The tag line introduced in 2005 by the Colorado Rockies has been resurrected for a second season, as the team works to build on the notion of youthful appeal and a wholesale makeover in the team’s on-field personality.
The “Gen-R” branding effort was conceived partly as an attempt to turn a negative the loss of veteran players like outfielder Larry Walker and Preston Wilson into a positive association with a fresh crop of young players typified by shortstop Clint Barmes and Walker’s promising understudy, Matt Halliday.
How successful the marketing campaign was is nearly impossible to deduce. Home ticket sales fell in 2005 to their lowest level, but it’s possible the focus on a fresh-faced crew of youngsters brought some fans to the ballpark who otherwise may have stayed at home.
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