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Nantucket has always been one of the most picturesque vacation spots in Massachusetts. But one small business on the island has sparked controversy for seemingly drawing a line in the sand, discouraging one particular group of tourists from visiting.
Four Winds Craft Guild, a store that sells handmade arts and crafts, recently installed a sign that reads “No Influencers,” inspiring a heated debate when they shared a photo of the sign on Instagram. Fans of the sign say it’s a cheeky reaction to the rise of influencer culture, while critics say it’s dismissive of social media content creators, many of whom are women.
John Sylvia, the owner of the store, told The New York Times that the sign was meant to be “tongue-in-cheek” and a reference to the rising popularity of influencer culture.
“I feel sometimes my store is used as someone’s background, a stage,” he said.
When Sylvia’s partner, Jessica Jenkins, initially shared a photo of the sign on Instagram, many influencers had strong feelings about the post. The social media platform later removed it.
How are fans and critics of the sign reacting? NBC’s Kaylee Hartung explored the brewing controversy in a segment for TODAY. Here’s everything you need to know.
Why Did the Shop Put Up a ‘No Influencers’ Sign?
In an interview with The New York Times, Sylvia said the sign wasn’t intended to be an attack on influencers.
“I don’t have this hatred toward influencers,” he said. “It was more of a joke. It is a problem we should look at as a society.”
The shop owner went on to say that many visitors come into the store to take photos and videos for social media and don’t speak to him or make purchases.
After Instagram removed the shop’s post, Jenkins shared a second post on July 27 with the following cheeky caption: “TAKE TWO 🎬.”
While speaking with The New York Times, Jenkins, a year-round resident on the island, described how influencers have impacted the culture on Nantucket. For starters, she said she notices an influx of “people creating videos on corners of themselves sipping an iced coffee and looking over their shoulder and doing a shoe kick or whatever.”
“I feel that whenever I open Instagram, I see someone show me a guide of what to wear, a guide of where to eat, a guide of what to buy, a guide of how to pack for Nantucket,” she said.
Nantucket has faced increased tourism over the years, with long lines at businesses. Former “Real Housewives of New York City” star and influencer Bethenny Frankel said in a social media video Aug. 1 the island has become an “absolute zoo.”
According to Nantucket’s government website, the island has a year-round population of around 11,000 but peaks in July and August to more than 50,000.
Why Is the ‘No Influencers’ Sign So Controversial?
The shop’s post instantly drew criticism from many influencers.
“How stupid can you be to put a sign in a store that prohibits basically free marketing?” TikTok user @kristinacanale asked in a recent video.
TikTok user @ivyynielsen shared a similar sentiment, saying, “It sent the message that creators aren’t welcome, and I don’t think that’s fair.”
Instagram user @levicoralynn offered the following take in a video, saying, “I think hating influencers has become a socially acceptable way to hate women.”
Though Four Winds Craft Guild made no mention of women in its sign, women make up a large percentage of lifestyle influencers, leading some critics to interpret the sign as an attack on women.
Lifestyle creator Paige Lorenze, who opened a boutique in Nantucket earlier this summer, commented on the original Instagram post, saying the sign was an attempt to “delegitimize” and “mock” women.
“It’s just a strange message coming from a store that celebrates a craft with such a rich history of women shaping the island and its economy,” she wrote.
But despite the backlash, some social media users saw the humor in the sign.
“This sign is funny!” Instagram user @lawyerlimor said in a video. “It’s funny!”
TikTok user @thedanahaffner shared the following reaction: “What happened to humor?? It’s just a little bit of like local humor.”
TikTok user @tiesyn supported the shop owner in a video, saying, “Don’t come in here acting entitled. More stores need to have a sign like that.”
Others Areas Have Attempted to Restrict Influencers
The rise of influencer tourism has led some vacation destinations to place restrictions on visitors in recent years.
In 2023, neighbors living near Sleepy Hollow Farm in Vermont created a petition to close nearby roads and prevent influencers from inundating the streets to snap photos of fall foliage.
One island in Finland also declared itself phone-free and started giving tourists stickers to cover their screens in an effort to help them enjoy nature.
Portofino on the Italian Riviera established “no-waiting zones” in 2023, with potential fines up to €275 to curb what the town’s mayor called “anarchic chaos” — tourists stopping to take selfies, per the BBC.