All those college kids who fantasize about a front office job in pro sports could head to St. Paul for a field trip and watch the operation of the Minnesota Swarm. A 21st century professional sports model is on display for Swarm games at the Xcel Energy Center where college students might take a lesson in game day operations and promotions.
Can’t make it to the game? The National Lacrosse League serves up Swarm games and those of other franchises on the Internet. But do try to show up at one of the Swarm’s remaining regular season home games, all scheduled during the next three Saturday nights.
A visitor last Saturday found bag pipers rehearsing more than 90 minutes before the 7 p.m. game. Closer to game time, down on the field, the U.S. Army swore in a group of recruits.
Pre-game activities included a Hollywood style introduction of Swarm players, with an on-field welcome by selected fans, and also a Swarm player interview. There was also a tongue-in-cheek, low key introduction of the Swarm’s opponent, Calgary. The public address announcer struggled with whether to describe Calgary as the “Roughnecks,” or the “Rednecks.”
Something lacrosse fans don’t struggle with is pricey player salaries. Most players in the NLL make under $20,000 per season and almost all have other jobs.
Game time included an occasional lacrosse tutorial over the P.A. system. Reference was made to the 30 second game clock and opinion offered that lacrosse is more similar to basketball than hockey.
The audience included motorcycle enthusiasts who were in town for a show and received a special ticket offer from the Swarm. That’s part of the business plan for indoor lacrosse teams like the Swarm who hustle for ticket buyers and sponsors like the Onion, U.S. Army and Budweiser who appeal to their young audience.
After the game, part owner Andy Arlotta can be found thanking fans for their attendance. He and his dad, John Arlotta, are in their first year of ownership, although the franchise is in its fifth season.
John, a former health care executive and Notre Dame grad, said the Swarm is a passion for his son. “He loves this business,” John said.
John is enjoying the experience, too, and that helps during a season where the Swarm will lose a lot of money, perhaps deep into six figures. John wouldn’t specify a figure but hopes two years from now the operation will be at break-even.
The Swarm announces average attendance of about 12,000, although not all of it’s paid. Average ticket price is about $20 with some seats selling for $63. The total attendance and average ticket price both must go higher to improve the budget.
But John said their ownership of the team is expected to be long term, partially because of Andy’s passion. The other reason is professional sports franchises appreciate in value a lot over time. A lacrosse franchise worth several million dollars today might command $10 million or more in the years ahead.
For now John is reminded of his days as an athlete and how he can identify with the competitive play he sees from his players on the field. “I didn’t know I’d have that kind of reaction to it,” he said.