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October 3, 2009
Sporting Strategy
New Jersey & Company
By Joseph Dobrian
This article features Nets President and CEO, Brett Yormark. Of course the focus is on the marketing of the Nets, but sometimes marketing can collide with reality.
This boilerplate quote from developer Bruce Ratner mentions "an arena and residential community" even though nobody can say when or if most of the residential units will be constructed. And, oh yes, let's try to connect the proposed Atlantic Yards land grab with the Dodgers.
“We are committed to bringing the Nets to Brooklyn and building an arena and residential community that will make the people of Brooklyn and the entire city proud,” says Bruce Ratner, chairman and CEO of Forest City Ratner Companies and principal owner of Nets Sports and Entertainment, LLC. “There’s a tremendous amount of excitement about the Nets coming to Brooklyn. For the first time since the Dodgers left in 1957, Brooklyn will have a major professional sports team to call its own. Our goal will be to provide our fans with a great experience in what will be the best arena in the world.”
And this paragraph says that Yormark ought to repeat his marketing performance of the last few years in Brooklyn, even though that period has been marked by plummeting game attendance and millions of dollars in losses for the Nets.
Most observers predict that if Nets’ president and CEO Brett Yormark can repeat in Brooklyn the marketing success he’s had in New Jersey, the borough could enjoy a level of regional prestige that it hasn’t seen in more than half a century. Many local businesses hope that Atlantic Yards will bring in more upscale residents as well as make the borough a magnet for fun-seekers throughout the Tri-State area.
The article reads like a marketer interviewing a marketer for marketers. Yormark fans should enjoy it.
Posted by steve at October 3, 2009 8:46 AM