History and Creativity are at Home in the Berkshires

A Conversation with Cultural Leader Carrie Holland

The Director & CEO of Hancock Shaker Village discusses how access to excellence is a hallmark of Berkshire life.

Your career took you away from your native Berkshires. What brought you back?

My husband and I both have the best memories of growing up in the Berkshires, and it felt right to relocate back to this area as we began our own family. We had lived in and experienced quite a few regions of the US and agreed that there are few other locations that can compete with the quality of life in the Berkshires. It has been great to instill this love of place in our children as well.

What do you most value about living and working in the Berkshires?

I love the community of people here, and the collective interest in nurturing the qualities that make the Berkshires unique. We embrace every aspect of who we are and what makes us special, whether that is nurturing small towns, leaning into innovation or continually being a destination focused on bringing world class culture to visitors and locals alike.

I’m continually inspired by the professionals, creators, and dedicated people in this area. I also really enjoy the ease of pace compared to the noise of a dense urban environment. Additionally, I love that I can pack so many quality experiences into both workdays and weekends, for example I can get out for an early morning hike then take in a tasty farm fresh meal before I head out to enjoy museum visit and then close out the day at a Shaker supper at Hancock Shaker Village.

“The creative economy is a driving influence impacting life in the Berkshire and Hancock Shaker Village is actively engaged in that conversation.” 

What do you feel makes Hancock Shaker Village special, and why should people visit?

Hancock Shaker Village holds a unique quality about it that is hard to describe, but is very deeply felt by so many people. Because the Shakers lived their entire lives with intention, every facet of life provides an opportunity to learn and explore—from their approach to communal living, to perfection in craft, aesthetic design, principled values, regenerative farming, culinary practices, textile traditions, and so much more. I really think people love Hancock Shaker Village because there is something, somewhere throughout the 750 acres, that resonates, captures attention, and ignites curiosity for everyone. Although it is a look back in time so much of what you discover is still relevant today from the innovation they brought to their work to the importance of agriculture in our daily lives

Is there anything new happening at the Village you would like visitors to know about?

We are very excited for the new Visitor Center & Center for Shaker Studies building to open this summer. The Center will enable dramatic enhancements to the visitor experience through creative orientation, expanded program offerings, close encounters with elements of the museum’s extensive Shaker collection, and impressive views of the picturesque vistas unique to the site. With a dual goal of improving the visitor experience and protecting the Village’s world-class collection, the project reconceives the existing building and introduces permanent exhibit galleries, a new lobby and more. Learn more at hancockshakervillage.org and plan a visit this summer to check out our new Visitor Center.

What importance do cultural institutions hold in the Berkshires? Have you seen that shift since you’ve been in your role at Hancock Shaker Village?

We are lucky to enjoy such a density of world-class arts and culture in the Berkshires. Cultural institutions like Hancock Shaker Village drive our community’s economy, quality of life, food systems, education, artistic expression, wellness, and so much more. For many decades we have been recognized as a cultural destination, and I’ve loved seeing Hancock Shaker Village and our fellow peers in this space continuously raise the bar to deliver amazing experiences for both locals and visitors to the region. 

I have definitely seen a shift – we are welcoming more diverse visitors and younger visitors to our region which pushes us all to create more inclusive programming. We need to envision our work and our offerings through a different lens than we did even 10 years ago. This type of change, I believe, is what will keep the Berkshires relevant and is our best way to invite new audiences to our region.