UMass Baseball Carly Salerno, Jess Dunn, Brian Rosen, Cale McSweeny, and Mike Frasca

Who in here has gone to a UMass baseball game?

How can we increase attendance at baseball games? Question…

Research & Methods Primary Focus GroupsFocus Groups Sport Management StudentsSport Management Students SurveySurvey QualtricsQualtrics Over 60 ResponsesOver 60 Responses ImpactImpact Found why students do not come to games.Found why students do not come to games. Revision of target market to students and community.Revision of target market to students and community.

Research & Methods Secondary Spoke with Todd McDonaldSpoke with Todd McDonald Found what team has triedFound what team has tried BudgetBudget What other teams have been successful doingWhat other teams have been successful doing Athletic WebsitesAthletic Websites Marketing that works for other sportsMarketing that works for other sports Self-promotionSelf-promotion AppApp TextingTexting

21% had ever been to a baseball game. 51% did not know anything about UMass Baseball. 82% of those that do go to games only go 1-3 times a season. 73% said if there was increased visibility, there would be a increased likeliness that they would go.

WE don’t go because… “Don't know when they are and no one wants to go” “Don't know when they are and no one wants to go” “Poor field location; would rather watch professional baseball on tv; not much talent on the team (probably not any future major league players); don't know when the games are; no one else goes” “Poor field location; would rather watch professional baseball on tv; not much talent on the team (probably not any future major league players); don't know when the games are; no one else goes” “Seriously don't even know where the field is. Is there a field? Are there any big players for us to root for?” “Seriously don't even know where the field is. Is there a field? Are there any big players for us to root for?” “Lack of talent, no exposure, no funding to get people to go, lack of stands” “Lack of talent, no exposure, no funding to get people to go, lack of stands” “There's no tailgating that I know of.” “There's no tailgating that I know of.” “They do not have a good reputation never really hear about the games or anything about the team” “They do not have a good reputation never really hear about the games or anything about the team”

Level of Play Social Dynamics Seating “Rumor” When? Lack of Div. 1 Rank, Competition, Prospects Can’t Drink, no one else wants to go so why should I? No where to sit besides bleachers Heard team is being cut so therefore can’t be good No one knows when Games are

The Varsity team is getting cut because the club team is so good The Varsity team is being cut because of Title IX and lack of funding

What can we do ?

Feedback “If the stadium was in a better location. If the team was better and if there was more promotional activities done by the team” “If the stadium was in a better location. If the team was better and if there was more promotional activities done by the team” “1) Free giveaways. 2) Music 3) Alcohol acceptance 4) Cheerleaders” “1) Free giveaways. 2) Music 3) Alcohol acceptance 4) Cheerleaders” “If drinking was allowed” “If drinking was allowed” “More hype, fan friendly stadium, better team, overall better fan experience” “More hype, fan friendly stadium, better team, overall better fan experience” “Fan friendly environment. For example: Let us tailgate its college stop trying to prove we're not a party school.” “Fan friendly environment. For example: Let us tailgate its college stop trying to prove we're not a party school.” “Better seating options such as chairbacks” “Better seating options such as chairbacks” “Contests, themed games, cheers.” “Contests, themed games, cheers.”

Suggestions “Baseball/softball double header would be cool, if the stadiums were closer to each other” “Baseball/softball double header would be cool, if the stadiums were closer to each other” “First pitch guests, bat girls, student section called the beer garden” “First pitch guests, bat girls, student section called the beer garden” “In between inning promotions /something interactive like the chuck a puck for hockey” “In between inning promotions /something interactive like the chuck a puck for hockey” “Make a better sitting area; promotions; tailgate; better stadium” “Make a better sitting area; promotions; tailgate; better stadium” “Family fun events/themed games” “Family fun events/themed games” “Target the community little league and have player interactions. if the community feels the students are teaching and mentoring their children it would be a good outreach and would gain more attendance.” “Target the community little league and have player interactions. if the community feels the students are teaching and mentoring their children it would be a good outreach and would gain more attendance.”

Using available resources Sport Management Majors Big Brother Big Sister Target Amherst Community Father and Son/Daughter Events

Run by MLB Westfield (BGC) Host Clinic MLB Recognition / Affiliation Positive PR & Community Involvement

Did You Know? There are UMass Baseball Alumnus playing MLB right now ?

Tailgate!! BYOB Additional Seating

Fanfest Based off of the Softball FanFest Make it a family/community event Make it more so like a minor league baseball game Utilize sport management students!!! -word of mouth -free marketing to go out into community

In-between innings Have Sport Management Majors run a team that is purely in charge of promotions. Creates a more appealing atmosphere for families Word of mouth from students (seeing as they created the event)

Take ME Out to the Ball Game… Market overall athletic department (utilizing apps and social networking devices) Market overall athletic department (utilizing apps and social networking devices) Create a minor league game atmosphere for more buzz and community interest Create a minor league game atmosphere for more buzz and community interest Market MLB Prospects to create heightened awareness of competition and credibility of team Market MLB Prospects to create heightened awareness of competition and credibility of team Create Community Involvement Create Community Involvement For students-create a social event where students can tailgate For students-create a social event where students can tailgate Market overall athletic department (utilizing apps and social networking devices) Market overall athletic department (utilizing apps and social networking devices) Create a minor league game atmosphere for more buzz and community interest Create a minor league game atmosphere for more buzz and community interest Market MLB Prospects to create heightened awareness of competition and credibility of team Market MLB Prospects to create heightened awareness of competition and credibility of team Create Community Involvement Create Community Involvement For students-create a social event where students can tailgate For students-create a social event where students can tailgate