RICHMOND, Va. (WWBT) – The Richmond Flying Squirrels unveiled new logos and uniforms Monday, Nov. 17, as the team prepares for its move to CarMax Park, set to open in a few months.
Hundreds of fans packed the Byrd Theater for the rebrand reveal.
The event also featured a panel including some partners who helped make the new ballpark happen, including Richmond Mayor Danny Avula, Flying Squirrels Managing Partner Lou DiBella, CarMax Chief Marketing Officer Sarah Lane, and Wasserman SVP, US Strategy & Consulting Christa Newcomb.
The updated designs include what the team calls a “squirrely script” font on some uniforms, while others embrace a “taking flight” theme.
The changes represent a refresh, rather than a complete overhaul of the team’s identity.
“We’re really now engaged in a new business. It is no longer just the baseball operation,” DiBella said
DiBella says CarMax Park remains on schedule, with some things even being ahead of it.
Construction should be completed by February, giving the team time to prepare for its first pitch in April.
The project is going over budget, but DiBella says the investment will pay off once revenue begins flowing from the new facility.
“Every single aspect of the ballpark is going to be for everybody. I mean, yes, there are VIP experiences you can buy, but we are making a point not to price out the people that have loved and supported us for so long,” DiBella said.
The team plans to use the venue year-round, as it is planning to host concerts on site. DiBella says the organization will double its staff, adding hundreds of jobs.
Mayor Danny Avula said the project represents a transformation for the city.
“I hope that this will be part of the rewriting of our narrative as a city that we can get big and complicated things done and they can be spectacular,” Avula said. “I mean, we’re changing the heart of the city.”
As for fans, the ones at the rebrand event expressed enthusiasm for the changes, with some already buying the merchandise.
“Once everybody sees it and it’s available, it’s going to sell out quickly,” one man said.
DiBella expressed confidence in fan support for the upcoming season.
“Our fan base and our friends and neighbors have given back, and they’ve supported us, and I know they’re going to support us. I know we’re going to set records next year,” DiBella said.
The new ballpark is part of a larger development that will include the Diamond District, a 67-acre project surrounding CarMax Park. DiBella said millions more in investment are expected over the next couple of years.
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