The Month of Daffodils
In May, the meadows in the Karavanke Range get covered in a white blanket of daffodils (Narcissus poeticus). To use this flower to increase the visibility of the Jesenice area – as well as of Mt Golica, on the slopes of which the daffodils thrive and which is best visited during the May daffodil flowering period –, in 2010 the Municipality of Jesenice decided to bring all the activities during this month under the name “the Month of Daffodils in Jesenice”. The well established events, including the central Daffodil Festival in Planina pod Golico, were complemented with additional thematic events, joint promotion and daffodil decorations in the town of Jesenice.
The goal is to increase the visibility of Jesenice not only as a former industrial town but also as an area of exceptional natural features. The daffodils not only cover the meadows on the slopes of Mt Golica but can also be seen – in the form of paintings, stickers and similar – in shop windows, schools, halls, newspapers and homes in the town of Jesenice.
The Month of Daffodils also includes events, linked to the other visible feature of Jesenice – iron industry. In May, various events are organised at Stara Sava, the original historical centre of iron industry. Furthermore, traditional hike along the ancient mining route is organised annually.
The objective of the Month of Daffodils in Jesenice is to increase the visibility of Jesenice not only as a former industrial town but also as an area of exceptional natural features, which adorn the area of our municipality. A number of events taking place in the Municipality of Jesenice in May, the common aim of which is to promote Jesenice's iron industry tradition and its botanic curiosity - the daffodils –, were brought together under a single name. Indirectly, the Month of Daffodils is also intended for the local population, as the campaign is supposed to enhance both their awareness about the significance of the symbols of Jesenice and their identification with those symbols.
Municipality of Jesenice – increased visibility of the municipality as a tourist destination; increased awareness among the local population about the importance of local values.
Event organisers – with the financial and technical support from the Municipality of Jesenice and Jesenice Tourist Information Centre, they were guaranteed improved conditions for event promotion (at lower cost), which resulted in better attendance at the events.
Companies – the companies which decided to join the campaign of uniform decoration of company premises were recognised by the clients as being cooperative with the local environment; what is more, the appearance of their premises was improved and uniform.
Educational institutions – enhanced education of youth about the history and sights in Jesenice.
Local population – increased local awareness and identification with the local symbol – the daffodil.
WHY is the best practice considered as good
It encourages the organisation of tourist, sports and cultural events in the area of the Municipality of Jesenice.
A broad campaign aimed at awareness raising among the local population and at daffodil decorations in the town.
WHAT are the measurable results
The number of events organised within the framework of the Month of Daffodils in 2011: 36.
The total number of visitors at all events in 2011 (estimate): 3,000.
The number of companies which joined the campaign of uniform decoration of company premises thus far: 20.
The number of visitors at the biggest events has been growing.
So has the number of events dealing with the ironworking and iron smelting tradition.
Increased visit to Stara Sava and the Upper Sava Museum Jesenice museum collections.
New opportunities created on the local level
Establishment of one large central event within the framework of the Month of Daffodils.
Establishment of the ancient mining route as a theme route furnished with information boards.
Involvement of the local population as the bearers of intangible cultural heritage (connoisseurs of history and stories, craftspeople).
Establishment of Savske jame as an open-air museum.
Increase in accommodation facilities in the area of the Municipality of Jesenice.
In 2011, the Municipality of Jesenice earmarked EUR 13,000 for the Month of Daffodils in Jesenice. The entire amount was used for the promotion of the Month of Daffodils, which included:
• uniform posters for organisers of events,
• the putting up of temporary poster boards,
• leaflets for individual events,
• daffodil stickers for all organisers of events, public institutes, kindergartens and schools in Jesenice,
• the upgrading of the daffodil logo to a visual identity,
• organisation of the final event,
• advertising on Radio Triglav and various websites as well as the publication of articles in the Jeseniške novice biweekly journal and some other media.
Possibility of tansferring the best practice
The transfer of the best practice is possible to the areas, where the activity, which is the bearer of cultural heritage, is not considered a value but merely an industrial activity. Crucial in the case of the Month of Daffodils is the aspiration to ensure that the local population recognises iron industry and its heritage as well as the daffodils as an identification symbol, as well as that it finds a business opportunity in this. This aspiration is also confirmed by the increased number and variety of the 2011 events in comparison to 2010.