Many HGTV shows are tenuously connected to actual communities – the focus is on the homes and personalities, not the neighborhoods and community. Fixer Upper and the efforts of the Gaines family in Waco, Texas may then be quite unique:
In 2015, they opened Magnolia Market, a home goods store that sells Mrs. Gaines’s mass-produced collections of bohemian farmhouse décor, and quickly followed with a bakery, garden shop and a turf-lawn park built near two old silos that had been constructed in 1950 by the Brazos Valley Cotton Oil Company. They also opened a nearby restaurant, Magnolia Table, in the former Elite Café, a longtime favorite that closed in 2016 after several different owners and renovations. When the Gaineses took it over, they installed subway tile along the walls, exposed the wood beams in the ceiling and stuck an ever-changing marquee sign out front. Naturally, the renovation was featured on their show.
No one’s complaining. The number of tourists to Waco has tripled in the four years since “Fixer Upper” first aired, with some 1.7 million people visiting in the first seven months of 2018 alone, and other local businesses have flourished with the influx. Carla Pendergraft, director of marketing for the Waco Convention and Visitors Bureau, said the appeal of the “Fixer Upper” brand has had a profound impact on the city.
Several quick thoughts::
1. The article touts increased tourism and a few local businesses that have benefited from the popularity of the show. Lacking are numbers about increased jobs and increased tax revenues.
2. The biggest bonus to Waco seems to be less about economics and more about status: the Gaines have helped make the city cool.
3. How long will this effect last? When Fixer Upper is done, will the family still exert the same pull on people? And if this trend dies down, how will the community of Waco respond? My guess would be that this uptick in tourism and interest will fade away if the Gaines are not as visible.
4. The concept of TV driven tourism is an intriguing one. People want to visit popular TV sites, like the Brady Bunch house for the Soprano’s home. Should more cities take advantage of shows that have strong connections to certain locations? Imagine Chicago building a full campaign around the Chicago Fire, Chicago P.D., and Chicago Med galaxy.