Before a player had ever donned an Isotopes uniform, the 'Topes were selling gear via the internet, and at their own kiosks in major malls. They also convinced stores like Fanzzz, which have been burned by minor league merchandise before, to sell their gear.
The other by-product of the great merchandising by Patrick was a huge buzz on brand awareness. Without a billboard or an ad, word was spreading that baseball was returning to Albuquerque, and that it was going to be a hipper, cooler product than the tired final days of the Sports Stadium.
Savvy Politician
Politically, Ken Young has also learned how to steer the waters of minor league ownership. In Albuquerque, he pushed for a new stadium in the downtown area more by standing behind the front lines and being their for the troops than becoming a potential lighting-rod for criticism in a town where
The Isotopes' name comes from the core of the new fan movement: The TV generation. For those that don't catch the Simpsons, there were a few episodes written around a team called the Isotopes, where Homer went on a hunger strike to, ironically, keep the team from moving to Albuquerque.
In a state where there is a town named after a television game show (Truth or Consequences, New Mexico) it seems only fitting that the state's professional baseball team name be taken from the tube as well.
Isotopes gear, via the internet and area stores, is selling nationwide to fans of the TV show who may never set foot in the Reactor.
Merchandising Begins Early
Young grew up on the food side of the minor league marketing equation, but he has surely embraced the merchandising portion of the formula as well. For the Isotopes, he has given a very liberal hand to Jeff Patrick, who has developed a broad range of products to feed the local and national enthusiasm for the team.
A young fan gears up for fun at Isotopes Park. The 'topes have one of the most diversified lineups of merchandise in minor baseball, with seemingly something for everyone.
the political ambitions of a few government officials were bent on a cheap remodel of the old stadium rather than developing a world-class facility. He negotiated a dual-optioned deal, depending on the vote of the public, paying lower rent in a remodeled stadium, or higher rent in a downtown facility. Albuquerque is a conservative town. The fear of hitting the city's tax coffers, with closed libraries and reduced police force, a fiction that is the opposite of the truth in most cities with downtown stadiums, turned the minds of many elderly voters, the core of a low-turnout election. The stadium remodel was approved by voters.
Where many might have conceived of a new coat of paint and better lockers, Young's ownership group and the Albuquerque Baseball 2000 committee were able to convince two mayors (incoming and outgoing) of the need for a world-class facility. When HOK Sport won the bidding process, it was clear that a new day in professional sports dawned in the Duke City.
The "Carnival Atmosphere"
Food service is one of the centerpieces of a Young park. The Tides were one of the first organizations to move more of the food service to carts on the concourse. You can have beautiful areas for permanent food service, but you need to have portable areas where, one, you can get people served quickly so it enhances the service, but also so people can see a hot dog being grilled, they can see cotton candy being spun." The visuals and the smells all add to the atmosphere.
The mascot
of the Isotopes? No, not "Homer" Simpson (although he and Bart
make occasional appearances). A fresh character "Orbit" was
conceived. Sales of gear with the image of the fuzzy, bobbly thing continues
to be, well, out of orbit.
