At Home With the RiverDogs
Today, we speak with Danny Reed, assistant director of media relations for the Charleston RiverDogs (Class A affiliate of the New York Yankees). The RiverDogs are one of six Minor League clubs operated by Mike Veeck's Goldklang Group, and actor-comedian Bill Murray is one of the RiverDogs' co-owners.
MiLB.com: How would you characterize your team's fan base? How has it grown or changed in recent years?
DR: Our fan base in Charleston has been very consistent, considering that we cater to such a wide cross-section of people in the area. For instance, our Friday Night Fireworks and Family Sunday promotional days are heavily geared toward wholesome family entertainment, while our Thirsty Thursday focuses on the young adult contingent.
MiLB.com: What type of marketing strategies do the fans respond to?
DR: Our fans greatly understand the "Fun Is Good" concept developed by our team president, Mike Veeck. It is a unique style of entertainment that ultimately stresses that success in any field can be determined by how much fun you are able to inject into it. Whether it is one of our many special promotional nights or our between-inning entertainment, our fans know how much we value "Fun Is Good."
MiLB.com: Has your team staged any notably creative or offbeat promotions in recent years?
DR: Well, the Veeck name is certainly synonymous with zany promotions, and here in Charleston it is no different. Over the past few seasons, we have set an all-time lowest attendance record on Nobody Night, kept our entire crowd hushed on Silent Night and, of course, we've had celebrities like Stephen Colbert and UNC basketball coach Roy Williams visit from time to time. There have been a few that have missed, though. Vasectomy Night on Father's Day a few years back didn't pan out too well, and neither did Tonya Harding Bat Night in 2000.
MiLB.com: How has the Internet affected the way your team is run?
DR: Throughout the course of the day, we are able to communicate much more effectively with our season-ticket holders, casual walk-up fans and our families that have players. We utilize a special email blast list for all of our season-ticket holders to make sure they get the latest information as it comes out of our office. Our team website is also updated several times throughout the day, so fans can more easily keep up with the RiverDogs.
| At a Glance: Charleston RiverDogs |
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• First season: The franchise started play in 1980 as the Charleston Royals. They became the RiverDogs in 1994. • Affiliation: New York Yankees (2005-present) • Stadium: Joseph P. Riley Jr. Park (1997-present) • League Championships: None • City Population: Approximately 120,000 • Notable Charleston Alumni:
• People who've called Charleston home:
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MiLB.com: Does your concession stand serve any regional specialties or otherwise remarkable items?
DR: Our concession stand is always thinking of new items that are not only innovative and delicious, but indicative of our area. For instance, our version of the Sloppy Joe includes coleslaw. We also feature the Dixie Dog (a hot dog served with pimento cheese and chili), shrimp and grits, grilled turkey leg, and boiled peanuts.
MiLB.com: What type of merchandise sells best at the team store? Are there any unique items available for purchase?
DR: The items that consistently sell the best at our merchandise store are our foam fingers, team mini-bats and glow-in-the-dark baseballs. A few unique items would be our version of the snow globe, entitled "Snow at the Joe" (Joseph P. Riley Jr. Park), and we have a "bobble bridge," which in essence is the same concept as a bobblehead, but we have used a replica of the Arthur Ravenel Jr. Bridge in its place.
MiLB.com: How large a role does your mascot play, both at the stadium and within the community?
DR: Charlie T. RiverDog is extremely active, both at Joseph P. Riley Jr. Park and in the community. Such are his vast commitments that he actually has his own booking person for organizational purposes. He is an unmistakable presence at "The Joe" on game night, and we get the added perk that he was the Capital One Mascot of the Year while at the University of South Carolina in 2003.
MiLB.com: Minor League stadiums often vary greatly from one another. What are the positives of playing in your facility? Any drawbacks?
DR: Joseph P. Riley Jr. Park was constructed in time for the 1997 season, but with the look it has and the atmosphere it provides, it would be difficult for an onlooker to tell that it isn't a brand-new facility. It was designed by HOK, who also designed such Major League parks as Camden Yards, Jacobs Field and Coors Field. It sits on the banks of the scenic Ashley River and sets a wonderful baseball scene on a sunny afternoon or a cool summer's evening. The field surface is also wonderfully kept by the watchful eye of former Major League groundskeeper Mike Williams, who has worked with the New York Mets and Tampa Bay Rays. The only drawback to our facility is that we have adequate parking due to the fact that we are situated so close to downtown Charleston.
MiLB.com: What are some of your favorite on-field moments since you've been with the team?
DR: In addition to the wacky Veeck-esque promotions that you can see on a nightly basis, there have been quite a few memorable moments at "The Joe." Last season, third baseman Mitch Hilligoss broke a team and South Atlantic League record with his 38-game hitting streak that lasted from April 18 through June 1. Also last season, pitcher Brady Martinez proposed to his girlfriend during the ceremonial first pitch.
We've seen plenty of Major League talent come through the low country, including two pitchers that have taken the hill at Yankee Stadium in Phil Hughes and Chase Wright. You might not recognize it at the time, but it is very special to realize that someone you saw in person is now a Major Leaguer. As they continue to mature and improve, you can always remember that they once took the field for your team, and you were there to see it.
Benjamin Hill is a contributor to MLB.com.