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What Will Be The Gwinnett Braves' New Name?
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The Gwinnett Braves could soon be the Buttons. Or the Big Mouths. Or the Lambchops.
Those are some of the choices in an online vote for a new name for the Atlanta Braves’ largest minor league affiliate.
Ticket sales for the minor league club have been falling for years. But the team hopes a name change will energize fans in Gwinnett and around the state.
G-Braves fan Jerry Cauley is one of many fans who voted for a new name. Although he didn’t reveal his choice, he says weird nicknames are important for minor league teams.
“I understand why they did it,” Cauley said. “Unique sells! You’ve got the Flying Squirrels in Richmond, the Yard Goats up in Hartford. You have the Montgomery Biscuits and the Jumbo Shrimp in Jacksonville….the name changes seem to ignite a fan base.”
The Triple-A Braves moved from Richmond, Virginia to Gwinnett County in 2009. They kept their parent team’s name the past eight years. But now, management says a big change is necessary.
The team was dead last in attendance among Triple-A baseball teams last season; averaging just over 3,000 fans a game.
General Manager North Johnson has been pushing for a name change for years. He says sharing the Atlanta Braves iconic identity was helpful when the team first moved to the state. But nine years later, the G-Braves are struggling to step out of the shadow of their parent team.
“People are actually just hearing Braves,” Johnson said. “So they’re defaulting back to the Atlanta Braves as opposed to us. We just feel like a lot of our marketing efforts are going unused because of that confusion.”
For minor league teams, branding can be a crucial tool for boosting attendance and popularizing merchandise.
On Georgia’s coast, the newly created Savannah Bananas proved that fun baseball can flourish, even within smaller fan bases.
The fruit-themed collegiate league team took the city by storm last season. The Bananas averaged more fans per game than the much larger Gwinnett Braves last season.
David Warschawski, CEO of marketing and communications agency Warschawski, says a new, unique brand can create excitement for a fan-base that probably doesn’t need more Braves themed gear.
Warschawski says that sports, and great brands, are all about emotional connections. He thinks the move is likely an attempt to create a stronger connection with fans around Gwinnett who see the Triple-A Braves as a watered down version of their Atlanta counterparts.
"If you can come up with a great name that makes for a great shirt or swag, that people might be interested in beyond being a baseball fan or beyond the region of the team, all of a sudden you're increasing your revenue," Warschawski said.
Now, fans have until July 24 to cast their vote and choose a new moniker for the team.
After sorting through more than 4,000 suggestions, the team has whittled it down to six finalists.
Per the Gwinnett Braves website:
1. Gwinnett Big Mouths-
Named after the state fish of Georgia, the Big Mouths are a tribute to bass fishing on Lake Lanier.
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2. Gwinnett Buttons-
The Buttons honor Gwinnett County's namesake, Button Gwinnett, signatory of the Declaration of Independence.
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3. Gwinnett Gobblers-
The Gobblers celebrate the outdoors, hunting and eating all the foods we love in the state of Georgia.
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4. Gwinnett Hush Puppies-
Our stealthy hunting dog is sneaking through the weeds, about to rustle up some ducks. But don't think we're all that serious. You can expect a "corny" fan experience at the "Puppies" game!
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5. Gwinnett Lambchops-
A chop off the old block, the Lambchops marry the region's love of home cooking with the Tomahawk Chop of the Atlanta Braves.
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6. Gwinnett Sweet Teas-
It's a regional icon "to a tea!" The Sweet Teas celebrate the laid-back lifestyle of Gwinnett County while displaying a real sweet look.
Whether it be the Gwinnett Buttons, Big Mouths, Lambchops, Hush Puppies, Gobblers, or Sweet Teas, the team will finally have a second chance to make a first impression.
“Somebody made a comment on social media that all they’re trying to do is draw more attendance,” GM North Johnson said. “Well, of course we are! What business isn’t trying to increase their fan base or customer base? This is just a normal part of business, figuring out what’s going to be the best thing to do.”
The final team name will be announced later this year, and will go into effect by the 2018 season.
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