The first couple paragraphs of the letter enclosed, written by Senior Vice President for Sales and Marketing Brooks Boyer, were interesting. They read as follows:
Dear White Sox Season Ticket Holder,
Thank you for your support of our team despite what was a very trying baseball season. Your passion is what drives our organization and any success we have is only because of your continued loyalty.
We want you to know we share your frustration and disappointment regarding the 2013 season, but everyone with the White Sox is confident we will be competitive again, and soon. We are going to be better. No one in the front office is willing to sit through another season like the past one. That is simply unacceptable to all of us, and I am sure, to you.
Indeed, it was simply unacceptable. I'm still renewing my tickets for 2014, and I do expect much better from the White Sox next season. The team that was put on the field this summer was embarrassing, not much better than Triple-A quality. Major changes are needed this offseason, and hopefully the signing of international free agent Jose Abreu is just the start.
It's worth noting that Boyer is not the GM. He's the marketing guy, so his words are not necessarily a foreshadowing of significant moves on the baseball side. However, you would like to think Boyer has some inside information about the direction the organization will be taking this offseason. Would he have written what he did if the club didn't plan on being active this winter?
As a season ticket holder, I'm going to take it as a positive sign they didn't send me a letter asking for patience. They don't seem like they are getting ready to undertake a lengthy rebuilding. Instead, they are boldly telling their best customers, "We are going to be better."
Good. That means they can't stand pat this offseason. To be better, change is necessary.. I'm anxious to see what general manager Rick Hahn has in store for us.
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