Why do some memories stick with us, while others are more ephemeral or utterly lost? This chapter explores the complicated relationships between place, memory, and forgetting at one of the most striking tourist destinations in the United States, Alcatraz Island. We offer this research as a case study through which we can think about the staying power of memories and examine how memories can be made more engaging and enduring. We also delineate the consequences for collective memory when significant events fall short of affixing themselves. Alcatraz Island, located in the San Francisco Bay, is one of San Francisco\u27s must-see attractions, 1 primarily because of its colorful history as a federal penitentiary. But there is much more to A...