If retiring NBA star Derrick Rose buys full page newspaper ads thanking fans in six cities (Minneapolis included) for their support, certainly the Minnesota Twins can purchase advertisements in the Star Tribune and Pioneer Press apologizing for their performance.
That suggestion is a first step in handling the franchise’s faltering relationship with its customers. The Twins have a public relations problem seldom before seen in this town and the question going into the off-season is how leadership will respond.
Fans are rightfully angry about developments stretching back to last off-season. After the Twins ignited passion among its followers by winning the AL Central Division and advancing through the first round of the playoffs, ownership announced payroll would be cut. The off-season saw the departure of staff ace Sonny Gray via free agency and the trade of infielder Jorge Polanco in a move with the Mariners that didn’t help Minnesota during the 2024 season.
That off-season left a lot of Twins fans with an icy attitude toward the club going into the spring and summer. After a 7-13 start to the season, the Twins went on a long stretch of winning baseball and by August had over a 90 percent chance of making the playoffs. Still, attendance was mediocre for most games and perhaps the only electric atmosphere of the season came on August 9 in a night game at Target Field against the division leading Guardians. The Twins swept a day-night doubleheader with their evening win played before over 28,000 fans.
The Twins had a 65-50 record the morning of August 10 but when the season ended last Sunday, the late summer collapse was so bad Minnesota finished with an 82-80 record and fourth place in the division with the Guardians, Royals, and Tigers all playoffs bound. The many fanbase skeptics not only found fault with the hitting, pitching and managing, but also jumped on the front office for not making meaningful acquisitions to the roster before the July 30 MLB trade deadline.
Twins officials, including Joe Pohlad, the lead man for the Pohlad ownership group, held an oddly timed news conference during the Vikings-Packers game last Sunday to address the fallout including budget cuts. He frequently referred to how he had a “business” to run while addressing a small group of reporters.
Fans don’t want to hear about financials, they want to be told their team wants to compete for championships. They want to know if the club falters, resources will be provided to improve the product. And they want accountability regarding baseball decisions, personnel and outcomes.
The Twins haven’t played in the World Series since 1991. The club has won nine division titles since then. Minnesota, though, has won one playoff series since 2002.
A former MLB insider, who asked that his name not be published, said it appears the Twins’ mindset is to most seasons offer a product competitive enough to hold interest among fans while employing budget restraint. “If the end goal is to win a World Series, you can certainly argue that they’re not doing enough, not putting enough of the pieces in place to get that done,” the source said.
Without damage control it’s going to be a mega challenge to sell tickets for 2025. A status quo in patron perception of the organization regarding commitment to win and roster management will result in the season ticket base falling off, with expectations that single game and group sales will trend the same—perhaps dramatically.
Even if the Twins had some way staggered into the playoffs, there was a missing buy-in with fans. A feeling that “I am not going to pay $12,000 (for playoff tickets) to enrich the Pohlads.”
Some fans, or former fans, are already apathetic toward the franchise. Those customers are the most difficult to win back. Disappointment with the team goes back years with fans, including the 2022 season when Minnesota also collapsed as fall approached.
What to do at Target Field headquarters? First, take out those newspaper ads and say “we’re sorry” for the actions and results of the last 11 months. In that messaging tell the fans there is a commitment this offseason to increase payroll and make quality player acquisitions via trade or free agency.
Get the word out in a personal way to the season ticket base and other key customers with openness. Make a pledge to acquire talent not only before but during the season if needed. And make it known that all of this is part of a renewed position by ownership to hang another World Series banner at Target Field. “It’s a new era in Twins Territory.”
Let the fans know ticket pricing will include options for those with tighter budgets including families. And no price increase for season tickets—full or partial packages.
Tell the customers their favorite promotions will be back at Target Field in 2025. Then come up with attractive new offerings including giveaways.
And get the games on Minnesota television sets at affordable prices for customers. As well documented, part of the PR mess of 2024 was games weren’t available for many fans during much of the season.
The Pohlad ownership group is advised to adhere to this wisdom: spend money to make money. They have assets in place including a unique product (only 30 MLB teams) and a playing venue among the best in the country. Their ballpark amenities and stadium customer service are superb.
Those are givens and ownership needs to decide how to improve the roster and whether they have the right leadership in charge of the club on the field and in the front office.
The Pohlads are advised to look at the business from the perspective of “if we do better by the fans” the annual bottom line may often improve. And their overriding approach should recognize a couple of other enduring realities:
They are stewards of major league baseball in this town and state. With that comes the responsibility of best practices with their product.
The other reality—and now we get back to business—is that the money to be made in ownership comes from increased value of the franchise over time. Carl Pohlad bought the team in 1984 for a reported $44 million. Forbes said the 2024 Twins franchise is worth $1.46 billion, reportedly millions more than in 2023.
The Pohlad family and their varied assets are worth billions of dollars. Years ago, they put up millions to help finance the building of Target Field which opened in 2010. That created new revenue streams for the club and a better baseball experience for their customers.
“They have money to spend,” said another sports insider familiar with the Twins.
Time to renew ownership’s commitment to Minnesota. Not just with words, but also actions.
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