Who are we?
We are long-term business owners that came from the corporate world and understand what it means to be an entrepreneur in todays world.
Twenty years ago, we dove into the world
of Minor League Baseball with the Lansing
Lugnuts. Since then, we've been dedicated
and hands-on owners and operators, learning
all the ropes and proudly forging our successes.
nobody's perfect. But through hard work,
listening and an unwavering dedication to
offering fun, family-friendly entertainment
at a fair price, we've learned how to succeed
in every aspect of the business.
been proud to see the smiles on the faces
of those people who use our product.
course, Professional Sports Marketing is
more than just us. It's our dozens of talented
and hard-working employees and, to a large
extent, it's our patrons and our partners
too. After all, we wouldn't have learned
all that we have by buying a team and relaxing
in the front row during games. We've earned
that knowledge through listening and remaining
attentive to their needs.
We'll never claim to have all the answers. But we do have proven, battle-testedstartegies that work for us and that will work for you. From building a ballpark to negotiating a lease to selling a hot dog on a sunny Sunday afternoon, we've been there. And we want to offer you our expertise.
started his professional career
with Leo Burnett Advertising,
the largest advertising agency
in the United States. In his 17
years with Burnett, Tom managed
several national and multi-national
businesses including Kellogg,
Procter & Gamble, Nintendo,
Hallmark, and Keebler, gaining
an extensive knowledge of all
marketing disciplines including
advertising, sales promotion,
database marketing and sports
marketing. Tom was an Executive
Vice President when he left Leo
Burnett in 1996 to pursue a full
time baseball career.
began her career with the
Chicago Tribune in advertising
sales. Over the course of
the next 20 years, Sherrie
progressed through the world
of sales management and
publishing, working at several
national magazines including
Smithsonian, Sunset, and
Southern Living. In the
late 80’s and early
90’s, Sherrie was
part of start-up teams that
launched several national
magazines that were later
sold to Time-Warner and
ABC Cap Cities. In 1999
Sherrie was profiled in
Only, a book featuring
12 prominent female entrepreneurs
in the United States.
In 1996, Tom and Sherrie launched their first
minor league baseball team, the Lansing Lugnuts.
Playing in Oldsmobile Park, a new stadium
they developed and constructed in Lansing,
Michigan, the Lugnuts have been one of the
most successful professional sports franchises
in minor league history. The Lugnuts set the
Class-A baseball attendance record in 1996
drawing over 535,000 fans. The team’s
success is unwavering, as the Lugnuts have
averaged more than 400,000 fans per year over
the team’s first 11 seasons. Playing
a key role in the revitalization of downtown
Lansing, the Lugnuts have become an integral
part of the mid-Michigan community.
large part due to the success of the Lugnuts,
Tom and Sherrie were named “Entrepreneurs
of the Year in the State of Michigan”
2001, Tom and Sherrie purchased the Charleston
Alley Cats in the South Atlantic League
and began working with government officials
to put together financing for a new ballpark.
In October 2002, funding for the new $23.0MM
facility was approved. Like its sister team
in Lansing, the Charleston club plays in
a new state-of-the-art facility designed
by Kansas City based architects HNTB that
opened in April of 2005.
2002, as part of a nationwide competition,
Tom and Sherrie were selected by the City
of Montgomery, Alabama to bring affiliated
baseball to town. Montgomery, as part of
its riverfront redevelopment efforts, built
a new $26.0MM ballpark that opened in April
2004. Tom & Sherrie announced the team
name, “Montgomery Biscuits”
a year prior, and received an overwhelming
response nationwide. Internet retail sales
have brought Biscuits merchandise into 50
states and 7 countries. Attendance in the
first three seasons has averaged over 320,000,
placing the Biscuits (a AA
Tampa Bay Devil Rays affiliate), as
the #2 team in attendance in the Southern
League despite playing in one of the League’s
addition to Lansing, Charleston and Montgomery,
Tom and Sherrie have been responsible for
the development of over $150MM worth of
new minor league ballparks over the past
eight years in markets such as Dayton, Ohio;
Joliet, Illinois; Gary, Indiana; and Eastlake,
and Sherrie have been very fortunate to
have not only received a variety of awards
for their entrepreneurial efforts, but have
been covered in a long list of national
media stories including The Wall Street
Journal, ESPN, USA Today, Southern Living
Magazine, Smart Money Magazine, Baseball
America and most recently featured on CNN.
addition to Tom and Sherrie’s sports
franchises, they own two other companies,
Professional Sports Marketing, a sports
consulting company, and Professional Sports
Catering, a food catering company. These
two companies were founded to provide wide-ranging
consulting and food services for professional
sports franchises around the country.
and Sherrie live in Wilmette, Illinois with
their son, Andrew, and Airedale Terrier,
Lugnuts set all-time Class A
and Class AA attendance record
for teams in their inaugural
season drawing 538,326 fans.
Lansing Lugnuts set all-time
minor league retail merchandise
sales record also rank #1 in
’97 and ’98.
ESPN’s Baseball Tonight,
CNN and David Letterman feature
the Lansing Lugnuts.
and Myers named Michigan Entrepreneurs
of the Year.
and Myers analyze market, develop
opportunity with City of Dayton
and design $26 MM facility for
minor league baseball team to
begin play in 2000 in Dayton,
Ohio -- Dickson and Myers went
on to sell franchise to Mandalay
magazine names Lansing Lugnuts
winner of National Customer
Service Award – one of
seven companies recognized throughout
Illustrated features Lansing
Lugnuts logo as minor league
magazine features Lugnuts official
Only by Gregory Erickson
features Myers in Chapter 11
-- one of 12 women profiled
in the U.S., including creator
of Barney and restauranteur
responsible for Ruth Chris’
Dragons, start-up franchise
of Dickson and Myers, break
Lugnuts inaugural season attendance
record drawing 582,623 fans.
Sports Illustrated features
Chicago Tribune Magazine features
Dickson and Myers’.
showcases the Lansing Lugnuts
on “Outside the Lines.”
& Garden Television 30 min
show is filmed about Dickson
and Myers on “The Good
Dickson and Myers purchase the
Charleston Alley Cats and work
with the City of Charleston,
West Virginia to build a new
and Myers selected to bring
affiliated baseball to Montgomery,
Charleston, West Virginia secures
funding to build a $23MM ballpark
in the city’s downtown
to open in April, 2005 for Dickson
and Myers’ Alley Cats
Montgomery, Alabama secures
funding to build a $26MM ballpark
as part of the city’s
Riverwalk Development Plans.
name is announced for new “AA”
team in Montgomery, AL –
Team breaks records with almost
$1M in retail merchandise sales
Alabama opens new Riverwalk
Stadium Park, home of the Montgomery
Biscuits, owned by Dickson and
Myers on April 16, 2004.
Smart Money chooses Dickson
and Myers as feature story for
Montgomery breaks AA attendance
records drawing 322,000 in inaugural
season and out performs city
Pro-forma by 35%.
USA Today names Lugnuts and
Biscuits as #1 and #2 minor
league names in country.
best operator of stadiums in Alabama
by Birmingham News.
Charleston, West Virginia opens
new Appalachian Power Park. Park
developed by Dickson and Myers
at a cost of $23MM.
CNN selects Dickson and Myers
as entrepreneurs to profile for
their world tour of unique business
viewers. Films show and commercial
footage with Dickson and Myers
at Riverwalk Stadium, home of
the Montgomery Biscuits, in Montgomery,
Biscuits head office staff win
prestigious industry awards including
Best GM, Broadcaster of the Year
and Most Outstanding Marketing
in minor league baseball.
America names Riverwalk Stadium,
programmed by Dickson and Myers,
best stadium in all of minor league