For one moment, picture yourself in the Miami Marlins’ shoes. You have run a cruelly efficient organization over the past 18 years – emphasis on the “cruel” – and as a result, you’ve managed to alienate a large portion of your local fanbase. The common narrative surrounding your team is that you’re profit-driven and ruthless, and the current SEC investigation into your new stadium’s funding isn’t helping matters any. Your attendance has been among the worst in the majors since 1999, and things were so bad last season you had to close to upper deck partway through the year.
Finally, though, you want to change all that. You have a new stadium, new uniforms, and a new name, and MLB has given you a not-so-subtle kick in the pants recently to spend more money. You have few financial commitments past the 2013 season, and you expect to see an increase in revenue over the next few years as a result of your new stadium’s attendance booster shot.
Given this situation, how do you create a successful, sustainable franchise in the state of Florida? The common assumption is that you’d approach the situation much like you would anywhere else: invest money in the team, build a winner, and don’t overreach your arm. As long as you make steady progress, the fans will respond.
But in case you haven’t noticed already, the Marlins have chosen a different plan of attack. Instead of staying within their means, the Marlins are acting with reckless abandon. They have already signed Heath Bell and Jose Reyes to long-term deals, locking up $19 million in payroll for 2012, and they’re in on nearly every big name free agent. With their new stadium set to open this season and bring in a wave of revenue, the Marlins are the kids in the candyshop that just got their allowance and are impulsively buying everything in sight.
Is this a risky strategy? Oh, definitely. The Marlins are already getting called all sorts of ugly names by analysts – idiotic, short-sighted, etc. – but at the same time, this is a risk they have to take.
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