Town and Country: Where dad jokes go to check in
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Only the finest dad jokes. Photos: Courtesy of Town and Country Resort
The cheesiest billboard in the city is alive and well at Town and Country Resort in Mission Valley.
The big picture: The old school resort used to display its dad jokes to cars on I-8, but after its renovation moved the sign to the lobby. There, the tradition lives on.
Catch up quick: In 2017, Town and Country was badly in need of renovations and social media wasn't kind.
- "I took a line from Don Draper in Mad Men, 'if you don't like what they're saying, then change the messaging,'" vice president and area managing director April Shute told Axios.
- She swapped the billboard's message about the resort's happy hour to "Procrastinators convention postponed."
What was next: "Archery tournament, free ear piercing."
- "Unfortunately, quite a few people stopped in to get their ears pierced," Shute said.
Shute changes the sign every week. Some of her favorites:
👶 "Why am I the only naked person at the gender reveal party?"
💩 "Never take a laxative and a sleeping pill in the same night."
🍹 "COVID spelled backwards is DIVOC as in where DIVOC is my margarita?"
🔥 "I lost all my weed in a series of small fires."
🍏 "Adam and Eve: First to violate Apple's terms and conditions."
🇺🇸 "'Crap! That's due tomorrow?' – Thomas Jefferson, July 3, 1776"
🚗 "Children in the backseat cause accidents. Accidents in the backseat cause children."
State of play: The jokes caught on, and social media turned around, Shute said.
- "People were suddenly talking about the sense of humor we had," she said.
Inside the room: The jokes also set the tone for the resort after its renovation.
- "Irreverent humor is one of the cornerstones of our branding, and meeting planners tell us they're not looking for boring or beige," Shute said. "Tech groups love something like this."