Single-A New York-Penn League Staten Island Yankees President & Operating Partner Will Smith believes it may be time for the "financially struggling" team to "adopt an edgier moniker," according to a cover story by Aaron Elstein of CRAIN'S N.Y. BUSINESS. Smith said, "Rebranding is the right thing for our business. There's a lot of value to a name that stares you in the face." Elstein noted dropping the Yankees brand would "obviously be a dramatic step for a team that's an affiliate of and partly owned" by the Yankees. However, after watching attendance drop by 60% since '10 to "just 2,250 per game," the Staten Island Yankees "urgently need to make a splash." Smith has "plenty of ideas for luring people back" to the team's $30M waterfront ballpark. He has "cut many ticket prices" by more than 10% and "reduced fees on online orders" by 40%. Smith also is "promoting six Made in America nights this season, when fans will be given domestically manufactured caps, jerseys and other merchandise." Additionally, he is bringing in "more events on non-game days, including a beer-and-taco festival this month and a professional wrestling event in August" (CRAIN'S N.Y. BUSINESS, 6/12 issue).
