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Football, Parades and the American Brand The
25 May 2004 edition of the Zeitgeist e-Zine Over the past month, I’ve experienced two very American traditions in two destinations on opposite sides of the country. And, in the light of what is happening to the worldwide brand known as “America,” it’s got me to thinking. While in Holland MI, I found myself thoroughly enjoying a hometown parade during that community’s definitive “Tulip Time” festival. This from a guy that traditionally runs the other way from parades. Then, just the other night on the SouthCoast, I watched the impressive Pensacola Power Women’s Professional Football Team stomp the Muscle Shoals SmasHers 70-0. As I drove back to my hotel room, I reflected on these two quintessentially American events…and how enjoyable they were. Even for a jaded guy like me. And it reminded me of just how much “Americana” exists out there, often overshadowed by theme parks, extreme sports and electronics-driven attractions. And, while it is the latter that often attracts visitors to American locales, it is the former that best reinforces the “American” brand…a brand that is fraying before our very eyes. Regardless of how right the removal of Sadaam Hussein was, the fact that the U.S. went it alone has caused a new international resentment to fester. The apparent abuse of Iraqi prisoners now causes skeptics around the world to question whether America is the moral and ethical light of the world. Now, I don’t mean to go off on a philosophical rant here…but I think that the tourism industry is one of the only “face” cards that America currently holds in its sorry hand. So much of what we export to the world shows us as arrogant, selfish and hedonistic. But the true American experiences (and the true American people) I met over the past three weekends was enough to reinvigorate my love of this country. I wonder if the true American experience would do the same for international travelers that want to see for themselves if what they see these days on TV is the real America. Of course, America’s share of the international market has dropped by 37% in the past dozen years and the roadblocks that we have erected this summer to discourage international travelers entering the U.S. won’t help reverse that trend. But, maybe it’s time that America reconsider its laissez faire attitude toward tourism promotion. Because maybe, just maybe, if we invite the world to visit, they’ll find there is more to like than to hate about this country. Even if the Federal Government doesn’t see tourism as a golden opportunity to mend our image (and I’m not holding my breath), it’s up to each and every one of us to do what we can to reach out and welcome international visitors to our destinations. The media certainly won’t go out of its way to make this country look good…but we can. And, maybe, take a first step toward repairing the American Brand. Idealistic? Maybe…but hanging out at parades and football games can do that to ya. Bill Wanna comment on this or other topics. E-mail Me! |
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