Market Saturation and Wireless Communication
Among this year’s crop of new Minor League logos, surely the most striking was the Lexington Legends’ away cap. It features a mustache, and nothing else. Or, if you prefer images to words, it features this:
By adopting such a look, the Legends were clearly aiming to make an impact outside of their market. Ty Cobb, the team’s graphic designer, acknowledged as much when I spoke with him at the time of the logo’s unveiling.
“Minor League Baseball is all about the ‘wow’ factor, and we wanted to go beyond the normal stuff you’d see at the ballpark,” said Cobb, whose name is totally unremarkable. “And we wanted to be the team to do this first, to have a mustache on a hat. Our mascot, he actually has a mustache, so we’re not just hopping on a fad. … We’re going to be easily recognizable when on the road. Fans can just look at the mustache.”
As the Legends hoped, many fans have done more than just look at the mustache. They’ve gone out and bought it. As of today, the team has sold the hat in 45 out of 50 states en route to their goal of “mustache domination.” Or, if you prefer images to words:
For the most part, this is a simple matter of demographics as Alaska, Montana, Maine and Vermont are among the ten least-populated states. But Arkansas? What’s up with that? Nearly three million people live there — including those who are fans of fellow Royals affiliates the Northwest Arkansas Naturals — and yet none have sprung for a hat.
(Perhaps because headwear would only sully their beauty? As I learned last season, Arkansans are nothing if not beautiful. Just scroll through this blog post for proof!)
All of this begs the question — has any team ever sold a particular piece of headwear in all 50 states? Or will the Legends be the first?
Once again it is I, cold and alone, who asks the questions that no one else dares to.
Moving on to other matters, let this be your thrice-monthly reminder that my Promo Preview column runs every Tuesday on MiLB.com. Click HERE to read the latest edition, which is virtually hot off of the virtual presses.
Included within this week’s column is a write-up on Thursday’s “Manager Cell Phone Night” in Omaha, which pays tribute to emerging dugout-to-bullpen communication technologies. Since the column went to (virtual) press, promotions manager Ben Hemmen (the second-best Ben H. working in Minor League Baseball, after
yours truly New York-Penn League president Ben Hayes), sent the following supplemental information. I, for one, love it:
— In honor of all Major League Baseball “Calls to the Bullpen” happening on cell phones this season, the Omaha Storm Chasers are offering anyone who brings in a rotary phone or old cell phone for donation a “buy one box seat, get one box seat for FREE” ticket special.
— All “Calls to the Bullpen” will come with a special surprise from Jirsch [Manager Mike Jirschele]. We will also unveil never before heard or seen manager to manager phone calls, voicemails and texts on the videoboard.
And since you can do everything on a cell phone these days, other exciting offers, deals, competitions, and games will take place at Thursday’s game:
— There will be a Facebook challenge that night for a FREE night at a future game in the Safeco Insurance/ Manager Mike Jirschele Dugout suite.
— If you e-mail the Team Store at the game that night (firstname.lastname@example.org), you will receive a coupon for a special offer.
— A few lucky fans who use twitter on Thirsty Thursday and hashtag #BudLight or #Pepsi to @omastormchasers at the right time will have enjoy a beverage on the house.
— The person who posts the best picture of Manager Mike Jirschele to Instagram will win an autographed Mike Jirschele cell phone.
I was going to end this post with a picture of Mr. Jirschele, but in my quest to find a photo of him I inadvertently stumbled upon this shot of Alice Cooper and Mike Moustakas. Love it to death: