Rakuten Baseball Corporation, the organization that owns the Rakuten Eagles professional baseball team, held an online "1-Day Work Experience" program for job-hunting students on Saturday, January 20th. About 120 students took part in the two-hour program, getting an inside look at the club operations that support the team. One of our writers also participated. Here's a look at the event-planning workshop experience.

This year marks the 20th anniversary of Rakuten Baseball Corporation. Operating under the philosophy of “The Baseball Entertainment Company,” it seeks to weave entertainment into the game-day experience through creative events and initiatives.

Before the game, multiple food stalls with an Asian food theme are set up so fans can enjoy the atmosphere. Planning those booths and events is also part of Rakuten Baseball Corporation’s work.

After games, a meet-and-greet photo event with the selected “Hero Interview” player is organized so fans can savor the post-game feeling.

“We want people to come to Rakuten Baseball Park Miyagi for a full day or half a day, and not just come here for the game. We want to make it a place where everyone can come to have fun,” said HR representative Honda-san.

“We’re the only team with ‘Tohoku’ in our name. But we’re still a very new team, so we need to think of ways to endear ourselves to the local people. Our goal is to win fans across all six Tohoku prefectures.”

To become a club beloved by Tohoku, the organization is focusing on community outreach. Next season, first-division games are planned not just in Miyagi but in all six Tohoku prefectures. Player fan-interaction events are also in the works.

Rakuten Baseball Corporation runs the “1-Day Work Experience” program so that it may reach more people and inform them of what the corporation does.

Experience the Eagles’ planning work in workshop format

The first project of the day was to come up with an event at Rakuten Mobile Park Miyagi that will resonate with people in their twenties. Ideas from participants included lantern events, puzzle hunts, couples’ matchmaking, and Instagrammable photo spots.

HR representative Shikano-san: “Titles that are catchy really grab attention! Something like ‘Find Your Match Here!’ ― that sort of thing.”

Round two: research the market and try again. This time participants dug into data to build a case for why their event would succeed.

Even more specific ideas emerged from participants, such as a “D-1 Grand Prix” where Tohoku dumpling vendors set up shop at the ballpark to compete for the top spot based on sales.

The program also included a Q&A session with participants.

Q. What are your strengths and future goals? (Participant)
A. Our strength is our warm, community-rooted atmosphere. Chic or trendy things somehow never quite work for us. On the other hand, festival events and locally grounded ideas tend to really take off. We want to build on that and become a club truly loved by the region. Our immediate goal for this year is an annual attendance of 1.5 million. We’re constantly thinking about how to attract more people and become a popular team! (Rakuten Baseball Corporation)

Q. Do you have cross-team exchanges within the Rakuten Group? (Participant)
A. We have active interaction and information-sharing among our staff. The soccer team Vissel Kobe and the Rakuten Monkeys from Taiwanese baseball have also come to visit Rakuten Mobile Park Miyagi. (Rakuten Baseball Corporation)

Q. What roles do most new hires start in? And do people change departments? (Participant)
A. We have most people start in sales so they can learn how the company and its services work. New graduates with specialized backgrounds may go directly to other departments. We also do job rotations based on what each person wants to do and their what their goals are based on check-in conversations. Some people have moved into strategy or MD Concession departments after learning on the job, and there are others who have gone on to PR work from in their fifth year. (Rakuten Baseball Corporation)

Q. Are there opportunities to contribute ideas and take on challenges from the first year? (Participant)

A. Every department has planning elements. In sales, for example, you are in charge of developing events and booth content for sponsors. Cross-departmental project teams are formed for events like Fan Appreciation Day. Ideas for drawing fans to events often come primarily from first- to third-year staff. (Rakuten Baseball Corporation)

Q. Are most staff from Tohoku? And were most of you Eagles fans to begin with? (Participant)
A. We have slightly more people from Tohoku, but we have people from all over Japan, from all the way up north in Hokkaido to down south in Kyushu. Some were fans of the team, and plenty had never followed baseball closely before. (Rakuten Baseball Corporation)

From the recruitment website. The site also features employee interviews and other content, providing detailed information about the Rakuten Eagles.

This online program ran seamlessly, with both the Q&A and the planning workshop generating a lot of energy. Participants left enthusiastic comments: “The planning workshop really deepened my understanding,” “I could feel the passion of every single staff member,” “Their personality is unlike other clubs and it really stood out,” and “Having my own idea picked up and getting feedback on how to improve it was really educational.”

Rakuten Baseball Corporation works with passion, to be loved more, and to make baseball more enjoyable. It heads into its 20th anniversary with even bigger ambitions.

Text: Shiori Saeki (IN FOCUS)