Management planning

A vision statement expresses an inspiring and evocative yet achievable description of the desired future state of a place. The vision for Green Gables Heritage Place in 10 to 15 years’ time is, as a deeply meaningful, inspiring destination for diverse visitors from across the country and around the world, the site celebrates its status as a protected heritage place and presents L.M. Montgomery’s sense of imagination. Green Gables House and the surrounding garden, yard, farm buildings and forest trails bring visitors back to a simpler time, to the authentic place of L.M. Montgomery’s inspiration. The site presents the coming together of L.M. Montgomery, the beauty of nature and the character Anne.

In 15 years, Green Gables Heritage Place continues to reflect the spirit of L.M. Montgomery’s Cavendish and provide visitors with immersive experiences for them to appreciate the achievements of L.M. Montgomery as a person of national historic significance. Visitors soak in the landscape and lifestyle that inspired the author, enjoying the setting of her novels. Green Gables Heritage Place provides visitors with an opportunity to understand and explore the universal themes of imagination, beauty and belonging, as well as the essence of Prince Edward Island, including appreciation of nature and Mi’kmaw culture.

As a fulfilling pilgrimage for devoted fans of the Anne of Green Gables novels, the site offers innovative programming that brings to life the places, stories and characters of Green Gables. The cultural landscape, house, farm buildings, visitor centre and interpretation programs continue to meet the high expectations of visitors and partners. Whether visiting the site in-person or exploring the site through on-line experiences, visitors from a wide range of identities, interests and abilities will enjoy their experiences learning about L.M. Montgomery and her fictional heroine, Anne. Green Gables Heritage Place continues to engage new generations of fans of the Anne stories, including those attracted by adaptations of the novels as plays, movies and television programs.

Green Gables Heritage Place is recognized as an integral part of the province’s tourism offer related to L.M. Montgomery and Anne of Green Gables, and receives strong support from partners, stakeholders and Island residents as a foundation of local, regional and international tourism.

The 10-year strategic priorities for Green Gables Heritage Place (the site) will be achieved through a management framework consisting of three key strategies. The strategies focus on the areas of visitor experience and cultural resource protection, the beauty of nature, and working with partners and stakeholders. The strategies have associated objectives and targets that support Parks Canada in achieving its vision for the site. The strategies are also supported by ongoing federal and departmental policies, programs, and commitments that provide direction on overarching issues such as sustainable development and operations.

Key Strategy 1: The Scope of Visitation

This strategy provides direction related to meeting the needs of visitors and maintaining the condition of the site following significant investments from 2015 to 2020. 

From the outset of Anne of Green Gables, L.M. Montgomery’s character Anne frequently concerns herself with “the scope of imagination” offered by different settings and circumstances. A focus of this management plan is “the scope of visitation,” or how the condition of the site’s resources and facilities support excellent experiences for visitors.

An integral part of the site’s setting and the experiences of visitors is the protection and presentation of authentic cultural resources such as Lover’s Lane and Green Gables House. Surrounding features such as the trails, farmyard and gardens contribute greatly to visitors’ appreciation of the site. The proximity of the golf course can affect experiences at the site. To support the sense of place at Green Gables Heritage Place, Parks Canada will continue to work closely with the operator of the golf course.

To support the below objectives, Parks Canada has internal expertise in the areas of cultural resource management and asset management, as well as visitor use management and visitor experience strategies. These internal programs and tools, in addition to collaboration with partners and stakeholders, will be used to support the site with offering a diverse and sustainable range of quality experiences. Having completed significant upgrades in 2020, including the new visitor centre, Green Gables Heritage Place is in a strong position to meet targets for visitor satisfaction. However, opportunities exist to expand certain markets and the trend of increasing visitation needs to be considered. There are also opportunities to improve accessibility to the site, and Green Gables Heritage Place will continue to work with stakeholders towards that goal.

Objective 1.1 
Cultural resources are maintained to support existing and new visitor experiences, programs and events.

Targets:
1. By 2030, Green Gables House will be maintained in good condition.
2. By 2030, the condition of the cultural landscape will improve from fair to good.
3. By 2025, the availability of information related to the site of the school attended by L.M. Montgomery (near Route 13, along the Haunted Wood Trail) will be increased.
4. By 2030, as a valued supporting element for Green Gables House and the farmyard, maintenance and interpretation of the house’s garden will be improved.

Objective 1.2 
The site offers a diversity of experiences, accessible to visitors with a wide range of interests and abilities.

Targets:
1. By 2025, visitor satisfaction with the availability of activities has improved from fair to good.
2. By 2025, barrier-free access for visitors with mobility challenges and other disabilities has improved.
3. By 2030, alternate on-site opportunities to experience Green Gables House will be increased, including for visitors who do not tour the interior of the house.

Objective 1.3 
Infrastructure and facilities are maintained to support existing and new visitor experiences, programs and events.

Targets:
1. By 2030, satisfaction with the condition of facilities is maintained at greater than 90%.
2. By 2030, visitation levels and accommodation of large groups are managed such that overall visitor satisfaction is maintained at greater than 90%.

Objective 1.4 
Use of the site’s facilities for special events has increased.

Key Strategy 2: The Pleasant Ache of Nature

L.M. Montgomery had a deep love of nature. Her appreciation of natural beauty is reflected in her careful and detailed descriptions of the places she loved, which permeate everything she wrote, from novels and poetry to journal entries and letters. The evocative descriptions of nature in Anne of Green Gables draw people to cherish the story, and to seek out the landscapes she loved by coming to experience Green Gables Heritage Place.

The natural environment, an integral part of the cultural landscape and visitor experience, is protected.

Targets:
1. By 2025, the presence and use of suitable habitat for species-at-risk will be assessed and sufficiently understood to support necessary measures to maintain or improve available habitat and connectivity.
2. By 2030, through working with the adjacent golf course, any environmental impacts from course operations will be reduced.
3. By 2030, through continued maintenance and restoration activities, the condition of the forest and brook will be maintained, considering both natural beauty and ecosystem conservation.

Key Strategy 3: Working with Kindred Spirits

L.M. Montgomery’s character, Anne, was passionate about “bosom friends” and “kindred spirits”. The themes of friendship and belonging are central to the popularity of L.M. Montgomery’s Anne of Green Gables.

Given the importance of L.M. Montgomery and Anne to tourism on Prince Edward Island; the extent to which names related to Anne and Green Gables are used; and, the international interest in L.M. Montgomery, Anne and Green Gables Heritage Place, it is important for Parks Canada to continue working with partners and stakeholders that share interests in literary, cultural and nature-based tourism. In particular, Parks Canada needs to continue working with partners and stakeholders to promote the site, and to ensure that Parks Canada’s messages related to L.M. Montgomery and Green Gables Heritage Place are properly communicated to target audiences in a consistent manner. 

Through ongoing signage improvements, the site is making progress with refining its identity, explaining the relationship between Green Gables Heritage Place and L.M. Montgomery’s Cavendish National Historic Site, and differentiating Green Gables Heritage Place from the national park, the Site of L.M. Montgomery’s Cavendish Home, and other destinations. The focus of this strategy is Parks Canada’s continued work with partners and stakeholders, as a means of promoting the site and reaching potential visitors with appropriate messaging.

Objective 3.1 
Awareness of the unique identity of Green Gables Heritage Place will be increased.

Targets:
1. By 2025, the availability of outreach or promotional products has increased, including products that clarify the site’s authenticity and national significance.
2. By 2025, Green Gables Heritage Place will have increased its presence on social media. 
3. By 2030, off-site opportunities to experience Green Gables Heritage Place will be increased through outreach and improved use of the site’s web pages.
4. Through 2030, Parks Canada continues to facilitate collaboration among partners and stakeholders involved with tourism related to L.M. Montgomery and Anne of Green Gables. 

Objective 3.2 
The site’s position as a foundation for authentic tourism related to L.M. Montgomery and Anne of Green Gables will be improved.

Targets:
1. By 2025, relationships with representatives of international markets will be established or strengthened.
2. By 2025, the needs of key tourism providers, such as cruise and motor coach tours, will be better understood through increased communications.
3. By 2030, the number of visitors from outside of Canada and the United States (“international records” in market analyses) will have increased 5% compared to 2018.

Objective 3.3 
The relationship between the PEI Field Unit and the PEI Mi’kmaw First Nations remains strong.

Target:
1. Through 2030, the site and PEI Mi’kmaw First Nations will continue working together to expand opportunities to engage visitors to learn about and connect to Mi’kmaw perspectives, history and culture.

The draft management plan summarizes and presents the site as well as the key strategies, objectives and targets to guide management of the site over the next decade. Now it’s your turn to take part in the planning process! This is your chance to add to the conversation and help us develop Green Gables Heritage Place’s management plan. Your knowledge of the area, your experience with the site, and the future you envision for it are important to us.

Share your views, opinions and suggestions on the future of this treasured place by the end of May 2022. We encourage you to respond to our online comment card.

Those who prefer may submit comments to greengables@pc.gc.ca or send feedback by mail to: “Public Consultations – GGHP, Parks Canada Agency, 2 Palmers Lane, Charlottetown, PE C1A 5V8”.

Please contact us at 902-218-7093 if you have any questions or would like further information on the consultation process.

Thank you for your cooperation!