Caroline O’Connor, President of Business Operations, Miami Marlins

Invest: sat down with Caroline O’Connor, president of business operations of the Miami Marlins, to discuss the team’s milestones, strategic initiatives, fan engagement efforts, and future plans.

Reflecting on the past year, what have been some of the significant milestones and successes for the Marlins, both on and off the field?

We’re very much a part of Miami’s story, and it’s been incredible to witness the growing demand for sporting and entertainment events in the area. Last year, we saw another significant increase in attendance at Marlins games, which has been a major focus for us. Beyond that, we’ve worked to bring more special events to the Miami market. One of the most notable was hosting the Savannah Bananas at loanDepot park for the first time. It was a sold-out event, and the feedback we received was so overwhelmingly positive that they’re coming back in March 2025 for two games.

We’ve also been exploring ways to attract more international baseball events, as we know Miami’s global appeal can draw fans from all over the world. Our programming is designed to not only bring locals out but also to encourage visitors to travel here specifically for our events. Miami offers so much as a destination — its transportation infrastructure, airports, incredible hotels, and world-class restaurants make it an attractive place for people to visit. When you put the right kind of events on the calendar, it’s not hard to convince people to make the trip.

What are some other strategic initiatives you’ve implemented over the past year to increase your audience base and revenue streams?

One of the strategies we’ve focused on is creating programming that appeals to a broader audience, especially people who might not typically attend a baseball game. For example, we’ve introduced themed games that tie into larger pop culture trends. One standout was a Pokémon Go-themed game, where we partnered with Pokémon to activate the ballpark using beacons and other features of the game. Fans could walk around the stadium, playing Pokémon Go while enjoying a Marlins game, which really brought that community together.

Another successful initiative involved our partnership with Nickelodeon, where we hosted a SpongeBob-themed event that brought families and SpongeBob fans to the ballpark. What we’ve learned is that when you combine a fun, shared interest with the experience of attending a baseball game, it creates an incredibly memorable day for fans. These partnerships have allowed us to attract new audiences and diversify our fan base, all while providing unique entertainment experiences that go beyond the game itself.

Could you tell us more about some of the recent innovations you’ve introduced?

Technology has become a cornerstone of how we enhance the fan experience, particularly in terms of meeting their expectations for convenience and access to information. For example, we use the MLB Ballpark App to communicate directly with fans while they’re at the game. Through the app, we can send updates like special promotions in the team store, autograph signings or photo opportunities, or even reminders about upcoming events. This allows us to stay connected with fans not just during the game but also before they arrive and after they leave.

We’ve also heavily invested in digital marketing and social media to reach both locals and tourists. One strategy has been working with airlines and the Miami Convention and Visitors Bureau to ensure that people planning trips to Miami know about our games. For instance, if someone has booked a flight to Miami, they might see an ad for a Marlins game as a fun activity to include in their visit. This approach has been highly effective, especially when coupled with our partnerships with brands and organizations hosting major events in the city. Just recently, NASDAQ hosted a 1,200-person dinner on our field, which shows how the Marlins are becoming integrated into the broader event landscape in Miami.

What are you doing to keep fans engaged and ensure they continue attending games in person?

We’ve found that creating a fresh and unique experience for every game is key to keeping fans engaged and coming back. For example, we organize themed nights and events that give people something new to look forward to. On Friday nights, we host “Fiesta Fridays,” which features post-game parties in our Left Field Social area, creating a fun and lively atmosphere that allows guests to even dance on the field. On Saturdays, we offer post-game concerts on the West Plaza, with performances that might highlight cultural themes or showcase popular music. Sundays are all about kids and families, with programming tailored specifically for them during our Sunday day games.

By mixing consistent traditions with new experiences, we ensure that fans not only know what to expect but also have the chance to experience something different every time they visit the ballpark. This balance has been critical in building strong relationships with our fans and making every game day feel special.

What unique challenges have you faced in operating a major sports franchise in a city like Miami?

One of the biggest challenges we face is the sheer number of entertainment options available in Miami. It’s an incredibly vibrant city, which is great, but it also means we have to work harder to grab people’s attention and get them excited about coming to a Marlins game. To address this, we’ve built strong partnerships with local transportation providers, like Brightline, to make it as convenient as possible for fans to get to the ballpark.

Another challenge is ensuring that our fan experience reflects Miami’s unique diversity. We consider ourselves South Florida’s team, and it’s important to us that everyone feels represented and welcome. Language plays a big role in this. Our programming incorporates both English and Spanish to reflect Miami’s cultural mix. For example, we use phrases and sayings that resonate with our audience, whether they’re fluent in Spanish or not. We even rebranded ourselves as “Marlins Beisbol” to highlight that attending a game in Miami is a distinct experience you won’t find anywhere else in the country.

What are your top priorities for the Marlins moving forward?

Growth is at the forefront of our plans for the future. We’re starting 2026  with the NHL Winter Classic, which is being hosted further south than it’s ever been in the United States. The fact that our ballpark has a retractable roof makes events like this possible, and it’s a great way to kick off the year. Shortly after, we’ll host the World Baseball Classic again, which was a huge success in 2023. This year, we’ll host 15 games, including the quarterfinals, semifinals, and finals. It’s an honor for Miami to be the home of international baseball’s biggest tournament, and it speaks to the city’s global appeal.

We’re also expanding beyond the game-day experience. We just announced a partnership with the Cordish Companies to develop “Miami Live!,” an entertainment district adjacent to loanDepot park. This project will include restaurants, entertainment venues, and other activities, giving fans more to do before and after games, as well as on non-game days. The goal is to make loanDepot park a destination that thrives 365 days a year, whether there’s a game or not.

Our focus is on creating a fan experience that truly has something for everyone. For instance, our Saturday night heritage celebrations have been a wonderful way for the community to come together and celebrate their cultures, and they’ve been very successful for us. More broadly, we want to be on everyone’s list of things to do when they’re in Miami, whether they’re visiting or living here. We’re proud of the growth we’ve achieved so far and are even more excited about what’s to come.