Published in the May/June 2022 Issue | Made Local Magazine
WRITER PERSPECTIVE Inside the Story
Copies of the May/June 2022 issue of Made Local Magazine are in Sonoma County stores now (find out where). Featured in the current Spring issue is local baseball article Major Play by freelance journalist Mina Rios, the first story of its kind for the magazine.
Pitching a baseball article to Made Local Magazine editorial was a stretch given the local food, beverage, and agriculture specific content the publication is known for, yet its inclusion represents the magazines proactive effort toward broadening its content scope. Since adding the Make local section in 2020, the publication has enabled many more local businesses, nonprofits, and artistic ventures – to share their stories and impact on the local economy.
While the baseball article objectives were to write a piece that would inform, help unite the community, and remind people of better times, the genesis of this story also came about during the MLB strike, prompting the concern that during a time of recovery, when people need a regenerative pastime, the lockout might have an adverse affect on baseball fans. Since the lockout (which ended on March 10) remains in recent memory and delayed the start of the 2022 MLB baseball season, the original article was meant to address certain issues impacting professional baseball today, such as the decline in MLB game attendance and televised viewership.
Following extensive research and inspiring interviews and correspondence with multiple sources, the story became substantially comprehensive. Though editorial was asked to consider publishing a longer piece, this was not possible due to space limitations. To that end, content that did not appear in the printed article (including original article context, some new insights, and comprehensive Q & A), has been published here in the MiNAPRESS Column in the form of a Story Supplement.
Thank you all – who took the time to contribute to this story.
Mina Rios, proprietor/consultant/freelance journalist | MinaCommunications.org
Supplement to the article Major Play
Complex times call for a return to simple pleasures and local baseball may be just the ticket. Generations past got it right when they created the All-American Girl’s Professional Baseball League during World War II. The aim was to help ease tension around the country. How we know the strategy worked – women’s baseball thrived for more than a decade after its founding.
We can all benefit from some high quality, family-friendly recreation this Summer. Spending a leisure day at the ballpark offers a chance to tune-out from the day-to-day and engage in an experience as treasured as the old vaudeville tune Take Me Out to the Ball Game sung during every 7th inning stretch.
Many residents in the towns of Healdsburg and Sonoma are well aware of their local teams the Stompers and Prune Packers, but some neighboring communities around the county may still be catching up. To be perfectly clear, Stompers and Packers aren’t the names of stomping and packing machinery used in the wine and prune making process, these are local baseball clubs cultivating top collegiate baseball talent, right here in Sonoma County for major league baseball scouts.
The 2021 league champions, the Healdsburg Prune Packers have a new opponent this season as well – since the Sonoma Stompers joined the California Collegiate League (CCL), a summertime, premier collegiate baseball league, funded in part by Major League Baseball. As the only two Sonoma County teams within the CCL, the stage is set to introduce a friendly Wine Country team rivalry between the Healdsburg Prune Packers and Sonoma Stompers.
Former professional baseball player turned General Manager and Head Coach of the Packers, Joey Gomes encourages his team to be mindful of the baseball teachings they learn during the college year while they work on their batting technique and hitting over the Summer months with the Packers. When Gomes is not coaching the Packers, he offers customized baseball instruction for individuals and groups, based on his own trademarked approach to hitting called PartyOutFront.
Since hired in 2014, to reform the Packers team, Gomes has helped position the team as the team to beat in the North. Talented collegiate players from across the nation, particularly in the south and southeast, train hard with the aim to go from good to better, sometimes even great, during their training with the Packers.
“I’m amazed by their talent, their maturity. They’re great human beings that come out of this league,” say Gomes.
While many players are major league hopefuls, some have professional aspirations in other areas, yet still wish to improve for the sake of securing scholarships for college. Remembering a former standout pitcher from 2018 – Alec Renard, Gomes recalls, “A kid from Stanford, throwing 90 mile an hour pitches, also working on a patent for a new invention, these kids are amazing.”
Three Prune Packers Alumni were drafted in 2021, including one shortstop out of Texas Tech – Cal Conley selected by the Atlanta Braves; a pitcher out of Cal – Quentin Selma selected by the LA Angels; and another pitcher out of Cal – Ian Villers selected by the San Francisco Giants.
At the forefront of the pandemic, what started as a temporary shut-down of the Sonoma Stompers after the 2019 season, was an anticlimactic end of a former Pacific Association Minor League team with a solid six year run in pro baseball.
Over the years, Stomper highlights included winning the 2016 Pacific Association championship title; signing the first ever all-female professional battery (catcher and pitcher) in 2016 – with catcher Anna Kimbrell, and pitchers Stacy Piagno and Kelsie Whitmore; and recognizing starting pitcher Sean Conroy in 2016, as the first professional baseball player to announce he was openly gay. MLB slugger Jose Canseco also brought some attention to the Stompers in 2015 when he hit the last homerun of his professional career at Arnold Field.
As ingrained in American culture baseball is, a measurable decline in attendance, televised viewership, and general interest in MLB baseball has been occurring nationwide and the recent 2022 MLB lockout didn’t exactly help boost the sports popularity. The pandemic did of course have an inevitable hand in baseball’s downturn, but there are other major factors attributing to the changes still happening. The most obvious deterrents of devout baseball fans who are not attending games regularly are the high ticket and concession prices. The average family has to plan ahead and save to attend just one MLB game; and working class families don’t even have a budget for America’s favorite pastime.
There are a couple of factors affecting the decline in televised game viewership. Frustrations with the high cost of cable and/or streaming services, combined with a variety of service limitations (i.e. games that are blacked out in certain markets) has resulted in many people dropping these entertainment luxuries. On a broader scale, research shows that the Millennial generation (ages 23 – 38) and Generation Z (ages 7 -22) represent the future audience of baseball, yet these generations have little to no interest in the sport.
Considering that MLB games are about three hours long on average and the length of a baseball season spans over three calendar seasons – Spring, Summer, Autumn – it’s a big time investment that the MLB is asking of these generations – many of which would rather be on their phones.
The MLB and individual teams can gain plenty of insight into the wants, needs, and interests of these generations by paying close attention to which social media platforms these age groups use, the kind of sources they follow, and what their ethnic and economic backgrounds are.
Since the start of the 2022 MLB season on April 7, just under two months ago, stadiums have hardly been full. What is noticeably different so far this season are the more than usual discount ticket offers promoted via eNews. This season, the Oakland Athletics are offering a Friday 4-Pack (starting at $39, including parking) and $15 single game tickets – roughly the cost of one meal (i.e., burger w/fries, super nachos) or one alcoholic beverage. General parking at the Coliseum is $30. One note of interest about the Coliseum, the stadium parking area remains one of the few ballparks that still allow tailgating.
San Francisco Giants fans have had a few opportunities this season to save on tickets during some limited time email offers such as the 1-day Flash Sale offering $20 tickets to the mid April Bay Bridge Series with Oakland; plus the $5.01 mid-May weekend offer with retail partner Levi’s who’s celebrating 501 jeans’ 149th Anniversary. These days, the biggest cash cow Giants games are themed events. Game themes like Pride Day and Fiesta Gigantes-Cultural Heritage Day and others are fitting events for San Francisco’s beloved baseball team, but Hello Kitty Day – that just might be a bridge too far in the gimmick arena.
On the subject of culture, one of the most memorable MLB games I’ve attended in recent years, despite the home team’s loss, was the Athletics and Los Angeles Angels game on Sunday, May 15 at the Oakland Coliseum. There was a contagious adrenaline among spectators. The fandom that represents the Oakland A’s percussion section affixed in right field were their usual lively selves, but it was the spirit of the Japanese community that showed up to cheer-on their hero – Los Angeles Angels Pitcher/DH (designated hitter) Shohei “Shotime” Ohtani, a touted force of nature, that made this early season matchup something more than a typical Sunday.
During his first at-bat of the game, Ohtani – the 6′ 4″ giant struck a homerun toward right field. For his next at-bat, in the third, fans were eager to see what else Ohtani had up his sleeve. Instead – a huge disappointment. Oakland pitcher Frankie Montas decided not to pitch to Ohtani, giving him a free walk to first. “Boo!!!,” cried everyone in sight, even the Oakland A’s fan sitting behind me. He shouted, “Pitch to the guy, man! I wanna see him hit!”
The Oakland Athletics lost to the Angels 4 – 1. On this day, it was okay that the Angels won. Watching Ohtani in action was the main event.
Baseball as a pastime may not be for everyone, but for those who grew up playing it or simply grew to love it as I have, the game has a lot of meaning to people. Games are long, but sometimes watching a game is just what you need to take a break or spend some quality time with someone. The game becomes the conversation piece when personal exchanges don’t come easy; at least you’re sharing a moment. Like everything in life, the game and its following is evolving and we’ll have to wait and see what happens down the line. For those people in the business of baseball who love the sport and want it to continue to flourish, it’s an important time to observe, ask questions, and help educate younger generations. The history is inspiring and important and the benefits are many if more people are made aware of these life enhancing benefits. Now get out there to a game and watch the season unfold.
Stompers Radio. |. Stompers YouTube
Packers Radio. |. Packers YouTube
Continue Reading….
More MAJOR PLAY Q & A
Questions by Mina Rios
listed below
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Responses from:
Richard Bugarske, Healdsburg Prune Packers, President
Joey Gomes, Healdsburg Prune Packers, Head Coach and General Manager
Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: Please describe the significance of the upcoming season in light of the pandemic and/or wildfires overshadowing the last two seasons.
A: “The Packers continue to invest in our local communities and to support the challenges so many have had to face during this past year. As part of our mission, we have increased our support for Healdsburg Little League and Healdsburg High School baseball at Recreation Park. We continue to mentor and hire local students during the season and throughout the year. Local youth help as ball boys and girls and even help with announcing and game support. The Healdsburg Community Chorus and the Healdsburg Community Band are an integral part of our games and local youth and community members help with the National Anthem and we cherish and share the rich history of our team both at games and through our media outlets and celebrate the great support we receive from our fans. The Prune Packers believe we are a local non-profit that can help improve the social fabric of Healdsburg. We know we are a catalyst to bring people together and help regain our sense of place and community. Coming to a Packers game can offset the pervasive loneliness that we all have been feeling. We know there is a need for new experiences and connections that can happen locally. Having fun and enjoyment interacting with others is the essence of a local Packers game. As a local 501(c)3 non-profit, we believe that giving back to the Healdsburg Community is vital and being able to use Recreation Park is a wonderful and historic gift. We believe we are stewards of the Park and are excited to begin the second century of Packers baseball right here in Healdsburg.” Richard Bugarske, Healdsburg Prune Packers, President
A: “This season brings a sense of normalcy to the community of Sonoma. It allows the community a chance to come together once again with their friends, family, and loved ones in a fun and entertaining environment.” Eddie Mora-Loera, Sonoma Stompers, General Manager
General Manager Eddie Mora-Loera was a former second and third baseman and shortstop for four seasons with the Stompers, and was appointed as Assistant GM in 2018, and GM in 2020.
Q: Is there anything you’d like to say in recognition of the Packers’ 100 year milestone in 2021?
A: “After the Flu Pandemic of 1918-1920, the Healdsburg Chamber of Commerce supported the creation of both Recreation Park and the Prune Packers to help bring folks to Healdsburg and give the local fans great summer entertainment.” Richard Bugarske, Healdsburg Prune Packers, President
Q: How aware of local baseball is the local community? Is increasing local awareness and attendance one of your objectives?
A: “With our attendance increasing each year prior to Covid, and with the continued support of our sponsors, we feel that we will continue to provide a great summer baseball product that supports our community, helps young athletes and offers jobs to our interns.” Richard Bugarske, Healdsburg Prune Packers, President
A: “Over the course of the last six seasons the Sonoma community has played a huge part in the Stompers experience. We have a very loyal fanbase that has grown to travel to away games to support the Stompers. Every year we strive to increase awareness through partnerships with businesses, little leagues, families, etc. We are limited to adding more home games at Arnold Field, but we have plenty of room for audience growth. We have half a Left Field Pavilion seating section that I envision one day being filled with fans from all over.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: How do game seasons impact the local economy?
A: “With more than 30 home games, the Packers bring in hundreds of visitors to Healdsburg each summer. We know that many of them come not only for the baseball games but to explore our local businesses. As we become more sophisticated, we hope to capture more raw data on our local economic impact.” Richard Bugarske, Healdsburg Prune Packers, President
A: “Our fans consist of people from Sonoma County, nationally, and internationally. With the location of Arnold Field one block away from Sonoma’s town square, people spend most of their day exploring local wineries, gift shops, farmer’s markets, restaurants, and tasting rooms; followed by a 6:05pm first pitch at Arnold Field, where fans have the chance to experience local brands such as 3Badge, Krave, Ricci Vineyard Wine, and many more. The Stompers organization employs local high school, college, and working professionals every season. Our internship programs are one of the best in the country, which has transitioned interns to the San Francisco Giants, Melbourne Aces, Oakland Athletics, and Google to name a few.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: Are games typically sold out? What’s the capacity per game and what’s the average turnout? How much room for audience growth is there?
A: “Our attendance ranges from about 150 to 300 and all seats are priced the same so folks can sit where they want. We don’t have a “sold out” capacity so we feel that our attendance will slowly grow over time.” Richard Bugarske, Healdsburg Prune Packers, President
A: “Pre-Pandemic we had numerous occasions of 700-800 fans during our promotional events such as Pride Night, Bocce Night, Bark in the Park, Fourth of July Night, etc. On average we turn out 400 fans at Arnold Field with a total stadium capacity of 1400 fans.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: How are players selected for the Sonoma Stompers? Do they come to try out? Are players scouted?
A: “Our players are recruited in a few different ways. Our head coach, Zack Pace, does a phenomenal job of building relationships with other college coaches locally and nationally. We do have a Stompers scout that attends local junior college and division one games looking for the top local talent. We also do receive a lot of inquiries from college players across the country that want to play for Sonoma in the summer.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: Do former Prune Packer players or coaches attend games?
A: “Former players and coaches are frequent attendees! With all prune orchards now vineyards, we have many winery owners as our sponsors and attendees.” Richard Bugarske, Healdsburg Prune Packers, President
Q: Would you like to see more collegiate league teams form in the Bay Area?
A: “I think adding more teams into the California Collegiate league makes a lot of sense because of the amount of talent that comes out of the CCL. The CCL has established itself as a premier summer collegiate league and the Stompers are here to continue enhancing the players and fans experience in the CCL.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: Are there any improvements that the CCL can/should make?
A: “Each year the CCL has become more competitive with stronger teams and greater support from Major League Baseball. We feel that this will only expand and the CCL will stay on that course.” Richard Bugarske, Healdsburg Prune Packers, President
A: “Our budget generally goes toward enterprise. The team has benefitted from in-kind trade and sponsorships. When it comes to traveling for away games, the team could use its own official transport and overnight accommodations.” Joey Gomes, Healdsburg Prune Packers, Head Coach and General Manager
Q: Do you think the MLB should be doing more to help stimulate interest in baseball among Millennials (ages 23 – 38) and Generation Z (ages 7 -22)?
A: “Adding the DH (designated hitter) to the National League and new streaming opportunities becoming available, MLB is slowly trying to reach a broader audience. Absolutely MLB and the SF Giants could do more to expand their audience and supporting local summer collegiate baseball helps with that goal.” Richard Bugarske, Healdsburg Prune Packers, President
A: “I definitely think there can be more done for Millennials and Gen Z’ers. Sports and the passion built for the game starts with the youth. The nostalgic memories of eating a hot dog, playing in 90 degree weather, and diving into a base. There needs to be more engagement in more densely populated inner city youth leagues. Throughout the country participation in Little Leagues in the inner cities have declined. This is in-part due to the pandemic the last couple of years, but this is a real opportunity for MLB to promote baseball by putting on kids clinics and bringing players out to local little leagues. In regards to Millennials, it is highlighting players that bring additional showmanship and energy to the field. This is a big reason people love playoff baseball because you can feel the tension in the air.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: How diverse is the current team? Is diversity an important part of recruiting players?
A: “I believe diversity is important in every organization. The Stompers have historically had a diverse staff on and off the field. We understand that the sport of baseball has been represented predominantly by middle to upper class. The Stompers are continuously working with local organizations in Sonoma to bring more awareness to underrepresented groups about the game of baseball.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: How do minority players contribute to the game itself or the team camaraderie?
A: “Minority players bring a different background of cultures, experiences, and outlooks. This mix of backgrounds gives new perspectives and thoughts to those that may have had preconceived notions.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: Anything else you’d like to add on diversity?
A: “There is still a large equity gap in baseball at all levels. In the college ranks the recruiting process for college student-athletes is dominated by playing for a summer travel ball team. The more recognizable travel ball teams cost anywhere from $5,000 to $8,000 a summer. These fees conversely price out many families in underrepresented communities. Understandably there are fixed costs that must be covered, but the start to closing the equity gap starts with the youth.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Q: Do the Packers still collaborate with the Junior Giants?
A: “Prior to Covid, the Packers supported the Jr. Giants program and look forward to continuing that collaboration that includes the City of Healdsburg.” Richard Bugarske, Healdsburg Prune Packers, President
The San Francisco Giants established the Junior Giants program 28 years ago to help keep baseball accessible for youth in underserved communities. The co-ed, summer baseball and softball program for kids ages 5-18 serves both urban and rural communities around the Bay Area and beyond.
Q: If you had an opportunity to partner with the SF Giants for PR purposes, i.e., invite a player to throw the first pitch and sign autographs, how might this help your team efforts?
A: “Our main purpose is to provide a summer program for young collegiate players, involve and support local youth, and to bring our community together with unique local entertainment. Any opportunities to partner with the SF Giants or the Oakland A’s would be welcomed.” Richard Bugarske, Healdsburg Prune Packers, President
A: “We would love to host a Giants player here in Sonoma. The experience of having a MLB player come to Sonoma speaks to building the excitement for baseball. The ability for our players to meet and simply be around an MLB player makes the possibility of making it to the big leagues a reality. For fans, it is an experience that turns fans into superfans.” Eddie Mora-Loera, Sonoma Stompers, General Manager
During the writing of the Major Play article, commentary from the SF Giants, Vice President of Media Relations, Matt Chisholm was pursued. While Mr. Chisholm was unavailable to respond with a personally written comment due to schedule conflicts during the close of Spring Training, Mr. Chisholm did agree (by email) to the following prepared statements on March 29, 2022.
“Increasing community interest in local baseball is a topic of interest for the SF Giants. Future PR efforts and community outreach between the SF Giants, Healdsburg Prune Packers, and Sonoma Stompers sounds promising. On behalf of the SF Giants, Mr. Chisholm is listening and wishes both teams well during this much anticipated 2022 Season.“
Matt Chisholm is a Petaluma native in his 14th season with the Giants. Chisholm oversees media relations and baseball communications. He attended Sonoma State University and worked for the former Sonoma County Crushers before working for Major League Baseball.
Q: Who will be your food and beverage vendors? Will there be any pre-game entertainment?
A: “At approx. 12 of our games, our local restaurant, “The Wurst” will be providing food and we also are looking to invite food trucks for the other games.” Richard Bugarske, Healdsburg Prune Packers, President
The popular Healdsburg eatery, The Wurst – now under new ownership, will be returning to Rec Field this season. The Wurst will be serving at the ballpark on opening and closing days, July 4th, and other select dates posted on restaurants social media pages. Offerings will include brats, veggie sausages, hot dogs, the famous smash burgers, garlic fries, and soft drinks.
Co-owner of The Wurst Restaurant, Melissa McDowell says, “… people are excited to gather again and the turnout this year will be huge. Our employees all want to work at the games; they all grew up going to them their whole lives so being part of it is a really big deal.”
A: “… we are excited to continue our Stompers Experience with local brands. Our wine vendors consist of Ricci Vineyards Wine, Viansa Winery, and 3Badge. Pre-game entertainment will vary throughout the summer with special guests, a performance of Baile Folkorico, and more! We have stadium activations that allow our local wineries/vineyards a chance to reserve a couple tables to sell and promote their brand. We really pride ourselves on highlighting our local businesses at Arnold Field.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Official Beer Partner of the Sonoma Stompers, HenHouse Brewing Company
Official Wine Lounge Partner of the Sonoma Stompers, Tree Fort
Official Wine Shack partner of the Sonoma Stompers, Ricci Vineyards Wines
Official Restaurant Partner of the Sonoma Stompers, Jacob’s Restaurant, offering Chicago Style Hot Dogs, hearty pizzas, fresh salads, and Gyros along the third-base concession stand.
Q: Anything you’d like to mention on Community Involvement?
A: “Bat kids are provided free admittance. They also have the chance to be in the dugout with the team. Kids have an opportunity to participate in field games such as Race Rawhide, Bean Boozled, and Dizzy Bat.” Eddie Mora-Loera, Sonoma Stompers, General Manager
Community members interested in hosting a player this season or next may contact the teams directly. Host families receive season tickets, recognition, special event invitations, and other perks. Interested families are encouraged to inquire year-round, to ensure a sufficient number of hosts are available each season.
In case you didn’t know….
MLB.TV is exploring strategies to increase its televised game viewership by offering potential subscribers Free incentives through partnerships with AppleTV+, the Peacock channel, and YouTube.
Streaming platform AppleTV+ offers subscribers two games each week as part of Friday Night Baseball. The Peacock channel offers subscribers to view one game each week as part of the MLB Sunday Leadoff. And YouTube offers one Live MLB Game of the Week.
The MiNAPRESS Column 
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