Bicentennial Celebrations, 1976–1977

Abstract

This chapter examines how the American Bicentennial transformed the meaning, management, and marketing of Betsy Ross and the Betsy Ross House between 1976 and 1977. Seeking to attract heritage tourists, Philadelphia’s civic leaders invested heavily in historic sites, multimedia attractions, and aggressive marketing. In preparation for the Bicentennial, the Betsy Ross House’s pursuit of relics and “sacred remains” culminated in the ceremonial reinterment of Elizabeth and John Claypoole’s bones in the Atwater Kent Courtyard. While Philadelphia’s Bicentennial celebrations were hampered by political tensions, public fear, and low attendance, the Betsy Ross House set visitation records. The chapter also traces the explosion of Betsy Ross merchandise and the “Disneyfication” of Betsy Ross through parades, television, and mass-produced souvenirs, even as Flag Day itself faded from public consciousness.