The Kings’ victory beam is back. Why is it brighter this season?
Sacramento Kings fan Bill Allayaud was a bit surprised when he walked outside his home Wednesday night and saw the team’s purple victory beam shoot up into the evening sky.
He wasn’t surprised that his beloved Kings won. But Allayaud lives in South Land Park, and last season, the team’s sports marketing sensation was not nearly so bright in neighborhoods further from downtown.
“I was out walking my dog after the game, “Allayaud said, “and there was this streak of light. We live several miles from the stadium, and it wasn’t nearly as visible last year.”
Allayaud isn’t wrong.
Not only is the beam back, but the Kings confirm that it’s shining brighter than ever before.
The Kings note that the “brightest full-color laser equipment in the world” is now powered by seven 350-watt laser cannons, up from six last year.
Fans commenting on social media noticed a marked difference. Sightings were posted from River Park to Natomas to Carmichael. Several fans said they were noticing the beam visible from much farther away than usual.
An X (formerly Twitter) user and fashion designer named “Big Boss Deez,” declared, “Wow you can definitely see that new beam from South Sacramento. That’s dope...”
But do seven lasers instead of six really make such a big difference? Might there be some other secret ingredient?
The Kings aren’t quite saying.
In a statement, the team hinted that the beam has otherworldly qualities.
“The purple laser beam goes further than our eyes can see... On a clear night, the laser will continue into space. The lasers have an optical divergence so the beam will continue to get wider and less visible the higher it goes.”
Still, many questions remain unanswered.
The man with the answers is Tim Anderson, owner of the Folsombased company Nu-salt Laser who the team tapped last year to create the Kings victory beam.
But, alas, he’s not talking either.
When reached via text, Anderson responded: “The Kings asked me to direct all media to the Vice President of PR, Kari Ida.”.
The Bee then sought permission from Ida to speak with Anderson. She diplomatically declined: “Tim is not available for an interview. Thanks for asking.”
Well, whatever the secret behind the brighter beam one thing is known. The beam has been a marketing success.
Last year the Kings trademarked “Beamteam.” “Light the Beam’‘ t-shirts are fast sellers and the concept has led to increased international fame for the team.
But could the beam concept hit a sophomore slump this season?
During the Kings’ playoff run last season, Patrick Rishe, a sports economist and Director of the Business of Sports Program at Washington
University in St. Louis, told The Bee that the
“light the beam” concept was one of the most genuine and effective sports marketing campaigns he had ever seen. “Around the nation,” he said, “people know what it means.”
Reached on the eve of the Kings season opener, Rishe said he thought the beam was here to stay.
“It’s organic and has caught the imagination of a fan base,” he said. “You have a slogan to cling to. You have a post-game event that is very Instagrammable and shareable. That’s marketing gold.”
But, of course, the beam’s marketing fortunes are still tied to how well the Kings perform on the court.
Last season, right after the Kings won Game 1 of their epic series with I-80 rivals the Golden State Warriors, De’aaron Fox slapped a cartoonishly large purple button, lighting the beam amid the wild cheers of a sellout crowd.
When the Kings played the Warriors last night at Golden One, hoping to avenge last year’s seasonending loss in Game 7, the game was televised nationally on ESPN, one of 22 scheduled national TV games the Kings will play in this year. That’s up from a mere five last season.
It’s a solid indicator of the expectations for a team with a bright future. A bright future and a brighter beam.