Archives in Neighborhood Businesses: A Case Study on Presence and Characteristics

Abstract

This article discusses the potential role archives play in supporting commercial activity in everyday non-institutional settings. It is based around an exploratory case study of archives’ presence and characteristics in neighborhood bars and restaurants in a large Midwestern city. Using unobtrusive field observations and incorporating concepts and frameworks from the business and marketing psychology fields related to authenticity and nostalgia, the study offers insight into the decision-making processes around the use and value of archives, history, and heritage as a business strategy. The findings, based on observations and data gathering at select business locations, indicate extensive use of archival materials in a wide variety of visually engaging formats. The archival materials contribute to a history-informed aesthetic that gives each subject location a distinctive character. This study lays the groundwork for continued inquiry into business utilization and value of archives and recommends further research into the perceptions of business owners and customers on the role of archives in public commercial spaces.