Monopoly rolls dice on Portland, seeks sponsors

Photo / Renee Cordes Maine's biggest city will be featured in an upcoming edition of Monopoly, and official mascot Mr. Monopoly was in town Thursday to help unveil the game plan.

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By Renee Cordes

Monopoly first hit the shelves in 1935. The game has been played by more than 1 billion people, with versions in 47 languages in 114 countries. Some editions are bilingual, like the Belgian one in French and Dutch, two of the European country's three official languages. (The other is German.)
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What's the Portland equivalent of Park Place, the most expensive property on the Monopoly game board?

That's the $1 million Monopoly money question for Top Trumps USA Inc., which is under license from Hasbro Inc. to make a version of the iconic board game featuring Maine's largest city.

"Portland may not be the biggest city, but it's got a big heart," Tim Barney, a sales executive for Top Trumps, told Mainebiz on the sidelines of Thursday's game-plan reveal.

Over the next few weeks, residents can submit suggestions on what should be represented on the board, in which players buy properties and build houses and hotels along the way.

Mr. Monopoly, the game’s official tux-and-top hat-clad mascot, lent a gloved hand at Thursday’s gathering, tipping his hat and offering his take on Maine's weather with a shivering gesture.

Barney said the Portland Monopoly game is due to be released this fall, "just in time for the holidays.”

Already, well before gamers jostle over who plays with what token, some of the city's and state's biggest cheerleaders are betting on a big payoff in terms of location marketing.

"The branding of a Portland Monopoly game is further validation that Maine is 'on the board,'" Nate Wildes, executive director of Live + Work in Maine, told Mainebiz. "For folks looking to bring their talents to Vacationland, there's no need to roll the dice."

Quincy Hentzel, Kate Snyder and others with Mr Monopoly

Photo / Renee Cordes

From left, Lynn Tillotson of Visit Portland, Portland Regional Chamber of Commerce President and CEO Quincy Hentzel, Tim Barney of Top Trumps USA, Portland Mayor Kate Snyder and Mr. Monopoly, at Thursday's announcement.

Having a Portland version of Monopoly offers the chance to "celebrate our great city that I believe is the best place to live and work," said Quincy Hentzel, president and CEO of the Portland Regional Chamber of Commerce.

Along similar lines, Mayor Kate Snyder said, "We have an incredibly wonderful, diverse community in the city of Portland," and the city looks forward to featuring local businesses, organizations, arts and culture and "all the special things that make Portland a special place to live, work and visit."

Lynn Tillotson, president and CEO of Visit Portland, said, "Tourism is our No. 1 industry in Portland. We can't wait to showcase some of the amazing places in our city beloved by locals and visitors alike."

The Portland version of Monopoly will see locally themed squares replace Boardwalk and Park Place from the original Atlantic City Monopoly board and include customized "Community Chest" and "Chance" playing cards. In addition, a few squares are reserved for local landmarks.

'One piece of the marketing mix'

For local businesses and organizations keen to get in the game, there are various sponsorship opportunities.

Typically, there are 20 to 25 sponsors per game, though with a limit of two to three for any specific business type of sector (such as restaurants, sports teams and museums), said Barney, the Top Trumps rep.

He also said sponsors are usually represented in some way, whether it's their own property on the board, a Community Chest or Chance card written in a way that supports their branding, the imagery on the cover of the box, or the montage in the center of the board.

"It's recommended that the imagery be a photo or illustration of their building, an interior shot, a product photo, or something of the sort," Barney said. The Portland product will be released decades after a statewide Maine edition in the 1990s.

Asked how property names will be decided, Barnes said, "We look for locations with credibility in the community, longevity (showing they're not closing down or changing their name anytime soon) and community engagement."

He also plans to interview the organizations "to make sure they check the boxes before being selected."

Nancy Marshall, founder and CEO of Marshall Communications, said businesses have a lot to gain by getting involved.

"Having a business location on a Monopoly board should be considered as just one more way to raise awareness among audiences," she said. "It's just one piece of the marketing mix."

When the game is released, the first print run could range from 5,000 to 15,000 units, depending on different factors, according to Barney.

"Reprints can happen as often as every few months based on public response," he said. When the game is released, the recommended retail price will be $39.99.

How to participate

Top Trumps is taking suggestions for Portland Monopoly at portland@toptrumps.com

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