Maryland Town Benefiting From ‘Runaway’ Tourism

More than two years after Paramount Pictures turned the historic Maryland town of Berlin into the fictional village of Hale for the movie “Runaway Bride,” the town continues to reap tourism benefits.

“A day doesn’t go by without someone coming in and asking about the movie,” said Fran Murray, owner of Sassafras Station, an antiques, garden and gift shop. “If they didn’t know it was filmed here, they do as soon as they get to town.”

In the movie, Maggie (played by Julia Roberts) is the subject of a story by a New York newspaper columnist (played by Richard Gere) who has found out about her reputation for running away from marriage at the last minute. The romantic comedy twists and turns as Maggie seeks revenge against the writer, named Ike, while he ingratiates himself to her family and friends.

Three weeks of filming in autumn 1998 were estimated to have pumped as much as $1 million into the local economy, and a total of 13 weeks of filming in the state brought Maryland an estimated $27.5 million in economic impact. But the publicity since then has been especially valuable for Berlin.

With postcards, two billboards and walking-tour brochures, the Chamber of Commerce and businesspeople have tried to capitalize on the Roberts and Gere chemistry.

“We had the busiest summer we’ve ever had,” said Berlin Mayor Rex W. Hailey. “As you walk up and down Main Street, you see Julia Roberts and Richard Gere everywhere.”

Debbie Parker, who owns a gift shop called Victorian Charm, said her business is up about 30% over last year.

Her shop was closed for more than a month while the film crew transformed it into a bridal shop for key scenes.

“I would say tourism has doubled,” she said.

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Colleen Anne Bunting, owner of Bunting Realty Inc., the only real estate agency in town, measures her increase in revenue in the millions of dollars.

“What I’ve found is that people have come here because they’ve heard about ‘Runaway Bride,’ and they like it,” she said. “Next thing you know, they’re buying a house in Berlin, Md.”

Her real estate sales were $3.5 million in 1998 and $6.6 million in 1999, she said. She says 2000 sales will total $7 million to $7.5 million--much of the increase attributed to publicity surrounding “Runaway Bride.”