By STEVE KRAH
Andy Milovich was introduced to baseball in South Bend, Ind.
Andy played the game at Southeast Little League, South Bend Riley High School (graduating in 1987) and for South Bend American Legion Post 357 and then at Valparaiso University (graduating in 1992).
“I was raised on ball fields,” says Milovich. “It’s an important part of what I do and it’s what gets me up everyday.
“My baseball roots start in South Bend. It has everything to do with where I’m at now.”
He recalls fondly coming home after school and catching the end of the Chicago Cubs game on WGN-TV. The next morning, he devoured the box score and saw highlights on Ray Rayner’s show.
With Myrtle Beach being a High Class-A affiliate of the Cubs (one step up from Low Class-A South Bend), Milovich was beyond thrilled when he received a World Series ring when the big club won it all in 2016.
Back in 1987, Andy played for Post 357 against South Bend Post 50 in the first game at South Bend’s Stanley Coveleski Regional Stadium (now known at Four Winds Field).
Beginning with an internship with the South Bend White Sox in 1990, Milovich has made a life in the game with 2018 being his 28th year in professional baseball. He is both president and general manager for the Frisco (Texas) RoughRiders and president of the Myrtle Beach (S.C.) Pelicans.
A son of Ron and Judy Milovich and brother to Matt, Brad, Brian and Melanie, Andy learned baseball from his father who began coaching at the Little League level at 18 and continued in adult amateur baseball around South Bend until a few years ago.
Ron Milovich, an optometrist, started a team in the early 1990s featuring local players and some of Andy’s Valpo teammates.
“Dad was always making time for kids and the community,” says Andy. “That’s the way he was raised.”
Andy played at VU for head coach Paul Twenge and at Riley for Ralph “Peanuts” Pienazkiewicz.
Both men instilled in Andy the notion of balancing athletics, academics and personal life and overcoming life’s obstacles through hard work.
“Nothing is given to anybody,” says Milovich. “You have to learn it.
“You take that approach into the business world and you’ll have success.”
As a baseball executive, Milovich has faced the grind of a long season while helping to entertain customers.
“We want to put on a great show and give them a three-hour vacation,” says Milovich. “To use baseball as an opportunity to change communities the way we do is a really rewarding.”
Greenberg Sports Group, founded by Chuck Greenberg, manages minor league baseball franchises in Frisco, Myrtle Beach and State College, Pa. Greenberg is general partner and chief executive officer in Frisco, chairman and managing partner in both Myrtle Beach and State College.
Before joining GSG, Milovich spent 18 years with Palisades Baseball. He has served as assistant general manager and general manager of the Erie (Pa.) SeaWolves, GM of the Mahoning Valley (Ohio) Scrappers, vice president and GM of the West Virginia Power and became president and GM in Myrtle Beach in January 2013.
Milovich says the key to success in Myrtle Beach was “investing in people” and “built on affordability and fun.
“It’s the way we’ll grow it here (in Frisco),” says Milovich, who has turned over the Myrtle Beach GM reins to Ryan Moore.
Milovich went going back and forth between South Carolina and Texas before settling with his wife Cher (the couple met when Andy was working in Mahoning Valley) and daughters Addison (9) and Dylan (7) in Frisco in mid-July.
Frisco, Texas, which has an approximate population of 175,000, has been one of the fastest-growing cities in the country. It is part of the Dallas-Fort Worth Metroplex (population over 7 million).
The RoughRiders consider north Dallas their primary market and the DFW Metroplex as a whole as their secondary market.
Milovich has been working to get an understanding of the operation and diverse market in Frisco. About half of his staff of 60 or so employees work in ticket sales. Using data, they target the various smaller manageable segments of the market.
“We’re measuring many kinds of groups,” says Milovich.
Frisco and surrounding area is home to many large corporations and there are several other near-by entertainment options, including the Texas Rangers (baseball), Dallas Cowboys (football), Dallas Mavericks (basketball), Dallas Stars (hockey) and FC Dallas (soccer). The RoughRiders are a Double-A affiliate of the Rangers.
Myrtle Beach (with a metropolitan population of around 450,000) is different than Frisco, with its smaller market and staff catering to the needs of both residents and tourists.
The main draw of the area is the beach and the Pelicans are trying to get their share of the entertainment dollar.
Running a minor league team has changed quite a bit since the 1990s.
“It used to be you could have your giveaways and a fireworks show and you could count on the community responding,” says Milovich. “Media consumption is now so fragmented. There are so many entertainment options we didn’t have back then.
“The ability to build promotions that resonate and connect with the masses is a lot tougher.”
To help him grow his network of friends and contacts and to advance the industry, Milovich serves on the steering committees for both the National Sports Forum (scheduled for Feb. 10-12, 2019 in Las Vegas) and Minor League Baseball Promotional Seminar (slated for Sept. 24-27, 2018 in Des Moines, Iowa).
Andy Milovich, a graduate of South Bend (Ind.) Riley High School and Valparaiso (Ind.) University, is in his 28th year of professional baseball. He is president and general manager of the Frisco (Texas) RoughRiders and president of the Myrtle Beach (S.C.) Pelicans. (Myrtle Beach Pelicans Photo)