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Posted

By now, it’s old news: the guy with the inflammatory sign is getting his wish, and the Pohlad family is working to sell the team. While it’s tough to predict how a new owner will attempt to make their mark on the Twins franchise, there are certainly a few wish-list items that any owner would hopefully bring to the table.

Image courtesy of Jordan Johnson-Imagn Images

As Matt Lenz wrote in his recent piece, the last several ownership changes across baseball have produced a mixed outcome. While there are owners like Steve Cohen who act like fans, willing to lose substantial money to win, there are multiple other examples of new ownership groups running their team more like a business.

It’s currently impossible to predict which way the winds blow for the Twins, but I will attempt to provide a realistic wish list that any owner could — and should — execute on in order to restore fan morale and build the competitive team this community clamors for. In a perfect world, the next owner will be an actual fan of the club. There are three main areas of opportunity — payroll, fan engagement, and creative marketing — that any owner should take an interest in evolving. Let’s dig in.

Payroll
Look, the Twins probably aren’t going to wind up with a $200 million payroll in the next couple of years – and that’s ok. As a firmly mid-market team, the expectation should be spending in a manner commensurate with media market size and contention window. The Twin Cities is the definition of an average media market – 15th among metropolitan areas that have a baseball club. In the Venn diagram of wishes and reality, the sweet spot in the middle is probably to average an average payroll. During periods of contention, ramp up by $10-20M. During rebuilding or otherwise non-competitive windows, by all means cut $30-40M and restock the farm.

So what does "average" look like? According to Spotrac, in 2024, the team with the 15th-highest payroll was the Padres, at $171M. Now, that’s not quite a fair representation as their owner gave the go-ahead to spend a little recklessly in an attempt to win now. Dropping down to the 16th-highest payroll, we have the Mariners at $148M. That is a good, realistic target for the Twins’ new owner to aim at. To be clear, if the Twins had the extra $20M to work with this past season, they almost certainly would have walked into the playoffs.

With the RSN media landscape crumbling, ownership and the business side will need to explore additional revenue streams to make this realistic, and a lot of this can be bucketed into fan engagement and creative marketing.

Fan Engagement
A good business owner understands that creating happy customers is the key to a sustainable, healthy business. Furthermore, new customer acquisition is the key to growth. Over the past several years, the Pohlads and the business side of the organization demonstrated an inability to do either. The new owner will need to solve this problem, in order to prevent a downward spiral of fan morale, attendance, and the quality of the team on the field.

How should they go about this? There are several options here. Low-hanging fruit would be to extend TwinsFest, lengthen the winter caravan, or do more community engagement across greater Minnesota.

The Twins do some nice things with their Twitter account, which expresses a fun personality and engages in various ways with the denizens of “Twins Twitter.” There have been some impressive efforts to create high-quality content and multimedia, such as their behind-the-scenes “The Diamond” series on YouTube. The Twins could absolutely lean harder into these frontiers to reach digitally-minded fans, who will have greater access to games via DTC streaming broadcasts.

The Twins could also do things to bring people from the community in on off-days or through lunch time on night games. At Target Field, there’s a thing called “Creator’s Corner” – local vendors that sell products like pottery and furniture. They could choose to expand this program in order to draw the community in. Perhaps they could air classic games on the big scoreboard on off days and sell concessions and merch. FanHQ currently handles most player meet-and-greets and signing events. The Twins could choose to hold similar events in-house before games to draw additional fans.

Beyond that, there could be opportunity for pop-up events, such as having a concession stand devoted to various guest chefs and concepts, and local brewery takeovers. That might give fans a reason to go out for dinner at the ballpark and also catch a game while they are there. The possibilities are endless — all it will take is a little creativity, and a real desire to draw fans in.

Creative Marketing
There are a number of ways to increase fan interest and juice ticket sales: through creative promotions, flash sales, better concessions deals, or season ticket incentives; the sale of jersey patches; initiating new brand partnerships; or creative marketing.

Historically, the Twins haven’t done a great job with “of the moment” marketing. While both Carlos Correa and Byron Buxton were on the IL, advertising talked about coming to a game to watch them play. That’s just not effective. More effective? Invite people to a game to watch a streak continue. Play up rivalries. Celebrate star players from the visiting team. When Shohei Ohtani, Aaron Judge, or Bobby Witt are in town, use that. If a pitching matchup is a battle of aces, reference that to sell tickets. Do “the weather isn’t great today” flash sales and push it on Twitter and TikTok. Give fans a free ticket on their birthday. 

There’s also an opportunity to involve social media influencers to increase interest among younger fans, and to otherwise use non-traditional media to create awareness and interest.

Conclusion
Whoever ends up purchasing the Twins will benefit from several built-in things: a great stadium, a good team with a young core, a deep farm system that also has a lot of high-end talent, and a fanbase that’s (finally) able to watch games without blackout restrictions. They will have the rare opportunity to create immediate goodwill among fans by saying they want to win a World Series, and backing it up with action. If they engage the fanbase and show even a modicum of creativity, they have the ability to create a virtuous cycle that is capable of solidifying and strengthening the fan base, and fielding a perpetually competitive team at the same time.

What do you think? Is this wish list reasonable? Is anything missing? What would you wish for? Comment below!


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Posted

As an owner I would want to develop a really good TV contract. Streaming games all over the countries including US, Canada, Mexico, South and Central America. Include free in game tickets with a purchased streaming subscription. Maybe a pack of 10 tickets with an annual subscription. Have people watching as many games as possible. Maybe include a free streaming subscription with every season ticket purchased.

Sorry Arko, I wouldn't want any dogs in the stadium.

Posted

I would make it very clear from the very first press conference that I, and anyone in my organization, does not talk payroll.   Sorry Aaron, it’s none of your business.  Thanks to guys like Aaron, I have to take that piece off the board.  And yes, I would have to fire a leaker or two. 

We are going to prepare to play a 180 high level games a year, every year.  I want to hear it when we are successful and I want to hear it louder when we fail.  But we do not talk payroll.  We are going to solve for 180 games.

Then I would sign Anthony Santander who I believe can play first base at a high level as well as corner outfield and switch mash. Perfect Swiss Army knife for this roster.  (So long as it works for Falvey, I’m not a meddler.)  Sign one solid  guy though. 

Then I would send interns and the winter caravan all over the Dakotas and rural Minnesota.  We might be out there for two months. 

Posted
1 hour ago, Jocko87 said:

I would make it very clear from the very first press conference that I, and anyone in my organization, does not talk payroll.   Sorry Aaron, it’s none of your business.  Thanks to guys like Aaron, I have to take that piece off the board.  And yes, I would have to fire a leaker or two. 

We are going to prepare to play a 180 high level games a year, every year.  I want to hear it when we are successful and I want to hear it louder when we fail.  But we do not talk payroll.  We are going to solve for 180 games.

Then I would sign Anthony Santander who I believe can play first base at a high level as well as corner outfield and switch mash. Perfect Swiss Army knife for this roster.  (So long as it works for Falvey, I’m not a meddler.)  Sign one solid  guy though. 

Then I would send interns and the winter caravan all over the Dakotas and rural Minnesota.  We might be out there for two months. 

Speaking of, uh, speaking about payroll: why would it be beneficial in any way to tip your hand to other teams or free agents what your spending plans are going to be?  Say you want to unload a contract because you know you're maxed out for next year's budget and it might be the only way you can create space to add some guys.  If other teams know your budget, wouldn't they be able to squeeze you on their offers knowing that you are in a position where you need to move him?  Or if you say you're going to add payroll, but you keep missing on your targets (we were in on so many free agents!), do you feel pressure to throw money at whomever's still looking for a dance partner as spring training opens just to keep the pitchforked mob at bay?  There just isn't a competitive advantage to divulging that information.

Posted

Payroll, in and of itself, is not the major item on my "wish list." Spending more, at the right time and for the right pieces is beneficial of course, but throwing good money after bad will only end in failure and frustration. Look, the deplorable White Sox spent more than the Twins in 2024 while KC, Milwaukee, Cleveland, Baltimore, and Detroit (all playoff teams) spent less. Indeed, America's Team, the Tigers, spent some $32,000,000 less!

At the top of my wish list: I want the Twins to be owned by a legitimate, dyed-in-the-wool baseball guy. Carl Pohlad served in WW II and was awarded Bronze Star and a Purple Heart and went on to make a fortune in banking and other endeavors, but he, and his sons and grandsons, could not be considered either athletes (as far as I can tell) or baseball guys. I want the new owner to live and breathe baseball and to understand the romance and magic of a complex and frankly quite antediluvian game. I am not limiting my wish to former MLB players alone--I'll take anyone who genuinely knowns and loves the game. I want someone who knows firsthand what good movement on a fastball means and how hard it is to square up; someone who knows how best to deal with a two-strike count, or who can time a pitcher's movements well enough to get a good jump on a steal.

I mean, Calvin Griffith was not a gifted athlete by any stretch of the imagination, but he was absolutely a baseball guy. And sure, you might point out that his teams were never world champions, but many of them were excellent squads replete with superior and even a few Hall of Fame players. Did you know that be was the bat boy for the 1924 World Series champion Washington Senators?

So give me someone who loves the game as much as most of the TD contributions and I can foresee much better days ahead.         

Posted
1 hour ago, The Great Hambino said:

Speaking of, uh, speaking about payroll: why would it be beneficial in any way to tip your hand to other teams or free agents what your spending plans are going to be?  Say you want to unload a contract because you know you're maxed out for next year's budget and it might be the only way you can create space to add some guys.  If other teams know your budget, wouldn't they be able to squeeze you on their offers knowing that you are in a position where you need to move him?  Or if you say you're going to add payroll, but you keep missing on your targets (we were in on so many free agents!), do you feel pressure to throw money at whomever's still looking for a dance partner as spring training opens just to keep the pitchforked mob at bay?  There just isn't a competitive advantage to divulging that information.

I think we have seen that in the last two years.  If the rest of the league knows my restrictions, they own me.

I would be happy to explain that to a fanbase.  Doing otherwise is to box myself into a corner and rabbit punch myself.

Always keep em guessing. 

Posted

Initially, I thought this post would be reminiscent of a Randball Stu article. I mean, as an owner, I'd be a BILLIONAIRE, so I could just do whatever I wanted, similar to Cohen of the Mets. Instead, I found a really solid, well thought collection of ideas. Bravo.

I'm sure I'd think of more things than this given time. And these are in addition to some good offerings presented in the OP. But at any rate, here I go:

1] As a baseball fan...that's why I bought the team in the first place...I'm examining the books hard, especially with the new financial structure coming in to play. I want to know the most realistic $ I have to work with based on income. I'm already a BILLIONAIRE, who loves baseball, so INCOME from this INVESTMENT, and future returns, DOESN'T interest me at this time. I want to know what we can legitimately spend on payroll without taking a loss the first season I'm in charge. I'm prepared to take an initial loss to build my team, but I didn't buy/invest in it to loose money on any sort of consistent basis. I'm still a business man after all.

2] With all due respect to Saint Peter, he's out of touch, not who I need leading my organization, so he's either retired with a golden parachute, or, placed in a different position where he can be a Twins ambassador in charge of caravans and other PR opportunities. 

3] I'm working with my ENTIRE FO assembly to get opinions on "missed opportunity ideas" to grow the Twins brand. I'm probably even talking to guys like Correa and Lopez to get a players perspective. And I'm going to find someone with a proven marketing background in marketing and growing a business previously to market the Twins. I'd HOPE to find someone who has a background in MLB, the NFL, or NBA, whether it be a team or the COMPANY. I'd like a sports fan. But I wouldn't limit myself to just that. What if I could find someone who helped...I don't know...helped Starbucks, Amazon, Dodge, IKEA, etc, explode in the public eye. I need to GROW the Twins brand, first in the Midwest territory as a fan base, but I also need to be ahead of the marketing curve that has suddenly changed.

4] Since I need/want my marketing team to find ALL POSSIBILITIES for growth, they better do a good job of selling local/regional advertising for my new telecast arrangement. Just because Menards is based out out of Wisconsin, for example, doesn't mean they don't sell to Twins fans across my territory.

But it's more than that. I have to re-sell my team to the fans. So for at least the first year, if not more, I want to stretch the Twins caravan as wide, with as many stops as possible to re-engage the fan base in excitement.

5] I'm the friggin OWNER of a MLB team! And my team grows in value the better it does. And support only makes future growth and opportunities available. So not only do I find time in my busy schedule to host a couple press conferences a year...which is sort of standard...but I'm going to appear in a couple commercial spots...at least the first year...with a couple of my star players... to just introduce myself and say something to the affect that it's a new day, filled with future potential, and we're all part of the success of the Twins, including YOU, as the fans. Corny as hell! But corny not only SELLS after a snicker or two, but it provides a sense of connection that can actually work. I'm even willing to take a couple subtle "shots" at previous ownership without being overt that things are changing.

6] I'm done with an infinite number of "Pablo Days". I want other players to be represented. I want past Twins to be involved with special day events. I want to celebrate past Twins history as well as the current. I want my marketing team to have DOG DAYS...CAN'T BELIEVE it too this many years to do so...bring your daughter/son day to the park days, veterans free with another ticket purchased, special police, fireman, EMT half price day, "whoever was alive when the Twins won the last WS day" half price admission as a silly, fun offer, etc.

I NEED and WANT the fans ENGAGED again! 

7] INTERNALLY, I'm talking to my ENTIRE FO again, and ALL of my MILB scouts, managers, and instructors about anything they need. While the DSL and Ft Myers constructs seem to have been firmly placed as state of the art, are they still? Do we need upgrades in any area? We're NEVER going to have the $ to spend...probably...that the NY, LA, Boston, Chicago, Philadelphia type teams have...barring a MAJOR change in the future of revenue sharing...but how can we stay a step ahead by doing things smarter, better, and more RIGHT? 

My MILB system is the lifeblood of my organization since i cant compete financially with the current "haves". There's already a good system in place. What can we do, within the current structure/system to make out MILB development just a little better?

8] Pretty much as presented in the OP, INCLUDE as much and as many local brands and artists and organizations in to the TARGET FIELD EXPERIENCE as you can. This creates a COMMUNITY bond.

SOME of this requires additional cash outlay, though I'd say not a great deal more than already spent. But maybe spent differently, or in a smarter approach. SOME of this MIGHT mean a short term loss in order to gain, though that's debatable considering MLB books are closed. But ALL of this, IMO, only means ME, LOL, as the owner. I've joked, but half serious, about the WIlf family owning the Vikings. They are a "hands off" ownership for the day to day. (Sorry, not sorry Dallas Cowboys, LOL), but invest wherever they can to build the best organization they can. It's my HOPE the next Twins ownership will be similar to them, and recognize what they inherited, and what the Twins could be.

I'd hope they would do at least some of the things I've outlayed. But this is what I'd do.

Posted
6 hours ago, Jocko87 said:

I would make it very clear from the very first press conference that I, and anyone in my organization, does not talk payroll.   Sorry Aaron, it’s none of your business.  Thanks to guys like Aaron, I have to take that piece off the board.  And yes, I would have to fire a leaker or two. 

We are going to prepare to play a 180 high level games a year, every year.  I want to hear it when we are successful and I want to hear it louder when we fail.  But we do not talk payroll.  We are going to solve for 180 games.

Then I would sign Anthony Santander who I believe can play first base at a high level as well as corner outfield and switch mash. Perfect Swiss Army knife for this roster.  (So long as it works for Falvey, I’m not a meddler.)  Sign one solid  guy though. 

Then I would send interns and the winter caravan all over the Dakotas and rural Minnesota.  We might be out there for two months. 

I would drool over Santander in this lineup.  That would take $$$$$, so probably off the table, but hey, once A-Rod and his crew take over in a few days, it could happen. 

Oops, sorry, I was so excited by the possibility of no more pohlads I got carried away...  🤣😅😂

Posted
7 hours ago, Craig Arko said:

I would make every day ‘bring your dog to the park’ day.

The trouble this year was, too many days after the AS break were dogs-at-the-park day.  Except most of the dogs were on the field and in the dugout. 

Woof.

Posted

“To be clear, if the Twins had the extra $20M to work with this past season, they almost certainly would have walked into the playoffs.“

This team had many issues including poor defense, lack of situational hitting, poor base running and way too many players who did not contribute down the stretch.  Hindsight is wonderful.  A key component to the collapse is Miranda, Lewis, Lee, Julian, and Ryan—players who were expected to be part of the core for many more years all failed down the stretch.  Money would not have solved this part of the problem.  

 

 

Posted

My first wish or first 15 wishes would be for our young guys to continue developing.  This would include the best version of Brooks Lee and not what we saw at the end of the year.  It would include Lewis, Wallner and Larnach becoming more consistent dominant bats.  It would include Rodriguez and Jenkins growing into their superstar potential.  

Another category of wishes would be the often injured guys staying healthy.  That includes Buxton, Correa, Stewart, AK and others.  We could also include Prielipp and Canterino in the hope they finally get healthy and contribute.

I would hope for some of the promising young international prospects to fulfill their potential.

These things will be monumentally more important to our success than spending every dime of profit the team currently produces.  My wish level where spending is concerned would be to improve revenue through all the things above while also improving marketing and PR.  All of these things would lead to better attendance and TV viewership.   Then, use that increase in revenue to extend some of our young talent.

Posted
15 hours ago, Craig Arko said:

I would make every day ‘bring your dog to the park’ day.

Hard pass my good man.  Dog owners are already far too comfortable thinking everyone else wants their pet around.  I enjoy my ballparks, grocery stores, planes, restaurants, department stores, etc to be pet-free.

Posted

Make more weekends about kids at the ballpark and go all out to serve those families.  Running around the bases on Sunday is great...but the process is horrible.  It takes forever to stand in line for a 10 second experience.  The ballpark experience for kids should be loose and fun!  Tiktok dances, funny memes between at-bats, etc.  Have fun!

Get your fans in seats - lower your beer prices.  More theme days.  More group packages.  

Make Target Field a destination again.  A fun place people want to spend their summers.

Posted

I would focus on kid engagement which should be fairly easy (reduced kid prices let kids watch batting practice etc). The next thing would be using social media to target everyone under the age of 40. There are a couple of missed generations out there to be recaptured. 

Posted

Don't look now but Dodgers and Yankees, the two teams with the highest payrolls, the most superstars, the biggest markets, on a collision course for the World Series.

First time in a long time, but with TV revenues about to hit the big decline -- well, except New York and LA -- baseball is about to fall off the diamond.

Posted

Anything to make the game more accessible and affordable to all fans. Discount days, free trial TV plans. The more fans we can interest, the more money they'll make. And with the right kind of owner, that extra cash could be used to improve the on field product. I saw the earlier posts about Santander. The Twins need a first baseman and a boost to our offense. Can you imagine if we could snag a Santander, Vlad Jr or Alonso for first base? A lineup with Correa, Buxton, Lewis and a power hitting first baseman would be deadly. My guess though, they'll roll with Miranda, AK and maybe Julien to start, possibly trying out Severino eventually.

Posted
13 hours ago, The Great Hambino said:

Speaking of, uh, speaking about payroll: why would it be beneficial in any way to tip your hand to other teams or free agents what your spending plans are going to be?  Say you want to unload a contract because you know you're maxed out for next year's budget and it might be the only way you can create space to add some guys.  If other teams know your budget, wouldn't they be able to squeeze you on their offers knowing that you are in a position where you need to move him?  Or if you say you're going to add payroll, but you keep missing on your targets (we were in on so many free agents!), do you feel pressure to throw money at whomever's still looking for a dance partner as spring training opens just to keep the pitchforked mob at bay?  There just isn't a competitive advantage to divulging that information.

They don’t already know? The market is 30 teams, 1200 union members, and a number of agents that is likely in the low hundreds.

if the hundreds of agents and 30 GM/PBOs don’t know exactly what’s going on in their very small market, they won’t stay employed for 2 weeks, maybe a month tops.

Posted
48 minutes ago, Richie the Rally Goat said:

They don’t already know? The market is 30 teams, 1200 union members, and a number of agents that is likely in the low hundreds.

if the hundreds of agents and 30 GM/PBOs don’t know exactly what’s going on in their very small market, they won’t stay employed for 2 weeks, maybe a month tops.

They don't know anything exactly.  Everyone has a decent idea. The whole game is to not give exact information.

Everyone did know the Pohlads situation and it had to have been an issue in negotiations.

The only person that knows if Steve Cohen is going to fancy something is Steve Cohen. 

Steve Cohen does not talk payroll. 

Posted
3 hours ago, Eris said:

“To be clear, if the Twins had the extra $20M to work with this past season, they almost certainly would have walked into the playoffs.“

This team had many issues including poor defense, lack of situational hitting, poor base running and way too many players who did not contribute down the stretch.  Hindsight is wonderful.  A key component to the collapse is Miranda, Lewis, Lee, Julian, and Ryan—players who were expected to be part of the core for many more years all failed down the stretch.  Money would not have solved this part of the problem.  

 

 

If we have this many players "fail down the stretch" maybe it's bigger than the players. I was trying to think of one hitter we've developed that has had major success through the minors and sustained success in the majors... Lewis maybe? It's definitely not anyone else on the team right now. It makes me worried about players like Rodriguez and Jenkins.

It's not AK (.904 OPS over 7 minor league seasons - .728 majors) 

Miranda might be closer ( .777 OPS eight minor league seasons, .707 majors) 

Larnach (6 seasons minors .838, .726 majors) 

Wallner is fairly close(BA minors .271, majors .251, he's nearly identical in slugging and OBP) .886 minors .856 OPS

Julien .904, .732

Jeffers .839, .737

Martin .760, .670

IF new owners come in and can't or don't want to spend more money - then we better develop the players we have. It doesn't feel normal for players to drop 100 points consistently as they make the final jump. It's not like we can say well this one guy is just a AAAA player... It's nearly every player this organization has developed over the last 6 plus years. I just don't think it's normal and that's where I'd start as a new owner...why spend more money if there's talent to be unlocked right here and the current manager isn't doing that. 

(also why are our top minor league players taking 6 plus years to make it to the majors) 🤷‍♂️

 

 

 

Posted
17 hours ago, gman said:

As an owner I would want to develop a really good TV contract. Streaming games all over the countries including US, Canada, Mexico, South and Central America. Include free in game tickets with a purchased streaming subscription. Maybe a pack of 10 tickets with an annual subscription. Have people watching as many games as possible. Maybe include a free streaming subscription with every season ticket purchased.

Sorry Arko, I wouldn't want any dogs in the stadium.

So the Pohlad's aren't welcome, right?

Posted

I would bring in a baseball person I trust to handle baseball operations.  Let them evaluate the Twins system until winter meetings.  Bring with them folks they know and trust to those meetings to establish better inter-league relationships.                                                           I would survey my marketing department to flesh out creative ideas, and identify positives and negatives.  I would hire a third party marketing firm to survey the fanbase (Not just season ticket holders).  By January 1,2025 have a fresh marketing program in place.  MN is a hockey state, so i look for opportunities to co-op marketing with youth thru pro hockey programs.                                                                Have a series of sit downs with all on field personnel.  Led by my person in charge of baseball ops. I would make necessary changes to maximizes the Twins talent.  Taking a very close look at coaching philosophy and medical/training practices; ask for consistent messages throughout the organization.  Identify weak links among personnel and discuss a way to go forward with or without them.  Have baseball ops. department look for answers to our priorities from within and outside Twins.                                                         Encourage everyone in the Twins organization to have fun while working together...team work extends way beyond the playing field.  

Posted

Wishlist should include more equitable playing field for all MLB teams. How can low to mid market teams be consistently competitive when there are teams with payrolls 3 times or more larger. Add Cole and Soto to the Twins, Twins are probably still playing. The top 6 payrolls in MLB all made the playoffs. Look what happened to the Mets, now they have owner willing to spend some money, Mets are in NLCS. 3 out of 4 teams left are from top 6 payrolls , Cleveland did not have to beat top 6 payroll team to get to ALCS. Mets and Yankees are 1-2 in payroll, still playing. 

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