In this episode of the Business & Beyond Podcast presented by BBB Serving Western Virginia, Julie Wheeler sits down with Allen Lawrence, General Manager of the Salem RidgeYaks to discuss the team’s transition from the Salem Red Sox into a bold new identity.

Allen shares insight into what sparked the rebrand, the strategy and thought process behind the change, and how the organization is working to connect with fans in a new and meaningful way. The conversation also looks ahead to the upcoming season, what supporters can expect at the ballpark, and how the team is building excitement across the region.

From branding and community engagement to the future of baseball in the Roanoke Valley, this episode offers a behind the scenes look at a major moment for a local franchise. Watch or listen now to hear the full story.

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Business & Beyond is a multimedia brand owned by Better Business Bureau Serving Western Virginia (“BBB Western Virginia”). This podcast is for general information and educational purposes only and should not be considered professional, legal, financial, or business advice. Always consult qualified professionals for guidance.

The views expressed by guests are their own and do not reflect those of their employers, partners, or BBB Western Virginia. Guest appearances do not imply endorsement, and the podcast is not responsible for statements made by guests.

Experiences shared are personal and may not reflect typical results. Any external websites or resources mentioned are provided for convenience, and we are not responsible for their content.

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Brand Identity

Rebrand

Minor League Baseball

Salem RidgeYaks

BBB

Marketing