2023 Triple-A Freitas Award: Albuquerque Isotopes

Image credit: Hunter Goodman (Photo by Eddie Kelly / ProLook Photos)

On the concourse of a typical Albuquerque Isotopes game, it wouldn’t be uncommon to hear mariachi music playing. 

The Isotopes joined Minor League Baseball in an effort to connect to local Hispanic communities through the Copa de la Diversión program.

For a few nights throughout the season, the Isotopes transform into the Mariachis de Nuevo México to honor local communities. For the third time since the program’s inception in 2018, the Mariachis were announced the winner of the season-long event series. 

For their work in the community, the Rockies’ Triple-A affiliate is the Freitas Award winner at Triple-A for 2023. 

The Isotopes work to create authentic and inclusive spaces for all fans, whether it be a special theme night or not. 

On any given day, you will see fans cheering, hear the crack of a bat or smell popcorn cooking. However, in a quiet office tucked away inside the ballpark, you will see a sign that reads, “This is someone’s first Isotopes game.” 

Isotopes vice president and general manager John Traub keeps these signs up to remind staff of the mission. 

“We want to make that first impression as exciting as it was when 20 years ago somebody first gave us a chance (to bring our club here),” Traub said. 

According to the 2020 census, nearly 50% of the Albuquerque community identifies as Hispanic. Transforming into the Mariachis allows for MiLB to connect to that community.

During the six games this season that the team suited up as the Mariachis, the Isotopes sold an average of just over 10,500 tickets. Albuquerque led the Pacific Coast League in attendance with 7,048 fans per game, but the franchise sees an even bigger increase on these special nights.  

“In 2023, we led the league in average and total attendance,” Traub said. “The fact that we are two decades into what we’re doing here and it still resonates and it’s meaningful to the community. 

“I think it shows what a great baseball town this is.”