UR has designs on new mascot

Say sayonara to "Spidey."

The University of Richmond isn't abandoning its distinctive "Spiders" nickname, but the school is in the process of adopting a fresh mascot, with a new name. Both are expected to be revealed in early June, following an Internet vote for one of three mascot choices presented by UR, and the university's determination of the winner in a name-the-mascot contest.

A movement for mascot redesign started last year when UR's communications and athletics departments discussed new outlets for collegiate licensed products, according to Lisa Van Riper, assistant vice president for university communications. Mascot-related items such as hats, shirts, stuffed animals and other gear commonly are sold by schools and professional sports organizations.

That has not been the case with 'Spidey,' the Spiders' un-promoted mascot.

UR used focus groups — students, faculty, staff and alumni — to judge the marketability of the current mascot. They suggested "something a little bit more intimidating, but still friendly, so it appeals to children and adults alike," Van Riper said. She added that many in the focus groups seemed intrigued by the idea of a mascot with eight legs, and that will be one option presented by UR.

When UR concluded it would create a new mascot that will be marketed, it explored the possibility of keeping the name "Spidey." But that nickname for Spider-man is a trademark of Marvel Entertainment LLC, said Gregory Pan, the company's associate counsel.

"We have never used the name 'Spidey' in licensed merchandise anywhere. He's just been verbally referred to as 'Spidey' all throughout his life," Van Riper said.

"We're very excited about the idea of rolling out a brand-new, great-looking mascot, and we also want to make sure we have a name that we can legally affiliate with him."

UR has targeted late March or early April for the debut of a school-related website that will allow the public to suggest a mascot name and vote for one of three mascot designs that are currently being created through sketches and graphics. All three will be acceptable to the university, according to Van Riper, and the one that receives the most votes will be UR's new mascot.

Van Riper said UR's "technical wizards" will be able to prevent one person from casting hundreds of votes for a particular mascot option. She said the school's website will permit individuals to offer multiple submissions for the mascot's name.

Jana Ross, UR's assistant director of athletics for marketing and fan development, noted that a mascot's importance to a school goes beyond merchandising.

"It's a face for our teams," she said. "The mascot can go out in the community and represent Richmond athletics, and also when our teams make it to postseason play and things of that nature, you always see the mascot involved.

"For us, the mascot is a way to help with the image of the athletics department."

UR has used a few mascots the past several decades: a man dressed in a tight-fitting Spider-man outfit; a fat, furry Spider with several arms; a caped spider with frog-looking eyes. The current, child-friendly mascot has a large red head and also wears a cape.

According to Ross, inside the costume is either a UR student, or someone hired to be the mascot, depending on availability.

"Nutzy," the mascot of the Richmond Flying Squirrels baseball franchise, has been a major marketing success, according to Minor League Baseball. Several colleges in the state feature recognizable and popular mascots. Among them are the HokieBird at Virginia Tech, the Duke Dog at James Madison, Rodney the Ram at VCU and the Griffin at William and Mary.

Rodney the Ram is undergoing a makeover that's expected to be completed this spring.

Van Riper chose not to reveal the cost of UR's mascot project, but said, "from a creative-project standpoint, it is incredibly reasonable and a good investment for the university."

joconnor@timesdispatch.com

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