BaseballAmerica.com: Minors: Business Beat: Stepping Up

Barack Obama and John McCain are not the only ones courting the Hispanic demographic as their campaigns for the White House churn into gear this summer.

Minor league baseball teams across the country, always in search of adding another layer to their fan base, have also been going out of their way to make sure that this ever-expanding slice of America feels at home at the ballpark. As professional baseball continues to become more and more diverse on the field, minor league teams are trying to ensure the faces in the stands follow suit.

Double-A Erie recently teamed up with a local Hispanic American counsel to present a "Noche Latina" promotion in late June in which the team wore orange "Lobos del mar" jerseys (Wolves of the Sea) that were later auctioned off for charity in addition to putting on a variety of promotions aimed at attracting the local Hispanic communities.

Triple-A Pawtucket began reaching out to local Hispanic communities last year through an annual back-to-school event in which they give away backpacks full of school supplies in an attempt to build a long-term relationship within the communities. High Class A Lake Elsinore, in diverse Southern California, has stepped up advertising in local Spanish language publications and plan to host a free concert for the Hispanic communities in August.

"Obviously, the Latin culture within baseball is a huge element," Erie general manager John Frey said. "The Hispanic involvement in baseball has been a big part of its growth. It makes sense that we do something to follow up and recognize that fact."

Meet The Team

Allan Benavides grew up in Los Angeles and took a shot at a career in Hollywood before joining the Storm four years ago, working his way up from an entry level position to his current role as the team's director of sales. Becoming the face of the organization in local Hispanic communities is now one of his primary duties.

Benavides, who grew up speaking Spanish, spends much of his days traveling to individually owned Hispanic grocery stores, butcher shops and restaurants to explain to the owners and patrons just exactly who the Lake Elsinore Storm are.

"Most have never heard of us," Benavides said. "They could be maybe a half-mile from the stadium and not know we are a baseball team. They are not reading the papers in English or listening to the radio stations (the team advertises with). They knew our hats, but they didn't know what we were."

So now the Storm are trying to break down those barriers. They advertise in local Spanish-language newspapers and are looking to do the same on one of the area's many Latino radio stations. The team printed 25,000 pocket schedules in Spanish and have translated most of their promotional advertisements.

The team's biggest undertaking is an upcoming concert with a lineup of well-known local Hispanic performers at which the team will pass out free vouchers for a game.

"Every market is very specific," Benavides said. "The Latino market is very community driven: They shop where they feel comfortable and feel welcome. Just because we are a baseball team and they like baseball doesn't meant they are going to come. We have to make them feel welcome."

A Changing Landscape

The Storm are hardly alone in their efforts.

Pawtucket recently hired an emissary to better connect with the growing Hispanic communities. Augusto "Cookie" Rojas, who had served as a senior vice president with a local credit union, joined Pawtucket as the team's general sales manager. Rojas has increased the team's presence through advertising in Spanish-language newspapers and on radio stations. He has utilized many of the team's Hispanic players to become public representatives. The PawSox recently hosted a baseball clinic for inner-city Hispanic youth that was run by Pawsox players and brought Cuban native Michel Tejera to a well-attended question-and-answer session in the community.

"Like most of the communities in the Northeast, (ours) is a changing demographic and the challenge is to try and change with it as much as you can in a quality way," longtime Pawtucket president Mike Tamburo said.

Frey said the SeaWolves' budding relationship with a local Hispanic American counsel was the impetus for Noche Latina, rather than a specific plan to target the demographic.

"It is as much for their exposure to the community and to showcase the things they do as much as it is for us to court that audience," Frey said. "It's a two-way street—it's good for both of us. It's a nice community tie-in for us."