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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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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