The New Bedford Whaling Museum is known for its rich whaling history, yet it’s recently gained attention for an unusual reason. In 2020, a Google reviewer labeled it the “worst aquarium ever”. Although it had no aquariums at the time, this review turned into comedic gold. Last fall, staff began selling merchandise featuring the review on the back and a whale skeleton on the front.
This design garnered national attention when CBS Evening News aired a segment about it. The story originally broke on WPRI, Providence’s CBS affiliate. Sales surged as buyers rushed to buy the tongue-in-cheek merch. From Wednesday night to Thursday afternoon, 738 online orders poured in, most for the ‘worst aquarium’ items, according to Annelise Conway, the museum’s chief engagement officer. Weekly sales soared 250% against the previous week.
The amusing review has been a source of laughter for museum staff for years. In 2020, they had no aquarium but boasted several whale skeletons, including a 66-foot blue whale and a 49-foot North Atlantic right whale. Designer Emily Roznoy executed the merchandise idea after hearing staff jokes. The back of the shirts reads the review, and a sperm whale skeleton drawing graces the front.
President Amanda McMullen embraced the humor and showcased New Bedford’s spirited reputation. An Instagram post highlighted the restocked T-shirts and crewnecks, sparking a buzz that began with a TikTok video amassing over 96,000 views. Even before this, the design often ranked among top sellers.
Roznoy increased orders following the CBS feature, adding 750 adult T-shirts, 400 youth sizes, 750 crewnecks, 400 hoodies, and 150 tote bags. They are considering selling coffee mugs. Online, adult shirts sell for $32.50, with crewnecks at $50, hoodies at $60, and tote bags at $39.95.
Visitors to the museum eagerly asked about restocking merchandise. Staff reassured them that although some items were on backorder, they remained available online. Customers like Cyn Spence bought a crewneck and tote bag as gifts, praising the design as “genius.”
McMullen commended the museum’s approach to using humor to market itself as an interactive space rich in scholarship. Despite having been referred to as an ossuary, the museum installed a “modest aquarium” early this year. The 250-gallon saltwater tank features local species and was a collaboration with UMass Dartmouth’s marine science school.
Feedback about the merchandise captures the hearty New England spirit. Conway emphasized the design’s authenticity, noting that most staff have strong local ties. Roznoy, from Rochester, Massachusetts, has lived in New Bedford for several years. Initially anticipating staff interest, she’s thrilled by the national attention her creation received.
Both Conway and Roznoy see the design as a bridge to a wider audience, stressing that the museum aims to be an inclusive community resource, not a silent, exclusive venue.