USG shirts Absolut-ely in question

Happy Valley is "a superb college town, founded on good people, great football and the best drinking around" -- at least according to the printing on the Undergraduate Student Government's new "Absolut Happy Valley" T-shirts.

USG has sold the $10 shirts, which spoof the well-known Absolut Vodka bottle design, since about Thanksgiving to raise funds, said Melissa Merkel, USG business director and designer of the shirts.

Since then, the shirts have drawn criticism from the University administration and the University Commission for Prevention of Alcohol, Tobacco and Other Drug Abuse.

USG President Jaime Desmond said USG tried not to make a big deal of the shirts, advertising them only through a bulletin board in the HUB basement and by word-of-mouth.

The commission, which is made up of students, faculty, staff and community members, decided last Wednesday to write a letter to University President Graham Spanier indicating their concerns about the shirts, said Maureen Gaffney, commission chairwoman.

"The initial reaction was that the shirt did not speak to the culture of the community," Gaffney said.

The commission's two major concerns about the design were the shirt's portrayal of State College as a drinking town and USG's failure to consider students under the age of 21, said Natalie Croll, assistant director of health promotion and education for University Health Services and a member of the committee.

When considering the design, Desmond said USG was careful not to infringe upon any University trademarks or to link the University with drinking.

It's an easily recognized design that stands for the fun atmosphere of the community, not just the campus, Merkel added.

"We think Absolut stands for more than alcohol," Merkel said.

Croll said she understands the design was probably a business decision based on what would sell the most shirts, but said it supports a cultural assumption that football, friendship and excessive drinking go hand-in-hand.

"Am I extremely concerned about the message it expresses to the community? Yes," Croll said.

William Asbury, vice president for student affairs, wrote in an E-mail that he has asked USG leadership to rethink the appropriateness of the shirts, but he won't tell USG to stop selling the shirts.

USG is trying to sell off the remaining shirts as quickly as possible, but doesn't view its decision as a mistake, said Beth Seigley, USG chief of staff.

In addition to the "Absolut Happy Valley" bottle and description, the shirt design has the words "100 (percent) College Proof" and a shot glass with the initials "HV."

"I don't think that's the message I want sent out about the community where I live," said Ellie Beaver, executive director of the Centre County United Way, also a member of the commission.

But the success or failure of design is up to the students USG represents, Beaver said. "The students will be buying it or not buying it," she said, "and that's how they'll vote."