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Business of Tailgating story in Saturday's Post


Tailgate Ted

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All Fired Up

Camping Gear Sold To Tailgaters to Get Them . .

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By Ylan Q. Mui

Washington Post Staff Writer

Saturday, February 2, 2008; Page D01

A century ago, Coleman made its name selling lanterns to farmers and shop owners who lived outside of the electrical grid. During World War II, at the request of the military, the company created the GI Pocket Stove, which could burn any type of fuel. In the 1950s, Coleman became synonymous with rugged gear for campers and outdoor enthusiasts.

Now, the company has set its sights on a new breed of adventurer with special needs of its own: the tailgater.

The game-day party in the parking lot has quietly emerged as a lucrative sector for retailers and manufacturers that sell outdoor and sporting equipment, prompting them to roll out products designed for more urban pursuits. That Coleman Pocket Stove? Tailgaters can use a modern version to heat chili. Pop-up tents? Perfect for asphalt since there are no poles to stick into the ground. Portable blender? It may not belong on Skyline Drive, but it makes a mean frozen margarita.

"Camping items are now being utilized in parking lots almost as much as in the great outdoors," said David Campisi, president of Sports Authority. "Twenty years ago, [tailgating] was basically a low-key gathering to eat and drink before a game, but today, it has become as important, if not more important, than the game itself."

According to consumer research firm BIGresearch, about 8 percent of Americans listed tailgating as one of their favorite leisure activities, with men twice as likely to party as women. Joe Cahn, the self-proclaimed commissioner of tailgating, who hails from New Orleans, has questioned more than 5,000 party-goers at hundreds of games. He estimates that 60 percent are between the ages of 25 and 44. Nearly half party six to 10 times a season, and 42 percent spend more than $500 on food and supplies. About 60 percent have a college degree.

Businesses "know that these people are spending money on a ticket," Cahn said. "They want value added."

At Sports Authority, the biggest sellers in the ad hoc tailgate department are canopies, camp chairs and the Coleman RoadTrip Grill, Campisi said. The privately owned chain has increased floor space for tailgating displays over the years and also promotes the event in their ads.

Though the Super Bowl is tomorrow, tailgating will keep going. While it is normally associated with football, Campisi said he is starting to see the party stretch to include other sports, such as baseball in the spring and soccer in the summer.

"We'll start focusing on tailgating at the store level in February and keep it going all the way through football season," he said.

Tailgaters have unique demands. They need industrial-strength equipment to feed hordes of people in a short amount of time. All of their equipment must fit inside their car. But they are unwilling to sacrifice comfort and style for functionality -- a tailgate party, after all, is also about showing off.

"There's almost a one-upmanship that's going on," said Michael J. Kempster Sr., executive vice president of marketing for Weber-Stephens Products, an Illinois company that makes grills.

His company has long created products for spacious backyards. But when he heard about customers loading their bulky Weber grills into their pickup trucks and hauling them to football games, Kempster said, he knew he had found a new niche.

Weber sent three teams of employees to investigate tailgate parties at NFL stadiums, college bowls and even soccer games in public parks over 18 months. They learned that consumers consider anything over 40 pounds to be heavy, while 25 pounds was deemed "not too heavy," Kempster said. They took photos of grills and grill stands, noted the tools used and how they were stored.

In 2003, Weber launched a line of gas-powered grills it called simply Q, with tailgaters in mind. The first model weighed 38 pounds and featured a patented cooking grate that held in heat "because a lot of times you're cooking in windy parking lots," Kempster said. Weber has since launched six additional Q models, and their sales make up 25 percent of Weber's business.

"It hasn't cannibalized anything else we make," Kempster said. "It's all new business that we're very happy about."

Coleman began targeting tailgaters in 2002 when it introduced the RoadTrip Grill. It's smaller than traditional grills, has wheels and fits into a bag "so it doesn't get your car all messed up," said Christopher P. Nemeth, vice president of global marketing. The RoadTrip was so successful that the company expanded the line with additional models and even a slow cooker that can make nacho cheese.

Nemeth said the company, based in Kansas, has made subtle changes to its camping products to make them tailgate friendly. Adding wheels to coolers and grills makes them portable, for example. Color is also important. Many of Coleman's camping products are army green, while the RoadTrip line is a sporty red.

"It's almost subconscious," Nemeth said. "It makes people think it's not the same old camping gear. It has other uses."

Ted Abela, 28, of Woodbridge fired up four grills -- three of them Colemans -- for his tailgate during the recent Redskins-Dallas Cowboys games, standard fare for his parties. He also had a dozen steam trays and a deep fryer that he used to make funnel cakes.

During an average tailgate, Abela can feed as many as 200 people. He hauls so many supplies to the game that he has to take the seats out of his minivan. There are the space heaters to keep everyone warm, the two Redskins tents, a charcoal grill that has been converted to a fire pit to roast marshmallows and even a beer pong table.

"I'm running out of room," Abela said.

Tomorrow for the Super Bowl, however, Abela plans to keep things low-key. He's not even sure he'll watch the game. He said he dislikes both teams, and besides, what's a football game without a tailgate?

"It's kind of weird during the off season because I've got nothing to do," Abela said.

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There it is in print - right on my kitchen table!

Ted, I'm gonna have to stop by your spot in the G lot some day -- but unfortunately you're in the exact opposite side of the stadium from me.

"There's almost a one-upmanship that's going on," said Michael J. Kempster Sr., executive vice president of marketing for Weber-Stephens Products, an Illinois company that makes grills.

Yeah, that's definitely true. I've got a guy next to me. I had a bunch of flags -- one American and two Redskins flags. So then he went and got a taller pole for his American flag. So then I went on ebay and found a 20 foot pole to fly mine from. I was the man for one season.

But he knew this guy who works for a utility company and he got this telescoping monstrosity that they use to change bulbs or something. I can't compete with that, so he wins. But he did weld me a nice tailgate hitch flag stand which is really cool.

Meanwhile he got an 8' x 8' Redskins canopy. So naturally I got one too, except mine's 10'. Plus I got a bunch of chairs. So then he got the same chairs. Next, he's putting walls on his to keep the cold wind out. Meanwhile, I got a steel drum for a nice toasty wood fire. And then I got a second canopy. Then he starts bringing not one, but two propane radiant heaters. We started sliding the canopies together to make three in a row. But it's warm as my living room on his end. So I've already bought a couple walls and I'm looking into more heaters for next year -- propane is the ****.

This has all evolved over the past five years and I know it'll just keep going like this...

My favorite quote from the article:

"It's kind of weird during the off season because I've got nothing to do."

Amen.

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My favorite quote from the article:

"It's kind of weird during the off season because I've got nothing to do."

Amen.

My favorite quote wasn't kosher enough to be in the article. This is from an email Conversation I was having with Ylan the Post writer

Ylan Post Q.

Ted -- Last thing, I hope! I just wanted to double-check this fact:

You're not sure you even want to watch the Super Bowl on Sunday because you hate both of the teams that are playing. Let me know if that changed! Thanks!

Ted G20 A.

"No that's still true. I don't want to cheer for the Giants because if they

win that means they will have the same amount of Superbowls as the

Redskins, 3. I can't stand the Patriots especially after Bill Bellicheck

disrespected Joe Gibbs in the 52-7 game. I think they are a no class team.

I hope the game ends in a tie but if you had a gun to my head and forced me to choose. I just hope the guns loaded with blanks."

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Damn I was thinking the same thing......... Hmmmmmm maybe for next year we could combine the two and move the ES/RR location or have Teddy come to ours?:D

I've been in the same spot for 9 years. I can't move. Pez and Huly have been asking me 2 all year but I can't do it. It's tradition now.

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Ted, I'm like you, I'm stuck in my spot. But you'll be with us in Baltimore right?

I'll def be with you guys in Bmore. I hate going to away games cause I can't tailgate like I do at Fedex but I'm bringing all of my gear to Bmore.

Hey maybe Draft Day? Do you tailgate that Teddy?

I've never done draft day but now that we actually have some picks I wouldn't mind doing it.

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I'll def be with you guys in Bmore. I hate going to away games cause I can't tailgate like I do at Fedex but I'm bringing all of my gear to Bmore.
Cool. I was thinking of doing a pig for that, but since you and a bunch of the ES regs will be there with all your food, maybe just showing up with a keg would be more appropriate...
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The Danny needs to buy us a new stadium, so that we can consolidate these tailgates. Awesome spread, Teddy. I'm gonna try your recipe.

We will definitely have to do B'more together. Crack on a stick will be in full effect. I'm still working on getting a season ticket for Ben at FedEx.

Man, this is gonna be a long off-season. :(

I'm going to have some season tickets for sale next year so I'll keep you in mind

Cool. I was thinking of doing a pig for that, but since you and a bunch of the ES regs will be there with all your food, maybe just showing up with a keg would be more appropriate...

I have always wanted to roast a pig. If you need help I'm down

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I have always wanted to roast a pig. If you need help I'm down
My buddy has a La Caja China box which makes it real easy. Cooks fast too. I borrowed it last summer for my daughter's HS grad party, and it turned out real nice in about four hours. Skin was crispy and tasted like bacon, meat was juicy and flavorful. Just throw it on a table and start pickin' at it.

So we'd have to get there bright and ugly like around 7 AM for a 1 PM game and start the fire.

And if the damn WP shows up again and tries to diss our Redskins TG compared to the Ravens', it would be nice if we had something that's hard to low-ball.

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So we'd have to get there bright and ugly like around 7 AM for a 1 PM game and start the fire.

And if the damn WP shows up again and tries to diss our Redskins TG compared to the Ravens', it would be nice if we had something that's hard to low-ball.

I usually got to Fedex by 6:30 for 1pm games so that won't be a problem.

I'll invite the Post out so they can see the spread and retract their original story. The Post said the only reason Bmore won was because of the location and the sceneray of the Harbor. It's not our fault the stadium isn't by a Harbor. If we had an extra hour to cook like they do I know we could kick their asses.

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