Savannah Bananas' "Fans First" Model Drives Viral Growth - Episode Hero Image

Savannah Bananas' "Fans First" Model Drives Viral Growth

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TL;DR

  • The Savannah Bananas prioritize "Return on Fan" over traditional ROI, reinvesting all profits into fan experience and team growth, which has fueled a waitlist of over 4 million people.
  • By "burning the boring" and eliminating friction points like walks and long game times, Banana Ball creates a faster, more engaging sport that attracts fans seeking entertainment over traditional baseball.
  • The "Anti-Business" model, which eschews investors, advertising, and extra fees, allows the Bananas to maintain complete control and focus on fan-centric decisions, fostering deep loyalty and organic growth.
  • The "Whatever is Normal, Do The Opposite" strategy, inspired by innovators like Walt Disney, drives the Bananas' constant creation of novel promotions and experiences, generating attention that surpasses traditional marketing.
  • The Bananas' success is built on a "Fans First" philosophy that emphasizes deep personal connection, exemplified by creating special moments for individual fans, which cultivates brand loyalty and advocacy.
  • Embracing failure as a learning opportunity, the Bananas test 10-15 new promotions per game, enabling rapid iteration and innovation that outpaces traditional sports organizations focused on repeating established practices.
  • The core of Banana Ball's appeal lies in its "formula for fandom," which centers on eliminating friction, constant entertainment, deep engagement, and empowering the team to experiment and create memorable experiences.

Deep Dive

Jesse and Emily Cole, co-founders of the Savannah Bananas, have redefined sports entertainment by prioritizing fan experience over traditional business metrics, transforming a struggling startup into a viral phenomenon with a million-person ticket waitlist. Their success hinges on a radical "Fans First" approach, which includes eliminating common industry revenue streams and embracing unconventional strategies to maximize engagement and delight.

The core of their disruption lies in "burning the boring" by reimagining baseball into "Banana Ball." This new sport actively eliminates elements that traditional baseball fans might find tedious, such as walks, mound visits, and excessive game length. Instead, Banana Ball introduces dynamic scoring where each inning is a point, a "walk-off" fan catch for outs, and a continuous stream of entertainment from pre-game festivities to post-game parties. This approach is inspired by a "do the opposite" philosophy, drawing from figures like Walt Disney and P.T. Barnum, to create memorable, remarkable experiences that capture attention in a crowded entertainment landscape.

Beyond the game itself, the Coles’ business model is an "anti-business" model by conventional standards. They refuse venture capital, sell their entire equity to maintain control, and eschew common revenue tactics like ticket fees, advertising, and charging for concessions. This strategy allows them to offer an all-inclusive experience, focusing on "Return on Fan" rather than traditional ROI. This seemingly counterintuitive approach has fostered immense fan loyalty, evidenced by a 4 million-person waitlist for tickets and significant merchandise sales, demonstrating that deep customer connection can drive sustained growth without relying on traditional financial levers.

The Savannah Bananas' strategy for sustained innovation and fan engagement is built on a five-part formula: eliminate friction, entertain always, engage deeply, empower action, and consistently "plus" the experience. This iterative process, fueled by a willingness to experiment and embrace failure, allows them to continuously evolve their offerings. They actively solicit ideas from their entire staff, including players, and test numerous new promotions nightly. This commitment to constant improvement, exemplified by their refusal to declare anything "complete" and their dedication to making each fan interaction special, signals a long-term trend rather than a fleeting fad, establishing the Bananas as a unique force in the entertainment industry.

Action Items

  • Create "Burn the Boring" audit: Analyze 5 core game mechanics (e.g., walks, mound visits, foul balls) to identify and eliminate fan friction points.
  • Design "Fans First" experience blueprint: Map 3-5 key touchpoints (e.g., arrival, in-game entertainment, departure) to elevate fan experience beyond expectations.
  • Implement "Do The Opposite" brainstorm framework: Facilitate weekly sessions for 10-15 team members to generate unconventional ideas by challenging industry norms.
  • Track "Return on Fan" metrics: Define and measure 3-5 qualitative indicators (e.g., fan engagement, repeat attendance, social sentiment) to assess fan loyalty over short-term profit.
  • Audit 5-10 past promotions: Evaluate effectiveness and fan reception of experimental events to inform future "what if" scenarios and continuous improvement.

Related Episodes

Key Quotes

"But today, while the Red Sox and Yankees yawn in the dugout, the Savannah Bananas are selling out those very same stadiums... while on stilts."

This quote highlights the disruptive success of the Savannah Bananas, contrasting their vibrant, entertaining approach with the perceived traditionalism and lack of excitement in established baseball teams. Jesse and Emily Cole, as founders, have achieved significant market penetration by offering a fundamentally different fan experience.

"We dive deep into their "Fans First" business model, why they refuse to take VC money, and how "burning the boring" let them create a new sport and disrupt a 100-year-old industry."

The description emphasizes the core tenets of the Savannah Bananas' strategy: prioritizing the fan experience, maintaining full ownership and control by eschewing venture capital, and actively eliminating elements considered dull or slow within traditional baseball. This approach has allowed them to innovate and challenge a long-standing industry.

"They even got engaged in the middle of a (rainy) baseball game."

This anecdote illustrates the founders' unique and personal integration of their lives with their business, suggesting a deep commitment and a willingness to embrace unconventional moments. Jesse and Emily Cole's personal story is intertwined with the brand's narrative, adding a layer of authenticity and relatability.

"The "Anti-Business" Model: Why they refuse to take investors, sell advertising, charge for hot dogs, or collect sales taxes."

This bullet point outlines specific, counterintuitive business practices employed by the Savannah Bananas. Jesse and Emily Cole's refusal to engage in common revenue streams and their decision to absorb costs like sales tax demonstrate a radical commitment to their "Fans First" philosophy, even if it appears to limit immediate profit.

"Metrics vs. Magic: Why Jesse and Emily ignore traditional ROI data to focus on "Return on Fan"."

This point reveals a fundamental shift in how the Savannah Bananas measure success. Jesse and Emily Cole prioritize the fan's experience and satisfaction ("Return on Fan") over conventional financial metrics like Return on Investment (ROI), indicating a long-term strategy focused on loyalty and engagement.

"We do 10 to 15 new promotions every single night with each one of our teams we have 16 teams so when you think about it in a given weekend we're doing 150 brand new things this year with 16 teams that is crazy but i guarantee we are going to learn faster than any other sports organization"

Jesse Cole explains the sheer volume of experimentation undertaken by the Savannah Bananas organization. This constant testing of new promotions across multiple teams allows them to rapidly learn and adapt, a strategy that Jesse Cole believes accelerates their learning curve compared to traditional sports entities.

Resources

External Resources

Books

  • "Innovation on Demand" - Mentioned as the source of the concept "whatever is normal, do the opposite."
  • "Built to Last" by Jim Collins - Mentioned as a classic business book.
  • "The Ideal Team Player" by Pat Lencioni - Mentioned as a guide for hiring the best people.

Articles & Papers

  • "Gods of New York" - Mentioned as a wild audiobook about the men who ruled New York City in 1988.

People

  • Walt Disney - Referenced for his philosophy of "plussing" the show and his approach to creating memorable experiences.
  • P.T. Barnum - Mentioned as an inspiration for their "Do The Opposite" strategy.
  • Steve Jobs - Referenced for his approach to connecting dots looking backward.
  • Brian Chesky - Mentioned in relation to defining an "11 star experience."
  • Babe Ruth - Mentioned in contrast to the Savannah Bananas' approach to baseball.
  • Joe Torre - Mentioned as a traditional baseball figure who would not approve of Banana Ball rules.
  • Don Mattingly - Mentioned as a traditional baseball figure who would not approve of Banana Ball rules.
  • George Costanza - Referenced for the "leave them wanting more" rule.
  • Reggie Jackson - Used as an example of embracing failure to achieve success, particularly in relation to social media.
  • Taylor Swift - Used as an example of creating an extensive and memorable concert experience.
  • Michael Jackson - Referenced for his over-the-top performances.
  • Hal Elrod - Mentioned for the concept of "win the morning, win the day."
  • Bill Beck - Referenced as a pioneer baseball owner who implemented innovative fan engagement strategies.
  • Mike Beck - Referenced as a pioneer baseball owner who owned multiple teams and inspired the "whatever is normal, do the opposite" concept.
  • Todd Graves - Mentioned as an example of focusing on doing one thing exceptionally well (chicken fingers).
  • Jimmy (MrBeast) - Referenced for his obsession with YouTube and viewer experience.
  • Ken Burns - Mentioned for his documentary on baseball, contrasting with the Bananas' evolution of the game.

Organizations & Institutions

  • Savannah Bananas - The primary subject of the discussion, a baseball team known for its entertainment-focused approach.
  • Red Sox - Mentioned as a traditional baseball team.
  • Yankees - Mentioned as a traditional baseball team.
  • Ripken Baseball - Emily Cole's former employer.
  • New York Yankees - Mentioned in relation to social media follower counts.
  • LA Dodgers - Mentioned in relation to social media follower counts.
  • Boston Red Sox - Mentioned in relation to social media follower counts.
  • Amazon - Mentioned as a normal way of selling books.
  • NBC - Mentioned as a media outlet that covered the "one book bookstore."
  • Fox - Mentioned as a media outlet that covered the "one book bookstore."
  • CBS - Mentioned as a media outlet that covered the "one book bookstore."
  • Epcot - Mentioned as a location for a "world book tour."
  • Wondery - The podcast network hosting "The Best One Yet."
  • Apple Podcasts - A platform where "The Best One Yet" can be listened to ad-free via Wondery+.
  • Prime Video - Mentioned in relation to ad-free listening on Amazon Music.
  • Green Bay Packers - Mentioned as an example of a team with fan ownership.
  • Raising Cane's - Mentioned as an example of a company focused on doing one thing exceptionally well.
  • Chick-fil-A - Mentioned as an example of a company that does things differently (closed on Sundays) and focuses on its people.
  • Coastal Plain League - The traditional baseball league the Savannah Bananas previously played in.
  • MLB (Major League Baseball) - Mentioned as a benchmark and potential collaborator in growing baseball fans.
  • XFL - Mentioned as an example of a disruptive new sport attempting a comeback.
  • X Games - Mentioned as a sport considering a touring model.
  • Professional Pickleball - Mentioned as an example of a disruptive new sport.
  • Professional Bull Riding - Mentioned as an example of a disruptive new sport.
  • Major League Lacrosse - Mentioned as an example of a disruptive new sport.
  • The Daily Show with Jon Stewart - Mentioned as an inspiration for the podcast hosts' creative process.
  • South Park - Mentioned as an inspiration for the podcast hosts' creative process.
  • WWE (World Wrestling Entertainment) - Mentioned as an example of a company constantly thinking about new ideas.
  • Harlem Globetrotters - Mentioned as a comparison for the Savannah Bananas' entertainment style.
  • Grateful Dead - Mentioned as an inspiration for their business model.
  • Cirque du Soleil - Mentioned as a comparison for the Savannah Bananas' entertainment style.
  • Dave Matthews Band - Mentioned as a creative inspiration.
  • National Baseball Hall of Fame - Mentioned in relation to Jesse Cole's early ideas.
  • Gastonia Grizzlies - The team Jesse Cole managed before the Savannah Bananas.
  • Charleston RiverDogs - A team previously owned by Mike Beck.
  • St. Paul Saints - A team previously owned by Mike Beck.
  • Betts Conference - A conference attended by Jesse Cole where he was inspired by Mike Beck.
  • The Best Idea Yet - Another podcast from the hosts of "The Best One Yet."
  • Art19 - Mentioned in relation to privacy policy.

Websites & Online Resources

  • youtube.com/watch?v=eyS-eokvP-U - Link to the interview on YouTube.
  • tboypod.com/newsletter - Link to the podcast's newsletter.
  • wondery.com/links/the-best-idea-yet/ - Link to listen to "The Best Idea Yet."
  • qualtricsxm88y5r986q.qualtrics.com/jfe/form/SV_dp1FDYiJgt6lHy6 - Survey link for new listeners.
  • tboypod.com/shoutouts - Link to submit shoutouts or facts.
  • instagram.com/tboypod - Instagram profile for the podcast.
  • tiktok.com/@tboypod - TikTok profile for the podcast.
  • youtube.com/@tboypod - YouTube profile for the podcast.
  • linkedin.com/in/nicolas-martell/ - LinkedIn profile for Nick Martell.
  • linkedin.com/in/jack-crivici-kramer/ - LinkedIn profile for Jack Crivici-Kramer.
  • tboypod.com/ - General website for the podcast.
  • art19.com/privacy - Link to privacy policy.
  • art19.com/privacy#do-not-sell-my-info - Link to California Privacy Notice.
  • airbnb.com/host - Link for potential Airbnb hosts.
  • audible.com/tboy - Link for a free Audible trial.

Podcasts & Audio

  • The Best One Yet - The podcast where this interview took place.

Other Resources

  • Banana Ball - The new sport invented by the Savannah Bananas, designed to eliminate boring elements of traditional baseball.
  • "Fans First" business model - The core philosophy of the Savannah Bananas, prioritizing the fan experience.
  • "Burn the Boring" - The strategy of eliminating tedious or unengaging aspects of baseball.
  • "Do The Opposite" Strategy - A philosophy inspired by P.T. Barnum and Walt Disney, encouraging unconventional approaches.
  • Return on Fan (ROF) - A metric used by the Savannah Bananas, contrasting with traditional ROI.
  • Consumer Surplus - A concept related to the value fans receive from a Savannah Bananas game.
  • NPS (Net Promoter Score) - A business metric mentioned in relation to customer love.
  • "Plussing" the experience - A concept from Walt Disney, meaning to constantly enhance and improve.
  • Bananas Foster - A nonprofit organization founded by Jesse and Emily Cole.
  • "Be patient in what you want for yourself but be impatient in how much you give to others" - A principle from the Savannah Bananas' Fans First playbook.
  • "It's kind of fun to do the impossible" - A quote from Walt Disney.
  • "Whatever is normal, do the opposite" - A core philosophy for innovation.
  • "Attention beats marketing" - A principle for creating engagement.
  • "Be a steak knife, not a Swiss army knife" - An analogy for focusing on doing one thing exceptionally well.
  • "The greatest show in sports" - A descriptor for the Savannah Bananas' experience.
  • "Anti-AI bet" / "Anti-social bet" - Concepts related to a desire for real-world connection.
  • "The tension" in brands - The idea that great brands balance opposing elements.

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