Newark's Prudential Center proving to be one of the nation's best arenas

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

Oh it could have been such a great week in Newark, if that 17-year contract for Ilya Kovalchuk would have been approved. The hope and anticipation and excitement that was conveyed in the press conference which was held to announce the deal could have really continued to raise the tide of the Devils ship, and put another level on what has become maybe the best place in the area in recent years.

If only ...

Alas, one moves on and fans remain hopeful that the excitement continues and Ilya stays in good stead, and in uniform, for Lou Lamoriello's club come September. Certainly if the recent good history for The Pru is any indication, then all news upcoming should be good news.

Why? Look at the facts as well as the good karma and smart marketing, and one will see that despite it's young life, The Prudential Center has steadily become the showplace that was envisioned at launch for both the city and those coming from surrounding areas. (If Governor Christie has his way and the IZOD Center closes, it will become even more so).

While still not "The World's Most Famous Arena," The Pru has become a solid second and has taken a growth position in the area, that has been reflective of the aggressive stance that has been taken by management to lure acts, events, sports (The Nets and the upcoming NCAA Regionals) and to find ways to invigorate the Devils brand for the ardent hockey fan and the casual sports follower. The results of a midyear POLLSTAR Magazine survey have the Pru jumping 22 spots in a national ranking (15th among arenas in the United States) in tickets sold, a trend that is growing with each passing year.

That growth will have a tremendous trickle down effect not just for area businesses but for the brands that reside inside the arena as well. Concert goers subliminally see the Devils signage and become curious, hockey fans become intrigued by the Nets being in the building while the Devs are away, Nets fans may look to take in a Seton Hall game, Seton Hall fans may see a concert advertised that they may have missed and on and on and on.

The brands grow with the building, the building grows with the brands, and words like "quiet," and "isolated" that used to describe downtown Newark, and even the Meadowlands Arena, become a thing of the past even more.

Now of course none of this happens in a vacuum. The Nets aggressive push (even without a prominent free agent signing yet) in publicity and marketing yields buzz. The Devils reinvigorated branding yields interest and sales. Positive messaging from the city leads to more business interest. Smart promoters lead to more events, and each feed off each other, resulting in the growth that some thought would never happen, and in some ways is surpassing expectations.

Will it continue? On court and on ice success for the sports teams will certainly help as a marketing halo wears off, and improved transportation and city communication will also be ever-growing positive factors. A resolution of the Devils escalating contract issue would also be a good thing to take away some midsummer sting.

Regardless as a property and as a happening, the growth of the Prudential Center is a solid brand-marketing story for 2010, even half way through the year.

A Rock that grows? Only in New Jersey.

Joe Favorito has over 23 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.