Reel Towns, Real Impact: How Movie Locations Supercharge Small-Town Main Streets

6 min read

Preserving movie filming sites in small towns is more than a nostalgic endeavor - it can be a strategic tool for economic development and cultural preservation. When visitors travel to see the diner from a classic film or the courthouse from a popular TV series, they bring new revenue streams to local businesses, from coffee shops to bed-and-breakfasts. These sites can act as anchors for downtown revitalization efforts, drawing consistent foot traffic and increasing visibility for surrounding establishments. For instance, the town of Senoia, Georgia, saw significant economic growth after it became a central filming location for the TV series The Walking Dead. The show's popularity transformed Senoia from a quiet town into a destination visited by tens of thousands of fans annually, boosting local employment and sales tax revenue significantly over a decade of filming activity¹.

To capitalize on these opportunities, local governments and community stakeholders must establish preservation and tourism strategies that align with broader planning goals. This includes maintaining the physical integrity of filming locations, installing interpretive signage, and creating guided tours or self-guided walking routes. Effective coordination with local historical societies and arts commissions can ensure that preservation efforts are historically respectful while meeting modern tourism expectations. By protecting these sites and integrating them into the town’s identity, communities can sustain long-term engagement rather than relying on seasonal or short-term interest.

Understanding What Draws Visitors to Film Locations

Tourists visit filming sites for a variety of reasons, ranging from deep fan engagement to general interest in pop culture landmarks. Film enthusiasts, colloquially referred to as "set-jetters," are particularly drawn to authentic experiences where they can physically stand in the places where iconic scenes were shot. For example, the town of Astoria, Oregon, saw a surge in tourism following the release of The Goonies, as fans continue to visit the house and other recognizable locations from the 1985 film². Events like anniversary screenings and fan festivals have further amplified Astoria's appeal, turning what could have been a one-time boost into a recurring economic driver.

Beyond fan culture, nostalgia plays a significant role. Visitors often include families introducing their children to beloved films or older generations seeking to reconnect with formative media experiences. This emotional engagement can be leveraged through storytelling and curated visitor experiences. For example, the town of Woodstock, Illinois, where Groundhog Day was filmed, offers a walking tour of filming locations along with a commemorative festival each February. These efforts appeal to both film buffs and casual tourists, providing layered experiences that cater to multiple demographics³.

Strategic Planning for Community Benefit

Recognition from film exposure can be fleeting unless carefully managed. To ensure sustained benefit, communities should institutionalize their approach to site preservation and tourism through formal planning mechanisms. This might include integrating filming site preservation into comprehensive plans or economic development strategies. Local zoning ordinances can be adjusted to protect significant structures from demolition or inappropriate alterations. Additionally, tourism offices can partner with state film commissions to promote locations and attract future productions that align with local values and capacities.

Long-term success also depends on community buy-in. Residents must see value in embracing their town’s film identity, especially if increased tourism disrupts daily life. Public engagement processes, such as town halls and stakeholder planning sessions, can surface potential concerns and build consensus around preservation efforts. Local governments should consider establishing advisory boards that include business owners, historians, and cultural leaders to guide decision-making. Such inclusive governance can ensure that the benefits of increased visibility are shared equitably and that development remains sensitive to community character⁴.

Building Infrastructure to Support Cultural Tourism

Supporting the influx of tourists drawn by filming sites requires adequate infrastructure. This includes not only physical facilities such as parking, signage, and public restrooms but also digital assets like mobile apps or websites that provide maps and historical context. Collaboration with regional tourism boards can help secure funding for infrastructure upgrades through grants or matching programs. Furthermore, partnerships with local universities or art institutions can offer internship opportunities for students in tourism, history, or arts administration to help develop and manage visitor experiences.

Investment in cultural infrastructure also creates opportunities for local artists. By incorporating public art installations, live performances, or temporary exhibits related to the film, towns can expand the visitor experience beyond the screen. For example, the town of Bodega, California, where Alfred Hitchcock’s The Birds was filmed, offers both film-related tours and rotating art exhibits inspired by the horror genre, blending visual and performing arts with heritage tourism⁵. These efforts not only deepen the cultural value of the site but also provide employment and exposure for local creatives.

Balancing Preservation with Modernization

Preserving film sites often involves balancing historical authenticity with modern economic needs. While it is important to maintain the appearance of key structures, adaptive reuse can allow these buildings to serve current functions. A former film location could become a museum, a themed café, or a community center, provided that the transformation respects architectural integrity. The city of Beaufort, South Carolina, for example, has successfully preserved sites from Forrest Gump and The Big Chill while integrating them into its broader tourism and heritage strategy⁶.

Modernization should also include sustainability considerations. Increased tourism can strain local resources, particularly in small communities with limited infrastructure. Strategic planning should include environmental impact assessments and explore options like shuttle services, limited seasonal access, or digital experiences to reduce physical congestion. Sustainable tourism practices not only protect the physical site but also help maintain a positive relationship between tourists and residents, ensuring that the benefits of preservation are sustainable in the long run.

Conclusion: A Path Forward for Communities

Preserving and promoting filming sites can serve as a viable strategy for small towns seeking to strengthen their local economies and cultural identities. By investing in infrastructure, engaging the community, and planning strategically, towns can transform fleeting cinematic moments into lasting economic and cultural assets. Successful efforts require coordination across sectors, including tourism, planning, arts, and economic development, all working toward a shared vision of preservation and renewal.

For municipal leaders and public administration students, the key takeaway is that cultural landmarks, when thoughtfully preserved and promoted, become more than just static relics. They evolve into living parts of a town's story, capable of anchoring revitalization, fostering pride, and drawing visitors from around the world. With careful stewardship, these sites can become enduring pillars of community resilience.

Bibliography

Georgia Department of Economic Development. “The Walking Dead's Economic Impact in Georgia.” Georgia.org. Accessed May 15, 2024. https://www.georgia.org/industries/film-entertainment.
Travel Oregon. “Astoria’s Film Legacy.” TravelOregon.com, 2023. https://traveloregon.com/things-to-do/arts-culture/movie-filming-locations/astoria.
Groundhog Day Committee. “Groundhog Days Festival.” WoodstockGroundhog.org. Accessed May 15, 2024. https://www.woodstockgroundhog.org.
Illinois Department of Commerce and Economic Opportunity. “Film Tourism as an Economic Driver.” DCEO Reports, 2022. https://www2.illinois.gov/dceo/.
Sonoma County Tourism. “Bodega: Film, Art, and History.” SonomaCounty.com. Accessed May 15, 2024. https://www.sonomacounty.com/articles/bodega-film-and-art.
South Carolina Film Commission. “Film Tourism in Beaufort.” SCFilmOffice.gov. Accessed May 15, 2024. https://www.filmsc.com/locations/beaufort.