'Fan-focused' Portland Sea Dogs brand could seize on MLB limbo
Photo / Jim Neuger
In a "Field of Dreams" moment, Portland Sea Dogs donned retro uniforms and poked through corn stalks to emerge onto the playing field for the last game of the 2021 season.
As 2022 Major League Baseball games remain on hold over stalled labor talks between owners and players, the Portland Sea Dogs minor league team is looking forward to a busy season that's set to start on time.
One expert sees a big opportunity for the "fan-focused brand" to draw bigger attendance during the lockout.
"Our season is unaffected by the current MLB situation," Chris Cameron, the Sea Dogs' vice president for communications and fan experience, told Mainebiz on Wednesday. "We're good to go for opening day on April 8."
The home opener for the Boston Red Sox Double-A affiliate, scheduled to start at 6 p.m. that Friday, will be against the New Hampshire Fisher Cats, with seats already going fast at the same price as last year.
"Ticket sales have been strong," Cameron said. "It seems fans are excited to get outside and enjoy summer and baseball at Hadlock Field. We have a lot of great promotions planned and we look forward to continuing to provide fun and family entertainment at an affordable price for our fans."
One of those promotions was unveiled Thursday morning: The team will rebrand for a day as the Maine Bean Suppahs, presented by Camden National Bank, for the Aug. 13 home game against the Richmond Flying Squirrels.
As part of the night, the team will wear specially designed Maine Bean Suppah jerseys and hats and feature bean-themed promotions, including an all-you-can-eat buffet, concession food, T-shirts and other merchandise. The promotion pays homage to a centuries-old New England gathering tradition.
The Sea Dogs, who have previously rebranded as the Maine Whoopie Pies and the Maine Red Snappers, will also take to the field as the Alces de Maine (Spanish for "Moose of Maine") on May 19 as part of Minor League Baseball's Hispanic fan engagement initiative, the "Copa de la Diversion," or "Fun Cup."
In 2021, the Sea Dogs' home attendance was 210,211 for 50 home games, yielding an average attendance of 4,204 per game at Hadlock. Chad Epperson was recently named the new manager for the team, while Katie Krall was named development coach, becoming the first female coach in Sea Dogs history.
'Fan-focused brand'
The Portland Sea Dogs, created in 1994 along with mascot Slugger, played their first game at Hadlock Field on April 18 of that year, losing 7-6 to the Albany-Colonie Yankees. Like this year, Major League Baseball was also in limbo due to a 232-day strike that eventually cancelled the entire season.
"During the 1994 lockout, minor league baseball was a great way for fans to see their team's future talent," said Greg Glynn, an athlete brand advisor and CEO of Pliable Marketing in Augusta.
His 2022 outlook: "As an affiliate for the nearby Boston Red Sox, the Portland Sea Dogs will see a significant increase in attendance because they have a great venue and strong reputation as a fan-focused brand. They do an amazing job."
However, he also cautions that a lockout can hurt the sport as a whole, and recommends that both major and minor leaguers think about building their athlete brand during the MLB suspension.
"While there are several complex reasons on both sides of the lockout, many people will see it as though the players just want more money," Glynn said. "As a result, all players in the MLB and the minors should educate their fans by engaging and growing their audience on social media."
He also urges players to use the time to plan more charitable work and community appearances, noting that any lockout has an impact not only on the players, but also the entire sport.
"The lockout in 1994 really hurt baseball," he said. "Think about how many kids now play a different sport, such as lacrosse."
Most Recent
Most Recent
0 Comments