Imagine a winter without baseball. No crack of the bat, no roar of the crowd, just months of silence. For Major League Baseball (MLB) teams, that's a nightmare scenario. That's why they've gotten creative, keeping their brands alive and their fans engaged through a surprising offseason strategy: fan fests. But here's where it gets interesting – these aren't just glorified meet-and-greets. They're carefully crafted experiences designed to build community, fuel optimism, and yes, even generate some buzz during the sport's downtime.
Take the Chicago Cubs, for instance. Their annual Cubs Convention, born in 1986, has become a cornerstone of their brand. This year's event, held in January, drew over 8,200 die-hard fans to the Sheraton Grand Chicago. Fueled by excitement over new signings like Alex Bregman and Edward Cabrera, coupled with celebrations of their 2016 World Series victory and 150th anniversary, the Cubs sold a record number of passes. General admission wasn't cheap at $125, but a portion of the proceeds went to Cubs Charities, highlighting the event's dual purpose: fan engagement and community giving.
"It's not just about revenue," explains Jennifer Martindale, the Cubs' executive vice president of marketing and communications. "This is about keeping the Cubs top-of-mind during the offseason, fostering a sense of community among our fans, and supporting a good cause." Martindale emphasizes that the event caters to the team's most passionate supporters, with roughly 30% of attendees being season ticket holders.
The Cubs aren't alone. Across the league, 17 MLB teams hosted their own fan fests in the weeks leading up to spring training. These events, months in the making, involve meticulous planning across departments. While fan reactions can be mixed – occasional boos directed at team management are not unheard of – they offer a unique opportunity for fans to connect with their favorite players through autograph sessions, Q&As, and sponsor activations, sometimes for an additional fee.
And this is the part most people miss: these fests aren't just about the fans. They're also strategic marketing tools. Teams like the Atlanta Braves use them to showcase their state-of-the-art facilities, like Truist Park and The Battery. Their Braves Fest, unfortunately canceled due to bad weather this year, was set to feature a Q&A with Hall of Famer Andruw Jones, offering fans a once-in-a-lifetime experience.
"It's about creating those pinch-yourself moments," says Adam Zimmerman, Atlanta's senior vice president of marketing and content. "Getting on the field, meeting a player, taking a picture – these are memories fans will cherish for years." Of course, there's also the hope of boosting ticket sales during the event.
The Miami Marlins, coming off a promising season, saw nearly 35,000 free tickets claimed for their Marlins FanFest in February. The event featured the unveiling of a new Sunday home jersey and the induction of the 2026 class into the Marlins Legends Hall of Fame. "There's a real sense of optimism in the air," says Robert Gelman, Miami's vice president of partnerships. The Marlins will gauge the event's success through attendance, fan feedback, player enjoyment, and sponsor satisfaction.
By April, the Cubs will be analyzing post-event surveys and already planning Cubs Con '27. This cycle of planning, execution, and evaluation ensures that these fan fests remain a vital part of the MLB offseason, keeping the spirit of the game alive even when the stadiums are quiet.
But here's a question to ponder: Are these fan fests truly about community building and fan appreciation, or are they primarily marketing tools disguised as feel-good events? Let us know what you think in the comments below!
