The Oakland Business Review reports that the Woodward Dream Cruise has hired a new PR firm to help them secure a title sponsor for the 2008 cruise.

Last year there wasn’t a title sponsor for the event who was willing to fork over the cash to earn the honor. Personally, I think the coordinators and PR people are looking at this event totally wrong. Sure it brings in almost 2 million people, but unlike events such as the Super Bowl, it doesn’t bring all that much money into our economy. In fact, ask any of the businesses along the Woodward corridor and they’ll tell you it outright takes it away. I know a lot of people who leave town during the Cruise. I also know that I’m not going to patronize a business along Woodward during the whole week of the Cruise. And that, my friends, is really unfortunate. 

As the article states, whether or not there is financial support the cruisers are going to show up. The financial support supposedly helps offset the costs incurred by the communities in which the Cruise affects.

Nice idea, but wrong approach. Asking a corporation for sponsorship is fine, but don’t expect to get it—especially in these economic times. I can’t really see a benefit in budgeting $100,000 to support a Dream Cruise that really attracts such a niche market. Niche products and companies don’t spend that much on branding. Maybe I’m not a car enthusiast, but it just doesn’t make sense. Clearly the fact that there isn’t a company jumping at the chance shows that these businesses tend to look at things like I do.

Now let’s look at another approach. Why doesn’t the Cruise charge a toll to the drivers? I don’t know what the magic number would be, but let’s say it’s $5. That adds up pretty quickly. Make it $10. Have people collect money at the main roads dumping into Woodward and give them a pass or sticker to place in their windshield so they don’t get charged twice if they leave Woodward.

I think the Cruise is a great idea, I really do. I just think it’s a waste of time and more money when you hire a consultant who will only spin (no pun intended) it’s wheels (again, no pun intended) trying to land a corporate sponsor that just isn’t there. The marketing opportunities and benefits to this area are not even close to being tapped. It’s not about grabbing a big chunk of money. It’s about excitement and people. Excitement and people translates into spending and more spending. 

So what’s the drawback here? I can’t think of any. In fact, maybe fewer people will go out cruising on Woodward who have no business being out there. (A 2008  Mustang shouldn’t qualify you as a legitimate cruiser—unless of course you p ay your fee) And with all that, maybe it will actually be a more pleasant event.