For the Salem Red Sox, it's all about name recognition.
The beginning of a new chapter of minor league baseball in the Roanoke Valley, 2009 marks the conception of the Boston Red Sox Single-A minor league affiliate in Salem.
Since professional baseball first came to the city in 1957, Salem has played host to a plethora of Single-A affiliates, including the Pittsburgh Pirates, the Colorado Rockies and the Houston Astros, whose affiliate played in Salem from 2003 up until last season under the nickname "Avalanche."
Along with the name and affiliation change comes a complete makeover of the city's ballpark. The classic pair of red socks is plastered everywhere one looks at Lewis-Gale Field at Salem Memorial Ballbark.
The Red Sox organization has taken on a life of it's own that has grown immensely since 2004 when the major league team won the World Series for the first time since 1918. Simply because of its affiliation with the Sox, Salem's average attendance has risen to roughly 3,000 fans per home game this season.
"It makes a natural connection for casual fans who maybe weren't really interested in the Salem Avalanche," said the team's general manager John Katz.
The change has not only brought more people from the Salem area out to the ballpark, but people from all over the east coast as well. Gameday staff reports that during every game so far this season, they have encountered at least a couple of fans in attendance who have made the 11-and-a-half hour journey from Boston to the community of Salem merely to check out the organization's newest affiliate.
There is also a certain underdog, fun-loving mentality associated with the parent club that has spawned its own culture, and there is no doubt that the Salem Red Sox have tried to capture this as best they can in a minor league setting.
Flogging Molly blasts from the speakers every night as Salem is introduced. Neil Diamond's "Sweet Caroline" is played in the middle of the eighth inning. An animated red sock even roams the grandstands entertaining children.
"We've definitely made it one of our main goals to integrate the Red Sox unique culture here," said Katz.
And when the fans do come, they are treated to the best of both worlds; while the Red Sox have attempted to integrate the major league charm of Fenway Park, they've kept the minor league prices at the concession stands.
A hot dog is still a measly $3.00 and a 24-ounce beer will cost you $4.50. That's compared to a 16-ounce bottle of Budweiser that will run you nearly $8 at the Washington Nationals' ballpark.
With prices like those, it's hard for many to find something to complain about. Some still try, though.
"I should've gone with the 24 oz. beer," said Jack Goodwyn, a Tech student from Richmond who purchased the $3.50 20 oz while in attendance at a recent home game. "Worst decision of my life."
Needless to say, the results have been better than anyone in the organization had hoped for, and in this tough economy, when almost every professional team is seeing a drop in profit, the Salem Red Sox are currently living high on the hog.
"Sales have jumped 100 percent this season," said Charlie Cooper, a merchandising representative for the team. "Nobody thought we would see a change like this."
"There's been a tremendous amount of buzz in the community," said Katz. "We've been well-received here so far."
The buzz may be due to the sense of authenticity in Salem's undertaking of the new franchise.
The new club in Salem is operated by Fenway Sports Group; a private company out of Boston that is owned by New England Sports Ventures, which also owns the Boston Red Sox.
Katz, who began with the Salem Avalanche, is also a Boston native and a lifelong Red Sox fan.
"It's the lifelong dream of any kid who grows up a Red Sox fan - either play center field or work for them," said Katz. "I guess I'll take number two since number one didn't work out too well."