Jerry Romo led the Diamondbacks’ efforts to connect with the Hispanic community for five years as a senior manager of the Diamondbacks Hispanic marketing team until he left to form his own business, Escala Media, in 2020.
During Romo’s tenure, the Diamondbacks stepped up their efforts to reach out to the Hispanic community, launching La Terraza, a Latin-themed area at Chase Field in 2016 and adding accents to their jerseys in 2015, a year before. let MLB’s Ponle Acento initiative take. disabled.
Romo also oversaw a partnership with the Mexican Pacific League, inviting each team to send representatives to a Diamondbacks game on August 31, 2019, and adding a live band in the stands, thus playing the Mexican tradition of, in the words of Romo, make every game “a great Fiesta.”
The event was successful enough to break the all-time attendance record at Chase Field, showing the strong support the Diamondbacks enjoy within the Hispanic community.
Romo said the Los D-backs Council of Ambassadors helps ensure the authenticity of events and promotions. Although he left the organization, he is proud of what he did and happy that the committee still exists because he doesn’t want the Diamondbacks to exclude such a large group of fans.
“You would be putting yourself at a huge disadvantage if you didn’t look that way,” Romo said. “If you’re going to do something, you’ve got to have the right people in place to make sure you’re doing it right. We weren’t going to do something just for Hispanic Heritage Day to say, “OK, we’ve celebrated the day, tick off, turn the page.” No, it’s a year round thing.