LAST CALL: Warning: you can't mix vodka with pop

Getting an outdoor music venue named for your hard liquor brand is

unarguably a marketing coup. Until, that is, a kiddy pop star takes the


Not everyone in Dallas toasted Guinness UDV's dollars 6 million naming

rights deal which changed Fair Park's Starplex to Smirnoff Music Center

last summer. The company claimed it planned all along to donate an

additional dollars 3.8 million to alcohol responsibility causes but,

funnily enough, didn't announce those intentions until after local

politicians raised Cain.

So Smirnoff will be dropped from the venue's name for all marketing and

ticketing of a July 1 concert by 13-year-old (barely) teen idol Aaron


Hiding the booze from the kids isn't UDV's only step to placate


The company offered free rides from party spots during the holidays and

co-sponsored a press release urging states to adopt .08 blood alcohol

concentration as their legal intoxication standard. UDV's marketing

code, dated December 2000, also states, 'Our advertising and marketing

materials will not depict Santa Claus.'

Last Call is worried. How's Santa going to put toys together without a


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