By J.B. Fitzsimmons | Gloucester Correspondent
GLOUCESTER — Looking to stand out from the crowded New England travel market, Discover Gloucester and the Greater Cape Ann Chamber of Commerce have launched a tourism rebrand based on a new nickname for the city, urging potential visitors to “Come Find the G-Spot.”
“You’ve heard mayoral candidates say that Gloucester has been discovered, that the tourists know that we’re here,” said Cheryl Stickle of Discover Gloucester. “But I can tell you from experience that just because something has been discovered, doesn’t mean that people know how to get there. You need a guiding hand — and that’s what this is.”
The campaign launched with the unveiling of a new wooden welcome sign on Stacy Boulevard, displaying the new tagline. A ribbon-cutting ceremony followed, with Stickle and Chamber Nighttime Activities Director Danielle Horgan wielding oversized scissors and blushing slightly.
“From the beaches of Good Harbor to the rocky thrills of Dogtown, there are just so many ways to explore the G-Spot,” said Horgan. “Whether you come alone or bring a partner, Gloucester has something for everyone.”
City officials emphasized the campaign’s focus on “discovery, adventure, and deeply personal journeys.”
“Tourism is about connection,” said Mayor Greg Verga in brief remarks. “When people visit Gloucester, we want them to feel something. We want them to leave satisfied — ideally after staying the night.”
Promotional literature encourages visitors to “Follow the curves of the Back Shore,” “Explore the hidden coves,” and “Linger on the waterfront until you find what you’re looking for.” A QR code on all print materials links to a landing page titled “Start Your Journey to the G-Spot.”
A sample visitor itinerary, titled “72 Hours to the G-Spot” includes:
- “Deep Dives and Long Strolls”: a kayak tour and art walk combo
- “Hands-On Exploration”: a pottery class in Lanesville
- “Finish Strong”: sunset drinks and a double-scallop dinner by the harbor
Merchandise is already available at local retailers, including t-shirts, bumper stickers, and tote bags with taglines such as, “I ❤️ the G-Spot,” “Get Wet at the G-Spot” underneath a rendering of Good Harbor Beach, and “I Found the G-Spot (and All I Got Was an Amazing Lobster Roll).”
“Honestly, sales have never been higher,’” said local shop owner Tammy Rain. “This campaign seems to connect with people on a deep, almost spiritual level.”
Advertising will start appearing on billboards both in Massachusetts and locations around the country. Despite early online chatter — and some confused tourists asking if the G-Spot is “near the big fisherman guy” — organizers remain enthusiastic.
“We want everyone to know that Gloucester is a place of joy, exploration, and memorable experiences,” said Horgan. “And with this campaign, we think we’ve finally nailed it.”
Asked if she was worried about backlash or national media coverage, Stickle shrugged.
“If the national press wants to talk about the G-Spot, let them,” she said. “We’re proud of what we have. And if more people come because of it — that’s exactly the point.”
The Dogtown Reader 