I remember Spring Break in 1989…barely. My buddies and I tried to figure out which place in Florida would be more fun? Daytona or Fort Lauderdale. We chose Fort Liquordale.
Fort Lauderdale became the best-known spot for college spring breakers after the release of Where the Boys Are in 1960. Businesses in Daytona saw what was happening and wanted a piece of the action, but it came with a cost. The battle between Fort Lauderdale and Daytona was waged in print and on the airwaves. In 1989, the mayor of Fort Lauderdale threw in the towel. On national television, he asked that spring breakers consider Daytona Beach instead. “Go away.”
Panama City Beach has tried to woo spring breakers for years now and the city of Miami is regretting their $5 million tourism campaign in 2021. On Monday, Miami Mayor Dan Gelber declared a state of emergency for the second year in a row, “We don’t want spring break here.”
Regardless of “where the boys (and girls) are” spring break can be a good time…for brands. Many brands are capitalizing on this booze-fueled rite of passage. Crest recently has set up mobile tooth-brushing carts outside of popular nightclubs in Florida. Gillette has sponsored beachfront oxygen bars and placed products in spring break hotel rooms. The Army National Guard set up an obstacle course on the beach with recruitment officers passing out information in the hopes of finding (sober) recruits. Trojan condoms, a spring break marketing veteran, is once again handing out promotional T-shirts and free samples.
Not all companies are going to target broke 18-23-year-olds. But today’s Gen Z seems to have much more disposable income than Generation X did in the ’80s and ’90s. I ate ramen five nights a week and drank Milwaukee’s Best to save enough money to fill my VW Bug’s tank with 90-cent gallons of gas for the drive to SoFlo. In contrast, it is estimated that Gen Z has a spending power in excess of $143 billion. #Yolo
I’ve often said you need to put the right message in front of the right people at the right time. These brands know their consumers. They know their behaviors, their likes, their dislikes, and most importantly, they know where they will be in the month of March.
BAAAR GALLERY SHOW EXTENDED
After the great success of the Black American Artists’ Alliance of Richmond’s (BAAAR) Histories & Stories: A Special Province exhibit, the Perkinson Center for Arts and Education has extended the gallery showing until April 24, 2022. Haven’t had a chance to check it out? This is a great way to see a one-of-a-kind exhibit at The Perk!
MASSEY CANCER CENTER GIVE-BACK EVENT
Our Director of Business & Marketing Leanne Pillow is great at many things. Most recently, as a member of their young professional board, she has organized and will co-host a special event at Postbellum to raise support for VCU Massey Cancer Center. Fifteen percent of food and beverage sales will benefit the organization from 5-8 p.m. on Wednesday, April 6, 2022. Show up and lend your support — I know you’re having a happy hour anyway.
This Question Wednesday, the team dove into our day with “If you had a box of all the things you’ve lost in your life, what would be the first thing you’d search for?” The team got sentimental and talked about lost photographs, mementos, hair ties, and even time spent with lost loved ones. How about you? Email me your answer.
CHESAPEAKE STATE OF THE CITY & GOVERNOR’S LAND VISIT
On Thursday, Chesapeake hosted their State of the City — the premier annual forum for Chesapeake’s business, civic, and community leaders. The 2022 address, delivered by Chesapeake’s Mayor Rick West, highlighted key business development initiatives by our client Chesapeake Economic Development. We created their Annual Report for the event. Check it out!
Also on Thursday, the team hit the road to present new video concepts to our client Governor’s Land at Two Rivers Country Club in Williamsburg. The team had a blast and we’re excited to get to work on this project in the coming weeks. I’m surprised they didn’t stay for a round of golf…after all, it’s been consistently ranked in the Top 25 Golf Courses in Virginia.
SPCA DOG JOG
On Friday, the team got ready for a weekend of fun in support of our client-sponsored event — the SPCA’s Dog Jog! Some Madison+Main-iacs are running and others are just going to show their love. Our client Holiday Barn Pet Resorts got us excited (and involved) and if you’re looking for something to do this Saturday, come show your support for all the dogs and dog parents out there.
A FEW OF OUR FAVORITE EVENTS
SPCA Dog Jog
March 26 | 9:30-11 a.m.
Lace up your sneakers and leash up your dog for the 20th Annual Dog Jog and 5K Run, presented by Holiday Barn Pet Resorts to benefit the Richmond SPCA on Saturday, March 26, 2022!
Evolution of Freedom; The Food, Episode Two
An Evening of Jazz with the USAF Rhythm in Blue Jazz Ensemble
March 26 | 7:30 p.m.
The Perkinson Center for the Arts and Education hosts An Evening of Jazz with the United States Air Force Rhythm in Blue Jazz Ensemble. This stellar group presents exciting and uplifting music to inspire patriotism and tell the Air Force story.
The Art of Housing: A Benefit for Housing Families First at VMFA
April 28 | 6-9 p.m.
Housing Families First’s seventh annual signature event will highlight talented local artists at the most artistic venue in town- Richmond’s VMFA. Join them for delicious hors d’oeuvres and drinks in a fun and dressy-casual atmosphere. Come ready for a fantastic silent auction that will benefit their programs for families facing homelessness!
“Spring is nature’s way of saying, ‘Let’s Party.’“ — Robin Williams