HBMS selects world-renowned research company to study scope and impact of improvements
Bethlehem, PA (August 4, 2026) – Historic Bethlehem Museums & Sites (HBMS) selected PlaceEconomics to conduct a community and economic impact study which will examine how tourism-related improvements could impact the historic district.
“This is the first step towards a master plan to create a world-class visitor experience in Bethlehem,” said Larry Eighmy, the Chair of Strategic Planning for HBMS.
The research will determine how to improve the visitor experience for travelers and increase tourism while balancing the community’s needs. “We want to determine how big we can be and how good we can be,” said Eighmy.
PlaceEconomics is a leading global firm in heritage tourism research with experience in destinations that have World Heritage Sites. These include Willemstad, Curacao; Yogyakarta, Indonesia; and Melaka, Malaysia.
“We especially appreciated that the PlaceEconomics team includes many University of Pennsylvania graduates. It’s an elite school for education in historic preservation and architecture through the Stuart Weitzman School of Design,” said LoriAnn Wukitsch, the President & CEO of Historic Bethlehem Museums & Sites.
HBMS selected the firm from among four applicants that specialize in community and economic impact studies. Eighmy said, “PlaceEconomics has extensive experience analyzing how preserving and promoting history impacts the economy. Plus, their international flavor and experience set them apart.”
PlaceEconomics Associate Principal Katlyn Cotton said, “We are honored to partner with Historic Bethlehem Museums & Sites and the Bethlehem community on this Economic and Community Impact Study at such a pivotal moment. UNESCO World Heritage designation is not only an international recognition of Bethlehem’s extraordinary history — it is an investment in its future.
“This project is a forward-thinking endeavor to demonstrate how preserving cultural heritage can strengthen our Sense of Place, local economies, support small businesses, enhance quality of life, and create new opportunities for residents. We look forward to working collaboratively with the community to help ensure that the benefits of World Heritage designation are broadly shared and that Bethlehem’s remarkable heritage continues to serve as a catalyst for advancing historic preservation while creating sustainable economic and community development for generations to come.”
How can Historic Bethlehem Museums & Sites improve the visitor experience?
The research company will investigate how different historical sites can be better connected and more inviting for travelers. Eighmy noted, “Currently, visitors who arrive in Bethlehem don’t have an integrated way to get oriented and travel efficiently between historic sites. PlaceEconomics will consider innovative ways to recognize visitor needs such as restrooms, concessions, transportation or other elements.”
Researchers will consider how Bethlehem could implement ideas from other historic destinations, especially those that have World Heritage designations. Eighmy said, “By learning from other destinations, we can increase visitation, which leads to increased revenue, and we can use that revenue to support the 20 properties we have responsibility for.”
Project will include 20 acres and 20 historic buildings
While the research and eventual master plan will include Bethlehem’s World Heritage Inscription site, it encompasses much more than just the World Heritage Site. The study will encompass all properties within the 20 acres that HBMS cares for. “This is a comprehensive planning project to create a visitor centered experience that celebrates not only the UNESCO inscription but also looks to connect all the other components that make Bethlehem a world-class destination,” said Eighmy.
PlaceEconomics will complete the research this fall. Then, HBMS will move into the second phase of the master planning project. They’ll use the data collected during this study to create a request for quotes followed by a request for proposals to find a firm experienced with executing these types of plans.
To involve the whole community, HBMS has created a Master Planning Initiative Advisory Council
To ensure community stakeholders have a voice in the planning process, HBMS has created a Master Planning Initiative Advisory Council. Eighmy said, “The master plan will coordinate all stakeholders around a shared, fundable, and implementable vision to create investment-grade infrastructure and programming that transforms Bethlehem from a well-kept secret into a global destination.”
HBMS has invited representatives from many local organizations to join the council. They include (in alphabetical order): Air Products, ArtsQuest, B. Braun, the Bethlehem Parking Authority, the City of Bethlehem, the Coalition for Appropriate Transportation, the County of Northampton, D&L Heritage Corridor, Discover Lehigh Valley, the Greater Lehigh Valley Chamber of Commerce, HBR Tours, Historic Hotel Bethlehem, Lehigh University, LVEDC, LVPC, North Side Downtown/Bethlehem Historic District Association, the PA House of Representatives, the PA Senate, the Pennsylvania Tourism Office, Peron Development, PPL, South Side Arts District, St. Luke’s University Health Network, Victaulic, the World Heritage Site, and Olympus.
The council will hold its first meeting in September.
About Historic Bethlehem Museums & Sites
Historic Bethlehem Museums & Sites (HBMS) is a nonprofit institution that brings to life three centuries of American history. HBMS tells the story of a small town of great influence founded by Moravians on December 24, 1741, and home to some of our nation’s earliest settlers, America’s first municipal water pumping system, the earliest school to educate women in the American Colonies, and one of the world’s greatest industrial companies of the 20th century. HBMS preserves 20 historic structures, 7 gardens, 5 ruins, 1 orchard, and 60,000+ artifacts in the heart of Bethlehem, Pennsylvania. Located one hour from Philadelphia and two hours from New York City, HBMS is a proud Smithsonian Affiliate. Historic Moravian Bethlehem is a National Historic Landmark District and part of a UNESCO World Heritage Site, the 26th in the United States. Learn more at historicbethlehem.org.
About PlaceEconomics
PlaceEconomics is a private sector firm with over 30 years of experience in the thorough and robust analysis of the economic impacts of historic preservation. They were selected through a formal RFP and evaluation process by HBMS. Their mission is to provide the preservation field with data-driven arguments and creative policy solutions to advance the public good of historic preservation. To that end, the company conducts studies, surveys, and workshops in cities and states across the world that address issues of neighborhood and commercial district revitalization, affordable housing, heritage resilience, and intangible cultural heritage. They specialize in quality, defensible research, and they present findings clearly and effectively in formats that can be understood by any audience – academics, economists, mayors, city council members, property owners, and local stakeholders alike.
Information provided to TVL by:
Mark Demko
