Reiter embraces role as 'community cheerleader'

Author Ethan Bryan’s latest book, A Year of Playing Catch, will be released Sept. 8. In anticipation, each week we are giving fans a sneak peek into a few stories incorporating our own MiLB teams. Want to get in on the fun? Submit your photo or video to the Play Catch Sweepstakes presented by Peerless-AV® for your chance to win a Peerless-AV® Neptune™ UHD Outdoor TV and Outdoor Universal Tilt Wall Mount!

Come out to Hammons Field for a Springfield Cardinals game during an ordinary season, and you'll find everything that makes the Minor League fan experience the ideal way to connect with community. It's a place to play, a place to eat treats sweet and savory, to be with family. It's a place to share baseball with thousands of your closest friends.

“One of the beauties of Minor League Baseball is that everything is designed for everyone and designed around family and entertainment," said Dan Reiter, general manager of the Double-A club. "When that’s your focus, that’s almost a compass to make sure that whether music, promotions, whatever experiences you provide, you’re focusing in to make sure people find amazing value for family.”

And whether those families come out again and again or just one time a season, they're part of something bigger than their own household.

“I think it’s the role of every Minor League team to be the largest community cheerleader out there," Reiter said. "A Minor League team is a hub for local charity organizations and not-for-profits and community groups. That’s a part of who you are.”

As Ethan Bryan writes in the below excerpt of "A Year of Playing Catch," Reiter has an understanding of the fan and community experience from a few different angles. The duo discussed Reiter's journey from the stands to the front office during a toss about a third of the way through Bryan's catch-playing odyssey. The GM is a perfect fit in a book about the power of having a simple catch; he sees it on a grand scale twice per season at Hammons Field.

“The best Father’s Day and Mother’s Day promotions we’ve ever run was where we gave people a chance to play catch with their parents on the field. We’ve had a lot of other opportunities, but far and away, that experience is the clear winner.”

The following is excerpted from Ethan Bryan's upcoming book, "A Year of Playing Catch":

Dan Reiter is the general manager of the Springfield Cardinals, the Double-A affiliate of the parent organization in St. Louis. His baseball story is fascinating. In 2004, after graduating from the University of Missouri with a degree in marketing, Dan entered a Fox Sports TV contest by submitting a VHS tape displaying his Cardinals super-fandom. The lucky winner of the contest would be given the opportunity to be president of the St. Louis Cardinals for a day.

Dan won.

After winning the contest, Dan was delighted to spend a couple of days in St. Louis, meeting and visiting with then-president of the St. Louis Cardinals, Mark Lamping. That series of events, from winning the contest to meeting the president, helped solidify Dan’s dreams of working in professional baseball.

From the very first day of its operation in 2005, Dan has been with the Springfield team, beginning his career by working in the front office in a sales capacity. His first three seasons, Dan was an account executive, then he was promoted to senior account executive for another three seasons. Dan continued to succeed and advance within the front office: corporate sales manager, manager of corporate partnerships, director of sales and marketing, vice president of sales and marketing, vice president, and ultimately, general manager.

Over the years, I have chosen to be ignorant of the business side of baseball, thinking I would better enjoy the game as a fan. Dan is convinced his passion for the game as a fan helps him make better business decisions. On a stormy spring day, we played catch in the indoor training facility next to Hammons Field (day #123), and Dan gave me an education on the structure of the front office and the interaction between the Double-A team and the MLB team.

“Baseball is teaching me that everyone needs to have more fun. In general, we need to lighten up and work on having more fun,” Dan said. But even fun takes serious work. “No one in the front office gets a real offseason. The preparation and work we do from October through March set the standard for the next season.”

If I were the general manager, I would want to shag fly balls during batting practice. I would do it for exercise and for fun. For those outfielders who use batting practice to work on their skills, I wouldn’t get in the way. But Dan is not even tempted by the opportunity.

“I have great respect for the athletes on the field,” he said. “This game is their profession. I don’t want my presence to take away from the importance of their preparation and work.”

If I were the general manager of a Minor League team, anytime a Major League player made an appearance on a rehabilitation assignment, I would be quick to introduce myself and ask for an autograph. I wouldn’t dare sell or auction the autographs but would preserve them along with scorecards of that player’s game as simple documentation of friends made through the game.

“I work in baseball because I absolutely love this game,” Dan said, “but several times you have to step back and remove the fan from the businessperson. I want the players I interact with to respect me as a businessperson. I don’t ask for autographs, period. I introduce myself and ask how we can best serve and help them while they are with us. My favorite players are the ones who talk to and sign autographs for the fans. I cheer for the players who are kind to our fans and thankful to those who come out to support them.”

If I were the general manager of a Minor League team, toward the end of each season, I would create a Player for a Day contest. The winner would sign a contract with the team and get their own uniform and sit on the bench during the game. This person could be male or female, almost any age above eighteen. Their salary would be donated to a nonprofit organization of their choice. If it was a late-season game and the outcome couldn’t affect the standings, the person would get to play for a half inning or more.

“The best part of my job is the people,” Dan said. “I love the people. From that first season to today, I have made amazing friends. I love seeing people smile in this ballpark. I love that what we do helps thousands of people create strong memories with friends and family.”

About the Author:

Ethan D. Bryan is convinced that good stories bring people together. His baseball stories have landed him an invitation to the White House, an invitation to speak at the National Baseball Hall of Fame, and brief appearances in two documentaries.

Ethan lives in Springfield, Missouri, with his wife, Jamie, and daughters, Kaylea and Sophie. He still dreams of playing baseball for his beloved Kansas City Royals. His writing can be found at ethanbryan.com or on Twitter @Ethan_Bryan.

A Year of Playing Catch is available Sept. 8. Order from your favorite local bookstore or anywhere books are sold (Amazon, Barnes & Noble, Bookshop).