Tenn. business offers costumed characters

KNOXVILLE, Tenn. -- Jamie Meadows knows how to entertain a crowd.

As a former Smokey mascot for the University of Tennessee, Meadows enlivened audiences and fans from 1999 to 2002.

Now the 29-year-old is capitalizing on his experience by teaming with his wife Natalie to start Character Impressions, a business that provides life-size costumed characters for parties or corporate events.

"It's a great marketing tool to get people in the door and create buzz," he said. "There's nothing like it around here."

The business employs students who currently participate in UT's mascot program.

"We're not going to hire just anybody," said Meadows, who also is vice president of operations for Golden Rule Medical, a spinal implant company. "It's going to be professional. They know what to do and what not to do."

Meadows thought his first call would be for "little Johnny's birthday" but it was for a government official. Other calls primarily have been for corporate events.

Knox County Commissioner Mike Hammond, who represents West Knoxville's 5th District, reserved two costume characters from Character Impressions to stand beside him at the Farragut parade this weekend.

"It seemed like a no-brainer; what better way to draw attention to yourself in a parade," Hammond said. "It makes people feel good. They just light up."

While parties and events always will be part of the business, Meadows hopes to eventually focus more on helping local companies create their own brand through custom mascots.

Meadows, a Mascot Hall of Fame member, said that businesses spend lots of money to sponsor an event only to have a banner hanging. "Let the banner come to life. Stand out with a mascot."

Hammond, who is director of operations for Citadel Broadcasting in Knoxville, said WIVK the Frog was created more than 25 years ago when the radio station 107.7 FM was looking for ways to increase business and become more visible.

"We came up with a mascot," Hammond said, noting that the radio station employs someone 40 hours a week to be the Frog. "That's all they do. That's how many appearances it makes in a week."

Hammond said those who portray professional mascots like Gnash of the Nashville Predators hockey team and the San Diego Chicken of the Padres baseball team make good money for a reason.

"It just shows how important it is to have a mascot to brand your team, radio station or business," he said.

After graduating from UT in logistics and transportation, Meadows said he had opportunities to pursue a professional mascot career but decided against it because of his loyalty to Smokey.

"I just loved being Smokey," Meadows said. "It's like a small fraternity."