The narrative commences with a twenty-year-old intern who initially pursued the job solely for college credit, with no aspirations of a career in baseball. Fast forward eight years, and she finds herself still deeply entrenched in the baseball realm, having played a pivotal role in establishing a franchise from scratch, clinching two championships, and garnering numerous accolades.
Sierra McMillan, a native of San Diego and an avid supporter of her hometown Padres, had initially set her sights on a career in football and had never contemplated residing in Amarillo. However, an opportunity with the Colorado Springs Sky Sox altered her trajectory. Following the completion of her internship and graduation from the University of Colorado–Colorado Springs, her curiosity in delving deeper into the intricacies of the baseball business kept her engaged with the team.
In 2017, a significant three-way transition involving the Sky Sox, San Antonio Missions, and Helena Brewers, all under the ownership of the Elmore Group at the time, was announced. By March 2018, Sierra made the move to Amarillo, assuming the role of the inaugural employee of what was then an unnamed minor league baseball team that was still a year away from their debut game. The allure of constructing a brand-new stadium and establishing a fresh brand proved irresistible to her. For two months, she single-handedly shouldered the responsibilities of the Amarillo franchise, contributing to various aspects such as naming, branding, and mascot creation—a role she continues to fulfill as the Senior Director of Business Development. Central to her responsibilities is cultivating partnerships and securing sponsors within the community, although, in the realm of minor leagues, she remains versatile, often juggling multiple roles depending on the day’s demands.
“Every day presents new challenges,” McMillan reflects. A typical game day kicks off around 9 or 10 in the morning with a briefing to outline the day’s agenda and expectations. Tasks range from coordinating with sponsors, scripting special events, to setting up sponsor banners and eye-catching inflatables. Following the completion of her designated tasks, she extends her support to other departments, which could entail anything from arranging suites to tidying seating areas. The hustle continues until the arrival of the game day staff, leading into meetings and eventually, the game itself. Even post-game, the work lingers, underscoring the dynamic and fast-paced nature of minor league baseball operations.
Sierra advocates for aspiring baseball enthusiasts to embark on internships, emphasizing the value of dedication and a willingness to explore various facets of the industry. Her journey spanning nine years in baseball has been a testament to unexpected discoveries, deep-rooted connections within the community, and a steadfast commitment to the local ethos. While turnover remains a prevalent challenge in minor league baseball, Sierra’s unwavering dedication to Amarillo stands out amidst a backdrop of transient ambitions within the industry.
Amarillo’s history with minor league baseball dates back decades, albeit with intermittent affiliations since the departure of the Amarillo Gold Sox in 1982. Noteworthy developments such as the construction of Hodgetown in 2018 marked a new chapter for the region, coinciding with Sierra’s foray into community engagement and collaborative efforts with local leaders.
The inception of the Sod Poodles, voted as the best team name in the minor leagues, was a collective effort that involved community feedback, particularly from elementary school students who not only voted on the team name but also contributed to the creation of the endearing mascot, Ruckus. The team’s alternate identity, the Calf Fries, also garnered acclaim, shedding light on the region’s cultural nuances and fostering a sense of local pride.
The Sod Poodles’ inaugural season in 2019, affiliated with the San Diego Padres, was nothing short of spectacular. Claiming the Texas League title and earning accolades as Baseball America’s Minor League Team of the Year, the team’s success was met with fervent fan support, exemplified by Trevor Hoffman’s presence at a game—an unforgettable highlight for Sierra. Despite the setbacks induced by the COVID-19 pandemic in 2020, the team’s resilience shone through in the subsequent seasons, marked by a transition to a new parent club, the Diamondbacks, and a consistent uptick in attendance figures.
The franchise’s enduring popularity can be attributed to its community-centric approach, fostering meaningful connections with fans, partners, and local organizations. Sierra’s steadfast commitment to Amarillo’s philanthropic causes underscores the franchise’s broader impact beyond the realm of sports, exemplifying a harmonious blend of community engagement and sporting excellence.
As the Sod Poodles gear up for another exciting season, marked by notable enhancements to Hodgetown and a lineup of engaging giveaways, Sierra’s vision for fostering brand loyalty and strengthening ties between Amarillo and Arizona epitomizes the franchise’s ethos of inclusivity and fan engagement. Amidst the flurry of activities and preparations, the essence of community spirit and unwavering support remains at the core of the Sod Poodles’ mission.
For those passing through Amarillo, a rendezvous with the towering Ruckus at Hodgetown promises a glimpse into the vibrant baseball culture of the region. Whether it’s to witness the Diamondbacks’ prospects in action or partake in the thrilling giveaways, a visit to Hodgetown encapsulates the essence of minor league baseball at its finest.