Visalia Rawhide & Minor League Baseball Nominated for National Sports Award
VISALIA, CA - In 2017, the Visalia Rawhide, in conjunction with Minor League Baseball (MiLB), announced that the Rawhide would rebrand as "Los Toros de Visalia" as a part of the "Copa de la DiversiÃ"n" initiative. Visalia was chosen as one of only four (4) teams throughout the country to be selected for this innovative Hispanic cultural outreach initiative. It was the first of its kind in sports history and featured new and unique promotional elements to celebrate the heritage of the Hispanic population in Visalia and Tulare county.
"The Central Valley, and Tulare County in particular, has an incredibly rich Hispanic heritage and we were beyond honored to be selected as one of the founding members," said Rawhide/Toros General Manager Jennifer Reynolds. "We embraced the full rebrand of the team and ballpark atmosphere with the goal of welcoming even more people into the Rawhide/Toros family."
The Rawhide's implementation was so successful that the template the club created for this platform was shared with the 160 MiLB teams across the country at the national Baseball Winter Meetings in Orlando, FL in December of 2017.
"That experience was very humbling and empowering to be a part of. We do great things in Visalia, and it's nice to be recognized. It helps us know we're on the right track!" said Reynolds.
In 2018, 33 teams were invited to participate in the growing "Copa de la DiversiÃ"n" program. In 2019, the program now includes 72 teams spread out across the U.S.
Visalia continues to be a leader in the Copa de la DiversiÃ"n initiative and provides other teams with an example of how to generate the most impact from a similar rebrand.
The Rawhide's efforts are not going unnoticed.
"I've been working very closely with Kurt Hunzeker in the Minor League Baseball office on this project since day one. This was his brainchild, and I think it's a brilliant concept. Kurt designed all the Toros de Visalia logos and uniforms, so Visalia also holds a special place in his heart. I'm always trying to make him proud of how we activate the Toros brand," explained Reynolds. "Last week, I got a call from Kurt with the good news that Minor League Baseball had been nominated for a national sports award for the Copa de la DiversiÃ"n work, and he invited me to attend as their guest at the awards ceremony in New York City. I was speechless!"
Minor League Baseball was selected by an exclusive committee of the Sports Business Journal for the "Sports Breakthrough of the Year" award. They are one of only four (4) finalists, with the category also including BodyArmor, Los Angeles Football Club, and MGM Resorts. These awards will be held on May 22nd at the New York Marriott Marquis.
Want to see these nationally recognized efforts in person? You're in luck! Los Toros de Visalia will take the field for a 3-game series this weekend versus the visiting Cucuys de San Bernardino (Latin rebrand of the Inland Empire 66ers) Friday, May 3 through Sunday, May 5. Be prepared for a festive transformation of the ballpark: from the music, to the food, to the in-game entertainment - Latin flavor will be in the air!
"Our players from Latin America absolutely love it! It gives us a great chance to get them more involved and connect to the local community. During this series of games especially, the cultural and language barriers disappear. The local Latin radio stations come in and interview our Latin players, and we feature them as models for all our limited edition uniforms and merchandise. They absolutely love checking out the new food options we have during the games. It all gives them a little taste of home. It's great! Baseball brings people together, and this is just one more reason why I love this game," Reynolds concluded.
Tickets for this weekend's games are going quick! The best way to secure your seats is to go onto www.RawhideBaseball.com to get the best seat options available, or you can call the Rawhide Ticket Office at 559-732-4433 x100.
Images from this story
Cerveza Beisbol with the Visalia Rawhide
Los Toros de Visalia
Los Toros de Visalia
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California League Stories from May 1, 2019
- Visalia Rawhide & Minor League Baseball Nominated for National Sports Award - Visalia Rawhide
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- Nuts Fall in 13 Innings - Modesto Nuts
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- JetHawks Beat Nuts in Extras Again - Lancaster JetHawks
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