Nobody can accuse the LA Kings playoff marketing campaign creators of not ‘thinking big.’
Last Saturday, workers spent a total of eight hours converting the 32-foot donut on top of Randy’s Donuts in Inglewood into a giant hockey puck in honor of the LA Kings’ march towards the Stanley Cup.
The Kings currently hold a 3-2 series lead over the Chicago Blackhawks in the Western Conference Final, with Game 6 tonight at STAPLES Center.
Randy’s Donuts, located at 805 W. Manchester Avenue in Inglewood, is a Los Angeles landmark. Built in 1953, the building was designed by Henry J. Goodwin during an era that was known for producing building signs in the shape of whatever good was sold in the building.
The current owners, Ron and Larry Weintraub, brothers, bought the business in 1978 from their cousin Robert Eskow, who was the second owner. The ‘Randy’ used in the shop’s name, is Eskow’s son.
On Tuesday morning, Bailey, the Kings’ mascot, and the Kings Ice Crew were on hand at Randy’s at 7 A.M. to hand out a free glazed donut to fans on behalf of Randy’s and the Kings, appropriately showing off the new oversized hockey puck on the roof of the 24-hour drive through.
The Kings reached out to the Weintraub’s in hopes of a partnership to promote the Kings in the 2014 playoffs and it was a no-brainer for the brothers, who are huge fans of the Kings.
“We’ve been Kings fans since they were at the Forum, right up the street here,” says Larry, who was at STAPLES Center for the Kings’ Game 4 victory against the Blackhawks on Monday night. “We kind of miss them.”
It was quite the scene during the donut giveaway, as Bailey and members of the Ice Crew stood at the busy intersection of Manchester and La Cienega Boulevards, holding ‘Go Kings Go’ signs, which elicited a constant parade of honking cars. Many people stopped by in Kings gear for their free donut, and some had their donuts handed to them by a lion while driving by.
“We’re promoting the Kings – Go Kings! – and we’re promoting Randy’s donuts. We’re making a lot of people happy,” offers Ron, cheerfully.
The Weintraub’s aren’t able to attend as many Kings games as they would like because running the daily operations for the shop requires them both to be at work by 4 A.M. each day, but they are hoping that the Kings can bring the Stanley Cup back to Randy’s as they did in 2012 during the Cup’s LA Landmark Tour. The photo of the Cup at the shop is few button clicks away on Larry’s cell phone.
“The donut and the LA Kings are both extremely recognizable in our community. We believe it is a great match and our fans will have fun with it during this exciting time,” says Luc Robitaille, the Kings President of Business Operations.
The donut giveaway was even unique enough to be featured on the NHL’s Twitter feed.
“This fits in specifically with our social media Stanley Cup Playoffs strategy because it highlights local city pride for their hockey team,” explains Tina Jain, Social Media Coordinator for the NHL, who was present and enjoyed a free donut of her own. “This year we set out to really highlight the passion and fandom each city has for their team.”
The Kings hope to be able to continue to promote their playoff run at Randy’s Donuts, but need one more win against the Blackhawks to make that happen.
Honk during Game 6 tonight if you like donuts.
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The LA Kings are proud to announce 5 Playoff Presenting Partners: McDonald’s (Regular Season Presenting Partner), TOYOTA, San Manuel Indian Bingo & Casino, Mercury Insurance Company and Travel Alberta. Along with McDonald’s, all were season-long partners and will add to their playoff presence with this commitment. Elements of the presenting partnerships include tags in all Kings marketing efforts, increased in-arena exposure, logos on all in-arena giveaways, and a significant on-line presence.