Las Vegas 51s want fan input on new name for 2019

Updated April 16, 2018 - 9:32 pm

The Las Vegas 51s will say goodbye to their stadium, major league affiliate and now nickname next season after officially announcing on Monday their plans to rebrand.

The 51s are seeking fan input to help name the team, launching a naming sweepstakes, and asking fans to submit their favorite names.

Fans can make submissions online from until April 30.

“We’re going into a new ballpark. We’re literally moving from one part of town to another,” team president Don Logan said. “We’re going to be changing affiliates. There’s still plenty of people that have never really warmed to the 51s name so it’s an opportunity to rebrand and kind of restart and rejuvenate the whole identity of the team and that’s what we’re doing.”

Team retail operations manager Jason Weber, who has been helping on the project, said the team doesn’t anticipate releasing the new name until November.

The team is in its 18th year with the nickname 51s after being called Stars for its first 18 seasons.

“We made a conscious decision 18 years ago to switch from Stars which had tremendous brand equity at that point but to switch it up and 51s, it never connected,” Logan said. “This is just an opportunity do that. That’s kind of why we’re at where we’re at.”

The 51s are working with Brandiose, a company that has experience with other minor league teams, to help with the rebrand.

Among their recent clients, the San Diego-based company also helped with the Gwinnett Stripers rebrand and the Mets’ Double-A affiliate, Binghamton Rumble Ponies’ new design.

“They’re experts in this,” Logan said. “They really know what they’re doing and having a finite amount of time to conduct the sweepstakes is part of it.”

Though some minor league teams have taken on the moniker of their major league affiliate, don’t expect that from the 51s.

“I think you want to have your own identity,” Logan said. “Sometimes teams do that and that’s great. That’s their decision and everybody’s different, every market is different but I think it’s important to have your own identity and your own stamp.”

Contact Betsy Helfand at Follow @BetsyHelfand on Twitter.

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