The Norman Rockwell Museum in Stockbridge, Massachusetts, recently received the “Putting the Berkshires on the Map” award at the 1Berkshire Trendsetter Awards. This recognition highlights the museum’s significant impact on the local economy and its role in enhancing the region’s tourism and cultural standing. Since its opening in 1967, the museum has welcomed approximately 6.7 million visitors from around the world, showcasing the work of the iconic American artist who spent his final 25 years in the Berkshires.
According to Laurie Norton Moffatt, the museum’s director and CEO, the emotional responses from visitors are a testament to the museum’s mission. “It is a joyful, uplifting, thoughtful experience that leaves people feeling happier than when they arrived,” she stated. The museum houses the largest collection of original art by Norman Rockwell, along with his studio, and features over 10,000 additional items from his archive.
Economic Impact and Recognition
In fiscal year 2025, the museum attracted 117,599 visitors, contributing an estimated $16.7 million to the Berkshire economy. The recognition by 1Berkshire, a nonprofit focused on economic advancement in the region, underscores the museum’s important role within the local tourism sector. “The Museum has expanded its reach far beyond the region,” a statement from 1Berkshire noted, adding that it has enriched the local economy and reinforced the county’s reputation as a world-class arts destination.
Norton Moffatt expressed pride in this acknowledgment, particularly as she prepares for her retirement next year. “It was incumbent upon us as a museum to share his work with the nation,” she explained. This recognition serves not only as a celebration of her tenure but also as a reminder of the museum’s broader mission to connect people through art.
Jonathan Butler, CEO of 1Berkshire, remarked on the timing of the award, stating, “It’s a combination of long-term achievement and relevance to the moment.” He highlighted the museum as a key organization influencing the Berkshire economy, particularly as it continues to evolve and attract visitors.
Expanding Outreach and Digital Initiatives
In recent years, the museum has taken significant steps to broaden its reach, including launching digital exhibits and educational content on platforms like YouTube. These initiatives are not merely business decisions; they reflect Norton Moffatt’s commitment to sharing Rockwell’s art globally. “We wanted to ensure that people in all quadrants of our geography were able to experience Norman Rockwell’s art firsthand,” she said. This strategy not only raises the museum’s profile but also introduces the Berkshires to a wider audience.
Rockwell’s work is celebrated for its ability to capture the spectrum of human emotions, from the depths of sadness during challenging times to the joys of everyday life. Norton Moffatt noted, “He reminds us of the importance of community, kindness, and taking care of each other…and he does it with a smile and some humor.” This universal appeal is what makes Rockwell’s art timeless and relatable across generations.
As Norton Moffatt reflects on her decades-long tenure, she emphasizes the importance of community and collaboration. “This time has offered me opportunities for reflection and gratitude,” she shared, acknowledging the contributions of her colleagues, trustees, and volunteers. Under her leadership, the museum has organized over 240 exhibits, showcasing the depth of Rockwell’s influence.
With her impending retirement, the museum is poised to continue its legacy of celebrating art and fostering human connections. As it moves forward, the recognition from 1Berkshire reinforces its vital role in both the local community and the broader cultural landscape. Rockwell’s work, a narrative of the human experience, will undoubtedly continue to resonate, inviting visitors to reflect on their own stories and connections.
