It’s not easy being minor league in a major city. Then again if you are the disruptive leaders of the New York Penn League’s Brooklyn Cyclones, there is little minor league about the experience, except for the cost of admission and family fun.
A recent trip to MCU Park in Coney Island served as a great reminder for what the Cyclones, a short season Single A Baseball team, have done that is really nothing short of amazing for a sports brand. Keep in mind the location; Brooklyn, a borough of the City of New York that is now the “it” place for millennials the identify with, which as a standalone city would be the fifth largest in the country. While some would see opportunity for millions of eyeballs and butts in seats, the reality is it presents a huge challenge to draw people to the beach with discretionary dollars for a sport…baseball…which has time challenges for a new audience. However while the Overwatch World Championship was filling the not too far away Barclays Center this past weekend, the Cyclones were doing very well pulling in families who want to experience the live outdoor event of baseball in a cost effective and enjoyable atmosphere.
How have the Cyclones done so well? A mix of consistency and innovation that has been in place since the team arrived in 2001. The consistency is not just in the experience, it is in the management team. Although the team is owned and overseen by the parent Mets, the day to day organizers, from VP Steve Cohen to GM Kevin Mahoney, to Assistant GM Gary Perrone have been around and grown with the team for years. That consistency, which is commonplace in senior leadership at major league teams but is rare air in minor league sports, has helped enhance and expand the Cyclones brand amongst the fabric of a Brooklyn mosaic.
The history of the club as innovators in business; from creative and ongoing Seinfeld promotions that draw national attention, to the fact that Brooklyn is the ONLY affiliated minor league team that owns and controls is digital rights (the rest of the clubs ceded control to MLB Advanced Media) also gives them an intangible edge when competing for dollars. Combined with the rich natural history of Brooklyn baseball, one that may be a bit lost on young campers heading to MCU Park but not on a core of older baseball fans who are the lifeblood of the Cyclones as well, all leads to continued success in challenging times.
While history is important, so is forward looking thinking, and that too is where Brooklyn excels. Senior leadership that understands traditions but is motivated to grow and push the bottom line forward is key. A wholesome affordable experience is nice, but catering to a millennial audience that is mobile first also helps, so the Cyclones control of all aspects of the mobile experience, and making sure the experience in the stands matches up with the best mobile experiences in sport is also a top priority. Their engagement in social is not minor league at all; highlights, in game promotions and conversations with fans goes on at a much higher level than in most, if not all, MiLB businesses, and a good reason for that is the fact that the Cyclones control and ability to innovate in a mobile and digital environment rests with them. There is no long approval process which can slow down a moment. That is both unique and key for the growth of the brand.
Brand growth in Brooklyn is also on a different scale because of the location, but it is also carefully thought out and built on old fashioned relations. The multimillion dollar multiyear naming rights deal with Municipal Credit Union (MCU), arguably the largest in minor league sports and one that parallels some major league brand investments, came about through a carefully scaled and cultivated relationship that started with a small investment and grew as the ROI improved. Being digital savvy is key to that growth as well.
Now of course there are the requisite promotions fans experience at every MiLB successful event, and there is the constant fan first push. However Brooklyn also offers so many little extras that one is not really always accustomed to in the busy life of a New Yorker; from a hello and thank you at the gates to the pristine environment around the seats, that make the trip not just worthwhile, but business worthy, especially given that fact that the Cyclones (as well as the Staten Island Yankees), are the ONLY MiLB teams within a city that also have the competitive businesses of Major League clubs in the same demographic area, and that’s just for baseball there are also 12 other affiliated or independent minor league teams within 50 miles of Brooklyn).
Factoring that all together makes the Cyclones long term business success even more of a marvel and a role model. It has consistency of leadership, consistency of brand, innovative digital work, a great location, affordable prices and a firm grasp of the consumer needs. Does that always spell success for any business? No. But in the uber competitive landscape of the Big Apple, it gives the Mets Single A affiliate a leg up, one which they are consistently moving along to make sure that they keep an eye on the future while not forgetting the past or current.
It’s not easy, but it sure is fun to experience every time. And most importantly, it’s worth the trip.
