What'll You Have? The Paradox of Choice

It has been debated, as of late, if Barry Schwartz's Paradox of Choice theory is actually a myth, rather than a renowned decision-making and behavior theory. So the theory goes, Americans are more lonely and depressed than ever, because we have too many options to choose between and care too much about what everybody else has and what we don't have.

As I've mentioned before, most of my regulars are consistent, consuming the same food and beverages, come hell or high water. However, these "regulars," I speak of know who they are, The youngest among them are in their thirties. They've experimented, chosen poorly, and finally settled on what they know they like.

The patrons I meet that seem confounded by the Paradox of Choice are young and dumb. And I wouldn't attribute this just to the fact that they haven't been "around the block." If someone aged 21-28 walks into the Crystal and seems unsure, I can confidently say that I can choose better for them with just a few questions than they can choose for themselves, based on what I know we offer and my established perceptions and experiences. Perhaps this can be linked with a younger generation being more susceptible to FOMO, pressure from peers and society, and a greater concern for how one is perceived, both in person and digitally. I'm not sure I'm proud to be a Millennial.

Paddleboarding, Katabatic Brewing Co., and Mark's In & Out, Livingston, MT

One of my goals for this summer is to paddle board as often as I can. Costco has paddle boards on sale for $500 and I'm just itching to buy one. Paddle boarding has all of the allure of floating, but its more versatile, better exercise, and you can travel longer distances in shorter periods of time. It's a lot harder to drink a beer on a paddle board than it is in a tube, but that's probably a blessing in disguise.

My favorite paddle boarding excursion last summer was on the Yellowstone River outside of Livingston, MT. We put in just a couple miles down Highway 89 towards Gardiner and put out on Highway 89 past the White Sulfur Springs exit at the first fishing access. It was an awesome stretch, with both challenging and easy moments.

On our way home, we made one more stop in Livingston at Mark's In & Out. Mark's In & Out is an awesome little drive-up burger joint that's only open in the summer. Their prices are next to nothing and their food and milk shakes are heaven, which is why there's always a long line of tourists and locals alike.

This year, I'll also stop at Katabatic Brewing Co. Katabatic Brewing Co. is the newest brewery in the Greater Gallatin Valley. It boasts a solid and diverse selection of brews, defining itself as "rugged yet refined." It's located in a beautiful space, with plenty of tables, exposed beams and brick, a garage door, and plenty of art and architecture to admire. It also allows dogs. I'm by no means a beer snob, nor do I consider myself a connoisseur, but I like beer and I might drink a few from time to time. Katabatic's beer has what I've described as a "velvety mouthfeel;" maybe they use a water softener in their brewing process? I queried the bartender and she attested that they use plain tap water. After asking my fellow patrons, they agreed on the "texture of the water;" however, I wonder if this is due to the "herd effect," or because Livingston's water actually feels and tastes different. In any case, go to Katabatic next time you're in Livingston. You won't be disappointed.

Potosi Hot Springs, Naked Old Hippies, and The Pony Bar, Pony,MT

The first time I traveled to Potosi Hot Springs, night had already fallen and we stumbled along blindly, searching for adventure and new experiences. On the trail, I coincidentally came across two friends, who advised us to continue no further. "Too full," they said, "naked old hippies they said," "tea cups of ether water," they said. We forged on, despite the hot springs full of ether water drinking, naked old hippies that were monopolizing the modest hot springs. Did we strip down, jump in, and grab a tea cup? OF COURSE. NOT. We turned around, walked back down the trail, and on to the Pony Bar. Local favorite Montana Rose plays there on Sundays, if you're lucky, and the Pony Bar is famous for its summertime "Duck Races."

I have since been back to Potosi and camped for two days and I have only good things to say. For such a small feature though, I think this is an example of the "tragedy of the commons." Though I'd love to go to Potosi Hot Springs frequently, I know that by limiting my visits, I put less burden on the surrounding ecosystem, less wear on the trail and dirt roads around Potosi, and incur less negative human effect on the water in the springs and the vegetation around it.

Where No One Knows Your Name

In an age defined by unhappy comparisons, confounded by social media and the "fear of missing out" (FOMO), we should all just go to the White Sulfur Springs Rodeo and gain some perspective. No one cares who you are in White Sulfur Springs, or who you're not, and neither do you. Your Snapchat Story does not need to be meticulously updated, not that you would have the time or 4G LTE service to accomplish it, anyway. The Spa Hot Springs Motel is full of character and the staff and other patrons don't care how loud you are, how much money you have in the bank, or if you went to the gym yesterday. What do the people in White Sulfur Springs care about? Your good time. To quote Jeff Bebe of Almost Famous, "I get people off. I look for the guy that isn't getting off and I make him get off." The bartenders in White Sulfur Springs will invite you to their homes, let you drink their whiskey, and literally take the shirts of their backs when you beat them in a 4am dice game. There is only one choice in White Sulfur Springs and no one cares what it is.

Sir Scott's Oasis and The Broken Arrow, Manhattan, MT

Sir Scott's Oasis is famous for once telling Jane Fonda to "get out," after some less than diplomatic comments about the Vietnam more. Despite this affront to acting and aerobic fame, The Oasis is alive, well, and delicious as ever. Not much has changed, from the vinyl tablecloths, to the pickled vegetable tray served at the beginning of each meal. Their incredible prime rib still comes in a puddle of thick au jus with all the fixings. For such a modest atmosphere, their menu also boasts $55 Surf and Turf and $65 Caribbean Lobster tail. For the handful of times I've eaten a magnificent dinner at The Oasis, I've never seen either of these options served, in my party or otherwise. I wonder if these items "anchor" the menu, so-to-speak, to nudge patrons that spending $30 on a steak is not only rational, but moderate. Whatever the rational, go to Sir Scott's Oasis and order the prime rib.

As you're revived from your food coma, stop by The Broken Arrow a little ways East down the street. Try your luck at their six shake-a-day pots, many worth as much as $1000.

The Ascent of IPA

Week after week, we sell more Vigilante IPA than any other beer at Bridger Brewing Co. In the microbrewery world, IPA's are king. Bozeman Brewing Co. has Hopzone, Madison River has Hop Juice, Outlaw has their Passive Aggressive Pale Ale (P.A.P.A.), and national breweries are coming out with new and exciting extra pale ales, double IPA's, and experimental IPA's. According to Dan Conley, of Community Beer Works in Buffalo, NY, the popularity of IPA's is because, "they taste good, they're advanced, they have lots of flavor, and science!" Thinking about consumer behavior however, makes me wonder if the ascent of IPA is due to popularity, hype, and irrational fallacies. In any case, "Homer" sure does enjoy a pint of Deschute's Fresh Squeezed IPA and doesn't much care if it's rational or not.

Come Here Often?

So I work at The Crystal Bar and Bridger Brewing Co. I know gaggles of regulars-their names, preferences, place of work, significant others, and what they ate for dinner last night. One thing can be said for nearly all regulars: they're consistent with what they eat and drink. Consumers become overwhelmed with too many choices and default to what they already know, or in this case, what the bartender already knows about them. In a bar full of thousands of possibilities, why do we sell more PBR and well whiskey than anything else, when both options are relatively mediocre? In a restaurant with hundreds of pizza combinations, why do we sell more pepperoni and meat-lovers' pizza than any other style? When in doubt, we stick with what we know.