Can I get a whiskey ginger with a splash of history?

The Hill-Physick House, standing at the corner of 4th and Cypress Streets in Society Hill and built by George Washington's wine importer Henry Hill, looks like any other colonial brick house from the outside. The interior, however, preserved and interpreted by the Philadelphia Society for the Preservation of Landmarks, has been restored to what may have been its early 19th century appearance, when Dr. Philip Syng Physick lived there with his four children.

The Hill-Physick House exterior. Photo my own

Historic houses can present a challenge for public programming. Events are limited by the space within and directly around the house, and audiences tend to be older and frequently retired. For programming to bring new audiences, historic house museums need to think outside traditional lectures and themed house tours. If the desired age group is young professionals (now almost solely comprised of millennials), they need one thing: booze.

Having meaningful experiences is one of the most important things for millennial audiences, so placing a happy hour in a historic context makes sense. Instead of just grabbing drinks with friends at their neighborhood bar, they can view art and historic artifacts while enjoying the social aspect of grabbing a beer. Alcohol can also break down the air of stuffiness that can pervade art and history museums, allowing attendees to engage more fully with the exhibits than they would otherwise.

Kate Anthony, Development and Programs Manager and Hill-Physick House site coordinator, and the rest of the Philly Landmarks team have responded to the desire for unique, social experiences in a big way - 4 programs next month have an alcohol component, and they're popular. A new program capitalizing on the Halloween season, Drinks and Dread, sold out in two days. Current engagement with the Facebook event is over 20,000 people, and similar events like Farewell to Summer: The Great Oyster Craze saw about half of the attendees as new visitors.

One problem with happy hour and other alcohol-based programs is finding a balance between boozy and brainy. What separates Sips at a museum from a Center City beer garden? Jonathan Burton, Executive Director, likes to keep the ratio 90% social, 10% historical so visitors can still connect with other people while learning something. The social nature of trivia cards scattered on tables at The Great Oyster Craze, for example, encouraged attendees to quiz their friends while they enjoyed the beer and oysters. Storytelling programs like Drinks and Dread can afford to offer more history due to their structure.

While I can't grab a ticket to the sold out Drinks and Dread walking tour, I'll be keeping an eye out for similar programs. Perhaps a madeira wine tasting?

Futher Reading

For a study of a successful after-hours program at another historic house used as a museum, see this Massachusetts Cultural Council article on Third Thursdays at the Isabella Stewart Gardner Museum.