TODAY is significant for many reasons, but allow me to raise three to your attention. Today is a trilogy of celebration and a showcase of marketing and promotion.

In order of youth, we observe today the running of the Daytona 500, Valentine’s Day and the Chinese New Year.

Daytona International Speedway will host the 52nd Daytona 500. The race is promoted as “The Great American Race” and by most fans is considered the “granddaddy” of NASCAR auto racing. The race is tremendously exciting and a tribute to automotive technology. The major car companies — Chevrolet, Ford, Toyota and Dodge — have their cars on the track and ready to race. Because of the cost of racing and the marketing opportunity, the automobiles, teams, drivers and support operations are covered in corporate advertising. The cars and drivers are 200-mph rolling billboards.

Of particular note this year is the arrival of Danica Patrick, who on Saturday made her NASCAR debut. You may remember her from her drives in the Indianapolis 500. She is not the only female driver, but in the world of auto racing, it is a big deal to have a driver from one racing association drive in another.

The jewelry, flower, greeting card and candy companies will not let us forget that today is also Valentine’s Day. The day is associated with love, sharing of items and remembering how important those we love are in our lives. Now is an excellent time not only to remember those people popularized by the jewelry companies but also to consider others. Our aging neighbors, aunts and uncles, parents and those friends we missed from the holiday greeting card list could use a little Valentine’s Day love. Additionally, a gesture on your part to your customers and staff would go a long way. When was the last time you received a little Valentine’s card or candy?

Last and perhaps most significant, today is the first day of the Chinese New Year. According to most scholars this year is 4707 and is recognized by the Chinese zodiac as the year of the Tiger. The formal name of the year is Geng Yin. The Tiger is the sign of bravery and is the third sign in the Chinese Zodiac. The ancient Chinese admired the Tiger as the sign that keeps away the three main tragedies of a household — fire, thieves and ghosts.

Celebrations, festivals and feasts will occur around the world with Chinese families and communities. Your local newspaper will have a listing of events in your community that will provide a valuable cultural experience for you and your family. Fortunately for many of us, most Chinese restaurants are open on the Chinese New Year’s Day and many offer specials during this season. If you cannot attend a cultural event, perhaps dinner will get you started for this year.

This is a day for business. Your local floral shop is waiting to brighten your day with the color and fragrance of flowers. Hopefully, you have sent and received a greeting card, delivered by the Untied States Postal Service. If not, you still have time to send a greeting electronically via a number of online greeting card companies.

The technology and science of the American and Japanese automotive industries will be on vivid display. Set your viewing device to record so you can watch the event later this evening. Venture out by attending a Chinese cultural event. If you do not understand the language, don’t worry. It doesn’t matter. What you will understand is that the Chinese culture is deep in many ways, and your experience will be rewarding.

And don’t forget the fortune cookies. We will all need the courage of the Tiger this year. Continued...

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Cornell Wright is the owner of The Parker Wright Group Inc. in Stratford, a management consulting firm. He can be reached at 203-377-4226 or cornell@parkerwrightgroup.com.

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