The 2025 season marked a significant step forward for the Miami Marlins. After losing 100 games in 2024, the club improved to 79-83 and remained in playoff contention until the final series of the year. The 17-win jump represented the largest year-to-year improvement in franchise history.
The Marlins ranked in the top five among all MLB teams in attendance percentage growth, highlighted by five sellouts—the most in loanDepot park history. Yet even with that uptick, the franchise had the third-lowest overall attendance across MLB. From a business perspective, enticing fans to show up is especially important moving forward as Miami’s revenue from local television is projected to decrease after leaving cable behind.
Enter new Chief Brand Officer Alex Parker. Upon reviewing extensive fan feedback gathered by the organization, he believes there is room to enhance the in-game and overall ballpark experience.
The Marlins initially brought Parker in as a consultant last winter following a 10-year tenure with the Miami Dolphins, where he oversaw digital marketing and sponsorship initiatives. He also played a pivotal role in securing the naming rights agreement for Hard Rock Stadium.
Still, Parker says baseball has always been his true passion. Growing up, back when the Marlins and Dolphins shared that venue, he was in the stands as a baseball fan. “We used to get the $3 Fish Tank tickets in the top level—that’s where I spent my childhood,” Parker told Fish On First in an exclusive interview.
“This brand specifically has meant everything to me for a very long time,” he added.
Parker and the Marlins are taking what he describes as a “data-driven, survey-focused” approach to improving the in-game experience at loanDepot park. The overarching goal of the upcoming changes is to place the spotlight squarely on Major League Baseball and the Miami Marlins—where the focus belongs.
“I want to make this all about the game and all about the team and its rich history,” Parker added.
To help accomplish that, the in-game host and overall entertainment elements will be more toned down, placing a greater emphasis on the action on the field.
In short, the baseball will be able to breathe.
Billy back on top
As Fish On First reported in early February, the Rooster Race at loanDepot park has been discontinued. The mid-game tradition was originally introduced on August 1, 2023, and featured Pepito, Charlie, and Bobby.
While the rooster mascots will continue engaging with fans around the ballpark, Parker acknowledged fan feedback suggesting that Billy the Marlin should take center stage instead of being overshadowed.
“For me, Billy needs to be the star—and he will remain the star,” Parker said. “We’re going to do a better job of making him the lead mascot, with the roosters not having as prominent a presence this year as they have in years past.”
While cheerleaders have traditionally been a staple of football and basketball game presentation, the Marlins introduced the Mermaids, who performed dances on the field and atop the dugout during select game breaks. According to sources, they will no longer continue in that on-field role.
However, the Mermaids have been invited to return in a fan-facing capacity, serving as brand ambassadors and remaining an active part of the overall fan experience.
A differentiated ballpark playlist
Over the past few seasons, it was no secret that the in-game entertainment playlist leaned heavily toward Latin-style rap and reggaeton. While those genres certainly have a place in baseball—especially in Little Havana—many fans voiced their displeasure over the lack of variety. That approach will shift moving forward, Parker told Fish On First.
“The playlist will be more differentiated this year,” he said. “You can’t try to be everything for everybody. But for us, you need to differentiate that part of the experience so you’re connecting with a lifestyle audience, a hyper-local audience, fans coming in from Broward, and families alike—there needs to be something that resonates with all of them.”
If FanFest was any indication (Parker confirmed that it was), traditional baseball anthems such as “Centerfield” and “Sweet Caroline” could take on a more prominent role.
“That lines up with some of the persona work we’ve done and where we see opportunities for growth,” Parker added.
On a related note, in years past, the Marlins have collaborated with prominent artists on team-specific anthems. Most recently, “Just Gettin’ Started,” featuring DJ Khaled and Poo Bear was released to usher in a new era under Derek Jeter. Before that, “Marlins Will Soar” went viral, performed by Scott Stapp. Pitbull and Gloria Estefan have also partnered with the organization in the past. However, it appears unlikely the club will pursue another collaboration of that nature in the near future.
“For me, it’s about bringing back who we are as an organization and owning our own voice,” Parker noted. “The issue I see with large brands working with major influencers or doing collabs is some of that can come off as inauthentic, or as trying to drive more eyeballs into pockets and audiences, which is where you feel this disconnect.”
With an emphasis on authenticity, Parker said any partnership would ideally be baseball-centric and Marlins-oriented.
Less gimmicks, more baseball
In years past, it often felt as though the action on the field was competing with—and at times, interrupted by—the in-game entertainment. Moving forward, the intent is to reverse that dynamic. Across Major League Baseball, some of the sport’s most respected venues—such as Dodger Stadium, Fenway Park, Wrigley Field, and even newer ballparks like Citi Field—prioritize the game itself, with minimal distractions. That appears to be the model the Marlins are aiming to follow.
While the in-game host will still address the crowd during select breaks, the focus will shift squarely to the product on the field. Several themed segments and promotions including “Cafecito Time,” the Fruit Roll-Up contest, and the Family Feud-style feature will not return.
Opening Day on Friday, March 27, will include a Kyle Stowers bobblehead giveaway, along with postgame fireworks.
“Again, we’re trying to make it about baseball and bringing it back to what baseball culture has meant, which is a huge part of our ethos.”