A City Built on Books

In the last post I introduced my ambition to study places, events, and people that have helped create and sustain incredibly cultural situations.

Today's is by far one of my favorites and one that I often refer to for inspiration.

Culture is an Invention

We often associate 'culture' with 'tradition'; the older and more respected something is, the more cultural it becomes. It is lesser acknowledged that culture always starts somewhere, usually with a simple story told or action performed by an individual person. The conception of Santa Claus was a mythicized story brought to the Netherlands and then applied to modern Christian practices. A kilt was a fashion re-appropriation by the Scots. Cultural assets and traditions always come from somewhere and what is sometimes more interesting is how it becomes so prevalent.

Nowhere is that as evident as in Hay-on-Wye

“Hay” as shortened by the locals, is a miniscule town of 1500 citizens in the south of Wales. It is a rural town and as pleasantly stereotypical of any UK countryside village. It never had any claim to national fame and never dreamed of being any more than a quaint suburb of the country.

But in 1968, the foundation of a modern cultural renaissance was laid by a single man. Richard Booth was a local who returned after attending Oxford. He decided to open the town's first used bookstore, furiously importing used and antique goods. His work ethic was so renowned that by the 1970s, several others started similar businesses and Hay had become a regional destination.

In 1988, the town initiated the first Hay-on-Wye festival, a 10-day celebration of books and literature at the end of May into June. They have repeated and grown on its success yearly, burgeoning from a small regional event to an international pilgrimage that attracts more than 250,000 visitors a year. For a humble neighborhood of 1500, that number used to be an unfathomable audience.

In less than a few decades, the town had created a cultural image that sustains international attention and respect, all from a creative good that they have no personal affiliation with.

A Dedication to a New Culture

Now of course the success of the town isn't due to one festival. Richard Booth and a number of other visionaries brought the town to prominence by really committing to their newfound image.

In 1977, Booth announced that Hay would become it's own sovereign nation (this was legally not possible). He issued passports (also not official in any way) and spread the idea that the town would be independent on its cultural offerings. Booth even named his horse 'Prime Minister'. Maybe no one else wanted the job?

Booth also formed a literary 'Lordship' for the town. Local and foreign writers could be bestowed with the title of Lord for all of Hay to respect. This was of course in emulation of the Queen of England granting lordship on national successes and now Hay would have its own very intimate aspirations.

The literary and cultural phenomenon of Hay is not simply a fluke nor trend nor historically-based affirmation. It was a cultural invention, supported wholeheartedly by the unique and proud programs derived from that aspirational image.

The Tremendous Benefit of Innovating Culture

Bill Clinton, one of only two American presidents to have visited the festival, deemed it “the Woodstock of the Mind.” Because of its cultural efforts of the last 50 years, the once marginal town now brings in approximately 500,000 tourists throughout the year.

So what do you think?? Have you seen similar activities blossom into revolutionary culture? Let me know your thoughts, ideas, and experiences below!

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