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Monday, March 17, 2008
Are You Lucky? In Love With Money?
There was some talk about St. Patrick’s day being moved to March 15th this year, but I have enough trouble with Easter and Thanksgiving floating around the calendar that I'm happy to keep St. Pat’s on the “traditional” day: the 17th, i.e. today. I’ll forgo the typical omphaloskepsis about how they change the color of beer to focus on something much closer to my heart: the color green.
You may have noticed that the Eminence Luxury Services logo is green. As it happens we’re also the only place in Las Vegas where you can rent a green Lamborghini, rent a green Ferrari, rent a green Maserati, rent a green Viper, or even rent a green T-Rex. (There’s some debate around the Eminence office about whether the Maserati Spyder qualifies as green. The official paint color is named “verde mistral”, which would imply greenness, but to looks more “teal” to me. For the record, my views on this topic are not in the least biased by the fact that when the Spyder came off the truck I was told that it was absolutely the last green car I was allowed to purchase.)
So what’s up with all of the green? I’m not Irish, and even though I get to drive a lot of (green!) cars, I’ve never considered myself particularly lucky (n.b.: that my name is Jonah has nothing to do with this; I completely disavow any potential “not lucky complex” that may have been attributed to me on that front). With a fleet that averages less than 20mpg, it’s probably a surprise to no one that our “green fleet” doesn’t play into the Eminence marketing campaign in the way all of my environmentally conscious friends from school might hope.
No, the bottom line is just that I like the color green. I don’t think anyone can truly claim to know why they like a particular color; I can’t even claim that I believe we all agree on how we interpret different colors. I’ll leave the arguments about the philosophy of perception, naïve realism--and particularly the “Theory Theory”--to those better qualified than myself (such as, say, my father). As I mentioned in last week’s post, one of the nice things about owning your own company is that you have the opportunity to shape said company to fit your individual tastes. I like green, so Eminence likes green; end of story.
Except it’s not quite the end of the story! If you’re not a fan of rationalization, or you’re nearing the end of your coffee break and should really be getting back to work now, it's probably time to move on to something more interesting. Might I suggest you check out the Double Fine Action News, courtesy of my friend Tim Schafer, a man both much funnier than I and with a last name that matches the Eminence Luxury Services street address for pronunciational ambiguity.
One of the things we pride ourselves on at Eminence is our unique and exclusive fleet. We pride ourselves on having a distinctive fleet, so we focus on every detail when we select a new vehicle, and that includes obsessing about which color. There are various places in Las Vegas where you can rent an exotic car, but while they seem to be happy to offer the standard silver, black, and red, we want to be different. According to the latest DuPont Global Color Popularity Ratings for Vehicles, only 1-2% of vehicles on the road are green. We believe our clients value being part of an exclusive group, and by providing dramatically different looking cars we give them the opportunity to loudly make that statement.
See, not rationalization at all; it’s completely well thought out and logical. Oh…did I mention that green cars look really, really cool too? Or that we also have an amazing purple Lamborghini? Perhaps those will be topics for a different day. Does anyone know if there’s a holiday that emphasizes purple? Now a purple beer…that would be something worth some serious navel-gazing!
Posted by EminenceLuxury at 2:30 PM
