The Five Dollar Shake

The other day, in an effort to wean myself off the political crack I’ve been smoking in ever-increasing amounts, I was scrolling through a gallery of photos. It was an attempt to motivate myself to maybe take a picture again someday. Anyway there I am scrolling away,  every once in a while stopping to click on a picture that grabbed my attention. I started wondering what is it about a particular photo that reaches out and triggers something in the brain? All the photos were technically accurate and well done. Many were similar scenes or subjects. Why does one out of many grab you?

It would be a curious experiment to take a hundred photos and let a bunch of independent folks pick their top 10. How many people would pick the same list? There’s something about that “it” factor that’s so hard to quantify. We know it when we see it, but none of us can explain exactly what “it” is. Probably because it is often different for everyone. This applies to art, music, food, writing…

I don’t know what the right word is to describe this phenomenon. How does one restaurant or bar capture that vibe or buzz, where a very similar one a block away sits empty? We have a local business that, after a gazillion (I’m too lazy to look up how many) years, is closing at the end of the summer. This place is basically a “beer garden”. It’s way out of the way. A limited menu of mostly fried food and simple non-craft beer. A run down, biker bar looking place, with nothing more than a giant dirt “patio” and a bunch of rickety wooden picnic benches. It does not have one element going for it that would indicate any possibility of success. It would be listed under marketing 101 as exactly what not to do.

During the summer months – packed. Score of cyclists make it an end of ride stop. It’s practically a requirement to go there after floating the river. Flotillas of people make multiple pilgrimages there every summer to drink beer and bake themselves in the dust. How is it possible that a place like that creates a vibe that works, without advertising, and the fancy new million dollar brewpub downtown goes out of business in six months?

It’s a strange thing. The marketing folks spend a significant portion of our GDP trying to artificially capture or create it. Sometimes they get it right. At the risk of the implying to the Taylor Swift army that they’ve won the battle, her new ad spot for Apple struck me. It’s simple, unexpected, and funny. Why did that ad grab me and not the 2.7 million others we see on a daily basis?

As is the on-going theme of my life, I have very little point to this. I think it’s worth spending time looking at art, or writing, or something outdoors, and trying to figure out of all the images we see each day – which ones grab your attention? Now go find more of those.

VINCENT: Did you just order a five-dollar shake?
MIA: Sure did.
VINCENT: A shake? Milk and ice cream?
MIA: Uh-huh.
VINCENT: It costs five dollars?
MIA: Yep.
VINCENT: You don’t put bourbon in it or anything?
WAITOR: Nope.
VINCENT: Just checking.
_____________
VINCENT: Can I have a sip of that? I’d like to know what a five-dollar shake tastes like.
MIA: Be my guest. You can use my straw, I don’t have kooties.
VINCENT: Yeah, but maybe I do.
MIA: Kooties I can handle.
VINCENT: Goddamn! That’s a pretty fuckin’ good milk shake.
MIA: Told ya.
VINCENT: I don’t know if it’s worth five dollars, but it’s pretty fuckin’ good.