Posts by rodfcua:
Apr
8
What may come as a surprise to some is the fact the B.C. Place might not be B.C. Place anymore. The stadium, whose name has remained unchanged since it was completed in 1983, is being renamed when the, “roof opens,” later this year. The estimated cost associated with the naming rights is approximately $2.5 million annually for the next 25 years. They had to make some of their (ahem, our) money back somehow right?
What may not come as a surprise is which company is close to finalizing a deal for the rights, Vancouver-based, Telus. I suppose it makes sense that Telus would try an negotiate this deal as competitors Rogers and Bell already have numerous arenas across Canada with their name on them, such as the Bell Centre in Montreal and the Rogers Centre in Toronto (where my Jays play!). I can’t help but wonder, however, what’s the big deal? Why spend all this money just to put your name on a building? I understand that the company will inevitably get tons of free advertising given the number of events held at the stadium and its prime location, however, a name isn’t going to make me go out and switch service providers.
So what is it that Telus is trying to do? It probably has something to with building brand awareness. One of my classmates highlighted the fact that just being aware of a brand can help facilitate a purchase. The more that people hear and see something the more they become familiar with it. Someone who is unfamiliar with the various service providers here in Vancouver may see the name Telus and conclude that it has certain attributes that make it valuable, given the fact that its name is on the biggest piece of concrete in Vancouver.
I can’t help but wonder, however, that later on this year when I go watch the Lions/Whitecaps play in September I’m going to walk past Rogers Arena, into Telus Place/Dome/Ginormous Piece of Futuristic Concrete, and watch the Whitecaps play with Bell logos on their chest. I might just have to go to WirelessWave to mentally prepare for all this branding.
PS. That was a joke about going to watch the Lions. I’d rather watch paint dry.
PPS. Look at that picture…man I love this city.
Apr
4
It is Monday April 4th, the day following what was supposed to be the event that resurrected an inactive fan base for the WWF, Wrestlemania. However, all this event did was dilute the wrestling brand even more than it has in the past decade. Anyone who followed the immense build-up to this event with the hopes that wrestling would revert back to its old ways was left extremely disappointed.
With finals season just around the corner I couldn’t possibly take the time to watch the entire event, however, I knew that The Rock’s main contribution would be held off until the end. I streamed the last bit of the pay-per-view online, a decision that I now regret.
As one of my friends said in his blog, “what did we really expect?” I think everyone (myself included) got so caught up in The Rock’s comeback that we never stopped to contemplate what we would really get from it. The Rock wasn’t scheduled to fight or do anything exciting, he was scheduled to host. There was a lot of back and forth “trash” talking between him and the other superstars, (who I won’t name because they are exactly what the WWF is now, insignificant) but other than that we weren’t guaranteed anything. The build-up, however, was too much. The Rock came out and did his thing for literally 5-8 minutes and that was it. The only real good that came from watching this online was me being relieved that I didn’t pay the ridiculous amount of $65 dollars to watch, which obviously was no indication of the quality. However, I’m still experiencing some serious post-purchase dissonance due to the fact that I wasted my time. I guess when it comes down to it I just feel let down.
This will be the last time I ever blog about the WWF because it is no longer relevant to me and hasn’t been for a while. The company made the choice to reposition (rebrand) itself years ago and now everyone around the world can accept the fact that the WWF will never be as it was before.
P.S. The Rock’s exact words were “I didn’t do this for the money. I didn’t do this because I have a movie coming out.” Umm I guess he did it for free and Fast and the Furious 19 isn’t coming out next month. Please.
Apr
1
It is opening day at the Rogers Centre in Toronto where my Blue Jays will play in front of a sold out crowd of close to 50,000 fans and I can’t help but wish I was there. I grew up watching my parents watch the Jays play religiously and have loved them ever since.
It is for this reason that when news hit that the Vancouver Canadians Minor League team would become an affiliate to the Jays that my excitement filled a room. This is the closest Vancouver will ever get to professional baseball (at least in my lifetime) and what better way is there to do it than to unite the only two Canadian baseball teams in both leagues.
The past 3 years I’ve had the privilege of working with the Canadians as I’ve played an active role on their merchandising team. I’ve used my experiences to learn more about myself and the world of baseball. One crucial piece of knowledge I took from my three seasons was the importance of knowing how to appeal to a niche market, baseball fanatics. There were numerous aspects that needed to be addressed prior to opening the store’s doors.
Product: Fans needed to conceive value in all our merchandise if they were to even consider making a purchase. At the end of the day I learned that fans aren’t particularly interested in any flashy products that take away from the simplicity of baseball. Instead they prefer basic products.
Placement: Layout was key in terms of knowing where and what to place in the store that would appeal to our customers. If it was scorching outside I knew to bring the hats and sunscreen to the front display to arouse some interest among the fans who didn’t feel like over loading on Vitamin D. Of course if it was cold I knew to throw a hoody on the mannequins and perhaps even where one myself.
Pricing: As mentioned before pricing tied in to the perceived value that our customers designated to our product and customer service. Although some products were a tad expensive, the general consensus from the fans was that our pricing was reasonable taking into account our costs. AND of course customer service was never an issue!
Promotion: I don’t know how many times I went around the stadium putting up brightly coloured signs that let the fans know what our “Game-day Special” was.
All these sort of technical elements were crucial in the stores success, however the lesson I value most is that of being able to relate to the fans. I love baseball. If I wasn’t working in that store I’d be out in the stands watching. Therefore when customers would come into the store I would never hesitate to start a conversation with them about anything related to the greatest sport in the world (hehe). I guess some would say this was an aspect of personal selling, but I simply took it as the opportunity to relate to people who love what I love.
Unfortunately the company I worked for has ceased operations and therefore I will no longer be a part of the Canadians. It is an odd feeling knowing that the season is just around the corner, yet I won’t be a part of what I consider to be the best part of summer (sorry PNE). However, I’m enlightened by the fact that I know I’ll be back at the Nat. Whether I’m an employee or a spectator, the Canadians are a team that I take pride in being a part of. This team deserves all the recognition they get and I wish them all the best in the subsequent seasons.
See you June 17th!
Mar
27
I recently read one of my classmates posts regarding Lupe Fiasco’s last album release which got me wanting to write the following post even more.
As of late all Lil’ Wayne has done is produced mediocre verses and songs that pale in comparison to his older material that fans like me fell in love with. With the upcoming release of his latest compilation, “Tha Carter IV,” I can’t help but wonder if his self-proclaimed reign of “best rapper alive” has come to an end.
There are times when I listen to his verses and just think to myself, “This is straight up nonsense.” It’s a shame because I’ve been a fan of his for so long. Not many can say they’ve sat front row in an arena of 18,000+ fans not missing one lyric during the entire 90-minute show. Not many can say that the top-25 playlist on their ipod consists strictly of songs by, or featuring, Lil Wayne. However, any sensible person who knows what Lil Wayne has done in the past and what he is capable of can say they are just as disappointed as I am. Looking at it through a marketing perspective, consumers can only stand loyal to a product for so long before they seek alternatives to provide the same benefit. I’m a loyal fan of Wayne, but as of late I’m not buying what he’s selling. With new upcoming artists such as Wiz Khalifa and J. Cole, who are putting out their best music to date, I’m beginning to wonder whether Wayne has any idea that he’s losing what was once one of the most loyal fan bases in this decade of music.
“Tha Carter IV” is set to be released later this year, however, if that album was set to be released next week I can honestly say I would not buy it. My perceived value of this album is just too small. I can only playback old songs so many times before I want to listen to some new material, however, this new material is simply sub par. Even if it was free I wouldn’t replay it.
Mar
27
Following Lil Wayne’s second platinum album, “Tha Carter II,” released in 2005 many people were left wondering, “what next?” Realistically speaking let’s stop and think at how many rap stars actually stick around for more than a couple years and make a real name for themselves…not many. So what did Wayne do to ensure that his name didn’t become a thing of the past? He revolutionized the world of mixtapes taking this form of releasing music to an entirely new level. Between 2006 and 2008 Lil Wayne released hundreds of songs and verses for free via the internet allowing people around the world to listen and download his music at no charge. Sampling is one of the most costly sales promotion tools, but is also one of the most effective. Lil Wayne spent hours of his time making music, and thousands of dollars on studio time recording it, but when all was said and done it was worth it. By making and distributing music he conducted a premarket test which allowed him to see how many people actually listened to and liked his material. Listeners around the world were able to sample his music and familiarize themselves with his genre and style and they soon came to realize that this music wasn’t just free, it was good.
When it came time to make a real studio album Lil Wayne already had a tremendous following made up of people who had become loyal fans without having to spend a dime. People like me around the world recognized what he was capable of and had fallen in love with his lyrical manipulation. “Tha Carter III” was released in June 2008 and sold over 1 million copies in the first week shattering the predictions of music analysts around the world. It is difficult enough to move 1 million albums in one week, but to have an artist accomplish this feat in a genre that has been constantly criticized for its inconsistency and lack of talent was that much more impressive.
This was only the beginning. Following this release Lil Wayne went on to sell out arenas around North America with his, “I Am Music,” tour, graced the cover of Rolling Stone Magazine not once, but three times, and was featured in, what seemed like at what point, every song on the billboard charts. There was no stopping him.
Mar
26
I have seen the Canucks, Giants, Lions, and even the old Whitecaps play live, but this game surpassed every single one of those experiences. The build-up to this game, like I said before, was huge. A 30-day countdown that saw Vancouver be taken over by Whitecaps logos and merchandise. I can honestly say I’ve never been in an arena where fan support was this overwhelming. The energy was high both on and off the field and when all was said and done every one walked out a winner (well maybe not the couple dozen Toronto fans, but c’mon…)
For one rare day in what seems like an endless winter the sold-out crowd of over 23,000 at Empire Stadium enjoyed a great game of soccer under clear skies looking upon a landscape of snow-capped mountains. The Whitecaps played well defeating Toronto FC 4-2, but it wasn’t the convincing win that made this game amazing. It was the energy of the fans.
As of last Friday the huge marketing campaign was basically over. The only request the team had of its fans was that they all wear white to the game to coincide with the team who sport their white jerseys at home. I was honestly expecting everyone to be wearing a white t-shirt, sweatshirt, or an old whitecaps jersey. When I showed up, however, it was what the Whitecaps referred to as a “Whiteout.” It seemed like every fan had on the brand new white jersey with the over-sized Bell logo on the front. The team could not have asked for anything better from the fans as they got exactly what they wanted. These jerseys don’t come cheap ($130), but this didn’t seem to matter on Saturday. It also seemed like I was literally the only one at Empire Field without a new Whitecaps scarf! It was pretty surreal seeing thousands of fans line up just to get into the team store. Once inside people were dropping money like it was nothing. Perhaps it was the setting, perhaps it was the few fans that didn’t get the whiteout memo, or maybe it was just the fact that all the merchandise is so darn nice that people like me just want to buy everything. Regardless of what it was and what it is, the Whitecaps are a hit.
Let me remind everyone of the fact that the Vancouver Whitecaps are a brand new MLS expansion team. I mentioned before that when they played at Swangard that they never lacked support from the 5000 or so fans that watched them play, but how on earth did this new team, assembled of basically random players from an unfamiliar league, gain so much support in such little time? As of last Saturday they had already sold 15,000 season tickets and were still expecting to sell more before this week’s upcoming game against Philadelphia. To me the answer lies in the fact that they did not disappoint. In every aspect including team play, merchandise, and fan appreciation (scarf/poncho/drum giveaways) the Whitecaps sealed the loyalty deal. With the experience they provided last week I can almost guarantee that every single person in that arena will attend another game.
Personally I wouldn’t trade the experience for anything. I was part of something special. I know right now we’re one week in to the season, and to base an entire teams success on the first week seems erroneous, however, there seems to be nothing but up from here. If I wasn’t a struggling student I wouldn’t even think twice about getting season tickets. I’ll definitely go watch them again this season whenever I can. The atmosphere is just incomparable. I encourage you all to do the same.
GO CAPS!
Mar
16
With just 3 days until kickoff the wait is finally over. The question is how many people have actually been waiting?
The last 30 days the brand new Vancouver Whitecaps team has gone what I like to call “beast mode” on their marketing campaign to countdown to this Saturday’s opening game. Landmarks around the city have been decorated in Whitecaps FC swag, promotional videos have gone viral featuring local celebrities such as former Canucks captain Trevor Linden and rock star legend Bryan Adams, billboards have gone up in the downtown core featuring the teams new look, and a 3D projection has even been displayed on the side of the downtown Sears. Now, with just three days to go all there is left to do is wait.
During the World Cup last summer I was on commercial drive as much as I could be at times getting up as early as 6am to catch the second match of the day. I witnessed the unique fan base that professional soccer has in Vancouver. The dedicated supporters dressed in their nation’s colors as they seemed to live vicariously through players like Lionel Messi, David Villa, and Cristiano Ronaldo. I’ve also been fortunate enough to work for a sports merchandising company which has allowed me to work with the Whitecaps in the past and consequently allowed me to be in the presence of the thousands of fans that supported them at old Swangard Stadium. The question this is leading up to, however, is will this team be anywhere near as successful as other football clubs around the world? Even simpler, will this team be successful?
I understand that it is difficult to compare Canada to nations in Europe and Latin America, where a huge portion of the population live and breathe soccer, but I can’t help but wonder. When David Beckham came over from Spain’s Real Madrid to join the LA Galaxy (MLS team) the amount of hype that was built in the US was tremendous. Many believed that he would single handily revolutionize soccer in the US, but did he? Not really. Don’t get me wrong interest in soccer in the United States did increase when he arrived, but it still isn’t (and in my opinion never will be) as popular as the professional sports that dominate the country, such as American football, baseball, and basketball.
Another question that arises about the MLS is that of quality. Having spent lots of time discussing the entrance into the MLS with soccer fans and other sports enthusiasts many seemed to come to the same conclusion I did about the MLS, it’s subpar in comparison to the excitement that define professional soccer in Europe such as the English Premier League and Spain’s La Liga. At times it seems like people (myself included) forget that hype can only take anything so far and for it to be successful it needs to deliver something of value.
All that being said, soccer is by far the most played sport in Canada and like I mentioned above the Whitecaps already have a loyal fan base. It’ll be interesting to see how things unravel for the team, and professional soccer for that matter. Regardless of the numerous questions surrounding their success, however, I’m very much excited for this Saturday’s game. It will be the beginning to what I hope will be an exciting and successful new era of soccer. I’ll be there, will you?
Feb
24
After a seven-year absence, “the most electrifying man in sports entertainment,” The Rock has come back.
In all honesty I haven’t sat down to watch wrestling in close to 8 years, but when word began circulating through Facebook and Twitter last week that The Rock came back I immediately sought to validate the claims. What people were saying was true and I was consequently filled with excitement, but why? I was 8 or 9 years old when I first started watching wrestling, so why as a 20 year-old did I immediately get excited? When I watched the footage of The Rock’s comeback and heard his entrance music I felt like a kid again. It reminded me of when I idolized The Rock. It reminded me of when I would be on the couch every Monday watching, “Raw is War,” and Thursday’s, “Smackdown.” It also reminded me of the ridiculous price of $21.99 I paid to see Wrestlemania at Silvercity.
Why bring him back? What the WWF (yes I realize that it’s the WWE now, but this is my blog so live with it) used to have was shock value. The story lines that the company developed moved onto territory that other programs hadn’t dared to touch. It was what became known as the, “Attitude Era,” and that is exactly what it was. It was violent. It was provocative. It was risky. It was entertaining. Somewhere in the mid-2000’s that shock value dissipated. Was it the fact that times were changing? Perhaps. However, I attribute it to the fact that wrestling’s audience matured. The WWF realized its fan base was decreasing and instead of continually trying to arouse interest in them decided to switch its target audience from 14+ to PG. It began to target a younger audience with its content and for the most part has remained successful.
However, like any other profit-seeking company, the WWF recognized that there was a market segment that, given the right approach, could be recaptured. The WWF knows how to sell, and what better way to initiate interest than to bring back its most iconic superstar the industry ever had. Fans grew up watching The Rock grow up. We saw him rise to the top of wrestling and become the face of the company, and then Hollywood. When he left there was a wave of disappoint and a void that could never be filled. After seven long years, however, the wait is over and older wrestling fans around the world can’t seem to stop talking about it.
Will, “The Great One’s,” return generate enough interest to resurrect an aging fan base? Will I order the upcoming pay-per-view in April where the Rock will make his return to the ring? Maybe. For now, even the mere fact that I (along with the millions…and millions of The Rock’s fans) am considering paying for something I watched as a child is proof that what the WWF is doing something right.
…The Rock has come back…home.
Feb
21
It is a commercial that begins with the image of the Tim Horton’s logo and phrase, “Our Passion Grows on Ice.” I must admit, I got teary-eyed the first time I saw this commercial and still do every time I see it, but why does it generate such strong emotions? My answer lies in the fact that in just one minute this commercial manages to make every hockey fan across the country feel as if they are part of something.
The commercial is narrated by a sincere voice which towards the end, if you’re not completely mesmerized by the hockey clips or reminiscing about memories of your own, you realize is the kid himself Sidney Crosby. The commercial shows footage of the multiple ways hockey is integrated into Canadian culture, from children putting on their skates, spectators cheering on those on the frozen pond, families and friends brought together for an evening, and even Crosby scoring his first goal. The commercial ends with Crosby lacing up and getting ready to play as he is today repeating the same simplistic phrase he uttered as a child,
“Wouldn’t it be amazing, getting up everyday, playing, doing something that you love to do?”
That wasn’t me who scored the goal in 1993 so why do I get so emotional when I see and hear this? Well, in just one minute this commercial has provided me with a sense of inclusion. It has made me feel like I am part of something that I share with every single Canadian, and rightfully so. I may not be one of the millions of children across the nation who aspire to be like Crosby, or the millions of adults who live vicariously through him, but I am Canadian and I am a fan.
It is because of this that every time I see the Tim Horton’s logo, I relate it to something I am part of and consequently something that makes me happy. I no longer think of it as “them,” being just another coffee chain. I think of “us,” as a nation sharing something special.
Jan
19
One of the numerous versions released to date.
Beats have successfully penetrated the audio industry previously dominated by big names such as Sony and Bose and shows no signs of slowing down. In 2010 upwards of 1.3 million units were sold, more than doubling sales in 2009. Priced at $349.99 many would look away in disgust at the thought of paying such an exorbitant amount for headphones. If the price is thought to be so ridiculous why has it become a common occurrence to see guys everywhere sporting these on their head or around their neck?
Since the original release of the “Studio” headphone in 2008 Beats has expanded their product line by releasing several versions of headphones in a wide array colors and styles. Each version of the headphone appeals to a different kind of person such as the “Powerbeats” which are geared towards athletes because of their in-ear design.
Beats headphones have had great exposure by being featured in a variety of music videos for popular artists, such as “Poker Face” by Lady Gaga and have even partnered with celebrities such as P. Diddy and Justin Bieber to design custom headphones consequently appealing to their respective fans.
Beats capitalized on their success and in 2010 expanded their product into a new market by partnering with Hewlett-Packard to launch notebook and desktop computers with increased audio capabilities.
I have sampled different versions of the headphones and was amazed by the high-power digital amplifier and powered noise-cancelling. Not only that, but they looked cool and have proven to be one of the most durable headphones on the market. Are these good enough reasons for me to purchase this product? As much as I want these I’m still reluctant to drop a pay cheque on headphones. Given their success, however, they sure have been good enough for millions of people.