Riggins becomes caverns spokesman for new campaign

View larger image Former Washington Redskin John Riggins stands beside the Shenandoah Daughter of the Stars Native American display at American Celebration on Parade at Shenandoah Caverns in Quicksburg on Monday. Rich Cooley/Daily View larger image Riggins, who will be the caverns' Washington summer spokesman, is shown at the Yellow Barn. Rich Cooley/Daily View larger image Ashley Meadows, 19, of Quicksburg, gets an autograph from former Washington Redskins running back John Riggins on Monday. Riggins will be the Shenandoah Caverns' summer spokesman in Washington. Rich Cooley/Daily View larger image Shenandoah Caverns owner, Earl Hargrove, left, chats with former Washington Redskin, John Riggins, during a tour of America Celebration on Parade at Shenandoah Caverns in Quicksburg on Monday. Rich Cooley/Daily View larger image Former Washington Redskin John Riggins stands with Shenandoah Caverns owner, Earl Hargrove, right, at the Yellow Barn Monday morning. Rich Cooley/Daily

By Preston Knight - pknight@nvdaily.com

QUICKSBURG -- John Riggins used the magic word Monday morning within minutes of walking into American Celebration on Parade.

"Wow," he said.

And like a perfectly executed running play, the purpose of why Riggins, the Hall of Fame Washington Redskins running back, came to the tourist attraction was poetry in motion -- if he can be wowed by what's on display, so will countless others in the Washington area.

Shenandoah Caverns introduced Riggins as the spokesman for its all-new "Humdinger" marketing campaign, primarily to target those living near the nation's capital via radio, television and print advertising starting next week. Best Bark Media owner Janice Ockershausen, who was hired by caverns owner Earl Hargrove to market his Shenandoah County attractions, said the theme appeals to all age groups, alluding to something "extraordinary, a must-see, something to talk about."

In turn, she hired Riggins to serve as the star of the effort.

"He is a beloved Washingtonian," said Ockershausen, whose company is in the capital. "When he walks into a room, he's like a magnet. ... This is down home. He's down home."

Riggins, who led the Redskins to a Super Bowl victory in 1983 and is known by fans as "The Diesel," currently hosts his own radio show in Washington. He spent Monday morning giving a short motivational speech to caverns staff and others at the Yellow Barn before answering a few questions -- mostly Redskins related -- signing autographs for a long line of people and touring the caverns and American Celebration. After Hargrove described several items in the main lobby at American Celebration, Riggins gave his stamp of approval with a "wow."

Earlier at the barn, Hargrove said American Celebration stands out as the "wow factor" of the family of attractions, with the caverns being the "crown jewel."

During his speech, Riggins said visiting the area before starting work on the advertisements to get a better understanding of what he would be promoting made "perfect sense." He compared it to when he studied acting, and the need to learn as much as possible about a part before the cameras start rolling.

"We want to create some excitement and curiosity," Riggins said.

He said the caverns already has two important keys to success -- a "great" owner in Hargrove and a "great" coach in general manager Joe Proctor. It's up to the rest of the employees, including himself, to do their part, Riggins said.

"Always make sure you take care of your job," he said. "It really gets down to the grass-roots level."

Reading from a memo he sent Riggins, Proctor said the former player's work ethic and dedication to getting the job done would fit in "nicely" at the caverns. Proctor's family has been managing the facility for more than 50 years, and finding new ideas to promote business has become more difficult, he said.

Hargrove, meanwhile, said he used to view marketing as a "dirty word." He bought the caverns in 1966, and the Proctors came with it, he said. By bringing in Riggins, both are committed to making 2010 and beyond the best days of tourism for the chain of facilities on Caverns Road.

"I hope one of these summers [you say]: 'Why did you bring that damn Riggins down here? I've never worked so hard in my life,'" Riggins said to the staff. "Be careful what you ask for."

Following the speech, he said he expected the marketing campaign to get the attention of Washington residents.

"If somebody wants to get away from the city," Riggins said, "I can't think of a better place for those folks to come."