Decades ago (likely in the mid-1950s), Hendersonville nicknamed itself “the City of Four Seasons,” wherein the intent was to draw more visitors and tourists to boost the community’s economy.

The reference was to Hendersonville’s altitude and location at roughly 2,200 feet elevation in the Blue Ridge Mountains, resulting in an area that features four distinct seasonal shifts — blooming springs, warm summers, colorful autumns and cool winters with occasional snow — without extreme weather.

The nickname has worked well through the years, but now we think is the time to push the envelope even further by broadening the meaning of “the City of Four Seasons” by formally adopting the internationally known pop-music group Frankie Valli and the Four Seasons (celebrated in the Broadway musical and hit movie “Jersey Boys”) as an official musical symbol — or cultural partner — for Hendersonville.

On one hand, this strikes us as a high-potential marketing idea, but, admittedly, it probably comes with practical legal and financial hurdles.

Potential benefits of the idea include the following:

• Perfect branding synergy: The wordplay between Hendersonville’s official nickname and the legendary pop group is an instant, memorable marketing hook.

• Tourism and economic boost: It could inspire a dedicated summer tribute festival, a themed “Four Seasons” downtown plaza, or specialized tourism campaigns that draw older demographics and music lovers.

• National media buzz: A formal city resolution to “adopt” the group or name Frankie Valli — the band’s lead singer — as an honorary citizen would likely catch the attention of national entertainment news, generating free publicity for the city.

However, following are the likely practical challenges: 

• Trademark and licensing costs: The name “The Four Seasons” and Frankie Valli’s likeness are highly protected intellectual properties. Formal adoption, merchandise or official city marketing campaigns would likely require expensive licensing agreements.

• Geographic disconnect: The band is famously associated with Newark, N.J., and the East Coast urban music scene of the 1960s. Some locals or tourists might find the connection to a mountain city in Western North Carolina a bit forced.

• Demographic shift: While the band has timeless appeal (partially thanks to the Broadway musical “Jersey Boys”), younger tourists and newer residents might not have the same nostalgic connection to the group.

Given the aforemention pros and cons, our recommendation is that Hendersonville should pursue a low-cost, high-charm honorary approach.

Realistically, instead of an expensive official brand overhaul, Hendersonville City Council could pass a playful, honorary resolution declaring Frankie Valli, now age 92, an “Honorary Citizen of the City of Four Seasons.” 

This would achieve the desirable media buzz — and capitalizes on the fun connection without committing public funds to corporate licensing.