A short history of Adelaide

I am in Adelaide for a few weeks - sucking up the atmospherics and other things.  My transport is my trusty Strida boat bike.

Am not a big fan of the place but I am in awe of the marketing guru's who have so successfully managed to insert their hands into the wallets of the locals.

Back in the 1990's the locals were consumed by football.  Crows and Port Power players were local hero's - and their supporters spent thousands on merchandise, local games and trips to away games.  Football is an industry that was created by marketing.

Ex Premier Mike Rann once famously said that the collective IQ of both Adelaide and Melbourne increased when Port played in Melbourne and their fans followed them to the away game ;-)  And all the sages nodded and pocketed the proceeds.

But things have changed a bit - these days football doesn't have quite the same cachet - anything to do with the scandals?  The locals have found a new passion - cycling.

Actually it looks and feels like cycling - but its not cycling as many of us know it.  This is cycling that is built around the "Tour Down Under".  Cycling that involves big brands, expensive carbon bikes, heaps of padded lycra and cripple boots.  And it has all been created by the marketing guru's.

All because ex Premier Ranny paid his mate Lance Armstrong about $9 million to front up and be the Adelaide "Tour Down Under" poster boy.  Lance was once a hero in this town.

And it's become spectacularly successful.  So successful that most locals between the ages of 18 and 35 now own an expensive bike and kit with all the trimmings.  The local bike shops have become big and profitable as a result.  One of the very obvious changes since I last paid attention is that many more females have joined the ride.

And what a ride it is - Adelaide is now cycle town.  A great demonstration of the power of marketing.