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The Expert in Baby Boomer Travel

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White-cheeked Gibbons in the Bronx Zoo -- photo from Bronx Zoo

White-cheeked Gibbons in the Bronx Zoo — photo from Bronx Zoo

In a previous post on Re-Branding the Bronx, I talked about the challenges of finding ways to combat the “bad first impression,” as one image consultant put it, that many people have had about the Bronx in the past. When tourists decide where to spend their time in New York City, how many of them are scared off by lingering Bronx images of crime, abandoned burned cars, and Bonfire-of-the-Vanities-meets-Fort Apache-style scary neighborhoods?

Well, it’s a new day in the northernmost borough of the city, so let me reiterate some of the reasons to love the Bronx:

The Bronx Zoo — one of the world’s finest.

The Botanical Gardens — flowers and plants galore near the zoo, a great place to wander.

Wave Hill — overlooking the Hudson, this estate may be be the most peaceful spot in all of New York City.

Arthur Avenue — if you want authentic Italian flavor, forget Manhattan’s Little Italy and come here for the delis and restaurants.

City Island — as you drive out of the city north to New England, stop at this mile-and-a-half-long island (you’ll see the exit off I-95) for a sneak peek at what you’ll see along the coastlines of Connecticut, Massachusetts, etc.: marinas, sailboats, outdoor seafood restaurants, funky little shops…it’s a surprising departure from the city’s urban environments. A bonus is driving through lovely Pelham Bay Park to get there. Orchard Beach is nearby.

And if you love the Yankees (I don’t) and are willing to drop some serious cash, a game at Yankee Stadium.

With all that in mind, and inspired by one reader’s suggestion, I’ve come up with a few ideas for new slogans that the Bronx might use to attract wary visitors.  I present these free of charge to the Bronx Tourism Council (though if they’d like to pay me, that’s fine, too).

First, the reader’s suggestion. I chuckled at this one, facetious though it may be:

“The Bronx — Not As Bad As You Think.”

In a similar vein, we might suggest:

“The Bronx: There’s a There Up There.”

And:

“The Bronx: Isn’t It Time for a Second Impression?”

Finally, two more ideas. The first plays off the lyrics of the signature song in the classic movie “On The Town’:

“The Bronx Is Up!”

And:

“Head On Up to the Bronx: It’s the New North Star.”

Any more suggestions, readers? I’d be glad to pass them on.

And don’t forget to download my free report, “How to Ride the Coming Wave of Boomers,” available here. It’s all about the best ways to market travel to baby boomers — the biggest-spending group of travelers the world has ever seen.

 

 

2 Responses to Re-Branding the Bronx: Part 2

  • Next to Yankee Stadium on the site of the old ballpark is Heritage Field. They preserved the baseball diamond. So you can circle the bases, just like Babe Ruth! (Or for non-Yankee fans like Ted Williams once did.)

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According to government and private surveys:

  • Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
  • Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
  • Baby boomers (born 1946-1964) travel more than any other age group.
  • When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.

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