By Linda Kor–
As Holbrook’s Old West Days celebration heads into its 30th year, the committee that oversees the event decided it was an ideal time to give it a new look, a new attitude and a new name.
The annual event, held the weekend following the Fourth of July holiday, will now be known as Wild West Days and promotion of the event will be taken to a whole new level. In a meeting of the committee held on Oct. 4, Teri Walker of The Tribune-News unveiled a new marketing plan for the event that will promote Holbrook not only as a destination, but will allow the community to display its distinctive, eclectic style.
“This will bring Route 66 into the identity and allow us to carry forward all of the elements of our colorful Old West heritage,” stated Walker. “Replacing ‘old’ with ‘wild’ promises more energy and action, and appeals to a broader age range.”
Chamber of Commerce Director and committee chairperson Emily Wheeler initially expressed concern that changing the name would have the effect of making the community feel a tradition is being discontinued.
Walker explained that the new name would not change anything about what Old West Days has offered in the past, but would add new elements to the event. “There’s no real equity in the name outside of our community. Beyond Holbrook it’s a change that won’t be noticed, but will be an asset to marketing the event,” she noted.
The concept will continue to embrace Holbrook’s Old West past, but will add elements of the Route 66 era as well.
“The objective is to create a high-caliber, traditional event that draws local, state and regional visitation,” said Walker.
She explained how Wild West Days would build on the tradition of the untamed, adventurous, pioneering spirit of the Wild West and convey the evolution from those unruly, wild days to the American cool of Route 66.
The committee agreed to the change with the belief that each year the event could grow to include a broader venue and more elements, such as courthouse tours, a scavenger hunt, Western art displays, and heavily themed kids’ activities and vendors. New activities will meld with the existing elements of the western re-enactors, classic car show, races, rodeo and the expansion of the barbecue competition.
Last year was the first year that a sanctioned barbecue competition was included as part of the events and it was a great success. Wheeler told the group that she was informed of the likelihood that there will be 40 barbecue teams competing next year, more than twice the number on hand this year.
Wheeler announced the committee is in the final stages of securing a major meat sponsor for the event.
The committee is focusing on revising the event logo, and finalizing an expanded marketing plan and sponsorship program.
