“We have a brand that jumps out at all people of all ages. The name, that’s what hits people the most,” Rothrock said. “Whether you’re living in California and you’re a supporter of the Giants and you want something cool with the minor-league logo on it, or you just like the team name, the Flying Squirrels.”

Minor League Baseball is conducting an online poll: What minor-league team has the best hats? The Flying Squirrels and the El Paso Chihuahuas were first and second, respectively, this week.

In the Flying Squirrels’ fifth season, the honeymoon phase has not ended when it comes to team gear in the Richmond area and online. The Squirrels Nest, the merchandise store located down the right-field line at The Diamond, is open six days a week (9 a.m. to 5:30 p.m. Monday through Friday and 10 a.m. to 4 p.m. on Saturdays) whether the Squirrels are playing in Richmond or on the road. Those hours of operation are uncommonly long for a Double-A merchandise store, said Rothrock. Business usually is good at The Squirrels Nest before, during and after games.

“We still do well locally, but we do really well online,” he said. “We’re one of the top (minor-league teams) in online sales in the country. And that’s been real consistent over the past few years.”