No matter what your take was on the publicity of “The Decision,” it has become universally accepted that bringing LeBron James to Miami to join Dwyane Wade and Chris Bosh would lead to a marketing blitz that we have not seen in basketball culture for some time.
Some over the top ticket promotions? Sure, that makes perfect sense to me. Hell, the Heat’s opponents are already licking their chops at the nearly guaranteed sell out when Miami comes to visit.
A few new LeBron/Heat inspired themes around downtown Miami near the arena? That is certainly an obvious marketing tool to enhance the basketball culture around the area.
But Heatmania is not just limited to the Miami area, it is spreading to all of Florida, and it is not limiting itself to sports themed locations. Some of the more absurd promotions were pointed out in USA Today:
Hungry? The LeBron Burger has been added to the menu at OneBurger in Coral Gables. It starts with Kobe beef (a nod to Los Angeles Lakers’ star Kobe Bryant, the leader of the two-time reigning NBA champions), with Swiss cheese, an onion ring (think championship ring) and jalapenos (for heat, er, the Heat).
Stressed? Get the “LeBroyal Treatment” for $149 at Seven Seas Aveda Spa & Salon at the Newport Beachside Hotel, a collection of six items, an homage to James’ new jersey. It features a massage, manicure, personal training session, jet-ski rental, gift package and to top it off, a six-pack of beer.
Sleepy? For $2,500 a night, high-end guests can enjoy the “Heat Suite” at The Gansevoort Hotel in Miami Beach, including a rental of a Ferrari F430, private cabana access, some of James’ favorite snacks and an iPod with his favorite tunes. The Hotel Victor will offer its $10,000-a-night penthouse to a randomly selected Facebook fan for $163, the Heat trio jersey numbers. Downtown Miami’s Epic hotel is offering season-ticket holders discounts, while the Mandarin Oriental will have “Live Like LeBron” weekends, including basketball-shaped cookies.
Those are only a few examples, and there are too many more to name in this piece. But it is fair to say that the economic impact of the new-look Miami Heat will create a new precedent in NBA culture.
In fact, it has been estimated that the trio’s collective financial impact on South Florida could exceed $1 billion. If it turns out to be so, then it’s not that bad a deal for a company that is shelling out $329 million to unite them.
Of course the greatest impact will be on the Heat’s season ticket sales. By the time “The Decision” was complete, the entire available allotment of season tickets was depleted. In fact, fans are putting down $100 non-refundable deposits just to get on the waiting list.
The argument that LeBron is “diminishing his brand” by heading to Miami is starting look a little weak considering the reaction that the fourth most populous state in the nation is having to his arrival.
But for us basketball heads, his brand has nothing to do with his legacy; and the only thing he can do to improve his legacy is to win. Win titles, and win them soon.
