Herregårde – fornyere på landet? Gram Slot A/S mellem oplevelsesøkonomi og kulturarv

Denne artikel tager udgangspunkt i en opfattelse af, at historiske bygninger og kulturlandskaber kan medvirke til at skabe dynamik og fornyelse i lokalsamfund på landet præget af stilstand og tilbagegang. Eksempelvis var Fonden Realdania’s kampagne “Fremtidens Herregård” begrundet i et udtalt ønske om, at herregårdene kunne bidrage til regional udvikling på landet. Undersøgelser af kommercielle aktiviteter og oplevelsesøkonomi på Gram Slot A/S og andre danske herregårde vil demonstrere, på hvilke måder herregårdenes fortidige virkelighed finder anvendelse i nutidig virksomhedsdrift. Analyserne fører frem til en principiel diskussion af, i hvilket omfang – og med hvilke formål – kulturarv kan fungere som en relevant ressource for lokal og regional udvikling.SummaryCommercial heritage management at Gram Slot A/SIn recent decades, a substantial number of Danish country houses [da: “herregårde”] have explored business opportunities within the so-called “experience economy”. Privately owned country houses comprise a unique field of investigation, because these estates constitute both a shared cultural heritage and modern business ventures. In their efforts to generate income to uphold the country house and estate, owners and managers welcome visitors onto the estate and into the country house. Paying visitors are invited to “experience the country house” as venues for, among other things, weddings, parties, conferences, concerts, Christmas fairs, historical festivals, team-building, golf and tourism. This article comprises an analysis of commercial offerings and visitor practices at Gram Slot A/S, a Danish country house in southern Jutland operating as a private limited company since 2007. Gram Slot A/S produces organic food such as milk, oatmeal and potatoes as well as tourist services like fairs, dinner parties and holiday visits. Guided tours in the country house are provided to visitors with interpretations of Grams’ history as well as the present business operations. An analysis of six markedly different guided tours at Gram showed how different guides and different audiences could result in surprising shifts of perspective. Gram was variously presented as a historical country house, an innovative family business, an organic farm, a regional centre and a place of unique aesthetic qualities. The guided tours created a strong narrative that presented Gram as a place of past, present and future – a reminder that new activities may also create new history and new meaning(s) to country houses and other heritage sites. Through a presentation of various understandings of “cultural heritage” the article discusses commercial offerings and “experiences” in heritage management. The analysis shows that commercial heritage management may help bring revenue for conservation and provide historical “feeling” and a sense of place to visitors and to local and national communities. However, by academic standards historical representations are often flawed and rarely adds to historical understanding. In the final analysis, the article advocates a pragmatic view on cultural heritage management, in which country houses by adapting to new challenges – as cultural heritage as well as contemporary business – may create new meaning to historical buildings and thereby offer a different and rewarding view on how we relate to our past