Attendance Update and the Angels’ Latest PR Mess
Major League Baseball might be incredibly healthy in terms of attendance, television ratings, and finances, but the league has a perception problem that will not go away anytime soon. Baseball’s biggest challenge is, and always likely will be, creating new fans. This is not a challenge unique to baseball or sports in general. All sports continue efforts to draw in new fans just like Coke and Pepsi use marketing campaigns to lure in a new generation of soda drinkers. Rob Manfred has made one of his goals to increase childhood participation in baseball as he believes that children who play baseball turn into baseball fans as adults, continuing the generational chain that has allowed baseball to thrive for more than a century.
While getting more youths to participate in baseball is hardly the only initiative MLB will undertake to grow the sport, getting new fans to attend games is very important for baseball’s future. The Angels’ most recent public-relations mistake, discouraging fans from lower socioeconomic levels from attending because they do not spend as much as other fans once they get to games, is a shortsighted strategy that could hurt baseball in the long run.
In his story for the OC Register, Pedro Moura discussed the Angels’ declining attendance with Robert Alvarado, a Vice President with the team. Alvarado dismissed targeting fans looking to pay for lower-priced seats because they do not make as many purchases once they are inside the stadium. This somewhat callous disregard for “discount buyers,” as Alvarado calls them, might work for short-term revenue, but the team has seen one of the bigger drops in attendance in MLB and the plan is a questionable one long-term.
Since we looked at attendance last month, there have not been too many big changes at the top or bottom of attendance rankings. The Los Angeles Dodgers, St. Louis Cardinals, San Francisco Giants, and New York Yankees are still the highest-drawing teams, and the Cleveland Indians, rebounding on the field and in attendance, passed the Tampa Bay Rays in seasonal attendance over the past month. The Angels do boast decent numbers compared to all teams. (All attendance numbers below from Baseball Reference.)
