Wilmington Blue Rocks get new look as Mr. Celery transforms into Señor Apio this season
Say goodbye to Mr. Celery and hola to Señor Apio.
But don't worry, Mr. Celery devotees, the silly stalk isn't leaving Wilmington Blue Rocks home games.
In fact, he's getting one of his biggest moments yet as the ballclub's award-winning mascot.
It all comes as part of Minor League Baseball's Copa de la Diversión program, which is coming to Wilmington for the first time this season.
What is Copa de la Diversión?
In its seventh season, Copa de la Diversión, or "Fun Cup," is the foundation of Minor League Baseball's Hispanic fan engagement initiative ― a season-long event series designed "to embrace the culture and values that resonate most with participating teams' local U.S. Hispanic communities."
The Blue Rocks are now among 90 teams participating in the outreach program, which will take over Frawley Stadium each Sunday home game this season.
The team's roster has a fair number of Hispanic players, including Blue Rocks originally from Panama, Cuba, Venezuela, Nicaragua and the Dominican Republic.
"We wanted to make sure we're being as inclusive as we could and open our arms wide," says Heller, who also owns the Davenport, Iowa-based Quad Cities River Bandits (an Advanced-A affiliate of the Kansas City Royals) and the Billings Mustangs, the Billings, Montana-based independent Pioneer League team.
New team name, uniforms
In the spirit of Copa de la Diversión, the Wilmington Blue Rocks will become Rocas Azules de Wilmington for those 11 Sunday home games, starting April 7 at 1:05 p.m. against the Brooklyn Cyclones.
A new look uniform will be featured, with Mr. Celery dressed in a sombrero and serape swinging a rock pick on the team's ballcap and jersey sleeve.
The new team name is spelled out on the chest of the jersey in baby blue rocks, reminiscent of the design used for "The Flintstones" cartoons and films.
It was designed by Wilmington-based creative agency The Barn, which has done branding work for the Walt Disney Co., National Football League, National Hockey League, Adidas, NBC Sports and Wilson Sporting Goods.
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Locally, The Barn has worked on brands such as the Delaware Blue Coats, Dew Point Brewing Co. and First State Ballet Theatre.
Barn founder and president Nick Matarese said work on the new Blue Rocks branding started in 2022 with directions directly from Heller about Mr. Celery's role.
"It's funny. Usually, there's a lot of exploratory work to come up with something, but we knew straight from the get-go what we were doing for this. We really only have one sketch and that's what it became," Matarese says.
New merchandise
The Blue Rocks ― ahem ― Rocas Azules also have rolled out a new line of merchandise available for fans to purchase in concert with the new event series, also designed by The Barn.
There are 20 items for sale, including replica jerseys ($90), ballcaps ($27-$37), decals ($5) and pennants ($9).
Hoodies ($37-$47) are available in green depicting Señor Apio or in blue with the new team name across the front. T-shirts ($20-$25) come in similar styles, along with Señor Apio shirts in both blue and white.
Mr. Celery's big moment
For the first time in 24 years as a Blue Rocks mascot, Mr. Celery will be on Blue Rocks uniforms for a series of games.
But it's not the first time the vegetable will be seen on a uniform during a game. It was back in 2018 when the Blue Rocks first debuted green Mr. Celery uniforms for a “Celery-bration” game.
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Featuring Mr. Celery more prominently isn't happenstance.
Heller is a big supporter of the open-mouthed mascot. Just take one look at the gift ship at the stadium: Mr. Celery merchandise has increased dramatically in recent years.
"I love Mr. Celery. I think he's one of the most unique and creative mascots in minor league baseball," he says. "I have been pushing us to do more to promote him because there's a lot of love for him not just in Wilmington, but nationally."
What to expect at the ballpark?
Not only will the team be wearing their new uniforms at Copa de la Diversión games, but nods to Latino culture will be everywhere from DJs at the gates playing Spanish music to new food and drink menu items to go along with the theme.
"It's going to be a big party," says Liz Welch, Blue Rocks general manager. "When you walk into the stadium, you're going to know it's a Copa game."
More Copa de la Diversión details
At the end of the season, Minor League Baseball will assemble a panel of industry experts and civic leaders and name the top-performing teams in different categories, such as ballpark experience and community engagement.
One team will be named the overall Copa de la Diversión champion with an award presentation.
The program has four major pillars, according to the league:
"Increase awareness, authentic engagements and attendance with U.S. Hispanics in their local communities."
"Embrace a culture that is passionate about baseball, family and fun by updating the ballpark experience to match the values these fans cherish most."
"Create and employ culturally relevant on-field personas that authentically connect teams with their local U.S. Hispanic communities."
"Amplify the league's continuous efforts including to diversify the game and business of baseball nationwide."
Rocas Azules de Wilmington games this season
April 7: Brooklyn Cyclones, 1:05 p.m.
April 21: Greenville Drive, 1:05 p.m.
May 5: Hudson Valley Renegades, 1:05 p.m.
May 19: Aberdeen IronBirds, 1:05 p.m.
June 9: Hudson Valley Renegades, 1:05 p.m.
June 23: Aberdeen IronBirds, 1:05 p.m.
July 14: Brooklyn Cyclones, 1:05 p.m.
July 28, Hudson Valley Renegades, 1:05 p.m.
August 11, Jersey Shore BlueClaws, 1:05 p.m.
August 18, Brooklyn Cyclones, 1:05 p.m.
Sept. 1, Aberdeen IronBirds, 6:35 p.m.
Have a story idea? Contact Ryan Cormier of Delaware Online/The News Journal at rcormier@delawareonline.com or (302) 324-2863. Follow him on Facebook (@ryancormier) and X (@ryancormier).
This article originally appeared on Delaware News Journal: Wilmington Blue Rocks will become Rocas Azules de Wilmington on Sundays
