The Richmond Flying Squirrels: New Market, New Opportunities

This is a story about opportunity and potential impact of expanding of a small market minor league baseball team, into new facilities.

Determining the opportunity by assessing potential market size and scale, and lobbying for a new stadium, requires careful market research, stakeholder analysis, and financial modelling. Once approved, the team needs to undergo a transformation through a marketing and re-branding program.

Seen through the eyes of the general manager, this strategic planning and change management case study examines the team’s mission, history, and potential to revitalize a desolate and decaying section of Richmond, Virginia.