How to Run a Minor League Team
Continuation of My Interview With Harrisburg Senators Top Management
Part Two of an interview with the new executive management team of the AA Baseball Harrisburg Senators.
(James Lincoln Ray interviews Bill Davidson and Randy Whitaker of the Harrisburg Senators)
JLR: Bill, what untapped segments of the Harrisburg marketplace do you believe the organization can reach, both this year and when the renovated stadium opens next season?
Davidson: The business community I believe will respond to the new venue as we'll have ample business hospitality opportunities from suites to club seats to exclusive party areas. In the short term, it's really about creating a profile of Commerce Bank Park as a fun place to be and setting the foundation for the new venue.
The Senators need to become relevant again as an entertainment option. We need to be part of the decision process people go through in terms of "what are we going to do this weekend?" By heavily advertising and promoting our product we'll start to re-energize the Senators brand in the mind of the public and hopefully lead us down the path of attracting more 'first timers' and people who haven't been in quite some time.
If we can re-establish our top of mind awareness and create the perception that a Senators game is a fun place to be, we'll have accomplished our 2008 goals.
JLR: Do you have any messages for Senators' fans about the team this year?
Davidson: We should be well stocked with prospects. The most difficult jump in professional baseball is from Class A to Class AA, so while we'll have players high on potential, it's at the AA level where that potential either matures or plateaus. We're anticipating good things from this year's team but time will tell.
JLR: Randy, tell me about your job - what you do with the team and how that differs from the job of a Major League GM?
Whitaker: [It’s] totally night and day from a Major League GM. In the majors, the GM is the architect of the team on the field. In the minors, the GM runs the local business operations of the team and has nothing to do with the players other than make sure the setting is prepared for their play. That includes the sales and marketing that drives revenue of the club. It also is the entertainment operation that is everything BUT the game on the field.
JLR: Bill, can you briefly explain your business and how it works? I found it very interesting to learn that you manage operations for several teams. Your expertise is something that I think people would like to hear about.
National Sports Services is a management firm for professional sports franchises. We work on behalf of ownership groups to maximize their sports franchise investment. On a number of occasions our firm has been part of the ownership group. We also develop arenas and stadiums and assist with franchise transactions putting together buyers and sellers. We are a unique firm in that we specialize in the entire franchise operation.
There are many firms which sell the glory inventory - naming rights, suites, founding sponsorships - which we do as well, but we are the only firm to our knowledge which will also prepare and execute a team's operating budget, create and implement marketing strategies, hire and train staff and basically be responsible for the franchise's bottom line. We've worked with more than 40 teams - almost all hockey and baseball - over the past 20 years and have a long track record of success. All our business comes from referrals so we must be doing something right.
JLR: What types of changes, and what additional services, will Harrisburg Senators fans see in their team this season?
Davidson: We will be very customer service focused. Not that the previous ownership wasn't good in this area, but with new ownership and management we have an excellent opportunity to develop a new level of service and connection with the people who frequent the stadium.
We are going to focus the majority of our marketing efforts on weekend games. The core audience is at the ballpark night in night out. If we are going to attract new fans we'll have a better chance of doing so if we gear our advertising and promotions toward Friday, Saturday and Sunday.
JLR: Randy, as a longtime resident of central Pennsylvania, how does it feel to be the new general manager for the area's most accomplished minor league team?
Whitaker: It is still hard for me to comprehend. There are maybe 200 positions like this in the whole country, and my home town baseball team asks me to come fill the position. It’s a sports fairy tale.
JLR: What types of changes will Harrisburg Senators fans see in their team this season?
Whitaker: The team? – they’ll see a winner. The Senators have been terrible the last few years as a result of the Expos/Nationals lack of ownership situation where the Major Leagues passively owned the team and didn’t put any investment into building their future through the farm system. But now that the Nationals have a dedicated owner with an eye on competing, their scouting efforts are producing strong prospects that are starting to rise to the double-A level.
JLR: Thanks, gentlemen. That all sounds pretty exciting; for the players, the fans and the city. I certainly will be attending at least a few games this year.
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Keep your eyes open for more stories about the Senators as they approach their new season and work towards re-constructing a new home field in the beautiful, bustling city of Harrisburg, Pennsylvania. For more information and tickets sales, special events and promotions for the Harrisburg Senators, click here.
