WITH
FOREST GUMP IT'S CATCHING ON
WITH MINOR LEAGUE BASEBALL TEA
WITH MINOR LEAGUE BASEBALL
TEAM.
IT'S A BIG CHANGE TO THE THEME
HAD A CHANGE IN OWNERSHIP.
>> JACKSONVILLE SUN BECAME THE
JACKSONVILLE JIMBO SHRIMP THIS
PAST FALL.
PLENTY OF FANS HAVE WONDERED
WHY.
KENT WEPT ONE-ON-ONE WITH THE
NEW OWNER TO EXPLAIN THE BIG
LEAP AND THE BIG CHANCE HE TOOK
FOR THE TEAM.
>>Reporter: BEHIND THE SCENES
TO SHOW YOU HOW THE JUMBO
SHRIMP CAME TO BE.
AS YOU CAN SEE HERE SKETCHES.
THE IDEAS THATE INVOLVED INTO
NOW FAMOUS JUMP ABOUT SHRIMP
LOOK.
THE OWNER KEN IS ENERGETIC.
PASSIONATE.
HE HAS THE LOCAL COMMUNITY IN
MIND FOR THIS.
HE SHARES THE INSIDE STORY OF
THE NEARLY YEAR LONG PROCESS IN
TAKING A RISK AND CHANGING THE
BRAND.
>> NEW CHAPTER.
NEW NAME.
NEW I'D.
>>Reporter: THE NEW IDENTITY
THE JUMBO SHRIMP IS A BIG
DEPARTURE FROM THE SUN.
LONG TIME NAME OF JACKSONVILLE
DOUBLE A BASEBALL FRANCHISE.
>> THIS IS A TOUGH GRITY HARD
WORKING SHRIMP HE EPITOMIZE THE
GREAT PEOPLE HERE IN NORTHEAST
FLORIDA.
>>Reporter: SURROUNDED IN THE
TEAM AT THE BASEBALL GROUNDS OF
JACKSONVILLE KEN GREET ADD FAN.
>> BASEBALL IS A CORNER STONE
CIVILIZATION.
>> MY KIND OF GISHTION MANY
TALKED AND WALKED THROUGH THE
NEW LOOK AND NEW NAME AND
EXPLAINED WHERE IT CAME FROM.
HE TELLS US HE WANTED A NAME
THAT EMBRACE THE HEART OF
JACKSONVILLE IDENTITY AND
HERITA.
ALSO WANTED A NAME THAT RELATES
TO WHAT MINOR BASEBALL HAS
BECOME.
AFFORDABLE FAMILY FUNNY SAYS.
WORKING WITH THE CREATIVE TEAM
FROM SAN DIEGO HERE HE AND HIS
CREW LOOK FOR THE ESSENCE OF
LIVI
SAYS DEMONSTRATED BY THE
RESPONSE TO HURRICANE MATTHEW.
JACKSONVILLE NAME ON THE
UNIFORM AND REPRESENTED BY THE
J IN THE PRIMARY SHRIMP LOGO.
HOMETOWN SHOWN BY THE STATE OF
FLORIDA WITH THE SHRIMP HOLDING
DUVAL COUNTY.
SHRIMP BOIL LOGO REPRESENTS THE
MELTING POT DIVERSITY OF THE
COMMUNITY AND NATURAL WATER
FEATURES APPEAR IN THE LOGO AND
THE WORD MARK.
KEN KNEW CREATING A NEW
IDENTITY WOULD FACE OPPOSITION.
HE SAYS ALREADY HE THINKS THE
TIDE HAS TURNED IN FAVOR OF THE
QUIRKY NEW MONIKER.
>> SOMETIMES PEOPLE BELIEVE
THESE REBRANDING OR IDENTITY
CHANGES ARE JUST TO SELL HATS
AND T-SHIRTS.
WE ARE THRILLED TO BE ABLE TO
DO THAT BUT THE REALITY IS THE
COST THAT GO INTO CREATING A
BRAND LIKE THIS.
AND DEVELOP IT AND THEN
UNROLLING IT AND MARKETING
BEHIND IT ARE GREATER BUT I
HAVE TRIED AS BEST AS COULD I
TO PUT MYSELF OUT THERE.
IF YOU DON'T LIKE THE NAME YOU
CAN SEND ME AN E-MAIL KEN AT
JACK SHRIMP.COM.
START A DIALOGUE AND INVITE YOU
DOWN TO THE GAME OR BALLPARK
AND HAVE A CONVERSATION WITH
YOU ABOUT WHY WE DID IT.
AND WHY WE ARE REALLY EXCITED
ABOUT THE FUTURE AND OUR WHOLE
TEAM HERE IS GIDDY GETTING
READY FOR APRIL.
>>Reporter: APRIL RIGHT AROUND
THE CORNER.
KEN TELLING ME HE'S MRAERD FROM
SOME FANS ALREADY WHO HATED THE
NAME AT FIRST AND SEEM TO BE
COME AROUND.
ALSO SAID BEYOND THE TEAM NAME
HE SAYS FAMILY WILL ALWAYS GET
INTO A GAME AT THE BASEBALL
GROUND FOR 5 DOLLARS A PERSON.
HE ADDED THAT THE TEAM INVESTED
TWO MILLION PRIVATELY INTO THE
FACILITY.
IF THE STORY GETS YOU EXCITED
WHAT HAPPENS IN APRIL.
BASEBALL.
GET READY. MINOR LEAGUE
BASEBALL SEASON BEGINS NEXT
WEEK.
APRIL 6.
JACKSONVILLE JUMBO SHRIMP HOME
OPENER COMING UP ON APRIL 12th.
COUPLE OF WEEK.
AT LESS THAN TWO WEEK AND YOU
GET THIS ON THE HOME FICHLTD I
GOT THEM IT HAS GROWN ON ME.
WE SAW A LOT OF MERCHANDISE IN
THE STORY.
WHAT HAS BEEN THE MOST POPULAR.
>>Reporter: A LOT OF DIFFERENT
OPTION THERE IS.
SO WE ASKED ABOUT THIS.
HELP ME OUT HERE.
THIS IS FOR YOU. RED WHITE
BLUE RIGHT THERE.
SO THIS LOGO THIS BALL CAP HAS
MADE THAT THE MOST POPULAR
SELLER THEN JOY IS HOLDING THE
T-SHIRT MOST POPULAR IT SAYS
SHRIMP AND GRIT AND THE AS A
MATTER OF FACT THE TEAM BY
CHRISTMAS I'M TOLD ALREADY SOLD
MERCHANDISE IN ALL 50 STATE AND
SHIPPED TO AUSTRALIA.
BELGIUM.
CANADA.
ENGLAND.
FRANCE.
GERMANY.
PUERTO RICO.
VIRGIN ISLANDS AND BY THE WAY
IF INTERESTED IN EITHER THE HAT
OR SHIRT CAN'T TAKE THEM HOME.
WE'LL GIVE THEM AWAY TOMORROW
MORNING.
DOING IT ON THE MORNING SHOW AT
7:45.
THESE ARE REALLY HOT ITEMS SO
YOU DEFINITELY WANT TO TUNE IN
FOR. THAT.
>> DID KEN SHARE WITH YOU SOME
OF THE OTHER NAMES THEY WERE
LOOKING AT BEFORE THEY DECIDED
ON JUMBO SHRIMP.
>>Reporter: YES.
HOW BIG OF AN INVESTIGATIVE
STORY.
THIS IS LIKE A SECRET.
I HAVE ASKED SEVERAL TIMES
ABOUT THAT T.ASKED KEN.
ASKED HIS STAFF WHAT OTHER KIND
OF NAMES.
CREATIVE DESIGN TEAM THEY TALK
ABOUT WORKING WITH IN SAN DIEG
ABOUT WORKING WITH IN SAN
DIEGO.
HE SAID NO.
THEY WERE COLLECTIVE THOUGHTS
AND FEEDBACK AND TWEET FOR
DIRECTION OF THE FAME AND
IDENTITY BUT I NEVER GOT WHAT
WAS OPTION B OR PLAN C OR
FIGURE LIKE THAT.
SO HERE WE ARE.
JUMBO SHRIMP IS IT.
SOLD.
>> I LOVE IT.
>> RIGHT NOW ON OUR WEB SITE.
SO MUCH THERE FOR YOU INCLUDING
THE GIFTS SHOWING THE
TRANSITION FROM THE EARLY
SKETCHES TO THE FINAL LOOK AT
THE JACKSONVILLE JUMBO SHRIMP.
ALSO WATCH THE UNCUT INTERVIEW
WITH OWNER KEN AND FIND OUT
MORE ABOUT ALL THE MERCHANDISE
AVAILABLE ALONG WITH SEASON