Tall order for Heritage Malta

If one were to think of a person who would fit the description 'new blood and a new broom', Alex Grech, 41, is it - he is chairman of the newly set up government agency Heritage Malta.

Talking to him about Heritage Malta - which he considers very much his baby to raise and guide through the difficult path ahead - one gets the distinct feeling that Maltese heritage has finally come of age.

Successive governments for the past 100 years had given little attention to the treasure trove of historical and cultural landmarks that dot the Maltese islands.

But now things are taking a sharp turn. Heritage Malta, which replaces the Museums Department, has a tall order to see to: its brief is to manage, conserve, interpret and market 24 museums and sites.

A chartered accountant, Mr Grech has for over 18 years held senior strategy and change management posts with multinationals, including Reuters and Hitachi Data Systems.

He religiously believes the agency has to think and run like a business concern. The bottom line is to make money to be re-invested in heritage. The higher the level of preservation of the world class heritage sites and the more visitors who can be attracted to these shores to see them, the greater will be the gain for the country.

Unlike the former Museums Department, Heritage Malta has the right to retain its revenue. Moreover, the agency will be able to go into joint ventures.

On his return to Malta from the UK nine years ago, Mr Grech oversaw an extensive change programme that among other things led to the funding and restoration of the Hypogeum, which was literally under water.

Some good things came out of that programme, including the reopening of the Hypogeum.

"Heritage is a key business driver for the country. Most of the people coming through our door are tourists, so there must be some obvious linkage between tourism, which is funded significantly, and heritage, which is not funded enough.

"Part of the agency's role is to make stakeholders aware of the fundamental contribution heritage provides to the country's economy."

People sitting on the board include the CEO from the Malta Tourism Authority, a deputy chairman who runs two of the most successful franchises in Italy, conservation experts, and a linkage with the Catholic Church, apart from the constant pressure of two NGOs, Din l-Art Helwa and Fondazzjoni Wirt Artna.

"Whether we like it or not, we are in the 'edu-tainment' business. People who spend money to visit cultural sites can spend that money elsewhere so there has to be something valid for them to come and see.

"Therefore, we need to improve the presentation and interpretation of a number of exhibits and world class collections".

People coming in with a management attitude are going to make heritage work harder for heritage's sake.

There have to be revenues coming from various sources with the most obvious choice being ticketing income. This year automated ticketing machines will be installed at 10 sites.

"We have to make sure every single person that comes through the door has a ticket. We are currently talking to the stakeholders to maximise that revenue".

The Hypogeum is an eye opening experience. That underground temple has already recouped some Lm200,000 of the government investment of Lm500,000.

The message to the stakeholders is that investment in heritage reaps revenues.

Open sites have suffered from people trampling around. At Hagar Qim and Mnajdra, a state-of-the-art visitors' centre costing a few million liri will be set up.

"Unless these temples are covered, in so many years' time, there will no longer be a Hagar Qim and Mnajdra," Mr Grech says.

The issue of funding is the key to everything the agency does. The budget for 2003 for new capital projects is Lm400,000, out of which Lm100,000 will go to install an automated ticketing system.

"Our first responsibility is to make these sites secure and we have done that. For the first time, we have taken electricity services down to Mnajdra and we will be lighting up the temples at night. We can now start preparing wireless security systems".

Malta's heritage has to live off the funds it makes from whatever means it has. So it is not just ticketing but also retailing and marketing.

"We are not going to go round with a begging bowl but we will be promoting corporate patrons' programmes and friends' programmes.

"Heritage contributes a lot to tourism and to whoever is associated with it. Places like the Salon at the Museum of Archaeology in Valletta, and the Inquisitor's Palace in Vittoriosa, would provide an excellent setting for seminars, exhibitions and product launches."

Heritage Malta has to run the fine line between getting into the business of making money while at the same time avoiding the 'Disneyfication' of the country's heritage.

Heritage Malta also wants more Maltese to visit heritage sites.

"We have to get the Maltese on board and stop people trying to destroy the sites. We have to start talking to parents and children."

Last year, the Museums Department netted Lm830,000 in ticketing revenue. Heritage Malta is trying to edge as close as possible to the Lm1 million mark this year.

As Malta joins the EU, culture is going to be extremely important for Malta as a small nation operating within a wider framework.

Heritage Malta has no choice but to open museums at times that are convenient to the visiting public, but it might have to pay overtime. Opening museums during civil service hours is simply unacceptable.

Around €4.5 million (Lm1.95 million) of pre-accession EU funds specifically earmarked for the tenting of Hagar Qim and Mnajdra have to be expended between 2004-2006. The government will have to fork out about 25 per cent of that figure as its share.

"If we get a project like that delivered on time there will be more funds available from other sources.

"It is certainly a world class landmark project that will be attractive to designers and architects. It will give us a cutting edge but will extremely difficult to get off the ground".