3 min read March 2024 — In an interview with Invest:, Tyler Parsons, general manager of the Durham Bulls, discussed the team’s significant impact on the region and its role as a community hub. He highlighted key milestones and the team’s commitment to affordable family entertainment. Parsons outlined their approach to navigating economic challenges, priorities for team culture, and his vision for the future of sports in Durham.
What impact has the Durham Bulls had on the region, and what are some key milestones since you became general manager?
The Durham Bulls and Durham Bulls Athletic Park serve as a community hub, offering a variety of events year-round. This past season we hosted 122 baseball games including the Bulls, Duke Baseball, ACC Tournament, USA Baseball and the Savannah Bananas. One of our recent initiatives is the Wool E´s Winter Wonderland, transforming the ballpark into a winter-themed attraction with a sledding hill and train rides, among other activities. This event, running from the day before Thanksgiving to New Year’s Eve, is a new addition to our efforts in community engagement. We aim to provide a family-friendly and affordable entertainment option that brings people together, enhancing the sense of community in Durham.
How does the Durham Bulls prioritize community engagement?
The Durham Bulls and Durham Bulls Athletic Park are centered around community engagement, operating as a gathering place for a wide range of events throughout the year. In addition to baseball games, we host various community events, including the new Wool E´s Winter Wonderland. This event and the plethora of other events we host at the DBAP exemplify our commitment to being a community cornerstone, providing diverse and exciting experiences for families and individuals. We strive to be an accessible, affordable entertainment venue that contributes positively to the local community. In addition to hosting events, we partnered with over 75 non-profits in the region to raise funding and awareness. And then we have some tremendous community initiatives in collaboration with our partners here at the DBAP including our Lenovo STEM Scholarship, BULLeive in Education Program with Coastal Credit Union, and our Couch Oil Scholarship Program.
What is the significance of the Durham Bulls to the regional sports and entertainment industry?
The Durham Bulls are a pivotal part of the regional sports and entertainment industry. Our absence would create a significant void in both entertainment and community engagement. We’re a key gathering place and contribute to the vibrancy of downtown Durham and the broader region. Our transition from the old stadium to the current one has spurred economic development downtown and has served as an example for countless cities across the country. We aim to be an economic driver and a fun, relaxing environment for people to enjoy. Providing a place for families and friends to gather, enjoy a game, and momentarily escape their everyday concerns is as important to us as any other aspect of our operations. Bringing smiles to people’s faces is a crucial part of our job.
How are you navigating the challenges presented by inflation and interest rate hikes?
Our approach to these economic challenges stems from the great leadership and ownership of Capital Broadcasting Company. They’ve been community leaders even before acquiring the Durham Bulls and have set a precedent for maintaining family-friendly, affordable entertainment. Despite rising costs, we’ve managed to keep our pricing consistent over the last 25 years, with only a few items seeing a price increase this past year. Our ownership group is committed to keeping our events accessible to the entire community. While we face external challenges, our focus remains on providing a great experience for our guests. As the economic landscape evolves, we will continue to explore different opportunities to keep our business thriving and growing in the right direction.
What are the top priorities for the team’s culture, both on and off the field?
Our top priority is to reflect the evolving community of the Triangle region, which is rapidly growing. Since moving here in January, I’ve seen firsthand the need to be representative of our community, not only through our staff but with how we are utilizing the DBAP. We achieve this by engaging with the community, listening to feedback, and programming events that involve everyone. There’s a lot of excitement around the ideas we’re generating, not just for Bulls games but for special events as well. We believe there are virtually no limits to what we can do at our facility, apart from weather constraints. Our goal is to involve the community in everything we do.
What trends are you observing in fan engagement and attendance?
Post-COVID, we’ve seen an uptick in attendance. The pandemic was a unique challenge, but we’re now seeing attendance return to pre-COVID levels across all segments, including group sales, season tickets, and individual buyers. Current trends indicate that fans prefer marquee nights like Fridays and Saturdays for a full, immersive experience. We’re attracting younger and more local residential buyers, especially during weekdays. Interestingly, we’ve noticed an increase in in-person ticket purchases at the box office, which contrasts with the prevailing trend toward online transactions. This suggests that people are seeking in-person interactions and entertainment, which we are excited to provide.
What technological advancements are you excited about integrating into operations, experiences, and community events?
In terms of technology, our focus is on enhancing the overall fan experience at Durham Bulls games and events. We’re currently working with our ownership group to develop a five-year plan to improve various aspects of the stadium experience. This includes integrating advanced technology in areas like lighting, video boards, and mobile device engagement. We aim to enhance the experience from the moment fans park their car to when they leave. We’re exploring AI options to better understand our fan base and ticket buyers, and to simplify transaction times for purchases inside the stadium. While we currently offer mobile ordering, we’re looking into more convenient options for our visitors to ensure they have an enjoyable time at the ballpark.
What sets the Triangle sports industry apart from other locations?
I believe the Triangle sports market is unmatched in the country. It boasts a diverse array of professional and collegiate sports, offering a rich sports culture. The region is home to successful teams across various sports, including women’s professional soccer, NHL, and cricket. The presence of major universities like Duke, NC State, and North Carolina adds to the vibrancy of hosting sports events including Premier League Soccer. This variety makes the Triangle an ideal destination for sports fans. At the Durham Bulls, we embrace this diversity and encourage fans from different collegiate backgrounds to unite in their support for the Bulls.
What is your vision for the future of sports in the Triangle and for the Durham Bulls in the next few years?
Our vision for the Durham Bulls is to continue uniting the community and expanding our influence, not only through baseball but also through special events. The goal is to increase attendance and bring more large-scale, economically impactful events to the region. Collaboration is key; by working together with other teams and sharing facilities, we can enhance the entire region’s sporting environment. This synergy, rather than viewing each other as competition, will benefit all involved. Our cooperation with sports commissions and convention bureaus, maintaining a unified approach, will help attract premier events, boosting the overall sports industry in our area.
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