A California kid known as “Coach Rac” to his online fans offers a hint of what powers Banana Ball – the wacky spin on baseball that’s filling stadiums across the nation.
Robert Anthony Cruz is a high-profile member of the Savannah Bananas, Banana Ball’s No. 1 team that just sold out two nights at Angel Stadium in Anaheim and will do the same when they return to California at San Diego’s Petco Park in September.
But it’s not just baseball skills that make Cruz a star of Banana Ball competitions. It’s his “Coach Rac” persona, a noteworthy baseball presence in the social media world.
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Banana Ball is not just about changing up traditional baseball. It’s a business concept that requires a different kind of athlete, one who is comfortable with a job that mixes sports with customer engagement.
Born in Fontana, the 26-year-old outfielder is a perfect example of why Banana Ball works for an audience beyond sports diehards.
He’s one of 100 players on four Banana Ball teams that are tasked to do everything from battling to win to performing trick plays and dancing. Yes, dancing. Around the field, there are numerous crowd interactions during the two-hour games – yes, there’s a time limit.
Cruz, as a player, is known for his powerful left-handed swing and back-flip catches. Online, Coach Rac offers his nearly 2 million social media followers a mix of player development talk, life lessons and his spirituality. Not to mention a recent post from the Anaheim weekend: instructions on how to do the Bananas’ signature “Hey Baby” dance.
So just before this athlete/entrepreneur was to play in a “homecoming” game in Anaheim, I asked Cruz to explain what Banana Ball is really selling.
“An experience with your family that you’ll never forget,” he replied swiftly. “So often, when you go to an event, there is this detachment from the people on the field and the people in the stands.
“With the Bananas, they encourage us to be fans-first. That means during the game, the players aren’t in the dugout. We’re out making eye contact, waving to the fans, out in the stands.”
And if you’re not playing that day? “You’re probably in the third deck of the stadium signing autographs,” Cruz says.
It’s exhausting
For much of the pro sports world, television revenues dwarf ticket sales for many teams. That’s minimized the value of the in-person relationship and widened the gap between athlete and fan.
Banana Ball dances to a different drum, filling the vision of founder Jesse Cole. It’s a ticket-driven business – don’t forget merchandise sales – that gives away its broadcasts on YouTube.
Banana Ball’s four teams will play 107 games in 39 cities this year, drawing more than 2 million fans. It’s a byproduct of a huge online audience, some 26 million fans who devour Banana Ball’s made-for-social-media clips.
Cole – the guy at the games in the banana-yellow tux and top hat – bets that player-to-fan interactions are the secret sauce. Consider the Bananas’ recent Anaheim visit.
The first day saw players take batting practice, followed by a rehearsal for new dance moves to be used during the game. Next, players go outside Angel Stadium to meet fans who gathered for a meet-and-greet – and more dancing. Then, back inside the stadium for an autograph session with fans who bought a VIP package.
All this before the first pitch. is that “fans first” activity easy, Coach Rac?
“Sometimes it’s exhausting,” Cruz admits, “We’re traveling all the time, and there are definitely times when I’m like, ‘Man, I’m tired.”
But Cruz had a previous life lesson that Banana Ball amplified. As a youngster, he was at a baseball event in Jurupa Valley when he saw former Los Angeles Dodger star Steve Garvey.
“I went to ask for his autograph, but I couldn’t get the words out,” Cruz recalls. “Steve was like, ‘A young man like you just needs to speak up. Ask, and I’m happy to do it.’ I asked. He did it. It was just a five-second interaction. I’ll never forget it.”
That moment helps Cruz through those days when the fan-first focus is challenging.
“Some of these kids look up to me in that same way,” Cruz says. “That five seconds I spend is so important.”
Challenging career path
Like many Bananas, Cruz’s athletic journey had some curveballs.
His baseball resume includes high school play at Arrowhead Christian in Redlands and college ball at UC Riverside and Biola University. Cruz then signed a pro contract with the Washington Nationals, but it proved to be a brief minor league stint.
His athletic experiences nudged him to try social media as a way to stay in the game. His success online helped him get noticed by the Bananas.
And when the Bananas played in the National’s major league stadium last summer, Cruz even hit a home run.
Such an up-and-down career path must make Cruz cautious about the future. He’s quite aware that entertainment success may be even more fleeting than athletic achievement.
Does he worry that Banana Ball is simply a fad?
“No, not at all,” he says. “They keep innovating and growing. Yeah, certainly, things come and go. What’s different about the Bananas is their ability to connect personally. That’s something that Jesse (Cole) is really emphasizing as we move to these bigger stadiums. How do we make sure that the person in the furthest seat has a great experience?
“That obsession with the fan experience is going to cause continued success. It’s sustainable growth, not just some hype on social media.”
Enjoy the moment
Cruz’s personal financial bottom line is a curious mix.
“My business and the majority of the income I make is from my own social media,” he says. “That’s something that I had before I got to the Bananas, and something that will continue beyond the Bananas. I really enjoy social media, and feel like I’m gifted in that.”
Sure, he’s got the paychecks from the Bananas. Plus, the visibility of the team certainly helps his other business.
Peek at Coach Rac’s feeds and you’ll also see product endorsements for everything from batting gloves and bat tape to protein bars. That’s one way online clout can translate to income.
“We get paid well,” Cruz says of playing with the Bananas, “and then there’s the opportunity to build your personal brand.”
So what will Cruz do next?
“I don’t know. Just enjoy the moment in the meantime,” he says. “I have no doubt that the Bananas will continue to be successful. How long do I do things with the Bananas? I don’t know. We’ll see.”
Jonathan Lansner is the business columnist for the Southern California News Group. He can be reached at [email protected]