I'm not a news breaker or anything so I rarely ever wrote about what my sources shared. But now with a change in administration I feel as though Deep Throat has passed away, moving on to a better place.
And so I share the following Padres Marketing plan from 2011 . . .
Buoyed by the mantra "Believe", the 2010 San Diego Padres went on one of the most improbable runs in recent memory. As Padres fans continued to believe throughout the summer the team went into a 10 game swoon in late August and never fully recovered, ultimately losing the NL West in game 162 to eventual World Series winners, the San Francisco Giants. The Padres lost yet somehow fans still Believed. It was a winning slogan.
Moving into the 2011 season the Padres marketing department needed a slogan that could build on both the notion of Belief but also cater to the idea that 2010 was not a fluke and that there was more that needed to be accomplished.
Padres marketing mavens presented the following: 2011 San Diego Padres: Going The Distance
This new concept would borrow from the band Cake's 1996 breakout hit "The Distance".
Inspired by the uncanny resemblance between Cake's John McCrea and Padres closer Heath Bell executives looked to directly incorporate this coincidence into the marketing plans for the 2011 Padres.
There was also the symbolism of 1996 that the marketing team wanted to utilize. With Cake's song from 1996 being played in heavy rotation at the park the Padres could use it as a springboard for recognizing the 15 year anniversary of the 1996 NL West Champion team. While the '84 and '98 teams get regular recognition the '96 team is often forgotten. But in the proper context '96 was a necessary catalyst for the 1998 team's birth which ultimately lead to the construction of PETCO Park. 1996 was finally going to get its proper time in the sun.
Going The Distance would replace Believe as the primary Padres slogan and fans would receive a heavy dose of Cake's song when the Padres took the field in the top of the first and also after wins, replacing Macy Gray's Beauty In The World.
Part of this marketing ploy would also include a concert in the park during the summer of 2011 featuring Cake. During this concert the resemblance of Heath Bell and John McCrea would be played-up when Bell joined McCrea and Cake on stage.
The idea seemed rather brilliant. It was brought to upper management in late 2010.
I understand that it was considered but ultimately rejected at the end of the first week in December of 2010. This date represented the trade of Adrian Gonzalez and what appeared to be a massive overhaul of the overachieving 2010 squad. The Padres would be retooling in 2011 and the promotion of playoff aspirations by a team that would be clearly less than the sum of their parts seemed like a disingenuous message to sell to fans.
There was also the complication of Heath Bell himself. Scheduled to be a free-agent at the end of 2011 the likelihood of him remaining a Padre past the July 31st trade deadline did not seem plausible. Centering a marketing campaign around the resemblance of Bell and McCrea would be catastrophic if Bell were traded at the deadline. This issue was ultimately of less concern as the front office did not project the Padres to compete during the 2011 season and Going The Distance seemed too far fetched of an idea.
The plan was scrapped. The tentative appearance by Cake was cancelled and Dierks Bentley played the August 20th, 2011 concert at the Park in the Park.
The idea was creative. The idea was fun. The idea, in hindsight, was an impossibility. The San Diego Padres as constructed at that time would have been far too big of a gamble for such a marketing scheme. Going The Distance was too ambitious. Or was it?
What do you think?
