In an ironic way, the Cubs will be "celebrating" the 100th anniversary of iconic Wrigley Field, while at the same time attempting to dramatically alter the traditional look, feel, and aesthetics of the old traditional ball park.
The "Party of the Century" all year long, featuring throwback uniforms, specialty food, bobbleheads, special guests and tributes to the 100 great moments in Wrigley Field history.
The team will recreate throwback uniforms from significant events at Wrigley Field during each decade of the ballpark's history. The first is a copy of the 1914 Chicago Federals uniform, which will be worn on the 100th birthday game on April 23 against the D-backs. The remaining uniforms will be worn on a "Throwback Sunday" game for the corresponding decade. Visiting teams also will wear retro uniforms in those games, as well as children's promotional items.
In addition, the Cubs will feature an alternate road jersey for 2014 that pays homage to the road jersey worn in the 1920s.
The Cubs plan to host other special events days, including a golfer's night during the 1950s homestand to commemorate Sam Snead hitting the center field scoreboard with a golf ball. Snead stood at home plate and used an iron to connect off the scoreboard on April 17, 1951.
Food and beverage offerings from that homestand's specified decade will be featured at Wrigley for the respective homestands, and packaged in collectable cups and helmets. Former athletes, dignitaries and others who helped shape Wrigley Field will be featured and take part in pregame ceremonies, ceremonial first pitches and seventh-inning-stretch conductors.
Everything will be marked with Wrigley Field's 100th commemorative logo. Every collector cup, hat, jersey, pennant or giveaway is going to marked with the new logo.
The plan is really to sell as much new branded merchandise as possible in 2014 while the team is playing near a 100 loss level. The plan is to ring out the last sentimental tears from die hard traditional fans before the classic ball park gets a modern, electronic face lift.
There is a pattern developing here.
In 2009, it was the New Beginning, with the Ricketts purchase of the team from the Tribune. New ownership vowed a championship was near, only one or two players away.
In 2010, that quick championship aura faded to dust.
In 2011, it was the New New Beginning, with the hiring of the Boy Genius, Theo Epstein, and his superfriends.
In 2012, it was all about Prospects, the talent being assembled to create a championship dynasty. Later, the term "rebuild" began to sink in, as the Cubs sank further down toward the cellar.
In 2013, the same story about rebuilding the organization soured in Cub fans who were paying premium prices for a sub-par product at the major league level.
In 2014, it is going to all about Wrigley Field 100! Nothing lasts a 100 years (except the lack of a championship).
New ownership, Epstein hiring, the hype of Prospects and now Wrigley 100 are all loudspeaker marketing items that are attempted to overwhelm the obvious problems with the team. Divert attention from the core issue of not fielding a competitive baseball team has been the plan for the past several years. 2014 may be the grandest of all.
