Popular HGTV show leads to local tourism boost – but what are the lasting effects?

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.

Building celebrity mansions that can stave off wildfires

The Woolsey Fire in southern California has claimed the large homes of numerous celebrities:

Early Monday morning, Cyrus tweeted that her Malibu home — a $2.5 million mansion she purchased with her fiance, Liam Hemsworth, in 2016 — had been destroyed. The Woolsey Fire, which has been burning swaths of Los Angeles and Ventura counties in Southern California since Thursday, has forced evacuations and threatened thousands of homes from Thousand Oaks to Malibu…

Butler focused the camera on the charred frame of his former house, surrounded by ash and the blackened shell of a truck…

In a post on his website, Young stated that he had just lost “another” house to a California fire, referring to the Malibu home he shared with Daryl Hannah…

As The Post’s Sonia Rao reported, the historic Paramount Ranch production set in Agoura Hills burned on Friday, while wildfire threatened the nearby homes of a slew of celebrities, including Guillermo del Toro, Alyssa Milano, Lady Gaga, Will Smith, Kim Kardashian-West and Kanye West, James Woods, Orlando Bloom, Melissa Etheridge, Rainn Wilson, Cher and Pink.

Given the amount of money wealthy people put into their homes, what features could help a home avoid wildfires? A few options:

  1. An exterior sprinkler/hose system to help keep the home wet and not burst into flames.
  2. A protective shell that could arise around the exterior of the home.
  3. Construction out of certain materials that would be more fire-resistant.
  4. Building homes within communities that have permanent fire breaks around them or other devices to help slow fires before they arrive at individual homes.

None of these options would be cheap but there could be an opportunity here. And if these options could be had at a reasonable price, perhaps they could make their way to the general market.

(Side note: see an earlier related post about creating a McMansion that could withstand other natural disasters.)

HGTV cashes in on the popularity of the suburban Brady Bunch home

The iconic home of the Brady family on The Brady Bunch may have a number of confusing features but it is still popular: HGTV is working on a show about the renovation of the home.

The Studio City, Calif., residence was pictured in each episode before the camera took viewers inside the family’s abode. Those scenes, which featured, for example, the kitchen where housekeeper Alice (the late Ann B. Davis) dished out jokes or the girls’ bedroom, where Marcia Brady brushed her hair, were shot on a soundstage.

The house changed hands over the summer, when the network snapped up the property for an unknown price. (Former ‘N Sync member and Brady Bunch die-hard fan Lance Bass narrowly missed out on the place in a bidding war.)

HGTV revealed in August that it had placed the winning bid and would restore the home “to its 1970s glory” as part of a new show.

On Thursday, the network announced that A Very Brady Renovation is set to premiere in September 2019. Home renovation pros from HGTV will “reimagine the popular show’s interior set design, working to ensure that the final renovation results stay true to the spirit of the Brady Bunch family home that everyone loves and remembers,” according to a press release. In other words, the iconic staircase and the retro hues used in the home will remain.

Perhaps this is what nostalgia about postwar suburban life looks like: it is filtered through television. Instead of having a show about updating postwar suburban homes (imagine an HGTV show solely devoted to the iconic Levittown and other mass produced suburbs), a network banks on a fictional suburban home. If this Brady Bunch renovation show works, I imagine more shows featuring famous TV homes could occur.

This whole concept makes some sense. Television emerged at the same time as the suburbs. Certain shows, including the Brady Bunch, became associated with suburban America. Some have argued the depictions of suburbs on television helped encourage suburban development – I’m not sure there is much evidence for that. Still, the suburban TV show following the exploits of a nuclear family and kids developed in this time and is still a genre today.

But, I could also imagine some alternative ways that a home like that of the Brady Bunch could enter the realm of nostalgia:

  1. Becoming a museum. Imagine either someone purchasing the property and turning it into a museum or a local government acquiring the property. Put a little money into the home to set up some displays, charge a manageable entrance fee, and the facility is up and running.
  2. Since the first option might cause some zoning issues, move the whole home to a place – museum, theme park, TV studio – better suited to host visitors to the home. What if there was a theme park built around TV buildings or even just around depicted suburban homes?

 

Turning “Property Brothers” into a sitcom

The rise of Jonathan and Drew Scott may be both improbable and humorous enough for a sitcom:

The series is titled “It Takes Two,” based on the Scott brothers’ memoir of the same name. The show follows two entrepreneurial twin brothers who decide to join forces in the real estate business when they realize they are stronger together than apart. Fox has given the project a script commitment with a penalty attached.

The Scotts rose to fame with their hit TV series “Property Brothers,” which is broadcast on HGTV in the U.S. The show proved so successful that it inspired multiple spinoffs, including “Brother vs. Brother” and “Property Brothers: At Home.”

Brothers Jon and Josh Silberman will write and executive produce the series. The duo’s previous TV credits include “Living Biblically” and “It’s Always Sunny in Philadelphia.” They are also writing the screenplay for the upcoming Wile E. Coyote movie.

Given the popularity of the HGTV show with its combination of real estate and renovation plus friendly zaniness, this could easily lead to the land of TV sitcoms.

At the same time, it would be very interesting to see how different the sitcom is from the scripted reality presented on Property Brothers. What details about the Scott’s will be shared on the sitcom? Will the sitcom maintain the general positivity and wholesomeness that marks HGTV shows? Will the sitcom parody what happens on HGTV or will those be the serious moments on the show?

I suspect the sitcom will tread lightly on what actually happens on HGTV or in revealing the “dark sides” of the brothers. This may not be the case if the brothers are hoping to go a new direction or if their HGTV contracts are coming due soon. But, could the Scott’s reinvent themselves with this sitcom or is it another avenue for burnishing their brand and bringing in revenue?

(Final note: if this is successful, how far away is HGTV from running its own sitcoms or dramas? Given the heavy editing and scripting already, perhaps the network is not that far off.)

Seeing residential segregation in House Hunters

In showing buyers of different races and ethnicities as well as different priced homes in different locations, House Hunters helps reveal residential segregation in America:

I really notice this whenever Chicago is featured on “House Hunters.” My city is hyper-segregated and diverse, with a vast number of housing and neighborhood choices for aspiring homebuyers. I quickly noticed a pattern: Chicago-set episodes usually show couples on the hunt in white North Side neighborhoods or gentrifying Latino neighborhoods. They skip over the biggest geographic part of the city—the South Side. And their budgets are $400,000 and up. One agent said that price is typical for a first-time homebuyer. (According to Zillow, the actual median home price in Chicago is about $225,000.) People shell out double that for small condos in expensive neighborhoods, or they look to the Latino communities where whites continue to move in, driving up prices and igniting racial tensions.

Aspiring buyers never explicitly say they want to live in a white neighborhood: They rattle off amenities and architectural styles, and then they choose the whitest segregated neighborhoods in Chicago. Their money would go further if they shopped on the South Side, where I live. But few seem to venture there. I recall an interracial couple—wife black, husband white—who bought in a historic black neighborhood. She pushed the fact that the house was large and under budget. He complained it was too far to bike to work.

Chicago is vast—there’s plenty of housing choice here, but that concept has been muddied by the racially restrictive housing policies that the city fine-tuned in the 20th century; banks, income inequality, legacy wealth, and discrimination have all played a factor. The redlining and racial covenants are gone, but, as “House Hunters” shows us every week, their legacy remains.

The show’s white couples might not agree on much, but they do all seem to want the same thing in a neighborhood. In the new book Cycle of Segregation: Social Processes and Residential Stratification, authors Maria Krysan and Kyle Crowder provide some insight into why. They posit a different spin on why housing segregation remains 50 years after the Fair Housing Act. Housing segregation is self-perpetuating, they say: Segregation persists because it already exists. “[R]esidential moves are structurally sorted along racial lines, which individuals’ perceptions and knowledge of residential options shaped by lived experiences and social interactions within a racially segregated social system,” they write. If you grew up in white segregation, that’s what you know and the social networks, neighborhood experiences, and daily activities reflect that reality.

I might even go a bit further: the show suggests white buyers do not typically have to consider non-white neighborhoods in which to purchase homes. Because of the resources they tend to have, white buyers are mostly purchasing in middle-class or higher neighborhoods that are often mostly white.

Additionally, House Hunters International occasionally features families explaining that the reason they desire to live in a foreign country is to experience some cultural diversity. However, they often end up living in relatively well-off neighborhoods that are often white (even if they are not full of Americans). And the families could have found more diversity in the United States if they were willing to expand their options of where to live.

On the whole, House Hunters does very little with the neighborhood in which dwellings are located or even the block. Outside of very general descriptions, homes are treated as physical objects that could exist anywhere. This makes some sense given the way that Americans emphasize homes as private spaces. Of course, homes cannot be separated by their surroundings and certain aspects of neighborhoods matter a lot for buyers.

Justin Bieber’s new McMansion (or mansion?)

Justin Bieber is reportedly the new owner of a large and expensive home in Canada:

Per a report from TMZ, Canada’s native son just put down $5 million on a new mansion in Ontario.

The 24-year-old reportedly closed on the 101-acre property on Monday. The living space is 9,000 square feet, with four bedrooms, six baths, three fireplaces, a game room, a movie theater, and a three-car garage. In addition, the home features access to a private lake, a two-story, temperature-controlled wine room, a gym, and heated floors. Oh, and it has its own horse-racing track.

The McMansion is not the first extravagant home where Bieber has taken residence. As Architectural Digest noted last year, his history with expansive rental properties dates back to at least 2014, when he got in a good amount of legal trouble for damaging the exterior of a neighbor’s home in Calabasas, California. He sold his home there to Khloé Kardashian for $7.2 million. After that, he moved to Lake Hollywood to pay close to $30,000 per month for a rental home. Since then, according to A.D., he’s lived in at least five other high-end rentals in the past few years.

A picture of the home from TMZ:

BieberHouseTMZ.png

This home might be considered either a mansion or a McMansion. On the mansion side, the house is 9,000 square feet, the property has 101 acres, and features like a private lake and horse track are outside the reach of the typical McMansion. On the McMansion side, the home looks like a newer build with some unique architectural features. Typically, in these situations where a megacelebrity is involved, I would lean toward the McMansion side because their homes and properties tend to have traits far beyond what is offered in a common suburban McMansion.

A research idea: it could be interesting to see how many and which celebrities live in expensive properties that could be considered more suburban (large single-family homes, large lots, a bit further from urban centers) versus those who live in denser, more urban housing units.

Suburban schools (“institutions that are supposed to be the best”) and race (“the deeper systematic issues of race in this country”)

The new documentary America To Me looks at race in a well-funded suburban high school in the Chicago area:

“When you look at institutions that are supposed to be the best, and look at where they fail, you get a deeper understanding of where we’re failing as a whole, everywhere,” James said in a telephone interview.

James and three segment directors spent the 2015-16 academic year embedded inside the high school to follow 12 students in what appears to be a challenging, model educational environment for a highly diverse student body…

“What I hope people take away is a much more complete and full understanding of some of the deeper systematic issues of race in this country,” James said, “even in liberal communities like Oak Park. Even in well-funded school systems like Oak Park’s.”…

“Just because you live in suburban America,” James said, “if you’re black or biracial, it doesn’t mean everything’s cool.”

The setup is a good one: the suburbs are supposed to the places where the residents who live there can together share in amenities like nice single-family homes and local institutions, including schools, that help their children get ahead. If you live in the suburbs, many might assume you have a pretty good life.

But, of course, race and ethnicity matters in the suburbs as well. Historically and today, suburbs can work to exclude certain kinds of residents, often along race and class lines. Suburbs can have some of the same residential segregation issues as big cities. This means that students may be near each other in schools but may not necessarily live near each other or share other settings. Suburban poverty is up in recent decades. All together, just because someone lives in the suburbs does not guarantee a good job or a white middle-class lifestyle.

Regardless of where the documentary ends up at the end, perhaps it can help show what the suburbs of today often look like. The image of white, postwar suburban homes may match a few communities but many others are more diverse and face occasional or more persistent issues.