How To Market Like The Fresno Grizzlies: A Chat With Sam Hansen

Sam Hansen is the creative brain behind the Fresno Grizzlies’ many unique and trendsetting promotions. As the Grizzlies’ director of marketing, Hansen has developed promotions ranging from the celebration of pop-culture hit movies like “Good Burger” and “Coming to America,” to creating the popular local Taco Truck Throwdown, to converting the team’s furry mascot Parker into an ordained minister.

Sam Hansen
Fresno Grizzlies Director of Marketing Sam Hansen shows off a “nunchuck churro” from a recent promotion.

What follows is the second part of my conversation with Hansen about how the team comes up with so many popular promotions and how he got involved in minor league baseball. Part One of our conversation can be found here. The transcript has been edited in spots for length and clarity.

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Every Fan Counts For Round Rock, Charlotte In Attendance Race

Down the stretch they come. The Charlotte Knights and Round Rock Express are neck and neck in the race for minor league baseball’s attendance crown as the season enters the stretch run.

The Knights, in the midst of a seven-game homestand, hold just a four-fan lead over the Express. Charlotte, through 58 openings, is averaging 8,912 fans per game. The Express, which return from an eight-game road trip on Tuesday, is averaging 8,908 fans per game through 60 openings.

Minor League Attendance Leaders

Minor League Attendance through Aug. 16

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Frisco RoughRiders Find Perfection With Dude Perfect Promotion

The proof of a successful promotion can be found in the results, and that certainly was the case for the winner of Minor League Baseball’s July Promotion of the Month. The Frisco RoughRiders took home the honor, earning the Texas League franchise a spot in the Promo Seminar’s Golden Bobblehead competition, for its Dude Perfect Appearance on July 20.

The RoughRiders set a single-game attendance record for Dr Pepper Ballpark of 12,067 by welcoming the five Dudes who form the trick-shot making group that has become a viral sensation over the past few years. The Frisco-based group has earned more than 32 million subscribers and 5 billion views on YouTube as well as their own show on Nickelodeon, making their appearance one of the most anticipated in team history. In fact, the appearance was the earliest sellout in RoughRiders history, with all of the tickets being snapped up three days before the game.

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Behind The Scenes With Fresno Grizzlies Marketing Wiz Sam Hansen

Sam Hansen
Fresno Grizzlies Director of Marketing Sam Hansen shows off a “nunchuck churro” from the team’s recent “Bruce Lee vs. Chuck Norris” promotion.

The Fresno Grizzlies rank among minor league baseball’s most creative and trend-setting teams. The fad of teams transforming their names into a favorite concession item? That began with the Fresno Tacos, which grew out of the team’s often-replicated Taco Truck Throwdown promotion.

Sam Hansen is the person behind the concept and creation of these promotions and a long list of others that has helped the Grizzlies make local and national headlines each season. As the Grizzlies’ director of marketing, Hansen has developed promotions ranging from the celebration of pop-culture hit movies like “Good Burger” and “Coming to America” to converting the team’s furry mascot Parker into an ordained minister.

What follows is Part One of my conversation with Hansen about the art of minor league promotions, how Fresno has turned into one of the premier marketing franchises in professional sports and how he got his start. Part Two of our conversation will follow in this space next week. The transcript has been edited in spots for length and clarity.

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Vancouver Hangs With The Big Boys In Minors’ Attendance Rankings

The sellouts have come so fast and furious at Nat Bailey Stadium in recent years that the Vancouver Canadians have stopped announcing when they happen. Falling under the category of a nice problem to have, the team has been staying mum about crowd size so fans on the outside looking in don’t get discouraged.

“We were selling out so much that the community started thinking that you can’t get in,” Canadians President Andy Dunn said. “We had to take a different approach and tell the community that you can get in, but you have to plan accordingly. You can’t show up at 6:30 on a game night thinking that you are going to get a ticket.”

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From Young Gun to Seasoned Vet, Eric Edelstein Climbs MiLB Ladder

Eric Edelstein has enjoyed a steady climb up the minor league ranks. He was just two years removed from Bowling Green State University when he landed his first general manager job in 2002 with the Jamestown Jammers, the now-defunct New York-Penn League that was one of the smallest markets in the minors. The following season brought him to Wichita, where he ran the Double-A Wranglers for three years before bringing it to a new ballpark and launching the Northwest Arkansas Naturals. Edelstein helped establish that franchise’s footing in a new market, earning Baseball America’s Freitas Award for overall excellence following the 2012 season.

Eric Edelstein, Reno

Each of those experiences, Edelstein said, shaped his approach to the game and influences how he operates the Triple-A Reno Aces, where he now serves as president. Edelstein oversees operations of the Aces and Reno 1868 FC, which made its United Soccer League debut at Greater Nevada Field in 2017.

What follows is my conversation with Edelstein about how to succeed in minor league baseball, the different—and similar—approach to running teams in various-sized markets and the changing dynamic of the game. The transcript has been edited in spots for length and clarity.

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Minor League Baseball Reveals July Golden Bobblehead Nominees

The wait is over, folks. The next round of Golden Bobblehead nominees is upon us as Minor League Baseball releases its candidates for the best promotion for the month of July. The winner receives an automatic entry into the coveted Golden Bobblehead competition at the Minor League Baseball Promo Seminar this September in Des Moines.

As has been the case all season, there is no shortage of great candidates, but there can only be one winner. In fact, if you have not been following along and tracking the Golden Bobblehead nominees (shame on you!) catch up on all of the brilliant and creative promotions at minor league ballparks this season by clicking here.

This month’s nominees were selected from a plethora of entries and embrace the fun, fan-friendly and community-minded spirit of the sport. Each month, teams can either nominate promotions or events of their own or other teams for the award. The winner qualifies as a finalist for the Golden Bobblehead competition at Promo Seminar held in Des Moines, where they will present their promotion before their peers, who will then vote on winners in the following categories:

  • Best Theme Night
  • Best In-Game Promotion
  • Best Non-Gameday Event
  • Best Community Promotion or Event
  • Best Digital Campaign or Activation

Now, on to the nominees:

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