New Era Connects with Celebrities

February 11, 2013 Updated Feb 11, 2013 at 8:13 AM EDT

By Elizabeth Carey

February 11, 2013 Updated Feb 11, 2013 at 8:13 AM EDT

New Era Cap Company is tipping its caps to Hollywood celebrities. A report in this week's Business First shows how New Era has been involved with the Super Bowl, the Sundance Film Festival and the Grammy awards. This weekend, New Era ran a gifting suite for the Grammy awards in LA. The goal of giving away thousands of dollars in hats and accessories? To put New Era products in the hands, and on the heads, of popular celebrities. It's a marketing tool that can expose the brand to new customers. The report says New Era goes after that exposure and sometimes it stumbles upon it.
During Super Bowl week, celebrity chef Guy Fieri from the Food Network was spotted shopping at New Era's New Orleans store. Company officials introduced themselves. They pitched an idea and less than 24 hours later, Fieri was staging a BBQ on the sidewalk outside the store. Fieri says he is a big fan of the brand so he was willing to help promote it.

A report in this week's Business First says two neighboring Newstead golf courses will be auctioned off next month. It says foreclosure auctions are set for Rothland Golf Course and Arrowhead Golf Course, both on Clarence Center Road. The owner says he's confident a restructuring can stave off the court-ordered foreclosure.

You can read more in this week's Business First.