July 2011 - Parks & Recreation - 52

ce l ebr i t i e s

W

By Rachel Roberts

Finding celebrities
to promote
your
messages

When
the Stars
Align
50	 Parks & Recreation

J U LY 2 0 1 1

www.NRPA .ORG

hen Recreation Ser vices
Manager Mick
Calarco from Carlsbad (California) Parks & Recreation
began thinking about whom
he could contact about promoting a sportsmanship
program in his city called
T.R.U.S.T. (Teaching Respect,
Unity, and Sportsmanship
through Teamwork), he knew
he wanted a professional athlete that would make people
take notice.
He says, " I wanted to create a video with a little hook and somehow
tie sportsmanship to a locally wellknown or nationally well-known person. I thought it would be significant
for the city. "
He began reaching out to sports
stars like Tony Hawk and Shaun
White, both from the nearby San Diego area, hoping they'd want to help
the Carlsbad community. Calarco
says it didn't work out, but he didn't
give up and continued to " cultivate
contacts " when he could.
Eventually in 2009, one of Calarco's staff members revealed he
knew someone who was in contact
with NBA Hall of Famer Bill Walton.
Calarco wrote a letter to the contact
explaining the program, but admits
he thought it was a bit of a longshot.
" We knew Bill does a lot for the
community, and sure enough he was
responsive to our request, " says Calarco. " And he was more than willing
to do whatever we needed. "
Calarco and his team worked with
Walton to shoot hours of footage that
eventually became the T.R.U.S.T. video. " He became our spokesperson
and really did drive a good sportsmanship message home, " explains
Calarco. " He was great for the cause. "
I n tod ay's tough econom ic



July 2011 - Parks & Recreation

Table of Contents for the Digital Edition of July 2011 - Parks & Recreation

July 2011 - Parks & Recreation - 1
July 2011 - Parks & Recreation - 2
July 2011 - Parks & Recreation - 3
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