The Staten Island Yankees have scrapped their rebranding plan and will remain the Yankees, at least for the 2017 season.
Back in June, they announced that after 17 seasons of being known as the Staten Island Yankees, the team would be changing its name. Officials disclosed that starting in 2017, the team would take on an identity of its own and drop the Yankees name.
In a statement, Team President Will Smith said: "The Staten Island community is proud to have our team here, and we believe rebranding the team to something more specific will make this local brand become more popular here, and ultimately internationally."
On September 8, the team announced the list of the five finalists under consideration for the rebranding. They included: Bridge Trolls, Heroes, Killer Bees, Pizza Rats, and Rock Pigeons. Fans were encouraged to visit the team’s website and vote for their preferred new team name.
Then, on September 12, 2017,
silive reported that New York City Councilwoman Debi Rose (D-North Shore) had written a letter to Staten Island Yankee officials, asking them to reconsider their rebranding effort. Rose wrote: ”I know this must be an exciting time for you as you prepare to embark on renaming and rebranding the Staten Island Yankees. As a baseball fan myself, I eagerly awaited the results of your community-driven contest to rename the team. However, I was disappointed in Thursday's release of the finalists. Rats, pigeons and trolls sounded more like apocalyptic events than celebrations of Staten Island's unique character. Multiple conversations with my constituents have echoed the same negative reactions and disappointment with each of the five names. I know you are in the middle of a vote and that time is of the essence for you. But in light of the near-universal negative reaction to these names, I would respectfully ask that you reconsider the finalists and perhaps add to the list. In my own conversations with constituents, friends and family members, I have heard several names that have elicited more positive reactions: 1) Captains, Commodores, Navigators or Clippers, to reflect the Staten Island Ferry, Cornelius "Commodore" Vanderbilt and our nautical history; 2) Baby Bombers, to reflect the team's affiliation with the New York Yankees; or 3) Big Wheelers, to reflect the Staten Island Wheel, which will soon rise above the stadium as an iconic landmark on our skyline.I understand that people are naturally averse to any change, and that makes this rebranding a challenging undertaking for you. But this new name should represent our borough positively for decades, especially as we prepare to welcome millions of visitors to our shores with the opening of the Empire Outlets and New York Wheel on either side of Richmond County Bank Ballpark. It is therefore important that we start with a name that Staten Islanders can be proud of.”
On December 19, 2016, Staten Island Yankees President Will Smith issued the following
press release:
“In June, we announced plans to change our team name for the first time since arriving on Staten Island in 1999. Change is never easy, especially when your name is associated with one of the most iconic brands in sports, the New York Yankees. It is a privilege to be the starting point for many young men trying to work their way to the Bronx, but operating as a minor league team in the same marketplace under the same moniker presents inevitable challenges, so we began seeking an identity of our own.
“Since the announcement, our organization enthusiastically devoted its full effort into the research and planning related to this endeavor, but over time it became clear that the approval and acceptance of the new name and artwork would take longer than initially anticipated. With that taken into consideration, we decided to table the rebranding process for the upcoming season and remain the Staten Island Yankees in 2017.
"We had a favored name, logo and branding plan. We were prepared to move forward, but encountered obstacles that unfortunately delayed the process beyond industry deadlines. These delays also would have compromised the quality of the product we aim to bring our fans, I always said that until there is a new name, we are the Yankees. That remains true today.
"Nevertheless, the passion and enthusiasm for our community's team that surfaced during this process has not gone unnoticed. Most important is what comes first in our name - Staten Island - and all monikers aside, our goal remains the same: To provide family-friendly entertainment in a safe, clean environment at an affordable price. We are taking many steps to make the experience at the Richmond County Bank Ballpark at St. George the best it has ever been in 2017, and can't wait to share those steps with you in the coming months.”
So, for the time being, there will be no Bridge Trolls, Heroes, Killer Bees, Pizza Rats, or Rock Pigeons in Staten Island. I like the "Yankees" better anyway.
The Stedler Report is not affiliated with Minor League Baseball or the New-York-Penn League.
