pling the attendance in the first three years of the team’s existence
in Washington, DC.
Fabulous pregame and halftime shows drew the crowds more
than the team’s on-field performance, some suspected. Columnist
Bob Considine described it this way: “A Redskins game is some-
thing resembling a fast-moving revue, with cues, settings, music,
pace, tableaux and, hold your hats, boys, a ballet. The amazing
part of it all is that there’s room left on the program for a football
game!” Marshall was marketing his team as all-encompassing en-
tertainment on a Sunday afternoon, not just a football game. He
was drawing families, not just fans. A football game at old Griffith
Stadium became an event.Football was just an integral part of the
celebration.
Yet another example of Marshall’s brilliance in producing
stunts and promoting his product was the annual arrival of Santa
Claus at the game scheduled just before Christmas. There was
nothing new about Santa Claus making an appearance at a game
during the holidays. That was done all the time, throughout the
country. In Washington, DC, however, it was howSanta arrived
that captured the imagination of Marshall’s audiences. Each year,
speculation began in the newspapers and on radio broadcasts.
People bought tickets early to make certain they were among the
privileged who personally would witness the arrival of Santa
Claus.
Under Marshall’s creative guidance, Santa arrived in every
way imaginable. Through the years, he has entered the halftime
show amid great fanfare by sleigh, by parachute, on horseback,
and tethered to a wire strung from the top of the stadium.
In more recent years, a helicopter has landed with Santa at
midfield, and he has even “materialized” through magical illu-
sions. It remains a staple of the team’s tradition and Christmas
entertainment.
As with any business, in the professional football industry that
Marshall helped create years ago, a few Super Bowls and other
successes certainly help sell tickets. But the foundation of any en-
terprise is the building of brand recognitionand a faithful follow-
ing in good times and bad. George Preston Marshall recognized
that football wins and losses would come and go, but entertain-
ment and excitement would attract customers forever.
Chapter 1 Introduction to Event Marketing 9