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Deodorant co. sponsors event in nation's armpit
By Associated Press, 5/12/03
BATTLE MOUNTAIN, Nev. -- It didn't take a deodorant company long to hear opportunity knocking after a magazine dubbed this northeast Nevada town the nation's armpit.
Old Spice deodorant has agreed to sponsor Battle Mountain's "Festival of the Pit" from Aug. 15-17 under a new name: "Old Spice's Festival in the Pit."
In response to the Washington Post Magazine article, the town last year launched the quirky celebration, with events such as a deodorant toss to replace the old-fashion egg toss.
The company plans to spend about $75,000 on the festival, with events such as an armpit beauty pageant, a sweat t-shirt contest and a "quick-draw" antiperspirant contest.
Old Spice plans to hold the festival annually in the town along Interstate 80 about 220 miles east of Reno.
Shar Peterson, executive director of the local Chamber of Commerce, said the town is coming together to support the festival after initial mixed feelings over it.
The town has erected billboards along I-80 reading "Battle Mountain, Voted the Armpit of America by the Washington Post," and "Make Battle Mountain Your Next Pit Stop."
In the humorous magazine article, Gene Weingarten chose Battle Mountain for the armpit award, citing what he described as its "lack of character and charm," its "pathetic assemblage of ghastly buildings and nasty people," and its location "in the midst of harsh and uninviting wilderness."