Devil's Bargains: Tourism in the Twentieth-Century American West

by Hal K. Rothman

The West is popularly perceived as America's last outpost of unfettered opportunity, but twentieth-century corporate tourism has transformed it into America's "land of opportunism." From Sun Valley to Santa Fe, towns throughout the West have been turned over to outsiders—and not just to those who visit and move on, but to those who stay and control.

Although tourism has been a blessing for many, bringing economic and cultural prosperity to communities without obvious means of support or allowing towns on the brink of extinction to renew themselves; the costs on more intangible levels may be said to outweigh the benefits and be a devil's bargain in the making.

Hal Rothman examines the effect of twentieth-century tourism on the West and exposes that industry's darker side. He tells how tourism evolved from Grand Canyon rail trips to Sun Valley ski weekends and Disneyland vacations, and how the post-World War II boom in air travel and luxury hotels capitalized on a surge in discretionary income for many Americans, combined with newfound leisure time.

From major destinations like Las Vegas to revitalized towns like Aspen and Moab, Rothman reveals how the introduction of tourism into a community may seem innocuous, but residents gradually realize, as they seek to preserve the authenticity of their communities, that decision-making power has subtly shifted from the community itself to the newly arrived corporate financiers. And because tourism often results in a redistribution of wealth and power to "outsiders," observes Rothman, it represents a new form of colonialism for the region.

By depicting the nature of tourism in the American West through true stories of places and individuals that have felt its grasp, Rothman doesn't just document the effects of tourism but provides us with an enlightened explanation of the shape these changes take. Deftly balancing historical perspective with an eye for what's happening in the region right now, his book sets new standards for the study of tourism and is one that no citizen of the West whose life is touched by that industry can afford to ignore.

Genres: History, Westerns, Nonfiction, Travel, Environment

448 pages, Paperback

First published October 1, 1998

Reviews

[Mathew Powers · Rating 3 out of 5]

He states that tourism is post-industrial (what does that mean, exactly?) and more in line with Gates than Ford (odd analogy). However, later he notes that part of the reason Santa Fe and the Grand Canyon were successful was because of *their ties to industrialization and the industrial world economy*!! He does good work for most of this book, but his broad arguments and assertions are horribly inconsistent and lack clarity --and evidence.

Far too many generalizations and subjective arguments to be considered one of Rothman's better works, if you ask me. Even 3 stars may be pushing it.

The class argument and myths ..as well as the upheaval from small town to tourist town to increased residency to corporate ownership -- including in Las Vegas, is really good. So, for that, it is worth the read. But, just ignore his diatribes...

[Brian · Rating 3 out of 5]

Am interesting review. A bit too dense in some places. I also think the author is a little too much of the opinion that change in the American West is bad.

[Paul Bindel · Rating 5 out of 5]

This book has been a companion of sorts throughout the year, especially on my own travels, when physical book reading seems easier somehow. It was long and dense but also colorful in its range. You can tell Rothman has done so much research, including many field interviews, to produce such a wide ranging argument about how tourism came to be a dominant industry and how it reinvented itself time and again to stay relevant.

I loved the depth and felt insight in this survey of all the ways people have commoditized the West and Western experiences to make US colonization work. The book seems to assume a white audience and to minimize (by omission, under-attention) the experiences of Indigenous people in the face of waves of tourism. I think it was more common to call old colonizer families “natives” in the 90s, but from my vantage point, all US folks of European descent in the American West follow the same tropes and scripts of “neonatives” that Rothman traces.

I would love to explore dude ranch history and Vegas history more because of this book, although there are excellent histories of the ski industry, the national parks, and Santa Fe in here as well.

I was sad to learn Rothman died so young. What a talent! I am on the hunt for the public broadcasting recordings he made in his final years in Vegas, which don’t seem to be on Youtube.

[Kaitlyn · Rating 2 out of 5]

Very dense and repetitive. I would agree that the "evil" that has corrupted the American west is not tourism but rather greed. Every wrong that is mentioned in this book has to do with the desire for profit or the showboating of wealth.

[Zach Powers · Rating 2 out of 5]

well done, just not my cup of tea. Had to read for class.

[Jessica DeWitt · Rating 3 out of 5]

This volume offers a good a introduction into tourism history and is one of the first monographs to bridge the gap between tourism and environmental history. The most interesting argument made by Rothman is that tourism represent postmodern capitalism, as in the move away from the production and selling items to the production and selling of experience. The way in which he portrays tourism as an extension of colonialism and hegemony is also important. Like others, I find his portrayal a bit too negative or one-dimensional. He seems to think that tourism has made the West sacrifice its 'real' character for a manufactured one. But who is to say what came before is more 'real' than what exists now?

[Sam · Rating 4 out of 5]

This author offers a historical take on the expansion of tourism in the American West. He critiques people who purport to travel in "better" ways, claiming that all tourism follows a model that compromises identity. In order to attract tourism, townspeople must market their identity--their local flair. The idea of authenticity--in nature and identity--runs throughout this text.