Minor league teams defy recession

The numbers don't lie.

Even as investments tumbled and foreclosures and the price of gas soared last summer, minor league baseball was enjoying its best-ever season at the gate.

Families streamed into minor league ballparks in unprecedented fashion in 2008, with the 176 teams attracting nearly 43.3 million fans to set a record for the fifth consecutive season.

The Modesto Nuts did their part to raise the mark, drawing 164,306 fans in a season that included 10 sellouts among the 70 games played at John Thurman Field. The final attendance total represented a 3.3 percent increase over 2007's record turnout.

"I wouldn't say we're immune to the economic troubles, but historically minor league baseball has survived and done well in tough economic times because of the affordable entertainment aspect," said Mike Gorrasi, vice president and general manager of the Nuts.

Which begs the question: With the economic situation not yet showing concrete signs of improvement, what is minor league baseball going to do for an encore?

The answer might be mixed, according to California League president Joe Gagliardi. He sees another year with strong attendance, but team revenues still might suffer because of a downturn in advertising and corporate entertainment.

Historically, local companies buy ads on the outfield walls and in game programs, purchase blocks of tickets to share with employees and vendors, and hold company picnics at the ballparks. Those sales now are more difficult to close.

"Most of the ballclubs are seeing sales lag at the corporate level," said Gagliardi, league president since 1982 and a former Modesto team owner.

"But for a number of clubs in the league, the ticket packages and promotional sales are up. I still feel the walkup sales will be strong because of the entertainment value, and I think we'll see an increase in attendance this season."

Gagliardi mentioned the one redeeming grace of minor league baseball that makes it somewhat recession-proof. It remains a very strong entertainment value.

The best seats at John Thurman Field are $10, which is $2 less than it costs to park your car at an Oakland A's game.

And for the $20 that it costs to park at a Giants' game, two people can purchase admission and all-you-can-eat hamburgers, hot dogs, nachos, popcorn and soft drinks for two hours after the Nuts open their gates every Wednesday night.

"We're going to promote the affordability factor even more this season with new family-based promotions," Gorrasi said. "Minor league baseball as an industry portrays itself as family entertainment, and that's our focus."

With that as a creed, the Nuts have established fan-friendly promotions for all weeknights.

In addition to the Wednesday food fest, free tickets will be available Mondays through a promotion with the Every Monday Matters movement, Tuesdays bring $2 tacos and $2 Tecate beers, Thursdays are $1 beer and soda night, and fireworks will follow every Friday night game.

"We're always looking for ways to make this a community meeting place rather than just a baseball game," Gorrasi said. "As long as we focus on those things, we're cautiously optimistic that we'll be OK."

The Nuts season kicks off Thursday, April 9 with a home game against Bakersfield. For tickets, call 572-4487.

Bee staff writer Brian VanderBeek can be reached at bvanderbeek@modbee.com or 578-2300.

This story was originally published April 1, 2009 at 11:55 PM with the headline "Minor league teams defy recession."