EP 22 - Behind the Ballpark: How Michael Larson Turns Schaumburg Boomers Baseball into a Full-On Experience

In this episode, we sit down with Michael Larson, General Manager of the Schaumburg Boomers, who pulls back the curtain on what it takes to turn a minor league ballpark into a must-visit experience. From the fan-first atmosphere to the creative touches that keep people coming back, Michael shares how the Boomers have become more than just a baseball team, they’re a full-blown entertainment brand.

With thousands of fans walking through the gates each year, plus everything from bounce houses and fireworks to live entertainment and on-field promotions, managing risk is no small feat. The general liability coverage behind a professional baseball team is far more complex than your average business. As an entertainment venue, the Boomers face a unique set of exposures, and ensuring they’re properly protected is just as critical as delivering a great game-day experience.

Michael also offers straight-up, no-fluff advice for anyone looking to break into sports management: start at the bottom, say yes to everything, and learn what captures attention.