Letter: Trading on celebrity status | PostIndependent.com

Letter: Trading on celebrity status

The use of celebrities to entice consumers has been around for well over a century. Mark Twain endorsed fountain pens, had his own co-brand of Mark Twain cigars, clothing, shaving accessories, Old Crow Whisky (sic), railroads and other things. (Source: CelebrityCred.com) In the early 1900s, Ty Cobb, Babe Ruth and Cy Young endorsed tobacco and other products.

Locally our “Little Ford Dealership” here in Rifle not only uses a celebrity, but is actually partly owned by one. Todd Helton of the Colorado Rockies joined local management in purchasing the dealership.

Having followed the Rockies since attending the very first game at Mile High, first game at Coors Field, the All-Star game and attending the World Series, I was excited to possibly have a chance to meet Todd Helton in Rifle, as I have followed his career in its entirety. Well, Todd hasn’t been here very often, but you get to see him on the commercials for Columbine Ford.

Now being a loyal fan and wishing to keep my business local, I called Columbine and got a fair price on a set of tires for my van, the one that’s not a Ford, but tires are tires.

I was watching the Rockies play a day game with the Cubs on April 15 but had a 3 p.m. appointment for the tire installation, so I headed off to Columbine. I was sure I could watch the rest of the game there.

After going through the paperwork I settled into the waiting area with a nice TV. I asked the others sitting there if they would mind if I turned on the Rockies/Cubs game. I clicked the remote to Root Sports Channel 27 and there was a message stating that the channel was not authorized. So Columbine only has basic cable?

How do they follow the Rockies? I expressed my surprise to management and they assured me that this oversight would be taken care of on Monday, April 18.

Fast-forward to June 15, two months later. Rockies versus Yankees, a day game at Coors Field. I was at Columbine Ford, went into the waiting room and asked the folks if they would like to watch the game.

They said, “You bet,” but guess what? Still no Rockies. So much for company promises and team loyalty.

So, you can buy a truck for over $70,000 (at least 2 on the lot), but they don’t seem to be able to afford expanded basic cable.

I wonder if Todd knows that the investment he made in our “hometown team” isn’t returned in kind. Rockies won both games, if anyone’s interested.

Craig S. Chisesi


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