Even before the onset of fan apathy after the strike, the
new ownership of the Padres was facing an uphill battle in
building their fan base. As one of the so-called "small market"
teams, the Padres are literally fighting for the survival of
baseball in San Diego. When John Moores bought the Padres in
December '94 for $80M, he made clear his commitment to increase
attendance and be fan-friendly. Minority owner Larry Lucchino,
the former Orioles President, was brought aboard to run the
team's day-to-day operations. Padres attendance had fallen
steadily from just over 2 million in '90 to 1.375 million in '93.
This season, even though the team is alive for the wild card,
they only average 14,598/game through 53 home games -- 2nd lowest
in the NL after the Pirates. This week, Padres VP of Public
Affairs Charles Steinberg, another former Orioles exec, spoke
with THE DAILY about the team's outreach efforts in one of
baseball's most challenging markets.
BEYOND THE BORDER: One key program is to target Tijuana.
Among the team's efforts: a game-of-the-week TV deal with
Televisa, a ticket offer in conjunction with Calimax -- the
largest grocer in northern Baja, and a donation to a Tijuana
children's hospital made personally by Lucchino. The team is
also working with the INS and local governments to study the
feasibility of a commuter lane that would ease the process of
crossing the border.
GOING THE EXTRA MILE: In addition to programs designed to
make going to the ballpark a more personal experience -- players
greeting fans at the gates, regular autograph sessions, and
special kids promotions -- a fan input program has been very well
received. "Tell it to the Padres" allows disgruntled fans to
voice their opinions directly to Padres ownership, management and
players. According to Steinberg, fans who have written or called
with suggestions or opinions are invited to come speak with team
officials and then join them in a luxury suite for the game.
Steinberg, on reaching out and listening to what each fan has to
say: "It is a one-by-one process to get people to have good warm
feelings toward the Padres" (THE DAILY).
