1. Agency Description 1
The New Hampshire Fisher Cats
Prepared For
Dr. Colleen McGlone
RSM 392
Coastal Carolina University
Prepared By
David Cummings
RSM 392 Student
Coastal Carolina University
Agency Supervisors Signature:
Summer Semester
2013
2. Agency Description 2
The New Hampshire Fisher Cats
Introductory Statement
The New Hampshire Fisher Cats are a AA baseball team, affiliate of the Toronto
Blue Jays, in the Eastern League. The Fisher Cats offer a family fun environment to the
city of Manchester, New Hampshire.
History/Development
The Fisher Cats came to Manchester in October of 2003. In their first season, the
Fisher Cats played at Gill Stadium, which is located in Manchester. The 2004 season, the
inaugural season, the Fisher Cats won the Eastern League Championship. In the next
season, 2005, the Fisher Cats moved to its own Merchantsauto.com Stadium along the
banks of the Merrimack River in downtown Manchester, New Hampshire. The ballpark
seats 6,500 people with standing room for up to 10,000 people. On June 16th, 2007 the
Fisher Cats set a franchise single-game record of 8,227 fans. In 2008, the Fisher Cats
hosted the Northeast Delta Dental Eastern League All-Star Game, which helped celebrate
their 5-year anniversary season. The Fisher Cats also received many awards in the 2008
season including the Best Sporting Venue to Take a Client by the New Hampshire
Business Review’s Best of Business Awards and was recognized by PETA as the Most
Vegetarian Friendly ballpark in all of Minor League Baseball. May 26th of 2009 the
Fisher Cats set an all-time high of 8,903 fans for a game that saw Hall of Fame pitcher
John Smoltz on the mound. In 2009 the Fisher Cats repeated the awards for the Best
Sporting Venue to Take a Client and ranked as the Most Vegetarian Friendly Ballpark in
all of Minor League Baseball. In 2010 the Fisher Cats were awarded, for the third time,
the Best Sporting Venue to Take a Client. The Fisher Cats announced a partnership with
3. Agency Description 3
Northeast Delta Dental which included the stadium naming rights to become Northeast
Delta Dental Stadium on January 31,2011. The Fisher Cats came to Manchester because
it has been an up and coming sports city with the Manchester Monarchs, an American
Hockey League affiliate of the Los Angeles Kings, going in a few years before. ("New
Hampshire Fisher Cats,")
Purpose/ Philosophy
Vision
To provide a place where individuals, families and the community of people from
our region can come to experience the enjoyment of our National Pastime, Minor League
Affiliated Baseball, in a safe and friendly environment of entertainment and family
values. Brenner, R. (2013, June 5). Interview by D Cummings.
Mission
To provide our guests with unparalleled services by a highly motivated and
dedicated staff working in a safe and fun place where families and guests can expect a
clean facility, a lot of fun and the happiness that grows from creating the memories of a
lifetime. ("New Hampshire Fisher Cats,”)
The Fisher Cats Approach to Customer Service/ Loyalty is called the Big Picture:
We create happiness by providing the finest entertainment experience for people of all
ages. If you have heard of the Disney approach to customer service then you will know
what the Fisher Cats approach is. In providing a service to the public community the
consumer always comes first. Making money is a good goal to have but that goal cannot
be achieved if there are no customers to serve. When helping a customer it is key to go
4. Agency Description 4
that extra mile even if it is a small thing, because the customer will always enjoy and
appreciate what is being done for them. In the field of recreation and sport it is key to
create relationships with your customers so they feel connected to the company and the
environment they are being surrounded with. If customers are happy and remain so,
there’s a better chance that they will want to come back for more and bring their family
and friends. Even if your focus is not directly on making money it is still in the back of
your head. When customers feel they have made a friendship with the company and/or
manager they feel they start to build a trust factor and become more loyal to the service
that is provide. Brenner, R. (2013, June 5). Interview by D Cummings.
Services
The New Hampshire Fisher Cats provide a family fun, entertainment, and minor
league baseball in a safe environment ("New Hampshire Fisher Cats”). Games are played
every day in minor league baseball with few days off for the players and staff. The Fisher
Cats choose to host home games on the holidays during the season and on the weekends
when fans have more time to come to a ball game. Other services that are offered include
renting the field for a game but due to the intensive upkeep of the field it is not very
common. The Fisher Cats do help in the community any way they can. They are always
looking for entrance into new markets by creating partnerships with any and all
businesses.
Clientele
The clientele for minor league baseball is anyone who enjoys sports, more
specifically baseball. The Fisher Cats open their products to people of all ages. There are
no restrictions as to who can come and enjoy a fun environment that is offered as well as
5. Agency Description 5
a baseball game. Even though it costs money for tickets the most expensive ticket into the
park is $12. So in comparison to say Fenway Park to see the Red Sox it is a reasonable
price to see some good baseball. Hough, T. (2013, July 2). Interview by D Cummings.
Funding
Art Solomon, who owns the New Hampshire Fisher Cats, is the CEO of DSF
Sports. Rick Brenner is the president of the company and is the President and General
Manager of the New Hampshire Fisher Cats. Funding comes from the company at the
start but most of the funding for the agency is through ticket sales, partnerships,
sponsorships, and donations. The Fisher Cats also trade services, with City Chamber of
Commerce’s, such as group outings for a membership to the city chamber. The major
expenses are maintaining the field and stadium to keep it playable and safe for all
participants and fans. Brenner, R. (2013, June 5). Interview by D Cummings.
Problem Areas
When providing entertainment to a large crowd, in working with the NH Fisher
Cats, I have learned that there will always be something wrong and that the customer is
always right. According to Eric Costin, the Stadium Operations manager, getting people
to and from the park is not the easiest job. He says, “Parking can be a nightmare because
you have cars coming in one way trying to park, buy tickets, etc. and none of them want
to listen to the person in charge of parking,” Costin, E. (2013, June 15). Interview by D
Cummings. All of the departments are linked together in one way or another. Most of the
time this helps to make everything run smoothly but according to Tim Hough, the
director of the Box Office, “Things do not always run smoothly because they forget to
communicate with me what the plan is and I can’t relay the information on to anyone
6. Agency Description 6
because nobody has told me the plan,” Hough, T. (2013, July 2). Interview by D
Cummings. As this may not seem like a big deal it is, because Mr. Hough runs the tickets
side of the office. If a fan does not have a ticket then they will have no admittance to the
ballpark. Another issue that will occur is a group will have bought parking, but the group
sales rep neglects to tell Tim. According to Rick Brenner, the General Manager of the
Fisher Cats, “When communication breaks down, chaos occurs, and when chaos occurs
with the staff, the fans go ballistic. Communication is the most important tool in the
world of entertainment. Double checking everything making sure every staff member
involved is on the same page,” Brenner, R. (2013, June 5). Interview by D Cummings. As
games continue in the game day meetings, DJ White, Director of Stadium Operations,
constantly reminds everyone to stay calm and communicate.
Responsibilities
As an intern my responsibilities vary from day to day. On an office day I could be
in the ticket office selling tickets to individual people. I could also be at the front desk
answering phone calls and transferring the customer to the right person if I cannot answer
their questions. Another department would be the merchandise store, which is selling
merchandise and doing inventory. Group sales is another department which involves cold
calling customers who have been out to games, calling businesses, setting up group
events, birthday parties, and suites. Another department is the community relations
department, which is all the marketing, promotions, player appearances, mascot
appearances, and community events. Also putting together game day promotions
including baseball bingo. The last department is called street team, which is going around
in the area, all of New Hampshire and parts of Southern Maine, Vermont, and Northern
7. Agency Description 7
Massachusetts, and handing out pocket schedules to the area businesses. We also try and
bring in leads for new potential sponsors and/or partnership opportunities.
On a game day my responsibilities could also vary from game to game. Although,
I have mostly been in the ticket office, then moved to ushering or manual scoreboard
once the game is under way. I have also done main entry parking, which is the person in
charge of keeping the Fisher Cats parking lot closed to VIP ticket holders only, and make
sure that handicap members use the handicapped spaces only. Then once the parking lot
is full I would go inside and usher a section for the rest of the game. After the game is
over we pick up the trash in the stadium to keep it clean for the next game.
Opportunities
The opportunities are endless for students to get internships in the recreation and
sports world. The responsibilities will vary from job to job but you will always report to
someone and make sure that you have a good relationship with that person. If your boss
does not like you because you annoy them or upset them they are always going to give
you the assignments at the bottom of the totem pole. Some internships are paid and some
not. Remember that when you are going for an internship it is not a paid position all the
time and that you are doing it for experience. The biggest expense that you will need to
keep in mind is going to be housing and transportation. Housing will not always be
guaranteed so make sure that you remember where you will be living when you are trying
to get an internship. Also make sure you set aside money to account for transportation.
Ask your self: How far away am I going to live? What roads do I take to get there? Toll
Road? Will I have a roommate to help offset some cost? Etc. Make sure you follow the
company’s dress code. Do not overdress yourself but still try to dress to impress. If you
8. Agency Description 8
are going to do an internship in the fall you will come in at the end of the outdoor season
and start the beginning of the indoor season as far as recreation. If you intern in the spring
you come in at the end of the indoor season and start the outdoor season in recreation and
sports. If you intern in the summer it will be busier and everyone will be looking for an
internship and/or job. It is more competitive so start early and make sure you stay in
touch with your contact or person that you interviewed with.
