Last week Salem’s new Heritage Trail, or at least the foundation thereof, was revealed with a report to the Salem Redevelopment Authority (SRA) and the launch of a new website. The outgoing “Red Line” has long been the object of derision, as it was a play-to-play route which made no meaningful distinction between the Salem Maritime National Historical Site and the Salem Witch Dungeon Museum. Concerns about the sign pollution which plagues downtown Salem and the now-common understanding that “redlining” refers to housing segregation apparently inspired the city’s tourism agency, Destination Salem, to put together a working group comprised of “stakeholders” representing Salem’s organizations, institutions, businesses and local government (but not, notably, neighborhood groups) to reconfigure the existing trail as something “new.” The end result will be a gold line running through downtown Salem, and very nice signs which will mark the stops along the way, including……………….the Salem Maritime National Historic Site and the Salem Witch Dungeon Museum.

Believe me, I’m pretty tired of screaming into the void about how Salem values (or doesn’t) its long and notable history. I also realize that the people who have transformed a small subsection of this history into a valuable commodity have clearly won the day, as many of Salem’s heritage organizations, including Historic Salem, Inc., the Salem Historical Society, the Essex Heritage National Commission, and even the Salem Maritime National Historic Site had representative members in this working group, so are clearly supportive of this new trail. But this is a really important time for Salem, with its 400th anniversary only a few years away and so many of its historic houses shuttered, including the entire Essex Street Block campus of the Peabody Essex Museum. So I have a few things to say, of course! I’ll try to be as succinct and straightforward as possible: after some consternation I have limited and organized my thoughts (which might take the form of pleas) into three main points:

1. 1. 1. For–profit sites cannot be “heritage“. Salem’s heritage is a public good, not a private commodity. Packaging an historical event into a dramatic presentation creates an “attraction,” not a museum. Packaging a tragic historical event into an attraction is troubling if not enacted with great care, and the dated figures employed by the The Salem Witch Dungeon Museum and the Salem Witch Museum evoke more mockery than empathy. These attractions have no place on an officially-sanctioned “Heritage Trail”; I don’t think any for-profit site does. Call the trail something else: my friend Joe suggested the “Tourism Trail.” I would have no problem with that: it’s the equivalency of an actual historic site like the House of the Seven Gables or the Charter Street Cemetery or the East India Marine Hall (all sites on the trail) with a manufactured attraction that troubles me, especially as the latter are so obviously exploitative. The creators and consultants of the new Heritage Trail realize that there is an issue here, so they have come up with criteria that Salem sites which hope to be listed on the trail as it expands must meet. Here they are, included as Appendix B in the “Salem Heritage Trail Recommendation and Project Recap” report prepared by the consultant company MuseumTastic for Destination Salem and presented to the SRA:So, much of this seems fine, certainly the themes are great (more on them below), and the criteria professional. I’m having some difficulty envisioning the logistics of the vetting process, but will leave that to the experts. What does concern me, however, is the disassociation of “site” and “building” as referenced in #3 on. As you see in my graphic above, the Salem Witch Museum, the most profitable of the for-profits, is referred to as the former East Church, which is presumably how it made the cut. Why the East Church is deemed “historic” is beyond me, aside from its imposing Gothic Revival style: certainly it is no more historic than the nearby houses of ultra-philanthropist George Peabody and Supreme Court Justice Joseph Story, or the birthplace of the illustrious Benson brothers across the Common. When I asked why and how the Salem Witch Dungeon Museum, also located in a former church (built by the Christian Scientists and not the East Church parishioners), was included on the trail, I got this response from the Executive Director of Destination Salem: The Witch Dungeon Museum and Lynde Street are the site of early fortifications. English settlers knew that their presence in Salem immersed them in a web of global conflicts. Fearing reprisals from the indigenous people they were displacing and attacks from other colonial powers, the colony of Massachusetts erected a fort near this spot in 1629. Samuel Sharpe came from London with cannons to assume command of the militia. The first fort was probably made of tall wooden palisades, with extensions jutting out to prevent flanking. In the following decades, further fortifications were built along the Salem coast and a palisade was built along the western end of town. The early, feared attacks never happened. The East Church built a chapel on Lynde Street in 1897 and The Witch Dungeon Museum opened in the building in 1979. Visitors can watch a live-action reenactment of a witch trial and tour a recreation of the grim prison where the accused were kept. So basically: because a long-gone fort was once on the site of the Salem Witch Dungeon Museum, it qualifies for the trail? I don’t think I need to spend too long discussing the implications of this “standard.” In a city as old as Salem, every structure downtown was built on the site of something else: there are layers and layers and layers. The Witch Dungeon Museum’s storefront sister “museum” on venerable Essex Street, the Salem Witch History Museum, could claim that it sits on the site of Salem’s first printing house or any number of historic structures and thus qualify for the new Heritage Trail. Perhaps the cumulative criteria above could mitigate against this, but it does not appear to have done so with the Salem Witch Dungeon Museum: I think we need to be honest about where we are leading people—and why.

         Mannequin City: mid-20th century interpretive “technology” reigns in Salem’s for-profit witch “museums” which have no incentive to innovate, as the City delivers visitors right to their doors; Witch Dungeon Museum hanging mannequins.

      2. The Trail is too restricted geographically. Salem has been a tourist destination for over a century, and there are previous incarnations of the Red Line, which was stamped on the City in the 1980s. (People seem to think that the big turning point in Salem’s tourism history is the filming of the television show Bewitched in 1970s, or at least that’s the story the rationalizes the placement of the Samantha statue in Salem’s most historic town square. But that’s clearly not true: it was the Haunted Happenings festival, initiated by the Salem Witch Museum in the early 1980s, that created our modern Witch City). All the pre-1980 trails were much longer, and included more Salem neighborhods and sites, including the entire McIntire District showcasing architecture, South Salem showcasing Pioneer Village and many more sites in the Downtown and Derby Street districts. If it really is going to tell Salem’s story in a comprehensive and authentic way (and accomodate all those themes!) the Trail has to branch out considerably. One of the reasons I find it so objectionable to direct people to a witch business on the basis of a seventeenth-century fort that is no longer there is the fact that Salem has a seventeenth-century fort that has been left to rot on Winter Island.
      3.  Salem tourism brochures from the 1950s through the 1980s: not until the last decade was the Heritage Trail restricted to downtown and the “story” increasingly restricted to witches. Love the sentiment of “traveling through history in Salem.”

1. 1. 1. 3. A Plea for Authenticity & Creativity: I don’t really have enough to go on to speak to technology or  interpretive issues, but from what I can read I am struck by the relative conservatism in terms of the conceptualization of the entire trail: I expect more from a process of “strategic revisioning;” I don’t see any revisioning at all actually. Maybe that’s coming? This trail could have been recast as a “walking museum” as some cities have done (Memphis!), and thus accomodate both heritage and for-profit sites (in a pop culture category: the history of witchcraft tourism in Salem IS part of our heritage unfortunately) as well as the Peabody Essex Museum’s shuttered sites which are outfitted with “PEM Walks” interpretive audio “postcards“: why not integrate this ready-made interpretation into the Trail? Salem doesn’t have a history museum so a thoughtfully-constructed walking museum could really compensate for this deficiency: this approach could also add some chonological development to the trail, which is completely missing. Authenticity is everything in this digital, virtual age, which is why it is imperative to emphasize the unique geography and history of Salem with real places rather than artifical ones: besides the for-profit sites, I am also troubled by the selection of the new Charlotte Forten Park on Derby Street as a location to highlight Salem’s African-American history: African-Americans (including Charlotte Forten) did not live or work anywhere near it! And as I’ve written about before, the park has been “colonized” effectively by the Real Pirates Museum, which tells the story of pirates (some real, some not) from Cape Cod. More appropriate places to tell the stories of Salem’s African-Americans are Derby Square (which is on the Trail) where a variety of vibrant black businesses were located, and Hamilton Hall, where Salem’s Remond family lived and worked. Actually, a wonderful interpretive location for interpreting African-American history would be Higginson Square, which runs parallel to Derby Square: to tell the truth, the Remonds spent at least as much time at 5 Higginson Square as Hamilton Hall, and Charlotte spent considerable time there too. There could be some kind of creative installation there, which brings to my last point/question: why is Salem’s very dynamic creative community so absent from this revisioning project? My very favorite urban heritage trail is actually that of Asheville, NC, in which stories of the city’s past residents, both well-noted and not-so well-known, are woven together through public art, including commissioned sculptures and pre-existing artifacts. Lke all the best heritage trails, Asheville’s was a process of considerable community engagement: it is a work in process that is still engaging the community. That could happen here too, but only with the realization that all of Salem’s residents are “stakeholders” in our city’s Heritage Trail.
      2.  Higginson Square, 1893, Nelson Dionne History Collection, Salem State Archives and Special Collections. A big flatiron to highlight Asheville’s Flatiron building. It begs the question: no Parker Brothers site for Salem’s new Heritage Trail?

So those are my three main points but I do want to say a bit about the “future” of Salem’s heritage, which is kind of a funny phrase: isn’t heritage about the past and how can it have a future? Well, heritage has a past, a present and a future: we’re dealing with the present now. After the Executive Director of Destination Salem gave her presentation to the SRA last week, there were a few questions from the board (which only has authority over signage downtown, not content, so I was suprised to see this engagement), including, “why so much witch stuff?” (I am paraphrasing). She answered: (I’m still paraphrasing but this is very close) “well, 85% or our visitors come for the witch trials so we have to give them what they want.” I have no doubt that this is true, because we don’t have a heritage trail that showcases our Samuel McIntire mansions or our Revolutionary resistance or our 445 Revolutionary privateers or our industrious inventors or our treasure- (and history-) hunting Mormons or our dashing Civil War officers or our zealous abolitionists and suffragists or our amazing artists and craftsmen or our brave warriors on both the battle and home fronts or any of our immigrant communities as far as I can see. Maybe all that is coming, but it is clear to me that witchcraft-based tourism is only going to become even more pervasive in Salem if some sort of structural change does not occur because it is self-perpetuating. Destination Salem has always been a thoroughly professional, accessible and effective tourism office, but I’ve never understood how it came to be in charge of heritage, because for me, tourism and heritage are not necessarily the same thing. But in Salem, I guess they are. I suspect that the same old scenario which governed the creation of the first Heritage Trail was present here: the City did not invest enough effort or money, and so left it to the business owners, who quite logically advanced their own interests. So let’s just call it the Tourist Trail, or take advantage of this (golden) opportunity to do something more—and better.