Posted March 31, 2010    

•Joe Mauer

•Justin Morneau

•Isaiah Dahlman

•Mikko Koivu

•Minnesota Swarm

Record Ticket Sales to Jump Twins Value 

When Forbes magazine releases its annual valuations of major league baseball teams next month the Twins will make a big jump from their $356 million figure for 2009.  A local sports marketing authority who has followed the franchise for many years and spoke to Sports Headliners on condition of anonymity predicted that Forbes will highlight the Twins in its article.   

“My guess is that with the team the Twins will put on the field and the new (fan) interest, the franchise will be valued at a half billion dollars,” the source said.  “It will be the single biggest jump in baseball.” 

Except for the team name and playing in a downtown stadium, the 2010 franchise is dramatically different from the one that almost went out of business following the 2001 season.  Back then major league baseball considered the Twins prime pickings for contraction.  The franchise had been slumping on the field (eight consecutive losing seasons had ended in 2001) and at the gate (attendance almost didn’t make one million in 2000).  The element that seemed likely to push the franchise into oblivion was minimal legislative support for a new stadium to replace the Metrodome. 

But what a difference nine years can make.  The franchise that was once among baseball’s bottom feeders is now probably the envy of some owners and mentioned in the same breath with baseball’s better markets.  

The Twins stopped selling season tickets on Monday, a gesture that will help preserve some seating at home games for single game purchasers.  The total of over 24,000 season tickets more than doubles the franchise record.  Club officials believe the total figure places the Twins among the top half dozen or so franchises for season tickets. 

The Twins sold approximately 6,000 season tickets in 2001.  Total attendance was 1,782,926, with the count at 1,924,473 in 2002 as the Twins made a dramatic improvement on the field both years including a Central Division championship.   

The Twins don’t open their regular season home schedule until April 12 at their new Target Field ballpark, but have already sold out more than half of their 81 home dates. Tickets sold are approaching three million and the franchise will eclipse its 1988 franchise record attendance of 3,030,672.  

“There’s almost a panic mentality for tickets,” the sports marketing source said. “The secondary market for tickets has never been higher.” 

For the unfamiliar, “secondary market” means those who procure tickets for resale.  Certainly that group includes professional ticket scalpers and maybe even a neighbor who thinks he can make an extra buck reselling his tickets. 

The demand is being driven by a 21^st century ballpark that will take its place this season on any list of America’s best baseball stadiums, and by a team likely to win a sixth Central Division title in nine years, and possibly be in contention for the franchise’s first World Series since 1991.

 

“There’s almost a panic mentality for tickets,” according to a sports marketing source.

Twins Shed Small Market Label 

The increased revenues include more than tickets receipts, with money coming to the Twins from sources such as suites, signage, corporate sponsorships and merchandise.  The lure of Target Field and one of baseball’s most exciting teams has transformed the Twins from a small market franchise to a mid-level one.  

The term small market is associated with teams from smaller population areas and more minimal revenues compared to the “haves” of baseball such as the Yankees, Red Sox, Cubs, Phillies, Dodgers and Giants.  But good ball clubs and extraordinary stadiums have made teams like the Cardinals and Mariners deserving of the mid-level tag.   

The Twins have joined that club.  Their payroll was approximately $65 million in 2009 but seems likely to approach $100 million in 2010.  Never has the franchise’s new found swagger (and deeper pockets) seemed more apparent than earlier this month when the Twins signed Joe Mauer to a new eight year contract for $184 million, the fourth richest in baseball history.  (The team payroll was about $15 million in 2000, according to Cot’s Baseball Contracts Website). 

Without Target Field, the sports marketing source said the Boston Red Sox public address announcer next year would be announcing, “Now batting, catcher Joe Mauer.” 

The source believes that even if owner Carl Pohlad were still alive, the Twins would have signed Mauer to that franchise record deal.  Pohlad didn’t become a billionaire by being careless with money but the opinion is he would have been comfortable with the deal because of the franchise’s resurgent revenues (the club isn’t announcing budget projections).  

The front office’s willingness to expand the payroll even further will be tested in the immediate years ahead.  The size of the Mauer contract means 20 percent or more could be tied up in one player.  But the Twins raised ticket prices and demand for tickets when they left the Metrodome after last season.  Who is to say they can’t even build on this year’s revenues? 

The Twins' on-field product could be outstanding for years to come.  The team has a nucleus of exceptional players under 30 years old including Mauer, first baseman Justin Morneau, shortstop J.J. Hardy, center fielder Denard Span, designated hitter Jason Kubel and pitchers Scott Baker and Kevin Slowey.  And the organization has been impressively stockpiling promising players in its minor league organization.  Last year the Twins signed one of the Caribbean’s most talented prospects in shortstop Miguel Sano and maybe the best prospect in Europe when they brought German outfielder Max Kepler into the organization.  Minor leaguers who could help more immediately include highly regarded center fielders Ben Revere and Aaron Hicks, and catcher Wilson Ramos who one day may ease the move of Mauer to third base or first base.  

This is not commissioner Bud Selig’s contraction Twins.

 

The Twins on-field product could be outstanding for years to come.  The team has a nucleus of exceptional players under 30 years old.

Worth Noting  

The next big Twins contract could be first baseman Justin Morneau, but then again, maybe not.  Morneau’s six year deal runs through 2013 and is worth $80 million, according to Cot’s Baseball Contracts.  The Twins first baseman, who will be 29 in May, has some injury history and his body may not be as durable as hoped.   

Last year Morneau’s back injury didn’t allow him to play in the final weeks of the team’s drive for the Central Division championship.  He’s struggled with his stroke in spring training, hitting .171.  By 2013 the Twins front office will certainly know if the 32-year-old Morneau is worth a mega contract. 

Kevin Noreen from Minnesota Transitions Charter school has been named the state’s Mr. Basketball for 2010.  The 6-10 power forward helped his team to the Class 1A state title last week.  He is the state's all-time leading scorer with 4,086 points, and as a senior averaged 38.6 points, 16.5 rebounds, 5.9 assists, 3.9 steals and 3.2 blocks. The announcement of Noreen’s honor was made yesterday by Mr. Basketball chair Ken Lien and his committee.

Braham’s Isaiah Dahlman has been a “spectator” in Michigan State’s four NCAA tournament games, playing briefly in only one game.  The senior guard, though, will have the best seat in Lucas Oil Stadium (on the bench) when his Spartans make their second consecutive Final Four appearance on Saturday.   

College basketball has been slowed to a crawl by the TV enforced timeouts and all the timeouts called by coaches.  At best, viewers see game action for about four minutes before a series of commercials streams across the screen.  At worst, there’s a timeout within the first minute of a half, followed by another team timeout and then the TV timeout.  A beautiful game that once offered several minutes of continuous play has almost become programming that is secondary to commercials.  Suggest performing your Pilates exercises, or write memoirs during the constant interruption of basketball.  

Eden Prairie’s Ryan Wittman, Cornell's Ivy League Player of the year, has range and accuracy on his jump shot.  He might be a second round pick in this June’s NBA draft.  

The Big Ten Network will offer the most comprehensive coverage of Big Ten spring football with programming beginning April 14 and continuing through April 28.  Coverage consists of studio shows and televising six spring games.  

Those who follow college hockey have to wonder if the next men's power coach to be hired will be Wisconsin women’s coach Mark Johnson whose father Bob coached at Minneapolis Roosevelt High School and built the Badgers men’s program into one of the best. 

The Wild is 15-4-0 when Mikko Koivu has two assists in a game as he did on Monday night in the team’s 3-2 win over Los Angeles.  His 48 assists and 68 points this season are new career highs. 

Owen Nolan is now tied for 98^th place (with Peter Forsberg) on the NHL’s all-time scoring list with 885 points.  His 155 power play goals ranks one behind Mike Modano for fifth place on the NHL active player list. 

“Black Out Breast Cancer” will be the theme on Saturday night at Xcel Energy Center when the Minnesota Swarm host a game against the Edmonton Rush.  Swarm players will wear pink and black uniforms, and pink helmets.  A helmet auction will generate revenues for charity.  More at http://www.mnswarm.com/news/news.asp?news_id=699

 

Kevin Noreen

Ken Lien

Mikko Koivu