4 Hartford Business Journal • April 11, 2016 www.HartfordBusiness.com
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Yard Goats
For almost 30 years, Garrity Asphalt Reclaiming has been investing in machinery and
technology to help improve local roads and interstate highways throughout the Northeast.
Simsbury Bank has consistently supported Garrity, providing short term working capital and
long term equipment financing, as well as state of the art cash management tools.
That's the way banking should be.
to a greater tomorrow
Paving the
"We've been doing
business with Simsbury
Bank for over 20 years.
They have been great
partners supporting
our growth."
Bill Garrity
SimsburyBank.com
860.651.2057
"HYPE has organized an annual group outing
to catch a game for years, and we definitely
plan to continue the tradition in Hartford
with the Yard Goats this summer."
As the home season opener approaches
May 31, marketing is going to be more main-
stream, with the launch of a radio, TV, print
and digital ad campaign, Restall said. He didn't
discuss actual dollars, but did say a 40 percent
shorter season doesn't equate to 40 percent
less spending on marketing.
The team has hired Mintz & Hoke in Avon
and Elkinson + Sloves in Farmington to spread
the word.
Jay Sloves, a partner at Elkinson + Sloves,
said a lot of the focus will be on telling people
how easy and affordable it will be to get to the
stadium. They'll also be selling the stadium
experience.
"The narrative is about the stadium, its
conveniences, its cool amenities, and, of
course, parking and driving there go hand in
hand," he said.
The team will be using a lot of signage to
market the convenience of parking, Sloves
said. Signs will be posted around downtown
indicating how short a walk it is to the new
stadium from various lots and garages.
"Environmental signage is going to be part
of the grassroots marketing," Sloves said.
Marketing will also focus on the fact many
people who already work downtown have park-
ing. They won't need to move their cars and can
just walk to the stadium. Sloves said he has
timed the walk from the Church Street parking
garage and he can be there in three minutes.
The team will also have to market the sta-
dium's accessibility from I-91 and I-84 and
the various ways fans can approach without
using the interstates.
Probably the toughest part of the market-
ing right now is the ballpark, what fans will see
inside, from specialty food stands like Bear's
Smokehouse BBQ to self-flushing toilets and a
video scoreboard rumored to be the largest in
minor-league sports.
"There's nothing minor league about
Dunkin' Donuts Park," Sloves said.
Yard Goats marketing has been clever and
fun, Sloves added.
"We want to continue with that with the park-
ing. We want the campaign to make you smile.
We want the parking experience to make you
smile," Sloves said, adding ultimately what's
going to be the most effective marketing for the
team is word of mouth.
"As we open the ballpark, people will get to
experience it … and share their experiences,"
Restall said. "That will be the best kind of mar-
keting. All the components are very important." n
