The Los Angeles Dodgers have not struggled in attendance, drawing around 3.8 million fans each year. Now, the team has a blueprint determined to find new ways to continue cranking the turnstiles at Chavez Ravine.
USA Today outlined the plan of Peter Guber, Guggenheim Partners, and Tucker Kain. Kain is mentioned as the point-man of this operation.
The Dodgers’ mission now, owner Peter Guber says, is to hand the keys of the franchise over to Kain and let him do anything he envisions to keep the Dodgers as kings of the hill.
Think an entertainment district on the vast land surrounding Dodger Stadium. Think about a high-speed underground system tunnel leading to Dodger Stadium before the 2020 All-Star Game. Think about night clubs and sports bars inside Dodger Stadium. Think real-time information on your smart phones where you too have the same analytics at your disposal as manager Dave Roberts. Think about a stadium experience where you can change seats, even move into different sections, every three innings during a game.
Furthermore, the Dodgers have been an analytics-driven organization in regards to their on-field product. Because of this, their plan to drive home attendance and fan happiness is no different.
“He has to find a way furiously to curate new audiences at the young level and connect with them,’’ Guber tells USA TODAY Sports. “He has to go out hunting where the elephants are. He has to speak their language because the new generation of fans consume games in a different way.
“It’s not so much people interested in the statistics of baseball, but Fortnite, League of Legends, Snapchat, Instagram, Pinterest, the immediacy of the environment, the gamification, fantasy, gambling and the social aspects of the narrative.
“If you don’t grow new tomatoes, you’re not going to have much marinara sauce in the future.’’
The analogy made to marinara sauce aside, it’s clear the Dodgers are going to be innovative in their approach. Dodgers Social Media will play a huge role in defining the new era of fan attendance. Moreover, this ability to adapt will organically help attract a younger generation of fans that the Dodgers and all of baseball seek.
‘Shift and Evolve’
Kain continued with a worthwhile vision of the experience he seeks to create.
“We came in and inherited a team with a history and legacy that was paved by guys like Jackie Robinson and Sandy Koufax,’’ Kain said. “Now, we want that legacy to move forward. We need to continue to evolve and shift as fans engage in the game and consume differently. Creating a different environment creates opportunity.”
It would be nice to think that people will pack the seats simply due to tradition and Dodger Stadium being a great backdrop for a baseball game. However, there’s simply more to it with fans of a new generation. The Dodgers will do what they have always done in this regard – they will find a way to have success.
Equally important, it will be interesting to see what new wrinkles are slowly introduced to enhance the greatest fan experience in all of sports. That’s one writer’s opinion anyways.
[button link=”https://www.dodgersnation.com/welcome-back-martin-episode-37-blue-heaven-podcast/2019/01/16/” type=”big” color=”teal”] Blue Heaven Podcast Episode 37[/button]