Hartford Business Journal

18 HARTFORDBUSINESS.COM | March 28, 2022 Play Ball Hoping to put pandemic in rear-view mirror, Hartford Yard Goats look to draw more fans with new promotions, food and celebrities By Robert Storace rstorace@hartfordbusiness.com H artford Yard Goats players will take the field opening day on April 8 for their fifth season at Dunkin' Donuts Park, as the minor league baseball franchise looks to showcase a winning team and, more importantly, boost attendance with new promotions, food and entertainment offerings. The Yard Goats, a Double-A affiliate of the Colorado Rockies, are somewhat of an anomaly in sports. While they had the worst record in the Northeast League in 2021 (39- 79), they managed to lead all teams in attendance for a third consecutive year, despite having one of the smallest stadium seating capacities. (The Northeast League has been renamed the Eastern League for the 2022 season.) Dunkin' Donuts Park in 2021 was also named the best Double-A stadium by Ballpark Digest for a third time. That's the good news. The pandemic has presented significant challenges. It wiped out the team's 2020 season and led to a shortened 2021 home schedule. Overall, 287,752 fans attended 60 Yard Goats home games last year. Attendance was down 30.7% from pre-pandemic 2019, when the Yard Goats welcomed a record 414,949 fans. But team officials say they are ready to look past the pandemic. The Yard Goats' 6,000-seat stadium, which can hold up to about 6,850 fans total, this season will host a full 69-game home schedule without COVID restrictions. Masks won't be required, and as COVID-19 infection rates remain well below their most recent peak levels from earlier this year, the hope is fans will flock back to the stadium. "This will be a new and even more exciting year," said Yard Goats President Tim Restall. "We will be getting some new merchandise, some new exciting food and some amazing promotions." Coming attractions Restall, who is in his fifth year with the Yard Goats, is no novice to the game. A New Hampshire native, the 49-year-old worked for the New Hampshire Fisher Cats as vice president of business operations for a decade before taking the general manager job for the New Britain Rock Cats. In 2016, the Rock Cats relocated to Hartford and became the Yard Goats. Restall stayed with the team during the transition and has grown his responsibilities over time. He was promoted to team president in 2017. Restall said the team's goal this year is to at least match 2019 attendance numbers. Key to drawing minor-league baseball fans is creating a carnival-like entertainment atmosphere. Fans are typically less concerned about wins or losses, than they are about having a good time with friends, family or co-workers. New creative food items — a staple at Dunkin' Donuts Park — and merchandise will be announced in the coming weeks, while the promotions calendar is packed with some old-time favorites like weekly Major League Connection Major League Baseball has had its share of former Yard Goats players in recent years. In fact, 39 Yard Goats players have gone on to play for the Colorado Rockies since 2016, according to the team. Notable players that have made the transition to the big leagues include pitchers German Marquez and Kyle Freeland and second baseman Ryan McMahon. Hartford Yard Goats President Tim Restall is preparing his organization for opening day on April 8, at Dunkin' Donuts Park. HBJ PHOTO | ROBERT STORACE

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