Giants Move To Strengthen San Jose Ties By Investing In Affiliate

The MLB Giants have reached an agreement to purchase 25% of the Single-A California League San Jose Giants, a move to "fortify their baseball outpost" in Santa Clara County, according to Andrew Baggarly of the SAN JOSE MERCURY NEWS. As part of the deal, set to be announced today, the Giants have the right to gain a controlling interest in the affiliate by purchasing an additional 30% in '10. Sources valued the San Jose Giants at $7-10M, making the investment around $2-3M. Giants President Larry Baer said that the club's "primary motivation was to invest in its player development system," but also indicated that increasing the "power of the Giants brand in one of the organization's cornerstone areas" was a secondary motivation. However, MLB officials asserted that the purchase "will not enhance or alter the legality of the San Francisco Giants' territorial rights" to the county. The A's are "known to be eyeing the region in their longstanding efforts" to build a new ballpark. Reaction to the investment from San Jose city officials "was not warm," and Mayor Chuck Reed is not expected to participate in today's announcement. AT&T Park likely will carry San Jose merchandise, and Baer and San Jose Giants President Jim Weyermann also have "discussed the possibility of televising selected San Jose Giants games" on CSN Bay Area, in which the MLB Giants own a stake (SAN JOSE MERCURY NEWS, 4/2).

Neukom Says Giants Fans Will See Changes In Fan Experience Under His Leadership

GIANT STEPS FORWARD: Giants Managing General Partner Bill Neukom said that the "big difference in the fan experience under his leadership will be a visible emphasis on three staples of hardcore fandom: watching batting practice, keeping score and bringing a glove." Neukom suggested that the team "might provide cheaper scorecards or have announcers emphasize the practice as a way to learn from the game." In San Jose, John Ryan notes the Giants this season also will roll out a new Orange & Black Attack, a group of 12 employees who "fan out across the ballpark and city to promote interest and hand out two-for-one coupons." The effort also will include an "undercover component, as front-office employees have been given certificates to distribute to people they see wearing Giants gear" (SAN JOSE MERCURY NEWS, 4/2). Meanwhile, the Giants' new ad campaign for the '09 season titled "Let's Play," consists of four TV spots starring Giants players. The ads, via Swirl, S.F., were "conceptualized around movie genres" (EXAMINER.com, 4/2).

GREEN EGGS & HAM: The S.F. EXAMINER's Reisman & Bunim report the Giants, in their attempt to make AT&T the "greenest ballpark" in MLB, yesterday launched several environmental initiatives, including "sustainable practices related to the park's beloved garlic fries." The team said that since last season, they have "completely retrofitted the Gilroy Garlic Fries stand" at the park, "making the vendor a paragon of environmental efficiency." The improvements to the concessions, part of a joint effort between the Giants, Pacific Gas & Electric, Coca-Cola and EcoSignWorks, were designed to "make it completely self-sustainable." Also, the Giants added 25 recycling bins to AT&T Park, and have created a "'green team' comprised of designated employees who will help pick up trash during games" (S.F. EXAMINER, 4/2).