Listening to NPR’s This American Life, Ira Glass and the gang were chronicling the experience of summer camp. About halfway through the program, Glass provided this perspective (Italics are my emphasis):
“Most of this simply has to do with tradition. The special songs and ceremonies are a part of so many American camps, and not just because they’re fun. A camp director in Wisconsin told us. . .that financially, you cannot run a camp without lots of repeat customers. These traditions bring kids back, year after year. You have the kids singing constantly about their loyalty to their cabin-mates and their camp, you let them know about all the extra rites and priveleges and honors they’re going to get if they return as older campers. It is part of making the business run. And, in addition, it is part of what makes camp thrilling. It is using all of the stagecraft that all of the world’s religions have always used, the ceremonies, the chanting, the repeated words, the official honors and offices, but for an entirely secular purpose: to thrill children, to make them feel part of something big and special.”
Three female campers chimed in:
“I think it’s really an important part of camp. . .I like the traditions. . .you know what’s going to happen. You can trust things.”
“It’s expected.”
“I come back for the traditions. I expect everything to be here the way it was last year because that’s the reason I come back. If everything changed, I don’t think I would like it anymore.”
Does your brand do that? Would your customers say this about you?
Episode: “Notes From Camp,” July 4, 2010.
