“With the Riverbats logo and mascot, Austin Community College can reposition and reinforce what ACC stands for in the mind of the public,” says Ben Bentzin, who teaches marketing at the University of Texas’ McCombs School of Business. “A brand represents the culture of the organization. The Riverbats mascot reflects ACC’s image of being grounded in the best Austin and Central Texas have to offer.”

The new Riverbats brand comes at a time of nationwide focus on community colleges and their role in rebuilding the economy. That spotlight gives ACC more opportunities to inform Central Texas residents about the programs and services it offers as well as the value of a strong regional community college. Having a mascot deepens the college identity, which will enhance ACC’s profile and ability to tell its story in an area with numerous institutions of higher education.

“By adopting the Riverbats mascot, ACC is embracing its heritage, tapping into community pride and building loyalty and support for ACC,” says Bentzin.

Students pose with the mascot at the Riverbat Rally.

“Just as importantly, the mascot gives us a way to take the message about the importance of higher education into our communities, so we can build a college-going culture among even the youngest Central Texans,” says Dr. Barbara Mink, chair of ACC’s Board of Trustees.

Riverbat merchandise also creates a new revenue stream for the college. T-shirts, caps, hoodies, coffee mugs, and water bottles – all featuring the new logo, which incorporates a bat design as the “v” in Riverbat – are available at campus bookstores, with a portion of every purchase going toward ACC scholarships.

The Riverbat makes his entrance.

The logo and the mascot costume design proved to be big hits at the Riverbat Rally held at Northridge Campus. Hundreds of students gathered for their first glimpse of the Riverbat, who made a celebrity-worthy entrance – complete with red carpet, cheering fans, and cameras capturing his every move.

“This is huge. We finally have something to rally around and call our own,” says Avy Gonzales, a government major who co-chaired the mascot search committee. “We are the ACC Riverbats!”

Students who attended the rally got into the Riverbat spirit by doing the R.B. Step, a Student Life-created routine and hip-hop song, which was recorded at the ACC Commercial Music Management Program studios. Dahlia Anzaldua-Torres, the college event coordinator, says the level of student engagement at the Riverbat Rally was beyond anything she’s seen in the nearly 20 years she’s been with ACC.

“I’ve never been to a campus event for students that had as much energy, excitement and emotion,” Anzaldua-Torres notes. “The Riverbat Rally brought together students of all backgrounds, majors, and interests. If you want proof of the value of the mascot, just watch the video of the students at the Riverbat Rally. They loved being part of it.”

Students who attended the event concur.

“Seeing the excitement was incredible,” said Gonzales. “When we started out, I hoped students would be engaged – but it was more than I ever could have expected.”

The Riverbat promotes a college-going culture among children.

The enthusiasm for the mascot began with the very first step of the search process. The search committee received more than 1,000 suggestions after soliciting ideas. The committee whittled down the pool to a handful of contenders that went through a rigorous research process, and the public voted on the four finalists this spring. Riverbats received nearly 40 percent of 4,000 votes cast.

“There’s no question we found the right mascot,” says Brette Lea, executive director of ACC’s Public Information and College Marketing Department and co-chair of the search committee. “The Riverbat is 100 percent unique, and the logo and mascot reflect the pride, determination, strength, and success that is ACC.”

See below or log on to the Riverbat’s Facebook page (facebook.com/ACCRiverbat) for more photos and video from the Riverbat Rally. To find out more about the mascot and future appearances, visit austincc.edu/riverbat.