Myrtle Beach Pelicans flock to new slogan, branding

jbell@thesunnews.comApril 25, 2014 

Myrtle Beach Pelicans general manager Andy Milovich


The Myrtle Beach Pelicans are “flocking” away from this year's slogan, “Un-flocking believable.”

After a negative reception from a small percentage of the team’s fans, Pelicans General Manager Andy Milovich made the decision to pull the plug.

“We had between 30 and 40 phone calls and emails from people that had interpreted [the slogan] in a manner that really wasn’t our intention,” Milovich said. “We view ourselves as the stewards of the team and the stadium on behalf of the community as a whole, and if we made a poor choice and it’s not a good fit for everyone then we should reconsider, which is what we did.”

While some felt the team’s slogan was offensive because it played too closely to a curse word, many others supported it. The “Un-flocking believable” T-shirts topped out as the No. 1 selling of the team’s tees.

“The feedback by and large was very positive,” Milovich said. “I think that the majority of our audience, our fans really liked it, but having said that we’re not in the business of offending people and we certainly don’t want to offend people. If a segment of the community whether that’s five, 10 or 20, whatever that percentage is, feels as though it’s a poor choice or inappropriate then I think we need to make a change and react to their needs.

“At the end of the day, it’s the Grand Strand’s team, and we’re just happy to have enjoyed the success and respond to the needs of the community.”

The slogan change comes at a unique time, just days after the Pelicans received the Myrtle Beach Area Chamber of Commerce Community Service Award for their commitment to the Grand Strand in 2013. In addition, Stadium Journey magazine ranked the Pelicans’ experience in the top 25 for two consecutive years, beating out venues such as Chicago’s Wrigley Field, the Dallas Cowboys’ AT&T Stadium, and the Churchill Downs, home of the Kentucky Derby.

“[The slogan] originated at our fall retreat,” Milovich said. “The previous tagline was, ‘Baseball’s Better at the Beach,’ and while I would agree with that premise, if I asked somebody on the street to name the 10 things that were better at the beach I’m not sure that baseball would be one of the things that they referenced. We started trying to toss around ideas, and the one thing that we kept coming back to was this incredible stadium experience for the fans.”

You can’t please everybody, but Milovich will continue to try.

“Obviously it was misinterpreted by some people, which was not our intent,” Milovich said, “but if the community feels as though we need a change we’re happy to change and to absorb that expense to continue to provide the level of customer service and responsiveness for which we’ve become known that gets you to the top 25.”

Moving forward, several ideas have been tossed around that Milovich sees as adequate slogan replacements.

“We have a handful actually, and we’ve been using some of them in conjunction with ‘Un-flocking believable,’ ” Milovich said. “They are a combination of words and superlatives that also tie into the Pelicans brand and name. Things like ‘Bird-tastic,’ and “Stupen-deuce,’ ‘Splash-a-rific,’ ‘Shark-tacular,’ ‘Im-peck-able,’ and ‘Amaz-wing,’ lines that don’t tie the ‘flock’ into it.”

Contact JOSH BELL at 444-1702.

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