1	DELL DIAMOND
	Round Rock, Texas

There’s simply no denying this overachieving organization the top spot on our list.  Owned by the Ryans, Nolan, Reid, and Reese (See: MLN Businessmen of the Year 2004), there was nothing left to prove at Class Double-A for the Round Rock Express.  The team broke the all-time attendance record for AA baseball in each of its five years at that level.  In 2005, AA was sent to the Ryans’ new operation in Corpus Christi, re-dubbed the “Hooks.”  The Express expanded Dell Diamond’s seating capacity with a new “back porch” and moved up to the Triple-A Pacific Coast League. Without missing a beat, their attendance of 700,277 topped their 2004 mark by almost 11,000.

How do they do it?  COO and president Jay Miller runs a front office loaded with seasoned professionals, many with Major League experience.  They have a top-flight facility complete with a large play area with rock climbing wall, basketball courts, and other diversions for kids of all ages, and a conference center used for meetings and weddings that has one of the best non-beach views in the business:

The Dell Diamond title sponorship was a bit of great marketing by Jay Miller, who made a deal with nearby mega-employer Dell to give their employees discounts on admissions, food, and services.

The club engages in intense planning of promotions and in-game events. They never rest on their laurels, and they make the experience personal.

You’ll find one or more of the Ryans, primarily Nolan's sons Reid or Reese, along with Miller and Express General Manager Dave Fendrick moving around the stadium, greeting people and listening to their wants and needs.

“Our fans are very loyal, and we want to do everything in our power to keep them happy,” Fendrick said.

“It was the birthday of a friend of my wife, so we brought her to a game,” observed John Gavurnik, a holder of eight season tickets since the franchise began operations in Round Rock in 2000.  “The beer vendor in our section heard that we were doing this, so on his way to the park he stopped and bought a cupcake with a candle to give to her.  Needless to say, our friend will never forget the wonderful way she was treated that day.”

Relief Isn't Just for Pitchers Anymore

Structurally, the Dell Diamond has two new features for 2006.  First, a “sun screen” is being erected on top of the third-base stands to block the setting sun from shining on the fans behind the home dugout.  “I’m really fired up about this change,” said Miller.  “The first-base stands are in the sun until 8:00 most evenings during the season, and our fans there have gotten baked in the past.  This screen will provide very welcomed shade for them.”

The second change, according to Miller, is that “Our gift shop is now twice its former size, making it a lot more comfortable for our fans."

The Expert's Take

“When I walked into this park for the first time, I initially thought of Oklahoma City, Memphis and Albuquerque, but I quickly realized it was just the newness that was causing me to make those comparisons,” said Brian Moore, who has attended games in 116 pro ballparks, including ten in foreign countries. “I was immediately drawn to the grouping of seats beyond the left wall… Homers are always better when they are bouncing off of things – and the play-place out in right field, which I like, because then the kids are out there.

“The concourse is open, and I have begun to believe that that is a necessity for me to rank a ballpark highly.  It allows me to race up the steps after the last out of an inning and almost always be back in my seat with my hot dog before the first batter of the next inning has dug in.  In addition, the sight lines were great, and the staff friendly, as is often the case in Texas.  The souvenir store was large and well-stocked.

“Truly, this is an enjoyable ballpark, with a lively crowd and atmosphere, and in a great setting.”