![\"The](\"https:\/\/sandiegodowntownnews.com\/wp-content\/uploads\/2014\/03\/Event_080413_KidsFest_SW005-web.jpg\")
<\/a>The Padres are also a smaller-market professional baseball team with considerably less funding to work with than some. They were near the bottom in 2013 \u2014 25th out of the league\u2019s 30 teams \u2014 in payroll, with an estimated $71,689,900. By contrast, the New York Yankees and the Los Angeles Dodgers had the two highest payrolls at $228,995,945 and $216,302,909, respectively. The stingiest team was the Houston Astros with $24,328,538.<\/p>\n
So how does a low-payroll, big-league team like the Padres \u2014 with no marquee names \u2014 promote itself in major league baseball\u2019s highly competitive market?<\/p>\n
By aggressive promotion, offering attractive home-game giveaways, and through team-fan interaction and community outreach, answered Padres SVP\/Chief Marketing Officer Wayne Partello.<\/p>\n \u201cEvery Saturday night, every fan in attendance at the game gets a high-quality giveaway \u2014 that\u2019s a lot of giveaways,\u201d noted Partello, who oversees all aspects of Padres\u2019 marketing and content, including its creative services, communications, entertainment and production, and the broadcasting and integrated digital and social media departments.<\/p>\n Everything imaginable from regular, mesh and floppy hats to long-sleeve T-shirts, beach blankets, sports bags and bobble heads \u2014 even pet bandanas \u2014 will be passed out to fans on Saturday nights this coming season.<\/p>\n \u201cOur most popular giveaway is a fedora [stylized hat] that we\u2019re bringing back this year with a new look,\u201d Partello said, adding that apparel and other gift items selected as giveaways are determined by fan popularity.<\/p>\n Also new this year is Petco Park\u2019s sound system, which Partello said has been \u201cmuch improved for music and public address announcements.\u201d<\/p>\n Special nights during the Padres\u2019 home schedule this year will also salute Jackie Robinson, and every branch of the military \u2014 even their spouses \u2014 as well as honoring police and fire personnel, who will be saluted as \u201cfirst responders.\u201d In addition, there will be a Beerfest, a WineFest, a KidsFest and a College Night.<\/p>\n This year also marks the 10th anniversary of the Padres at Petco Park. That milestone will be observed the second weekend in May, with a special post-game fireworks show May 9 and a commemorative canvas art collectible May 10.<\/p>\n The club will also celebrate the 30th anniversary of its 1984 National League Championship with a Padres \u201cBrownout.\u201d For the first three games of the four-game series against the Chicago Cubs in May, the Padres will wear throwback brown and orange jerseys from 1984. On May 23 fans are encouraged to break out their old “Cubs Busters” T-shirts and fill Petco Park with Padres brown. On May 24, all fans will receive a retro Padres replica jersey, and on May 25, all fans will receive a pair of sunglasses.<\/p>\n Though the Padres may not have many \u201cbig name\u201d players to promote this year, Partello pointed out that the club has lots of\u00a0rising talent to talk about, and that conversation will be done differently in 2014.<\/p>\n \u201cWe\u2019re launching a new TV-radio show that will take place live before the games airing on Fox Sports San Diego as well as a radio affiliate,\u201d Partello said. \u201cWe need to do a better job of letting our fans get to know these guys.\u201d<\/p>\n Partello said players will be profiled on the pre-game TV-radio broadcast at Petco Park \u201c81 times this season and hopefully more,\u201d meaning the playoffs, should the Padres go that far.<\/p>\n \u201cThe more people get to know these guys who are taking the field every night, the more they\u2019re going to want to be there to cheer them on,\u201d he said.<\/p>\n Community outreach and connecting with the fan base, wherever it is, is a cornerstone of the ball club\u2019s marketing strategy.<\/p>\n \u201cWe want to be part of their community and we want them to be part of ours,\u201d Partello said, pointing to two key communities \u2014 Hispanics and the military \u2014 that the team plans to target in its marketing.<\/p>\n Above all else, Partello said it\u2019s important to remember that baseball is not only a sport but prime entertainment.<\/p>\n \u201cWe want to bring the fun back to baseball in San Diego,\u201d he said, adding high-tech is allowing the fan\u2019s game experience to be more interactive than ever.<\/p>\n \u201cWe\u2019re going to be doing a lot more during the games on our video board with prerecorded stuff from our players,\u201d Partello said. \u201cWe think that will be entertaining for our fans.\u201d<\/p>\n Partello said the objective is to offer fans a sensory experience that will \u201cget people out of their seats\u201d and enjoy themselves while there.<\/p>\n \u201cIt\u2019s baseball, it\u2019s fun, it\u2019s entertainment all in one,\u201d he concluded.<\/p>\n Padres\u2019 baseball remains one of the most afforable spectator sports anywhere.<\/p>\n \u201cThe Park in the Park is a low-price ticket starting at $10 and we have a much larger video screen out there now,\u201d Partello said, adding the team also does lots of charitable promotions.<\/p>\n \u201cWe donated 15,000 Little League jerseys through San Diego County,\u201d he said.<\/p>\n It’s a new season for a new San Diego Padres team.<\/p>\n \u201cThe team’s ready,\u201d Partello said.<\/p>\n Opening Day is Sunday, March 30 when the San Diego Padres take on the Los Angeles Dodgers at Petco Park at 5:05 p.m. For more information or tickets, visit padres.com<\/a>.<\/p>\n<\/a><\/a><\/a>