Since I’ve been living outside of Salem for the past month, only coming in for classes and shooting right back to Maine on my (not-so) secret routes, I followed the press coverage on seasonal tourism a bit more closely than in years past. I set up a google alert and got notifications nearly every day. There are always a lot of what I would call obligatory articles about Salem at this time of year focusing on crowds and traffic but it struck me that in this particularly year the coverage was a bit more negative, though as you know, I’m not a Haunted Happenings fan, so I could have been reading what I wanted to read. I will be the first to admit extreme bias in this realm, but I tried to read every article which came my way several times, and there was definitely an underlying tension in several, between the “success” of Salem’s tourism and its costs, whether they were traffic, trash, or exorbitant short-term rentals. For me, the tone seemed to be set in late August, when the Salem Witch Museum was identified by as the #2 tourist trap in the entire world by USA Today: this generated more stories in the regional press, concluding with the recent “visit” of the Boston Globe to the “Museum.” This article is not especially probing in its exploration of either a for or against position on the attraction’s rating, and gives a rather blase tourist the last word: “you have to expect it to be a tourist trap. It’s Salem in October. Isn’t that kind of the whole point?” Indeed. The Globe featured a stronger, more focused article in mid-October on the skyrocketing prices of Salem airbnbs, which was no surprise to anyone who lives in Salem. They’re everywhere, even though municipal regulations attempted to limit their number a few years back. The article quoted Mayor Dominick Pangallo as asserting that there are “250 t0 300 airbnbs” in Salem, while the rental website listed considerably more units in October.
Of course the victims of 1692 were NOT witches, but Airbnb puts a special focus on “haunted” or themed Salem rentals in October, like this one featuring a “100% that witch” bedroom./Airbnb
This year’s offering from the Washington Post is longer than the Globe pieces, but nevertheless manages to say very little. I don’t understand its title, “Salem bet big on spooky season. Now witch girlies are everywhere,” nor do I discern anything close to a theme or thesis. It’s all over the place with lots of quotes from locals, including my colleague, the president of our preservation organization, and several Salem shopkeepers. But none of the quotes seem to have much context, including one which made me see red after (apparently) confining twentieth-century Salem to the simplistic characterization of a “horrible factory town.” This is the tourist industry’s party line: witchcraft tourism saved Salem. After a summer of reading and writing about the past century for our book, I just can’t stand to hear it anymore–it erases the hopes, dreams, activities and achievements of generations. It’s a falsehood, but also a quote out of context according those who offered this characterization. So now I’m wondering what it, and the entire article, means. I can tell that my colleague is presenting an argument here—about the balance of history and entertainment, the need to discern the authentic from the fake, and tourism’s toll on Salem’s residents, but his quotes are so strung out that I couldn’t quite grasp it–and I know him! And then there are the captions, like the one for the photo below: “people dress up in Salem in late October.” Wow, really? I have news for you, Washington Post, people dress up in Salem in late July.
Washington Post
The Wall Street Journal’s Salem story, “Living in the Middle of Halloween Central is Not Wicked Fun,” is much tighter and much better. And as you can tell from its title, more negative with its focus on the experience of residents. It’s far more historical in its analysis of how Salem evolved from shame to exploitation in its attitude to the trials, with one Salem tour guide furnishing a very interesting anecdote about Southern slaveholders taunting Salem abolitionists for “burning their grandmothers” and yet another referencing Joey Buttafuoco and Amy Fisher (the spectrum of Salem tour guides never ceases to amaze). And then there is the suggestion of a Florida (of course) tourist, who wants to see “a life-size wooden replica of the gallows where they hung the witches,” in order to “give a real sence of how intense it must have been.” A wary Salem social worker worries that “we’re commercializing a tragedy” and yes, her use of the word “we’re” is spot on: Salem’s exploitative and ever-encroaching tourism not only impacts but also reflects upon all of its residents. The WSJ article was my pick of the litter until a late-season entry appeared on my screen just two days ago: “Salem’s Unholy Bargain” by Lex Pryor, a writer for the sports and popular culture website The Ringer. A BRILLIANT writer: just read this one paragraph, and you’ll be hooked, like me:
It is awesome, financially beneficial, and out of control. In Salem, Halloween is a monthslong beast with an unquenchable appetite. It gobbles late-summer weekends and the first-of-winter snows. There are people who welcome it and people who flee it, but everyone feels it. And though by lineage this creation is at best rarely theirs, by geography and the inalterable stain of days gone by, they are full inheritors of its weight. Because of history—its burdens and allure—a community is held in a periodical and self-imposed state of bedlam. Look beyond the hoopla and you’ll see in Salem a storm, age-old as it is modern, that manages to unmask the knotty, innermost contents of the place and the folks who frequent it.
And one more: a brilliant quip involving bratwursts: the morbid nature of Salem’s appeal isn’t that uncommon among travel destinations. Millions visit the Colosseum every year. Same with Hiroshima and Nagasaki. I have never been to Auschwitz, but I am wholly certain that someone is selling something like bratwursts somewhere nearby. Salem is Salem because, unlike those sites, in Salem a plurality of people come for the bratwursts. They arrive in spite of the history, and they have no shame in this.
THEY COME FOR THE BRATWURSTS! And we can’t get away.
Well I could keep quoting this brilliant piece, but you can read it for yourself: you should read it for yourself if you’re interested in what Salem has become. I was going to conclude with the New York Times’ Salem article for this year but it is quite literally so small by comparison with Mr. Pryor’s piece in its focus on the plague of nip bottles on the streets of Salem that I think I’ll just leave you with the link.
NOVEMBER 1!!!
How and when my Salem house was built.
First up in my neighborhood, I wanted to showcase these two houses whose owners have invested in a lot of work! Kudos to them! Both are on Chestnut. As you can see, the first house has a way to go, but its very impressive entrance was just re-attached. It’s such a great house, with an amazing garden. Nathaniel Hawthorne lived briefly in the blue house. A rare Salem front garden on Essex—and this house has been thoroughly renovated as well. Besides the Witch House and the House of the Seven Gables, the only historic house that Salem tourists seem interested in these days is the Ropes House, because it was featured in Hocus Pocus of course. The Ropes Garden is consequently very crowded in the fall, but I caught it during a relatively calm time: more ropes in the Ropes Garden than ever before. This gate on Federal Court started off my iron hunt–I’m obsessed with it.
Downtown is quite a vibrant shopping scene with more than occasional bones and bats, and porta-potties, of course. There are some very well curated shops amidst the general kitsch, particularly 
Ghosts might trump witches this year eveywhere but Salem, of course. The ironwork at the Peabody Essex’s Gardner-Pingree House (which is never open) is simply astounding! A very busy Common, as the annual Food Truck Festival was underway, but once you get into the realm of Salem Maritime along Derby Street, not so busy. I still haven’t been in the Derby House even though it has been open this summer. The last photo just above is to remind me that I want to plant that particular variety of clematis next year!
I finished up my walk on Charter Street, where the Witch Trial Memorial and Burying Ground is located. As soon as I entered the latter, I was confronted by these strange mannequins, propped up right against the Cemetery’s gate and stones! So Salem: the juxtaposition of the sacred and the tacky, remembrance and exploitation, enduring and ephemeral.
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.
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.”
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?
