Connect with us

Culture

From Dairy Daddies to Trash Pandas: How branding creates fans for lower-league baseball teams

Published

on

From Dairy Daddies to Trash Pandas: How branding creates fans for lower-league baseball teams

Maybe you’ve seen him.

Perhaps his sideways glance and piercing blue eyes have crossed your timeline. His smirk might be all over your TikTok. If you follow baseball or if your algorithm has decided you like livestock, you may have encountered McCreamy, the muscular mascot of the Danville Dairy Daddies.

The brawny bull with a bright pink nose dons blue jeans and a “DD” belt buckle but no shirt, propping one hoof on his hip while the other rests against a bat standing by his feet. His unveiling went viral, providing a level of exposure not usually seen for a collegiate summer baseball team from an unincorporated Virginia city of 42,000 people in the regional Old North State League.

But this was no accident. The Danville Dairy Daddies knew exactly what they were doing.

There’s a story behind their name, a thought process behind their color palette and an award-winning designer behind their logo. Such is the case for many of the eccentric team names filling the minor leagues and collegiate summer leagues in recent years. The magic lies in the quirks that tie the clubs to their communities. The fun comes from the winks, nods and Easter eggs that teams incorporate in their branding to tell locals, “Hey, we know what makes this town special, and we’re leaning into it.”

Advertisement

That’s partially how a topless bull came to represent a team in Pittsylvania County, which boasts three of the five largest dairy farms in Virginia. The Dairy Daddies moniker was initially suggested to general manager Austin Scher as a potential name for Danville’s first collegiate summer team, the Otterbots, in 2021. Over the next three years, the alliteration stuck in Scher’s brain, and when he learned of the local connection, there was no denying the divining of the Dairy Daddies and their main man McCreamy.

“While it is quirky and silly and somewhat tongue in cheek, there is a very real community connection,” Scher said. “The blue and pink are designed to elicit feelings of newness, of birth, of rebirth. You see those two colors together and you might think of a gender reveal party or a nursery. Then you look at this muscle-bound cow, and you’re thinking, ‘Well, that’s not a baby. That’s very much full-grown.’ Danville and all of southern Virginia are in the middle of this massive resurgence.”

Each component of McCreamy conveys a characteristic of his community. Paul Caputo, host of the “Baseball by Design” podcast, which explores the origin stories for minor-league nicknames, sees that same quality in team names across the country.

“You can tell the story of America by understanding why minor-league baseball teams have the names that they have,” he said.

Advertisement

The Dairy Daddies are just the latest in a long line of lower-league baseball teams that shirk traditional names in favor of more eye-catching identities. Pinpointing the origins of the trend is difficult — you could trace it all the way back to the late 1800s, when a team called the Dudes existed in Pensacola, Fla. — but the recent surge of silliness stems in part from Major League Baseball’s downsizing of the affiliated minor leagues from 163 teams to 120. Forty-three franchises lost their affiliation in 2020. Many of those teams played under the same names as their former MLB parent clubs and had to rebrand. Former rookie-league teams like the Burlington (N.C.) Royals and Pulaski  (Va.) Yankees re-emerged as the Sock Puppets and River Turtles to play collegiate summer ball in the Appalachian League.

Teams that maintained their MLB affiliations have also jumped on the funky name train with hopes of invigorating their brands. Pick nearly any league, at any level, and there’s a nickname or logo that will make you stop and gawk. The Carolina Disco Turkeys. The Montgomery (Ala.) Biscuits (formerly the Orlando Rays). The Minot (N.D.) Hot Tots. The Rocket City (Ala.) Trash Pandas (formerly the Mobile BayBears). The Wichita Chili Buns (an alternate identity of the Wichita Wind Surge).

Without the constant media coverage and cash flow MLB organizations enjoy, lower-league teams have to get creative to stir up engagement, increase exposure and keep their franchises afloat.

“I see pictures of people visiting the Eiffel Tower and the Taj Mahal and they’re wearing Trash Pandas shirts when they do it,” Rocket City’s director of marketing Ricky Fernandez said. “It blows my mind that someone’s like, ‘We’re going to the Eiffel Tower today! I better get my finest raccoon astronaut T-shirt on so I can snap a selfie!’”

Even with a local connection, an unusual name can take time to accept. Take the Jacksonville Jumbo Shrimp. The Miami Marlins’ Triple-A affiliate played as the Suns from 1990 to 2016, when new ownership took over. Though the new team name has a tie-in to the local shrimping industry, the public wasn’t immediately sold. Noel Blaha, Jacksonville’s vice president of marketing and media, said the antipathy was expected and they planned the reveal accordingly.

“We very purposefully had some elementary school kids in the front row of the press conference because if things turned sideways and people were throwing tomatoes, they weren’t gonna go after the kids,” he said.

Still, someone started an online petition to change the name back to the Suns. Five thousand people signed within two hours.

“We got angry Facebook posts. We got some very offensive emails,” Blaha said. “People were pissed, point blank.”

But slowly, the tide turned.

Advertisement

“What it resulted in was incredible merchandise sales in the months leading up to the start of the season, and then the season started and we set an attendance record that weekend,” he said.

The DubSea (Wash.) Fish Sticks (previously the Highline Bears) experienced the same rejection-turned-resurgence after their new identity won an online poll pitting Fish Sticks against Seal Slingers as the two options for the team name.

“I had zero people get angry about the name the Highline Bears. I also had zero people get excited about it,” team president Justin Moser said. “Before we rebranded, I don’t think we ever sold anything online. Maybe one or two t-shirts as the Highline Bears.”

Despite social media comments calling the new name stupid and “a disgrace to the area,” the Fish Sticks have since shipped orders to all 50 states and nine countries. They recorded five sellouts last summer and announced that their June 1 season opener sold out on April 23.


Fin Crispy Jr. is the mascot for the DubSea Fish Sticks, a summer collegiate baseball team in Washington. (Photo: Blake Dahlin / courtesy of the DubSea Fish Sticks)

These days, teams that aren’t getting creative with branding can seem a bit stale, said Caputo.

Advertisement

“Being named for a local animal just feels very 1990s,” he added. “It feels old.”

That’s where sports branding companies come in. In the minor-league baseball space, there are two heavy hitters responsible for most of the new, splashy nicknames: Brandiose and Studio Simon. Team staffers work with designers to brainstorm an identity linked to the local history, industries, cuisine, natural landmarks or traditions.

“Every community has a story waiting to be told, and the goal is that when you visit a sports experience, particularly in minor-league baseball, we want you to step into a whole other world,” Brandiose co-founder Jason Klein said. “We want you to step into a story, a nine-inning vacation as we call it. But that story is the story of your hometown.”

Anchoring each team’s story is its logo, the main character of the narrative. Amarillo Sod Poodles GM Tony Ensor knew that nailing his Texas League team’s logo would be key to winning over naysayers, so he went to Brandiose with detailed instructions.

“I want the mouth to be John Wayne,” he said of the animated black-tailed prairie dog, “and the eyes to be Clint Eastwood.”

Advertisement

The Amarillo Sod Poodles are the Double-A affiliate of the Arizona Diamondbacks. (Photo: John E. Moore III / Getty Images)

Scher, the Dairy Daddies GM, had similarly specific requests for Studio Simon creative director Dan Simon when molding McCreamy. Simon envisioned the bull as having a dad bod. The response was a swift “no.”

“They wanted him built but not Arnold Schwarzenegger-built. He’s fine-tuned,” Simon said. “This cow was going to be kind of a ladies’ man. Or, in this case, a male cow is a bull. So he’s a cow’s man.”

Partially inspired by McDreamy, the surgeon Patrick Dempsey portrays in “Grey’s Anatomy,” McCreamy also embodies the spirit of another beloved TV character. Simon sees the bull as boasting the charisma of Joey Tribbiani from “Friends” with a facial expression that seems to ask, “How you doin’?”

These flirty, wacky, happy characters do get some blowback for deviating from traditional logos, or for being kitschy tactics intended to sell T-shirts. But Simon, Klein and the teams that proudly play as Sock Puppets, Trash Pandas and Sod Poodles shrug off that notion.

“The sports fans are going to go to the games anyway,” Simon said. “These identities are drawing people who wouldn’t otherwise come, and hopefully when they do come, they go, ‘Hey, this was fun! I’m going to come again!’ It’s not like you drew them in under false pretenses. It’s not that at all. Minor-league and collegiate summer league baseball, it’s fun! It’s fun to go to those games, so you bring in new fans and you’ve made new fans who hopefully come back.”

Advertisement

The players, whether they’re college athletes trying to get on scouts’ radars or minor leaguers assigned to the clubs by their MLB organizations, also benefit from the increased exposure and engaged crowds.

“I’ve heard from several players that it’s like a little taste of the majors before you actually make it to the show,” Fernandez of the Trash Pandas said. “The old team we had before they moved, we were getting like 200, 300 people a game. It was kinda sad to be at a game because there’d be so many empty seats. Here we’ve led the league in attendance every single season. We average 5,000 people a night.”

Los Angeles Angels starting shortstop Zach Neto, who played 37 games for Rocket City (based in Madison, Ala.) on his path to the majors, had a pair of custom Trash Panda cleats made and said he still rocks the team’s merch.

“We got to play there in an awesome atmosphere every night,” he said. “Even to this day, I still see myself as a Trash Panda.”

The college kids feel it, too. East Carolina catcher Ryan McCrystal, who spent the last two summers as a Burlington Sock Puppet, said the North Carolina community embraced all the players but admitted it can take a bit of effort to convince friends and family you’re playing for a real team.

Advertisement

“They think it’s a joke, but I think it’s really cool because it’s easier to rally around a team with that kind of name. It’s easier to build up a community around a team name that is something that brings people together,” he said.

“It’s the only sport that you can really do it where it makes sense. It’s something small but beautiful about the game.”

(Illustration: Daniel Goldfarb / The Athletic; top photos courtesy of Rocket City Trash Pandas, Jacksonville Jumbo Shrimp) 

Advertisement

Culture

Ellen Burstyn on Her Favorite Books and Her Love of Poetry

Published

on

Ellen Burstyn on Her Favorite Books and Her Love of Poetry

In an email interview, she talked about why she followed up a memoir with “Poetry Says It Better” — and when and why she leans on the “For Dummies” series. SCOTT HELLER


Describe your ideal reading experience.

Next to a warm fire in a house in the woods. Barring that, at home in bed.

How have your reading tastes changed over time?

When I first began reading, I read fiction. My favorite novel was “The Magic Mountain,” by Thomas Mann. Over the years I find that I am less interested in fiction and more interested in trying to learn about science and mathematics. I love the “For Dummies” series. I remember reading or hearing many years ago, maybe in high school, that the first law of thermodynamics is that energy cannot be created or destroyed; it can only change form. So, I was thrilled to learn there was such a book as “Thermodynamics for Dummies.” It was interesting reading, but I’m afraid I could not quote you anything from that book.

Advertisement

What’s the best book you’ve ever received as a gift?

I received the “Rubaiyat” of Omar Khayyám from someone, probably from my first husband, Bill. It stimulated my love of poetry, beautifully illustrated books and also my fascination with the East and the Mideast.

Why write “Poetry Says It Better” rather than, say, a follow-up to your 2006 memoir?

“Poetry Says It Better” has some references to my life, but I feel I wrote enough about myself in my memoir, and I include some of my personal history in this book.

You write that you’ve memorized poems your whole adult life. What’s the last poem you memorized?

Advertisement

I am working on “Shadows,” by D.H. Lawrence. I am trying to get that securely in my memory. Of course, at 93 I am not as good at memorizing as I used to be, or at holding on to what I have already memorized. But it is good exercise for the memory to use it.

You quote a line from Kaveh Akbar: “Art is where what we survive survives.” Why does that line resonate so much for you?

That line is so meaningful to me because I know that the difficult first 18 years of my life is the emotional library I descend into for every part I’ve ever played, and every poem that has landed in my heart.

Of all the characters you’ve played across different media, which role felt the richest — the most novelistic?

I would have to say Lois in “The Last Picture Show.” She was a character I didn’t really understand right away. I had to dig for her. She was multidimensional. I feel literary characters are like that.

Advertisement

What’s the best book about acting, or the life of an actor, you’ve ever read?

I have to name two. “My Life in Art,” by Konstantin Stanislavsky, and “A Dream of Passion,” by Lee Strasberg.

How do you organize your books?

I’ve collected my library for 70 years. All my classic literature is together, on two facing walls in the front of my living room. On the other end of the room, I have my art books. Facing them are my travel and music books. On the fourth wall are some of my science books.

In the large entrance hall, I have one standing bookcase of the complete Carl Jung collection, and near it another bookcase of poetry anthologies. In my kitchen office are all the books about food. Then I have a writing room that contains books of poetry and science, and my Sufi books. In my bedroom are my spiritual and religious books.

Advertisement

What books are on your night stand?

Currently: “Anam Cara: Spiritual Wisdom From the Celtic World,” by John O’Donohue; “Prayers of the Cosmos,” by Neil Douglas Klotz; “The Courage to Create,” by Rollo May; “Radical Love,” by Omid Safi; Pema Chödrön’s “How We Live Is How We Die”; “The Trial of Socrates,” by I.F. Stone; “Our Green Heart: The Soul and Science of Forests,” by Diana Beresford-Kroeger; and “On Living and Dying Well,” by Cicero.

What book might people be surprised to find on your shelves?

Probably Ken Wilber’s “A Brief History of Everything” and Michio Kaku’s “Physics of the Future.” These are two of my favorite books. I love to read books on science that are not written for scientists but for curious readers like me.

You’re organizing a literary dinner party. Which three writers, dead or alive, do you invite?

Advertisement

Oh, definitely Mary Oliver, my favorite poet of all time, and Edgar Allan Poe. The thought of those two people talking to each other. Finally, Tennessee Williams, who’s written some of the greatest plays ever.

Continue Reading

Culture

Speculative Fiction Books Full of Real Horrors

Published

on

Speculative Fiction Books Full of Real Horrors

In most cases, truth is stranger than fiction. But sometimes we need strange fiction to show us the truth. My favorite works of science fiction and fantasy take place in a world that largely resembles our own, and shine a spotlight on the issues of today by blending fantastical imagination with real-world commentary.

Take “Buffy the Vampire Slayer.” High school is hell (literally). Coming out (as a Slayer) is hard. The man you love could transform after sex into someone you no longer recognize (say, a vampire). Allusions to the speculative are common in everyday speech: The untested drug is a “magic pill,” the horrible boss is the “devil himself,” or the female politician is “possessed by a Jezebel spirit.” Taking these propositions seriously can shine a light on what ails us (corporate greed, worker exploitation, good old-fashioned misogyny — take your pick). It’s also what inspired me to play with the idea of actual monsters haunting an abortion clinic in my latest novel, “We Dance Upon Demons,” after I was called a “demon” while volunteering at Planned Parenthood.

When used well, speculative elements take a familiar concept that our brains might otherwise gloss over as familiar and make it just different and exciting enough that we can see new or deeper dimensions. In contemporary stories, they create a gateway for the reader to put herself in a character’s shoes. It’s hard to imagine, for example, how I would fare in the Hunger Games (poorly, I’m sure), but I definitely know what I would do if I started seeing demons at work (Google symptoms of a brain tumor).

Here are some of my favorite books that make a contemporary feast out of the simple question: What if?

Continue Reading

Culture

Frank Stack, Painter Who Secretly Drew ‘The Adventures of Jesus,’ Dies at 88

Published

on

Frank Stack, Painter Who Secretly Drew ‘The Adventures of Jesus,’ Dies at 88

Frank Stack, an art professor and painter who secretly moonlighted as Foolbert Sturgeon, the satirical cartoonist who created “The Adventures of Jesus,” a chronicle of Christ’s encounters with sanctimonious hypocrites that is widely considered the first underground comic, died on April 12 in Columbia, Mo. He was 88.

The death, at a hospital, was confirmed by his daughter, Joan Stack.

Mr. Stack taught studio art at the University of Missouri and was well regarded for his intricate drawings, etchings and watercolor paintings, which he often composed alone, sitting cross-legged on a quiet riverbank.

As Foolbert Sturgeon — a persona he concealed for two decades to protect his day job — he lampooned religion, academia and the military, among other sacred tendrils of the 1960s and ’70s, signing his acerbic broadsides with his vaudevillian nom de plume.

“His comics were funny, well drawn and smart,” his friend the cartoonist R. Crumb said in an interview. “And he was a very, very fine watercolor artist and oil painter. He was the real thing.”

Advertisement

Mr. Stack was especially adept at nudes, once drawing Mr. Crumb’s wife, the feminist underground cartoonist Aline Kominsky-Crumb, in a state of total undress.

“He did a very fine job,” Mr. Crumb said. “He really knew anatomy.”

Mr. Stack did not become as famous (or notorious) as Mr. Crumb, a subversive and misanthropic character in San Francisco’s counterculture scene, whose heavily crosshatched, grotesquely sexual drawings came to define underground comics during the 1960s.

In contrast to Mr. Crumb, whose roguish demeanor was immortalized in the 1994 documentary “Crumb,” Mr. Stack worked secretively in the Midwest, his only notable behavioral quirk an ability to deliver astonishingly long monologues on seemingly any subject that occurred to him.

“Frank is an incredible story,” James Danky, a historian and co-author of “Underground Classics: The Transformation of Comics Into Comix” (2009), said in an interview, adding: “He’s not who you think he is. He’s more than that.”

Advertisement

Mr. Stack got his start in creative flippancy as a writer and then the editor of Texas Ranger, the humor magazine at the University of Texas at Austin, whose staffers, known as Rangeroos, have included the gossip columnist Liz Smith, the screenwriter Robert Benton and the comic book artist and publisher Gilbert Shelton.

After graduating in 1959 with a degree in fine arts, he worked briefly at The Houston Chronicle, one desk over from Dan Rather, and joined the Army Reserve. In 1961, he enrolled at the University of Wyoming for a master’s degree in art, but was called into active duty the same year following the Berlin Wall crisis.

Attached to a data processing unit on Governors Island in New York, he rented an apartment on West 94th Street and spent his evenings attending gallery openings, plays and art house movies with Mr. Benton and Mr. Shelton, who were also living in New York. He had no use for the Army.

“My entire company was constantly grumbling, grousing, growling, snarling, moaning and whining with discontent,” Mr. Stack wrote in “The New Adventures of Jesus: The Second Coming” (2006). “CBS actually sent a film crew to the island, but they were only allowed to speak with delegated individuals who, naturally, were hardly discontented at all.”

One day, Army officers distributed patriotic pamphlets titled “Why Me?”

Advertisement

“The gist was something about drawing a line in the sand to save the free world from communism. It didn’t go down well at all,” Mr. Stack wrote, adding that most, “if not all, of us thought it was ridiculous and insulting.”

He responded by drawing a cartoon on the back of a computer card depicting Christian martyrs being handed a pamphlet titled “Why Me?” as they entered an arena of hungry lions. He posted it on a bulletin board. A half-hour later, it had disappeared.

Undeterred, Mr. Stack continued drawing Jesus in a series of absurd situations — being arrested, registering to vote, attending faculty parties.

In one scene, a military police officer asks Jesus to produce his identification. “I don’t have one!” Jesus says. “I don’t have anything!” In another scene, Jesus walks on water by becoming a duck.

In 1962, the Austin gang in New York went their separate ways. Mr. Stack returned to Wyoming to finish his graduate studies in art. Mr. Shelton moved back to Austin for graduate school and to edit Texas Ranger.

Advertisement

Mr. Shelton loved the Jesus comics and had made copies for himself. He printed a few in a newsletter that he published locally. In 1964, with help from a friend who had access to a Xerox machine at the University of Texas law school, he made an eight-page book titled “The Adventures of Jesus.”

Scholars consider it to be the first underground comic. The cover credit went to “F.S.” because Frank Stack was now teaching at the University of Missouri, where demeaning Jesus, especially in comic-book form, probably wouldn’t have looked great on a curriculum vitae.

“I’ve always loved to see my stuff in print, but I was on the horns of a dilemma,” he wrote. “Did I dare to publish the cartoons under my own name when my job was at risk if the university ever noticed that I worked in the most disgraceful of all media — the awful COMIC BOOK?”

Instead, he created the ridiculous-sounding pen name Foolbert Sturgeon, which reminded him vaguely of Gilbert Shelton. Rising through the ranks of academia, he continued publishing Jesus strips.

“I kind of liked the anonymity of it — there wasn’t anything respectable about it, so you didn’t have to be careful about what you said,” he told The Comics Journal in 1996. “And of course, as a university professor, and as a painter, and as an ‘authority’ — as a role model — you do have to be careful about what you say.”

Advertisement

Frank Huntington Stack was born on Oct. 31, 1937, in Houston. His father, Maurice Stack, was an oil field supply salesman, and his mother, Norma Rose (Huntington) Stack, was a teacher.

Growing up, he drew constantly — on scraps of paper, the backs of envelopes, anything he could get his hands on. He loved newspaper comic strips, especially “Tarzan,” “Prince Valiant,” “Alley Oop” and “Krazy Kat.”

During high school, he visited an aunt who lived in Austin and worked at the University of Texas. There, he came across copies of Texas Ranger and decided to apply to the school, majoring in journalism before switching to fine arts. After he joined the humor magazine, one of the first artists he published was his classmate Mr. Shelton.

“He had something unusual at the time — an appreciation for things that made people laugh,” Mr. Shelton said in an interview.

Mr. Stack’s other books as Foolbert Sturgeon include “Dorman’s Doggie” (1979), about his dog, Pingy-Poo, and “Amazon Comics” (1972), an indecent retelling of Greek myths. He dropped the pen name in the late 1980s when he began collaborating with the underground comics writer Harvey Pekar on his “American Splendor” series.

Advertisement

In 1994, Mr. Stack illustrated “Our Cancer Year,” an autobiographical graphic novel by Mr. Pekar and his wife, Joyce Brabner, recounting Mr. Pekar’s battle with lymphoma.

The “narrative is by turns amusing, frightening, moving and quietly entertaining,” Publisher’s Weekly said in its review. “Stack’s brisk and elegantly gestural black-and-white drawings wonderfully delineate this captivating story of love, community, recuperation and international friendship.”

Mr. Stack married Mildred Powell in 1959. She died in 1998.

In addition to their daughter, he is survived by their son, Robert; six grandchildren; and his brother, Stephen.

Writing in “The New Adventures of Jesus,” Mr. Stack reflected on spending so many years as Foolbert Sturgeon.

Advertisement

“If I’d stuck by my guns maybe I’d be out of a job, disinherited, back in New York (not Texas, for sure) and dead by now,” he wrote. “But I ain’t apologizing. Who would I apologize to? God and Jesus? Why would they care?”

Continue Reading
Advertisement

Trending