Those that might have been thinking that Delany Dunn’s shift from GM to VP of Fan Experience was going to be a backward step are seemingly mistaken, at least if the latest news coming out of the Vancouver Canadians front office is anything to go by.

It seems the the fan experience isn’t just a buzzword for the new C’s owners - it’s the be all and end all. And that’s why they hired legendary baseball marketing man, Mike Veeck, who has worked with the Chicago White Sox, Florida Marlins, Tampa Bay Devil Rays and Detroit Tigers, to set the scene for spreading the C’s gospel to the population at large.

From the Vancouver Sun:

Veeck is part of a group of baseball enthusiasts — which includes singer Jimmy Buffett and comedian Bill Murray — that hold an ownership stake in five minor league ball clubs. They operate under the name of The Goldklang Group which, in addition to running their own teams, also provide marketing advice on a consultancy basis to four major league teams.

One in a family of nine children, Mike Veeck grew up in a household where baseball was not just a business. It was a way of life. Some of his father’s more famous promotional ideas were the exploding scoreboard at old Comiskey Park in Chicago as well as hiring a midget, Eddie Gaedel, to pinch hit for the St. Louis Browns.

Yes, this is the same Veeck family who were behind the infamous ‘Disco Demolition Night’, where Chicago White Sox fans were encouraged to bring disco records to the ballpark to be blown up between games of a double-header. That turned ugly when fans started using the records as frisbees, eventually storming the field and starting a bonfire. It’s widely remembered as both the worst marketing ploy in history, but also the most effective (we’re STILL talking about it!).

Veeck’s father is enshrined at the Baseball Hall of Fame (see plaque above), and for good reason. He was responsible for (among other things), players’ names on uniforms, the ivy at Wrigley Field, Bat Day, home run fireworks, the first black player in the American League (Larry Doby), and the oldest rookie (Satchel Paige - age 42).

His son is a chip of the old block. Mike was one of those who built the independent league St Paul Saints, which don’t just outdraw the Minnesota Twins (who play barely seven miles away), but they’ve sold out every game for the last 14 years, with entertainment being at the core of their business plan. Where else can you see mimes doing instant replays of great plays?

Now, I’m not saying there’ll be a nun giving massages in the stands or players emerging from corn stalks in the outfield (a couple of old faves from the Saints), but clearly this is a guy who knows how to get the word out about a ball team, and this team REALLY needs word to get out.

“When I looked at the situation here I thought it was a no brainer,” says the affable 56-year-old Veeck. “Here we had a team that was averaging 2,000-3,000 fans a game and most of the population of Vancouver didn’t even know what nights they were playing.”

He’s right. It is a no-brainer. In fact, if Veeck (and Dunn) can get their marketing plan working, it’s no stretch to think that the C’s games could start selling out on a regular basis.

Maybe then The Province would bother reporting on their games…

If you want a little more background on Mike Veeck and what he brings to a ballpark, read Wild and Outside, a book about the origins of the Northern League. It’s a great read, and it’ll make you salivate thinking about what we could be looking at in Vancouver in the seasons to come. Alternately, pick up a copy of his book Fun is Good.