Yankee Owner Forgot Season Ticket Sales Depend on Perceived Success
Hal Steinbrenner would do well to remember 2023. It was the year that the New York Yankees failed to make the postseason. The recent collapse this season from the top of the AL East to third place is giving off the same vibes. The process, as it was then, was never a consideration for the fanbase; victories were. The organization that had never had a sense of urgency developed one quickly when it learned that season ticket sales had dropped 15% to the tune of $65.5 million. They realized a problem existed and served as a wake-up call to their bottom line.
The news spurred the Yankees to make an impact on the trade market. They acquired Juan Soto and reversed the perception of not going all out, which led to a World Series appearance. However, a year later. Juan Soto signed the biggest contract in MLB history for the other New York team. The player who contributed to their most profitable year walked away.
The Yankees made big moves in response once again. The acquisitions of Max Fried, Paul Goldschmidt, Cody Bellinger, and Devin Williams were an admirable Plan B. The problem is that the culture and philosophy of the Cashman/Boone Yankees that have gaslighted the fans since 2018 remains. It doesn't matter who they bring in; you can be assured they will play out of position, not have a settled spot in the batting order, and take on the narrative of the organization. The process does not measure success with wins and losses, so what does it matter to them?
The Yankees finished 82-80 two years ago. The organization missed the playoffs, yet they still attempted to cover the obvious by highlighting the Yankees’ consecutive winning season streak, using this to continue to financially drain loyal fans. Yankee season tickets saw a 40% increase in some cases. The team's customer service number has been far from fan-friendly when trying to exchange tickets for games that were canceled. The online ticket site has been problematic, in particular for handicap access seating. The resale policy has denied holders from reselling unused tickets. This, along with bots, has reduced availability. Some fans have even sued the Yankees due to the resale situation.
The Yankees are about to start a difficult stretch, which could knock them out of the playoff race if changes are not made quickly. The Yankees do not have the privilege of playing word salad games. Yankee losses will result in an empty stadium and another season ticket decline that will make 2023 look like a drop in the bucket. The Yankees fanbase's patience has worn thin. Hal needs to recognize that results, not rhetoric, bring the fans to the ballpark. How fans perceive the team's chances will come not from what they say but from the actions they take. Hal’s profit margin, which comes largely from season ticket sales, will depend on this perspective.
