MKTG 491 Summer Internship Final Paper

Michael McAlister

5/12-7/31

Introduction

I spent my summer working as a business/marketing intern with the class A, advanced

affiliate of the Baltimore Orioles, the Frederick Keys. I worked in all aspects of minor league

baseball to gain an understanding of the business. While working with the Frederick Keys, I have

formed valuable relationships and learned a significant amount about sports marketing, as well as

the functions within the minor league sports industry. In this reflection, I will provide an

overview of the company, discuss my role with the company, reflect on my overall experiences

as an intern, and relate the valuable knowledge I have gained through this internship with my

marketing education at West Virginia University.

Overview

The Frederick Keys were established in 1989 when the Hagerstown Suns were moved to

Frederick after a new, 4000 seat stadium was promised to be built for the upcoming 1990 season.

The franchise name is inspired by the author of our national anthem, Francis Scott Key, who was

a native of Frederick County and is buried in the cemetery adjacent to the ballpark. The general

manager of the Keys is Dave Ziedelis, and the team mascot is “Keyote.”

The Keys play their home games at Harry Grove Stadium. Since the stadiums arrival in

1990, significant renovations have been made. The ballpark now features a new field, a fun zone

for kids, suite level seating, and a state of the art scoreboard and video board. The Keys will

continue to make improvements to the stadium facilities with a long-term goal of enhancing the

fans experience at the ballpark.

On February 5, 2015 the Frederick Keys announced a 7 year deal had been reached with

Nymeo Federal Credit Union to use the name “Nymeo Field at Harry Grove Stadium.” Nymeo's

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President and CEO Vicki Johnston said, “We could not be more excited to partner with the

Frederick Keys in this endeavor. The core values of the Keys as they relate to the community

align perfectly with Nymeo's, making them the perfect community partner for us. Both

organizations are committed to the youth in our community and helping them achieve

greatness!” (milb, Frederickkeys.com) The Frederick Keys strong marketing and outreach

endeavors have attracted many local businesses as sponsors.

Ovations Food Services is the food and beverage concessionaire of the Frederick Keys.

The ballpark features several portable concession stands along the main concourse, as well as

four kitchen operated concession stands throughout the stadium. Ovations offer a wide array of

different food and beverage selections, making the ballpark even more of an attraction for fans.

Ovation’s also operates the team store, which includes Keys apparel items and souvenirs.

The Frederick Keys are a member of the Carolina League, which consists of eight minor

league baseball clubs with affiliations to other Major League cities along the Atlantic Coast. The

Keys are in the midst of their 27th season in Frederick and recently came to terms on a four year

extension with the Orioles to continue to be a developmental affiliate of Baltimore. Several

former Keys have gone on to have successful careers at the pro level. Some notable players

include: Brian Roberts, Nick Markakis, Matt Weiters and Manny Machado. The 2015 Frederick

Keys roster also showcases a lot of young talent that could get called up to the Orioles in the near

future as well.

In 2013, the Frederick Keys were awarded the Larry McPhail award, which recognizes

the Carolina League’s best in Marketing and Promotions. “The McPhail Award is given to the

team that best demonstrates outstanding and creative marketing efforts within its community, its

ballpark (including non-game day events), in media and other promotional materials.” (milb,

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Frederickkeys.com) In 2013, the Keys broke a record for attendance, setting a mark of 324,311.

The attendance mark was the highest in all of Advanced-A baseball. “In the last two seasons,

Keys in-house attendance has risen by 21.9 percent.” (milb, Frederickkeys.com) This growth in

attendance can be directly attributed to the marketing and promoting efforts of our marketing

team. Whether it’s a t-shirt or bobblehead giveaway, a fun theme night at the ballpark, or the

humorous on field antics we take part in between innings, our marketing team has made

significant strides in providing fans the ultimate family fun experience at Nymeo Field.

Throughout the franchise’s history, the Keys have grown their charitable foundation, and

have increased their involvement with nonprofit organizations. The Keys implement several

fundraising programs to help raise money for nonprofits and there are booths representing our

sponsors set up along the concourse for each game.

The Keys have stayed true to their goal of making an impact on the community’s youth.

The “Keys for Reading” program is in its 19th year and “reaches more than 80,000 elementary

school students a year in the Frederick region.” (milb, Frederickkeys.com) The program

motivates children to read three or more books in a month to earn tickets to a Keys game and

gain the honor of going out on the field to celebrate their achievement. The Keys also work in

promoting children to live active lifestyles. Their week long family fitness challenge requires

kids to play outside of the house for an hour each day to earn tickets to a game. The Keys also

host two 3 day sessions of summer baseball camp at the stadium.

Frederick has also reached out to older age groups within the school system. The Keys

hosted History Day, an educational day for middle school students. Educational booths were set

up along the concourse and students were given a worksheet to go around the stadium and

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participate in ‘History day.” The Keys also host Frederick County High school bands to play in

the outfield prior to the game, while raising money for the bands through ticket sales.

The Keys community endeavors and partnerships with local businesses throughout

Frederick have helped to form a strong business model and positive brand image. Their business

strategy relies heavily on marketing and promotions to attract a strong fan base.

Discussion

During my time with the Frederick Keys I have worked directly with the Marketing and

Public Relations department and a team of 12 interns. I have also gained insight on other

functions of the front office such as: sponsorships, ticketing, stadium operations, and

broadcasting.

One of my main responsibilities was promoting the Keys and their various events and

promotions through the distribution of marketing materials and pocket schedule’s. As part of the

Keys marketing campaign, I had the opportunity to travel throughout Maryland and distribute

pocket schedules and flyers for upcoming events. Not only was I able to represent the Keys

organization, but I was able to develop skills in community relations and business to business

interaction.

It was interesting to see people’s perspective of minor league baseball. Most businesses

were welcoming and gladly agreed to distribute our schedules to their customers. Some

businesses even wanted to know more about the Keys and their promotions. I was able to

provide these businesses with valuable insight into the minor league baseball experience. Since

our promotions manager insisted on us traveling as far as 40 miles, some businesses had never

heard about the Frederick Keys. In these instances, my role was to inform the business owners

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about the Keys and try to spread our reach throughout Maryland. Delivering pocket schedules

was a great way to interact with those who didn’t know about the Keys.

On game days, I arrived at the stadium three hours before the first pitch is thrown. First, I

reported to the press box and waited to be given my duties. My pregame duties typically

consisted of going around the downtown Frederick area promoting the events or theme night we

were having that night at the ballpark. For weekend games there is a fireworks show, so I would

inform people of the fireworks and the promotions we were having that night. Another task that I

was responsible for was rewarding anybody wearing Keys or Orioles apparel outside of the

stadium with a free ticket to any Keys game.

For some of the bigger theme nights the keys organization had, I remained at the stadium

to decorate the concourse or went to find a costume to promote the theme. A meeting was always

held in the press box 90 minutes before the game to go over the script for sponsorship reads and

video displays, as well as the schedule for on field events and promotions in between innings.

For the hour leading up to the game, I gathered the props and prizes we needed for our

promotions and distributed game day magazines and free giveaways at the gates to fans entering

the ballpark.

During the games, I would alternate between various roles. Some games I stayed in the

press box working with the video productions assistant and public address announcer. When

doing so, I operated the message center. The message center required me to be in sync with the

video productions assistant and PA announcer in displaying information from the Keys sponsors,

as well as upcoming events at Harry Grove Stadium. I was also required to display the current

batters number, position, batting average, RBI, and HR totals.

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Another role was assisting with the implementation of on field games and promotions.

The Keys implemented situational promotions such as when there was a homerun; I would award

two fans with “Insurance First” seat cushions. All of our on field games were sponsored by

various businesses throughout Frederick. . One of my primary responsibilities was to ensure that

sponsored events were properly coordinated. The following sponsored events made the game

entertaining for the fan base and were a critical component to the Keys promotional campaign:

Sheep Race (Mattress Warehouse) Description: The Mattress Warehouse Sheep Race is a race on the first base side of the baseball

diamond that starts at the coach’s box. For this event, three contestants each get a blow up sheep

that they have to ride or bounce on to the finish line, near home plate. The winner of this is event

is awarded with a Mattress Warehouse prize bag. This event requires four people to facilitate the

race; an Emcee, a sheep herder, and two finish line holders.

Mattress Men Slingshot (Mattress Warehouse) Description: Starting at the 3rd base side, we ran around home plate to the 1st base side slinging

rolled up mattress men into the crowd. This event required two holders, an Emcee, and a shooter.

Hot Dog Toss (Flying Dog Brewery) Description: The “Flying Dog” hot dog toss required me to dress in a hot dog costume and toss

hot dogs into the crowd starting at 3rd base and ending on the 1st base side.

Build a Burger (Amerigas) Description: Two contestants must race each other, one on the 3rd base side and one on the 1st

base side. The bottom bun is placed on the first line of the coach’s box, while the other pieces

(lettuce, tomato, burger, cheese, top bun) are spread out closer to home plate. The contestant

starts at the bottom bun and then must run back and forth to get each piece of the burger

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separately. The first person to build their burger and jump on top of it at the end wins an

AmeriGas propane tank.

Carnival Games (Bouncing Around the House) Description: There is a large board with holes to throw bean bags through (football, soccer,

baseball, hockey, penguin). Two contestants will throw bags, whoever gets the most in wins.

Requires an emcee, two child contestants, and two staff members to carry the board and chase

the bean bags.

Soybean Trivia (Maryland Soybean) Description: agricultural trivia is shown up on the scoreboard. Takes place in the Maryland

soybean board family section on top of the first base dugout. I was responsible for emceeing on a

few occasions and awarding the child with a cow or chicken hat.

Deal or No Deal (Nymeo) Description: Similar to the TV show, four interns walk out onto the field on the 1st base side with

four briefcases containing prizes, while an Emcee commentates the event. The contestant selects

a case and the prize is revealed. The contestant then has the choice to keep that prize or open one

more case. The prizes typically consisted of gift cards or Keys themed trinkets.

Who in the Hair (Sport Clips) Description: Keys players are shown on the videoboard with famous people’s hair. The

contestant must guess who the hair belongs to. This event required me to find a contestant to

participate and someone else to emcee. The prize was a free hair cut coupon at Sports Clips.

Ice Cream Race (Brusters) Description: I dressed up in one of three ice cream costumes and raced my coworkers from the

right field gate to the finish line/flag by the home dugout. Each of us represented a seating

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section in the ballpark and the winning section received Bruster’s coupons.

Shake Your Keys Description: every game in the 7th inning after the stretch we get on top of the dugout and pump

up the crowd by shaking our keys to the “Shake Your Keys” song. We pick one lucky kid to be

the “Golden Corral” shake your keys kid and they get to join us on the dugout.

Guess that Smile (Pediatric Dental Center) Description: I was responsible for finding a child to participate in the event. Three different

pictures get put up on the Video board of characters with everything blurred out but their smiles,

the child has to guess who the smiles belong to. The child receives a prize pack from Pediatric

Dental Center and a t-shirt.

Belly Bouncers (Bouncing Around the House) Description: Two contestants will battle using their bellies (done like sumo wrestling). Need to

bounce out of the circle. The event was best of 3 matches, or one, depending on their battle. I

was responsible for either gathering contestants or setting up the event on the field.

In addition to assisting with promotional sponsored events, I also was responsible for

decorating the stadium and preparing for various theme nights. A main project of the internship

was for my team of four interns to develop, prepare, and execute our own theme night. After

considering several options, our team decided to implement a 70’s theme night. Our promotions

manager allocated us a $200 budget for the preparation of our event. We traveled to costume

stores in Frederick to gather decorations, costumes, and supplies we would need for the night.

Some of the materials we gathered include: disco balls, wigs, banners, peace signs, and lava

lamps. We then worked with our video productions assistant to develop a 70’s playlist for the

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game, along with videos and 70’s trivia questions to be displayed on the video board. I worked

with my team to create flyers to raise awareness of our event and distributed them in downtown

Frederick. In our 70’s themed costumes, we went on top of the dugout during the 7th inning

stretch and performed “the Hustle,” a popular 70’s dance, which fans loved. Our video

productions assistant implemented the media we had prepared on the video board throughout the

game and the event was a huge success.

Another role I had was working with the Keys group sales department at tables set up

along the main concourse. The tables were used to set up the “Keys Wheel of Fun.” The wheel is

$1 per spin and the contributions are donated to the Key’s charity foundation, Keys care. The

slots on the wheel represented several prizes for fans to win, such as free tickets to the Keys fun

zone, bracelets, water bottles, and more. There were also tables set up to raffle off memorabilia

items such as a Manny Machado autographed baseball. We also gave away free Keys hats,

bobbleheads, and promotional items to fans who were season ticket holders. I also assisted the

Keys groups department by conducting fan surveys to gauge their overall experience at the

ballpark.

For a few games I conducted the Keys 50/50 raffle. The way the raffle works is $1 for an

individual ticket, $5 for an arm’s length of tickets, and $10 for a head-to-toe length of tickets. I

walked throughout the ballpark selling tickets to fans. The raffle winner was announced at the

end of the 7th inning. Half of the collections are awarded to the raffle winner and the other half is

donated to the Keys Care charity. Over the course of the internship, I helped to donate over

$1000 towards the Keys charity.

Lastly, my internship required me to represent the Keys at various community

appearances. Public appearances and community outreach endeavors help to promote the

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Frederick Keys brand and is an important function of the Keys marketing strategy. During my

appearances, I dressed as the team mascot, Keyote. On one occasion, I visited a Buffalo Wild

Wings and interacted with people at the restaurant and took pictures with kids.

Relation

My internship has helped me to better understand marketing concepts and the ways

businesses apply these concepts to contribute to the success of their organization. The marketing

internship with the Keys helped me to put a real world perspective on the marketing principles I

have learned in my education at West Virginia University. In this section, I will relate my

experiences gained through this internship with my marketing education at WVU.

BCOR 350: Principles of Marketing

This business course helped me to gain a basic understanding of marketing principles and

concepts which I have applied and learned more extensively in my further marketing education.

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This course taught me about some of the current trends in marketing such as the growth of social

media and digital marketing. The main takeaway from the class was learning the elements of a

marketing plan and the marketing strategy.

As part of their marketing plan, the Frederick Keys have to assess the current and

potential environment for their service to be marketed. This requires a situational analysis of

internal strengths and weaknesses, and external opportunities and threats. Some of the internal

strengths include the creativity of the marketing department, their positive brand image, and their

affordable ticket prices. Weaknesses may be that the Keys are fairly unknown outside of

Frederick. The Keys work closely with their sponsors to identify opportunities for various

promotions to take place during the season and the lack of competitors help to eliminate threats

they would face otherwise.

The marketing mix consists of: product, place, promotion, and price. The heart of the

marketing mix starts with the product, which in this case is the minor league baseball experience

at Nymeo Field. The Keys are always seeking ways to improve their product by implementing on

field games and making the experience fun and exciting, to go along with the actual game they

are selling. The place (Nymeo Field at Harry Grove Stadium) is decorated and prepared for the

theme nights throughout the season and the Keys hire staff to assist with cleaning up the ballpark

and the grounds crew works to keep the field in great condition for the athletes. The Keys

manage their promotions by advertising in the community and on social media to inform about

upcoming events and they also use promotional giveaways as incentives to attend games. The

Keys are able to cover their costs and generate substantial profits, while still offering low ticket

prices of around $12 to fans.

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MKTG 325: Marketing Analytics

I applied many of the concepts I learned in marketing research to my work with the Keys.

In the course, I learned that almost every marketing activity has data behind it. The Keys collect

and analyze data about their consumers to assist the marketing department in developing insights

about fans level of satisfaction to determine what they can do to improve fans experience at the

ballpark. With the Keys, I roamed the concourse and asked fans to fill out a survey which gauged

their experience at the ballpark. The survey consisted of three demographical questions and three

Likert scale response questions. Another concept I learned is that people are often unwilling to

participate in a survey without an incentive. For that reason, the fans that participated in our

survey were placed in a raffle for a Manny Machado signed baseball. This helped to get more

fans to participate in our survey. Research is also gathered on things such as demographics and

psychographics to give our staff a better understanding of our market and what we can do to

appeal to that market and potential markets. What makes the Keys thrive is their strong

connection with the Frederick community and their ability to maintain loyal fans.

MKTG 315: Buyer Behavior

The knowledge I gained in buyer behavior helped me to understand the decision making

process of buyers, the criteria which affects a purchase, and how much emotions can contribute

to purchase decisions. The factors which effect ticket purchases for Keys games are price,

advertising, weather, current success of the team, the opponent, promotions, and the day of the

week. The Keys attendance significantly increases during the weekends because promotional

efforts are intensified and there are fireworks following weekend games. The Keys appeal to a

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large market on the weekends because it is a fun, family oriented experience, where people have

time to relax and enjoy watching a game of baseball. Promotions can help attract fans to the

game because they may be interested by the promotion or theme night. Promotions motivate

buyers to make a purchase. To illustrate this, we had a “Minion night,” at the ballpark inspired

by the July release of the movie, “Minions.” We had minion costumes and decorated the park;

hundreds of fans came to the ballpark with minion shirts and accessories, indicating that the

promotion may have contributed to them attending the game. Increasing attendance requires us

to be aware of current trends and concepts which we can then implement into a theme night. A t-

shirt or bobblehead giveaway can also draw more fans to the park.

The Keys success as an organization can be attributed to their strong connection with the

Frederick community. Their strong community ties have helped to create a positive image for

their brand and given fans a positive perception of their organization The Keys have helped raise

money for various nonprofit organizations. Their charitable foundation, “Keys Care,” has raised

over $100,000. The Keys also have an impact on the community’s youth with their “Keys for

Reading Program” in schools, summer baseball camps, and community appearances from

Keyote. In nearly every local store, one can find a set of Keys pocket schedules. All of these

contributions help support the “mere exposure effect”. The mere exposure effect states “people

have a preference to things they are exposed to often.” (Falkenbach) The Keys have been a

central part of the Frederick community for the past 20 years and many members of the

community have positive feelings associated with the Frederick Keys. Attending a Keys game

can help give a person a sense of belonging to their community. In this way, the Keys appeal to

the emotions of fans and help to create brand loyalty.

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MKTG 350: Product and Price Policies

Pricing is one of the main tools used by managers to maximize their businesses profit.

How an organization sets their prices has huge implications on the success of the business. One

of the main reasons the Keys are so successful is because they provide a unique experience at an

affordable cost. There is little to no competition in the category, so the Keys have been able to

keep a strong base of loyal customers, while also attracting new customers to games through

various promotions and advertising efforts in the community. The Keys ticket prices range from

just $8-$14. The tickets are cheaper for children, as well as seniors (60+) making it affordable for

the whole family to go to a game. The Ticketing department also offers season ticket packages,

as well as 10 and 15 game packages. “The average MiLB ticket costs $7, which is almost four

times less expensive than the $27 average cost of a MLB ticket.” (Smith) A family of four can go

to a Keys game for around $40, which is cheaper than going to see a movie.

When setting prices it is important to understand that you are not only considering

expected profit margins but you are conveying to the public the value of your brand. “The price

you set sends a message to some consumers about your business, product or service, creating a

perceived value. This affects your brand, image or position in the marketplace.” (Ashe-

Edmunds) A higher price is often indicative of higher quality and a low price can appeal to

customers by making them think they are getting a good quality product for low cost.

The Keys baseball experience is positioned as an outdoor, summer fun experience for the

whole family at a low cost, relative to other sporting events. However, what truly differentiates

the Keys baseball experience from competitors is the creativity of our marketing department in

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offering in-between inning entertainment, promotional giveaways, and continually striving to

improve customer satisfaction.

MKTG 380: Integrated Promotions

This course helped me learn the role of promotion in the marketing mix and the tools

used in the promotional mix. Most importantly, the course taught me about the communication

process in displaying value to customers. As marketers, it is our role to inform, persuade, and

remind our target market. We inform to raise awareness of our promotions and our brand. We

persuade the public to make a purchase action. And we remind the public of our offerings and

attempt to keep our brand in the minds of our customers.

The tools of the promotional mix are: advertising, public relations, sales promotion,

personal selling, and social media. All of these tools are a part of the Keys marketing strategy.

The Keys use advertising to inform the public of upcoming events, and distribute pocket

schedules to remind our customers when there are home games. The Keys public relations

department communicates with our customers, sponsors, and members of the Frederick

community to help maintain a positive brand image and evaluate public attitudes, so that they

can identify new opportunities for their organization. Sales promotion is used to stimulate

consumer purchasing. The Keys offer various promotions and giveaways to encourage fans to

attend games. Personal selling is used when the group sales department makes calls during the

offseason to sell ticket packages for the upcoming season and informs customers of the benefits

and promotional items they will receive if they sign on. Social media is used by the Keys to

display live updates and stats from the game. Also, social media is used to inform the public

about upcoming promotions and updates on the team’s injuries and roster moves.

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The Keys recently generated buzz on social media and were “trending” on Bleacher

Report and various sports media outlets when they posted the uniforms the team will be wearing

for the upcoming “90’s Nickelodeon night.”

Social media is a critical function of today’s marketing process. Social media is used to

manage a company’s image, connect with consumers, and generate interest and desire for a

company’s products. In this case, social media is being used as a platform for people to discuss

their excitement with the uniforms. The younger generation identifies with growing up watching

the Rugrats and people spreading news about the uniforms on Twitter will help the event get

more attention and ultimately lead to more people attending the game.

Reflection

Working with the Frederick Keys this summer has given me real world experience in my

desired career field, sports marketing. My role as a marketing intern has given me valuable

lessons in community relations, advertising, promotions, public relations, and strategic planning.

I have also learned how to effectively network and improved my communication skills in a

professional environment. I formed valuable relationships with members of the Keys staff in

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various departments and will use General Manager, Dave Ziedelis, as a reference going forward.

I learned how to work with a team in a fast paced environment and gained insight on how to

implement promotions into a sporting event. Being able to observe all working aspects of minor

league baseball helped me to understand the various functions of the Keys Organization and all

of the people who contribute to their success. This internship serves as a valuable building block

as I move forward in my professional career. In my future career, I will apply the valuable

knowledge and experience I have gained from this internship.

My main role with the Keys was assisting with the implementation of on field promotions

and helping the Keys promote and execute their various theme nights throughout the season, and

even got to design my own theme for a game. Promotions are a significant aspect of the sports

industry. “A bobblehead promotion, on average, puts 7,000 more people in the seats at Miller

Park.” (Rovell) This shows that something as simple as a bobblehead promotion can contribute

towards significant jumps in attendance; thus, more revenue. While with the Keys, I learned the

effect promotions have on improving customer’s satisfaction and increasing attendance. It was

evident that fans loved our on field antics, costumes, and crowd interactions. The Keys

marketing department does a tremendous job of coming up with new ways to engage the crowd

and keep fans happy and entertained.

Conclusion

The Frederick Keys are an outstanding organization. Their creativity and desire to

provide fans with the best possible experience, makes going to a Keys game one of the most

attractive activities in Frederick. The Keys success can be attributed to their strong partnerships

with local businesses and excellent community involvements. Also, their ability to keep up with

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current trends and implement marketing strategies directed at improving the fans experience.

Assisting the Keys marketing and public relations department required me to work in a

fast paced environment, be engaged during the preparation and execution of on field promotions,

and be devoted during community involvements and the distribution of marketing materials. This

experience enabled me to expand my marketing knowledge, and demonstrate principles I’ve

learned at WVU in an exciting business atmosphere. I will refer to my valuable experiences and

insights developed through this internship and apply them in my future endeavors.

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References

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Faltebach, K., Schaab, G., Pfau, O., Ryfa, M., & Birkan, B. (n.d.). Mere Exposure Effect. 1-3. Retrieved July 29, 2015, from http://www.wiwi.europa-uni.de/de/lehrstuhl/fine/mikro/bilder_und_pdf-dateien/WS0910/VLBehEconomics/Ausarbeitungen/MereExposure.pdf

Frederickkeys.com (2015, February 5). Keys Announce Naming Rights Partnership with Nymeo Federal Credit Union. Retrieved July 16, 2015, from http://www.milb.com/news/article.jsp?ymd=20150205&content_id=108459808&fext=.jsp&vkey=news_t493&sid=t493

Frederickkeys.com Keys Nominated for Larry McPhail Award. (2013, October 17). Retrieved July 23, 2015, from http://www.milb.com/news/article.jsp?ymd=20131017&content_id=63068242&fext=.jsp&vkey=news_t493&sid=t493

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Lamb, C., Hair, J., & McDaniel, C. (2014). Part 5 Promotion and Communication Strategies. In MKTG (7th ed., pp. 246-306). Mason, OH: Cengage Learning.

Reichard, Kevin. "Ballpark Visit: Harry Grove Stadium / Frederick Keys." BallparkDigest. January 31, 2011. Accessed July 16, 2015. http://ballparkdigest.com/201101313508/minor-league-baseball/visits/ballpark-visit-harry-grove-stadium-frederick-keys.

Rovell, Darren. "More Bobbleheads to Nod at Ballparks." ESPN.com. 22 Feb. 2015. Web. 30 July 2015. http://espn.go.com/mlb/story/_/id/12352717/mlb-teams-feature-121-plus-bobblehead-promotions-2015

Smith, Chris. "How Billionaires Like Warren Buffett Profit From Minor League Baseball Ownership." Forbes.com. Forbes, Inc, 8 June 2012. Web. 27 July 2015. http://www.forbes.com/sites/chrissmith/2012/06/08/billionaires-like-warren-buffett-profit-from-minor-league-baseball-ownership/2

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