Q-and-A: Saints co-owner Mike Veeck on baseball and business – TwinCities.com-Pioneer Press

St. Paul Saints co-owner Mike Veeck celebrated the start of the team’s 24th season on Thursday at CHS Field, their 2-year-old Lowertown ballpark that last year received architectural accolades across baseball.

Veeck, who has operated the Saints since 1993 under a business plan known as “Fun is Good,” relishes the extracurricular promotions he has used over the years to draw in fans. But he also knows a few things about business, from lessons he learned from his father, legendary baseball executive Bill Veeck, and on his own, sometimes the hard way.

In a recent interview, Veeck discussed the Saints, business and baseball.

His answers have been edited for content and clarity.

How important is CHS Field to the Saints?

“It’s had a profound influence on our fans. And not because I woke up one day and said, ‘hey, we need a new facility.’

“There were real reasons why (Midway Stadium) became outdated. Suddenly, the porta-potties that were great during a Bob Dylan concert and great during the State Fair, they weren’t great 50 times a year. The efficiencies that people could get, getting hog dogs and a beer, and get back to their seat after going to the restrooms, is under six minutes at the Xcel Center; people didn’t want to have to wait two and a half innings anymore.”

How have the players responded to some of your more zany promotions?

“There are players, especially at the major league level, who have lost their sense of humor. But I think most players enjoy playing in front of people. And unless you’re promoting actively, I don’t think you’re drawing enough people.”

What’s your relationship with the Twins?

“(Twins President) Dave St. Peter normalized relations between the Twins and the Saints. When we first got here, (former Twins president) Andy MacPhail and I were constantly sparring with each other. But the fact is that everybody’s done better. All we do is develop fans, and Dave St. Peter will tell you that. Because if somebody goes there three times for Saints games, they love baseball. That’s the way it should be — we develop talent; they’re at the major league level.”

Any thoughts about the Saints affiliating with the Twins, so fans can see familiar players on both sides of town?

“I love independent baseball. I love not having to be approved by the commissioner’s office, and I just think big has gotten too big. If we’re going to affiliate, it’s after I’m gone.”

How much does team performance play into fan attendance?

“Well, at the major league level it’s huge. It’s the only real way the fans can vote in the majors, if they don’t feel that the management is spending money and constantly looking for players. It’s not like here, where people can call me and say, ‘Mike you gotta take a look at this.’ There, they’re not going to have an impact on the organization; the only way they can vote is by not coming around.”

The Twins are facing a possible lost season in 2016; any advice on how they can draw fans?

“I would push the building. I would take the Wrigley Field example and say, you decide. ESPN obviously did; they voted Target Field the best ballpark for spectator sports in America, two years, that’s what I would push right now. And I would follow that up right away with customer service: ‘We’re going to take care of you. It doesn’t matter if you’ve got a group of five or you’ve got a group of 55, our customer service is next to none; we’ve got the best building, we’ve got the best people.’ ”