While the Penguins are trying to become the first Stanley Cup champion to repeat since '98, the objective for the club's marketing group is to "put as much effort into creating a memorable event as the Penguins' show on the ice," according to Kevin Allen of USA TODAY. The Penguins began showing playoff games on the big screen outside of PPG Paints Arena in '08 after team VP/Marketing James Santilli "witnessed a Bassmaster fishing tournament showing the weighing of fish" on a similar type of screen. For tonight’s Eastern Conference Quarterfinals Game 5 against the Blue Jackets, fans will "begin staking out space" at 3:00pm ET for a 7:30pm start. Season-ticket holder Jackee Ging said that the Penguins have "created a new generation of younger fans with their efforts." Penguins President & CEO David Morehouse has "made it his tradition to wander into the crowd to give away two free tickets inside the arena to randomly chosen fans." As important as the big-screen tradition is, it is only "one element of playoff planning." Banners are "placed all over the city." In this round, "bus trips and plane trips to Columbus were planned." Promotional T-shirts and towels have to be "ordered for every game, even though no one knows how many games will be played." This year, the Penguins worked with Dick’s Sporting Goods to have 40,000 team yard signs "distributed around the area." The Penguins have 150 corporate partners, and Penguins Senior VP/Sales & Broadcasting Terry Kalna said he knows it is playoff time when “every single partner is totally available to come to whatever you invite them to" (USA TODAY, 4/20).
