Guest Column, by JAMES GUMINA
This past weekend, I attended the Strat-O-Matic event at the Mets House in New York to cover one of the final events at the Mets’ Union Square pop-up shop. The event, taking place in a city dominated by Fanatics Fest, was a wonderful reminder that sports are all about communities.
Fanatics Fest, and events like it, are driven by impressions, revenue, and spectacle, whereas the Strat-O-Matic event at the New York Mets store was purely a celebration of the game and its fans. I was there for about an hour and a half and did not have a single item pushed on me. I played Strat-O-Matic for the first time in years against a longtime fan and player (He very generously reminded me of the rules).
Our game took a backseat to our conversation about his experiences playing the game, and his love for it over the years. He told me all about the 12-person Strat-O-Matic league he has played in for the past 30 years, complete with full seasons and championship rings (which did not look dissimilar to the NFL rings that I saw at Fanatics Fest).
I happily watched him give Hal Richman, the founder of Strat-O-Matic, an honorary championship ring and tell him about the impact the game had on his life. I heard another avid player talk about his father introducing him to the game back in the 1960s and how he has been hooked ever since, so much so that he owns every single MLB set that has been released by the company.
While the setup was not fancy—a few folding tables in the back of the store, game boxes for people to take and use, and some pizza—it did not deter new and old fans of the game from swapping stories and playing head to head versus one another.
I got to meet both Hal and his son, who is the current CEO of Strat-O-Matic, and it immediately became clear to me that this type of event was perfectly in line with the SOM ethos. It is a game all about a shared love of sports and for well over 60 years has been bringing people together in communities just like this one, from local Strat-O-Matic clubs, to leagues, to friendly living room games.
In addition to the game and event, the venue was also an interesting branding initiative by the New York Mets.
The pop-up, which closed June 25th, was one of the regularly scheduled NYM special events, like player meet-and-greets and book signings, as well as regular merchandise sales. The space offered exclusive perks and benefits for fans, as well as interactive exhibitions like an augmented reality swing analysis station that many of the Strat-O-Matic players took advantage of.
While always designed to be a temporary “pop-up,” I really admired the space and thought that it was a great community-oriented brand activation that allowed for events like the Strat-O-Matic day for fans of all ages.
The Mets have been doing a lot right in the marketing department recently, and I think this was no exception.