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This is an excerpt from David Lorenz’s chapter in “The GM’s Handbook” which is available in paperback, Amazon Kindle and Kindle Unlimited. It is cited, indexed and professionally edited, providing perspectives from 16 MiLB C-Suite Executives on leadership, hiring/firing/interviews, merchandise, tickets, concessions, corporate sales and the business of sports revenue

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Less than a week away from Opening Day 2013, the Miami Marlins are in a price point pickle with a “Sue To Renew Campaign.” Call it a public relations nightmare if you wish. I see it as a giant sucking sound of the price point being dropped into a black

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