IMC Hawks Blog

Tag: Spring Break

  • Globetrotting Couch by Couch

    As you can tell, we have Spring Break Fever in Advanced IMC.  During our break many of us will travel, but those of us who aren’t going anywhere can probably attribute that to one reason, or lack there of, cash money.  Spring break can get pricey and when I mentioned the price to one of my friends they were quick to offer an inexpensive (actually it’s free) travel solution; couch surfing!

    I had heard about couch surfing, but decided to do some research to find out exactly what it’s all about.  Couch surfing is a hospitality exchange network/website that allows people to register and either host travelers on their couch, stay on other couches, or do both across the globe.  The way it works is you go to couchsurfing.com and create a profile.  From there you can choose to search for a couch based on the location you want to travel to, view profiles of people who have couches in the area and if you find somebody who you think would be cool to stay with you send them a request.  If approved you have a free place to stay for a night or two.

    Sound kind of sketchy?  Maybe, but couch surfing figured out how to quell the sketch factor of staying with strangers by having your friends, people you’ve hosted or folks you’ve stayed with give you review.  If a person has bad reviews obviously this is a tell-tale factor that you may not want to stay on their couch or have them stay on yours.

    Over the past few weeks in class we’ve been talking about building social capital.  Social capital deals with social cohesion and personal investment in the community.  Couch surfing is helping to increase social capital by involving people who may otherwise never encounter each other.  Its designed to give people a cultural perspective and opportunity to encounter people, places and experiences in a country or location that they may not otherwise be privy to.  By staying with locals you are getting a first hand experience of the destination you’re visiting.  If you choose to host people you are only bolstering social capital ever further by making an investment in the couch surfing community as well as the global community.

    I find the concept of couch surfing fascinating, and although I am not couch surfing over spring break I am going to host a person.  How’s that for social capital?

  • Spring Break for Adults?

    Spring break has become an iconic holiday celebrated around the world. In the US, Florida has developed into the prime destination for spring-breakers with its enticing warm weather and endless beaches.  Originally Fort Lauderdale took the lead in the number one spot for college kids beginning as early as the end of World War II. It began to gain further recognition with the 1960 film Where the Boys Are, in which college girls met boys while on spring break there, and so the tradition took off! Over the years, the American spring break tradition has spread to other parts of Florida and the country; however the holiday has remained constant in marketing to students, until now.

    The holiday is a time for students to get away from school, but could it also be a time for adults to get away from the everyday hustle and bustle of “9 to 5’s”? US Airways Magazine seems to think so! The infamous spring break has delved into the confines of the “real world.” While spring break remains successful at maintaining its unique brand, a new outlook on the vacation week has been introduced as seen on the cover of US Airways Magazine, Let’s Go.  The article, Spring Break for Adults, lures adults in with promises of rest, relaxation, and most of all, no students! The cover highlights High Point, North Carolina as “the small town with a big presence,” which can lead one to question just how far spring break marketers are willing to go to beguile adults into joining the fad.

    The article however quickly recovers from its puzzling choice in cover story, and goes on to list 12 most appealing locations for adults.  While offering quirky encouragement that college students will be out of sight, the article focuses on marketing luxury and mature fun. They even go so far as to include Fort Lauderdale as number 10 stating, “That’s right: Fort Lauderdale. This former spring-break favorite is all grown up and home to a W hotel. The chic oceanfront property hosts the city’s premier hot spot: the stylish, popular patio at the Whiskey Blue lounge.”

    Although the choice in scenic beaches and crystal clear water may draw the same attention from college students, the article offers alternative hot spots within those ideal vacation destinations. Number eleven, Riviera Maya explains, “Don’t worry: This isn’t Cancun. Serene Rosewood Mayakoba is 40 miles south of the frenzy, tucked between the ocean and the jungle.”  Through marketing, spring break has diverged into two completely different brands, both coexisting in IMC harmony.

    Check out other chosen destinations here!

    -Katie Eagle, Carissa Niederkorn, Deji Adeleke, Tiffany Evans, Anna Kate Babnik

  • True Life: I’m on Spring Break

    With college students across the country and world closing their textbooks, embracing a week of freedom, and embarking on wild adventures, we see it fitting to pay homage to the originator of the modern definition of spring break, MTV.

    In 1986, MTV filmed its first season of Spring Break, and has done so every year since then. Usually it popularizes fun beach cities in the south such as Daytona Beach, Panama City, Fort Lauderdale, and of course, Cancun. It is a week-long affair full of concerts, parties, and outrageous contests. MTV has branded spring break as a time for young people to let loose. This year, they are breaking away from the traditional East Coast/Caribbean locations and heading out west to Sin City itself, fabulous Las Vegas, Nevada!

    How has spring break, a time when students everywhere have a week of nothing to do, become a billion dollar industry that fosters the growth of social capital among college students? The answer is branding. When you hear the names Panama City, Cancun, and South Padre Island, the image of beautiful beaches do come to mind, but the majority of the time people envision huge, day long parties on the beach, crazy clubs, and excessive amounts of alcohol. What most people do not realize is that Spring Break is a major component of the economies of these cities. Each year, over 250,000 students descend upon Panama City alone over a period of four weeks. Local officials and residents actually embrace the students because they understand the amount of money being spent by spring breakers.

    Nonetheless, no matter the location, Spring Break is still branded the same way – as a time for students to let loose. So now we’ll ask the question: what are your plans for Spring Break, and do they fit into the brand image created by MTV? Our very own Scott Burgess and Megan Canny will be tackling this issue head on as they venture to Panama City, Florida. Wish them luck on their endeavors!

    -Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess