AARP Targeting Boomers
Foreigner’s Kelly Hansen (left) and Mick Jones at Harrah’s Lake Tahoe on the AARP Anniversary Tour.
In the last edition of Generation Boomer, we published a column that this year AARP is celebrating 50 years of service in America. Founded in 1958, the organization has served people 50 plus for dare we say - generations.
Today, AARP has more than 39 million members. And while many of us reluctantly open that letter inviting us to join, AARP still manages to find us anyway on our 50th birthday.
AARP is working to bridge the gap to younger generations, and as the world is defining what it means to be 50, so is AARP. Beginning last April, AARP presented a 15-city “Legends of Jazz” tour. In May the tone switched to rock. Like so many of the casino’s in downtown Reno and Lake Tahoe, marketers are drawing baby boomer entertainment to reach this growing population. This summer, Northern Nevada boomers were treated to concerts featuring Boston, Judy Collins, Steely Dan, and Ringo Starr, while AARP sponsored “It Feels Like The First Time” tour with Foreigner, bringing their 15-city tour to Harrah’s Lake Tahoe.
“We have revived their career,” said AARP past President Dr. Erik Olsen. For lead singer Kelly Hansen, the trade off was mutual. “They (AARP) are looking to connect to younger people. We’re helping do that.”
The It Feels Like the First Time tour is indeed giving boomers a chance to embrace their youth. It is not unusual to see concert goers in their 50’s and 60’s dancing in the aisles. AARP says the organization received such positive feedback about the concert series that it went one step further, teaming up with Foreigner to launch the promotion, “Air Guitar for My Guitar,” an air guitar and lip-sync competition.
families to unleash their inner rock star and celebrate our 50th anniversary with us in style!” said Emilio Pardo, EVP and Chief Brand Officer, AARP.
Foreigner performing at Harrah’s Lake Tahoe in May, 2008
Competitors in the “Air Guitar for My Guitar” contest will vie for the chance to win Mick Jones’ autographed custom Gibson guitar and a trip to Honolulu, Hawaii to party with the band on New Years Eve. “We cannot wait to watch the videos,” said Mick Jones, founder of Foreigner. “I’m sure that we’re going to see some fantastic air guitar players who’ll look even better up there than some of us. It really is a great idea.”
For the rest of the story and details for the competition, click www.winmickjonesguitar.com/. AARP will present Foreigner’s It Feels Like the First Time tour at the following locations.
- Sept. 18 - Saratoga, CA, Mountain Winery,
408-741-2824 - Sept. 23 - Salt Lake City, UT, The Depot,
801-456-2888 - Sept. 26 - Spokane, WA, Northern Quest Casino,
509-340-6700 - Oct. 17 - Lincoln City, OR, Chinook Winds Casino,
888-244-6665 - Dec. 31 - Honolulu, HI, Sheraton Waikiki, TBD
Concert guests - Phil Shapiro, Promenade on the River, Larry Weiss, Sanford Center for Aging, Connie & Chris McMullen, Generation Boomer, and boomer Marta Malone