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Fresno Grizzlies

Case Study: Fresno Grizzlies Baseball

Fresno Grizzlies Baseball Club, Fresno, Calif., 2009

The Problem

Fresno Baseball Club LLC bought the Fresno Grizzlies, the San Francisco Giants’ Triple-A affiliate since 1998, in 2005. However, the inherited stadium lease with the City of Fresno was unfavorable and put the team's status in jeopardy. At the very same time, the city was undergoing significant budget cutbacks. Because of this obstacle, convincing Fresno Mayor Ashley Swearengin and the City Council to negotiate and approve a more favorable lease was viewed as nearly impossible.

The Plan

Based on Carter & Co. Communications’ strong ties with Mayor Swearengin and City Council members, the Grizzlies hired the firm to leverage those relationships into a new lease.

With the stadium having faced fervent opposition upon its inception, Carter & Co. Communications immediately recognized two tasks that needed to happen: 1. Quick neutralization of expected opposition. 2. The mobilizing of fans and supporters to gain a wave of public backing. This plan was implemented while the firm convinced City Council members it was in the city’s best interests to negotiate a new lease. A new lease was eventually negotiated but still needed approval through a City Council vote. By that time, Carter & Co. Communications had rallied significant public support for approval through mailings and positive media outreach. So much so that the City Council and Mayor Swearengin received countless calls, letters and e-mails asking to redo the lease and keep the Grizzlies in Fresno.

The Result

The night of the vote, in 2009, the council chamber was overrun with supporters for a new lease, which was approved by a 6-to-1 vote. Council members, who previously opposed a new lease, pointed to overwhelming public support as a major reason their votes changed.

Client

Fresno Grizzlies Baseball

Fresno Grizzlies Website

Services

Problem Solving / Political Negotiations

Tools

Social Media / Networking

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    "Holly is a very savvy communicator who fully understands and embraces the digital medium. Holly has her finger on the pulse of important issues that impact our community, sharing that news with her audience in the most timely fashion. Her proficiency with all aspects of social media is a true benefit to her ability to carry out her job"

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