THE IMAGE GAME : Regional appeal a natural
Posted on Sunday, April 6, 2008
The minor-league team playing at
Arvest Ballpark is named after
a region, not a city. But with this week's opening pitch at the new baseball stadium, Springdale joins other midsize U. S. cities that can call themselves the hometown of a professional minor-league baseball team. Springdale leaders hope the $ 32 million stadium and the Northwest Arkansas Naturals will do something else, too - enhance the town's blue-collar image. Colleagues in nearby Fayetteville, Bentonville and Rogers aren't willing to let Springdale get all the benefit. The team, owned by frozen-food magnate Bob Rich of Buffalo, N. Y., moved from Wichita, Kan., so it could flourish in an area where city limits aren't as important as they used to be. Eric Edelstein, the team's general manager, said the Naturals needed regional appeal. "The team is the Northwest Arkansas Naturals, and I apologize to no one about that,"he said. Springdale Mayor Jerre Van Hoose, who helped bring the Naturals to town, said minor-league baseball will enhance the city's image - but it'll take time.
The city's history, Van Hoose said, is rooted in poultry production, trucking and agriculture. In comparison to Fayetteville, home of the University of Arkansas, and Rogers, a product of the railroad, Springdale always has been a blue-collar town.
Strong business leaders, good schools and an active church community more than compensate for Springdale's lack of amenities, night life and high culture, Van Hoose said.
He isn't concerned that Springdale's sister cities are vying for face time at the ballpark. Northwest Arkansas blossomed through competition and cooperation, Van Hoose said. Arvest Ballpark, located in the heart of the region, is just the latest example of the area's overall appeal.
"Our image is what it is,"Van Hoose said. "It's hard to change an image with a slogan."
The advent of minor-league baseball, however, represents a good start.
On Thursday, the Naturals play their inaugural home game against the San Antonio Missions. Professional sports at a brand-new ballpark is expected to pique the interest not only of visitors, but also that of investors.
Alderman Mike Overton said he sees an opportunity for Springdale.
"In 10 years, I want people to see Springdale as a good place to do business and a good place to live,"Overton said. "I hope the ballpark can help get us back to where we've always been - out in front in this region."
Officials in Benton County hope baseball fans trickle into Pinnacle Hills Promenade in southwest Rogers before or after games for shopping and dining.
"It's an asset for all Northwest Arkansas,"said Beth Stephens, senior vice president of the Rogers-Lowell Area Chamber of Commerce. "It further defines the region as a destination."
Presidents of each of the region's four major chambers of commerce are on the team's local advisory board, and all the cities mention the Naturals as an amenity for everyone in the region as lures for visitors and potential residents.
"What keeps people here are things they can do while they are not working,"said Ed Clifford, president and chief executive officer of the Bentonville-Bella Vista Chamber of Commerce. Arvest Ballpark, described by Clifford as a piece of "soft infrastructure"for entertainment, is such a venue.
Arvest Ballpark and the Naturals, Clifford said, are excellent selling points when promoting his corner of Northwest Arkansas. Mention of minor-league baseball is made on newsletters, e-mail announcements and relocation guides.
"We get the word out anytime we can,"Clifford said.
Edelstein predicts local tourism officials will jump at the opportunity to promote a professional sporting event. The region now hosts paid athletes who could one day play in Major League Baseball.
"It takes the entire region to another level,"Edelstein said. "It's a reminder that this is not a small town anymore. It's a coming-ofage."
Fayetteville tourism officials are eager to see the ballpark operational. Bill Ramsey, president of the Fayetteville Chamber of Commerce, appreciates the regional appeal the team promises.
"What's good for the region is good for Fayetteville,"Ramsey said.
Like the Walton Arts Center, the Botanical Garden of the Ozarks and Razorback sports, the Naturals have become part of Fayetteville's sales pitch.
"When we recruit people, they ask us about amenities, and now we can also say we have minor-league baseball in the area,"Ramsey said.
Ramsey also is excited about the ballpark-generated sales tax, a portion of which Fayetteville receives through the Washington County levy.
Springdale does have something none of the other towns have - 10 events each season and rights to the ballpark during the off-season. The problem is, Springdale has yet to realize what types of events it wants to host, how those events will be brought to the ballpark and how those events will be managed once scheduled. In late February, the City Council approved a resolution directing the Springdale Public Facilities Board to create a management plan for Arvest. The five mayoral appointees on the board were later asked by the aldermen to oversee ballpark maintenance and have the Naturals to market the facility for city events.
At least two aldermen wanted to hire a professional firm or individual to promote the city's events package.
"That's a professional stadium, and we need professional marketing,"Alderman Jesse Core said. "We have an opportunity, and we need to capitalize on it right now."
The Susan G. Komen Ozark Race for the Cure, held in Fayetteville for the past nine years, will be at Arvest Ballpark on April 19. The race attracts up to 15, 000 participants, and the event is considered a boon for Springdale. But it is the only event scheduled during the city's 10-event calendar for 2008.
Though aldermen have known about its event privileges since September 2006, when a 20-year contract with Rich Baseball was approved, the word "event"has yet to be defined. Is an event a concert by country superstar Alan Jackson, a quilt sale or a reincarnation of Feather Fest ?
The 18-month delay on creating a ballpark plan might not sit well with aldermen Kathy Jaycox and Core, but Van Hoose sees no cause for alarm.
"We need to make sure we're capable of hosting whatever event it is we seek,"Van Hoose said. "I think the first year we'll have to go slow. We just want to make sure we have the support it takes."
Edelstein feels the same way.
"Our first priority is to get the team up and running at a worldclass level,"Edelstein said. "You have to get comfortable in your own house first."
While that's being done, Edelstein and his staff will work steadily to promote the venue for concerts and social gatherings to make sure the ballpark is not empty while the Naturals are out of town.
"We believe this will be the premier outdoor venue in Northwest Arkansas,"Edelstein said. "And I think we can get there quickly. We will fill dates."
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