EL PASO – It started with a jersey that took the nation by storm. The jersey, featuring the face of a Chihuahua dog, kicked off the Bark at the Park festivities, a promotion that saved a life, raised money and brought national, regional and local attention to pet owner education.
It was announced on Thursday, that the Chihuahuas Bark at the Park won Minor League Baseball’s Promotion of the Year in their inaugural season. Bark at the Park has been done before, but the Chihuahuas took it over the top.
“The award is significant because it covers the entirety of the industry (160 teams) and is voted on by the fans,” said Benjamin Hill, writer for MiLB.com. “Receiving the most votes indicates a promotion that truly resonated with the public, and, at the end of the day, this is the ultimate goal for any Minor League promotion.”
“We are so proud that this promotion not only received national attention, but it also sold out a game, raised money and saved a life,” said Brad Taylor, general manager for the El Paso Chihuahuas.
Only one other team took the title in its first-year, the Bowling Green Hot Rods in 2008. Coincidentally, Taylor, happened to be the general manager for the Hot Rods at the time.
“Having a staff and a fan base that are both committed to fun makes this possible,” Taylor said. “It is extremely rewarding to win this because the fans voted on it.”
“Winning in the first year is an indication that the franchise possesses strong leadership, a capable, dedicated staff and an energized fan base,” said Hill.
The Chihuahuas faced nine other organizations for the top prize. The finalists were chosen based on creativity, attention to detail, fan engagement, and media response.
Released on July 16, the jersey, was tabbed “...the best jersey in sports” by USA Today and FOX Sports called it “simply awesome.” The jersey, that trended nationwide, was worn on SportsCenter and by Keith Olbermann on ESPN’s Keith Olbermann Show. Olbermann also made a generous contribution of $5,000.
“An innovative promotional approach is crucial to the ongoing success of Minor League Baseball, so that it appeals to the most people as possible regardless of their interest in baseball specifically,” Hill said.
Bark at the Park did not start and end with the jersey. With the help of the Humane Society of El Paso, a No Kill shelter, the Chihuahuas adopted a Chihuahua who was scheduled to be euthanized. A “Name the Dog” contest followed and raised almost $2,000 with the name “Lola” chosen.
The jersey was auctioned off in front of a sold out crowd on August 3rd with proceeds going towards the Humane Society. In total, the Chihuahuas helped raise more than $20,000, sold out the Bark at the Park game, saved a life, and raised awareness for pet ownership responsibility.
“If fans take the time to vote on something like this it indicates that they had a connection to the player or promotion in question,” said Hill. “It doesn’t really matter how good a promotion seems in theory, if the fans don’t respond to it then it wasn’t a success.”
Information from: El Paso Chihuahuas