“Gene Simmons is a marketing genius,” marveled a fan entering the SPAC grounds to see Kiss’ “Hottest Show on Earth” tour last week. He was staring at a sign offering audio recordings of the evening’s performance. Not quite a genius concept – bands have been selling live CDs of their concerts for a while now.

But entering SPAC near the Hall of Springs meant walking past the Kiss bassist’s tour bus, parked where fans could gawk at the flaming-guitar-emblazoned bus that also advertised A&E’s “Gene Simmons Family Jewels” reality TV show. Sitting inside the amphitheater for the show meant staring at another strategically placed bus that featured members of Kiss shilling for Dr. Pepper.

And just traipsing across the lawn meant encountering fans of all ages wearing every kind of Kiss merchandise imaginable, from t-shirts to kids’ costumes. So yes, Gene Simmons and his band mates have marketing savvy, you could say.

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