The Lakewood BlueClaws have a new name – sort of.
After days touting a “big announcement” Wednesday night, team executives held an event at Asbury Park Convention Hall to announce that the team would be renamed the Jersey Shore BlueClaws.
Most significantly, amid changes across the Minor League Baseball system, the BlueClaws used the event to announce they have exercised an option on their ballpark lease with the Township of Lakewood that keeps the team in Lakewood for at least an additional 10 years through 2031.
“The BlueClaws and Township of Lakewood have been fantastic partners over the last two decades and we look forward to continuing that relationship many years into the future,” said Art Matin, managing partner of Shore Town Baseball, the ownership group that operates the BlueClaws.
As part of the re-branding, the team unveiled an entire new set of logos, on-field caps, and an all-new Jersey Shore BlueClaws home white jersey. The remainder of the uniform set will be announced at a later date.
Shore Town Baseball has added a mini golf course, boardwalk game area, and Biergarten to FirstEnergy Park over the last several seasons to help bring a ‘Shore feeling’ to the ballpark, said Matin. Changing the name to reflect a regional destination “is the natural next-step.”
As part of the event, banners were unfurled from Convention Hall, displaying the team’s new logos.
“We thank Convention Hall and Seahorse for serving as gracious hosts for the launch of the Jersey Shore BlueClaws,” said Team President Joe Ricciutti. “Seeing these new logos adorn an iconic building like Convention Hall was the perfect kickoff for this exciting new time in the histories of the BlueClaws and the Jersey Shore.”
The BlueClaws’ new look was designed at Brandiose, a minor league baseball team consulting firm based in San Diego. The development process began in January when Brandiose’s Jason Klein and Casey White visited the Shore area with fans, staff and community members to learn about the “stories, history, and personality of the BlueClaws and the area,” a statement said. Brandiose developed the logos, uniforms and refreshed the team’s overall brand.
“The BlueClaws have big plans for fans at the Jersey Shore,” said Klein. “Our goal is to integrate Jersey Shore folklore in the BlueClaws brand, and to create the most legendary entertainment experience in the region.”
The team will retain its affiliation with the Philadelphia Phillies, and the traditional Phillies’ red color will continue to be present in branding materials that are aimed at appealing to more fans throughout Ocean and Monmouth counties.
“The BlueClaws have been a premier attraction and an asset to our Ocean County Tourism Industry for nearly 20 years,” said Ocean County Freeholder Joseph Vicari. “We are excited to see them expand their brand and continue their positive impact on our Jersey Shore community.”
The team is already selling hats, shirts and other merchandise on its website.