- Salt Lake Bees' brand refresh increased sales by over 50% this season.
- Black alternate is the team's top-selling jersey; new bees logo is top-selling hat.
- More options are being considered for next season seeking to reflect community.
SOUTH JORDAN — Choosing to give the Salt Lake Bees a brand "refresh" has turned out to be a pretty lucrative decision for the state's lone minor league baseball team.
The team unveiled four new uniforms, three new alternate logos and added more team colors to its branding ahead of its first season in Daybreak, as it shifted into a new era. And as this season nears an end, year-over-year sales are up over 50% from this point last year, according to Miller Sports + Entertainment, the team's owner.
That's not all too unexpected with all the new options fans have access to in a new ballpark in a new part of the county, but many of these sales are before the Salt Lake Bees Team Store officially opened at its new location just outside of The Ballpark at America First Square.
It's also before the store opened for regular business hours outside of gamedays — an option previously unavailable at Smith's Ballpark.
"The new brand has been really well received. ... By adding to it, we've only amplified and strengthened the brand," says Ashley Havili, vice president of marketing and merchandise for the company.
However, the many new options have provided more than just new sales data. They've delivered a glimpse into the psychology of what fans — and even the players — prefer within the many new uniforms, logos and colors.
What's flying off the shelves
It's safe to say that the Bees' two new alternate uniforms have been the earliest winners within the updated brand. The team's new black alternate jersey with a cursive "Salt Lake" script across the chest is the top-selling item by revenue at the Salt Lake Bees Team Store this season, followed by its new cream-colored alternate.
The team's primary home white and road gray jerseys are third and fifth among sales, split between a plush replica of the mascot Bumble that's been a home run with audiences this year. Darker jerseys typically fare better because there are fewer staining concerns, said Cory Stowe, manager of retail for the Salt Lake Bees Team Store.
A hoodie that's somewhat similar to the black alternate is the top-selling non-jersey apparel item by revenue, followed by a women's fleece crewneck with the team's new "beehive baseball" logo. The team's primary "Bumble" logo also remains a big hit with the fans when it comes to apparel.
Yet, it's Salt Lake's other bee logo — one that pays homage to the original 1915 logo — that has become the clear favorite among headwear this season. It's both the best-selling on-field fitted and the non-fitted hats, and a few other options with the logo, among the top five in both hat sales categories, which says a lot because the Bees have the biggest hat wall in minor league baseball and offer hundreds of hat types.
"It's just an ever-evolving door of keep it in stock," Stowe said, adding that sales of other items have also been positive.
A new version of the interlocking "SL" logo is also popular, along with the primary Bumble logo. Some sales are based on new trends in logos and materials, such as what's popular on TikTok, he said.
What's popular on the field
Players and coaches also seem to dig the same items as the fans. That hat, featuring the revamped old-school Bees logo, has served as the team's primary batting practice cap this season, as mandated by Bees skipper Keith Johnson. That's kept it used frequently by the players.
He's also allowed starting pitchers to choose which uniform the team will wear on any given day. While one would suspect that the default home white and road gray uniforms would get the most action, that hasn't always been the case.
In its first 117 games this season, the Bees have worn their primary road uniforms the most, which makes sense because half the season is played away from Daybreak. It's been worn a third of the time this season, but the black alternates aren't far behind at 30%.
Pitchers have opted for the black alternate both at home and away, making it the top elective option. Interestingly enough, the team has worn the home white and cream home alternate the same number of times this year, each accounting for 14% of the season, as of Friday. Uniforms worn for special promotions account for the remaining 9%.
Some of the gameday selection is based on preference, and the idea that you feel good when you look good.
"With the options that we do have, I feel like when you get ready before each game, you kind of look in the mirror and think to yourself, like 'I look pretty good right now.' Everyone kind of has their own personality that fits into what type of uniform they want to wear," said Bees pitcher Jack Dashwood.
Some of it could boil down to superstition, too. Dashwood adds that while he's not this way, some pitchers may select certain uniforms if they had a successful outing the last time they wore them.
There was also a point early in the season that pitchers picked the cream alternate nearly twice as much as the primary white option at home, but he said the team got bored and wanted more variety each night.
More options to come
The many new options have seeped beyond the ballpark, Havili said. Bees gear has become more commonplace in everyday life, and the many options and designs seek to come up with something unique to the Salt Lake Valley, Wasatch Front and Utah in the same way the Yankees, Red Sox, Dodgers and Giants have gear that resonates within their regions.
"We want Bees merchandise not to be just merchandise you wear to the ballpark on gameday. We want you to be able to wear it to the movies or out at the golf course or in the office," Stowe said, adding that the store takes a major league approach to building an audience while Utah actively seeks an MLB franchise.
The Bees have no plans to drop any of the logos or colors from their arsenal anytime soon, but there could be some new mixes and matches of popular logos and colors from this year's data. It may just depend on what logos and colors are trendy in a given season.
More ways to connect with the community are on the horizon, too. Havili told KSL.com last year that the team was exploring alternate identities, which have become extremely popular across Minor League Baseball, especially over the past decade. They're often unique nights celebrating cuisine, geography or history unique to the city or region of the team.
Some "additional brand elements" will be unveiled just before next season, she said on Thursday.
"We love creating experiences for the community and making sure that we have a compelling assortment at the Bees Team Store is most definitely a part of that," she said.
