Poll: Who'll go to Royals games?

WORLD-HERALD EXCLUSIVE
The Omaha Royals may see a field of opportunity in moving to Sarpy County, but the team also risks leaving behind some fans when it plays in its new home.

Results from a poll commissioned by The World-Herald indicated that the Royals' new stadium will spur a group of fans to go to more games. In all, one in five said they probably would attend a few more or a lot more games at the ballpark at 126th Street and Highway 370.

Nearly an equal number of residents plan to attend fewer games than in the past.

How often those polled planned to catch a game depended a lot on where they live.

Ÿ Sarpy County residents surveyed were twice as likely to plan on attending more games than Omahans. Because the survey included only residents in the Omaha area's 2nd Congressional District, it didn't field responses from Sarpy County residents who live minutes from the ballpark in Gretna or the Chalco area.

Ÿ In the city of Omaha, 23 percent of respondents said they probably would attend fewer games, compared with 9 percent for people from Sarpy County.

Ÿ The falloff was most pronounced in the northeastern section of the metro area — the area farthest from the stadium. Inner-city Omaha and Iowa have been key markets for the Royals, together accounting for 17 percent of the current fan base, according to the team.

The poll numbers underscore the importance of the marketing effort facing the Royals in their transition.

Team President Alan Stein said the team's goal is to keep virtually all of its existing fans while also tapping the new suburban market.

In coming weeks, the team is planning a marketing blitz in an effort to capitalize on the interest surrounding the move. That includes rebranding the team with a new logo, new uniforms and, perhaps, a new name.

The Royals are counting on a boost from a new atmosphere that officials say will be more family-friendly and energetic because the new stadium will be smaller but more densely packed.

Stein acknowledges the team's challenge in maintaining fans who will be farther away.

For the inner city, the team plans to work more with schools and community organizations and will “ramp up dramatically” a program with the Peter Kiewit Foundation to bring kids and their families to the ballpark, Stein said.

Iowa residents should notice the increased marketing, he said.

“We're going to have to work hard to make sure that those folks have access,” he said.

While the new stadium is a plus for the suburbs, the Royals' move will be a huge loss for northeast Omaha residents, said Marie Dale, a baseball fan who works with the Northside Little League. Her Florence neighborhood is about 23 miles from the stadium by highway, compared with 10 miles away from Rosenblatt Stadium.

“It will make the west end of town happy,” she said, “but we've lost another wonderful thing for our league.”

Dale said the Little League will continue its annual special evening at a Royals game this season.

But Dale said some parents have told her the Sarpy County location might be too far away to attend. For many families from her area, she said, cost and travel will be an issue because people tend to have lower incomes.

“So I don't know how good the reception is going to be this year,” said Dale, adding that her own family won't attend as many games in Sarpy County.

In South Omaha, which is losing the Royals and Rosenblatt, people still feel a connection with the Royals based on a long history and will continue that even as the team relocates, said Jason Smith, a South Omaha neighborhood leader and onetime chairman of the Save Rosenblatt Committee.

“People in southeastern Omaha, they're baseball people,” he said. “They really want to see it get better.”

As the College World Series soared in popularity, the Omaha Royals served as the undercard at Rosenblatt Stadium. While the series filled Rosenblatt, the seats sat largely empty for AAA baseball.

When the City of Omaha decided to build a $128 million stadium in downtown Omaha for the College World Series, Sarpy County attracted the Royals with a stadium of its own, which now is estimated to cost $30.6 million.

The Sarpy ballpark will have 6,500 fixed seats, enclosed suites, outfield berms and a total seating capacity of around 9,000, along with open concourses for concessions, a whiffle ball field, playground and carousel.

Group sales efforts for picnics and events also will increase significantly, which Stein said will improve access for local organization and Little League teams.

Stein said the team will be able to pull off the full minor league baseball fan experience in Sarpy County. If any fans are skeptical about the move, Stein said, “if we can get them there one time, they will continue to come.”

The team's new logo is expected to be unveiled in November. From then until opening day, Stein said he wants the team's marketing to be ubiquitous, including special targeting of the suburbs.

“You won't be able to go to many places for the five months where you won't see some Omaha baseball presence,” he said.

West Omaha resident Jessica Freedman and her family plan to attend more games at the new ballpark and maybe even buy a ticket package.

Freedman said she experienced the more intimate minor league games of the AA Tennessee Smokies and expects Sarpy County's new stadium to offer the same atmosphere.

“I would hope everybody would be open-minded enough to attend a game,” she said. “Once they've gotten in once and they have a great experience, they'll be able to bring them back.”

Lori McHugh of Papillion, who used to walk to Rosenblatt from her home in South Omaha, said she and her 10-year-old son will back the Royals.

“We will definitely go to a few games,” she said.

Stein said early ticket sales are going well. In the new stadium's first year, officials believe they can top the 400,000 fans that the Royals drew in Rosenblatt's farewell year.

“Everything's just coming together nicely.”

Contact the writer:

444-1128, jeff.robb@owh.com

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