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SL1 Montgomery Biscuits

Hidden Cash Promotion Hit Montgomery & Riverwalk Stadium

June 12, 2014 - Southern League (SL1)
Montgomery Biscuits News Release


After an anonymous person started the social media trend in San Francisco a few short weeks ago, the "˜Hidden Cash' trend has exploded. Now a world-wide expression of giving back, "˜Hidden Cash' has seen its own version of Southern hospitality. As the trend has taken off across the US, minor league baseball team owner Sherrie Myers saw an opportunity to give back to the Montgomery community that has given so much to her.

Bring On the Biscuits

In 2004, Myers and her husband, Tom Dickson, brought the Montgomery Biscuits, an affiliate of the Tampa Bay Rays, to downtown Montgomery, Ala. An area once so full of history, the life that once hustled and bustled had all but fallen flat. Myers and Dickson saw the Biscuits as an opportunity to help reinvigorate Montgomery.

The idea didn't come without its own anxieties, however. The brand new Riverwalk Stadium was located in an area many considered a wasteland of industrial business and office buildings, unsuitable for family entertainment. Would people come? The answer was yes. The people were hungry for the fun.

Since opening their gates in 2004, almost 3 million fans have come to the venue to enjoy Biscuits baseball. And guess what? Economic development in the area blossomed, with a 4-star hotel, and numerous restaurants and other businesses locating near the anchor stadium.

Ten years later, Riverwalk and the Biscuits are well established as a family-friendly downtown destination. Always looking for new ways to give back to the local community, Sherrie heard about Hidden Cash and decided to score a home run by being a copy cat.

What Goes Around, Comes Around

In partnership with the Montgomery Advertiser, a Gannett newspaper and the largest daily in the state, the team launched Hidden Cash MGM.

"The movement of "˜hidden cash' is sweeping major cities across the nation," Myers said. "The Montgomery community is full of kind people who pay it forward every day. We just wanted to take this opportunity to really put Southern hospitality on the map."

On June 6, the Hidden Cash scavenger hunt began at noon with envelopes hidden throughout Downtown Montgomery. Clues were tweeted out via @HiddenCashMGM. Almost instantly, crowds of people began gathering downtown.

"I sat near the first clues and I couldn't believe the response," Myers said. "I love the thought of being able to give back to the community and watching them give to other people." The idea behind the "˜Hidden Cash' movement is that those finding cash envelopes "˜pay it forward' by sharing the money with those in need -- contagiously spreading good will through the community.

As the clues continued, the joy evident was undeniable. Children and adults on the hunt were all smiles. Naysayers speculated the event would cause disturbances. Not a single negative incident was reported.

"People are happy for each other and are paying it forward. Maybe it's Southern hospitality or maybe it's just good will, but either way it is so great to see people enjoying themselves," said Robert Granfeldt, president and publisher of the Advertiser.

At 6 p.m., the scavenger hunt moved into Riverwalk Stadium, where the Biscuits were presenting their Freebie Friday promotion. Rain postponed that night, but hunting festivities continued the next night as part of a doubleheader. In the 4th inning of the second game, gates were swung to allow more public participants to join.

"It was a story happening right now," said Granfeldt. "Everyone deserved the chance to participate in this feel good and worthy, worldwide trend."

Show Us Your Stuff

There was only one request made of those who found money. Each recipient was asked to send a tweet telling everyone what their plans were for the money. Would they keep it or pay it forward? Along with tweeted photos that could only be described as "pure joy" most said they would be "paying it forward." The photos of celebrations and acts of kindness were posted on both the Biscuits and Advertiser social media platforms.

"The best photos are the ones of the children who found envelopes," said Myers. "I heard a story of one little girl who found an envelope and then instantly began handing portions of the money out to the people around her. We could all learn something from her example of kindness."

The Montgomery Biscuits, class AA affiliate of the Tampa Bay Rays is a Minor League Baseball member of the Southern League. 2014 will be the Biscuit's eleventh season of operation at Riverwalk Stadium, the centerpiece of Downtown Montgomery, AL located at 200 Coosa Street. The muti-purpose facility hosts all 70 home games in addition to other events through the entire calendar year. For tickets or more information, please call 334-323-2255 or visit the Biscuits online at BiscuitsBaseball.com.

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The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.

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