Ćesky Krumlov Castle and Chateau A World Heritage Site between conservation and marketing Petr Pavelec 2 4 9 260
P etr Pavelec - philosopher, art historian specialising in medieval art (Charles University in Prague, Palacky University in Olomouc). Since 1991, he has been working as a specialist in the conservation of wall paintings and sculptures in the National Heritage Institute, the Czech Budejovice regional branch. Since 2007 he has been a director there. He is a member of the Czech National Committee of i c o m o s, participating in projects on the organisation o f restoration work: restoration of façades of u n e s c o monuments - the Upper Castle in the Ceskÿ Krumlov (Europa Nostra 2008 Award), restoration of the Kratochvile renaissance villa (2006-2011), the Zlata Koruna monastery (Golden Crown, 2005), the project on the Castle Museum in Ceskÿ Krumlov (2009-2011), the exhibition project The Rosenbergs. Czech Aristocratic Family and its Journey through the History in the Valdstejn Palace in Prague (2010-2011). He is a lecturer at the Historical Institute of the University of South Bohemia, teaching conservation methods, the restoration of architecture, the methodology of conservation of wall paintings and sculptures, and at the University of Pardubice, teaching the methodology of restoration of wall paintings and sgraffito.
Ćesky Krumlov Castle and Chateau A World Heritage Site between conservation and marketing Petr Pavelec There is a common belief that the conservation approach to historic residencies (castles and chateaus) cannot put up with something like effective marketing and commercial activities. The administration of the castle in Ćesky Krumlov is an excellent example showing that these two virtually opposite tendencies may coexist and connect together, and that such a connection may be beneficial as well as sustainable for the monument. From the end of the 13th century until the mid-i9th century, Ćesky Krum lov was the residential town o f the most significant aristocratic families in the Kingdom of Bohemia. Prior to 1601 it was home to the Rosenberg dynasty, then the Eggenbergs and, finally, the noble Schwarzenberg family. In 1963, due to its urbanistic quality and the abundance o f w ell-preserved architectonic monuments, the town was declared a conservation area and in 1992 it was registered on the u n e s c o World Heritage List.1 Ćesky Krumlov Castle was founded towards the end of the 13th century and became the residence of the previously mentioned noble families. In the middle of the 20th century it was nationalised, and at present, it is administered by the National Heritage Institute. The castle premises comprise nearly 40 buildings and palaces that are concentrated around five courtyards. The castle complex includes a Baroque garden which spreads over 11 hectares. The Ćesky Krumlov Castle 1 Martin Gaźi and Petr Pavelec, Ćesky Krumlov. Od rezxdencniho mësta к pamâtce svêtového kulturniho dêdictvi (Ćesky Krumlov. From a residential town to a u n e s c o World Cultural Heritage Site), Ceské, Budëjovice 2010. The 1s t H e rita g e F o ru m o f C e n tra l E u ro p e 251
Aerial picture of Ćesky Krumlov - the town, the castle and a part of the castle gardens - World Heritage Site complex is the second largest in Bohemia (after Prague Castle) and is ranked among the largest castle facilities in central Europe.2 During the communist era in the second half of the 20th century, the care of the castle was neglected, so it is no wonder that the castle complex was in very poor condition after the Velvet Revolution in 1989. For this reason a continuous repair and restoration plan was quickly developed, the ambition of which was to provide the castle premises with long-term care at the same level as European heritage care standards. During the 1990s and the first decade of the 21st century, all important buildings in the castle complex were repaired and restored, step by step, and new tour routes were established and their operation was standardised. This repair and restoration work was supported by the state budget and from admission fees, amounting to around 600,000 euros annually. An efficient system was developed to provide the best quality of conservation 2 For details about the castle see: http://www.zamek-ceskykrumlov.eu/. 252 I Petr Pavelec
The town and castle care during civil and restoration work and the installation of tour routes and castle depositories. The high standard was later recognised internationally. In 2002 Ćesky Krumlov Castle was presented with the main prize awarded by the European Union, the Europa Nostra, in the category of conservation and valuation of cultural heritage, for the restoration of the depository within the Castle Baroque Theatre Fund, and for excellent results in restoration work done on coulisse sets (a section of stage scenery placed in a wing of a theatre - editor s note), costumes and aids within the theatre. Another Europa Nostra was awarded to the castle in 2008 for conservation of the south façade of the Upper Castle. This action was appreciated as being an outstanding example of sensitive conservation techniques applied to an authentic monument. It was the application of restoration methodology and ethics in the area of care for the construction of monuments which was greatly appreciated, as this methodology is only normally used for works of art. In addition, the preferences given to traditional building craft and technologies to save original historic building elements and authentic materials were praised. Ćesky Krumlov Castle is The 1s t H e rita g e F o ru m o f C e n tra l E u ro p e 253
Castle complex of Ćesky Krumlov - old forge building before the restoration in 1995 Castle complex of Ćesky Krumlov - old forge building after the restoration in 2009 254 I Petr Pavelec
Cascade fountain in the castle gardens during the restoration work in 2004 Cascade fountain in the castle gardens after the restoration The 1s t H e rita g e F o ru m o f C e n tra l E u ro p e 255
Tower restoration in 1993 and after the restoration in 1995 The 1s t H e rita g e F o ru m o f C e n tra l E u ro p e 257
Performance in the Baroque Theatre the only historic residence in the Czech Republic which has been repeatedly awarded the Europa Nostra prize. The positive and internationally recognised results achieved in the field of conservation and restoration of Ćesky Krumlov Castle are based on three general principles: the staff working in the castle are a permanent team o f highly qualified professionals who collect, evaluate and apply their experience and expertise in the field of restoration; the team members follow a long-term concept of restoration of the castle complex, where priorities and both long- and short-term goals are defined; besides the long-term priority goals, detailed and well-coordinated work is carried out daily, from routine cleaning and minor craft work to restoration of all types of artefacts and complex civil and restoration work, in order 258 I Petr Pavelec
Europa Nostra Award for Ćesky Krumlov Castle and Chateau in 2002 and 2008 to preserve and present the historic essence of the castle premises in its authentic form. All these activities are carried out while the castle is open for visitors. The castle premises area is available to the general public through two basic tours which lets visitors admire the castle apartments, the lapidarium, the castle tower, the castle museum and the Baroque theatre. In addition, there are three special art galleries and a castle garden open to the public. As regards care for the castle premises, only the employees' salaries are paid from the state budget. Most other operational and restoration expenses are funded by admission fees and from the lease of the facilities or services. Therefore, the National Heritage Institute is involved in the economic effectiveness and marketing strategy of the administration of the castle. With the view of increasing competition in the field of free time activities, it is vital to improve and develop the range of cultural services offered by the castle, while maintaining the quality of the environment and services at the u n e s c o Heritage Site level. The experience of Ćesky Krumlov clearly indicates that the greater the authenticity, the greater the interest from quality clientele in relation to the leasing of the castle premises, as well as other services and activities in the castle complex. Besides the standard tours, the castle - as the provider o f leased facilities or co-organiser - participates in numerous conference activities, music and theatre festivals, festivals, celebrations and other cultural and bespoke events. Many of these activities are inspired by the local historical context. Other events, including theatre performances The 1s t H e rita g e F o ru m o f C e n tra l E u ro p e 259
which take place in the castle s Baroque theatre and Baroque garden celebrations and illuminations, are being developed as products of applied science and research in the field of cultural heritage. Every year some 300,000 visitors buy tickets to tour the castle and approximately 200,000 additional people take an active or passive part in the other cultural activities organised within the castle premises. The yield from admission fees and from the lease of the castle premises amounts to approximately 1.5 million euros. This amount is satisfactory in terms of maintenance and restoration of the castle. Moreover, the yields from the castle in Ćesky Krumlov help to support other, economically weaker castles administered by the National Heritage Institute. The solidarity principle is applied, ie economically stronger historic residences help weaker ones. Following on from the experience described above, we can conclude that the high professional standard of the maintenance and restoration of historic residences, in combination with responsible care, is fully compatible with effective marketing and commercial activities in the locality, and that the effort to maintain the high level of authenticity, in the long run, generates the permanent professional interest of experts from the field of historic heritage, as well as the interest of quality and economically strong clientele whose business activities require a cultivated historic context and environment.