Benjamin Hill travels the nation collecting stories about what makes Minor League Baseball unique. This excerpt from the Baseball Traveler newsletter, presented by Circle K, is a mere taste of the smorgasbord of delights he offers every week. Read the full newsletter here, and subscribe to his newsletter here.
The United States is home to 41 cities named Springfield, give or take a Springfield or two, and that’s not counting the iconic fictional hometown of "The Simpsons." The Missouri-based Springfield Cardinals are working to make their Springfield, the nation's most populous Springfield, stand out from the rest.
The ballpark formerly known as Hammons Field, home of St. Louis' Double-A affiliate since 2005, has been renamed Route 66 Stadium. This initiative, announced last month and implemented this week, pays tribute to "The Mother Road."
"Springfield was the birthplace of Route 66," said Springfield Cardinals general manager Dan Reiter, noting that a telegram from Springfield sent to Congress 100 years ago resulted in the road being named Route 66.
"Because of that, we were just selected to host the National Route 66 Centennial Kickoff. And [the Springfield Cardinals] were on the national scene, being on 'The Today Show' and highlighting what was going on."
Renaming the ballpark, initially christened in honor of local businessman and steadfast baseball booster John Q. Hammons, was a process that took years.
"Before we even knew about the centennial, the name came from the idea of 'What would a fan love to take their family to?' said Reiter. "The thought process was about highlighting Route 66 as opposed to one company."
A remarkable coalition, consisting of the Springfield Cardinals, the city of Springfield, O’Reilly Auto Parts, Missouri State University and Mercy Health, came together to make this vision a reality. The result is what the team called a "first of its kind naming rights collaboration to create a destination for travelers near and far."
"The one link that I'll say every one of these companies had, what they understood, was the rising tide," said Reiter. "Naming this stadium something that the community could rally behind. It wasn't just a local marketing deal. This was something that had a chance to put us on a scale of regional and national attention. When people across the country are planning their Route 66 travel, does it become a stopping point because of Route 66 Stadium? … It's that nostalgia that ties in. Baseball, [apple] pie, Chevy cars and Route 66."
What's there to do in Springfield beyond seeing a Double-A baseball game?
Reiter, referring to the city as "the urban heart of the Ozarks," mentioned the local dining and brewery scene, ample outdoor activities, its status as Brad Pitt's hometown and the sprawling tourist attraction that is Bass Pro Shops Headquarters. Oh, and don’t forget the regional specialty that inspired the Springfield Cardinals' first alternate identity.
"Springfield-style cashew chicken, locals know it. It's served in every elementary school in the entire Ozarks," said Reiter. "Where it started was Leong's [Asian Diner]. I think it's absolutely wonderful there."
The first Springfield Cardinals game at what is now officially known as Route 66 Stadium took place on Wednesday, a day later than scheduled due to a rainout. A new era has begun, one that may inspire other professional sports teams to think beyond standard ballpark corporate naming rights deals.
"It's a passion project, which took a really big team and community lift," said Reiter. "I think it speaks so much to the city of Springfield that we’re not afraid to innovate. We're not afraid to collaborate. It'll be interesting to see if it's something that other people look at and shake their head and say, 'No way.' Or if it's something that other communities look at and think 'Hey, this is a pretty neat path that we should explore.'"