UMass Baseball
Carly Salerno, Jess Dunn, Brian Rosen, Cale McSweeny, and Mike Frasca
Who in here has gone to a
UMass baseball game?
Question…
How can we increase attendance at
baseball games?
Research & Methods
Primary
• Focus Groups
•
Sport Management Students
• Survey
•
•
Qualtrics
Over 60 Responses
• Impact
•
•
Found why students do not
come to games.
Revision of target market to
students and community.
Research & Methods
Secondary
• Spoke with Todd McDonald
• Found what team has tried
• Budget
• What other teams have been
successful doing
• Athletic Websites
• Marketing that works for
other sports
• Self-promotion
• App
• Texting
•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.
• “Don't know when they are and no one wants to
go”
• “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”
• “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”
WE don’t go because…
• “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”
Seating
Social
Dynamics
Level of
Play
“Rumor”
•No one knows when Games are
•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
When?
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
• “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 drinking was allowed”
• “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.”
• “Better seating options such as chairbacks”
• “Contests, themed games, cheers.”
Feedback
• “1) Free giveaways. 2) Music 3) Alcohol
acceptance 4) Cheerleaders”
• “Baseball/softball double header would be cool, if
the stadiums were closer to each other”
• “In between inning promotions /something
interactive like the chuck a puck for hockey”
• “Make a better sitting area; promotions; tailgate;
better stadium”
• “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.”
Suggestions
• “First pitch guests, bat girls, student section called
the beer garden”
Using available resources
Sport Management Majors
Target Amherst Community
Big Brother Big Sister
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
Utilize sport management
students!!!
-word of mouth
Make it more so like a
minor league baseball
game
-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)
•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
•Create Community Involvement
•For students-create a social event
where students can tailgate