“A rose by any other name would smell as sweet.” So says Juliet to Romeo. She wants him to know that she loves the person who is called “Montague” but not the name itself.
Despite Juliet’s perspective, the naming business is big business. Consumer products companies typically spend between six and twelve percent of their revenues on marketing. Launches of new products may demand more than twenty percent of revenues while upscale, high image consumer products may demand regular significant outlays to reinforce the branding of their products.
Marketing the Punahou Carnival has entered new venues since Punahou74’s day when Randi Pittman was running the publicity effort. Troops of students appear on local radio shows to spread the word. Public Service Announcements run on television extolling the fun to come. And there’s one tried and true Carnival marketing effort made that has stood the test of time: the assignment of a Carnival theme and booth names that reflect that theme.
The best themes easily conjure up their booth names. Some of my recent favorites have included 2014’s “New York, New York,” 2007’s “Toga Times: Our Big Fat Greek Carnival,” and 2004’s “Sizzlin’ Safari.” Don’t they just paint a picture in your mind? The 2013 Carnival wild west theme easily lent it to so many booth permutations that I assembled a blog post showcasing the variety that was up there. I was also tickled by the Punahou Bulletin’s description of the signage efforts that went into “That 70’s Carnival,” Carnival 2010. (Imagine, we are now so old that the 1970’s are considered an iconic era to be celebrated!)
Hey Baby, What’s Your Sign?
With broad brushstrokes and flashy hues, students transform giant sheets of paper into psychedelic Carnival banners and “That ’70s Carnival” comes alive. Some 20 to 30 juniors put on their painter’s pants and pour into Bishop Hall art room almost every Saturday from November to January to bring their spin to the ’70s theme. Peace symbols, smiley faces and disco balls set the tone while bright, bulbous letters tout groovy grinds. These far-out signs navigate Carnival visitors to their favorite booths: Flower Power (Plants); You’re the Bun that I Want (Hamburgers); and I am Not a Crook Books & Watergate Tapes (Videos, Books and Tapes). (Punahou Bulletin, Spring 2010)
Today’s Carnival booth signs are printed on vinyl and secured with grommets and rope to the booth face. In Punahou74’s day the signs were painted on a fiberboard that was nailed in place. Every year hours are spent developing the artwork, gathering the painters, and applying the color to the board. The result is a pun-filled artistic display that can be appreciated while roving throughout the Carnival grounds.
The theme of Punahou74’s Carnival was “Nostalgia.” With such a broad theme I wondered how well we branded our Carnival. What names did we give to our booths? Lori Ranada, Rosemarie Wong and Kathy Shiraki might know. They were in charge of our signs.
While I could find one photo of a booth sign (are there any others out there that can be shared?) I did find several of the booth names upon perusal of the filed reports. Take a look at what I found:
Jitterbug Jukebox (Records)
Johnny Angel’s Basketball (Basketball Toss)
Bee Bop Bean Bag (Bean Bag Toss)
Fish Bubba ba Bowl (Fish Bowl)
Baby, I’m A-Mazed (Golf Maze)
Teed for Two (Golf Putting)
Grab Around the Clock (Grab Bag)
Pink Panther’s Painting Palace (Body Painting)
Gus Greaser’s Gunky Goo (Splat Trap)
Rock ‘n’ Roll Bowl (Ewa Bowling)
Jughead’s Teatherball (Teatherball)
The Last Luau (Saturday’s Poi Supper)
Wimpy’s Hamburger Joint (Ewa Hamburgers)
Bogart Burgers (Waikiki Hamburgers)
You Ate Nothing But a Hot Dog (Hot Dogs)
Pop’s Ice Cream Shop (Waikiki Ice Cream)
Boogie Woogie Ice Box (Midway Ice Cream)
Teen Angel’s Teri-Steak Sandwiches (Teri Sandwiches)
Don’t see your booth name on the list? Many reports were filed without the listing the booth name! (Gotta fill out the whole form guys.) P.S. If you want to know who managed the aforementioned booths or even the booth that you managed click here.