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Introduction: Analysis of the Future of Baseball in Hickory
Minor League Baseball Viability and Strategic Options for Hickory
This is a comprehensive strategic intelligence report on the future of Minor League Baseball in Hickory—what it means, where it stands, and what must happen if we want to keep it. Not everyone follows the business side of the game, but most people in this region care about what having the Crawdads says about our community. It’s about identity, visibility, and pride.
In 2021, Major League Baseball consolidated the minor leagues, cutting 160 teams down to 120. Hickory survived that purge—not because we outperformed others, but because the Texas Rangers owned the Crawdads and believed our region still mattered. But since then, attendance has declined. Other cities are lining up, willing to pay for what Hickory is starting to take for granted.
And in 2025, Hickory quietly got demoted—moved from the South Atlantic League, where we competed for 32 years, down to the Carolina League, the lowest level of affiliated Minor League Baseball. That was no accident. It was a warning. This report lays it all out—economics, politics, attendance, civic risk. There’s also a shorter 500-word summary available if you just want the big picture. But if you care about baseball in Hickory, read the full version. Because without action, this story doesn’t end with a walk-off. It ends with an empty park.
Posted below is the shortened 500 word summary to the overall article. Cited references from this article are also in the link.
500 word summary of the Strategic Intelligence Report
Overview: Hickory Crawdads in the PDL Era
The Hickory Crawdads are a Single-A (formerly High-A) affiliate of the Texas Rangers, playing at L.P. Frans Stadium in Hickory, NC (en.wikipedia.org). In 2021, as part of MLB’s reorganization of Minor League Baseball, the Crawdads signed a 10-year Professional Development License (PDL) ensuring they remain a Rangers affiliate in Hickory through the 2030 season (milb.com). In 2023, the Rangers sold the Crawdads to Diamond Baseball Holdings (DBH), a group owning many minor league clubs (milb.com). Under DBH ownership, the team’s mandate is to enhance fan and player experiences and ensure “best-in-class facilities” for player development (milb.com).
Current Situation: Hickory’s minor league franchise survived the 2020–21 MiLB contraction that cut 42 teams, thanks to prior investments and steady fan support (nsjonline.com). However, as the industry shifts to modern standards, Hickory faces the question of continued viability through 2030 and beyond. The key challenge is whether the community’s economic base, fan engagement, and stadium infrastructure can meet MLB’s rising expectations. This report assesses the Crawdads’ position within MLB’s PDL framework and outlines what Hickory must do to retain its team. It provides a blunt but constructive outlook, drawing on lessons from other cities and the stated positions of MLB, DBH, and the Rangers.
Viability Analysis: Economic, Social and Cultural Factors
Market Size and Attendance: Hickory is a small market by High-A standards, reflected in the Crawdads’ attendance. In 2023 the Crawdads drew an average of 1,841 fans per game, ranking near the bottom quartile of MiLB teams (ballparkdigest.com). While up about 8% from 2022, this average trails peer North Carolina teams like the Asheville Tourists (~3,000) and Kannapolis Cannon Ballers (~3,050)(ballparkdigest.com). Management acknowledges the attendance ceiling given Hickory’s modest population: “We know we’re not going to lead our league in attendance... we don’t have the size of some of these other teams,” said Crawdads GM Douglas Locascio (nsjonline.com). Despite this limitation, local fan support has been consistently solid, with a core of loyal season-ticket holders and enthusiastic game-day atmospheres (e.g. the “Section 108” cowbell-ringing fans)(nsjonline.com). Culturally, the Crawdads are woven into the community’s identity, providing affordable family entertainment and a point of civic pride in a region proud of its baseball history.
Economic Base: Hickory’s regional economy historically centered on manufacturing (furniture and textiles). While the area’s growth is relatively stable but slower than booming NC metros, it is working to reinvent itself. The presence of a minor league team contributes intangible economic value – boosting local quality of life and modestly impacting visitor spending. However, small-market economics mean the team’s financial viability relies heavily on maintaining and growing community engagement rather than expecting dramatic population growth. Sponsorship and local business support remain critical. So far, Hickory’s local government has shown willingness to invest (e.g. sharing costs of past stadium upgrades), signaling some public sector commitment to the team’s economic footprint (milb.com) (nsjonline.com).
Social and Cultural Role: The Crawdads deliver significant social benefits. They unite families and neighbors at the ballpark and offer wholesome entertainment that strengthens community ties. The team has creatively expanded this role through unique promotions and theme nights to draw diverse crowds. For example, Hickory’s promotional schedule includes everything from “Dad Bod Night” to the tongue-in-cheek “Night of Horrible Promotions,” alongside staples like Dollar Dog Tuesdays and fireworks Saturdays (nsjonline.com). These events keep fans engaged beyond the win-loss record, making the ballpark a community gathering spot. The Crawdads brand (including Latinx “Llamas de Hickory” nights under MiLB’s Copa de la Diversión initiative) helps broaden cultural appeal. Notably, across MiLB, such Copa games boost attendance nearly 20% over non-Copa games (milb.com), a trend Hickory can leverage. In short, the Crawdads are a valued social asset – but continued viability will depend on translating that goodwill into sustained attendance growth and political support.
Facility and Infrastructure: L.P. Frans Stadium (opened 1993) is the physical linchpin of viability. While beloved for its scenic backdrop and family-friendly features (e.g. playground, carousel) (nsjonline.com), the ballpark is aging. To its credit, Hickory has invested in periodic upgrades: a major renovation in 2013–14 and further improvements in 2018 added a new videoboard, luxury suites, upgraded dugouts and playing surface (milb.com) (nsjonline.com). These efforts made Frans Stadium “one of the South Atlantic League’s finest parks” at the time (milb.com) and helped the Crawdads meet initial PDL inclusion requirements in 2021 (nsjonline.com). However, new MLB facility standards rolled out with the PDL now demand much more by the mid-2020s. Every minor league stadium is being graded on having modernized player facilities – from on-site weight rooms and expanded clubhouses to better lighting and female staff locker rooms (sportsbusinessjournal.com). In many small cities, these mandates pose financial and structural challenges. Hickory will need to ensure L.P. Frans fully complies with all requirements by the deadlines (MLB’s 2025 benchmark for many upgrades (ballparkdigest.com). Any significant compliance gaps would directly threaten the Crawdads’ long-term tenure.
Bottom Line – Viability Outlook: Under current conditions, Minor League Baseball can remain viable in Hickory if and only if proactive steps are taken. The Crawdads have survived and even thrived within their small-market context up to now, thanks to community support and past investments. But maintaining viability through 2030 will require redoubled commitment: economically (to fund improvements), socially (to keep fans coming), and politically (to prioritize the team’s needs). The status quo alone is not sufficient. In the next sections, we detail the concrete steps Hickory must take to secure the Crawdads’ future, and we benchmark those against strategies seen in other cities – both the success stories and cautionary tales.
Required Commitments for Retention Through 2030
To retain the Crawdads beyond the current PDL (expiring after 2030), Hickory and its partners must act decisively in several key areas. These include infrastructure investment, fan base growth, community integration, and contractual safeguards. MLB, the Rangers, and DBH will be scrutinizing Hickory’s performance in each area as they evaluate whether this market merits a long-term place in the affiliated system. The following are concrete measures and benchmarks:
1. Stadium Modernization: Upgrade L.P. Frans Stadium to meet or exceed MLB standards. This is non-negotiable – MLB’s new PDL standards have already triggered a wave of ballpark spending nationwide (over $2.3 billion committed since 2021 across the minors)(sportsbusinessjournal.com). Hickory must continue to invest in its facility or risk being left behind. Specific actions should include:
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Player Development Facilities: Ensure up-to-date clubhouses, training spaces, and lighting. MLB requires amenities like on-site weight rooms, larger indoor batting cages/pitching tunnels, modernized locker rooms (with dedicated space for female coaches/umpires), and meal prep areas (sportsbusinessjournal.com). Hickory should audit any remaining deficiencies and allocate funding to fix them by 2025. (For example, Winston-Salem’s city council appropriated $5 million to upgrade the visiting clubhouse, batting facilities, and stadium Wi-Fi to meet the 2024 deadline (wilmingtonbiz.com). Hickory should expect similar capital outlay in this range.)
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Fan Experience Enhancements: Beyond compliance, improvements should target attendance growth. Adding social spaces, premium seating, or year-round event uses can generate new revenue. Many teams are seizing the PDL upgrade moment to add fan amenities atop player facilities (sportsbusinessjournal.com). Hickory could consider a 360° concourse, kids’ zone upgrades, or outfield party decks to entice more visitors per game. These investments would show MLB and DBH that Hickory is committed to a “best-in-class” minor league venue, not just bare-minimum compliance.
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Financing Plan: The city and county must be prepared to contribute public funds or find grants (e.g. state/federal development funds) to share costs with DBH. Notably, Asheville (another North Carolina tourist town) confronted similar demands at its 100-year-old McCormick Field and pulled together an $38.5 million renovation funded by city, county, and tourism authority partners (milb.com). That project, to be completed by 2026, “aims to bring McCormick Field in line with PDL standards” and “solidifies that Minor League Baseball will be in Asheville for generations to come,” according to Tourists president Brian DeWine (milb.com). Hickory must likewise demonstrate overwhelming local support to invest in its ballpark’s future.
2. Attendance and Revenue Growth: Boosting the fan base is critical. While Hickory’s attendance will never match larger markets, even modest growth can influence MLB’s view of viability. The club should set targets to raise average attendance above 2,500 by later this decade (from ~1,800 in 2023 (ballparkdigest.com). Strategies include:
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Aggressive Marketing & Promotions: Continue and expand the creative promotions that have been a Hickory hallmark (nsjonline.com). Unique theme nights, robust group sales (church, school, business outings), and tapping into regional tourism can all help. The team’s embrace of fun alternate identities (e.g. “Couch Potatoes” nights honoring local furniture/sweet potato heritage (nsjonline.com)) and the Copa de la Diversión initiative should be leveraged even more frequently to draw new fans (recall Copa games league-wide saw ~20% attendance boosts (milb.com)). In short, every game must be an event – especially as Hickory may now play in the Low-A Carolina League with more regional rivals, making local derbies marketable.
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Community Engagement: Deepen ties with schools, youth sports, and civic organizations. The Crawdads can increase community-based initiatives like kids’ clinics, reading programs, or charity drives that raise the team’s profile and goodwill. A broadened community presence tends to convert more residents into ticket-buyers. Dayton, Ohio is a shining example: the Dayton Dragons have ingrained themselves so well that they’ve sold out every game for 23 years straight (1,500+ consecutive sellouts) (wyso.org), averaging nearly 7,900 fans in 2023 (wyso.org). While Hickory cannot replicate Dayton’s metro size, the principle holds – a team seen as a core community institution will enjoy stronger and more resilient attendance. Hickory should strive to be “Crawdads Country” – where missing a game feels like missing a community event.
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Regional Marketing: The club and city should treat the Crawdads as a regional asset for the broader Unifour area (Catawba Valley region). Drawing fans from surrounding counties can offset Hickory’s limited population. Improved signage, tourism partnerships (e.g. with local hotels or the visitors bureau), and special promotions for out-of-town guests can help. The ballpark development plans mentioned by local officials – to build around the stadium/airport area (nsjonline.com) – could also create a mini-destination that attracts visitors beyond just game nights. A mixed-use district with restaurants or entertainment adjacent to the ballpark can reinforce attendance and revenue, as seen in many cities that integrated their stadium into downtown redevelopment.
3. Community and Political Commitment: Hickory’s leadership must demonstrate a unified front to keep the Crawdads. This means more than verbal support; it requires concrete actions and public policies that prioritize the team’s presence:
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Municipal Support and Incentives: City Council should proactively engage with DBH and the Rangers on what is needed for long-term retention. This could involve securing funding (as discussed), fast-tracking permits for stadium improvements, and possibly offering operational support (for instance, covering certain facility maintenance costs or improvements to parking and access). Several North Carolina cities have set instructive precedents: Winston-Salem, besides upgrading its stadium, even restructured the team’s lease in 2021 to reduce the annual rent from $1.8M to $750k, easing the team’s financial burden so it could survive the COVID downturn and contraction threats (wilmingtonbiz.com). In Fayetteville, the city invested $40M in a new stadium and the Astros agreed to keep the affiliate for 30 years (wilmingtonbiz.com). These examples show that cities willing to invest and adjust can secure their teams; Hickory should be prepared to do the same.
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Long-Term Lease / Legal Safeguards: A critical step will be locking in a new long-term lease or agreement extending well beyond 2030. Currently, the Crawdads’ lease (inked in 2017 when the Rangers bought the team) runs through 2027 (milb.com). With DBH now at the helm and PDL alignment through 2030, it’s prudent to negotiate an extension now. Ideally, Hickory should seek a lease that runs to 2035 or 2040, including clauses that commit the team to stay given certain conditions (like stadium improvements completion). For instance, Kannapolis secured a 30-year lease from the Cannon Ballers when it built a new downtown ballpark, locking the team in with an escalating rent schedule (ui.charlotte.edu). Similarly, Fayetteville’s contract with the Astros-affiliated Woodpeckers guarantees a 30-year stay (until ~2046) in exchange for the city’s big upfront investment (wilmingtonbiz.com). Such agreements provide legal assurance against relocation. Hickory should pursue a memorandum of understanding with DBH/Rangers in which the city’s funding of upgrades and the team’s commitment to remain are explicitly linked. This “quid pro quo” approach – money for stability – will signal to MLB that Hickory is serious about remaining an affiliated market.
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State and Federal Advocacy: Hickory’s leaders should also seek support beyond the city. North Carolina’s state government has at times assisted minor league teams (e.g. discussing state grants for stadium upgrades in various cities). Engaging state legislators about the importance of the Crawdads for regional culture and economy could yield funding or at least public pressure on MLB. On a federal level, while direct intervention is unlikely, Hickory can join coalitions of municipalities advocating for minor league baseball (such as those that formed when contraction was looming). Having political allies can’t hurt when MLB and team owners evaluate markets. It shows the club is valued at all levels.
In summary, Hickory must treat the Crawdads as the community asset that they are – worthy of substantial investment and protection. Stadium upgrades, stronger attendance, and binding commitments all interlock. If any one of these pillars falters (for example, if needed facility renovations fall through due to funding shortfalls or if attendance declines sharply), the Crawdads’ future in Hickory will be in jeopardy. The next sections illustrate this point by examining what other cities have done to keep or attract teams, and conversely, what happened in cities that lost their affiliated clubs.
Benchmarks from Other Cities: Retention and Attraction Strategies
Hickory is not alone in facing the challenge of keeping minor league baseball. Across the country, numerous cities have doubled down to retain their teams or lure new ones, especially in the wake of MLB’s 120-team affiliate cap. Examining these cases provides valuable strategies and cautionary lessons. Below are key examples relevant to Hickory’s situation, including peer cities in the Carolinas and notable efforts nationwide:
Asheville, NC – “Late Inning Save” via Stadium Investment: The Asheville Tourists (High-A affiliate of the Astros) play in historic McCormick Field (built 1924). When MLB’s new standards imperiled this cherished but outdated park, Asheville’s community responded with a massive renovation plan. In 2023, the Tourists’ owner warned “2023 will be the last season if we don’t do [upgrades]”, seeking ~$30M in funding. The city, county, and tourism authority collaborated to fund an $38.5 million overhaul by issuing bonds and tapping tourism taxes (milb.com). Construction began in 2024 with MLB officials present at the groundbreaking (milb.com). The project will modernize player facilities and expand uses of the stadium year-round (concerts, events) (milb.com). Asheville’s mayor proclaimed this “solidifies baseball in Asheville for generations” (milb.com). Takeaway for Hickory: Even a small city can marshal big resources if the will exists. By framing McCormick Field as a regional asset and leveraging tourism dollars, Asheville found money most thought impossible to secure. Hickory should similarly be creative – perhaps pursuing grants tied to tourism or regional economic development – to fund L.P. Frans upgrades. Asheville also demonstrates that MLB will stay if facilities are fixed; conversely, they were ready to leave if not.
Beloit, WI – New Stadium to Rescue a Franchise: Beloit is a cautionary tale turned success. Flagged as one of the worst facilities in the minors, Beloit’s team (then the Snappers, now the Sky Carp, High-A affiliate of the Marlins) was on the 2019 contraction shortlist. The community (led by a local philanthropic developer) responded by fast-tracking a brand-new downtown ballpark. ABC Supply Stadium opened in August 2021 at a cost of roughly $30 million (baseballparks.com). It features modern amenities (turf field, convertible indoor spaces, riverside location) and is designed for year-round event use (en.wikipedia.org). This investment directly ensured Beloit’s inclusion in the 120-team PDL system. While Beloit’s attendance remains modest (~1,600 avg) (ballparkdigest.com), the key was satisfying MLB’s facility requirements and creating a sustainable business model for the team. Lesson for Hickory: Beloit proves that brick-and-mortar investment can trump market size in MLB’s eyes. A city of under 37,000 built a state-of-the-art facility and thus earned its spot. Hickory already has a team and a decent park; it should be easier to upgrade an existing stadium than to build from scratch – but the commitment must be comparable in spirit. If Beloit can find $30M with private help, Hickory can aspire to similarly mix public/private funds to keep its club.
Kannapolis, NC – Downtown Revitalization through Baseball: Kannapolis, a city just 50 miles from Hickory, undertook one of the most ambitious ballpark projects in recent MiLB history. Faced with an empty downtown after a textile mill closure, Kannapolis chose to relocate its minor league team (then called the Intimidators, now the Cannon Ballers) from a suburban site to a new downtown stadium. Opened in 2020, Atrium Health Ballpark cost about $52 million (city-financed via bonds) and anchors a 50-acre redevelopment tract (ui.charlotte.edu). The ballpark holds ~4,930 with modern amenities and is integrated into a broader plan including apartments, a brewery, and a parking deck (ui.charlotte.edu). In return, the Cannon Ballers signed a 30-year lease committing to Kannapolis and pay $450k rent (with escalators) as a show of good faith (ui. charlotte.edu). The project has been hailed as a catalyst: already over $128M in private development around the stadium was lined up by opening (ui.charlotte.edu), and the city projects up to $400M within a decade. Implication: Kannapolis demonstrates the power of aligning municipal development goals with minor league baseball. Hickory might not need a new stadium or a downtown move – its park is already reasonably located – but the concept of leveraging the team for economic development applies. If Hickory invests in the area around L.P. Frans (as city officials have pondered (nsjonline.com)), it can strengthen the case for the team’s importance. Also, the long lease with the team in Kannapolis sets a benchmark: Hickory should similarly bind the Crawdads to the city with a lengthy lease if substantial public money goes into Frans Stadium improvements.
Spartanburg, SC – Attracting a Team with a New Stadium: Spartanburg is a notable new entrant, as it is poaching an existing team from a smaller market. In 2023, DBH and the Texas Rangers announced the Down East Wood Ducks (Low-A affiliate currently in Kinston, NC) will relocate to a brand-new stadium in downtown Spartanburg by as early as 2025 (ballparkdigest.com). The move was prompted by Kinston’s Grainger Stadium being too costly to upgrade (and in a flood plain) (ballparkdigest.com). Spartanburg’s city government committed public funds to build a 3,500-seat modern ballpark as part of a $250M mixed-use development (offices, housing, entertainment) (ballparkdigest.com). The city will own the ballpark and lease it to the team, and the timeline was driven by MLB’s facility standards deadline of 2025 (ballparkdigest.com). Key point: Spartanburg effectively stole Kinston’s team by offering a shiny new stadium and a larger market. For Hickory, this is a double-edged example. On one hand, it shows DBH/MLB are willing to relocate a team for facility reasons – a direct warning that if Hickory doesn’t keep its stadium up to spec, another city (perhaps one like Wilmington, NC or a suburb of a larger city) could bid for the Crawdads. On the other hand, it shows what will convince owners to stay: Spartanburg’s deal gives DBH a partner willing to invest heavily in a first-class venue with development upside. Hickory should strive to be more like Spartanburg (investing in the future) rather than Kinston (clinging to an old stadium without resources to upgrade).
Worcester, MA – Aggressively Luring a AAA Team: While AAA is a different level, Worcester’s case is illustrative of a city doing whatever it takes. In 2021, the Worcester Red Sox (WooSox) began play in Polar Park, having relocated from Pawtucket, RI. Worcester, a mid-sized city, issued over $100 million in bonds and ultimately spent around $160 million to build the new downtown ballpark (wbjournal.com), offering the team a sweetheart lease deal as part of an urban redevelopment plan. This was a direct response to Pawtucket’s failure to fund a new stadium. The WooSox now draw strong attendance, and Worcester has branded itself as a rising “City of Baseball.” Takeaway: Ambitious cities can and will pay to steal teams if an incumbent city drops the ball on facilities or funding. Pawtucket had strong fan support and decades of history, but lost its team because its 1942-built stadium (McCoy Stadium) was deemed obsolete and political wrangling over financing a replacement went nowhere. As Boston Globe writer Bob Ryan lamented on the PawSox move: “It’s all about the need for a new park… McCoy Stadium, charming as it is, did not provide the amenities modern people expect… There’s no real reason for [the team] to leave Pawtucket on the basis of fan support; [it left] because of money and politics.”(wgbh.org). For Hickory, the lesson is stark: Do not assume loyalty or history will save the team if facilities lag. If Hickory fails to invest, some other city will. Conversely, if Hickory invests ambitiously (even beyond what might seem necessary for Single-A), it virtually guarantees the Crawdads stay – just as Worcester’s bold investment guarantees they gained a team.
Dayton, OH – Sustained Success Through Fan Experience: The Dayton Dragons (High-A affiliate, Cincinnati Reds) are often cited as the model minor league franchise. Since debuting in 2000 at a new downtown park (Day Air Ballpark), they have sold out every game (except limited-pandemic 2021) for 23 seasons – over 1,500 consecutive sellouts (wyso.org). They consistently rank at the top of MiLB attendance (7,885 per game in 2023, #2 in all MiLB) (wyso.org). Dayton achieved this not due to market size alone (the metro is larger than Hickory’s, but not enormous), but through outstanding fan engagement and community integration. They marketed the team as THE family entertainment option in town, delivered great customer service, and capitalized on Reds fandom in the region. The Dragons also benefited from a modern stadium that still feels intimate and a downtown location that became a centerpiece for redevelopment. Relevance to Hickory: While Hickory won’t approach Dayton’s raw numbers, it can emulate the philosophy. Every Crawdads game should be an “experience” that people hate to miss. The team already does well on promotions; doubling down on fan experience (e.g. cleanliness, staff friendliness, creative in-game entertainment) will keep the existing fans coming and generate positive word-of-mouth to draw new ones. Dragons management famously treats the operation more like a Disney theme park than just a ballgame – Hickory can adopt a similar mindset on a smaller scale. Ultimately, strong attendance and fan passion are a city’s best argument when MLB or owners consider relocating a team. Hickory needs to nurture its “Crustacean Nation” fan base so that the loss of the Crawdads would provoke an outcry too loud to ignore.
In summary, other cities’ experiences underline a consistent theme: the future of a minor league team is decided by investment and engagement. Cities that spent money on stadiums (Asheville, Beloit, Kannapolis, Worcester) and built robust fan and development support (Dayton, Kannapolis) have kept or gained teams. Cities that hesitated or couldn’t rally support (Kinston until recently, Pawtucket, others below) lost theirs. Hickory’s current trajectory is positive but modest – to secure the Crawdads, Hickory must shift into the group of proactive, investment-minded cities.
Warning Signs: Case Studies of Lost Franchises
It is instructive – if sobering – to examine a few cases where cities failed to retain their minor league clubs. These scenarios highlight what not to do and the factors that can lead to franchise loss. Hickory’s leaders should heed these warning signs to avoid a similar fate:
Kinston, NC – Twice Lost (and Soon to Lose Again)?: Kinston provides an example uncomfortably close to home. Kinston had a long-running club (the Kinston Indians) but lost it in 2011 when the team relocated (the franchise moved to Zebulon, NC, becoming the Carolina Mudcats). The loss was due to a combination of an aging facility and a small market that ownership felt was less promising than alternatives. Remarkably, Kinston got a second chance in 2017 when the Texas Rangers placed a Low-A affiliate there (the Down East Wood Ducks) as part of a league shuffle. However, with the advent of the new PDL standards, Kinston is set to lose affiliated ball again. Grainger Stadium, while quaint, is one of the older parks (built 1949) and faces structural challenges (located in a flood-prone area) that make modern upgrades difficult (ballparkdigest.com). Rather than invest tens of millions in a risky location, the decision (as covered earlier) was to relocate the Wood Ducks to Spartanburg, SC. The move is happening despite Kinston’s local support – essentially because the city could not financially match what Spartanburg is offering. Ballpark Digest noted it was “too costly to upgrade Kinston’s Grainger Stadium to the new MiLB specs”, prompting the search for a new home (ballparkdigest.com). Kinston’s situation shows that even a supportive small town can’t keep a team if it lacks the resources to meet MLB’s demands. Lesson: Hickory’s L.P. Frans Stadium is newer than Grainger, but if Hickory were to fall behind on required improvements (due to funding or inaction), it could share Kinston’s fate. Also, note that being owned by the MLB affiliate (the Wood Ducks were Rangers-owned before sale) did not save Kinston – the Rangers pragmatically chose the better facility option. Now under DBH, that calculus is even more pronounced: DBH will move teams if municipalities won’t invest (sportsbusinessjournal.com). Hickory must not assume it is “safe” just because it survived 2021; it must continuously earn its spot.
Pawtucket, RI – The High Cost of Delay: Pawtucket had the storied PawSox (Triple-A Red Sox) for decades, with strong fan loyalty. However, McCoy Stadium (built 1942) became one of the oldest Triple-A parks and was badly in need of replacement or major renovation. For much of the 2010s, PawSox ownership negotiated with Rhode Island officials on proposals for a new downtown Pawtucket stadium, and at one point even floated a move to Providence that fell through. Political and public support for funding wavered – a 2015 attempt was defeated by voters, and later scaled-down plans still struggled to gain full state backing. Meanwhile, Worcester, MA sensed an opportunity. By 2018, Worcester crafted a deal the PawSox couldn’t refuse: a brand-new stadium (Polar Park) mostly financed by the city, plus development incentives. Pawtucket suddenly found itself outmaneuvered. In interviews, sportswriters noted that Pawtucket’s loss wasn’t due to lack of fans – it was “all about money and politics… the need for a new park”, as Bob Ryan said (wgbh.org) Pawtucket’s government simply could not get to “yes” fast enough on funding, whereas Worcester could. The PawSox played their last season in 2019; by 2021 they were the WooSox in Massachusetts. The aftermath: Pawtucket lost a major community icon and economic draw. McCoy Stadium now sits empty and deteriorating (headed for demolition) (ballparkdigest.com). Lesson: Indecision and half-measures can be fatal. If a city knows the stadium is the issue, it must tackle it head-on or risk losing the team. Pawtucket tried incremental approaches and political punting; Worcester simply acted. Hickory’s leadership should internalize this: if significant stadium upgrades are needed, commit and execute swiftly. Time is not a friend – by 2028 or 2029 (when MLB and teams plan the next PDL cycle), it will be too late to start planning fixes. Those plans need to be in motion now, well before the current agreement expires.
Staten Island, NYC – Vulnerable Status and No Contingency: Staten Island’s case is slightly different as it involves MLB’s 2020 contraction. The Staten Island Yankees were a short-season Single-A team in the New York-Penn League, playing at a city-built ballpark (opened 2001) with stunning views of Manhattan. Despite being in New York City, the club’s attendance was middling and the short-season model (76-game seasons) was becoming archaic. In the 120-team realignment, MLB eliminated virtually all short-season teams. Staten Island found itself without an affiliate in 2021, as the Yankees moved their partnership to new full-season clubs. The city and team ownership were caught off guard – Staten Island Yankees management even filed a lawsuit against MLB and the Yankees, alleging breach of commitments (ballparkdigest.com). They argued it was impossible to operate independently (“with no relationship to the Yankees… additional expenses… makes it impossible” (ballparkdigest.com)). Ultimately the lawsuit failed to save the team; Staten Island’s franchise folded. New York City later attracted an independent Atlantic League team (the FerryHawks) to use the stadium, but that’s a far cry from having Yankees prospects and the cachet of affiliated ball. Root cause: MLB’s strategic decision plus Staten Island’s relatively poor business metrics (and perhaps lack of political clout compared to other markets) doomed it. The city had even pledged $5 million for ballpark upgrades hoping to keep the Yankees affiliate (ballparkdigest.com), but it was too late – MLB had reallocated the affiliation to a closer farm club (Hudson Valley, NY). Insight for Hickory: While Staten Island’s demise was part of a one-time contraction, it underscores a point: no market is immune if MLB’s objectives change or if a team sees a more favorable setup elsewhere. Also, a city should have a contingency – Staten Island had none when MLB pulled the plug. Hickory’s best defense is to remain indispensable to the Rangers and MLB by being one of the well-run, modernized franchises. If Hickory slacks in facility or support, MLB could reshuffle affiliations in 2030 and Hickory might find itself on the outside (perhaps replaced by a city like Leland/Wilmington, NC, which has openly courted minor league baseball interest (wilmingtonbiz.com)). The warning is clear: don’t rely on history or geography alone; continuously prove Hickory is the place the Rangers want their affiliate to be.
Other examples abound (e.g., Hagerstown, MD lost their Suns when their old stadium wasn’t replaced; Chattanooga, TN nearly lost the Lookouts until a new park was approved (sportsbusinessjournal.com)), but the pattern remains consistent. Cities that lost teams typically had one or more of these issues: subpar facilities that weren’t addressed, low attendance/support, unstable or unwilling ownership/municipal partners, or simply being victims of MLB’s strategic downsizing. Hickory can avoid these fates by preemptively tackling each risk factor – which, as detailed, it is in a position to do if action is taken in a timely manner.
Stakeholder Expectations: DBH, Texas Rangers, and MLB
To craft a successful retention strategy, Hickory must also understand the perspectives of the key stakeholders who will influence the Crawdads’ fate:
Diamond Baseball Holdings (DBH): As the owner of the Crawdads since 2023, DBH’s stance is pivotal. DBH is a conglomerate that in just a few years has acquired 40+ MiLB teams (sportsbusinessjournal.com). Their model is to apply professional management and economies of scale, but importantly, they expect local communities to be partners in upgrading facilities. DBH CEO Peter Freund has been clear that while the first goal is to stay in a market and give the municipality a chance to fund needed improvements, at some point “stadiums just can’t be retrofitted” and alternate sites are pursued (sportsbusinessjournal.com). We see this philosophy in action with DBH’s handling of Kinston/Spartanburg and Zebulon/Wilson relocations (sportsbusinessjournal.com). DBH will invest expertise and some capital, but they look for public investment as a sign of the community’s commitment. In Hickory’s context: DBH will expect the city/county to step up with funding for any remaining facility upgrades. They likely will push for enhancements that not only meet MLB minimums but also improve revenue potential (luxury suites, party areas, etc.), because DBH’s business case is better when teams have modern revenue streams. If Hickory lags or local politics hinder funding, DBH could quietly begin exploring other markets by late this decade. Conversely, if Hickory cooperates and perhaps even brings development around the stadium (boosting team value), DBH will view Hickory as a solid long-term asset. DBH has a financial incentive to see Hickory succeed, but it also has no qualms relocating a team if that asset could perform better elsewhere with a new stadium deal. Essentially, DBH’s expectation is: “Show us you value the team – invest in it – and we’ll stick around.”
Texas Rangers (MLB parent club): The Rangers are the Crawdads’ affiliate partner through 2030. While they no longer own the team, their interests lie in player development quality and logistical convenience. Facility expectations: The Rangers, like all MLB clubs, insist their farm teams meet the new standards so their prospects have proper training environments. Back when the Rangers owned Hickory, they funded upgrades themselves (e.g. $1M in 2018 improvements) with the city reimbursing them (milb.com), reflecting the importance they place on facilities. Now that DBH is owner, the Rangers will still voice concerns if any part of L.P. Frans Stadium falls short for player needs – they will press DBH (and thus the city indirectly) to fix it or else consider moving the affiliation. Geographic considerations: Texas is an outlier in that its two Class A affiliates (Hickory and Down East) are far from Arlington. Some MLB clubs prefer having affiliates closer to home base for ease of scouting and moving players. However, league structures currently keep the Rangers in the South Atlantic/Carolina leagues. The Rangers will likely continue the status quo if Hickory provides a stable, professional environment. If not, the Rangers might welcome shifting an affiliate to a city that offers a brand-new facility (e.g. a mooted Rangers-affiliated complex in Leland, NC/Brunswick County has been discussed, which would be a North Carolina alternative if Hickory or Down East didn’t work out (wilmingtonbiz.com)). Overall, the Rangers’ stance is that they want affiliates in markets that are stable, low-friction, and meet development needs. They appreciated Hickory’s loyalty and improvements in the past – the Rangers’ president noted in 2017 the Crawdads had “thrived” under local stewardship and expressed pride in improving “one of the SAL’s finest parks”(milb.com). Going forward, if Hickory continues to deliver on facilities and fan support, the Rangers have no reason to uproot a 17-year affiliation (2009–present) (milb.com). But they will consent to a change if Hickory falters and DBH finds a better locale, as their cooperation in the Kinston move indicates (Rangers are maintaining the affiliation but agreed to Spartanburg shift)(ballparkdigest.com).
Major League Baseball (Office of the Commissioner/PDL Oversight): MLB as a whole now directly governs the minors, and their goals are consistent: improve player development conditions, ensure franchise stability, and grow revenue. From MLB’s perspective, Hickory is one of 120 data points. The league will evaluate whether Hickory’s market is pulling its weight in terms of meeting the new facility requirements and providing a positive environment for players. MLB officials like Peter Woodfork (SVP of MiLB Ops) have framed the 2021 overhaul as aiming for “greater stability” and seeing that by the end of the 2020s, facilities “provide the support [players] needed”(sportsbusinessjournal.com). By 2027, almost all 120 teams are expected to have new or renovated parks (sportsbusinessjournal.com). So, by that measure, MLB will expect either that Hickory’s L.P. Frans Stadium is fully up to par via renovations, or that plans are afoot for a replacement/major expansion. MLB also keeps tabs on attendance and community engagement insofar as they affect stability – extremely low attendance or local apathy raises red flags about long-term viability. On the flip side, MLB has been encouraged by unprecedented investment pouring into MiLB (often publicly funded) (sportsbusinessjournal.com). Commissioner Manfred and his team will not hesitate to approve relocation if a market can’t or won’t meet the standards or if a more promising market emerges. The fact that multiple relocations are already approved for 2025 (four moves, including two in NC: Kinston to Spartanburg, Zebulon to Wilson) shows MLB is actively curating where teams are based (sportsbusinessjournal.com). Each move is presumably to a place with better facilities or growth prospects. MLB’s expectation of Hickory: be one of the markets that “get it” and invest, or risk being replaced. In positive terms, MLB would be pleased to see Hickory follow Asheville’s path – investing nearly $40M to secure its team – as that validates MLB’s strategy of forcing improvements. In negative terms, if Hickory dragged its feet, MLB could identify it as an “underperformer” by decade’s end. Notably, MLB likely values the Carolinas and Hickory’s region for baseball (North Carolina has 10 minor teams currently, a strong presence). They “preserved high-level baseball in communities” with the contraction, and want to keep it that way (milb.com). So, if Hickory does its part, MLB will do theirs to keep the team there. If not, MLB will sanction moves to whichever community shows more commitment.
In summary, DBH expects local investment and cooperation, the Rangers expect a first-rate development setting and no headaches, and MLB expects its standards to be met and a stable fan-supported operation. When Hickory next comes up for evaluation (likely around 2029–2030 when new PDLs are negotiated or when DBH considers franchise moves), these stakeholders will effectively ask: “Has Hickory done everything we asked? Is the stadium great, are the fans showing up, is the city all-in?” Hickory’s answer must be a resounding “Yes” by that time. Otherwise, as we have seen, DBH/MLB have shown a willingness to relocate even longstanding franchises.
Recommendations and Five-Year Strategic Outlook (2025–2030)
Based on the analysis above, Hickory’s decision-makers (city officials, local business leaders, and team management) should pursue a proactive strategy over the next five years. The goal is to lock in the Crawdads’ future in Hickory well beyond 2030. Below is a set of specific recommendations, followed by a strategic outlook scenario through 2030:
Key Recommendations for Hickory:
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Secure Funding for Stadium Upgrades Immediately: Launch a task force in 2025 to identify funding sources for all remaining MLB-required upgrades at L.P. Frans Stadium. This should involve city and county officials, DBH representatives, and state delegates. Aim to finance and complete upgrades by the 2026 season at the latest. If local budgets are tight, explore bonds (as Asheville did), tourism taxes, or private sponsorship deals (e.g. selling naming rights to the stadium or components of it). Demonstrating a concrete funding plan by 2025–26 will go a long way toward assuring MLB and the Rangers that Hickory is committed. Milestone: By Opening Day 2026, hold a ribbon-cutting on a renovated Frans Stadium that meets or exceeds all PDL specifications (clubhouse expansion, new weight room, improved lighting, etc.).
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Enhance the Fan Experience to Drive Attendance: Implement a five-year marketing plan to boost average attendance by roughly +500 fans/game (to ~2,300) by 2027. This could include increasing the advertising budget, expanding community ticket programs (e.g. partner with local companies to buy blocks of tickets for employees or charities), and scheduling more high-profile events (concerts, festivals) at the ballpark to raise its profile. A specific idea: create a “Hickory Crawdads Advisory Council” of superfans and local influencers to provide feedback and help promote the team at the grassroots level. If fans feel a sense of ownership in the team’s success, they will be its best ambassadors. Also consider adding popular draws like a weekly fireworks night if not already, or other creative promotions (the team is already good at this – keep innovating). The objective is to make Crawdads games the place to be on spring/summer evenings for a wider slice of the population. More fans in seats not only improves revenue but provides visible proof to MLB of the market’s vitality.
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Leverage Community Pride and Identity: The city and team should jointly brand the Crawdads as a central element of Hickory’s identity. For instance, incorporate the Crawdads into city tourism campaigns (“Visit Hickory – Home of the Crawdads!”). Continue and expand bilingual and multicultural outreach through initiatives like Los Llamas de Hickory nights to embrace the area’s growing diversity – a move that also aligns with MLB’s diversity goals and can grow new fan segments. Work with local schools and youth leagues to have Crawdads logos and banners present in more places. The more the team is woven into the civic fabric (parades, festivals, etc.), the harder it would be for any entity to justify taking it away. Concrete step: seek a formal City Council resolution declaring the Hickory Crawdads an essential community asset and pledging support (symbolic, but it sets a tone). Back it with actions like featuring players in community service projects, naming a “Crawdads Day” each year, etc.
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Negotiate a Long-Term Lease and Affiliation Assurance: Begin talks with DBH and the Rangers by 2027 about extending the affiliation in Hickory beyond the 2030 PDL. The ideal outcome would be a contract extension or new PDL agreement well before 2030 that designates Hickory as the Rangers’ affiliate through, say, 2035 or 2040. While MLB’s next round of affiliations will involve all teams, Hickory can get ahead by signaling its intent and perhaps signing a provisional agreement with DBH contingent on MLB approval. At minimum, extend the stadium lease with DBH to cover the 2030–2040 period, with provisions that any ownership changes honor the lease. This creates a binding local document that shows Hickory has locked in the team’s presence. In exchange, Hickory likely needs to guarantee maintenance and perhaps revenue-sharing terms (taking a page from Kannapolis’s lease where the team pays rent, ensuring the city can recoup some investment (ui.charlotte.edu)). Also consider including a penalty clause – if the team were to relocate in breach of lease, substantial financial damages would be owed to the city. That can act as a deterrent. Essentially, legally box in the Crawdads to Hickory as tightly as possible.
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Maintain Open Communication with MLB and the Rangers: Don’t wait for formal reviews – Hickory’s leadership and the Crawdads front office should proactively invite MLB officials (from the PDL office) and Rangers executives to Hickory every year or two to showcase progress. For example, host a “Facility Tour and Fan Experience Day” in 2026 for MLB’s minor league development staff to see the upgraded L.P. Frans first-hand and meet local officials. Solicit their feedback and act on it. Building these relationships can make a difference; MLB will be more inclined to stick with a city that is engaged and responsive rather than one that is distant. The same goes for the Rangers: maintain an excellent working relationship, perhaps by accommodating any requests they have (such as preferred clubhouse improvements, or community outreach for their prospects). If the Rangers feel Hickory is an ideal affiliate location (even if far from Texas), they are more likely to advocate for the Crawdads’ retention in internal MLB discussions.
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Have a Contingency Plan (Worst-case scenario): While the focus is on keeping the Crawdads, prudence demands a fallback. Hickory should quietly consider: if the Crawdads did leave (unwillingly), how else could L.P. Frans Stadium be utilized? The city might explore independent leagues or a summer collegiate franchise as a backup tenant, to avoid the stadium going dark. This is not the desired outcome, but planning for it ensures the city isn’t caught flat-footed like Staten Island was (ballparkdigest.com). Interestingly, in markets that lost affiliated ball in 2021, some (like Burlington, IA or Salem-Keizer, OR) brought in collegiate wood-bat teams to at least keep baseball going. Hickory should engage with the Atlantic League or Prospect League as a last resort option. Again, the goal is to never need this – but just having a plan can also underscore to MLB that Hickory won’t be left without baseball entirely, which might further motivate MLB to keep the well-supported affiliated team there rather than create a vacuum.
Five-Year Outlook (2025–2030):
If the above recommendations are pursued, the outlook for Hickory retaining the Crawdads is strong. Here’s how the scenario could play out year by year:
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2025: Hickory commits to a concrete stadium upgrade plan. Perhaps a bond referendum or budget allocation is approved for improvements, and architects/contractors are engaged. Fan outreach is ramped up, and the Crawdads, now playing in the Carolina League (Low-A) (en.wikipedia.org), benefit from more regional rivalries (Kannapolis, Greensboro, etc.), drawing slightly bigger crowds. Dialogue with DBH and Rangers is active; local news highlights positive momentum (e.g. “Hickory to invest $X million in Crawdads’ stadium to meet MLB standards”). Minor League season proceeds with Hickory meeting attendance goals modestly (another small increase).
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2026: L.P. Frans Stadium renovations break ground or are in full swing. There may be some disruptions (temporary seating adjustments if construction is ongoing), but the community embraces it as a necessary facelift for their team. Asheville’s McCormick Field renovation nearing completion nearby serves as inspiration (and a bit of competition) – local media might run compare-and-contrast stories showing Hickory keeping pace. By late 2026, some improvements debut: say a new weight room and expanded clubhouse wing is unveiled with a ribbon-cutting by city officials and team owners. Fan experience also improves – perhaps a new scoreboard or kids’ play zone is part of the reno. Attendance shows a noticeable uptick, say crossing ~2,000 per game for the first time in many years, helped by the buzz around improvements and a team that’s more integrated with local events. DBH’s leadership, seeing Hickory’s progress, publicly praises the partnership (Pat Battle or Peter Freund of DBH might give quotes about Hickory being a model mid-market franchise that invested in its future).
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2027: By this year, Hickory meets all PDL facility requirements well ahead of the 2030 deadline. The city potentially hosts a special Carolina League All-Star Game or promotional event to show off the upgraded park. This serves as a capstone to the improvement project and a signal to the industry that Hickory is here to stay. City and DBH begin earnest talks on extending the lease/affiliation. Given the successful partnership, negotiations go smoothly. By late 2027 or early 2028, Hickory and DBH announce an extension of the Crawdads’ stadium lease through 2040, pending MLB approval for affiliation renewal. This announcement could be made at a celebratory press conference with Rangers officials on hand, reinforcing that all parties intend to continue in Hickory post-2030. On the field, the Crawdads continue to draw solid crowds. Perhaps the team wins a league championship (they last won one in 2015; success on the field wouldn’t hurt either) – further energizing fans.
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2028–2029: These years would be about sustaining what’s been built. The challenge will be to maintain enthusiasm after the initial burst of improvements. Hickory should continue innovating in promotions and keep lines of communication with stakeholders open. If any minor issues arise (say an MLB inspection finds something else to improve), address them promptly. Financially, with higher attendance and new premium seating, the Crawdads should be more profitable, validating DBH’s investment. The city might start seeing returns too (e.g. increased sales tax from more visitors, possibly rent payments from the team if agreed in the lease). By 2029, MLB will internally be mapping out the next PDL affiliation structure. In this scenario, Hickory is in excellent standing – a renovated facility, an engaged fan base, and a cooperative ownership. The Rangers, having no complaints, likely inform MLB that they wish to continue with Hickory as their Single-A affiliate. MLB, seeing Hickory’s commitment, has no objections. (There might not even be any viable open markets better than Hickory at this point, since Hickory will have checked all the boxes that other suitors would offer – new stadium, support, etc.)
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2030: The current PDL expires. Ideally, ahead of the season MLB already announced renewed agreements, and Hickory is listed as continuing with the Rangers. The five-year strategic efforts have paid off: the Crawdads are retained in Hickory for the next cycle. Perhaps an official new PDL contract signing occurs, essentially a formality given all the groundwork. Hickory fans celebrate – possibly the team or city holds a “Fan Appreciation Night” in 2030 to thank the community for helping secure the team’s future. Local media might run retrospectives about how five years ago there was uncertainty, but now the Crawdads are secure through 2040.
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Beyond 2030: If these steps are followed, the outlook is that Hickory will remain a viable, albeit small, part of the minor league landscape for decades. Continuous improvement will be needed (stadiums eventually might need replacement by 2040s, etc.), but that will be a challenge for a future generation. Crucially, Hickory will have avoided the near-term trapdoors that befell places like Kinston and Pawtucket.
If Hickory fails to act in the next few years, the alternative outlook is grim. To be clear, inaction or insufficient action would likely lead to warning signs by 2027–28: MLB officials quietly expressing concern, DBH growing impatient, rumors of other cities courting the Rangers or DBH for a team. By 2030, Hickory could find itself on a cut list or watching the Crawdads relocate, leaving an economic and cultural void. The aftermath would probably be an attempt to get an independent league team to fill L.P. Frans, which would be a significant downgrade in both level of play and community prestige. The local economy would lose summer visitors, and a piece of Hickory’s identity would be lost. This do-nothing scenario is what this report is meant to prevent.
Note: I addressed Hickory’s stadium connectivity issues in a 2020 post, which remains relevant today.
🔗 A Bridge Too Far in Hickory (2020)
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📍 Location-Based Tags (Local Relevance):
Hickory NC, Hickory Crawdads, Hickory Baseball, Catawba County Sports, Western North Carolina Development
⚾ Baseball System Tags (League & Ownership):
Minor League Baseball, MLB Affiliate System, Carolina League, South Atlantic League, Texas Rangers Affiliate, Diamond Baseball Holdings, MiLB Realignment
🏟 Infrastructure & Economic Tags (Civic Strategy):
Stadium Investment, Sports Infrastructure, LP Frans Stadium, Downtown Connectivity, Economic Development Hickory, Public-Private Partnerships, Civic Planning Hickory
📈 Performance & Risk Tags (Trend Topics):
Baseball Attendance Decline, Team Relocation Risk, Save the Crawdads, Youth Sports Engagement, Fan Experience Strategy, Community Engagement Baseball
This article was created with the assistance of ChatGPT
The Index of Hickory Hound Stories from 2025 onward
