The Beach Bums Bring it on

May 24, 2006

Little Johnny Jones slides safe into third base at Wuerful Park home of the Traverse City Beach Bums. Half of the nearly 5,000 fans jump to their feet cheering and clapping. Johnny doesn’t play for the Beach Bums—he is an 8-year-old seated along the first base section and just beat out another 8-year-old from the third base section. His prize? He just won free tacos from La Senorita for his side of the stadium. It is all part of the many zany in-between inning promotions that have become a part of the landscape of minor league baseball.
The Traverse City Beach Bums will play their first game Wednesday May 24. The opener sold out quickly thanks in part to more than half of the tickets to every game being sold to season-ticket holders. Professional baseball has returned to Northern Michigan for the first time in nearly 90 years (the area had a few semi-pro teams in the early 1900s.) and tickets to see the Beach Bums have become the hottest ticket around.
Wuerfel Park is an $8 million privately-funded stadium (many of the nearly 170 minor league stadiums in the United States are subsidized by local municipalities). It looks more like a hotel facade than the typical cement and cinder block structures found elsewhere the Traverse City and there is good reason for that. The owners are John and Leslye Wuerful, natives of the region, who built two successful hotels in Traverse City: the Sugar Beach and Grand Beach. Having traveled to several stadiums to watch their son Jason (vice president/assistant director of baseball operations) who was a star at the University of Michigan and did a stint in the minor leagues, the Wuerfels knew that if they were going to bring minor league baseball to Traverse City their stadium would be a reflection of the community.
So would the name.
Some locals expressed concern over what they felt is a negative connotation with the name Beach Bums. The Wuerfel’s see it differently.
“Collectively the two words have a different meaning as many words do when put together in the English language,” said Leslye Wuerfel. “We liked Beach Boys but we knew that never would fly. The name has caught on around the country already. It is a great marketing tool for the region because we get lots of people asking us if we ‘have beaches in Traverse City.’ I have to laugh, but then I realize that not everyone is familiar with Traverse City.”
 
THE NAME GAME
The name has caught on. Without playing a single game merchandise has been flying off of the website to destinations all over the country. In fact orders have been sent to all 48 continental states.
Minor league baseball is about marketing, promotion and entertainment and the Wuerfels definitely have a winner with this name. The first minor league team to acquire national status was the Toledo Mud Hens (a Detroit Tigers affiliate) whose jersey was worn by Corporal Maxwell Klinger on the 1970s hit TV series, “M.A.S.H.”
Lansing residents 10 years ago expressed concern when team owners selected the name “Lugnuts” as a tribute to the town’s automotive heritage. While editorials expressed concern that Lansing might become a “laughingstock,” the team instead set the minor-league attendance record for a first year club and their merchandise sold at a record pace also. More importantly the stadium’s presence in downtown Lansing help revitalize the sluggish local economy at the time. Downtown was abuzz and soon everyone was a “Lugnut.”
Look for the same results in Traverse City. The team has already become a major marketing force for the region. Hotels and other businesses have begun marketing themselves as the “official Beach Bum” this or that. Season and single game ticket orders are coming from all over. Locals have purchased a majority of the tickets but others are coming from down-state and out-of-state, which means dollars being spent in the local tourism economy at area hotels, eateries and other attractions.
 
DIEHARD FANS
“Each team has booster, diehard fans who are committed to traveling for road games. They make a weekend out of it. Several of them have already contacted us. Plus we acquired our franchise rights from the Richmond (Indiana) Ravens and a lot of their diehard fans see this as their team still so they plan to come to several games” said Wuerfel. “People who love to come out to minor league games will travel great distances, even if they don’t like baseball.”
Isn’t baseball the whole point of it?
“It is part of it. But we are creating an experience for families and others. This is about entertainment as much as it is about baseball,” said Wuerfel. “We expect this to be a social gathering place where people of all ages are entertained and have fun.”
It is also about the local economy. The Wuerfels have enjoyed business success in the local tourism economy and they want to give back. Both of them have publicly stated they didn’t do this to make money; they hope to break even, but the objective is to do something to help the community.
“We both grew up here. My parents were cherry farmers,” said Wuerfel. “This is a magical place, this Northern Michigan. After having traveled all over the country to watch Jason play I know how lucky we are to live here. We expect that this will have both a positive economic impact as well as a positive marketing impact for
the region.”
 
LOCAL CONNECTION
The Wuerfels also wanted to use “local” in every aspect of the project. From caps to contractors to caterers, local businesses have been incorporated.
“They are absolutely wonderful people who truly are committed to the local business community,” said Bonnie Alfonso of Alfie Embroidery. “They have used local businesses every step of the way.”
Both the business and local community has come out in support of the team as well. Fans started lining up at midnight for Fan Fest Day (sale of single game tickets) and the largest ever Business After Hours for the Chamber of Commerce turned out last week on a rain soaked evening to tour the facilities.
“Our manager couldn’t believe the turnout we had for Fan Fest,” said Wuerfel. “Everyone has been so helpful and positive. Blair Township has been unbelievable as well.”
The support of Blair Township is a welcome relief after the project stalled in Elmwood Township. The Wuerfels had a tract of land at the base of the Leelanau Peninsula, but township leaders were unwilling to make the necessary zoning changes to allow for the project. The same decision they made recently with a proposed water park.
 The Wuerfels love their new location. Although they have less land to work with than the Leelanau site, they hope to acquire some neighboring property for growth and additional plans.
“We were advised to wait a couple of years before we look to do other things,” said Wuerfel. “We are already looking at things for next year. Once they set the 2007 schedule we will look at a craft show, upscale flea markets, a local wine festival and even concerts.”
 
INDOOR EVENTS
Wuerfel also sees the facility being used year round. There is a lot of indoor space for events and the there is also an indoor baseball facility.
“We have been approached by Boston Red Sox catcher Doug Mariabelli who lives here part-time and Dan Rohn who also lives here and is a coach with the Seattle Mariners. Both are looking at offering private lessons and possibly camps in the winter time,” said Wuerfel. “Baseball is really a year-round sport. It is about repetition. It is why the southern states (universities) always fair better.”
Enough about the business of baseball, let’s get back to the ballpark fun. Traditional treats like hot dogs, brats, pops and beers will be on hand. Also look for Moomers Ice Cream and pie from the Grand Traverse Pie Company. It is all about promotions as well. The Beach Bums promoted a reading program at local schools offering free tickets to students who read books during the year. Each night there will be some sort of giveaway with the second night (May 25) being “Have A Catch Night” where the first 1,000 kids 14 and under will receive a free Beach Bums Ball Glove and will have the opportunity after the game to go on the field and play catch with a parent. The Wuerful’s also plan several beach themed promotions and there will be fireworks after some of the games.”
“Of course we will have some things going on during the game as well. Like our mascots Suntan and Sunburn entertaining the crowd,” said Weurfel.
Weurfel Park also has 27 luxury suites for groups or businesses to entertain clients or celebrate special occasions. Tickets are $6 for lawn seats and $10 for seats with backs. All seating has great views.
The Traverse City Beach Bums promise to be fun, entertaining, and the talent they have signed gives them a chance to be competitive in the Frontier League. The operation is expected to generate a $10 million annual impact for the area. So believe that projection is on the low side. Thousands of visitors to their website have linked over the Traverse City Convention and Visitors Bureau website to learn about the area.
But that’s all business stuff. Being a Beach Bum means being committed to kicking back and enjoying life around you. It is about soaking up a little sun and enjoying a cold one. It is why we all live here. So lets play ball and be Beach Bums it is better than being a Lugnut or a Mud Hen. For more information about the Beach Bums, the players or to buy tickets visit their website at www.traversecitybeachbums.com
 
Express contributor Rick Coates will take a look at the state of tourism in Northern Michigan in a 3 part series by looking at the “new faces of tourism.” Tourism has been flat in the region in recent years and new energy has developed with the emergence of wineries, water parks, the new Traverse City Film Festival and now the Traverse City Beach Bums.