Faux Tourism

I constantly find myself surprised at the popularity of destinations that are solely designed to sell products. Places like M&M World in Times Square have the feeling of a tourist destination, but in reality is nothing more than a place to sell M&M products and memorabilia rather than an Enlightenment sense of education and self-improvement. There is a sophistication to these stores, including using smells to directly stimulate the senses of those who enter. Patrons are charged almost as much as a film at the mall cinema for a 30-minute film (complete with 3D and fragrances). This consumer tourism creates an imperative to spend more money by fostering (debatable) nostalgia. Many people readily buy in (pun fully intended).

I took my niece and nephew to Hershey’s Chocolate World – a place that is big on hype, but rather short on intellectual engagement. The gratis ride through a “chocolate factory” gives the air of information and education. Actually, it is a poor substitute for an actual factory. As the ride makes its way through video screens and plastic mock-ups of chocolate producing machinery, a happy voice describes the process of making Hershey products. The narrative is all but drowned out by singing cows that extoll the health benefits of the milk in milk chocolate (“It’s Moo-tritious”). In the penultimate display, the visitor is told to smile for a photograph, which can be purchased in the gift shop. Finally, while exiting the ride, we are told that Hershey’s number one goal is to keep a smile on your face. (All this time I thought it was to make money!)

Call me cynical, but very little attention is paid to Milton Hershey (1857-1945), his inventions or good works. No doubt that there are dissenting views, but the Hershey School (f. 1909) and his model town for employees are certainly admirable. There is a collage of him and his work at the entrance to the ride, but it is overshadowed by lights and noises that beckon the visitor to singing cows, as over-stimulated kids and frustrated parents carelessly walk by.