Star Power

>>Rocco Mediate’s exciting U.S. Open playoff with Tiger Woods captured the attention of more than golf fans and focused the spotlight on a floundering Southwest Florida company.

People working out at The Health Club of Naples were glued to TVs, some stopping by just to watch the drama at the place where the affable golfer, wearing a WCI Communities logo on his shirt, works out when he’s home.

The free publicity from using Mediate’s name in marketing materials and having a signed photo in the club saying, "Thanks for getting me back in the game," gives the boutique fitness club a boost against larger competitors, general manager Kelly Salmons says.

"It gives us the validation that, yes, we have the knowledge to take care of someone who is a professional," she says.

Having customers rub elbows with celebrities or using actors and athletes in advertisements to plug a product is an attention-grabbing strategy used by businesses of all sizes, from major national corporations to small local firms. Some are paid celebrity endorsements; others are no-cost mentions that the actor or athlete is a client.

The region’s base of wealthy retirees and former Fortune 500 CEOs creates an environment where residents and visitors expect some access to celebrities and the products and services they use or promote, some say.

Events and receptions at Naples Luxury Imports, which sells Jaguar, Land Rover, Bentley, Rolls Royce and Aston Martin automobiles, often feature five-time Le Mans winner Derek Bell. Bell, who is a partner in the business, also represents the company with manufacturers. "You can’t pick just anybody. He is known as an authority on the cars that we sell," says John Harris, managing partner..