Why we wear Red
The famous Gordy’s red jacket was first introduced in 1958. Ever since then, Fontana’s lakefront oasis has forever been associated with the compelling color.
Today it’s common to see, at least a few times a week, Tom Whowell, son of the late Gordy and co-owner of the joint, motoring around in his red Hummer with a giant water tank standing tall in the trunk. He makes his morning rounds, watering the red begonias and geraniums as Gordy’s employees and customers alike filter down to the lakefront outfitted in the eye-catching red hoodies, zip-ups, t-shirts, and swim shorts, all eagerly bustling towards the promise of a great day.
At first glance, red may seem the obvious choice for any entrepreneur looking to make a name for him or herself on Lake Geneva. Visually bold and in stark contrast to the abundance of cobalt blue lake and sky, red seems a safe bet to secure a distinct logo among any expanse of water.
But as it turns out, there’s more to the story.
The color red is often related to safety. If you’re out on the lake and you spy a red emblem, you are in good company. Chances are its either a Gordy’s vessel or a Water Safety Patrol cruiser.
Founded thirty five years before Gordy’s, the Geneva Lake Water Safety Patrol is a beloved institution with a mission, “to keep Geneva Lake safe and enjoyable for all”. Over the years, the organization has evolved from spreading the word about beach safety using a simple pen and paper, to now providing lifeguards, swim instructors, boat safety classes, and rescue and assistance services for lake-goers.
Gordy’s and the Water Safety Patrol both advocate and implement opportunities for strong public relations and fun but safe recreational activities on and around the lake. Given the longstanding amiable relationship between the two establishments as well as the tight-knit community this connection has built, Whowell refers to Gordy’s and the Water Safety Patrol as “sister organizations”. Gordy’s borrowed the WSP’s red as a tribute to the selfless and noble mission of the Patrol, signifying that they too would strive to uphold the same standard. Now, more than sixty years later, both organizations continue to promote a lake environment that is fun and safe for everyone.
Beyond the universal acknowledgement of safety, the state of Wisconsin’s roots run deep when it comes to the color red. The University of Wisconsin- Madison has boasted striking cardinal (also known as “Wisconsin Red”) and white colors since the 1880s. What’s more, Whowell just plain likes the color red. He shares that his alma mater, Wabash College, sports striking scarlet colors. He adds that, out of every other color, red is the one that stands out the most. Today, Gordy’s stands out as one of the most popular restaurants and attractions on Lake Geneva and one of the most successful boat dealerships in the country, having been inducted into The Boating Industry Hall of Fame for achieving #1 Marina/Dealership 2 years in a row.
Lastly, summertime in Lake Geneva means spectacular sunrises and sunsets. The sun dawns as a brilliant burning ember, its colors ricocheting across the calm ebb and flow of the water. By the end of the day, the sun morphs from a bursting yellow to a vivid coral to a beaming crimson, weaving across the sky and drenching the treetops just before the light trickles out of sight. In the fall, the trees hugging the Lake Geneva shoreline slip on ruby red leaves. And, of course, you can count on Mr. Whowell to water the rosy flora populating Gordy’s lakefront by the time spring rolls around again.
Red is a symbol of Gordy’s dedication to endorsing lake fun and safety, the Whowell family’s hard work growing and commitment to refining their multifarious business, and a big reason we all visited here in the first place and keep coming back: the beauty of Lake Geneva.
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