Tote Bags Rocked, And Austin Pouted

May 16, 2006

Lubbock Avalanche Journal

Lubbock pulled off a terrific marketing coup in Austin at the recent five-day World Congress on Information Technology. And the weapon that was used to accomplish the triumph was, of all things, tote bags.

The $10,000 spent by the Lubbock Economic Development Alliance to purchase 2,200 tote bags that were given away to chief executive officers and academic delegates may turn out to be one of the most effective purchases ever made to promote Lubbock.

The red and black canvas bags promoted the congress on one side, but the other side read, "Lubbock Economic Development Alliance - Home of Texas Tech University."

The bags were a big hit with delegates and reportedly were spotted everywhere during the conference. And each one of the bags that was carried around effectively became a moving advertisement for Lubbock.

The giveaway was a smart move for LEDA - the city-appointed economic development arm - and one that put Austin into a snit. We very much enjoyed the coverage and commentary about the tote bag stir by Avalanche-Journal business editor, Chris Van Wagenen, beginning with his report of the Austin American-Statesman's article about Lubbock's tote bags that asked the question "Where's the burnt orange?"

Austin went on to pay LEDA the ultimate compliment by making a day-late-and-dollar-short copycat move of putting in a rush order for 2,000 tote bags to promote Austin. Imitation is the sincerest form of flattery, and let us just say that Austin greatly flattered LEDA.

And how about the comment by Austin City Manager Toby Futrell in the follow-up story about the city of Austin's decision to copy Lubbock? Mr. Futrell was quoted as saying whoever thought it was a good idea to let Lubbock hand out its tote bags "should have to spend a week in Lubbock."

We have no idea whether his tongue was in his cheek when he said those words, but we hope it was. Otherwise, chalk the comment up to the petulant words of someone who didn't know what he was talking about. And while we are on the subject, we would wager that more than a few Lubbock people who have endured the harsh summer climate of Austin for a few days would have considered it a punishment to have to go back.

In any case, LEDA again got the last laugh when CEO Gary Lawrence said he planned to invite the conference organizers and their families to Lubbock for a weekend.

The tote bags did a marvelous job of promoting our city, and, as Mr. Van Wagenen noted, the pouting about them in Austin focused all the more attention on Lubbock.

An American-Statesman columnist took his shots at Lubbock - calling it a "goober city" and saying it was a high-tech city because several people own extension cords and have garbage disposals. He mouthed that "any day you can get out of Lubbock is a good one."

But the columnist was right on target about one thing - he said Lubbock paddled Austin's fanny and made it look inept.

Yes, it did. Good job, LEDA.