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Nostalgia Sells

By ROBERT JONES, ENTREPRENEUR.COM
Entrepreneur.com

It's a Saturday night in Atlanta. Some 800 well-dressed, middle-aged adults are sipping cocktails, listening to jazz . . . and playing Candy Land or Twister.

Nostalgia Parties
Entrepreneur

Welcome to "the new face of nightlife," courtesy of three 30-something guys who realized they were too old to go out clubbing every weekend, but not old enough for reruns of The Golden Girls.

"We didn't go into this saying, 'Let's create a new business that will change the way people think about Saturday night,'" recalls Imari Harvard, CEO of Timeless Entertainment Concepts. "My wife and I just wanted to put together an event where folks could come out for some nostalgic games, cocktails and conversation."

The 80 people who gathered at an upscale pool hall in 2005 had so much fun playing board games and acting like kids that Harvard decided to repeat the event the following month. This time 150 people showed up, and Play Date Atlanta was born. Along with business partners Ryan Hill and Ron Gaither, Harvard has used a licensing model to grow the concept into Play Date U.S., expanding into four cities and projecting $250,000 in sales this year.

Hill believes the appeal is simple.

"After you get out of your 20s and you have more responsibility," he says, "you find yourself going, 'Why was I in such a rush to grow up?' "

Almost by accident, Timeless Entertainment Concepts tapped into a timeless truth: Nostalgia sells.

"It's about trying to go back to a time when things were different," says David Sprott, an associate professor of marketing at Washington State University and the author of several studies on the topic. "When things are uncertain in the present time, looking backward is a comforting thing for people to do."

From Juno's hamburger phone to Detroit's muscle cars, signs of the nostalgia trend are everywhere. Bowling alleys are glam again, roller rinks are attracting a new generation, and even drive-in movie theaters have halted their long slide toward oblivion. Young professionals are playing in kickball and Wiffle ball leagues, then going out to order drinks like the Harvey Wallbanger that were last popular in their grandparents' day.

And board games? The trio behind Play Date may have stumbled upon their successful business, but The Intelligence Group, a New York City-based market research firm, has since come up with hard data showing that progressive 14- to 34-year-olds known as "trendsetters" prefer board games to video games by a margin of 60 percent to 40 percent. Small wonder that in February a company named Winning Moves re-introduced '50s favorites Parcheesi and Careers--complete with their original packaging.

Of course, this love for the old isn't entirely new. Anyone who's ordered biscuits and apple butter at a Cracker Barrel restaurant knows that people seem to love walls cluttered with nostalgic signs and advertisements.

Still, two things seem remarkable about the current craze for nostalgia. First, it's likely to get even bigger as 78 million baby boomers with $2.5 trillion in spending power grow older and more wistful for the "golden days" of their youth. If consumers look back most fondly on their early 20s, as some research suggests, then aging boomers should drive a renaissance of all things 1960s-related.

Even more noteworthy is this: Younger people seem to be just as nostalgic. Sprott found that his research participants responded to nostalgic advertising themes even though their average age was only 21. And those folks who turn out for a Play Date evening of Chutes and Ladders? They tend to be in their peak earning years, not their golden years.

Still, nostalgia does seem to work a little differently for Gen X and Gen Y than it does for their parents and grandparents. The gosh-darned earnestness of Cracker Barrel might not have much appeal for younger consumers, who tend to be more ironic in their outlook.

"There's a certain smile factor," says Dan Adamson, a partner and creative director at Farm Boy Co-op & Feed Co. "The audience is in on the joke."

The "joke" for Adamson and his business partner, Brian Goldenman, is a $2 million company built on nostalgia for the American farm. Under the Farm Boy and Farm Girl labels, the company sells T-shirts, caps and other clothing that celebrate farm life with a wink and a nudge. "What do I eat first--the chicken or the egg?" asks one T-shirt, while a ball cap proclaims "Livestock Jock."

Goldenman says the brand is hot with the 13- to 28-year-old demographic because, "People romanticize farming as a simpler way of life--sort of an 'unplugged' lifestyle. Everyone at some point kind of wishes for that."

Still, Adamson says they are careful not to treat their younger customers like they are "kind of backwoods or country store. We've made farming a little sexy. Not crude, but a little bit sexy."

For Farm Boy, as for other companies, "hip nostalgia" seems to be working. And there's nothing old-fashioned about that.

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41 comments

cybotot 02:54:46 AM Jun 08 2009

, adopted a stray kitten that showed up on our deck one day, chased pesky woodpeckers away from the chimney where they would rat a tat tat on it like it was a tree driving us crazy with the noise all day. We have books to identify different types of ducks that visit our lake and all the varieties of birds that nest in the oaks, maples, pines,and poplars, Although we are now accustomed to it we sometimes are still awakened to the sound of not only a nearby rooster, but the quacking and honking of geese, and and the odd calls of sand cranes, the loud chatter of chipmunks and squirrels, and what sounds like millions of birds chirping good morning to one another. But sometimes instead of getting up, I snuggle deeper in my covers and listen to my backyard symphony and look out the window at the swaying trees that ring our home and say a prayer of thanks. I know how blessed we are!. .

cybotot 02:53:11 AM Jun 08 2009

. I once caught such a large female black river spider in our basement, the town library put in on display for a month after I took it there to be identified. I thought someone was missing a tarantula! As the kids have grown up they've chased butterflies, caught frogs, turtles and snakes, found beautiful blue robin's eggs, watched herons dine on frogs, seen a snake vomit up a frog, watched flocks of swans make graceful descents and splash landings, seen little red winged black birds try to peck the heads of large swans if they dared too close to their nesting area, laughed at silly killdeer with their long skinny legs chirping what sounds like "kill deer" at us as they dart back and forth across the streets when we walk the dog in the evening, rescued an owl that flew into the side of our van and knocked itself out one night in the road (it recovered), been surprised to see a wild turkey sashay through the yard, stood quietly as silent herds of deer bounded by, adopted a stray kitten t

cybotot 02:51:59 AM Jun 08 2009

We have entertained people from at least a dozen different countries including Japan, Canada, Mexico, West Africa, Lebanon, India, Syria, Switzerland, Germany, and Brazil.. The kids have had homework study sessions and board game parties. We've had potlucks and picnics with croquet, bocci ball, water balloons,and bottles of bubbles to blow, badminton and volleyball games on the lawn or in the lake. On the 4th of July we set off small fireworks over the lake and children and teenagers twirl sparklers on the lawn, or catch fireflies after dark. We've looked for constellations, seen falling stars and gathered with our neighbors on the front lawn to watch the Hale-Bopp comet go by. And of course we've marveled at many glorious sunsets and fabulous double rainbows over the lake. We've seen the dog do a cartwheel in her excitement when a hot air balloon almost landed in the lake, and when a blimp slowly floated by a little to close to the treetops. I once caught such a large female black riv

cybotot 02:49:51 AM Jun 08 2009

and at prom time swap dresses with friends. A few sacrifices but our family has been able to walk out the back door to go fishing and swimming in the summer. In the fall we have backyard bonfires after the football games, scavenger hunts and the guys go hunting. In the winter we ice skate and play hockey and warm up with hot chocolate and home made banana bread in front of the fireplace. We feed bread crumbs to the ducklings and swan's baby cygnets in the spring and smile as rabbits lead their little bunnies across the yards. Our kid's friends know we don't allow alchohol, drugs or swearing, and expect good manners but that they are always welcome and they are often here. We will feed them if they are hungry and they can spend the night too. Every week we enjoy someone's company at our dinner table If not the kid's friends then relatives or co-workers. And between my spouse's customers and the kid's foreign exchange friends it sometimes resembles a microcosm of the U.N. We have enterta

cybotot 02:47:01 AM Jun 08 2009

The good old times don't have to be gone, you just have to be willing to go after them. I am raising my kids the same way I was raised, we married before they were born. We are still married through thick and thin, good times and bad. We go to church on Sunday mornings to give thanks and/or pray for help:) We scrimped and saved to buy a nice little house on a lake in a small town (where all the kids have ridden decorated bikes in the 4th of July parade, or marched with the high school band, ridden upon a float as a cheerleader, or football player or homecoming representative). but not too far from the city (so we could go to museums, the zoo, art fairs, ethnic restaurants, sporting events, concerts, etc.). We recently bought "new" second hand furniture from a relative for our family room as well as shopped and sold items (ahem - recycled) at garage sales. Our kids brown bagged a lot of lunches and we still buy clothes and shoes from the sales or clearance racks and at prom time swap d

davetheshopper 12:41:10 PM Jan 07 2009

I know nostalgia sells. I have been helping people visit the past since I was a 16-year-old high school student that did not like to mow lawns to make money. In May 1962 Sam Cooke was singing about “Having a party” dancing to the music played by the DJ on the RADIO. While radio disc jockeys previous to 1962 did "remotes” and did MOBILE events prior to the start of the Mobile Disc Jockey concept, they were RADIO DISC JOCKEYS moonlighting from their regular jobs. The Mobile Disc Jockey concept did not start in New Jersey until 1962. I saw Cousin Brucie, a legendary New York City Radio Disc Jockey, do remotes from Palisades Amusement Park a few years before 1962. He stumbled and fumbled and tossed it back to the station when he had a problem. When I began thinking about playing music for money I thought about Cousin Brucie at Palasades Park. I started playing music on these round black plastic discs called 45 RPM records, they had a big hole in the center and they were not digital,

budmax77 09:53:38 AM Jan 07 2009

Atlantic City, NJ where I was born and raised was an absolute wonderful place to grow up in. In the midst of the "Great Depression" back in the '30's, granddad used a horse-drawn wagon to distribute illicit rum fresh off the boat from Nassau to the multitude of speakeasies in town. That was BC (Before Casinos), and the World's Famous Playground invited tourists with the Boardwalk, beach, amusement piers, saltwater taffy, clean sea air, and super-size convention hall. Hot dogs or frosted mug of Hires Root Beer for a nickel. Movies or a pack of cigarettes for a dime. With only that much to my name, I'd buy a pack, and sneak into the theatre, walking backwards when continuous show would let out. Once called an alley, then a street, but now granddads old rum route is Maxwell Avenue. The good old days may never return, but shall live in my heart forever. Nostalgia sells for us old-timers for sure.

danmcgrew123 09:11:36 AM Jan 07 2009

Love the youngster's memories from post WWII; during the 1930s doing chores from 4 - 7:45 a.m., then ride the pony ful out to be at school by 8 a.m.Pony stayed in the fenced school yard.Boys filled the water bucket from the pump at the upper end of the yard, boys and girls facilities were in the lower corners. After school, walk across country to take over the team from our dads and plow or cultivate 'til dark, then do chores, scrub down with cold well water from the windmill, change, eat by kerosene lamps and fall into bed. Spring gather "poke greens" in a paper bag while driving the cows in at first light, then mother would make scrambled eggs with fresh poke greens home made bacon. Trackin' bees with tie pans of sugar water as bait, so I could find the bee tree and we'd have honey.Cleaning out a grain bin so a homeless family could have a roof and they could help during harvest. Setting up a wood stove for the mother in a lean-to away from the barn. Killing snakes in the hen's nests

brasscitytruckin 10:35:55 AM Dec 27 2008

We had it better then than our kids have now. I remember Tressy dolls where you pushed a button on her back and her hair would grow. Chatty Cathy dolls tumblelina dolls . I have a rottary phone in my cellar and some kids that come over can;t figure out how to use it. Walking home form school for lunch . We had no bussing we had neighborhood schools.Life was better .

livinginharmonym 01:33:56 PM Nov 21 2008

Yes, I remember the good old days----they really were great days whether you were rich or poor in money. Good friends, respect for everyone else, and the desire to live a good life were very important. People did have problems during those times, too, but they didn't seem to take out their troubles on everyone else. The music was wonderful and so was the home-cooked food. The air smelled wonderful after it rained and everything grew. Oh, yes, what a wonderful time to be alive!!

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