Salem, Massachusetts, is a town steeped in mystique and magic, home to countless stories and characters. One of its most vibrant personalities is Brian Sims, the creator of BORAH! Brewington Snaggletooth XIII. In this exclusive interview, Brian takes us through his journey of becoming a beloved street performer and the mastermind behind Salem’s Black Hat Society (SBHS).
Q. Can you tell us about yourself?
A. I am Brian Sims and was born, raised in South Carolina and finally after years of wanting to move to Salem, the Halloween capital of the world, did so in 2016. I live in Salem with my husband of 23 years. I love Halloween and Christmas. I practice Respiratory Therapy full time at Brigham and Women’s Hospital in Boston. On my days off from my hospital job, I work many hours on Salem’s Black Hat Society. I created SBHS in Sept. of 2016. The sole purpose of creating SBHS was to raise money to donate to different children’s charities in Salem by street performing as BORAH! in October. SBHS has unexpectedly and unintentionally grown into a crazy almost, full-time job. In order to keep my sanity and reality in check, I enjoy spending quality time with my wonderful husband, friends, and family, and traveling with my spouse.
Q. What is the name of your character and how did you come up with it?
A. BORAH! Brewington Snaggletooth XIII.
There is a convenience store in Beverly, the next town over from Salem. It is called BORAH’s Convenience Store. I just intuitively felt that name was fitting for my character. Two years later, I looked up the meaning of “Borah,” and it has several meanings and connotations: a mountain peak and a dwelling of a witch. “Borah” also means a woman who is like a bee. Brewington came from what BORAH! does often, and that is they brew up kids, frogs, potions, and other DEADlicious and magical concoctions in their cauldron. Snaggletooth came from… well, BORAH! is missing a couple of teeth. XIII (obviously, why not?).
Q. Can you tell me how you got started as a street performer?
A. Some people call busking “street performing,” so the terms are interchangeable. After I created the character BORAH!, I was told that I could street perform in October and people would tip you to have their picture(s) taken with you. I had NO idea exactly what street performing was when I was first introduced to it.
Q. What inspired you to choose this type of performance?
A. I chose to create a green witch because I loved several pop culture witches that were on TV as I was growing up. I street perform because there is an opportunity to meet lots of people from all over the world, and there is an instantaneous connection that is up close and personal with tourists and residents of Salem. I enjoy improv, and street performing involves a lot of that skill.
Q. How long have you been performing in Salem?
A. I started on October 6th, 2016, so it has been 8 years.
Q. What is the most memorable experience you’ve had?
A. Oh, there are MANY, but if I have to choose one, that would be when I was a “talent” on America’s Got Talent in 2024. Outside of that, I have many memorable experiences with many people. I meet many folks that have Autism. If I may tell another one: one October, a deaf, autistic 3-year-old girl and her mom came up to the green witch. The little girl started speaking to me via sign language. I asked her mom what she was saying, and she told me that her daughter was telling me Happy Halloween and that she loved me. I gave the little girl my magic wand, and she started waving it around and it made her so happy. She laughed and smiled so hard. That whole experience was a very touching moment that I will never forget.
Q. What do you enjoy most about what you do?
A. This may sound cliché, but I LOVE giving back to others, to charities, to my community, and those in need. Giving back is what the foundation of SBHS was created on.
Q. What’s the most surprising reaction you’ve ever received?
A. I am embarrassed to say this, but it was the first time I met a follower. This person yelled out that she was my “biggest fan” and her eyes teared up, she was shaking and was overwhelmed with excitement and kept telling me that she couldn’t believe that she was meeting me. I was confused and surprised, and what was happening didn’t register with me until it kept happening with different followers. I call them my followers, not fans. I don’t feel worthy of calling anyone fans. That term is for big-time celebrities.
Q. What does the role you take on mean to you?
A. It means the world to me. It gives me such great pride to play a fictional character that I created. I am proud of the fact that this character, BORAH!, as aloof and angry, rude, and off-putting as they can be, has gained such respect across the world. I love and respect this character, and even out of character, people recognize me, and I have to continue to show respect to others and do good in the world.
Q. What advice would you give to someone considering becoming a street performer?
A. Know that it can take a lot of time and energy, and if you dedicate yourself to do this, commit to it, jump in, and do your best. Be a good pillar of society and give back to your community. Whatever talent one brings or whatever character one chooses to be, do it at its fullest. Put everything you have into creating something memorable that will leave a positive, lasting impression on others. Also, be respectful to folks that visit you and respect your fellow street performers.
Q. What are your long-term goals or dreams for your performing career?
A. This whole BORAH!/street performing was just a hobby and a vehicle to donate money to charities in Salem under the umbrella name of Salem’s Black Hat Society. It continues to organically grow each year. My long-term goal is to simply continue to donate to charities and to give back to my community. I simply take one year at a time and see what is in store and what comes my way. A dream, however this is not what you are really looking for is to find someone to help me with creating and editing fun videos so that I can continuously post on social media.
Q. What do you hope people take away from your character?
A. I hope that BORAH! makes people laugh and that for just one moment, the green witch makes people forget about their troubles. I hope that BORAH! brings positivity to everyone and reminds people that there is still good in the world.
Q. Other than Salem, is there anywhere else people can see you?
A. Oh sure, I travel the Horror and Halloween circuit Con around the US and Canada. I post where I will be on social media. I also post videos and sometimes go live on social media.
In the heart of Salem’s enchanting streets, Brian Sims and his creation, BORAH! Brewington Snaggletooth XIII, embody the spirit of magic, generosity, and connection. Through his unique performances and dedication to giving back, Brian has transformed a creative passion into a meaningful endeavor that touches lives far beyond the Halloween season. His story is a testament to the power of imagination and community, reminding us that even the smallest acts, whether a laugh, a spell, or a moment of kindness, can leave a lasting impression. As BORAH! continues to delight and inspire, Brian’s mission to spread positivity and support worthy causes ensures that his legacy will be as enduring as the Salem witch lore itself.
You can Find BORAH on Instagram: Salem Blackhat Society