Williamstown Businesses Hope For Boost From Clark Reopening
 Businesses in Williamstown, particularly the hospitality industry, hope the reopening of the Clark Art Institute will re-energize their bottom lines. |
WILLIAMSTOWN, Mass. — The Clark Art Institute is all about the art — its exhibition, its preservation and its study.
But there is no denying that the South Street institution also is a major force in the North County economy.
The museum traditionally has drawn 200,000 visitors per year, and it conservatively estimates its expanded and renovated campus will draw 10 to 20 percent more viewers.
That is welcome news to Williamstown area merchants — especially those who have noticed a drop in visitors the last two summers, when the Clark has been open for business but under construction with the 1955 "white building" closed for renovations.
"I would expect [this summer] to go back at least to where it was before all this," said Donna Riley, who, with Timothy Hamilton, operates the House on Main Street, a Williamstown bed and breakfast.
"We have seen a drop. ... I would say it's been measurable. I'm not sure it made it all the way to 'significant,' but it was noticeable."
Riley notes that Williamstown and the North Berkshires still had plenty to offer the last two summers, with the Williamstown Theatre Festival, Massachusetts Museum of Contemporary Art and the Williams College Museum of Art to name a few. But the Clark is definitely a draw.
Area business owners hope the Clark's projections are correct and that the museum will be an even bigger draw this summer.
Several hotel operators who wished not to be identified agreed with Riley's assessment of the 2012 and '13 summer seasons and expressed optimism about the coming months as the Clark's July 4 grand reopening nears.
On the other hand, a couple of hotel operators mentioned that the influx of construction workers throughout the year has helped lessen the impact of the lower summer tourist numbers.
The executive director of Williamstown's Chamber of Commerce agreed there is a perception that business has been off due to the construction.
"I think some merchants will tell you their business has been down [the last two summers]," Jennifer Civello said. "One told me this past winter was the worst they've had in 18 years.
"When I'm talking to local merchants, I constantly remind them that, yes, the tourism season is crucial, but the most successful businesses are the ones that can cater to multiple markets ... whether it's local residents, students, visitors to the college, parents."
On the other hand, the Clark is an important part of the mix.
"I was just having a conversation with a local merchant who said the minute the Clark closed the door, business took a nosedive," Civello said. "The impact of the closing has been significant on local merchants. All anticipate a huge bump on July 4."
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The Clark also is one of the anchors of the new Massachusetts Cultural District designation Williamstown earned this spring. Over the next few months, the Village Beautiful will be eligible for increased exposure and advertising through the Massachusetts Cultural Council.
Residents and visitors soon will notice four 3-foot-by-2-foot oval signs trumpeting that designation at entry points to the town on Routes 2 and 7. And Civello is working on a map highlighting cultural attractions within walking distance of one another that will be distributed at locations around town, including the information booth planned to open before July 4 at the bottom of Spring Street near Tunnel City Coffee.
Locals also will notice a couple of changes to the town's Independence Day celebration this year. Everything will still happen — just a little differently.
The Declaration of Independence and the British reply will be read at WCMA, but that will happen at 10 a.m., instead of in the afternoon.
The 11 a.m. town parade will run its usual route, but instead of having a celebratory cookout at the bottom of Spring Street, that event will take place on the Clark's grounds in advance of its ribbon cutting. And, this year, the town will be treated to Fourth of July fireworks courtesy of the Clark.
"The perspective of the Chamber is the Clark is a huge asset for the entire community, whether your income is directly dependent on the Clark or you're a resident or a visitor," Civello said. "That's the reason we decided to make the changes.
"This is a special year, and we wanted to change it up a little bit."
Tags: Clark Art, cultural district, cultural economy, museum, reopening,
