The Minnesota Twins, who like their MLB brethren lost millions of dollars in 2020 because of the pandemic, are facing a new challenge selling tickets for home games because of crime in Minneapolis and the disappointing performance of the team.
Murders, shootings, carjackings and other lawlessness have soiled the reputation of a once great city. Much of the crime has been downtown and some of it near the Twins’ Target Field home.
Fans, particularly from the outer suburbs, greater Minnesota and the Dakotas, think twice about coming to the big city now. In fact, many don’t need to think at all about a trip to Minneapolis. They are too frightened to even consider it.
Since 1961, the franchise’s first season in Minnesota, the Twins have relied on fans from outside the Twin Cities for a significant portion of their fan base and revenues. Now countless individuals and families are hesitant (at best) to buy tickets to see their favorite team. A Sports Headliners reader and Twin Cities resident said his elderly father, living in southeast Minnesota, wouldn’t come to Minneapolis “for 10 million dollars.”
Minneapolis violence and headlines like “Defund the Police” scare many Minnesotans and other potential visitors to the city. Attracting people to the state’s flagship city is a mega challenge for not just the Twins, of course, but also downtown restaurants, bars, hotels, retailers, and employers. One can only take a deep breath and hope the leadership of City Hall will improve, prioritizing safe streets and neighborhoods including downtown, Uptown, Dinkytown and the north side.
Public relations authority Dave Mona believes the “Defund the Police” slogan will haunt the Twin Cities’ reputation for years. A long time Twins fan and civic leader, Mona knows first hand the front office is concerned about getting fans back into the ballpark. He said the club has “done a lot of research” about the issue.
While Mona said he feels safe attending games, he recognizes the apprehension of other fans and the predicament the franchise faces in losing part of its historically important fan base. Combined with the team’s performance on the field, a lot of fans have been staying away from the park.
Mona recognizes the situation as a “double whammy” for ticket sales. “…When the Yankees come to town and you don’t draw 20,000 people, you gotta scratch your head because the Yankees were over the years…pretty much fool proof no matter how the Twins were doing, or how the Yankees were doing. Those were series that drew fans. It’s been slow to come back (attendance now versus the past). I am sure they (the Twins front office) are very concerned.”
The Twins hosted the Yankees for three games earlier this month and announced attendance each game was 17,000 to 18,000. Even with a COVID mandate limiting capacity to 80 percent at Target Field, the attendance for the Yankees series wasn’t close to maximum. Starting with games July 5, Target Field will be at full capacity of nearly 40,000.
Hard to say which factor contributes most to the Twins’ “double whammy” situation, but attendance average is among the lowest in club history so far. The Twins are averaging 11,818 fans for home games and rank No. 19 among 30 MLB franchises, according to ESPN.com. There was a time the franchise sold more season tickets than what the club is averaging now. To be fair, the Twins and others in MLB would have better numbers if not for the pandemic limitations and fears.
Minnesota was a preseason favorite to be among the better clubs in baseball. The core of the team had produced consecutive AL Central Division titles, and a win-now attitude was in place. “There’s no question the focus now is on 2021 and we think we’re well positioned to win a lot of baseball games,” Twins president Dave St. Peter told Sports Headliners before the season began.
The club, though, has suffered through perhaps an unprecedented number of key injuries, particularly to position players, while the pitching staff has faltered badly at times. The bullpen has been unreliable, including falling apart late in games. Starting pitching has been inconsistent, with the ongoing saga of Minnesota trying to find a shutdown ace.
Before the season, the Twins might have been expected to be 10 games over .500 in late June. As of today they are 31-42. Minnesota has produced better results of late, going 11-12 in the last 23 games and winning five straight before losing yesterday to the Cincinnati Reds.
It’s a long climb ahead, though, for the team to become a playoff contender. It will be a challenge hindered now by yet another injury to club MVP Byron Buxton that has him sidelined indefinitely (left hand fracture in his third game back after missing the previous 40).
The Twins have a well-earned reputation for appealing promotions and creating a fan-friendly atmosphere at Target Field, a venue that ranks among the best in baseball. Part of the marketing involves honoring heroes like Twins legends, first responders and war veterans. That recognition deserves applause and plays well to much of the franchise’s target audience, including those living in greater Minnesota, but winning baseball will sell more tickets and so will a perception the streets downtown are safe.
After Labor Day more workers will return downtown as the pandemic eases. Hospitality attractions are expected to be busier in coming months, bringing more people to the city. The First Avenue hot spot near Target Field has already announced a lineup of entertainment for this year and next.
More people on the streets will help lessen fears about downtown. There is certainly increased confidence in being one of 100 people walking from the Nicollet Mall to Target Field than being alone or in a small group.
“People (will) have to feel safe, and they need to tell their friends about it,” Mona said when asked about how the city and Twins eventually get beyond the current environment. “People need to stick their toes in the water and start coming back downtown.”
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