Anyone who has experienced Munich’s famed Oktoberfest knows one truth about the world’s biggest beer binge above all else: It’s damn hard to get into one of those tents on the Theresienwiese.
My brother and I tried a few years ago, standing in the rain in several endless lines for nearly two hours, thirsty, with my brother turning to me and finally asking a question probably not often uttered in late September in Munich: “What do you have to do to get a beer at Oktoberfest?”
Ah, memories. They came rushing back as I clicked into a Der Spiegel story on Oktoberfest Inc. that was pimped on the World page of the New York Times online. The Times for a while now has had a content sharing agreement with Spiegel, Germany’s most respected news magazine (which is trying to make inroads in the U.S. by publishing a very solid online edition in English).
The story recounts what a big, billion dollar business Oktoberfest has become, with more than 6.5 million visitors a year getting sloshed and doing stupid things (my brother stole a bike). It’s a really interesting, behind the scene look at what it takes to put the event on (one tent owner pays €2 million a year just to set up and take down his 9,400 seat venue, to say nothing of the €400,000 or so in other costs he absorbs for insurance, musicians, etc.).
But I still have a question, which I’ll direct to the Times: Why are you telling us all this now? The article is dated from last October, despite being hyped as “News from Der Spiegel” on the World page right now…in March. So it’s really late to be reading about last year’s Oktoberfest, and a little early to be reading set-up pieces for Fest ’08.
Timing is everything with newspapers. I wonder what editor made the call to re-print this piece now.