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Miami, Florida is anything but an ordinary city. The Miami Marlins have recently taken a number of steps to help them fall more in line with the spirit of the city that they call home.

Marlins’ Chief Revenue Officer Adam Jones joined Front Office Sports CEO Adam White to chat about the organization’s recent visual rebrand, engaging new brand partners, and attracting a new generation of baseball fans to Marlins Park.

Edited highlights appear below:

On the Marlins’ visual rebrand throughout the stadium (1:33):

Jones: “That gave us the opportunity to bring that brand into the venue. Do a reset on the color pallet, what you saw on the concourses, what you saw in the bowl. We’ve standardized that view. Cleaned it up. I think that brought down some stress levels from people who were experiencing and viewing our game and really allowed us to let our brand and our brand partners shine through within the look and feel of the venue.”

SEE MORE: Shot Callers: Inside The Rebranding of Dignity Health Sports Park With AEG

On a revitalized partnership strategy (3:02):

Jones: “It started day one with making introductions and reintroductions. That’s probably one of the biggest surprises as to how many first time introductions we’re making within the brand community. 50 plus new partners since the ownership/leadership changed. David Oxfeld and his team on the partnership side have done a great job reengaging locally, nationally, and internationally with brands that we believe align with our story and where we are taking the organization.”

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On changing the food options with a hyper local approach (6:25):

Jones: “One of our brand tenants is we want to be authentically Miami and I think that extends well beyond the food and beverage, but as it relates to food and beverage, that’s a heavier lift here than it may be elsewhere of representing the diversity of culinary [options] that’s here…We wanted to expand what was previously known as Taste of Miami and make the entire ballpark that experience and really try to represent what we believe today is modern or for the future of this community more so than how outsiders may view this community and be truly authentic to our fan, to our residents, and to the business partners.”

SEE MORE: Shot Callers: Mike Nichols on the Symetra Tour’s Rapid Growth

On improving the premium areas of Marlins Park (7:53):

Jones: “The anchor in a ballpark is the premium club behind home plate. We had the opportunity to get back into that space eight years in and where we feel we’ve reset the standard is giving the an all-inclusive, elevated fairly robust menu in-seat. A lot of infrastructure went into creating beverage and food kitchens to support that new in-seat model. But one we’re very pleased with in terms of the type of elevated experience we’ve created there.”