Barclays Center Begins Marketing To L.I. Residents In Advance Of Islanders' '15 Move
Barclays Center CEO Brett Yormark is "featured in a video that will be sent to current Islanders season-ticket holders starting on July 1 along with the new marketing campaign slogan, 'Tradition Has a New Home,'" according to Arthur Staple of NEWSDAY. Yormark said that the slogan to promote the team's move from Nassau County to Brooklyn "came from many months of focus-group testing and communicating with the Islanders' fan base" on Long Island. Yormark: "When we did this deal with [Owner Charles Wang] two years ago, we started consulting with them to understand the hockey fan a little better, to understand what the Islander fan was really thinking. ... There is that hardcore fan base out there who cares about their team, who cares about the identity of their team and they didn't want it changed overnight. And you know what? I got it." The Islanders will keep their orange, blue and white color scheme, but fans can "expect a new third jersey that looks more like the black-and-white" Nets jerseys. Yormark said that he has "met with the adidas/Reebok apparel makers to start the third-jersey design process." Yormark is "very visibly spearheading" the charge by Barclays Center to "entice Long Islanders who have dedicated their time and money to the team to come to Brooklyn" when the Islanders begin playing there in the fall of '15. The first wave of marketing for the move is "aimed solely at Long Islanders." Yormark said that his group in the fall "will target Brooklyn residents who may be newer to the team and the game." Staple notes it is a "similar playbook" that Yormark "followed when the Nets moved from New Jersey to Brooklyn two years ago" (NEWSDAY, 6/24).