Sioux Falls Canaries

Sometimes it can be a series of little bad decisions that lead to big problems for a sports franchise.

This was certainly the case for the Sioux Falls Canaries minor league baseball team. A decision to change the name to the Sioux Falls Pheasants in 2010 had disconnected the franchise from the community, leading to low attendance numbers and a business in the dumps.

As the only professional baseball team in town, the Canaries are important to Sioux Falls. Understanding this relationship, and listening to the fans made it clear the only way forward was to go back. After thoroughly assessing the situation, a bold decision was made to admit the mistake and reestablish the Canaries brand name that the city had loved since 1993. The franchise relaunch as the Canaries would capture the imagination of the city and once again get the community behind “The Birds.” Reestablished the Canaries brand reinvigorated the business increasing sponsorships, bringing previously disgruntled fans back, and getting the organization back on its feet.