On the Road: A new era in Lynchburg
Lynchburg City Stadium, the home of the Hillcats, is charming, intimate and historic. And, over the past four seasons, it has been considerably transformed.The Hillcats -- Class A Advanced affiliate of the Cleveland Indians -- played their first season in the Carolina League in 1966 (only Winston-Salem has continuously operated
Lynchburg City Stadium, the home of the Hillcats, is charming, intimate and historic. And, over the past four seasons, it has been considerably transformed.
The Hillcats -- Class A Advanced affiliate of the Cleveland Indians -- played their first season in the Carolina League in 1966 (only Winston-Salem has continuously operated a franchise in the circuit for longer). The Hillcats moniker was first adopted in 1995, marking the first time the team did not adopt the name of its parent club. Calvin Falwell, for whom City Stadium's field is named, brought the team to Lynchburg and served as chairman of the board of the Lynchburg Baseball Corporation (LBC) until his death in 2011 at the age of 90. Falwell's passing came amid a period of uncertainty for the franchise. The LBC came close to selling the team to the Atlanta Braves, who planned to move the franchise to Wilmington, North Carolina. But a proposal to build a new ballpark in Wilmington fell through, and the Hillcats remained in Lynchburg.
Lynchburg City Stadium looms over a large, sloping, recently redone parking lot
Prior to the 2016 season, the Elmore Sports Group bought the club and signed a 10-year lease to keep the team in Lynchburg City Stadium. While this ended the Hillcats' long history of local ownership, the lease agreement signified a willingness to remain in Lynchburg long-term. In conjunction with the sale, longtime team president Paul Sunwall retired and Chris Jones took his place. Jones came to Lynchburg after spending three seasons as the general manager of the independent Sugarland Skeeters. Prior to that, he had had served as general manager of the Lake Elsinore Storm in the California League.
Jones took the Hillcats job sight unseen, remarking that the only thing he knew about Lynchburg going in was "Paul Sunwall, [recently retired general manager] Ronnie Roberts and Liberty University." (Liberty University was founded by Jerry Falwell, Calvin's cousin.)
"[Lynchburg City Stadium] had that old-school feel," said Jones. "Coming from Sugarland, with state-of-the-art everything, to here was, like, the polar opposite. But I saw I could make more of a difference here than in Sugarland. It was like starting over. [The Hillcats] had some loyal fans but as time went on, the fans dropped off. We have had to start getting it back up. It was like a brand-new team coming to town. We had to get involved in the community more. We did everything that you would as a new team coming into an area and just started over.
"We even tried to rebrand," he continued, with a laugh. "That didn't go over so well for us."
The rebranding attempt began during the 2016 season, Jones' first at the helm, with a "Name the Team" contest. Hillcats was included alongside a quintet of far less traditional options: Derechos, Doves, Lamb Chops, River Runners and, most notably, Love Apples. This last option was a reference to "the Lynchburg legend that Thomas Jefferson was the first to bite into tomato (called a Love Apple) proving that tomatoes weren't poisonous."
"I thought it was only fair, to give [Hillcats] a true shot," Jones said. "I would've bet you any amount of money that Hillcats would not have won, and it was ridiculous how much it won by. But I think what it did allow me to do, 'OK, we're not going to change the name but we will still be rebranding.' And I think that helped, with the new logo, colors and everything else. It still gave us a fresh start."
The Hillcats adopted a new look (right) prior to the 2017 season.
With the new look came a series of (still ongoing) enhancements to Lynchburg City Stadium.
"I think the first thing that the Elmores were really big on was getting it up to Minor League Baseball standards, from the playing surface to parking. The parking lot was just an old, broken asphalt lot. But the field itself was the most important. And the netting. The netting was very bad here. Safety first."
Indeed, the netting at Lynchburg City Stadium used to hang from the stadium roof (obstructing the views in the second-level suites) and run down to the playing field. It now extends straight up from behind home plate, extending to the end of each dugout. This allowed the team to add an additional row directly behind home plate while greatly improving overall visibility.
New netting led to the installation of new front row seats at Lynchburg City Stadium.
"Then we got to have some fun," said Jones. "Putting in the party decks and rebranding the concession stands. Like anything else, it's trying to find those social areas. Like what we did with the [right field] Kona Beach Bar, taking the bleachers out. There has to be more of a social aspect."
Further changes and additions include the Devil's Backbone Taproom concourse bar, relocated "Cats Corner" team store and a third-base party deck. A LOVE sign, paying homage to a state tradition, was installed on the first base concourse. Seats at the top of Section 4 pay tribute to the role that area troops played in D-Day; the National D-Day Memorial is located in nearby Bedford, and a plaque explains that this was the community "suffering the largest per capita loss." On the concourse behind home plate, one finds a group of longtime season ticket holders known as the "Hill City Rockers."
"They used to bring their own rockers to the game," Jones said. "It looked like a garage sale, so we fixed it up and got them all matching rockers."
A LOVE sign, a Virginia tradition, sits on Lynchburg City Stadium's first base concourse.
Meanwhile the Hillcats have introduced initiatives that are unprecedented in Minor League Baseball. Director of entertainment Jeff Raymond works out of a booth on the main concourse, serving as both emcee and public address announcer. Dogs are welcome at every game via a $3 ticket; proceeds go to the local Humane Society. Jones even landed an endorsement deal, signing a sponsorship agreement with Rockstar energy drinks.
The end result is a franchise that balances the old and the new and, as a result, feels unique within the Minor League landscape.
"We're making this viable and making sure we're still generating revenue," said Jones. "But at the same time by keeping the name 'Hillcats' we showed 'OK, we'll stick with it.' We'll still try to do a lot of the things the old ownership group did really well."
Benjamin Hill is a reporter for MiLB.com and writes Ben's Biz Blog. Follow Ben on Twitter.
MiLB podcast discusses Anthony, Caglianone at Triple-A
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
These are the greatest Minor League promos happening in June
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.
New playoff format coming to 2025 Dominican Summer League
Minor League Baseball announced the 2025 Dominican Summer League (DSL) season will begin June 2 with Opening Day festivities taking place at the Boston Red Sox Academy in Guerra. The 2025 campaign will also see the introduction of the DSL Cup, a new playoff format that will see 16 DSL
Debating best Minor League home caps on podcast
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
The Omaha Storm Chasers' 'Take Meow-t' cat night included a Litter Box Sundae
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.
Boston's Triple-A affiliate throws birthday bash for Roman Anthony
With all the hype that has surrounded Roman Anthony over the past two seasons, it’s easy to forget how young he really is. MLB's No. 1 prospect played 70 games at the highest level of the Minors before he could order a beer. But he can now. Roman Anthony turned
Friendly foes, 2024 first-rounders Moore and Caglianone trade first Triple-A homers
For years, Christian Moore and Jac Caglianone laced up their cleats against one another in the SEC. A rivalry that spanned Florida, Tennessee and other landmarks across the South moved to Salt Lake City this week as the Royals and Angels' top prospects got simultaneous Triple-A promotions. So it was
Phillies' Moore, Fausnaught join MiLB podcast
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
Red Sox prospect rips double THROUGH Fenway-esque scoreboard
Red Sox No. 4 prospect Franklin Arias, an infielder for High-A Greenville, REALLY didn’t want to let visiting Asheville score any runs in the top of the eighth inning on Friday night. With runners on first and second base in the bottom of the fourth, Arias showed he apparently held
April's hottest hitting prospects -- one for each organization
The Minor League season is a month old and several of the game's best hitting prospects are off to fast starts. Red Sox outfielder Roman Anthony is tearing up Triple-A (just like he did at the end of last year), Padres shortstop Leo De Vries is leading the High-A Midwest
Check out the best -- and wackiest -- Minor League promos happening in May
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.
Orioles' Honeycutt joins The Show Before the Show
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
MiLB podcast coming LIVE to a Somerset this June
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
New ballparks highlight 2025 MiLB road trip stops
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.
Minor League Baseball partners with TruGreen
FRANKLIN, Tenn. -- TruGreen, the nation's leading lawn care treatment provider, is proud to announce a groundbreaking partnership with Minor League Baseball that includes activations across all 120 clubs, a makeover of the home dugout in each market, sponsorship of select MiLB team grounds crews, and a new initiative called
Podcast explains why the Syracuse Mets are looking for Jim Morrison
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
Dash im-prom-tu promo and Mets' Suero joins the podcast
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
Minor League Baseball partners with Circle K
Minor League Baseball announced a new national partnership with Circle K, which will see the convenience store giant become the “Official Convenience Store of Minor League Baseball.” During the 2025 season, the Circle K brand will be integrated into the MiLB in-stadium experience through in-game video board assets at most
These 15 moments led to season No. 15 of Minor League road trips
Benjamin Hill travels the nation collecting stories about what makes Minor League Baseball unique. This excerpt from his newsletter is a mere taste of the smorgasbord of delights he offers every week. Read the full newsletter here, and subscribe to his newsletter here.
MiLB podcast crew makes Opening Day predictions
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
Everything you need to know for Triple-A Opening Day
First, there was big league Opening Day. Now it's Triple-A's turn to take the spotlight. The Minor League season opens Friday when the Triple-A International League and Pacific Coast League seasons get underway for the first of MiLB’s two Opening Days. And right out of the gates, several of baseball's
Top prospects to watch at Triple-A -- one for each organization
It’s Triple-A’s turn up to bat on Friday. The regular season begins for the Minor Leagues’ highest level one day after the action starts on the Major League side. Fun fact: it’ll be the earliest start to a Minor League season since 1951 (March 27). Double-A, High-A and Single-A will
Here's where every Top 100 prospect is expected to start the season
The 2025 Opening Day prospect roster announcements began last week when the Cubs informed Matt Shaw (MLB No. 19) he was making the trip overseas to compete in the Tokyo Series. Roki Sasaki (No. 1) also received the good news, but his assignment was much less of a surprise. Now
Nationals prospect King joins MiLB podcast
Check out the latest episodes of The Show Before the Show, MiLB.com's official podcast. A segment rundown is listed below, in case you want to skip to a particular section. Like the podcast? Subscribe, rate and review on Apple Podcasts. The podcast is also available via Spotify, Megaphone and other
Here are the 2025 All-Spring Breakout Teams
Fifteen games, several jersey swaps and countless highlights later, the second edition of Spring Breakout has officially concluded – and it lived up to its billing. Of the 16 contests sprinkled across four days, only one game (Dodgers vs. Cubs) was rained out. Coincidentally, the Cubs were one of two