This profile was created for a Writing for Media course, focusing on the art of gathering authentic, first-hand information and shaping it into a compelling narrative. The piece explores the double life of Borah the Witch, a local Salem character, offering insight into both the public persona and the individual behind it. Through careful research and direct sourcing, the profile presents a well-rounded and engaging story that highlights the subject’s background, identity, and the unique perspective they bring to their community.

Breathing Life Into Salem: Borah! Casts a Spell by Night

BY: ALEX QUIGLEY

“If I think to myself, ‘What is a Witch?’” he says with an upbeat attitude, “She has a wart, she’s h

unched over, she’s crotchety, serious and she’s green!”

Who would think that a full-time respiratory therapist at Brigham and Women’s Hospital, also doubles as a witch roaming Downtown Salem. Cauldron in tow, tattered clothing, and painted a bright shade of green.

Photo by Alex Quigley

Brian Sims, 54, is the perfect example of never judging a book by its cover. He has been haunting the streets of Salem dressed as his alter ego, Borah, since 2016. Originally creating the character of Borah to raise money for local children charities through donations provided by onlookers; Sims had no clue that he would soon become a well-known staple to the city of Salem.

“2016 was the first time I presented as Borah on the streets, however; it wasn’t until February during Salem’s So Sweetfestival that Haunted Happenings broadcasted me on their Facebook live, garnering thousands of watchers.” Sims states in how he started gaining attention as Borah. “That’s when I realized, there might be something here.”

With over 34.7K followers on social media, posing as Borah has opened many doors for Sims, allowing him to create Salem’s Black Hat Society, an event business offering appearances from Borah herself: whether that be officiating weddings, ribbon cuttings or charity events, with proceeds being donated to local children charities.

With the creation of Salems Black Hat Society, the notoriety of Borah also gained the attention from Hollywood. Borah is featured in the movie Hubie Halloween, the sequel to Hocus Pocus and even America’s Got Talent. Working directly with original cast members of Hocus Pocus, Sims created It’s Just A Buncha Halloween, a live commentary event featuring several of the original cast members.

“I didn’t create Borah, to become what she has become,” he says. “However, now it seems I spend more time working on Salems Black Hat Society

Photo by Alex Quigley

than I do at my ‘real’ job.”

Sims grew up in South Carolina and has theatrical training from the University of Cincinnati and The Burt Reynolds Institute, and it shows.

With a fiery red wig atop his head, clothing resembling that of stolen clothes from Borah’s bewitched victims, a high-pitched raspy voice and bright green makeup, she shows a wide grin with teeth missing and Borah comes to life. Almost as though he just entered stage left and a director shouted, “ACTION.”

“As soon as I’m dressed and I walk out the door, Brian is gone, I’m Borah,” he laughs.

His inspiration behind Borah comes from characters of his youth. “I created Borah with other witches in mind, and those that I watched as a young child,” He states with a childlike excitement, “Grabbing inspiration from cartoons like Witch Hazel from Bugs Bunny and the Wicked Witch of the West.

Borah contains a story of her own, shunned from society and forced to live by herself in the woods. “She’s just angry with the way she has been treated,” he says; “but underneath all that, she has a good heart…sort of.”

Borah often changes her demeanor for her audience to ensure comfortable meetings with the public. He said “She started out a lot angrier, a lot spookier,” and that he “adjusts depending on the needs of the audience.” Stating that it has caused Borah to become “less rough around the edges.”

Visiting Downtown Salem as Borah throughout the spooky season, Brian keeps the expectation of a witch alive. Now dressed as Borah, he approaches the crowd greeting them with his signature cackle, “Hop on, let’s see where the broom takes us!”