Reaction in Fort Wayne (Kind of)

Naming rights for the new ballpark in Fort Wayne -- much like the new ballpark in Fort Wayne -- have drawn reactions.

Who gets the first say?

A prominent consumer advocate doubts the community benefit of a non-profit health system buying naming rights to a stadium.

Parkview Health will spend $300,000 annually over 10 years for the privilege to call the home of Fort Wayne’s minor league baseball team Parkview Field.

“There have to be better things to spend $3 million on than that,” said Dr. Peter Lurie, deputy director for the Health Research Group at national consumer group Public Citizen. The money would be better spent on unmet medical needs, he said.

Lurie described Parkview’s plans to offer outreach programs such as blood drives and other health screenings as window dressing. At least advertising through other media, such as print and TV, conveys information about services being provided; this just promotes name recognition, he said.

Yep, advertising to fans at a baseball game will do nothing to convey ''information about services being provided''. Those fans are just "window dressing". Being fair here, the gentleman quoted above is not quoted as saying "window dressing" by the writer. It just seems that way. But, that won't keep me from using that phrase later in this post.

One other thing. I'm just a baseball announcer, but Dr. Lurie is based in Washington, D.C. Is he a Fort Wayne native? Does he know the ins and outs of the Fort Wayne market? Is he familiar with this particular project in Fort Wayne? I don't know.

But, popping his name and Public Citizen in a google search brings up a lot of national issues and -- at least on the first few pages -- nothing specific to Fort Wayne. Something that I just find...interesting.

Who else do we have?

The president of Fort Wayne-based Neighborhood Health Clinics Inc., a Fort-Wayne based non-profit clinic, didn’t fault Parkview for affixing its name to a baseball field. Parkview contributes funding to Neighborhood Health.

Given the size of the organization and the amount it spends on advertising, Mary Haupert said, it’s appropriate for the organization to take this step to raise its profile.

That's it? No quote from Ms. Haupert in the story? Probably couldn't come up with anything snappy like "window dressing" in her quote.

Parkview and the soon-to-be-renamed Fort Wayne Wizards will collaborate on numerous health-related initiatives at Parkview Field, the hospital said.

That includes health and fitness education and activities; blood drives; cholesterol, blood pressure and other health screenings; tobacco cessation; trauma prevention; and bicycle safety and other safety education programs, as well as promoting healthy food choices developed by Parkview nutritionists and the Parkview Heart Institute.

“We want to help ensure that Harrison Square is successful and serves as a springboard for future projects,” Perlich said. “This will result in a stronger economy and a stronger health system.”

But, don't you see! That is all "window dressing". Better to just slap the name on the stadium and we'll see you in ten years.

“If they’re expecting to get revenues out of this, I would think they’re going to be disappointed,” said Daniel McQuiston, marketing professor at Butler University.

Given the details of the deal, McQuiston perceived the move to be more public relations than advertising. Insofar as it will provide funding for the team and capital improvements, he thought it noble – something that could increase good will among the community.

It could raise Parkview’s profile, he said.

Are they expecting to get revenues out of this? Going back to the original story I found this...

Mike Packnett, Parkview Health's president and CEO, said as northeast Indiana's largest employer, it is important for his company to be involved with a project he believes is critical to the area's future.

"I don't know of a more vital project for downtown Fort Wayne, the city of Fort Wayne and the entire region," he said of Harrison Square. "This must be a success."

and this

Packnett said he understood that he might get some criticism for spending money on a downtown ballpark. But he said the investment fits the corporation's goals of being a good health provider and of being a good corporate partner. He said he hoped the project would spur other investment in the area, which is important for health care.

"We know we can only be a strong health system when we have a strong economy," he said.

He also added the stadium would be a unique way to market Parkview's services to a "captive audience" of thousands of people each year.

and this

As part of the deal with Parkview, the corporation will get an appointment to the advisory board that oversees the stadium's operations and appropriates money from the maintenance fund. The other five members are a Hardball representative, an appointee from the Grand Wayne Center, an appointee from the Downtown Improvement District, the city controller and an appointment from the convention and visitors bureau.

Okay, there is one sentence in their about marketing their services to a "captive audience". The rest is about making the project a success and being a good corporate citizen within the community. I must have skipped those days in my marketing classes in favor of Happy Hour at Orville T's.