Las Vegas 51s general manager puts ski slopes behind him

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Chuck Johnson has the job most guys dream about.

But becoming just the third general manager in the history of the Las Vegas 51s, the Triple-A affiliate of Major League Baseball’s Toronto Blue Jays, was never Johnson’s ultimate aspiration.

If extreme outdoor sports were as popular when he was younger as they are today, Johnson might have become a regular in the Winter X Games.

A native of Carson City who grew up frequenting the ski areas surrounding the state capital, Johnson never aimed to run a baseball team.

“I’ve always worked,” Johnson said. “I just ended up getting a job that was around sports.”

He found his way into professional sports almost by accident.

Johnson was employed at a Reno casino when a friend who was working for the 51s’ predecessor, the Las Vegas Stars, convinced him to move to Las Vegas.

After spending two years in sales for Nevada Beverage Co., Johnson took over an advertising and sponsorship position with the Stars when his friend left for a job in Chicago. The position also included a similar role with the International Hockey League’s Las Vegas Thunder, which was controlled by the same ownership group.

Johnson took on sales and marketing roles with the Professional Bull Riders and the Arena Football League’s Las Vegas Gladiators before longtime 51s general manager Don Logan convinced him to rejoin the baseball franchise in 2004.

Logan left the 51s after 19 years as general manager before the start of this season to help facilitate a sale of the franchise. A tentative deal was reached in May to sell the team to Texas developer Christopher Milam, who wants to build a new stadium for the team.

Johnson has been in charge of the 51s since the spring and has settled into the role.

“I didn’t major in sports business nor did I major in business in college,” said Johnson, whose degree from the University of Nevada, Reno is in criminal justice. “I thought it would be fun to work in baseball.”

If you think being general manager of the 51s is all about sitting around smoke-filled rooms, making player deals, guess again.

Question: What’s the difference between being a minor league general manager and a Major League general manager?

Answer: The Blue Jays are responsible for all of the player development and player signings. We don’t have tryouts, and don’t send me a videotape. That’s not going to do you any good.

I think the more appropriate term for my job is that you’re the president. You’re responsible for operating the business. You have an interaction with the parent club, but only when the relationship has grown to a certain point are you then able to ask for some things.

Question: What are some of the operating goals of the Las Vegas 51s?

Answer: We’ve carved out a nice niche for ourselves in Las Vegas. We feel we are the best entertainment option for the dollar, especially for locals and families. We have to offer more than just the baseball experience. If I had to sell strictly baseball every night, it would be difficult. We have a whole gamut of promotions, such as discounted food and beer, as well as T-shirts and various other promotional giveaways. Baseball is just the conduit to come out with the family and your friends.

Question: How important is a new stadium to the future of the Las Vegas 51s?

Answer: We’re in an unfortunate financial standpoint. We struggle because of the building. There is a lack of suites. The age of the structure and much of the stadium’s infrastructure makes it extremely limited on how we can better provide for the fans.

Question: Can the Las Vegas 51s survive in Las Vegas without a new stadium?

Answer: Certainly the 51s can stay in Cashman Field and we would survive and be sustainable. But that’s about it. There is a ceiling at Cashman and we’ve almost hit it.

Question: How important are season ticket sales to the financial equation?

Answer: From a selfish standpoint, it guarantees revenue. At Cashman, our season ticket sales are low in comparison to newer ballparks. New ballparks build excitement. Season ticket sales have changed over the years. We have 72 home games, but we now sell half-season and 10-game packages. There are a lot of games and we understand that.

Question: Are group ticket sales important to the team’s success?

Answer: That’s something we concentrate on. We look to the casino industry to work with us. They have large employee groups. The games are a great way to take care of a group of 50 or so employees with a great night out.

Question: Did the recession hurt the 51s’ attendance figures?

Answer: The economy most affected season ticket sales and group sales. Companies were cutting back what they provided employees. Our walk-up ticket sales on game nights were about the same, but the economy made it hard for people to part with their money in January for games that didn’t start until April.

Question: Were the 51s able to retain sponsorships?

Answer: That’s where our key relationships helped out. Large companies realized that even with the economy hurting, they still needed to tell people about the products they had to offer. We encouraged sponsors to set up tables in the concourse to activate their relationships. They would provide coupons and product displays. We were fortunate our sponsorship numbers didn’t waiver much.

Question: Do you have Major League Baseball ambitions?

Answer: I have friends working at Major League clubs so I guess the opportunities might be there. But I’m not driven to keep changing jobs. I really enjoy everybody I work with here, from the employees, to the players, to the sponsors and the season ticket holders. I kind of feel the same way Don (Logan) did. This is home.

Contact reporter Howard Stutz at hstutz@reviewjournal.com or 702-477-3871.
Follow @howardstutz on Twitter.