The Los Angeles Dodgers have been named the 2013 MLB "Club Retailer of the Year" by Major League Baseball Properties for the Club's commitment to driving merchandise sales.
Since its inception in 2005, the MLB "Club Retailer of the Year" Award has been awarded based on a combination of sales, vendor/customer feedback and creative marketing and merchandising efforts. The Dodgers opened the 2013 season with the highest per cap (average amount sold per fan) in the league and a +50% increase in overall sales. Contributing to the increase was the transformation of the ballpark retail experience for fans with additions like mannequins featuring the starting line-up in each main store. In addition, the Dodgers maximized their relationship with licensees by introducing a first-of-its-kind Nike Hat Wall and embracing opportunities with Hello Kitty among other licensees.
"The Los Angeles Dodgers merchandising and retail department has the support of an incredible front office and loyal fan base, but that does not stop them from working tirelessly to make the retail experience seamless for the fan through creative and innovative development," said Howard Smith, Senior Vice President of Licensing for Major League Baseball. "The Dodgers have made significant strides in increasing sales and brand awareness, and following their successful 2013 season it is clear that the future is bright."
"It's easy driving such a dynamic staff," said Allister Annear, Director of Merchandise and Retail for the Dodgers. "The support from ownership and team leadership has been amazing. Whether it was building two new stores or rebranding retail as 'official team stores,' as well as driving the fan experience to its highest level in years, I am proud to be a member of this organization and couldn't be more proud of my staff, from the managers and buyers all the way to the part-time program hawker and our warehouse team, which is a hidden part of our success on a daily basis. The sea of blue in the stands at every game is a testament to the pride of our fans. There is still a lot to be done and I know the entire team in the merchandising department is up to the challenge."
Previous recipients of the award have included the Seattle Mariners in 2005, New York Mets in 2006, Philadelphia Phillies in 2007, Milwaukee Brewers in 2008, Cincinnati Reds in 2010, Detroit Tigers in 2011 and the New York Yankees in 2012.