On the Road: Toros take a tour of Frisco

The Tijuana Toros, members of the Mexican League, market themselves under the tagline, "Somos más que béisbol."
In English? It's more than just baseball. 

It was this operating philosophy that, late last month, led three Toros executives to visit the Frisco RoughRiders' home of Dr Pepper Ballpark. When you're always looking for more, there's always more to learn.

"Baseball in Tijuana is emerging," said Toros general manager Antonio Cano, who was visiting Frisco, Texas, along with food and beverage director Juan Manuel and marketing manager Samantha Moreno. "There was a period of 10 years without professional baseball [2005-13], but we restarted and now we're growing. Last year we had more than half a million people coming to the stadium."
The Mexican League is officially part of Minor League Baseball and classified as a Triple-A circuit, although none of its teams are affiliated with an MLB organization. It is considered the "major" league of Mexico, however, with its 16 clubs representing the highest level of play within the country. Tijuana, located in northwestern Mexico, far removed from the 15 other Mexican League markets, has nearly two million residents. The Toros, operating out of 40-year-old GasMart Stadium, drew 516,501 fans over the course of 55 home dates in 2016 and are on pace for more in 2017.
"We have people who know the game of baseball, who know the names of all the players and their averages," said Cano. "But a lot of people just come to have fun. So that's why we came here, so we can share. I think we [and the Frisco RoughRiders] are in the same position in the matter of entertainment. Baseball needs added value to keep people coming to the park. The ballgame is the essential thing, but to add to it makes it better."

Cano and his co-workers chose to visit the RoughRiders after some internet research and the recommendation of a Major League scout who had traveled there often. Dr Pepper Ballpark, built in 2003, has long been the most-attended facility in the Double-A Texas League; in recent years the team has attracted attention for their Teddy-Roosevelt-themed rebranding and the installation of a Lazy River beyond the right field fence. (On the night this Tijuana cohort were in attendance, the team staged a "Tribute to Grease" promotion.)
"This is like an amusement park. There is a very beautiful infrastructure; they have everything. I feel like I'm in Disneyland," said Cano. "What impressed me is all their amenities, the [between-inning games] they do on the field level and the involvement with the community. These are things we have to improve on."
Likewise, there are things that the RoughRiders -- or any Minor League team -- could learn by observing the Toros. The team's initiatives include a seating section for the hearing impaired, staffed by a sign language interpreter who relays what's being said over the PA system. Season ticket holders have their names emblazoned on their seats in the style of a baseball jersey and can also choose the seat's color.

And every game is a party, complete with elaborately produced postgame concerts and concourse amusements keeping the energy going at the ballpark until long after the game has ended.

Tweet from @TorosDeTijuana: ��As�� se vive la fiesta del b��isbol en Tijuana! #OpeningDay pic.twitter.com/zzDniWbi1q
"Some fans don't show up until the eighth inning, just so they can be at the after-party," said Cano.
Regardless, the similarities between American Minor League Baseball and the Mexican League far outweigh the differences.
"For us, seeing this on the internet is not the same. It's never the same," said Cano. "Believe me, it's incredible what you're doing here. The whole experience. The cultures are different, but family is family and fun is fun and baseball is baseball. We agree on a lot of the things they are doing."
Somos más que béisbol.