OKLAHOMA CITY — Sports executives and brothers Brian and Michael Byrnes understand there is one common denominator in operating franchises like the NBA’s Oklahoma City Thunder or the Triple-A Baseball team the Oklahoma City Dodgers.
The most critical ingredient to either team is authentic community engagement that creates an emotional equity between fans and teams. Most fans will take an interest in the game, final score and box score which shows how each player performed. But for a franchise to enjoy long-term success requires a high level of business acumen and dedication to the community, the two brothers said in separate interviews.
Brian Byrnes, senior vice president of sales and marketing for the Thunder, acknowledged the Thunder is a small market NBA team and must challenge itself daily to create new connections within that market which includes all of Oklahoma and crosses into five states where the 82-game schedule is broadcast.
“As a small market, we have a unique value and are authentically connected to the community,” Brian Byrnes said. “We’re here to elevate Oklahoma City’s brand and we live, work and play that component.”
The Thunder organization stays connected to the market in a variety of ways including Thunder outdoor basketball courts that have been built in cities across the state, including Lawton and Altus. There’s also the connection to nonprofits such as The American Red Cross and United Way. The Thunder is also instrumental in promoting literacy with its renovated book bus that has been key to giving hundreds of thousands of books to children.
“There were 300,000 kids involved in the reading program,” Brian Byrnes said.
The community connection doesn’t stop there. The team promotes physical fitness while also supporting the Oklahoma City’s senior citizens, youth basketball camps and clinics.
“We are bigger than basketball. It transcends the game and final score,” he said. “We are using the power of the Thunder as a media and marketing channel” to improve people’s lives.
Holistic approach
That message also applies to the Thunder business team, its season ticketholders and single game attendees.
“We commit resources to create the best environment in the league,” Brian Byrnes said. “We want to have a good relationship with our season ticket holders,” which prompts the Thunder to assemble a 30-page outline for game-day operations.
“We want a good environment for players and fans,” he said. “We want them (fans) to have an experience that is not dependent on the outcome of the games. We have the ability to control the experience on game day, but we can’t control the outcome or score. We want them (fans) to be treated well and respectful.”
Former Thunder stars like Russell Westbrook, James Harden and Kevin Durant may leave the team and new hoops heroes like Shai Gilgeous-Alexander will make their mark on the NBA, but the team’s commitment to fans and active roster players will always be there.
Byrnes and his team take the same approach with the NBA G-League team, the Thunder Blue.
“It’s a holistic approach. We have the same thoughts on their game day for those fans and players alike,” Brian Byrnes said.
Reaction from fans has been overwhelmingly positive since a group of Oklahoma City investors acquired the Seattle Supersonics in 2008 and relocated the franchise to Oklahoma City. The team routinely scores well in terms of guest relations, entering the building, concessions, quality of parking, quality of merchandise, dance team, Rumble, navigating the arena and the music.
“This helps us understand each consumer’s needs,” Brian Byrnes said. “Our final score far exceeds our peers.”
Entering its 16th season, the Thunder is showing significant progress in terms of ticket sales and corporate sponsorships which led Brian Byrnes to say the 2023-2024 season could be a record-breaking year. Fourteen different Lawton schools, through a special ticket promotion, attended games last season with 1,300 students showing their support for the team.
“These schools see the value in coming to the Paycom Center and this helps us develop fans in these rural areas,” he said.
Making memories
Meanwhile, as president of the Oklahoma City Dodgers baseball team, Michael Byrnes said there’s no misunderstanding that a sports franchise is a business filled with various components that cater to the fan experience. The hope, he said, is that fans return for more fun at the ballpark.
So far this season, the Dodgers are leading all Minor League teams with the most wins (71) as of Aug. 4 after defeating Round Rock Express 7-1. They also have the best record (21-10 as of Aug. 4) for the second half of the Pacific Coast League schedule.
But that’s not all.
The Dodgers are a season-best 38 games above .500, adding to their
Bricktown-era record (since 1998) for games above .500.
Definitely, the wins helps bring more fans to the park. But for Michael Byrnes, he and his crew still have a business to run regardless of wins and losses.
“It’s all about engaging the fans,” he said. “It starts the minute they walk into the park. No two days are the same. There’s a level of excitement each day we come to work. It takes great people to do this.”
Each member of the Dodgers’ senior staff has been with the team 10-12 years, prompting Michael Byrnes to say “that tenure is extremely valuable. We have a culture that develops from within.” All total, the senior staff brings more than 100 years of sports management experience for the Dodgers.
Part of the fan engagement involves mascots Brooklyn and Brix who stand atop the dugouts and the cheer team which promotes fan-oriented competitions between innings. Video board content also gives fans another component to enjoy during the game and children can often be seen on the video cheering for the Boys in Blue.
As the Triple-A affiliate of the Los Angeles Dodgers, the Oklahoma City management team takes care of the business end while LA employs the players, manager, coaches and support staff.
Good news for the OKC Dodgers is the team has turned a profit, which isn’t always the case for Minor League Baseball teams. The OKC Dodgers are owned by Diamond Baseball Holdings LLC, which owns several other Minor League teams in Double-A and Triple-A leagues.
“They (owners) have always been pleased with what we’ve been able to do,” Michael Byrnes said.
Being a constant community contributor through the team foundation has made the Dodgers a big name in Oklahoma City sports, nonprofit groups and the City of Oklahoma City.
“We have a partnership with the Oklahoma City Parks and Rec and there are 600 kids in the rookie league” that benefit from the Dodgers providing basic equipment for each player. In addition, the Dodgers provide support for a new youth softball league in Oklahoma City.
“These types of connections help create positive relationships,” Michael Byrnes said. “We also have connections with church groups when it comes to ticket sales, which can’t be overstated.”
On some game days, organizations of 100 to 500 people will benefit from group ticket sales. The largest attendance figure so far this season was more than 9,400 on July 4th with many fans showing up for the game and others for the aftergame fireworks.
“In Minor League Baseball, very few people can recite that we won 7-4 last night. Few score the game so it’s more about the entertainment experience,” Michael Byrnes said. “There’s a greater percentage of people looking for a night out than those who will actually remember the score or the players.”
That’s because there is constant movement of OKC players moving to LA and Tulsa players coming to Oklahoma City. Tulsa is the Double-A team of the LA Dodgers. Last year, there were 260 transactions with players moving from team to team.
Oklahoma City’s Triple-A team is a “sizable business,” but Michael Byrnes said the ownership group did not want revenue and profit figures disclosed.
“We have some aggressive goals our ownership puts in front of us and it’s our job to lead and motivate (business) team members. It’s not just simply opening the gates. We’re responsible for the safety, cleanliness and service of anyone who comes to the games. Making memories for people is the fun part. That’s what we communicate to our staff.”
Smiling faces
The biggest compliment a Dodger fan can give the OKC team is to leave the ballpark with a smile, Dodgers’ Vice President of Operations Mitch Stubenhofer said.
“Some of the best times are at the gate good-bye when you see smiling faces. Maybe it’s a kid with a baseball -- and he’ll have memories attached to that ball. We’re constantly seeking feedback from fans and employees about how we’re doing.”
That feedback is quickly compiled and sent to the team leadership with a response due by 10 a.m. the next day.
“We take immediate action on some (feedback) and have long-term solutions on others,” Stubenhofer said. “Growth is also our focus.”
Oklahoma City’s Chickasaw Bricktown Ballpark is now 25 years old, which means Stubenhofer and his operations team must make necessary improvements. Some are visible, but others like infrastructure jobs that can’t be seen by fans. During the past off-season, the team replaced the HVAC system and air-handler units. Other renovations were made to the team offices, player clubhouse and fan suites.
“We’re looking to replace the elevators this off-season,” he said.
Three years ago, the Dodgers replaced all the seats and in 2018 the team replaced the entire field, projects that are part of the overall business plan to improve the fan experience. Stubenhofer is quick to say the Dodgers have stolen improvement ideas from other teams in Minor League Baseball, and he doesn’t apologize for it either.
“All of this is about generating revenue and to provide a top-tier experience for the fans,” he said.
Dodger players have also been the beneficiary of some projects with new lockers, improved dining room, whirlpools while also adding two trainers and a video coach.