Marketing your way to gold

Apart from the Sale & Pelletier incident in 2002, which was more like a railroad job, has a figure skater or skating team successfully marketed their way to an Olympic gold medal against superior competition before, or are D/W breaking new ground?

They're so relatable!

We saw Meryl Davis sailing away with her Kelloggs Cereal on her Sunday sail, as you do. They're busy acquiring as many marquee names - like Derek "makin some shapes!" Hough as they can think of to help brand their upcoming Olympic programs. At the rate they're going their costumes will have to resemble NASCAR race uniforms.

This may as well be a "Four Your Consideration" campaign for Best Picture. Sochi will just be the venue for the announcement. The votes will have been cast already.

Their partisans are trying to create an issue out of what happened at the 4CC's 2013 with Virtue and Moir, and there's agenda all over that. That agenda is they want Virtue and Moir's scores to be lowballed through Sochi, to compensate for inflated scores at 4CCs.

They want us to believe Virtue and Moir were overscored at the 2013 4CCs, get out the memo that Virtue Moir are overscored, period. It's audacious, I'll say that. Silver medal and still overscored!

Nobody is talking about Davis and White's skating. It's all how Davis and White make people feel. And how unfairly they're treated. Once in awhile, they lose to a better team that outskates them every time they take the ice. Not that often, but from time to time. OMG - the humanity!

Some of their partisans are quite belligerant about how irrelevant they find the actual skating. And yet they think gold in Sochi in a freaking skating discipline is D/W's by right.

How much have we heard - if anything - about Meryl and Charlie's actual skating? Not "expression" - their SKATING?

How much have we heard about the stars who are helping them shape their programs?

How much have we heard about their Kelloggs sponsorship? How much have we heard about their work ethic and all around wonderfulness? The actual competition is a mere formality. #sochigold is inevitable, if this sport is to be considered legit. If North America is not to shame itself in Russia. If North American fans don't have their perception of the sport soured by the blatant and unfair score inflation for Virtue Moir. #sochigold. What's skating compared to matters of such urgency?

Over here, we have Virtue and Moir, who have tied their own hands. They can't counter market without tying themselves in knots. "Look - a bridal magazine shoot where we pose like a bride and groom even though we're only platonic and by the way look at me and Cassandra in Aruba!"

Thanks guys. That helps.

Virtue and Moir are completely checkmated, marketing wise, by Davis and White. Davis and White may be nothing like the cheery Disney-fied versions of themselves they instagram and tweet, sunny one dimensional personalities with only hash tags and exclamation points in their heads. But I doubt very much they've got a baby and a marriage with each other on the down low, which means they've got a whole lot more scope for this marketing shit than Virtue and Moir, who simply have not put themselves in a position to put themselves out there. Davis and White have got the field to themselves.

Even if Charlie were, say, secretly hitched to Tanith, that's not such a scandal. It might be a little bit shady to have his wife comment on the Sochi ice dance event, but that's not a big leap from having his girlfriend comment on the Sochi ice dance event, so big whoop. There's really nothing that could come out that requires them to tie their hands now. They are free to work it and work it til we're barfing up cornflakes. (And btw, I'm not suggesting Charlie is secretly wed to Tanith. Just that it wouldn't really matter.)

Virtue and Moir officially (and of course, hypocritically) claim to shun social media, but social media is where Davis and White are hustling themselves into a gold medal before they've even unveiled their programs. Every single thing they do on twitter and facebook is making the case that they DESERVE gold as people.

One would think that Virtue and Moir partisans would enter the arena with the strongest weapon available to them - Virtue and Moir's skating.

That would require their Federation in their corner, and their Fed has abandoned them now that the Skate Canada officials have determined Virtue and Moir have either declined to serve or no longer serve the personal agendas of these officials. They're not going to get the word out they way they do consistently with Patrick Chan.

Scott comes from a huge skating family, yet as connected as they are in figure skating in Canada they don't seem able or motivated or I don't know what to use their connections to make the case for Scott and Tessa based on sport.

Maybe it just goes against the grain to treat the public as capable of understanding this as a sport. But that's the only counterargument available to them, because it sure looks as if DW have gotten the message that this medal is not going to be awarded for anything that happens on the ice. Here's how they're railroading this thing before the competition even happens - if Virtue and Moir blink at the wrong time in the same competition where Charlie and Meryl are two-footing, leaping, hopping, skipping, clutching, dragging, knee sliding and otherwise junkyarding their way through their program - then everybody will scream that Virtue and Moir were overscored because of an ill-placed eye-lash flutter from Tessa. They'll scream it before the season starts, they'll scream it at every competition Virtue and Moir skate before they even meet Meryl and Charlie, and at the end the scores they got vis a vis Gilles & Poirier at the last two Canadians will look like inflation while D/W's scores - it's only fair - will make Yuna Kim's scores look like Rachel Flatt's.

If Scott/Jessica were, for those who bought it, a WTF, every time Bryce speaks, the awareness that he was with Jessica personally as well as professionally reasserts that love is one of life's biggest mysteries. Bryce is driven, analytical, reflective, straightforward, insightful and generous. I miss his skating.

In this interview he is retired, but there's a feeling he could unretire, or at least that maybe in his heart he hasn't put to rest the possibility. If he never competes again, I'd kill to see him on BOTB and that show better get it done. I bet he'd win.

My points of note from this interview. One, he says he wishes he'd gotten into coaching sooner because it would have helped his skating/competing. Coaching helps you see elements technically, puts your focus on the mechanics and not just on performance.

I don't know what tricks Bryce's memory is playing on him but I recall from numerous media quotes that he always deconstructed the mechanics of his and Jessica's skating, always focused on both components of his job - the technical and the performance. He didn't need experience as a coach for that. It was easy to see that Bryce kept himself ferociously fit, that he'd applied himself to his double axel to keep his left hip under control when landing, and that, as David Pelletier said, even though Bryce was more slightly built than many pairs guys, his lifting technique was flawless and secure. You know he was always as aware of what was going on with the nuances of Jessica's balance and stability as much as his own job, that he was sensitive to how well she was doing hers and compensated when needed. You can see the difference in her face today when she's lifted by Sebastien Wolfe. Bryce had said he's not the biggest guy out there but he uses every bit, and we could see that too.

Hindsight is futile because it wouldn't have changed anything. He wasn't the person who would have benefitted from dispassionate focus on technique. That was Jessica. I remember when she was splatting her salchow in the Olympic season, Bryce deconstructed the mechanics in the media and explained what needed adjusting. It seemed pretty basic for someone like Jessica, who'd been doing the jump for years. Not that it helped. Maybe he really feels if he'd had experience coaching, he'd have been able to help her focus on that stuff.

I just hope he doesn't mean he could have improved his own work. I think he pushed himself as far as he could push HIMSELF. As driven as he is, to literally skate for two is impossible. To push the team further, he needed more cooperation from Jessica.

The second point of interest for me is Bryce refers to the intense financial pressures/stress of a skating career. Bryce comes from a skating family. The Davisons appear to be reasonably comfortable - they have a place in Muskoka where Jessica and her family were guests of the Davisons (the Davison place in Muskoka has had a bunch of skater guests, obviously). But still, finances were a challenge.

There's an annual Jessica Dube golf fundraiser in Drummondville to help defray the cost of her skating. Jessica has worn that red strapless skating costume into the ground - costumes are expensive. She and Bryce had some local sponsors; don't know what she has now. She comes from fairly modest circumstances, perhaps more modest than the Davisons, and even taking into account the combined resources of both families during D&D's career, the financial pressure was there.

Hard to reconcile these realities with the fact that in 2009 the three Dube siblings were able to muster up the money for a 4 star Dominican resort vacation getaway fitting in with Jessica's training break, splashing out for $89-$100 additional excursion fees like ziplining and catamaran trips. Even though the DR is cost-effective for Canadians (there's an invisible pipeline in the air from Canada to DR, no lie, don't even need passports, I believe), it was still interesting how room remained in their budget for vacations with their own friends (Jessica's brother vacationed in the sort of set-up where a bunch of guys bunk in per room in the resort).

Hard to reconcile Jessica's parents being in Paris in 2009 for TEB (an expensive time of year to travel to Paris) then returning to France (Nice) in 2012, and Monte Carlo and Monaco. That money could defray a lot of skating expenses.

Maybe I'm overlooking something but there were no reports of the Davisons at TEB 2009, and I don't think they routinely traveled to see Bryce compete overseas. Hell, neither family was in Colorado when Jessica's face was slashed, but Kate Virtue was, and she was the one who was on the phone to the Davisons to pass the developments to the Dubes. If Jessica needs fundraisers to offset her skating expenses, where did the funds to fly three people to the Dominican, two people to Paris (plus hotel and meals) and at least three people to Nice come from?

What would happen if there were a smoking gun?

A lot of people - whom I think don't realize how much stuff is kept under wraps about a lot of public figures - ask why someone doesn't blow the whistle on Scott and Tessa. Publicly. There, unrefutable in digital font on the web. The official record.

 

How would that play out? Someone reputable in the "figure skating community" gives the lowdown to someone in the media on the condition of anonymity and then what. What would the media get out of it but restricted access and bad will? What would the person get out of it since they'd be anon? (If their name was attached to the tip-off they'd be in for a world of payback and distrust.) 

A lot of the media which might receive the "tip" already know the deal but as long as Scott and Tessa officially deny it, the media is covered. All the media needs to do is frame. Everything written sources what Scott and Tessa say about themselves, and omits that the media may know differently. We've all seen it: "The two of them have always maintained..." and: "Not so, say the skaters. Close friends, they aver that the romantic connection has always been strictly ice-bound and ends when they put on skate guards."

If the article's frame is to report what the skaters say, it doesn't matter if the person writing the feature knows otherwise. Most personality coverage follows these conventions - makes things not so sticky.

But suppose there were a "dead-to-rights" expose. Of some type. A photo. On the LIPS! (Apparently that is the skating world smoking gun.) OMG - the scandal!

Except, not really - just another couple who said they were just friends when they were actually more than that. A whole lot more. Is there anything shady there? No - just a legitimate relationship - no soap opera except the one they made up. The reality is kind of cut and dried. Sweet, romantic, endearing - but not voidy. 

But they lied!

Yeah, the media is not going to flagellate them over that. It'll be our fault;  they'll explain this to us with their own spin on Tessa's "nature of the sport" pass if that angle gets covered at all. A well-intended, darling but unwittingly burdensome and intrusive fan or two (not too attractive, and definitely female) will be dragged out to serve as typical examples of the sort of intrusion Tessa and Scott had to shield themselves against.

The media didn't touch Sale & Pelletier's divorce - you think any of the skating media -  many email buddies and social friends of Skate Canada officials - are gonna make it ugly for Scott and Tessa?

So it must be that the core concern here is that once exposed - or if they were somehow forced to come clean - what an horrific ordeal for Scott and Tessa fanwise. We all know VM have no control over the questions they may be asked in entertainment media format, nor control over what they choose to disclose. If fans officially knew - imagine what Tessa and Scott would have to reveal. Everything.

 

Isn't that what other public sports couples suffer when their status is publicized? Fans immediately know their home addresses, their in-law problems if any, the size of their bank account, whether it was smart to have a kid so young, whether it was smart to have a kid and still compete, the names of their doctors, their medical records, how often the couple has sex, who loves who more, how do they juggle it all, and then fans wade in with criticism and commentary. Just ask Marie-France and Patch. And Jamie and David. And Jessica and Bryce. I'm not talking about when Jessica and Bryce voluntarily tabloided themselves with Menage a blah blah sur la Glace - but their sweet ingenue romance in the run-up to and including Torino 2006. Remember? They were picked apart. Their private lives were a freaking fishbowl.

If only there were help available - some sort of professional resource experienced in managing challenges like these for figure skaters so that figure skaters could maintain a comfortable zone of privacy and the strategic impression of accessibility (remember, accessibility is spending time; it's not disclosure. It's sharing a real or manufactured fan-friendly experience -  not - here, have a look at the transcript of our last argument and while we're at it, here's some notes from my gyno.) If only such a professional entity existed, the skaters could engage with fans, have a comfortable and sustainable private life that they were rarely called upon to discuss directly, and they could pursue their business interests without a lot of lying.

Since nothing like that has been invented, clearly the only choice is either to reveal everything you're doing, have done, and plan to do in your private life together while the fans swarm over every detail - OR - create the strategic impression of fan accessibility by manufacturing a fake relationship with someone you don't like or trust and at regular intervals pretend to make out with her on facebook for the entertainment of thousands of strangers. I mean, it's obvious.

Whoever framed the choice like that possessed impeccable marketing credentials. I wonder if they were a double threat - maybe they also teach psychology at Windsor. You've got to believe that school is just churning out geniuses of critical analysis.

Must admit, sometimes I really do want to know who teaches Tessa's psychology classes, if she does study that as she claims. If she compartmentalizes or if the subject is abstract with no real world application. Probably it's like all figure skater education in Canada - sucky. At least that's what Skate Canada seems to imply. Did you know their 21-year-old, trilingual college aspirant, ethnic Chinese World Figure Skating Champion spoke out about Chinese culture without, apparently, actually knowing anything about Chinese culture, but since he's not a "political scientist" - don't judge? I'm guessing the psychology courses at Windsor must be brain busters.

And let's be real - surely the proven strategy of accessibility as = spending time or sharing fan friendly experiences is full of holes. What fans really want is the intimate WORDS. The STORIES. Did I say intimate? Yeah I did. Intimate like - 

We were once lovers.  

We went to counseling.

We're not fucking.

Skate Canada loves counseling almost as much as it loves skating partners not fucking. Sports counseling, marriage. Do-it-yourself group counseling of the "how did that make you feel" variety practiced on young figure skaters by Suzanne Killing and Paul MacIntosh, MSW, per the VM book. Personality quizzes administered to D&D with results reported in the media. This is serious, high level coaching stuff. 

I remember back when Joe Torre sat Derek Jeter and Alex Rodriguez down in a couple of chairs in the Yankee locker room before batting practice. It got a little emotional at times, but after talking it out, taking the quizzes, talking about the results and how it made them feel they really learned a lot about themselves - and each other. And it made their batting better, because Jeter no longer worried that if he didn't get a hit, he'd no longer have Alex's respect and Alex no longer worried that if he didn't get a hit, he'd never get Derek's respect. It brought them together as teammates, and that's really important when you're trying to prepare for a World Series run.

I am dying to know what sort of group therapy Zoueva, Shpilband, Frank Carroll, Kristy Krall, Mr. Nicks and, in days of yore, Carlo Fassi, conducted with their skaters. Chairs in a circle? "Look at Peggy when you say it - say it to her, not me." *

Boiled down, it looks to me that Scott and Tessa were told that "marketing" = TMI. And Tessa wasn't excited about it. No one was. But who can argue with the marketing wizards of Skate Canada - your Mike Slipchuks, your William Thompsons and their genius hires, everyone with their extensive background operating star-making machinery. Who could argue against their assertion that the key to exciting the public and creating skating stars is intimate information, personal disclosure - not access, not time spent with the skaters themselves? Who could argue with such a well-researched policy built upon the solid conclusion that a successful marketing initiative keys off personal disclosure of intimate life information?

Make no mistake - it's certainly not them - Bill, Debbi, Mike - with the icky, gross, unusual interest in the personal details of skaters' intimate sexual and emotional relationships with each other.

It's fans. Fans are the perverts. So Mike, Bill & Co. say - you have to do it - you want Skate Canada to make money, don't you? Skate Canada is practically more Canadian than the actual Canada. I know you're patriotic. Let's cut to the chase - it's women who watch this stuff. Mike and me - we know these types. It's the same demo that watches soaps. We can turn the whole ship around with this. Tessa, stop freaking out - you don't think we're gonna make you tell actual stuff do you? You tell us that stuff - don't leave out the details - we need to know so we know what to lie about. The rest of you, as soon as any of you start fucking each other, let us know immediately so we can get some photos taken for facebook leading fans in the other direction.

So, were the skaters told that's what sells? Skating? Nah. Personalities? Nah. Personal stories. Detailed personal stories. Intimate.

Estrangements. Sobbing drives to the airport for the first competition of the Olympic season. Broken trust and trust rebuilt. Triangles. Destroyed friendships. A one-man Pied Piper of dating cutting a swathe through the ice dancers of Canton and leaving behind  satisfied smiles and enhanced female bonding. A female ice dancer who can skate a competitive short dance all summer, twirl off her partner's thigh and land on one foot in exhibitions and stand in line at Club Bud in heels but her legs are too painful to get her to the fridge. Ex-fuck buddies with a bitter break-up who decide they need to skate it out in their Olympic LP. A woman who broke up a famous pairs skating duo's marriage and a man who busted up his best friend's relationship with his skating partner telling us they felt a mild breeze from each other's lips at practice one day and totally freaked because it had never even hit them that the other had male or female parts. They were dying to return to their innocent pre-expulsion-from-Eden state as soon as possible - just as soon as they finished their latest exhibition featuring their customary feeling each other up, clawing at each other's hair, kissing thighs and staring down each other's tonsils.

Yep, this is the stuff they've been cranking out instead of revealing the sensitive truth. And it's been a big hit, worked just like Slipchuk said it would. And best of all, as long as they pump this stuff out, Scott and Tessa don't have to whore out their actual intimate details.

Because we all know in marketing - that's required.

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*I'm pro-counseling, just anti-quack. Also, not sure why this is part of the "getting to know you" promotional material for Canada's figure skaters.