The name of the relatively new San Diego Padres’ loyalty membership program is simply “Padres Membership” – an ode to a traditional golf club “membership” since that year-round engagement is the model.

The program launched in September of 2012 as part of the Padres’ 2013 Renewal Collateral. The first year of Membership was designed to be an education and the collateral served as a deeper explanation.

Mike Hele, Manager, Membership Programs for the Padres, participated in an....

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