Predators' New Campaign Focuses On Fictitious “Smashville”

In an effort to increase attendance, the Predators will launch a new marketing campaign entitled "Smashville," and Predators Exec VP/Business Operations Tom Ward said that the effort "is a nod to Nashville's music heritage and the rough-and-tumble side of hockey," according to Keith Russell of the Nashville TENNESSEAN, who notes the team averaged 14,838 fans last season, down from 15,985 in '00-01. In the first of the new TV spots, which are set to debut Monday, "Smashville" is "introduced as a mythical town ruled by the love of hockey, 'where speeding is encouraged, shootings are a common occurrence, offensive behavior is embraced and disturbing the peace is a way of life.'" Starting this weekend, fans will notice a Predators billboard in Nashville that is "spray painted" to incorporate the "Smashville" name. Ward added that the TN DOT "is working with the team to install hockey-themed traffic signs, such as 'Zamboni Crossing,' throughout the arena this year to play up the theme." Meanwhile, the Predators are "pushing a 10-game Predators Passport ticket package to business customers that includes club level seats, parking and a buffet dinner at the arena's Jack Daniel's Old No. 7 club restaurant, [and] another 10-game Power Pack is being targeted for individual ticket buyers." Ward hopes that "all of the marketing efforts ... will help the team reach its goal of selling 2,000 new season tickets." Ward: "We're still digging ourselves out of a hole. That's why this season's sales are critical" (Nashville TENNESSEAN, 9/13).