PawSox ‘lite’
From ‘Bolsey’s Buddy’ to some pretty intense hacky sack competitions, PawSox beat writer Brendan McGair shows the players and coaches in a different light.
PAWTUCKET — When the PawSox front office asked Kevin Boles if a youngster could accompany him when bringing the lineup card to home plate, the manager’s inner child immediately surfaced.
Turning back the clock while sitting in his office one day last week, Boles expressed that he was extremely fortunate to have the unique upbringing he did. To have a father (John) who managed both in the minors and the majors was a thrill that provided endless enjoyment. The clubhouse, not the beach or the pool, became the ultimate summertime hangout spot.
In “Bolsey’s Buddy” – the aptly named program that’s now a couple months strong at McCoy Stadium – the young second-in-command assistants are privy to an up-close experience that became second nature to Boles when he was their age and closely following his dad’s ball clubs.
“There’s something about kids. Just watching them enjoy the moment, it brings back memories to when I was at the ballpark every day,” Boles said. “For one day, they get a taste of that.”
How this idea manifested into a pregame staple at McCoy stems from the ongoing efforts of the PawSox front office to emphasize the “fan” in fan experience.
Rob Crain, senior vice president of sales and marketing, said the concept of enlisting a young fan to join the manager for the exchange of lineup cards and going over the ground rules was done several years back while he worked as the assistant general manager in Omaha, the Triple-A affiliate of the Kansas City Royals. In Pawtucket, the incentive to move quickly past the conceptual stage was made possible when a PawSox advertiser (Sprint) agreed to sponsor “Bolsey’s Buddy.”
“One of the things that’s changed in sports marketing over the years is people wanting to tie their brand to an experiential
“Just watching them enjoy the moment, it brings back memories to when I was at the ballpark every day.” — PawSox manager Kevin Boles
event,” Crain said. “It’s something that’s becoming common and more popular.”
The credit for coming up with the catchy title goes to Jackie Dempsey, special assistant to PawSox President Dr. Charles Steinberg. Before every game, PawSox Director of Communications and Community Relations Joe Bradlee will seek out a kid and give him or her a yellow commemorative T-shirt that signifies they’re officially part of the “Bolsey’s Buddy” club.
“A wise man once told me, ‘We’re not really in the baseball business. We’re not in the entertainment business. We’re in the memory-making business.’ ‘Bolsey’s Buddy’ is a memory. I would remember it if I was eight years old and able to do it,” Crain said. “One of the things I love about minorleague baseball is that you can come up with creations like this and in no time, they become very impactful.”
There are plenty of perks that Boles makes sure the youngster gets to savor — all in due time, however. Once they’re brought to the PawSox dugout, Boles asks them to look over the lineup card one final time before heading out to home plate.
“I’m paranoid about lineup cards,” Boles said.
Understandably, some of the youngsters are shy. Fortunately, Boles has become a pro when it comes to putting them at ease. After meeting and shaking hands with the opposing manager and the umpiring crew, Boles will tell them to look out at the McCoy video board in right-center field. As their picture is flashed on the screen, their name and hometown is announced by PawSox public address announcer Ben DeCastro.
“It’s honor to have a kid come out with you. It’s exciting because a lot of them are Red Sox fans,” Boles said. “They get an absolute kick when they appear on the scoreboard.”
If the home plate umpire doesn’t pull a baseball from his satchel and give it to the youngster, Boles will take one from the batting practice ball cart. Before exiting the field, Boles will make sure his new pal gets to interact with the PawSox players.
“One of the biggest thrills for me is introducing them to the players, especially if we have a major leaguer on rehab. Brock Holt was very popular when he was down here,” Boles said. “The players have been gracious and done a great job as far as making sure to shake their hands. It’s a neat thing.”
At a time when much has been said and written about baseball struggling to hook kids, “Bolsey’s Buddy” is doing its part to provide lucky PawSox fans with a chance to get an up-close look at an exclusive world.
“In order to grow this game, you have to get kids involved,” Boles said.
Added Crain, “It’s very cool. A kid gets to go onto the field. What a lot of fun.”