SABR Vision. SABR Board of Directors August 2010

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1 SABR Vision SABR Board of Directors August 2010

2 Why do we need a New Vision for SABR? There is RISKof no change, coupled with OPPORTUNITY for change There is riskin maintaining the status quo, particularly in membership and revenues Membership is aging at an alarming rate Median age is now 59 yrs old and increasing rapidly 75% of members are 50+ yrs old 46% of members are 60+ yrs old Ability to attract young members is questionable Age composition presents significant attrition and revenue risks over the next 10 yrs 2

3 Over the last decade, membership peaked in Total Members 1998 and again in ,15 5 7,18 1 3

4 Our membership continues to age 4

5 Age mix presents a risk to future revenues 5

6 New member renewals have declined 6

7 Key Takeaways from Membership Profile Membership has aged rapidly +8 yrs over the last 9 yrs +2.3 yrs over the last 2 yrs Retention rates are declining RETENTION New Members 1 st Yr 60% 53% New Members thru 4 Yrs 43% 35% Long-term Members (4+ Yrs) 94% 89% Questionable ability to retain young members Members <35 yrs old drop-out at 2x rate of 50+ yr olds 7

8 Why do we need a New Vision for SABR? Beyond our risks, the Board has a strong conviction there is great OPPORTUNITY for change To have a far greater impacton the game of baseball To connect with more people, fans and baseball lovers One pathway to membership growth is to develop strong affiliations with the baseball community Hall of Fame Teams MLB and MiLB Leagues MLB, MiLB, NCAA Media Our prospective members live in the baseball community connecting with the community is a way to reach them 8

9 The Baseball Community Perceptual Map Contemporary Young Demo Information Entertainment Older Demographic 9

10 The Baseball Community Perceptual Map Contemporary Young Demo Fantasy Sabermetrics Baseball Blogs MLB The Show Information Baseball Cards Entertainment SABR Older Demographic 10

11 The Baseball Community Perceptual Map Contemporary Young Demo Fantasy Baseball Blogs Sabermetrics MLB The Show Information Baseball Cards Entertainment Deadball 19 th Century SABR Baseball Records Older Demographic 11

12 The Baseball Community Perceptual Map Information Science & Baseball Business of Bball SABR Contemporary Young Demo Fantasy Sabermetrics Women in Bball Statistical Analysis Latino & Asian Bball Baseball Blogs Baseball Cards MLB The Show Entertainment Deadball 19 th Century Baseball Records Older Demographic 12

13 Can we have a far greater impact on baseball and connect with more people? 29.3 million Americans claim they are VERY interested in MLB* Very Interested in MLB*(millions) 18 to 34 yrs old 35+ yrs old Men Women * Scarborough Research, March 2009 adults

14 Can we have a far greater impact on baseball and connect with more people? We have very low penetration of the 29.3 million who are VERY interested in MLB* SABR members as % of Very Interested in MLB* yrs old 35+ yrs old Men.009%.040% Women.004%.004% * Scarborough Research, March 2009 adults

15 Can we have a far greater impact on baseball and connect with more people? In our sweet spot men 50+ yrs old we have only.05% of the very interested as members MEN Very Interested in MLB vs. SABR members MEN 50+ yrs old VERY interested in MLB 8,100,000 SABR Members 4,000 * Scarborough Research, March

16 Only the NFL and the Olympics Top Baseball among VERY Interested Fans Millions of Fans* NFL 46.6 Winter Olympics 34.8 Summer Olympics 34.6 MLB + MiLB 31.9 College Football 29.3 College Basketball 18.7 NASCAR 17.7 NBA 15.6 PGA Tour 13.5 * Scarborough Research, September

17 Why do we need a New Vision for SABR? We have a duty and an obligation to Advance SABR s mission Contemporize the organization to flourish in the 21 st century Position SABR to attract younger members who can bring their interests into the organization Build our revenue base so we can have a greater impact do more of the great things we do Reduce our risk of being marginalized through membership attrition 17

18 What do we want to be in 5 to 10 Years? SABR Vision Today 6,500 members Homogeneous male dominated, 60+ yrs old SABR 2015/ ,000+ members Diverse appealing to all baseball lovers regardless of demographic Isolated from the baseball community Integrated as part of the baseball community Hall of Fame MLB, MLB Network BBWAA and other media MiLB 18

19 Is this Fantasy or is there Precedent? Hall of Fame 30,000 members, despite being tied to Cooperstown Strong, established brand Supported by and connected to baseball infrastructure Affiliations with many marquee stars Stronger member benefits package SABR Today 6,500 members Best kept secret Isolated and Independent Few high profile affiliations Modest member benefit package most available to non-members 19

20 Hall of Fame May be a Reasonable Benchmark HOF has a global brand and many advantages Intertwined with MLB and baseball community Has a physical structure as an emblem of the brand Has a global event as its annual focal point But, SABR has one advantage over HOF the nature of SABR s mission fits today s culture Activeparticipation in preservation and restoration of history vs. passive recognition of the past Younger generation is pro-active and involved Growing # of retirees have time (and expertise) to devote to producing and consuming research for their favorite pastime 20

21 SABR Vision How do we get there? Key Planks of SABR Vision Expand our research agenda to connect with baseball community Build the SABR brand to attract new members and offset attrition Build and maintain productive partnerships with other baseball entities Offer compelling value that converts baseball researchers and avid fans into members 21

22 SABR Vision Expand our research agenda into areas that bring us closer to today s baseball industry Continue to focus on preservation of history leading researchers documenting, validating baseball s legacy 19 th Century, Deadball, BioProject, Records, Black Sox, Bibliography, Proprietary historical databases Higher profile research agendas in areas that skew to younger demographics Latino Beisbol, Asian, Science, Business, Collegiate, Arts, Minor League Expand role to engage in analysis to support innovation and change within today s game Be viewed as thought leaders in sabermetrics and science of baseball, etc. 22

23 SABR Vision Build the SABR brand to attract members and offset attrition Become a go-to source of baseball information Establish ourselves as the #1 authority on baseball bios our flagship product/service, along with other products Market our expertise thru media podcasts, internet events, etc. Promote one of our core equities social interaction that SABR uniquely provides by aggregating like minded baseball researchers for social gatherings Create events that generate funds, promote SABR, and connect with baseball community Build relationships with media partners to further expose SABR 23

24 SABR Vision Maintain productive partnerships with other Baseball entities Research collaborations with the HOF SABR Moments on MLB Network and exposure of our national convention Establish relationships that add mutual value: MLB and MLB teams, e.g., annual SABR night ballpark promotion Joint projects with the Hall of Fame Minor league affiliations, particularly in chapter cities MLBPA and MLB Alumni relationships Media affiliations BBWAA, ESPN, MLB Network, etc. Form Advisory Council to help connect SABR to baseball community 24

25 SABR Vision Offer Compelling Membership Value A menu of benefits tailored to different segments of members consumers and producers of research Consumers Justification for higher annual dues 1 st rate publications Discounts on other baseball books Ticket discounts at MLB games (much like AAA or AARP) Offer joint memberships with HOF An aggressive marketing campaign to grow and retain membership Producers Build a stronger support infrastructure for researchers 25

26 SABR Vision Improve our support system to attract researchers make SABR a must join Today the hero model self-motivated individuals/groups engage in research Tomorrow researchers are attractedto SABR due to infrastructure to support and aid research efforts Ensure that our information/data is easily (and digitally) retrievable and integrated to add value Develop and promote formalized systems, tools and other research aids Promote opportunities for researchers to publish 26

27 What Stays the Same? All of the things we love about SABR today SABR s communities Research Committees Regional Groups SABR-L The annual convention SABR s focus on research, analysis, and publication Maintaining high levels of service/responsiveness to our membership 27

28 What Will Change? SABR will be more externally focused To grow membership we will need to broaden our umbrella of interests and make our benefits more clear to prospective members SABR will value and actively cultivate partnerships with other baseball entities Our growth will come from fans and researchers that reside in the baseball community (e.g., HOF members, fans of MLB teams, fantasy players, etc.) 28

29 What Will Change? Additional research opportunities may arise via partnerships within the baseball community We will develop ways to assimilate new members into SABR Improve our retention rate of new members Lower the age mix of our membership Find ways to create more communities under SABR s banner, including virtual communities via the internet 29

30 Summary of SABR Vision SABR Today The aging membership base likely translates into a significant decline in the next decade We show difficulty in retaining new members The status quo potentially leads to a significant decline in revenues SABR Tomorrow Expand our research agenda to connect with baseball community Build the SABR brand to attract new members and offset attrition Build and maintain productive partnerships with other baseball entities Offer compelling value that converts baseball researchers and avid fans into members 30

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