The Casper Ghosts - A Model for Successful Change
August 7, 2008 - Pioneer League (PL)
Casper Ghosts News Release
Casper, Wyo- The Casper Ghosts rebirth is proving to be a model of successful change for other sports franchises. The Casper Ghosts, formerly the Casper Rockies, a minor league baseball team in central Wyoming began a search last fall for a new look that would really hit home with fans. It appears so far that they have struck gold. The name Casper Rockies seemed like a perfect fit when the team first came into the league in 2001. The name blended together not only the region but the fact that the organization was part of the Colorado Rockies farm system. A name and logo that seemed only natural for some reason never really clicked with fans. The organization continues to be affiliated with the Colorado Rockies but owner Kevin Haughian felt the team needed its own identity.
"We really wanted something that reached out not only to our great fan base in Wyoming but beyond" remarked Haughian.
Halfway through their first season as the Ghosts it appears that the gamble has more than paid off. In a BaseballAmerica.com poll the Ghosts won the "Best Makeover" award in a landslide with 66% of the votes. The team finished near the bottom in merchandise sales in all of minor league baseball in 2007 (as the Casper Rockies), but in 2008 it's a very different story.
"In less than one season our merchandise sales have quadrupled" says Haughian
It wasn't just the name change and new hip logo that has stuck a chord with fans but also an ingenious marketing concept that has landed the Ghosts a place in baseball lore.
"We've designed the first glow-in-the-dark hat in baseball history," said Jason Klein of Plan B Branding. "There are three different versions. We have one cap that is all black, and when the lights are turned off a hidden "G" materializes inside the ghost logo. The second cap has a bill that is rust colored, and the entire logo glows in the dark. Finally, we have an all-white cap that features the ghost's eyes, nostrils, and teeth. Then, in the dark, the entire logo glows."
A logo this ambitious is designed to reach a larger audience than just the baseball fans of Casper and it's a game plan that has hit a homerun. Other teams are following the Ghosts lead and are now offering glow-in-the-dark merchandise. The Ghosts have now sold apparel to every state in the nation and to more than twelve countries internationally. A team that only last year struggled to sell items now finds themselves working hard to keep up with the huge demand. "It's a great problem to have " Haughian said with a smile "people are already coming in to purchase Christmas presents"
The Ghosts success has shown other franchises that the combination of being willing to take risks and listening to what your fans really want can be a winning combination. For more information on the Casper Ghosts baseball club go to ghostsbaseball.com.
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Pioneer League Stories from August 7, 2008
- The Casper Ghosts - A Model for Successful Change - Casper Ghosts
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