What Tailgating Teaches Small Businesses About Building a Brand People Want to Be Around

On a college football Saturday, thousands of otherwise reasonable adults willingly wake up early, load tents, folding chairs, televisions, coolers, grills, generators, tables and enough food to feed a small army into their vehicles, then haul all of it to a patch of grass where they will spend most of the day.


In Alabama, we don't need to explain why.


Tailgating is part of the experience. For many fans, seeing the same people, eating the same food and following the same traditions are nearly as important as what happens inside the stadium.


From a business perspective, there's something interesting happening here.


People aren't returning to a favorite tailgate because someone ran a better ad for it. They come back because they know what they'll find. They like the people. They enjoy the experience. They feel welcome. Eventually, they don't need directions anymore. They already know where they're going.


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