The Superbowl is upon us and I have finally crawled out of the fetal position after the Detroit Lions second half implosion in the NFC Championship game when they were crushing the 49ers and then lost the game in about 10 minutes. I suppose I am relieved to not have to feel guilty about trying to scrounge up the means to attending the actual game in Vegas. Instead, I’d rather tell you about a memorable trip I took to watch a Super Bowl. Note that this was not to attend an actual Super Bowl, so don’t get too excited here.
The Dig Inn
If you find yourself travelling across the vast American plains and detour off the interstate to the rural, no-stoplight-town of Reinbeck, Iowa, you will encounter one of my shimmering contributions to the graphic design world: the big, round, neon sign for The Dig Inn.
This sign beckons all who wander down the not-so-bustling Broad Street to this wonderful establishment full of records and beer which is the brainchild of my good friend, Ben, whose family has lived in the area for years. After a few decades spent in Chicago, Ben moved to the town with his equally wonderful wife, Holly, to take over the family plot and he needed an outlet for his boundless creativity and charm. He is a casual “farmer” of sorts, but Ben is far too social to tend to the fields solo all day. Thus, the Dig Inn was born. Ben called me up for a logo. I happily obliged. It makes a solid sign, but it really makes a good t-shirt.
Ben is equal parts artist, ombudsman, and maître d'. He makes art. He makes music. He makes computer problems on your Mac laptop go away. But most of all, Ben makes friends wherever he goes. He also sees opportunity where others don’t. So when Ben wandered down the quiet streets of “downtown” Reinbeck—past the Napa Auto Parts, past the El Camino Mexican restaurant, and past Trunck’s Country Foods—Ben saw potential for a record store. Well, a record store with a really great bar inside.
Upon entering The Dig Inn, you are embraced by its cozy touches and and nostalgic good vibes. Of course there’s a record on. Anything from Beck to Black Sabbath to Captain Beefheart. If I had to guess I would say the furniture skews 60s and 70s. A tin ceiling reflects an array of Christmas lights, neons, and vintage bar signs. Walls are covered in taxidermy, gig posters, painted landscapes, and framed dog portraits. Ledges hold lava lamps, Pez dispensers, toys, trinkets, and baseball cards. There’s a rack of records, a faux fireplace, a disco ball, and Ben’s proprietary Flip Bin.
Prior to Ben setting up shop, there was some minor competition in town on the bar front, but it was rather downtrodden, and it’s safe to say that no records had been sold in Reinbeck for half a century. It didn’t take long for every vinyl fan, microbrew hound, Lions Club member, plumber, laborer and thirsty farmer to figure out that Dig Inn was the place to be. Some families bring their own meals in for dinner. Bands from all around play on the back patio. Every brewery in Iowa has had a chance at the taps.
A few years ago, some friends and I surprised Ben by showing up unannounced at The Dig Inn to watch the Super Bowl. We met the locals, took turns behind the bar, and watched the game until the end when no one wanted to leave. I couldn’t help but wonder what the hell all these people had done on a Sunday night before Ben opened the Dig Inn.
Also, if you happen to read this today, Happy Birthday, Ben!
Items encountered at the I-80 Rest Stop
A1 Socks
Exhaust Pipes
Bulk Cheese Balls
Bass Slippers
Fur-lined moccasins
Potted Kittens Shirt
List of football terms that make for a fun drinking game
If you’re looking for a way to spice up the Super Bowl viewing experience, below is a list of the terms that you may hear the broadcaster say during the game. Pick one or all of these and make it a drinking game. You could simply drink every time an announcer utters the word “pocket,” or make a checklist using the following words and see if you can cross each one off during the telecast.
Three and out
Clock management
Establish the run
Blitz
Long snapper
Penetration
Special teams
False start
Target
Convert
Tight end
Field goal range
Four down territory
Keep the drive alive
Anticipate
Secure the edge
That was an epic trip! I sense a Wally’s Truck Stop Flag post in my future!
another winner, Ryan - so much fun to read.