The Larry MacPhail Trophy symbolizes the top promotion effort in Minor League Baseball. The Chattanooga Lookouts have their usual staple of promotions, including their extremely popular "Used Car Night," which they have held for nearly two decades. However, the other means by which the Lookouts have promoted their club at home games, and throughout the year, is anything but conventional.
The club sent two people, dressed as knights, around town with pocket schedules and a sign which read "Two Knights Game at AT&T Field is at 7:15." The popularity of the idea resulted in an advertising campaign built around the knights throughout the season. Chattanooga also added "Blooie" to its stable of mascots in 2009. This diminutive blue mascot compliments the club's iconic red "Looie" and one of his duties is to lead the crowd in the "3.5 Inning Stretch," where only half of "Take Me Out to the Ballgame" is played and sung.
"The Larry MacPhail Trophy is a very meaningful award and we are thrilled to win it," stated Chattanooga President/GM Frank Burke. "In an industry with so many great promoters, it is a high honor for me and the hard working employees of the Lookouts."
The Southern League Lookouts provide free transportation for fans parking a few blocks away from their stadium, via their trolley painted Dodger blue to reflect their affiliation with the Los Angeles Dodgers. They also have an ice cream truck, antique truck and a motorcycle which drive around the city passing out samples, schedules and tickets, often with one or more of the club's four official mascots in them.
In addition to its many off-season school, parade and hospital visits, the club promotes itself with such initiatives as "Marquee Madness," which rewards local businesses promoting Chattanooga's Opening Day. The Lookouts also post a new daily message on a stadium LED sign that is visible from the busiest street in the city. Fans regularly submit ideas for the sign, with some suggestions making their way onto it.
This story was not subject to the approval of the National Association of Professional Baseball Leagues or its clubs.