MiLB Awards name Jersey Diners Best Alternate Identity

The Jersey Diners have a new addition to the menu: The Best Alternate Identity Award.

This honor, determined via online vote, was announced during Monday evening’s MiLB Awards broadcast on the MLB Network. Jersey Diners, an alternate identity of the Somerset Patriots, triumphed over six other nominees: Wichita Chili Buns, Chattanooga Wreckers, Winston-Salem Hype Hens, Great Lakes Pontooners, Biloxi King Cakes and Spokane King Carl.

The Patriots — Double-A affiliate of the New York Yankees — played as the Diners on three occasions this season. The Diners name and logo set, unveiled this past January, were a natural fit for a team that plays in central New Jersey. The state is known as the Diner Capital of the World, as it is home to over 500 diners (the most in the country).

“The creativity, passion and hard work that went into making this something that really resonated with fans and complemented their experience was awe-inspiring to witness,” said Patriots co-chairman Jonathan Kalafer. “From the launch announcement to sponsor outreach to the merch and players uniforms to our concessions menu to the game day experience — it was pure poetry.

“The Jersey Diners tapped into something deep in our community in that way that only food can, but it was the creativity and execution of the front office, concessions and game-day staff that made it work,” he continued. “Like everything that happens in a ballpark it was a team effort but [Patriots senior director of sales and marketing] Hal Hansen definitely deserves special recognition on this one.”

When the Jersey Diners were first unveiled, Hansen told MLB.com that the identity was motivated by a desire to honor foods associated with the Garden State.

“I was thinking, Jersey Corn? Jersey Tomatoes? But how much fun could that be?” he said. “So we kind of took a step backwards and looked at it from a broader perspective. Like, wait a minute, there are diners all over New Jersey. This can be really, really fun if we go in this direction.”

The idea quickly grew from there. The Jersey Diners logo set, designed by Ryan Foose of Fooser Studios, includes a primary coffee cup image complemented by secondary marks depicting pancakes, steak and eggs, and the Happy Waitress sandwich (a New Jersey diner staple).

When the team played as the Jersey Diners, “Blue Plate” diner specials such as Disco Fries (French fries topped with cheese and gravy) were offered at the concession stands. A diner-themed seating area, named for team mascot Sparkee, was installed on the concourse. Online merchandise orders came with vintage paper diner employee caps, and the team partnered with and promoted local diners throughout the season.

“I thought I had a pretty good idea with the Jersey Diners, but I certainly did not expect all of the incredible fan enthusiasm, media attention and sales success that has come with it,” said Hansen. “And then to be chosen as the Best Alternate Identity at the MiLB Awards Show? It’s simply magical and icing on the cake. Or cheese and gravy on the fries, I suppose.”