Redbirds president Craig Unger on the challenge of selling the minor league baseball experience in Memphis

By Omer Yusuf – Reporter, Memphis Business Journal

February 24, 2025

Memphis Redbirds president Craig Unger wants his Triple-A team to be competitive each season, ideally featuring top St. Louis Cardinals prospects.

But with the constant roster changes that come with minor league baseball, Unger said the organization’s primary focus is delivering a strong entertainment experience.

“We’re going to provide a great baseball product,” Unger said. “But you’re also coming here to spend time with your family, entertain clients or employees, and enjoy a night out in Downtown Memphis with great food and a great atmosphere.”

The Redbirds are now seeking funding to address a range of needed upgrades at AutoZone Park. Memphis is under contract to remain the Cardinals’ Triple-A affiliate through the 2030 season, and Unger said improvements are needed to help secure the team’s long-term future in the city.

Planned upgrades include new seating, fresh paint, renovated restrooms and concessions, repairs to a malfunctioning video board, fixes to a partially leaking roof, and other deferred maintenance.

The team is currently conducting a study to determine the full cost of the improvements, with Grinder, Taber & Grinder serving as construction manager. Memphis Mayor Paul Young said the city is in ongoing discussions with the team about a funding plan.

Following the departure of Memphis 901 FC to California, AutoZone Park now has more open dates available for additional events. A concert by country artist Miranda Lambert is scheduled for May 24, highlighting the venue’s potential beyond baseball.

The Redbirds are now the sole professional sports tenant at the ballpark, where the team has played since 2000.

In the meantime, Unger said the focus remains on creating a game-day experience that appeals to a wide audience — not just baseball fans.

“We sell entertainment,” he said. “We’re closer to a movie theater or Disney than a traditional professional sports team. It’s about a family-friendly, affordable night out — with fireworks, food, and a baseball game as part of the experience.”