It’s the El Paso Chihuahaus

El Paso Chihuahuas HeadPRESS RELEASE – The El Paso Chihuahuas is the newest Triple-A Baseball team in the country and will compete in El Paso’s new downtown ballpark as the Triple-A affiliate of the San Diego Padres starting in the Spring of 2014. The team’s name and logo were introduced to the media and invited guests on Tuesday in the Plaza Theatre.

El Paso Chihuahuas“First and foremost, we want to appeal to kids and families, our core audience,” said Alan Ledford, president of MountainStar Sports Group. “We want to celebrate the region, create fan experience opportunities and build a brand that embodies the fun product that Minor League Baseball teams are all about.”

[View Gallery of Logos Here]

The search for the team name began with a community-wide effort, allowing the region’s fans to submit names through the El Paso Triple-A website. The list was narrowed based on creativity, marketability, fun, relevance to El Paso’s unique character and the ability to trademark the name.

“El Pasoans played a significant role in identifying our new team name — they attended focus groups, suggested several hundred different names, and voted in record numbers for all the names,” said Ledford.

Shae Vierra, who submitted the Chihuahuas name, was chosen at random as the “Name the Team” contest winner, choosing the Chihuahuas for its reference to the popular dog and the Chihuahuan Desert. As the winner, Vierra will collect two season tickets, a personalized jersey and the opportunity to throw out one of the ceremonial first pitches on Opening Night.

The Chihuahuas name was chosen primarily to represent El Paso’s spirit and fiercely-loyal community, and recognize the region’s location in the Chihuahuan Desert. The new name will allow the team to create a comprehensive brand of fun, family-oriented entertainment associated with Minor League Baseball.

“Look at the name and logos through the eyes of a child and you can’t help but smile,” Ledford said. “That’s what we’re all about.”

A scrappy Chihuahua with a spiked collar is the centerpiece of the identity. The family of official logos includes designs for a wide variety of fan choices, including a classic “EP” with the hallmark mountain star, a chewed ball and crossbones, and a swinging Chihuahua — a nod to the San Diego Padres’ Swingin’ Friar.

“We are proud to present a progressive logo and brand that captures the fun of Minor League Baseball and represents the passion and fierce loyalty for which El Pasoans are known,” said General Manager Brad Taylor. “Our product is one for the entire family. We have a look for everyone.”

In keeping the brand representative of El Paso, the team colors are desert red, black, and Chihuahua tan.

The Chihuahuas were brought to life by Brandiose, a design firm in San Diego. Partners Jason Klein and Casey White have dreamed up over fifty team names and graphics, including brands for the Richmond Flying Squirrels, Lehigh Valley Iron Pigs, and America’s oldest baseball club, the Cincinnati Reds.

The development process began when Klein and White met in El Paso with fans, team staff, and community members to learn about the stories, history, and personality of the region. Brandiose developed the logos and team uniforms, and is developing elements of the fan experience including the Chihuahuas’ forthcoming mascot.

“The Chihuahuas brand embodies El Paso’s values of independence, community pride, and a fighting spirit,” said White. “Fans will love seeing El Paso’s Chihuahuas and the downtown ballpark will offer a world-class fan experience that will come to life next spring.”

The Chihuahuas will unveil their new uniforms for the 2014 season at a later date.

The team name reveal event also featured the grand opening of the team’s downtown merchandise store, featuring the Chihuahuas’ new look and team apparel. The store is located at 303 N. Oregon, Suite 120 and is open Monday through Friday, 10 a.m.-6 p.m. and Saturday, 10 a.m.-4 p.m. Also unveiled was the team’s new website,, along with the El Paso Chihuahuas’ new Facebook and Twitter pages.

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View photos and video here, here, here, and here.


Filed under Branding & Marketing

15 responses to “It’s the El Paso Chihuahaus

  1. MikeG

    Love all the haters on this site. It appears no one post to compliment for appreciate news or announcements, only to put things down. These guys have people talking and that is the gameplan for a new name and brand. Remember how people reacted to the now beloved Montgomery Biscuits? These guys are smart business and smart baseball people and they will be one of the most successful franchises in milb this year with the new ballpark in el paso.

    • Indy V

      Those guys do have people talking. If that is the goal, don’t complain that the discussion follows an organic flow.

    • M.G.

      Oh,.. .. we should appreciate that they have the whole sporting world media talking about and making fun of how stupid the “Chihuahuas” name is? Thank you for clarifying that. Mike. If it weren’t for the horrible sentence you wrote that doesn’t make sense, I would say you were part of this Mountain Star Group trying to pass this b.s. on us that “it was all a plan to get attention to our team”. Whatever, but I know you’re not part of it and shame on you for falling for the b.s. I’m sure you’re going to attend a ton of games and buy a whole bunch of merchandise being the baseball fan that you apparently are. Be proud MIke, the mighty Chihuahuas are coming! Oh yeah, “it’s for the kids”, let’s not forget that as part of “the plan”.

  2. Ted

    Is the Frito Bandito available for comment?

  3. How does this name insult a group of people?

  4. M.G.

    When I saw “The Chihuahuas” on the list of potential names for the baseball team I knew then that the name had been decided already. That stupid name didn’t belong on that list in the first place!! Please do not insult the intelligence of the El Paso sports fan, or any sports fan for that matter and tell us that this decision wasn’t already made before the choices we were supposedly given. I seriously doubt that The Chihuahuas was the front runner in that survey. Let me see? One of the littlest, worthless dog breeds known to exist, that even if it were biting my ankle as hard as it could with all the fight it had in it, I could just look down at it,… and squash it with my other foot.!!! Yeah,.. now that’s what I want to represent my mighty baseball team!!!There are way too many Mexican Americans like myself that know better than to associate a name like that with the city of El Paso! I even believe that the non-hispanic people of our city who have been here all their lives know how degrading that name is to the area! The Desert Gators, Sun Dogs, Aardvarks,…any of those were better than The Chihuahuas! How about something more native to the area like The Roadrunners, The Bullsnakes, The Scorpions?? These are things I see every time I’m out in our beautiful desert. This name will be the laughing stock of the sports world! I love baseball and probably will attend at least one game just for the novelty, and will be very hesitant to continue attending games until that name is changed, but I guarantee that I will not spend a single cent on any of the merchandise and that’s a shame because I spend a lot of money on all of my favorite teams’ merchandise. Boy did they “drop the ball”, even before the first pitch!! There’s a lot of time Mountain Star Sports, change it before you lose more money!!

    • Indy V

      I am confused, sir or madam. You are offended because you like chihuahuas, do not like chihuahuas or were once seen with a chihuahua? Is there another breed native to the borderlands that you would prefer?

      • ballparkbiz

        Well, it doesn’t have quite the finger-signing power of the Texas Longhorns:

      • Indy V

        Bleh. While not offended, color me unimpressed. On the other hand, at least Brandiose is trying something different from LetsCrashTogetherMultipleWordsAndPutASuperfluousCapiTalLetterInTheMiddle from the 1990s or an anthropomorphic inert object or concept.

      • M.G.

        I will answer your first three questions within the one question first. The answer is all of the above. Lol. I like them only because it’s a dog and I am a dog lover, I do not like them because that has to be one of the stupidest breeds out there, and unfortunately, I have been seen with one because my stepdaughter owns one and like I replied to another commenter on this site, if you have to ask why it’s offensive, you are either not a hispanic, not from El Paso, or too young to even matter. To answer your last question, I can’t say that I know of another breed of dog that is native to our area, the only other supposed option that was given and has anything to do with a dog breed was the fictional “Sun Dogs”. That would have been much better. The whole point of my original complaint is that we never had the option. Kind of like the way the city never had a say in building the new ballpark.

      • Indy V

        I assume you practice the “too young to matter” line in the mirror every day in order to match wits with the dog. I congratulate you on your preparation.
        Now you are shifting to a complaint about the very existence of the team. That is a much more significant issue than a nickname. If you are willing to focus on the more important issue, why do you claim “the city” had no say in the matter? Do you refer to the elected representatives of the people or to the people themselves?

      • M.G.

        It sounds like I hit the nail right on the head with the way you responded. Lol. Isn’t that crazy how easy that was?
        Now to answer your questions; Sir/madam, I will not even begin to try and make you believe I have any clue regarding politics in city matters. I only know what I hear on the news and what they are allowing us to know. If I remember correctly, the biggest complaint amongst the citizens of El Paso is that the ball park was never an option for us to vote on and as for our elected officials, I believe they weren’t on the up and up on this matter as I’m sure the emails that are to be disclosed are going to show us. That is pretty much all I know about this. Personally, I don’t care because I was always hoping for the ball park to be built but to be fair, the citizens against it do have a legitimate complaint.

  5. Claudia

    What an Embarrassment for the City of El Paso! Shame on you for selecting such a disgraceful name! Please have some respect for us and Change the name!!

  6. Just Some Internet Guy You Dont Know

    Chihuahuas? Really? Ugh…

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