Kudos to Akron RubberDucks owner and CEO Ken Babby and his management team for the recently announced improvements at Canal Park. They will include an all-year restaurant, a new picnic area creatively named "Fowl Territory" and premium sections in left and right fields.
These follow the unveiling of the new identity for the team, the former Akron Aeros, and provide an example of the positive thinking that makes Minor League Baseball such an important factor in our communities.
The change in the team name, the new jazzy logo, the stadium features and now these entertainment amenities will generate much interest and attendance in the coming years. Maybe more important, these improvements will bring people together in a way that only baseball can do.
As I've said before, the creativity of team owners never ceases to amaze me.
The new identity, which features the stunning snarling duck logo, is more than cosmetic. Important business strategies that involve marketing, promotion and intellectual property rights seem to be at play, and the ballpark improvements help bear that out.
The Akron team finished its first season under new ownership with new marketing strategies. Changing the name and the team logo will provide not only a new image but new marketing opportunities, including the goods and merchandise for sale inside and outside the ballpark in team stores.
Teams shift identities all the time, altering logos and uniforms and creating new demand for apparel and other merchandise. But a total makeover with a change in mascot does not happen that often. Coupled with the attendance boomlet of the predecessor Akron Aeros this last season, timing is in the teamís favor. Advertisers will no doubt want to join the hoopla with new or renewal campaigns.
A fresh owner has an opportunity for innovative promotion of the team and all of its revenue streams. The new name and logo has already created valuable mentions in print, broadcast and social media, and will continue to do so.
Intellectual Property Rights
The team has also created valuable intellectual property rights in the new name and logo materials, including protection through copyright and trademark registrations.
In addition, because Minor League Baseball has the right to approve any changes in name or logo, it will assist in the protection of the mark and its defense against infringers. These are important legal rights that add considerable value to the team.