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Businesses take on Burk issue
Stores, restaurants make sales off controversy
Posted: Thursday April 10, 2003 9:09 PM
Updated: Thursday April 10, 2003 11:29 PM
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The Cotton Patch employee Matt Biasiny models a "Martha Burk don't eat here" shirt that is on sale at the restaurant. The back of the shirt reads "Hootie do!" Jonathan Ernst/AugustaChronicle |
By Vicky Eckenrode
The Augusta Chronicle
At first, Bruce Freshley kept his opinion to himself.
While following reports last year about the campaign against Augusta National Golf Club's all-male membership, the co-owner of Doris Diamonds was definite about which side he supported.
It wasn't Martha Burk's.
He realized there was a difference between telling friends where he stood and telling customers.
"Oftentimes, politics and business just don't mix," he said. "You are invariably going to offend somebody, and the goal of business is to offend nobody."
But eventually, he and his brother-in-law and partner decided to take the risk and held a pre-Christmas "Martha Burk" Sunday sale during which only men were invited. Women were allowed to come, but only if accompanied by a man.
"The point of the event was not as much to do business but to make some satirical commentary over Ms. Burk's efforts, which we still see today as quite silly," Mr. Freshley said.
While Doris Diamonds was one of the first local businesses to use the controversy as a marketing maneuver, it was not the only one.
As Masters Week closed in, more businesses began selling anti-Burk items out of their restaurants and shops. Other places allowed their sales people or servers to wear "I support Hootie" buttons or "Hootie 4 President" T-shirts to back Augusta National and Masters Tournament Chairman Hootie Johnson.
The Boll Weevil Cafe served as the site for a Women Against Martha Burk protest this week, and Fat Man's Forest has sold its own T-shirts for months, including one that says "Misters, The Tradition Continues."
Combining business interests and political or social stances can be a risky move unless the owners have a good sense of how their customer base will react, said Pam Ellen, an associate marketing professor at Georgia State University's Robinson College of Business.
"If you believe that most of your customers or good loyal customers are supporters of the stance, then making a political statement really doesn't offer much of a threat," she said. "However, if you're wrong, you have to deal with the consequences."
Based on how quickly the merchandise is moving, it appears that support might outweigh the risk.
The Cotton Patch's owner, Bryan Mitchell, began selling T-shirts and hats out of his restaurant last week. He has sold nearly 200 of the shirts, which read "Martha Burk don't eat here" on the front and "Hootie do!" on the back.
"Before I could even get them out of the box, I sold half the hats I had," he said.
Mr. Mitchell said that before he ordered the items he briefly considered whether they would alienate any customers, but he thought not many residents or visiting golf patrons would be offended.
"If they are, then I'd have the same feelings for them as I do for her," he said.
Copyright 2003 The Augusta Chronicle. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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