Baseball Like It Oughta Be

When Steve Schmitt committed to summer-collegiate baseball in a city that failed to support pro or college baseball, few expected him to succeed. Here's the inside story of how the Madison Mallards became summer-collegiate baseball's top draw, changed the face of the sport and brought new life to a downtrodden neighborhood and ballpark.

Expected to fail in their inaugural 2001 season, the Madison Mallards soon became summer-collegiate baseball's most popular team. Since 2002, the Mallards have become the biggest box-office hit among hundreds of similar teams nationwide, drawing more than 4.3 million fans in team history. Baseball Like It Oughta Be is the phenomenal story of how owner Steve Schmitt, a rural Wisconsin shoe sales marvel, and his young, aggressive staff turned dust into gold. Celebrating their 25th year, the Mallards have an entertaining and hilarious history that combines marketing prowess, customer service and anything-goes promotions with stories ranging from Gary Coleman's outrageous appearance to slugger Pete Alonso's amazing season as a Mallard. Schmitt and team president Vern Stenman turned a downtrodden ballpark into a must-experience destination. The Mallards never went bananas on the field, churning out future pro players. Along the way, they've become one of America's most extraordinary sports teams.

The Mallards story follows an owner's obsession; the dreamland of a young marketing director, who quit an NHL front-office job; relentless customer service for their fans; fresh promotions annually; belief in what many viewed as a struggling neighborhood; and the embracement of America's least likely renowned ballpark.