The previous year's design was a very complex and detailed illustration. For the 25th Anniversary, we wanted to go totally in the opposite direction to make this event simple, clean, recognizable and fun! ...what says "chili" better than a bottle of chili sauce? ...and since the Tabasco bottle in artwork has been done so many times, we wanted to use OUR personal favorite hot sauce ...Cholula as the recognizable pop-art icon. Some might make the argument this is a lazy solution, but when we came up with this year's slogan, "Bringin' the HEAT for 25 Years" we knew we had to use a chili bottle. We could have easily designed our own bottle of generic chili sauce, but we wanted people to look at the posters, t-shirts, tickets and aprons and say, "Hey, that's... uh, er, wait, oh yeah, The Chili Affair is back!!!" ...and the sub-slogan, "I Got Sauced — at the 25th Annual Chili Affair" solidified the decision. And since attendance was up 35% this year, we now know we made the right decision!