Because it is affordable family fun, Independent baseball, those leagues and teams not associated with Major League Baseball, can sometimes get a bum rap as being less than professional. However spend a bit of time with Ken Lehner, the Managing Partner and President of the Can-Am League Rockland (NY) Boulders, and you get the impact of what can be done creatively and professionally when all the bases are lined up. A sports industry veteran and innovator, the Buffalo, NY native has championship rings from both the Florida Marlins and The Tampa Bay Lightning two of his career stops, and has helped lead a business in the smallest county in NY state be successful on and off the field.
We caught up with Lehner to talk Indy baseball, promotion and the fan experience…
What’s the biggest challenge running an Independent baseball team?
Getting over the stigma that independent baseball isn’t as good as minor league baseball when that just isn’t true. Independent baseball features players from top college programs along with players who have played anywhere from Single A up to Triple A baseball. The proof is in the pudding as one Rockland Boulder from last season is playing Triple A for the Colorado Rockies this spring and another is playing Double A for the Minnesota Twins. The baseball is competitive, the price is right and in many cases the ballparks are as nice or nicer then some of the affiliated facilities. So get over the stigma and come out and “Experience the FunShine”!
How do you stay focused on all the tasks at hand in a long baseball season, either in the minors or even MLB?
There is a rhythm in baseball and it revolves around whether the team is home or on the road. When your team is in town, you find yourself focused on day-to-day tasks. Once the team hits the road, you find yourself looking to the horizon and working on longer-range projects/strategies.
Some professional baseball teams below the Majors do not put an emphasis on social media; how valuable is social media with the Boulders?
We have evolved to the point where social media is word of mouth. An old adage was “A happy customer tells a friend; an unhappy customer tells the world”. Thus, social media is a key marketing medium, but it is also a constant reminder we have to get things right because the minute we don’t everyone knows.
You talked about the great value of kickball as a revenue stream. How did Kickball nights come about and why do they work so well?
Our ballpark is Triple A quality and as a result is one of our top assets. Thus, we want to maximize utilization and forming B.A.L.K (The Boulders Adult Kickball League) came out of a creative brainstorming session. There was one kickball league in our area with six teams. Our first summer we had nine teams, but every summer since we have sold out at a max of 20 teams. The summer league would sell out so quickly we decided to add a fall league as well. As a result, we have between 25-30 nights (depending upon the weather) when the ballpark is no longer dark rather it is making money. One of the main reasons why it worked is that our lease is structured in such a manner that it encourages us to host events other than our baseball games. As a result, our overhead costs decline each time we add a new event.
What is the biggest difference in marketing and MLB team vs. and NHL team?
There are half as many games to market in the NHL and as a result there is a greater emphasis on the importance of each game. In addition, with the new overtime and ability to secure three points many NHL teams are in the playoff mix late into the season. Unfortunately, in MLB some teams are out of it by the end of May. I know MLB won’t ever do it, but they should play halves like they do in affiliated minor league baseball to keep the fans engaged later into the season.
Who has had the biggest influence on your professional career?
I would have to tip my hat to Bob Rich, Jr and Mike Billoni of the Buffalo Bisons. Mr. Rich owned the team and he afforded me the opportunity to start working summers when I was 14. As a result, I then worked under the creative energy and direction of Mike Billoni who was our VP/GM for 10 seasons. We were the best of the best in minor league baseball for 5 or 6 of those years and I learned a lot as a result. If not for that chance to experience working in sports at a young age, I am not sure where my career path would have gone.
What are you most proud of in your career?
Creating memorable moments for the fans. Creating opportunities for employees to excel and succeed with their careers in sports. Creating and overseeing construction of beautiful ballparks in the form of Space Coast Stadium and Provident Bank Park.
What executives in sports business do a good job?
There are so many good ones it would be an injustice to them all to just mention a handful. Just take a look at the way sports has become such a big business and in certain instances billion dollar plus industries. This is the result of commissioners, owners, front office executives, television executives and all of their staffs that work so passionately on the business of sports.
What teams do a great job in marketing that people don’t always notice?
Minor league sports teams often get overlooked. Both minor league baseball and hockey come up with effective marketing based upon outrageous promotions and or ticket selling premiums yet the word only remains in their specific market.
What’s the one piece of advice that you can give people creating a startup in any field?
There will be a lot of twists and turns. During these twists and turns, you will feel as if you don’t have enough time and or resources to complete your startup, but keep plugging away as dreams come true everyday.
