As set-jetting — the trend of vacationing at destinations featured in beloved films and TV shows — takes center stage, Nantucket stands poised to capitalize on this burgeoning wave of tourism. The upcoming Peacock series “Five-Star Weekend,” which stars Jennifer Garner and is based on Elin Hilderbrand’s novels, is set to spotlight the idyllic Massachusetts island. With Hilderbrand’s 27 Nantucket-centric books boasting over 20 million sales, audiences are already familiar with the island’s charming rose-covered cottages, seafood delights, and rich history.
Understanding the Set-Jetting Surge
The trend of set-jetting reveals a keen intersection of nostalgia and wanderlust, where fans desire to immerse themselves in the locales that house their favorite stories. Hilderbrand describes Nantucket as a quintessential representation of American summertime — its pristine, 50-mile stretch of public beaches, cobblestoned streets, and a lack of chain establishments define its charm. The exclusivity of Nantucket, with its hefty property prices averaging $3.1 million, acts as a selective filter for visitors, ensuring that those who make the journey genuinely appreciate the locale.
However, the impact of “Five-Star Weekend” is likely to stir a complex reaction among both the local community and visiting tourists. The show is expected to draw an influx of new visitors during peak summer months, increasing the already swollen population of 80,000. This jump in tourist activities has the potential to create tension between year-round residents and seasonal visitors, particularly concerning local infrastructure and resources.
| Stakeholder | Before the Show | After the Show |
|---|---|---|
| Local Businesses | Stable summer foot traffic | Increased sales during peak and shoulder seasons |
| Residents | Seasonally chaotic but manageable | Possible overcrowding and traffic issues; mixed feelings regarding tourism |
| Travelers | Exclusive island rarity | Easier access to tourist experiences and amenities |
| Elin Hilderbrand | Prominent local author | Unofficial ambassador, major tourism driver |
The Hollywood Effect on Nantucket
While the filming of “Five-Star Weekend” draws enthusiastic local support, it also has led to concerns among residents who value their privacy and way of life. Hilderbrand, who serves as both the author and a producer on the show, acknowledges this duality. While local businesses enjoyed a financial boost as cast and crew frequented their shops, the sudden surge in tourist attention could fundamentally alter the nature of the community. “It’s never one thing or the other. There’s always a little of both,” Hilderbrand articulates, highlighting the fine balance between economic benefit and community integrity.
Local retailers, who make up a huge portion of Nantucket’s economy, are anxious yet hopeful for the summer influx. With only so many ferries and flights to the island, Hilderbrand hopes to see visitors spread out over the shoulder seasons, rather than crowding the peak months. This desire reflects a deeper appreciation of the island’s character — with its emphasis on maintaining quality over quantity in visitor numbers.
Projected Outcomes and Broader Implications
The release of “Five-Star Weekend” on July 16 is likely just the beginning of a trend that could reshape Nantucket’s economic landscape. Here are three potential developments to watch:
- Increased Visitor Engagement: Anticipate new tourism packages and events designed to attract travelers beyond high-season months, as businesses try to capitalize on heightened interest.
- Community Dialogues: Expect ongoing discussions among locals regarding the balance of tourism and preservation of the island’s unique character, potentially leading to further regulations on commercial enterprises.
- Expanded Cultural Events: With an influx of first-timers eager to experience the literary world of Hilderbrand, local entrepreneurs may develop “Hilderbrand-inspired” tours or events, fostering deeper connections between surfers, seafood lovers, and literature enthusiasts.
As Nantucket braces for an unanticipated wave of visitors, the juxtaposition of opportunity and cultural integrity will play a pivotal role in shaping its future. Elin Hilderbrand’s vision for her hometown stands not just as a backdrop for her stories, but as a living, breathing character that requires careful cultivation and respect from those drawn to its allure. Whether it becomes a seamless integration of tourism and local life will be a story worth watching.
