Stephanie Fierman - Marketing Observations Grown Daily

Stephanie Fierman Clears Something Up For Shakespeare

Wednesday September 17th 2008, 10:33 am
Filed under: stephanie fierman

“What’s in a name?” asked the Bard. Quite a lot, I’d say.

Girdle? Now it’s shapewear.

Bad loans? Nonperforming assets.

New York City’s 110th Street? Central Park North.

Used? Pre-owned.

And so on. A little slight-of-word can help things go down just a little easier.

I came upon this wonderful idea on the Web: Toronto’s art-savvy Gladstone Hotel recently launched a series of weeknight dance parties for the old and/or tired and/or lazy among us. The party begins every Wednesday night at 7:30pm and ends promptly at 10pm – “so you can go home, watch ‘Law and Order’ and go to BED,” according to the hotel’s website. The weekly event even has its own Facebook group, which is fun. And admission is free.

This is brilliant. First, there are definitely people who would love to have even a fraction of the fun they used to have during the week (or ever, perhaps), but kids or work get in the way of decent partying. 10pm is quite a civilized hour. It’s also wonderful for the hotel and its bar, both of whom can generate additional liquor and food (and room?) sales in the dead of mid-week. More folks see and experience the hotel and are likely to return or recommend it to others. It’s good for restaurants in the area, taxi companies, etc. Gladstone might want to see if corporations would want to sponsor the parties or offer goodie bags.

They had me at hello.

Then I got to the name: Granny Boots. GRANNY BOOTS! As in, “Throw in your teeth, grab your Icy Hot and meet me at Granny Boots…”

Help! If you are going to do such a good job at making me feel young and semi-alive, don’t blow it by reminding me that I am closer to granny-dom than graduation!

Or am I asking too much of a dance party? Don’t answer that.

Gladstone Hotel