parish of Trelawny.
 Falmouth has also the Social Development Commission
(SDC) that coordinates various clubs’ activities
throughout the parish.
 During the consultation process, initiatives to raise
public awareness will take place through the various
media.
 The information gathered through these meetings will
then be taken to a steering committee consisting of
representatives from civic organizations, NGOs and
governmental organizations.
 The steering committee, in conjunction with
professional planners, will now put together the plan
based on the information presented to it.
 Throughout the development of the plan, the
consultation process will continue with the general
public and the groups that made the initial input.
 The inventory of heritage resources catalogued
will then be used to lobby for preservation
legislation and the designation of the town as a
heritage site.
 After the plan is completed, it will be presented
to international agencies such as UNESCO,
USAID and CIDA for consideration for
preservation funding.
 Other efforts to be undertaken by the
coordinating committee will include workshops
and seminars, formation of clubs and
associations and the plaquing of sites.
 Workshops and seminars will focus on themes
such as heritage protection and enhancement,
heritage art and crafts and entrepreneurship.
 Through these workshops, residents will be able
to better understand ways by which they can get
involved in heritage entrepreneurship.
 Attention will also be given to the development
of clubs and associations to perpetuate the
activities of the steering committee, like the
Falmouth Bed and Breakfast association.
 The organizations will create and set-up artistic
events to include art and crafts exhibits in public
places and private homes, heritage tours, visits
to artists’ studios, story-tellers’ homes, musical
and theatrical activities and the reenactment of
various events indigenous to Falmouth.
 Interpretation plaques will be placed on sites of
historical significance.
 Funds to develop these initiatives can be
generated through partnerships between
different levels of government, local interests,
traditional tourism companies and international
aid organizations.
 All the information catalogued during this step
will become a part of the distinctive features.
 Falmouth’s Distinctive Features
 The town has many distinctive natural and cultural
features important to the area’s character.
 A major natural feature is the mangrove and wetland
bordering the town.
 This wetland is the breeding ground for fish and a large
array of other wildlife; it is also the home of Jamaica
Safari Village – a crocodile farm – which is a major
tourist attraction (Appendix B).
 To the South-East of Falmouth’s historic district are
commercially operated fish ponds that could become a
tourist attraction. The wetland also acts as a natural
buffer against extensive urban growth.
 There are several natural attributes in Falmouth’s
landscape, some already attracting large number of
tourists, while others require further development and
marketing.
 There is the Martha Brae river flowing into the
Falmouth harbor, where rafting is done as a year-round
tourist attraction (Appendix B).
 Within the Falmouth harbor there is a phosphorescent
lagoon that is an important tourist attraction.
 Bordering the lagoon to the East of the Falmouth harbor
are a number of tourist facilities, including the Falmouth
yacht club.
 The pristine Bush Cay peninsula across the harbor from
the historic district is an outstanding natural area that
could provide beach facilities.
 The Half Moon Bay area to the West of Falmouth’s
historic district has a long stretch of white sand beach
also adds another segment to the tourists’ market that
would be attracted to the town.
 Through these coastline features, Falmouth should be
able to offer water-sports activities and beach facilities.
 Falmouth is also the gateway to the “unspoilt” Cockpit
Country, the site of the Famous Windsor caves, which
has nature tour potential.
 Historically and culturally, Falmouth has several
distinctive features. These include the historic
town center and plantations in the periphery.
 There were also a number of active religious
groups throughout Falmouth that add to its
cultural dimension.
 The African slaves, who were the engine of
growth for the economy, and other ethnic groups
have many related features ranging from the
built environment, ways-of-life and celebrations.
 The historic town center, which is approximately 1.4
square kilometer in area, boasts archetypes that are
unique and rich in heritage.
 It has the largest concentration of 18th and early 19th
century Georgian architecture in Jamaica (Appendix E;
Plate 3.1).
 The unique and distinctive look of the town has
attracted several international film producers, who have
used the town as a setting for several films.
 The town contains a number of period buildings with
the unique public-piazzas at street level that serve as
pedestrian circulation paths shielding the public
covering from the natural elements (Appendix F).
Plate 3.1
Historic District, Falmouth, 1991
Source: Tyndale-Biscoe
 There are also several buildings with the
indigenous ‘ginger bread’ motif (Appendix G).
 Some of these buildings are testaments to
Falmouth’s role in the industrial era; others are
reminder of Falmouth’s importance as an
import-export port.
 Plates 3.2-3.17 illustrates examples of the above
‘significant’ elements that are important to the
character of Falmouth.
Plate 3.2
The colonnade piazza’s
Feature of the Market Street
Corridor is an essential visual
Character, important to tourist
appeal.

Plate 3.3
Building with indigenous
Ginger Bread motif
Plate 3.4
Building with
indigenous Ginger
Bread motif.

Plate 3.5
Indigenous shake
shingled house.
Plate 3.6
Phoenix foundry, built
remnant of the industrial
era, built c. 1810

Plate 3.7
Warehouses along the
coastline, evidence of
Falmouth’s role as a
shipping port.
Plate 3.8
Townhouse of Edward
Barrett, original owner of
the land on which
Falmouth is located, built
in 1799.

Plate 3.9
Townhouse of John
Tharp once the largest
land and slave owner in
Jamaica, built c. 1785.
Plate 3.10
The country retreat of the
Barrett Family,
Greenwood Great house,
built c. 1790.

Plate 3.11
The Baptist Manse
represent the first
Masonic temple built in
Jamaica, built in 1798.
Plate 3.12
William Knibb Memorial
Baptist church, built in 1837,
restored in 1944 after being
destroyed by hurricane (see
plate 2.5 p. x)

Plate 3.13
Saint Peters Anglican church
is an important tourism
feature that deserve
protection from inappropriate
land uses. Built in 1796.
Plate 3.14
Falmouth harbor could
become an important
recreation resource.

Plate 3.15
Fort Balcares former
home of the Trelawny
Regiment, built in 1811.
Plate 3.16
One of two cannons at Fort
Balcares protecting Falmouth
Harbor. Responsible for
destroying two men of His
Majesty’s 55th Regiment
(GSOJ 1970)?

Plate 3.17
Strong landmarks are among
the most important of a
community’s distinctive
tourism features, such as the
Falmouth Court House, built in
1815.
 There are a number of townhouses in the historic
district that belonged to the wealthy merchants and
planters who ruled over the affairs of Falmouth in its
heyday.
 These include the Barretts’ townhouse; the Barrett
family was the original owner of the land that Falmouth
is built on.
 There is also the Tharp’s townhouse that belonged to
John Tharp, the largest slave and land owner in Jamaica
during the period when sugarcane was ‘king’ (18th-
19th Century).
 In the periphery, there are also a number of ‘Great
Houses’ that belonged to wealthy planters.
 These include the Stewart Castle Great House, the
Orange Valley Great House, the Good Hope Great
House and the Green Wood Great House among others.
 Stewart Castle was owned by a former Custos of
Trelawny (Chair of the Local Government), the
Honorable James Stewart.
 Good Hope and Green Wood are now both tourist
attractions and were owned by John Tharp and the
Barretts respectively.
 Throughout the plantocracy era there was always a
strong linkage between the planters’ townhouses and
their great houses.
 As explained, the great houses acted as retreats from the
harsh winters in England and as places where
extravagant parties would be given, while the
townhouses were stay-over for conducting business
through the busy Falmouth port and as lodging for
important travelers (Ogilvie 1954).
 It is important to recreate these linkages as a part of the
tourism experience.
 Sites of historical interest in Falmouth include ‘Water
Square’, where a tank was built to supply water to the
town and to the ships that used the port.
 Water Square was also the ‘center of commerce’ for the
slaves, who sold produce there, grown on plots allotted
to them by their owners (Ogilvie 1954; GSOJ 1970).
 The market usually took place on a Sunday, the only
‘free-day’ given to the slaves (Plate 3.18). A close
examination of Plate 3.18 reveals a ‘festival market’
atmosphere.
Plate 3.18
Historic Water Square Market Scene, c. 1840
Source: The Georgian Society of Jamaica, 1970
 There is also the Uriah Rowe park, a well
laid out Victorian Style public garden.
 It was the site of the West Indian Regiment
Band (Jamaica Military Band) annual
concert in Falmouth until the 1950s.
 The early religious groups in Falmouth –
Anglican, Baptist, Wesleyan, Scotch Kirk and
Jewish – played prominent roles in the
development of the town.
 Because there was no separation between the
state-church and the state, the Rector of the
Anglican church and the two church wardens sat
on the local government.
 Also, before 1836, only the Anglican church
could legally marry couples (Ogilvie 1954).
 The Anglicans, Baptists and Wesleyans all ran public
schools until in 1902 when they were amalgamated and
became the government school at the old soldiers’ Barracks
(Ogilvie 1954).
 In the early days however, not everyone agreed with the
activities of the churches, especially the ones that were non-
conformist.
 One antagonistic point was the teaching of the brotherhood
in Christ; this led to a lot of harassment and persecution
from the planter-class who had great influence in the
legislature.
 The Baptist church however, suffered the worst persecution.
 The Baptist church had enormous impact on
colonial society in Falmouth and Trelawny.
 The Baptist ministry developed from a non-
conformist public school opened in 1814 in
Falmouth (Ogilvie 1954).
 The gospel messages preached by the various
Baptist’s ministers provided inspiration,
consolation and promises for the slaves (Ogilvie
1954).
It was in the early 1830s that the ‘militant’
Reverend William Knibb, of emancipation
fame, assumed pastorship in Falmouth.
 Because of Knibb’s advocacy for the
emancipation of slaves, he suffered severe
persecution (arrest, imprisonment and prevented
from preaching) at the hands of the state.
 He did, however, succeeded in arousing public
sympathy and resentment against slavery.
 The Baptist ministry not only taught the
scripture to slaves and ex-slaves, they also
taught them how to build houses.
 After the abolition of slavery in 1838, the
Baptist church established a number of ‘free-
villages’ like Granville to settle the exslaves
(Appendix B). As a result, the exslaves gained a
level of political power in their new role as
land-owners.
 Ever since the days of slavery, people in
Falmouth have always had a strong alliance
with the Baptist church. So much so, that when
the church was destroyed by a hurricane in
1944, it was fixed at public expense.
 On August 1st of 1927, the Baptist Church
celebrated the 100th anniversary of its operation
in Trelawny; and on August 1st of 1938, it
celebrated the 100th anniversary of the
emancipation of the slaves in Jamaica.
 Another religious group that was highly visible
in Falmouth in the early days of the town was
the Scotch Kirks. Emigrants from Scotland were
in the majority in those early days; with most
being wealthy and ‘prominent’ (Ogilvie 1954).
 They were all free-persons, so they bonded
together in creating a place for worship. Their
building of worship still stands today, now
known as the United Church of Jamaica and
Grand Cayman (Appendix E).
 Apart from the physical features and scenic
views, Falmouth contains other less intangible,
yet distinctive, features that are adaptable to
tourism.
 These include events, celebrations, festivals,
folklore, music, dance, arts, crafts, food and
personalities.
 All have their time and season. Although we
might not be able to map these features, we
know the spatial and seasonal context in which
they took place.
 One of the most extravagant celebrations in the
history of the area took place in Trelawny when
the House of Assembly in Jamaica passed the
Bill on November 5, 1770, to partition off Saint
James and create the new parish. Ogilvie gave
an account of Trelawny’s ‘birthday bash’:
 “This was an event which created intense
exhilaration and a variety of joyous and
predictable display. It was a manifestation of
extraordinary public rejoicing. A real holiday
was proclaimed. Places of business were closed
and even the slaves who had but a vague
appreciation of the import of the enactment were
allowed to enter, unconsciously, or otherwise
into the patriotic celebrations. The then chief
town Martha Brae, was a scene of revelry.
 For two nights the bonfire on “Gun Hill” and at
other places nearby, reflected for miles around,
an unprecedented display of satisfaction of a
persistent and determined people. Drunkenness
and debauchery were taken for granted. In fact,
were you not in the group, you would be
considered a foreigner. The spirit was
unquenchable in both places.” (Ogilvie 1954:3-
4) [emphasis added].
 From the above account, it would not be
farfetched to say events such as Trelawny’s
birthday is adaptable to the tourist image and
need.
 Further more its re-enactment has the potential
to attract local people as well.
 The sugar cane harvest that traditionally lasted
for the first three months of the year was also a
time of great revelry in Falmouth.
 During the period, quite a number of ships
visited the port to transport the local produce of
sugar, rum and molasses and deliver supplies.
 The sailors arriving on the ships were never
short of ways to spend their hard earned money;
the bars did brisk business (Ogilvie 1954).
 The period culminated with celebrations
marking the end of the sugar cane reaping
season.
 The month of December marked the beginning
of most planters sojourn on their sugar
plantation.
 The planters’ stay generally lasted until the end
of the sugar cane reaping period, near the end of
March.
 During this period, a number of extravagant
parties would be given and even the slaves were
allowed to participate in Christmas celebrations.
 Falmouth has a unique phenomenon, ‘Ben Down,’ a
vibrant ‘festival market’ which takes place on
Wednesdays and where sellers and buyers from all over
Jamaica converge to trade inexpensive, quality
merchandise (Plate 3.19-3.22).
 The atmosphere that this event creates is unique in
Jamaica, an as such, has the potential to become a part
of the tourism experience.
 The ‘festival market’ atmosphere at ‘Ben Down’ is
similar to the atmosphere at the slaves’ Sunday-market
mentioned earlier. In fact ‘Ben Down’ may have its
roots in the slaves’ Sunday-market.
Plate 3.19
Initially the ‘Bend Down’
festival market took place at the
historic market site spilling out
into Water Square and adjacent
streets and competing with
vehicular traffic.
Plate 3.20
The market was relocated
away from the town centre
because of a number of
reasons, including
‘disorganization’, ‘unsightly
scenes’ and large amount of
litter.
Plate 3.21
The disorganized ‘Bend
Down’ continue to compete
with traffic away from Water
Square. It could become a
strong tourist draw if
restructured appropriately.

Plate 3.22
Foreign visitors participating
in ‘Bend Down’ festival
market.
Plate 3.23
Inappropriate visual
interpretation of
Falmouth’s character.

Plate 3.24
Inappropriate visual
interpretation of
Falmouth’s character.
Plate 3.25
Inappropriate visual
interpretation of
Falmouth’s character.
 These resources might be viewed by some as rather
ordinary, yet they are the elements that make the place
distinctive and enhance the quality of life in Falmouth.
 They are also the elements which could be used in
attracting tourists and providing opportunity for
economic activity from tourism.
 Falmouth’s character, however, is under threat from
increasing numbers of inappropriate developments such
as the ‘new’ farmers market and other buildings (Plate
3.22-3.25).
 It is sad, but in all of the above mentioned places
and activities very little exists that openly
celebrates the lives and contributions of the
slaves that the early colonial system relied on,
except the consolation that it was slave labor
that built much of the town.
 Falmouth’s Critical Zones
 Having identified and delineated the distinctive features
in Falmouth with the aid of citizens’ groups and
research, the next step is to plot the critical zones.
 After examining the location of major resources and
activity patterns (Appendix E-I), areas falling into the
critical zone category are easily plotted (Appendix J).
 These zones provide the necessary protection for
outstanding features in Falmouth’s landscape.
 Critical zones protect not only the outstanding heritage
and cultural features they also protect other features
identified as tourist’s and potential tourist’s sites.
 The criteria for the chosen sites are based on
present and past use, age, location spatially,
historical significance, inherent quality and
existing condition.
 Necessary developments that are incompatible
with the town’s image, such as sewage treatment
plants, should be kept outside the critical zone.
 Plate 3.26-3.29 presents functions of Falmouth’s
critical zones and possible strategies for
preserving and revitalizing them.
Plate 3.26
Falmouth critical zones
should provide protection
fro individual features as
well as areas that are
outstanding examples of the
urban character.
Plate 3.27
Some critical zones may be
so far gone that
enhancement and
rehabilitation are needed to
make the area attractive to
tourists.
Plate 3.28
Open space around this church is a
critical zone to be maintained. The
United Church of Jamaica and
Grand Cayman formerly the
Scotch Kirk’s place of worship,
built in 1830.

Plate 3.29
A few developments such as
highways, while necessary in the
community, may represent a
drastic modification of the
landscape or general character of
the area. When possible, such
developments should be located
outside critical zones for tourism.
 The critical zones are areas containing visually pleasing
elements, activities and travel corridors into Falmouth.
 As might be expected, the critical zone covers most of
the coastline extending into the harbor and across to
Bush Cay.
 The critical zone also covers most of the historic district
along Market Street and Duke Street.
 The critical zone also extends along the Half Moon Bay
beach, encompassing the wetland that contains Jamaica
Safari Village to the South of Falmouth’s historic
district.
 Another important element that the critical zone
covers is the major entrance routes into
Falmouth.
 Duke Street, Rodney Street, Upper Harbour
Street and Market Street are the principal
entrance routes into Falmouth by land.
 Another approach axis, the harbor, was used
until the 1960s by ocean-going vessels.
 VERY-CRITICAL ZONES
 Within the critical zone are areas referred to as
very-critical zones; these areas contain the
essence of Falmouth’s character and personality.
These are the areas that will be at the core of the
tourism development plan for Falmouth.
 Special and immediate attention for these zones
in the initial phase of the development plan is
paramount, if the personality of Falmouth is to
be maintained.
 The critical zones identified are Falmouth’s
most public face.
 These areas are visually appealing because they
contain resources that are important for tourism,
in particular heritage tourism.
 These areas are also in the foreground for
visitors and residents because of the facilities
they contain.
 Visitors will be able to gain an insight into
Falmouth’s past, present and future because of
the elements of these zones.
 Use-Objectives in Critical Zones:
Falmouth
 An examination of the critical zones, distinctive
features, travel-corridors and the surroundings
provides insight to appropriate use-objectives.
 According to Rosenow and Pulsipher (1979),
use-objectives are the strategies that guide
developments in critical zones.
 They are planned policies to be implemented by
citizens and the state in the critical zones.
 The use-objectives will help protect, develop
and recreate features within Falmouth that the
residents have identified as being important to
them.
 On the other hand, features not appropriate for
the milieu will be restricted or, if possible,
removed.
 Plate 3.30-3.34 presents specific use-objectives
for protecting and perpetuating Falmouth’s
character.
Plate 3.30
The ‘sanitized’ Water Square
environment. Dramatically
different from the historic
atmosphere (Figure 3.18)

Plate 3.31
A retention use-objective
would preserve the visual
character of a district but
still allow for commercial
or other activities that are
not visually evident.
Plate 3.32
Modification would allow for
new developments, that,
while visually or
architecturally different, are
still compatible in terms of
neighborhood scale.

Plate 3.33
Unsightly areas could be
cleaned up as part of an
enhancement use-objective.
Plate 3.34
The broad sweep of the
harbor, as viewed from
the town, should be
protected from
developments that
would destroy its charm.
 Enhancement and restoration are needed
throughout most of the historic district, because
a number of inappropriate developments have
taken place in the past 20 years.
 This will mean the removal or enhancement of
existing features that are inappropriate.
 The Market Street and Duke street corridor
should be given enhancement use-objectives to
strengthen the colonnade piazza archetype
(Appendix F).
 Some modification will be necessary in
Water Square to bring back ‘life’ to the
space and get rid of the sterile atmosphere
created by the built texture and vehicular
traffic.
 The ‘Bend Down’ market will need
enhancement to make it attractive for
visitors to participate in fully.
 The mangrove wetland area should receive a retention
use-objective, because the bio-diversity that exists there
is important to the ecosystem; and should therefore be
protected.
 Other areas to receive a retention use-objective include
the Half Moon Bay beach area and the Bush Cay area.
They should essentially remain as is, with only
unobtrusive development.
 Major modification will be needed along the coastline
adjacent to the historic district, allowing for the
development of compatible urban features. The
modification should recapture the ambiance of the
‘wharf atmosphere’ preset during the towns glory days.
 Use-objectives will not only address the physical
environment, but will seek also to implement strategies
to reestablish intangible features that gave Falmouth its
personality.
 The rejuvenation of intangible features will also help to
bring back a sense of time and provide ‘authentic’
experiences for tourists’ consumption.
 These features which include festivals, celebrations, and
events should be simulated in their seasonal and
contextual setting.
 The reanimating of these events is what will add ‘life’
and interest to the physical composition and make
Falmouth a living history as opposed to a museum
showpiece.
 Achieving the concept of a living history would
necessitate the re-creation of a number of events
in their context, such as the ambiance of the
drays (horse and buggy) that were so much a
part of Falmouth’s milieu.
 So could the reenactment of the Trelawny
Regiment parades and concerts.
 There were also extravagant balls given by
some of the wealthiest British planters and
merchants in the court house’s ballroom and at
various great houses.
 Though slavery remains a sensitive, emotional and
controversial issue, Falmouth should explore ways to
strengthen educational literature on this time period
through tourism.
 Simons (1993) argues that the contribution of the slave
trade to the economy of Europe and its impact on
Africa is an area of study that is currently on the rise.
 Sugar cane processing, the arrival of ships and the
loading and unloading of produce and merchandise are
also scenes worth celebrating through reenactment. As
well, the celebration of Trelawny’s birthday should
become an annual event.
 Efforts should also be made through workshops and
seminars to train residents to reawaken lost art forms,
crafts, arts and food, so the residents themselves could
become active participants in the whole experience.
 One method is to reopen shops and stores to market
crockery-ware and fabric that were specially designed
to attract former slaves “...Falmouth[’s] merchants,
after emancipation, ordered special crockery ware from
England, with a Jamaican and indeed local slant in its
decoration” (GSOJ 1970:16).
 Throughout most of its history, Falmouth had
no less than six newspapers publishing; limited
editions of these could be made available to
collectors.
 Even Falmouth’s ethnic roots that include Scots,
Germans, Jews, Madeirans and Africans are
worth showcasing.
 Strict observance of the designated use-
objectives by planners and zoning officials
would help Falmouth retain its essential
character.
 Ample space is available for growth, both within
the critical zones and without.
 The use-objectives could help citizens and
government officials quickly ascertain possible
conflicts between proposed developments and
the basic goal of retaining the area’s
individuality.
 Formulation of Action Programs:
Falmouth
 With the general use-objective established for
the critical zones and features in Falmouth, local
officials, organizations and citizens can now
formulate specific action programs that will
facilitate their realization (Plate 3.35-3.36).
 The action programs are aimed at realizing the
following objectives: the development of social
programs for residents; the development of
general physical infrastructure; and the
development of tourism infrastructure.
Plate 3.35
Voluntary sign control
programs could help
Falmouth’s historic district to
be a more attractive place for
both visitors and residents.

Plate 3.36
Specific action programs to
achieve desired use-
objectives could range from
community cleanup effort to
major preservation or
redevelopment programs.
 This section presents specific action programs,
their sequence of implementation and the
various organizations that will be involved in
implementation.
 The plan should, however, be implemented to
allow for flexibility caused by changing
circumstances and conditions.
 The implementation sequence for the action
programs being proposed for Falmouth is: social
development; public infrastructure development;
and tourism infrastructure development.
 The first initiative that should be taken is to
have Falmouth declared a National Monument;
this will prevent inappropriate development and
further destruction of important physical
features. This was done in 1996.
 It will also boost confidence and protect
investors, developers and organizers in
Falmouth.
 The need for legislation in Falmouth to protect
investors and property owners were expressed by
Tourism Action Plan Limited (TAP), Jamaica Heritage
Trails Limited (JHT), Trelawny Environmental
Protection Agency (TEPA) and Trelawny Chamber of
Commerce and Industry (TCCI) (survey 1995).
 The state has made progress towards the protection of
Falmouth by placing a ‘preservation notice’ on the
historic district for six months, beginning February 20,
1995 (Parrent 1995). During this time, the state is
expected to prepare legislation to have the historic
district declared a national monument.
 Another initiative that should be undertaken
early will be to develop a distinct logo that
symbolizes the historical significance of
Falmouth. This can be done through
competitions involving schools throughout the
parish of Trelawny.
 Linkages should be formed with other heritage
programs in Jamaica, notably New Seville, Port
Royal and Spanish Town.
 Also of importance will be media coverage and
the development of heritage films on Falmouth
to be distributed to the communities and schools,
to get the communities, and especially the
children, involved in the process.
 The Falmouth Restoration Company (FRC) has
already launched a brochure on Falmouth
(Appendix M), with the intention of raising
public awareness of the town’s heritage.
 The development of infrastructure and training
programs for residents need to be put in place
early, to prepare themselves and the town for
expected tourist traffic.
 It is important to have the social good in place
before embarking on a full-scale tourist
infrastructure development, since this will
encourage and provide a sense of hope for the
local residents.
 Having social goods in place that give ‘tangible’
benefits to the residents of Falmouth will act as a
stimulus for them.
 Upgrading the economic and social status of
residents is a prerequisite to implementing
tourists’ infrastructure.
 This is the way TAP (1995) envisioned the
development of Falmouth. TAP has recognized
the development of social programs as the first
stage.
 It has embarked on a program to look at social
issues affecting Falmouth, in conjunction with
UNICEF.
The social development action program includes:
 identifying sources of loans, grants and subsidies for
home owners wishing to restore their properties;
 creating opportunities for local residents to get involve;
 identifying possible financing for residents to start
tourism related businesses;
 fulfilling the training needs of local residents; and
 sensitizing residents about community tourism concepts
through promotion.
 It also involves tourism related education, skills and job
training to allow residents to revitalize traditional
artisan skills and become versatile interpreters of
Falmouth’s history.
 Before starting physical infrastructure development for
the public and tourists, zoning ordinances should be
instituted.
 The zoning of activities is a measure that would serve
to preserve the character of Falmouth.
 The Georgian archetype and the colonnade piazza
system are features worth preserving.
 Zoning should also address areas of need, such as
housing and service infrastructure, that could have a
negative impact on the area if not carefully controlled.
 Such necessary elements should be zoned
outside the core, where growth need can be
satisfied without destroying essential tourism
characteristics.
 Apart from zoning to restrict certain types of
development in the historic district, voluntary or
official signage control could help to realize the
use-objectives such as enhancement.
 Traffic control measures during certain times
would help to ease present congestion in the
critical zones.
 After the development of social programs,
efforts should then be shifted to the development
and enhancement of the physical infrastructure
throughout Falmouth, (electricity, water,
sewage, road and telecommunications).
 The infrastructure should be developed to
accommodate the expected rise in tourism traffic
for both visitors and residents will derive
benefits.
 While much of the infrastructure is in fairly
good condition throughout Falmouth, the
sewage disposal system needs immediate
upgrading (survey 1995).
 The dumping of untreated sewage threatens the
existence of reefs and mangroves.
 The building of sewage treatment facilities to
treat sewage before it is allowed to enter the soil,
and outlawing the use of soak-away and other
systems that allow untreated sewage to enter the
soil are corrective actions that should be taken.
 The specific action programs to develop tourism
related infrastructure should start with existing
features in the historic district.
 By assembling land along the waterfront through
purchase, long-term lease, or expropriation, the
state could develop a recreation corridor as an
appropriate action program.
 This would be compatible with the waterfront’s
enhancement use-objective previously identified
and would ensure access to the area for the
public.
 Extensive cleanup of the harbor, coastline and the town
is a specific action that should be taken to improve the
attractiveness of the historic district.
 The need for a cleanup effort throughout Falmouth is
expressed by TEPA and TCCI (survey 1995).
 Improvement and repair to the streetscape and building
facades are other actions that would help in enhancing
the town’s image.
 Grants are available to private property owners from
United States Agency for International Development
(USAID), through TCCI, to restore buildings to the
Georgian architecture style (survey 1995).
 The next step in developing tourism infrastructure is to
establish various commercial ventures to support the
tourism network.
 The commercial ventures that should be considered for
the restored properties are restaurants, shops, stores,
studios, museums, interpretation sites and
entertainment and bed-and-breakfast facilities.
 Another historical feature that should be revived for
tourism is the dray (horse and buggy). Drays should be
the primary means of transportation throughout the
historic district for tourists.
 Low impact watersports and beach facilities should
also be develop to complement land based activities.
 The adaptation of ‘Ben Down’ market to the needs and
image of the tourists is advocated.
 The TCCI and TEPA argue that the local residents of
Falmouth acquire minimal economic benefit from the
market because most are consumers, with most of the
vendors coming from out of town.
 Firstly, giving ‘Ben Down’ a facelift by creating a
cleaner atmosphere and making it more ‘festive’ by
draping the area with colorful banners, buntings, flags
and pennants would make it more attractive to tourists.
 Proper structuring and streamlining of vendors
and stalls should be done to allow more local
residents to participate as vendors instead of
consumers.
 The market is presently a one-day event on
Wednesdays and caters mostly to Jamaicans. It
should be expanded to more days and cater also
to foreign tourists.
 Section 5.4.3 highlighted that there is inadequate
information treating the history of slaves,
slavery and the slave trade in local museums.
 The important role Falmouth played in the
infamous ‘triangular trade’ makes it a logical
site for the development of an educational
experience on slavery for visitors and scholars
alike.
 The potential for the development of a museum
on slavery in Falmouth is recognized by the
Jamaica Heritage Trails Limited.
 Parrent (1995) has indicated that the director of
African and Caribbean projects at the
Smithsonian Institute, Dr. Vera Hyatt is willing
to assist in such a venture.
 Dr Hyatt assisted in the development of the
two museums on slavery in Ghana.
 Falmouth should therefore draw ideas from existing
examples in Africa and Europe for the development of
a program on slavery.
 Though countries that were involved in slavery find it
difficult to face the past, in Ghana, cultural and
theatrical performances are staged including “re-
enactment of the horrors of the slave trade” (Appendix
N).
 While in Nantes, France it took eight years before the
city agreed to mount an exhibition on slavery, because
‘prominent’ local families who are descendants of
slavers opposed the idea (Simons 1993).
 The responsibility for implementing the action
programs will be on the private sector, public
sector and NGOs. Table 3.1 list a number of
organizations and specific action programs they
could undertake.
 In instances where the jurisdiction of
organizations overlap, collaboration will be
encouraged to prevent a duplication of actions.
 Incentives to private developers for developing
and maintaining public spaces and public
access to development would be required.
 This type of public-private cooperation has
worked in places like New York City (Barnett
1982).
 The steering committee to be formed at the
outset would continue to play its part
throughout by monitoring the action programs
to see that they conform with the overall plan.
 Conclusion
 The creation of a steering committee is an
important first step towards the development of
a tourism planning and management framework.
 This committee is necessary so that different
constituencies are represented and given defined
roles.
 Such an institution will also serve to prevent
problems developing later, when stresses and
competing visions begin to develop.
 The coordination of organizations in Falmouth
is important for the formation of a steering
committee that will guide and monitor
‘sustainable’ heritage tourism development in
the town.
 Falmouth possesses many distinctive features
(cultural, physical, natural and artificial) that are
important to the town’s character and to the
formation of a viable and vibrant ‘tourist’s
historic city’.
 The spatial and temporal location of
distinctive features serve to define the town’s
critical zones.
 There is a wide range of use-objectives that
should be adopted to preserve and develop
the unique personality and characteristics of
Falmouth for tourist ‘consumption’.
 Finally, the various action programs are
defined and established with a timetable for
phasing and implementation.
 The important thing is for Falmouth’s growth to
take place with the clearly recognized objective
of perpetuating the elements that make Falmouth
unlike any other place.
 For Falmouth to appeal to tourists, it must be as
a result of its uniqueness.
 If that were lost, it would have little to
distinguish it from other places, and
consequently, little to attract visitors.