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Page 33 text:
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problems in finding space to perform is gentrification”. Artists move into a declin- ing area and begin to re- vive old buildings, create cul- tural events, and attract shops, restaurants, and gal- leries. This makes the area move valuable and creates a housing demand for expen- sive homes, thus raising prices, and low-income artists can no longer afford to re- main. This happened in Tampa in several areas, including Ybor City, and performing groups had to move out. The Tampa Players found a home in UT’s Spartan Arms, the Tampa Ballet and Florida Orchestra The idea that artists must suffer to create has been around for ages. One reason for this superstition is the fre- quently deplorable state of the areas in which they have lived and worked. The need for inexpensive space with large floor areas and high ceilings has led many performing artists into abandoned commercial and industrial areas, or old ware- houses, which meet the provi- sions plentifully and cheaply. Although they provide per- forming space, these facilities are usually unsafe and uncom- fortable, and the artists have claim to moved into Falk Theatre and McKay Auditorium on cam- pus, and a small dramatic group, Ground Zero, moved into an empty building near campus on Howard Avenue. Last year, several changes af- fected the state of the per- forming arts around Tampa; UT sold Spartan Arms, and with it Lafayette Arcade, and the Tampa Bay Performing Arts Center was finished. These changes caused both relocation problems and bene- fits for the groups involved. With these changes however a new awareness of the arts grew, and with this aware- ness, a new appreciation for the arts. only a them. One of the most common
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Page 34 text:
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Grapevine Report: California Raisir Who would have ever thought that four animated raisins singing “I Heard it Through the Grapevine” in a construction worker’s lunchbox could account for the largest marketing success to hit America in years? Most agreed, only Americans could fall in love with animated, musical raisins. The California raisin commercials which became popular early in 1987 had increasing measures of success in 1988. Not only did this marketing bonanza boost the sales of California grown raisins, but it also opened up a whole new door for a wide range of promotional products. Dressed differently, each raisin had a distinct personality to match their indi- viduality. One wore colorful high top ten- nis shoes, another wore bright orange sun glasses, and the lead singer wore a bow tie. The remaining “Raisin Guy” played the saxophone, and from the look he had on his face, he put everything he had into it. The first substantial sign that the Raisin Guys” had made their way into the hearts of Americans everywhere was the appearance of little raisin guys all over the streets and at costume parties on Hal- loween night. Various versions of the cos- tume, most of which were homemade, could be seen all over the country. Soon, radio stations everywhere be- gan receiving multiple requests for the old Marvin Gayc song. The raisins had ar- rived. Although they were best known for their rendition of Marvin Gaye’s “I Heard it Through the Grapevine,” they also re- corded other hit songs such as La Bam- ba,” “When a Man Loves a Woman,” You Can’t Hurry Love,” and “Mony, Mony.” Their recordings were released by Priority Record Company on album, cas- sette tape, and compact disc. Believe it or not, but after the release of their album, a video was also released for “I Heard it Through the Grapevine.” The video was premiered on the new vari- ety show “Dolly” early in 1988. Clips from the video showed the enormous popularity and following of the group and featured the “Raisin Guys” in conference with President Reagan and General Secretary Gorbachev among others. With the increasing popularity of the California Raisins, promotional merchan- dise began to appear in stores everywhere just in time for Christmas. Among the items which could be seen in multiple store windows in any mall were t-shirts, sweat shirts, posters, plastic figures, and, even- tually, stuffed raisin men. These items sold fast and most stores had a difficult time keeping California rai- sin products in stock. In addition, the items were not cheap. A plastic figure sold for $2.99 and the small stuffed raisins were $13. Nevertheless, these were the ever pop- ular gifts of the 1987 Christmas season. Hardees, a regional fast food restau- rant chain, got in on the game, too. They began offering small, plastic “Raisin Guys” for $.99 with the purchase of any dessert or breakfast sandwich. Hardees ice cream sundaes had never been so popu- lar. They could not seem to keep enough of the raisin figures in stock. The promo- tion lasted for four weeks with a new figure offered every week. Each week. Hardees everywhere ran out of the little guys. Children of all ages were in love with the California Raisin Guys.” The market- ing venture had been much more success- ful than anyone had anticipated. Who knew what the future would hold for the industry. But the question remained as to how anyone could top animated raisins with high top tennis shoes.
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