The Norman Rockwell Museum in Stockbridge has been honored with the “Putting the Berkshires on the Map” award by 1Berkshire, recognizing its significant contribution to the local economy and tourism. Since its opening in 1967, the museum has welcomed approximately 6.7 million visitors and showcased the artistic legacy of Norman Rockwell, who spent his last 25 years in the Berkshires.
Laurie Norton Moffatt, the museum’s director and CEO, expressed her pride in witnessing the emotional reactions of visitors to the museum’s vast collection, which includes 998 original paintings and drawings, along with 10,000 additional items from Rockwell’s archives. She emphasized the museum’s role in providing a joyful and thoughtful experience, stating, “It would be immediately apparent that it is a joyful, uplifting, thoughtful experience that leaves people feeling happier than when they arrived.”
In the fiscal year 2025, the museum attracted 117,599 visitors, generating an estimated $16.7 million boost to the Berkshire economy. This economic impact played a crucial role in the museum receiving the award from 1Berkshire, a nonprofit organization focused on enhancing the county’s economic landscape. The award highlights the museum’s strong presence in the region’s tourism and creative sectors.
“Despite expanding its reach beyond the local area, the museum remains deeply rooted in the Berkshires,” noted 1Berkshire. “It enriches the local economy and reinforces the county’s reputation as a world-class arts destination.” Moffatt reflected on the importance of sharing Rockwell’s work with a global audience, stating, “It was incumbent upon us as a museum to share his work with the nation, and that’s how we’ve been able to contribute to the larger recognition of this region as a very special place with a long history of creativity and talent.”
As Moffatt prepares for her retirement next year, the award serves as a fitting tribute to her leadership. She has overseen the construction and updating of the museum, arranging over 240 exhibits during her tenure. Reflecting on her career, she expressed gratitude for the community’s support, noting that the recognition comes at a time of reflection for both her and the museum.
Jonathan Butler, CEO and president of 1Berkshire, commented on the timing of the award, which is now in its 12th year. He described it as a combination of “long-term achievement and relevance to the moment,” highlighting the museum’s ongoing efforts to attract visitors and promote the region.
In recent years, the museum has adapted to changing dynamics in the art world by expanding its digital presence, offering virtual exhibits and educational content on platforms like YouTube. Moffatt emphasized that these decisions were not purely business-oriented, but rather a commitment to sharing Rockwell’s art with diverse audiences. “We wanted to be sure that people in all quadrants of our geography were able to experience Norman Rockwell’s art firsthand,” she explained.
Rockwell, known for his ability to capture the complexities of human emotions, remains a resonant figure in American art. Moffatt highlighted the timeless relevance of his work, stating, “There are so many generations of moments that we can look at today where people are experiencing similar historical moments, similar life moments, similar life passages, so we recognize ourselves.”
As the museum continues to celebrate Rockwell’s legacy, it reinforces the importance of community and connection in today’s world. Moffatt concluded, “He reminds us of the importance of community, of kindness, of taking care of each other, and he does it with a smile and some humor.”
The recognition of the Norman Rockwell Museum not only honors its impact on the local economy but also highlights the cultural significance of Rockwell’s art in fostering human connection across generations.
