The Cost of a Beer

I was out for a friend’s birthday at a downtown Edmonton establishment on the weekend. The three of us each ordered a sleeve of their brand name beer for the $3 happy hour price. My friend’s drink came looking like diluted apple juice (and apparently diluted apple juice would’ve tasted better). When he told our server this, she politely said “I’m sorry you don’t like it, but you’re still going to have to pay for it.”. It got me thinking about the actual cost of the beer. Was it worth it for the bar to do this when the sleeve probably cost them 30 cents?

Let’s say three friends and I head out 4 times a year to catch up and watch sports. If we chose this place, and we each spend $30 a visit so over the year that’s a total of $480 we would’ve spent. I’m sure that amount won’t make or break this bar, but we could choose to spend it with them or not.

Is it worth 30 cents for there to be a question in my mind as to whether I’d want to go back or refer it to others? Is it worth 30 cents for the brand risk of me telling people that the product they serve isn’t very good and they won’t stand by it? Was it worth 30 cents for us to second guess our choice to go there and whether to switch venues?

The story could’ve been very different. Our server (and I’m not blaming her, she was good and was just doing her job) could’ve been empowered to invest 30 cents and say “I’m sorry to hear that. Let me get you something else that would you prefer. This one’s on us, but let’s pick you something new.” That would’ve changed the story. We instead might’ve stayed longer or ordered more. I’d also likely be writing a very different blog about how a spot in downtown Edmonton took care of us and understands marketing.

Many of you are probably saying “Geez Doug, it was a $3 beer, suck it up” and you’re right. It’s not about the $3 it cost our table. It’s about the message. It’s about the bar not considering how to turn those 30 cents into a positive story – to one people will talk about and share. Marketing in any business isn’t just about the stories we share, it’s about the ones others share for us. And those often don’t have to cost very much.

A Question's Echo

In the spring of 1999, my uncle suggested that I apply for a couple sets of sport internships being offered in Canada. One was with Major League Soccer and the other set with different global sporting organizations. Ultimately, I interviewed and got a call to spend six months in Belgium. I said yes and off I went to Brussels to work with the International University Sports Federation (FISU). While living there a colleague, who has become a good friend, invited me to join the roller hockey team he managed (as a good Canadian is wont to do). It was an easy decision for me, but an important one. We played about 45 minutes from Brussels and twice a week I would drive with him or take the train out to Loverval. I’d practice or play in a game and spend the night there getting to know his family. It was one of the best parts of my Belgian experience.

A handful of years after living there, my friend’s youngest son decided to come to Edmonton to spend a year of high school here. A couple years after that, the son of someone I had played with also made the decision to come to Edmonton for a school year. The fact that I lived here, as did a FISU Vice-President, lent comfort to both spending a year across the ocean.

There has been an echo to my uncle’s inquiry. It has rippled across the ocean and changed the trajectory of others’ lives, and still impacts my own to this day. I’m sure it wasn’t my uncle’s intent, but it demonstrates the power we all possess with our questions and ideas. The more we share, the more we influence, and the wider and longer that impact can be felt.

Olympic Intangibles

The Olympics are over now for a week (and the withdrawal is real!). Brilliant performances again shone a spotlight on the incredible athletes of the world. This doesn’t, however, take away polarizing opinions around the Olympics. It’s easy to point at the flaws in the event at the top of the global sports heap, and in fairness there are many to point out. What the Olympics do offer us is two key things that we need more of in our world.

Togetherness – An early memory, if not my first, was as a three year old being asked by my parents to attend track and field at the 1978 Commonwealth Games. I declined, not out of disinterest, but because I wanted to watch at home with my grandma. Despite it being the only live sporting event I’ve ever turned down, even at 3 I knew something big was happening in my city and we together were part of it. Like few things, the hosting of international sporting events has a unique ability to unite cities. Cities and citizens collectively take ownership of showing off the best of their city and welcoming visitors. It’s a team effort of volunteers, businesses, spectators, and others.

Additionally, no matter where the games are, countries come together. Nationwide conversations update everyone about the latest medal winner or outstanding performance. And I have yet to mention the most obvious example which is how the Olympics unites the world’s athletes. Sportsmanship across borders, fierce but friendly competition, and lifelong friendships between people from oceans apart are all part of the unity that occurs and is often overlooked.

Futures – It’s hard, if not impossible, to put a price on that moment someone feels inspired by seeing the Olympics (or another major international event) or an Olympian. Whether it leads to someone becoming an elite athlete, trying a new sport. or even someone like me who’s been inspired, and fortunate, to work in international sport, the Olympics have a unique ability to chart new paths for millions. When Edmonton hosted the 1983 World University Games, I couldn’t get enough and knew I wanted someday to partake, whether as a volunteer or something else. Seeing those events led me to being part of the 2001 World Championships in Athletics. My future was changed because of Edmonton hosting those events and I’m confident I’m not in the minority.

Having now worked at multiple international events, including those same World University Games, the part I look forward to the most is that indescribable feeling you have being in a city where they’ve collectively embraced that something big is happening. You can’t put a finger on it, or its value, but it’s there. Instead of emphasis on all the Olympics’ challenges, I’d love to see more focus on these unique and valuable elements it has that brings the best out of our world.