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Daily Blah for... Tuesday, July 01, 2003

Mo' Mobs
Some more details on the whole mob thing, and then I'm clocking off for the night.

First of all, it seems there's an appropriate level of confusion over what to name these Dada-ist groups. I've seen "Inexplicable Mobs" and "Flash Mobs." I like the latter. Flash mobs, like flash floods. To the clueless downtown public who witness them, they appear from nowhere, gather for ten or twenty or thirty minutes, do something wacky, then dissolve as quickly as they came, like a force of nature. We seem to be riding the crest of the flash mob wave right now. There's the aforementioned Flash Mob group in New York (photos of the whole Love Rug thing here), which is about to do its third gathering tomorrow in Grand Central, plus one in Minneapolis, and a weird Agent-Smith-from-the-Matrix one in Tokyo.

Secondly, San Francisco's first attempt at a Flash Mob sucked. I showed up at the bar a few minutes early, contrary to instructions, thinking I'd set the "before" scene in journalistic fashion. The quiet before the storm, etc. I sat at the bar and ordered the special, a $2.75 margarita. The guy next to me, doing shots, berated me for getting it frozen rather than on the rocks. The appointed minute came. And went. A geeky-looking couple in pony tails crept in, looking nervous. More followed over the next few minutes. I recognized one person. Eventually we had a grand total of sixteen -- critical mass enough for us to recognize each other, but barely enough to beat the number of regular patrons, let alone pack the place out or start working on our "cocktail chain" shtick. SantaCon this wasn't.

A bold attempt, nevertheless, on the part of Rob Zazueta, the cheery web development guy who set this all up and vowed to keep trying. A few more days, a few more hours, and the network effect may have kicked in. The 4:46pm thing was a little weird, we all agreed -- not the best time to try to get people downtown with bang-up-to-the-minute efficiency. And perhaps next time we could do something a little more imaginative, along the lines of the Love Rug. This, after all, could easily have been a promotion for the Gold Dust Bar and its cheap margaritas. Not that cheap margaritas are a bad thing. The world needs more flash mobs, but it could just as easily do with more cheap margaritas. You think if I keep saying the name of the drink enough times, eventually someone will bring me one? Frozen, please. Not on the rocks.


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