Spot on.
I attribute that to St Peter, CEO and President. Public relations, marketing of the players and team, broadening and mining the market area, media component, TV/radio network and rev's, etc. He doesn't strike me as a creative individual/executive.
One successful area is the fan experience. The entire crew at the park is superb. Welcoming environment, personable staff, clean. I have never had a bad experience at Target Field. Some will complain about concession prices but many haven't attended games elsewhere and don't have that perspective.