New Bedford, home to America’s whaling history, is now known for the ‘worst aquarium.’ In 2020, a one-star Google review of the New Bedford Whaling Museum coined this label. The museum embraced the review by selling shirts and hoodies featuring the phrase and a whale skeleton.
National Spotlight
The design caught national attention after coverage by CBS Evening News and WPRI, boosting sales significantly. Annelise Conway, Chief Engagement Officer at the museum, reported 738 online orders, mostly for this merchandise, following the CBS segment.
President and CEO Amanda McMullen noted the review has long been a joke among staff. Despite lacking live marine life, the museum showcases skeletons of a 66-foot blue whale, a 37-foot humpback whale, a 49-foot North Atlantic right whale, and a 48-foot sperm whale, offering a unique exhibit for visitors.
Merchandise Design
Emily Roznoy, designer and Visitor Experience Manager, turned the review into merchandise, inspired by similar humorous shirts elsewhere. The design appears on various items, including T-shirts, crewneck sweaters, and tote bags, with prices ranging from $32.50 for a shirt to $60 for hoodies.
Conway stated that the design was already a top seller before gaining virality. Due to demand, the museum placed a significant resupply order after the CBS segment aired, preparing for continued interest.
Visitor Reactions
The museum’s first-floor store buzzed with excitement as visitors inquired about availability. Visitors like Cyn Spence appreciated the merchandise as unique gifts.
Museum’s New Aquarium Exhibit
Ironically, the infamous review emerged when the museum lacked live displays, but this year it introduced a 250-gallon saltwater tank showcasing local species, in partnership with UMass Dartmouth. This modest aquarium focuses on educating visitors about coastal ecology.
Conway mentioned that the merchandise reflects New England and Massachusetts spirit. She emphasized authenticity and local involvement, noting that staff members model the merchandise themselves.
Designer’s Pride
Roznoy, who grew up in Rochester, Massachusetts, expressed excitement at the broader audience’s interest in her artistic work. She and Conway view the merchandise as a means to engage with the community, rejecting the exclusivity associated with traditional museums.
This story was originally published by The New Bedford Light and distributed through a partnership with The Associated Press.
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