Paul Marion’s excellent post series about Salem a few weeks ago struck a chord with me (Read it here, here, and here). Last fall, I worked in Salem as a tour guide during their busy season, and I’ve spent a lot of time pondering Salem and Lowell, two cities with a lot to offer but a big difference in tourism volume. I have a couple of thoughts about what Salem does well, and how Lowell might think about playing to its own strengths in similar ways.
One thing that I think Salem does really well is sell a series of stories, a clear and connected set of narratives. A trip to any place is an immersive experience, and people want a trip to offer specific feelings. Salem has done an excellent job of simultaneously packaging itself as a place to:
- Have fun while exploring wacky spooky history (the sillier shopping, the Witch Museum and other funky touristy “museums”),
- Connect to the Colonial American past (The House of the Seven Gables, the Salem Maritime Historic Site, and the lovely cemeteries and historic neighborhoods), and
- Experience a sophisticated cultural destination (the formidable Peabody Essex Museum, and the more upscale shopping and dining).
These three separate but overlapping narratives bring in a critical mass of visitors and give them a clear sense of Salem as a destination. Lowell has strong narratives too! I think this is one of Lowell’s greatest strengths, and when I say that, keep in mind that I visited as a tourist before I ever considered living here. I think Lowell is really lucky in that many of its biggest draws from a tourism perspective fit into a series of stories or ideas.
- The most obvious is the industrial history story associated with the National Park here.
- Overlapping with that is the theme of textiles generally, with the National Park, the Textile Museum, and the Quilt Museum.
- Another strong motif is immigration and different ethnic and cultural groups, again told in the Park, and with our many unique ethnic neighborhoods and restaurants.
- Finally, there’s an overarching story here about revitalization, about historic preservation and a cultural turnaround.
Although these narratives exist, they are not quite as smoothly packaged yet as Salem’s. It wouldn’t be too hard to put together brochures or walking guides along these lines: “Lowell will have you in stitches for your day of textile fun” or “Eat your way across the Acre.”
Outreach to Boston
Interacting with the folks on tours in Salem made it clear to me that it has figured out how to sell itself as a day trip from Boston. Salem gets tons of non-regional visitors, especially during the Halloween season. People I chatted with were often visiting Salem for the day as part of a longer trip to Boston. Lowell is just about the same distance from Boston as Salem (theoretically half an hour by car, 30-45 minutes by train), but I think we’re not reaching this market as well as we might be.
One explanation for this? Salem has amazing tourism outreach. Check out this example from Faneuil Hall. Here’s one of the big card displays offering the visiting tourist a million options. See Salem? It’s there twice, in Salem’s nice glossy booklet and in House of the Seven Gables. Where’s Lowell? Nowhere. Now, sometimes I see the Merrimack Valley Convention and Visitors Bureau booklet there, which is something, but that booklet is covering a huge area, and Lowell’s just part of it. I think the unprepared tourist, trying to decide what to do with their day, is unlikely to be led to Lowell.
Now why is Salem so much better at this? Some of it we can’t change. Lowell’s biggest draw is the National Park, and the National Park can’t spend money on advertising. Like literally, legally, they can’t. Salem’s National Park stuff is a smaller piece of the pie, proportionally. The mighty Peabody Essex, other historic sites, plus all those funky stores and touristy “museums” band together and spend a lot more money than Lowell can, at least right now. That doesn’t mean Lowell can’t apply its resources strategically, of course.
What can Lowell do?
I think the biggest thing Lowell can do to try to copy the positive aspects of Salem is think about how to strengthen and play to the strong themes it has going. I get the impression Lowell does get “textile” theme tourists, for instance. How can we figure out how to make their day in Lowell a more immersive, memorable experience? I think a store that sold fabric or crafting supplies in the downtown might be a good fit there. Maybe we can figure out how to better wind in Lowell’s modern textile artists too. I notice that several of this years’ Parker Lectures are textile-themed, that’s probably a strong connection.
Also key: more communication and collaboration between Lowell’s diverse forces, as suggested by the recent marketing meeting in June and the emergence of First Thursdays. If Lowell’s forces put their heads and their money together, they can present a stronger, more unified front.
On a smaller scale, there’s something everybody excited about Lowell can do to help it. Good internet reviews and buzz are a big part of how people make their travel decisions. This is an area where Salem is running laps around us: for example, the Peabody Essex Museum has 135 Yelp reviews. The American Textile History Museum has eight. Each of us can help Lowell by taking to our favorite social media and making sure that people know about what there is to do in Lowell. Consider taking a minute and dropping some positive Tripadvisor or Yelp reviews of restaurants, stores, and cultural destinations you like. Follow and Like the cultural organizations you enjoy, and Share their pictures and announcements with your friends. I’m not suggesting any level of phony boosterism. But these things do matter, and it requires such a teeny amount of effort to support the organizations in Lowell you want to see do well.
I’ve visited both Lowell and Salem as a tourist, and now I’ve guided tourists in both as well. Both are fun, vivid places, with lots to see and do (and eat). Lowell is every bit as interesting as Salem as a destination, and I often chat with tourists in Lowell who’ve had a wonderful experience visiting the city and have really felt a connection to its stories. I don’t want everything that Salem has for Lowell: some of its spooky tourism crosses the line from cheesy to downright disrespectful. Chatting with Salem locals, it was clear that too much tourism can be a curse as well as a blessing, and that sometimes the city could be a weird place to actually live. But I’m confident that Lowell could handle a little more tourism without losing its strong sense of itself.
Let us know in the comments if you have thoughts on other good strategies Lowell could adopt from Salem or other potential tourism role-models.