The Mariners have been named MLB Properties' "Club Retailer of the Year" for their skills in "driving merchandise sales through creative marketing," according to Bob Dutton of the Tacoma NEWS TRIBUNE. The award "is based on a combination of sales, vendor/customer feedback and creative marketing and merchandising efforts." The Mariners "won the inaugural award" in '05 and "are the only franchise to win it more than once." The Dodgers won last year (THENEWSTRIBUNE.com, 11/19). MLB.com's Mark Newman reported in addition to their "ongoing holiday shopping rollout loaded with new merchandise online and in-store, the Mariners' 2014 calendar year of highlights has included their in-stadium and in-store commercials, ads in the monthly Mariners Magazine and monthly ticket inserts to showcase different products and promotions." The Mariners this year "embraced opportunities with Authentic Collection licensees such as Majestic and New Era, as well as non-traditional licensees like OPI and Oyo." The club also worked with a "variety of MLB's business partners to support their female fans by hosting one of the inaugural Fields of Fashion events at Safeco Field at Girls Night Out" (MLB.com, 11/19). In Seattle, Rob Smith noted "though the club doesn't release exact figures," online merchandise sales this year increased 24%, while in-store and ballpark merchandise sales rose 23%. The "top selling items" were jerseys for P Felix Hernandez and 2B Robinson Cano (BIZJOURNALS.com, 11/19).
