FOUNDATIONAL NARRATIVE
Youthful Spirit
What do John Waters and Baltimore ’ s underground club scene have in common ? A youthful spirit , unencumbered by traditional understandings of what is “ correct ” for grown-ups . In Baltimore , age is a state of mind . It ’ s a place where you can paint your entire business in stripes ( Beyond Video ) or build a sculpture-car and drive it in a parade across town , across the harbor and then put it on display in a museum ( AVAM ). It ’ s a city where Opening Day is an unofficial holiday when businesses shut down , kids get pulled out of school and everyone convenes at the local watering hole before heading to The Yard . Puckish behavior that leaves the adulting behind and disregards outside approval has been cherished and celebrated in Baltimore for decades .
INSIGHTS FROM THE BRAND RESEARCH :
• “ Baltimore is a place where you can be whoever the hell you are .” — Gary Almeter , Writer
• Connecting with youthful experiences , and having spaces to make and manifest our desires without societal rules drives billions of dollars in tourism ( i . e . Disney , Las Vegas ).
• “ If [ John Waters ] cared about what the world thinks , he wouldn ’ t be who he is .” — John Frisch , Former Chair , Visit Baltimore Board of Directors
KEY MESSAGES :
• You can be yourself : You don ’ t have to be buttoned up to be taken seriously in Baltimore , and you don ’ t have to be cool to fit in . Enthusiasts and outsiders are applauded .
• Good ideas are welcome : You are not allowed this freedom of creative expression in other cities — you need reservations , permits and timed tickets .
• We create for the sake of creating : When you ’ re a kid , you don ’ t focus on monetary profit or impressing others . You make stuff simply to make it or because doing so makes you happy . In Baltimore , this simple state of being still exists .
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