Serious consideration throughout the project has been given to the way historic preservation is perceived by the general public in New York City today and how these perceptions can be reframed in a more positive way. The question of target audience was discussed and considered that a diverse and relatively young audience would be ideal. It was noted that preservationist are often perceived as stodgy, elitist, negative, and scolding -- not yet associated with flexibility, new options, new spaces, new technologies, and profitability.
Preservationists could benefit immensely to be seen as proactive community members of all stripes who save things that work well and present them back to the residents of the city as a kind of “gift”. All of NYC might be seen as a product of preserving what is authentic and locally-specific; why else would so many tourists visit? One messaging scheme might assert: New York is authentic, and preservation is the tool that keeps it that way...revealing and protecting that uniqueness.
The participants discussed ways to get a new image and message to the public: alternative news outlets; broadcast venues; and collaborations -- working with designers and artists to give the profession imagery that is positive, funky, fun, not just mournful postcards of lost architectural treasures. Roundtable participants noted that waiting for policy decisions to support this invigorated agenda may not be a good approach; perhaps linking with sympathetic groups and allied professionals, aided with creative input from artists, filmmakers, and others, could give the profession new momentum and exposure. An ad campaign that is all about (what is special about) New York, never using the words “historic” or “preservation”? And positive messages should be the focus.
Participants discussed core issues for the profession and described highly successful preservation projects in order to identify shared characteristics. It was noted that, for many New Yorkers, the most pressing issue might relate more to what is being built than to what is being lost; new construction is poor and seems to wreck neighborhood character. Studies are needed for evidence to show how the loss of neighborhood stores leads to the impoverishment of the neighborhood as a whole. Likewise there could be new ways to show new life in old buildings, portraying old buildings as healthy, pleasant, and surprising. Tearing down old buildings could be presented as an environmental tragedy.
It was also suggested that there is a problem with the words “preservation” and “historic.” These give the impression of old, fragile and highly important places/things -- the realm of the connoisseur, not the layman. The language needs to be reworked - given a positive spin, demystified and speak to the public’s values. Finding stories that go beyond conflicts and battles and put people first, pitching positive stories on a regular basis.
This report is only partial summary of discussions hosted and feedback received by the Preservation Vision: NYC project. Every attempt was made to convey the breadth and content of these exchanges between participants, but brevity demanded that many useful contributions were simplified, combined, or left out altogether. In no case are the assertions and assessments summarized here a reflection of the organizers' opinions or best knowledge; they belong only to the participants and contribute to an open process of deliberation. A final report will provide a more comprehensive and nuanced reflection of these deliberations along with a synthesis of project participants’ visions for the future.
