New Orleans is a football town. There’s no way around it. Despite some of the excitement that came with a star player like Chris Paul, the New Orleans Hornets have always played in both the literal and figurative shadow of the Saints.
The Hornets might get a little bump in popularity after being purchased by Saints owner Tom Bensen, but they still struggle with gaining a cultural foothold in the Big Easy. Between being the second worst team in the league and never having found a comfortable home in New Orleans, the team has a hard time getting the city at large to care about basketball.
I talked to Robbie Vitrano, head of an advertising agency contracted to help re-brand the Hornets. Amongst other things, he’s trying to get a new name for the team starting in the 2013 season – or maybe an old one.
It’s one of the long-running jokes in the sports world that the Jazz currently live in one of America’s least Jazzy cities: Salt Lake City, Utah. In New Orleans, which lost the Jazz in 1979, they are treated as one of those remembered fragments of a golden past – in some neighborhoods, old Jazz T-shirts are almost as common as new Hornets ones.
So Vitrano thought – how could New Orleans get the Jazz back? One idea was to change the Hornets to “The Mormons” in an effort to force Utah’s hand and trade them for the team name.
“If you asked the average person in the city, I think they’d want that name back,” says Vitrano. “And they might be interested in something like actually taking the name and forcing the trade. We have the inspired opportunity to have some energy towards localizing this, whether it’s with a crazy idea or a shrewd idea.”
For him, whether the process of renaming the team is something ridiculous or something a little closer to the ground, it should be a way to give a New Orleans basketball team a sense of identity with the city.
“The naming shouldn’t be a pedestrian process. It should be something to get people excited.”
http://www.forbes.com/sites/davidthier/2012/04/16/new-orleans-new-basketball-team-the-mormons/