John Y’s Musings from the Middle: Presidents’ Day

It may be time to consolidate national holidays–at least for February.

We Americans like our holidays–and like ’em big.

We talk a lot about humility and gratitude, but when it comes down to it…we really want to have a good time. In a big way.

We need holidays worthy of our time and effort.

February is national holiday rich but festivities poor.

Valentine’s Day is nice and sweet– but limited. There are no great Valentine’s Day books or movies or songs. No theme parks named Valentine’s Land. Not even a theme park ride. No special poem to say the night before Valentine’s Day. No event to dress up for….and no special meal around Valentine’s Day. And if more proof were needed, there’s no work day (and school day) off for Valentine’s Day.

As national holidays go, Valentine’s Day is an “under performer” In marketing terms, Valentine’s Day is neither a “cash cow” nor “rising star.” It’s not quite yet a “dog.” It’s just there. Every Feb 14th. With a card and box of candy. And disappointment for not offering more.

Of the two other February national holidays, President’s Day is the only one that offers a work day (and school day) off. That typically says “Something big is about to happen.”

But not with Presidents’ Day. It’s an honorable holiday and good patriotic pause….but talk about bait and switch. Sure, there’s the big day off but–think of it– Do you have a relative, friend who has a favorite story about something crazy that happened to them on Presidents’ Day?

I don’t.

I’ve experienced 47 Presidents’ Days and can’t say I’ve ever done anything interesting enough on Presidents’ Day to want to retell to others.

Whoever was in charge of marketing and planning for Presidents’ Day, let us down.

Presidents’ Day needs a new marketing gimmick or we may soon find ourselves at work and school that day.

Maybe we can come up with a Leprechaun, a Bunny, or fat old man in a red suit to help re-brand Presidents’ Day to make it relevant again.

And then there’s the third, and final, national holiday in February. Groundhog Day. No day off, no presents, no sweetheart candy. Just a morning spent waiting for Punxsutawney Phil to emerge from his burrowed hole to find out of he sees his shadow.

You read that right. I’m not even commenting on this one.

In business, where there are three lame business lines they can sometimes be consolidated into one strong business line. And that can apply to national holidays too.

I think.

There’s got to be a way to mix in a groundhog, cupid and romance, George Washington and Thomas Jefferson, and candy to create one off-the-hook holiday. It’s just a gut feeling I have.

But I see theme parks. Just need to work out the details.