Marketing Magic: Azek's Dragons Lair
Azek is enjoying a sponsorship and decking deal with the American sports team that has the all-time record for most consecutive sell outs.
The Boston Red Sox? The Dallas Cowboys? The Los Angeles Lakers?
No. No. No. The North American-sports-team sell-out streak belongs to the Dayton Dragons of Single A baseball, according to Wikipedia, at 1,188 games in a row.
Just over the left field wall lurks the Azek Dragons Lair, a prime outdoor picnic area built on Azek’s composite decking products.
According to Azek Building Products’ Patrick Barnds, general manager of decking and rail, the partnership with the Dragons . Azek Building Products’ TimberTech office is located in nearby Wilmington, so it’s a hometown story, he said.
But also it’s a major league demonstration of the product’s durability.
“Consider that there are 70 home games,” Barnds said. “And you’re going to have thousands of people on this deck, eating hot dogs, spilling mustard, spilling beer. It’s like having 70 giant holiday barbecues, all doing their best to mess up the deck. This product has been engineered for durability and performance, and the Azek Dragons Lair will be a good testament for the brand and the product.”
Azek Building Products is no stranger to big league baseball marketing. Tim Ullery, regional marketing associate for Azek, pointed to sponsorship deals with the Kansas City Royals – where the dugout and locker room were equipped with decking and trim products – and the Chicago Cubs.
Both teams are recent World Series champions, he noted.
Building materials for the Dragons Lair were provided by Requarth Lumber, located next door to the baseball field.
