Abstract
Toledo, Ohio, Des Moines, Iowa, and Fort Wayne, Indiana, have sustained a position as a top-ranked minor league sport market for seven seasons according to metrics adopted by the Street and Smith’s Sports Business Journal (SBJ). Regardless of declining populations or fluctuations in household incomes, it is no accident that the minor league sport teams in these cities have done relatively well to continually meet or exceed revenue and attendance goals. Interviews with executives representing teams in the three aforementioned cities validate the four components comprising the marketing success model for minor leagues sports that includes four dimensions: (1) strategic marketing, (2) community investment, (3) customer experience (cx), and (4) development of a people-centric culture. Discussions are centered on best practices in sport marketing and formulating promotional schemes and programs.
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