X-Games. Detroit's bid versus Austin's bid.

This doesn't quite fit this blog, but I wrote about this a bit yesterday and it's still on my mind.  Both cities swung for the fences, looking to land the X-Games.  Both made fantastic presentations, and Detroit really went for it like a drowning man going for a life preserver -- because they really needed it. Austin was barely even concerned with it, most of the big push was done by corporate interests while the citizens were mostly of the opinion "if it happens, it happens."  I know, because I live in Austin.

So why did Austin get it?  And what can we take away from it?

Let's start with the videos.  Here's Detroit's.

It's actually really good.  It reminds me of Chrysler's "Imported from Detroit" Super Bowl commercial featuring Eminem.  I can understand drawing inspiration from that, it was the first time in a long time that Detroit could really celebrate being Detroit and it was immensely empowering.   This video really shows off Detroit and its beautiful ruins and shows how the X-Games could really rock this gritty, urban feel.  It shows the enthusiasm the people who live there have for the city and how they really want this and how they'll work their ass off to make it work.  It's a video from the heart and it really connects and it's great and wonderful.

If this had been the only video I watched, I'd wonder why they didn't get it.

The only problem is that Austin's is better.  Seriously, watch this.

Yeah.

The intro to the Detroit video is grit and gloom and beautiful ruins. It's a full minute and 40 seconds before anything exciting happens. It's got a cold sepia look to it that feels like winter is never going to be over and summer may never arrive. It certainly fits Detroit, but I wouldn't say it fits the X-Games.

The X-Games is all about flash and style and being hip and trendy and cool.

Oh by the way, guess what city is currently gaining a huge reputation for being hip and trendy and cool?  That's right, it's practically Red Bull Ground Zero around here. Guess what city really captured that feeling in their video? It starts off with trendy dubstep backing music and an edgy little intro. 10 seconds in, we're already seeing skateboarders and BMXers. People out in the sunshine having fun. It doesn't look like we're outside making the best of a bad situation, it looks like we're outside because that's where all the goddamn fun is. These aren't furry monsters in coats, these are fit, tan, toned, and beautiful people. We didn't make a makeshift BMX track out of garbage, that shit already existed (incidentally, I always forget about our downtown BMX park and apparently, it's really, really good). Wakeboarding? Shit, we do that year 'round. A minute in and it feels like I've already seen more action in the Austin video than I saw in the entire Detroit one.

Let's be honest, the Detroit video shows me an X-Games that I want to see on television. I really do want to see those ruins and watch people tearing it up. However, when I watch the Austin video, all I can think of is, why am I not out there doing that? I want to be there. I want to be those people. I want them to be my friends and come over to their house and drink their beer. Best of all, living here, I know that's my town. That's what it's really like here. Bring your shit here, because here in Austin, there's always a party and summer never ends.

So, what can we take away from this?  I'm not entirely sure.  The decision came down to a couple of things, primarily the character and attitude of the city.  It's not like Detroit could have been someone different.  It's not like Austin sold itself as something it's not.  However, there's a few things here. 

One, a big reason that the X-Games are coming here is because of that big nice racetrack east of town.  Without them, this literally would not have happened.  I say that because they're the ones who put this video together, and they're the ones who put in the long hours on the Austin campaign.  I'm also sure that some small part of the decision came down to the fact that the X-Games really wants to go play at premier facility not just in the United States, but the world.

Again, I'm not sure what Detroit could have done, it's not like they aren't trying to attract new businesses and new opportunities, it's just that so many of them -- like the X-Games -- are going to other cities.  Changing their image and their fate isn't going to be easy or cheap.  But at the end of the day, all the passion in the world isn't going to change anything if you don't offer someone a compelling reason to come and make an investment.  Maybe you're getting turned down for every job you apply for.  Is it because you're not trying hard enough and you don't have enough passion for the job?  Maybe.  But it could be that you just haven't put together a compelling enough package.   You can swing for the fences all day, and you can want it more than anything, but if you don't put in the time to build those muscles, your effort will be for naught. 

Let's talk about that package.  Detroit had a tough sell and they didn't get it done.  Why not?  I think it's because they looked at the image they want people to see when they think of Detroit -- a gritty place that's down on its luck but always comes out swinging -- and not what the X-Games wanted for a host city.  That image worked in the Chrysler campaign because you aren't trying convince people to move to your city, you're trying to convince them to buy a product after decades of substandard effort and economic adversity.  You're trying to say, "we've had our hard times.  We've made mistakes and we've paid for those mistakes.  But you should give us another shot, because we were great once and we know how to be great again.  We're gritty and not pretty, but damn it, we are some hard ass motherfuckers who know how to get shit done -- and we've done exactly that."   

That statement may or may not be true, but it damn sure sells a product.  I almost want a Chrysler after that commercial and I can tell you that their product isn't that good yet.  But that doesn't sell a city.  Nothing in that commercial makes me want to visit Detroit.   It makes me feel hopeful and proud for Detroit, but I'm not booking any plane tickets or packing any bags.  Copying from that commercial seems to make sense until you realize that you're selling a completely different product to a completely different crowd. 

The message in the Detroit bid video isn't even remotely the same message that the X-Games, and in particular, the Summer X-Games is trying to sell.  Detroit never thought about what the X-Games wanted, only what they wanted.   Next time you swing for the fences, think about what you're hoping to achieve and think about how you can show others how it's a benefit for them.   Austin never talked about how much they needed this, or how much they wanted it, or how it was going to benefit Austin.  No, they simply said, "here's how we can make your X-Games look awesome.  Come party with us."  As always, that's a message that sells.