Wyatt Johnson

Heading into the 2023 Major League Baseball (MLB) season, attendance in several regional markets has suffered from a consistent decline. In fact, the current interest in baseball is not meeting organizational expectations, partly because younger demographics (e.g., Millennials, Gen Z) have less interest in the sport of baseball than older generations (e.g., Baby Boomers, Gen X). This phenomenon has impacted the Minnesota Twins over the past decade as attendance has steadily decreased. To combat this, the Twins have been making concerted efforts to make their product more engaging for this younger demographic of fans. The purpose of this research project is to identify effective strategies that can be implemented to increase attendance of younger fans at Minnesota Twins games. By developing practical recommendations we can support the Minnesota Twins in their pursuit to increase fan engagement among a younger audience. Utilizing a mixed-methods approach, we will explore factors that influence the attendance patterns of fans, including their preferences for entertainment and social engagement, and identify potential barriers that prevent them from attending games. Through an understanding of their preferences for entertainment and social engagement, and by identifying potential barriers that prevent them from attending games we can develop innovative strategies, specific to the Twins organization, to support efforts to increase attendance.