Sugar skull divertido in Kannapolis

As the seasons across minor league baseball begin nearing their end, many of the teams involved in this year’s “Es Divertido” campaign are kicking it up a notch as they try to win the Copa de la Diversión.

One of the lower-level teams participating this year is the Kannapolis Intimidators, the Class-A affiliate of the Chicago White Sox. The Intimidators’ home ballpark is only a half hour from Charlotte, N.C., home of the Chicago White Sox Class AAA affiliate, the Charlotte Knights.

Drawing attention in a crowded baseball market hasn’t been easy. Blair Jewell is finishing her first season as the director of marketing and community relations with the Intimidators and has seen the “Es Divertido” program pay immediate dividends.

She praises minor league baseball for “making the program accessible for teams at every level to participate.”

For four home games this year, the fourth of which is this coming Sunday, Aug. 19, the Intimidators have transformed into Los Rápidos de Kannapolis, a nod to the racing culture in North Carolina. Los Rápidos can be translated to mean the speedy ones or the speedsters.

Over the three previous dates of the promotion – June 15, and July 5 and 25 – and this weekend, Kannapolis has overhauled its operations to provide an atmosphere specifically trying to get Latino fans in the door. The team has brought in traditional Mexican folk singers and dancers, changed the menu options to include varieties of tacos and tostadas, and changed the stadium décor to reflect on the diverse fans and diverse roster.

“People didn’t really know that we’re in their backyard,” Jewell said. “We’ve experienced tremendous growth in the area as it is, and this year we’ve definitely seen a bigger and noticeably more diverse crowd at our home games.”

Heading into their final homestand of the season, the Intimidators will change into their Los Rápidos jerseys and caps for a fourth and final time. And at the door, fans will be able to get their hands on a unique sugar skull bobblehead doll.

“For the last game [of the campaign] we wanted to do a unique giveaway, something different that paid homage to the Latinos in our community,” Jewell said. “They turned out great; we’re very excited. It’s hard to find a unique bobblehead.”

Jewell said the promotion has evolved during the season based on community feedback and response. The team has offered free zumba and opportunities for fans to engage with local nonprofits as well, all benefiting the local Latino community.

Kannapolis has also seen the local business community join the efforts. Lebos Western Wear, which stepped up as a sponsor for all four of the Los Rápidos games this season, will sponsor this weekend’s bobblehead.

Jewell, who has been working in minor league baseball for more than five years, has enjoyed the impact that the “Es Divertido” initiative has brought to the park in Kannapolis.

“It’s a great baseball atmosphere in North Carolina,” she said, “and the White Sox are a first class organization so this has been an awesome year.”

Featured Image: Kannapolis Intimidators Twitter