Portnoy backs Nantucket sign targeting influencers in viral controversy
Key Takeaways
- •A Nantucket business came under scrutiny after posting a sign that said “No Influencers.”
- •Dave Portnoy said he supports excluding influencers who treat Nantucket as a prop and ignore the community.
- •Portnoy described Nantucket as a place for a relaxed visit rather than a destination for being seen online.
- •The dispute reflects wider concerns about tourism, congestion and social media-driven commercialization in popular vacation spots.
A small Nantucket business has found itself at the center of a social media storm after posting a sign that read "No Influencers," prompting a broader debate about tourism, entitlement and the role of social media personalities.
Barstool Sports founder and Nantucket homeowner Dave Portnoy discussed the controversy with FOX Business’ Stuart Varney on "Varney & Co.," saying the issue is not with all online creators but with those who treat the island as a backdrop for content rather than respecting the community.
"The type of influencers we don't want in Nantucket are the people who don't care about Nantucket, the community, the beauty of it," Portnoy said. "They just want to come here, make videos about themselves and use Nantucket as a prop."
Nantucket has long been known for its quiet beaches, historic downtown and small-island atmosphere. In recent years, however, social media has helped turn many vacation destinations into viral hotspots, drawing larger crowds and raising concerns among some locals about congestion, commercialization and changes to community culture. The sign reflects that tension in a more visible way, as businesses in popular tourist areas increasingly navigate how to welcome visitors without encouraging the kind of attention that can overwhelm local character.
Portnoy, who has spent years visiting the island, said Nantucket should remain distinct from other high-profile summer destinations that are heavily associated with being seen online.
"You don't come to Nantucket to be seen. You come to be laid back, enjoy the most beautiful place on earth," he said.
He added that while there are many different types of influencers, he supports businesses that want to discourage content creators who prioritize viral videos over preserving the island's identity. The controversy also underscores how a simple storefront message can spread quickly beyond a local audience when it intersects with familiar debates over tourism, branding and who gets to define a place.
"I firmly stand behind this sign," Portnoy said. "The trashy, ratchet influencers go to the Hamptons, not Nantucket. We're an island for a reason, to keep the riffraff ashore."
