Reason for Season 2007

I can’t tell you how often someone asks, “What kind of a name is Reason for Season?”

Normally I just shake my head, make a “tsk-tsk” noise and mutter, “Silly Rabbit, Trix Are for Kids.”

Then that someone responds with something like, “Geez, you don’t have to be a jerk. I was just asking. And stop making that ‘tsk-tsk’ noise — it’s really annoying.”

I don’t mean to be annoying or a jerk; it’s just that laymen don’t always understand about mass marketing and I, a cynical journalist, don’t always care to explain. We call it Reason for Season because it rhymes, and phrases that rhyme are memorable; in part, because they are annoying.

Trying to explain how to use annoying marketing slogans becomes really annoying when you do it in a dismissive manner while going “tsk-tsk” and quoting from old commercials that featured a tormented cartoon rabbit addicted to sugary cereal and sadistic human children who refused to let him have any, not for fear he might contract diabetes, but because they felt exclusively entitled to the Trix cereal.

Seriously, we named this ultimate calendar Reason for Season because it welcomes the busiest six months of the year in South Florida. People in hospitality and tourism call it “the season”; everyone else just says, “Oh, great, it’s that time again, here come the %$#@ing New Yorkers.” If we were producing an issue that, say, heralded the apocalypse, we might call it “Reason for the Apocalypse” and include steps on what to do when spotting four horsemen flying through the air or frogs falling from the sky. (But it wouldn’t be as memorable because it doesn’t rhyme.)

So, with “season” in mind, our team of writers and interns consumed unhealthy doses of caffeine and assembled a giant calendar of events so that you, our dear readers, can plan your year out with a minimum of, well, annoyance. That means no “tsk-tsk” noises and no spoiled kids who think rabbits are not good enough to eat cereal. Instead, we’ve given you everything you need to know about everything that’s coming up.

— Erik Bojnansky

Reason for Season 2007 Credits

Contributing Writers: Josh Becker, Erik Bojnansky, Julia Carfagno, Rachael Lee Coleman, Lisette Gonzalez, Angie Hargot, John Hood, Paula Niño and Agustina Prigoshin

Coordinator: Angie Hargot and Agustina Prigoshin

Editor: Rachael Lee Coleman

Copy Editors: Mary Louise English and Ken Rivadeneira

Cover Designer: Michael Menchero

Calendar Designer: Simone Fong

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